Brand Concept

y The American Marketing Association defines a brand as a

"Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

y A brand can take many forms, including a name, sign,

symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company

y A concept brand is a brand that is associated with an

abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business y A commodity brand is a brand associated with a commodity

Why brand
y Proper brand can result in higher sales of not only one

product, but on other products associated with that brand. For example, if a customer loves coke and trusts the brand, he or she is more likely to try other products offered by the company such juice.
y Brand is the personality that identifies a product, service or

company

y Brand elements
y y y y y

Brands are spreadthrough various elements[ Name: The word or words used to identify the company, product, service, concept Logo: The visual trademark that identifies the brand Tagline or Catchphrase: youngistan Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked elements of those brands.

y y y

Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola's brand. Color: Owens-Corning is the only brand of fiberglass insulation that can be pink. Sounds: A unique tune or set of notes can "denote" a brand: NBC's chimes are one of the most famous examples.

y y y

Movement: Lamborghini has trademarked the upward motion of its car doors. Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked. Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.

y Orientation of the whole organization towards its brand is called

brand orientation. The brand orientation is developed in responsiveness to market intelligence.

y The brand orientation is developed in responsiveness to market

intelligence.
y A brand which is widely known in the marketplace acquires

brand recognition
y When brand recognition builds up to a point where a brand

enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise

y Brand awareness refers to customers' ability to recall and

recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. y Top-of-Mind Awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category. For example, when someone is asked to name a type of cornflakes, the common answer is Kellogs which is a top-of-mind brand y Strategic Awareness occurs when your brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market.

Global brand
y A global brand is one which is perceived to reflect the same set of

values around the world.

y Global brands transcend their origins and create strong enduring

relationships with consumers across countries and cultures.

y They are brands sold in international markets. Examples of global

brands include Face book, Apple, Pepsi, McDonald's, MasterCard, Gap, Sony and Nike.
y These brands are used to sell the same product across multiple

markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers.

Benefits of global branding

y Economies of scale (production and distribution) y Lower marketing costs y Laying the groundwork for future extensions worldwide y Maintaining consistent brand imagery y Quicker identification and integration of innovations (discovered

worldwide)

Benefits of global branding(contd)

y Preempting international competitors from entering

domestic markets or locking you out of other geographic markets

y Increasing international media reach (especially with the

explosion of the Internet) is an enabler

y Increases in international business and tourism are also

enablers

Global brand variables

y The following elements may differ from country to country: y Corporate slogan y Products and services y Product names y Product features y Positionings y Marketing mixes (including pricing, distribution, media and

advertising execution)

These differences will depend upon:

y Language differences y Different styles of communication y Other cultural differences y Differences in category and brand development y Different consumption patterns y Different competitive sets and marketplace conditions y Different legal and regulatory environments y Different national approaches to marketing (media, pricing, distribution, etc.)

Local brand
y A brand that is sold and marketed (distributed and promoted) in a

relatively small and restricted geographical area. A local brand is a brand that can be found in only one country or region.
y It may be called a regional brand if the area encompasses more

than one metropolitan market.

y It may also be a brand that is developed for a specific national

market, however an interesting thing about local brand is that the local branding is more often done by consumers than by the producers.

Types of brand names

y Acronym: A name made of initials such as UPS or IBM

Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus
y

Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' Donuts Evocative: Names that evoke a relevant vivid image like Amazon or Crest Neologisms: Completely made-up words like Wiki or Kodak

y Foreign word: Adoption of a word from another language

like Volvo or Samsung

y

Founders' names: Using the names of real people,and founder's name like Hewlett-Packard or Disney
y

Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
y

Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker

Brand identity
y The outward expression of a brand, including its name,

trademark, communications, and visual appearance

y it reflects how the owner wants the consumer to perceive the

brand - and by extension the branded company, organization, product or service.

y This is in contrast to the brand image, which is a customer's

mental picture of a brand .

y The brand owner will seek to bridge the gap between the brand

image and the brand identity.

y Effective brand names build a connection between the brand

personality as it is perceived by the target audience and the actual product/service.

y Typically, sustainable brand names are easy to remember,

transcend trends and have positive connotations.

y Brand identity is fundamental to consumer recognition and

symbolizes the brand's differentiation from competitors.

y Brand identity needs to focus on authentic qualities - real

characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics. The color, letter font and style of the Coca-Cola and Diet Coca-Cola logos in English were copied into matching Hebrew logos to maintain brand identity in Israel.
y

Brand parity
y Brand parity is the perception of the customers that some

brands are equivalent. y This means that shoppers will purchase within a group of accepted brands rather than choosing one specific brand. y When brand parity is present, quality is often not a major concern because consumers believe that only minor quality differences exist.

