What’s in a

Brand?
A brand experience is an activity that
allows consumers to become immersed in
the qualities of a brand, and renders them
much more likely to embrace the brand's
values as their own.

Martin Puris,
Chairman, Chief Executive
Officer and Chief Creative
Officer, APL Worldwide
“I have
ambition,
fierce
ambition,
but I keep it
to myself. It
is not wise
to expose
it."
 How many times have you
dreamt of demolishing the
opposition much the same way
this Young Master
did?
What does this Brand stand for?
 Total dominance of the opposition;Instills fear and
respect.
 Modesty that wears well on young shoulders.
 “During the last 5 years Sachin has grown
leaps and bounds .Not just because of his
performance on the field.It’s also about him off
the field.”-Mark Mascarenhas ,President
,World Tel
 And the Brand Value?

 World Tel deal-$17mill(Rs 80

Crores)
 Invaluable to millions
Mother Teresa1910-97
"It is not how
much we do,
but how much
love we put in
the doing.
It is not how
much we
give, but how
much love we
put in the
Rajnikanth

 “Naan Oru
Vaati
sonnal,Nooru
vaati sonna
mathiri”-
Baasha
Amitabh Bachan
 The angry young man
 Protector of the
weaker sex
 “Rishte mein tho hum
thumare baap lagthey
hain…Naam hai
Shahen Shah”
Shahen Shah
 What is a brand ?
 Is it the name on the product?
 Is it just an indication of the parentage of
the product?
 What is a brand ?
 Brand is the proprietary visual, emotional,
rational, and cultural image that you associate
with a company or a product.
 A brand is the collective experience of your key
constituencies—customers, suppliers, investors,
and employees—and is defined more by deeds
than by words. It's what your company stands for
and how it behaves with each of these groups.
 What is a brand ?
 A brand is the right mix of functional and
dysfunctional benefits which move the
consumer to associate positively with it
and willingly pay the premium that it
commands.
 Brand
decisions
are
sometimes
taken this
way…
 …with
disastrous
consequences
Where does the Branding begin ?
”To create a successful brand-customer
relationship, you must develop a
compelling brand identity and customer
value proposition, rely on customer
perspective, and have the ability to listen
and respond appropriately to evolve your
company's offerings to meet customers'
needs and desires.”

Martin Puris,
Chairman, Chief Executive
Officer and Chief Creative
Officer, APL Worldwide
 Pre-requisites to get the right
identity framework ?
 A deep understanding of Customer needs
& motivations,VABs
 Understanding of Current trends …
 .. And some crystal gazing.
 What is Brand Identity?
1. Brand Image ?
2. Brand Positioning?
3. Brand Personality?
4. Brand Associations?

Answer
a. 1.
b. 1&2
c. 2,3&4
 What is Brand Identity?
”Brand Identity is a unique set of brand
associations that the brand strategist
aspires to create or maintain. These
associations represent what the brand
stands for and imply a promise to
customers from the organization
members.”

David A.Aaker,
Professor,Marketing
Strategy,Haas School of
Business,Univ. of California
 Key Considerations-the 5 Cs
 Category-Customer Relationship
 Customer Mind and its portals
 Company Vision
 Cost of the building the identity
 Cash flows in future likely with the
identity
Category-Customer Relationship
 Servant >e.g.Detergent,Dish washer
 Medical Expert >Drugs
 Knowledgeable friend >Soap,Shampoo
 Doctor > Health Beverages
 Expert consultant>Bank,Beauty Product
 Sports Trainer> Sports Gear
 Close Companion > Cigaratte,Apparel
 and so on…
 Identity Vs Image
 What we would like the brand to be
eventually
Vs
 What is the picture of the brand in the
Customer’s mind today

 The Destination
Vs
 The Current Position
Five portals to the consumer’s
mind
 1st portal: Benefits and Promises
 2nd Portal: Norms and Values
 3rd Portal: Perceptions and Programmes
 4th portal: Identity and Self-Expression-
 5th portal: Emotions and Love

Wolfram Wordemann
Andreas Buchholz
–Marketing Consultants Ex P&G
The Brand Identity
System
The Six sided Brand Prism

By Jean Noel Kapferer,Professor at

the HEC School of Management
,Paris
Jean Noel Kapferer Brand
Identity Model
Pe
i q ue rs on
y s al i
Ph ty

