BRANDING CONCEPTS

PRODUCT & BRAND MANAGEMENT

BRAND IDENTITY

Brand like individuals have identity Brand identity is the sum of the brand

expressed as a :

Product

Organization

Person

SymbolCntnd

1. As a ProductProduct ScopeProduct AttributesQuality/ValueCountry of Origin

2. As a OrganizationLike innovations, genuine,

trustworthinessLocal Vs Global

3. As a Person

Personality – energetic, rugged

Brand customer relationship

4. Brand as a Symbol

Brand Heritage

BRAND IDENTITY PRISM (Kapferer’s)

BIP

BRAND IDENTITY PRISM

CULTURE

PHYSIQUE PERSONALITY

REFLECTION

RELATIONSHIP SELF-IMAGE

FACTORS INFLUENCING THE BRAND IDENTITY

Loyalty of customers Inconsistency requires proper identity Addition of new products and services Competitors product identity When a company enters into new markets A changed customer profile

How the Companies established BRAND IDENTITY TRAP ?

BRAND IDENTITYTRAP

BRAND IMAGE

BRANDPOSITION

EXTERNALPERSPECTIVE

TRAP

PRODUCT-ATTRIBUTEFIXATION TRAP

BRAND IMAGE

Brand Image is the totality of the impressions about the brand

Brand Image is the measurable aspect of the brand

Brand Image includes several constituents like :Brand FeaturesBrand informationBrand usersBrand evaluationCompany Statement

Cntnd

SOURCES OF BRAND IMAGE

SBM

SOURCES OFBRANDIMAGE

PRODUCTDRIVEN IMAGE

PROVIDERDRIVENIMAGE

USER DRIVENIMAGE

BRAND IMAGE&

COUNTRY OF ORIGIN

BRAND IMAGE&

CELEBRITY

1. PROVIDER-DRIVEN IMAGEImage derived from the company CEO’s

positive image enhances a brand appeal like TATA, AMBANI

2. PRODUCT-DRIVEN IMAGEThis image is result of the products

performanceSantoor Skin care imageRajdoot Sturdy image7’O Clock Durability

3. USER-DRIVEN IMAGEThis image is driven by the lifestyle of the

user Van Heusen shirts are an expression of a particular lifestyle

4. BRAND IMAGE AND COUNTRY-OF-ORIGIN

Brand image has a correlation with the country of origin like MADE IN INDIA, MADE IN GERMANY, MADE IN CHINA

5. BRAND IMAGE AND CELEBRITY

Brand image built through endorsement of celebrities through

Attractiveness

Trustworthiness

Expertise

Lux Image Beautiful Madhuri

BRAND POSITIONING

POSITIONING : Positioning is an outcome of our perceptions

about the brand relative to the competing brands The top slot achieved by the brand in our mind is

called positioning It entered our mind on account of

communication through ADVERTISING, WORD OF MOUTH AND PRODUCT PERFORMANCE

It is the act of designing the company’s offer so that it occupies a distinct and valued place in the mind of the target customers

Positioning is what you do to the mind of the prospect

It is the process of promoting buyers to form a particular mental impression of our product relative to our competitors

Communication to help achieve the positions Value proposition is the requirement of

positioning

What are the basis of positioning slots used by the companies ?

1. TECHNOLOGICAL SLOT :First to market soft drink and ice creams

by using vending machine2. EXPERIENTIAL SLOT :

There are sensorial perceptions, about the brand which cannot be quantified and measured like

Freshness of a soapLuster to hair given by shampooFairness by cream or soap

3. USER SLOT :For specific users like johnson baby shampoo,

vicks vaporub rub for children

4. TRENDINESS SLOT :Charms is the spirit of freedom

5. REPOSITIONING RIVAL BRANDIn comparative advertising like savlon pitted

against dettol (which gives burning sensation)6. NEW PRODUCT CATEGORY SLOT7. ATTRIBUTE SLOT :

Like in toothpasteIn washing machineIn shampoo

BRAND REPOSITIONING

Repositioning is changing the positioning of a brand reasons for repositioning are

Falling or Stagnant salesStages in PLC

Repositioning can be done through various ways generally followed by the companies to cope up with the growing competition through

1. INCREASING RELEVANCE TO THE CONSUMERVISA CARD

Pay the way the world does World’s most preferred card Visa Power

2. INCREASING OCCASIONS FOR USEBURNOL

Curing burns to 3-in-1( Burns, cuts, gashes)

TITANWatch with elegance to Watches as a gift

VICKS VAPORUBChild’s cold rub to Adult cold rub

3. SEARCH FOR A VIABLE POSITIONHERO PUCH90 Km/Lt fuel efficiency to 2-in-1 bike

4. MAKING THE BRAND SERIOUSSAFFOLAGood for heart to Heart is not safe

without saffola 5. FALLING SALES

RED LABELPiyo to jano – Desh ka pyala – 100%

strong– jiyo mere lal

6. BRINGING IN NEW CUSTOMERSNEEMNeem benefit to Neem benefit for the young

7. MAKING THE BRAND CONTEMPORARYTo make the brand more attractive to the

customerDABUR HONEYPurity to Nutrition + Health

8. DIFFERENTIATING BRANDS FROM COMPETITORS9. CHANGED MARKET CONDITIONS

BRAND PERSONALITY

Brand personality is what distinguishes one brand from another or a particular brand from a product

Brand personality has a following components like in case of DABUR

Strong heritageHealthyDependable

DEFINITION OF BRAND PERSONALITY

1. EMOTION – CENTERED DEFINITIONS

It is contend an emotional factor that people choose one brand instead of the other though there is no discernible difference between them

It is the sum of tangible as well as intangible assets of the brand ( quality )TANGIBLE + INTANGIBLE

Brand personality can be understand by using adjectives like for the several brands

Tata Tea Freshness

VIP Luggage Longlasting

Palmolive soap Caring

Blue dart Reliable

2. HUMAN CENTRERED DEFINITION

Whether the brand is male or female or any other characteristics which is matching with the human characteristics like pepsi is young

FEMININE SUNSILKMUSCULINE TATA SUMOYOUNG LIRILUPPER CLASS PETER ENGLANDBLUE COLLAR NIRMA

3. BRAND PERSONALITY CAN BE DIVIDED INTO ANOTHER TYPES

RITUALISTIC BRANDAssociated with particular occasions like

britania marie is a tea time buiscuit SYMBOLIC BRANDS

The logo or the name of brand HERITAGE BRANDS

Brand shows pioneer advantage to use like Dabur, Philips

EXCLUSIVE BRANDS BELONGINGS BRANDS LEGENDARY BRANDS

How the Brand Personality created?

Whether a brand is a product or a company, the company has to decide what personality traits the brand is to have

One way to match the brand personality as closely as possible to that of the consumers or to a personality that they like

Find out what they need, want and like Build a consumer personality profile Create the product personality to match the profile

BRAND PERSONALITY FRAMEWORK

Sincerity Competence Excitement Sophistication Ruggedness

Down to EarthHonest

WholesomeCheerful

DaringSpirited

ImaginativeUp-to-date

ReliableIntelligentSuccessful

Upper classCharming

OutdoorsyTough