PPT ON PRODUCT & BRANDING MANAGEMENT

NIIS INSTITUTE OF BUSINESS ADMINISTRATION

PROGRAMME: MBA
SEMESTER: FOURTH
SUBJECT NAME : PRODUCT & BRANDING
MANAGEMENT
SUBJECT CODE: 18MBA402A
FACULTY NAME: DR. AJIT NARAYAN MOHANTY
DESIGNATION: ASSOCIATE PROFESSOR
PRODUCT-CONCEPT

• Any Want-Satisfying Attribute.

• Physical as well as Psychological Benefits.
• Bundle of Benefits.
COMPONENTS OF A PRODUCT:
• Physical Attributes.
• Brand.
• Guarantee/Warranty.
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• Product Services and After-Sales-Service.

• Safety.
• Intangible/Psychological Benefits.
• Brand Image.
• Special Features.
NATURE OF THE PRODUCT (Prof.
Theodore Levitt,1980)
• Generic Product. (Unbranded, Less
Expensive & Packaged)
• Expected Product. (Terms & Conditions,
Right Time & Place, Advice & Support)
• Augmented Product. (Training the
Customers, Toll Free Number & Warranty)
• Potential Product. (New Ideas, Methods,
Technologies & Innovation)
 PRODUCT LEVELS
• 1. Core Product – The most fundamental level/benefit/service a
customer is really buying. Ex - A hotel guest is buying ‘rest & sleep’.
• 2. Basic Product – The marketer has to turn the core into a basic
product. Ex - Hotel room includes a bed, bathroom, desk & towel .
• 3. Expected Product – A set of attributes/conditions buyers normally
expect. Ex - Clean Bed, Fresh Towels, Working Lamps, Convenient
& Least Expensive.
• [Link] Product – Contains additional benefits, features &
services that exceeds customer expectations. Ex - Remote-control
TV, Fresh Flowers, Rapid Check-in, Express Check-out, Fine Dining
& Room Service.
• 5. Potential Product – Companies search for new ways to satisfy
customers & distinguish their offer. Ex - All Suite-Hotels represent
an innovative transformation of the traditional hotel.
PRODUCT CLASSIFICATION

• Consumer Products.
• Industrial Products.
• Consumer Products – Ex - Durables, Non-
Durables, Services.
Usage – Ex - Consumer, Convenience,
Shopping, Speciality, Unsought.
INDUSTRIAL PRODUCTS
• Raw Material - Ex - Crude Oil, Fabric, Pig Iron.
• Component Parts - Ex - Engine, Seats, Wheels.
• Process Material - Ex - Alcohol for Perfume.
• Capital Equipment - Ex - Large Machine, Tool.
• Accessory Equipment - Ex - Calculator,
Computer, Furniture.
• Consumable Supplies/MRO Items - Broom,
Electricity, Handy Tools, Oil, Paper, Paints, Pencil
Replacement Parts, Stationary, Water.
 PRODUCT CLASSIFICATION
1. On the basis of Tangibility – a) Tangible Products
(Touch, Seen) . Ex – Bike & Car b) Intangible Products
(Felt) . Ex – Consultancy & Insurance.
2. On the basis of Durability – a) Durable Products (Long
Life, Lasting) . Ex – TV & Refrigerator b) Non-durable
Products ( Few Uses) . Ex – Soap & Toothpaste.
3. On the basis of User Status – a) Consumer Goods
(Ultimate Consumer/Household) . Ex – Bread & Butter
b) Industrial Goods ( Further Production Purpose) . Ex-
Raw-Materials & Machine Tools .
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• [Link] on the Nature – Goods, Services, Experiences,
Events, Ideas, Information, Organisation, Persons, Places &
Properties.
• [Link] on Consumers Intentions – A) Consumer Products -
(i) Convenience- Low unit value. Ex- Newspaper (ii) Shopping-
High unit value. Ex – TV ( iii) Specialty – Special. Ex -
Prescription Medicines (iv) Unsought – Don’t know/Don’t want
to purchase. Ex- Life Insurance & Encyclopedia.
• B) Industrial Products – (i) Raw Materials - Ex- Minerals (ii)
Capital Equipment – Ex- Machineries (iii) Accessory Equipment
– Ex - Calculators (iv) Component Parts – Ex - Screw (v)
Process Materials – Ex- Alcohol for Perfume (vi) Supplies – Ex-
Paper (vii) Industrial Services. Ex - Financial, Legal, Marketing.
• 3. Based on Social Benefits – a) Pleasing – EX - Pan Masala b)
Deficient – Ex- Pager/Typewriter c) Salutary – Ex - Soyabean
Chips (Diet Chips) d) Desirable – Ex - Tasty, Nutritious &
Ready-made foods.
PRODUCT HIERARCHY

From basic needs to particular items. Six levels of

the product hierarchy. Ex - Life Insurance
[Link] Family – The core need that underlies the
existence of a product family Ex – Security.
[Link] Family – The product classes satisfy a
core need. Ex – Savings,Income.
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• 3. Product Class: A group of products

within the product family . Ex – Financial
Instruments
• 4. Product Line: A group of products
within a product class that are closely
related. Ex - Life Insurance
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• 5. Product Type: A group of items within

a product line that share one of several
possible forms. Ex – Term Life.
• 6. Item (SKU/Product Variant) : - A
distinct unit within a brand or product line
distinguishable by size, price, appearance,
or some other attribute. Example:
Prudential renewable term life insurance.
PRODUCT MANAGEMENT
• Whole range of activities pertaining to Product
Planning and Management.
• Product Planning includes the Corporate Plan
and Marketing Plan.( Length, Depth, New
Product, Product/Marketing Organisation )
• Product Management deals with PLC and
different strategies at each stage of PLC.
• Part of Marketing Management.
• Extended to Brand Building and Brand
Management.
OBJECTIVES OF PRODUCT
MANAGEMENT
• To Design Product Strategies.
• To Find Marketing Opportunities.
• To Seek growth through NPD.
• To Plan strategies for each stage of PLC.
• To Generate New Product Ideas.
• To Consolidate existing Product Profile, Improve &
Modify existing Products, Make Portfolio Analysis,
Introduce Brand & Line Extensions.
• To Identify the Brand Identity, Build a Brand & Brand
Image, Position a Brand, Develop & Measure Brand
Equity.
SCOPE OF PRODUCT
MANAGEMENT
• Product Planning & Development - Creation &
Delivery of Value.
• Product Life Cycle.
• Corporate & Marketing Planning, Competition,
Customer & Industry Analysis.
• Brand Management – Brand Equity, Brand
Image, Brand Personality & Brand Positioning.
PRODUCT LINE & PRODUCT MIX

• PL - Group of closely related products

offered for sale. Ex –TV & Washing
Machines by Videocon.
• PM - Consists of all the products an
organisation offers to its customers. It
may have several product lines. Each
product line may have several product
models, sizes & styles.
PRODUCT MIX
The set of all products and items that a particular
seller offers for sale to buyers
• Product Width - Total no. of product lines.
• Product Length - Total no. of items.
• Product Depth – Colours , Sizes & Variations.
• Product Consistency - Consumer
Goods/Industrial Goods.
Example- HUL’s PW-10 product lines. HUL’s PL- 46
items. HUL’s PD- 125gm,100gm & 80 gm.
HUL’s Consistency- FMCG.
PRODUCT LINE LENGTH
• Product Line Stretching - Upward, Downward
and Two-Way. Ex- Videocon.
• Product Line Filling - Adding more products to
the existing range of the product line.
• Product Line Modernisation – P&G launched
baby diapers ‘Pampers’ in France in the year
[Link] had launched ‘Caline’.
• Product Line Pruning - Products adding no
profits and these unnecessary products
must/should be pruned/removed from the
product line.
MARKET/PRODUCT EXPANSION
GRID(ANSOFF)
• Market Penetration - Existing Market,
Existing Product.
• Product Development - Existing Market,
New Product.
• Market Development - New Market,
Existing Product.
• Diversification - New Market, New Product
NEW PRODUCT OPPORTUNITIES

• New Product - New Product, New Brand.

