1. A product is something that is
made in a factory;
a brand is something that is
bought by a customer
Stephen King

2. WHAT IS A BRAND ?
A mental expression of an
‘experience’
offered by a product / service
The experience is colored by our
environment, values, beliefs and needs

3. BRAND AWARENESS

Ability to identify a brand under different
conditions


Brand Recognition
 Correctly recognize the brand
Brand Recall
 Ability to retrieve the brand from memory
when the product category is mentioned/
thought of

4. THE AWARENESS PYRAMID
Top
of Mind
Aided & Unaided
Recall
Brand Recognition
Unaware of Brand

5. BRAND
RELATIONSHIP
EXPERIENCE
EXPECTATIONS
EMOTIONAL
SENSORY
PHYSICAL

6. BRAND ASSOCIATIONS

Attributes


Descriptive features that characterize a product
service
What we think the product / service is or has and
what is involved in its purchase and use
 Product related - performance, service,
product class
 Non-product related - price, packaging, user
imagery, intangible imagery

7. BRAND ASSOCIATIONS

Benefits



Values attached to product attributes. What we think the
product can do for us

Functional

Experiential

Symbolic
Perceived quality is a combination of the associated
attributes and benefits that are salient for the brand
Overall impression of the brand / value judgement
based on the cumulative effect of various brand
associations in our mind

8. BRAND MEMORY

Memory and knowledge consist of a set of




Nodes - small centers of stored information
Links - connections between nodes
A node is activated when encoding external
information and storing it or when retrieving
information from our long term memory
Other nodes are switched on depending on
the content and strength of association

9. BRAND IMAGE

Image of the provider of the product / service
and brand



Functional / Hard attributes like size, technology,
process and financial strength
Non-functional / Soft attributes like history,
leadership.
Image of the user


Psychographic - lifestyle, personality, traditional,
modern, sophisticated
Demographic - Age, income, education

10. BRAND MANAGEMENT


Managing the expectation of experience
by :
- Building on those experiences which add
value
- Eliminating those experiences which are
negative
Keeping the brand experience relevant to
changing consumer lifestyles and
expectations, technology and competition.

11. SUCCESSFUL BRANDS





Transcend physical attributes
Take on a distinct character of their own, both
recognizable and reassuring
Build relationships with the consumer
Capture consumer aspirations and fulfill
expectations which in turn creates a bond
Belong to the consumer

12. HOFSTEDE MODEL
Symbols
Rituals
Role Models
Practice
Value

13. BRAND IDENTITY PRISM

14. E
X
T
E
R
N
A
L
I
Z
A
T
I
O
N
Picture of Sender
Physique
Personality
Relationship
Culture
Reflection
Self Image
Picture of Recipient
I
N
T
E
R
N
A
L
I
Z
A
T
I
O
N

15. PHYSIQUE

Combination of independent characteristics
either prominent or dominant

16. PERSONALITY

Brand Character

17. CULTURE

System of values, a source of inspiration and
brand energy

18. RELATIONSHIP

A brand is a relationship

19. REFLECTION

A brand reflects a customer’s image

20. SELF IMAGE

Target’s own internal mirror

21. IBM
All data processing
systems
Security,
Reassurance
Those who take
their business
seriously
Confident, square
Big business, Ivy League,
East Coast, Wall Street
I am a pro

22. APPLE
Micro computers,
All purpose
Liberation,
friendly
Young minded
Autonomous
Intelligent, creative, cool
Changing the organization,
The Valley culture
Self enhancement

25. Lovemarks are a game-breaking
A Lovemark
Lovemarks deliver enduring
is a product, connections between a company, its
people, its brands and its customers
service or
Lovemarks belong to
entity that
people who love them
inspires
Lovemarks are the ultimate premium
profit generators
loyalty beyond
reason
opportunity to reinvent branding

26. Love is

27. LOVEMARKS
LOV
High Love
High Respect
RK
EMA
Advocated
Known for things I care about
BRANDS
Low Love
High Respect
Known for things that are
different
Known for good things
PRODUCTS
Low Love
Low Respect
Known for something
Known
Unknown
FADS
High Love
Low Respect

28. MOVING TOWARDS A
MULTISENSORY MODEL
SMELL
TASTE
SOUND
TOUCH
SIGHT