The document discusses the various components and metrics of brand building, emphasizing the importance of brand awareness, value, and positioning in establishing strong brand equity. It highlights different strategies such as brand extensions and co-branding, and outlines when brands may undergo makeovers to improve their market perception. Additionally, it includes examples of branding failures and the concept of place branding in the context of India.

1. BRAND

2. BRAND ELEMENTS??? NAMES LOGOS SYMBOLS CHARACTERS SPOKESPEOPLE SLOGANS JINGLES PACKAGES SIGNAGE PERCEPTION DIFFERENTIATOR THOUGHT

3. By- Josh Levine

4. 5 drivers of “BRAND ” EMOTIONAL CONNECTION VALUE ACCESSIBILITY AWARENESS RELEVANT DIFFERENTIATON

5. Brand vs Commodity

6. Metrics Associated with Branding Knowledge metrics: Measure a brand’s awareness and associations through the many stages of recognition, aided, unaided and top of mind recall. Brands should score high on both awareness and association attributes. Preference metrics: Measure a brand’s competitive position in the market and how it benchmarks to competing brands. A strong brand has the brand equity to build customer loyalty . Financial metrics: Measure a brand’s monetary value through the various parameters of market share, price premium a brand commands, the revenue generation capabilities of a brand, the transaction value, the lifetime value of a brand and the rate at which brands sustains growth. Helps to estimate an accurate financial value of brand equity linked to marketing metrics .

7. Components of brand building

8. Value of brand. Based on high brand loyalty, name awareness, perceived quality and strong product associations Set of beliefs that customers hold about a particular brand Refers to the use of a successful brand name to launch a new or modified product in a new market BRAND EQUITY BRAND IMAGE BRAND EXTENSIONS

9. Line Extension – Within the same category Eg: HUL’s Lux, Breeze, Hamam Brand extension – To a new category but in a broadly similar market Eg: Nestle’s Nescafe, Kitkat, Polo Brand stretching – Using existing brand name on a new product in a different market (concept of piggy backing)

10. Brand Value

11. WHAT MAKES BRAND STRATEGY ???

12. Products are made in the factory, but brands are created in the mind – Walter Landor Brand Positioning

13. Brand Positioning PERCEPTION in minds of the target market "Positioning" is a game people play in today’s me-too market place"

14. 5 factors for Brand Positioning What the brand delivers through features and benefits to consumers What consumers expect to receive from the brand What the other brands in the market offer through features and benefits to consumers An easily quantifiable factor The perceived quality and value of your brand in consumer’s minds Brand Attributes Consumer Expectations Competitor attributes Price Consumer perceptions

15. Positioning strategy

16. Brand Makeover Most visible – change in brand elements Most important – Improvement in products & services When do brands go for makeovers? Mergers and acquisitions Not performing well or just putting some new clothes on A fear of a disconnect between the brand and the consumer

17. Examples of recent makeovers in India Videocon – Chouw & Mouw Experience Change Onida – “Ta-ta” to Devil Godrej – More colourful Bank of Baroda – Pioneer in makeover in Indian Banking industry

18. Co branding 2 brands come together for mutual benefit Why? To create financial benefits To provide customers with greater value To improve on a property's overall image To strengthen an operation's competitive position To create operational advantages.

19. 3 levels of co-branding Includes joining with another company to penetrate the market Working to extend the brand based on the company's current market share Tries to achieve a global strategy by combining the two brands Level 1 – MARKET SHARE Level 2 – BRAND EXTENSION Level 3 –GLOBAL BRANDING

20. Ingredient co-branding Same company co branding TITAN from TATA’s, Gilette G3 razor with Duracell (both from P&G) Joint venture co branding P&G + National Association -> Project Drishti for blind CITIBANK + Indian Oil Multiple sponsor co branding Jet Airways + Citibank + VISA

21. Brand Licensing When brand is used by another product or service Brand gets the contract sum but not directly benefitted like in co branding

22. Blunders in Branding in India Kellogg’s in the breakfast segment Failure of FIAT UNO Fiat targets the higher class market in India focussing on ‘Luxury’ and ‘Style’ rather than ‘Reliable’ and ‘Sturdy’ image in Brazil Failure of “local” pizza joint Pizza Point. Description in the notes below

23. India into “Place branding” Following “Brand America” strategy IBEF’s logo seeks to symbolize India in the 21st century…rising to challenges, tirelessly striving and transcending new frontiers. India - an idea unbound…a bird without a cage…its only canvas is the sky…limitless and expanding…