Module II: Building Brand Physique:
• Choosing Brand Elements
• Building Brand Equity:
–Design Marketing Programs
–Integrating Marketing Communications
–Leveraging Secondary Brand Knowledge
Choosing Brand Elements
Brand Names: for Brand Awareness
& Brand Associations
• Descriptive – Singapore Airlines, FEDEX
• Suggestive – suggests a benefit or function –
Head & Shoulders, Moov, Aquaguard, Sugar
Free
• Classical – based on Greek, Latin or Sanskrit
words-UVeda,
• Arbitrary – no relationship with the
company/Product – Aliva
Good Brand Name:
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Easy to remember and pronounce
Invokes positive association
Suggests a positive image
Reinforces product concept
Communicates product benefits & Promise
Says something about the user
Avoids linguistic traps
• The Coca-Cola name in China was first read as
"Kekoukela", meaning "Bite the wax tadpole" or
"female horse stuffed with wax", depending on
the dialect. Coke then researched 40,000
characters to find a phonetic equivalent "kokou
kole ", translating into "happiness in the mouth.“
Brand-Name Decision:
• Individual Names: Hajmola, Pudin Hara
• Blanket Family Name: TATA (for some
businesses)
• Separate Family Name: Raymond (for
clothes, blanket), Park Avenue (for ready-mades,
toiletries)
• Corporate Name + Individual Product
Name: Bajaj Discover, HeroHonda CT 100
- Logos and Symbols
- Characters:
- Benefits
- Cautions
- Slogans
- Benefits
- Designing Slogans
- Updating Slogans
-Jingles
- Packaging
- Benefits
- Package design
- Packaging changes
Logo: some stories:
• This logo suggests an ‘Eve Code’ derived from the
biblical story of Adam and Eve
• The logo shows and apple that has had a bite taken
from it, thus reinforcing the link between the logo and
the ‘Eve’ story
• Tries to communicate that it will provide forbidden
knowledge to those who buy and use its products
• The creator of the logo, Rob Janoff of Regis McKenna
Advertising, denies any intent to connect the logo to
the story…. ‘I put the bite in there in order to ensure
that the figure was not interpreted as a ‘tomato’…
Logo: some stories:
• 1. Rabbit= Female =highly fertile= sexually
active=promiscuous
• 2. Rabbit= Friendly= Reassuring
• 3. Bow Tie= Elegance = night club scene =
finesse
Brand’s Genetic Code: BRAND DNA
•Every great brand has substance. a brand’s DNA is
timeless. a brand’s blue print is a unique set of values that
originally defined them. Great brands can remain relevant
through creativity.
•A brand’s DNA is not strictly about the product, service, the
past or even about research -- its about tapping in to an
essence or story that defines who you are to the people that
matter most, your core customers.
•What Do You Stand For?
•Nike: Authenticity, Performance,Inspirational
Brand Vision
• Brand Vision LIFTS the Brand above the
mundane and functional
• Appeals to Expressive and Central VALUES
• Process creates a bond with the consumer,
and hopefully, long-term loyalty
4 steps of brand building
1. Ensure identification of the brand with customers and an
association in their mind with a specific product class or
customer need.
2. Establish the totality of brand meaning in the minds of
customers.
3. Elicit the proper customer responses to this brand
identification and meaning.
4. Convert brand response to create an active loyalty
relationship between customers and the brand.
Criteria
1.
Memorabiltiy
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2.
Easily recognized
Easily recalled
Meaningfulness
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3.
Descriptive
Persuasive
Likeability
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4.
Fun and interesting
Rich visual and verbal imagery
Aesthetically pleasing
Transferability
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5.
Within and across product categories
Across geographic boundaries and cultures
Adaptability
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Flexible
Updateable
Protectability
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Legally
Competitively
Brainstorming: Comment on Brand
Elements
Branding Models
Company dominates
Brands
American Express (cards)
BMW (Motorcycles)
Colgate (Total toothpaste)
Disney (Films)
General Electric (appliances)
IBM (Technology)
L’Oreal (Cosmetics)
Sony (Electronics)
Company is equal
to Brands
Chrsyler = Jeep
Maggi= Nestle
Kraft = Maxwell House
PepsiCo = Mountain Dew
Time Warner = Warner
Bros
3M = Scotch Tape
Brands dominate
the Company
Claridge Hotel (Savoy)
Crest (P&G)
Boroline (G D Pharma)
Safola(Marico)
Kleenix (Kimberly-Clark)
Marlboro (Philip Morris)
MCA Records (Universal
Studios)
Wranlger (VF Jeans)
BRANDING MODELS: MIND-SHARE BRANDING
MIND-SHARE BRANDING
KEY WORDS
DNA, BRAND ESSENCE, USP, BENEFITS
BRAND
DEFINITION
A set of abstract associations
BRANDING
DEFINITION
Owning associations
REQUIREMENT
Consistent expression of associations
APPROPRITAE
APPLICATIONS
Functional categories, low-involvement categories, complicated
products
COMPANY’S
ROLE
Steward: consistent expression of DNA in all activities over time
SOURCE OF
CUSTOMER
VALUE
Simplifying decisions
CONSUMERS’
ROLE
Ensuring that benefits become salient through repetition; perceiving
benefits when buying and using product
BRANDING MODELS: EMOTIONAL BRANDING
EMOTIONAL BRANDING
KEY WORDS
BRAND PERSONALITY, EXPERIENTIAL BRANDING, BRAND
RELIGION
BRAND
DEFINITION
A relationship partner
BRANDING
DEFINITION
Interacting with and building relationship with customers
REQUIREMENT
Deep interpersonal connection
APPROPRITAE
APPLICATIONS
Services, retailers, specialty goods
COMPANY’S
ROLE
Good friend
SOURCE OF
CUSTOMER
VALUE
Relationship with the brand
CONSUMERS’
Interaction with the brand, Building a personal relationship
BRANDING MODELS: CULTURAL BRANDING
CULTURAL BRANDING
KEY WORDS
CULTURAL ICONS, ICONIC BRANDS
BRAND
DEFINITION
Performer of, and container for, an identity myth
BRANDING
DEFINITION
Performing myths
REQUIREMENT
Performing a myth that addresses an acute contradiction in society
APPROPRITAE
APPLICATIONS
Identity categories
COMPANY’S
ROLE
Author
SOURCE OF
CUSTOMER
VALUE
Enriching identity
CONSUMERS’
ROLE
Personalizing the brand’s myth to fit individual biography, Ritual
action to experience the myth when using product
Designing marketing programmes to
build Brand Equity
Execution Process
Experiential Marketing
• Focuses on customer
experience
• Focuses on
consumption situation
• Views customers as
rational and emotional
animals
• Uses eclectic methods
and tools
Permission Marketing
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Offer the prospective an incentive to
volunteer
Offer the interested prospect a
curriculum over time, teaching the
consumer about the product or
service being marketed
Reinforce the incentive to guarantee
that the prospect maintains the
permission
Offer additional incentives to get
more permission from the customer.
