comb|nat|on of them lnLended Lo ldenLlfv Lhe aoods and servlces of one seller or aroup of sellers and Lo dlfferenLlaLe Lhem from Lhose of compeLlLlon lor example Coke nesLle and MlcrosofL are well renowned brands ln Lechnlcal speaklna whenever a markeLer creaLes a name loao svmbol he or she has creaLed a brand W Why do 8rands matters? rands reallv maLLer for boLh consumer and manufacLurer W rom consumer's po|nt of v|ew ldenLlflcaLlon of source of producL AsslanmenL of responslblllLv Lo producL maker lsk reducer earch cosL reducer 9romlse bond or pacL wlLh maker of producL vmbollc devlce lanal of quallLv W rands ldenLlfv Lhe source or maker of a producL and allow consumers Lo asslan responslblllLv Lo a parLlcular manufacLurer lrom an economlc perspecLlve brands allow consumers Lo lower search cosLs for producLs boLh lnLernallv and exLernallv W Consumers offer Lhelr LrusL and lovalLv wlLh Lhe lmpllclL undersLandlna LhaL Lhe brand wlll behave ln cerLaln wavs and provlde Lhem uLlllLv Lhrouah conslsLenL producL performance and approprlaLe prlclna promoLlon and dlsLrlbuLlon proarams and acLlons rands can serve as svmbollc devlces allowlna consumers Lo pro[ecL Lhelr self lmaae W CerLaln brads are assoclaLed wlLh belna used bv cerLaln Lvpes of people and Lhus reflecL dlfferenL values or LralLs W esearched have classlfled producLs and Lhelr assoclaLed aLLrlbuLes lnLo Lhree ma[or caLeaorles W search aoods experlence aoods and credence aoods W rands can reduce Lhe rlsk ln producL declslons 1hese rlsks lnvolve funcLlonal phvslcal flnanclal soclal psvcholoalcal and Llme rlsk W search good ls a producL or servlce wlLh feaLures and characLerlsLlcs easllv evaluaLed before purchase W earch aoods are more sub[ecL Lo subsLlLuLlon and prlce compeLlLlon as consumers can easllv verlfv Lhe prlce of Lhe producL and alLernaLlves aL oLher ouLleLs and make sure LhaL Lhe producLs are comparable W An exper|ence good ls a producL or servlce where producL characLerlsLlcs such as quallLv or prlce are dlfflculL Lo observe ln advance buL Lhese characLerlsLlcs can be ascerLalned upon consumpLlon W xperlence aoods pose dlfflculLles for consumers ln accuraLelv maklna consumpLlon cholces W ln servlce areas such as healLhcare Lhev reward repuLaLlon and creaLe lnerLla W Lxperlence aoods Lvplcallv have lower prlce elasLlclLv Lhan search aoods as consumers fear LhaL lower prlces mav be due Lo unobservable problems or quallLv lssues W 9ostexper|ence goods also called credence aoods are aoods for whlch lL ls dlfflculL for consumers Lo ascerLaln Lhe quallLv even f Lhev have consumed Lhem such as vlLamln supplemenLs W 9oLenLlal consumers of Lhese aoods mav requlre LhlrdparLv lnformaLlon provlded bv prlvaLe raLlna aaencles or aovernmenL bodles W rom manufacturer's po|nt of v|ew W Means of ldenLlflcaLlon Lo slmpllfv handllna Means of leaallv proLecLlna unlque feaLures lanal of quallLv level Lo saLlsfled cusLomers Means of endowlna producLs wlLh unlque assoclaLlons ource of compeLlLlve advanLaae ource of flnanclal reLurns W rands help manufacLurers Lo organ|ze |nventory and account|ng records W A brand also offers Lhe flrm |ega| protect|on for unlque feaLures of Lhe producL W A brand can reta|n |nte||ectua| property rlahLs alvlna leaal LlLle Lo Lhe brand owner W rands can s|gna| a certa|n |eve| of qua||ty so LhaL saLlsfled buvers can easllv choose Lhe producL aaaln 1hls brand lovalLv provldes pred|ctab|||ty and secur|ty of demand for the f|rm and creates barr|ers of entry LhaL make lL dlfflculL for oLher flrms Lo enLer Lhe markeL W Companles someLlmes wanL Lo reduce Lhe number of brands LhaL Lhev markeL1hls process ls known as rand raLlonallzaLlon ustomer 8ased 8rand Lqu|ty W CusLomer based brand equlLv model ls LhaL Lhe power of a brand lles ln what customers have |earned fe|t seen and heard about the brand as a resu|t of the|r exper|ence over t|me CusLomer based brand equlLv ls deflned as Lhe dlfferenLlal effecL LhaL brand knowledae has on consumer response Lo Lhe markeLlna of LhaL brand 1here are Lhree kev lnaredlenLs of Lhls deflnlLlon (1) dlfferenLlal effecL"(2) brand knowledae" (3) consumer response Lo markeLlna 8rand Lqu|ty as a 8r|dge W 1he power of a brand lles ln Lhe mlnds of consumers and whaL Lhev have experlenced and learned abouL Lhe brand over Llme W Consumer knowledae drlves Lhe dlfferences LhaL manlfesL Lhemselves ln Lerms of brand equlLv W rand equlLv can provlde markeLers wlLh a means Lo lnLerpreL Lhelr pasL markeLlna performance and deslan Lhelr fuLure markeLlna proarams 8u||d|ng a strong 8rand 1here are four sLeps of bulldlna a sLrona brand 1hese are as follows 1Lnsure |dent|f|cat|on of the brand w|th customers and as assoc|at|on of the brand |n customers' mlnds wlLh a speclflc producL class or cusLomer need 2llrmlv esLabllsh Lhe LoLallLv of brand meanlna ln Lhe mlnds of cusLomers bv sLraLealcallv llnklna a hosL of Lanalble and lnLanalble brand assoc|at|ons w|th certa|n propert|es 3LllclL Lhe proper cusLomer responses Lo Lhls brand ldenLlflcaLlon and brand meanlna 4ConverL brand response Lo creaLe an lnLense acLlve lovalLv relaLlonshlp beLween cusLomers and Lhe brand 1hese sLeps represenL fundamenLal quesLlons LhaL cusLomers can ask abouL brands as follow 1Who are vou? (rand ldenLlLv) 2WhaL are vou? (rand meanlna) 3WhaL abouL vou? (rand responses) 4WhaL abouL vou and me? (rand relaLlonshlp) 8rand 8u||d|ng 8|ocks W 8rand 5a||ence W 8rand 9erformance W 8rand Imagery W 8rand Iudgments W 8rand ee||ngs W 8rand kesonance 8rand 5a||ence rand allence ls Lhe dearee Lo whlch vour brand ls LhouahL abouL or noLlced when a cusLomer ls ln a buvlna slLuaLlon lor example how ofLen and easllv Lhe brand ls evoked under varlous slLuaLlons? rand awareness refers Lo cusLomers' ablllLv Lo recall and recoanlze Lhe brand as reflecLed bv Lhelr ablllLv Lo ldenLlfv Lhe brand under dlfferenL condlLlons W WrlLe down whlch brand comes Lo vour mlnd when u ao for purchaslna a W oap W hlrL W WaLch W CosmeLlcs W esLauranL 8rand 9erformance W rand performance relaLes Lo Lhe wavs ln whlch Lhe producL or servlce aLLempLs Lo meeL cusLomers more funcLlonal needs W 1o creaLe brand lovalLv and resonance consumer experlence wlLh Lhe producL musL aL leasL meeL W ellablllLv refers Lo Lhe conslsLencv of performance over Llme and from purchase Lo purchase W uurablllLv refers Lo Lhe expecLed economlc llfe of Lhe producL W ervlceablllLv refers Lo Lhe ease of servlclna Lhe producL 9erformance mav also depend on sensorv aspecLs such as how a producL looks and feels W Dnalded brand awareness (for Lhe caLeaorles ln whlch Lhe brand compeLes and perhaps for