BRAND

MANAGEMENT

It‟s not a Motorcycle. It‟s a culture on

two wheels!

The spirit of America … The spirit of Freedom

Apple

What comes to mind?

NIKE

Function

High Technology

Winning

Revolutionary

Sports

What’s in a brand ?

Brande … to burn

Heat embossing symbols were put on the cheeks of the

slaves in order to brand them for a particular owner

Farmers used it to identify their livestocks.

Bricks …

History of branding

1900 – 1920 : Industrial Revolution

1930s – Depression : Pizza Hut, Dominos from Italy

1943 – 1950 : World War-II

Tata Telco – manufactured railway wagons for the Royal Indian Army,

Royal Enfield made Bullet

1950s – Television started becoming popular… Branding …

Promotion … USP

2000: Brands Like, Amul, Bajaj Pulsar, Tata, MTV soared up.

What is a Brand?

A brand is a name, term, sign, symbol or design, or

a combination of them, intended to identify the

goods or services of one seller or group of sellers

and to differentiate them from those of competitors.

Brand

Brand is what people believe you stand for

Starbucks sells coffee. It stands for daily inspiration.

Apple sells computers. It stands for thinking

differently.

Disney sells animated and amusement park family

entertainment. It stands for making dreams come

true.

Research Approaches to get at

Brand Meaning

Word Association

Mc Donald’s: Fun, service, Fast food.

Personifying the Brand: "If the brand were a person, what

type of person would it be...?"

Harley Davidson: Rugged Macho Look

Laddering up to find the Brand Essence.

Balance of Face & Base of a brand

Commodity Vs. Brands

Cars … Rolls Royce, Porsche, Honda

T - Shirt … Lacoste, Tommy Hilfiger, Levis

Sneakers … Nike, Adidas, Lotto

Brands … Trust … Sintex

Product Vs Brands

Commodity

Soft drinks

Water

Sneakers

Computers

Razor blades

Suitcases

Automobiles

Consumer Brand

Coca-Cola

Bisleri

Nike

Apple

Gillette

Louis Vuitton

Mercedes-Benz

Why do companies opt for branding?

Brands can generate a price premium

Goodwill, trust, legacy.

World‟s Largest Luxury Brand : Louis Vuitton

Swatch

Mercedes Benz, Porsche ( 50 lakhs to 1.5 crore)

Tag Heur ( Sells 20 times the price of the actual

manufacturing cost ) …

Brands build trust & goodwill

Tata : Desh ka Namak

Apple Inc. ( Market Capitalization – Market Sentiments)

What is Brand Equity?

According to David Aaker

“Brand equity is a set of brand assets (and

liabilities) linked to a brand, its name and symbol,

that add to (or subtract from) the value provided by

a product or service to a firm and/or that firm’s

customer.”

Brand Equity Parameters

Brand Loyalty Measures

Quality

Brand Association: Images, colors, pictures, personalities

Brand Awareness: Top of the mind recall

Market Behavior

Brand Extension

Single Brand Extension

Nivea, Dove

Line Extension

Lux, Sunsilk

Category Extension

Wills, Nike, Economic Times

Corporate Extension

Tata

Multi Brand,

Co-Brand: Dupont, MTV Micromax

New Brands

Brand Elements

Name: The word or words used to identify a company, product,

service, or concept.

Logo: The visual trademark that identifies the brand.

Tagline or Catchphrase: “Fast to cook, good to eat” or “Think

Different”

Graphics: The dynamic ribbon is a trademarked part of Coca-

Cola's brand.

Characters: Amul Butter Girl, Vodafone Dog, Mickey Mouse &

Donald Duck

Brand Elements

Shapes: The distinctive shapes of the Coca-Cola bottle and

of the Volkswagen Beetle are trademarked elements of

those brands.

Colors: Coca cola‟s red color, Red and Yellow color of Mc

Donalds.

Sounds (Jingles): A unique tune or set of notes can denote

a brand. Airtel‟s jingle, Britannia‟s “ Ting-Ting-Tding”

Scents: Santoor sandalwood, Dettol,

What is a Brand Promise?

A brand promise is the marketer’s vision of what

the brand must be and do for consumers.

Brand Associations..... Brand Imagery

Brand Associations are images and symbols associated with a

brand.

The Nike Swoosh, Nokia sound, Film Stars as with “Lux”,

signature tune Ting-ting-ta-ding with Britannia, Blue colour

with Pepsi, etc.

Brand associations are the attributes of brand which come into

consumers mind when the brand is talked about.

Positive Brand Associations

Positive brand associations are developed if the product which

the brand depicts is durable, marketable and desirable.

This will lead to customers having a positive impression about

the product.

Positive brand association helps an organization to gain

goodwill, and obstructs the competitor‟s entry into the market.

Yamaha

Japanese

Quality –Technologi

cally superior

Fun

Sporty

John Abraham

Thrill

MotoGP

RX100

Brand Identity

Offerings: Based upon the product attributes.

Dettol as Antiseptic soap

Organization: Source of the brand than product.

Nokia, Infosys

Person: Associating human characteristics with the

brand.

Harley Davidson, Mercedes

Symbol: Nike, Parachute’s coconut, Puma

Physique: External attributes of the products.

Apple I pod.

Brand Identity

Personality: perceiving the brand as a person.

Akshay Kumar for Thums up – Macho Image

Culture: country of the brand and culture of the co.

Volkswagen – German Engineering.

Self Image: View of the brand that company has

chosen.

Adidas competing than winning. Tata Salt: Desh ka

namak, Mountain Dew- Darr ke aage jeet hai.

Relationship: buiding up relation with the customer.

Jet airways

Brand identity (McDonald's) …

McDonald„s is a hamburger restaurant, with the recollection of

Golden Arch, where people can have tasty food and pleasant times.

It offers warm and tasty food and a pleasant time to families and

children, and is in contact with you like a cheerful and enjoyable

friend.

In the background there are the facts of kind and clean, speed, and

reasonable prices.

Brand IdentityVs

Brand Image

Brand Name Decision

Individual Names

P&G, HUL

Blanket Family Names

Tata, salt, automobile, steel

Separate Family Names

Aditya Birla: Hindalco-----Aluminium, Ultratek----Cement, Grasim---- Suitings.

Corporate Name combined with individual product names:

Amul masti Dahi, Amul Kool lassi

Qualities of Good Brand Names

Suggest Product Benefits (fairness)

Suggest Product Category (Burger King)

Easy to spell, pronounce, recognize and remember

(Frooti)

Should be distinctive (Kodak)

Should not carry poor meanings in other countries

and languages (Nova)