BRAND-INTRODUCTION

Types Of
Brands

Manufacturer
Brands

Label Brands

Different types of brands

Product Brands
Service Brands
E-brands
Media Brands
Not-for-profit Brands
Nation Brands
Government Brands
Global Brands
Organization Brands

Product brands: FMCG

Characteristics:

Cost Inexpensive.
Balance of product to service
Almost exclusively tangible product, although service
component can be present (eg, customer-care lines).
How purchased
Mainly through conventional fmcg distribution
networks supermarkets, other shops, vending
machines, relatively large volume outlets.

Product brands (FMCG: cont.)

Frequency of purchase : Frequent.
Degree of research/thought/search prior to
purchase
Typically none, the brand is part of the consumer
repertoire, likely to be habitual.
Degree of customization
Very little. Often wide range of variants but no real
customization for individual customers.

Service brands
Service brands are characterized by the need to maintain a
consistently high level of service delivery throughout
hundreds, or even thousands of staff.
Although a product component may be involved, it is
essentially the service that is the brand.
These are more complex than product brands for two
reasons:
because it is always harder to brand something you cant
touch
because they are delivered directly by employees.

Brands from other spheres

E-brands
The Internet is a medium that presents new challenges for brand
owners, but the underlying principles of branding are unchanged.
The Internet is developing a more direct style of relationships
between customers and brand owners, and all those interactions

A distinction needs to be made between e-tailers,

- e-brands primary activity is to deliver physical products like
Amazon.com
- e-brands focus on delivering a service or experience, like GTA.com

In both cases, however, it is the intangibles, the brand

values that will attract online customers.

 Media brands
eg, newspapers, magazines, television channels.

Not-for-profit organization brands

Non-profits are often at a disadvantage when it comes to
branding.
They dont have the deep pockets of corporations
who can afford to hire brand specialists
But successful branding can have a great effect on
raising awareness of the charity and its mission, and
on fund-raising

 Nation brands
New ways of thinking lead to countries being positioned as
tourist destinations, enhancing status of goods and services
produced, and aiding under-developed countries.
Government brands
Governments and political parties often have strong brands
as they are centered on passionately held core values,
Branding is important in both securing votes and in
international diplomacy.
Global brands
Companies have been marketing their products and brands in
different countries for decades. However they were almost
always marketed according to local conditions.

CONTENTS OF BRAND

Module 1

Understanding Branding
Understanding
Branding

Products to
brands

Brand

Attributes

Building

Management

Module 1 - Stage 1

From Products to Brands

Module 1

Understanding Branding
Understanding
Branding

Products
to brands

Name

Logo

Colours

Essence

Brand

Attributes

Building

Management

Attributes
Name
Colours

Logo
Essence

Brand Name
Short

Kodak, Fuji

CNN an AOL Time Warner Company

Distinctive

Toyotas Lexus is distinctive.Toyotas Luxury

commonplace

Not mean anything rude or silly in another language

Toyotas Fiera car proved controversial in Puerto Rico, where fiera
translates to ugly old woman.

Attributes
Name

Logo

Colours

Essence

Brand Logo
Simple logo, designed to fit both eyes
Mercedes three star
Logo font has to be clear and legible

A housewife does not buy Ariel because it is written in a

specific font

Attributes
Name

Logo

Colours

Essence

Brand Colours
Colours have meanings
Purple means royalty
Red is energetic
Blue is peaceful

Opposite colours can differentiate

Coke is red, Pepsi is blue
Kodak is yellow, Fuji is green

Module 1 - Stage 2

Attributes
Understanding
Branding

Product
s to
brands

Attrib
utes

Brand

Manage
ment

Architectur
e

Building

Name

Logo

Colours

Essence

Exercise

Brand Colours..
Colours can help you stand out
FedExs orange and purple packet stands out in corporate blue

Logo and colours help, but the power of the brand

Essentially in the meaning of the brand name in consumers
mind, its essence

Attributes
Name

Logo

Colours

Essence

Brand Essence
A brand must leverage a compelling truth
Linux stands for freedom as opposed to Microsofts monopoly

A brand should mean a single powerful thing: the essence

Essence of Volvo is Safety
Essence of Tata is trust
Essence of Fevicol is bonding

Module 1 - Stage 2

Attributes
Name

Logo

Colours

Essence

Brand Essence
A brand should also be clear of what is not its essence
In India, STAR NEWS is not a channel of the masses unlike STAR
PLUS

A brand should drive single mindedly its essence

Volvo has been selling safety for 35 years
Raymond has been selling the complete man for over 2 decades
Essence of Dettol is protection against germs

A brand loses its essence if it starts meaning a lot of things

What is Miller :A regular,light,draft,cheap, expensive beer

Management
Understanding
Branding

Products to
brands

Brand

Attributes

Building

Manageme
nt

Co-Brand

Stealth
Brand

Fighting
Brand

Multi-Brand

Co-Brand

Brands need to address a similar need segment

Kellogg's Pop-tarts with Smuckers Jam

Brands with complementary strengths: Seen often on the

Net
NY Times gives Amazon credibility
Amazon makes NY Times look modern.

