Branding and Special Focus on Toon Branding 97-2003
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Transcript of Branding and Special Focus on Toon Branding 97-2003
Branding and special focus on toon branding
Index
Sr.No Contents Page No
1. INTRODUCTION
ALL ABOUT BRANDING1.1 In t roduct ion to Branding
1.2 Purpose of Branding
1.3 Brand Identity
1.4 Tools for Building Brand Identity1.5 Brand Effectiveness1.6 Brand and Reputation1.7 Building the Brand1.8 Choosing Brand Elements1.8 Choosing Brand Elements
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2. What is Brand Equity?2.1 Brand equity can be defined as three distinct elements2.2 Brand Equity as Brand Value.2.3 Brand Equity as Brand Loyalty 2.4 Brand loyalty / Equity advocates 2.5 Brand Equity as Brand Description2.6 Qualitative Measures of Brand Equity2.7 Managing Brand Equity2.8 The World Strongest Brand Share 10 Attributes2.9 Branding benefits buyers as well as sellers in the following manner
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3. ALL ABOUT TOON
BRANDING 3.1 Toon Branding
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Branding and special focus on toon branding
4.CASE STUDY ON TOON
BRANDING
36
5.DATA ANALYSIS
5.1Sta t i s t ica l Data
5 .2Theore t ica l Data
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6. 6. PERSONAL REVIEW
(FINDING AND SUGGESTION)
6.1 Why it’s Branding?
6.2 Difficulties faced
6.3 Suggestions
54
7.Some of Amul Hits of 1995 – 96
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8.CONCLUSION
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9.ANNEXURE
83
10.BIBLIOGRAPHY AND
WEBLIOGRAPHY
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ALL ABOUT BRANDING
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Branding and special focus on toon branding
The term brand means different things to the different roles of buyer and seller, with
buyers generally associating brand with a product or service, and merchants
associating brand with identity. Brand can also identify the company behind the
specific product -- that's not just a biscuit, that's Britannia biscuit. This use of brand
puts a "face" behind the name, so to speak, even if the "face" is the result of
advertising copy and television commercials. This use of brand also says nothing of
quality, just the buyer's exposure to the brand's PR and media hype. For the typical
merchant, branding is a way of taking everything that is good about the company --
positive shopping experience, professionalism, superior service, product knowledge,
whatever the company decides is important for a customer to believe about the
company -- and wrapping these characteristics into a package that can be evoked by
the brand as signifier.
1.1 Introduct ion to Branding
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Branding and special focus on toon branding
The American Marketing Association defines a brand as “A name, term,
sign, symbol or design or a combination of them, intended to identify the goods and
services of one seller or group and to differentiate them to those for competitors”. A
brand is thus a product or service that’s adds a Dimension that differentiates it in
some way from other products or services designed to satisfy the same need. These
differences may be functional, rational, or tangible- relate to product performance of
the brand.
Branding has been around for centuries as a means to distinguish the
goods of one producer to those of another. The earliest signs of branding can be traced
to Europe where the medieval guilds required that craftsmen put trademarks on their
product to protect themselves and producer against inferior quality substitutes. Also in
fine arts branding began with artists signing their works. Brands today play a number
of important roles that improve the consumer’s lives and enhance the financial value
of firms.
Brands identify the source or maker of the product and allow
consumers-either individual or organizations- to assign responsibility to a particular
manufacturer or distributor. Consumers may evaluate the identical product differently
depending how it is branded. Consumers lean about the brand with its past experience
and the marketing program. As consumers lives becomes more complicated, time
starved the ability of brand to simplify decision making is invaluable. Brands also
perform valuable functions for the firm. First they simplify the product handling and
tracing. Brands help to organize inventory and accounting records. The brand name
can be protected registered trademarks. The intellectual property rights ensure that the
firm can safely invest in the brand and can reap the benefits over a long period of
time.
