Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
Chap 4,choosing brand elements to build brand equityRajesh Kumar
This slide will give complete view about choosing brand element for various category in industry. As digital marketing manager i use to allow for choosing fines mode of element for our good selection of brand element.
regards
Rajesh
manager Digital maarketing
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
Chap 4,choosing brand elements to build brand equityRajesh Kumar
This slide will give complete view about choosing brand element for various category in industry. As digital marketing manager i use to allow for choosing fines mode of element for our good selection of brand element.
regards
Rajesh
manager Digital maarketing
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
In this presentation, we will understand the concept of brand and its valuation, in details, like, the various attributes of a brand, its benefits, its values and culture. We will also discuss about the various methods of brand valuation.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
In this presentation, we will understand the concept of brand and its valuation, in details, like, the various attributes of a brand, its benefits, its values and culture. We will also discuss about the various methods of brand valuation.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Generative AI - Unleash Creative Opportunity - Peter Weltman
Brand Management-MBA-unit 1
1. Unit 1: Branding Brand Management
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KTU –MBA
APJ Abdul Kalam Technological University
MASTER OF BUSINESS ADMINISTRATION
Study Material
MKT-T5-8 BRAND MANAGEMENT
Mr.Scaria Thomas
Assistant professor
Rajadahani Business school
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Units 1
Branding: Brand equity, Brand value, Brand awareness and Brand loyalty, Brand identity system
– identity perspectives, identity traps, identity structure, providing value proposition; Managing
multiple brand identities– Brand identity planning model
What is 'Brand Management?'
Brand management is a function of marketing that uses techniques to increase the perceived
value of a product line or brand over time. Effective brand management enables the price of
products to go up and builds loyal customers through positive brand associations and images or a
strong awareness of the brand. Developing a strategic plan to maintain brand equity or gain
brand value requires a comprehensive understanding of the brand, its target market, and the
company's overall vision.
BRAND
A Brand is a name, term, sign, symbol or design or a combination of them, which is
intended to identify the goals or services of one seller or another seller and differentiate them
from other manufacturers .The American Marketing Association defines ‘brand’ as “a name,
term, design, symbol, or any other feature that identifies one seller's good or service as distinct
from those of other sellers…A brand may identify one item, a family of items, or all items of that
seller.”
ELEMENTS OF A BRAND :Name ,Logo , Tagline or catchphrase, Graphics , Shapes , Colors ,
Sounds , Scents ,Tastes , Movement
FEATURES OF A BRAND: A brand has physical qualities, A brand has its own personality A
brand has its own culture, A brand is a relationship
FUNCTIONS OF A BRAND, Identification, Practicality, Guarantee , Optimization, Continuity ,
Characterization , Ethics
TYPES OF BRANDS TYPES OF BRANDS
PERSONAL BRAND
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INDIVIDUAL BRAND
FAMILY BRAND
PERSONAL BRAND:
of the
particular popular celebrity. For example: Abdul Kalam
INDIVIDUAL BRAND
Individual branding, also called individual product branding or multi branding, is the
marketing strategy of giving each product in a portfolio its own unique brand name. This
facilitates the positioning of each product, by allowing a firm to position its brands differently.
FAMILY BRANDING
Family branding is a marketing strategy that involves selling several related products
under one brand name. Family branding is also known as umbrella branding. It contrasts with
individual product branding, in which each product in a portfolio is given a unique brand name
and identity.
BRAND EQUITY
Brand Equity is the value of a brand built up over a period of time. It is composed of four
components namely Image, Perception, Awareness and Loyalty. David Aaker defines brand
equity as: “A set of assets and liabilities linked to a brand's name and symbol that adds to or
subtracts from the value provided by a product or service to a firm and/or that firm's customers”
Brand Equity is an asset that can be sold or leased.
Brand equity refers to the marketing effects and outcomes that accrue to a product with its brand
name compared with those that would accrue if the same product did not have the brand name.
