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Brands & Branding
Syma Ahmed
2013 Syma Ahmed syma@obscureux.com
A Brand at Its Most Basic Level
A name or some symbol or mark that is
associated with a product or service and to
which buyers attach psychological meanings
(Tybout & Carpenter)
2013 Syma Ahmed syma@obscureux.com
"A brand is a storehouse of trust that matters
more and more as choices multiply. People want
to simplify their lives."
- Niall Fitzgerald
2013 Syma Ahmed syma@obscureux.com
What is a brand?
A distinctive name, logo, design, or symbol that
identifies the goods, services, institution, or idea
sold by a marketer and differentiates it from other
products (AMA)
Product vs. Brand
2013 Syma Ahmed syma@obscureux.com
Important Concepts
Branding
Product Brand
Brand Equity
Differential effect that brand knowledge has on
consumer response to the marketing of the brand
Brand Management
Build, measure, manage brand equity
2013 Syma Ahmed syma@obscureux.com
Top Global Brands of 2009
Ranking Brand Value (billions)
1 $68.7
2 $60.2
3 $56.6
4 $47.7
5 $34.8
2013 Syma Ahmed syma@obscureux.com
2013 Syma Ahmed syma@obscureux.com
Why are brands important?
Consumer
Risk reducer
Search cost reducer
Promise with maker/producer
Symbolic device
Firm
Source of competitive advantage
Source of higher financial returns
2013 Syma Ahmed syma@obscureux.com
Strategic Origins of Brand Expressions
Essence
Vision
Persona
Value Proposition
Proof Points
Positioning
Brand Essence: The brands
core reason-for-being; its DNA; its
heart and soul
Brand Vision: What the brand hopes
to become
Brand Persona: (Character) The
brands human-like traits
Brand Value Proposition: The value
delivered that justifies its price
Brand Positioning: What the brand
promises (benefits), in the mind of
the customer, relative to
competition
Proof Points: Reasons to believe
promise
Less
likely to
evolve
More
likely to
evolve
2013 Syma Ahmed syma@obscureux.com
Creating Brand Meaning
Positioning
The act of designing the companys offer and image so that it
occupies a distinct and valued place in the target consumers mind