WHAT IS A BRAND ?

Brands are different from products in a way that brands are “what the consumers buy”, while
products are “what concern/companies make”. Brand is an accumulation of emotional and
functional associations. Brand is a promise that the product will perform as per customer’s
expectations. It shapes customer’s expectations about the product. Brands usually have a
trademark which protects them from use by others. A brand gives particular information about
the organization, good or service, differentiating it from others in marketplace. Brand carries
an assurance about the characteristics that make the product or service unique. A strong brand
is a means of making people aware of what the company represents and what are its offerings.

To a consumer, brand means and signifies:

▪ Source of product
▪ Delegating responsibility to the manufacturer of product
▪ Lower risk
▪ Less search cost
▪ Quality symbol
▪ Deal or pact with the product manufacturer
▪ Symbolic device

Brands simplify consumers purchase decision. Over a period of time, consumers discover the
brands which satisfy their need. If the consumers recognize a particular brand and have
knowledge about it, they make quick purchase decision and save lot of time. Also, they save
search costs for product. Consumers remain committed and loyal to a brand as long as they
believe and have an implicit understanding that the brand will continue meeting their
expectations and perform in the desired manner consistently. As long as the consumers get

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benefits and satisfaction from consumption of the product, they will more likely continue to
buy that brand. Brands also play a crucial role in signifying certain product features to
consumers.

To a seller, brand means and signifies:

• Basis of competitive advantage

• Way of bestowing products with unique associations
• Way of identification to easy handling
• Way of legal protection of products’ unique traits/features
• Sign of quality to satisfied customer
• Means of financial returns

A brand, in short, can be defined as a seller’s promise to provide consistently a unique set of
characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign,
symbol or a combination of all these planned to differentiate the goods/services of one seller
or group of sellers from those of competitors. Some examples of well-known brands are
Mc Donald’s’, Mercedes-Benz, Sony, Coca Cola, Kingfisher, etc.

A brand connects the four crucial elements of an enterprise- customers, employees,

management and shareholders. Brand is nothing but an assortment of memories in customers
mind. Brand represents values, ideas and even personality. It is a set of functional, emotional
and rational associations and benefits which have occupied target market’s mind.

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BRAND IDENTITY
Brand identity stems from an organization, i.e., an organization is responsible for creating a
distinguished product with unique characteristics. It is how an organization seeks to identify
itself. It represents how an organization wants to be perceived in the market. An organization
communicates its identity to the consumers through its branding and marketing strategies. A
brand is unique due to its identity. Brand identity includes following elements - Brand vision,
brand culture, positioning, personality, relationships, and presentations.
Brand identity is a bundle of mental and functional associations with the brand. Associations
are not “reasons-to-buy” but provide familiarity and differentiation that’s 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 - Apple’s tagline is “Think different”),etc.

Brand identity is the total proposal/promise that an organization makes to consumers. The
brand can be perceived as a product, a personality, a set of values, and a position it occupies in
consumer’s minds. Brand identity is all that an organization wants the brand to be considered
as. It is a feature linked with a specific company, product, service or individual. It is a way of
externally expressing a brand to the world.

Brand identity is the noticeable elements of a brand (for instance - Trademark colour, logo,
name, symbol) that identify and differentiates a brand in target audience mind. It is a crucial
means to grow your company’s brand.

Brand identity is the aggregation of what all you (i.e. an organization) do. It is an organizations
mission, personality, promise to the consumers and competitive advantages. It includes the
thinking, feelings and expectations of the target market/consumers. It is a means of identifying
and distinguishing an organization from another. An organization having unique brand identity
have improved brand awareness, motivated team of employees who feel proud working in a
well branded organization, active buyers, and corporate style. Brand identity leads to brand
loyalty, brand preference, high credibility, good prices and good financial returns. It helps the
organization to express to the customers and the target market the kind of organization it is. It
assures the customers again that you are who you say you are. It establishes an immediate
connection between the organization and consumers. Brand identity should be sustainable. It
is crucial so that the consumers instantly correlate with your product/service.

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BRAND IMAGE
Brand image is the current view of the customers about a brand. It can be defined as a unique
bundle of associations within the minds of target customers. It signifies what the brand
presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but
the consumers’ perception about the product. It is the manner in which a specific brand is
positioned in the market. Brand image conveys emotional value and not just a mental image.
Brand image is nothing but an organization’s character. It is an accumulation of contact and
observation by people external to an organization. It should highlight an organization’s mission
and vision to all. The main elements of positive brand image are- unique logo reflecting
organization’s image, slogan describing organization’s business in brief and brand identifier
supporting the key values.

