What’s in a brand ?
Brande … to burn
Heat embossing symbols were put on the cheeks of the
slaves in order to brand them for a particular owner
Farmers used it to identify their livestocks.
Bricks …
History of branding
1900 – 1920 : Industrial Revolution
1930s – Depression : Pizza Hut, Dominos from Italy
1943 – 1950 : World War-II
Tata Telco – manufactured railway wagons for the Royal Indian Army,
Royal Enfield made Bullet
1950s – Television started becoming popular… Branding …
Promotion … USP
2000: Brands Like, Amul, Bajaj Pulsar, Tata, MTV soared up.
What is a Brand?
A brand is 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.
Brand
Brand is what people believe you stand for
Starbucks sells coffee. It stands for daily inspiration.
Apple sells computers. It stands for thinking
differently.
Disney sells animated and amusement park family
entertainment. It stands for making dreams come
true.
Research Approaches to get at
Brand Meaning
Word Association
Mc Donald’s: Fun, service, Fast food.
Personifying the Brand: "If the brand were a person, what
type of person would it be...?"
Harley Davidson: Rugged Macho Look
Laddering up to find the Brand Essence.
Commodity Vs. Brands
Cars … Rolls Royce, Porsche, Honda
T - Shirt … Lacoste, Tommy Hilfiger, Levis
Sneakers … Nike, Adidas, Lotto
Brands … Trust … Sintex
Product Vs Brands
Commodity
Soft drinks
Water
Sneakers
Computers
Razor blades
Suitcases
Automobiles
Consumer Brand
Coca-Cola
Bisleri
Nike
Apple
Gillette
Louis Vuitton
Mercedes-Benz
Why do companies opt for branding?
Brands can generate a price premium
Goodwill, trust, legacy.
World‟s Largest Luxury Brand : Louis Vuitton
Swatch
Mercedes Benz, Porsche ( 50 lakhs to 1.5 crore)
Tag Heur ( Sells 20 times the price of the actual
manufacturing cost ) …
Brands build trust & goodwill
Tata : Desh ka Namak
Apple Inc. ( Market Capitalization – Market Sentiments)
What is Brand Equity?
According to David Aaker
“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 and/or that firm’s
customer.”
Brand Equity Parameters
Brand Loyalty Measures
Quality
Brand Association: Images, colors, pictures, personalities
Brand Awareness: Top of the mind recall
Market Behavior
Brand Extension
Single Brand Extension
Nivea, Dove
Line Extension
Lux, Sunsilk
Category Extension
Wills, Nike, Economic Times
Corporate Extension
Tata
Brand Elements
Name: The word or words used to identify a company, product,
service, or concept.
Logo: The visual trademark that identifies the brand.
Tagline or Catchphrase: “Fast to cook, good to eat” or “Think
Different”
Graphics: The dynamic ribbon is a trademarked part of Coca-
Cola's brand.
Characters: Amul Butter Girl, Vodafone Dog, Mickey Mouse &
Donald Duck
Brand Elements
Shapes: The distinctive shapes of the Coca-Cola bottle and
of the Volkswagen Beetle are trademarked elements of
those brands.
Colors: Coca cola‟s red color, Red and Yellow color of Mc
Donalds.
Sounds (Jingles): A unique tune or set of notes can denote
a brand. Airtel‟s jingle, Britannia‟s “ Ting-Ting-Tding”
Scents: Santoor sandalwood, Dettol,
What is a Brand Promise?
A brand promise is the marketer’s vision of what
the brand must be and do for consumers.
Brand Associations..... Brand Imagery
Brand Associations are images and symbols associated with a
brand.
The Nike Swoosh, Nokia sound, Film Stars as with “Lux”,
signature tune Ting-ting-ta-ding with Britannia, Blue colour
with Pepsi, etc.
Brand associations are the attributes of brand which come into
consumers mind when the brand is talked about.
Positive Brand Associations
Positive brand associations are developed if the product which
the brand depicts is durable, marketable and desirable.
This will lead to customers having a positive impression about
the product.
Positive brand association helps an organization to gain
goodwill, and obstructs the competitor‟s entry into the market.
Brand Identity
Offerings: Based upon the product attributes.
Dettol as Antiseptic soap
Organization: Source of the brand than product.
Nokia, Infosys
Person: Associating human characteristics with the
brand.
Harley Davidson, Mercedes
Symbol: Nike, Parachute’s coconut, Puma
Physique: External attributes of the products.
Apple I pod.
Brand Identity
Personality: perceiving the brand as a person.
Akshay Kumar for Thums up – Macho Image
Culture: country of the brand and culture of the co.
Volkswagen – German Engineering.
Self Image: View of the brand that company has
chosen.
Adidas competing than winning. Tata Salt: Desh ka
namak, Mountain Dew- Darr ke aage jeet hai.
Relationship: buiding up relation with the customer.
Jet airways
Brand identity (McDonald's) …
McDonald„s is a hamburger restaurant, with the recollection of
Golden Arch, where people can have tasty food and pleasant times.
It offers warm and tasty food and a pleasant time to families and
children, and is in contact with you like a cheerful and enjoyable
friend.
In the background there are the facts of kind and clean, speed, and
reasonable prices.
Brand Name Decision
Individual Names
P&G, HUL
Blanket Family Names
Tata, salt, automobile, steel
Separate Family Names
Aditya Birla: Hindalco-----Aluminium, Ultratek----Cement, Grasim---- Suitings.
Corporate Name combined with individual product names:
Amul masti Dahi, Amul Kool lassi