Lhe cusLomer beneflLs Lhe brand dellvers) W 1opofmlnd brand assoclaLlons (vour brand's Lrue poslLlon ln lLs cusLomer's mlnds) W 9ercelved brand dellverv aaalnsL Lhe mosL lmporLanL cusLomer beneflLs W ALLlLudlnal lovalLv Loward Lhe brand W WhaL cusLomers Lhlnk makes vour brand unlque (dlfferenLlaLlon) W rand prlce senslLlvlLv (a measure of brand sLrenaLh) W rand vlLallLv (a measure of brand markeLplace momenLum) W rand quallLv percepLlons W rand value percepLlons W rand accesslblllLv percepLlons W LmoLlonal connecLlon Lo Lhe brand W rand values allanmenL wlLh lLs cusLomers W rand dlsLrlbuLlon W rand markeL share W rand sales W rand proflLablllLv W Whlch lapLop compuLer u feel whlch have Lhe hlah brand performance W Cars W lkes W Llquors W CosmeLlcs W Moblles W uress brands 8rand Imagery W rand lmaaerv deals wlLh Lhe exLrlnslc properLles of Lhe producL lncludlna Lhe wavs ln whlch Lhe brand aLLempL Lo meeL cusLomer psvcholoalcal needs W rand lmaaerv ls how people Lhlnk abouL a brand absLracLlv raLher Lhan whaL Lhev Lhlnk Lhe brand acLuallv does W 1hus lmaaerv refers Lo more lnLanalble aspecLs of Lhe brand W lL ls based on Lhe proposlLlon LhaL consumers buv noL onlv a producL (commodlLv) buL also Lhe lmaae assoclaLlons of Lhe producL such as power wealLh sophlsLlcaLlon and mosL lmporLanLlv ldenLlflcaLlon and assoclaLlon wlLh oLher users of Lhe brand W rand lmaae can be relnforced bv brand communlcaLlons such as packaalna adverLlslna promoLlon cusLomer servlce wordofmouLh and oLher aspecLs of Lhe brand experlence W rand lmaaes are usuallv evoked bv asklna consumers Lhe flrsL words/lmaaes LhaL come Lo Lhelr mlnd when a cerLaln brand ls menLloned (someLlmes called Lop of mlnd) W 1ake a producL accordlna Lo vour llkeness and Lhlnk 3 wavs how u can lmprove lLs Anu lMACL 8rand Iudgments W rand [udamenLs focus on cusLomers' personal oplnlons and evaluaLlon wlLh reaard Lo Lhe brand W 1o creaLe a sLrona brand four Lvpes of brand [udamenLs summarv are parLlcular lmporLanL CuallLv CredlblllLv ConslderaLlon and uperlorlLv 8rand ee||ngs W rand feellnas are cusLomers' emoLlonal responses and reacLlon wlLh respecL Lo brand rand feellnas also relaLe Lo Lhe soclal currencv evoked bv Lhe brand 1he followlna are slx lmporLanL Lvpes of brandbulldlna feellnas 1WarmLh 1he brand makes consumers feel a sense of calm 2lun 1he brand makes consumers feel amused plavful and cheerful and so on oo oo 3LxclLemenL 1he brand makes consumers feel eneraeLlc and feel LhaL Lhev are experlenclna wlLh someLhlna speclal 4ecurlLv 1he brand produces a feellna of safeLv 3elfrespecL 1he brand makes consumers feel beLLer abouL Lhemselves 6oclal approval 1he brand resulLs ln consumers havlna poslLlve feellna abouL Lhe reacLlons of oLhers 8rand kesonance W rand resonance refers Lo Lhe naLure of Lhe relaLlonshlp and Lhe exLenL Lo whlch cusLomers feel LhaL Lhev are ln svnc" wlLh Lhe brand rand resonance can be broken down lnLo four caLeaorles W ehavloral LovalLv ALLlLudlnal ALLachmenL ense of CommunlLv AcLlve LnaaaemenL Ident|fy|ng and Lstab||sh|ng 8rand 9os|t|on|ng W rand poslLlonlna ls deflned as Lhe acL of deslanlna Lhe companv's offer and lmaae so LhaL lL occuples a dlsLlncL and valued place ln Lhe LaraeL cusLomer's mlnds W 9oslLlonlna ls all abouL ldenLlfvlna Lhe opLlmal locaLlon of a brand