What is a Brand?

A brand is a name, term, sign, symbol or design, or a

combination of them, intended to identify the goods
or services of one seller or group of sellers and to
differentiate them from those of competitors.

The Role of Brands

Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Predictability & security of demand
Securing Competitive Advantage
Justification for price premium

Sony

* Aesthetics integrated family

look. All products bear some
common elements.
* Style of use interface design
unique way of operating a
product.
* Some functions special to the
brand

The Sony Vaio series one voice by Sony

How to Brand a product?

Branding is endowing products and services with the
power of the brand.
It is all about creating differences
It is necessary;
To teach consumers who the product is? (By giving
Name & other Brand elements) to Identify it.
What the product does & Why the consumer should
care.
Creating a mental structure and helping consumers
organise their knowledge about P/S

 Customer must think that there are meaningful

differences in Brands.
Brand differences are often based on;

Attribute/ benefits of product

Non product based

Brand Equity
Brand equity is the added value endowed on products
and services.
The value may be reflected in how consumers respond.
As well as price, market share, profitability
It is Intangible Asset having;
Psychological Value
Financial Value

Customer based brand equity

Customer based brand equity can be defined as the
differential effect that brand knowledge has on
consumer response to marketing of that brand.
Positive CBBE
Negative
Ingredients of CBBE
Difference in customer response
Brand knowledge
Perception, preference & behviour

Brand Equity Models

Brand Asset Valuator
Brand Strength (future)

Differentiation (degree to which a brand is seen different)

Relevance (breadth of brand appeal)

Brand Stature (past)

Esteem (regarded & respected)

Knowledge (how familiar & intimate consumers are with
brand)

AAKER Model
Brand
Loyalty

Other
Proprietary
Assets

Brand
Associations

Brand
Awareness

Brand
Equity

Perceived
Quality

Brand Resonance

Building Brand Equity

1.

Choice of Brand Element or Identities making up the

Brand
Brand names
Logo
Symbols
Characters
Spokespeople
Jingles
Slogans
Package
Signage

Brand names: different styles

Acronym A name made up of initials such as IBM or UPS
Descriptive Names or tags that describe a product benefit or function such

as Airbus or Whole Foods

Alliteration and Rhyme Names that are fun to say and retain in the mind
such as Dunkin Donuts and Reeses Pieces
Evocative Names that suggests a related, brilliant image, for instance; Crest
and Amazon
Neologisms Totally made up names like Kodak and Wii
Foreign word Adopt a term from another language such as Samsung and
Volvo
Founders names These names use the names of real people such as Walt
Disney and Hewlett Packard
Geography Various brands are named after landmarks and regions like Fuji
Film and Cisco
Personification Several brands derive brand names from legends like Nike
and Betty Crocker

2. P/S and all accompanying marketing activities and

supporting marketing programs
Manufacturing base
Distribution network
Advertising & promotion etc.

3.

Other associations indirectly transferred to the

brand by linking it to some other entity.
Person
Place
Thing

Devising a Branding Strategy

Brand extension: When company uses existing brand
name to introduce a new product.
Category extension
Parent brand is used to enter a different product
category from that currently served by the parent brand

 Line extension
Parent brand is used to brand a new product that targets
a new market segment within a product category
currently served by the parent brand
Involves making entries in brands exiting product
category by using same brand name. These entries can
come in the form of varying product sizes, flavors,
colors, and ingredients and forms

Product Form Extension

Amul Milk

Amul
Condensed Milk

Real Juices

Real
Juice Concentrate

Companion Product

Colgate Dental
Cream

Gillette Razors

Colgate Tooth
Brush

Gillette
Shave Foam

Gillette After
Shave

Customer Franchise

J&J
Baby
Shampoo

J&J
Baby
Talc

J&J
Baby
Oil

J&J
Baby
Diapers

Kodak Story
The letter "K" was a favourite of Eastman's; he is quoted as

saying, "it seems a strong, incisive sort of letter. He and his

mother devised the name Kodak with an Anagrams set.
Eastman said that there were three principal concepts he used in
creating the name: it should be short; one cannot mispronounce
it, and it could not resemble anything or be associated with
anything but Kodak.
It has also been suggested that "Kodak" originated from the
suggestion of David Houston, a fellow photographic inventor
who held the patents to several roll film camera concepts that he
later sold to Eastman. Houston, who started receiving patents in
1881, was said to have chosen "Nodak" as a nickname of his home
state, North Dakota (NoDak).This is contested by other
historians, however, who cite that Kodak was trademarked prior
to Eastman buying Houston's patents.[

Brand Positioning
Positioning is a concept in marketing which was first
popularized by Al Ries and Jack Trout in their
bestseller book Positioning a battle for your mind".
According to them Positioning is what you do to mind
of the prospect.
Any brand is valued by the perception it carries in the
prospect or customer's mind. Each brand has thus to
be 'Positioned' in a particular class or segment.
Example: Mercedes is positioned for luxury segment,
Volvo is positioned for safety.

 "A product's position is how potential buyers see the

product", and is expressed relative to the position of

competitors.
The position of the brand has thus to be carefully
maintained and managed.
Example: when Malboro cut down its prices, its sales dropped

immediately, as it began being associated with the generic

segment.
Watches like Rolex are positioned as luxury segment watches,
thus they being one of the most expensive have become a
symbol for accomplishment in life. If Rolex reduces its prices,
it loses itsperceived image and hence is in danger of losing its
customers.

POSITIONING CONCEPTS
Generally, there are three types of positioning concepts
Functional positions
-Solve problems.
- Provide benefits to customers.
- Get favorable perception by investors (stock profile) and lenders.

