Deviprasad Goenka Management college of Media Studies http://www.dgmcms.org.in/ Subject:BRAND BUILDING Lesson : Introduction to branding Faculty Name: Vishal Desai

1. What is a brand?
Traditional Definition:
According to American Marketing Association , a
brand is ‘a name, term, symbol, or design, or a
combination of these, intended to identify the goods
or services of one seller or a group of sellers and to
differentiate them from competitors.
Modern Definition
Brand is a promise made to the consumer to deliver
certain tangible and in tangible values each time he
buys the branded product.

2. Brand v/s Product
Product Brand
All goods and services sold a name, term, symbol, or design,
or a combination of these,
intended to identify the goods or
services of one seller or a group of
sellers and to differentiate them
from competitors.
Bundle of features, functions,
benefits and uses
Bundle of functional benefits,
emotional benefits and self-expressive
benefits. It is a sum of
all expectations that the consumer
has.
Product = Commodity Brand = Mindset. It is a real estate
occupied in the minds of the
consumers
Gets outdated quickly Is timeless
Undistinguished from others in the
category
A product which is distinct from
others
Physiological response is
Physiological and Psychological

3. What can be branded?
 Physical Goods – Nescafe,Tata Nano, Sunsilk
 Services- Tata AIG, Jet Airways, Hilton hotels
 Retailers- Shopper’s Stop, Lifestyle, Big Bazaar
 People – Amitabh Bacchan, SRK
 Organisations- FIFA,BCCI, WWF
 Sports Events – IPL, WWE, Olympics
 Geographic Locations- Darjeeling Tea, Ratnagiri
Alphansoes
 Art & Entertainment – NCPA, Prithvi Theatre, Movies
 Political Parties – Congress, BJP, AAP

4. A Brand is more than a Product
Organizational Brand
Associations Personality
Country of Symbols
Origin
Product
Scope
Attributes
Quality
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User Emotional
Imagery Benefits
Uses
Brand Customer Self- Expressive
Relationship Benefits

5. Product Characteristics
 Scope (Colgate makes dental hygiene products)
 Attributes (Volvo bus is safe)
 Quality (Maruti cars are of good quality)
 Uses (Mobile is used for various needs)

6. Brand Characteristics
 User Imagery (Alto buyer is from middle class)
 Country of Origin (German Cars are the best)
 Organizational Association (Apple is an innovative company)
 Brand Personality (Apple & Sony products are stylish)
 Symbols (M logo of Mcdonalds)
 Brand-Customer Relationships (LIC is a partner for life)
 Emotional Benefits (Porsche user feels pride while driving)
 Self- expressive Benefits (Harley Davidson owner is a non-confirmist)

12. Limitations of Branding
 Customers may be paying a unjustified
premium price. Apple products???
 Involves huge expenditure for the company.
Eg: HUL spends Rs 2000 crs in advertising and brand building.
 Consumers may trust the brand blindly.
Eg: Parle or Britannia Products
 Customer’s expectations are always high.
Again Apple products
 Making a brand global is a difficult proposition.
Eg: Balaji Wafers v/s Lays
 Difficult to change consumer’s perception of
the brand. Eg: New Coke

13. Process of Branding
 Step 1: Strategic Brand Audit
- Mission, vision, goals and objectives
- What you do?
- Why it matters emotionally to customers?
- What motivates your customers?
- What your competition is doing?
- What is the marketing environment?
- If your brand was a person were a person, how would you like
customers to describe the person?
- How do you want customers to feel when they encounter your brand?
- What marketing and branding have you done so far, what’s worked,
and what hasn’t?
Sum up what you want your brand to stand for in one
word

14.  Step 2: Identify Key Message
Statements

15.  Step 3: Creating Visual Identity
- Logo
- Colour Palette
- Graphic Design Guidelines
- Packaging
- Corporate Stationery

16. Step 4: Develop the marketing
communication plan
 Collaterals
 Advertising
 Promotional giveaways
 Public relations activity
 Events & trade shows

17.  Step 5: Maintain Consistency
- Have a basic design frame work for all variants with
relevant customization.
- Maintain consistency across all advertising mediums.

