Branding

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Branding
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ategorization of brands based on

value offered
Ê Functional brands ± emphasize the functional
value of the offer. Example Nirma, Sunlight
Ê Image brands ± offer image value to the user.
Example ± Parker pens, Pepsi
Ê Experience brands ± emphasize the unique
experience the user gets by associating with the
brand Example - Kingfisher
Brand elements
Selecting the brand name
Ê A good name will be distinctive, easy to pronounce and remember
Ê Names communicating the function of the product ± Good Knight,
omplan, Milkmaid, Fair and lovely, Boost, Banish, Aquagaurd, Ruf
& Tuf etc
Ê Names communicating specialty of the brand or a halo around the
brand± Ford IKON, Taj group of Hotels, Halo shampoo, Zen car
Ê Names that are acronyms ± MRF (Madras Rubber factory), AMUL
(Anand Milk Union Ltd)
Ê Using company names as brand names ± adbury, Philips, LG, Sony,
oca ola, Tata
Ê Using numbers and names ± Nokia ± 3310, 6020
Brand elements
Selecting a Logo
Ê A logo is a pictorial symbol. Pictures, Mascots,
symbols, graphic designs, plain alphabets are all
used as logos
Ê Along with a brand name a company uses logo
for visual identification
Ê Example - The Amul girl, Kelvinator¶s Penguin,
Air India¶s Maharaja, Onida¶s Devil, Mc
Donald¶s Golden Arches, Nestle¶s Bird¶s nest,
Unilever¶s G
Retaining the Logo¶s relevance and the
dilemma on altering it
Asian Paint¶s dilemma with Gattu
Ê Asian Paints had created a winning logo ± Gattu ± a little boy with
paint brush on one hand and a dripping can of paint on the other
Ê In rural markets of North India, the buyers who wanted to ask for
Asian paints would ask for µ   and not mention the
name.
Ê In later years when Asian paints came out with high priced versions
for the sophisticated urban market, the logo of a urchin and the image
of the product did not match.
Ê Research also supported the fact that the urban buyer recalled the
brand names of Apex and Ultima rather than the logo
Ê The company could not drop the logo as it was still relevant in the
rural market nor could the modify it.
Ê Therefore it was decided to retain the boy but only as a small image
in the packs and no where else
Options in Branding strategies
Ê Individual brand names ± HUL, in its soaps division goes for individual
names for each product like Dove, Lux, Pears, Lifebuoy, Liril and Hamam
Ê Family brand names ± HUL has gone for family brand names in case of
osmetics ± Lakme for a variety of products from nail polish to sunscreens.
HUL - Brooke Bond ± for tea and coffee products. HUL ± Kissan for
squashes, jams, sauces etc. Nestle¶s Maggi for soups, sauces, ketchups, in
addition to noodles.
Ê Benefits of Family branding ± Airtel, Maggi, etc
Ê ompany name as brand name ± Tata ± salt to trucks, Godrej ± Steel
cupboards to hair dyes, Videocon ± All electronic appliances. Other
companies are - LG, Virgin, Philips, Samsung etc
Ê Umbrella brands ± Term used to indicate family brand or company name.
example ± Johnson and Johnson
Options in branding strategies
Ê Different brand names for same product in different markets± Toyota
motor¶s gasoline electric hybrid vehicle is sold as Toyota Harrier in
Japan and Prius in North America
Ê Private Label (store brand labels) ± small scale manufacturers of food
products, detergents, soaps, garments etc sell to big retailers who
brand the product under their name. Even big manufactures sell as
private labels in foreign markets.

IT sells cigarettes brands like Insignia, India Kings, lassic, Gold Flake,
Silk ut, Navy ut, Scissors, apstan, Berkeley, Bristol and Flake in India,
but exports and sells in other countries as private labels
Brand extension
It is a frequently used strategy in brand management ± basically means
extending the ongoing brand name to more products
1. Line extension (with in the same product line)± Sunrise coffee
extended to sunrise premium and sunrise extra coffee. Surf ± Surf
Ultra, Surf Excel, Surf Excelmatic, Surf gentle wash
2. Extending brand name to relate product line ± Nivea ± creams,
lotions, after shave, soap, baby care etc. Other examples - Maggi,
Ponds
3. Extended to items in unrelated product lines ± example Wipro ±
computers to baby products
Why firms opt for brand extension
Ê Helps a new item to acquire instant recognition
Ê Saves cost, a brand extension costs much less than
launching a new brand
Ê Helps leverage the strengths of the existing brand, with in
the line, with in the category and outside the category
Ê When a brand is slated for premium pricing, benefits of
brand extension is all the more significant
Ê Extension also helps build a brand into a family or
corporate brand
Brand tagline
Ê When it comes to marketing, one of the most powerful tools to build
a brand is a tagline .
Ê They communicate something unique, valuable and memorable about
the brand they represent. And they are always included in any
communication about that brand. They are often catchy. Easy to
remember. Descriptive. lever. Fun. Short and sweet.
Ê Examples:
L'Oreal - You are worth it
Accenture ± High Performance delivered
McDonalds - "I'm lovin' it³
A really great tagline conveys a company's benefit with personality and
attitude and the most memorable taglines connect on an emotional
level.
Brand name, tagline and logo
should go together
Nike

onnecting people, anytime

Anywhere.
The world¶s networking
ompany.
Brand Ambassador ± Helps to portray the
brand personality