2. Unit II
Brand Associations: Brand vision – brand
ambassadors – brand as a personality, as
trading asset, Brand extension – brand
positioning – brand image building
4. Brand Association
Brand association is anything which is deep
seated in customer’s mind about the brand.
Brand should be associated with something
positive so that the customers relate your
brand to being positive.
Brand associations are the attributes of
brand which come into consumers mind when
the brand is talked about.
Brand association can also be defined as the
degree to which a specific product/service is
recognized within it’s product/service
class/category.
5. Brand associations are formed on the
following basis:
Customers contact with the organization and it’s
employees;
Advertisements;
Word of mouth publicity;
Price at which the brand is sold;
Celebrity/big entity association;
Quality of the product;
Products and schemes offered by competitors;
Product class/category to which the brand
belongs;
POP ( Point of purchase) displays; et
7. 1) Association based on attributes
2)Brand Association based on benefits
3) Attitudes based Brand Association
4) Brand Association by interest
5) Brand association by celebrity
8. BRAND VISION
Brand vision refers to the
ideas behind a brand that
help guide the future. When
the brand vision clicks, it
reflects and supports the
business strategy,
differentiates from
competitors, resonates with
customers, energizes and
inspires employees and
partners, and precipitates a
gush of ideas for marketing
programs..
9. STEPS OF BRAND VISION
First, a brand is more than a snappy or
memorable tagline
Second, a brand’s extended vision elements
add texture to a brand vision
Third, the brand vision model is flexible in its
structural framework, avoiding a one size fits all
mentality
Fourth, a brand vision is aspirational and can
differ from the current image
Fifth, the brand essence represents a central
theme of the brand vision and is optional
Sixth, the brand position is a short-term
communication guide that often expresses what
will be communicated to what target audience,
with what logic
10.
11. BRAND AMBASSADORS
Brand ambassadors are simply people who
represent and talk about your company in a
positive way, preferably in front of lots of
potential customers
A brand ambassador is someone who embodies
the brand he or she is endorsing. They provide
credible, trustworthy promotion and visibility to a
brand.
A good brand ambassador must know how to
use the word-of-mouth marketing technique
effectively. He/she must plan to use already
established relationships, market the brand
among them and further widen the network.
12. Importance Of A Brand Ambassador
Humanization
Publicization
Popularisation
Protection
Types of Brand Ambassadors
Celebrity Brand Ambassador
Goodwill Brand Ambassadors
Promotional Brand Ambassadors
13. Roles And Responsibilities Of A Brand
Ambassador
Achieving sales and marketing goals
Increasing brand visibility
Analyzing the product
Building business relationships
14. Characteristics Of A successful Brand
Ambassador
Online presence
Genuine interest in the brand
Interaction with public
Creativity
15.
16. What is Brand Extension
Brand extension involve using the name of
existing brand to introduce the new product
category
A Brand Extension occurs when a firm uses an
established brand name to introduce a new
product (approaches 2 or 3)
When a new brand is combined with an existing
brand (approach 3), the brand extension can
also be called a sub-brand.
An existing brand that gives birth to a brand
extension is the parent brand
If the parent brand is already associated with
multiple products through brand extensions,
then it may also be called a family brand
17. Brand Extension Process
Product Brand
Brand
Equity
Brand
Positioning
Brand
Developmen
t
Brand
Extension
Name
Selection
SponsorshipAdvertis
ement
Success/
Failure
18. Types of Brand Extension
Line Extensions: The parent brand is used to
brand a new product that targets a new
segment within a product category currently
served by the parent brand.
Examples:
Colgate in different ingredients
Sunsilk in different colors of shampoo
19. A line extension often adds a different flavor
or ingredient variety, a different form or size,
or a different application for the brand.
Eg: Head& Shoulder
20. Category Extension: The parent brand is
used to enter a different product category
from that currently served by the parent
brand.
Eg: ITC
21. Brand Extension Strategies
Similar product in a different form from the
original parent product
. Distinctive flavor/ingredient/component in
the new item
. Benefit/attribute/feature
Expertise
Companion products
Vertical extensions
Same customer base
Designer image/status
22. Similar product in a different form from
the original parent product
Eg:Snickers,Detol
- This is the strategy Snickers used to create
Snickers Ice Cream Bars.
25. Expertise
Extensions take forms of different product
category introductions under common name.
Common expertise pool helps such
introductions
For example, Honda offers Honda cars,
Honda gensets, Honda scooters, Honda
lawn movers etc.
26. Companion products
Some brand extensions are a “natural”
companion to the products the company
already makes.
Example Aunt Jemima launched a pancake
syrup to go with its pancake mix.
27. Vertical extensions
Some brand extensions are vertical
extensions of what they currently offer. A
brand can use their “ingredient/component”
heritage to launch products in a more (or
sometimes less) finished form.
