BRAND

BUILDING
 What is a Brand?
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
between them and those of the
competition.

Branding contain – inherent product

meaning, and attributes or benefits.
Brand = product + other differentiating dimensions
(physiological and psychological)
In 'blind' taste tests, people prefer the
taste of Pepsi over the taste of Coke.
However, if the test is not 'blind' and
the tasters know which beverage is
which, they prefer the taste of Coke
over Pepsi! That is the emotional
power of a brand.
The first shape that was registered
was that of the coca cola bottle.
 Brand as an Asset
 “If Coca Cola lost everything except for
‘the formula’ and its brand name , it could
walk into any bank in the world and get
$100 billion loan to start from the scratch”
What is Branding.mp4
Why branding?
 Branding - benefits?

CUSTOMERS ORGANISATION
Identification of source Means of identification for handling or tracing

Assignment of responsibility Legal protection

Risk reducer – functional, physical, Signal of quality to consumers

financial, social, psychological, and time
Search cost reducer Endowing product with unique association

Promise, bond, or pact Competitive advantage

Symbolic, cultural Source of financial return

Signal of quality
 What can be branded?
.

Services – KPMG, Citi, Airlines, Energy firms, etc.

On-line product and services – Google, e-bay, etc.

Sports, Arts, and Entertainment – IPL

 What can be branded?....
 Commodity – Chicken, Coffee, salt,
fruits, vegetables, water, etc.
 What can be branded?....
 People
 Personality
 What can be branded?....

 Retailers and distributors – Sears,

Wal-Mart, private or store brands.
 What can be Branded ?
 Geographic Locations – Australia,
Alaska
.
 What can be Branded ?
 Even An Experience………
 Driving Forces For Brand
Building
Savvy consumers, maturing market, decreasing brand loyalty.

Brand proliferation, complex brand families,

Media fragmentation, eroding traditional media, new options,

changes in advertising and promotional expenditures.
 Increased competition, difficulty in
differentiating, private labels.

 Increased cost, increasing trade power.

 Increased accountability, job turn-over.

Understanding Brand Building
Branding
Understanding Branding
Understanding Brand
Branding Building
 Module 1

Understanding Branding
Understanding Brand Building
Branding

Produc
Attribut Attrib
ts to
es utes
brands
From Products to Brands
 PRODUCT LEVEL
LEVEL Significance

BRAND ?????????

Potential Product ideal and in future.

Augmented Product differentiating and distinguishing

attributes, benefits, or related
service.

Expected Product normal expectation from a product

in the market.
Generic Product basic offering.

Core Benefit fundamental need or want

 Module 1

Understanding Branding
Understanding Brand Building
Branding

Product
Attribut Attribu
s to
es tes
brands
 Module 1

Understanding Branding
Understanding Brand Building
Branding

Product
Attribu
s to
tes
brands

Name Logo

Colours Essence
 Attributes
Name Logo

Colours Essence

Brand Name
`Short
 Kodak, Fuji
 CNN an AOL Time Warner Company.
Distinctive
• Toyota’s Lexus is distinctive.
• world of tel and coms
 Should not be misinterpreted in other languages.
 For eg. General Motors had a very famous fiasco in trying to market the Nova car in
Central and South America. "No va" in Spanish means, "It Doesn't Go".
 Attributes
Name Logo

Colours Essence

Brand Colours
Colours have meanings
• Purple means royalty
• Red is energetic
• Blue is peaceful
• Colour contrast
• Coke is red, Pepsi is blue
• Kodak is yellow, Fuji is green
 Module 1 - Stage 2

Attributes: Brand Logo

Brand Equity
 Module 1 - Stage 2

Attributes
Understanding Brand
Branding Building Name Logo

Product Attrib Manage Architectur

Colours Essence
s to Exercise
utes ment e
brands

Brand Essence
 A brand should signify a powerful thing: the
essence
 Essence of Volvo is Safety
 Essence of Tata is trust
 Essence of Fevicol is bonding
 5 W's of Branding
 WHO- Who" is your target market and which market demographics
of people can best use the products or services that you are selling.
 WHAT- what" are some of the challenges and obstacles that you
face as a business owner when trying to get your products or services
out into the minds of your target market.
 WHY- "why" your target market should care about the products or
services your business is selling.
 WHERE -places where your target market will also be open and
receptive to finding out more about you and your products or services
or other places
 WHEN -"When" stands for the due date of when you want to
get your message out to your target market.
Packaging is also an extension
of branding
 Packaging makes it easy for a consumer
to spot the brand .
 A representation of your brand and
company values
 An increased impact on the point of
purchase
 Opportunities for new channels of
distribution
 A comparable enhancement of product
delivery and experience
 Let do a Brand Building
Exercise ….
You are the PRODUCT!!!!
THANK YOU