Brand Communication Grid

Dual “C”, BIMM 07-091

MODULE 8BRAND COMMUNICATION GRID

Human Behaviour is not necessarily a contest between reason and

emotion, the head against heart, but a result of the combination of both.

The FCB grid was developed by Richard Vaughn a Senior Vice

President of Foote, Cone and Belding Advertising.

The grid helps to clarify, how the consumers approach the buying process

for different products. Thus, it helps in directing the creative strategy and

the media strategy.

Simplified form of the FCB Grid

Reason Vs Emotion

Reason Emotion

+ +

Emotion Reason

Reason Emotion

Think Feel

HighInvolvement

LowInvolvement

$UDIPTOZ CREATIVITY BIIB 09-11


This grid tells the sequence in which the consumers place the three

nouns affect, cognition and conation when they buy a product.

High Involvement-Thinking (the sequence Cognition-Affect-Conation):

As the purchase decision is based on rational thinking and motives,

Informative strategies should be focused upon. All the technical information

about the product should be given to the customer so that he/she makes a

purchase.Examples: Automobile, house, computers, etc.

High Involvement-Feeling (the sequence Affect-Cognition-Conation):

Purchase decision based on Psychological benefits. Hence, formulate

affective strategies for the products that would satisfy the psychological

needs of the customer.

Examples: Jewellery, fashion, cosmetics, etc.

Low Involvement-Thinking (the sequence Conation-Cognition-Affect):

Repeatedly bought products are involved. Hence, formulate habit

formation strategies so that the consumer does not think of buying the

competitors product.

Examples: Tomato ketchup, soap, toothpaste, etc.

Low Involvement-Feeling (the sequence Conation-Affect-Cognition):

Self-satisfaction strategies for products seen as "life's little pleasures".

Examples: Lollies



The Grid as Developed by FCB:



Each Quadrant Explained:

The first quadrant focuses on the strategy where the customer gives

preference to Cognition.

The second quadrant focuses on the strategy where the customer gives

preference to affect.

The third quadrant focuses on the strategy where the customer gives

preference to Conation.

The fourth quadrant focuses on the strategy where the customer gives

preference to Conation and Affect.



BRANDIDENTITY

BRAND

BRAND UTILITY BRAND

VALUES

PRODUCT CORE

PERFORMANCE: HOWDOES THE BRANDSATISFY THE NEEDBETTER

VALUE: CORE VALUESTHAT BRAND WILLSTAND FOR



PRODUCT CORE

Fundamental service/benefit that customer is really buying.

Example: Hotel guest buys rest and sleeps.

It is very important that a product performs the fundamental function

for which it is made. This is so because, it is the first thing for which a

customer chooses a product.

Suppose, for a food Brand: the Brand Value is high, but the food

delivered is not meeting the customer’s requirement, then we say that there

is something wrong with the core. If the brand does not work upon the core

fundamental benefit it would be very difficult for the brand to sustain itself

in the market.

BRAND UTILITY

Value added features/services whether tangible or intangible that the

brand offers are actually that attracts the customer towards a particular

product/service. It is the intangible VAS that McDonald’s offer makes the

customer to go for Big Mac although it is no better than a Quick’s Giant (it’s

competitor in Europe).



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BRAND IDENTITY PRISMPhysique

Relationship

Reflection

Personality

Culture

Self-image

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ØPhysical qualities :It’s ‘Physique’. It’s made of a combinationof either salient objectives features oremerging ones.It’s a brand’s backbone and it’s tangibleadded value.



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ØCulture:A brand has its own culture,fromwhich

every product derives.The Culture is thebasic principle that governs the brand init’s outward signs (communication).It is at the core of a brand.

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ØRelationship:Brands are often the bases of transactionand exchange between people.Relationship builds loyalty amongconsumers.Relationship is important for a brand.

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ØReflection:A brand is a reflection of what a

consumer perceives about a brand.All brands must control their reflection.A brand must always project a flatteringimage of their clients.



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ØSelf image:A brand speaks about our self image.

if reflection is the target’s outward mirror,then self-image is the target’s own internalmirror.

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• These are the six facets which defines theidentity of a brand as well as theboundaries within which it is free tochange or develop. All these facets areinterrelated and form a well structuredentity.



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• TOTAL BRAND IDENTITY is made up of :1.Brand name:

The brands name is often revealing the brandsintension. The brand name is thus one of the mostpowerful source of identity. A name like an identity has tobe managed.

E.G. : world’s largest liquor co., DIAGEO have brand’slike:

Johnny walker.Smirnoff vodka.Seagram’s whisky.Royal stag.

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2.Logo types:symbols, logos help us to understand the

brand’s culture and personality.logos help identify the brand and brandidentifies with the logo/symbol.It reflects the brand essence and selfimage .



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3.Selling strategies:The various strategies a co., adopts toincrease it’s sales of a brand.It is the ROI that the co., receives.

Eg: giving promotion discount like ‘fly bynight’.Discount’s in BOMBAY DYEINGshowrooms throughout the year.

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4.Pdt/Service performance:The pdt/service performance should beconstant throughout. Performance of apdt.,/service matters to the consumers.

Eg:



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5.Marketing communication:It deals with sales and branding. It also

deals with the IMC at all levels. Also knowas 360 branding.

Eg: sunsilk’s gang of girls.axe land etc.

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6.Merchandising(promotion):refers to the various accessories availableunder a particular brand.

eg: MTV Perfumes unplugged, t-shirts &caps etc.wills lifestyle.



Brand Values - Mortar of Brand customer Relationship:

• Brand values are the core values that a brand will stand for. Values

have been defined as a lasting belief that a particular type of behavior

or state of existence is worth striving for.

• Different types of brand values exist. These values not only determine

the type of consumers but also the possibility of establishing a

relationship between the two.

According to Jiff Griffin brands provide three levels of value ,namely:

• Basic Value: It refers to those aspects of products and service

delivery that are fundamental, to the product or service as perceived

by the consumers. Most of the functional values of the brand are

covered under this category. Thus for a restaurant, hygienic food and

clean interiors would be basic values which are common to all the

products(i.e. restaurants) in the category.

Example: Jet Airways: It is always on time. This is its basic value.

• Expected value: These are certain values values to which customer

has become accustomed to Expected value is provided to customers to

remain competitive.

• These brand values cease to become brand differentiators.

Example: Jet airways. In jet airways on arrival they give us a wet

towel to wipe our face.

• Unanticipated value: Based on the concept of customer delight,

unanticipated value refers to new ways in which the brand tries to

deliver additional value to customers.

Example: Jet airways giving bags to small children as a gift and the

best part is no where its written jet airways.


Documents

Brand Communication Grid