Brand image is the overall impression in consumers’ mind that is formed from all sources.
Consumers develop various associations with the brand. Based on these associations, they form
brand image. An image is formed about the brand on the basis of subjective perceptions of
associations bundle that the consumers have about the brand. Volvo is associated with safety.
Toyota is associated with reliability. The idea behind brand image is that the consumer is not
purchasing just the product/service but also the image associated with that product/service.
Brand images should be positive, unique and instant. Brand images can be strengthened using
brand communications like advertising, packaging, word of mouth publicity, other promotional
tools, etc.

Brand image develops and conveys the product’s character in a unique manner different from
its competitor’s image. The brand image consists of various associations in consumers’ mind -
attributes, benefits and attributes. Brand attributes are the functional and mental connections
with the brand that the customers have. They can be specific or conceptual. Benefits are the
rationale for the purchase decision. There are three types of benefits: Functional benefits - what
do you do better (than others ),emotional benefits - how do you make me feel better (than
others), and rational benefits/support - why do I believe you(more than others). Brand attributes
are consumers overall assessment of a brand. Brand image has not to be created, but is
automatically formed. The brand image includes products' appeal, ease of use, functionality,
fame, and overall value. Brand image is actually brand content. When the consumers purchase
the product, they are also purchasing it’s image. Brand image is the objective and mental
feedback of the consumers when they purchase a product. Positive brand image is exceeding
the customers’ expectations. Positive brand image enhances the goodwill and brand value of
an organization.
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KAPFERER BRAND IDENTITY PRISM
In order to become a brand with loyal following or how Kapferer says ‘passion brand’ or ‘love marks’,
brands should not be just a name. Instead they should have a story or a deeper inner inspiration
which connects to its consumers. Brands should have their own character, their own beliefs and
their own identity. Kapferer Brand Identity Prism tells us how to build a story and give the brand a
much needed identity considering six important facets of brand identity.

Kapferer Brand Identity Prism

Brand Physique (Kapferer Brand Identity Prism)

A brand, first and foremost, should have ‘physique’ with physical specifications and qualities. It is
made of a combination of either salient objective features (which immediately come to mind when
the brand is quoted in a survey) or emerging ones. Physical appearance is important but it is not all.
Nevertheless, the first step in developing a brand is to define its physical aspect: What is it
concretely? What does it do? What does it look like? The physical facet also comprises the brand’s
prototype: the flagship product that is representative of the brand’s qualities.

Example: Coca Cola in all its communications lays special emphasis on the ‘Coke Bottle’ and how it
looks. For markets where Coke entered for the first time, it always starts with the traditional Coke
bottle. In fact to no surprise, Coke cans also have a outline of the iconic coke bottle. Therefore, the
physical appearance of the brand remains intact.

Also, colour of the product (say Black in the case of Coke), should be a part of the physique. And if
so, you can never imagine a colourless Coke. There could be variants of different colours but the
brand colour will never change.

Brand Personality (Kapferer Brand Identity Prism)

A brand has a personality. By communicating, it gradually builds up character. The way in which it
speaks of its products or services shows what kind of person it would be if it were human. This is a
tough task to implant a product as a human in the mind of consumers. Therefore, brands rope in
famous personalities to endorse the product. The brand and the celebrity being roped should sync in
personality therefore forming an important facet of Kapferer Brand Identity Prism.

Example: Mountain Dew, a drink from PepsiCo, promises thrill and adventure and therefore always
loops in celebrities who are seen close to sports.

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Brand Culture (Kapferer Brand Identity Prism)

A Brand should have its own culture and brands with strong culture end up being ‘cult’. Both product
and communication should reflect this culture. Brands targeting masses focus on culture which is
common to a wider chunk of population or vice versa. Late entrants to the market prefer choosing a
niche targeting a particular culture and evolve big in due course of time.

Brand culture plays an essential role in Kapferer Brand Identity Prism and helps differentiating
brands. It indicates the ethos whose values are embodied in the products and services of the brand.

Example: Royal Enfield motorcycles in India have a cult following as the brand has a very strong
culture. Though started slow but the brand is the fastest growing in the motorcycle industry in India
both in terms of following as well as market share.

Brand Culture is very much influenced by the country of origin. Other global brands such as Apple,
Nike, IBM adhere to an idea which is more globally accepted.

Relationship (Kapferer Brand Identity Prism)

Indeed, brands are often at the crux of transactions and exchanges between people. This is
particularly true of brands in the service sector and also of retailers. Once the consumers build a
relationship with the brand, the brand can demand consumers to do things which it believes in.

Example: Nike bears a Greek name that relates it to specific cultural values, to the Olympic Games
and to the glorification of the human body. Nike suggests also a peculiar relationship, based on
provocation: it encourages us to let loose (‘just do it’). Nike in India created amazing TVC celebrating
women athletes featuring Deepika Padukone. Here the brand is in a position to ask its consumers to
‘Just Do It’ because it has nurtured a relationship. The ad campaign was named Da Da Ding.