Brand equity is one of the factors which can increase the financial value of a brand to the brand
owner. BE is an important intangible assets that has psychological and financial value to the
firm.
FACTORS INFLUENCING BRAND EQUITY
Changing market share
Profit margins
Consumer recognition of logos and other visual elements
POSITIVE BRAND EQUITY
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The positive effect of the brand on the difference between the prices that the consumer
accepts to pay when the brand known compared to the value of the benefit received
NEGATIVE BRAND EQUITY
If consumers are willing to pay more for a generic product than for a branded one,
however, the brand is said to have negative brand equity.
MANAGING BRAND EQUITY
Brand Reinforcement
Consistently convey the meaning of the brand to customers
What the core brand represents, benefits supplied, which needs it satisfies
How brand makes those product/service superior and which strong favorable unique
brand association should exist in the mind of customer
Requires new product introduction
MANAGING BRAND EQUITY Requires consistency of marketing support (new offerings, new
promotions) . Example-
70s brand still a leader-coke kodak, hienz,wrigleys
BRAND AWARENESS
Brand Recognition: Consumer’s ability to confirm prior exposure to the brand when they go to
the store .Brand Recall: Ability to retrieve the brand from the memory when given the product
category
BRAND LOYALITY
American Marketing Association defines brand loyalty as: “The situation in which a consumer
generally buys the same manufacturer-originated product or service repeatedly over time rather
than buying from multiple suppliers within the category" "The degree to which a consumer
consistently purchases the same brand within a product class" (consumer behavior definition).
It consists of a consumer's commitment to repurchase or otherwise continue using the brand. It
can be demonstrated by repeated buying of a product or service, or other positive behaviors such
as word of mouth advice. Loyalty includes some degree of pre-dispositional commitment toward
a brand Versatile.
http://www.managementstudyguide.com/brand-loyalty.htm
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FACTORS INFLUENCING CUSTOMER LOYALTY
Core offering
Satisfaction
The marketplace
Demographics
Share of wallet
Customers' perceived value
BENEFITS OF BRAND LOYALTY : Brand loyal consumers start building a relationship with
the brand . They become advocates of the brand by their positive word of mouth. Brand loyal
consumers become passionate about the brand and form clubs which results in further
strengthening the brand. Loyal consumers may be prepared to try out the variants of the brand.
They may be prepared to pay a premium
TYPES OF BRAND LOYALTY
Hard-core Loyal - who buy the brand all the time.
Split Loyal - loyal to two or three brands.
Shifting Loyal - moving from one brand to another.
Switchers - with no loyalty (possibly 'deal-prone', constantly looking for bargains or
'vanity prone', looking
Brand equity is a set of assets or liabilities in the form of brand visibility, brand associations and
customer loyalty that add or subtract from value of a current or potential product or service
driven by the brand. To elaborate:
Brand visibility means that the brand has awareness and credibility with respect to a particular
customer need—it is relevant. If a customer is searching for a buying option and the brand does
not come to mind, or if there is some reason that the brand is perceived to be unable to deliver
adequately, the brand will not be relevant and not be considered.
(Brand Equity vs. Brand Value-
https://www.prophet.com/thinking/2016/09/brand-equity-vs-brand-value/)
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Brand Identity isa unique set of brand associations that the brand strategist aspires to create or
maintain.These associations represent what the brand stand forand imply a promise to customers
from the organization members.
Brand Identity provides direction, purpose and meaning for the brand
It is central to a brand’s strategic vision
It is the driver of one of the four principal dimensions of brand equity
– Namely, Associations
There is value in expanding the concept of a brand
A limited/tactical perspective inhibits strategists from building a strong brand even when
potential exists
To achieve maximum brand strength:
o Scope of a brand identity should be broad rather than narrow
o Thrust should be strategic rather than tactical
o There should be internal and external focus to brand creation
Brand Identity Traps represent approaches to creating an identity that are excessively limiting
or tactical and that can lead to ineffective, and often dysfunctional, brand strategies.
