1. BRAN D I NG

2. BRAND –WHAT IS IT?
“ A name, term, sign, symbol ,or design or a
combination of them, intended to identify the
goods or services of one seller or group of
sellers and to differentiate them from those of
competitors.”

4. What is the Territory of the

5. BRANDING
BRANDING is a strategy used by marketers.
Pickton and Broderick (2001) describe branding
as Strategy to differentiate products and
companies, and to build economic value for both
the consumer and the brand owner.

6. Understanding Brand Building
Branding

7. Understanding Branding
Understanding Brand Building
Branding
Products to
Attributes Management Architecture
brands

8. Understanding Branding
Understanding Brand Building
Branding
Products
Attributes Management Architecture
to brands

9. From Products to Brands
Understanding Brand Building
Branding
Prod
ucts
to
bran
ds

10. From Products to Brands
Understanding
Branding
Brand Building
Brand v/s. Product
Prod
ucts
to
bran
ds
• A brand is more distinctive than a product
• It is first of all a name, a means of identification
• Secondly it s a set of added values offering both
functional and psychological benefits
Above all ‘a brand is a promise’

11. From Products to Brands
Understanding Brand Building
Branding
Prod
ucts
to
bran
ds
A Brand Is A Promise
A seller’s promise to deliver consistently a
specific set of features, benefits and services
to buyers.

12. Brand as an Asset
• “If Coca Cola lost everything except for ‘the
formula’ and its brand name , it could walk
into any bank in the world and get $100 billion
loan to start from the scratch”
Fortune Magazine

13. Understanding Branding
Understanding Brand Building
Branding
Products
Attributes Management Architecture
to brands

14. Understanding Branding
Understanding Brand Building
Branding
Products
Attributes Management Architecture
to brands
Name Logo
Colours Essence

15. Attributes
Understanding Brand Building
Branding
Name Logo
Attri
but
es Colours Essence
Brand Name
• Short
 Kodak, Fuji
 CNN an AOL Time Warner Company
• Distinctive
• Toyota’s Lexus is distinctive. Toyota’s Luxury commonplace
• Orange was a striking name in a world of telecommunications
• Not mean anything rude or silly in another language
 Big Macs( McDonald’s) is a slang for big breasts in Canada

16. Attributes
Understanding Brand Building
Branding Name Logo
Attri
but
es
Colours Essence
Brand Logo
1.Simple logo, designed to fit both eyes (Mercedes three star)
2.Logo font has to be clear and legible
3.Uniqueness
4.Relevancy
5.Appealing
6.Consistency
7.Contrast

17. Attributes

18. Attributes
Understanding Brand Building Name Logo
Branding
Attri
Colours Essence
but
es
Brand Colours
• Colours have meanings
• Purple means royalty
• Red is energetic
• Blue is peaceful
• Opposite colours can differentiate
• Coke is red, Pepsi is blue
• Kodak is yellow, Fuji is green
• Colours can help you stand out
• FedEx’s orange and purple packet stands out in corporate blue

19. Attributes
Understanding Brand Building
Branding Name Logo
Attri
but Colours Essence
es
Brand Essence
• A brand must “leverage a compelling truth”
• Linux stands for freedom as opposed to Microsoft’s monopoly
• A brand should mean a single powerful thing: the
essence
• Essence of Volvo is Safety
• Essence of Tata is trust
• Essence of Fevicol is bonding

20. Attributes
Understanding Brand Building
Branding Name Logo
Attri
but Colours Essence
es
Brand Essence
• A brand should also be clear of what is not its essence
• In India, STAR NEWS is not a channel of the masses unlike STAR PLUS
• A brand should drive single mindedly its essence
• Volvo has been selling safety for 35 years
• Raymond has been selling the complete man for over 2 decades
• Essence of Dettol is protection against germs
• A brand loses its essence if it starts meaning a lot of things
• What is Miller :A regular, light,draft,cheap, expensive beer

21. Understanding Branding
Understanding Brand Building
Branding
Products
Attributes Management Architecture
to brands

22. Understanding Branding
Understanding Brand Building
Branding
Products
Attributes Management Architecture
to brands
Co-Brand Stealth Brand
Fighting Brand Multi-Brand

23. Management
Understanding Brand Stealth
Co-Brand
Branding Building Brand
Man Fighting
age Multi-Brand
ment Brand
Co-Brand
Same Company Co-Branding
Joint Venture Co-Branding

24. Management
Understanding Brand Stealth
Co-Brand
Branding Building Brand
Man Fighting
age Multi-Brand
ment Brand
Stealth Brand
• Brand building that attracts customer attention but not
of rivals
• Home-to-home, word of mouth / PR, internet community building
• Good option when unsure of a new medium/market
• Little promotion for Maytag website as opposed to a buy.com.
Maytag sold 1000s of Neptune washers on web

25. Management
Understanding Brand Stealth
Co-Brand
Branding Building Brand
Man Fighting
age Multi-Brand
ment Brand
Fighting Brand
• Pricing led branding option. Works as a competitive
response.
• Smirnov (Heublein) Case
• Smirnov attacked by W’schmidt @ $1 less
• Heublein raised the price of Smirnov
• Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt
• Heublein added Popov lower than both

