Its not a Name

its a

BRAND
By:
Sri Bhaskar Vedula

For Today
Basic understanding of brands concepts and
process
Significance of a brand
Brand extension brand positioning
Different types of brand family
brand, individual brand, private brand

Brand rejuvenation and re-launch

Selecting a brand name

Monitoring brand performance over

the product life cycle

Functions of a brand

Co-branding

Brand vision brand ambassadors

Designing and implementing branding

strategies

What is a Brand?
Brand is a
Name
Term
Sign

Brand Elements

Symbol
Design
or a combination of them
intended to identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition

Brands vs. Products

A product is anything we can offer to a market for attention, acquisition,
use, or consumption that might satisfy a need or want.
A product may be a physical good, a service, a retail outlet, a person, an
organization, a place, or even an idea.
A brand is therefore more than a product, as it can have dimensions that
differentiate it in some way from other products designed to satisfy the same
need.

Why do brands matter?

Identification of the source of the product
Assignment of responsibility to product maker
Risk reducer
Search cost reducer
Promise, bond, or pact with product maker
Symbolic device
Signal of quality

Four Questions Customers ask

of Brands
1.

Who are you? (brand identity)

2.

What are you? (brand meaning)

3.

What about you? What do I think or feel about you? (brand responses)

4.

What about you and me? What kind of association and how much of a
connection would I like to have with you? (brand relationships)

Importance of Brands to Firms

To firms, brands represent enormously valuable pieces of legal property,
capable of influencing consumer behavior, being bought and sold, and
providing the security of sustained future revenues.
Identification to simplify handling or tracing
Legally protecting unique features
Signal of quality level
Endowing products with unique associations
Source of competitive advantage
Source of financial returns

Can everything be branded?

Ultimately a brand is something that resides in the minds of consumers.
The key to branding is that consumers perceive differences among brands in
a product category.
Even commodities can be branded:
Milk (AMUL), Coffee (Caf Coffee Day), Bath soap (LUX), beer (Budweiser), salt (Tata),
pickles (Priya), chickens (KFC), Photocopies (XEROR), and even water (Himalaya)

What is branded?
Physical goods
Services
Retailers and distributors
Online products and services
People and organizations
Sports, arts, and entertainment
Geographic locations
Ideas and causes

Branding Challenges and

Opportunities
Savvy customers
Brand proliferation
Media fragmentation
Increased competition
Increased costs
Greater accountability

Significance of Brand
To Buyer:

To Seller:

1. A brand helps buyers in identifying the product that

they like/dislike.

1. A brand differentiates product offering from competitors.

2. It identifies the marketer.

3. It identifies the companies products making repeat purchases

easier for customers.

3. It helps reduce the time needed for purchase.

4. It reduces price comparisons.

4. It helps buyers evaluate quality of products,

especially if they are unable to judge a products
characteristics.
5. It helps reduce buyers perceived risk of purchase.
6. The buyer may derive a psychological reward from
owning the brand (e.g., Rolex watches or Mercedes).

2. It helps segment market by creating tailored images.

5. It helps the firm introduce a new product that carries the name of
one or more of its existing products.
6. It promotes easier cooperation with intermediaries with wellknown brands
7. It facilitates promotional efforts.
8. It helps in fostering brand loyalty, thus helping to stabilize market
share.
9. Firms may be able to charge a premium for the brand.

Types Of Brands
Family brand
Individual brand
Private brand

Family Brand
The marketing strategy of family branding, or umbrella branding, involves
marketing and selling your product lines using a single brand name. When
you use a family brand, you make it easy for your customers to find products
produced by your company, even if the products have little in common.

Apple
Apple works under a family, or umbrella branding strategy. The use of one brand name and the
recognizable Apple logo make it easy for customers to find and identify Apple products. Within the
family brand, the corporation markets computers, phones, accessories, music players and tablets. The
family branding Apple uses helps the company's management control costs by saving on new logo and
brand name development costs.
Automobile Companies
Toyota, Honda and Ford all utilize family branding, although automobile companies may also introduce
a product line that is entirely separate from the other brands.
Multi-Layered Corporations
Example is the Coca-Cola Company, which offers not only soft drinks, but health drinks, sports drinks,
water and juices, all of which Coca-Cola markets under individual family brands. A consumer may not
realize that the Coca-Cola Company owns Minute Maid orange juice, but is willing to try a new variety
of the orange juice based on her previously positive experience with the juice. This highly
individualized family branding allows a large corporation to introduce and try new products with less
risk.

Individual Brands
Individual branding, or multibranding, is the marketing strategy of giving each product in
a portfolio its own unique brand name. This contrasts with family branding. The advantage
of individual branding is that each product has an image and identity that is unique. This
facilitates the positioning of each product, by allowing a firm to position its brands
differently.
Examples: Procter & Gamble

Private Brand
When you go into a store and you see products branded with that stores
name, you are seeing private branding in practice. A private brand, also
called a store brand, is brand that carries the retailers name, or is otherwise
exclusive to that retailer, but is produced by another company. In some
cases, industry leaders may produce the private brand for the retailer.
Private brands exist primarily because they tend to be lower in price than
their counterparts; otherwise, a consumer would pick the national product.
Good example of this is the store brands you see in supermarkets and large
retailers, such as Target, Publix and K-Mart. Most shoppers choose private
brands because they can save a little on the price while getting a comparable
item.

