Marketing: Branding & Its

Process

What is a Brand?

A brand is more distinctive than a product.• It’s first of all a name, a means of identification.• Secondly it’s a set of added values offering both

functional and psychological benefits.

“If Coca Cola lost everything except for ‘the formula’and its ‘Brand Name’, it could walk into any bank inthe world and get $100 billion loan to start from thescratch.”

Brand Attributes

Brand attributes are a bundle of features thathighlight the physical and personality aspectsof the brand.

• Name • Logo• Colours • Essence

Brand Name

• It should be unique/distinctive (for instance- Kodak, Mustang)

• It should be extendable.• It should be easy to pronounce, identified

and memorized. (For instance-Tide)• It should give an idea about product’s

qualities and benefits (For instance- Swift, Quickfix, Lipguard).

• It should be easily convertible into foreign languages.

• It should be capable of legal protection and registration.

• It should suggest product/service category (For instance Newsweek).

• It should indicate concrete qualities (For instance Firebird).

• It should not portray bad/wrong meanings in other categories. (For instance NOVA is a poor name for a car to be sold in Spanish country, because in Spanish it means “doesn’t go”).

Brand Name…continued

Logo

Logos are a critical aspect of business marketing. As the company's major graphical representation, a logo anchors a company's brand and becomes the single

most visible manifestation of the company within the target market. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy.

Colours: They do impact too

Brand Essence

A Brand should mean a single powerful thing: The

Essence

• Essence of Volvo : Safety• Essence of Tata : Trust• Essence of Fevicol : Bonding• Raymond has been selling the complete man for over

2• Decades• Essence of Dettol is protection against germs

Brand Management

• It includes developing a promise, making thatpromise and maintaining it.

• It means defining the brand, positioning thebrand, and delivering the brand.

• Brand management is nothing but an art ofcreating and sustaining the brand.

Brand Management Strategies

• Co-Brand• Stealth Brand• Fighting Brand• Multi Brand

Co Branding

Stealth Branding : Undercover Branding

• Good option when unsure about new market

• Brand building that attract customer attention but not of rivals.

Ex : Sony Ericsson in 2002 in the USA

Fighting Branding

is a lower priced offering launched by acompany to take on, and ideally take out,specific competitors that are attempting tounder-price them.

Ex: Intel Celeron vs AMD K6Ex: HLL’s Wheel vs Nirma

Multi Branding

Under different and unrelated brands two ormore similar and competing products aremarketed by the same firm.

• Hold more shelf space• Fill all price and quality gaps • Cater to Brand-Switchers • Generate internal competition

Brand Extension

Brand extension or brand stretching is a marketing

strategy in which a firm marketing a product with

a well-developed image uses the same Brand Name

in a different product category.

The new product is called a spin-off.

Brand Identity vs Brand Image

Brand PersonalityIt means assigning human personality traits orcharacteristics to a brand so as to achievedifferentiation.

Brand Awareness vs Brand Recognition vs

Brand Recall• Brand Awareness:  is the probability that consumers are

familiar about the life and availability of the product. It isthe degree to which consumers precisely associate the brandwith the specific product.

• Brand Recognition: is the ability of consumer to recognizeprior knowledge of brand when they are asked questionsabout that brand or when they are shown that specificbrand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard.

Brand Recall: is the potential of customer to recover abrand from his memory when given the productclass/category, needs satisfied by that category or

buyingscenario as a signal.

Brand Loyalty

Brand Loyal customers are the foundation on anorganization. 80 : 20

Brand Promise

Brand promise is what you say to the customerand what is to be delivered.

Reasons when companies fail to fulfil Brand Pro:• When they refuse to recognize the customer

expectations. • When they implement a system which gives a negative

experience to the customer.• When they are not able to hire the best candidate.

Brand Equity Brand Equity is the value and strength of the Brandthat decides its worth. It can also be defined as thedifferential impact of brand knowledge on consumersresponse to the Brand Marketing. 

Brand Equity exists as a function of consumer choice inthe market place. The concept of Brand Equity comesinto existence when consumer makes a choice of aproduct or a service. It occurs when the consumer isfamiliar with the brand and holds some favourablepositive strong and distinctive brand associations in

thememory.

Factors Contributing to Brand Equity • Brand Awareness• Brand Association/Image• Brand Loyalty

Brand Equity can be determined by measuring: • Returns to the Share-Holders. • Evaluating the Brand Image for various parameters that

are considered significant. • Evaluating the Brand’s earning potential in long run. • By evaluating the increased volume of sales created by the brand

compared to other brands in the same class. • The price premium charged by the brand over non-branded

products.

Thank You :)