1st Assignment

Brand Management
Visual and Verbal Identity of Anhaar

Submitted to: Ms. Zeenat Jabbar Submitted by: Waqas Afzal MBA2K10 (B)

Table of Contents
Introduction ...................................................................................................... 4 Anhaar ........................................................................................................... 4 Pakistans Packaged Milk Market: ................................................................ 4 Ambient UHT Dairy Segment: ................................................................... 4 Chilled Dairy Segment: .............................................................................. 4 Visual Identity of Anhaar Milk........................................................................... 5 Anhaar Logo Type ......................................................................................... 5 Analysis and Verdict: ................................................................................. 5 Symbols ......................................................................................................... 5 Cow ........................................................................................................... 5 Analysis and Verdict: ............................................................................. 5 Bird (Dove) ................................................................................................ 5 Analysis and Verdict: ............................................................................. 5 Colors ............................................................................................................ 6 Analysis and Verdict: ................................................................................. 6 Typefaces ...................................................................................................... 6 Analysis and Verdict: ................................................................................. 6 Vehicles ......................................................................................................... 6 Analysis and Verdict: ................................................................................. 6 Packaging ...................................................................................................... 7 Analysis and Verdict: ................................................................................. 7 Advertising .................................................................................................... 7 Analysis and Verdict: ................................................................................. 7 Employees and Buildings .............................................................................. 7 Analysis and Verdict: ................................................................................. 7 Exhibitions ..................................................................................................... 8 Analysis and Verdict: ................................................................................. 8 Brands Website ............................................................................................. 8 Analysis and Verdict: ................................................................................. 8 Verbal identity of Anhaar .................................................................................. 8 Brand Name .................................................................................................. 8

Analysis and Verdict: ................................................................................. 8 Anhaar Slogan ............................................................................................... 9 Language & Tone of Voice Principles ............................................................ 9 Analysis and Verdict: ................................................................................. 9 Brochures ...................................................................................................... 9 Analysis and Verdict: ................................................................................. 9 Final Verdict about the brand identity of ANHAAR ........................................ 10 Kapferers Brand Identity Prism .................................................................. 10 Physique: ................................................................................................. 10 Personality: ............................................................................................. 10 Culture: ................................................................................................... 10 Relationship: ........................................................................................... 10 Reflection: ............................................................................................... 10 Self Image:............................................................................................... 10 References ...................................................................................................... 11

Introduction
Anhaar Anhaar is a nascent packaged milk brand available in Lahore in Pakistani packaged milk market. Pakistan stands out as worlds 4th largest milk producer. Milk is commonly considered to be an essential consumer item for a healthy life, in Pakistan. There is a huge potential for dairy sector in Pakistan but the sector operates mostly in the informal economy and needs a steady effort to formalize. However, traditionally consumers in Pakistan used to consume loose or unpackaged milk. Pakistans Packaged Milk Market: Packaged milk market in Pakistan operates broadly in two segments and they are mentioned below: Ambient UHT Dairy Segment: The ambient UHT milk segment which is ultra heat treated (UHT) milk available at room temperature. Chilled Dairy Segment: Chilled or Refrigerated dairy (milk) segment which is fresh milk that is not UHT treated but is pasteurized milk. Anhaar falls under the category of chilled (refrigerated) pasteurized packaged milk. The only direct competitor in the market for anhaar is PREMA which also operates in the chilled dairy segment. Whereas other UHT brands also make up the competition of Anhaar and these brand include Nestle, Olpers, Haleeb, Nurpur, Good Milk etc.

