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) ReflectionHow a customer reflects

with a particular brand. This is different with
IDENTITY how customers perceive the brand. This
PRISM talks more 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.
 Position your brand better
Why Brand Design effective marketing strategies
Identity 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
Doesnt dry Women of 25
skin like other and above,
soaps confident
Emphasizes on Working
the ethnic women,
aspect of believers of
beauty natural beauty
WHAT?
Soap, Shampoo, AGAINST
Conditioner, WHOM?
Hair Oil, Face Loreal, The
Wash, Body Shop,
Deodorants, Nivea
Body Lotion,
Branding Strategy: Brand Extension and Line
Positioning What?
An upscale brand which Coffee, snacks,
provides a rich experience merchandise

Why? Against Whom?

Provides a personal CCD, Barrista , Costa
moment of escape from a
hectic life, between work
and home
LOGO EVOLUTION

Branding Strategy: Brand Extension and Line

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

WHY? AGAINST WHOM?

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

Branding Strategy: Combination of strategies-Family

branding

LOGO
EVOLUTIO
N

When?
Normal restraunt timing. Mac Donalds
created some products to the breakfast and
the coffee break with its brand Mc caf
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 Donalds communicate
both for children/family.
 Parent company: Against Whom?
Nestle Bru, Tata coffee
In the past it was a
morning drink then it
was repositioned as a For Whom?
companion for your It is targeted
NESCAFE
life even during harder towards young,
times of life. creative and
ambitious people.

Branding Strategy: Brand Extension and Line