By Priyanka Rajwar

 What’s a Brand?
 Brand experience
 Brand Story: Santa Claus
 Brand Identity
 Aaker’s Brand Model
 Example
 Kapferer’s Brand Identity Prism
 Approaches to branding
 A
service
A
packaging A
logo

A
product

A A
country shop

A
person
“ A Brand is a complex symbol. It is the intangible sum of a product’s
attributes, its name, packaging and price, its history, reputation, and
the way it’s advertised. A brand is also defined by consumer’s
impression of people who use it, as well as their own experience ”
David Ogilvy

A brand is a name, term, sign, symbol, or design, or a combination of

these, intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those of competitor
 External Internal

 Name  Business Process

 Logo  Customer Relations
 Advertising  Brand Values
 Brand identity  Training
 Environments  Quality
 Products and services  Staff Motivation
 Recruitment Policies
 Technology etc..
 Extended
Core

Brand
Essence

 Brand as Product
 Brand as Organization
 Brand as Person
 Brand as Symbol
 Value Proposition
(Emotional/Rational/Self-expressive)
 Credibility (Support / Proof / Story )
 Extended

Core
Pride
Value Available
Brand Taste
Essence:
Milk
Quality Indian
Variety
Food
 Constructed Source/Sender

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Constructed Receiver
 Physique according to him is the basis of the brand.
 E.G. the physique of Big Bazar is “Sabse Sasta Sabse achha” while for the
brand Tata it is “trust”

 Personality is same as Aaker, it answers the question “what happens to

this brand when it becomes a person?” …is it perceived as young or as a
matured person?

 Culture symbolizes the organization, its country-of-origin and the values

it stands for.
 E.G. traditional brands like balsara, dabur and zandu.
 Relationship is the handshake between consumer and the organisation.
 E.G. the relationship with “safola” is safety for you and your family, similarly
with Boost is ‘energizing’.

 Reflection is the consumer’s perception for what the brands stands for.
 E.G. Nike is considered cool, with a ‘Just Do It’ attitude

 Self-image is what the consumer think of himself.

 E.G. An iphone or ipad user thinks he’s ahead with latest technology and a
benz Car owner thinks that since he has bought the car he is treating himself
to one of the best car in the world.
 Constructed Source/Sender

E (Fresh!!!!) I
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Constructed Receiver
 Company name as brand (Tata, HCL, Wipro)
 Generic brand (Commodity or Concept)
 Co branding (Shoppers Stop and Citibank Credit card,
cellphones)
 Global Brand (Coca Cola,Haier, Benetton, Motorola)
 Local Brand
 Multibranding (Taj Mahal, Lipton, Taaza,BB)
 Brand extension
 Derived Brand (Intel inside)