BRANDINGDr. Ashutosh Kumar

Asia Pacif ic Inst i tute of Management

What are the unique features of the brands you buy most often?

• Amazon.com• Surf excel• Kingfisher• McDonalds• Gap• Coke

Branding is endowing products and services with the power of a brand. Its all about creating differences between product.

Marketers needs to teach consumers “who” the product is—by giving it a name and using other brand elements to help identify it—as well as “what” the product does and “why” consumers should care.

Brand Equity: is the added value endowed to products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as the prices, market share, and profitability that the brand commands for the firm.

Customer-based brand equity: It is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

AAKER MODEL

• David Aaker views brand equity as a set of five categories of brand assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to a firm and or to that firm’s customers.

• Categories are: Brand Loyalty, Brand Awareness, Perceived Quality, Brand Associations and Other proprietary assets like patents, trademarks etc.

• An significant concept for building brand equity is brand identity—the unique set of brand associations that represent what the brand stands for and promises to customers.

• Aaker maintains that the identity should be differentiating on some dimensions, suggest parity on others, resonate with customers, drive brand building programs, reflect the culture and strategy of business and be credible.

Judgments Feelings

Performance Imagery

Salience

4. Relationships=What about you &

me?

3. Response = What about you?

2. Meaning = What are you?

1. Identity=Who are you?

Deep, broad brandawareness

Strong, favourable& unique brand

associations

Positive,Accessible reactions

Intense,Active Loyalty

Brand Resonance Model

Resonance

Brand Salience relates to how often and easily the brand is evoked under various purchase or consumption situations.

Brand performance is how well the product or service meets customers functional needs.

Measuring Brand Equity

• Brand Audits: It is a consumer-focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity.

• It consist of Brand inventory and Brand exploratory– Brand inventory purpose is to provide a current,

comprehensive profile of how all the products and services sold by a company are marketed and branded.

Measuring Brand Equity

– Brand exploratory is research activity conducted to understand what consumers think and feel about the brand and its corresponding product category to identify sources of brand equity.

• Brand Tracking: Brand tracking studies usually involve collecting quantitative data from consumers on a regular basis. One way to do it is to continuously collect information, which provide a more representative picture of how the brand stands and allow us to control for unusual marketing activities during the analysis.

Measuring Brand Equity

• Brand Valuation: Brand valuation is the process used to calculate the value of brands.

Managing Brand Equity

Brand Reinforcement

Brand Crisis

Devising a Branding Strategy

Brand Extensions

Brand Portfolios

It is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category. Different brands may be designed and marketed to appeal to different market segments.