Ex-Pampers by P & G.
• Flanker Brand -Existing Product, New
Brand. Ex- Savlon by HUL.
• Franchise Extension -New Product,
Existing Brand. Ex-IBM Xerox.
• Line Extension -Existing Product, Existing
Brand. Ex-Titan Watches.
PRODUCT PLANNING

• Strategies to realise the marketing

objectives based on marketing plan.
• Helps a firm to travel from where it is to
where it desires to be.
• An aid to decision-making process.
• Takes care of both the existing and new
products.
PLANNING LEVELS

• Corporate Plan - Corporate Objectives,

Finance & Analysis for setting SBUs.
• Marketing Plan - Product Portfolio &
Marketing Budget.
• Product/Market Plan - Product Strategy &
Product Budget.
PRODUCT PLANNING PROCESS
• Starts with Marketing Plan. Contains-
• Situation Analysis - Where We Stand Today, Past &
Present, Problems & Opportunities, Competitive Forces.
Mission Analysis - Customer Mission, Key Value Mission,
Objectives, Marketing Strategies, Marketing
Programmes
a) What business are we in ?
b) What business should we be in ?
c) What business can we be in ?
Ex of Mission - Coca-Cola - Acceptability, Availability &
Affordability.
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• Marketing Objectives - Direction, Short-Term, Long-
Term for the Product/Brand.
Some Marketing Objectives-
1)To grow an existing business.
2)To maintain the current position.
3)To support new products.
4)To improve market share.
Two Approaches in Setting Marketing Objectives-
1)Top-Down - Resource Allocation, Performance Standard.
2)Bottom-Up - Participation & Motivation of People.
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• Marketing Strategy - Plan to reach the

objectives.
Marketing Programme Consists of 1) Product
Policies 2)Pricing Policies 3) Place Policies
4)Promotion Policies.
1) Product Policies - Product, Services, Purpose,
Positioning, Product Mix, Product Lines, Branding
Policy, NPD & Launching , Product Deletion.
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• Action Plan - Budgets are tools to implement

strategies. It has two dimensions - the total size
and the allocation of money to different expense
heads.
Methods - 1) Objective & Task Method.
2) Percentage of Sales Method.
3) Competitive Parity Method.
4) Affordability Method.
NEW PRODUCT DEVELOPMENT
STRATEGY/PROCESS
• [Link] Generation –
• a) Brain Storming-Alex Osborn.
• b) Attribute Listing.
• Ex-Pan Parag by [Link]’s landlady in Kanpur in 1973.
• [Link] Screening –
• a) Drop-Error.
• b) Go-Error.
• EX-Carlson’s Copying Machine. (Xerox).
• Richman’s Product-Idea Rating Devices - Company Resources,
Location, Corporate Personality & Goodwill.
• [Link] Development & Testing - Product Concept/Consumer
Proposition. Ex - Users, Benefits & Usage .
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• [Link] Strategy –
• Market Size, Target Market, Price, Place, Promotional Budget, Long-
term Financial & Marketing Goals.
• [Link] Analysis –
• a) Sales Estimation - First Time Sales, Repeat Sales.
• b) Survey of Buyer Intentions.
• c) Estimating Costs & Profits - ROI, BEA.
• [Link] Development –
• a) Physical Attributes.
• b) Psychological Attributes.
• 2 Tests - a) Functional (Lab).
• b) Consumer (Preferences).
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• [Link] Marketing – Tests in actual market setting.
• Consumer Goods Market Testing - First Trial, Repeat, Adoption, Frequency.
• a) Simulated Test.
• b) Controlled Test.
• c) Selection of Test Markets - Mostly 2-6 cities).
• d) Time (Months to Years).
• e) Data.
• f) Action.
• g) Benefits.
• [Link] - Launching of a Product. Costliest Stage.
• a) Production Costs.
• b) Marketing Costs - Advertising, Distribution, Packaging, Promotion.
• c) Marketing Expenditures - 60% of Sales.
PRODUCT LIFE CYCLE (FOUR
STAGES)
• Introduction - Costs High, Sales Low, Profits
Low/Negative & Competitors Few.
• Marketing Mix - Basic Product, Skimming/ Penetrating
Price.
• Selective, Few & Exclusive Channels, Awareness Build Up
& Heavy Promotion (Prestige).
• Growth - Costs Average, Sales Rising, Profits Rising &
Competitors Increase.
• Marketing Mix - Product Improvements, Lower/Penetrating
Prices.
• Intensive Distribution, Brand/Value Features Promotion.
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• Maturity - Costs Low, Sales Peak Level, Profits High &
Competitors Stable.
• Marketing Mix - Diversity of Products/Brands,
Competitive Parity Price.
• More Intensive Distribution, Differentiating Promotion
(Price).
• 1) MARKET MODIFICATION - Non-Users to Users.
• 2) PRODUCT MODIFICATION - Feature, Quality & Style.
• 3) MARKETING MIX MODIFICATION - Advertising, Sales
Promotion, Personal Selling, Price, Place & Services.
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• Decline - Costs Low, Sales Declining, Profits
Declining & Competitors Decline.
• Marketing Mix- Withdrawal of Weak Products,
Prices Cut.
• Selective Distribution, Minimum Promotion &
Diversification if necessary.
• Introduction - 11/2 Years to 4 Years.
• Growth & Maturity - 2/3 of Product Life.
• Decline - 2 Years Time.
MARKETERS STRATEGIES BASED
ON MARKET SHARE.
• Build the Market Share - To develop & improve
market position. (Increase)
• Hold the Market Share - To preserve the market
position. (Maintain)
• Harvest the Market Share - To get maximum
short-term cash flow. (Increase the short-term
cash flow)
• Divest the Market Share - The amount
withdrawn can be utilised somewhere else.
(Divesting the business)
BRANDING DECISIONS
• BRAND - AMA (”A name, term, sign, symbol or
special design or some combination of these
elements that is intended to identify the goods
or services of one seller or a group of sellers. A
brand differentiates these products from those
of competitors”)
• Identifier of the seller/maker - Brand
• Can be vocalised - Brand Name
• Visual Presentation - Brand Mark
• Legal Protection - Trade Mark, Pictorial Design
SELECTION OF A BRAND NAME
• Easy to remember – Ex - Bata.
• Easy to recall value – Ex - Nike.
• Easy to spell & pronounce – Ex - Rin.
• Arouses curiosity & attracting attention of target
audience - Ex- Maggie.
• Identify itself with the sign/motto of the
organisation – Ex - LIC.
• Legal, Ethical & Available -
Ex- Compaq, signifies compactness of
communication.
Brand conveys the following-
• Attributes - Highlight the product attributes. Ex -Raymond-
Stylish, Fashionable, Modern, High Quality Premium
Clothing.
• Benefits - Emotional & Functional. Ex - Style, Fashion,
Modern-Emotional, High Quality-Functional.
• Values - Associate some value. Ex - ”The Complete Man”.
• Culture - Certain culture. Ex - Family Bonding, Indianness.
• Personality - Communicates status. Ex - Family, Society &
himself.
• User - User segments. Ex - Upper Middle, Upper Class.
BRANDING STRATEGIES