Anhaar Logo Type

Visual Identity of Anhaar Milk

Anhaar Logo Type Anhaar logo type is the primary element in its visual identity system and it appears in the center with the word FRESH above and the slogan A TASTE OF HEAVEN below the logo. Analysis and Verdict: The logotype of anhaar is simple, attractive, distinctive, and notably consistent throughout the communications of the brand and contains the brand name anhaar. Since the logo constitute as a key element of a brands identity as it differentiates the brand from the competition and passes on information to the consumers so in my opinion anhaars logo is an up to mark logotype as it sets the brand apart from its competition in the market. The analysis of the logotype of anhaar compared to the competition prevalent in the packaged milk market which includes both ambient UHT packaged milk brands like (Nestle, Olpers, Haleeb, Nurpur, Shakarjang etc) and pasteurized (refrigerated) packaged milk brands like PREMA is simple but yet notable, distinctive, catchy and attractive. The elements of the logotype of anhaar being simpler yet classic, creative, distinctive and catchy, showing the richness of milk splash make a strong visual element to make anhaars brand identity as a powerful nascent brand in Pakistani packaged milk market. Symbols Cow The symbol used by the brand is a Cow. Since cows milk is associated to be high calcium and low fat the brand is using a symbol to which the target market of the brand can relate to. The target market of the brand is health and quality conscious people.
Analysis and Verdict:

Symbols Used

Symbols Used

Cow symbolizes more calcium enriched milk in Pakistani culture so the brand symbol is correctly communicating the product traits to the health conscious and quality focused target market. Bird (Dove) The brand also has a visual element of milk splashing and taking the shape of Dove in its print adverts and hoardings.
Analysis and Verdict:

Since the bird Dove in our culture relates to purity, innocence, peace and harmony so it is in consistent with the brands traits of pure milk with no additives and no preservatives.

Analyzing and comparing symbols used by anhaar with other milk brands explicates that anhaar use of dove as a symbol makes it highly distinctive as culturally dove conveys the meaning of harmony and peace to Pakistani consumers. Moreover the symbols creativity and ingenuity is also worth appreciating as its a rich splash of milk the transforms into a dove as a brand symbol. This makes the visual element really powerful compared to the symbol of cow used by PREMA as well. Colors The colors scheme of anhaar brand the green and the white evokes patriotism and symbolizes the purity element of the milk. Green color reflects the optimism and hope, whereas the white represents purity, innocence, richness & wholesomeness of milk. Analysis and Verdict: The color scheme throughout; from the brand name, slogan, packaging, brand communications, advertising and on the vehicles distributing the brand is consistent, compelling and communicates a coherent identity of brand. The green color used not only evokes patriotism but also conceptualizes heavens in the mind set of consumers. Moreover the white color symbolizes purity, cleanliness and wholesomeness to which every Pakistani Muslim can relate to. Typefaces The brand typeface is distinctive, creative, notable and yet a simple typeface which shows the genuineness, originality and credibility of the brand. Analysis and Verdict: The typeface color is pure white that conceptualizes into the pureness of milk. The splash of milk is getting translated into the typeface making the brand name anhaar. The drops emanating from the r of anhaar explicates clearly the richness of the milk and the originality of the typeface of the brand. The type face is consistent in conveying concrete and strong visual identity of the brand. Vehicles The brands vehicles are also a manifestation of brands visual identity system. The vehicles distributing anhaar also have the consistent color scheme as of the brand and its communications. Analysis and Verdict: The coherent and consistent color scheme even employed by the branded vehicles of anhaar make up an important contribution in making a strong visual identity of the brand. All other brands in particular PREMA is using the similar own branded chilled VANS like anhaar to distribute its brand. Other brands that use own branded vehicles to distribute their brands include Olpers, Nestle,