18. General Traits of brand
names
 Acceptable (eg: Lumia means prostitute in
Spanish)
 Easy to recognize
 Easy to pronounce
 Easy to memorize and recall
 Should be available to use
 Should be registerable
 Should be protectable by law

19. Types of Brand Names
 Intialism
 Descriptive

20.  Suggestive
 Alliteration and Rhyme
 Evocative

21.  Neologisms (Free Standing)
 Foreign Word
“I roll” in Latin “People’s Car” in German “Tri-star” in Korean

22.  Founder’s Name
 Geography and Landmarks
 Personification

23. Brandnomer or Generic Brand
 Xerox = Photocopying
 Cadbury’s = Chocolate
 Bisleri = Bottled water
Definition:
Brand Name becomes synonymous with
product category
(Class Exercise: Name other generic
brands)

24. Brand Logo
 Combination of shape & color
 Brand name may or may not appear in
the logo
 Should increase notice ability
 Gives an identity to the brand
 80% of consumer learning happens
through the eyes
 Consumer associates brand logo with
some visuals / images

25. Examples of brand logos and
corresponding visuals

26. Elements of a brand logo
 Colour
 Geometric shape
 Font
 Key Message Statement
 Brand name
 Brand symbol

27. Brand Symbols lead to
 Awareness of the brand
 Brand associations
 Likeability
 Stronger Memories

28. Building strong brands. Why is it
hard?
Brand building blocks  Pressure to compete on price
(telecom operators, mobile handsets)
 Proliferation of competitors
(biscuits/shampoos/deodorants)
 Fragmented advertising options
(increases advertising cost)
 Too many sub-brands
 Lack of consistency
 Complacency and lack of innovation
(Top Ramen noodles)
 Focus on other businesses/brands (Xerox)
 Short term profits v/s long term brand building

29. Guidelines for building strong
brands – by David Aaker
 Define brand identity for each brand (what does it
stand for in consumer’s mind)
 Know the value proposition (give & take equation)
 Brand Position (where is it placed in consumer’s
mind)
 Well defined advertising strategy
 Maintain consistency over time
(logo, symbol, punch line, colour, shape)
 Brand System (consistency of brands in the portfolio)
 Brand leverage (extend brands to other product
categories)
 Track brand equity
 Brand responsibility
 Keep investing in brands (eg:What’s up)

30. Brand Elements
 Brand Name
- Core indicator of the brand
- Basis for awareness
- Basis for communication effects
- Basis for sales measurement
- A constant in marketing plan
 Brand Logo
 Brand Character or Symbol
 Slogan
 Jingle
 Packaging

31. Creating Brand Symbols
 Non-living characters

32. Creating Brand Symbols
 Animals

33. Creating Brand Symbols
 Nature

34. Creating Brand Symbols
 Pack

35. Creating Brand Symbols
 Things

36. Creating Brand Symbols
 People

37. Creating Brand Symbols
 Geometric Shapes

38. Creating Brand Symbols
 Scenes

39. Creating Brand Symbols
 Monuments

40. Creating Brand Symbols
 No symbol

41. Class Exercise.
Individual
Name One brand for each type of
Brand Symbol

42. Elements of Non- living Brand Characters
 Be Unique

43. • Have distinct colours

44.  Character Name
- Ronald The Donald for McDonalds
- Devil of Onida
- Fido Dido for 7Up
- Asian Paints Gattu
- Captain of Captain Cook Aata
- Maharaja of Air India
Name other characters.

