BRAND SYMBOLBRAND SYMBOL

Is a strong component of the Is a strong component of the visual language of any brand.visual language of any brand.

BRAND SYMBOL LEADS TOBRAND SYMBOL LEADS TO

Awareness of the Brand

Brand AssociationLikeability &

Positive FeelingsStronger Memories

of the Brand

Brand Symbols can be created Brand Symbols can be created across 10 concepts in order to across 10 concepts in order to value to Brandsvalue to Brands

a.a. Non – Living CharactersNon – Living Charactersb.b. AnimalAnimalc.c. NatureNatured.d. PackPacke.e. ThingsThingsf.f. PeoplePeopleg.g. Geometric ShapeGeometric Shapeh.h. ScenesScenesi.i. MonumentsMonumentsj.j. LogoLogo

BRAND LOGO

The combination of shape and color is called Brand Logo. It is the visual signature of the brand. (ex) Gold flake ------ Golden colour. Parachute ------- Blue colour.

The Brand name has to stand out. Hence, shapes & Colors are used on packs & across communication media.

ELEMENTS OF THE BRAND LOGO

A) Brand name

B) Geometric shape

C) Color

D) Slogan (ex) Britania ---- Eat healthy & think better.

E) Font

EVALUATION OF LOGO

Likeability.

Specific likes & dislikes & the reason there of.

Distinctiveness.

Comprehension of the message by Logo

(ex) solidity, vibrant, dynamism etc.

Preference of each logo among key competitors.

BRAND CHARACTERBRAND CHARACTER

Marketers develop living or non Marketers develop living or non living characters & add personality & living characters & add personality & meaning to it in the context of brand meaning to it in the context of brand development. These characters are development. These characters are called Brand Characters.called Brand Characters.

Advice to Brand CharacterAdvice to Brand Character

It should It should

a.a. Be uniqueBe uniqueb.b. Have Distinct colorsHave Distinct colorsc.c. Have close association with the brandHave close association with the brandd.d. Not to have strong association with a Not to have strong association with a

particular product categoryparticular product categorye.e. Have a name for better identityHave a name for better identityf.f. Not to be ChangedNot to be Changedg.g. Have Standardized Features and TraitsHave Standardized Features and Traitsh.h. Evoke a feelingEvoke a feeling

Brand Equity is a set of brand Brand Equity is a set of brand Assets and Liabilities linked to Assets and Liabilities linked to a brand, its name and Symbol a brand, its name and Symbol that add to or Subtract from that add to or Subtract from the value provided by a the value provided by a product or service to a firm or product or service to a firm or to that firm’s customers.to that firm’s customers.

BRAND EQUITYBRAND EQUITY

2.2.1212

Brand Equity as a Brand Equity as a ““BridgeBridge””

Reflection of Reflection of pastpast investments in the investments in the marketing of a brandmarketing of a brand

Direction for Direction for futurefuture marketing actions marketing actions or programsor programs

BRAND EQUITYNAME/SYMBOL

PERCEIVEDQUALITY

Provides value to customer by enhancing customer’s Interpretation/ Processing of Information Confidence in the Purchase Decision use Satisfaction

Provides value to firm by Enhancing Efficiency & Effectiveness of Marketing ProgramsBrand LoyaltyPrices / MarginsBrand ExtensionsTrade LeverageCompetitive Advantage

BRAND

ASSOCIATIONS

OTHERPROPRIETARY

BRAND ASSETS

NAMEAWARENESS

BEAND

LOYALTY

BRAND LOYALITYBRAND LOYALITY

It is a measure of the attachment It is a measure of the attachment that a customer has to a brand. It that a customer has to a brand. It reflects how likely a customer will reflects how likely a customer will switch to another brand, especially switch to another brand, especially when the brand makes a change, when the brand makes a change, either in price or in product either in price or in product features.features.

LEVELS OF BRAND LOYALITYLEVELS OF BRAND LOYALITY

COMITTED BUYER

LIKES THE BRAND CONSIDERS IT AS A FRIEND

SATISFIED BUYER WITH SWITCHING COSTS

SATISFIED / HABITUAL BUYER NO REASON TO CHANGE

SWITCHERS/PRICE SENSITIVE IN DIFFERENT – NO BRAND LOYALTY

THE VALUE OF BRAND LOYALTYTHE VALUE OF BRAND LOYALTY

REDUCED MARKETING COST

TRADE LEVERAGE

ATTRACTING NEW CUSTOMERS

TIME TO RESPOND TO COMPITITIVE THREATS

BRAND LOYALTY

THEN HOW TO CREATE AND MAINTAIN BRAND LOYALITY ?