Creative Typeface

Branded Vehicles

Haleeb and Nurpur. But these vehicles are not refrigerated as these brands are ambient UHT milk brands. Packaging The brand is available in bottles of 1 liter. This differentiates the brand from the competition in the market as there is no pasteurized milk brand in the market that is available in bottled packaging. Analysis and Verdict: The brand packaging is done in the bottling plant of Sharif Dairy Farms (SDF) following the international standards. This explicates that the brand truly stands out from its competition and is distinct in its innovative offering as no other brand is offering milk in bottled packages. Although the brand is currently available only in 1 liter packaging and in Lahore city only (see appendix) but this may be attributed to the nascent birth of the brand. The competitive brands are available in 1 liter, 500 ml, 250 ml and 200 ml packaging in all major cities of Pakistan. The analysis of the packaging of the brand clearly explicate that the brand believes in creativity and innovation to satisfy its consumers base as the packaging is not only innovative but also catchy and attractive. Advertising The advertising of anhaar through all mediums that include the TVCs, Print adverts and Radio adverts of the brand conveys a consistent, compelling and clear message of healthy, safe, pure, nutritious, wholesome, health oriented and family focused milk brand. Analysis and Verdict: The brands advertisement conveys a simple, clear and consistent visual and verbal identity of the brand showing it as a health focused, caring, patriotic, wholesome, and nutritious brand. The brand has used an emotional appeal in its adverts like all packaged milk brands and the execution style used is a combo of slice of life and demonstration showing how carefully and safely milk is procured, treated and packaged in the anhaars state of the art facilities. Employees and Buildings The employees of the brand shown in the TVCs bestow an impression of qualified professionals as they are working and monitoring the milk quality standards in the state of the art facility of milk production in SDF where anhaar is pasteurized. Analysis and Verdict: Since the employees and the buildings where the brand is produced and sold are a key determinant of the visual identity of the brand. Anhaar visual identity of pure, health, quality and family focused milk brand is reinforced by all these factors.

Exhibitions Anhaar also took part in Agri-business exhibition in Lahore. This makes the brand as a social and reputable brand in Lahore. Analysis and Verdict: The brands involvement in such exhibitions reinforces its image of being a customer oriented milk brand that is ready to offer something more than its competition in the market to its consumers base. Brands Website The brands website is in the same color combination. Green is the dominant color which is in consistent by the color scheme of the brand. Whereas, brown, white and parrot green are also a part of website color scheme. Analysis and Verdict: The color scheme is predominantly the same of green color but there are some other colors like brown which show the adaptability and flexibility of the brand to cater to the changes of the contemporary world as just one or two colors in website can make outlook monotonous and cluttered.

Bottling & Processing Plant

The verbal and visual identity of anhaar makes the brand personality of Anhaar as an Angel and Mother Earth as it is optimistic, innocent, pure, genuine, nurturing and stable.

Verbal identity of Anhaar

Brand Name Anhaar is an Arabic word which is derived from AL-Anhaar meaning rivers or canals. Analysis and Verdict: The brand name anhaar sets it apart from the competition as it strikes a chord on the Muslims beliefs of Heaven and the reward in heavens. Since the reward for Muslims in the heavens are the gardens below which the canals of milk will be running. So in this context the brand name really differentiates it from the competition in the market as it is rooted from the same concept of milk canals (anhaar) running below the gardens of heavens. Analyzing and comparing the brand name with other competitors Nestles Milk Pack means (a Nest of milk) and is an overt name, whereas PREMA means (love affection and its origin is Indian Sanskrit) is an iconoclastic name, Haleeb means purity and is an conceptual name, Olpers stand for the All purpose nature of milk and is an iconoclastic name, whereas anhaar is a conceptual name and is

rooted from Arabic. The brand name serves as a powerful tool for making strong verbal identity of the brand. Anhaar Slogan A Taste of Heaven is the slogan of anhaar milk and it sends a clear consistent, compelling and coherent message about the brand. Since Muslims believe in the life after death and the reward for their good deeds in this life will be given to them in the heavens. So a heaven to them is a concept which is characterized by running canals (Nehar) of milk. The brand name is derived from the same word AL-Anhaar from Arabic which means a river or a nehar (canal). The slogan is qualifying the same reward by stating A Taste of Heaven. Analyzing and comparing the slogan of anhaar with the competition prevalent in the packaged milk market in Pakistan the brands slogan is really coherent with its visual identity. Whereas other brands like Haleeb positions itself by the slogan of thickest milk, nestle slogan is Banai Mazboot Gharana, Olpers slogan is full cream richness etc. Language & Tone of Voice Principles Anhaars tone of voice and language used in prints adverts TVCs, brochures and leaflets clearly communicates that the brand is a down to earth, innocent, pure and a caring brand. Analysis and Verdict: The brands language tone of voice principles shows that the brand is genuine brand. The brand name Anhaar, the Taste of Heaven Slogan and its language shows the pride the brand takes in being associated to Pakistan. These elements of modesty, taking pride in being a Pakistani brand and love and affectionate language show inculcated principles of customer care inculcated in the brands personality. This makes a powerful element of brands verbal identity in the Pakistani milk market. Brochures The brands brochure evidently makes up an important part of the brand verbal identity. Anhaars brochure follows the same color scheme of green and white which is in alignment with the visual elements of the brand. (See brands brochure in appendix) Analysis and Verdict: The brochures color scheme and the language used in the brochure conveys the similar powerful attributes of patriotism & locality, richness & purity, wholesomeness & nutritious, of the brand. Moreover the content and the language used in the brochures make a powerful verbal identity of anhaar showing that the brand instills values of customer care, loyalty and trustowrthiness.
Anhaars Language and Tone of Voice Principles

