Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
What is a Brand? Key Elements and Strategies for Building Strong Brands
1. What is a brand?
Traditional Definition:
According to American Marketing Association , a
brand is ‘a name, term, symbol, or design, or a
combination of these, intended to identify the goods
or services of one seller or a group of sellers and to
differentiate them from competitors.
Modern Definition
Brand is a promise made to the consumer to deliver
certain tangible and in tangible values each time he
buys the branded product.
2. Brand v/s Product
Product Brand
All goods and services sold a name, term, symbol, or design,
or a combination of these,
intended to identify the goods or
services of one seller or a group of
sellers and to differentiate them
from competitors.
Bundle of features, functions,
benefits and uses
Bundle of functional benefits,
emotional benefits and self-expressive
benefits. It is a sum of
all expectations that the consumer
has.
Product = Commodity Brand = Mindset. It is a real estate
occupied in the minds of the
consumers
Gets outdated quickly Is timeless
Undistinguished from others in the
category
A product which is distinct from
others
Physiological response is
Physiological and Psychological
3. What can be branded?
Physical Goods – Nescafe,Tata Nano, Sunsilk
Services- Tata AIG, Jet Airways, Hilton hotels
Retailers- Shopper’s Stop, Lifestyle, Big Bazaar
People – Amitabh Bacchan, SRK
Organisations- FIFA,BCCI, WWF
Sports Events – IPL, WWE, Olympics
Geographic Locations- Darjeeling Tea, Ratnagiri
Alphansoes
Art & Entertainment – NCPA, Prithvi Theatre, Movies
Political Parties – Congress, BJP, AAP
4. A Brand is more than a Product
Organizational Brand
Associations Personality
Country of Symbols
Origin
Product
Scope
Attributes
Quality
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User Emotional
Imagery Benefits
Uses
Brand Customer Self- Expressive
Relationship Benefits
5. Product Characteristics
Scope (Colgate makes dental hygiene products)
Attributes (Volvo bus is safe)
Quality (Maruti cars are of good quality)
Uses (Mobile is used for various needs)
6. Brand Characteristics
User Imagery (Alto buyer is from middle class)
Country of Origin (German Cars are the best)
Organizational Association (Apple is an innovative company)
Brand Personality (Apple & Sony products are stylish)
Symbols (M logo of Mcdonalds)
Brand-Customer Relationships (LIC is a partner for life)
Emotional Benefits (Porsche user feels pride while driving)
Self- expressive Benefits (Harley Davidson owner is a non-confirmist)
7.
8.
9.
10.
11.
12. Limitations of Branding
Customers may be paying a unjustified
premium price. Apple products???
Involves huge expenditure for the company.
Eg: HUL spends Rs 2000 crs in advertising and brand building.
Consumers may trust the brand blindly.
Eg: Parle or Britannia Products
Customer’s expectations are always high.
Again Apple products
Making a brand global is a difficult proposition.
Eg: Balaji Wafers v/s Lays
Difficult to change consumer’s perception of
the brand. Eg: New Coke
13. Process of Branding
Step 1: Strategic Brand Audit
- Mission, vision, goals and objectives
- What you do?
- Why it matters emotionally to customers?
- What motivates your customers?
- What your competition is doing?
- What is the marketing environment?
- If your brand was a person were a person, how would you like
customers to describe the person?
- How do you want customers to feel when they encounter your brand?
- What marketing and branding have you done so far, what’s worked,
and what hasn’t?
Sum up what you want your brand to stand for in one
word
16. Step 4: Develop the marketing
communication plan
Collaterals
Advertising
Promotional giveaways
Public relations activity
Events & trade shows
17. Step 5: Maintain Consistency
- Have a basic design frame work for all variants with
relevant customization.
- Maintain consistency across all advertising mediums.
18. General Traits of brand
names
Acceptable (eg: Lumia means prostitute in
Spanish)
Easy to recognize
Easy to pronounce
Easy to memorize and recall
Should be available to use
Should be registerable
Should be protectable by law
23. Brandnomer or Generic Brand
Xerox = Photocopying
Cadbury’s = Chocolate
Bisleri = Bottled water
Definition:
Brand Name becomes synonymous with
product category
(Class Exercise: Name other generic
brands)
24. Brand Logo
Combination of shape & color
Brand name may or may not appear in
the logo
Should increase notice ability
Gives an identity to the brand
80% of consumer learning happens
through the eyes
Consumer associates brand logo with
some visuals / images
26. Elements of a brand logo
Colour
Geometric shape
Font
Key Message Statement
Brand name
Brand symbol
27. Brand Symbols lead to
Awareness of the brand
Brand associations
Likeability
Stronger Memories
28. Building strong brands. Why is it
hard?