Attitude branding
y Attitude branding is the choice to represent a larger

feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc.
y Iconic brands are defined as having aspects that contribute

to consumer's self-expression and personal identity

y Following are the important concepts of brand y y y y y y y

management: Definition of Brand Brand Name Brand Attributes Brand Positioning Brand Identity Sources of Brand Identity Brand Image

important concepts of brand management (contd)

y Brand Identity vs Brand Image y Brand Personality y Brand Awareness y Brand Loyalty y Brand Association y Building a Brand y Brand Equity y Brand Equity & Customer Equity y Brand Extension y Co-branding

What is a Brand ?
y Brands are different from products in a way that brands are what the y y y y y y y

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 customers expectations. It shapes customers 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

y To a consumer, brand means and signifies:

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

y A brand, in short, can be defined as a sellers promise to

provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers.
y I t 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.
y Some examples of well known brands are Mc

Donalds, Mercedes-Benz, Sony, Coca Cola, Kingfisher, etc.

Brand Name
y Brand name is one of the brand elements which helps the customers to identify

and differentiate one product from another.

y It should be chosen very carefully as it captures the key theme of a product in

an efficient and economical manner.

y It can easily be noticed and its meaning can be stored and triggered in the

memory instantly.
y Choice of a brand name requires a lot of research. Brand names are not

necessarily associated with the product.

y For instance, brand names can be based on places (Air India, British Airways),

animals or birds (Dove soap, Puma), people (Louise Phillips, Allen Solly).
y In some instances, the company name is used for all products (General

Electric, LG).

Features of a Good Brand Name

y It should be unique / distinctive (for instance- Kodak, Mustang) y It should be extendable. y It should be easy to pronounce, identified and memorized. (For instance-Tide) y It should give an idea about products qualities and benefits (For instance- Swift,

Quickfix, Lipguard).
y It should be easily convertible into foreign languages. y It should be capable of legal protection and registration. y It should suggest product/service category (For instance Newsweek). y It should indicate concrete qualities (For instance Firebird). y It should not portray bad/wrong meanings in other categories. (For instance NOVA is a

poor name for a car to be sold in Spanish country, because in Spanish it means doesnt go).

Process of Selecting a renowned and successful Brand Name

y Define the objectives of branding in terms of six criterions -

descriptive, suggestive, compound, classical, arbitrary and fanciful.

y It Is essential to recognize the role of brand within the

corporate branding strategy and the relation of brand to other brand and products.
y It is also essential to understand the role of brand within

entire marketing program as well as a detailed description of niche market must be considered.

y Generation of multiple names - Any potential source of

names can be used; organization, management and employees, current or potential customers, agencies and professional consultants.
y Screening of names on the basis of branding objectives and

marketing considerations so as to have a more synchronized list - The brand names must not have connotations, should be easily pronounceable, should meet the legal requirements etc.

y Gathering more extensive details on each of the finalized names -

There should be extensive international legal search done. These searches are at times done on a sequential basis because of the expense involved.

y Conducting consumer research - Consumer research is often

conducted so as to confirm management expectations as to the remembrance and meaningfulness of the brand names. y The features of the product, its price and promotion may be shown to the consumers so that they understand the purpose of the brand name and the manner in which it will be used. y Consumers can be shown actual 3-D packages as well as animated advertising or boards. Several samples of consumers must be surveyed depending on the niche market involved.

y On the basis of the above steps, management can finalize the

brand name that maximizes the organizations branding and marketing objectives and then formally register the brand name.