Anhaars Slogan

Final Verdict about the brand identity of ANHAAR

Kapferers Brand Identity Prism In order to understand the brand identity of anhaar we now apply Kapferers1 brand identity prism on the brand. The brand is analyzed below on the six dimensions given by Kapferer in its brand identity prism model: Physique: The physical features of anhaar as fresh milk, with enriched calcium, being pasteurized (no additives and preservatives) its distinct packaging differentiate it from competition and enables it to attain a unique position in the market. Personality: The brand name, logo type, the typeface, the color scheme and the tone of voice principles while communicating with consumers all make the personality of anhaar as Angel & Mother Earth. Culture: The brands behavior is based on the values of being optimistic, hopeful and caring. Relationship: Anhaar symbolizes the relationship of trust, care, and sincerity and brings hope for its consumers. Reflection: The reflection of consumer of Anhaar is Pakistani Muslims from all the age groups who use milk. Self Image: Anhaar users have a self image of health focus and quality consciousness. They are all members of a group who are family oriented and their own and family health is of prime importance for them. Analyzing the brand on the dimensions of brand identify Prism given by Kapferer the brand has a powerful identity in the Pakistani packaged milk market. Both the visual and verbal identity elements of the brand are in strong coherence and convey a clear, consistent and compelling message about the brands identity. The brands claim of Pakistan as the fourth largest milk producing country shows that the brand is optimistic, patriotic and takes pride in being a Pakistani brand. The brands aspiration that pure milk to reach all Pakistanis and the claim to process milk according to international standards in its state of the art production facilities validates that the brands verbal identity is in congruence with the brands visual identity. This also validates that the brand has a strong identity but is limited to
1

Kapferer, N, J (2009), Brand Identity Prism, European Institute for Brand Management (EURIB).

Lahore only (because of its limited scope of operations at present just in one city). This identity system portrays the brands personality to be an ANGEL and MTOEHR EARTH as the brand exhibits the traits of being genuine, original, nurturing, stable, optimistic, innocent and pure. The identity system (visual and verbal identity) of Anhaar explicates that the brand has great strengths that includes its name, logotype, typeface, symbols, communications, and production facilities. However the brand also has a weakness of operating in just one city. The adverts of the brand are running nationwide giving rise to the problem of increased awareness, but low presence and availability.

The visual and verbal elements of the brand explicate clearly that the brand has a powerful identity in Lahore. Although the brand is nascent on the spectrum of Pakistani packaged milk market yet the brand managed to build a strong identity in its emerging and introduction phase. Analyzing the brand on the six dimensions given by Kapferer in its brand identity prism model the strong visual and verbal brand elements of anhaar are its key strengths in making its powerful identity in Lahore. The verbal and visual identity of anhaar makes the brand personality of Anhaar as an Angel and Mother Earth as it is optimistic, innocent, pure, genuine, nurturing and stable.

References
Kapferer, N, J (2009), Brand Identity Prism, European Institute for Brand Management (EURIB). Ogilvy, D., Ogilvy on Advertising, Orbis, 1983.