Creating Brand Image

Many Companies are concerned nowadays about

-Driving Higher ROI
-Capturing and Leveraging Actionable Insights
-Transforming Commercial Capabilities

Few Terminologies are around the corner

- Research to Insight
- Reverse Innovation

Example of

VICKS VAPORUB

Vicks VapoRub was introduced in the Indian market as

a safe and multi-symptom relief against cold .
Richardson Hindustan Ltd started manufacturing the
cold & cough Over-the-Counter (OTC) category of
VICKS range of products in India way back in 1964 and
has led the category till date

In Consumer Research conducted by P&G and market

research firm NFO-MBL (National Family Opinion
Market Bureau Ltd),

Consumers have rated Vicks

VapoRub comparatively higher on parameters such as

Fast Relief and Long-Lasting Relief .
They also rated Vicks VapoRub significantly better on
key product attributes as it is Less Greasy and Smells
better
Almost 80% of the respondents rated Vicks VapoRub as
Better than any Cold Rub Ever Used

INSIGHT
Uncovering the true
reasons for consumer
reaction / drive

BELIEFS
Persuade
the
consumer
through existing
and new beliefs

CHOICES
Spur the consumer
to act on beliefs
and active goals

GOALS
Drive
consumer
preference through
goals

Bases of Differentiation

Features

: characteristics that supplement a products

basic function

Continuously introduce new features

- Contact recent buyers - Survey
- Value to customer vs. cost to firm
tradeoff

Quality

Premium price
Repeat purchase
Loyalty
Positive word of mouth

DIFFERENCE BETWEEN BRAND IMAGE AND BRAND IDENTITY

Brand Identity - Ways in which a company aims to identify
itself or position its products
Brand Image Way the public perceives the company or its
products
For a competitor, in order to steal the position from his rival,
three strategy is important:
Strengthen the current position

Search for and grab a new unoccupied position

that is valued by enough consumers

To deposition or reposition the competition

Creating Brand Image

Brand Image
Creating a positive brand image takes marketing programmes
that link strong, favourable and unique associations to the
brand ( Keller, 2008)
Brand Association can be formed :
- from direct experience
- from other commercial or nonpartisan sources
- from Word of Mouth
- by assumptions or inferences consumers make
about the brand itself
Strength of Brand Associations
- Brand attributes descriptive features that
characterise a product or service
- Brand benefits personal value and meaning that
consumers attach to product or service attributes

POSITIONING

The place the product occupies in the minds of

consumers in comparison to the

the

competitors products

They are defined by the consumers depending on the

important attribute of the product
Choosing a positioning strategy means
-

Identifying possible competitive advantages

Choosing the right competitive advantage

USP

Positioning errors to avoid

Differences to promote

What a Company should not do?

Underpositioning

Overpositioning

Confused positioning

Doubtful positioning
In fact, a company can solve the problem of
mix by utilising the positioning problem

marketing

ex : if a firm wishes to position itself highly, it should

focus on high quality in respect of
product , price,
packaging, distribution channel and advertisement

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Companies

may

think

they

can

reposition

brand , but this is nearly always difficult and

sometimes impossible.
Pepsi Cola has always tried to project a fresh,
youthful appeal against Coca Cola which is still
considered to be having an effect
But every time it has tried, it has failed. In fact it
had to remain content giving the first place to
Coca Cola.

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When 7 Up which had a market as a mixer with hard drinks

was placed, it was placed as a

A Soft Drink
Different from Colas
Intriguing Effect (a Soft Drink in the UN-COLA
Segment)

This UN- COLA position brought up Sales increase of 100% for

7 Up in the first year.
It became the third largest selling soft drink after COKE and
PEPSI
The consumers mind is thought of as a Geometric Space and
brands are plotted in that space to represent consumer
judgements
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This is done with the help of perceptual maps that enable us to see
which brands are closer to ours and therefore represent our closest
competitors.
Perceptions or Brand Positions can be changed even if the product is
the same this is known as Brand Repositioning , example
Microsoft

Cadbury,

: Apple,

Starbucks

http://pencilscoop.com/2013/04/5-amazing-examples-of-successful-r
ebranding
It is important to find a position in the consumers perceptual space,
occupy that position and defend it,
example

: MAGGI Noodles
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Points of Parity and Points of Difference for a Brand

Points of Difference( POD) strong, favourable and unique attributes that

consumers associate with a brand, positively evaluate, and believe that they
could not find to the same extent with a competitive brand
POD is quite similar to Unique Selling Proposition (USP)
Point of Parity ( POP) those associations that are not necessarily unique to
the brand but may in fact be shared with other brands. They are of 2 types:
Category where consumers view as being necessary to be a legitimate
and credible offering within a certain product or service category Ex:
Ponds Talcum Powder very exotic, perfumed, freshness -- then Ponds
Moisturising Lotion, Ponds Moisturising Soap
Competitive a brand break even where the competitors are having an
advantage
can also achieve an advantage in some other areas to be in a formidable
and unbeatable position
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How A Strong Brand Can Be Build?

Ensure identification with customers and association of the
brand with customers
Firmly establish the totality of brand meaning in the minds of
customers by strategically linking a host of tangible and
intangible associations
Elicit proper customer response to the brand identification
and brand meaning
Convert brand response to create an intense, active loyalty
relationship between customer and the brand

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 Loyalty

Attachment
Engagement

Sub-dimensions of
Brand Building
Exercise

Quality
Credibility
Consideration
Superiority

Primary Characteristics
Secondary Features
Product Reliability
Style and Design
Price

Warmth
Fun
Excitement
Security
Social Approval
Self - Respect

User Profile
Purchase and Usage Situation
Personality and Values
History, Heritage and Experiences

Category Identification
Needs Satisfied
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