Role of Advertisement in Branding

By: Abdur Rahman Ishan Adlakha Prateek Rathor Bhavesh Asnani Shanky Sharma

What is Brand?
A name, term, sign, symbol, or design used to identify the products of one firm and to differentiate them from competitive offerings.
Something used to show customers that one product is different than the products of another manufacturer.

What a brand means to common person ?

In 'blind' taste tests, people prefer the

taste of Pepsi over the taste of Coke.

However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The first shape that was registered is the coca cola bottle.

Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch

 Key Brand Elements

Brand Name-name, tagline, logo
Brand Promise-The single most important thing your

organization promises to deliver every time

Brand Personality-what you want your brand to be

known for (fun, serious,magical,forceful, etc.)

Brand Associations-colors, taglines, images, fonts,

uniforms, equipment, etc.

Role and Significance of Brands

A major asset of the Firm

They are valuable, renewable and lasting assets, capable of working for their firms for generations. Example Coca Cola, Microsoft, IBM, Mc Donald's.
Brand Represents the value Delivered to the customers

Brands Builds customer patronage and trust It secures

customers life time loyalty

Advertising does a lot to help build brands

Every ad contributes to make the brand what it is in the minds of the consumer David Ogilvy A companys brand is the primary source of its competitive advantage and is a very valuable strategic asset David Aaker

The World of Advertising in Brand Management

Information and persuasion Introduction of new brands and extensions

Building and maintaining brand loyalty/brand equity

Creating an image/meaning

Building brand loyalty in the trade channel

Strategies of Advertisement
There are three main strategies of advertisement: USP Positioning Image Advertising

USP
Each advertisement may say to each reader: Buy this

product and you will get this benefit.

The proposition must be unique. The proposition must be strong to move mass millions. Ex: Colgate Total unique, patented formula that creates

a protective barrier and help reduce and prevent gum disease.

Positioning
To position the brand in a particular place in the customers mind. It is the image that the consumers had of the brand in relation to other competing brands. It is the most important factor in establishing a brand in the marketplace. Many of the top brands have retained their market leadership due to effective positioning.

 Advertising in particular help builds and maintains brand salience.

Examples Colgate Lux Axe Gilette

is is is is

Protection Glamour Sexual Attraction Quality

Positioning is the basis of the firm strategy when it

has multiple brands competing in the same market.

IMAGE ADVERTISING
The strategy used to sell products requires development of a strong, memorable identity of the brand through image advertising.
It helps to create a certain feeling that is activated

when consumer uses a particular product.

Image advertising is designed to give a company or brand a unique association or personality. The manufacturers should advertise to build a sharply defined personality for his brand.

IMAGE ADVERTISING (Cont.)

The key to successful image advertising is developing an image that will appeal to product users. Image advertising has become increasingly popular and it is used as main selling idea for soft drinks, liquor, cigarettes, cars, etc.

Ad - Marlboro

Ad - Rolex

EMOTIONAL BONDING
Consumer purchase decisions are made on the basis of

both emotional and rational motives.

Emotional Bonding:

It evaluates how consumers feel about brands and the nature of emotional rapport they have with a brand.

EMOTIONAL BONDING

Emotions

Personality

Product Benefits

EMOTIONAL BONDING
Consumers develop 3 levels of relationship with brands: Product benefits:
How consumers think about brands in respect to product benefits.

Personality: Consumers assign a personality to a brand. Mostly done on the basis of advertisement. Emotions: Consumers develop emotional bonds with certain brands, which result in positive psychological movement.

NIKE Print Ad

FAILURE

Individuals define brands, not companies, markets, or not public.

Its not what you (marketer) say it is Its what

they (customer) say it is.

Why Brands fail

Something happens to break the bond between the customer and the brand. when brands struggle or fail it is usually down to a distorted perception of either the brand, the competition or the market.

This altered view is a result of one of the following six deadly sins of branding:

 Brand

memory loss For old brands, as for old people, memory becomes an increasing issue. When a brand forgets what it is supposed to stand for, it runs into trouble. The most obvious case brand memory loss occurs when a venerable, long-standing brand tries to create a radical new identity, such as when Coca-Cola tried to replace its original formula with New Coke.

The results were disastrous.

Brand egotism. Brands sometimes develop a tendency for over-estimating their own importance, and their own capability. This is evident when a brand believes it can support a market single-handedly, as Polaroid did with the instant photography market. It is also apparent when a brand enters a new market for which it is clearly ill-suited, such as Harley Davidson trying to sell perfume.

 Brand

deception. Human kind cannot bear very much reality, wrote T S Eliot. Neither can brands. Indeed, some brands see the whole marketing process as an act of covering up the reality of their product. In extreme cases, the trend towards brand fiction can lead to downright lies. In an age where markets are increasingly connected, via the Internet and other technologies, consumers can no longer be deceived.

Brand fatigue. Some companies get bored with their own brands. You can see this happening to products which have been on the shelves for many years, collecting dust. When brand fatigue sets in creativity suffers, and so do sales. Example: Tropicana

Brand paranoia. This is the opposite of brand ego and is most likely to occur when a brand faces increased competition. Typical symptoms include: a tendency to file lawsuits against rival companies, a willingness to reinvent the brand every six months, and a longing to imitate competitors. Example: Porsche Cayman vs Crocs Cayman TATA vs OkTataByeBye.com

Brand irrelevance. When a market radically evolves, the brands associated with it risk becoming irrelevant and obsolete. Brand managers must strive to maintain relevance by staying ahead of the category, as Kodak is trying to do with digital photography.

One more reason is gap between creativity and strategy

BRAND FAILURE

Pond's toothpaste
Unrelated product category is dangerous
Vague Positioning Think from the customers perspective

Harley Davidson Perfume

Focus on your brand values
Dont deviate from your core customers Remember to keep it tight Confused POSITIONING

NEW COKE FAILURE (Lessons Learned)

Concentrate on the brands perception
Dont clone your rivals Dont be scared to U- turn

Vicco - Marketing Myopia

In the early 90s, the woman in the country was

evolving. But the Vicco advertisements emphasized on marriage being the single biggest achievement/occasion in her life.

Vanilla Coke
Forgotten by most, even those who

may have tasted it. Inappropriate brand extensions

Gold Spot - Failure Brand ??

Other Failed Brands

Lux chocolate soap
Annapurna 4 Oclock Tiffin by HUL Chik Kali mehendi or Chik toilet soap

chocolate spread called Covo by Lipton

Nirma soap and Nirma Blue rj reynolds smokeless cigarettes

THANK YOU!!!