and lLs compeLlLors ln Lhe mlnds of consumers Lo maxlmlze poLenLlal beneflL Lo Lhe flrm W Accordlna Lo cusLomer based brand equlLv model decldlna on a poslLlonlna requlres deLermlnlna a frame of reference bv ldenLlfvlna Lhe LaraeL markeL and Lhe naLure of compeLlLlon and Lhe ldeal polnLsofparlLv and polnLsofdlfference brand assoclaLlon AL Lhe funcLlonal level producLs and brands can poslLlon Lhemselves ln loL manv a plaLforms W - 9rlclna sLraLeales W - hlpplna/dellverv servlces W - 9osLsale servlces W - 9roducL feaLures/beneflLs W - 9resale process W - 9romoLlonal Llelns sponsorshlps communlLv aoodwlll W - 9roducL quallLv W - upporL servlces W - CuaranLees/warranLles W - 9ackaalna W - CulLural svmbols eLc eLc @arget Market W A markeL ls Lhe seL of all acLual and poLenLlal buvers who have sufflclenL moLlvaLlon ablllLv and opporLunlLv Lo buv a producL W MarkeL seamenLaLlon l nvolves dlvldlna Lhe markeL lnLo dlsLlncL aroups of homoaeneous consumers who have slmllar needs and consumer behavlor and Lhus requlre slmllar markeL mlxes W All companles never LaraeL all of lLs seamenLs 1here ls a crlLerlon under whlch seamenLs are LaraeLed ldenLlflablv Can seamenL ldenLlflcaLlon be easllv deLermlned? lze ls Lhere adequaLe sales poLenLlal ln Lhe seamenL? AccesslblllLv Are speclallzed dlsLrlbuLlon ouLleLs and communlcaLlon medla avallable Lo reach Lhe seamenL? esponslveness Pow favorablv wlll Lhe seamenL respond Lo a Lallored markeLlna proaram? lrom manufacLurer perspecLlve Lhe model seamenLs users of a brand ls dlvlded lnLo four aroups based on sLrenaLh of commlLmenL from low Lo hlah as follows 1onvert|b|e Plah llkelv Lo swlLch brands 25ha||ow noL readv Lo swlLch buL mav be conslderlna alLernaLlves 3Average ComforLable wlLh Lhelr cholce unllkelv Lo swlLch ln Lhe fuLure 4Lntrenched Plahlv loval unllkelv Lo chanae ln Lhe foreseeable fuLure ore 8rand Va|ues W Core brand values are Lhose seL of aLLrlbuLes LhaL characLerlze Lhe flve Lo Len mosL lmporLanL aspecLs of a brand W Core brand values can serve as Lhe basls of brand poslLlonlna ln Lerms of how Lhev relaLe Lo polnLs of parlLv and polnLs of dlfference W Core brand values can be ldenLlfled Lhrouah sLrucLured process W 1he flrsL sLep ls Lo creaLe a deLalled menLal map of Lhe brand A menLal map accuraLelv porLravs ln deLall all sallenL brand assoclaLlons and responses for a parLlcular LaraeL markeL W MenLal maps musL reflecL Lhe reallLv of how Lhe brand ls acLuallv percelved bv consumers ln Lerms of Lhelr bellefs aLLlLudes oplnlons feellnas lmaaes and experlences 8rand Mantras W A brand manLra ls hlahlv relaLed Lo handlna concepLs such as brand essence used bv oLhers W A brand manLra ls an arLlculaLlon of Lhe hearL and soul of Lhe brand 1helr purpose ls Lo ensure LhaL all emplovees wlLhln Lhe oraanlzaLlon and all exLernal markeLlna parLners undersLand whaL Lhe brand mosL fundamenLallv ls Lo represenL wlLh consumers so LhaL Lhev can ad[usL Lhelr acLlons accordlnalv W 8rand mantras are powerful devlces 1hev can provlde auldance whaL ad campalans Lo run where and how Lhe brand should be sold and so on rand manLras can be broken down lnLo Lhree Lerms brand funcLlons descrlpLlve modlfler and emoLlonal modlfler W 1he brand funct|ons descr|be the nature of theproduct W @he descr|pt|ve mod|f|er |s a way to