45.  Have standardized features and traits
- Smile of Ronald The Donald
- Hair, frock and ribbon of Amul Girl
- Moustache of Pringles Character
- Muscles of Michelin’s Character
- Chef Cap of Dough Boy
- Dancing girl of Nirma

46.  Should Evoke a Feeling
- Happiness for McDonalds
- In Command for Captain Cook
- Humour for Charlie Chaplin (Cherry Blossom)
- Protection and Strength for Michelin Tyres
- Fun and Masti for Fidi Dido of 7Up
- Hospitality for Maharaja of Air India
- Strength for Mr.Muscle

47. Slogan
 Maggi - Taste Bhi Health Bhi
 Ghadi - Pehle Istamal Kare Phir Vishwas Kare
 Mc Donalds - I’m loving it
 Kurkure- Tedha Hai Par Mera Hai
 Amul- The Taste of India
 Surf- Daag Acche Hai
 Asian Paints- Har Ghar Kuch Kehta Hai
 Rasna – Life Mein Milaofai
 Frooti- Fresh & Juicy
 Bingo – No Confusion Great Combination
 Raymond’s – The Complete man
 Boost : Boost is the secret of our energy
 Polo : The mint with a hole
 Idea : An Idea can Change your life

48. Jingles
 Hamara Bajaj
 Nirma
 Ghadi Detergent
 Intel Inside

49. Characteristics of Jingles
 Musical messages
 Have catchy choruses
 Often includes brand name

50. Packaging
 Definition:
The activity of designing and producing
containers or wrappers for a product

51. Objectives of Packaging
 Identify the brand distinctively. Eg:
Parle G
 Convey descriptive and persuasive
information. Eg: Maggi 2 minutes
 Facilitate product transportation and
protection
 Assist at home storage.
 Aid product consumption
 Should be aesthetic

52. Elements of Packaging
 Visual- colour, graphics and text
 Size
 Material
 Shape
 Weight
 Tamper proof
 Leak proof

53. Innovation in Packaging

54. Innovation in Packaging
Field exercise- Bring any one innovative packing to
class

55. Choosing Brand Elements
 Memorable
a) Easily Recognized
b) Easily Recalled
 Meaningful
a) Descriptive
b) Persuasive
 Likable
a) Fun & Interesting
b) Rich Visual Imagery
c) Aesthetically Pleasing
 Transferable
a) With in and across product categories
b) Across Geographical boundaries and
cultures
 Adaptable
a) Flexible & Updateable
 Protectable
a)Legally
b) Competitively
Brand Building
Process
Stretch ability and
Defensive strategy

56. Concept of Brand Identity
 Aaker defines brand identity as “a
unique set of brand associations that
the brand strategies aspire to create
or maintain. These associations
represent what the brand stands for
and imply a promise to customers
from the organization members.”

57. Concept of Brand Identity
 What are its values?
 What resides in its centre?
 What is it unique focus?
 What is its value proposition?
 How does it differ from the rest?
 It clarifies the direction and meaning to
brand managers
 What is the brand’s essence , soul,
values and vision?

58. Brand Identity Perspectives
 According to Aaker brand identity
consists of various dimensions which
can be organized around four
perspectives:-
- Brand as a product
- Brand as an organisation
- Brand as a person
- Brand as a symbol

59. Brand as a product
 Product related associations such as product
attributes, quality, users, etc.
Eg: Cherry is strongly associated with boot polish, VISA with
cards, AMUL with milk products, PRO V with Pantene
shampoo, PSPO with Orient Fans.
 Product attribute related associations directly
convey the functional benefits of the product.
 User / Usage associations
Eg: Johnson & Johnson products are meant for babies,
Ujala for post washing whitening for clothes
Intel – Power with-in / Power that is hidden / Inside power

60. Brand as a product
 Some brands / products by design
associate themselves with the country
of origin.
Eg: Swiss made watches like Rado, Rolex and
Omega
Handicrafts and Jewelry from India
Diamonds from Belgium

61. Brand as an Organisation
 A brand may directly borrow its
manufacturer’s attribute or association
Eg: Tata (people sensitive culture)
Sony & Apple (innovation & quality)
Fab India (environment sensitivity)
Flipkart (customer service)
 Such associations provide better competitive
insulation than solely product based association
 Product parity can be easily achieved by other
brands due to proliferation of technology
 Organisational associations are build over a period
of time

