1. BRAND SYMBOL
Is a strong component of the
visual language of any brand.

2. BRAND SYMBOL LEADS TO
Awareness of
the Brand
Brand Association
Likeability &
Positive Feelings
Stronger Memories
of the Brand

3. Brand Symbols can be created
across 10 concepts in order to
value to Brands
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Non – Living Characters
Animal
Nature
Pack
Things
People
Geometric Shape
Scenes
Monuments
Logo

5. BRAND LOGO
 The combination of shape and color is called Brand
Logo.
 It is the visual signature of the brand.
(ex) Gold flake ------ Golden colour.
Parachute ------- Blue colour.
 The Brand name has to stand out. Hence, shapes &
Colors are used on packs & across communication
media.
ELEMENTS OF THE BRAND LOGO
A) Brand name
B) Geometric shape
C) Color

7. D) Slogan
(ex) Britania ---- Eat healthy & think better.
E) Font
EVALUATION OF LOGO
 Likeability.
 Specific likes & dislikes & the reason there of.
 Distinctiveness.
 Comprehension of the message by Logo
(ex) solidity, vibrant, dynamism etc.
 Preference of each logo among key competitors.

9. BRAND CHARACTER

Marketers develop living or non
living characters & add personality &
meaning to it in the context of brand
development. These characters are
called Brand Characters.

10. Advice to Brand Character
It should
a.
b.
c.
d.
e.
f.
g.
h.
Be unique
Have Distinct colors
Have close association with the brand
Not to have strong association with a
particular product category
Have a name for better identity
Not to be Changed
Have Standardized Features and Traits
Evoke a feeling

11. BRAND EQUITY

Brand Equity is a set of brand
Assets and Liabilities linked to
a brand, its name and Symbol
that add to or Subtract from
the value provided by a
product or service to a firm or
to that firm’s customers.

12. Brand Equity as a “Bridge”


Reflection of past investments in the
marketing of a brand
Direction for future marketing actions
or programs
2.12
2.12

13. BRAND
PERCEIVED
QUALITY
ASSOCIATIONS
BRAND EQUITY
NAME/SYMBOL
NAME
AWARENESS
BEAND
LOYALTY
Provides value to customer by enhancing
ustomer’s
 Interpretation/ Processing of Information
 Confidence in the Purchase Decision
 use Satisfaction
OTHER
PROPRIETARY
BRAND
ASSETS
Provides value to firm by Enhancing
 Efficiency & Effectiveness of Marketing Programs
Brand Loyalty
Prices / Margins
Brand Extensions
Trade Leverage
Competitive Advantage

14. BRAND LOYALITY

It is a measure of the attachment
that a customer has to a brand. It
reflects how likely a customer will
switch to another brand, especially
when the brand makes a change,
either in price or in product
features.

15. LEVELS OF BRAND LOYALITY
COMITTED BUYER
LIKES THE BRAND CONSIDERS
IT AS A FRIEND
SATISFIED BUYER WITH
SWITCHING COSTS
SATISFIED / HABITUAL BUYER NO
REASON TO CHANGE
SWITCHERS/PRICE SENSITIVE IN DIFFERENT
– NO BRAND LOYALTY

16. THE VALUE OF BRAND LOYALTY
REDUCED MARKETING COST
BRAND LOYALTY
TRADE LEVERAGE
ATTRACTING NEW CUSTOMERS
TIME TO RESPOND TO COMPITITIVE
THREATS

17. THEN HOW TO CREATE AND MAINTAIN
BRAND LOYALITY ?
TREAT THE CUSTOMER RIGHT
STAY CLOSE TO CUSTOMER
B
R
A
N
D
MEASURE/MANAGE
CUSTOMER SATISFACTION
CREAT SWITCHING COSTS
PROVIDE EXTRAS
L
O
Y
A
L
T
Y

18. ACHIEVING BRAND LOYALTY
TARGET SEGMENT
(FOR THE BRAND)
IDENTIFICATION OF DRIVES
CHOOSING APPROPRIATE
CUES
PRODUCT – PROMISE & DELIVERY
OF BENEFIT
REINFORCEMENT OF BENEFITS
(CONSISTENCY)
BRAND LOYALTY

19. BRAND AWARENESS

Brand awareness is the ability of
potential buyer to recognize or recall
that a brand is a member of a certain
product category. A link between a
product class and brand is involved
(ex.) Wrangler jeans.

20. LEVELS OF BRAND
AWARENESS/AWERNESS PYRAMID
TOP OF MIND
BRAND RECALL
BRAND RECOGNITION
UNWARE OF BRAND

21. HOW AWARRENESS WORKS TO
HELP THE BRAND?
Anchor, to which other
Associations Can be attached.
BRAND AWARENESS
Familiarity - liking
Signal of substance / commitment
Brand to be considered.