The Audi badge the 'Four Rings' is the emblem of one of the oldest car manufacturers in Germany. y It symbolises the 1932 merger of the four independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. y Together with the NSU brand, which joined in 1969, these companies are the roots of the present-day AUDI AG. After the war the Audi name - which is Latin for "Hear!" disappeared, but was revived in 1965, using the four rings as a logo. y Also, the name is sort of a pun on 'hoerch', German for 'hear', name of one of the founders. The company itself is more than a century old.
y The new logo, released in September 2009 changes the font and also improves on the 3-

dimensional aspect of the rings.

y

Audi logo before 2009

Audi logo evolution

y Historical Audi Logos y

The logo shown bwas the logo in place before 2009. The 4 rings are almost identical to the current logo, apparently its hard for the casual eye to notice. The Audi font is different.
y

The four rings in the logo have nothing to do with the Olympic rings. y The Audi logo is a registered trademark of the Audi Corporation.

y BMW stands for Bayerische Motoren Werke or Bavarian Motor

Company.
y The company was established in 1913 and based in Munich, Germany. It

started out as an aero engine manufacturer, hence the company logo.

y The logo comprised of four quadrants of alternating white and blue

color.
y It is a stylized representation of an airplane propeller spinning against

the clear blue sky.

y The logo represents a white propeller blade against a blue sky. It reflects

the origins of BMW as a maker of military aircraft engines during WWI.

y Also, white and blue are the traditional colors of Bavaria.

y A . The famous symbol of Ferrari is a black prancing horse on

yellow background, usually with the letters S F for Scuderia Ferrari. The horse was originally the symbol of Count Francesco Baracca, a legendary "asso" (ace) of the Italian air force during World War I, who painted it on the side of his planes. Baracca died very young on June 19, 1918, shot down after 34 victorious duels and many team victories. y He soon became a national hero. Baracca had wanted the prancing horse on his planes because his squad, the "Battaglione Aviatori", was enrolled in a Cavalry regiment (air forces were at their first years of life and had no separate administration), and also because he himself was reputed to be the best cavaliere of his team.
y

y The Scuderia Ferrari logo Coat of Arms of the City of Stuttgart. It

has been supposed that the choice of a horse was perhaps partly due to the fact that his noble family was known for having plenty of horses in their estates at Lugo di Romagna. Another theory suggests Baracca copied the rampant horse design from a shot down German pilot having the emblem of the city of Stuttgart on his plane. Interestingly, German sports car manufacturer Porsche, from Stuttgart, borrowed its prancing horse logo from the city's emblem. Furthermore astonishing: Stuttgart is an over the centuries modified version of Stutengarten (an ancient german word for "Gestt", translated into english as mare garden or stud farm, into italian as "scuderia").
y

y On June 17, 1923, Enzo Ferrari won a race at the Savio track

in Ravenna, and there he met the Countess Paolina, mother of Baracca. The Countess asked that he use the horse on his cars, suggesting that it would grant him good luck, but it the first race at which Alfa would let him use the horse on Scuderia cars was eleven years later, at SPA 24 Hours in 1932. Ferrari won. Ferrari left the horse black as it had been on Baracca's plane; however, he added a yellow background because it was the symbolic color of his birthplace, Modena. The prancing horse has not always identified the Ferrari brand only: Fabio Taglioni used it on his Ducati motorbikes. Taglioni's father was in fact a companion of Baracca's and fought with him in the 91st Air Squad, but as Ferrari's fame grew, Ducati abandoned the horse; this may have been the result of a private agreement between the two brands. The prancing horse is now a trademark of Ferrari.
y

y he Mercedes-Benz logo is one of the most famous brands in

the wor;d. The Benz logo is a simplistic three-pointed star that represents its domination of the land, the sea, and the air. The famous three-pointed star was designed by Gottlieb Daimler to show the ability of his motors for land, air and sea-usage. It was first seen on a Daimler in 1909, and was combined with the Benz laurel wreath in 1926 to signify the union of the two firms. Mercedes-Benz is the world's oldest automobile manufacturer.

y When the patented name "Mercedes" was registered in

September 1902 Daimler Motoren Gesellschaft had a successful brand name but still lacked a characteristic trademark. Then Paul and Adolf Daimler - the company founders two sons, and now in charge of the business remembered that their father had once used a star as a symbol.
y

