UNIT 3
BRANDING CONCEPTS
Brand Awareness
• 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
• Brand awareness is the consumer’s ability to
recognize or identify the brand within a given
product category in sufficient detail to make a
purchase decision.
What is a brand name?
• That part of a brand which can be vocalised –
the utterable.
American Marketing Association
What is a brand mark?
• That part of a brand which can be recognized
but is not utterable, such as symbol, design, or
distinctive coloring or lettering.
American Marketing Association
What is a trade mark?
• A brand or part of a brand that is given legal
protection because it is capable of exclusive
appropriation. A trademark protects the seller’s
exclusive rights to use the brand name and/or brand
mark.
American Marketing Association
Difference between Brand Awareness and
Brand Recall
• Which is the first name that comes in your
mind for the following products/ Services:
– Airlines
– Shoe Company
– Premium Car
– Operating System
– Fast Food Joint
Brand Attitude and Feelings
Development of an attitude and feelings towards a
brand is a process in three phases :
– Cognitive (awareness, knowledge)
– Affective (liking, evaluation and preference)
– Conative (tendencies towards action, trial)
What is brand positioning?
• Positioning is simply the one THOUGHT you
want your consumer to remember about your
brand
“Citibank is a dishonest
bank”
“State Bank is a huge bank”
“HDFC is a friendly bank”
“Standard Chartered is an
efficient bank”
Brand Image and Brand Personality
• Brand Image
• Brand image is the overall impression in consumers’ mind that
is formed from all sources.
• It is a set of beliefs held about a specific brand.
• Concept of Brand Extension
• Concept of a Brand Story
Brand Repositioning
• What is Brand Positioning and Brand Re-
positioning?
• Classic Case study of BETA PARKER pens
Some concepts regarding Personality
• Brand Personality
• Brand Personification
• Product personality and Gender
• Product personality and Geography
• Product personality and Color
Brand Personality
• Personality-like traits associated with
brands
• Volvo - safety
• Liril - freshness
• Santoor - young
• Thums Up – adventurous
• Raymonds – Sophisticated
Brand Personification Examples
Product Personality and Gender
• Feminine :
– Scooty
– Cosmetics
– Soap
• Masculine:
– Automobile & Bikes
– Soft Drinks
– Cement
Product Personality and Geography
Product Personality and Color
What is brand equity?
• Brand equity is a set of brand assets and
liabilities linked to a brand, its name and
symbol, that add to or subtract from the value
product or service provided to a firm and/or
to that firm’s customers.
David Aaker, Managing Brand Equity
• Brand equity is a phrase used in the marketing industry to try
to describe the value of having a well-known brand name.
Corporate brand equity
A response by consumers, customers and all publics to
words, actions, communications, products and
services provided by a brand entity.
Corporate image dimensions -
1. Common product attributes (quality, innovation)
2. People and relationships (customer orientation)
3. Values and programs (environment, social
responsibility)
4. Corporate credibility (expertise, trust, likability)
Brand Building
• Audience: Define your unique target audience for
effective communication for your brand.
• Message : In developing communication strategy for
your brand, first decide, ‘ what does your brand want to
say?’
• The message should focus on brand’s key values .
• Consistency : Being consistent means delivering the
brands message in a voice that becomes recognizable
overtime.
• Positioning : Positioning is all about categorization of the
brand in relation with respect to the target audience.
REPUTATION MANAGEMENT
• Reputation management is the practice of
understanding or influencing an individual’s or
business’s reputation.
• It is the practice of monitoring the reputation of an
individual or brand, addressing contents which are
damaging to it, and using customer feedback to get
feedback or early warning signals to reputation
problems.
• Most of the reputation management is focused on
pushing down negative search results.
Reputation Management Process
• Building: Build a good reputation
to maintain it for your business.
• Maintenance: Keep a company’s
good image superior in the public
eye.
• Repair: to recover a company’s
good reputation, if the company
has gotten a bad reputation for any reason.
Stressing good reputation in bad times
• Nonexistence Strategies (“There is no crisis.”)
• Distance Strategies (“It’s not our fault.”)
• Ingratiation Strategies (“But look at the
bigger picture.”)
• Mortification Strategies (“We messed up,
we’re sorry, and we’ll make it right.”)
Product Lifecycle
Maturity
Reposition
•Sales Promotions
•Brand Re-
•Reminder advertising positioning
•New uses Decline •Brand
•Frequency of use Attributes
•Withdraw
•Line extensions
Growth
•Brand Preference
•Build image
•Brand attributes and benefits
Introduction
•Brand Position against competition
•Brand Recognition
•Positioning
•Where to get
Summary of Brand Concepts
• Brand
• Brand awareness
• Brand recall
• Brand image/brand positioning
• Brand re-positioning
• Brand personality
• Brand personification
• Brand equity
• Brand extension
Class Activity
• Re-position the following Brand celebrities with a new
image to increase fan –base
– Govinda
– Sunny Leone
– Rakhi Sawant
– Rahul Gandhi
– Vijay Mallya