Example : Maggi
28. Same customer base
This strategy is used when a marketer knows
they have a product that could be used by
their current customers
Many brand extensions represent a
marketer’s effort to sell something else to its
large and captive customer base.
Example: VISA
VISA launched travelers checks directed to
its credit card customers.
29. Designer image/status.
Certain brands convey status and hence
create an image for the user
Example: Audi
Some brands like Audi promote a lifestyle
that people would like to identify themselves
with
30. Advantage of Brand Extensions
Capitalize existing brand assets
Lower cost access to retail operation
Economies in promotion and advertising
Gives an instant position and reputation
Extends perceived quality to the new offer
Reassures a prospective purchaser that the
retail offer is well supported
Brand extension increases the probability of
success
Extensions enhance promotional efficiency
31. Brand extension increases the probability of
success
Extensions enhance promotional efficiency
By knowing the name, a customer can easily
understand the performance delivery of a
new brand.
Brand extensions immensely help parent
brand
Superior returns are generated from
diversified brands
32. Disadvantages of brand extension
Discourage innovation
Dilute the value of the core brand
Problem of cannibalization
Tempted to rely on the power of the core
brand
Spillover effect
Inappropriate extension
Extensions are not as successful as the
original brand.
33. What is Positioning?
Positioning is the act of designing the
company’s offering and image to occupy a
distinctive place in the mind of the target
market.
It is at the heart of marketing strategy.
34. BRAND POSITIONING
The brand`s positioning is the place in the
consumers mind that you want your brand to
own. It is the benefit you want your consumer to
perceive when they think of your brand.
A strong brand position means that the brand
has a unique, credible and sustainable position
in the mind of the consumer.
It stands for that one benefit that your product
provides apart from your competition.
It also gives you the direction required to focus
the organisation and focus on the strategic
efforts.
35. Brand Positioning
Brand Positioning can be defined as the
positioning strategy of the brand with the
goal to create a unique impression in the
minds of the customers and at the
marketplace
36. Characteristics Of A Good Brand
Positioning Strategy
Relevant
Clear
Unique
Desirable
Deliverable
Points of difference
Recognizable Feature
Validated by the Customer
37. STEPS TO CREATE BRAND POSITION
Identify the current standing
Identify the direct competition
Understand the standing of the competitor brands
Identify the uniqueness of the company
Develop the unique selling propositions
Formulate the messaging statements
STEPS TO CREATE BRAND POSITION
38. Types of Brand Positioning
Value-Based Positioning
Features-Based Positioning
Problem And Solution Based Positioning
Lifestyle Positioning
Parent Brand Driven Positioning
Experience-Based Positioning
40. Brand Image
Brand Image is how customers think of
a brand. It can be defined as the perception
of the brand in the minds of the customers.
This image develops over time. Customers
form an image based on their interactions
and experience with the brand. These
interactions take place in many forms and
not necessarily involve the purchase or use
of products and services.
41. Brand image is the perception of the brand in the
mind of the customer. It is an aggregate of beliefs,
ideas, and impressions that a customer holds
regarding the brand.
Definition
A simple definition of brand image could be – the
customers’ perception of the brand based on their
interactions and experience with the brand or their
beliefs of what the brand could be.
42. Importance Of Brand Image
More profits as new customers are attracted
to the brand.
Easy to introduce new products under the
same brand.
Boosts the confidence of existing customers.
Helps in retaining them.
Better Business-Customer relationship
43. Building a Foundation for a Strong Brand
Image
Identify Your Key Audiences.
Determine Critical Business Goals
Define Your Brand Persona
Develop Key Messaging
44. Advantages of building a strong brand image
The perception of a consumer towards a particular brand is
in direct relation to the image of the brand.
Having a strong brand image directly impacts the consumer
buying behavior, and hence premium brands as well as top
brands have a target of building a strong and positive image
of the brand.
A positive brand image can make the decision process
easier, thereby promoting a lot of repeat purchases as well
as primary purchases.
A promising brand image conveys the success of the
product and gives results with increased sales and
revenues.
A positive image gives confidence to the customers as they
feel that the brand is sincere and clear in its vision to create
the best.
It is possible to build brand image with strong
advertisements because of which companies are promoting
their products through various famous personalities to
enhance their image of brand.
45. Disadvantages
If an organization is unable to depict a satisfactory
brand image, then the consequences can be felt
quickly. The brand might fail in the short term itself if
the brand image created is negative.
The product is principally dependent on its brand
image and unfavorable or negative image results in
the disgrace of the company, and later on bringing
the same brand becomes difficult.
The main disadvantage of a brand image is that the
brand and its products will always be identified with
the image until further changes in the brand image
are impelled.
If in any circumstances the image is compromised,
then sales and revenues will also be hampered and
therefore it is necessary to gather a right team that
will create and regularly maintain the brand image of
a product