c|rcumscr|be the bus|ness funct|ons term to further c|ar|fy |ts nature W llnallv lemot|ona| mod|f|er prov|des another qua||f|er |n terms of how the brand de||vers these benef|ts W Lxample nlke brand funcLlon ls performance descrlpLlve modlfler ls aLhleLlc and emoLlonal modlfler ls auLhenLlc W r|ter|a for hoos|ng 8rand L|ements W 1here are slx crlLerla ln chooslna brand elemenLs whlch are as follows W MemorablllLv Meanlnafulness LlkeablllLv 1ransferablllLv AdapLablllLv 9roLecL ablllLv |ve 8's from the ustomer 9erspect|ve W 18as|c 1here are some baslc Lhlnas whlch are requlred bv cusLomers W 28ackground CusLomers have backaround when Lhev are aolna Lo purchase 38eaut y 9ackaalna should be such LhaL aLLracL cusLomers 48e||ef CusLomer should be bellef on Lhe brand 38enef|t CusLomers purchase Lhose Lhlnas whlch alve Lhem beneflL |ve 8's from 8rand Manager 9erspect|ve W 18rave Pe should be bold ln respecL of Laklna lnlLlaLlves 28r||||ant Pe should be adepL ln deslanlna beLLer brand sLraLeales 38ack|ng Companv should supporL hlm ln senslLlve slLuaLlons W 48r|dge Pe ls a person LhaL creaLes a llnk beLween cusLomers and W companv and works as a brldae W 38enef|c|a| Pe should provlde beneflL Lo hls companv ln whlch he ls W worklna pt|ons and @act|cs for 8rand L|ements e proLecLed (or aL leasL proLecL able) under Lrademark law e easv Lo pronounce e easv Lo remember e easv Lo recoanlze e easv Lo LranslaLe lnLo all lanauaaes ln Lhe markeLs where Lhe brand wlll be used ALLracL aLLenLlon uaaesL producL beneflLs (ea LasvCff) or suaaesL usaae (noLe Lhe Lradeoff wlLh sLrona Lrademark proLecLlon) uaaesL Lhe companv or producL lmaae ulsLlnaulsh Lhe producLs poslLlonlna relaLlve Lo Lhe compeLlLlon e super aLLracLlve Land ouL amona a aroup of oLher brands llke LhaL one compared Lo Lhe oLhers 8rand Names W A leaallv proLecLed brand name ls called a Lrademark 1he word brand has conLlnued Lo evolve Lo encompass ldenLlLv lL affecLs Lhe personallLv of a producL companv or servlce W @ypes of brand names W rand names come ln manv sLvles 7 A few lnclude Acronym A name made of lnlLlals such as D9 or lM Descr|pt|ve names LhaL descrlbe a producL beneflL or funcLlon llke Whole loods or Alrbus A|||terat|on and rhyme names LhaL are fun Lo sav and sLlck ln Lhe mlnd llke eeses 9leces or uunkln uonuLs Lvocat|ve names LhaL evoke a relevanL vlvld lmaae llke Amazon or CresL Neo|og|sms CompleLelv madeup words llke Wll or kodak ore|gn word AdopLlon of a word from anoLher lanauaae llke volvo or amsuna ounders names Dslna Lhe names of real peopleand founders name llke PewleLL9ackard or ulsnev Geography Manv brands are named for realons and landmarks llke Clsco and lu[l lllm 9erson|f|cat|on Manv brands Lake Lhelr names from mvLh llke nlke or from Lhe mlnds of ad execs llke eLLv Crocker rand awareness rand awareness refers Lo cusLomers ablllLv Lo recall and recoanlze Lhe brand under dlfferenL condlLlons and llnk Lo Lhe brand name loao [lnales and so on Lo cerLaln assoclaLlons ln memorv lL helps Lhe cusLomers Lo undersLand Lo whlch producL or servlce caLeaorv Lhe parLlcular brand belonas and whaL producLs and servlces are sold under Lhe brand name lL also ensures LhaL cusLomers know whlch of Lhelr needs are saLlsfled bv Lhe brand Lhrouah lLs producLs 8rand Awareness W rand awareness lmproved Lhe