LOGO

A graphical mark used to identify a company, organization, product or brand. Logos can be
displayed along side - or in lieu of - a company's name in order to generate awareness of the
company's association with a particular product or service. The particular graphic used may be a
stylized version of the company lettering (such as a wordmark) or abstract (such as a shape
unrelated to the company lettering

Logos are an example of intangible assets because they hold value, but not in a physical
form. Logos have become an integral part of a company's identity, and are used heavily in
the marketing of products and services. A well-recognized logo can increase a company's
goodwill, and is trademarked for intellectual property protection, example such as the
Nike swoosh, you may even see a logo used without the name of the business that it is
associated with, Coca-Colas red scripty type. Some people also refer to the logomark as
the

word

portion

of

logo

that

also

the representation of the organization in its simplest form

the emblem or mascot of the organization

the foremost element that triggers the feelings of consumers

critical for an organization to be recognizable

a trademark

has

symbol.

Brand symbol
Symbols help customers memorize organizations products and services. They help us correlate
positive attributes that bring us closer and make it convenient for us to purchase those products
and services. Symbols emphasize our brand expectations and shape corporate images. Symbols
become a key component of brand equity and help in differentiating the brand characteristics.
Symbols are easier to memorize than the brand names as they are visual images. These can
include logos, people, geometric shapes, cartoon images, anything. For instance, Marlboro has

its famous cowboy, Pillsbury has its Poppin Fresh doughboy, Duracell has its bunny rabbit, Mc
Donald has Ronald, Fed Ex has an arrow, and Nikes swoosh. All these symbols help us
remember the brands associated with them.
Brand symbols are strong means to attract attention and enhance brand personalities by making
customers like them. It is feasible to learn the relationship between symbol and brand if the
symbol is reflective/representative of the brand. For instance, the symbol of LG symbolize the
world, future, youth, humanity, and technology. Also, it represents LGs efforts to keep close
relationships with their customers.
Brand
A brand is a distinguishing symbol, mark, logo, name, word, sentence or a combination of these
items that companies use to distinguish their product from others in the market. A brand is seen
as one of its company's most valuable assets. It represents the face of the company, the
recognizable logo, slogan, or mark that the public associates with the company. Over time, this
image becomes associated with a level of credibility, quality, and satisfaction in the consumer's
mind (see positioning). Thus brands help harried consumers in crowded and complex
marketplace,

by

standing

for

certain

benefits

and

value.

In fact, the company is often referred to by its brand, and they become one and the same. A
company's brand carries with it a monetary value in the stock market (if the company is public),
which affects stockholder value as it rises and falls. For these reasons, it's important to uphold
the integrity of the branda brand defined as an intangible asset is often the most valuable asset on
a corporation's balance sheet.
Brand recognition and recall
Brand recognition is extent to which a consumer can correctly identify a particular product or
service just by viewing the product or service's logo, tag line, packaging or advertising
campaign. Brand recognition is most successful when people can state a brand without being
explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans
and colors. Or Brand recognition is the ability of consumer to recognize prior knowledge of
brand when they are asked questions about that brand or when they are shown that specific

brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or
heard.
While brand recall is the potential of customer to recover a brand from his memory when given
the product class/category, needs satisfied by that category or buying scenario as a signal. In
other words, it refers that consumers should correctly recover brand from the memory when
given a clue or he can recall the specific brand when the product category is mentioned. It is
generally easier to recognize a brand rather than recall it from the memory.
Brand positioning
Brand positioning refers to target consumers reason to buy your brand in preference to
others. It is ensures that all brand activity has a common aim; is guided, directed and delivered
by the brands benefits/reasons to buy; and it focusses at all points of contact with the consumer.
Brand positioning must make sure that:

Is it unique/distinctive vs. competitors ?

Is it significant and encouraging to the niche market ?

Is it appropriate to all major geographic markets and businesses ?

Is the proposition validated with unique, appropriate and original products ?

Is it sustainable - can it be delivered constantly across all points of contact with the
consumer ?

Is it helpful for organization to achieve its financial goals ?

Is it able to support and boost up the organization ?

