BRAND

What is a brand?
•A brand is an identifying symbol, mark,
logo, name, word, and/or sentence that
companies use to distinguish their
product from others.

• Brand Definition - Investopedia

 Brand is a name
• A name with the power to influence the market
• ???????

•VIP
•Lux
•Apollo
Brand is a name
 Brand is a name

•UTI ---------------- Axis

•Hutch ------------- Vodafone
•Jansangh --------- BJP
 Brand is a name

•Lintas
•Lintas S.S.C &B
•Amiratis Puris Lintas
•Lowe Lintas and Partners
•Lowe and Partners
•Lowe
 Brand is a name

•Monte Carlo
•LG
 Brand is a name

•Monte Carlo <----------- OWM

•LG <------------- Lucky Goldstar
 Change of Brand name

•Disruption vs. continuity

•Negative past vs. Positive past
•Cost vs. Benefit
 Brand is a name?

•Brand > name

•Brand exists in collective
consciousness
 Brand is a name?

•Brand > name

•Brand exists in collective
consciousness fed by
communication (media, WOM,
direct experience)
Brand is a physical identity
Brand is a physical identity
•LG -------------- Electrolux
•Siemens ------ Sony
 Brand is a Physical identity?

•Brand > name + Physical identity

Brand is a visual identity
Brand is a visual identity?
Brand is a visual identity?
Brand is a visual identity?
• Brand > name + Physical identity + Visual identity
•A brand is an identifying symbol, mark,
logo, name, word, and/or sentence that
companies use to distinguish their
product from others.

• Brand Definition - Investopedia

Brand is a living memory
Brand is a living memory
•The Devil

•Live life King size

Brand is a living memory
• The memory exists as a continuity in collective
consciousness
• The collective memory could be varying in
richness and the spread
• The collective memory is shaped and sustained
through communication and engagement
Brand is a living memory
• ads video\Liril originalvideoplayback (1).mp4
What about a Red Liril?
• ads video\Liril Blue videoplayback.mp4
• ads video\Liril La Ira videoplayback.mp4
• ads video\liril 2000 new ad.mp4
• ads video\LIRIL Fresh is Back Ad.mp4
Brand is like a genetic program
• Blue Liril
• Lux Shampoo
• Dettol mouthwash?
• Haldiram airconditioners?
• Google samosas
Brand is like a genetic program
Brand is like a genetic program
• Maruti Kizashi
• Hyundai Sonata
•TOYOTA?
Brand is like a genetic program
Brand is like an evolution
•Inanimate
•Amoeba
•Plants
•Animals
•Man
•Viraat (not Kohli)
Brand is like an ecosystem
What is a STRONG Brand? - 1
What is a STRONG Brand? - 2
What is a STRONG Brand?
•Market dominance
•Widespread behavioral loyalty
•Commanding price premium
•Order of awareness
•Degree of uniqueness
•Intensity of reactions
•Favorability of attitude
What is a STRONG Brand?
•Market dominance
•Widespread behavioral loyalty
•Commanding price premium
•Order of awareness – Big
•Degree of uniqueness
•Intensity of reactions
•Favorability of attitude
What is a STRONG Brand?
•Market dominance
•Widespread behavioral loyalty
•Commanding price premium
•Order of awareness – Big
•Degree of uniqueness – Sharp
•Intensity of reactions – Sharp
•Favorability of attitude
What is a STRONG Brand?
•Market dominance
•Widespread behavioral loyalty
•Commanding price premium
•Order of awareness – Big
•Degree of uniqueness – Sharp
•Intensity of reactions – Sharp
•Favorability of attitude – Liked
What is a STRONG Brand?
SHARP