Factors may be taken into consideration -

• Market Size
• Competition
• Resources
• Product Newness
• Technology/Innovativeness
• Customer Sophistication
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• Different Strategies -
• Line Extensions - Existing Brand, Existing
Product. Ex - Godrej Fair Glow Toilet Soaps.
• Brand Extensions - Existing Brand, New Product.
Ex - Colgate Powder.
• Multiple Brands - New Brand, Existing Product.
Ex - HUL’s Lux, Liril, Lifebuoy.
• New Brands - New Brand, New Product. Ex -
GIMS, Management Education.
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• Family Branding/Umbrella Branding - One Brand,
All Products. Ex - Philips, Samsung, Nokia &
Microsoft .
• Cost effective, Reduces product launch costs &
promotional costs, Management of trade channel
easier.
• Individual Branding - Multiple Brand, All
Products. Ex - HUL’s different brand in different
product categories.
• Costlier, Restricted to that product .
CO-BRANDING STRATEGIES
• It is also known as Dual Branding/Brand
Bundling.
• Two/More well-Known existing brands are
combined into a joint product and/or marketed
together.
• Forms of Co-Branding - 4 Types -
• 1) Same Company Co-Branding – Ex - Promotion
of Gillette Mach 3 Turbo Shaving System &
Gillette Shaving Gel by Gillette India. Eureka
Forbes jointly promotes water purifier
Aquaguard & vacuum cleaner Euroclean.
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• 2) Joint-Venture Co-Branding – Ex - Citibank &
Jet Airways, Citibank & Indian Oil Co-Branded
Credit Cards.
• 3) Multiple-Sponsor Co-Branding – Ex -
Technological Alliance of Apple, IBM & Motorola
known as Taligent.
• 4) Retail Co-Branding – Ex - Two retail
establishments such as fast-food restaurants like
Mcdonald’s & Domino’s Pizza use the same
location to optimise both space & profits.
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• Advantages - Positioning, Generate more sales
from the existing target market, Open additional
opportunities with new consumers & channels,
Reduce the cost of product introduction, Valuable
means to learn about consumers.
• Disadvantages - Risk & Lack of control,
Unsatisfactory Performance leads to negative
repercussions for the brands, Lack of focus on
existing brands, Overexposure leads to dilution of
the brands.
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• Success –
• Adequate Brand Awareness & Sufficient Positive Brand
Image, Right kind of fit in Values, Capabilities & Goals,
Detailed Plans to legalise contracts, Make financial
arrangements & co-ordinate marketing programs.
• Assessment –
• a) Is it a profitable business ?
b) How does it help to maintain/strengthen brand equity
c) Is there any possible risk of dilution of brand equity ?
d) Does it offer any extrinsic advantages ? (Learning
Opportunities)
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• Ingredient Branding - Creating brand

equity for materials, components/parts
that are necessarily contained within other
branded products.
• Ex - Compaq, Dell, IBM purchase their
chips from Intel with “Intel Inside” at a
premium price rather than buy equivalent
chips from an unknown supplier.
BRAND LEVERAGING STRATEGIES

1 - Line Extensions in the same product class.

2 - Brand Extensions in the same product class -
a) Upward Stretching b) Downward Stretching
3 - Brand Extensions in different product class -
a) Ad-Hoc Extensions b) Put a Brand Range
4 - Adopt Co-Branding.
(Awareness, Associations, Brand Loyalty,
Perceived Quality)
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• 1-Line Extensions/Stretching in the same product class-
Product is offered as a new version in the same Product
Class. Ex-New sizes of TV, Shampoo in a sachet, New
flavour like Elaichi Horlicks etc.
• 2 - Brand Extensions in the same product class -
• a) Upward Stretching - Margins at the upper end of the
market are high, consistent identity, positive contribution.
Ex - India Today Plus, Toyota Lexus, Maruti Zen, Kodak
Gold & Captain Cook Premium Salt etc.
• b) Downward Stretching - Quality & Features at
reasonable prices. Ex-IBM Value Computers, Videocon’s
Budget-Line TVs, Cheaper Disposable Cameras & Low-
Cost Calculators etc.
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• 3) Brand Extensions in different product class -
• a) Ad-Hoc Extensions - Extended to other product categories. Ex -
Videocon Washing Machines, Audio Products, TV, Refrigerators, ACs
& Water-Purifiers etc.
• b) Put a Brand Range - Brands across several product categories
create Mega-Brands. (Strategic & Long-Term)
• 4) Adopt Co-Branding -
• a) Ingredient Branding - Key ingredients . Ex - ”Intel Inside”.
• b) Composite Brands - Combination of two brands to add to
consumer benefits/ to reduce costs. Ex - Times Card by Citi Bank.
• c) Affinity Brands - Used for furthering a Cause. EX - Citi Bank’s
World Wild Life Card to serve Social Cause & Women’s Card to
further Women’s Movement etc.
BRAND POSITIONING
• Act of occupying the mindspace of the consumer.
• Stand out in consumer’s mind against the competitors.
• Part of Brand Identity & Value Proposition.
• Target Audience must be communicated.
• AL RIES & JACK TROUT-”Positioning: The Battle for the
Mind(1980)”-”Positioning is not what you do to a
product. Positioning is what you do to the mind of the
prospect.”
• Shortest route to heart is through mind.
• Thinking about the product & the mind.
• Search for a niche not occupied by other competitors.
• Goes beyond communication.
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• STRATEGIES - 1) WHO AM I ? (IDENTITY)
• a) Positioning by Corporate Identity – Ex - ’A Quality
Product of HUL’,’ From the House of ’
• b) Positioning by Brand Endorsement – Ex - Dabur uses
Vatika to promote shampoos. Raymomd’s Park Avenue
endorses soaps, belts, aftershaves, perfumes, deodorants,
shaving creams & ties.
• 2) WHAT AM I ? (FUNCTIONAL CAPABILITIES)
• a) Category Positioning – Ex - Suryansh brand of diamonds
are positioned as an investment, not as a piece of jewellery.
• b) Benefit Positioning – Ex - Fructis shampoo for strong
hair. All Clear shampoo as an anti-dandruff shampoo.
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• c) Usage & Use Time Positioning – Ex - Nescafe ’Get the
day started’. Milkmaid as condensed milk for making
sweets.
• d) Price-Quality Positioning – Ex - Peter England at the
lower end & Louis Philippe at the top end.
• 3) FOR WHOM AM I ? (TARGET MARKET)
• a) Demographic Group – Ex - Zandu Kesri Jeevan for old
people. Lenovo for professionals.
• b) Behavioural – Ex - Rath Vanaspati on the professional
caterers for bulk consumption.
• c) Psychographic – Ex - Asian Paints for self-expressive
people. Pepsi as drink of ‘New Generation’/’Generation
Next’.
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• 4) WHY ME ? ( UNIQUE REASON)