In order to create a distinctive place in the market, a niche market has to be carefully chosen
and a differential advantage must be created in their mind. Brand positioning is a medium
through which an organization can portray its customers what it wants to achieve for them
and what it wants to mean to them. Brand positioning forms customers views and opinions.

Brand Positioning can be defined as an activity of creating a brand offer in such a manner
that it occupies a distinctive place and value in the target customers mind. For instanceKotak Mahindra positions itself in the customers mind as one entity- Kotak - which can
provide customized and one-stop solution for all their financial services needs. It has an
unaided top of mind recall. It intends to stay with the proposition of Think Investments,
Think Kotak. The positioning you choose for your brand will be influenced by the
competitive stance you want to adopt.

Brand Positioning involves identifying and determining points of similarity and difference
to ascertain the right brand identity and to create a proper brand image. Brand Positioning is
the key of marketing strategy. A strong brand positioning directs marketing strategy by
explaining the brand details, the uniqueness of brand and its similarity with the competitive
brands, as well as the reasons for buying and using that specific brand. Positioning is the
base for developing and increasing the required knowledge and perceptions of the
customers. It is the single feature that sets your service apart from your competitors. For
instance- Kingfisher stands for youth and excitement. It represents brand in full flight

Range brand or brand extension

Brand Extension is the use of an established brand name in new product categories. This new
category to which the brand is extended can be related or unrelated to the existing product
categories. A renowned/successful brand helps an organization to launch products in new
categories more easily. For instance, Nikes brand core product is shoes. But it is now extended
to sunglasses, soccer balls, basketballs, and golf equipments. An existing brand that gives rise to
a brand extension is referred to as parent brand. If the customers of the new business have
values and aspirations synchronizing/matching those of the core business, and if these values and
aspirations are embodied in the brand, it is likely to be accepted by customers in the new
business.
Extending a brand outside its core product category can be beneficial in a sense that it helps
evaluating product category opportunities, identifies resource requirements, lowers risk, and
measures brands relevance and appeal
Instances where brand extension has been a success are-

i.

Wipro which was originally into computers has extended into shampoo, powder, and
soap.

ii.

Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a slab of
chocolate

Advantages of Brand Extension

Brand Extension has following advantages:
1.

It makes acceptance of new product easy.

a.

It increases brand image.

b.

The risk perceived by the customers reduces.

c.

The likelihood of gaining distribution and trial increases. An established brand

name increases consumer interest and willingness to try new product having the
established brand name.

d.

The efficiency of promotional expenditure increases. Advertising, selling and

promotional costs are reduced. There are economies of scale as advertising for core
brand and its extension reinforces each other.

2.

e.

Cost of developing new brand is saved.

f.

Consumers can now seek for a variety.

g.

There are packaging and labeling efficiencies.

h.

The expense of introductory and follow up marketing programs is reduced.

There are feedback benefits to the parent brand and the organization.

a.

The image of parent brand is enhanced.

b.

It revives the brand.

c.

It allows subsequent extension.

d.

Brand meaning is clarified.

e.

It increases market coverage as it brings new customers into brand franchise.

f.

Customers associate original/core brand to new product, hence they also have
quality associations.

Disadvantages of Brand Extension

1.

Brand extension in unrelated markets may lead to loss of reliability if a brand name is
extended too far. An organization must research the product categories in which the
established brand name will work.

2.

There is a risk that the new product may generate implications that damage the image of
the core/original brand.

3.

There are chances of less awareness and trial because the management may not provide
enough investment for the introduction of new product assuming that the spin-off effects
from the original brand name will compensate.

4.

If the brand extensions have no advantage over competitive brands in the new category,
then it will fail.

