What is a Brand?

 An offering from a known source.

 Brand Conveys 6 levels of meaning:
 Attributes (of a product): Heavy Vehicle, More
Space
 Benefits: Functional-Quality; Emotional-Made in
India
 Value (Producer’s Value): Quality, Credibility
 Culture: Innovation & Development
 Personality: Rugged
 Users: CV drivers, Families
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A Brand’s Success Ladder:

Brand Loyalty

Brand Preference

Brand Acceptability

Brand Awareness

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Brand Equity
 The value that the brand commands
 Determinants of brand equity:
 Brand Awareness
 Brand Quality Perception
 Brand Loyalty
 Patents & Trade Marks
 Premium pricing commanded by the brand

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Branding Challenges:

Brand Brand
Branding Brand- Brand Name
Strategy Repositioning
Decisions Sponsor Decision
Decisions Decision
Decision

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 Branding Challenges (Cont.):
 Branding Decision- To Brand or not to brand
 Brand Sponsor Decision:
 Manufacturer’s Brand
 Distributor/Private Brand

 Brand Ladder Vs. Brand Parity 5

 Branding Challenges (Cont.):
 Brand Name Decision:
 IndividualNames: HUL’s strategy
 Blanket Family Names: Tata & Bajaj do it for
most of their products
 Separate Family Names: Nestle uses Maggi for
noodles, sauces, soups
 Company Trade Name Combined with individual
product name: Kellogg’s Cornflakes, Amul
Butter, Amul Chesse
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Branding Challenges (Cont.) – Brand
Strategy Decisions:
Product Category
New Same
B New New Brand/s Multi-Branding
R Eg: Lux, Lifebouy, Liril,
Breeze, Hamam, Rexona
A (HUL)
N Same Brand Extension Line Extension
D

• Co-Brands: IA-AMEX Co-brand Card

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 Branding Challenges (Cont.)
 Brand Repositioning Decision:
 Eg:

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 Packaging & Labeling
 Why is it done?
 To Add Value
 States the contents of the product
 To Advertise
 To protect the product
 Mandatory Requirement
 Enable self selection

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