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Brands and Packaging

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American Marketing Association defined brand

as a name,term, sign, symbol, or 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.

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3

What is a Brand?

A brand is a name, term, sign, symbol, ordesign which is intended to identify the goods

or services of one seller or group of sellers andto differentiate them from those ofcompetitors.

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What is a Brand?

A slogan? A typeface?

A sound? An image? A logo?

A personality? A jingle?

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What is a Brand?

A brand is a promise.

It is both functional and emotional.

It is the art and science of creating

mind space and shelf space.

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What is a product?

A product is any offering by a company to a

market that serves to satisfy customer needs

and wants.

It can be an object, service, idea,etc.

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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.

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12-8

Product Identification Brand name: part of a brand consisting of

words or letters that form a name thatidentifies and distinguishes a firms offeringfrom those of its competitors

Brand mark: symbol or pictorial designthat identifies a producteg.swoosh mark ofNike, or Golden Arches of McDonalds.

Generic name: branded name that has

become a generically descriptive term for aclass of products

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Trademark: legal protection which confers theexclusive right to user brand name, trade mark,and any slogan or product name abbreviation

A trade name is the full and legal name of a

firm, such as Maruti Udyog Ltd., and not thespecific name of a product.

Trade Dress: visual cues used in branding tocreate an overall look

The distinctive shape of Philips light bulbs provide anexample of trade dress

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Can anything be branded?

Physical goods --- Marlboro

Services Banking tangibles- uniform , color

Retailers-------------- leaflets, pavements, umbrella brand,association

On-line product ---- soc networking websites, comparison charts,detail analysis , feasibility, easy ordering

On-line service---

People---- srk, ab, priyanka chopra ,

Organization

Sports, Arts, Entertainment Geographic location

Ideas

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Can everything be branded?

Ultimately a brand is something that resides inthe minds of consumers.

The key to branding is that consumers

perceive differences among brands in aproduct category.

Even commodities can be branded:

Coffee (Nescafe), bath soap (Lux), flour(Ashirwad), salt (Tata),pickles and even water(Bisleri)

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Why do brand matter?

To consumersIdentification of sources of product

Assignment of responsibility to product maker.

Risk reducer

Search cost reducer

Symbolic device

Signal of qualityPromise or bond with product or maker

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Why do brand matter?

To ManufacturerMeans of identification to simplifying handling and

tracing.

Means of legally protecting unique feature.

Signal of qualityMeans of endowing products with unique

associations.

Sources of competitive advantage

Sources of financial returns.

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Branding Challenges & Opportunities Knowledgeable consumers.

Brand Proliferation

Increased competition Increased costs of introducing new product or

supporting existing product.

Greater accountability

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Brand Elements

A variety of brand elements can be chosen thatinherently enhance brand awareness or facilitatethe formation of strong, favorable, and uniquebrand associations:

Brand Name Logo Symbol Character Packaging

Slogan

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Brand name

The brand name is central to all brand

elements.

It should be easily remembered, highly

suggestive, interesting, compact.

Has the least response time of all

informational elements.

Contain all the factors of a proper brand

element

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Naming Guidelines of a Brand Name

Ease ofpronunciation and spelling

Short names are easier to recall

Chevrolethas become Chevy

Easy to pronounce

Familiarity

Familiarity helps to tap existing knowledge

structure having a concrete or abstract meaning

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Naming Guidelines of a Brand Name

Contd.

Differentiated and Unique

Makes the brand unique, usually atypical words

for product category

Apple Computers, Shell Oil

Use of made-up words or mashed-up words

Exxon, Xerox, Microsoft

Use of foreign or uncommon words Acura

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Brand Name SelectionCompanies have four strategic options in choosing a brand name:

Company Name

Individual Names

Separate Brand Family Names

Combination of Company Name and Product Name

Desirable Qualities of Brand Names

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BRANDS ARE LIKE PEOPLE

They have:

A name

A personality / human characteristics A reputation

People can have feelings towards them

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Types of BrandThere are several brand options that include manufacturer brand (also called

national brand), private brand (also called distributor, reseller, store, or house

brand), or a licensed brand.

Manufacturer brandsare initiated by manufacturers and identify the

producer.

Private brandsis that they are resellers initiated brands.

Licensed brandis a relatively new trend and involves licensing of trademarks.

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Brand equity: added value that a

respected, well-known brand name gives toa product in the marketplace.

Brand equity increases the likelihood that

consumers will recognize the firms product

when they make purchase decisions

A strong brand equity can contribute to buyers

perceptions of product quality

Branding can also reinforce customer loyaltyand repeat purchases

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Components of Brand Equity

Brand name

awareness

Brand

loyalty

Perceived

quality

Brand

associations

Brand

Equity

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Brand Awareness

The level of familiarity consumers have with a brand name.

The ability to link a brand name with a particular product.

Can provide a competitive advantage:

Product parity

Low-involvement

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Brand Loyalty

The tendency of customers to continue to use

the same product over time

Resistance to switching

Based on:

Simple habit

Preference

Switching costs

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Brand Associations

Brand name used to reinforce perceptions

about the product

Metaphors and imagery used to enhance brand

association with product Addiction Perfume, CloseUp Toothpaste

Alphabets used to denote characteristics

X denotes extreme, youthful, risk-taking

ESPNsX-Games

Z denotes a sense of speed

Hero Hondas CBZand Karizma

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A Brand Extension occurs when a firm uses anestablished brand name to introduce a new product

Tommy hillfiger perfume , watch , home accessories.

An existing brand that gives birth to a brand

extension is theparent brand

If the parent brand is already associated with multipleproducts through brand extensions, then it may also

be called afamily brand.