Relationship

Culture
Brand Prism

Re
fle
c ti a ge
on - Im
l f
Se
The Most Trusted Brand
 Physique
• A combination of independent
characteristics, which may be either
prominent or dormant.
• Most Trusted Brand : Lux
• Soft,Feminine
• Beautiful
 Personality
• A brand has a personality. It acquires
a character. If we identify the brand
with a person, we form a picture of
that person by the way in which he
speaks of products or services..
• Sensuous,Confidence in self.
 Relationship
• A brand often provides the
opportunity for an intangible
exchange between persons.
• A beautiful friend who handles my
beauty queries with élan.
 Culture
• A brand has its own culture.Culture
implies a system of values, a source of
inspiration and energy.
• Will never let you down.
• Generates feeling trust .
 Reflection
• A brand reflects a customer's image.
It reflects what the customer would
like others to see him as.
• The target describes the brand's
potential purchasers or users.
• Graceful,beautiful like my favourite
star.
 Self Image
• Through our attitude towards certain
brands, we develop a certain type of
inner relationship with ourselves.
• “Confident of myself.”
 Brand –Customer Nexus
SENDER
e Pe
i qu rso
y s na
Ph li ty

INTERNAL
Relationship

Culture
EXTERNAL Brand Prism

Re
fle
c ti a ge
on - Im
l f
Se
RECEIVER
 PEPSI
an exercise
 Physique
• A combination of independent
characteristics, which may be either
prominent or dormant.
• PEPSI logo
• Blue &Red ball
• Maroon sugar water –The Cola
 Personality
• A brand has a personality. It acquires
a character. If we identify the brand
with a person, we form a picture of
that person by the way in which he
speaks of products or services..
• Fun
• The popular star with a sense of
humor.
 Relationship
• A brand often provides the
opportunity for an intangible
exchange between persons.
• A friend I like to be with.
 Culture
• A brand has its own culture.Culture
implies a system of values, a source of
inspiration and energy.
• Take life as it comes.
• Spirit of Youth.
• Live life to the fullest “Dil Mange more”
 Reflection
• A brand reflects a customer's image.
It reflects what the customer would
like others to see him as.
• The target describes the brand's
potential purchasers or users.
• Fun loving
• Disregard for rules
• “Couldn’t care less attitude”
 Self Image
• Through our attitude towards certain
brands, we develop a certain type of
inner relationship with ourselves.
• “I am not a boring person”
• “I have taste”
Where does one start?

“When you
launch a product,
you hope it will become a
brand.”

Jean Noel Kapferer

 Where does one start?
 It starts with the product.
 All brands begin by being great products.
 Benetton started its life as a colourful
sweater.
 Colour--the physical facet of identity.
 Little by little, they moved to United
Colors of Benetton
 "The advent of
a genius is no
accident of
fate, for the
juxtaposition of
talent,
opportunity
and labour in
such high
measure in one
individual can
never be an

accident.
 "From
the age
of 12 to
16, I
practised
eight
hours a
day."
 Built thru…
 Passion
 Focus
 Dogged Determination
 Hard Work
 Love for the game
 Brand Life Cycle
1. Product Stage
2. Formula for a set of benefits
3. Brand represents a Know-how ,a technology
,an expertise.
4. Brand can be become a symbol of a specific
Interest.
5. At the Pinnacle is the stage when the Brand can
be replaced by its Philosophy.
 JEAN NOEL KAPFERER’S BRAND
STRETCH MODEL
Type of brand

Philosophy/--------------------------------
Attitude

Interest ------------------------
-----

Know-how ---------------------
---

Formula ----------------------

Product Degree of produc

(A) (B) (C) (D) (E) dissimilarity

Type of brand & ability to extend

 PHILOSOPHY/ATTITUDE LINKED
BRAND EXTENSION
----------------------
P/A
I
KH
F
P
A B C D E

• Such brands fit together very dissimilar

products by looking at
them from a higher source point
• Brand subscribes to an idealism and has
depth
• Common to dissimilar products are:
- Source of inspiration
 PHILOSOPHY/ATTITUDE LINKED BRAND
EXTENSION (Contd...)

 Demerits of this approach:

- Philosophy/Attitude may lose relevance and become
abstract and vague
- Brand may lose unifying power by over-stretching. e.g.
Virgin, UK
- Sustained effort required to keep the Philosophy/Attitude
alive i.e. this approach is time consuming and expensive
PHILOSOPHY/ATTITUDE LINKED BRAND
EXTENSION (Contd...)

