BRAND NAME DECISIONS &
BRAND IDENTITY
DEVELOPMENT
NPM SESSION 12 & 13
ELKANA EZEKIEL
BRAND RESONANCE
MODEL (KELLER)
Branding objective at each stage
RESPONSE
What about you
MEANING
What are you
IDENTITY
Who are you
Intense, active
loyalty
Resonance
(In sync)
RELATIONSHIP
What about you &
me
Judgements
(personal
Opinions)
Feelings
(emotional
response)
Performance
Imagery
Salience
Positive
accessible
reactions
Points of parity &
difference
Deep, broad
brand awareness
DAVID AAKER MODEL
•
Brand
Loyalty
•
•
•
•
Brand
Awareness
Brand
equity
•
•
•
•
Perceived
quality
•
•
•
•
•
Brand
associations
•
•
•
Other
proprietary
assets
Reduced marketing
costs
Trade leverage
Attracting new
customers
• create awareness
• reassurance
Time to respond to
competitive threats
Anchor to which other
associations can be
attached
Familiarity - liking
Signal of substance/
commitment
Brand to be considered
Reason to buy
Differentiate/ position
Price
Channel member
interest
Extensions
Help process/ retrieve
information
Reason to buy
Create positive
attitude/ feelings
Extensions
Competitive
advantage
Provides value to
customer by enhancing
customer's
• interpretation/
processing of
information
• confidence in the
purchase decision
• use satisfaction
Provides value to firm by
enhancing
• efficiency &
effectiveness of
marketing programs
• brand loyalty
• prices/ margin
• brand extensions
• trade leverage
• competitive advantage
PAPER BOAT CASE
1. Discuss the brand strategy of Paper Boat? Has it established a
distinct position in the consumer’s mind?
2. Analyze the marketing mix of Paper Boat? What is working well?
What would you improve or correct?
3. What impact could Dabur Yoodley have on Paper Boat’s business
and future plans?
4. Would you recommend that Paper Boat reduce the number of
variants? What are the advantages and disadvantages of doing this?
5. What marketing strategy recommendations can you make to grow
Paper Boat revenue and market share faster?