CHAPTER 13 BRAND IDENTITY

BRAND IDENTITY Brands came into existence to satisfy certain qualities, to serve certain targets, to symbolize some values, and to stand for some emotions. Companies create and build brands for some reason. Brand identity is the purpose for which the brand is born. Brand identity goes much further than image though brand image being the customers perception, helps create the brand identity. Brand image is about what we know of the brand in the past and ignores the future.

POSITIONING Positioning is about placing the brand in the mind of the customer and communicating the relevant values to the consumers with respect to other brands that operate in the market, making it distinguishable from competing brands. Positioning can be changed even in a short span of six months to one year whereas brand identity remains for quite a long time.

DIMENSIONS AND IDENTITY Brand identity as the sum of the brand expressed in terms of product, organization, person, and symbol. Brand identity structurally has two dimensions, the inner core identity and the outer core identity containing all the above dimensions.

BRAND AS A PRODUCT These include the impact of product class association, various attributes of the product, the perceived quality of the product from the consumers, the occasion for the usage of the product, the type of users using the product, and the country of origin issues. BRAND AS AN ORGANIZATION The corporate identity, the organizational values and associations as well as the general organizational attributes also form a

BRAND AS A PERSON Personification, in the literal sense, means making a non-living thing as a living thing and viewing it as a person. Here, the brand, a non-living thing is visualized as a person or an animal, and the attributes and qualities associated with that person or animal are supposed to form part of the brands identity too. BRAND AS A SYMBOL The visual description that come to the mind when you think of brand is called

INNER AND OUTER IDENTITY Core identity represents the fundamental values and beliefs that it stands for. It is the essence of the brand the heart and soul of it. It may be drawn from the organizational values also. Though core identity may be reduced to a few words, a statement or slogan does not make an effective identity representation. CORE IDENTITY It is the essence of the brand. EXTENDED IDENTITY It is what the brand stands for or where the brand is known. VALUE POSITION The advantage you get from a certain feature of the brand. An expressive form of the brand.

THE SIX SIDED PRISM Jean Noel Kapferer proposed brand identity based on a prism having six elements. It also sums up the various tangible and intangible aspects of the brand. PHYSIQUE this forms the basis of the brand. PERSONALITY personality here means personification of the brand. The brand personality is perceived as a person or an animal. CULTURE the country of origin of the brand that is seen as a product attribute forms the culture. RELATIONSHIP it is the understanding between the consumer and the organization. REFLECTION this is the consumers perception of the brand and its values. SELF-IMAGE this is about what the consumer

MULTIPLE IDENTITIES There is yet another possibility that the brand has multiple identities. EX. Worldwide, TIDE detergent brand is perceived as a premium brand and ARIEL brand as a middle-class brand, whereas in India, ARIEL is a premium brand and TIDE happens to be perceived as a middle-class brand. The brand identity is adapted to the local conditions in most transnational brands. Multiple Identities cannot be completely different from each other. They should

Chapter 14 - Brand Image

Brand Identity is what the brand managers think about the brand. It is the cause. Ex: It is communicated to customers in many ways like advertising, packaging, performance of the brand, after sales service, etc. Brand Image is what the customers think about the brand. It is the effect. It is the essence of all the impressions or imprints about the brand that have got imposed on the consumers mind.

Error failure of the brand to deliver its promises, word of mouth, litigation filed against the brand expectations of the customer, emotional associations of the individual customer with the brand. Ex: Ineffective whitening cream. Imagery is the customer seen from the perspective of the product. Ex: The imagery of the user of ponds is an Indian woman who is an achiever and is confident to step out and take the world on. Thus, Ponds has a secular imagery since it goes against the tradition and gives a new dimension to the beauty and womanhood.

 Brand Networking Technique a drawing of network diagram based on the consumers experiences about the brand. The name of the brand is written in a circle at the center and is connected with the other circles by lines which carry a + or - sign indicating their favorable and unfavorable experience with the brand. Ex:

Focus Groups/Focus Group Discussion used to effectively identify images perceived by the consumers for the brand in focus. Ex: Photo Sort, wherein customers are asked to chose photos that best represents the products/brands.