BIG LIKED
Brand is like a mental patent
•The school teacher who beat
the student with a steel rod
•The vegetarian, teetotaler of
humble origins who
transformed a nation
Brand is like a language
•Don Bradman of Indian Cricket?
•Sachin Tendulkar of Indian
politics?
Brand is …
… an inner “aabhaas”
Layers of aabhaas
•Conceived and nurtured as an IDEA in the mind
•Comes alive by BELIEF in the heart
•Expressed as PATTERNS in manifestation
•Reinforced through CONSISITENCY in performance
•Enabled by EXECUTION by custodians
•Glamorized by ASSOCIATIONS and ENDORSEMENTS
•Strengthened by DEVOTEES (customers)
•Perpetuated by MYTHOLOGY
•Powered by SPONSORS
Layers of aabhaas
•Conceived and nurtured as an IDEA in the mind
•Comes alive by BELIEF in the heart
•Expressed as PATTERNS in manifestation
•Reinforced through CONSISITENCY in performance
•Enabled by EXECUTION by custodians
•Glamorized by ASSOCIATIONS and ENDORSEMENTS
•Strengthened by DEVOTEES (customers)
•Perpetuated by MYTHOLOGY
•Powered by SPONSORS
Patterns in manifestation
•Products
•Spaces
•Communications
•Behaviors
From Brand to Business
Why customers like brands?
•Simplification of decision making
• Brands are anchors for learning
• Brand learning reduces risk – especially on experiential attributes and
credence attributes (functional/financial/time/social/self image risks)
• 2 dimensions of risk
• Chance of going wrong
• Price of going wrong
•Brands improve image
• Social image
• Self image
The functions of a Brand for customers
•Identification – structure the shelf perception
•Practicality – saving of time and energy
•Guarantee – across markets and time zones (Pepsi in Korea)
•Optimization – surety of price-to-value association
•Badge – enhancement of self image
•Continuity – leads to intimacy
•Hedonistic – enchantment by logo / slogans / experiential rewards
•Ethical – brand’s healthy relationship with ecology, society,
employees, etc.
Why marketers like to build brands?
The 5th level in marketing:
• Production concept
• Product concept
• Selling concept
• Marketing concept
• Customer ownership concept
Why marketers like to build brands?
•To serve as a glue between the marketer and the satisfied
customers
•To serve as a means of identification to simplify tracking
and tracing
•A means of legally protecting unique features
•A means of endowing products with unique associations
•Source of competitive advantage
•To improve financial returns
How do brands improve financial returns?
•By protecting and improving future cash-flows through:
• Loyal customer base
• Price premium
• Reduced costs of inputs
• Licensing and franchising
• Spontaneous preference among new customers
• Extension and diversification opportunities (stimulus
generalization)
• Selling off the brand
The Brand System
Meaning

Cues Performance
Choose the Brand elements (Cues)
• Brand name
• URLs
• Logos and symbols
• Characters
• Slogans
• Spokespersons
Choose the Brand elements (Cues) - Criteria
• Memorability
• Meaningfulness
• Likability
• Transferability
• Adaptability
• Protectability
Perspectives on Brand Management
•Boondi seller
•Temple owner
•Pujari
•Evangelist
Perspectives on Brand Management
•Boondi seller – Brand is to sell product
•Temple owner – Brand is for big Biz
•Pujari – Brand must look the best
•Evangelist – Does biz for Brand building
Perspectives on Brand Management
•Boondi seller – Brand is to sell product
•Temple owner – Brand is for big Biz
•Pujari – Brand must look the best
•Evangelist – Does biz for Brand building
The Brand Management Process
•Identifying and developing brand plans
• Competitive frame of reference
• Brand positioning
• Core brand associations / values
• Brand mantra / brand essence
•Design and implement brand marketing program
• Inventory of brand elements
• Brand marketing programs
• Leverage secondary associations
•Measure and interpret brand performance
• Brand value chain
• Brand audit
• Brand tracking
• Brand equity management system
•Grow and sustain brand equity
• Brand architecture
• Brand portfolio and hierarchies
• Brand extensions and expansion
• Brand reinforcement and revitalization
Brand Equity
• _________ Respect for a brand
Brand Equity
• Encashable Respect for a brand
• Encashed with consumers
• Encashed with vendors
• Encashed with channel partners
• Encashed with investors
• The differential effect that brand knowledge has on
the consumer response to the marketing of the brand
=Consumer Based Brand Equity (CBBE)
Sources of Brand Equity
• Brand Awareness (strong signals + repetition)
• Brand Recognition ( important when consumer is deciding at point of
display)
• Brand Recall (important when decision is made online or away from point
of display)
• Brand Image – associations which are Favorable + Unique + Strong
(fus)
• Attribute associations
• Benefit associations
• Intangible associations – user type, endorsers, personality, values, heritage
Positioning
Your pedestal in the customer’s mind which
enables you to stand out from the clutter with an
advantage
Positioning
The positioning principle applies to each brand which competes for
customers

