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 What is a brand?
‡ According to the American Marketing Association (AMA), a
brand is a ³name, term, sign, symbol, or a combination of
them, intended to u
u the goods and services of one seller
or group of sellers and to u

u
them from those of
competition.´
‡ These different components of a brand that identify and
differentiate it are 



.
 What is a brand?
‡ Many practicing managers refer to a brand as more than that²
as something that has actually created a certain amount of
 

 
u u

 and so on in the
marketplace.
‡ We can make a distinction between the AMA definition of a
³brand´ with a small b and the industry¶s concept of a ³Brand´
with a capital b.
 Brands vs. Products
‡ A   is anything we can offer to a market for
attention, acquisition, use, or consumption that might
satisfy a need or want.
‡ A   may be a physical good, a service, a retail
outlet, a person, an organization, a place, or even an
idea.
‡ A brand is therefore more than a product, as it
can have dimensions that differentiate it in
some way from other products designed to
satisfy the same need.
‡ Some brands create competitive advantages
with product performance; other brands create
competitive advantages through non-product-
related means.
 ›riteria for ›hoosing Brand Elements

‡ Memorability
Marketer¶s offensive strategy
‡ Meaningfulness and build brand equity
‡ Likability
‡ Transferability
‡ Adaptability Defensive role for leveraging
and maintaining brand equity
‡ Protectability
 Tactics for Brand Elements
‡ A variety of brand elements can be chosen that
inherently enhance brand awareness or facilitate the
formation of strong, favorable, and unique brand
associations.
± Brand names
± URLs
± Logos or symbols or signs
± ›haracters
± Slogans
± Packaging
 Brand Names
‡ Like any brand element, brand names must
be chosen with the six general criteria of
memorability, meaningfulness, likeability,
transferability, adaptability, and protectability
in mind.
 Brand Naming Guidelines
‡ c



± Simplicity and ease of pronunciation and spelling
± Familiarity and meaningfulness
± Differentiated, distinctive, and uniqueness
‡ c




± The explicit and implicit meanings consumers extract from
it are important. In particular, the brand name can reinforce
an important attribute or benefit association that makes up
its product positioning.
 Brand Naming Procedures
‡ Define objectives
‡ Generate names
‡ Screen initial candidates
‡ Study candidate names
‡ Research the final candidates
‡ Select the final name
 URLs
‡ URLs (uniform resource locators) specify locations of pages
on the web and are also commonly referred to as u


‡ A company can either sue the current owner of the URL for
copyright infringement, buy the name from the current owner,
or register all conceivable variations of its brand as domain
names ahead of time.
 Logos and Symbols
‡ Play a critical role in building brand equity and especially
brand awareness
‡ Logos range from corporate names or trademarks (word marks
with text in general) written in a distinctive form, to entirely
abstract designs that may be completely unrelated to the word
mark, corporate name, or corporate activities
A word, symbol, or phrase used to identify
a particular company's product and
differentiate it from other companies'
products. Indicated by the symbol Œ,
when registered with a government
authority it is sometimes indicated by the
symbol ®; To register something as a
trademark; To so label a product.
 ›haracters
‡ A special type of brand symbol²one that takes on human or
real-life characteristics
‡ Some are animated like Pillsbury¶s Poppin¶ Fresh Doughboy,
Peter Pan peanut butter¶s character, and numerous other
characters such as Tony the Tiger, The AMUL girl.
‡ Others are figures like Juan Valdez (›olombian coffee), and
Ronald McDonald. Notable newcomers include the AOL
running man, the Budweiser frogs, and the AFLA› duck.
 Slogans
‡ Slogans are short phrases that communicate
descriptive or persuasive information about the brand.
‡ Slogans are powerful branding devices because, like
brand names, they are an extremely efficient,
shorthand means to build brand equity
 ›lassic Slogans
‡ ³Melts in your mouth, not in your hands´ (M&M¶s)
‡ ³Where¶s the beef?´ (Wendy¶s)
‡ ³›an you hear me now?´ (Verizon)
 Jingles
‡ Jingles are musical messages written around the brand.
Typically composed by professional songwriters, they often
have enough catchy hooks and choruses to become almost
permanently registered in the minds of listeners²sometimes
whether they want them to or not!
‡ Jingles are perhaps most valuable in enhancing brand
awareness.
 Packaging
‡ From the perspective of both the firm and consumers,
packaging must achieve a number of objectives:
± Identify the brand
± ›onvey descriptive and persuasive information
± Facilitate product transportation and protection
± Assist at-home storage
± Aid product consumption
 Packaging ›an Influence Taste
‡ Our sense of taste and touch is very
suggestible, and what we see on a package can
lead us to taste what we think we are going to
taste.
 Packaging ›an Influence Value
‡ Long after we have bought a product, a
package can still lead us to believe we bought
it because it was a good value.
Packaging ›an Influence ›onsumption
‡ Studies of 48 different types of foods and personal
care products have shown that people pour and
consume between 18% and 32% more of a product as
the size of the container doubles.