Evolution of Mercedes

y The Rolls Royce logo consisting of the two Rs or the double

R clearly stands for the Rolls and Royce, the two founders of this car manufacturing company. There is nothing special about the design of the logo, but the brand name is so strong, the logo looks special. In 1998, BMW the option on the trademarks, licensing the name and "RR" logo for 40m.

y In 1884 Frederick Henry Royce started an electrical and

mechanical business. He made his first car, a "Royce", in his Manchester factory in 1904.
y He was introduced to Charles Stewart Rolls in a Manchester

hotel on the May 4 that year, and the pair agreed a deal where Royce would manufacture cars, to be sold exclusively by Rolls.
y A clause was added to the contract, stipulating the cars

would be called "Rolls-Royce".

Evolution

y Jaguar Cars Limited is a British based luxury car manufacturer,

originally with headquarters in Browns Lane, Coventry, England but now at Whitley, Coventry. It was founded as the Swallow Sidecar Company in 1922,by two motorcycle enthusiasts, William Lyons and William Walmsley, and changed its name to Jaguar in 1945. The company has been owned by Ford since 1989.
y The Jaguar logo is a Jaguar leaping across the company name. The

leaping Jaguart is possibly built to represent the speed, power and quickness of the car. The Jaguar emblem is also placed on the front of the car.
y

y 20th Century Fox Film studio; formed in 1935 through the

y y

y y

merger of William Fox's Fox Film, and Twentieth Century Pictures.[2] 3M from the company's original name, Minnesota Mining and Manufacturing Company.[7] 7-Eleven Convenience stores; renamed from "U-Tote'm" in 1946 to reflect their newly extended hours, 7:00 am until 11:00 pm[8] A&M Records named after founders Herb Alpert and Jerry Moss[9] A&P from Atlantic & Pacific in Great Atlantic and Pacific Tea Company, a U.S.-based supermarket chain.

y ABN AMRO in the 1960s, the Nederlandsche Handel-

Maatschappij (Dutch Trading Society; 1824) and De Twentsche Bank merged to form the Algemene Bank Nederland (ABN; General Bank of the Netherlands); in 1966, the Amsterdamsche Bank and the Rotterdamsche Bank merged to form the Amro Bank; in 1991, ABN and Amro Bank merged to form ABN AMRO.
y Accenture from "Accent on the future". The name Accenture

was proposed by a company employee in Norway as part of an internal name finding process (BrandStorming). Before 1 January 2001, the company was called Andersen Consulting.[

y Acer Born as Multitech International in 1976, the company

changed its name to Acer in 1987. The Latin word for sharp, acute, able and facile
y Adidas from the name of the founder Adolf (Adi) Dassler y Adobe Systems from the Adobe Creek that ran behind the

house of co-founder John Warnock.[14] y Ahlstrom named after founder Antti Ahlstrm
y Akai named for its founder, Masukichi Akai.[

y Alfa Romeo the company was originally known as ALFA,

an acronym for Anonima Lombarda Fabbrica Automobili. When Nicola Romeo bought ALFA in 1915, his surname was appended.
y AOL from America Online. The company was founded in

1983 as Quantum Computer Services.

y Apache according to the project's 1997 FAQ: "The Apache

group was formed around a number of people who provided patch files that had been written for NCSA httpd 1.3. The result after combining them was A PAtCHy server."

y BMW Bayerische Motoren Werke (Bavarian MotorWorks). y Boeing named after founder William E. Boeing. It was

originally called Pacific Aero Products Co. y Bosch named after founder Robert Bosch. Robert Bosch GmbH (full company name) is a German diversified technology-based corporation. y Bose Corporation named after founder Amar Bose. y BSNL from Bharat Sanchar Nigam Limited (India Communications Corporation Limited).

y Apple For the favorite fruit of co-founder Steve Jobs and/or for

the time he worked at an apple orchard, and to distance itself from the cold, unapproachable, complicated imagery created by other computer companies at the time which had names such as IBM, DEC, and Cincom
y Arcelor created in 2001 by a merger of Arbed (Luxembourg),