TREAT THE CUSTOMER RIGHT

STAY CLOSE TO CUSTOMER

MEASURE/MANAGECUSTOMER SATISFACTION

CREAT SWITCHING COSTS

PROVIDE EXTRAS

BRAND

LOYALTY

ACHIEVING BRAND LOYALTYACHIEVING BRAND LOYALTYTARGET SEGMENT (FOR THE BRAND)

IDENTIFICATION OF DRIVES

CHOOSING APPROPRIATECUES

PRODUCT – PROMISE & DELIVERYOF BENEFIT

REINFORCEMENT OF BENEFITS (CONSISTENCY)

BRAND LOYALTY

BRAND AWARENESSBRAND AWARENESS

Brand awareness is the ability of Brand awareness is the ability of potential buyer to recognize or recall potential buyer to recognize or recall that a brand is a member of a certain that a brand is a member of a certain product category. A link between a product category. A link between a product class and brand is involved product class and brand is involved (ex.) Wrangler jeans.(ex.) Wrangler jeans.

LEVELS OF BRAND LEVELS OF BRAND AWARENESS/AWERNESS PYRAMIDAWARENESS/AWERNESS PYRAMID

TOP OF MIND

BRAND RECALL

BRAND RECOGNITION

UNWARE OF BRAND

HOW AWARRENESS WORKS TO HOW AWARRENESS WORKS TO HELP THE BRAND?HELP THE BRAND?

Anchor, to which other Associations Can be attached.

Familiarity - liking

Signal of substance / commitment

Brand to be considered.

BRAND AWARENESS

HOW TO ACHIVE AWARENESS?HOW TO ACHIVE AWARENESS?

BE DIFFERENT, MEMORABLE BE DIFFERENT, MEMORABLE

INVOLVE A SLOGAN OR JINGLEINVOLVE A SLOGAN OR JINGLE

SYMBOL EXPOSURESYMBOL EXPOSURE

PUBLICITYPUBLICITY

EVENT SPONSERSHIPEVENT SPONSERSHIP

CONSIDER BRAND EXTENSIONCONSIDER BRAND EXTENSION

USING CUESUSING CUES

RECALL REQUIRES REPETITIONRECALL REQUIRES REPETITION

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Establishing Brand AwarenessEstablishing Brand Awareness

Increasing the familiarity of the Increasing the familiarity of the brand through repeated exposure brand through repeated exposure (for brand recognition) (for brand recognition)

Forging strong associations with the Forging strong associations with the appropriate product category or appropriate product category or other relevant purchase or other relevant purchase or consumption cues (for brand recall) consumption cues (for brand recall)

2.2.2424

Salience DimensionsSalience Dimensions

DepthDepth of brand awareness of brand awareness• Ease of recognition and recallEase of recognition and recall• Strength and clarity of category Strength and clarity of category

membershipmembership

BreadthBreadth of brand awareness of brand awareness• Purchase considerationPurchase consideration• Consumption considerationConsumption consideration

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Points-of-Parity Points-of-Parity and Points-of-Differenceand Points-of-Difference

Points-of-differencePoints-of-difference (PODs) are attributes (PODs) are attributes or benefits that consumers strongly or benefits that consumers strongly associate with a brand, positively associate with a brand, positively evaluate, and believe that they could not evaluate, and believe that they could not find to the same extent with a competitive find to the same extent with a competitive brand. brand.

Points-of-parity associationsPoints-of-parity associations (POPs), on (POPs), on the other hand, are not necessarily unique the other hand, are not necessarily unique to the brand but may in fact be shared to the brand but may in fact be shared with other brands. with other brands.

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Choosing POPChoosing POP’’s & PODs & POD’’ss Desirability criteria (consumer Desirability criteria (consumer

perspective)perspective)• Personally relevantPersonally relevant• Distinctive and superiorDistinctive and superior• Believable and credibleBelievable and credible

Deliverability criteria (firm Deliverability criteria (firm perspective)perspective)• Feasible Feasible • ProfitableProfitable• Pre-emptive, defensible, and difficult to attackPre-emptive, defensible, and difficult to attack

BRND ASSOCIATION QUESTIONS

1. When I say the name of our brand, what is the first thing that comes to mind? Why?2. What are the strengths & weaknesses of our brand?3. What brands did you consider before you bought our brand?4. What are your perceptions of the brands you considered?5. Why did you choose our brand?6. Has our brand met your needs & expectations?7. What benefits has our brand provided you?8. Describe the experience with our brand before & after use.9. When describing our brand to another potential/ friend how would you describe it?10.Why would you recommend our brand to another person?

2.2.2828

Customer-Based Brand EquityCustomer-Based Brand Equity

Differential effect Differential effect • Differences in consumer response Differences in consumer response

Brand knowledge Brand knowledge • A result of consumers’ knowledge about A result of consumers’ knowledge about

the brand the brand Consumer response to marketing Consumer response to marketing

• Choice of a brand Choice of a brand • Recall of copy points from an ad Recall of copy points from an ad • Response to a sales promotionResponse to a sales promotion• Evaluations of a proposed brand Evaluations of a proposed brand

extension extension

2.2.2929

Brand Awareness AdvantagesBrand Awareness Advantages

Learning advantagesLearning advantages• Register the brand in the minds of Register the brand in the minds of

consumers consumers Consideration advantagesConsideration advantages

• Likelihood that the brand will be a Likelihood that the brand will be a member of the member of the consideration setconsideration set

Choice advantages Choice advantages • Affect choices among brands in the Affect choices among brands in the

consideration set consideration set

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Creating a Positive Brand Creating a Positive Brand ImageImage

Brand AssociationsBrand Associations• Does not matter which source of brand Does not matter which source of brand

associationassociation• Need to be favorable, strong, and Need to be favorable, strong, and

uniqueunique• Marketers should recognize the Marketers should recognize the

influence of these other sources of influence of these other sources of information by both information by both managingmanaging them as them as well as possible and by adequately well as possible and by adequately accounting foraccounting for them in designing them in designing communication strategies. communication strategies.