exLenL Lo whlch brand names are chosen LhaL are slmple and easv Lo pronounce W 1o enhance brand recall lL ls deslrable for Lhe brand name to be s|mp|e and easy to pronounce 9ronunclaLlon also affecLs Lhe w||||ngness of consumers to order the brand ora||y W ldeallv Lhe brand name should have a clear undersLandable and unamblauous pronunclaLlon and meanlna @he way a brand |s pronounced can affect |ts mean|ng 8rand prom|se W 1he markeLer and owner of Lhe brand has a vlslon of what the brand must be and do for the consumers W rand promlse ls whaL a part|cu|ar brand stands for (and has sLood for ln Lhe pasL) W lL has lLs rooLs from Lhe ldenLlLv LhaL lL aalns over a perlod of Llme W for example the best spark||ng teeth or Lhe LrusLed bank Lo bank wlLh for cenLurles eL al 9romlses kepL W A promlse can deflne a companv ln Lhe markeLplace elow are a few examples of companles LhaL creaLe expecLaLlons and conslsLenLlv dellver on Lhem Can vou Lhlnk of oLhers? W edLx our packaae wlll aeL Lhere overnlahL CuaranLeed W App|e ou can own Lhe coolesL easlesLLouse cuLLlna edae compuLers and elecLronlcs W Mck|nsey ompanv ou can hlre Lhe besL mlnds ln manaaemenL consulLlna W @he Nature onservancy Lmpowerlna vou Lo save Lhe wllderness Creen brands W Green brands are Lhose brands LhaL consumers assoclaLe wlLh envlronmenLal conservaLlon and susLalnable buslness pracLlces W uch brands appeal Lo consumers who are becomlna more aware of Lhe need Lo proLecL Lhe envlronmenL W A areen brand can add a unlque selllna polnL Lo a producL and can boosL corporaLe lmaae Greenwash|ng W W lL ls a Lerm descrlblna Lhe decepLlve use of areen 9 or areen markeLlna ln order Lo promoLe a mlsleadlna percepLlon LhaL a companvs pollcles or producLs are envlronmenLallv frlendlv 1he Lerm green sheen has slmllarlv been used Lo descrlbe oraanlzaLlons LhaL aLLempL Lo show LhaL Lhev are adopLlna pracLlces beneflclal Lo Lhe envlronmenL 12 W Creenwashlna mav be descrlbed as spln Cne example ls presenLlna cosL cuLs as reducLlons ln use of resources G|oba| brand W A alobal brand ls one whlch ls percelved Lo reflecL Lhe same seL of values around Lhe world W Clobal brands Lranscend Lhelr orlalns and creaLe sLrona endurlna relaLlonshlps wlLh consumers across counLrles and culLures W 1hev are brands sold ln lnLernaLlonal markeLs Lxamples of alobal brands lnclude lacebook Apple Coca Cola Mcuonalds MasLercard Cap onv and nlke 1hese brands are used Lo sell Lhe same producL across mulLlple markeLs and could be consldered successful Lo Lhe exLenL LhaL Lhe assoclaLed producLs are easllv recoanlzable bv Lhe dlverse seL of consumers eneflLs of alobal brandlna W Lconomles of scale (producLlon and dlsLrlbuLlon) W Lower markeLlna cosLs W Lavlna Lhe aroundwork for fuLure exLenslons worldwlde W MalnLalnlna conslsLenL brand lmaaerv W Culcker ldenLlflcaLlon and lnLearaLlon of lnnovaLlons (dlscovered worldwlde) W 9reempLlna lnLernaLlonal compeLlLors from enLerlna domesLlc markeLs or locklna vou ouL of oLher aeoaraphlc markeLs W lncreaslna lnLernaLlonal medla reach (especlallv wlLh Lhe exploslon of Lhe lnLerneL) ls an enabler W lncreases ln lnLernaLlonal buslness and Lourlsm are also enablers W W Clobal brand varlables W 1he followlna elemenLs mav dlffer from counLrv Lo counLrv W CorporaLe sloaan W 9roducLs and servlces W 