Reflection (Kapferer Brand Identity Prism)

A brand is a customer reflection. When asked for their views on certain car brands, people
immediately answer in terms of the brand’s perceived client type: that’s a brand for young people!
for fathers! for show-offs! for old folks! Because its communication and its most striking products

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build up over time, a brand will always tend to build a reflection or an image of the buyer or user
which it seems to be addressing.

Example: A majority of apparel brands portray a model in the age group of not who they are
targeting, but the age group which the consumer thinks he/she belongs on buying that brand. In
reference to the below ad, only a minuscule percentage of people in the age group (as shown in the
image) will buy a Louis Vuitton suit. The consumer group will be much older for the product,
however all those consumers will perceive to look younger with an ad featuring a young
model (Jacey Ethaline in the below ad).

Self-Image (Kapferer Brand Identity Prism)

Finally, a brand speaks to our self-image. If reflection is the target’s outward mirror (they are …),
self-image is the target’s own internal mirror (I feel, I am …). Through our attitude towards certain
brands, we indeed develop a certain type of inner relationship with ourselves. And therefore, these
brands always communicate to push the limits.

Example: BMW India launched a campaign for people who see themselves driving a BMW, no
matter now or future. The campaign went on TV as Don’t Postpone Joy. Below is the TVC asking to
drive a BMW sooner.

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Happily Unmarried is India's coolest youth lifestyle brand. We are irreverent, desi, fun and
forever young. This is the underlying philosophy that guides us when we think about our
content, products and services. Using popular culture, emerging trends, design and cultural
insights we seek to be a platform for all things that the young relate to.
Happily Unmarried is a range of grooming products for women. Happily Unmarried, because
we didn't like the way grooming products are made and sold to women. Hence, we decided to
do something about it!

For this super offbeat company, Happily Unmarried, everything starts with their brand ‘name’.
Being one of India’s very own youth destinations for quirky products, for ‘Happily Unmarried’
inspiration emits from the energy and vitality of the youth.
They have created a simple equation for the success of their products:
Creativity + Simplicity + Attractiveness = Quirky Product

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BRAND IDENTITY
Happily Unmarried is India's coolest youth lifestyle brand. We are irreverent, desi, fun and
forever young. This is the underlying philosophy that guides us when we think about our
content, products and services. Using popular culture, emerging trends, design and cultural
insights we seek to be a platform for all things that the young relate to.

QUIRKY FUNNY FILMY WITTY

OUT-OF-THE-
ECCENTRIC BACHELOR COLOURFUL
BOX

REBELLIOUS IMAGINATIVE

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BRAND PRISM

Therefore, Happily Unmarried is India's coolest youth lifestyle brand. We are irreverent, desi,
fun and forever young. This is the underlying philosophy that guides us when we think about
our content, products and services. Using popular culture, emerging trends, design and cultural
insights we seek to be a platform for all things that the young relate to.

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Founders. Vivek Prabhakar and Shubhra Chadda started Chumbak in 2009 in their apartment.
The husband-wife duo put Rs. 40 lakhs of their savings into starting Chumbak. A couple that
struggles through a start-up together stays together. Chumbak is one of the leading brands of
India which is known for its bright colours, funky prints and pieces of art. Whether its
jewellery, bag, home decor or clothing Chumbak is omnipresent.
The founders of Chumbak have always maintained that their mission is to redefine how India
is represented. They are pretty successful at it by bringing together modern and contemporary
India in their designs, be it a colourful owl or an illustration about helmets.
The company’s aim is to open 50 stores by the end of 2016. With the tremendous growth they
have seen in their retail locations, the new stores will definitely attract more sales. Currently,
about 70% of their sales come from retail stores and 30% from online stores.
The Indian youth has been extremely receptive to these products, proudly flaunting them as a
way to represent their motherland. Chumbak has never disappointed its fan base. Coming up
with new products all the time is not an easy feat to accomplish, but they do it and how!

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BRAND IDENTITY
Quirky, colorful and eccentric are the perfect adjectives to describe Chumbak products.
Chumbak has redefined what a good souvenir should look like.
They’re an India-inspired, design led, lifestyle brand. People love their sass: our original take
on colors, prints and patterns, which come together to create never-seen-before products. They
make for anyone who loves a little quirk combined with good quality. We never make anything
we wouldn’t want ourselves. Seriously. For us, wit is it. We’re all about excellent puns, sharp
humour, and that well-earned giggle.

BOHEMIAN PLAYFUL COMICAL

TRENDY ANIMATED VIBRANT

CREATIVE COLOURFUL

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BRAND PRISM

Chumbak – the design led lifestyle company has been a plush synonym for the quirky
designs, vibrant accessories and souvenirs. When the products are so vibrant, how can the
store lag behind. Doing away with the quintessential fittings and fixtures done in moderate
colour contrast

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