brand image (2).ppt
TRANSCRIPT
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SAVYA JAISWAL -MBT/11/119BHUMIKA SHARMA -MBT/11/113
SETTY MAHESHMBT/11/105
MBT-3RD SEMESTER
PRODUCT&BRAND MANAGEMENT
BRAND IMAGE SOURCES
As the easiest way of BRANDING
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What is a brand?
A name, a term
A symbol, a sign
A name, term, sign, symbol or any other feature that identifies
one sellers product or service as distinct from those of othersellers-The American Marketing Association
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Brand relationships
Brand identity
framed by marketers
Brand image
in the mind of customers
Brand
the actual image of thefirm in customers minds
Brand relationships
Branding process
FIRM CUSTOMERSINTERACTIONS
A new definition based on Brand relationships: Brand is created incontinuously developing brand relationships where the customerforms a differentiating image of a product or service based on all
kinds of brand contacts that the customer is exposed to.
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Cont
The sum of all tangible & intangible traits.
It represents all internal & external characteristics.
It's anything & everything that influences howbrand or a company is perceived by its targetconstituencies.
It is the best, single marketable investment a
company can make.
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BRANDING
Branding is a plan for earning product reputation and
for making sure that the world knows about it andbelieves in it too.
Branding protects a seller's products against thosemarketed by competitors and imitators and helpsconsumers identify the quality, consistency, and imagery
of a preferred source. Customers (particularlyconsumers) view a brand as an important part of aproduct and branding can add value to a product.
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SOURCES OF BRAND IMAGE
There are three sources of brand image:
Provider driven imageProduct driven image
User driven image
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PROVIDER DRIVEN IMAGE
Provider driven image is derived from thecompany/brand.
A brand is what it is because of the company that
makes it.Ex: A brand name like TATA signals quality in
everything it makes right from salt to steel.
Infact, it is likely that a couple of percentage points ofthe market share acquired by any TATA brand isowed to the brand name TATA itself.
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PROVIDER DRIVEN IMAGE (CONTD)
Sometimes the promoters or CEOs positive imageenhances a brands appeal.
Ex: Lee Iacoccas personal appeal enhanced brandimage of Chrysler car just as JRD Tatas image had afavorable impact on the groups name.
The same thing could be true of brand names. The
name dettol is the name for anything antiseptic(liquid/toilet soap). This image of Dettol can be usedto get into a new product category that has thesame image.
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PRODUCT DRIVEN IMAGE
This image is the result of the productperformance. This in turn depends on itsingredients.
Ex: Santoor toilet soap promises skin carethrough its components sandal wood &turmeric.
Ex: 7O clock platinum edge derives its imagefrom the material used in the manufacturing.
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USER DRIVEN IMAGE
This image is driven by the lifestyle of the user.
Ex: Van Heusen shirts are an expression of aparticular lifestyle, just as Kumar shirts are ofanother.
Ex: Fair & Handsome fairness cream is driven bythe male users while Fair & Lovely is driven byfemale users.
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BRAND IDENTITY V/s BRAND
IMAGEBrand identity is on the senders side. Thesenders duty is to specify the meaning &intention of the brand.
Brand image is on the receivers side. Imagerefers to the manner in which the publicdecodes all the signals, emitted by the brandthrough its products, services &communication program.
It is a reception concept.
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STRUCTURE OF SENDING &
RECEIVING IMAGEBrand identity
Other sources of inspiration like:MimicryOpportunism
Idealism
Signals transmitted Brand Image
Extraneousinfluences
Competition
& Noise
Sending Media Receiving
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As shown in the diagram, the customer forms animage through a combination of all the signalsemitted by the brand i.e., brand name, visual
signs, products, advertising, sponsoring, pressreleases etc.
The image results from a decoding, an extractionof the meaning, an interpretation of the signals.
Before portraying an idea in the mind of the public,
one should have a clear idea as to what is to beportrayed.
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Mimicry: where in the developers of the imagehave no clear idea of their brand identity, certain
firms try to mimicry or copycat/ imitating theirown competitors communication.
Opportunism: it refers to trying to please allsegments which leads managers to forget theidentity of the brand.
Idealism: fantasized identity and not the realidentity
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Image communicates expectations
Image is a filter influencing
perceptions of the performance of thefirm
Image is a function of expectations andexperiences
Image has an internal impact on
employees
The importance of image
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Sales
Brand Image
Hi
Low
HiLow
HealthyBrand
VulnerableDying
Brand
UnrealizedPotential
Brand Image Vs Sales
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Developing image in the good way
What is important for customers is what they experience
Bad experiences always result in bad image
Hence, if a company has a poor image, it has to take the correct
measures to improve it based on reality:
Company unknown or not well known
Action: communication campaign
Company known but performing badly
Action: internal action in order to improve performance.
Communication can be used but at a second level.
