Brand Building

1. An identify for a product
Like identifying a specific person within a large crowd...
Brand ?

2. Is essentially the sum total of the
particular satisfaction to the consumer
It relates in its entirety to its name, ingredients, price, packaging,
distribution, reputation, and ultimately to its performance
Brand ?

3. We expect certain standards of quality from these brands
When we want to buy a washing powder, we specially ask for
Surf, Ariel or some such brand
Brand ?

4. Brand Equity
• Encompasses a set of assets linked to a brand’s name and
symbol which add value to a product or service
• There is always the underlying expectation for the promised
satisfaction
• A brand is the evaluation of its performance by the consumer
making it responsible for the premium price as against the
competition which is a major strength of brand equity

5. Firstly
Reasoning for Fascination With Brands
Brand Equity
• They create Trust, and trust is the basic precondition to
Loyalty
• Result into loyalty which ensure sustainable income to the
companies that own these brands
• It is the relationship, born out of loyalty, that ensures
continuous sales, and therefore profit to the company

6. • They can be shown to be valuable to shareholders
• A strong Brand Equity enables the brand to command a
premium
• Customers are prepared to pay a premium because of the
perceived reliability, trustworthiness, as well as the positive
image of superior quality
Brand Equity
Reasoning for Fascination With Brands
Secondly

7. Brand Equity
• Brand Awareness
– Strength of a brand’s presence in the consumer’s mind which
is measured according to the recognition and recall of the
brand
Major Assets
• Perceived Quality
– Lies at the heart of what customers are buying; and is the
ultimate measure of the impact of a brand

8. Major Assets
• Brand Loyalty
– Since a company considers loyalty as a major asset, it
encourages and justifies loyalty building programmes which,
in turn, helps create and enhance Brand Equity
Brand Equity

9. MARKETING
Brands Add Value
The Value Focus Approach
Provide The Value
• Product development
• Manufacture
• Service
• Price
Communicate The Value
• Sales message
• Advertising / Promotion
Choose The Value
• Understand value desires
• Select target
• Define benefits / price
TRIKAYA-GREY

10. Brand Equity
The First Part – An Idea
The Building of a Brand
Like an Architect, the Marketing Manager must be able to
visualise whether there is a consumer need for a particular
product and only when he is able to pinpoint this particular
need, he can proceed further in terms of satisfying that
need

11. Brand Equity
The Building of a Brand
The Second Part – Inputs
Like construction of a building, he must have certain
ingredients to build up the brand which will satisfy the need
eg. the physical properties, positioning, looks, price and
so on

12. The Third Part – A Process
The process include research, the logic behind the
introduction of the brand, creativity in terms of projecting
the brand to the consumer and ensuring adequate quality
control to deliver the promised performance
Brand Equity
The Building of a Brand

13. Brand Equity
This process is a continuous one
A brand is built brick–by–brick, not only does it take time, but
importantly – it takes money and patience. Unfortunately, most of
our aspiring industrialists are only traders ; they want to see profit
almost immediately.
Very rarely does a brand become profitable before the first three
introductory years are over. e.g. Nirma, Titan, etc.
The Building of a Brand

14. The Role of Brands
• A distinguishing name and / or symbol (such as a logo,
trademark, or package design) intended to identify the goods or
services of one seller or a group of sellers, and competitors
• It signals to the customer the source of the product, and protects
both the customer and the producer from competitors
• The value of an established brand lies in the fact that it is more
difficult to build brands today than it was only a few decades ago
First, the cost of advertising and distribution is much higher,
second, proliferating number of brands

15. A Series of Indicators
Brand – Building Neglect
• Disability of managers to identify the brand associations and the
strength of those associations
• Lack of knowledge in the levels of brand awareness
• Non–availability of systematic, reliable, sensitive, and valid
measure of customer satisfaction and loyalty
• No indicators of the brand tied to long–term success of the
business that are used to evaluate the brand’s marketing effort

16. Brand – Building Neglect
• Absence of people in the firm who are really charged with
protecting the brand equity
• Short term performance measures for the personnel associated
with the brand
• No mechanism to measure and evaluate the impact of elements of
the marketing program upon the brand
• No long – term strategy for the brand
A Series of Indicators

17. Sales Promotion
• Sales Promotions are effective – they affect sales in an
immediate and measurable way
During a week in which a promotion is run, dramatic sales
increases are observed for many product classes : 443% for
fruit drinks, 194% for frozen dinners, and 122% for laundry
detergents
• Promotions provide a way to keep a third - or - fourth -
ranking brand on the shelf

18. Sales Promotion
• When a promotion / price–cutting cycle begins it is most
difficult to stop because both the customer and the trade
become used to it and begin planning their purchases
around the promotion cycle
The inevitable result is a great increase in the role of price
• Promotions look even better with respect to short–term
impact

19. • The enhanced role of promotions is in part driven by
measurement. With the advent of the scanner–based databases in
food and drug stores, the short–term measures of some
marketing actions are better than ever. They show that price
promotions affect sales
• There are no easy, defensible ways to measure the long–term
effects of marketing actions, and hence short–term measures
have added influence
eg. The situation is a bit like that of the drunk who looks for car
keys under a street light because the light is better than where the
keys were actually lost.
Sales Promotion

20. What is Brand Equity ?
…something that is made in a
factory
…can be copied by a competitor
…can be quickly outdated
...something that is bought by a
customer
...is unique
...successful brand is timeless
A Product A Brand

21. The Ivory Story
• In December, 1881, P&G ran their first Ivory ad, stating that
the soap “floated” and that it was “99 44 / 100% pure ,”
• It has become one of the most famous ad slogans ever
• The “aggressive” 1882 national advertising budget of
$11,000 provided a start toward high brand awareness, and
customer confidence
• The key to the success of P&G is its commitment to the
development of brand equity