BRAND

V I D H YA P I L L A I
HOW MUCH WILL YOU PAY FOR
THESE…
• A rock picked up from the street
 A ROCK FROM THE GREAT WALL OF
CHINA

How much will you pay for this?

A ROCK FROM THE BERLIN WALL

How much will you pay for this?

A ROCK FROM THE MOON

How much will you pay for this?

 Congratulations!
You just branded rocks.
BRAND

According to AMA, Brand is a ‘name, term, sign, symbol, or

design or a combination of them, intended to identify products
or services of one seller or group of sellers and to differentiate
them from those of competitors

Brand = Product + a Bundle of emotions

Product is what comes out of a factory (shirt)

Brand is what reaches the customers.(LP, VH, Arrow)
WHAT IS BRANDING?

Branding is endowing products

and services with the power of
the brand.
POWER OF BRANDING
WHAT MAKES A BRAND?
BRANDWORKS’: HOW TO MAKE A
BRAND
WHY BRAND

• Proper branding can result in higher sales of not only one product,
but on other products associated with that brand.
• For example, if a customer loves Pillsbury atta and trust the brand,
he or she is more likely to try other products offered by the
company such as chocolate chip cookies.
ACTIVITY : BEST GLOBAL BRANDS
IDENTIFY THE COUNTRY OF ORIGIN ?

COCA-COLA SOFT Gillette IKEA

IBM American express Apple
GE BMW Siemens
INTEL LOUIS VUITTON GUCCI
NOKIA HONDA L’OREAL
DISNEY SAMSUNG PHILIPS
McDONALD’S Dell ROLEX
TOYOTA NESCAFE Adidas
MARLBORO FORD ZARA
MERCEDES-BENZ Pepsi NIVEA
CITI Sony Nestle
HEWLETT-PACKARD Oracle
Nike SAP
GLOBAL BRANDS Gillette-US
American express- US
• COCA-COLA SOFT - U.S.
BMW-Germany
• IBM -U.S.
LOUIS VUITTON-France
• GE - U.S.
HONDA-Japan
• INTEL - U.S.
SAMSUNG-s.Korea
• NOKIA - Finland
Dell- US
• DISNEY -U.S.
NESCAFE-Switzerland
• McDONALD’S - U.S.
FORD-US
• TOYOTA -Japan
Pepsi-US
• MARLBORO- U.S.
Sony-Japan
• MERCEDES-BENZ - Germany
Oracle-US
• CITI -U.S.
SAP-Germany
• HEWLETT-PACKARD-US
Nike-US
• IKEA-swedan • Nestle-Switzerland
• Apple-US
• Siemens-Germany
• GUCCI-Italy
• L’OREAL-France
• PHILIPS-nethrland
• ROLEX- Switzerland
• Adidas- Germany
• ZARA-spain
• NIVEA-Germany
Trademark
A brand that has been given legal protection
and has been granted solely to its owner.
(trade name or company brand name or its logo label,
taglines, slogan )
Generic Name Brand

A brand name over which the original owner has lost

exclusive claim because all offerings in the associated
class of products have become generally known by the
brand name (usually that of the first or leading brand in
that product class).
 names for product categories
ie. Xerox is the company
“photocopy” is the generic name,
- other examples???????? ”
, Jello, Vaseline, Jacuzzi
 Kleenex, Q-Tips, Scotch Tape, Band-Aids
IMPORTANCE OF BRANDS???
CONSUMER
PERSPECTIVE
ORGANIZ ATIONAL
PERSPECTIVE
Mark Elliot Zuckerberg
 BRAND
EQUIT Y
T H E C O M M E R C I A L VA L U E T H AT D E R I V E S F R O M C O N S U M E R
PERCEPTION OF THE BRAND NAME OF A PARTICULAR PRODUCT OR
S E RV I C E , R AT H E R T H A N F R O M T H E P R O D U C T O R S E RV I C E I T S E L F.
CUSTOMER BASED BRAND EQUITY

It is the power the brand has in the minds of the customers

 BRAND ELEMENTS

Brand elements are

those trademarkable
devices (word, logo,
sound, color) that
identify and differentiate
the brand.
BRAND ELEMENTS

The main ones are brand names, logo, tagline, slogans, shapes,
graphics, color, jingles, etc.
WHY BRAND ELEMENTS?