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 Packaging ›an Influence How a
Person Uses a Product
‡ One strategy to increase use of mature products has been to
encourage people to use the brand in new situations, like soup
for breakfast, or new uses, like baking soda as a refrigerator
deodorizer.
‡ An analysis of 26 products and 402 consumers showed that
twice as many people learned about the new use from the
package than from television ads.
 Putting It All Together
‡ ï
 

 

 
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 Why do brands matter?
‡ What functions do brands perform that make
them so valuable to marketers?
 Importance of Brands to ›onsumers
‡ Identification of the source of the product
‡ Assignment of responsibility to product maker
‡ Risk reducer
‡ Search & cost reducer
‡ Promise, bond, or pact with product maker
‡ Symbolic device
‡ Signal of quality
 Reducing the Risks in Product Decisions
‡ ›onsumers may perceive many different types of risks in
buying and consuming a product:
‡ à:u
uThe product does not perform up to
expectations.
‡ àþ u
uThe product poses a threat to the physical
well-being or health of the user or others.
‡ à:uu
uThe product is not worth the price paid.
‡ à4u
uThe product results in embarrassment from
others.
‡ àþ 
u
uThe product affects the mental well-
being of the user.
‡ àïu
uThe failure of the product results in an
opportunity cost of finding another satisfactory product.
 Importance of Brands to Firms
‡ To firms, brands represent enormously
valuable pieces of legal property, capable of
influencing consumer behavior, being bought
and sold, and providing the security of
sustained future revenues.
 Importance of Brands to Firms
‡ Identification to simplify handling or tracing
‡ Legally protecting unique features
‡ Signal of quality level
‡ Endowing products with unique associations
‡ Source of competitive advantage
‡ Source of financial returns
 
 


‡ 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:
± ›offee (Barista), bath soap (Lux, Dove), flour
(Pillsbury, Ashirvad), beer (Budweiser), salt
(Tata), oatmeal (Quaker), pickles (Mother
Dairy,Nilons), ›hickens (Perdue), pineapples (Del
Monte), and even water (Bisleri, Qua)
 An Example of Branding a ›ommodity

‡ De Beers Group added the phrase ³A Diamond

Is Forever´
 What can be branded?
‡ Physical goods
‡ Services
‡ Retailers and distributors
‡ Online products and services
‡ People and organizations (Politicians,
entertainers etc.)
‡ Sports, arts, and entertainment
‡ Geographic locations
‡ Ideas and causes
 Source of Brands Strength
‡ ³The real causes of enduring market leadership are ruu 
u

 Enduring market leaders have a revolutionary and

inspiring vision of the mass market, and they exhibit an
indomitable will to realize that vision. They persist under
adversity, innovate relentlessly, commit financial resources,
and leverage assets to realize their vision.´
Gerald J. Tellis and Peter N. Golder, ³First to Market, First to Fail? Real
›auses of Enduring Market Leadership,´ ï 4
 

 
ru
 1
January 1996
 Importance of Brand Management
‡ The bottom line is that any brandno matter
how strong at one point in timeis vulnerable,
and susceptible to poor brand management.
What are the strongest brands?
 Branding ›hallenges and Opportunities

‡ Savvy customers
‡ Brand proliferation
‡ Media fragmentation
‡ Increased competition
‡ Increased costs
‡ Greater accountability
 The Brand Equity ›oncept
‡ No common viewpoint on how it should be
conceptualized and measured
‡ It stresses the importance of brand role in
marketing strategies.
‡ Brand equity is defined in terms of the
marketing effects uniquely attributable to the
brand.
± Brand equity relates to the fact that different outcomes result
in the marketing of a product or service because of its brand
name, as compared to if the same product or service did not
have that name.
 Strategic Brand Management
‡ It involves the design and implementation of
marketing programs and activities to build,
measure, and manage brand equity.
‡ The 4
u  

 þ
 is
defined as involving four main steps:
1. Identifying and establishing brand positioning and values
2. Planning and implementing brand marketing programs
3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity
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