3. A product is something made in the factory; a brand
is something the customer buys. A product can be
copied or imitated by a competitor; a brand is
unique. A product can be outdated; a successful
brand is timeless.”
− Stephen King (WPP Group, London)
4. What is a Brand
Brand may be defined from the brand owner’s perspective or the
consumer’s perspective
“A name, term, design, symbol, or any other feature that identifies one seller’s
good or service as distinct from those of other sellers. The legal term for brand
is trademark. A brand may identify one item, a family of items, or all items of
that seller. If used for the firm as a whole, the preferred term is trade name.” -
American Marketing Association
5. What is A Brand
There are four aspects of this definition
Firstly, it focuses on ‘What’, of the brand.
Secondly, it emphasises on what the brand ‘does
Thirdly brands help in communication., Brands communicate either overtly or subconsciously.
For instance, the brand ‘Fair and Lovely’ communicates what the product does
Finally, a brand becomes an asset or property which only the owner has the right to use. The
brand property is legally protected. All the registered names are the valuable assets of the
owners. Coca-Cola brand name is perhaps the most valued asset of Coca-Cola Corporation.
6.
7. What is a Brand
“A type of product manufactured by a particular company under a particular name.” − Oxford English
dictionary
“A name, term, sign, symbol, design, or a combination of these used to identify the goods or services of
one seller or group of sellers and to differentiate them from those of competitors.” − A product-oriented
definition
“The promise of the bundles of attributes that someone buys and provide satisfaction ” − A consumer-
oriented definition
8. Brand
The fundamental purpose of
branding is differentiation.
A brand is a means of differentiating
the seller’s product from other
competing products.
9.
10. A brand
consists of
eight basic
building
blocks
The name
The logo (brand icon)
The brand’s colors
The slogan and brand messaging
The sound of the brand
The overall look and feel = the brand’s position
Packaging the brand
The brand experience
12. Objectives of a Brand
To establish an identity for the product or a group of products.
To protect the product or service legally for its unique features.
To acquire place for the product in consumers’ minds for high and consistent
quality.
To persuade the consumer to buy the product by promising to serve their needs
in a unique way.
To create and send the message of strong reliable business among consumers.
13. What is Brand Management?
•Brand management is an art of creating a brand and maintaining it.
•It is nothing but developing a promise to the consumer, materializing that promise,
and maintaining the same for a product, a group of products, or services.
•Brand management helps to manage the tangible and intangible characteristics of a
brand.
•A competent Brand Management includes building brand identity, launching the
brand, and maintaining the brand position in the market.
•Brand management builds and maintains the corporate image of a business
17. Brand Essence
It is a single most compelling thing about a brand that
differentiates it from
the competing brands. The brand essence serves as a
metric to evaluate the seller's marketing strategies. The
most important brand essences arise from consumers'
needs. Brand essence can be described in just a few
words.
For example, Volvo − Safe travel. Disney − Fun family
entertainment.
19. Elements
of Brand
Essance
Authenticity − If the brand makes a promise and fails to
keep, then it is rejected. The consumers expect the sellers
to be genuine and truthful.
Consistency − The essence of a brand is lost if it is not
consistent in providing what it promised to the consumer.
Also, a brand should use its logo consistently over time
Durability − The brand essence remains same over time.
Even if packaging and logos change, the essence does not
change.
Experience − It is the consumers experience with the brand
brand
20. Elements
of Brand
Essance
Uniqueness − It is how different a
brand is from its competitors.
Relevance − It is the relevance of a
brand to the consumer.
Single mindedness − It is sticking to
only one thing about the brand
which keeps the brand focused.
22. Elements of a Brand
Brand Name − This is what the people get to see everywhere. It must be as simple and
memorable as possible, meaningful, easy to pronounce, and unique.
Logo − This can be anything from a piece of text to the abstract designs. It may be entirely
unrelated to the corporate activities. It must be relevant to the product or service, iconic, and
and attractive.
Tone − This is how the seller communicates with the consumer. It can be professional,
friendly, or formal. It builds consumer’s perception about the brand.
23. Elements of Brand
Jingle − It must be pleasant to hear and hum, relevant to the product, easy to
remember, and easy to understand over a large age group to connect consumer with
the brand.