Brands can signal a certain level of quality so that satisfied buyers can
easily choose the product again. Brand loyalty provides predictability and security of
demand for the firm and creates barriers to entry that makes it difficult for other firms
to enter the market. This brand loyalty can translate into willingness to pay higher
price. In this sense branding can be seen as powerful means to secure a competitive
advantage. Brands represent enormously valuable pieces of legal property that can
influence consumer’s behavior. Strong brand results in better earnings and profit
performance for firms, which in turn, creates greater value for shareholders.
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Branding and special focus on toon branding
How to “BRAND” a product? Although firms provide the impetus to brand
creation through marketing programs and other activities, ultimately a brand is
something that resides in the mind of the consumers. A brand is a perpetual identity
that is rooted in reality but reflects the perceptions and perhaps even the ultimate
choice of the consumers. Branding is endowing products and services with the power
of brands. To brand a product, it is necessary to teach the consumers “who” the
product-by giving a name. Branding involves creating mental structures and helping
consumers organize their knowledge about products and services in a way that
clarifies their decision making and in process provides value to the firm
Branding can be applied virtually anywhere a consumer has a choice. It is possible to
brand:
A physical good (Nestle soup, Pantene shampoo or Maruti Swift),
A service (Kingfisher Airlines, TATA AIG medical insurance),
A store (Big Bazaar, BATA stores),
A place (The state of Kerala, Pushkar Mela),
A person (Shahrukh Khan, Sachin Tendulkar),
An organization (UNICEF or BCCI),
Brand is the proprietary visual, emotional, rational, and cultural image that
you associate with the company or a product. When you think of Volvo, you think of
safety. When you think of Nike, you think of Michael Jordon or ‘Just Do It’. When
you think of IBM, you think of ‘Big Blue’. The fact that you remember the brand
name and have positive associations with that brand makes your product selection
easier and enhances the value and satisfaction you get from product.
While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca-
Cola, the fact is that more people buy Coke than any other Cola. The fond memories
of childhood and refreshment that people have when they drink Coke is often more
important than a little bit better cola taste. It I this emotional relationship with brands
that make them so powerful.
1.2 Purpose of Branding
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Branding and special focus on toon branding
The purpose of branding is to create a powerful and lasting emotional
connection with customers and other audiences. A brand is a set of elements or “brand
assets” that in combination create a unique, memorable, unmistakable, and valuable
relationship between an organization and its customers. The brand is carried by a set
of compelling visual, written and vocal tools to represent the business plan and
intentions of an organization.
Branding is the voice and image that represents the business plan to the outside
world. What the company, products and services stand for should all be captured in
branding strategy, and represented consistently throughout all the brand assets and in
daily marketing activities.
The brand image that carries this emotional connection consists of the many
manageable elements of branding system, including both visual image assets and
language assets. The process of managing the brand to the business plan is important
not only in “big change situation” where the brand redefinition is required, but also in
the management of routine marketing variables and tactics. This does not have to be a
“ground-up” situation where there are wholesale changes to the business. Rather it is
more common that specific changes to the changes to the business plan are
incremental and the work of the brand strategist and designer is to interpret these
changes and revise the branding strategy and resulting brand assets and define their
use in the full range of marketing variables.
1.3 Brand Identity
Brand Identity includes brand names, logos, positioning, brand associations,
and brand personality, brand toons etc. A good brand name gives a good first
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impression and evokes positive associations with the brand. A positioning statement
tells what business the company is in, what benefits it provides and why it is better
than the completion? Brand personality adds emotion, culture and myth to brand
identity by the use of a famous spokesperson (Bill Cosby-Jello), a character (Pink
Panther), an animal (the Merrill lynch bull) etc.
Brand associations are the attributes that costumer thinks of when they hear or
see the brand name. McDonalds television are a series of one brand association after
another, starting in yellow arches in the low right corner of the screen and following
with associations of Big Mac, Ronald MacDonald, kids, happy meal, food quality etc.
The first step in creating a brand for your company is branding workshop.
How do determine our Brand Identity?