Brand building blocks Pressure to compete on price
(telecom operators, mobile handsets)
Proliferation of competitors
(biscuits/shampoos/deodorants)
Fragmented advertising options
(increases advertising cost)
Too many sub-brands
Lack of consistency
Complacency and lack of innovation
(Top Ramen noodles)
Focus on other businesses/brands (Xerox)
Short term profits v/s long term brand building
29. Guidelines for building strong
brands – by David Aaker
Define brand identity for each brand (what does it
stand for in consumer’s mind)
Know the value proposition (give & take equation)
Brand Position (where is it placed in consumer’s
mind)
Well defined advertising strategy
Maintain consistency over time
(logo, symbol, punch line, colour, shape)
Brand System (consistency of brands in the portfolio)
Brand leverage (extend brands to other product
categories)
Track brand equity
Brand responsibility
Keep investing in brands (eg:What’s up)
30. Brand Elements
Brand Name
- Core indicator of the brand
- Basis for awareness
- Basis for communication effects
- Basis for sales measurement
- A constant in marketing plan
Brand Logo
Brand Character or Symbol
Slogan
Jingle
Packaging
44. Character Name
- Ronald The Donald for McDonalds
- Devil of Onida
- Fido Dido for 7Up
- Asian Paints Gattu
- Captain of Captain Cook Aata
- Maharaja of Air India
Name other characters.
45. Have standardized features and traits
- Smile of Ronald The Donald
- Hair, frock and ribbon of Amul Girl
- Moustache of Pringles Character
- Muscles of Michelin’s Character
- Chef Cap of Dough Boy
- Dancing girl of Nirma
46. Should Evoke a Feeling
- Happiness for McDonalds
- In Command for Captain Cook
- Humour for Charlie Chaplin (Cherry Blossom)
- Protection and Strength for Michelin Tyres
- Fun and Masti for Fidi Dido of 7Up
- Hospitality for Maharaja of Air India
- Strength for Mr.Muscle
47. Slogan
Maggi - Taste Bhi Health Bhi
Ghadi - Pehle Istamal Kare Phir Vishwas Kare
Mc Donalds - I’m loving it
Kurkure- Tedha Hai Par Mera Hai
Amul- The Taste of India
Surf- Daag Acche Hai
Asian Paints- Har Ghar Kuch Kehta Hai
Rasna – Life Mein Milaofai
Frooti- Fresh & Juicy
Bingo – No Confusion Great Combination
Raymond’s – The Complete man
Boost : Boost is the secret of our energy
Polo : The mint with a hole
Idea : An Idea can Change your life
50. Packaging
Definition:
The activity of designing and producing
containers or wrappers for a product
51. Objectives of Packaging
Identify the brand distinctively. Eg:
Parle G
Convey descriptive and persuasive
information. Eg: Maggi 2 minutes
Facilitate product transportation and
protection
Assist at home storage.
Aid product consumption
Should be aesthetic
52. Elements of Packaging
Visual- colour, graphics and text
Size
Material
Shape
Weight
Tamper proof
Leak proof
55. Choosing Brand Elements
Memorable
a) Easily Recognized
b) Easily Recalled
Meaningful
a) Descriptive
b) Persuasive
Likable
a) Fun & Interesting
b) Rich Visual Imagery
c) Aesthetically Pleasing
Transferable
a) With in and across product categories
b) Across Geographical boundaries and
cultures
Adaptable
a) Flexible & Updateable
Protectable
a)Legally
b) Competitively
Brand Building
Process
Stretch ability and
Defensive strategy
56. Concept of Brand Identity
Aaker defines brand identity as “a
unique set of brand associations that
the brand strategies aspire to create
or maintain. These associations
represent what the brand stands for
and imply a promise to customers
from the organization members.”
57. Concept of Brand Identity
What are its values?
What resides in its centre?
What is it unique focus?
What is its value proposition?
How does it differ from the rest?
It clarifies the direction and meaning to
brand managers
What is the brand’s essence , soul,
values and vision?
58. Brand Identity Perspectives
According to Aaker brand identity
consists of various dimensions which
can be organized around four
perspectives:-
- Brand as a product
- Brand as an organisation
- Brand as a person
- Brand as a symbol
59. Brand as a product
Product related associations such as product
attributes, quality, users, etc.
Eg: Cherry is strongly associated with boot polish, VISA with
cards, AMUL with milk products, PRO V with Pantene
shampoo, PSPO with Orient Fans.
Product attribute related associations directly
convey the functional benefits of the product.
User / Usage associations
Eg: Johnson & Johnson products are meant for babies,
Ujala for post washing whitening for clothes
Intel – Power with-in / Power that is hidden / Inside power
60. Brand as a product
Some brands / products by design
associate themselves with the country
of origin.