– To enhance brand awareness

– Facilitate the formation of strong and unique brand associations
– Elicit positive brand feelings
DOVE
• The Dove brands logo consists of the word Dove which is writing in a royal
shade of blue , often associated with excellence and reliability and speaks to the
quality of the product.
• The symbol below the brand name is a yellow dove bird which is often
associated with happiness and joy.
• The bird is a symbol of peace, purity, gentleness.
• The symbol correlates with the brands’ purpose of being a gentle skin and hair
care product that is pure like a dove in that it does not contain any harsh
ingredients. This symbol also aligns to the brands’ values of endorsing real
natural and “pure” beauty standards.
CRITERIA FOR CHOOSING BRAND
ELEMENTS
Offensive Strategies
– Memorable

• Easily Recognized
• Easily Recalled
– Meaningful

• Descriptive
• Persuasive
– Likable

• Rich visual/verbal imagery

• Aesthetically Pleasing
 THE FIRST THREE-
• Memorable
• Meaningful
• Likable

are “brand
building”
 MEMORABLE
• How easily is the brand element
recalled and recognized?
Short brand names.

Eg: LG
hp
Apple
MEMORABILITY

To build brand equity, the brand element should:

– Facilitate recall

– Gain attention quickly

– Have high level of brand awareness

MEMORABILITY EG

Microsoft Windows Microsoft Office 2007

 MEANINGFUL
Is the brand element
credible and suggestive
of the corresponding
category.
Inherent meaning.
MEANINGFULNESS

• Brand elements should convey:

– General information about the nature of the product

• Brand element suggests something about the product category

– Specific information and benefits of the brand

• Brand element shows its key attributes or benefits
EXAMPLES OF MEANINGFULNESS
MEANINGFULNESS OF GOOGLE

• The word ‘google’ is a modification of the word ‘googol’

which means “one followed by a hundred zeros”
• Thus, it refers to the immensity of google.
• Google’s core competency is web-searching
• Hence the brand name refers to the huge quantity of data
that it can search
MEANINGFULNESS OF INTEL

• The word ‘Intel’ is a portmanteau (combination) of the word’s

“intelligent” “electronics”.
• The name suggests that it is an electronics company that delivers
better, even “intelligent” products
MEANINGFULNESS OF VODAFONE

• The word ‘Vodafone’ is a portmanteau of the word's ‘voice’ ‘data’

‘fone’
• The word refers to the capability of Vodafone to deliver voice and
data through phone lines, which was its initial services
LIKABILITY

The brand element should be

– Aesthetically pleasing

– Convey a rich verbal/visual imagery

– Fun and interesting

 LIKABLE
How aesthetically appealing is
the brand element?
Concrete brand names.
EXAMPLES OF LIKABILITY
CRITERIA FOR CHOOSING BRAND
ELEMENTS CONTD.
• Defensive Strategies
– Transferable

• Within and across product categories

• Across geographic boundaries
– Adaptable

• Flexible
• Update-able
– Protectable

• Legally
• Competitively
TRANSFERABILITY
• The brand element should be able to:
– Reach various product categories

– Add to line extensions

– Stay the same for geographic and cultural changes

TRANSFERABLE
• Can the brand element be used to
introduce new products in the same or
different categories.
Brand equity across geographic
boundaries and market segments.
 ADAPTABLE
• How adpatable and updatable
is the brand element.
Changed to synchronize
with the changing consumer
perceptions and preferences.
ADAPTABILITY
PROTECTABILITY

• Brand elements should be such that they can be:

– Legally protected internationally, via use of trademarks/copyrights
– Formally registered with appropriate legal bodies
– Defend trademarks from unauthorized infringement
PROTECTIBLE
• How legally protectible is the
brand element. How
competively protectible.
Names that become
synonymous with product
categories.
HOW TO KEEP AN AGEING BRAND
YOUNG AND FRESH?
• (1) Name
• (2) change the tagline
• (3) change the logo and colors
• (4) innovate the products
• (5)Corporate name may be shortened
BRAND NAMING GUIDELINES

