The document discusses brand identity and branding strategies. It defines a brand as the perception customers have about a product or service. It then describes the Brand Identity Prism model which examines a brand across six dimensions: physique, personality, culture, relationship, reflection, and self-image. The model helps position a brand, design marketing strategies, communicate the brand identity, and streamline marketing campaigns. The document provides examples of branding strategies such as brand extension, line extension, and family branding used by various companies.

1. BRANDS
Anjali Mehta
PGDM2 (Marketing)

2. What is a
Brand?
“brand” is the
perception
customers have
about a product
or service.
-Jerry McLaughlin(Forbes)

3. BRAND
IDENTITY
PRISM
 1) Physique – Physique is the basis of the
brand. Salient physical qualities which are seen
by the target audience-like its color, shape. It
may include product features, symbols and
attributes.
 2) Personality – The brand is personified and
its traits are perceived in the eyes of the
consumer in a particular way. Personality
includes character and attitude.
 3) Culture – Culture takes a holistic view of the
organization, its origin, values and principles it
stands for.

4. BRAND
IDENTITY
PRISM
 4) Relationship – The strength of the
relationship between the brand and the
customer. It may represent beliefs and
associations in the human world.
 5) Reflection – How a customer reflects with a
particular brand.This is different with how
customers perceive the brand.This talks more
about the consumers who use the brand as
opposed to the brand itself.
 6) Self image – How does the customer see
himself by using the brand.

5. Why Brand
Identity
Prism?
 Position your brand better
 Design effective marketing strategies related to
the brand's identity
 The brand can be communicated better if its
identity is well established
 You can eliminate techniques that may not blend
with the brand's perceived image
 This helps to streamline your marketing
campaigns in a certain direction.

6. LOGO EVOLUTIONFORWHOM?
Women of 25 and
above, confident
Working women,
believers of natural
beauty
WHY?
Doesn’t dry skin
like other soaps
Emphasizes on
the ethnic aspect
of beauty
WHAT?
Soap, Shampoo,
Conditioner, Hair
Oil, FaceWash,
Deodorants, Body
Lotion, BodyWash
AGAINSTWHOM?
L’oreal,The Body
Shop, Nivea
Branding Strategy: Brand Extension and Line Extension

8. LOGO EVOLUTION
Positioning
An upscale brand which provides
a rich experience
Why?
Provides a personal moment of
escape from a hectic life,
between work and home
What?
Coffee, snacks, merchandise
AgainstWhom?
CCD, Barrista , Costa
Branding Strategy: Brand Extension and Line Extension

10. LOGO
EVOLUTION
WHAT?
Sports wear, shoes, accessories
WHY?
It stands for triumphant and sporty
spirit
FORWHOM?
For people who are or want to be
athletic and confident, people who
want to get things done
AGAINST WHOM?
Adidas, Reebok, Puma, Sketchers
etc.
Branding Strategy: Combination of strategies-Family branding

12. When?
Normal restraunt timing. Mac Donald’s
created some products to the breakfast and
the » coffee break » with its brand Mc café
Against Whom?
Yum! brands ( KFC, Taco bells, Pizza hut)
Burger King
Subway
What?
Fast food Junction. It was the
"family place" to go to since quick
service restaurant chain
McDonald's entered India.
For Whom:?
Products for children, and so
family, and teenager/ young people.
Communication and advertising
sector, Mac Donald’s communicate
both for children/family.

14. NESCAFE
 Parent company: Nestle
 In the past it was a morning
drink then it was
repositioned as a
companion for your life
even during harder times of
life.
Branding Strategy: Brand Extension and Line Extension
 Against Whom?
Bru,Tata coffee
 ForWhom?
It is targeted towards
young, creative and
ambitious people.