Private label
Brand owned not by a manufacturer or producer but by a retailer or supplier who gets its goods
made by a contract manufacturer under its own label. Also called private brand. Or A brand
placed on products that a large manufacturer has created for a smaller retailer. The smaller
retailer places their own private brand label on the final good which was created by a third party

manufacturer. Private branding is a cost effective way to gain access to producing a product
without requiring a large manufacturing or design team. Many private brands have seen success
due to the flexibility in production and little capital required to start (no need to build
manufacturing plants). For the manufacturer the benefit of selling private brands is the increased
sales volume and stable supply contracts. There are risks associated with relying on an outside
firm, but usually these firms are well established and specialize in producing the product.
Private-label goods and services are available in a wide range of industries from food to
cosmetics to web hosting. They are often positioned as lower-cost alternatives to regional,
national or international brands
National brand
The brand name of a product that is distributed nationally under a brand name owned by the
producer or distributor, as opposed to local brands (products distributed only in some areas of the
country), and private label brands (products that carry the brand of the retailer rather than the
producer.). National brands are produced by, widely distributed by, and carry the name of the
manufacturer. National brand marketing requires greater advertising expenditure on the part of
the manufacturer to compete with lowerpriced private label brands. If consumer preference for
the national brand is strong, then pricing can be high enough to support the additional advertising
and provide the desired profit margin. National brands are often perceived to be of higher quality
and can therefore demand a premium price For an example - Levis is a national brand for jeans,
whereas Gap does not manufacture jeans, but its stores sell jeans under their own private label
Q. list the characteristics of an ideal brand name
With the volume of competition that businesses face in most industries, its never been more
important to stand out and develop a unique identity and value proposition through strategic
branding. While its obviously important to offer a quality product or service, effective branding
is often at the heart of the companies that thrive. brand is the perception someone holds in their
head about you, a product, a service, an organization, a cause, or an idea. Brand building is the
deliberate and skillful application of effort to create a desired perception in someone elses
mind.

Lets explore the common characteristics of successful brands, so you can build your brand
accordingly.
1.

Audience Knowledge

The best brands have a thorough understanding of the demographics of their target market, what
their interests are, and how they communicate. Unless its a mega chain like Wal-Mart, most
businesses have a specific target audience theyre pursuing. Understanding the target market is
critical because it provides direction for the tone and reach of a marketing campaign, along with
the overall identity of a brand, while helping to create an organic, human connection between a
business and its audience.
Trying to appeal to everyone (ie, ignoring the concept of a target market) can be
counterproductive, causing a companys brand to become diluted. Finding the right branding
approach requires first understanding the target market
2.

Uniqueness

Establishing a brand identity requires something distinctive. For instance, Apple has become
known worldwide for their innovative products and minimalistic, aesthetic appeal. When it
comes to service companies, Dominos Pizza used to guarantee that their pizza would arrive in
30 minutes or itd be free. In terms of a selling point, TOMS shoes donates a free pair of shoes to
a child in need for every pair of shoes that are bought.
Creating an identity within a niche doesnt demand a revolutionary idea. It simply needs to have
one special thing that separates it from the competition. In reality, its possible to be a one trick
pony as long as that trick is really good. Once a company figures out what that is, it can
concentrate on it and should gain recognition in time
3.

Passion

While its certainly possible to build a brand in the short-term without passion, its almost
impossible to sustain it in the long run. When you examine massively successful people like
Steve Jobs, they all have a serious passion that keeps propelling them to work hard and

continually deliver greatness. That passion leads to enthusiasm and genuine joy, which is
infectious.
Consumers often become just as enthusiastic about a product or service, leading to word of
mouth advertising and referrals. Passion also helps businesses persevere through inevitable
setbacks
4.

Consistency

When consumers come back to a business for repeat sales, they usually expect to receive the
same level of quality as they did the first time. Restaurants and their food and service quality are
a great example of this.
No one wants to deal with a company they cant rely on for consistency. With so many industries
being saturated with competitors, inconsistency is often enough of a reason for consumers to take
their business elsewhere Thats why its so important to adhere to a certain quality standard with
a product or service. An example of a brand who offers amazing consistency is McDonalds. This
powerhouse of the fast food world provides patrons with a menu thats consistent across the
world. Whether someone orders in Florida or China, they know that a Big Mac is going to taste
the same
5.