Eg: Swiss made watches like Rado, Rolex and
Omega
Handicrafts and Jewelry from India
Diamonds from Belgium
61. Brand as an Organisation
A brand may directly borrow its
manufacturer’s attribute or association
Eg: Tata (people sensitive culture)
Sony & Apple (innovation & quality)
Fab India (environment sensitivity)
Flipkart (customer service)
Such associations provide better competitive
insulation than solely product based association
Product parity can be easily achieved by other
brands due to proliferation of technology
Organisational associations are build over a period
of time
62. Brand as a person
Customer relationship with a brand may based on
its human like be traits
Brands can be humanised
What is the brand’s personality?
Brand can be infused with human characteristics
like down to earth,
sophisticated,rugged,fashionable.
Eg: 1) Omega is a celebrity watch which has only
top celebrities as brand ambassador. Cindy
Crawford, SRK and Pierce Brosnan.
2) Wood land has a rugged and tough character
63. Brand as a symbol
Brands may have tree types of
symbols; Visual images, metaphor
and heritage of brand.
Eg: Siyaram’s clothing - Heritage
LIC – “Protection”
Kelvinator for “coolest one”
Ponds is a metaphor for delicate, feminine and
floral characteristics
64. Brand Identity Levels
Brands have two levels of identity i.e central
/core/fundamental identity and peripheral
Design Product Packaging
Character Personality
Brand
Essence/So
ul
Logo/symbol Brand
Name
Slogan
65. Core Identity (Inner Core)
It is the soft core of the brand which is surrounded with
layers of peripheral identity elements.
What does the brand stand for?
What is the essence of the brand?
What are the values, beliefs and principles of the
brand?
It is the reason why the brand has been brought into
existence
It envelopes the brand with its unique selling
preposition(USP) or appeal
It is some times based on the characteristics of the
person behind it Eg: Apple – Steve Jobs- Perfection
It is constant and does not change overtime
It is timeless
It is the reason why the brand was born
It is the intangible philosophy behind the brand
66. Core Identity
Lux - Beauty
3 M – innovation and improvement of life
Dettol – antiseptic and protection
Johnson & Johnson – Trust and quality a
baby needs
Nirma – value for money brand
Pepsi - Fun & excitement for youth
Lifebuoy – Protection from germs and
health
GE- Infusing life
67. Core Identity- McDonalds
McDonalds philosophy is condensed in four letters QSCV – quality,
service, consistency and values
McDonalds restaurants through out the world are built on its inner
core which is never tampered with.
However the outer core can be changed to suit local conditions
The outer core includes :
a) Product scope (Mc Burger, Mc Pizza, Mc Puff, McDonald happy
Meal))
b) Operations (efficiency in service)
c) Personality (family oriented, genuine, cheerful and middle class)
d) Signage/Logo/Symbol – Golden Arches
e) Character- Ronald the Donald
68. Extended identity (Outer
Core)
The outer core includes elements like
product features, symbol, user profile,
personality slogans, endorsers, characters,
name and packaging.
It is the physical manifestation of the brand
69. Brand Identity-Dettol
Inner Core:
Protection against germs
Outer Core:
Product Scope Antiseptic, Liquid, Plaster, Soap,
Shaving cream
Symbol Dettol Sword / Dagger
Personality Reliable, Trustworthy,Strong
Slogan Be 100 % sure
Smell Unique Dettol smell
User Children, Young Adults,Hygeine
Consious,Urban
Packaging Colours that signify safety and protection
70. Brand Identity- Horlicks
Inner Core:
Nutrition and Health
Outer Core:
Product Scope Products that supplement nutritional
needs eg: Horlicks Biscuits
Heritage Company has been in the business of
providing nourishment since decades
User Any one who needs nutrition and health,
children, to be mothers, old people,working
people, housewives, the entire family
Personality Protecting, caring, supportive and concerned
71. Why do Brands matter?
Advantages of Branding
Organizational Perspective
Consumer perspective
72. Organizational Perspective
Is an Asset for the organization
Is an Identifier for channel partners
A Short-hand for information
Has Legal Protection
Has Differential advantage
Has Unique Associations
Commands a Price Premium
Enhances Customer Loyalty
Leads to Higher Market Share & Revenue
Has Inelastic response to price increase
A barrier to entry of other brands
73. Consumer perspective
Source of Identification
Aids Recall
Aids Habitual Purchase
Proxy for Quality
Source of Evaluation
Tool to simplify decision making
Risk Reducer
- Financial Risk
- Performance Risk
- Time Risk
- Social Risk
- Psychological Risk
Tool to express self image