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POSITIVE IMPACT OF BRAND IMAGE ON BRANDING
Recognition And Loyalty
The main benefit of BRAND IMAGE on branding is that customers are muchmore likely to remember your business. A strong brand name andlogo/image helps to keep your company image in the mind of your potentialcustomers.
Image of Size
A Strong brand will project an image of a large and established business toyour potential customers.Like The Coca Cola Company uses the brand nameCoca Cola and BBC is the brand name for the British BroadcastingCorporation.
Image of Quality
A strong brand projects an image of quality in your business, many peoplesee the brand as a part of a product or service that helps to show its qualityand value.
Image of Experience and ReliabilityA strong brand creates an image of an established business that has beenaround for long enough to become well known.
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EFFECTIVE BRAND IMAGE DIMENSIONS FOR
BRANDING
Effective branding includes basically four dimensions
EXAMPLE OF Airtel
The Functional DimensionAirtel says, "Your world of communication just got simpler."Even the simplest of the
consumer can use the products and services.
The Social DimensionAirtel is a recognized brand to be associated with. It is associated with high level ofsocial value.
The Spiritual Dimension"Building telecom, building relationships." Airtel encourages everyone to be moreinvolved in building relationships and spread the happiness.
The Mental DimensionAirtel gives me the opportunity to "Express Myself."
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Brand Image Sources
Symbol- help customers memorize product and services, to
correlate positive attributes so that to memorize than the brand
names as they are visual images.
These can include logos, people, geometric shapes, cartoon
images, anything.
LOGOS- It is due to logo that customers form an image for
the product/service in mind, it is simple, distinguished/unique
portray companys values, mission and objectives.
TRADEMARKS- Trademark is a unique symbol, design, or
any form of identification that helps people recognize a brand.
A renowned brand has a popular trademark and that helps
consumers purchase quality products.
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Brand Image Sources
Symbol- help customers memorize product and services, to
correlate positive attributes so that to memorize than the brand
names as they are visual images.
These can include logos, people, geometric shapes, cartoon
images, anything.
LOGOS- It is due to logo that customers form an image for
the product/service in mind, it is simple, distinguished/unique
portray companys values, mission and objectives.
TRADEMARKS- Trademark is a unique symbol, design, or
any form of identification that helps people recognize a brand.
A renowned brand has a popular trademark and that helps
consumers purchase quality products.
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SEGMENTING-
Demographic
Psychographic Segmentation
Personality
Dettol advertising-focused on educating families on the
need
TV & print campaigns, TV shows, outdoor activities
Slogan, symbols and the multi sensorial experience
Promotion tools-
Aapka Dettol kya karta hai ,surakshit parivar ,SeasonalInternet discounts ,100%Attendance
Dettol COOL Soap
Dettol launches new Dettol COOL soap -
enriched with Menthol, that truly refreshes
& energises
Dettol COOL Soap available in attractive
'light blue' colour Has a refreshing new fragrance and
unique 'saddle shape'
Priced at Rs. 16 for 75gms and Rs. 26 for
125 gms
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Summer
advertisement
Monsoonadvertisement
Winter
advertisement
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http://www.mymarklab.com/home/wp-content/uploads/2012/09/Dettol3.jpg -
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Survey Result
85%
72%74%
72%
56%
0%
20%
40%
60%
80%
100%
Brand
Awareness
Preferred
antiseptic
Reason
Brand
Loyalty
Usagefor
other
Dettol
Products
Attributes
%o
fsurvey
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Brand equity arises from differences in consumerresponse.
Need to measure the Brand Equity? Qualitative Techniques
Free Association: Involves free association tasks wherebysubjects are asked what comes to mind when they think
of the brand without any more specific probe or cue.Q Which Brand comes to your mind when you look at
this logo?
Ans:- 98%ofrespondents correctly identified it as Dettol
Q What words do you associate with ' Dettol ?
Dettol is largely perceived as an antiseptic brand.
Used for hygiene and health of the entire family
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. Which products are demanded by the customer underthe brand name Dettol?
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Personificationof Dettol
A Young,CaringMother A concerned
friend
(boy/girl)
A strongsuperhuman(Superman)
A warsoldier
A man in his late 30s. clean.Single child. wears white alot. neat hair. slim and fit.
clean shaved. Sticks to thepoint.
Adisciplined,
organizedhusband
An experienceddoctor (Female)
A fat ,middle agedman. Cleanliness
Freak. Yellow
complexioned.Wears a green suit
Q: How would
you personifyDettol?(Brand
Personification)
Projective TechniquesDiagnostic tools to uncover the true opinions and feelings of consumers when they are
unwilling or otherwise unable to express themselves on these matters
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How to Measure Brand Value?
BrandValue
BrandAssociatio
ns
BrandLoyalty
PerceivedQuality
OtherProprietary Brand
Assets
BrandAwarene
ss
To Understand driversof brand value in orderto support strategicdecision making.
To Understand DecisionDrivers
To evaluate efficacy ofbrand value buildingprograms
To Assess MarketingEfficacy
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Assessing Brand Awareness
: Which of the following categories do you thinkDettol is in?