Slogan − It summarizes overall value proposition. It should be short,
easy to remember, and catchy. For example, KFC’s slogan is “Finger Lickin’ Good”
and Britannia’s is “Eat Healthy, Think Better
24. Elements Of Brand
Packaging − It needs to be catchy and advertising, drawing people to see the product inside.
Also, it needs to be compact, yet attractive.
Universal Resource Locator (URL) − It forms the domain name on the internet. A seller can
register all prospective variations of brand name URLs orcan buy the existing URL of a
business.
Characters/Mascots − It is a special symbol, either still, animated, or real life entity such as an
animal or a human character. For example, Vodafone’s Zoozoo characters are played in its
various advertisements by humans wearing specialwhite body suits
27. Manufacturer brands
Manufacturer brands are created by producers and bear their chosen brand name. The
producer is responsible for marketing the brand.
The brand is owned by the producer.
Most manufacturer brands are supported by massive advertising budgets. They also have to
manage long distribution channels to reach the final customers.
By building their brand names, manufacturers can gain widespread distribution (for example
by retailers who want to sell the brand) and build customer loyalty (think about the
manufacturer brands that you feel ―loyal‖ to).
Example- Ford , Apple
28. Own label brands
Own-label brands are created and owned by businesses that operate in the
distribution channel – often referred to as ―distributors.
They are created and owned by channel intermediaries. Most of these brands are
owned by big and powerful retailers
The retailers do not manufacture these brands and may not have any knowledge
about the underlying technologies and processes of the product. Retailers almost
completely outsource manufacturing.
29. Own label brands
The major supermarkets (e.g. Tesco, Asda, and Sainsbury‘s) are excellent examples of
this. Own-label branding – if well carried out – can often offer the consumer
excellent value for money and provide the 33 distributor with additional bargaining
power when it comes to negotiating prices and terms with manufacturer brands.
IKEA (assemble-your-own home and office furniture)
Amazon Bsics solimo etc
30.
31. Brand positioning
Brand positioning refers to “target consumer’s” reason to buy your brand in
preference to others.
Brand positioning is the unique space a brand occupies in the brains of the customers.
It is ensures that all brand activity has a common aim; is guided, directed and
delivered by the brand’s benefits/reasons to buy; and it focusses at all points of
contact with the consumer.
32. Brand positioning
Brand positioning is an act of designing the
company’s offering and image to occupy a distinct
place in the mind of the target market. – Philip
Kotler
Positioning statement indicates how you want
customers to think about a firm’s product
/service / brand relative to competition
33.
34. Brand positioning
Positioning is how a product appears in relation to other products in the market
Brands can be positioned against competing brands on a perceptual map.
A perceptual map defines the market in terms of the way buyers perceive key
characteristics of competing products.
The basic perceptual map that buyers use maps products in terms of their price and
quality, as illustrated below:
35.
36. Characteristics Of A Good Brand Positioning Strategy
Relevant Clear Unique Desirable
Deliverable
Points of
difference
Recognizable
Feature
Validated by
the Customer
38. Starting Point of Positioning
VALUE PROPOSITION
A value proposition in marketing is a concise statement of the benefits that a
company is delivering to customers who buy its products or services. It serves as a
declaration of intent, both inside the company and in the marketplace.
39. Value Proposition
A company's value proposition tells a customer the number one reason why a
product or service is best suited for that particular customer.
A value proposition should be communicated to customers directly, either via the
company's website or other marketing or advertising materials.
Value propositions can follow different formats, as long as they are "on brand,"
unique, and specific to the company in question.
A successful value proposition should be persuasive and help turn a prospect into a
paying customer
40.
41. Characteristics Of A Good Brand Positioning Strategy
Relevant
The positioning strategy you decide should be relevant according to the customer. If he finds the
positioning irrelevant while making the purchase decision, you’re at loss.
Clear
Your message should be clear and easy to communicate. E.g. Rich taste and aroma you won’t
forget for a coffee product gives out a clear image and can position your coffee brand differently
from competitors.
Unique
A strong brand positioning means you have a unique, credible, and sustainable position in the
customers’ mind. It should be unique or it’s of no use.
