BRAND

BRAND
ORIGIN OF THE WORD BRAND COMES
FROM BRANDR , MEANING IS TO BURN .
IN ANCIENT TIMES FARMERS USED TO
STAMP THEIR CATTLE TO
DIFFERENTIATE IT FROM OTHER
CATTLE .

CHARACTERISTICS OF STRONG
BRAND
1. BRAND NAME SHOULD BE SHORT AND EASILY
PRONOUNCED .
2. BRAND NAME SHOULD BE UNIQUE .
eg. FOR JOBS THERE ARE WEBSITES
JOBSAHEAD.COM , HOTJOBS.COM WHICH GET
LOST IN CROWD . MONSTER.COM STANDS OUT
DRAMATICALLY . THEY DONT DESCRIBE WHAT
THEY DO .
3. BRANDS SHOULD HAVE EMOTIONAL BENEFITS
RATHER THAN FUNCTIONAL BENEFITS .
4. CUSTOMERS SHOULD BE READY TO PAY PRICE
PREMIUM FOR THE BRANDS OVER OTHERS .
5. BRANDS SHOULD BE LEGALLY PROTECTED IN
TERMS OF NAME , COLOUR , LOGO etc . THERE
ARE RS . 55,000 CRORE WORTH OF FAKE GOODS
IN INDIA ( 2013) .

DIFFERENT BRAND ELEMENTS

1.
2.
3.
4.
5.
6.
7.

BRAND NAMES
URLs
LOGOS AND SYMBOLS
CHARACTERS
SLOGANS
JINGLES
PACKAGING

1. BRAND NAMES
THERE ARE 3 TYPES OF BRAND
NAMES :a. DESCRIPTIVE BRAND NAME .
b. SUGGESTIVE BRAND NAME .
c. ABSTRACT BRAND NAME .

a. DESCRIPTIVE BRAND NAME

A NAME WHICH DESCRIBES FULLY ABOUT
A BRAND IS CALLED DESCRIPTIVE BRAND
NAME .
eg :- BRITISH AIRWAYS

b. SUGGESTIVE BRAND NAME

A NAME WHICH PARTIALLY

DESCRIBES ABOUT A BRAND IS
CALLED SUGGESTIVE BRAND NAME .
eg :- GO , FEDEX

c. ABSTRACT BRAND NAME

A NAME WHICH DOESNT DESCRIBE

ANYTHING ABOUT A BRAND IS CALLED
ABSTRACT BRAND NAME .
eg :- ORANGE
KODAK

CASE STUDY
BRAND NAME BLUNDER
MISTSUBISHI MOTORS ,
JAPAN

BRAND NAME BLUNDER

ONE HAS TO BE VERY CAREFUL WHEN ONE
INTRODUCES A PRODUCT IN ANOTHER
COUNTRY WHICH MAY HAVE DIFFERENT
MEANING IN THAT PLACE .
ITS PAJERO MODEL MEANT MASTURBATOR
IN SPANISH LANGUAGE , SO COMPANY HAD
TO RENAME IT AS MONTERO .

CASE STUDY

A BATTLE OVER TIRUPATI LADDU

IN DECEMBER 2013 ,GANGA SWEETS IN

CHENNAI WAS SELLING TIRUPATI LADDUS .
ADMINISTRATION OF BALAJI TEMPLE IN
TIRUPATI FILED A LEGAL SUIT AGAINST GANGA
SWEETS . THE ARGUMENT OF BALAJI TEMPLE
ADMINISTRATION WAS THAT ORIGINAL
TIRUPATI LADDU WHICH IS GIVEN AS PRASAD
TO MILLIONS OF DEVOTEES HAD BEEN
GRANTED GEOGRAPHICAL INDICATION ( GI )
TAG BY GI REGISTRY 3 YEARS AGO AND
HENCE GANGA SWEETS COULD NOT SELL
TIRUPATI LADDUS. MADRAS HIGH COURT
ORDERED GANGA SWEETS TO STOP SELLING
TIRUPATI LADDUS.