22. HOW TO ACHIVE AWARENESS?

BE DIFFERENT, MEMORABLE

INVOLVE A SLOGAN OR JINGLE

SYMBOL EXPOSURE

PUBLICITY

EVENT SPONSERSHIP

CONSIDER BRAND EXTENSION

USING CUES

RECALL REQUIRES REPETITION

23. Establishing Brand Awareness


Increasing the familiarity of the
brand through repeated exposure
(for brand recognition)
Forging strong associations with the
appropriate product category or
other relevant purchase or
consumption cues (for brand recall)
2.23
2.23

24. Salience Dimensions

Depth of brand awareness
• Ease of recognition and recall
• Strength and clarity of category
membership

Breadth of brand awareness
• Purchase consideration
• Consumption consideration
2.24
2.24

25. Points-of-Parity
and Points-of-Difference


Points-of-difference (PODs) are
attributes or benefits that consumers
strongly associate with a brand,
positively evaluate, and believe that
they could not find to the same
extent with a competitive brand.
Points-of-parity associations (POPs),
on the other hand, are not
necessarily unique to the brand but
may in fact be shared with other
3.25
3.25

26. Choosing POP’s & POD’s

Desirability criteria (consumer
perspective)
• Personally relevant
• Distinctive and superior
• Believable and credible

Deliverability criteria (firm
perspective)
• Feasible
• Profitable
• Pre-emptive, defensible, and difficult to
3.26
3.26

27. BRND ASSOCIATION QUESTIONS
1. When I say the name of our brand, what is the first
thing that comes to mind? Why?
2. What are the strengths & weaknesses of our brand?
3. What brands did you consider before you bought our
brand?
4. What are your perceptions of the brands you
considered?
5. Why did you choose our brand?
6. Has our brand met your needs & expectations?
7. What benefits has our brand provided you?
8. Describe the experience with our brand before & after
use.
9. When describing our brand to another potential/
friend how would you describe it?
10.Why would you recommend our brand to another
person?

28. Customer-Based Brand Equity

Differential effect
• Differences in consumer response

Brand knowledge
• A result of consumers’ knowledge about
the brand

Consumer response to marketing
• Choice of a brand
• Recall of copy points from an ad
• Response to a sales promotion
• Evaluations of a proposed brand
extension
2.28
2.28

29. Brand Awareness Advantages

Learning advantages
• Register the brand in the minds of
consumers

Consideration advantages
• Likelihood that the brand will be a
member of the consideration set

Choice advantages
• Affect choices among brands in the
consideration set
2.29
2.29

30. Creating a Positive Brand
Image

Brand Associations
• Does not matter which source of brand
association
• Need to be favorable, strong, and
unique
• Marketers should recognize the
influence of these other sources of
information by both managing them as
well as possible and by adequately
accounting for them in designing
communication strategies.
2.30
2.30

31. 3
J-2
J-1
2
J-1
J-
P3
11
J-
P-2
Judgment
Resonance
P-10
R-10
F-2
F-1
F3
11
F-
I- 3
I-1
I-12
I-2
0
F-1
1
I-1
R-4
5
R-
F-4
R-6
Feelings
R-7
R-8
I-4
R9
0.58
0.24
Imagery
2
F-1
0.66
0.17
R3
J-6
J-7
J-8
5
J-
J9
P-6
P-7
P-8
5
P-
P9
0.49
R-2
J-4
R-1
0.65
2
R-1
P-4
11
R-
P-1
2
P-1
Performance
0
J-1
11
P-
Application:
Identify the Key Drivers of
Brand Equity
F-6
F-7
F-8
5
F-
F9
I- 6
I-7
I- 8
I-5
I-10
I- 9

32. Imagery Dimensions

User profiles
•
•
•

Demographic and psychographic characteristics
Actual or aspirational
Group perceptions—popularity
Purchase and usage situations
• Type of channel, specific stores, ease of purchase
• Time (day, week, month, year, etc.), location, and
context of usage

Personality and values
• Sincerity, excitement, competence, sophistication,
and ruggedness

History, heritage, and experiences
• Nostalgia
2.32
2.32

33. Judgment Dimensions

Brand quality

• Value
• Satisfaction

• Relevance
Brand credibility
•
•
•
Brand
consideration

Expertise
Trustworthiness
Likeability
Brand superiority
• Differentiation
2.33
2.33

34. Performance Dimensions



Primary characteristics and
supplementary features
Product reliability, durability, and
serviceability
Service effectiveness, efficiency, and
empathy

Style and design

Price
2.34
2.34

35. Feelings Dimensions






Warmth
Fun
Excitement
Security
Social Approval
Self-respect
2.35
2.35

36. Resonance Dimensions

Behavioral loyalty
• Frequency and amount of repeat purchases

Attitudinal attachment
• Love brand (favorite possessions; “a little
pleasure”)
• Proud of brand

Sense of community
• Kinship
• Affiliation

Active engagement
•
•
•
Seek information
Join club
Visit website, chat rooms
2.36
2.36

37. Brand Mantras




An articulation of the “heart and soul”
of the brand
similar to “brand essence” or “core
brand promise”
Short three- to five-word phrases that
capture the irrefutable essence or spirit
of the brand positioning and brand
values
Considerations
• Communicate
• Simplify
3.37
3.37

38. Designing the Brand Mantra



The term brand functions describes
the nature of the product or service
or the type of experiences or benefits
the brand provides.
The descriptive modifier further
clarifies its nature.
The emotional modifier provides
another qualifier—how exactly does
the brand provide benefits, and in
what way?
3.38
3.38

39. Designing the Brand Mantra
Emotional
Modifier
Descriptive
Modifier
Brand
Functions
Nike
Authentic
Athletic
Performance
Disney
Fun
Family
Entertainment
Fun
Folks
Food
3.39
3.39