• a) Unique Attribute – Ex - Medimix ayurvedic
soap is made from 24 different herbal
ingredients. Anchor White toothpaste as
vegetarian toothpaste.
• b) ‘Why me’ Positioning – Ex - Indica Xeta brand
is positioned as a better alternative to Maruti
Alto. By claiming ‘We are the number two’, the
brand exploits the competitor’s position.
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• POSITIONING STATEMENT -
• a) Market Exploration - Your Brand against Competitors.
• b) Market Segments.
• c) Brand/Core Identity.
• d) Value Proposition.
• e) Assessment of Criteria of the potential buyers.
• f) Perception of your brand against the competitive brands .
• g) Choose the best position.
• Application-Oriented - Longest Lasting Batteries. Target-Market-Oriented -
Complete Food For Children. Exclusivity-Oriented - A rub for colds for Children.
Benefit-Oriented - Toughens you up from within. Functionality Oriented - Soap
with a moisturizer.
• May change over a period of time.
• Sometimes, it is changed deliberately. It is known as Repositioning.
• Ex - V (Company/Product) is W (Definition) that offers X (Benefit) to Y (Target
Audience) in Z (Markets), A (USP and/or Proprietory Technology) provides B
(New Benefits) & C (New Benefit) .
BRAND IMAGE
• Perception about a brand as reflected by the associations
held in consumer memory.
• Culture of attributes & associations that consumers connect
to the brand name.
• Totality of Associations that surround the brand.
• May/may not be the result of marketing efforts.
• Represents how a brand lives in a customer’s very personal,
subjective world.
• Set of beliefs that a customer holds about a brand in terms
of attributes, benefits.
• Clear Cut/Relatively Vague.
• Simple/Varied.
• Intense/Not Intense.
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• Brand Image Dimensions - Two Types -
• a) Hard Associations - Perception of
functional/tangible attributes of a brand. Ex -
Colour, Fuel economy per litre of petrol, Price &
Speed.
• b) Soft Associations - Perception of emotional
attributes of a brand. Ex - Maruti ‘Alto’ car is
associated with attractiveness, excitement &
youthfulness. Indian Airlines is associated with
dull, inefficient, old & unchanging.
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• Contribution of sub-images in a brand -
• a) Company/Corporate Image - Companies also live in
customers mind as a network of associations. Ex –
WIPRO - Leader, Technology Savvy, Modern,
Innovation, Cash Rich, Diversified & Growth.
• b) User Image - User profile consists of sex, age,
occupation, lifestyle, activities & mindset. Ex -
Pepsi-’Generation Next’.
• c) Product Image - Ex- Products like chocolates,
perfumes & high end clothing tend to be associated with
emotions. Products like house cleaners, headache
remedies & dishwashing liquids tend to be driven by
functionality.
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• Gender-Based Classification Image - (Study)
• a) Masculine Products - Beer, Car, Cigarettes, Coffee,
Credit Card, Hair Cut, Legal Services, Scotch &
Toothpaste.
• b) Feminine Products - Bath Soaps, Clothes Dryers,
Dishwashing Liquid & Shampoo.
• Brands also tend to possess visual components/symbols in
the mind. Ex - ’Amul’ in the form of ‘Amul Girl’.
• Brands are powerful signifiers of meanings. People buy
brands not only for what they can do, but also for what
they signify (Implicit/Explicit). Ex - Rolls-Royce, Ferrari &
Mont Blanc.
BRAND IDENTITY
• Identity -“The fact of being who/what a person or thing
is,….. The characteristics determining this.” (Oxford
Dictionary)
• Establish the identity of the owner. (Ex- Identity Card)
• Who the person is ?
• Who are you ? Real Identity.
• What you want to be perceived ? Brand Identity as
received by the receiver.
• An Insider’s Concept, entails crucial decisions on the part
of the brand manager.
• Brand Image is the decoded version of Brand Identity.
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• Brand Identity Dimensions/Perspectives - ”The sum of the brand
expressed as a Product, Organisation, Person & Symbol.” (David
Aaker)
• 1) Brand as a Product -
• a) Product Scope b )Product Attributes c) Quality/Value
• d) Uses e) Users f) Country of Origin.
• Ex-’Cherry Blossom’ with boot polish, ‘Visa’ with Cards, ‘Wills’ with
Lifestyle, ‘Ujala’ with post-wash whitening of clothes.
• 2) Brand as an Organisation -
• a) Organisation Attributes - Innovation, Genuine Consumer
Concern & Trustworthiness.
• b) Local Vs Global.
• Ex-’Marico’ offering such as Hair oil (Parachute), Edible oil (Saffola,
Sweekar) & Starch (Revive). Xerox (Service Orientation), Motorola
(Quality), Hewlett Packard (Innovation).
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• 3) Brand as a Person - ”What happens to this brand when it
becomes a person ?”
• a) Personality - Energetic, Rugged.
• b) Brand Customer Relationships - Friend, Advisor.
• Ex- ‘Denim’ as ‘Masculine’, ‘Sunsilk’ as Feminine, ‘Pepsi’ as Young &
Vibrant. ’Omega’ with Pierce Brosnan, Cindy Crawford & Shahrukh
Khan. ‘Reid & Taylor’ with Amitabh Bachchan.
• 4) Brand as a Symbol -
• a) Visual Image.
• b) Brand Heritage.
• Ex-LIC-’Two cupped hands protecting a lamp’-Cover against risk &
provision of protection.
• Kelvinator’s ‘Penguin’-The Coolest One’.
• Ponds-’Three Petal’-Delicate, Feminine & Fragrant Floral Products.
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• Brand Identity Levels -
• a) Central Identity (Inner Core) - Represents the brand
essence/brand soul/spiritual central /essential core of
the brand.
• Ex - ’Lux’- Beauty Bar for Young Women.
• ’Dettol’ - Antiseptic & Protection from Germs.
• ’Horlicks’ - Nutrition & Health.
• b) Outer Core Identity - Used to provide direction &
meaning to the element section.
• Ex -’Horlicks’ - User, Product Scope, Extensions, Slogan,
Heritage, Personality & Value Proposition.
BRAND IDENTITY PRISM
• Kapferer represents brand identity
diagrammatically as a six-sided prism. The six
faces of the prism are:
• a) Physique b) Personality c) Culture
d) Relationship e) Reflection & f) Self-Image.
• a) Physique - Basis of the brand. Ex - Philips -
Technology & Reliability. Tata - Trust etc.
• b) Personality - Same as of David Aaker. “What
happens to this brand when it becomes a
person”? Ex - Pepsi as young & vibrant etc.
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• c) Culture - Symbolises the organisation, country-
of-origin & values it stands for. Ex - India is
known for traditional remedies such as Dabur,
Zandu. Germany - Benz, Japan - Toshiba etc.
• d) Relationship - Handshake between the
consumer & the organisation. Ex - Colgate -
Dependability. Saffola - Safety etc.
• e) Reflection - Consumer’s perception of what the
brand stands for. Ex - Coke reflects Youthful
Values etc.
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• f) Self-Image - What the consumer thinks

himself/herself ?
• Ex - Benz owner is treating himself to be
the best car owner of the world.
Housewife - User of Surf is telling herself
to be conscious of value not only the price
alone.
BRAND EXTENSION

