BRANDS

Anjali Mehta
PGDM2 (Marketing)
What is a
Brand?
“brand” is the
perception
customers have
about a product
or service.
-Jerry McLaughlin(Forbes)
  1) Physique – Physique is the basis of the
brand. Salient physical qualities which are seen
by the target audience-like its color, shape. It
may include product features, symbols and
attributes.
BRAND  2) Personality – The brand is personified and
IDENTITY its traits are perceived in the eyes of the
consumer in a particular way. Personality
PRISM includes character and attitude.

 3) Culture – Culture takes a holistic view of the

organization, its origin, values and principles it
stands for.
  4) Relationship – The strength of the
relationship between the brand and the
customer. It may represent beliefs and
associations in the human world.

BRAND  5) Reflection – How a customer reflects with a

IDENTITY particular brand. This is different with how
customers perceive the brand. This talks more
PRISM about the consumers who use the brand as
opposed to the brand itself.

 6) Self image – How does the customer see

himself by using the brand.
Why Brand  Position your brand better
Identity  Design effective marketing strategies related to
the brand's identity
Prism?  The brand can be communicated better if its
identity is well established
 You can eliminate techniques that may not blend
with the brand's perceived image
 This helps to streamline your marketing
campaigns in a certain direction.
WHY? FOR WHOM? LOGO EVOLUTION
Doesn’t dry skin Women of 25 and
like other soaps above, confident
Emphasizes on Working women,
the ethnic aspect believers of natural
of beauty beauty

WHAT?
Soap, Shampoo, AGAINST WHOM?
Conditioner, Hair L’oreal, The Body
Oil, Face Wash, Shop, Nivea
Deodorants, Body
Lotion, Body Wash
Branding Strategy: Brand Extension and Line Extension
Positioning What?
An upscale brand which provides Coffee, snacks, merchandise
a rich experience
Against Whom?
Why? CCD, Barrista , Costa
Provides a personal moment of
escape from a hectic life,
between work and home

LOGO EVOLUTION

Branding Strategy: Brand Extension and Line Extension

 FOR WHOM?
For people who are or want to be
athletic and confident, people who
WHAT? want to get things done
Sports wear, shoes, accessories

WHY? AGAINST WHOM?

It stands for triumphant and sporty Adidas, Reebok, Puma, Sketchers
spirit etc.

Branding Strategy: Combination of strategies-Family branding

LOGO
EVOLUTION

When?
Normal restraunt timing. Mac Donald’s
created some products to the breakfast and
the » coffee break » with its brand Mc café
Against Whom?
Yum! brands ( KFC, Taco bells, Pizza hut)
Burger King
Subway
What?
Fast food Junction. It was the
"family place" to go to since quick
service restaurant chain
McDonald's entered India.
For Whom:?
Products for children, and so
family, and teenager/ young people.
Communication and advertising
sector, Mac Donald’s communicate
both for children/family.
  Against Whom?
 Parent company: Nestle
Bru, Tata coffee
 In the past it was a morning
drink then it was
repositioned as a  For Whom?
companion for your life
It is targeted towards
NESCAFE
even during harder times of
life. young, creative and
ambitious people.

Branding Strategy: Brand Extension and Line Extension