9387 85
54
12 9
010203040506070
8090
100
Consumers are notaware of ShavingCream and Body Wash
High awareness ofAntiseptic Liquid,
Hand Wash, and Soap
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Assessing Brand LoyaltyQ: How often do you buy a Dettol Product?
Majority of Customers buy once a month:
Repeat customers
More than 90% users have been using Dettol
since childhood(5- 7 yrs)
Q: Since what age do you remember using Dettol's
products?
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94% respondents found Dettols performance tobe either excellent or Very good
Most people use it when injured or wounded
Rate your level of satisfaction regarding the performance of Dettol
products.
Under which situations do you feel the most need to use Dettol'sProducts?
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Q. Retailers perception and behaviour of his customers
to him.
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Benefits derived from Brand Image Sources
Synonymous with the antiseptic categoryhence creates brand associations.
Positive impact on out-right sale of Dettol
Products.
It became easier to extend this brand by launchother products like soaps and shaving cream.
Success of Dettol soaps, due to a strongassociation with Antiseptic property only.
Increased brand awareness and brand loyalty forthe antiseptic as well as other products.
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Interpretation
Emotional connect of consumers with Dettol:Safety, comfort, and assurance
Presence of the brand for years and strongpositioning as an antiseptic brand.
Customers do connect joy, energy, or pride
with the brand.
The new attributes of new productextensions are overshadowed by the strongantiseptic image of brand Dettol
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Conclusion & Recommendations
1
To capitalize on brand image of Dettol, it shouldposition its brand extensions well and Increaseinnovations
2 Could introduce products like antibacterial/ virusidal
wipes
3 It could very well use its image & equity of safety for
products like anti bacterial deo spray
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Eureka forbes aquaguard water purifierbrand image sources
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Eureka forbes started in 1984.
Venture between forbes and electrolux
1st
introduced direct sellng route in india
Connected to 1.5 million indian homes
Adding 1500 customers daily
3800
dealers, 58 distributors ,
Covered 550 towns and cities
Different products
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Aquaguard water purifier brand image sources
Signs -
Slogan panni ka doctor
total water purification system
logo
Advertisements:-
Color - blue
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FROM BRAND IMAGE SOURCES -BENEFICIAL OUTCOMES FOR AQUAGUARD
WATER PURIFIER
Importance and Need of productAwareness of a product
TrustTo maintain Healthy relationshipbetween company and customer
Educating the consumers with their
product featuresImproved sales
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1. Are you using water purifier?
a)yes b)no 2. If yes, specify the productname_____________________________
3. what are the reasons for choosing thatwater purifier?
a)brand b)pricec)features of product d)promotionalactivities
e)need of the productf)others
Report is prepared based on both primary and secondary data
Aqua guard preferred:-c,d,aOthers:-b,e,c
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4. Rate your satisfaction with that product , mark on scale.Strongly disagree disagree neutral agree strongly
agree
_______1______________2__________3_______4____________5_______________
5. Are you aware of aquaguard water
purifier?a)yes b)no
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9. Rate the brand image of aquaguard
Strongly disagree disagree neutral agree strongly agree_______1______________2__________3_______4____________5____________
(5%) (18%) (21) (16%) (40%)
10. If you are using aquaguard water purifier,rateon the following parameters(rating range is 1 to5)
a)product goodwill.-------------9%b)post sale service.---------------- 15%c)technology of the product.------------ 45%
d)satisfaction level.--------------20%e)price.-------------------------------11%
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9. Rate the brand image of aquaguard
Strongly disagree disagree neutral agree strongly agree_______1______________2__________3_______4____________5____________
(5%) (18%) (21) (16%) (40%)
10. If you are using aquaguard water purifier,rateon the following parameters(rating range is 1 to5)
a)product goodwill.-------------9%b)post sale service.---------------- 15%c)technology of the product.------------ 45%
d)satisfaction level.--------------20%e)price.-------------------------------11%
11 Mark the following parameters of aquaguard water purifier
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11.Mark the following parameters of aquaguard water purifiera)product market share :- 1 2 3 4
5b)product durability :- 1 2 3 4
5c)product reliability :- 1 2 3 4
5d)after sales services :- 1 2 3 4
5
12. Will you recommend aquaguard water purifiers to others?a)yes b)no
camparision
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camparision
Primary data interpretationSecondary data information
Most prefer aquaguard
purifier & public aware of
purifiers.
Market leader
Technically sucessful
High market share
Aquaguard has 100%
awareness, recommanded
&slogan identity.
Sucessful and trusted product
55 million people survey 7% use electric waterpurifier, 12%boils waterand 81% impure water.
Market leader
Technically sucessful
High market share
successful and trustedproduct
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CONCLUSION
On the basis of primary and secondary data , weconclude that aquaguard is a successful & trusted
brand.
Aquaguard sucessfully reached the public throughits brand image sources.
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