Management
Co-Brand

Stealth
Brand

Fighting
Brand

Multi-Brand

Multi Brand
Key to a multi-brand approach is to give each sibling a
unique identity
Time, Fortune, Life, Money, People

Tempting to mash the brands and top it with corporate

frosting
Tata Salt, Tata Tea

Second brand risks diluting equity

Module 1 - Stage 3

Management
Co-Brand

Stealth
Brand

Fighting
Brand

Multi-Brand

Multi Brand..
Common product area focus
Shampoos: Clinic Plus, Ayush, Sunsilk

Single attribute segmentation

Price:Maruti 800, Zen, Esteem

Sibling creates a new category

Herbal Anti-Dandruff category by Ayush

Meaning
Brand personality is the way a brand speaks and behaves.

It means assigning human personality traits/characteristics to a

brand so as to achieve differentiation.
These characteristics signify brand behaviour through both
individuals representing the brand as well as through advertising,
packaging, etc.

Examples:Dove as honest, feminist and optimist;

Hewlett Packard brand represents accomplishment, competency and influence

5 Dimensions of Brand Personality

The Dimensions of Brand Personality of Jennifer Aaker is a
framework to describe and measure the "personality" of a brand
in five core dimensions, each divided into a set of facets

5 Dimensions of Brand Personality

1st Dimension SINCERITY

Consumers interpret sincere brands as being down-to-earth, honest, wholesome,
and cheerful.

2nd Dimension EXCITEMENT

The most exciting brands are daring, spirited, imaginative, and on the cutting edge.

3rd Dimension COMPETENCE

Reliability, intelligence, and success are the traits associated with these brands
4th Dimension SOPHISTICATION
A brand that is sophisticated is viewed as charming and fit for the upper classes

5th Dimension RUGGEDNESS

Interestingly, consumers pick up on this personality dimension quite well.

Brand Loyalty
When consumers become committed to your brand and make
repeat purchases over time. Brand loyalty is a result of consumer
behavior and is affected by a persons preferences.
This is done through:-

Loyalty Bonuses
Loyalty Points/ Discounts through cards
Gift coupons
Yearly benefits

Brand personality

Brand Image

Brand personality is the specific mix of

human traits that may be attributed to a
particular brand.

Denote the tangible (physical and

functional) benefits and attributes of a
brand

Brand personality indicates emotional

associations of the brand.

Brand image is Perception and believe of

customer(consumers) about a particular
brand.

A brand, performing very good over a

long period of time gains not only a good
brand image but a brand personality also.

brand image is the initial stage, it comes

from the consistent good performance of
the brand

Brand Image

Brand Identity

Denote the tangible (physical and

functional) benefits and attributes of a
brand

Brand identity develops from the

source or the company.

Its nature is that it is substance oriented

or strategic

Its nature is that it is appearance

oriented or tactical.

It is total promise that a company makes

to consumers.

It is total consumers perception about

the brand.

Brand personality develops brand equity. It sets the brand attitude. It is a key input
into the look and feel of any communication or marketing activity by the brand

BRAND
IDENTITY

 Brand identity is a bundle of mental and functional

associations with the brand.

Associations are not reasons-to-buy but provide

familiarity and differentiation thats not replicable
getting it. These associations can include signature tune

(for example - Britannia ting-ting-ta-ding), trademark

colours (for example - Blue colour with Pepsi), logo (for
example - Nike), tagline (for example - Apples tagline is
Think different),etc.

BRAND IDENTITY PRISM

 The brand identity prism applies human traits to a brand

to recognize what consumers actually think of the brand.
The brand identity prism, as the name suggests comes in
the form a prism with 6 different traits at each end of the
prism

KAPFERER represents brand identity diagrammatically as a

six-sided prism as shown below:
Constructed Source/Sender
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Constructed Receiver

 As per Kapferer, Brand identity can be defined by six parameters:

1.Personality
2.Physique
3.Culture
4.Relationship
5.Self Image
6.Reflection
Out of which, Personality, Culture & Self Image is an internal
identity, which an organization looks at.
The rest, Physique, Relationship and the Reflection is an external
identity, with respect to a consumer. Lets go into each of them one
by one:

 1. Personality
a. Personification of brand
b. What kind of person it would be, if it were
a human being
c. Examples: Confident, Social, Flamboyant,
Arrogant, Energetic etc
Kingfisher & Virgin Airlines brand personality
may be that of flamboyant or rich

2. Physique
a. Mentions physical facets tangible things
b. It will include packaging, product look and feel
c. Examples: Packaging color, product features etc
Apple I-pod browsing physique will include its dial capabilities,
the screen, and its connectivity with musical devices
3. Culture
a. Set of values feeding the brands inspiration
b. Rules governing the brand in its outward signs like product
and communication
c. Examples: Indian, Western, Contemporary, Urban
Eg:- Toyota Etios

 4. Relationship
a. Transactions between people
b. Examples: Trust, Energy, Strong bonding
Jet Airways Servicing their customers to the best
relationship with Safola is safety.

5. Reflection is the consumers perception for what the brands stands for.
Reflection
a. What target consumer thinks & perceives the product to be
b. Factor for strong and good brand image
c. Example: Royal, Dynamic, Energetic, Confident

6. Self-image is what the consumer think of himself.

Which an organization wants its customers to perceive
E.G. benz Car owner think that since he has bought the car he is treating
himself to one of the best car in the world.

For Sify India let us look at how they have built the brand basis the Kapferer
Model

Sify India
Physical
Kite Symbol, Online Access

Personality
Innovative & Tech savvy

Culture
Customer centric & Indian

Self -image
"net" way of life empowered

Reflection
Consistent & dependable performer

Relationship
Best guide to the net