Constructive Techniques
Word association the brand name or advertisement slogan is given and consumers are asked to state the things that come to their mind. Ex: LG Lifes Good Sentence Completion is a slight modification where consumers are given an open-ended statement. Ex: I use Nokia mobile because Scenario Projection respondents are shown some scenarios and asked to sate their responses. Ex: Respondents may be shown a scene where a group of youngsters are chatting and sharing Ruffles potato wafers. They may then be asked to imagine themselves to be a part of the crowd and asked questions relating to the experience of having Ruffles in that situation

 Factor Analysis is then used to identify the primary factors, which influence the image of the brand. It is a data reduction technique and hence the initial set of variables in the questionnaire would be grouped into appropriate factors. The factors which explain the maximum variability of the sample could be considered as those explaining the image of the brand. Ex: Hypothetical table, which indicates the Variables Rating perception of patients towards H-World, the Satisfactory timings for 5 chain of hospitals. (1-Partially Agree, 5outpatients Completely Agree) Prescribed medicines are 3
satisfactory Consulting after surgery is done satisfactorily 1

BRAND PERSONALITY
Chapter 15

Introduction
Brand identity and brand image helps brand managers to formulate strategies to make consumers relate to the product in a much easier way Brand Personality- it is based on the premise than consumers prefer something that exhibits their characteristics or their ideal values.

Some Indian Examples of Brand Personality

The devil of Onida represents high technology and proved to be one of the successful brand personalities in

 Sunsilk in India Sunsilk has a

caring, nurturing, gentle feminine Personality. The adverstiseme nt, packaging, and nature of the product convey the same.

Brand Anatomy of Coke

Essence:Yo uth Benefit: Joyous Environment Attribute: A Frizzy Drink (Vivaciousness)

Brand Personality Analysis of Santro car

Sensory Small Light Fresh Bubbly Emotional Light-Hearted Convenient Youthful Dependable Fun Car Rational Manoeuvrable Quick

When it necessary to have a brand personality

Brand personality is important when the product is socially conspicious ( products like automobile, clothing) or when the availability scarce ( as in the case of luxury goods) or when it is complex product ( in case of hi-tech products, consumers rely on image rather on the features of the product which is a bit difficult to comprehend) or when

Tools to Build/ Understand Brand Personality

Brand Personality Scale The five main personality factors as identified by Aaker are sincerity, excitement, competence, sophistication, and ruggedness.

Analysis using brand personality scale

Sincerity Down to Earth Honest Wholesome Cheerful Excitement Daring Spririted Imaginative Up-To-Date Competence Reliable Intelligent Successful Sophistication Upper Class Charming Ruggedness Outdoorsy Masculine, Western, Active, Athletic Glamorous, Good Looking, Pretentious, Sophisticated Feminine, Smooth, Sexy, Gentle Hard-working, Secure, Efficient, Trustworthy, Careful Technical, Corporate, Serious Leader, Confident, Influential Trendy, Exciting, Offbeat, Flashy, Provocative Cool, Young, Lively, Adventurous, Outgoing Unique, Humorous, Surprising, Artistic, Fun Independent, Contemporary, Innovative, Aggresive Characteristics Family oriented, Small town, Blue-collar, All American, Conventional Sincere, Real, Ethical, Thoughtful, Caring Original, Ageless, Clasic, Genuine, Old-fashioned Sentimenteal, Friendly, Warm, Happy

 Three Models to Build Brand Personality Aakers states the 3 models namely as: 1.Self-expression Model
-states that the consumer sees the brand as the kind of person he/she wishes to be Example: This is the case with Royal Enfields Bullet. The rider is considered to be very masculine when he rides the bike. Bullets personality is one that represents a macho character.

 Three Models to Build Brand Personality 2. Relationship Basis Model - is liking to associate with a personality exhibited by the brand drives the purchase. The consumer wants to establish friendship with the brand and the brand need not represent their characteristics or their aspirational values. Example: Eureka Forbes is seen as a friend for life and would fit this explanation of

 Three Models to Build Brand Personality 3. Functional Benefits Representation model -the brand personality is used as a vehicle to state the benefits of the brand. Example: Devil Onida

 Building Brand Personality via the 4 Ps and Packaging The 4 ps of mktg- product, price, place and promotion along with packaging needs to be effectively handled to build a personality.
Brand / Product Related consumers Cues Obtained Relationship between and brand Activity personality Keeps repositioning its No stable personality brand Same character kept unchanged High price and exclusive distribution Frequent Promotions Sponsors relevant shows Consumers get comfortable with the personality Sophisticated Uncultured and Cheap Helpful and Supportive

 Building Brand Personality via Adverstisement

The elements of advertisement which can be used for building brand personality: 1.User Imagery 2.Endorser 3.Execution-related elements 4.Consistency

 Building Brand Personality Bottom-up This method takes an entirely different route. The personality here is not used to convey the identity, rather it intacts what the consumers want from a brand of that category. It uses four-step processing defining the target audience, finding out what they need, want and like, build a consumer personality profile, and creating the product personality to match that profile.