Over time leverage the permission to
change consumer behaviour towards
profit.
Relationship Marketing
• Product strategies must
transcend actual product or
service to create stronger bonds
with customers and maximize
brand resonance
• Why, because
– Acquiring new customers is
costlier than servicing and
retaining current customers.
– The avg company loses some %
of it’s customers every year
– The customer profit rate tends to
increase over the life of the
retained customer.
Perceived Quality and Value
• Perceived Quality has been
defined as customers perception
of overall quality or superiority of
a product or service relative to
relevant alternatives and with
respect to its intended purpose.
– Performance
– Features
– Conformance quality
– Reliability
– Durability
– Serviceability
– Style and design
Perceived Quality and Value
• Brand Intangibles are
equally important
– Speed , accuracy and care of
product delivery &
Installation
– Promptness
– Courtesy
– Helpfulness of customer
service
– Training
– Quality of repair service
Pricing Strategy
• How do customers
categorize the price of
the brand (High, Low,
Medium)
• How firm or flexible do
the customers see the
price (Magnitude and
frequency of discounts)
Channel Strategy
• Direct and indirect channels
• Trends
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Growing strength of the retailers and retail brands
Channel support provided by members
Growing competition for shelf space
Dependence on channel members for either push or pull
strategies.
Leveraging Secondary Brand Knowledge
to Build Brand Equity
Leveraging Secondary Brand
Knowledge to Build Brand Equity
•Brands may be linked to other entities that have
their own knowledge structures in consumer
minds
•Means of reinforcing existing associations in a
fresh and different way
•very important aspect if the existing brand
associations is deficient in some way
Different means to create secondary brand
knowledge
Linking the brand to the Company
• Existing brands may be
related to the corporate
brand or a specific
product brand.
• A corporate brand may
evoke associations of
common product
attributes, benefits,
attitudes, relationships,
values etc. Hence a
corporate brand can be a
source of much brand
equity.
Linking the brand to the country of origin
and other geographic areas
• Many countries have become
known for expertise in certain
product categories.
• Image of the products from
those countries.
E.G. – German car, Japanese CD
player, Foster’s beer. Italian
Shoes, Swiss Watches
• In domestic market, patriotic
appeals is the basis of
marketing strategies.
• Debate between Soul and Body
of the brand??
Linking the brand to
Distribution Channels
• Image of the
distribution channels in
consumer minds
• Retailers create these
associations through
the products and
brands they stock, the
way of selling etc.
E.G. – Sears, Wal-Mart
have an distinctive
image over other retail
stores.
Linking the brand to Co-Branding
• A product can be uniquely and
convincingly positioned through
multiple brands. Also reduction
in the cost of product
introduction
• Consumer expectations about
the level of involvement and
commitment are high. Also risks
and lack of control.
• A logical fit of values,
capabilities, goals and brand
equity is very much necessary
for success
e.g. – Co-Branding of Fisher Price
and Compaq, Disney and
McDonald’s
Ingredient Branding
–Creating brand equity
for materials,
components or parts
necessarily contained
within other branded
products
–Ingredient brands can
become a category
point of parity; e.g. –
Singapore Airlines
Linking the brand to characters (Licensing)
• Firms use names, logos,
characters etc of other brands
to market their own brands
• Shortcut means of building
brand equity
• Corporate trademark licensing
• Danger of over exposure of
the brand entity of dilution
meaning
• e.g. - Disney licensing its
characters to appear on
quality merchandise, also
successful movie titles like
Jurassic park, Lion King etc.
Celebrity Endorsements
• Expertise, trustworthiness,
likeability, attractiveness,
relevance to the product
• The celebrity should not be
over exposed
• The advertising and
communication program
should be creative, e.g. –
Richard Gere featured in the
Visa ads, David Beckham &
Thierry Henry in Pepsi etc.
Linking the brand to events
• Events have their own set of
associations that may be
linked to sponsoring brand
• Being linked to an event,
Brand image may be
enhanced through new
associations and brand
awareness. e.g. – Castrol
Racing championship, F1
Sports.
Linking the brand to
Third Party Sources
• Third party sources
are generally seen as
credible sources
• These sources can
also have an effect at
a more local level, e.g.
– Pharmaceutical
companies ask
doctors to prescribe
their drugs