42. Characteristics Of A Good Brand Positioning Strategy
Desirable
The unique feature should be desirable and should be able to become a factor which the
customer evaluate before buying a product.
Deliverable
The promise should have the ability to be delivered. False promises lead to negative brand
equity.
Points of difference
The customer should be able to tell the difference between your and your competitor’s
brand.
43. Characteristics Of A Good Brand Positioning Strategy
Recognizable Feature
The unique feature should be recognizable by the customer. This includes keeping
your positioning simple, and in a language which is understood by the customer.
Validated by the Customer
Your positioning strategy isn’t successful until the time it is validated by the
customer. He is the one to decide whether you stand out or not. Hence, try to be in
his shoes while deciding your strategy.
46. Value-Based Positioning
Value-based brand positioning strategy positions the brand based on the value the
customers get on buying or consuming the brand’s offerings
In simple terms, this type of brand positioning is chosen to position the brand based
on its value proposition.
This value often relates to the customer-centric tangible benefits like getting the
work done, making things easier, etc.
A perfect example of a company using the value-based positioning is DuckDuckGo –
the search engine which doesn’t leak your data, unlike Google.
47. Features-
Based
Positioning
When the competition is huge and the
products are similar, companies usually
position their products by focusing
more on product-specific features like
price, quality, or other micro features
depending on the product sold.
This type of positioning strategy is also
called USP-focused positioning and is
often seen in the mobile industry.
48. Problem And Solution Based
Positioning
Most of the brands focus on positioning their
products as a one-stop solution for a specific
problem. They pinpoint the pain areas and the
challenges the consumers face in their
communication and other marketing strategies and
mend it into promoting their product.
49. Lifestyle Positioning
By positioning itself as a lifestyle brand, a brand
tries to sell an image and identity rather than the
product. The main focus is to associate the brand
with a lifestyle and focus is more on the
aspirational value than the product value.
Cigarette, Alcohol, and Tabacco companies are
often seen to use lifestyle positioning while
marketing their products.
50. Parent Brand
Driven
Positioning
This positioning strategy aims at
establishing a brand promise and a
reputation of the parent brand. All
the products and sub-brands under
the parent brand seem to comply
with the established promise.
51. Experience-Based Positioning
Experience-based positioning refers to positioning
the offering based on the experience the customer
gets while buying or consuming it.
The main focus is on to developing a unique
experience for the customer which differentiates
the offering from the competition.
Restaurants, hotels, and other service-based
operators use this type of brand positioning
strategy. This Photo by Unknown author is licensed under CC BY.
52. How Important Is Brand Positioning?
Market differentiation: Showing the uniqueness of your product in any industry
creates a major advantage. When you use your brand positioning to celebrate how
your product solves a particular problem or need differently than your competitors,
customers will take notice.
Easy purchase decisions: By clearly defining your product and how it can benefit your
customer, you take the guesswork out of the purchase process. When you give
customers the answers to questions they are looking for, they will be quicker to trust
and buy
53. Value confirmation: A strong brand doesn’t have to rely on pricing wars with
competitors. Instead, great brand positions establish the high value of their product,
making customers want to buy it no matter what (even if it isn’t the cheapest on the
market),
Magnified messaging: A clear brand positioning statement gives you a springboard
for compelling creative storytelling. By having a concrete vision, you can elevate each
additional piece of marketing to further solidify your place among the competition.
How Important Is Brand Positioning?
54. How To Create A Strong Brand Positioning
Strategy?
Before you decide your brand positioning, ask yourself these three questions.
1. What does my customer want?
2. Can I promise him to deliver it better and/or differently than my competitors?
3. Why will they buy my promise?
55. Examples of Brand Positioning
Tesla
Tesla is a luxury brand which is known for innovation. The company offers it products at a
premium pricing but has a very high demand because of its value-based experience strategy.
Tesla’s cars are unique and different from any other car on the road. These cars are electric,
eco-friendly, and technologically advanced which makes them valuable to the customers.
Nike
Nike promotes a athletic lifestyle for everyone irrespective of their body type. The company
promotes this positioning strategy through a 360 degree marketing and branding
strategy and by offering athletic attire that enhances performance.
56. Brand Equity
Brand equity is a marketing term that describes a brand’s value.