Selecting a brand name

Use the founder or inventors name (Hewlett-Packard)
Describe what you do (Southwest Airlines)
Describe an experience or image (Sprint)
Take a word out of context (Apple)
Make up a word (Google)
Sounds good over the phone (for example, when a sales rep calls a prospect)
Wont be constantly mispronounced or misspelled, which defeats the purpose of a name
Isnt confusing
Conveys what you need it to convey

Functions
It functions as the business card
The functions of a brand for consumers
Brands play a role in terms of communication and identification. They offer guidance, convey an
expectation of quality and so offer help and support to those making purchase decisions. Brands
make it easier for consumers to interpret and digest information on products.
The perceived purchasing risk is thus minimized, which in turn helps cultivate a trust-based
relationship.
A brand can also serve as a social business card, expressing membership in a certain group.
Premium brands, for instance, can even engender a sense of distinction and prestige.
Consuming certain brands is also a means of communicating certain values. By opting for
particular brands, a consumer demonstrates that he or she embraces particular values; the brand
becomes a tool of identity formation.

The functions of brands from a companys perspective

A brand fosters brand and customer loyalty. Particularly strong brands can establish the prevalence of
premium prices on the market and soften consumer reactions to price changes. Specifically brand-oriented
buyers who are more concerned with brands than prices are more resilient when it comes to changes in the
competitive scenario. This decreased sensitivity to price changes makes them more valuable as customers.
The reduction in perceived purchasing risk lays the groundwork for a relationship of trust, giving brands a
role to play in lashing customers to a company.
Brands can counter the swelling ranks of trade because dealers stock their shelves and fill their order lists
with products explicitly requested by consumers. Strong brands in particular keep sales levels and market
share constant and considerably lessen dependence on short-term special promotions.
A brand unlocks great potential in terms of licensing opportunities as well, helping companies achieve plans
for international expansion.
Finally, brands also offer companies potential for honing a clear profile and overshadowing the competition.
Strong brands in particular can reduce the risk that new product launches will flop and can be used as
platforms for successful brand stretching (also in terms of launches in completely new product segments and
sectors)

Workshop
Choose a Brand of Your Choice
List out Its type
How did the Manufacture Position it
What do u think of the brand in the Consumer and Manufacture Point of view

Brand Vision
Brand Vision can be defined as the
long term strategic position that the
brand will take in the market as well
as in the consumer mind-space
Creating brand vision is a strategic
process which requires the
involvement of top management
Think Big

In 10 years, what will be the position of the brand in the industry/category?

What is the core need that this brand is going to satisfy?
Is that need sustainable over a period of time?
What needs do this brand satisfy in future?
Will the vision of the brand appeal to the consumers?
Does the brand vision excite the employees?
Does the vision encourage growth and pursuit of opportunities?
Is the vision easy to understand and communicate?

Celebrity Endorsement
Draws attention to the brand
Shapes the perceptions of the brand
Celebrity should have a high level of visibility and a rich set
of useful associations, judgments, and feelings

Q-Ratings to evaluate celebrities

7.22

Celebrity Endorsement: Potential

Problems
Celebrity endorsers can be overused by endorsing many products
that are too varied.

There must be a reasonable match between the celebrity and the

product.

Celebrity endorsers can get in trouble or lose popularity.

Many consumers feel that celebrities are doing the endorsement
for money and do not necessarily believe in the endorsed brand.

Celebrities may distract attention from the brand.

7.23

Brand Positioning
Is at the heart of the marketing strategy
. . . the act of designing the companys offer and image so that
it occupies a distinct and valued place in the target customers
minds.
Philip Kotler
Brand Positioning Guidelines
Two key issues in arriving at the optimal competitive
brand positioning are:
Defining and communicating the competitive frame of
reference
3.24
Choosing and establishing points-of-parity
and points-of-

Defining and Communicating the

Competitive Frame of Reference
Defining a competitive frame of reference for a brand positioning is to
determine category membership.
The preferred approach to positioning is to inform consumers of a brands
membership before stating its point of difference in relationship to other
category members.

3.25

Choosing POPs & PODs

Desirability criteria (consumer perspective)
Personally relevant
Distinctive and superior
Believable and credible

Deliverability criteria (firm perspective)

Feasible
Profitable
Pre-emptive, defensible, and difficult to attack

3.26

Product Life Cycle in Brands

Prospective
A concept, building on
the product life cycle
concept, which states
that brands also have
a life cycle introduction, growth,
maturity, decline - and
that particular brand
management
strategies are
appropriate at each
stage

7.27

Brand of NOKIA

Brand rejuvenation and re-launch

Relaunching can take many guises
from the complete wholesale
change of a company or product,
inside and out, including name,
culture, values, behaviors, tone,
visual collateral and all that entails
with no connections to the legacy
entity, to something less dramatic
and of a more evolutionary nature.
In each instance though, the
change to whatever degree, affects
a change in the minds of the target
market in terms of their perceptions
of the brand. That change is a
process of giving a company,

Reasons for Relaunch

Relevance
Competition
Globalization
M&A
Innovation
Reposition
Outgrowth

Co-Branding
Occurs when two or more existing brands are combined into
a joint product or are marketed together in some fashion

Examples:
Sony Ericsson
Hero Honda

7.31

Advantages of Co-Branding
Borrow needed expertise
Leverage equity you dont have
Reduce cost of product introduction
Expand brand meaning into related categories
Broaden meaning
Increase access points

Source of additional revenue

7.32

Disadvantages of Co-Branding
Loss of control
Risk of brand equity dilution
Negative feedback effects
Lack of brand focus and clarity
Organizational distractions

7.33

Branding
Strategies