Competitiveness

Gaining an edge in todays business world isnt easy. For a brand to make a name for itself, team
members should thrive on competition and constantly strive to improve. This is the main
principle behind Seahawks Coach Pete Carrolls book, Win Forever, as well as the way he runs
the team.
When it comes to the major players in any industry, none simply sit back and hope that their
consumers will do the work for them. Instead, they tend to be the movers and shakers who work
tirelessly toward building and optimizing their brand, going above and beyond consumer
expectations. The end result tends to be a brand that is continually on the cutting edge of its
industry
6.

Exposure

Another big part of being recognized as a distinctive, successful brand is the ability to reach
consumers through multiple channels. Obviously, larger companies have an advantage gaining
exposure because they usually have a bigger marketing budget and more existing connections.
They can pay for television commercials, be featured in globally-recognized magazines, and rank
highly in search engine results pages.
However, the Internet and social media have narrowed the gap between small companies and
large ones. There are more tools than ever before which offer any company a chance at
establishing their brand. By developing a presence on networks like Facebook, Twitter, LinkedIn
and Google+, anyone is able to reach almost any consumer.
7.

Leadership

Just like any thriving community or sports team, theres typically an influential leader behind
every successful brand. For large companies, this may be the CEO. For smaller ones, its usually
the owner.
To coordinate the efforts of team members and guide a strategic vision for a brand, someone has
to step up and steer the ship. The leader resolves complications and acts as a liaison between
different departments to keep everyone on the same page. They are also expert motivators and
know how to maximize the strengths of different team members.

Q2. Discuss brand identity prism

http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Identiteit_en_Imago_ENGELS/v
_-_Het_Brand-Identity_Prism_model_van_Kapferer__EN_.pdf
Q3. Brand personality . Describe personality factors in detail
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 (i.e. its employees) as well as
through advertising, packaging, etc. When brand image or brand identity is expressed in terms of
human traits, it is called brand personality. For instance - Allen Solley brand speaks the
personality and makes the individual who wears it stand apart from the crowd. Infosys represents
uniqueness, value, and intellectualism.
Brand personality is nothing but personification of brand. A brand is expressed either as a
personality who embodies these personality traits (For instance - Shahrukh Khan and Airtel, John
Abraham and Castrol) or distinct personality traits (For instance - Dove as honest, feminist and
optimist; Hewlett Packard brand represents accomplishment, competency and influence). Brand
personality is the result of all the consumers experiences with the brand. It is unique and long
lasting.
Brand personality must be differentiated from brand image, in sense that, while brand image
denote the tangible (physical and functional) benefits and attributes of a brand, brand personality
indicates emotional associations of the brand. If brand image is comprehensive brand according
to consumers opinion, brand personality is that aspect of comprehensive brand which generates
its emotional character and associations in consumers mind.
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. It helps in gaining thorough
knowledge of customers feelings about the brand. Brand personality differentiates among brands
specifically when they are alike in many attributes. For instance - Sony versus Panasonic. Brand
personality is used to make the brand strategy lively, i.e, to implement brand strategy. Brand
personality indicates the kind of relationship a customer has with the brand. It is a means by
which a customer communicates his own identity.
Brand personality and celebrity should supplement each other. Trustworthy celebrity ensures
immediate awareness, acceptability and optimism towards the brand. This will influence
consumers purchase decision and also create brand loyalty. For instance - Bollywood actress
Priyanka Chopra is brand ambassador for J.Hampstead, international line of premium shirts.

Brand personality not only includes the personality features/characteristics, but also the
demographic features like age, gender or class and psychographic features. Personality traits are
what the brand exists for.
THE FIVE CORE DIMENSIONS AND THEIR FACETS:
These are:
1. Sincerity (down-to-earth, honest, wholesome, cheerful)
2. Excitement (daring, spirited, imaginative, up-to-date)
3. Competence (reliable, intelligent, successful)
4. Sophistication (upper class, charming)
5. Ruggedness (outdoorsy, tough)
Q. benefits of brands to the company and customers?

It acts as an influence of choice

By pressing the emotional buttons that appeal to your target customers, a strong, recognisable
brand will act as a short cut in their decision making process. Instead of dithering over
alternatives or meticulously comparing options where there is no clear point of difference, your
customers can instantly select your brand because they know what it stands for.