 Imperative that Philosophy/Attitude be

articulated:
- Product ads
- Activities in marketplace
 Examples: Cartier, Gucci
 EXAMPLES OF
PHILOSOPHY/ATTITUDE
ARTICULATION

 Philips : Let’s make things

better
 Nike : Just do it
 Nike
 Nike was not born a brand; it was
the name on a new pair of shoes
 And people said these shoes are
fun, they are fashionable.
 Today “Just do it” is a the
Philosophy that cuts across the
globe.
 Nike
• Niketowns, the huge stores across the
country dedicated to the Nike brand.
• Niketowns are kinetic, dynamic, and
entertaining.
• Consumers absorb through osmosis
what Nike philosophy represents -
sports, accomplishment, teamwork,
fitness and energy.
• A Niketown is as much a brand
statement as a Nike product.
 INTEREST LINKED BRAND
P/A
EXTENSION
I --------------
KH
F
P
A B C D E

 To make diverse products compatible, brand

defines its centre of interest - its focal point
 Examples:
- Gillette: on men’s toiletries
- Adidas: on sports
- Johnson&Johnson: Baby Care specialist
- Sony (initially): on high - fidelity sound
systems
 EXAMPLES OF INTEREST
ARTICULATION

 Van Heusen : Power dressing for the next

millennium
 J&J : Baby Care
 Palmolive :Softness
 Liril : Freshness
 Lux :Beauty Soap of film stars
 KNOW-HOW LINKED BRAND
EXTENSION
P/A
I
KH -----------------
F
P
A B C D E

• Specific know-how(s) /competenc(ies)y

links the dissimilar products
• The know-how may be in the areas of:
- Manufacturing infrastructure
- R&D
- Low cost production capability
- Acquired seal of authority in quality assura
KNOW-HOW LINKED BRAND EXTENSION (Contd....)

 Merits of this approach:

- Product functionality is not questioned
- Reassuring factor to VFM buyers
- Eminently suited to industrial products
 Demerits of this approach:
- Restriction in premium image association
- Can’t support a very dissimilar product portfolio adds
gentleness to everything it touches)
 EXAMPLES OF KNOW-HOW
ARTICULATION

 Jockey : Clothing mankind since 1876

 Videocon: Bring home the
leader
 Du Pont : Better things for better living
through chemistry
 Bose Sound System: Better sound through
research
FORMULA LINKED BRAND EXTENSION
P/A
I
KH
F ---------
P
A B C D E

 This is a close extension to current

portfolio
 Examples:
- Dhara: a new oil
- Bajaj: a new small and compact scooter
 In real and imaginary terms, the new
product relates to same formula or value
 CONCLUSION ABOUT ‘TYPE OF
BRAND’

 Philosophy/Attitude & Interest brands

- Concept oriented
- Symbolic connotations

 Know-how, Formula & Product brands

- Function oriented
- Origin/factory connotation
What it takes to create a brand?

Creating and nurturing brands in a

demanding environment is a frighteningly
complex challenge. What is called for is a
perfect blend of left-brain logic, process
and rigor together with right-brain
passion, chaos and creativity.
Martin Puris,
Chairman, Chief Executive
Officer and Chief Creative
CHIK
A Case Study
Case Study-CHIK Shampoo
Situation in 1996
Declining brand :Market Share dropped
from 12 % in 1994 to 4% in 1996
Sales Turnover declining by 10%+ every
year.
Consumer opinion:Bad Product ;Cheap
Brand image.
Internal Management and employees
had given up.
 Consumer opinion.

 Poor Perceived Product Quality.

 Cheap Brand image.
 Did not deliver value for money
 Category Characteristics
 High Involvement product:Consumers will
not trust their hair to an unknown and poor
brand.
 High Voltage MNC competition.
The Brand Image-1996
i ne W
sm wi oma
J a su thou n
e t,
ch m e bs
a
S r fu ta t
nc
pe e

Neighbour
Unpopular

expertise
CHIK

No
?? ??
Desired Brand Identity-1999
as Sm
t l e s e ts ar
b ot ach t,L
as ss iv ely
H ll a
we

Trustable
Friendly

CHIK
Mentor

Expert,
Be
we aut
di ll iful n ow
sc
er as I k lue see
ni
ng Va en I
wh
it .
 Re-launch Action Aug 1999
 New Packaging
 Superior Product formulation
 Launched Bottles also as image leader
 New TVC,Press Ads
 The Result…
 Sales doubled in 6 months.
 Brand registered 100% growth 2 years in
succession.
 Market Share touched 14 % in 11/2 years
 Pushed MNC brands Clinic All Clear & sunsilk
brands to move to No.2.
 From the smallest and most unwanted brand
,became the largest brand of CKL
 Caused Reaction from HLL.