Brand has been called the most powerful idea in commercial world, yet few
companies create a brand identity. Do you want your company’s brand identity
created for you by competitors and unhappy customers? Of course not. Our advice to
executives is to research their customers and find the top ranked reasons that the
customers buy their product rather than their competitors. Then, pound that message
in every ad, in every news release, in communications with employees and in every
sales call or media
interview. By continuous repetition of messages customer will think of your product
and then buy it.
1.4 Tools for Building Brand Identity
Brand builders use a set of tools to strengthen and project the brand image; Strong
brands typically exhibit an owned word, a slogan, a color, a symbol, and set of stories.
Owned Word
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A strong brand name should trigger another word, a favorable one. Here is the list of
brands that own a word:
Vo lvo
BMW
Mercedes
Fede ra l Exp re s s
App le compu te r s
Lo tus
Kodak
“Sa fe ty”
“Dr iv ing pe r fo rmance”
“Eng inee r i ng”
“Ove rn igh t ”
“Graph i c s”
“Spreadshee t s ”
“F i lm”
Slogan
Many companies successfully added a slogan or tagline to their brand name which is
repeated in every ad they use. Here are some well-known brands slogans, which
people on the street may easily recall or recognize:
Colors
It helps for a company or a brand to use a consistent set of color to and in the brand
recognition. Caterpillar paints all its construction equipments yellow. Yellow is the
color of Kodak film. IBM uses blue in its publications, and IBM is called “Big
Blues”.
Symbols and Logos
Companies would be wise to adapt a symbol or logo to use in their communications.
Many companies hire a well-known spokesperson, hoping that his or her quality
transfer to the brand. Nike uses Michael Jordon who has worldwide recognition and
likableness, to advertise its shoes. Sporting goods manufacturers sign contracts with
top athletes to serve as their symbols, even naming the product after them.
Cartoons and Animations
A less expensive approach is to develop a character, animated, to etch the brand’s
image into customer’s mind. The advertising agency Leo Burnett has successfully
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created a number of memorable animated characters. Here are some well known
brand cartoons which people may recognize:
Company Cartoon or Animation
ICICI Prudential
Amul Butter
McDonalds
All Out mosquito Repellent
Pillsbury
7 Up
Chintamani
Utterly Butterly Girl
Ronald
Louis
Doughboy
Fido Dido
Objects
Still another approach is to choose an object to represent a company or brand. The
travelers’ insurance company uses an umbrella, suggesting that buying insurance is
equivalent to having an umbrella available when it rains. The prudential insurance
company features the rock of Gibraltar, suggesting that buying an insurance is
equivalent to “owing a peace of rock “which is of course, solid ad dependable.
Companies have developed many logos or abstracts, which are easily remembered by
people. Even the way the brand name is written makes a brand recognizable and
memorable.
1.5 Brand Effectiveness
With an increase in global competition, branding has become a source of competitive
advantage. In rapidly evolving market for consumer, and industrial products and
services, the source of next generation competency will be branding. In this briefing
we demonstrate how to calculate the brand strength, the price premium associated
with the products categories, and type of customers attracted to the “Premium
Products”. Marketers who match their brand with customers needs will have a
sustainable competitive advantage.
Measuring Brand Effectiveness
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There are many metrics to measure the potential of and actual effectiveness of brands.
The simplest way is to apply the concept of what we call the 4 D’s of Branding;
differentiation, distinctiveness, defendable, digit-able.
Distinctiveness : your brand should be distinct when compared to your
competitors and to all spoken and visual communications to which your target
audiences will be exposed. The more unique and distinct your
communications, the wider the filed of effective competitive strength it will
have. There are simple means to apply to test the distinctiveness of your
brand.
Differentiation: the brand strategy and brand assets must set you’re offering
apart and clearly articulate the specific positioning intent of your offering.
Defendable: you will be investing in creating your brand assets and in all
cases your brand must have proprietary strength to keep others from using
close approximations. This applies to your trade names and other proprietary
words as well as to your logos, symbols and other visual assets.
Digit-able : in most businesses there is strong and growing element of
electronic communications and commerce that dictate all brand assets be
leveraged effectively in tactile and electronics form. This goes for all brand
assets.
