Branding and Brand Equity

Brand name

Unique Easy to pronounce and recall-bachha Chap Fit the target markets culture-colours Should not be generic Suggest quality and be capable of being registered Legal conformity

Advantages of branding

Identification Differentiation Helps in IMC Suggests uniform quality

Brand Elements .or Trade Dress

Name Logo

What is in name ?
Some meaningful association Communicate key functions ; Aqua Guard, GoodKnight ,TVS Shrichakra tyres Grandeur : Zen , Taj ( Moghul Splendor) Acronyms : MRF Companys name : Tata Numbers to Names : Motorola Gue Ge song of the harvest

Logo

Relatively permanent entity Unique ,memorable , fit multicultural , multibusiness marketing contexts Mascot : Shombhit Sen Gupta associations with strength Tiger for Britannia Icons .people who never lived

Strategies

Pureit , Nihar , Dalda Kissan family brand name for foods Nescafe , Milkmaid,Cerelac Old spice , Vicks Amul Tata from Salt to Trucks

The crux is experience

I hear and I forget .I see and I remember .I experience and I understand Not just a seat but an experience orchestrated across the airline

Branding strategies

Mfgg brand Middlemen brand /private labels Individual brands Family brands Multibrands Power brands Licensing Co-branding

Brand Extensions

Extension to other items in the same product line : Colgate Dental Cream , Colgate Gel ,Colgate Calciguard, Colgate Total , Colgate Cibaca. Colgate Herbal To items in related product lines : Maggi Maggi Soup ( within the category extension) Unrelated product lines : Wipro Talcum powders Baby Soft

Brand extensions : enhance and fortify !

Vaseline petroleum jelly vaseline lip guard Vaseline body lotion Sunsilk sunsilk pro colour ,Sunsilk hair oil Clinic Plus shampoo Hair Oil category Lakme Lakme beauty salons ICICI bank credit cards to financial services Caterpillar heavy equipment rugged shoes

Brand Equity

Brands as assets Bring Income Help the firm in competition Support new launches under the umbrella

Brand Equity

Some definitions present a qualitative assessment of the overall salience of the brand Some define it as financial measure of brand loyalty No surprise : Physical as well as abstract elements knitted together

Definition

Martin Roll Combined measure of customer knowledge , preference and resulting financial potential of the brand Recall ,TOMAS Purchase Market share , revenue, growth rate etc

Market Value of Brands

Coca Cola paid Rs 40 crore for buying out Thums Up, Limca ( Parle) Godrej bought GoodKnight and Hit for Rs 80 crore Price depends on buyers perception of what he can do with the brand

Fixing up the price

Industry attractiveness Brands current market share Current profitability Future profitability

Brand Valuation : Interbrand

Brand earnings: three years weighted average of historical profit .It subtracts taxation and cost of brand sales Brand strength : leadership , stability , market conditions , geographic spread , protection

Brand Equity is comprehensive !

Market value : NPV of future earnings of the brand Brand equity : Knowledge and Preference brands Monetary worth of all the attributes of a brand Brands price premium

Brand Resonance Model

Rational and emotional route to brand building Master Card : There are somethings money cant buy Creation of brand equity through brand building blocks