ABM II

Brand Equity Assignment : 16/10/2017 ( This will be discussed on 9/10 in class)

Assignment 1 (with only the creative work of your brand) : 18/10/17
ABM III
Assignment 1 (with only the creative work of your brand) : 09/10/17
Brand Equity Assignment : 16/10/2017 ( This will be discussed on 12/10 )
Please note the schedule of the balance classes :

Date ABM II ABM III

6/10 Scorpio
9/10 Assignment 1 Scorpio
12/10 Brand Equity Brand Equity
13/10 Vardaan Vardaan
16/10 Group Group
Presentations on Presentations on
Brand Equity Brand Equity
Assignment Assignment
17/10 Prada Prada
18/10 Assignment 1
Groups will put together the
work done by pairs and present
the most interesting brands and
their advertising. Each group
will have 5 minutes for the
presentation.
 REAL
PERCEPTION
Brand Identity
Brand Positioning
1. Which category does the brand belong to?
2. Name the direct competitors.
3. What is the communication of each brand?
4. What is the consumer perception of each brand?
5. Rank perceptions on image dimensions of each
brand.
6. Perceptual mapping to check brand differences.
7. Differentiation through a Positioning statement
Point of Difference

Point of Parity
USP ( Unique Selling Proposition )

It means the one aspect of your product that makes you

different from all other products.

USP can be something real, which one product

has over all others, such as the strong taste of Minto mints.

.
'The Positioning Era' ( Advertising Age.)

" positioning is not what you do to a product.

Positioning is what you do to the mind of the prospect.
That is, you position the product in the mind of the prospect."
Al Ries and Jack Trout
The Consumers Mind - A Process of Laddering

Carss Pens Colas

Soaps Shirts
 Leader
Challenger
Followers
Nichers
New Product
Positioning:
The Positioning authors said
advertising had to evolve from
hard-sell reason why ads...

Through image ads... to

advertising based on the mind
of the consumer

What was that mind?

The Marketing Revolution
Positioning:
Positioning was a new
perspective on the new
marketplace.
Popularized by Jack Trout & Al Ries, former GE Brand
Managers
There were too many products, and
too many messages.
Marketers had to deal with this new reality.
Positioning:
Though the mind of the
consumer was
overloaded with
messages...
in most product
categories, there were
very simple
heirarchies... The
product
ladder
Positioning:
Within each category,
there are four basic
types of positions
The Best Position
The Against Position
The Niche Position
The New Category
The Best Position
In most categories, there
is a #1 in the consumers
mind

The Best Position

leverages this

Example: Crest
The Against Position
The Against Position
defines itself vs. #1.

Its an aggressive and

competitive position

Example: Avis Were

only #2. We try
harder.
The Against Position
The Against Position
defines itself vs. #1.
Its an aggressive and
competitive position

Example: 7Up The

UnCola
The Against Position
The Against Position
defines itself vs. #1.
Its an aggressive and
competitive position

Example: Take The

Pepsi Challenge!
The Against Position
The Against Position
defines itself vs. #1.
Its an aggressive and
competitive position

Example: Take The

Pepsi Challenge!
Positioning based on Tangible product attributes
Close Up with gel versus calcium carbonate
TTK Prestige with Teflon
Promise with clove oil
Vatika with herbal ingredients
Ariel wit Carezyme

Positioning based on Functions

Paints with insecticide
Videocon computer controlled fridge
Aristocrat with wheels

Positioning based on Tangible product Product Design

Kinetic Honda user friendly / no kick start
Titan Watches - jewellery
 Alternative Positioning Strategies

Product feature (focuses on specific aspect of

product or service, e.g., new flavor of
Gatorade)

Consumer benefit (focuses on specific benefit

consumer receives, e.g. Michelin and safety)

Usage occasion (focuses on a specific time or

place that consumer would use product or
service, e.g., 1-800-COLLECT)

Competitive product category (associates

the product with a particular category, e.g.
margarine with butter)

User group (highlights a personality aspect or

group of people who would use the product or
service, e.g., Mountain Dew)

Competitive brand (compares product or

service with competitive brand in category,
e.g., Tylenol vs. CVS brand)
Positioning based on Intangible product attributes
Reid & Taylor
Marlboro
Positioning Generic
Coke with Cola
Xerox and photocopying
Sony Walkman with personal stereo
The Niche Position
The Niche Position
promotes the product
along one dimension of
superiority

Example:Ezee
The New Category
The New Category is just
that. It defines a category
that didnt exist before and
then positions the (new)
product as the best in that
new category. Competition
follows.
Brand Personality delivers a picture of the kind of human traits
of the brand from a consumer POV.
 Powerful, instinctive, and
long-lasting imagery
 Brand name, Features, Advertising Stylistics,
Price and Distribution channel(Aaker1997)

Personality includes demographics such as

gender age and class(Levy 1959)

Transferring Human Psychology to Brands

(Aaker 1997)
 Down to earth
Sincerity Honest/ Cheerful

Daring/Spirited
Excitement Imaginative / Current

Reliable
Competence Successful

Intelligent/ witty
Sophistication Stylish

Outdoorsy
Ruggedness Tough
So Brands come across as Lively Modern Friendly
Boring Bold etc.
Lets see the attempt of
advertisers to build

Brand Personality.