62. Brand as a person
 Customer relationship with a brand may based on
its human like be traits
 Brands can be humanised
 What is the brand’s personality?
 Brand can be infused with human characteristics
like down to earth,
sophisticated,rugged,fashionable.
Eg: 1) Omega is a celebrity watch which has only
top celebrities as brand ambassador. Cindy
Crawford, SRK and Pierce Brosnan.
2) Wood land has a rugged and tough character

63. Brand as a symbol
 Brands may have tree types of
symbols; Visual images, metaphor
and heritage of brand.
Eg: Siyaram’s clothing - Heritage
LIC – “Protection”
Kelvinator for “coolest one”
Ponds is a metaphor for delicate, feminine and
floral characteristics

64. Brand Identity Levels
 Brands have two levels of identity i.e central
/core/fundamental identity and peripheral
Design Product Packaging
Character Personality
Brand
Essence/So
ul
Logo/symbol Brand
Name
Slogan

65. Core Identity (Inner Core)
 It is the soft core of the brand which is surrounded with
layers of peripheral identity elements.
 What does the brand stand for?
 What is the essence of the brand?
 What are the values, beliefs and principles of the
brand?
 It is the reason why the brand has been brought into
existence
 It envelopes the brand with its unique selling
preposition(USP) or appeal
 It is some times based on the characteristics of the
person behind it Eg: Apple – Steve Jobs- Perfection
 It is constant and does not change overtime
 It is timeless
 It is the reason why the brand was born
 It is the intangible philosophy behind the brand

66. Core Identity
 Lux - Beauty
 3 M – innovation and improvement of life
 Dettol – antiseptic and protection
 Johnson & Johnson – Trust and quality a
baby needs
 Nirma – value for money brand
 Pepsi - Fun & excitement for youth
 Lifebuoy – Protection from germs and
health
 GE- Infusing life

67. Core Identity- McDonalds
 McDonalds philosophy is condensed in four letters QSCV – quality,
service, consistency and values
 McDonalds restaurants through out the world are built on its inner
core which is never tampered with.
 However the outer core can be changed to suit local conditions
 The outer core includes :
a) Product scope (Mc Burger, Mc Pizza, Mc Puff, McDonald happy
Meal))
b) Operations (efficiency in service)
c) Personality (family oriented, genuine, cheerful and middle class)
d) Signage/Logo/Symbol – Golden Arches
e) Character- Ronald the Donald

68. Extended identity (Outer
Core)
 The outer core includes elements like
product features, symbol, user profile,
personality slogans, endorsers, characters,
name and packaging.
 It is the physical manifestation of the brand

69. Brand Identity-Dettol
 Inner Core:
Protection against germs
 Outer Core:
Product Scope Antiseptic, Liquid, Plaster, Soap,
Shaving cream
Symbol Dettol Sword / Dagger
Personality Reliable, Trustworthy,Strong
Slogan Be 100 % sure
Smell Unique Dettol smell
User Children, Young Adults,Hygeine
Consious,Urban
Packaging Colours that signify safety and protection

70. Brand Identity- Horlicks
 Inner Core:
Nutrition and Health
 Outer Core:
Product Scope Products that supplement nutritional
needs eg: Horlicks Biscuits
Heritage Company has been in the business of
providing nourishment since decades
User Any one who needs nutrition and health,
children, to be mothers, old people,working
people, housewives, the entire family
Personality Protecting, caring, supportive and concerned

71. Why do Brands matter?
Advantages of Branding
 Organizational Perspective
 Consumer perspective

72. Organizational Perspective
 Is an Asset for the organization
 Is an Identifier for channel partners
 A Short-hand for information
 Has Legal Protection
 Has Differential advantage
 Has Unique Associations
 Commands a Price Premium
 Enhances Customer Loyalty
 Leads to Higher Market Share & Revenue
 Has Inelastic response to price increase
 A barrier to entry of other brands

73. Consumer perspective
 Source of Identification
 Aids Recall
 Aids Habitual Purchase
 Proxy for Quality
 Source of Evaluation
 Tool to simplify decision making
 Risk Reducer
- Financial Risk
- Performance Risk
- Time Risk
- Social Risk
- Psychological Risk
 Tool to express self image