Symbolic positions
-Self-image enhancement.
- Ego identification.
- Belongingness and social meaningfulness.
- Affective fulfillment.
Experiential positions
- Provide sensory stimulation.
- Provide cognitive stimulation.

Potential Brand Differences

Wants and Needs

Consumers

Our

Brand

PODs

POPs

Their
PODs

Points of Parity (Category

Benefits)

Competition

Competitive Brand
Differences

The purpose of a PODs

analysis is to identify what ideas
from our brand and competitive
brands are most meaningful and
potentially differentiating.
The purpose of a POPs
analysis is to identify which
category benefits are critical for
establishing credibility.

APPROACHES OF POSITIONING :
Customer benefits approach.
Procter &Gambles Head & shoulder shampoo functions as
anti dandruff and anti hairfall shampoo. Head & Shoulder
positioned as both anti-dandruff & anti-hairfall shampoo .
The price-quality approach.
Rado competes for quality and Timex competes for price.
The use or application approach.
N-series mobiles as music phones
The product user approach.
Dabur Chyvanprash is positioned for all age groups.
The product class approach.
Dove toilet soap as a cleansing cream product
The cultural symbol approach.
Marlboro gives its cigarette brand a American cowboy image
The competitor approach.

Competitors Approach DIFFERENT POSITIONING PLANKS / BASES:- Different

types of positioning planks /bases are
1. Economy:- Product positioned toward a particular segment keeping in

mind it economy. Example- Maruti 800, Tata Nano, Nirma detergent powder
etc are positioned for the economy segment
2. Benefit:- Product positioned with some beneficial features. ExampleColgate total, Clinic plus etc.
3. Gender:- Product positioned for a particular segment. Example- Scooty
Pep, Titan Raga.
4. Luxury and exclusiveness:- Product or services positioned toward luxury
segment. Example-Taj group of hotel, Mercedes Benz E-class etc. Mercedes Car
- symbol of luxury and exclusiveness
5. Fashion for elite class:- Product positioned for fashionable elite class or
member of the society, who always want to stay ahead in term of fashion and
demands exclusive products only. Example Peter England, Van Heusen, Raymond
etc.
6. Technology and value added features:- Positioning of a product
according to its technological advancement and value added features.
Example:- Microsofts positioning of its recent operating system Windows Vista
as the advanced operating sytem, Sony with various electronic goods, LG etc.

Pillsbury
Pillsbury is a global food brand that is trying to replicate its

success in Indian market. The brand was launched in

Indian 1998 as a result of a joint venture between Godrej
and Selviac Nederland BV ( Pillsbury).
When Pillsbury was launched, it had the option of coming
in with the blockbuster global "ready to eat products" , but
it chose a contra approach heeding to the advice given by
Mckinsey GO Basic. So Pillsbury launched Pillsbury
Chakki fresh atta ( pounded wheat flour) in the Indian
market.
It was a bold move because the atta market is a commodity
market and the branded atta market is only 3% of the total
atta market in India estimated to be around 23000 crore.

 Pillsbury chakkifresh atta was launched in India on the

platform of softness. Since ordinary Rotis lost their

softness after some time, Pillsbury claimed that its Rotis
retained the softness for over 6 hours. This appealed to the
modern homemakers since Rotis can be kept in tiffin boxes
without worrying about softness.
It was a tough task for Pillsbury to enter into Indian
kitchens since the households followed traditional way of
buying wheat and giving them to flour mills. Pillsbury
realized that food products marketing are more of
Repertoire marketing where more variety is the key to
success. Pillsbury decided to move up the value chain by
coming out with a range of products.

 The first one was the launch of Oven cake mixes in

1999. The product failed in the market because of poor
penetration of microwave ovens. Taking a lesson from
this failure, came the successful launch of Cooker Cake
mixes in 2000 ie cakes can me made using pressure
cookers. In 2002, Pillsbury launched Pan Fresh Pizza.
Despite these launches, Pillsbury was not happy with
the way the atta brand was moving. A marketing
research showed that health was a leading attribute
that customers look for when they buy food products

 In 2004 the product was relaunched in the health

platform with emphasis on good to heart since heart
problems are on a rise in Urban market. The idea is to
promote the idea that whole wheat atta is good for
your familys heart .The latest positioning is Dil se
Khao reinforces the health positioning.The brand is
endorsed by Healthcare foundation.

Appy Fizz
In the 7000 crore Indian Soft drinks industry
dominated by the cola majors, Parle Agro is fighting
for its share with its mango- drink Frooti and the apple
drink Appy Fizz.
Appy was launched in 1986 as an apple drink in tetra
pack after the mega success of Frooti. But Appy was
not that successful compared to Frooti.
Appy changed in to nectar based drink in 1993.Appy
was launched with a new bottle and communication
trying its luck in this large Indian market.

 In the fruit based soft drinks, Apple drink is perhaps at

the lowest in the hierarchy. The taste is less popular
compared to the Orange, lemon, mango and pineapple
flavours and in all these flavours there is cut throat
competition among the cola majors. So Parle is trying
hard to create a new segment with this drink.
Since there is less popularity for this flavour, even after
20 years, Appy has not become a major brand in the
SD market. That may be one of the reasons why Cola
majors are not looking at this flavour.

 Appy Fizz is now being relaunched as a Cool Drink to

Hang Around With. With its champagne shaped bottle

and smart advertising, Parle has succeeded in creating a
Fizz in the segment, which is basically the Indian Youth.
Going by the demand in the College canteen for this drink,
Appy Fizz has been able to catch the fancy of the early
adapters.
The ads created by Grey World Wide are cool and projects
some thing unique about this drink that forced the TG to
experience this product. The product itself is good hence
there is a possibility of positive word of mouth.