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Introduction to Personal Branding

A. Meaning of Brand, Branding, Brand Management
B. Brands v/s Products
C. What can be branded / Scope of Branding
D. Branding Challenges and Opportunities
E. Brand Positioning: Meaning, Importance, Basis
F. Brand Mantra
G. Brand identity vs Brand image

A. Meaning of Brand, Branding, Brand Management

Brand
A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good
or service as distinct from those of other sellers - American Marketing Association
A brand is a product, service, or concept that is publicly distinguished from other products,
service or concepts so that it can be easily communicated and usually marketed. Brands are
often expressed in the form of logos, name, symbol, package design, or other characteristic
of brand.
Branding

Branding is endowing products and services with the power of a brand - Kotler & Keller, 2015
Branding is the process of giving a meaning to specific company, products or services by
creating and shaping a brand in consumers’ minds. It is a strategy designed by companies to
help people to quickly identify their products and organization, and give them a reason to
choose their products over the competition’s, by clarifying what this particular brand is and
is not. The objective is to attract and retain loyal customers by delivering a product that is
always aligned with what the brand promises.
Brand Management
Brand management is the process of identifying the core value of a particular brand and
reflecting the core value among the targeted customers.
The process of creating a relationship or a connection between a company's product and
emotional perception of the customer for the purpose of generating segregation among
competition and building loyalty among customers - Hislop, 2001
 Brand Management is a process aimed towards fulfilment in customer expectations and
consistent customer satisfaction - Keller, 2008

B. Brands v/s Products

BASIS PRODUCT BRAND
1. Meaning A product is an item which is A brand is something which
ready for sale in the market. distinguishes a product from other
products in the market.
2. What is it? A product is What you need? A brand is What you want?
3. Uniqueness A product can be easily A brand has a distinguished identity that
copied. cannot be copied.
4. Created by Manufacturers Customers
5. Can it be Yes Difficult
replaced?
6. What they A product performs the A brand offers value.
do? functions.
7. Appearance A product may be tangible or A brand is intangible.
intangible in nature.
8. Time A product can be outdated Brand remains forever.
Horizon after some time.
Example Car Maruti Swift Dzire

C. Scope of Branding
A brand is something that resides in the minds of consumers. Therefore the scope of branding
expands beyond boundaries – Everything can be branded, tangible, intangible and everything
in between.
1. Physical Goods: Physical goods are what are traditionally associated with brands and
include many of the best known and highly regarded consumer products, like
Mercedes-Benz, Nescafé, and Sony. More and more companies selling industrial
products or durable goods to other companies are recognizing the benefits of
developing strong brands.
2. Services: Although strong service brands like American Express, British Airways, Ritz-
Carlton, Merrill Lynch, and Federal Express have existed for years, the pervasiveness
of service branding and its sophistication have accelerated in the past decade.
3. Professional Services: Professional services firm such as Accenture (consulting),
Goldman Sachs (investment banking), Ernst & Young (accounting), and Baker Botts
(law) offer specialized expertise and support to other businesses and organizations
are well know brands in their sectors.
4. Retailers and Distributors: To retailers and other channel members distributing
products, brands provide a number of important functions. Retailers can also create
their own brand image by attaching unique associations to the quality of their service,
their product assortment and merchandising, and their pricing and credit policy.
 Example – Big Bazaar enjoys a positioning of good quality, cheap price and great
experience.
5. Online Products and Services: Some of the strongest brands in recent years have been
born online. Google, Facebook, and Twitter are three notable examples. That wasn’t
always the case. At the onset of the Internet, many online marketers made serious—
and sometimes fatal—mistakes.
6. People: The theories of branding are also applicable on people. That’s particularly true
for public figures such as politicians, entertainers, and professional athletes. All these
compete in some sense for public approval and acceptance, and all benefit from
conveying a strong and desirable image. Example – Narendra Modi, Obama, Amitabh
Bachchan etc.
7. Geographic Locations Increased mobility of both people and businesses and growth
in the tourism industry have contributed to the rise of place marketing. Cities, states,
regions, and countries are now actively branded and promoted. These campaigns aim
to create awareness and a favorable image of a location that will entice temporary
visits or permanent moves from individuals and businesses alike. Example – the
Incredible India campaign by O&M for the Tourism Ministry was a huge success and
managed to capture the essence of the brand India.
8. Ideas and Causes: Finally, numerous ideas and causes have been branded, especially
by nonprofit organizations. They may be captured in a phrase or slogan and even be
represented by a symbol, such as AIDS ribbons. By making ideas and causes more
visible and concrete, branding can provide much value.