• BE - Involves using an existing brand name to

launch a product in a different category.
• LE - Involves launching various product variants
in the same product category under the same
brand name. Ex- Surf to Surf Excel to Surf Ultra.
• In LE, Product Category remains constant,
whereas in BE, Product Category is a variable.
• Ex of BE - Park Avenue-Shirts, Shaving Cream,
Jeans, Belts, Perfumes, Soap & Razor.
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• In the US - Between 1977 & 1984 -120

to 175 brands were launched in
supermarkets. Approximately 40% were in
the form of Brand Extensions.
• The 1990 - 63% of new product
launches were Line Extensions & 18%
were Category or Brand Extensions.
Continue
• Reasons for Brand Extension -
• a) Cost of New Launches - A new brand costs
between 50 to 100 million dollars to develop.
• b) Promotional Efficiency - Brand Extensions need
less advertising support in comparison with new brand
launches. Ex - Dettol brand of soap.
• c) Consumer Benefits - Familiarity with a brand name
reduces the risk perceived by the prospect in a brand
buying situation. Ex - Kelvinator Microwave Oven.
• d) Feedback Effects - Extension can contribute to the
parent brand’s associations by either adding/
strengthening these associations. Ex - Reebok watches
may reinforce the image of professionalism in sports.
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• Types of Brand Extensions - 8 Types -
• 1) Product Form Extension - Ex - Liquid Milk & Dried Milk. Chocolate
Bars & Chocolate Powder. Amul Milk- Amul Condensed Milk.
• 2) Companion Product Extension - To capitalise on both products
jointly. Ex - Colgate Dental Cream & Colgate Tooth Brush.
• 3) Customer Franchise Extension - Extend a product range to meet the
diverse needs of a specific customer group. Ex - J&J baby shampoo to baby
talc to baby oil to diapers.
• 4) Company Expertise Extension - Emanating from a common expertise
pool. Particularly seen in Japanese companies. EX - Honda Cars to Honda
Gensets to Honda Scooters to Honda Lawnmovers.
• 5) Brand Distinction Extension - Many brands achieve distinction
in the form of a unique attribute, benefit or feature associated
with the brand. Ex - Parachute may have distinction of ‘coconut
nourishment’ in customer’s minds. (Hair oil, Shampoo, Cream &
Cooking Oil)
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• 6) Brand Image/Prestige Extension - Brand
exclusivity/prestige bestows great extension
opportunities.
• Ex - Cartier, designer brand - Jewellery,
Watches, Purses & Pens.
• 7) Distinctive Component, Taste/Ingredient
Extension - Entries into unrelated product
categories capitalising on these properties.
• Ex-Nescafe, enjoys a distinctive taste - Coffee,
Chocolate, Biscuits, Milk Supplement & Cold
Coffee (bottled).
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• 8) Good, Bad & Ugly Extensions -
• a) Good - Parent brand contributes positively to
the extended product. Ex - Dettol toilet soap,
Nirma toilet soap.
• b) Bad – Ex - Ponds toothpaste extension,
Nirma’s toothpaste extension.
• c) Ugly - Brand extension may hurt the brand by
affecting its quality image. Ex – Amul soft drinks,
Louis Philippe inexpensive, low quality toiletries
for men .
BRAND ARCHITECTURE
• Brand architecture is the structure of brands within an
organizational entity.
• It is the way in which the brands within a company’s portfolio are
related to, and differentiated from, one another.
• The architecture should define the different leagues of branding
within the organization; how the corporate brand and sub-brands
relate to and support each other; and how the sub-brands reflect or
reinforce the core purpose of the corporate brand to which they
belong.
• It may be defined as an integrated process of brand building
through establishing brand relationships among branding options in
the competitive environment.
• The brand architecture of an organization at any time is, in large
measure, a legacy of past management decisions as well as the
competitive realities it faces in the marketplace.
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• Types of Brand Architecture –
• There are three key levels of Branding :
• Corporate brand, umbrella brand and family brand - Examples include Virgin
Group and Heinz. These are consumer-facing brands used across all the firm's
activities, and this name is how they are known to all their stakeholders –
consumers, employees, shareholders, partners, suppliers and other parties.
These brands may also be used in conjunction with product descriptions or
sub-brands: for example Heinz Cream of Tomato Soup, or Virgin Trains.
• Endorsed brands and sub-brands - For example, Nestle KitKat, Cadbury Dairy
Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent
brand - which may be a corporate brand, an umbrella brand, or a family brand
- as an endorsement to a sub-brand or an individual, product brand. The
endorsement should add credibility to the endorsed sub-brand in the eyes of
consumers.
• Individual product brand - For example, Procter & Gamble’s Pampers or
Unilever's Dove. The individual brands are presented to consumers, and the
parent company name is given little or no prominence. Other stakeholders, like
shareholders or partners, will know the producer by its company name.
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• A recent example of brand architecture in action is the
reorganization of the General Motors brand portfolio to
reflect its new strategy.
• Prior to bankruptcy, the company pursued a corporate-
endorsed hybrid brand architecture structure, where GM
underpinned every brand.
• The practice of putting the "GM Mark of Excellence" on
every car, no matter what the brand, was discontinued in
August, 2009. In the run-up to the IPO, the company
adopted a multiple brand corporate invisible brand
architecture structure.
• The company's familiar square blue "badge" has been
removed from the Web site and advertising, in favor of a
new, subtle all-text logo treatment.
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• The strategic issues to consider include:
• Audience Diversity - What are the target segments for your
brand? Is the brand focused on just one audience or must it appeal
to many?
• Brand Elasticity - How far can each of the brands stretch to cover
different products and markets? Harley Davidson made a classic
blunder applying their brand to wine coolers.
• Product/Service Offerings - How are other brands in the
portfolio positioned and targeted? Are some of your brands
complementary, competitive or incongruent?
• Competitive Context - What are competitive branding practices?
How do customers view the marketplace? Do your brands help you
stand out and grab market share?
• Brand Equities - Do you have brands with a particular following or
a unique heritage or equity must be carried forward?
Continue
• Geographic Needs - How consistent are needs/preferences across
cultures and markets? Strong local brands might not work in other
countries. Not every brand can “travel”.
• Organizational Structures - Who is accountable for branding
practices and standards? What are the political realities behind
brands in your portfolio?
• Ownership - Does the organization have legal control over its
brand? You’ll have less leeway with licensed brands.
• Sources of Growth - What businesses and brands are expected to
drive future growth for your company? Are they helping you pursue
your strategy?
• Purchase Criteria - How do people buy your products? Do they
ask for products by brand name or do they ask for a generic name
or your company brand name? Do your brands make buying easier?
How much do people want or need your brands?
Continue
• Brand Performance - How do brands perform against
desired attributes? Is their positioning clear and effective?
• Brand Role - What is role of brand in fulfilling the
business model? How important is the brand in driving
awareness or creating loyalty?
• Channels - What channels and distribution methods are
available and how are they used across the brand
portfolio?
• Company Specific Issues - What considerations are
specific to your company or industry? What might be
technically correct might not be feasible in the reality of
your company. Sometimes theory has to bow to
practicality.
BRAND REJUVENATION
• Process of revitalising an ailing brand.
• An old brand losing its market share over a period of
time has to be revitalised.
Ex - Cadbury’s extended its market by targeting adults
for its Diary Milk Chocolate.
Strategies -
• a) Increasing the usage of the brand.
• b) Identifying new uses of the brand.
• c) Reaching new markets.
• d) Increasing the product attributes/benefits.
Ex - Onida & Cinthol were two brands that were
rejuvenated in the recent past.
Continue
• Steps to be followed -
• 1) Discovery 2) Innovation 3) Expression
• 1) Discovery - Process of Identifying the company & its brand in
terms of what they mean to the customers.
• Reveals the hidden values of the firm.
• Effectively communicate the uniqueness of its brand.
• Understand the decision-making style of the company.
• Evaluate the product, market, wholesalers, retailers & competitors.
• Detailed consumer research.
• 2) Innovation -
• Improvement in brand names, design, styles, package & symbols.
• Effective testing of new designs & packages with the wholesalers or
loyal customers than mass customer testing.
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• 3) Expression -
• Company should try to project a positive
image of the brand in the consumer’s
mind.
• New designs have to be displayed in all
forms of media & promotional material of
the company.
Continue