CASE STUDY

TATA AGRO HOLDING IS IT A

TATA COMPANY ? ( JAN 2014)

A BRITISH COMPANY , TATA AGRO HOLDING IS

CLAIMING TO BE SUBSIDIARY OF TATA GROUP
AND IS OFFERING VARIED INVESTMENT PLANS
WITH A MONTHLY PROFIT OF UP TO 100% ! THE
WEBSITE TATAAGRO.COM IS CARRYING TATA
LOGO WITH TAGLINE LEADERSHIP WITH
TRUST.
TATA SONS , THE PROMOTER AND PROTECTOR
OF TATA BRAND HAS CAUTIONED THAT IT HAS NO
CONNECTION WITH TATA AGRO HOLDING AND
HAS INITIATED ACTION IN THIS MATTER.

CASE STUDY

CAN YOU OWN RED COLOUR?

IN APRIL 2011 , CHRISTIAN LOUBOUTIN A FRENCH

FOOTWEAR COMPANY FAMOUS FOR ITS RED SOLES
FILED A SUIT AGAINST ANOTHER FRENCH COMPANY
YSL ( YVES SAINT LAURENT ) FOR USING RED SOLES
AND ASKED FOR US$ 1 MILLION IN DAMAGES BASED
ON THE TRADEMARK GRANTED TO LOUBOUTIN IN
2008.
IN OCT. 2012 , COURT ORDERED THAT YSL COULD
MAKE MONOCHROMATIC RED SHOES (BOTH UPPER
PART AND SOLES ARE RED ) BUT STILL GRANTED
CHRISTIAN LOUBOUTIN TRADEMARK PROTECTION
OVER RED SOLES.

2. URLs

UNIFORM RESOURCE LOCATORS

SPECIFY LOCATIONS OF PAGES ON
THE WEB AND ARE ALSO COMMONLY
REFERRED AS DOMAIN NAMES .

3. LOGOS AND SYMBOLS

LOGO :- IT IS THE NAME OF A
COMPANY WHICH IS SPECIFICALLY
DESIGNED .
eg :- COCA COLA WRITTEN IN
TYPICAL RED LETTERS .

3. LOGOS AND SYMBOLS

SYMBOL :- IT IS A NON WORD LOGO .
IT IS ALSO CALLED AS ABSTRACT
LOGO .
eg:- NIKE SWOOSH , MERCEDES STAR .

BENEFIT OF LOGOS AND

SYMBOLS

LOGOS AND SYMBOLS ARE OFTEN

EASILY RECOGNISED AND CAN BE A
VALUABLE WAY TO IDENTIFY
PRODUCTS .

4. CHARACTERS
CHARACTER IS A TYPICAL BRAND SYMBOL WHICH
TAKES HUMAN OR REAL LIFE FORM .
eg:- AMUL BUTTER GIRL .
THIS CHARCTER WAS CREATED BY EUSTACE
FERNANDES OF ADVERTISING AGENCY ASP IN 1966 WHO
DIED IN MARCH , 2010 .
THE AMUL GIRL WHO LENDS HERSELF SO COMPLETELY
TO AMUL BUTTER WAS CREATED AS A RIVAL TO POLSON
BUTTER GIRL , WHO WAS A SEXY , VILLAGE BELLE CLAD
IN A CHOLI .
IN RECENT TIMES AMUL GIRL HAS ALSO BEEN USED FOR
OTHER PRODUCTS LIKE GHEE AND MILK . IT IS WORLDS
LONGEST RUNNING AD CAMPAIGN ( 1967 TODAY ).

IN 2012 , 2 KARNATAKA MINISTERS

WERE WATCHING PORNOGRAPHY
ON THEIR PHONES IN THE
LEGISLATIVE ASSEMBLY. IT HAD
5022 LIKES ON FACEBOOK .