D. Branding Challenges and Opportunity

Although brands may be as important as ever to consumers, in reality brand management
may be more difficult than ever. Let’s look at some recent developments that have
significantly complicated marketing practices and pose challenges for brand managers; these
could also be treat as opportunities to build great brands.
1. Savvy Customers: Increasingly, consumers and businesses have become more
experienced with marketing, more knowledgeable about how it works, and more
demanding. A well-developed media market pays increased attention to companies’
marketing actions and motivations. Consumer information and support exists in the
form of consumer guides (Consumer Reports), Web sites (mouthshut .com), influential
blogs, and social media.
2. Economic Downturns: A severe recession that commenced in 2008 threatened the
fortunes of many brands. Spending on branded products would be the first hit during
an economic crisis and only the strongest brands survive such downturns.
3. Brand Proliferation: Another important change in the branding environment is the
proliferation of new brands and products, in part spurred by the rise in line and brand
extensions. As a result, a brand name may now be identified with a number of
different products with varying degrees of similarity. Marketers of brands such as
Coke, Nivea, Dove, and Virgin have added a host of new products under their brand
umbrellas in recent years.
 4. Media Transformation: Another important change in the marketing environment is
the erosion or fragmentation of traditional advertising media and the emergence of
interactive and non-traditional media, promotion, and other communication
alternatives. Thus the percentage of the communication budget devoted to
advertising has shrunk over the years.
5. Increased Competition: One reason marketers have been forced to use so many
financial incentives or discounts is that the marketplace has become more
competitive. Both demand-side and supply-side factors have contributed to the
increase in competitive intensity. As an industry grows the competition increases and
established brands enter the markets and as the industry matures only fundamentally
strong brands survive.
6. Increased Costs: At the same time that competition is increasing, the cost of
introducing a new product or supporting an existing product has increased rapidly,
making it difficult to match the investment and level of support that brands were able
to receive in previous years
7. Greater Accountability: Finally, marketers often find themselves responsible for
meeting ambitious short-term profit targets because of financial market pressures and
senior management imperatives. Stock analysts value strong and consistent earnings
reports as an indication of the long-term financial health of a firm. As a result,
marketing managers may find themselves in the dilemma of having to make decisions
with short-term benefits but long-term costs (such as cutting advertising
expenditures).

E. Brand Positioning
Definition
“It is the act of designing the company’s offer and image so that it occupies a distinct and
valued place in the targets customer’s minds.”
● It stands for that one benefit that your product provides apart from your competition.
● A strong brand positioning that the brand has a unique, credible and sustainable
position in the mind of the consumer.
Importance
1. Creates market differentiation - If your company, products, or services provide a
unique proposition, resolve an unmet need, or deliver a desired experience, then
Brand Positioning will help you stand out from the crowd by articulating how you are
different.
2. It breaks through the clutter of the noise - A clear Brand Position enables you to
efficiently and effectively communicate and reach your target audience. Every day,
we’re bombarded with marketing and sales messages at every corner. Everyone is
vying for your time and attention. In the midst of all this noise, your Brand Positioning
breaks through the clutter by speaking directly to the people you intend to attract.
3. Makes easier for people to buy from you - Consumers want easy decisions. They don't
want to screen 30 alternatives in order to find the right one for them. They want to
 know easily and quickly who to trust and what to buy. Consciously and subconsciously,
Brand Positioning triggers an emotional response from your target audiences. If the
right levers are pulled in the shortest amount of time, you increase the likelihood for
people to decide “yes.”
4. Enables you to compete on value - Whether your brand is consumed by the mass
market or is a limited luxury item, Brand Positioning gives you clarity on your specific
value. Your value is what you offer customers, how it satisfies their needs best, and
how the alternatives offered by competitors are insufficient. Without Brand
Positioning, you have nothing to offer but ambiguity. No one values (or buys)
ambiguity.
5. It justifies pricing strategies - Sometimes, even when your value is known, your brand
still needs price justification. Brand Positioning is where you've identified and
compared your brand to the competition and their specific offering, which informs
whether your price point is strategic and justified.
Bases for positioning

Bases Description

By product attribute A product attribute is a specific feature or benefit of the product.