It creates loyalty and advocacy

Brands go beyond making promises tangible benefits. Important as these are in your marketing, a
brand will go one step further to create an emotional bond. Visit www.lovemarks.com to see just
how enthusiastic people can become about their favourite brands. And then imagine them talking
with such passion about yours.

It enables you to command a price premium

One long-established truism in marketing is that, in any market, only one operator can be the
cheapest. Every other market player must find a way to differentiate themselves from the rest. A
strong brand will help achieve this and do so in ways that will encourage your customers to pay
for the intangible benefits they get from associating themselves with a brand that makes them
appear cool, fashionable or clever.

It provides a vital differentiator,

especially where the basic product or service is widely offered. Finding and maintaining
your point of difference from your competition is not easy, particularly if your focus
solely on tangible benefits that can be easily copied. The fact that a brand is based on
emotional, intangible benefits does mean you need to take care in managing the brand,
but it also means that those facets of your business are much harder for your competitors
to replicate.

It provides a platform for growth

A strong brand will act as a launch pad whenever you expand your business operations.
Recognition of what a brand stands for can be transferred to new products and new markets
much more easily than starting from scratch with each new development.

It provides a framework to integrate

all the ways you present your business So many companies suffer from brand creep every
time they produce a new brochure, order some new business cards, or create a PowerPoint
presentation, their logo stretches slightly, the colours alter a little, and the imagery they use
becomes that bit more out of kilter. Before they know it, all semblance of consistency has
disappeared. A clear and policy will prevent these problems and enable you to present a
consistent face to the world.

Q. line extension and brand extension ? state the benefits and risk assicated with line and
brand

extension?

Brand

extension

is the use of an established brand name in new product categories. This new category to which
the brand is extended can be related or unrelated to the existing product categories. A
renowned/successful brand helps an organization to launch products in new categories more
easily. For instance, Nikes brand core product is shoes. But it is now extended to sunglasses,
soccer balls, basketballs, and golf equipments. An existing brand that gives rise to a brand
extension is referred to as parent brand. If the customers of the new business have values and
aspirations synchronizing/matching those of the core business, and if these values and aspirations
are embodied in the brand, it is likely to be accepted by customers in the new business.Extending
a brand outside its core product category can be beneficial in a sense that it helps evaluating
product category opportunities, identifies resource requirements, lowers risk, and measures
brands relevance and appeal
Line

extension

Line extension refers to the expansion of an existing product line. For instance, a soft drink
manufacturer might introduce a "Diet" or "Cherry" variety to its cola line, while a toy
manufacturer might introduce new characters or accessories in its line of action figures. In short,
line extension adds variety to its existing product for the sake of reaching a more diverse
customer base and enticing existing customers with new options. Line Extensions occur when a
company introduces additional items in the same product category under the same brand name
such as new flavors, forms, colors, added ingredients, package sizes. This is as opposed to brand
extension which is a new product in a totally different product category. Line extension occurs
when the company lengthens its product line beyond its current range. The company can extend
its product line down-market stretch, up-market stretch, or both ways
Pros and cons of line extension and brand extension?

Q. what is brand equity? Discuss various brand equity theories

Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined
as the differential impact of brand knowledge on consumers response to the Brand Marketing.
Brand Equity exists as a function of consumer choice in the market place. The concept of
Brand Equity comes into existence when consumer makes a choice of a product or a service. It
occurs when the consumer is familiar with the brand and holds some favourable positive strong
and distinctive brand associations in the memory.
Brand Equity can be determined by measuring:
Returns to the Share-Holders.
Evaluating the Brand Image for various parameters that are considered significant.
Evaluating the Brands earning potential in long run.
By evaluating the increased volume of sales created by the brand compared to other
brands in the same class.
The price premium charged by the brand over non-branded products.
From the prices of the shares that an organization commands in the market (specifically
if the brand name is identical to the corporate name or the consumers can easily corelate the performance of all the individual brands of the organization with the
organizational financial performance.
Keller's Brand Equity Model is also known as the Customer-Based Brand Equity (CBBE) Model.
The concept behind the Brand Equity Model is simple: in order to build a strong brand, you must
shape how customers think and feel about your product. You have to build the right type of
experiences around your brand, so that customers have specific, positive thoughts, feelings,
beliefs, opinions, and perceptions about it.
When you have strong brand equity, your customers will buy more from you, they'll recommend
you to other people, they're more loyal, and you're less likely to lose them to competitors.
Step 1: Brand Identity Who Are You?
In this first step, your goal is to create "brand salience," or awareness in other words, you need
to make sure that your brand stands out, and that customers recognize it and are aware of it.