IN 2011 , AMUL PUT PAKISTANI FAST

BOWLER SHOAIB AKTHAR ON DONKEY AND
HEADLINE SAID TAB BHI PHEKTA THA AB
BHI PHEKTA HAI WHEN SHOAIB WROTE IN
HIS AUTOBIOGRAPHY THAT SACHIN
TENDULKAR WAS AFRAID TO FACE HIM. IT
HAD 3500+ LIKES ON FACEBOOK.

INTRODUCTION OF VAT ( VALUE

ADDED TAX ) WAS NOT RECEIVED
WELL .

HERE IS THE PANI PURI VENDOR FROM

MUMBAI WHO WAS CAUGHT ON
CAMERA MAKING PANI PURI IN
UNHYGIENIC CONDITIONS ( APR 2011 ) .

AMUL SPOOF ON LALU PRASAD

YADAVS ALLEGED INVOLVEMENT IN
THE RS. 950 CRORE BIHAR FODDER
SCAM.

CASE STUDY
RICHARD BRANSON
EPITOME OF BRAND CHARACTER

VIRGIN BRIDES( 1996 )

TO PROMOTE LAUNCH OF VIRGIN BRIDES
BRANSON DRESSED UP IN A US $ 10,000
WEDDING GOWN. HE SHAVED OFF HIS
FAMOUS BEARD FOR THIS. NEVER ONE TO
MISS OUT ON PHOTO OPPORTUNITY
BRANSON WAS NOT AFRAID TO LAUGH AT
HIMSELF. HOWEVER BUSINESS CEASED
ITS OPERATION IN 2007.

VIRGIN ATLANTIC
TO CELEBRATE VIRGIN ATLANTICS FIRST
FLIGHT TO SOUTH AFRICA , BRANSON
DRESSED AS ZULU WARRIOR WHILE
VISITING A CULTURAL CENTRE NEAR
JOHANNESBERG. HIS UNUSUAL GET UP
PROVIDED COUNTLESS PHOTO
OPPORTUNITIES AND HELPED THE BRAND
TO BOOST ITS PROFILE. VIRGIN ATLANTIC IS
A SILVER BULLET IN VIRGINS PORTFOLIO.

VIRGIN COLA ( 1998 )

TO LAUNCH VIRGIN COLA IN USA ,
BRANSON DROVE A TANK DOWN FIFTH
AVENUE AND THEN BLEW UP COCA-COLA
SIGN IN TIMES SQUARE. HOWEVER
DESPITE ALL ATTENTION BY THIS ONE MAN
PR MACHINE, SALES OF VIRGIN COLA
SLIPPED. IT IS HARD TO FIND THIS DRINK
OUTSIDE VIRGIN ATLANTIC FLIGHT
HOWEVER BRANSON CLAIMS THAT IT IS
NO. 1 COLA IN BANGLADESH!

VIRGIN GALACTIC ( 2004)

TO LAUNCH VIRGIN GALACTIC ( A

SPACE TRAVEL SERVICE FOR THE
PUBLIC ) BRANSON ARRIVED IN
SPACESUIT FOR PRESS CONFERENCE.

CASE STUDY
CAN A BRAND CHARACTER
BE DIVORCED ?

IN 1982 ONIDA CAME OUT WITH FAMOUS

CAPTION NEIGHBOURS ENVY , OWNERS
PRIDE. THE THEME OF THE AD WAS A CHEEKY
AND OBNOXIOUS GREEN DEVIL WITH HORNS .
THE DEVIL WAS BRAINCHILD OF AGENCY
ADVERTISING AVENUES. THE MESSAGE WAS
NON OWNERSHIP OF ONIDA CTV CREATES
ENVY WHICH IS SOCIALLY UNACCEPTABLE.
THE ABSENCE OF STATUS WAS A BETTER
TRIGGER THAN HAVING ONIDA CTV AND
FEELING GOOD ABOUT IT.