9roducL names (ln Amerlcan Lhe household cleaner Mr Clean ls called Mr 9roper here ln Cermanv uawn dlshwashlna llquld ls called lalrv uraer klna ls called Punarv !acks) W 9roducL feaLures W 9oslLlonlnas W MarkeLlna mlxes (lncludlna prlclna dlsLrlbuLlon medla and adverLlslna execuLlon) W 1hese dlfferences wlll depend upon W Lanauaae dlfferences W ulfferenL sLvles of communlcaLlon W CLher culLural dlfferences W ulfferences ln caLeaorv and brand developmenL W ulfferenL consumpLlon paLLerns W ulfferenL compeLlLlve seLs and markeLplace condlLlons W ulfferenL leaal and reaulaLorv envlronmenLs W ulfferenL naLlonal approaches Lo markeLlna (medla prlclna dlsLrlbuLlon eLc) W Amb|ent brand W An amblenL brand ls a movemenL where Lhe brand ls oraanlzed around values and soclal needs lnsLead of promoLlna a speclflc producL W lL ls a vlrLual space deflned bv values and occupled bv a communlLv of llke mlnded people W Whereas a LradlLlonal brand ls enLlrelv dependenL on producLs and Lhelr parenL corporaLlons an amblenL brand ls an lndependenL soclal movemenL LhaL companles can parLlclpaLe ln W 1hev are noL selllna producLs Lhev are allowlna Lhelr companv Lo parLlclpaLe ln a soclal movemenL and allow Lhelr brand Lo be ldenLlfled wlLh Lhls DkLs W DL sLands for unlversal resource locaLor W lL ls also commonlv referred Lo as domaln names DL musL realsLer and pav for Lhe name wlLh a servlce such asealsLercom W 1he ma[or lssue Lodav faclna mosL of Lhe companles wlLh reaard Lo DLs ls proLecLlon of Lhelr brands from unauLhorlzed use ln domaln names W lorexample nlke noL approve of lLs name appearlna ln Lhe DL of a flcLlLlous fan slLe W wwwn|keru|escom Logos and 5ymbo|s W 1here are manv Lvpes of loaos ranalna from corporaLe names wrlLLen ln a dlsLlncLlve form W lor example Lhe sLrona word marks lnclude CocaCola uunhllland klLkaL W 1here are some absLracL loaos whlch mav be compleLelv unrelaLed Lo Lhe word mark 1hese are called nonword mark loaos W 1he nonword marks loaos are also ofLen called svmbols ome loaos are llLeral represenLaLlons of Lhe brand name enhanclna brand awareness such as Apple loaos and Amerlcan ed Cross haracters W rand characLers Lvplcallv are lnLroduced Lhrouah adverLlslna and can plav a cenLral role ln Lhese and subsequenL ad campalans W rand characLers come ln manv dlfferenL forms ome brand characLers are anlmaLed where as oLhers are llveacLlon flaures ConsequenLlv brand characLers can be qulLe useful for creaLlna brand awareness W CharacLers ofLen musL be updaLed over Llme so LhaL Lhelr lmaae and personallLv remalns relevanL Lo Lhe LaraeL markeL 5|ogans W loaans are shorL phrases LhaL communlcaLe descrlpLlve lnformaLlon abouL Lhe brand W loaans ofLen appear ln adverLlslna buL can plav an lmporLanL role on packaalna and ln oLher aspecLs of Lhe markeLlna proarams W loaans can plav off Lhe brand name ln a wav Lo bulld boLh awareness and lmaae ome sloaans become so sLronalv llnked Lo Lhe brand LhaL lL becomes dlfflculL Lo subsequenLlv lnLroduce new ones lor example Lhe sloaan of a|eeb m||k |s "the th|ckest W m||k" Ad aaencles W g||vy Mather ls an lnLernaLlonal adverLlslna publlc relaLlons and markeLlna aaencv esLabllshed ln 1948 W 1hls nework based flrm operaLes ln 123 counLrles across Lhe world wlLh lLs lndlan operaLlon cenLre Callvv AdverLlslnaln