1

What generally people

think of branding?

Advertising

Branding

Promise of value

Doves Campaign for Real Beauty

Apple is a Strong Brand

Branding

Story to Tell

Kerala Tourism has successfully

branded the destination with a brand
name, logo, and the tagline
Gods Own Country

Four Questions Customers ask of

Brands
1. Who are you? (brand identity)
2. What are you? (brand meaning)
3. What about you? What do I think or
feel about you? (brand responses)
4. What about you and me? What kind of
association and how much of a
connection would I like to have with
you? (brand relationships)

Brand Elements
Brand
names
Slogans

Characters

URLs

Elements

Symbols

Logos

Brand Naming
Individual
Individual names
names
Blanket
Blanket family
family names
names
Separate
Separate family
family names
names
Corporate
Corporate namenameindividual
individual name
name combo
combo
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-9

Brand Element Choice Criteria

Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectable

Amla Sharbat
Brand Name

Tag Line/Slogan
Logo
Symbols

Facebook page content

What is Branding?
Branding is endowing
products and services
with the power of the brand.

13

What is the starting point of

Branding?

What does an organization

stands for?

Aaker Model

Brand Identity

Core Identity
Elements

Extended Identity
Elements

Brand Essence

Brand Knowledge
Thoughts

Feelings
Knowledge
Images

Beliefs
Experiences

Secondary Sources of Brand Knowledge

Making a Brand Strong:

Brand Knowledge
Brand knowledge is the key to creating
brand equity.
Brand knowledge consists of a brand node
in memory with a variety of associations
linked to it.
Brand knowledge has two components:
brand awareness and brand image.

Establishing Brand Awareness

Increasing the familiarity of the brand
through repeated exposure (for brand
recognition).
Forging strong associations with the
appropriate product category or other
relevant purchase or consumption cues
(for brand recall)

Creating a Positive Brand Image

Brand Associations
Does not matter which source of brand
association
Need to be favorable, strong, and unique
Marketers should recognize the influence of
these other sources of information by both
managing them as well as possible and by
adequately accounting for them in designing
communication strategies.

Brand Awareness Advantages

Learning advantages
Register the brand in the minds of
consumers

Consideration advantages
Likelihood that the brand will be a member
of the consideration set

Choice advantages
Affect choices among brands in the
consideration set

Special events
to promote
Scorpio during
its launch
campaign

Brand Dynamics Pyramid

BRANDZ
Strong Relationship

Bonding
Advantage
Performance
Relevance
Presence
Weak Relationship

Brand Resonance Pyramid

The Four Steps of Brand

Building
1. Ensure identification of the brand with
customers and an association of the brand in
customers minds
2. Establish the totality of brand meaning in the
minds of consumers
3. Elicit the proper customer responses to the
brand identification and brand meaning
4. Convert brand response to create an intense,
active loyalty relationship between customers
and the brand

Strategic Brand Management

Process
Steps

Key Concepts

Identify and establish

brand positioning and values

Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra

Plan and implement

brand marketing programs

Mixing and matching of brand elements

Integrating brand marketing activities
Leveraging of secondary associations

Measure and interpret

brand performance

Grow and sustain

brand equity

Brand value chain

Brand audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization

Branding Challenges and

Opportunities

Savvy customers
Brand proliferation
Media fragmentation
Increased competition
Increased costs
Greater accountability

Marketing Debate

Are brand extensions good or bad?

Take a position:
1. Brand extensions can endanger brands.
or
2. Brand extensions are an important
brand-growth strategy.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-27

Crafting
the Brand Positioning

Positioning
of Caf
Coffee Day

What is Positioning?
Positioning is the act of designing the
companys offering and image to
occupy a distinctive place in the mind
of the target market.

Differentiation Strategies

Product

Personnel

Channel

Image

Product Differentiation

Product form
Features
Performance
Conformance
Durability
Reliability
Reparability

Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance

Personnel Differentiation:
Singapore Airlines

Value Propositions
Scorpio, Mahindra and Mahindra
A vehicle that provides the luxury and
comfort of a car, and the adventure and
thrills of an SUV

Dominos
A good hot pizza, delivered to your door
within 30 minutes of ordering, at a
moderate price

Defining Associations
Points-of-parity
Points-of-difference
(POPs)
(PODs)
Attributes or benefits Associations that
are not
consumers strongly
necessarily
associate with a
unique to the
brand, positively
brand but may be
evaluate, and believe
shared with other
they could not find to
the same extent with a brands
competitive brand

Consumer Desirability Criteria for PODs

Relevance
Relevance
Distinctiveness
Distinctiveness
Believability
Believability

Deliverability Criteria for PODs

Feasibility
Feasibility
Communicability
Communicability
Sustainability
Sustainability

Examples of Negatively Correlated

Attributes and Benefits
Low-price vs.
High quality
Taste vs. Low
calories
Nutritious vs.
Good tasting
Efficacious vs.
Mild

Powerful vs. Safe

Strong vs.
Refined
Ubiquitous vs.
Exclusive
Varied vs. Simple

Addressing negatively correlated

PODs and POPs
Present separately
Leverage equity of another entity
Redefine the relationship

What is Brand Equity?

Brand equity is the added value
endowed on products and services,
which may be reflected in the way
consumers, think, feel, and act
with respect to the brand.

Customer-Based Brand Equity

The differential effect that brand
knowledge has on consumer response to
the marketing of that brand.
Keller, 1993

Customer-Based Brand Equity

Differential effect
Differences in consumer response

Brand knowledge
A result of consumers knowledge about the
brand

Consumer response to marketing

Choice of a brand
Recall of copy points from an ad
Response to a sales promotion
Evaluations of a proposed brand extension

Sources of Brand Equity

Brand awareness
Brand recognition
Brand recall
Brand image
Strong, favorable, and unique brand associations
Brand recognition: Consumers recognize the brand and know
what it offers versus competitors.
Brand trial: Consumers have tried the brand.
Brand preference: Consumers like the brand and become
repeat purchasers. They begin to develop emotional
connections to the brand.
Brand loyalty: Consumers demand the brand and will travel
distances to find it. As loyalty increases so do emotional
connections until there is no adequate substitute for the brand
in the consumers mind.

Brand Asset Valuation

Key Components
Differentiation
Energy
Relevance
Esteem
Knowledge

Brand Strength
Accessibility
Awareness and knowledge of the brand
Loyalty
Licensing potential
Retention
Aided and unaided recall
Buzz

Consumer Brand Equity Metrics

Relevance
Emotional connections
Differentiators
Value
Perceptions

Financial Metrics
Market share
Price sensitivity
Profitability
Revenues
Marketing investments
Growth rate
Cost to acquire new customers
Cost to retain customers