Application:Application:Identify the Key Drivers of Identify the Key Drivers of

Brand EquityBrand Equity

0.17 0.66

0.24

0.65

P-2

PerformancePerformance

P-1

P-10

P-7

P-8

P-9

P-3

P-4

P-6

P-5

P-11 P-

12

I-2

I-9

ImageryImagery

I-1

I-3

I-6

I-5

I-10

I-7

I-8

I-11 I-12

I-4

F-2

FeelingsFeelings

F-1

F-3

F-4

F-6

F-5F-7

F-8

F-9

F-11 F-

12

F-10

J-2

JudgmentJudgment

J-1

J-3

J-4

J-6

J-5

J-10

J-7

J-8

J-9

J-11 J-

12

R-2

ResonanceResonance

R-1

R-3

R-4

R-6

R-5

R-10

R-7

R-8

R-9

R-11 R-

12

0.58

0.49

2.2.3232

Imagery DimensionsImagery Dimensions User profilesUser profiles

• Demographic and psychographic characteristicsDemographic and psychographic characteristics• Actual or aspirationalActual or aspirational• Group perceptionsGroup perceptions——popularitypopularity

Purchase and usage situationsPurchase and usage situations• Type of channel, specific stores, ease of purchaseType of channel, specific stores, ease of purchase• Time (day, week, month, year, etc.), location, and Time (day, week, month, year, etc.), location, and

context of usagecontext of usage

Personality and valuesPersonality and values• Sincerity, excitement, competence, sophistication, Sincerity, excitement, competence, sophistication,

and ruggednessand ruggedness

History, heritage, and experiencesHistory, heritage, and experiences• NostalgiaNostalgia• MemoriesMemories

2.2.3333

Judgment DimensionsJudgment Dimensions

Brand qualityBrand quality• ValueValue• SatisfactionSatisfaction

Brand credibilityBrand credibility• ExpertiseExpertise• TrustworthinessTrustworthiness• LikeabilityLikeability

Brand Brand considerationconsideration• RelevanceRelevance

Brand superiorityBrand superiority• DifferentiationDifferentiation

2.2.3434

Performance DimensionsPerformance Dimensions

Primary characteristics and Primary characteristics and supplementary featuressupplementary features

Product reliability, durability, and Product reliability, durability, and serviceabilityserviceability

Service effectiveness, efficiency, and Service effectiveness, efficiency, and empathyempathy

Style and designStyle and design

PricePrice

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Feelings DimensionsFeelings Dimensions

WarmthWarmth FunFun ExcitementExcitement SecuritySecurity Social ApprovalSocial Approval Self-respectSelf-respect

2.2.3636

Resonance DimensionsResonance Dimensions Behavioral loyaltyBehavioral loyalty

• Frequency and amount of repeat purchasesFrequency and amount of repeat purchases

Attitudinal attachmentAttitudinal attachment• Love brand (favorite possessions; “a little Love brand (favorite possessions; “a little

pleasure”)pleasure”)• Proud of brandProud of brand

Sense of communitySense of community• KinshipKinship• AffiliationAffiliation

Active engagementActive engagement• Seek informationSeek information• Join clubJoin club• Visit website, chat roomsVisit website, chat rooms

3.3.3737

Brand MantrasBrand Mantras

An articulation of the “heart and soul” An articulation of the “heart and soul” of the brandof the brand

similar to “brand essence” or “core similar to “brand essence” or “core brand promise” brand promise”

Short three- to five-word phrases that Short three- to five-word phrases that capture the irrefutable essence or spirit capture the irrefutable essence or spirit of the brand positioning and brand of the brand positioning and brand valuesvalues

ConsiderationsConsiderations• CommunicateCommunicate• SimplifySimplify• InspireInspire

3.3.3838

Designing the Brand MantraDesigning the Brand Mantra

The term The term brand functionsbrand functions describe describe the nature of the product or service the nature of the product or service or the type of experiences or benefits or the type of experiences or benefits the brand provides. the brand provides.

The The descriptive modifierdescriptive modifier further further clarifies its nature. clarifies its nature.

The The emotional modifieremotional modifier provides provides another qualifieranother qualifier——how exactly does how exactly does the brand provide benefits, and in the brand provide benefits, and in what way? what way?

3.3.3939

Designing the Brand MantraDesigning the Brand Mantra

EmotionalEmotional

ModifierModifierDescriptiveDescriptive

ModifierModifierBrandBrand

FunctionsFunctions

NikeNike AuthenticAuthentic AthleticAthletic PerformancePerformance

DisneyDisney FunFun FamilyFamily EntertainmentEntertainment

FunFun FolksFolks FoodFood