Branding

apple

Brand,
identity
and design

By K.Venkatesh
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Brands are much more than logos

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 What is a Brand

• Branding is an effort to give a unique identity to the company’s

products and create emotional associations with consumers.

It is a form of marketing.


• A brand is a set of associations that are linked to a product

range, a division, or company.
•
• These associations reside in the memory of customers.
• These associations help customers understand

what the brand or company is,

why it is potentially relevant to them,

how it is different or similar to other products made by the
company,and how it is similar or different from competitor’s
products. 3
What is the need of a brand ?

(1) Products and services have become so alike that they fail to
distinguish themselves by their quality, efficacy, reliability,
assurance and care. Brands add emotion and trust to these
products and services, thus providing clues that simplify
consumers’ choice.
(2) These added emotions and trust help create a relationship
between brands and consumers, which ensures consumers’
loyalty to the brands.
(3) Brands create aspirational lifestyles based on these
consumer relationships. Associating oneself with a brand
transfers these lifestyles onto consumers.
(4) The combination of emotions, relationships, lifestyles and
values allows brand owners to charge a price premium for their
products and services, which otherwise are barely
distinguishable from generics.

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 Integrity of Brand

Product Packaging
Websites

logo
Company
Product A

Product B
Advertisements

A brand is a promise. A promise to achieve certain results, deliver a

certain experience, or act in a certain way. A promise that is conveyed
by everything people see, hear, touch, taste or smell about your
business.

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 Elements of Brand architecture

PRODUCT-MARKET BRAND PORTFOLIO PORTFOLIO ROLES

CONTEXT ROLES
Strategic brands
Endorser / Sub - Brands Linchpin brands
Benefit Brands Silver bullets
Co - Brands Cash cow brands
Driver Roles

BRAND PORTFOLIO BRAND

STRUCTURE PORTFOLIO GRAPHICS
ARCHITECTURE
Brand Grouping Logo
Brand hierarchy tree Visual presentation
Brand Range

Optimal Synergy in creating Clarity

Powerful Øvisibility Leveraged Platform for
Brands allocation of brand future growth
of brands ØAssociation building offering
Øefficiency assets options 6
 Why are brands built ?
1.Identify goods/services of one seller or group
2.
3.Differentiate goods / services of one seller / group from competition
4.
5.Reduce risk of uncertainties in demand through promise of a set of
features / attributes / benefits delivered with consistent quality.
The
brand is a promise of the offer. Makes product less price
volatile

4 Leverage across markets – e.g. Wills cigarettes moved into and Wills
Sports / Wills Lifestyle to gain on advertising for Wills brand as there
was legal restraint on advertising tobacco

5.Makes an emotional connection with the customers and among customers

6.
7.Move from descriptive reality to abstract reality. E.g. Palmolive originally
stood for Palm products, today Palmolive stands for softness.
Similarly WIPRO originally stood for Western India Vegetable products,
today it stands for integrity, applying thought (generation of ideas).
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 Why are brands built ?

7.In a modern technological world, branding is a way of simplifying

decision making and a way of reducing risk of consumers
8.
9.Branding offers legal protection for unique features of a product :
- brand naming through registered trademarks
- manufacturing process through patents
- packaging and designs through copyrights
Brands are thus valuable pieces of legal property

9. Brands can develop associations with a certain level of quality

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Elements Of Brand Architecture

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Brand Portfolio

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Elements Of Brand Architecture

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 Relationship Within a Brand
Portfolio
Types of Brands Organisation Brands Individual Brands

IBM NONE
Type 1:
HARVARD UNIVERSITY
Single Brand Across
Organisation

Nestle MICROSOFT POLO

SONY PLAYSTATION 2
Type 2:
Endorsed Brand MC DONALD WINDOWS

Type 3: PROCTER & GAMBLE PAMPERS

House OF Brands SYMPHONY
WOODRUFFARTS CENTER
ORCHESTRA 12
Elements Of Brand Architecture

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 Example Of Portfolio Analysis
Relative Market Share
Analyzing Brand MARUTI : (ratio of company share to share of largest
competitor )
HIGH LOW

Market Growth
---ZEN
C.G + + + C.G +

HIGH
? --- SWIFT _ _ _ C.U ___
C.U
Cash Cow --- MARUTI 800 __
0
Dog --- Baleno CASH COW DOG

C.G +++ C.G +

LOW
(annual rate
is constant _ _
C.U C.U
(relative to
GNP growth)) ++ 0

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Elements Of Brand Architecture

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Brand Relationship Spectrum

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Brand Relationship Spectrum

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Characteristics Of The Ideal Brand
Portfolio

ØFits the company’s future vision and destination

Ø
ØPrioritizes markets and key segments
Ø
ØEfficiently covers those priority segments
Ø
ØRuthlessly prune out those that do not fit
Ø
ØFills gaps through new or extended brands and
acquisitions

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Brands are much more than
logos

audi
maruti

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Any Queries

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Thank You for viewing this
presentation...

BY ESH
KAT
. VEN
K

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