• EX - 1) Coke & Pepsi started to rejuvenate their

colas in the wake of the crisis they faced over
allegations of pesticide residue in their products.
• 2) ‘Dishum Dishum’ of Pepsodent & ‘Talk to Me’
of Colgate for rejuvenation made the dental care
industry more competitive.
• 3) Horlicks rejuvenated with ‘Apang, Opang,
Japang’ & broke the traditional perception that it
was a drink meant for the sick .
BRAND SUCCESS STRATEGIES
• What comes first to your mind when you think of the following
brands ?
• 1) RASNA - Drink Concentrate.
• 2) MOOV - Remedy For Backache.
• 3) KRACK - Cream For Cracked Heels.
• 4) UJALA - Liquid Fabric Whitener.
• 5) ANCHOR WHITE - Vegetarian Toothpaste.
• 6) LIJJAT - Papad
• 7) MDH - Quality Spices.
• 8) ACTION - Durable Economy Sports Shoes.
• 9) SHEHNAZ HUSSAIN - Herbal Cosmetics.
• 10) Tortoise - Mosquito Repellent Coils .
Continue
• 1) Is there a way to define brand success irrespective of product
category ?
• 2) Is it possible to get at least a working definition of brand success
which then can be used to separate successes from failures ?
• 3) Is it possible to determine at what sales turnover a brand is a
success or a failure in a product category ?
• 4) Which of the following should be the benchmark of success ?
• A - Market Share
• B - Duration ( No. of years of stay in the market)
• C - Profit
Profit has not been included as it is a function of the objectives of
the organisation.
• DEFINITION - “BRAND SUCCESS IS THE ABILITY TO RETAIN A
REASONABLE MARKET SHARE DESPITE MARKET REDIFINITIONS.”
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• CRITERIA - DAVID ARNOLD suggested Four Criteria for
the Success of a Brand -
• 1) At the product level it should deliver benefits.
• 2) It should offer some intangibles besides tangible
benefits.
• 3) The benefits it offers must be consistent with its
personality.
• 4) The benefits offered must be relevant to the
customer.
• Ex - The sample chosen in six successes- Charms,
Maggi, Maruti, Raymond, Rin & VIP etc.
Continue

• HUGH DAVIDSON - Successful Brands

display one or more of the following three
characteristics -
• a) A significant price/performance
advantage.
• b) Some significant difference from the
existing brands.
• c) A new untried idea. (Interesting Idea)
Continue
• STRATEGIES FOR BRAND SUCCESS -
• 1) Core Benefit Identification - Benefits pull the
customer to the brand.
• Ex - Toothpaste Brand - Teeth Whitening, Decay
Prevention, Economy, Herbal Properties, Fresh Breath,
Vegetarian, Flavour, Lasting Effect, Gum Protection &
Sensitive Teeth.
• 2) Own Key Words - Words represent the brands in the
memory or perceptual space.
• Ex - Babool with “Economy”. Close Up with “Breath
Freshness” & Pepsodent with “Germi Check” .
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• 3) Connect the Word with Means-End Element - The word chosen
for association with the brand must be connected with the end
states of existence/goal (Values).
• Ex - Young Consumers desire benefit of “Fresh Breath” from
toothpaste.
• 4) Reinforce Hold on Core Benefits - Brand must maintain its hold
on the core benefits that form its essence or core selling
propositions. Else the brand faces the risk of competitors attack in
two ways -
• a) More is Better – Ex - H & S-Attacked ALL CLEAR on “Micro ZPTO”
• b) Multiple Situation Strategy – Ex - SUV are good for outings than
city cars where power & space are needed.
• 5) Add More Benefits - Brand must develop a value proposition with
a network of association in a more complete fashion. The brand
association should be extended to build a complete picture.
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• Making Brands Succeed - A brand’s power lies in its
capacity to drive buying. Powerful brands do better jobs
than rivals in terms of performance like more sales,
secure more relative market shares & command
premium. Ex – MRF & Colgate.
• The success of a brand requires the following -
• a) Better Brand Strategy – Ex - A new toothpaste brand
may give better protection against germs than
competitors, say ‘round the clock’
• b) Superior Brand Strategy – Ex -The brand must secure
an edge by being closure to the desire or need of the
customers. Discrimination is the core to any brand’s
success.
Continue
• SUCCESS BENCHMARK/SUCCESSFUL BRANDS - (SHAMPOO) - Market is
about Rs.3500 million. Brand having a market share of 7%(by volume)
within 2 years of its launch & grows faster than the market.
• 1) Ayur - Offers herbal benefits at a low price. Reasonable success in North
India.
• 2) Clinic Plus - Positioning on the “anti-dandruff/health/Doctor shampoo”
platform. Captured the South Indian market, a health market.
• 3) Sunsilk - Move on its ”beauty/cosmetic” positioning. First brand on
beauty/cosmetic, First shampoo plus conditioner combination, First to bring
a black coloured shampoo, From cosmetic to cosmetic plus health benefit
(ceramides variant), Aggressiveness.
• (TALCUM POWDER) - Market is about 20,000 Tons. Brand touches a 7%
volume share in 3 years & grows faster than the market.
• 1) Heaven’s Garden - Successful as a low-priced & confined to East, North.
• 2) Ponds Dreamflower Talc - Early entry advantage, Market Leader, Strong
Brand, Good Product, Tin (Packaging) & Talc at bargain prices.
Continue
• 3) Ponds Magic - Most successful brand, Estimated to be 70% the size of
Ponds DFT, Acted as a complement to DFT in North, East.
• TOILET SOAPS - Market is about 4.5 lakh tons. More than 200 brands in the
category .Most of the national brands are offered by HUL, Godrej Soaps,
Nirma Chemical Works, Karnataka Soaps & Detergents Ltd (Mysore Sandal)
Calcutta Chemical Works (Margo) etc.
• Low-Priced Soap (Less than/Equal to Rs. 5 per 100 gm) - Minimum 13,500
Tons annually(3%). Ex – Lifebouy & Nirma Bath.
• Medium-Priced Soap (Between Rs.5 & Rs.9 per 100 gm) - Minimum 9000
Tons annually(2%). Ex – Ganga & Nirma Beauty.
• High-Priced Soap (More than Rs.9 per 100 gm) - Minimum 4500 Tons
annually(1%). Ex - Mysore Sandal.
• Brand that lasts between 12-15 years in the market with a reasonable
market share.
Continue