Types
• The Brand ImageTrap
• The Brand PositionTrap
• The External PerspectiveTrap
• The Product-Attribute FixationTrap
(https://www.slideshare.net/momarmorsi/intro-to-branding-brand-management-elkottab/52-
Domestic_Honest_Genuine_Cheerful_Sincerity _slide 52)
The Brand ImageTrap
Brand image is how customers perceive the brand. It provides useful and necessary background
information when developing brand identity. A brand image trap results when efforts to go
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beyond the brand image is lacking. The brand image becomes the brand identity rather than just
one input to be considered
The Brand PositionTrap
A brand position is the part of brand identity and value proposition that is to be communicated
and that demonstrates an advantage over competing brands. The Brand Position trap occurs
when the search for a brand identity becomes a search for a brand position. This inhibits
evolution of a full-fledged brand identity
The External PerspectiveTrap
This occurs when firms fail to realize role that brand identity plays in helping organization
understand its basic values and purpose.It is hard to expect employees to make a vision happen
if they do not understand and buy into that vision.
Here the strategic and tactical management of the brand is focused solely on product
attributes.Attributes are not the only relevant bases for customer decisions and competitive
dynamics.
The Product-Attribute FixationTrap
This trap is often caused in part by a reliance on research focusing on attributes. Product
attributes as the basis for brand identity have important limitations:
– They fail to differentiate
– They are easy to copy
– They assume a rational customer
– They reduce strategic flexibility
+
What are the basic elements of a Brand Identity System?
The basic elements include a set of well-prepared guidelines that anticipate all of the expected
encounters with your Brand Identity. It is a system that allows your communications to speak as
a consistent voice. Visual distinction is an important tool in this management process.
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Brand Promise Overview — Explain the business mission and values. What are the
philosophy and goals of your company? This information should be understood and
accessible to all employees and representatives.
Logo Guidelines — Provide size, spacing requirements and standards for formatting. A
good way to depict this information is through examples of real world applications
including the dos and don’ts of logo usage. The logo is considered as a final piece of art,
not to be modified or duplicated without authorized oversight or approval.
Color Palette — Define a standard for the use of color. This is a powerful tool in your
brand identity. A primary and secondary palette should be designated for print and web
standards. This is usually indicated with formulations in Pantone, CMYK, RGB and
HSB.
Font Standards — State primary font options for a consistent text standard that can be
maintained in deploying company content. Choose a robust font family with a variety of
weights for headlines and a readable font for blocks of text. Make sure there are matching
web fonts. And most of all, follow proper licensing procedures.
Templates — Offer designed layouts of content style, grids, margins, font usage and
white space. Print collateral, signage standards and requirements for media usage are
examples of real-world demands on your brand identity.
Web Standards — Name a webmaster educated in the company’s role for users of the
website. Specify a strategy for the use of social media tools and formalize a hierarchy of
messages. Company size plays a large role in the degree of responsibility for social media
strategy.
Assets — Create a library of file formats with access through a designated authority.
These assets should be maintained and updated as the company grows and new
requirements need to be addressed. The content can include photographs, design
elements, font folders (properly licensed), and file formats such as PNG, EPS, JPG, TIFF
and RGB.
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Brand identity planning model
David A. Aaker, a marketing professor at the
University of California at Berkeley and
author of the popular Building Strong Brands
(1996), has developed a comprehensive brand
identity planning model. At the heart of this
model is a four-fold perspective on the
concept of a brand. To help ensure that a
firm’s brand identity has texture and depth,
Aaker advises brand strategists to consider
the brand as:
1) a product; 2) an organization; 3) a person;
and 4) a symbol.
