What is a Brand?

The clichd definition:

A brand is a name, term, sign, symbol or

design, or a combination of them, intended to

identify the goods or services of one seller or
group of sellers and to differentiate them from
those of competitors.

What I understood:

A brand offers consumers significant

emotional and/or physical advantage over its

competitors.
It is a perception or gut feeling of what the
consumer thinks of a product/service.
It is something larger than the product, it is a
product with a personality.

As Nike fan, the brand represents to me -

athleticism, strength, good health, and fun.

I have a gut feeling about it that this brand
is superior over others in terms of
performance.

Why is a brand important?

A brand....
Instils a recall factor for the product based on

the past performance and marketing program

and further creates loyalty.
Offers legal protection to the product with
distinct features.
Simplifies product handling, inventory
management and accounting records.
Identifies the product and its source or maker.
Is unique and so it develops a competitive
advantage.

What is brand equity?

The clichd definition:

Brand equity is the added value
endowed on products and services, which
may be reflected in the way consumers,
think, feel, and act with respect to the
brand.

What I understood:
The intangible value of a company beyond

its physical net assets is the brand equity.

Brand loyalty is one of the major element
of brand equity.
Brand name awareness, its associations,

perceived quality and proprietary brand

assets determine brand loyalty.
Measure of the attachment that a customer
has to a brand is Brand loyalty

Starbucks can sell its coffee at a higher

price than solid

marketcompetitorsbecause consumers
associate the brand with quality and value .

Building Brand equity

Choosing
Brand
elements

Designing
Holistic
Marketing
activities

Leveragin
g
secondar
y
associatio
ns

Choosing
Brand
elements

Brand
names

Slogans

Charact
ers

Symbols

Logos

URLs

Meaningful
Memorable

Likeable

Protectable
Transferable

Adaptable

Choosing
Brand
elements

Designing
Holistic
Marketing
activities

Leveragin
g
secondar
y
associatio
ns

Integrated
Marketing

Designing
Holistic
Marketing
activities

Choosing
Brand
elements

Designing
Holistic
Marketing
activities

Leveragin
g
secondar
y
associatio
ns

Internal
Branding
Brand
communities
Newsletters
Brand workshops
Rewards &
Recognition
Videosowners
with
Harley
Group
messages
Sunsilk
Gang Of Girls
demonstrating brand.

Secondary
associations

Leveragin
g
secondar
y
associatio
ns

Secondary Associations
Country or geographic location of
origin

Many places enjoy a reputation of excellence in

certain areas.
Brands may
area
Sporting,
cultural,
or highlight
other their
events
of origin to transfer such positive
Sponsored
events
can contribute
to brandand
associations.
Example,
Swiss watches
equity
becoming
associated to brand and
BMWby
Germany.
Celebrity
endorsement
improving brand awareness. The main means
Abyfamous
can:
attention
to a
which person
an event
canDraw
transfer
associations
is
brand,
and Example.
Shape the Pepsi
perceptions
of the brand
credibility.
IPL
by the image that consumers have about the
famous person.
Example. Boost and Sachin tendulkar

Co-branding
Co-branding uses two brand names that are
owned by two separate companies. It is
contractual.
Ingredient
branding
Example. Nike and Apple came together to
bring Music
and exercise
togetherisinbranded
an
Where
a component
or ingredient
in
sportstokit
first then in an
order
communicate
theapp.
value of the product.
Example.
Intel chipsets and processors are
Brand
Licensing
branded for selling laptops and CPUs.
Renting a brand to another company while the
parent company still owns the brand. Example.
Fisher price and Harley Davidson.

Branding Terms
Brand
line

Brand
mix

Parent
brand

Family
brand
Brande
d
variants

Brand
extensi
on
Line
extensi
on
License
d
product

Subbrand
Categor
y
extensi
on

Sub Brand
Branded house
House of Brands

Brand
mix

Line
extensio
n

Categor
y
extensio
n

HUL

SURF
EXCEL

DOVE

Surf excel
easy wash

Dove Soap

Surf excel
matic top
load

Dove soap
with
avocado

Surf excel
quick wash

Dove soap
jojoba oils

Surf excel
Bar

Dove
Shampoo

Surf excel
Liquid

Dove Face
wash

Brand
line

House
of
brands
SUNSI
LK

RIN

Advantages of extensions
The question for marketers is to know when,
where, and how to extend a brand.
The following are the advantages of brand
extensions:
Improve brand image.
Reduce risk perceived by customers.
Enhance the parent brand image.
Bring new customers into brand franchise and
increase market coverage.

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Advantages (cont...)
Clarify brand meaning.
Permit subsequent extensions.
Increase efficiency of promotional

expenditures.
Avoid cost of developing a new brand.
Increase the probability of gaining
distribution and trial.

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Caterpillar moved into shoes and

clothing

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reliable, resistant, masculine

Disadvantages of brand extensions

Can confuse or frustrate consumers.
Can encounter retailer resistance.
Can succeed but cannibalise sales of parent

brand.

Extensions of Tropicana
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Disadvantages (cont)
Can fail and hurt parent brand image.
Can succeed but hurt the image of the

parent brand.
Can dilute brand meaning.
Can cause the company to forgo the chance
to develop a new brand.

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