Brand and Branding

Branding dilemma
What is brand? Name,sign, symbol,intended to identify goods & services of one seller from another Branding is decommodification of product
Brand identity Perspectives of Marketer
Brand image Perspectives of Consumer

Brand name
Brand name provides an identity which differentiates Key marketing concept of positioning, imagery are centered around brand name

Product logic(marketing mix) to brand logic (meaning and value)

Brand
Brand Relationship = Brand Image + Brand Attitude

Brand Looks = Brand Symbol + Brand Name Brand Symbol = Brand character+ Brand Logo

Brand Association = Link up in memory with brands attributes, benefits and looks

Brand Image = Brand Associations + Brand Personality

Product

Brand identity prism

Brand value
Difference between what a consumer will pay for branded product and a physically identical product without brand Reputational value perceived product quality Relationship value trusted as a long term partner Experiential value Shape experience of product Symbolic value which expresses values & identities

BRAND ARCHITECTURE
Handling of a large product portfolio Brand-product relationship Four models in the brand-product relationship
The product brand; The line brand; The range brand; The umbrella brand;

The Product Brand Strategy

It involves the assignment of a particular name to one, and only one, product as well as one exclusive positioning. The result of this strategy is that each new product receives its own brand name that belongs only to it For example, HUL-detergent market by brands surf excel, wheel and soap market by liril, dove etc.

 Source Brand Strategy This is identical to umbrella brand strategy except for the point that they are no longer called by one generic name Two tier brand structure Sub-branding For example, AMUL Masti Dahi Endorsing Brand Strategy It gives approval to a wide variety of products grouped under product brands, line brands or range brands The brand endorsement can be indicated in a graphic manner by placing the emblem or in a nominal way For example, Johnson products with duck

Brand Equity
FinancialGoodwill, over a period of time What is to be measured
Clear understanding of concept Consumer way of determining the brand

What are the measures

Critical, Continuous, Creative You can manage what is under your control

How to measure

Brand Equity
Brand doesnt exist in isolation it has to be understood in relation to category Differential account of brand reflecting in behavior The brand image consumer feels, thinks and experiences(the cognitive and affective mixes)

Brand Equity BRANDZ Model

Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it

Bonding Advantage

Strong relationship/ high share of category expenditure

Performance
Relevance Presence
Weak relationship/Low share of category expenditure