MODULE 8

BRAND COMMUNICATION GRID

Human Behaviour is not necessarily a contest between reason and

emotion, the head against heart, but a result of the combination of both.
The FCB grid was developed by Richard Vaughn a Senior Vice
President of Foote, Cone and Belding Advertising.
The grid helps to clarify, how the consumers approach the buying process
for different products. Thus, it helps in directing the creative strategy and
the media strategy.

Simplified form of the FCB Grid

Reason Vs Emotion
Think Feel

Reason Emotion

High + +
Involvement
Emotion Reason

Low Reason Emotion

Involvement

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 This grid tells the sequence in which the consumers place the three
nouns affect, cognition and conation when they buy a product.

High Involvement-Thinking (the sequence Cognition-Affect-Conation):

As the purchase decision is based on rational thinking and motives,
Informative strategies should be focused upon. All the technical information
about the product should be given to the customer so that he/she makes a
purchase.Examples: Automobile, house, computers, etc.

High Involvement-Feeling (the sequence Affect-Cognition-Conation):

Purchase decision based on Psychological benefits. Hence, formulate
affective strategies for the products that would satisfy the psychological
needs of the customer.
Examples: Jewellery, fashion, cosmetics, etc.

Low Involvement-Thinking (the sequence Conation-Cognition-Affect):

Repeatedly bought products are involved. Hence, formulate habit
formation strategies so that the consumer does not think of buying the
competitors product.
Examples: Tomato ketchup, soap, toothpaste, etc.

Low Involvement-Feeling (the sequence Conation-Affect-Cognition):

Self-satisfaction strategies for products seen as "life's little pleasures".
Examples: Lollies

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The Grid as Developed by FCB:

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 Each Quadrant Explained:

The first quadrant focuses on the strategy where the customer gives
preference to Cognition.
The second quadrant focuses on the strategy where the customer gives
preference to affect.
The third quadrant focuses on the strategy where the customer gives
preference to Conation.
The fourth quadrant focuses on the strategy where the customer gives
preference to Conation and Affect.

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 BRAND
IDENTITY
PRODUCT
CORE

BRAND

BRAND
BRAND
UTILITY
VALUES

PERFORMANCE: HOW VALUE: CORE VALUES

DOES THE BRAND THAT BRAND WILL
SATISFY THE NEED STAND FOR
BETTER

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 PRODUCT CORE

Fundamental service/benefit that customer is really buying.

Example: Hotel guest buys rest and sleeps.
It is very important that a product performs the fundamental function
for which it is made. This is so because, it is the first thing for which a
customer chooses a product.
Suppose, for a food Brand: the Brand Value is high, but the food
delivered is not meeting the customer’s requirement, then we say that there
is something wrong with the core. If the brand does not work upon the core
fundamental benefit it would be very difficult for the brand to sustain itself
in the market.

BRAND UTILITY

Value added features/services whether tangible or intangible that the

brand offers are actually that attracts the customer towards a particular
product/service. It is the intangible VAS that McDonald’s offer makes the
customer to go for Big Mac although it is no better than a Quick’s Giant (it’s
competitor in Europe).

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 BRAND IDENTITY PRISM
Physique Personality

Relationship Culture

Reflection Self-image 2

ØPhysical qualities :
It’s ‘Physique’. It’s made of a combination
of either salient objectives features or
emerging ones.
It’s a brand’s backbone and it’s tangible
added value.

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ØCulture:
A brand has its own culture,fromwhich
every product derives.The Culture is the
basic principle that governs the brand in
it’s outward signs (communication).
It is at the core of a brand.

ØRelationship:
Brands are often the bases of transaction
and exchange between people.
Relationship builds loyalty among
consumers.
Relationship is important for a brand.

ØReflection:
A brand is a reflection of what a
consumer perceives about a brand.
All brands must control their reflection.
A brand must always project a flattering
image of their clients.

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ØSelf image:
A brand speaks about our self image.
if reflection is the target’s outward mirror,
then self-image is the target’s own internal
mirror.

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• These are the six facets which defines the

identity of a brand as well as the
boundaries within which it is free to
change or develop. All these facets are
interrelated and form a well structured
entity.

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• TOTAL BRAND IDENTITY is made up of :
1.Brand name:
The brands name is often revealing the brands
intension. The brand name is thus one of the most
powerful source of identity. A name like an identity has to
be managed.
E.G. : world’s largest liquor co., DIAGEO have brand’s
like:
Johnny walker.
Smirnoff vodka.
Seagram’s whisky.
Royal stag.

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2.Logo types:
symbols, logos help us to understand the
brand’s culture and personality.
logos help identify the brand and brand
identifies with the logo/symbol.
It reflects the brand essence and self
image .

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3.Selling strategies:
The various strategies a co., adopts to
increase it’s sales of a brand.
It is the ROI that the co., receives.
Eg : giving promotion discount like ‘fly by
night’.Discount’s in BOMBAY DYEING
showrooms throughout the year.

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4.Pdt/Service performance:
The pdt/service performance should be
constant throughout. Performance of a
pdt.,/service matters to the consumers.
Eg :

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5.Marketing communication:
It deals with sales and branding. It also
deals with the IMC at all levels. Also know
as 360 branding.
Eg: sunsilk’s gang of girls.
axe land etc.

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6.Merchandising(promotion):
refers to the various accessories available
under a particular brand.
eg : MTV Perfumes unplugged, t-shirts &
caps etc.
wills lifestyle.

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Brand Values - Mortar of Brand customer Relationship:

• Brand values are the core values that a brand will stand for. Values
have been defined as a lasting belief that a particular type of behavior
or state of existence is worth striving for.
• Different types of brand values exist. These values not only determine
the type of consumers but also the possibility of establishing a
relationship between the two.
According to Jiff Griffin brands provide three levels of value ,namely:
• Basic Value: It refers to those aspects of products and service
delivery that are fundamental, to the product or service as perceived
by the consumers. Most of the functional values of the brand are
covered under this category. Thus for a restaurant, hygienic food and
clean interiors would be basic values which are common to all the
products(i.e. restaurants) in the category.
Example: Jet Airways: It is always on time. This is its basic value.
• Expected value: These are certain values values to which customer
has become accustomed to Expected value is provided to customers to
remain competitive.
• These brand values cease to become brand differentiators.
Example: Jet airways. In jet airways on arrival they give us a wet
towel to wipe our face.
• Unanticipated value: Based on the concept of customer delight,
unanticipated value refers to new ways in which the brand tries to
deliver additional value to customers.
Example: Jet airways giving bags to small children as a gift and the
best part is no where its written jet airways.

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