Branding & Its Diverse Interpretations - Dhanesh J

By
Dhanesh Jayathilaka
PGDip M(SL), CPM (ASIA PACIFIC), MSLIM
Definition of a Brand
y In Principles of Marketing, by Philip Kotler and Gary
Armstrong a brand is defined as ‘a name, term, sign
symbol,
b l design
d i or a combination
bi ti off these,
th that
th t identifies
id tifi
the goods or services of one maker or a seller or group of
sellers and to differentiate from them from those of
competitors.
Brand Management/Dhanesh Jayathilaka/25‐07‐09
Branding
y A marketing function that identifies products and
their source and differentiates them from all other
products.
products
Eg: naming a commodity
Reasons why organizations believe
Reasons why organizations believe
in branding
y Non‐verbal statement
Brand speaks about the user
Eg: The Mercedes brand represents something of
G
German culture, organised, efficient
l i d ffi i
Satya Paul
y Respected reputation & greater return
y Dialog Telekom PLC, Sri Lanka's leading
telecommunications service provider announced
telecommunications service provider, announced
an agreement with Singer Sri Lanka for call centre
g g p
outsourcing solutions. This agreement will provide
contact centre solutions to Singer Sri Lanka, by
Dialog ECM, the BPO wing of Dialog Telekom.
As a Value addition
As a Value addition
cindy
crawford
As a Value addition
Attract customers & Defensive wall
Nokia N96.flv
Defensive wall
Defensive wall
Jet Li
As an identification
y Brand name, logo
Brand Management
y Brand management is the application of marketing
techniques to a specific product, product line, or
brand It seeks to increase the product's perceived
brand. It seeks to increase the product s perceived
value to the customer and thereby increase brand
franchise and brand equity.
q y
Imagination
I i i Brand/s
B d/
“Imagination is more important than knowledge. For knowledge is
limited to all we now know and understand, while imagination
embraces the entire world, and all there ever will be to know and
understand.”
Albert Einstein
Spectrum of interpretation of
Spectrum of interpretation of
branding
y The input‐out based perspective
y The output based perspective
y The time based perspective
The input-out based perspective
Different interpretations of a brand’
y Logo
y Legal instrument
y Co p y
Company
y Shorthand
y Risk reducer
y Positioning
y Personality
y Cluster of values
y Vision
y Adding value
y Identityy
Brand as a Logo
Brand as a Logo
y To provoke
&
Brand as a Logo
y Top of the mind
Eg:
Cola drinks
Brand as a Logo
y Familiar set of association linked with brand
Eg:
EGB with food
Brand as a Legal instrument
y Trade marks (intellectual property)
Brand ®
Brand ©
Brand as a company
y Corporate branding is the practice of using a
company's name as a product brand name. It is an
attempt to leverage corporate brand equity to create
product brand recognition. It is a type of family
branding or umbrella brand. Disney, for example,
g y, p ,
includes the word "Disney" in the name of many of its
products; other examples include IBM and Heinz.
Brand as a company
y Corporate Branding
Alli Products Sri Lanka
HSBC
Sri Lanka Insurance
y Corporate branding can result in significant economies of scope
since one advertising campaign can be used for several products.
y Corporate Brand brings in service tangibility
y Adding to perishability eg: corporate name is possitioned in