Brand Extension

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Types of BrandExtension

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Types of Brand Extension:

I. Extended to other items in the same productline.Sunrise coffee was extended to other offers.

Brand names Sunrise premium, Sunrise extracoffee are catering to different segments. Thisis called line extension.

In detergents HUL launched Surf Ultra, SurfExcel, Surf Excel matic and International Surfexcel as line extension of Surf Excel.

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It is the different/new version of same parent product

They serve a different segment of the target market andincrease the variety of offering product.

Examples:

(i) coke extend itself to diet coke in the same product

category of soft drinks:

Amul butter extend itself to amul reduced salt butter, amulcheese and cheese slices in its core area of milk product

derivatives.

Product extension

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II. Extended to items in a related product line

Maggi initially was a brand of noodles. Later

the brand name was extended to other

product lines in the related category food

Maggi ketchup, Maggi soup etc., It is a case of

related brand extension.

Dettol Soap antiseptic soap

Dettol Plaster - antiseptic bandage

Dettol Handwash antiseptic wash

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It could be across different product categories Examples:

Harley davidson motorcycle extend itself into harley davidson

accessories.

Land rover extend itself from tough off road vehicle too a line ofstylish yet functional outdoor clothing, shoes etc.

Brand extension

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The parent brand is used to enter a different product categoryfrom that currently served by the parent brand.

ITCs Category Extension

CATEGORY EXTENSION

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The product line is now far more representative ofcustomers varying quantity needs.

It suggests the presence of usage segmentation.

Customers differs in terms of their usage quantities. The brand has to fill the whole spectrum with

products as per the needs of various segments.

LINE EXTENSIONS

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Bisleri is the pioneering brand in the mineral watercategory.

Originally, Bisleri used to come in a one liter bottle.

But recently, Bisleri has exhibited a spate of

innovations. The brand launched bottles of different sizes and

quantities.

The Bisleri portfolio now includes one liter, 1.2 liter,1.5 liter and 5 liter bottles.

Example

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Line Extension strategies

Product Sizes

Bisleri1.1 ltr

Bisleri.5 ltr

Bisleri1.2 ltr

Bisleri1.5 ltr

Bisleri5 ltr

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Colour Etc.,Pantene

Pink

Pantene

Black

Pantene

White

Flavours

Ingredient

RasnaOrange

RasnaMango

Rasa Rose ,etc

Colgategel

ColgateHerbal

ColgateSalt etc.,

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Form

VimLiquid

VimPowder

VimBar

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Brand rejuvenation

Brand rejuvenation involves adding value to

an existing brand by improving product

attributes and enhancing its overall appeal. It

is intended to re-focus the attention ofconsumers on an existing brand. Brand

rejuvenation helps overcome the consumers

boredom in seeing the same product on theshelves year after year

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Objectives of Brand Rejuvenation

1. Rejuvenation aims at revival of brand. The intentionis to breathe some new life into a brand that may

be showing signs of decline.

2. Even healthy, successful brands may need

occasional rejuvenation. Because ofcompetition,

some re-formulation and refinement become

necessary from time to time. The brand has to be

updated. It ensures the steady success of the goingbrand.

3. It helps keep the brand live and in focus.

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New Burnol: Burnol became New and appearedin a new pack.

New Horlicks : Horlicks to the New Horlicksclaimed more nourishment through additionalprotein and calcium, eight essential vitamins andiron.

New Nescafe: Nestle rejuvenated Nescafe andbrought in the New Nescafe. New Nescafe wasmade using the new agglomeration coffeeprocess, instead of the fine powder form and thecoffee now came in small round goblets.

New Bournvita: To give a push Bournvita,Cadburys came out with New Bournvita, withextra glucose in a new packing.

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Relaunch Vs Rejuvenation

Relaunch: This could be through packaging changes,

product upgrades, a new positioning, or anycombination of several changes in the fundamentals

of the brand.

Brand Rejuvenation: When marketers identifies that

the decline stage for a brand has come and theconcern brand is going to die marketer injects new

life in brand by adding new product features,

packaging or by changing STP strategies. this activity

in whole is called Brand Rejuvenation.

example: To Brand Rejuvenation Herohonda

Splendor company launched HeroHonda Splendor

NXG

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Brand Cannibalism: When two brand in the same productline, offered by same player target same marketsegment and compete with each other by eating away

the market share without adding any value to themarketer.Example: Hero Honda Glamour and HerohondaSplendor

Brand proliferation: when one company introduce newbrands in the same product lines and hence try tocover each and every market segment for that productline.

example: HUL has different brands in shampoo productline offering a wide range of choice for customer ofevery segment.

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Co-Branding

Co-branding, also called brand partnership, iswhen two companies form an alliance to work

together, creating marketing synergy. As

described in Co-Branding:

ingredient co-branding

same-company co-branding

Joint venture co-brandingmultiple sponsor co-branding

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Another P?

Packaging, sometimes called the

another P, is all the activities of

designing and producing the container

for a product.

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Packaging

Packaging is the activity ofdesigning and

producingcontainers or wrappers for a

product

It should be both aesthetic as well as

functional

Aesthetic: It conveys the size, shape, colour and

material of the package Functional: It conveys structural designs of the

package, thus it becomes more convenient to use

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Packaging & LabellingPackaging includes all activities that focus on the development of a container

and a graphic design for a product.

A package may have three levels;

1. the primary packageis the container of the product such as a bottle, jar,

or tube,

2. the secondary packageis the box of cardboard or some other material

containing the primary package; and

3. the last is shipping packagethat contains more units of secondary

package.