You're not just creating brand identity and awareness here; you're also trying to ensure that brand
perceptions are "correct" at key stages of the buying process.
Application
To begin, you first need to know who your customers are. Research your market to gain a
thorough understanding of how your customers see your brand, and explore whether there are
different market segmentswith different needs and different relationships with your brand.
Next, identify how your customers narrow down their choices and decide between your brand
and your competitors' brands. What decision-making processes do your customers go through
when they choose your product? How are they classifying your product or brand? And, when you
follow their decision making process, how well does your brand stand out at key stages of this
process? You are able to sell your product because it satisfies a particular set of your customers'
needs; this is your unique selling proposition, or USP. You should already be familiar with these
needs, but it's important to communicate to your customers how your brand fulfills these. Do
your clients understand these USPs when they're making their buying decisions?
By the end of this step, you should understand whether your clients perceive your brand as you
want them to, or whether there are specific perceptual problems that you need to address either
by adjusting your product or service, or by adjusting the way that you communicate your
message. Identify the actions that you need to take as a result.
Step 2: Brand Meaning What Are You?
Your goal in step two is to identify and communicate what your brand means, and what it stands
for. The two building blocks in this step are: "performance" and "imagery."
"Performance" defines how well your product meets your customers' needs. According to the
model, performance consists of five categories: primary characteristics and features; product
reliability, durability, and serviceability; service effectiveness, efficiency, and empathy; style and
design; and price.

"Imagery" refers to how well your brand meets your customers' needs on a social and
psychological level. Your brand can meet these needs directly, from a customer's own
experiences with a product; or indirectly, with targeted marketing, or with word of mouth.
A good example of brand meaning is Patagonia. Patagonia makes high quality outdoor clothing
and equipment, much of which is made from recycled materials.
Patagonias brand performance demonstrates its reliability and durability; people know that their
products are well designed and stylish, and that they won't let them down. Patagonias brand
imagery is enhanced by its commitment to several environmental programs and social causes;
and its strong reduce, reuse, recycle values make customers feel good about purchasing
products from an organization with an environmental conscience
Step 3: Brand Response What Do I Think, or Feel, About You?
Your customers' responses to your brand fall into two categories: "judgments" and "feelings."
These are the two building blocks in this step.
Your customers constantly make judgments about your brand and these fall into four key
categories:

Quality: Customers judge a product or brand based on its actual and perceived quality.

Credibility: Customers judge credibility using three dimensions expertise (which

includes innovation), trustworthiness, and likability.

Consideration: Customers judge how relevant your product is to their unique needs.

Superiority: Customers assess how superior your brand is, compared with your
competitors' brands.

Customers also respond to your brand according to how it makes them feel. Your brand can
evoke feelings directly, but they also respond emotionally to how a brand makes them feel about
themselves. According to the model, there are six positive brand feelings: warmth, fun,
excitement, security, social approval, and self-respect

Step 4: Brand Resonance How Much of a Connection Would I Like to Have With You?
Brand "resonance" sits at the top of the brand equity pyramid because it's the most difficult and
the most desirable level to reach. You have achieved brand resonance when your customers
feel a deep, psychological bond with your brand.
Keller breaks resonance down into four categories:

Behavioral loyalty: This includes regular, repeat purchases.

Attitudinal attachment: Your customers love your brand or your product, and they see it
as a special purchase.

Sense of community: Your customers feel a sense of community with people associated
with the brand, including other consumers and company representatives.