Mumbal W Callvv MaLher ls Lhe creaLlve Leam behlnd lndla's mosL successful and renowned brands such as PuLch (vodafone) Cadburv Aslan 9alnLs and levlcol W 1he CM neLwork offers servlces Lo counLless lorLune Clobal 300 companles across Lhe world Callvv AdverLlslna conLlnues Lo remaln lndla's number one adverLlslna aaencv IW@ ! WalLer 1hompson W 9opularlv known as IW@ ! WalLer 1hompson ls headquarLered ln new ork havlna offlces ln over 90 counLrles W lL was seL up ln 1864 and even Lodav conLlnues Lo creaLe lnnovaLe and deflne Lhe world of communlcaLlon ln lndla W !W1 has manv feaLhers ln lLs cap lncludlna nesLle Cadburv aver lord nokla and Dnllever W Amona lLs several accolade !W1 was recenLlv proffered wlLh Lhe Crand 9rlx" award aL Lhe 2008 Cannes Llons lnLernaLlonal AdverLlslna lesLlval for Lhe Lead lndla" campalan Mudra ommun|cat|on W Mumbalbased Mudra ommun|cat|on was seL up ln 1980 wlLh Lhe alm of uslna Lhe arL of communlcaLlon Lo express ldeas LhaL shape lLs brands W 1he Mudra Leam focuses on lLs consumers and Lhelr needs and experlences lLs four aaencv neLworks ensure a cusLomlzed and collaboraLlve approach Lo creaLe a brand experlence for lLs cllenLs W Mudra CommunlcaLlon has promoLed famous brands llke neuLroaena PC 9hlllps ellance neLConnecL la azaar and Marv kav ln such a wav LhaL lL creaLes a lasLlna lmpresslon ln Lhe hearLs of Lhe lLs consumers 1he mlnL wlLh a whole 1he world ls ln vour pockeL kar Lo uunlva MuLhl Meln l love u rasna W 8 D|ka Advert|s|ng Ltd slnce lLs lncepLlon ln 1961 has conLlnued Lo be amona Lhe Lop 3 adverLlslna aaencles ln lndla 1hls companv's alm has alwavs been Lo creaLe adverLlslna LhaL ls noLlceable and LhaL ls mosL relevanL Lo Lhe buver noL Lhe seller ome of lC Dlka's successful ads lnclude 1aLa lndlcom Whlrlpool Zee Clnema anLoor unfeasL and Amul amona oLhers lC Dlka ls consldered as a Lurnaround speclallsL LhaL lndulaes ln more Lhan [usL brand bulldlna W ked|ffus|on D k ls a Mumbalbased adverLlslna aaencv LhaL was seL up ln 1973 lL focuses prlmarllv on lnLearaLed 9 servlces and medla relaLlons 1hls flrm sLands proud aL number 3 W Grey Wor|dw|de (I) 9vt Ltd ls a Mumbalbased adverLlslna aaencv speclallzlna ls provldlna effecLlve adverLlslna and markeLlna soluLlons WlLh offlces ln uelhl kolkaLa anaalore and Ahmedabad Crev Worldwlde lndla 9vL LLd ls parL of Lhe laraer famllv called Lhe Crev Clobal Croup lollowlna are some of Lhe brands LhaL feaLure on Crev lndla's noLeworLhv llsL of cllenLs Pero Ponda MaruLl uzukl nesLle lndlan Cll Ambu[a CemenL D1v 9C and Codre[ W 1he creaLlve Leam of Leo 8urnett Ind|a 9vt Ltd has over Lhe vears successfullv offered consumers wlLh powerful brand experlences uslna ads llke Mcuonald's Pelnz Complan a[a[ and PulC Lo name a few A reaular award wlnner aL Lhe Cannes fesLlval lndla's Leo urneLL has been proclalmed as one of Lhe mosL creaLlve aaencles of Lhe counLrv W lnce lLs lncepLlon ln 1986 ontract Advert|s|ng Ind|a Ltd has sklllfullv dellvered successful resulLs Lo lLs hlahproflle cllenLele lncludlna 1aLa lndlcom ellaare Aslan 9alnLs uomlno's 9lzza plce!eL amonslLe and Amerlcan 1ourlsLer ConLracL AdverLlslna lndla LLd ls known for lLs oneofa klnd speclalLv dlvlslons LhaL provlde compleLe adverLlslna soluLlons 1hese dlvlslons lnclude ueslanuLra lConLracL and Core ConsulLlna W