Selecting a brand name for a new product is certainly an art and a science.
Brand names come in many different forms.
• They may be descriptive of the product function (Sleep Inn),
• be evocative of a certain feature (Quicken Loans),
• be completely made up (Verizon),
• or reflect the founder (Dyson)
• Brand Awareness. Brand names that are simple and easy to pronounce or spell, familiar
and meaningful, and different, distinctive, and unusual can obviously improve brand
awareness.
• Simplicity and Ease of Pronunciation and Spelling. Simplicity reduces the effort
consumers have to make to comprehend and process the brand name. Short names often
facilitate recall because they are easy to encode and store in memory. Coca-Cola is also “Coke
• Brands with difficult-to-pronounce names have an uphill battle because the firm has
to devote so much of its initial marketing effort to teaching consumers how to pronounce
the name.
• Familiarity and Meaningfulness
• Brand Associations
• ColorStay lipsticks
• Head & Shoulders shampoo
• Close-Up toothpaste
• DieHard auto batteries
• Mop & Glo floor wax
• Facebook social network
• Dropbox cloud storage
NAMING PROCEDURES

• . A number of different procedures or systems have been suggested for naming new products.
Most marketers adopt a procedure something along the following lines
• Define objectives
• Generate names-Any potential sources of names are valid: company management and
employees; existing or potential customers
• Screen initial -Names that have unintentional double meaning • Names that are
unpronounceable, already in use, or too close to an existing name • Names that have obvious
legal complications • Names that represent an obvious contradiction of the positioning
• Study names. Collect more extensive information about each of the final 5 to 10 names.
Before spending large amounts of money on consumer research, it is usually advisable to do an
extensive international legal search
• Research the final name. Next, conduct consumer research to confirm management
expectations about the memorability and meaningfulness of the remaining names.
• Select the final name
LOGO
WORDMARK

Name and the company is the actual logo

• Coco cola
• Yahoo
• Google
PICTORAL

• Twitter
• Hp
• Apple
• Target
ABSTRACT

• Pepsi
• Nike
MASCOT EMBLEM

• KFC Harley Davidson

Harvard
Starbucks
AVOID TRENDY LOOK
CHOOSE COLORS WISELY

• Red- fire /emotional

• Blue- stability / confident
• Yellow – energy /fresh
• Green – trust/calm
• Purple- royalty
• Orange- happiness
• Black- Bold /serious
CHARACTERS

• Characters represent a special type of brand symbol—one that takes on human or real-life
characteristics.
• Brand characters typically are introduced through advertising and can play a central role in ad
campaigns and package designs.
• Some are animated characters like the Pillsbury Doughboy, Peter Pan peanut butter
• Because they are often colorful and rich in imagery, brand characters tend to be attention-
getting and quite useful for creating brand awareness.
• Brand characters can help brands break through marketplace clutter as well as help
communicate a key product benefit
• Characters often must be updated over time so that their image and personality remain relevant
to the target market. Japan’s famous Hello Kitty character, which became a multibillion-dollar
product and license powerhouse, was able to maintain its appeal and revive its brand image
through a broad set of licensing agreements ranging from paper towels to airplanes, and
through a marketing strategy that is focused on niche markets
SLOGANS

• Slogans are short phrases that communicate descriptive or persuasive information about the
brand.
• They often appear in advertising but can play an important role in packaging and in other
aspects of the marketing program.
• When Snickers advertised, “Hungry? Grab a Snickers,” the slogan also appeared on the candy
bar wrapper itself
• _______________________ Have It Your Way
• ._______________________ Just Do It
• ._______________________ Don’t Leave Home Without It
• ._______________________ Because I’m Worth It
• ._______________________ When You Care Enough to Send the Very Best
• Burger King
• Nike
• American express
• Loreal
• Hallmark
JINGLES

• Jingles are musical messages written around the brand. Typically composed by professional
songwriters, they often have enough catchy hooks and choruses to become almost permanently
registered in the minds of listeners—sometimes whether they want them to or not!
• During the first half of the twentieth century, when broadcast advertising was confined
primarily to the radio, jingles were important branding devices
PACKAGING

• Packaging is the activity of designing and producing containers or wrappers for a product. Like
other brand elements, packages have a long history. Early humans used leaves and animal skin
to cover and carry food and water. Glass containers first appeared in Egypt
BRAND
BRAND STRATEGY
STRATEGY
Line Extension
Existing brand names extended to new forms, sizes, and
flavors of an existing product category.