consumers mind
d
Brand as a company
y Individual branding, also called individual product
branding or multibranding, is the marketing strategy of
or multibranding is the marketing strategy of
giving each product in a portfolio its own unique brand
name.
Eg:
y Procter & Gamble, which markets multiple brands such as
Pampers
y Unilever, which markets individual brands such as Dove
y Hemas markets baby cheramy, clograd
markets baby cheramy clograd
Brand as a shorthand
Packaging of Anchor 100 bits
Human mind 10 bits
Brand bits
Brand as a risk Reducer
y Perceived risk
Consumer's level of uncertainty regarding the outcome of
a purchase decision, specially in case of high priced item
such as a car, or a complex item like a computer.
h l lk
Consumers attempt to reduce their anxiety by collecting
p y y g
more information and by seeking the recommendations of
a peer group or an entity (person or consumer advocacy
group) considered an expert on the subject matter.
M
Manufacturers and marketers try to reduce this risk with
f t d k t t t d thi i k ith
reassuring guaranties, by obtaining the backing or
recognized groups or opinion leaders, or by hiring a well
known and respected spokesperson.
known and respected spokesperson
Types of risk
y Performance risk
eg: unbranded note pad Vs IBM
y Functional risk
Brands ensure better functions
y Physical risk
Safety. Eg: Volvo safety
Types of risk
y Financial risk
Brands reflect the value
y Social risk
Computer breaks down when Presenting at a seminar
y Psychological risk
Brands reduce cognitive dissonance
y Time risk
Frequent break down. Opportunity cost
Brand as a positioning
Positioning is how a product appears in relation to other
products in the market
y With the help of attributes
Eg:
Volvo attributes
Laminated windscreen
Driver Alert Control
Collision Warning with full auto‐brake and pedestrian
detection
Brand as a positioning
y Results in minds of consumers
y Focus on functional benefits
Eg:
Volvo safety
BMW Ultimate driving machine
Brand as a personality
y Set of human characteristics associated with a brand
Anchor trustworthy
mother
Coke yyouth
Odel fashionable,
exclusive
Brand as a personality
y Marlboro is’ masculine’ while Virginia slims is
‘feminine’
y IBM is ‘older’ while Apple is ‘younger’
IBM i ‘ ld ’ hil A l i ‘ ’
Brand as a person
y Tag Heuer‐ Tiger Woods
y Mobitel ‐Shehan
Brand as a cluster of values
y Virgin brand is cluster of five values
Quality
Innovation
Value for money
Fun
Sense of challenge
Brand as a vision
y Sense of direction
y Vision is a dream. Should be realistic
Vision Role
UNITED COLORS OF BENETTON
“A WORLD OF SOCIAL HARMONY”
Brand as Identity
y Distinctive and central idea of a brand
y What does it stand for?
y How it communicates to the stakeholders?
Process perspective of brand
Process perspective of brand
interpretation (output based)
y Brand as an image
y Brand as a relationship
Brand image
Brand image
y The experiential aspect consists of the sum of all
points of contact with the brand and is known as the
brand experience
brand experience.
y The psychological aspect, sometimes referred to as the
brand image is a symbolic construct created within
brand image, is a symbolic construct created within
the minds of people and consists of all the information
and expectations associated with a product or service.
Brand as an image
Brand as an image
y The way a consumer wants to project himself
Eg:
a car of the rich and
Mercedes Successful person
p
famous
Odel Fashionable Trendy person