McDonalds
 Spirited, stylish, determined to excel and in
health and fitness.
Aspirational - Michael Jordan, Andre Agassi,
Bo Jackson
 Is there a special world being created?
(Mountain Dew/rebel)
Is there a celebrity whos personality is
concurrent with the brand?
What are the emotions the brand creates?
(Funny, Flirtatious, Family,-Cadburys Dairy
Milk)
Source Credibility (Ponds Institute)
 Often the two are not in Sync.

CONSUMER ASPIRATIONS ARE KEY!

 The most obvious way is to do a simple response
generating question:

If the Brand were to come alive what

would it be?:
Male/Female?
Old/Young?
What would it be wearing?
How would it speak?
How would it come across at a party?
 Take five Brands: Coffee parlors

Caf Coffee Day

Barista
Costa
Nescafe
Starbucks

Lets do an exercise on Brand personality

 Focuses on customer experience
Focuses on the consumption situation
Deals with consumer senses

5.46
sensations,
feelings,
cognitions,
behavioral responses
brand personality,
brand community,
brand trust,
brand attachment, and
brand love
 Product Experience
Shopping & Service Experience
Consumption experience
 aesthetic (including visual, aural, olfactory,
and tactile
(touch ), taste aspects),
educational,
entertaining,
and escapist experiences.
 sensory,
affective,
intellectual,
and behavioral
APPLE/IPOD
STARBUCKS

I love the touch and feel of the
products.
I enjoy playing with all the
products.
I am part of a smarter
community.
This brand intrigues me.
I really feel Apple products go with
my way of life.
I use the iPod when I am jogging,
and I exercise more because of
the iPod.
Smells nice and is visually warm.
Its comfortable and puts me in a
better mood.
Its like being around a Barnes &
Nobles crowd.
The Body Shop
Smells nice and is visually warm.
Its comfortable and puts me in a
better mood.
Its like being around a Barnes &
Nobles crowd.
.

GOOGLE
The search is elegant; it
creates a mood of
playfulness
and curiosity.
I feel happy and proud
because I am smart and
in-theknow.
With Google, I change the
way I organize and interact
with information.
NIKE
Makes me think of how to live an
active lifestyle.
Makes me feel powerful.
I want to work out.
I feel inspired to start working out.
I feel like an athlete.
The store incites me to act, like
swing the baseball bat,
or put on the running shoes.
I enjoy designing my own shoe that
perfectly fits my Personality.
MTV Mental Map
Original

Popular Changing Real & genuine

Trendsetter
Leader For me

Mainstream Fun and entertaining

Trusting Young
Hip and Cool
Informative
Music Irreverent & rebellious
Lifestyle Popular
Live & immediate Connected
Interactive
 MUSIC Whats hot and whats new
CREDIBILITY - expert, trusting, reality
PERSONALITY Irreverent, hip, cool
ACCESSIBILITY Relevant, for everyone
INTERACTIVITY Connected and
participatory
COMMUNITY Shared experience
MODERN Hip, Cool
SPONTANEITY - Up to the minute,
Immediate
 Brand associations may themselves be linked to
other entities, creating secondary associations:
Company (through branding strategies)
Country of origin (through identification of
product origin)
Channels of distribution (through channels
strategy)
Other brands (through co-branding)
Special case of co-branding is ingredient branding
Characters (through licensing)
Celebrity spokesperson (through endorsement
advertising) 7.55
 Leveraging Secondary Associations
These secondary associations may lead to a
transfer of:
Response-type associations
Judgments (especially credibility)
Feelings
Meaning-type associations
Product or service performance
Product or service imagery

7.56
 Occurs when two or more existing brands
are combined into a joint product or are
marketed together in some fashion
Examples:
Sony Ericsson
Yoplait Trix Yogurt
Nestles Cheerios Cookie Bars

7.57
 Borrow needed expertise
Leverage equity you dont have
Reduce cost of product introduction
Expand brand meaning into related
categories
Broaden meaning
Increase access points
Source of additional revenue

7.58
 Loss of control
Risk of brand equity dilution
Negative feedback effects
Lack of brand focus and clarity
Organizational distractions

7.59
 A special case of co-branding that involves
creating brand equity for materials,
components, or parts that are necessarily
contained within other branded products
Examples:
BettyAirlines
Singapore Crocker baking mixes with Hersheys
Cabinschocolate
by Givency syrup
Seatsfrom
IntelUltimo
inside
Entertainment from Krisworld
Sound from Dolby Headphones
7.60
 Involves contractual arrangements whereby
firms can use the names, logos, characters,
and so forth of other brands for some fixed
fee
Examples:
Entertainment (Star Wars, Jurassic Park, etc.)
Television and cartoon characters (The
Simpsons)
Designer apparel and accessories (Calvin Klein,
Pierre Cardin, etc.)
7.61