Active engagement: This is the strongest example of brand loyalty. Customers are
actively engaged with your brand, even when they are not purchasing it or consuming it.
This could include joining a club related to the brand; participating in online chats,
marketing rallies, or events; following your brand on social media; or taking part in other,
outside activities.

Q. Discuss corporate branding, endorse branding, source branding?

Corporate branding:
Corporate brand is not just a brand identity for the organization. It is actually representative of
the core values, ethics and the value proposition that the organization stands for in relation to its
business and its customers. To a large extent the corporate brand is also the ambassador of the
culture and value system of the Organization and its reputation.
Brand value or measure of a corporate brand has to be evaluated in terms of its relevant to the
customers, its value proposition to its customers as well as its value as perceived by the investors
as well. The stock market sentiments are perhaps reflectors of the brand image and value of a
corporate brand. As far as the investors are concerned, they measure the companys performance

in terms of brand value too, besides the balance sheet performance. Industry experts have created
models to measure the brand equity of an organization as well as to measure the brand value in
the eyes of investors etc.
Maintaining the core brand value, the brand image lies with the management of the Organization.
Creating and delivering the brand value experience is an activity that encompasses the entire
Organization including all business processes and employees of the Organization.
In the changing market environment, the customer perceptions and requirements keep changing
as well. The Corporate branding has got to be managed keeping in line with the new
developments as well. There has got to be continuous enhancement of value offering by the
Corporate brand keeping in line with the changing markets and consumer perceptions. Take the
case of IBM. The corporate brand image took a beating for some time when the Organization
which was a leader in its industry segment lost touch with the changing environment and failed
to keep up with the changing needs. It took a while for the Organization to realize its mistake and
make the required changes to divest certain businesses and strengthen their focus on the key
business segment and once again rise to the challenge of becoming a leader in its segment.
Though the corporate brand did take a beating, the brand image and value certainly helped the
organization charter its new course and make that course correction without losing its reputation
in the market.
Todays consumers and customers are highly aware and make their informed choices. To be able
to build customer loyalty and sustain the leadership position in the long run, the organization has
got to work on its corporate brand value and deliver superior brand experience at all times. The
brand experience is a mixture of real time experience that is the outcome of interaction with the
customer as well as his perception of the brand experience which is a cumulative impression of
his past and present experience, knowledge as well as the perception of the Organizational value
and reputation.
Endorse branding
Endorsement branding strategy is a modified version of double branding. It makes the product
brand name more significant and corporate brand name is relegated to a lesser status. The

umbrella brand is made to play an indirect role of passing on certain common generic
associations. It is only mentioned as an endorsement to the product brand. By and large, the
brand seeks to stand on its own.

The brand gets the endorsement that it belongs to specified company; e.g. Kit Kat gives the
signal that it belongs to Nestle and Diary Milk conveys that it belongs to Cadburys. Cinthols
communication stresses that it is a Godrej product. Though these brands enjoy their unique
image, somewhere in the image the makers association is also a part. Endorsement branding
strikes a balance between umbrella and product branding.

In case of Cadburys and Nestle, the brands mentioned above have their own unique position and
image. Cadburys or Nestle support the brands to the extent that they transfer certain qualities or
associations which enhance customers trust. Brands are identified by their own name
Source branding
This is very close to umbrella brand strategy with one exception every product has a different
brand name under the source name. This is a two-tiered structure with double branding1. Most of
the Japanese cars are examples of the source brand strategy. One product starts and gets subdivided into sub-species giving them different names.
As is already learnt, different names are given to different products to fulfill different
promises. Each product with a different name carries one specific contract. The power of the
source supports the offspring until they become established brands in their own right. The subbrands or the offspring become so strong owing basically to strength of the source that a point
comes when the source takes the back seat and offspring emerge as the main brands because of
their own promise. If you look at the source brand on Japanese cars, you may not find that. The
brand expression is limited only to the logo of the source, because the offspring havedeveloped a
strong identity of their own. It is a unique situation in which the brand strategy offers a two-level
sense of difference and depth2. The family spirit dominates! Toyota and Honda are excellent
examples of this strategy. And, there are many more