• A brand must establish a position in the minds of its targeted customers

• The position should be singular, providing one simple and consistent
message
• The position must set a brand apart from its competitors
• A brand cannot be all things to all people; it must focus its efforts

by Jack Trout
Positioning – drilled deeper
• Positioning should provide for a multiplicity of decision making
variables.
• A brand must establish a position that works to its advantage in the minds
XXXXXXXXXXXXXXXXXXXXXXXXX
of its targeted customers XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• The position should be singular, providing one simple and consistent
XXXXXXXXX
message XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• The position must set a brand apart from its competitors.
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• A brand cannot be all things to all people; it must focus its efforts .
Positioning – drilled deeper
• Positioning should provide for a multiplicity of decision making
variables.
• A brand must establish a position that works to its advantage in the minds
XXXXXXXXXXXXXXXXXXXXXXXXX
of its targeted customers various audience constituencies.
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• The position should be singular, providing one simple and consistent
message XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• The position must set a brand apart from its competitors.
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• A brand cannot be all things to all people; it must focus its efforts
Positioning – drilled deeper
• Positioning should provide for a multiplicity of decision making
variables.
• A brand must establish a position that works to its advantage in the minds
XXXXXXXXXXXXXXXXXXXXXXXXX
of its targeted customers various audience constituencies.
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• The position should be singular, providing one simple and consistent
XXXXXXXXX
message supported by all messaging
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• The position must set a brand apart from its competitors.
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• A brand cannot be all things to all people; it must focus its efforts
Positioning – drilled deeper
• Positioning should provide for a multiplicity of decision making
variables.
• A brand must establish a position that works to its advantage in the
XXXXXXXXXXXXXXXXXXXXXXXXX
minds of its targeted customers various audience constituencies.
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• The position should be singular, providing one simple and consistent
message supported by all messaging
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
• The position must set a brand apart from its competitors. propel the
company into the right competitor set & set it apart
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