WHEN ONIDA WANTED TO GET INTO RELATED

BUSINESSES LIKE AUDIOS AND VCRS , THEY DELIBERATED
ON REPEATING THE DEVIL STORY BUT DECIDED AGAINST
IT FOR FEAR OF DILUTING THE DEVILS STRONG
ASSOCIATION WITH CTV. THEY USED WITCH FOR AUDIOS
AND HORROR LOOKING CHAMELEON FOR VCRS.
AS YEARS PASSED AND COMPETITION GREW , ONIDA
THOUGHT OF DILUTING NEGATIVE BRAND ASSOCIATION. A
YOUNG AND FRIENDLIER DEVIL WAS USED WHILE
INTRODUCING 14 INCH CTV. THAT DID NOT WORK.

IN 2009 GREEN LONG NAILED DEMON

WAS GIVEN UP BY ONIDA AFTER 27
YEARS OF ASSOCIATION . McCANN
ERICKSON CAME OUT WITH ADS HAVING
BUBBLY MARRIED COUPLE SIDDHARTH
AND RITU.

CASE STUDY

LACOSTE VS CROCODILE

IN THE 1920s FRENCH TENNIS LEGEND RENE

LACOSTE BECAME KNOWN AS CROCODILE BECAUSE
ONCE HE PROMISED TO WIN A CRUCIAL MATCH IN
EXCHANGE FOR A CROCODILE BRIEFCASE. LATER IN
1933 HE PUT A CROCODILE LOGO ON HIS OWN LINE
OF SPORTS CLOTHING WHICH BECAME A FASHION
ICON.
CROCODILE HAD LONG STANDING DISPUTE WITH
LACOSTE OVER CROCODILE LOGO. CROCODILE USES
A LOGO THAT FACES LEFT WHILE LACOSTE USES A
LOGO THAT FACES RIGHT. THE 2 COMPANIES FOUGHT
FOR A LOGO IN CHINA BUT EVENTUALLY REACHED A
COMPROMISE WITH CROCODILE AGREEING TO
CHANGE ITS LOGO OF CROCODILE TO HAVE BIGGER
EYES , MORE SCALES AND MORE VERTICAL TAIL.

CASE STUDY
PINK BUNNY OF EVEREADY
ENERGIZER BATTERY

WHEN PINK BUNNY WAS USED IN KEEP GOING

------- AND GOING --------- AND GOING ADS FOR
EVEREADY ENERGIZER BATTERY , MANY
CONSUMERS WERE MESMERIZED BY THE
CHARACTER AND THEY PAID LITTLE ATTENTION TO
THE BRAND . MANY FELT THE AD WAS FOR CHIEF
COMPETITOR OF EVEREADY i.e. DURACELL .
AS A RESULT OF THIS , EVEREADY HAD TO ADD
PINK BUNNY TO ITS PACKAGING AND MARKETING
COMMUNICATION FOR STRONGER BRAND LINKS .

5. SLOGANS
SLOGANS ARE SHORT PHRASES THAT
COMMUNICATE INFORMATION ABOUT
THE BRAND . THEY OFTEN APPEAR IN
ADVERTISING . SLOGANS CAN FUNCTION
AS HOOKS TO HELP CONSUMERS GRASP
THE MEANING OF A BRAND .
eg:- GILLETES THE BEST A MAN CAN
GET .

CAN A SLOGAN BECOME A

PUBLIC CATCH PHRASE ?

CASE STUDY
WENDY

WHEN MCDONALDS CAME UP WITH A

AD THAT SHOWED TOMATOES ,
ONIONS , CHEESE AND KETCHUP
FLOATING DOWN ON A BUN , WENDY
CAME UP WITH AD WHERE IS THE
BEEF ?
IT HAS BECOME A CATCH PHRASE IN
U.S.A AND CANADA QUESTIONING
THE SUBSTANCE OF AN PRODUCT ,
EVENT OR AN IDEA .

