This document discusses building strong brands. It defines brand equity as a set of assets and liabilities linked to a brand's name that can add or subtract value for customers. Building strong brands is challenging due to price competition, innovation from others, and short-term pressures. The brand identity provides purpose and meaning for the brand and helps establish relationships with customers. Strong identities avoid traps like focusing only on image or specific attributes. A brand identity can be viewed as a product, organization, person, or symbol. McDonald's brand focuses on value and serving many customers, while Nike's brand centers on sports performance and an exciting personality. Both provide functional, emotional, and self-expressive value to customers.

1. BUILDING STRONG
BRANDS
-David A. Aaker
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2. Brand Equity
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 Brand equity is a set of
assets(and liabilities)
linked to a brand’s
name and a symbol
that adds to (or
subtracts from) the
value provided by a
product or a service to
a firm and/or that firm’s
customers.

3. BrandEquity
Brand Loyalty
Brand
Awareness
Perceived
Quality
Brand
Association
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4. Brand Identity
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5. Why Is Building Strong Brands So
Hard?
Building
brands
Price
Competition
Fragmenting
ComplexBias-
change
Bias-
innovation
Invest
elsewhere
ST
Pressure
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6. Building A Strong Brand
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7. THE BRAND IDENTITY
• Provides direction, purpose
and meaning for the brand
• Brand strategists aspire to
create and maintain
• Helps establish a relationship
between a brand and a
customer by generating a
value proposition involving
Functional, Emotional or Self-
Expressive benefits
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8. Brand Identity Traps
Brand
identity
traps
Image trap
Position trap
Product-
attribute
fixation trap
External
perspective
trap
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9. Four Brand Identity Perspectives
Extended Core
As a
product
As an
organization
As a person As a symbol
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Core

10. Brand-as-product
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Product Scope
Attributes and country or religionQuality /Value
Use Associations

11. Brand-as-organization
• Attributes of the organization
• More enduring and more resistant to
competitive claims
• Less imitable, applies to a product class,
difficult for competitors to demonstrate that
they have overcome
the perceived gap
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12. Brand-as-person
• Like a person, a brand personality can be
perceived as being upscale, competent,
impressive, trustworthy, and others
• An Apple user can
identify himself as
casual, anti-corporate
and creative
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13. Brand-as-symbol
• A strong symbol can provide cohesive and
structure to an identity and make it much
easier to gain recognition and recall
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14. Identity structure
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Core
identity
Extended
identity
• What is the soul of the brand?
• What are the fundamental beliefs and values that drive the
brand?
• Competencies of organization behind the brand?
• Organization stand for?

15. Identities
A McDonald's brand identity A Nike brand identity
• Core Identity: Value Offering,
food Quality, service, cleanliness,
serves wide clientele
• Extended Identity:
convenience, fast food,
hamburgers, family-oriented,
genuine, wholesome, Ronald
McDonald’s children’s charity
• Value Proposition: good
tasting hamburgers, fries and
drinks that provide value, fun
and excitement through birthday
parties, feeling special, etc
• Core Identity: sports related,
for the top athletes,
performance shoes, enhancing
lives through athletics
• Extended Identity: ‘Just Do
It’, one feels excited,
provocative, spirited, cool,
innovative and aggressive
• Value Proposition: high tech
shoes. Exhilaration of athletic
performance excellence, being
associated with a strong
personality
• Credibility: makes shoes and
clothing that are stylish
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16. Providing a Value Proposition
-functional
-emotional
-self-expressive
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17. The Value Proposition
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Functional Emotional Self-expressive Relative price

18. Credibility
• Sometimes Brands
play an endorser role
• For e.g., Nike plays
endorser for Nike air
Jordan, Chevrolet for
Magnum, Kellogg's
for corn flakes, Sony
for Walkman
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19. 19
Brand is building - to be
continued