• 1) Cinthol - Maverick Brand, 5 Variants, From

Deodorant to Macho to Freshness.
• 2) Liril - Youth, Freshness & Freedom,
Packaging, Lime Freshness, First FRESHNESS
SOAP.
• 3) Lux - Positining is same in Indian &
International market, ”The Secret to the Beauty
of Film Stars”, Second largest selling soap in the
country after Lifebouy.
BRAND RESILIENCE
• “Marketing is no longer about building a brand.
There’s now a need for brand defense.” –
Jonathan Copulsky, Brand Resilience: Managing
Risk & Recovery in a High-Speed World.
• Today, brand management has as much to do
with safeguarding as it does with building.
• Brand saboteurs are lurking around every corner
– especially in the age of social media where
news spreads like wildfire – and organizations
need to manage risk, anticipate attacks, and
bounce back fast after a hit.
Continue
• Protection of Brand -
• By playing active and consistent defense. That starts
with understanding how susceptible your organization is
to brand sabotage – and knowing how to reduce its
likelihood and impact.
• In Brand Resilience, Copulsky uses real-world examples,
including many from social media mishaps, to bring the
challenges of defending brands to life.
• He also shares popular brand war stories and lessons
learned that organizations should consider and adopt.
Continue
• Plan to Brand Resilience -
• a) Assessing your brand risks.
• b) Detecting early warning signals.
• c) Adapting your defenses.
• d) Building an organizational capacity to expect
the unexpected and understanding your brand
risks, you’ll be in a better position to head off
trouble before it occurs – keeping you one step
ahead of your potential saboteurs.
Continue
• Strategies -
• 1) Assess your brand value propositions and market positioning.
• 2) Design your “go to market” strategies.
• 3) Revise your channel strategies.
• 4) Create new market-based segmentation frameworks.
• 5) Establish analytically-based customer loyalty programs.
• 6) Revamp your sales forces, call centers, and database marketing
efforts.
• 7) Re-think your service operations to take advantage of new
technology-enabled capabilities.
• 8) Integrate customer-facing organizations forces in conjunction
with mergers and acquisitions.
Continue
• Resilient brands can often be prohibitive to
progress.
• In the spirits industry for example, there has
only been three new international brands
successfully introduced in the past 100 years -
Bailey's, Bombay Sapphire and Malibu.
• To create genuine brand value, brands need
constant investment and constant value analysis
because when the going gets tough, it's the
brand that will expedite recovery.
BRAND VALUATION
• The case for brand valuation is made on account of
various reasons.
• 1) Brand needs to be treated like any other asset.
• 2) Brand do provide opportunity to their owners to get
better cash flow from the sale of products & services
than would occur in its absence.
• 3) Brand is the source of equity which lead to better
financial returns.
• 4) Brand is legally protected & clearly identifiable asset.
• 5) Brand is bought & sold as property.
• 6) Brand Value is being taken as a crucial criteria to
judge the performance of managers.
Continue
• Brand Valuation Methods -
• 1) Cost Based Approaches - Historical cost of building the brand is
considered as the value of the brand.
• a) The sum total of R&D cost for concept development, market
testing costs, promotional expenditure and product improvement
costs are calculated to find the brand value.
• Ex- Rs 50 crores have been spent in brand building. According to
this method, the brand’s value would be Rs 50 crores. It is not
effective since it does not reflect the future cash flows.
• b) The other form is to obtain the replacement cost. This method
calculates the total amount that would be spent if the brand is built
again (after destroying). It is better than the previous method in
reflecting the brand value.
Continue
• 2) Market Based Approaches -
• a) The value given by the highest price that is/would be paid
willingly to purchase the brand. The price is generally quoted above,
equal to/ less than the average price of similar goods/articles. The
value is determined by making a reference to the market price of
comparable brands in recent transactions.
• b) The other approach is to relate the acquisition price of a brand in
a recent merger/acquisition to the brand whose value is to be found
out.
• Ex-Brand X has been acquired say for Rs.100 cr. If we have to
calculate the value of Y which has 20% higher sales than X, then its
value is calculated as 1.2x100=120 cr.
• It is not free from drawbacks. Valuation based on using a referential
price of a similar brand may be misleading. Two buyers of a brand
may assess value of a brand differently.
Continue
• 3) Discounted Cash Flow Method - It takes the brand as an asset.
The estimation of the returns from brand ownership is aimed at in
this technique of brand valuation.
• It deals with three core issues -
• a) First, Forecasting the cash flow associated with a particular
business.
• b) Second, Separate the value created by the brand as different
from the contribution made by other business assets, both
tangible/intangible.
• c) Finally, arriving at an appropriate rate which is to be used for
discounting the future stream of revenue.
• Greater the revenue or profit generation potential of an asset
(brand) over time, the more will be its valuation, and vice versa.
Continue
• 4) Inter-brand Method - It relies on future cash flows to
be associated with the brand.
• Brand value is the net present value of future earnings
generated by the brand alone.
• This approach is based on three economic functions of
the brand:
• First, cost synergies,
• Second, demand generation,
• Third, secure future demand (reduce operative &
financial risk).
Continue
• Steps –
• a) Firstly, the percentage of revenues which could be accounted for
by the brand from the total earnings of the business is figured out.
• b) Secondly, with the help of experts, projections are made about
the net earnings of that business.
• c) Thirdly, earnings due to intangible factors are found out. This is
done by deducing a charge for the ownership of tangible assets.
Their contribution to the earnings is deducted. The residual is
earnings generated by intangible assets like patents & brand etc.
• d) Fourthly, to identify the earnings generated by the brand
exclusively from the earnings attributable to intangible assets.
• e) Fifthly, to calculate the brand strength based on certain factors
like Market Characteristics, Stability, Leadership, Internationality,
Trend, Support & Protection.
BUILDING GLOBAL BRANDS

• Global Brand – Features

• 1 - It has a proud history.
• 2 - Its name recognition is strong worldwide.
• 3 - Its chairman is committed to the
environment.
• 4 - It has a common feel, look & brand essence
worldwide.
• Example – Ford.
Continue
• Over 20 years ago, Theodore Levitt praised
Japanese Manufacturers for their focus on “what
every consumer in the world is seeking: world-
class modernity at affordable prices”.
• For decades, Ford adapted its manufacturing
platforms, features & model names from one
country to another.
• Ford was once one of the ten most valuable
brands in the world. They are no longer on that
list, but Toyota now is.
Continue
• There are five characteristics that all top global brands
have in common –
• 1 – The same positioning worldwide – This provides a
combination of functional product quality & innovation
with emotional appeal.
• Ex – Coca-Cola & Disney.
• 2 – A focus on a single product category –
• Ex – Intel & Nokia.
• 3- The company name is the brand name – All
marketing efforts are concentrated on that one brand.
• Ex – IBM & GE.
Continue

• 4 – Access to the Global Village – Consuming the

brand equals membership in a global club.
• Ex – IBM’s “Solutions for a small planet”.
• 5 – Corporate Social Responsibility – Consumers
expect global brands to lead on corporate social
responsibility, leveraging their technology to
solve the world’s problems.
• Ex – Nestle – Clean Water.
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• Global Brand names come in many styles.
• A few include:
1. Initialism : A name made of initials such as UPS or IBM.
2. Descriptive : Names that describe a product benefit or function like
Airbus.
3. Alliteration and rhyme : Names that are fun to say and stick in the
mind like Dunkin' Donuts.
4. Evocative : Names that evoke a relevant vivid image like Amazon or
Crest.
5. Foreign word : Adoption of a word from another language like Volvo or
Samsung.
6. Founders' names : Using the names of real people, and founder's
name like Hewlett-Packard, Dell or Disney.
7. Geography : Many brands are named for regions and landmarks like
Cisco and Fuji Film.
8. Personification : Many brands take their names from myth like Nike.
BRANDING FAILURES

• Appela – A fruit drink launched by Cadbury.