CASE STUDY
BRAND SLOGAN BLUNDER KFC
IN CHINA

IN 1987 WHEN KFC ENTERED

CHINA THEIR FAMOUS SLOGAN
FINGER - LICKIN GOOD MEANT
EAT YOUR FINGERS OFF IN
CHINESE . THE COMPANY
QUICKLY CHANGED IT .

CASE STUDY
BURGER KING
HEIGHT OF SLOGANS

SLOGANS OVER THE YEARS

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

HAVE IT YOUR OWN WAY ( 1974-76) .

WE ARE AMERICAS BURGER KING ( 1975)
ARENT YOU HUNGRY ? ARENT YOU HUNGRY FOR BURGER
KING NOW ? ( 1981-86)
WE KNOW HOW BURGERS SHOULD BE ( 1986)
THERE IS OK, AND THERE IS BK !! ( UK )
BIGGER , BETTER , BURGER KING !
GET YOUR BURGERS WORTH ( 1994-98)
GOT THE URGE? GOT THE URGE? GET TO BURGER KING.
(2000-01)
EAT LIKE A KING . NOT A CLOWN ( 2006) . IN REFERENCE TO
RONALD McDONALD OF McDONALD .
HAVE IT YOUR OWN WAY . ( PRESENT)

CASE STUDY

WHAT ABOUT COCA-COLA

SLOGANS ?

SLOGANS OVER THE YEARS

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

THINGS GO BETTER WITH COKE ( 1963)

IT IS THE REAL THING .( 1969)
I WOULD LIKE TO BUY THE WORLD A COKE .( 1971)
COKE IS IT ! ( 1982 )
ALWAYS COCA-COLA( 1993)
THANDA MATLAB COCA-COLA ( 2000, INDIA )
THE COKE SIDE OF LIFE ( 2006 )
OPEN HAPPINESS( 2009)
BURRRRR( 2011 , INDIA )
OPEN HAPPINESS ( 2012 )

IDENTIFY THE BRANDS BEHIND

FOLLOWING SLOGANS
1.
2.
3.
4.
5.
6.
7.

NEVER SETTLE .
WHAT DO YOU WANT TO BE TONIGHT ?
COMPLETE SILENCE.
THE POWER OF KNOWLEDGE .
THINK OUTSIDE THE BUN .
EXPECT MORE . PAY LESS .
NO NONSENSE CAR .

ANSWERS

1.
2.
3.
4.
5.
6.
7.

MONSTER.COM .
KAMASUTRA .
DAIKIN (AC) .
ECONOMIC TIMES .
TACO BELL .
TARGET .
FORD FUSION .

6. JINGLES
THEY ARE MUSICAL MESSAGES WRITTEN AROUND
THE BRAND . TYPICALLY COMPOSED BY
PROFESSIONAL SONG WRITERS , THEY HAVE
CATCHY HOOKS TO GET PERMANENTLY
REGISTERED IN THE MINDS OF LISTENERS .
DURING INITIAL PHASE OF TWENTIETH CENTURY ,
WHEN BROADCAST ADVERTISING WAS CONFINED
TO RADIO , JINGLES WERE IMPORTANT BRANDING
ELEMENTS .
JINGLES ARE MOST VALUABLE IN ENHANCING
BRAND AWARENESS . OFTEN THEY REPEAT THE
BRAND NAME IN CLEVER AND AMUSING WAYS
THAT ALLOW CONSUMERS TO GET ATTRACTED .

6. JINGLES
a.
b.
c.
d.
e.

SOME FAMOUS JINGLES OF INDIAN BRANDS

ARE :WASHING POWDER NIRMA DOODH SI
SAFEDI .
BOOLAND BHARAT KI BOOLAND TASVEER
---- HAMARA BAJAJ .
TANDUROOSTI KI RAKSHA KARTA HAI LIFE
BUOY .
KARRAM-KURRAM ---- LIJJAT PAPAD , THE
RABBIT AND THE FAMILY .
ZANDU BALM ---- ZANDU BALM PIDAHARI
BALM .

