Professional Documents
Culture Documents
What is a brand?
Emotional/Feelings
TRUST
What is a brand?
Something that has actually created a certain
amount of awareness, reputation, prominence, and
so on in the marketplace
Brand Definitions
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 a group of sellers and to differentiate them from those of
competitors
- Philip Kotler
Brand Definitions
A successful brand is an identifiable product,
service, place or person, augmented in such a
way that the buyer or user perceives relevant,
unique added values which match their needs
most closely. Furthermore, its success results
from being able to sustain these added values
in face of competition
- Leslie & Malcolm, in Creating Powerful Brands
Brand Definitions
A Brand is a distinguishing name and/or symbol (such
as a logo, trade mark, or package design) intended to
identify the goods or services of either one seller or a
group of sellers, and to differentiate those goods or
services from those of competitors
David Aaker
Branding
Branding is a process of brand development and its
management (which includes issues as Brand Extension,
Brand Health Monitoring, Brand Rejuvenation & the like)
Brand is a collection of associations, commercially material
with regard to a commercial entity (which can be
Product/product category/firm/Places/personality & like
entities)
Remember
Brand is something that resides in the minds
of consumers
And the key to branding is -consumers
perceive differences among brands in a
product category
Examples of commodity branding?
Physical goods
Services
Retailers and distributors
Online products and services
People and organizations
Sports, arts, and entertainment
Geographic locations
Ideas and causes
Biscuits
NabiscoLeader
1.42
Savvy customers
Brand proliferation
Media fragmentation
Increased competition
Increased costs
Greater accountability
Key Concepts
Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Commodity to Brand
Branded
Markets
Price
Differentiation
/ Margins
Commodity
Markets
Product/Image Differentiation
Intangible
Value
Addition
illusion of Truth
Consumer Preference Tests on Diet Coke & Diet Pepsi
Blind Tests Open Branded Test
Prefer Pepsi 51% 23%
Prefer Coke 44% 65%
Equal/cannot say 5% 12%
Consumers Experience the Power of the Brand
Brand Names
Logos and Symbols
Characters
URLs
Slogans
Jingles
Packaging
Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability
Brand associations
The explicit and implicit meanings consumers
extract from it are important
Define objectives
Generate names
Initial Screening
Study possible names
Research the final names
Select the final name
Characters
A special type of brand symbolone that takes on
human or real-life characteristics
Some are animated or live-action figures like
Pillsburys Poppin Fresh Doughboy, Amuls girl
butters, and McDonalds Joker Or MDH, Country Club
URLs
URLs (uniform resource locators) specify
locations of pages on the web
Copyright infringement, buying or register all
conceivable variations of its brand as domain
names ahead of time
Slogans
Short phrases that communicate descriptive or
persuasive information about the brand.
Extremely efficient means to build brand equity
Jingles
Musical messages written around the brand.
Have catchy hooks and choruses to become
almost permanently registered in the minds of
listenerssometimes whether they want them
to or not!
Perhaps most valuable in enhancing brand
awareness.
Packaging
Objectives:
Identify the brand
Convey descriptive and persuasive information
Facilitate product transportation and protection
Assist at-home storage
Aid product consumption
Packaging can
Influence Taste
Influence Value