• A brand cannot be all things to all people; it must focus its efforts
Positioning – drilled deeper
• Positioning should provide for a multiplicity of decision making variables.
• A brand must establish a position that works to its advantage in the minds
of its targeted customers various audience constituencies.
XXXXXXXXXXXXXXXXXXXXXXXXX
• The position should be singular, providing one simple and consistent
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
message supported by all messaging
• The position must setXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
a brand apart from its competitors. propel the
company into the right competitor set & set it apart
• A brand cannot be all things to all people; it must focus its efforts should
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
avoid positioning pigeon holes – aim to be iconic.
Positioning – drilled deeper
• Positioning should provide for a multiplicity of decision making
variables.
• A brand must establish a position that works to its advantage in the
minds of various audience constituencies.
• The position should be singular and consistent and supported by all
messaging
• The position must propel the company into the right competitor set &
set it apart
• A brand should avoid positioning pigeon holes – aim to be iconic.
Positioning through a key association
(attribute/benefit/advertising)
• 2 minutes Noodles
• Fill it, shut it, forget it
• Film stars’ beauty soap
• Thanda thanda cool cool
• Desh ka namak
• Kuch meetha ho jaaye
• Dimaag ki batti jalaa de
Understanding Positioning as the driver of
preference
• Positioning of Santoor
• Positioning of Liril
• Positioning of Nirma
• Positioning of Volvo
• Positioning of Maruti
• Positioning of TATA
• Positioning of Ram
Understanding Positioning as the driver of
preference
• Positioning of Santoor – attribute/benefit/value
• Positioning of Liril – rationale vs. reason
• Positioning of Nirma – communication BEYOND ad
• Positioning of Volvo – guiding value for product devp
• Positioning of Maruti – many ads make a symphony
• Positioning of TATA – brand character vs product
• Positioning of Ram – mascot vs idealism
Positioning as a sum of Associations
Points-of-parity Points-of-difference
(POPs) (PODs)
• Associations that • Attributes or benefits
are not consumers strongly
necessarily associate with a brand,
unique to the positively evaluate, and
brand but may be believe they could not
shared with other find to the same extent
brands with a competitive brand
Conveying Category Membership
• Announcing category benefits
• Comparing to exemplars
• Relying on the product descriptor
Criteria for PODs
• Relevance
• Distinctiveness
• Believability
• Feasibility
• Communicability
• Sustainability
The Positioning Grid
• For Whom?
• Against Whom?
• For What benefit?
• Why believe me?
The Positioning Grid
• For Whom? – Target segment
• Against Whom? – Target competitors (category)
• For What benefit? – Differentiated proposition
• Why believe me? – Objective (factual/ logical) or
subjective (impressionistic/emotional) reasons
What leads to commonality in
response to stimuli?
• The purpose of using the product
• The similarity of decision making processes
• Affordability (Budget similarity)
• Composition of the decision making group
• Peripheral benefits sought
• Product consumption behavior
Segmentation criteria
• Geographic
• Demographic
• Psychographic
• Behavioral
Behavioral Segmentation
Behavioral Variables
• Occasions
• Benefits
• Buyer-Readiness
• Loyalty Status
• Attitude
Choosing the target segment
• Measurable
• Substantial
• Accessible
• Differentiable
• Actionable
What is competition?
• Defensive approach: Who can replace me in
customer’s eyes?
• Offensive approach: Whom can I replace in
customer’s eyes?
• A potential substitute? A new entrant?
• The customer’s HEART/ MIND is the Kurukshetra
The Positioning Grid
• For Whom? – Target segment
• Against Whom? – Target competitors (category)
• For What benefit? – Differentiated proposition
• Why believe me? – Objective (factual/ logical) or
subjective (impressionistic/emotional) reasons
The Positioning Grid - Dove
• For Whom? – Women concerned about their
skin
• Against Whom? – Bathing bars
• For What benefit? – Nourished skin
• Why believe me? – Contains 25% moisturizer
The Positioning Grid - Lifebuoy
• For Whom? – People exposed to germs – kids,
players, medics
• Against Whom? – Bathing bars
• For What benefit? – Health protection
• Why believe me? – Kills 99% germs, Doctors
recommend
The Positioning Grid - Maggi
• For Whom? – Snack lovers, specially youngsters
• Against Whom? – Quasi-meal snacks
• For What benefit? – QUICK (2 minutes), Healthy,
filling, enjoyable
• Why believe me? – Enjoyability in preparation
and consumption
The Positioning Grid
• For Whom? – Target segment
• Against Whom? – Target competitors (category)
• For What benefit? – Differentiated proposition
• Why believe me? – Objective (factual/ logical) or
subjective (impressionistic/emotional) reasons
Relationship between Brand and Product
• Product exists in space & time
• Brand exists in mind (collective consciousness)
• Product has limited life
• Brand can live and evolve forever ( jab tak suraj chaand rahega!)
• Product performs
• Brand promises
• Product proves the brand meaning
• Brand creates preference for the product
Flagship product vs Carrier product
• Flagship product best encapsulates the Brand’s
values (Fortuner, Mercedes S – class, Samsung
Galaxy Note 20)
• Carrier product enables a brand to enter a market
effectively (Toyota Qualis, Tata Indica, Cadbury
Dairymilk )
• Sometimes both may be the same (Maggi Noodles)
Keller’s Brand Resonance Pyramid
• Long term positive cash flows
• Repeat purchase + advocacy
• Behavioural and emotional loyalty
• Positive attitudes and feelings towards Brand
• Favourable perceptions of Brand performance and
imagery
• High awareness of the Brand
Keller’s Brand Resonance Pyramid
Keller’s Brand Resonance Pyramid
Keller’s Pyramid – Brand salience
• Is it EASY to recall the brand? - Depth of
awareness
• When is the brand recalled? – Breadth of
awareness
Keller’s Pyramid – Brand performance
• Product ingredients and supplementary
attributes
• Product reliability, durability and serviceability
• Service quality
• Style and design
• Price
Keller’s Pyramid – Brand imagery
• User profiles (Mountain Dew , Dabur Honey)
• ads video\Darr ke aage jeet hai _ Mountain Dew _ Hrithik Roshan.mp4
• ads video\Dabur Honey TVC.mp4
• Purchase and usage imagery (CDM, Pizza)
• Personality and values (LIC, ICICI Pru, HDFC life)
• ads video\LIC Ads - Jivan Bima Old Advertisement _ Classic Ads _ Indian Ads Company.mp4
• ads video\ICICI pru videoplayback.mp4
• ads video\HDFC life videoplayback (1).mp4
• History, heritage and experience (TATA, Apple)
• ads video\Tata Steel videoplayback.mp4
• ads video\Tata Steel videoplayback (1).mp4
Keller’s Brand Resonance Pyramid
Keller’s Pyramid – Brand Judgements
• Relevance
• Superiority
• Competence
• Trustworthiness
• Likeability
Keller’s Pyramid – Brand Feelings
• Lifebuoy – Protected
• LIC – Secured
• Jio – Empowered
• Apple – Arrived
• Durex – Titillated
• Redbull – Energized
• Nescafe’ – Refreshed
Keller’s Brand Resonance Pyramid
Keller’s Pyramid – Brand Resonance
• Behavioural loyalty
• Attitudinal attachment
• Sense of community
• Active engagement
Customer Loyalty
Behavioral Loyalty
Low High

Attitudinal Loyalty High

Latent/ Covetous Premium / True

Absent Inertial/ Spurious

Low
Keller’s Brand Resonance Pyramid