7. PACKAGING
IT IS ACTIVITY OF DESIGNING WRAPPER OR A
CONTAINER FOR A PRODUCT . IT IS A
IMPORTANT ELEMENT IN A BRAND AND IMC .
IT IS SOMETIMES CALLED PERMANENT
MEDIA OR LAST 5 SECONDS OF MARKETING
OR THE LAST SALESMAN .
PRIMARY PACKAGING IS THE MATERIAL
WHICH FIRST ENVELOPS THE PRODUCT
WHILE SECONDARY PACKAGING IS OUTSIDE
THE PRIMARY PACKAGING .

OBJECTIVES OF PACKAGING
1. PROTECTING THE PRODUCT .
2. IDENTIFICATION OF THE BRAND .
3. CONVEY INFORMATION ABOUT THE
PRODUCT .

BRAND ASSOCIATION
IT IS ANYTHING ABOUT THE BRAND WHICH
IS DEEP ROOTED IN A CUSTOMERS MIND .
POSITIVE BRAND ASSOCIATIONS SHOULD
BE HAMMERED IN CUSTOMERS MINDS
WHICH WILL OBSTRUCT COMPETITORS
ENTRY INTO THE MARKET.

BRAND ASSOCIATION
BRAND

BRAND ASSOCIATIONS

AMUL

AMUL GIRL

LUX

FILM STARS

NIKE

SWOOSH

BRITANNIA

SIGNATURE TUNE
TING TING TI - DING

BRAND ASSOCIATION MAP

SWEATSHOPS
SHIRTS
SOCKS
SHOES

EXPENSIVE

NIKE

COMFORTABLE
PANTS

MOTIVATION
COOL

AWESOME
RUNNING

BASKETBALL

FOOTBALL
PRODUCT
BETTER

SHORTS
DIFFERENT
FUN

BRAND
ATTRIBUTE
RELATED
CONCEPTS

BRAND ASSOCIATION MAP

IT IS PLOTTING WORDS USED BY
CONSUMERS WHICH ARE ASSOCIATED
WITH THE BRAND. THE CLOSER A WORD
APPEARS TO THE CENTRE OF MAP , THE
STRONGER THE ASSOCIATION .

BRAND ASSOCIATION MAP OF NIKE

IT CAN BE CONCLUDED THAT PEOPLE
ARE NOT ASSOCIATING NIKE WITH
GOLF( NOT APPEARING IN THE MAP)
EVEN THOUGH TIGER WOODS IS THEIR
ENDORSER . NIKE ALSO SHOULD
IMPROVE COMMUNICATION TO GET
MORE ASSOCIATED WITH BASKETBALL
AND FOOTBALL . SWEATSHOPS ARE
WARNING SIGNS FOR NIKE .

WHY COMPANIES GO FOR

BRANDING ?
1. BRANDING IS A MEANS OF
IDENTIFICATION .
2. BRANDING HELPS COMPANIES TO
LEGALLY PROTECT ITS UNIQUE
FEATURES .

CASE STUDY
WHY COURT REJECTED APPEAL OF
HARLEY DAVIDSONS PLEA TO
REGISTER THE SOUND OF BIKE ?
BECAUSE SOUND WAS FROM ENGINE
WHICH WAS UNBRANDED .

WHY COMPANIES GO FOR

BRANDING ?
3. BRANDING SIGNALS QUALITY LEVEL
TO CUSTOMERS .
4. BRANDING HELPS COMPANY TO
DIFFERENTIATE ITS PRODUCTS
FROM COMPETITORS .