yp
I F l ti
Image Formulation
Perception
How does it
differentiate
How relevant to the
viewer
Attitude
formulation
Image
Brand as a relationship
y Co relationship with the idea of Brand Personality
“The greater the brand is personified, greater the
relationship he/she will have with the brand”
Personification
y The sailboat danced gracefully.
Th ilb t d d f ll
y The flames ate hungrily at the burning house.
The flames ate hungrily at the burning house
y The once‐proud trees bent meekly before the storm.
p y
Brand Brand
Relationship Personality
Eg: HSBC Loyalty card
y Seek to understand themselves & to communicate
values which brand has
y How brand values give rise to a particular type of
relationship
y How brand values give rise to a particular type of
relationship
y Brand values
B d l
Identified
Values of T/A
l f values in to
l i
the brand
E
Eg:
HSBC Brand Values
y Perceptive : We work harder in order to understand
things more deeply.
y Progressive : We are driven by a belief that we can
shape a better future.
y Responsive : We will always endeavor to anticipate, act
quickly to ensure our customers ever changing needs
are exceeded.
y Respectful : We don
We don’t accept stereotypes
t accept stereotypes. We look for
We look for
the value in everything.
y Fair : We reward the commitment our customers place
in us.
Time Perspective on Brand
Time Perspective on Brand
interpretation
Brand changes due to market changes
y Core Values Vs peripheral Values
y Primary Value Vs Secondary Value
y Core values are static
y Peripheral values change
P i h l l h
Core Values Vs peripheral Values
Eg: HSBC core Values Vs peripheral Values
Not changed changed
•Perceptive •premium to middle
•Progressive
•Responsive •Trendy to professional
•Respectful
•Fair
Brand evolution
y Eg: Shell
Brand evolution Model
Brand evolution Model
Unbranded
commodities
diti
Brand as
Reference
Brand as
Personalityy
Brand as Icon
Brand as
Company
Brand as Policy
Understand brand as a company
wide entity
y Internal communication‐ Internal Marketing
y An unified thinking
y Knowledge sharing
wide entity
Nonaka and Takeuchi knowledge management cycle
Nonaka's and Takeuchi's relevant work should allow you to
understand easily and clearly how knowledge may be dealt with,
d d il d l l h k l d b d l i h
transforming tacit knowledge into more explicit forms.
This is one of the most famous model existing, maybe the easiest
and the clearest.
y Explicit Knowledge
y Tacit Knowledge
wide entity
y With tacit knowledge, people are not often aware of the
knowledge they possess or how it can be valuable to others.
Effective transfer of tacit knowledge generally requires
extensive personal contact and trust.
y Tacit knowledge is not easily shared. Tacit knowledge
consists often of habits and culture that we do not
recognize in ourselves. In the field of knowledge
management, the concept of tacit knowledge refers to a
knowledge which is only known by an individual and that
is difficult to communicate to the rest of an organization
y Explicit knowledge is knowledge that has been or
can be articulated, codified, and stored in certain
b i l d difi d d d i i
media. It can be readily transmitted to others. The
information contained in encyclopedias (including
Wikipedia) are good examples of explicit knowledge
Knowledge can be transferred
y Tacit to tacit via socialization
y Tacit to explicit via externalization
Externalization means to put something outside of
its original borders, especially to put a human function
outside of the human body The opposite of
outside of the human body. The opposite of
externalization is internalization.
Eg: In a concrete sense, by taking notes, we can
externalize the function of memory which normally
belongs in the brain.
Knowledge can be transferred
y explicit to explicit via combination
y Explicit to tacit via internalization
internalization is the long‐term process of
consolidating and inserting one’s own beliefs,
attitudes and values when it comes to moral behavior
attitudes, and values, when it comes to moral behavior.
The accomplishment of this may involve the deliberate
use of psychoanalytical or behavioral methods.
SECI model (Nonaka
d l( k Takeuchi)
k h)
SECI d l (N k Takeuchi)
SECI model (Nonaka T k hi)
Four categories of knowledge assets
Levels of Brand
Levels of Brand
1. Core Benefit
y the fundamental need or want that consumers satisfy by consuming the
product or service.
product or service
2. Generic Product
y a version of the product containing only those attributes or characteristics
p g y
absolutely necessary for it to function.
3. Expected Product
y the set of attributes or characteristics that buyers normally expect and
agree to when they purchase a product.
4. Augmented Product
y inclusion of additional features, benefits, attributes or related services that
serve to differentiate the product from its competitors.
55. Potential Product
Potential Product
y all the augmentations and transformations a product might undergo in the
future.
Levels of Brand
Value of Branding
Manufacturer
y Differentiation factor
y Competitive advantage
Value of Branding
Distributor
y Better return on investment
y Ability to forecast
Eg: past brand trends will allow to foresee future trend
patterns
Value of Branding
Consumer
y Reduces the dissonance
y Convenience in selecting a product
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y Adding to perishability eg: corporate name is possitioned in

Odel Fashionable Trendy person

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