Product Category
New Existing
Brand Name

Existing Brand Line

Extension Extension

Multi
New New brands
Brands
 Market
Penetration
Surf Excel Quick
Existing product category
Wash Detergent
Powder and existing brand name
Usually results in Line
extensions

Surf Excel
Quick Wash Surf Excel Blue
Detergent Detergent Powder
Powder

Surf Excel Detergent

Bar
Surf Excel
Matic Top
Load Surf Excel Gentle
Wash
 Market
Penetration
WHY LINE EXTENSIONS?
• Diversity of customers
• Customers’ need for variety
• Pricing breadth
• Capacity utilization
• Increasing profitability
• Competitive reasons
• Trade demands
• Counter competition
• Image benefits
BRAND
BRAND STRATEGY
STRATEGY
Brand Extension
Existing brand names extended to new product
categories.
Product Category
New Existing
Brand Name

Existing Brand Line

Extension Extension

New New brands Multi brands

EXAMPLES

• Nike Soccer
• Nike basket ball
• Nike sunglasses
• Nike golf equipments
 Why Brand Extensions

• COSTS: Creating and building new brands takes time and money. Extension is cheaper

• CLUTTER: New products with new names take longer to cut through the ad clutter in
the media.

• SHELF-SPACE: Retailers are less reluctant to stock brands they are familiar with.

• Contd….
WHY BRAND EXTENSIONS?

• Companies extend brands for a variety of reasons, such as:

- to leverage the awareness, understanding, and goodwill of an existing
brand
- to give a product a quick start--less time/money required to build
awareness and understanding
- to help expand customer base and reach new customers
- to pre-empt competitor entry
- to strengthen, enhance, refresh core brand image and increase brand
equity
Brands Category – related Image related Unrelated
Extension Extension Extension
Amul Butter Amul Lite Amul Cheese Amul Computers

Wipro Wipro Laptops Wipro IT Services Wipro lightings

Computers
Tata Indica Tata Indica V2 Tata Nano Tata Tea

Usha Ceiling Usha Table fan Usha Sewing Usha Industrail

fan machine pumps
Godrej Tea Godrej Tea bags Godrej Coffee Godrej Locks
Leaves
Britannia Britannia Good Day Britannia bread Britannia Music
Good Day Coconut Biscuits CDs*
Samsonite Samsonite Briefcases Samsonite Laptop Samsonite
suitcase Bags Computers*
BRAND
BRAND STRATEGY
STRATEGY
Multi-brands
New brand names introduced in the same product category.

Product Category
New Existing
Brand Name

Existing Brand Line

Extension Extension

Multi
New New brands
Brands
MULTIBRANDS…
BRAND
BRAND STRATEGY
STRATEGY
New Brands
New brand names in new product categories

Product Category
New Existing
Brand Name

Existing Brand Line

Extension Extension

New New brands MultiBrands

created a new Compact
Truck category in the
commercial vehicle
segment.
KEY ASSETS OF BRAND EQUITY
• Awareness- strength of brand in customers mind (brand recall (all brands you remember) ,
brand dominance(only brand recalled) , TOMA -top of the mind awareness (first brand
recalled) , brand recognition (exposure to the brand)
• Perceived quality –customer perception on the quality of the brand offered
• Brand Loyalty ‘-stickiness of customers with the brand
• Brand Association- Attributes, celebrity , symbol etc
• Other Brand Assets –Patent , trademark , channel relationship
Brand Management Framework

Brand
Identity
Brand
Awareness
Brand Brand Brand Equity
Personality Communication
Brand
Image

