The Basics of Brand Management

A normal pebble on ground?

Or part of a historic moment?

Or part of the moon?

1. Brand = Product + Intangibles

Successful brands tell compelling stories

They build a world of intangibles and associations around the product that ignite imagination and desire

It is the story that adds ‘brand value’ – raising the perceived worth of an object or service

Story value

Monetary value

• In 1970 a tall gawky actor starred in a successful, romantic film that took a bus trip from Bombay to Goa. He danced around trees in a floral shirt, courted a heroine, sang songs. He was just another struggling Bollywood actor. He gave seven flops in a row. He was labeled ‘ugly’, in an era of chocolate hero, he was a bad dancer with awkward steps and actually written off!

• In 1973, an Inspector Vijay Kumar strode the screen in a film called ‘Zanjeer’. He took up the cause of the underdog, represented the voice of the repressed middle class and from it emerged the now famous ‘angry young man’. He gave hit after hit after hit and ruled the industry for over a decade!

• What transformed the tall gawky man into an icon? The product was the same. His context changed. This is the story of Amitabh Bachchan. This is the power of branding!

• How much would you pay for a black colored liquid, sweetened with sugar; filled with gas which has high calories, is not good for health and doesn’t even quench thirst?

• Call it the ‘taste of new generation’ ‘the real thing’ or ‘thanda matlab…’ and how much will you pay?

Product + Intangibles = Brand

Source: Building Strong Brands by David Aaker

PRODUCTScope

AttributesQualityUsers

Brand Personality

Symbols

Brand –CustomerRelationships

EmotionalBenefits

Self- expressiveBenefits

User Imagery

Country Of Origin

OrganisationalAssociations

• Product is what it does for you; Brand is the role it plays in your life

• Amitabh Bachchan is not just an actor; he is the voice of the repressed masses!

• Coke and Pepsi are not just soft drinks; they are symbols of belonging; the symbol of the young generation!

• Asian Paints is not a paint, but about the emotions of home

• Cadbury is more than a chocolate, its about the child in every one of us

• Titan is not just a watch, it’s a symbol of a relationship; it’s a fashion accessory

• American Express is more than just a credit card or a bank; it’s about belonging to an exclusive club

• Motorola is more than a mobile; it’s a style statement

• Sprite is not just a lemon drink or a thirst quencher; its about being different from the crowd, its about clear thinking and not falling for tall claims

• Allen Solly is more than a shirt; its about bending the rules

• Whirlpool is not just a white good; its about being a good home maker; one who balances home and work!

• Brand = Product + Intangibles

Evolution of Branding

• Identification

• Insurance

• Involvement

• Icon

Who is this?

Who is this?

An image so distinct, that just a hint is enough…

Some Brand Symbols: India

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Brand Symbols: International

2. Brand = Symbol

•Successful brands own visual properties that have such symbolic value that the brand can be recognized without the name being given

•It takes time to build an symbol, but the world’s most iconic brands are also also the world’s most valuable brands

Brand = Symbol

• A symbol can provide cohesion and structure to a brand and make it much easier to gain recognition and recall

• Anything that represents the brand can be a symbol… however, three types of symbols are highlighted – visual imagery, metaphors and brand heritage

Source: Building Strong Brands by David Aaker

• Brand = Product + Intangibles• Brand = Symbol

• It is believed that many car purchasers in USA estimate the sturdiness of the car basis the ‘click’ of the door when they shut it!

• Many traveler's across the globe assess a hotel not basis the courtesy of the front desk staff, but the cleanliness of the toilets!

• And in our day-to-day lives, we form judgment on brands of packaged drinking water basis the safety seal!

• If the airline seat is torn, there is immediately a doubt whether the maintenance of engine is of high standards

• One of the leading Automobile manufacturers is refocusing on ‘after-sales’ as they have realised that the six months post purchase make the strongest impression on customer

• The customer is a key source of influence in this period for other perspective buyers and takes a positive or negative predisposition towards the manufacturer for his next purchase

Brand is a holistic experience

Quality of call

Network/ connectivity

Value added services

Call center executives

Bill payment facilities

Communication/ promotions

What are the consumer points of contact for an airline?

Multiple Impressions to create an image

“A Brand is a complex symbol. It is the intangible

sum of a product’s attributes, its name,

packaging, and price, its history, reputation, and the way it’s advertised. A Brand

is also defined by consumers’ impressions of the people who use it, as

well as their own experience”

David Ogilvy : 1955

“A brand is the totality of what the consumer experiences.

From quality, to taste, to the retail environment, to public relations, to the way you answer the phone, to prejudices, collective & individual memories, to history”

Shelly Lazarus

Chairperson & CEO

Ogilvy & Mather Worldwide

“People build brands as birds build nests, from scraps and straws we chance upon”

Jeremy Bullmore, WPP

3. Brand = Collection of Impressions

The 360o

brand experience

Purchase

Usage

Marketer

Packaging

Display

Other Experience -Word of Mouth

Media vehicle

Post purchase Service

Consumer

PackagingNew / Emerging Media - Online

Merchandise

One - to - OnePromotions

Public Relations+Events

Mass Media

Consumer

The 360o

communication experience