Presentation Transcript

Slide 1:
Brand and Branding Jean – Noel Kapferer

Branding dilemma :
Branding dilemma What is brand? Name,sign, symbol,intended to identify goods & services of one seller from
another Branding is decommodification of product

Brand name :
Brand name “A rose by any other name would not smell as sweet” Brand name provides an identity which
differentiates Key marketing concept of positioning, imagery are centered around brand name

Product logic(marketing mix) to brand logic (meaning and value) :

Product logic(marketing mix) to brand logic (meaning and value) Product Brand

Brand identity prism :

Brand identity prism

Slide 6:
Brand Culture Shared,Stories, images & associations The Firm Popular Culture Influencers Customers Brand Stories
Brand Stories Brand Stories Brand Stories Brand Culture - Authors Douglas B.Holt

Brand value :
Brand value Brand culture (accepted truth about product) can greatly enhance brand value Difference between what
a consumer will pay for branded product and a physically identical product without brand Reputational value
perceived product quality Relationship value trusted as a long term partner Experiential value Shape experience of
product Symbolic value which expresses values & identities

BRAND ARCHITECTURE :
BRAND ARCHITECTURE Handling of a large product portfolio Brand-product relationship Six models in the brand-
product relationship The product brand; The line brand; The range brand; The umbrella brand; The source brand and;
The endorsing brand

The Product Brand Strategy :

The Product Brand Strategy It involves the assignment of a particular name to one, and only one, product as well as
one exclusive positioning. The result of this strategy is that each new product receives its own brand name that
belongs only to it For example, Procter & Gamble-detergent market by brands ariel, vizir,dash and soap market by
camay ,zest etc.

Slide 10:
The Line Brand Strategy This strategy involves the exploitation of successful concept by extending it but by staying
very close to the product For example, L’Oreal hair line products The Range Brand Strategy It bestow a single brand
name and promote through a single promise a range of products belonging to the same area of competence For
example, in food sector it is heinz, green giant etc.

Slide 11:
Umbrella Brand Strategy The same brand supports several products in different markets. Each of them has its own
advertising tool and its own communications The main advantage of umbrella strategy is the capitalisation on one
single name and economies of scale on an international level For example, TATA, Palmolive etc.

Slide 12:
Source Brand Strategy This is identical to umbrella brand strategy except for the point that they are no longer called
by one generic name Two tier brand structure Sub-branding For example, AMUL Masti Dahi Endorsing Brand
Strategy It gives approval to a wide variety of products grouped under product brands, line brands or range brands
The brand endorsement can be indicated in a graphic manner by placing the emblem or in a nominal way For
example, Johnson products with duck

Brand Equity :
Brand Equity Financial—Goodwill, over a period of time What is to be measured Clear understanding of concept
Consumer way of determining the brand What are the measures Critical, Continuous, Creative You can manage what
is under your control How to measure

Brand Equity :
Brand Equity Brand doesn’t exist in isolation it has to be understood in relation to category Differential account of
brand reflecting in behavior The brand image consumer feels, thinks and experiences(the cognitive and affective
mixes)

Brand Equity – BRANDZ Model :

Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does
it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak
relationship/Low share of category expenditure

Brand Equity - Resonance Model :

Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand
building blocks Stages of brand development Branding objective at each stage

Adapting to Market :
Adapting to Market Brand style Brand Kernel Brand themes

Slide 18:
Meaning evolve over a period of time, It is relational, Categories also get redefined -Brand Management. Aligning of
People, Structure, Processes. Engagement and Complexity should not disable our thinking/knowledge.

Thank You :
Thank You

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1505530/pdf/bmjcred00658-0018.pdf

1) Role of branding is to reduce the risk of getting lemons