Positioning in this way focuses on one or two of the product’s best
features/benefits, relative to the competitive offerings.

By user This positioning approach highlights the user (the ideal or representative
target consumer) and suggests that the product is the ideal solution for
that type of person and may even contribute to their social self-identity.

By product class This positioning strategy tends to take a leadership position in the overall
market. Statements with the general message of “we are the best in our
field” are common.

Against competition With this approach the firm would directly compare (or sometimes just
imply), a comparison against certain well-known competitors (but not
generally not the whole product class as above).

By use/application With this approach, the product/brand is positioned in terms of how it is

used in the market by consumers, indicating that the product is the best
solution for that particular task/use.

By quality or value Some firms will position products based on relative high quality, or based
on the claim that they represent significant value.
 By using a Some products/brands are positioned using a combination of the above
combination of the positioning options. However, care needs to be taken not to clutter and
above options confuse the message by trying to connect with too many competitive
advantages.

F. Brand Mantra
A Brand Mantra is a short, powerful phrase that captures the essence of a brand’s identity,
purpose, and core values. It serves as an internal guiding principle for employees and
stakeholders, ensuring consistency in brand communication and positioning.
A strong brand mantra is typically:
1. Short and Memorable
2. Unique and Differentiated
3. Emotionally Resonant
Key Elements of a Brand Mantra (with Real-Life Examples)
1. Emotional Modifier – The Brand’s Feeling
This describes the emotional aspect the brand wants to evoke in customers.
Example: Nike’s brand mantra is "Authentic Athletic Performance." The word authentic
builds an emotional connection with athletes, making them feel empowered and inspired.
2. Descriptive Modifier – The Brand’s Function
This highlights what the brand does and its category.
McDonald's brand mantra "Fun, Family, Food" clearly describes that it offers a fun, family-
friendly dining experience, making it different from gourmet restaurants.
3. Brand Function – The Core Purpose
It defines the brand’s main promise to consumers.
Disney’s mantra "Fun, Family, Entertainment" showcases its function as a brand that brings
joy and magical experiences to families worldwide.
4. Consistency Across All Touchpoints
A brand mantra ensures that all marketing efforts align with the core brand identity.
Apple’s "Think Different" is reflected in its innovative product designs, minimalist stores,
and marketing campaigns that challenge the status quo.
G. Brand identity vs Brand image
A brand’s success depends on both brand identity and brand image, but these two concepts
are distinct.

Aspect Brand Identity Brand Image

The way a company wants its brand to The actual perception customers have
Definition
be perceived by customers. of the brand.

The company (through logos, Customers (through personal

Created
messaging, advertising, packaging, experiences, reviews, and word of
by
etc.). mouth).

Focus Internal (what the brand stands for). External (how the brand is perceived).

Partially controlled by the company,

Control Fully controlled by the company.
influenced by public perception.

Examples
1. Brand Identity is Company-Defined; Brand Image is Customer-Defined
Mercedes-Benz defines its brand identity as "Luxury, Performance, and Innovation."
However, if customers experience poor service, their brand image may include "Luxury but
expensive maintenance."
2. Brand Identity is Communicated; Brand Image is Experienced
McDonald's promotes a brand identity of "Fun, Family, and Fast Service," but some
customers perceive its brand image as "Cheap, unhealthy fast food."
3. A Strong Brand Identity Helps Shape a Positive Brand Image
Nike consistently reinforces its identity with "Innovation and Athletic Performance." As a
result, its brand image aligns well, with customers viewing it as "A brand for athletes and
fitness enthusiasts."