1) The brand-as-product
Product-related associations will almost be an important part of a brand identity. They
are directly linked to brand choice decisions/use experience
• The product scope
• Product related attributes
• Quality / Value
• Association with use occasion
• Association with users
• Link to a country or region
2) The brand-as-organization
This perspective focuses on attributes of organization rather than those of the product
.Organizational attributes are enduring / resistant to competitive claims than are product
attributes
• It is much easier to copy a product than to duplicate an organization with unique
people, values & programmes
• Organizational attributes usually apply to set of product class, & competitor in 1
product class may find difficult to compete
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• Organizational attributes like being innovative is hard to evaluate / communicate
and it is difficult for competitors to demonstrate that they have overcome any
perceived gap
3) The brand-as-person
This perspective suggests brand identity that’s richer/ more interesting than one based on
product attributes. Brand personality can create a stronger brand in several ways:
• Help create a self-expressive benefit that becomes a vehicle for customer to
express his/her personality
• Can be the basis of relationship between customer and brand
• Help communicate a product attribute and thus contribute to a functional benefit
4) Brand-as-symbol
This perspective can provide cohesion and structure to an identity and make it easier to
gain recognition and recall. Elevating symbols to the status of being part of the identity
reflects their potential power
• Visua+l Imagery: Nike’s swoosh, McDonald’s arches
• Metaphors: Energizer bunny, Rin’s lightening
• Heritage: Amul, Aavin, Vicks, Doordarshan
Brand identity planning model
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The Identity Structure
The core identity
Represents the timeless essence of the brand.Associations that are mostly constant as the
brand travels to new markets. More resistant to change. Includes elements that make the
brand both unique and valuable
Eg: McDonald’s
Value Offering, Quality, Service, Cleanliness, User
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The extended identity
Includes elements that provide texture and completeness. Fills in the picture, adding
details that help portray what the brand stands for.
Eg: McDonald’s:Sub-brands, Logo, Characters, Convenience
Value proposition
A brand’s value proposition is a statement of
the functional, emotional and self-expressive
benefits delivered by the brand that provide
value to the customer. An effective value
proposition should lead to a brand-customer
relationship and drive purchase decisions.
Functional benefits
Benefit based on a product attribute that
provides functional utility to the customer. Most visible and common basis for value
proposition.Such a benefit will usually relate directly to the functions performed by the product.
If a brand can dominate a key functional benefit, it can dominate a category
Eg:Close up and fresh breath
Surf and stain removal
Emotional benefits
When purchase or use of a brand gives a positive feeling, that brand is providing an emotional
benefit. Emotional benefit adds richness and depth to the experience of owning and using the
brand. Most functional benefits will have a corresponding feeling or set of feelings.
Eg:Freshness and confidence
In the case of DFT
Self-Expressive benefits
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A brand can provide a self-expressive benefit by providing a way for a customer to
communicate his/her self-image. Purchase and use of brands is one way to fulfill the need for
self-expression.
Eg: Feeling ‘smart’ by buying Surf
The ‘can do’ attitude by wearing a Nike
Critical supports
Critical supports are also known as ‘reason to believe’ or ‘reason why’. The evidence
that shows how and why the brand is better than alternative brands. Provides credibility.They
could have a rational component and/or an psychological component
Multi-Branding
Marketing of more than two competing and almost identical products, that belongs to a single
organization and is filled under different and unrelated brands, is called multi-branding.
Eg:Unilever – Is the biggest manufacturer of ice-cream and a multinational consumer
goods company, that also produces several worldwide brands. For instance, Persil, Axe,
Rexona, Sunsilk, Dove, Lipton and more.
THE ADVANTAGES OF MULTI-BRANDING
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Leaving less shelf space for competitors and obtaining more for yourself.
Effectively using brand-switchers, who love to experiment with different brands.
Competition between managers
If the initial business succeeds,it can develop a second brand without noticeable expenses,
through the franchise.
THE DISADVANTAGES/RISKS OF MULTI-BRANDING
Cannibalization between brands.
Confusion caused by overlapping segments,that will result in brand switching.
The public image of your brand may become profit oriented, rather than the customer.
Failure due to poor management.
Failure from wrong business choices.