 Building Brand Personality Bottom-up 1.Direct elicitation techniques - the consumers are given a questionnaire, which contains statements describing the brand users along with the characteristics of the brand.

 Building Brand Personality Bottom-up 2. Indirect elicitation techniques - techniques such as word association, sentence completion, scenario projection psychodrama, photosor, personification, personalit/uniqueness traits, brand marriage, obituary, collage and analogies and methapors used to find out what kind of personalities are generally asociated with the

Chapter 16 Brand Positioning and Repositioning

 Positioning the act of placing the product in the mind of the prospect. Brand Positioning act of designing the companys offer and image so that it occupies a distinct and valued place in the target customers mind.

 MultiDimensional Scaling (MDS) -- is a class of procedures that represent perceptions and preferences of respondents spatially by means of visual display. -- is a data analysis method which is widely used in marketing and psychometrics. The aim of the method is to build a mapping of a series of individuals from a proximities matrix between these individuals. Spatial Maps geometric relationships among points in a multidimensional space. Direct approach the similarity

 Derived approach -- the attribute ratings are taken as inputs for MDS. Image profile analysis another tool used for brand positioning. The attributes of the brands are listed and the respondents are asked to rate the attributes of all the brands. Correspondence analysis used to position a brand with certain attributes. An ideal brand based on the attributes listed can also be formed making use of correspondence analysis

 Brand repositioning not a very uncommon in the market and is supposed to be a dynamic process, the time frame being different for different brands.

CHAPTER 17 BRAND LOYALTY

BRAND LOYALTY
The biased, behavioural response, expressed over time, by some decision-making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological(decisionmaking evaluative)processes. Jacoby and Chesnut(1978)

BRAND LOYALTY MEASUREMENT MODELS

1. PREFERENCE BEHAVIORAL MODEL - measures the preference and switching behaviour of the customer on a single brand. - behavioural and attitudinal approaches to brand loyalty are covered in this model.

Last BRAND 1 brand purchase /Preferre d brand Brand 1 Brand 2 Brand 3 Brand 4 TOTAL A Y X

BRAND 2

BRAND 3

BRAND 4

TOTAL

1 X

X+1+2+3

X Z B C X D

Y+X X+Z E

FOCUS represents the proportion of sales that come from who identify the brand as the most preferred. GRAVITY - proportion of preferred sales that are converted to sales.

Example: preference behaviour of smokers

Last brand purchas e /Preferr ed brand GF KINGS WILLS LIGHTS OTHERS TOTAL GF KINGS WILLS LIGHTS OTHERS TOTAL

120 17 2 4 143

20 175 0 24 219

5 2 18 0 25

5 6 0 22 33

150 200 20 50 420

Preference behaviour matrix

BRANDS GF KINGS WILLS LIGHTS OTHERS GRAVITY .80 .87 .72 .66 FOCUS .83 .79 .90 .44

2. PURCHASE PROBABILITY MODEL - called Scaled Probability of Purchase. - estimate of a households choice of various brands is taken as a starting point. It focused on the brands that are frequently bought and based on the behaviour of the consumer and not on the attitudes.

Example:
Consider a hypothetical market that has only two brands- brand 1 and brand 2. Everyone in the market will buy whichever brand is on sale that week and there is also situation that each brand is cheaper half of time. Observed Purchasing Fraction of
Population 0.25 0.25 0.50 Brand 1 loyalists Brand 2 loyalists Neither Loyal to 1 or 2

Fitting the beta binomial to this date gives us a1=a2=infinity.

3. BRAND LOYALTY ANALYSI WITH MARKOV CHAINS

- Used to forecast long term market shares in oligopolistic markets, extensively used in game theory problems. - STATE- the random variables. - T taken in a given set of time. - P transitional probabilities - X example space or state space.

STRATEGIES TO BUILD BRAND LOYALTY

Dependent on emotional attachment towards the brand. Carefully cultivated to an extend by marketers reflecting the aspirations of the customers. Repeat advertising and promotional offers can create awareness and build brand recognition among customers.

 Published information in print and electronic media enhances the brand awareness and increases business equity. Brand names are equally important, hence communication through any media should be consistent and persistent. Loyalty may also be carefully built by offering specialized programs, encouraging customers to be a part of that programme.

BUILDING LOYALTY THROUGH STRATEGIC DIFFERENTATION

1. BENEFITS OF PRODUCTS the benefits derived from products by the consumer should be unique from other products. 2. EMOTIONAL BENEFITS delivering a product benefit by itself may not create brand loyalists. There should be some emotional benefit of the brand apart from the product benefit.

 3. BRAND PESONIFICATION forms the customers perception about the brands personality.