• Binaca – As Cibacca, it lost its sheen.
• Do It – A cola after Coke’s exit in [Link] was a
diet cola.
• Double Cola – Came in mid-eighties & vanished.
• Illustrated Weekly – Media once popular, now
defunct.
• Indrajal Comics – No longer available.
Continue

• Kolynos – Paste with no trace.

• Le Sancy – Soap was supposed to last, however
soap itself did not last.
• Lux Shower Gel – Discontinued.
• Milkfood Yoghurt – Flavoured curd, couldn’t
make an impact.
• Neko Soap - Medicinal soaps give clinical bath.
• Murphy – Murphy boy was very popular.
Continue
• The most glaring example of a failure in India is
Shringar nail-polish.
• Another popular example of the failure is Pond’s
tooth paste.
• Lakme shaving cream also could not succeed, as
the original brand is a woman’s preserve.
• Pepsi extended to Crystal Pepsi in [Link]
Pepsi was a pure drink. But in consumer
perception Pepsi is brown, refreshing & sweet
drink. Crystal Pepsi belied all this & thus the
brand failed.
BRAND EQUITY
• Konapp (2000) – It is ‘totality of brand’s perception’. He
included the feelings of consumers, customers,
employees & all stakeholders while measuring the brand
equity.
• Keller – Defined in terms of marketing effects whereby
certain outcomes occur as a result of brand name.
• Trout – It is simply the reason one should buy a specific
brand instead of a competitive brand. The equity of a
brand consists of its assets & liabilities.
• Upshaw – It represents ‘the total accumulated value or
worth of a brand’.
Continue
• It can be presented as –
• Brand (Product +Associations)>Brand Identity, Brand
Image (Perception) >Revenue + or – (Equity)
• Aaker said brand equity is a set of assets associated with
a brand & which add to the value provided, by the
product/service to its customers. It is usually measured
by using brand awareness, associations, loyalty, quality
&/or brand assets/patents.
• According to Kotler, it has several dimensions like
identification, performance, social image,
trustworthiness & value.
Continue
• It is the combination of assts & liabilities associated with
a brand that enhances/depreciates the value of the
brand.
• Major Determinants – Aaker’s Approach to brand equity
-
• Associations – Tangible & Intangible attributes.
• Awareness – Presence in mind.
• Loyalty – Consumer attitude/behaviour.
• Quality Perception – Judgements of quality.
• Patents – Assets.
• Ex – Parle atta is utilising the brand equity of Parle-G
biscuits.
Continue
• Managing Brand Equity – David Aaker
• 1- Value to the Consumer –
• a) Information processing & interpretation
• b) Assurance regarding purchase decision.
• c) Consumer Satisfaction.
• 2 – Value to the Company –
• a) Competitive Advantage.
• b) Effective Marketing Programme.
• c) Extensions.
• d) Loyalty.
• e) Margin/Price Leverage.
• Ex – Coke has a very high brand equity owing to its wide
distribution.
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Keller's Brand Equity Model - It is also known as the Customer-
Based Brand Equity (CBBE) Model. Kevin Lane Keller, a marketing
professor at the Tuck School of Business at Dartmouth College,
developed the model and published it in his widely used textbook,
"Strategic Brand Management."
• The concept behind the Brand Equity Model is simple:
In order to build a strong brand, you must shape how customers
think and feel about your product. You have to build the right type
of experiences around your brand, so that customers have specific,
positive thoughts, feelings, beliefs, opinions, and perceptions about
it.
• When you have strong brand equity, your customers will buy more
from you, they'll recommend you to other people, they're more
loyal, and you're less likely to lose them to competitors.
Continue
Continue
• Step 1 : Brand Identity – Who Are You ?
• In this first step, your goal is to create "brand
salience," or awareness – in other words, you
need to make sure that your brand stands out,
and that customers recognize it and are aware
of it.
• You're not just creating brand identity and
awareness here; you're also trying to ensure
that brand perceptions are "correct" at key
stages of the buying process.
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• Step 2 : Brand Meaning – What Are You ?
• Your goal in step two is to identify and communicate what your
brand means, and what it stands for. The two building blocks in this
step are: "performance" and "imagery."
• "Performance" defines how well your product meets your
customers' needs. According to the model, performance consists of
five categories: primary characteristics and features; product
reliability, durability, and serviceability; service effectiveness,
efficiency, and empathy; style and design; and price.
• "Imagery" refers to how well your brand meets your customers'
needs on a social and psychological level. Your brand can meet
these needs directly, from a customer's own experiences with a
product; or indirectly, with targeted marketing, or with word of
mouth.
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• Step 3 : Brand Response – What Do I Think, or Feel, About You ?
• Your customers' responses to your brand fall into two categories:
"judgments" and "feelings." These are the two building blocks in this step.
• Your customers constantly make judgments about your brand and these fall
into four key categories:
• Quality : Customers judge a product or brand based on its actual and
perceived quality.
• Credibility : Customers judge credibility using three dimensions – expertise
(which includes innovation), trustworthiness, and likability.
• Consideration : Customers judge how relevant your product is to their
unique needs.
• Superiority : Customers assess how superior your brand is, compared with
your competitors' brands.
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• Step 4 : Brand Resonance – How Much of a Connection Would I Like to
Have With You ?
• Brand "resonance" sits at the top of the brand equity pyramid because it's the most
difficult – and the most desirable – level to reach. You have achieved brand
resonance when your customers feel a deep, psychological bond with your brand.
• Keller breaks resonance down into four categories:
• Behavioral Loyalty : This includes regular, repeat purchases.
• Attitudinal Attachment : Your customers love your brand or your product, and they
see it as a special purchase.
• Sense of Community : Your customers feel a sense of community with people
associated with the brand, including other consumers and company representatives.
• Active Engagement : This is the strongest example of brand loyalty. Customers are
actively engaged with your brand, even when they are not purchasing it or
consuming it. This could include joining a club related to the brand; participating in
online chats, marketing rallies, or events; following your brand on social media; or
taking part in other, outside activities.
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• Brand Asset Valuator Model - Young & Rubicam
• Young & Rubicam, a marketing communications agency, has
developed the Brand Asset Valuator, a tool to diagnose the power
and value of a brand. In using it, the agency surveys consumers'
perspectives along four dimensions:
• Differentiation : The defining characteristics of the brand and its
distinctiveness relative to competitors.
• Relevance : The appropriateness and connection of the brand to a
given consumer.
• Esteem : Consumers' respect for and attraction to the brand.
• Knowledge : Consumers' awareness of the brand and understanding
of what it represents.
Thank You