Aceralia (Spain) and Usinor (France) with the ambition of becoming a major player in the steel industry. y Ask.com search engine formerly named after Jeeves, the gentleman's gentleman (valet, not butler) in P. G. Wodehouse's series of books. Ask Jeeves was shortened to Ask in 2006.

y Aston Martin from the "Aston Hill" races (near Aston Clinton)

where the company was founded, and the surname of Lionel Martin, the company's founder.
y AT&T the American Telephone and Telegraph Corporation

officially changed its name to AT&T in the 1990s.

y Blaupunkt Blaupunkt ("Blue dot") was founded in 1923 under

the name "Ideal". Its core business was the manufacturing of headphones. If the headphones came through quality tests, the company would give the headphones a blue dot. The headphones quickly became known as the blue dots or blaue Punkte. The quality symbol would become a trademark and the trademark would become the company name in 1938.

y BHEL Bharat Heavy Electricals Limited, a government of India y y y

company. Cisco short for San Francisco. Cisco short for San Francisco. Compaq from computer and "pack" to denote a small integral object; or: Compatibility And Quality; or: from the company's first product, the very compact Compaq Portable. Facebook name stems from the colloquial name of books given to newly enrolled students at the start of the academic year by university administrations in the US with the intention of helping students to get to know each other better.

y FedEx abbreviation of Federal Express Corporation, the y y

y y

company's original name.[40] Fuji named after Mount Fuji, the highest mountain in Japan. Google an originally accidental misspelling of the word googol and settled upon because google.com was unregistered. Googol was proposed to reflect the company's mission to organize the immense amount of information available online. LoJack "LoJack" (the stolen-vehicle recovery system) is a pun on the word "hijack" (to steal a vehicle). Maggi food company named after its founder, Julius Maggi. It was taken over by Nestl in 1947 and survives as a brand name.

y Nike named for the Greek goddess of victory. y Nissan the company was earlier known by the name y y y y y

Nippon Sangyo which means "Japan Industries". Pepsi named from the digestive enzyme pepsin. Qantas from its original name, Queensland and Northern Territory Aerial Services. Reebok alternate spelling of rhebok (Pelea capreolus), an African antelope. Samsung meaning three stars in Korean Sanyo meaning three oceans in Japanese.

y Sega Service Games of Japan was founded by Marty Bromley (an

American) to import pinball games to Japan for use on American military bases.
y Skype the original concept for the name was Sky-Peer-to-Peer, which

morphed into Skyper, then Skype.

y Smart Swatch + Mercedes + Art y Starbucks named after Starbuck, a character in Herman Melville's

novel Moby-Dick, also a variation of Starbo; at the time, a local mining camp north of Seattle
y Tesco founder Jack Cohen who sold groceries in the markets of the

London East End from 1919 acquired a large shipment of tea from T. E. Stockwell. He made new labels by using the first three letters of the supplier's name and the first two letters of his surname.

y Twitter Having rejected the name Twitch for their social networking

service, co-founder Jack Dorsey says: "we looked in the dictionary for words around it and we came across the word 'twitter' and it was just perfect. The definition was 'a short burst of inconsequential information', and 'chirps from birds'. And that's exactly what the product was.
y Vodafone from Voice, Data, Telefone. Vodafone made the UK's first

mobile call at a few minutes past midnight on 1 January 1985.

y Volkswagen from the German for people's car. y Wipro from Western India Palm Refined Oil Ltd Wipro Technologies.

The company started as a modest Vanaspati and laundry soap producer and is now also an IT services giant.

y Xerox named from xerography, a word derived from the Greek

xeros (dry) and graphos (writing). The company was founded as The Haloid Company in 1906, launched its first XeroX copier in 1949, and changed its name to Haloid Xerox in 1958

y Yahoo! The word Yahoo was invented by Jonathan Swift and used

in his book Gulliver's Travels. It represents a person who is repulsive in appearance and barely human.Yahoo! founders David Filo and Jerry Yang jokingly considered themselves yahoos. It's also an interjection sometimes associated with United States Southerners' and Westerners' expression of joy, as alluded to in Yahoo.com commercials that end with someone singing the word "yahoo". It is also sometime jokingly referred to by its backronym, Yet Another Hierarchical Officious Oracle