Positioning
BRAND IDENTITY
• Brand identity is the way the company wants to project
itself to the customers.
• An organization communicates its identity to the
consumers through its branding and marketing
strategies.
• Brand identity includes following elements - Brand vision,
brand culture, positioning, personality, relationships, and
presentations.
• Eg- pills bury chose the doughboy to convince
mothers to try ready made dough
• MRF chose the muscle men to signify the
strength
• Tata named its first small car indica to
establish the identity of a completely Indian
car
• Nike- just do it…. It encourages us to let
loose:
• Brand identity is the aggregation of what all you (i.e. an
organization) do. It is an organizations mission, personality,
promise to the consumers and competitive advantages.
• It includes the thinking, feelings and expectations of the target
market/consumers.
• It is a means of identifying and distinguishing an organization from
another.
“HUMARA BAJAJ”- POSSESSION OF
THE WHOLE FAMILY
• The forty year old hexagonal shaped logo was changed to a fresher
abstract B. It represents style, technology, speed and transparency.
• Its blue color represents Bajaj’s strength and stability.
• While logotype is all Capital BAJAJ, whose looks represents
perfection and precision engineering,
• the slogan ‘Distinctly ahead’ projects its philosophy of being
‘distinct from others’
NEW LOGO OF BAJAJ
 BANK OF
BARODA
• New logo is a unique representation of a universal symbol.
• It comprises dual ‘B’ letterforms that hold the rays of the rising
sun.
• They call this the Baroda Sun
• The sun is an excellent representation of what the bank stands for.
• It is the single most powerful source of light and energy – its far
reaching rays dispel darkness to illuminate everything they touch.
• The single-colour, compelling vermillion palette has been carefully
chosen, for its distinctiveness as it stands for hope and energy.
CASE DISCUSSION
Brand Personality Framework
Brand
Personality

Sincerity Excitement Competence Sophistication Ruggedness

• Down-to- • Daring • Reliable • Upper class • Outdoorsy

earth • Spirited • Intelligent • Charming • Tough
• Honest • Imaginative • Successful
• Wholesome • Up-to-date
• Cheerful
WHAT IS BRAND PERSONALITY?

• Brand Personality is a set of human

characteristics/traits associated with a brand
• Personality is how the brand behaves

• Gender, age, socio-economic class, psychographic,

emotional characteristics
SOME EXAMPLES…
• Marlboro is ‘masculine’ while Virginia Slims is
‘feminine’
• IBM is ‘older’ while Apple is ‘younger’

• India Today is ‘old-fashioned’ while Outlook is

‘trendier’
• Coke is ‘conforming’ while Pepsi is
‘irreverent’(Showing a lack of respect for
people)
ABOUT BRAND PERSONALITY

• Brand Personality, like human personality, is both distinctive and

enduring(continuing)
– Both are built over a period of time

• Refers to the outcome of all the consumer’s experiences with the

brand

• In consumer’s mind, these impressions merge to form an overall

concept of what to expect from brand
EXAMPLES…

Axe

• Seduction, masculinity, inviduality, unconventionality

Marlboro

• Masculinity, freedom, adventure

Levi’s

• Rebellion, sensuality, being cool

MRF

• The tyre major has used sachin as its ambassador to deliver

personality of high performance. Its mascot shows a muscleman,
which signifies strength
• Axe chooses the Guy next door. Hence axe advertisements always
talk about girls getting attracted to a male who uses axe. Earlier it
used rather nerdy, lean, unattractive men as its models
RIGHT FIT WITH THE RIGHT FACE

• Campaigns work on ideas and not on celebrities.

There need to be a fit between the brand personality
and what the brand is trying to be.
• Eg- Dominos pizza- The ad shows Paresh Rawal as a
middle aged Gujarathi.
SPONSORSHIPS

• Activities such as events sponsored by the

brand will influence its personality

• Pond’s sponsoring Femina’s ‘Miss India’

contest
AGE

• How long a brand has been on the market can affect its
personality

• New entrants like Apple, Outlook etc., tend to have younger

brand personalities than IBM, India Today etc.,
SYMBOL

• A symbol can be a powerful influence on brand personality

since it can be controlled and can have extremely strong
associations

• Some examples…
– Apple’s bitten apple
– Nike’s swoosh
– MetLife’s Peanuts character
BRAND POSITIONING

