Introduction to Branding

1. THARAKA DIAS
MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),
FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),
MSLIM, P.MKT(Sri-Lanka)
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2.  What is a brand
 How branding evolved
 Brands and its importance
 Building strong brands
 Branding challenges and opportunities
 Brand Equity
 Strategic Brand management Process
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5.  Brands and branding are not a recent phenomena
 This can be traced back to the time when human civilization
originated
 Its started to convey information about religion and business
transactions (who is involved, what was transacted, and how
much) were recorded by using symbols.
 These symbols were pictorials in nature (also known as brand
marks, logotypes or icons)
 These early brands can be called proto- brands
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6.  This evolved further in the twentieth century and the concept of
brand personality gradually came into being
 Brand personality is the set of human characteristics associated
with a brand(Asker 1997)
 Brand personality enables consumers to express themselves
through a brand (Sincerity, excitement, competence, sophistication
and ruggedness)
 Brand personality helped in lending an image to the brand
 Since consumption is cultural and time specific, ultimate role of
the brand is to carry and communicate cultural meaning that is
transactional(information related) as well as
transformational(Image related) in character
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7.  A brand is a name, term, sign, symbol or
combination of them intended to identify the
goods or services of one seller or a group of
sellers and to differentiate them from those of
competition(AMA)
 A way of differentiate a product from a mere
commodity
 The simplest definition is , branding is all about
naming a commodity
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10.  A service – Insurance, Banks, Hotels, Schools
 A product – I phone, Soaps, Cars
 A store – Cargills, Keels super, Arpico
 A place – Sigiriya, Nuwara elliya
 A person – Sangakkara, Jayasuriya
 An idea – save the world, api wennuwen api
 An online organization – ikman.lk
 An organization – Maliban, Sidhalepa
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11. PRODUCT
 Scope
 Attribute
 Product users
 Quality /values
 Functional benefits
BRAND
 Brand personality
 User image
 Emotional benefits
 Self expressive benefits
 Brand customer relationship
 Organizational associations
 Country of origin
 Symbols
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13.  An identifier
 A short hand for information
 Legal protection
 Differential advantage
 Unique association
 Price premium
 Enhancing customer loyalty
 High market share
 Inelastic response to price increase
 As a barrier to the entry of other brands
 Can be bought and sold as an asset
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14.  Source of identification
 Heuristic or proxy for quality
 Source of evaluation
 A tool to simplify decision making
 Risk reducer
 Financial risk
 Time risk
 Social risk
 Psychological risk
 Tool to express self image
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15.  Functional brands – Maruti car as family transportation at an
affordable price
 Image brand – when a up market product use by a celebrity will
attract customers to follow and use the same brand, where they also
will feel that they too belong to the same class and league. Tag by
Tiger woods
 Experience brands – a brand can project the unique experience
customers will have on using it in order to create value – feel like
home (srilankan)
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16.  Intelligent and educated customers
 Growth of private labels
 Brand proliferation
 Increasing trade power
 Media fragmentation and the rise of the new
media
 Increasing cost of product introduction and
support
 Increasing job turnover
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17.  Brand equity – Keller(2004) and Aaker(1991)
 Brand loyalty
1. Level 1 – Brand switcher
 Indifferent to the brand name
 Buying decision based on price, availability
 Brand name does not play a significant role
2. Level 2 – Habitual buyers
 Satisfied buyers, absence of any dissatisfaction
 Vulnerable to competitions stimulation
3. Level 3 – Switching cost loyal
 Satisfied with the brand and have a switching cost
 Competitors need to overcome switching cost
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18. 4. Level 4 – Friends of the brand
 Emotional attachment with the brand
 Truly like the brand and consider it as a friend
5. Level 5 – Committed customers/ consumers
 Take pride in using the brand
 Recommend brand to others
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19.  Identifying and developing brand plans
 Designing and implementing brand marketing
programs
 Measuring and interpreting brand performance
 Growing and sustaining brand equity
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21.  Brand – A name, term, sign, symbol, 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 competitors
 Brand equity – brand equity is added value that a product or a
service is endowed with due to a perception of the customers
towards the brand
 Brand loyalty – having a particular brand as the primary choice
while making a purchase
 Proto brands – early brands that existed since the origin of
civilization. Their brand elements were logo, text, and color.
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diastharaka@gmail.com
0773869007
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