Introduction

to the
BRAND

LECTURE I
BEENISH NAWAZ
APPLE
MERCEDES BENZ
McDONALD’S
SHELL
Twitter
WWF
 According to the American
Marketing Association (AMA), a
brand is a “name, term, sign,
symbol, or design, or a combination
of them, intended to identify the
goods and services of one seller or

What is group of sellers and to differentiate

BRAND? them from those of competition.”

Different components of a brand that

identify and differentiate it are called
brand elements.
 Brand VS
Product

A product is anything
A product may be a
we can offer to a physical good, a
market for attention, service, a retail outlet,
acquisition, use, or a person, an
consumption that organization, a place,
might satisfy a need an experience, or even
an idea.
or want.
 The Core benefit level is the fundamental
need or want that consumers satisfy by
consuming the product or service.

The Generic product level is a basic version of the product

containing only those attributes or characteristics absolutely
necessary for its functioning but with no distinguishing
features.

The Expected product level is a set of attributes or characteristics that

buyers normally expect and agree to when they purchase a product.

The Augmented product level includes additional product

attributes, benefits, or related services that distinguish the
product from competitors.

The Potential product level includes all the

augmentations and transformations that a
product might ultimately undergo in the future.
 5 Product Levels for
Coca Cola
1. Core Benefit: The core
benefit of Coca-Cola is to
quench a thirst.
2. Generic Product: The
generic product is a burnt
vanilla smelling, black,
carbonated, and sweetened
fizzy drink.
3. Expected Product: The
expected product is that the
customer’s Coca-Cola is cold.
If this isn’t the case then
expectations won’t be met
and the drink will not taste
its best in the mind of the
customer.
4. Augmented Product: Coca-Cola’s
augmented product is that it offers
Diet-Coke. How does Coca-Cola exceed
customers expectations with this
product? By offering all the great taste
of Coca-Cola, but with zero calories.
5. Potential Product: One way in
which Coca-Cola delights customers is
by running competitions. The prizes in
these competitions are often things
that, “money can’t buy”, such as
celebrity experiences. To continue to
delight customers over time the
competition prizes change frequently.
 5 Product Levels for Cell phone

Core Benefit Level: Communication

Generic Product Level: Basic Key Pad Functions (Dialer, Text Messaging)

Expected Product Level: FM Radio, Camera, Hands Free, Loud Speaker etc.

Augmented Product Level: Android, Dual Core, Large Memory, Hi resolution camera
etc.

Potential Product Level: All possible future innovations (such as flexible handsets,
“bio-sensitive” sets etc.)
 Brand Pyramid
“Aims to bind customers or
building customer loyalty.”
Kevin Lane Keller was the first to
write about the ‘brand pyramid’
in his book ‘Strategic Brand
Management’, published in 1998.
Additionally, famous American
research and consultancy firm
Millward Brown conducted
research into brand recognition
in the same period.
 Customers
The Brand Pyramid helps Loyalty
companies to better
To investigate how loyal “The higher they
identify what their
customers are. climb the pyramid,
Customers’ position is
regarding their product the more loyal they
and brand.
are.”
 Level 2: Relevance
Level 1: Presence Customers start to wonder.
Customers are less aware of your brand Customers begin asking questions like:
Little or no emotional attachment. "Does this brand fit my needs?"
Tried a sample. "Is it in the right price bracket for me?"
"Is it worth it?"
Level 5: Bonding
A bond is built
customer wants to be associated
with the brand.
Determined the cost, advantage,
and performance are at levels
they're happy with.
Vocal advocates of the brand.

Level 3: Performance Level 4: Advantage

Customers start comparing the brand. Customer loyalty is almost tangible.
Recognize it based on external characteristics. Associated with customers emotions.
USP’ win a customer over competitors.
Customers are able to identify with the
The brand is on the customer's "short list" brand and communicate this to those
around them.
 What is BRANDIND?
Branding can be defined as the process of creating a unique name and image of the company
/product in the market and in the minds of the consumers through various advertising and

promotional campaigns having a consistent message and a theme.

Example:
 Apple (operational excellence)
 an innovative and path breaking brand
Brand recall factor : Bitten apple (logo) - Excellent customer service - Quality and class
 Can
everything be
branded?