• Lifestyle Positioning
• By positioning itself as a lifestyle brand, a brand tries to sell an
image and identity rather than the product. The main focus is to
associate the brand with a lifestyle and focus is more on the
aspirational value than the product value. Cigarette, Alcohol, and
Tabacco companies are often seen to use lifestyle positioning while
marketing their products.
• The Problem Solver
• Most of the brands focus on positioning their products as a one stop solution
for a specific problem. They pinpoint the pain areas and the challenges the
consumers face in their communication and other marketing strategies and
mend it into promoting their product.
• Eg- Tide
• Parent Brand
• This positioning strategy aims at establishing a brand promise and a reputation
of the parent brand. All the products and sub-brands under the parent brand
seem to comply to the established promise.
• Eg- Maggie
• Product Specific
• Some brands which caters to different market segments, use product specific positioning
strategies where they position their different products differently than others. This is usually
seen in the automobile industry.
• Eg- volvo
• Feature Specific
• When the competition is huge and the products are similar, companies usually position their
products by focusing more on specific features like price, quality, or other micro features
depending on the product sold. This type of positioning strategy is usually seen in mobile
industry.
BRAND COMMUNICATION
• Most common means of brand communication is advertising.
• Hoardings, displays, signs, posters radio, print etc….
(1) Advertising
Brand recall- airtel jingle, vodafone
Providing information- new scheme dominos pizza (30 minutes) Birtannia
khoa, world cup jao”
• Emotional connection between product and customer- Fevicol ad
always use humour to convey the message to their customers.
• LIC earlier used fear of death and insecurity as a factor to convince
the customer to get insurance

• Conveying brand personality and brand identity- Apple and Toyota

is an intelligent brand, Maruti and tata are customer caring brand
• Changing a perceived unwanted image-
Cadbury dairy milk signed amitabachan as endorser
to show consumers a trustworthy and respectable
face endorsing CDM.
(2) Events and campaigns-world cup, entertainment, festivals
(3) Sales promotion-games, contest
(4) Direct marketing- telemarketing, tv shopping
(5) Viral marketing- word of mouth, blogs
(6) Publicity and PR- press kits, annual reports, publications
BRAND IMAGE

“Brand image is the customers perception of brand identity”

• Dabur chayawanprash is seen as healthy
• Biselri is seen as safe
• Tata is reliable
• Reid and Taylor is classy
• Alto is hot
• Axe is sexy
• Lifebuoy transforms from masculine to family soap
• For an image makeover, first the product was given a transformation. The chunky masculine
looks was changed to a curvy look. The carbonic smell was substituted by perfume fragrance.
The packaging now showed a whole family on the cover and promised a better bathing
experience for the whole family
BRAND AWARENESS

• Brand recognition- “ 2 minutes- maggie

• Top of the mind awareness (TOMA)
• Brand recall- if you are asked to name a list of soaps, or deodorants or life insurance you wills
tart naming them in the order of your ability to recall. It is on that basis you see or use the
brand
KURKURE

• Snack purchase is an impulse driven and hunger driven exercise. Hence it is important to have
a top of the mind recall among the customers. Kurkure invested a lot on its brand
communication.
• For the chai time achievers award the families were asked to develop their own recipe using
kurkure. The winner families were promised a group photography on one million kurkure
packets and chai time achievers award
BRAND EQUITY

• It is the value that a brand generates to the product

• It is the power it has in the minds of the customers
• Eg- once upon a time Nokia has grown through value addition, customer confidence and
product innovation
• Colgate has been successful in gaining consumer confidence through promoting dental
hygiene, introducing new variants and being innovative in its execution
BRANDING DECISIONS
(1) Brand Name
(2) Which kind of branding to use?
Corporate branding-It is a type of family branding or umbrella brand.)- eg- Tata, Godrej,
Philips, Nestle, Amul
umbrella branding(group of products possess the same brand name) – J & J baby care products
Multi branding- HUL-Lux, Dove, Pears
Private branding
Mixed branding (godrej uses that) Hit, Godrej appliances, godrej locks etc
4) National Brand vs. store brand
(5) Other branding decisions –common branding (zaveri bazaar)
UMBRELLA BRANDING

Umbrella branding is using same brand name for all the

products of the company like Camilin for geometry boxes,
pencils, pens, etc, Haldiram for all kind of sweets and salty
preparations of the company and MTR. etc