That value is determined by consumer perception of and experiences with the
brand. If people think highly of a brand, it has positive brand equity.
When a brand consistently under-delivers and disappoints to the point where people
recommend that others avoid it, it has negative brand equity.
57. Brand Equity
Brand Equity is a qualitative measure of the brand’s positive recognition or goodwill in the
minds of the consumers considering the brand as an independent entity.
Brand Equity is the tangible and intangible worth of a brand.
The degree of premium that a brand can charge on its offering is a direct measure of the
equity it possesses with its customers.
Brand Equity is kind of power that the brand has over its competitors or the generic brands
and is developed over time. It represents the overall value of the brand in the market.
59. Elements & Components of Brand Equity
1.Brand Image
The image which is formed in customer's mind. Brand image is the most important
parameter when it comes to creating brand equity.
2.Brand Identity
The image what the company is trying to form. Brand identity is created by the company to
try to form positive brand image but it depends on how customers perceive.
3.Brand Awareness
Awareness is what is the level of awareness about a brand on products and services.
Awareness should be high for good brand equity.
60. 4.Brand Loyalty
How loyal is customer to the brand and will buy the products again even if options are there. High brand
switching can lead to less brand equity.
5.Brand Association
Does the customer associate brand to a positive attributes or not? Sometimes association something
existing like event or celebrity can contribute to brand equity.
6.Customer Perception
What is the overall perception and experience of the customer related to the brand?
Since brand equity gives a qualitative outlook, it is quite complicated to define it through numbers or a
value.
62. David Aacker's Model of Brand Equity
Brand Awareness: Can consumers easily identify your brand? Messaging and imagery
surrounding your brand should be cohesive so consumers can always identify it, even
for a new product. What kinds of values do consumers associate with the
brand? Perhaps they think of sustainability, quality, or family-friendly qualities.
Brand Attributes: How have first-hand experiences with your brand gone? This could
mean that the product performed the way it was supposed to, that encounters with
brand representatives and customer service teams have been accommodating and
helpful, and that loyalty programs have been worthwhile.
63. David Aacker's Model of Brand Equity
Perceived Quality: Elevating perceived value will enhance the customer experience
and increase sales. Perceived quality is when customers judge product quality based
on the overall brand experience. The product itself might be good, but if the
customer did not have good past experiences with the brand, they are less likely to
react positively to the product and the brand.
Brand Loyalty: Brand loyalty is made up of past and current experiences with the
brand, brand awareness, and the brand’s attributes. Though brand loyalty is mostly
customer preference, building up these other brand qualities will allow you to
increase your profit margins and gain more control over your customer influence.
64. How to Manage Multiple Brands
Umbrella strategy
Single brand identity
Multiple brand categories
Family of Names Strategy
65. Why is Brand Equity Important
Increases Market Share
Price Premium
Asset
Extension of Product Line
66. Why is Brand Equity Important
Increases Market Share
Good brand equity results in loyal customers who prefer one brand over the other and increases its market share.
Price Premium
Positive brand equity can charge more for its product than the actual market price.
Asset
Brand equity is an intangible asset of an organization and like any other asset; this too can be licensed, leased or
sold to others.
Extension of Product Line
Having positive brand equity, it is easier to introduce new product lines. For example, Apple started with Mac
operating systems and easily converted its equity with iPhone
67. Brand Equity Examples
Apple
Apple is the best example of brand equity. Although all product of this brand has similar features, the loyalty,
demand and price premium is higher than other similar brands.
Facebook
Many other social networking websites came and gone; however, Facebook is quite consistent. Facebook
has managed to attain brand loyal customers that most of its users do not even look at other social media
platforms.
Maggi
Though there was a long ban over the flagship noodle product of Maggi in India, the product had huge
demand even after its re-launching in the market. Maggi is the best positive example to represent how
strong brand equity can help an organization cope with different market situations.
68. Examples of Negative Brand Equity
Goldman Sachs an investment bank and financial service company lost its brand
value when people realized its role in the 2008 financial crisis and took 10 years to
recover its reputation.
From 2009 to 2011 Toyota recalled almost 9 million cars due to unintended
acceleration and anti-lock brake software issues.
Oil and gas brand Shell Oil spilled in the Nigeria delta damaged its brand equity.
