Brand development stages

Brand Building blocks

Branding objectives

4. Relationship
What about you & me ? Resonance

Intense ,active loyalty

3. Response
What about you ?

Judgments Feelings

Positive, accessible reactions

2. Meaning
What are you ?

Performance Imagery

Point of parity & difference

1. Identity
Who are you ?

Salience

Deep broad awareness

* To what extent the brand is at the TOM/ easily

recalled/ recognised.

* What types of cues are necessary? * How persuasive is the awareness?

* Breadth of awareness range of purchase &

usage situations in which the brand comes to mind

* Depth of awareness How likely it is for a

brand to come in mind and the ease with which it does

* Marketers build Brand Equity by creating the

right brand knowledge structures with the right customers

Corporate visual identity is defined by corporate name, logotype or symbol, typography and colour, and they play an important part in creating awareness and recognition . Furthermore, the brand integrates a companys stakeholders by creating a common ground and a sense of Community. Its identity forms part of how it is known as well as a stable point of reference for customers

The choice for the brand elements is a key Brand equity driver. Names. URLs, logos, symbols, character, spokespeople, slogans, gingles, pakages, signages

Aha moment of finding what a person has been looking for. Short Appealing Memorable Active Multiculturally effective

* Brand Identity is defined by answering the

following questions:

* What is the brands particular vision and aim? * What makes the brand different ? * What is its permanent nature ? * What are its values ? * What are the signs which make the brand
recognizable ?

* Brand Identity refers to what the sender wants

the receiver to think of the brand

* Brand Image refers to what the receiver

actually thinks of the brand

* Does Identity=Image ? (Brand Managers

responsibility)

Messages

Sender Brand Identity

Signals transmitted Products People Places Communication

Receiver Brand Image Brand image

* Semiotics is the study of the

meaning/interpretation of signs and symbols

* Marketers have to understand how to encode

symbolic communication (brand identity) and how consumers decode symbolic communication (brand image)

*Brands can act as communication devices at four levels:

*Utilitarian sign: reliability, effectiveness, economic

performance

*Commercial sign: communicates

groups of people

value, high or low

*Socio-cultural sign: brands associates with particular *Mythical sign/symbol: brand forms mythical
associations

* Brand Building:
* Memorable: Recall & recognise * Meaningful: Credible, suggests corresponding
category

* Likeable: aesthetically appealing

* Defensive
* Transferable: Add equity across geographies,
segments

* Adaptable over time * Protectable: legally, competitively protectable

VIDEOS

* Case study

- Finsense

* The money show logo

* the set of human characteristics associated

with a brand.

* Documents a stable set of personality

dimensions that are thought to underlie the construct.

for me choice, or I see myself in that brand choice.

* brand personality plays a critical role in the

* Sincerity, typified by traits such as wholesome, down-to earth,

honest; * Excitement, typified by traits such as daring, imaginative, exciting; * Competence, typified by traits such as intelligent, secure, confident; * Sophistication, typified by traits such as glamorous, smooth, charming; * Ruggedness, typified traits such as strong, masculine, western.

* Brand personality is the act of applying human

characteristics or traits to a brand, inducing consumers to think of a brand as if it had person like qualities

* Associating human personality characteristics

with a brand is possible because people anthropomorphize, that is, transfer human characteristics to inanimate objects on a regular basis

* Direct: originate from any individual associated with the brand

(e.g. endorsers, spokespersons, company CEO, and family members), and transfer to the overall brand personality perception.

* Indirect

: originate from informational sources as product

attributes, product category, brand name and symbol, advertising approach, price, and demographic characteristics

(e.g. gender and social class).

*Consumer researchers suggest that numerous benefits may

accrue to brands with strong, positive brand personalities.

* A favorable brand personality is thought

* to increase consumer preference and usage (Sirgy, 1982),
* increase emotions in consumers (Biel, 1993), * increase levels of trust and loyalty (Fournier, 1998), * encourage active processing on the part of the consumer (Biel,
1992),

* and provide a basis for product differentiation (Aaker, 1996).

brand personalities, like human personalities, are thought to be comprised of traits that are relatively enduring.

*Benefits

* If the brand was a person what sort of

personality would it have ?

* Sincerity * Excitement * Competence * Sophistication * Ruggedness * Peaceful * Passionate

*
RBM : Consumers may not have the personality of a brand but would like to have a relationship.

e.g. NIKE
Rugged / Outdoor

V/S

LA GEAR
Fashionable

CITIBANK

V/S

BARCLAYS BANK

Modern, technical
pretentious, high flying.

Solid, sound, wealthy,

competent.

*
The brand as a friend. UJALA V/S ROBIN

Trusted
Dependable Understanding Caring Practical

Old, jaded
Out-of-reach Staying now in a distant town.

*
Brand Behaviour Personality Traits

Frequent changes in brand Position, symbol, advertising Style, tone, pace. Frequent deals, coupons, discounts. Advertise, frequently / extensively. Strong customer service, Easy-to-use package. Continuity of characters comfortable.

- Flighty, schizophrenic

- Cheap uncultured. - Outgoing, popular. - Approachable. - Familiar,

packaging, symbol, endorsers.

*
Brand Behaviour Personality Traits

High price, exclusive

distribution, advertises in upscale magazines. Friendly endorsers, advertising. Association with events, marketing.

Snobbish, sophisticated.

Friendly, neighbor next door. Culturally aware, cause related concerned.

You have just planned a party this Saturday and have invited the following persons:

* India Today * Business world * Times of India * Stardust * Savvy * Journal of Operations management

Answer the following in one single word:

* What dress will each wear? * What mode /brand of transportation/vehicle will they come in * What conversation will they make? * What will be their gender and age? * What will they drink at the party? * What type of food will they have at the party? * If the party starts at 8pm what time will each arrive? * Write personality profile of your favorite brand amongst these in
less than 500 words

Draft Personality profile

IT Dress Transport

BW

TOI

SD

SV

JOM

Conversation

Gender Age Drink

Food
Arrival