CASE STUDY

HOW TO USE LADDERING

LADDERING
LADDERING IS PROGRESSION FROM ATTRIBUTE TO
FUNCTIONAL BENEFIT TO SELF EXPRESSIVE
BENEFIT.
EXAMPLE :- PANTENE
ATTRIBUTE PRO V
FUNCTIONAL BENEFIT SHINY HAIR
SELF EXPRESSIVE BENEFIT -

CONFIDENT

BRAND IDENTITY V/S BRAND

IMAGE

BRAND IDENTITY

IT IS WHAT BRAND SAYS TO PEOPLE .

BRAND IMAGE

IT IS WHAT PEOPLE PERCEIVE ABOUT

A BRAND . IT IS ALSO CALLED AS
BRAND PERCEPTION .

SOME MORE CONCEPTS IN BRANDING

1. BRAND ESSENCE
IT IS ALSO CALLED AS BRAND MANTRA .
IT IS THE BRANDS PROMISE EXPRESSED
IN THE SIMPLEST TERM .
eg:BRAND ESSENCE OF VOLVO IS SAFETY .

CHARACTERISTICS OF
BRAND ESSENCE
1)IT SHOULD BE ORGANIZATIONAL
STRENGTH .
2)COMPETITORS SHOULD NOT ADDRESS IT.
3)IT SHOULD BE VERY IMPORTANT FOR TO
CUSTOMERS.

2. BRAND PLATFORM
FOLLOWING ARE 5 ELEMENTS OF
BRAND PLATFORM .

BRAND VISION .
BRAND MISSION .
BRAND VALUES .
BRAND PERSONALITY .
BRAND COMMUNICATION .

2. BRAND PLATFORM
1. BRAND VISION :- IT IS ASPIRATIONAL
STATEMENT WHAT BRAND WANTS TO
BECOME AT SOME POINT .
2. BRAND MISSION :- THESE ARE SPECIFIC
OBJECTIVES TO ACHIEVE BRAND VISION .
3. BRAND VALUES :- THESE ARE CORE
BELIEFS OF BRAND .

CASE STUDY

CORE VALUES AT APPLE

1. WE BELIEVE THAT WE ARE HERE TO

MAKE GREAT PRODUCTS.
2. WE FOCUS ON INNOVATION.
3. WE OPERATE ONLY IN MARKETS
WHERE WE CAN MAKE SIGNIFICANT
CONTRIBUTION.
4. IN ORDER TO FOCUS ON FEW
PROJECTS WE BELIEVE IN SAYING NO
TO THOUSANDS OF PROJECTS.
5. WE BELIEVE IN COLLABORATION AND
CROSS POLLINATION OF OUR
GROUPS.

6. WE HAVE THE SELF HONESTY TO

ADMIT THAT WE ARE WRONG AND
COURAGE TO CHANGE.
7. WE BELIVE IN THE SIMPLE AND NOT
THE COMPLEX.

2. BRAND PLATFORM
4. BRAND PERSONALITY :- HUMAN
ATTRIBUTES OF A BRAND IS CALLED
BRAND PERSONALITY .
5. BRAND COMMUNICATION :- IT IS
HOW A BRAND COMMUNICATES
WITH OUTSIDE WORLD .

3. BRAND EQUITY AND BRAND

VALUE
BRAND EQUITY = BRAND VALUE + BRAND
LOYALTY + BRAND PERSONALITY + QUALITY
RELATIVE TO OTHER BRANDS .
BRAND VALUE IS ACTUAL FINANCIAL
WORTH OF A BRAND i.e. IT TALKS ABOUT
TANGIBLE VIEW OF A BRAND WHILE BRAND
EQUITY TALKS ABOUT TANGIBLE AND
INTANGIBLE VIEWS OF A BRAND .

BRAND VALUES - INTERBRAND BEST

GLOBAL BRANDS (2013)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

APPLE RS. 5.4 LAKH CRORES +

GOOGLE
COCA-COLA
IBM
MICROSOFT
GE
MCDONALDS
SAMSUNG
INTEL
TOYOTA