26. Management
Understanding Brand Stealth
Co-Brand
Branding Building Brand
Man Fighting
age Multi-Brand
ment Brand
Fighting Brand
• Built as new, independent brand
• Prevents dilution of the leading brand
• HLL introduced Wheel to fight Nirma

27. Management
Immutable Law of Siblings
There is a time and place to launch a second brand

28. Possibly even a third or a fourth brand..

29. Management
Understanding Brand Stealth
Co-Brand
Branding Building Brand
Man Fighting
age Multi-Brand
ment Brand
Multi Brand
• Key to a multi-brand approach is to give each
sibling a unique identity
• Time, Fortune,Life, Money, People

30. Management
Understanding Brand Stealth
Co-Brand
Branding Building Brand
Man Fighting
age Multi-Brand
ment Brand
Multi Brand..
• Common product area focus
– Shampoos: Clinic Plus, Ayush, Sunsilk
• Single attribute segmentation
– Price:Maruti 800, Zen, Esteem
• Sibling creates a new category
– Herbal Anti-Dandruff category by Ayush

31. Understanding Branding
Understanding Brand Building
Branding
Products
Attributes Management Architecture
to brands

32. Understanding Branding
Understanding Brand Building
Branding
Products
Attributes Management Architecture
to brands
House of Endorsed
Brands Brand
Sub Brand Branded House

33. Architecture
Immutable Law of Contraction
A brand becomes stronger when you narrow its focus

34. Architecture
Understanding Brand House of Endorsed
Branding Building Brands Brand
Arc Branded
hite Sub Brand
ctur House
e
House of Brands
• Often dictated by corporate strategy.
• Gives an opportunity for the company to focus
on each brand and contract its scope.

35. Architecture
Understanding Brand House of Endorsed
Branding Building Brands Brand
Arc Branded
hite Sub Brand
ctur House
e
Endorsed Brand
• Endorsement is used as a device to transfer
brand assets from one brand(corporate) to
another
• Titan from TATA, transferring trust
• i-pod, mac from apple

36. Architecture
Understanding Brand House of Endorsed
Branding Building Brands Brand
Arc Branded
hite Sub Brand
ctur House
e
Sub Brand
• Inside out branding. Company pushes core brand in
different directions
• Sub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids

37. Architecture
Immutable Law of Company
Brands are brands, companies are companies.
There is a difference.

38. Architecture
Understanding Brand House of Endorsed
Branding Building Brands Brand
Arc Branded
hite Sub Brand
ctur House
e
Branded house
• Consumers buy brands, not companies

39. Brand Building
Understanding Brand Building
Branding

40. What Is Brand Building?
Involves all the activities that are
necessary to nurture a brand into a
healthy cash flow stream for the
company after launch

41. Advertising does a lot to help build brands
Every ad contributes to make the
brand what it is in the minds of the
consumer – David Ogilvy

42. • Brand equity is the added value
endowed to products and services

43. How to measure equity?
• The premium a brand can command in the
market
• The difference between the intrinsic and
perceived value of the product

44. Building Brand Equity
• Distinguish product from others in the market
– Value proposition
• Align what it says about the brand in
advertising with what it actually delivers –
Creating the brand

45. Power Brands
• Generates enormous profits
• Expands future strategic opportunities

46. What do power brands have that others
don’t?
• A distinctive product
• Delivering brand promise
• Personality and presence

47. Creating the brand
• Choosing brand name
• Developing rich associations and promises
• Manage customer brand contacts to meet and
exceed customer expectations

48. Choosing a brand name
• What does it mean?
• What performance/ expectations/
associations does it evoke?
• What degree of preference does it create?

49. Brand names should denote
• Product benefits
• Product quality
• Be easy to pronounce/remember/recognize
• Be distinctive
• Not have poor meanings in other countries or
languages

50. Brand Association –
All brand related thoughts , feelings perceptions,
images, experiences, beliefs, attitudes and so on that
become linked to the brand node.
The link to favourable images, celebrities, geographic
regions
i.e. Red Strip - Jamaica, VW - Germany, Screech - NFLD
Bailey’s - Eire
• Paul Hogan - Subaru
• James Earl Jones (voice of CNN)
• Chihuahua - Taco Bell
• Jordan - Nike
• Julia Louis Dry fuss - Nice and Easy
• Candice Bergen - Sprint Canada

51. Brand Associations
• ‘owned’ word
• Slogans
• Colours
• Symbols and logos

52. Brand Awareness –consumers’ ability to
identify the brand under different conditions ,
as reflected by their brand recognition or
recall performance .
e.g.. Snapple ice tea, jeans-Levi’s, walkman -
SONY

53. Brand Loyalty
The degree to which
customers are
committed to further
purchases e.g.. I will
always buy Reebok

54. Brand Ambassadors
• These are used to create the Brand
personality, just like a human being.
Therefore in some way the values and
personality of the ambassador rubs off into
the brand. Therefore the brand and choice
of the ambassador must fit.

56. Brand Status
Step up advertising Cash cow. Need to
sustain brand
Esteem building activities
Product should be Troubled brand.
phased out Product upgradation
required
Familiarity