YES!
Ultimately a brand is something that resides in
the minds of consumers.
 The key to branding is that consumers perceive
differences among brands in a product category.
 Even commodities can be branded:
Chicken (K & N), Meat (Meat One), Drinking Water
(Aquafina), Rice (Mughal), Steel (Jamal), etc.
 What is branded?

• Goods
• Services
• Retailers and distributors
• Online products and services
• People and organizations
• Animated characters
• Sports, arts, and entertainment
• Geographic locations
• Ideas, ideologies & experiences

1. Products Get
Individuality :
 The first company to
conceive and give birth to
new product.
 Your product, if branded will
have its own personality
standing out rest of all the
competition
Promise is promise (Colgate)
Branding benefits to
Manufacturers
2. Control of
product Prices:
3.Increases
 Control of retail price is bargaining Power:
a significant factor
 Each pack or a wrapper
 Already a ‘pull’ in favor
contains in the message
of the product, no need for
the MRP - Maximum
a great ‘push’ by retailers.
Retail Price (incl. /excl.
tax)
4. It Reduces the Advertising Costs:
 The over expenditure drops down in case of branded products.
5. Ever Increasing Demand:
 Powerful brands have the capacity to create, maintain and extend
the demand for a product.
6. Introduction of New Product is Made Easy Task:
 Company is launching a new product, it will be easily accepted
because of past trust in the company.
For instance, Philip’s company known for Sound gadgets failed
successfully by introducing dry- cells and shaving blades.
7. Powerful Weapon for Product Differentiation:
 Coca-Cola and Pepsi Cola war - The Coca-Cola working with “Kuch
bhi ho jai Coca Cola Enjoy”. Pepsi with “Dil Mange More”. Now
come out with Pepsi “Le Chel Le Chel” on the contrary Coca-Cola
changed its slogan “Thunda Matlab-Coca Cola”.
More advantages to Producers/manufacturers

 Brand name helps in advertising in an easier

way.
 Brand name establishes the permanent
identity of the product.
 Brand name promotes repurchasing.
 Competition becomes easier with the help of
brand loyalty.
 Branding benefits to Intermediaries
1. Quicker Sales

2. Advertising and Display of Products is Rendered

Easier(POP)

3. Increases Market Share and Control over Market

4. Introduction of New Products is Rendered Easier

(suggestions from retailer)

5. Branded Products Have More Stabilized Prices

6. Economical Way of Doing Business

 Branding benefits to Consumers

1. Brand Stands for Quality

2. Consumer Protection against Cheating

(MRP, expiry date, date of manufacturing, batch number etc)

3. Branded Products Reflect their Life Styles

4. Steady and Regular Supply of Products

5. Time saving (shopping)

6. Claimed easily.
 Branding Challenges and Opportunities

• Savvy customers

• Brand proliferation

• Media fragmentation

• Increased competition

• Increased costs

• Greater accountability
 Brand equity concept
 Brand equity refers to the value of a brand.
 Developing a strong and dynamic brand creates a
solid foundation for your company, but the success
of that brand over the long term depends on your
brand equity.
 Brand equity is more of a concept than anything
else and acts as a framework for understanding the
power of consumer’s emotions in relationship to
your brand positioning.
 Strategic Brand Management
The Strategic Brand Management
It involves the design and Process involves 4 steps:
implementation of marketing
1. Identifying and establishing brand
programs and activities to build,
positioning and identity
measure, and manage brand
2. Planning and implementing
equity.
brand-marketing programs
3. Measuring and interpreting brand
performance
4. Growing and sustaining brand
equity
Keller’s CBBE model
Brand performance: Holistic
 Product Features
 Product Reliability marketing
 Customer Service
 Style & Design
approach
 Pricing of the product or
service.

Brand imagery:
 Brand image rugged or soft
BMW and BARBIE

Brand response:
Judgment – The customer has never experienced the brand but has multiple negative
words of mouth for the brand.
Judgment – Customer has experienced the brand but not found it up to mark.
Feeling – The product was as per expectations but not superior or beyond expectations
for the customer to take repeat action (average feeling)
Feeling – The customer service was excellent, making the customer a brand advocate.
 Holistic
marketing
approach
Resonance
(strong relationship):

Harley Davidson
 Behavior
 Values and attitude
 Engagement of customers
 Connection and feelings
Mental Map for McDonalds illustrating
Core Identity

1.35
Brand Audit

1.36