brand strayegy & marketing mix

1. BRAND STRATEGY &
MARKETING MIX

13. SYMBOLISM
• A symbol is something that represents something else, either by
association or by resemblance. It can be a material object or a
written sign used to represent something existing on non-existing,
visible or invisible.
• Language itself is a system of spoken or written symbols by which
we communicate. Every word is a symbol; the three letters that form
the word 'car' represent a sound as well as a physical object.
• In writing, symbolism is the use of a word, a phrase, or a description,
which represents a deeper meaning than the words themselves.
This kind of extension of meaning can transform the written word
into a very powerful instrument.
• Just as in any media, symbolism is used extensively in advertising
and brand building. A good example, with which one is certainly
familiar, is the use of logos, colours, brand ambassadors or
mascots, tag lines as well as the brand personality. Use of any or all
of these in an integrated fashion is required for the communication
to be effective as well as for the brand to be frequently recalled.

14. Brand imagery
• Promoting the image, or general perception,
of a product or service, rather than promoting
its functional attributes. Commonly used for
differentiating brands of parity products. It
has to do more with the personality and
attitude of the brand than its visual
appearance.
• For example: Men are back, used for Maruti
Suzuki SX4, giving it an imagery of a tough
on road and masculine car, whereas, it is not
meant only for men.

15. Logos
• Logos are the centerpiece of a company's
brand. People are exposed to way too
many concepts and ideas on a daily basis
to remember them all. A brand’s logo
should be the symbol for everything that
the brand represents. When a customer
sees the logo, they should be able to
quickly connect with the brand.

16. Taglines
• A tagline is an important part of branding. It can be your best
brand communication tool, if done right. However, you don't
need a tagline to have a successful brand. Some great brands
such as Google don't use a tagline.
• What Taglines Do?
• Good taglines perform three important functions for your
brand:
• They cut through marketing clutter and communicate your
brand promise in a sticky, memorable way.
• They are an accountability tool in that they remind you of your
own brand promise.
• They are the customers' indicator of a future experience.

17. Colour
• Colour plays a significant part in conveying the
message across to a vast number of people.
Advertisements are not meant to address
individual readers. They are meant to
communicate to a crowd of people. The perception
of colour is one of the central features of human
sight. Colours themselves convey messages
across. Though people have different perceptions
of colour, a company or brand can actively utilize
different colours to magnify its message.Thus,
appropriate choice of colour is important in
advertising, in order to convince people.

18. Nike
• This Ad by Nike does not
contain any imagery of
Nike. However the mega-
sized football breaking
into a building symbolizes
the effect of Nike football
shoes. This OOH
advertisement clearly
depicts the attitude of
Nike as an outstanding
Sports apparel and
accessory brand and also
reflects it’s personality of
‘Just do it’

19. Fevicol
• The Fevicol Ad alongside
is strategically positioned
in a way that symbolises
its utility, i.e, a strong
adhesive which binds
things together.The
positioning statement,
‘Fevicol aisa jod lagaye
acche se accha na tod
paye’ is self explanatory
from this OOH
advertisement of Fevicol

20. Maruti
• Maruti Suzuki SX4
was launched with the
message of ‘men are
back’. The looks,
features and
performance of the
car are well
represented by the Ad
which gives it a
persona of being a
manly car.