Much of the brand manager’s work is to build a brand image. But its
job doesn’t stop there. The brand manager needs to make sure that brand experience
matches the brand image. Much can go wrong. A fine brand of canned soup described
in a full page color ad may be found in dented and dusty condition in the bottom shelf
of a supermarket. The ad describing a gracious hotel chain is belied by the behavior of
a surly concierge.
Building brand therefore calls for more than brand image building. It
calls for managing every brand contact that customer might have with brand. Since all
the employees, distributors and dealers can affect brand experience.
1.6 Brand and Reputation
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A brand exists in the mind, or not at all. The mind it exists in may be that of a
customer, a potential customer, an interested observer, a disinterested observer... or
almost anybody.
Awareness of a brand may be irrelevant to any purchasing decision that an individual
may make. People are aware of the Mercedes car brand, but cannot envisage any
circumstance under which they would (could!) buy a Mercedes. They are aware of
Marlboro (and scores of other cigarette brands) but as a non-smoker they will never
convert their awareness into purchase. Male with no children are not targeted by
Pampers or Huggies but still are aware of the brands.
People wear many hats. But they are or not a potential customer. People may be an
employee, an investor, a citizen, a husband and so on. They hate McDonald’s
hamburgers but might love their stock market record and therefore be a potential
customer for their stock. They will never buy a Boeing 777 but might be impressed by
the aircraft and favor an airline that flies them. They have no idea what an Intel chip
is, but might be persuaded that it is a good thing to have in my PC and therefore buy a
computer from a company that uses them.
Brand Aware argues that there is no difference between "Brand" and "Reputation".
Some conventional wisdoms state that customers buy brands, but that investors buy
reputations. Those potential employees join companies because of their reputation,
that the media and other "stakeholders" judge a company on its reputation in some
way as a distinct concept from its brand. This part argues that such distinctions are
fallacious for all companies, but especially for single brand companies such as a
McDonalds, a Coca-Cola, a Compaq or a Shell. These companies’ reputations are part
and parcel of their brand. Their brands are their reputation.
The Brand
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To any individual a brand (in his mind) is a complex combination of experiences,
beliefs, perceptions that have grown up over time.For example Coca-Cola is a
company brand,a product brand, a service brand and a brand with a long history.It is a
brand which may represent (to any one individual) diversity, internationality,
technical excellence,financial strength etc.It may also mean
insensitivity,environmental pollution, abuse of power and other negative perceptions.
Perceiving the brand:
An individual builds up his perceptions of a brand via a wide range of
communications channels. They are as follows:
Experience: The most powerful influence is experiential. This is when the
individual actually has a "Brand experience". The most obvious are: -
He visits a McDonald’s restaurant or a Shell petrol station.
He buys a Coca-Cola branded product or service.
He views a Coca-Cola bottler's facility.
He visits a corporate website.
He attends an interview at the company.
He contacts the company office for information.
He meets an employee of the company.
He buys a share in the company, etc.
Advertising: Over time an individual who lives in acountry in which the
company/brand is active, or travels to one on business or vacation, will be
exposed to their advertising.This advertising may be in a wide range of media:
TV commercials for products and services
Recruitment ads inviting employment applications
"Corporate" TV commercials promoting the company's "reputation"
Web based advertising
An ad for the company’s branded products or services in a wide variety of
print media.
Radio
Media reports and stories:
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Individuals will be exposed to a wide variety of reports about
companies in the media (print and broadcast) where the editorial content is
only partly influence able by the company (in some cases) or not at all (in
most cases). These stories will come from a variety of primary and secondary
sources: -
Press releases
Press conferences
Reporting of "events"
Investigative journalism
Stories passed to the media by third parties (Non governmental organizations
etc.)
Professional/business interest :
For some individuals to interface professionally, or from a specific
business need, with famous companies (or to observe them) is part of their job.
They will usually procure their information from a variety of sources and via a
variety of channels of communication. These individuals have a special
interest in the companies and they include: -
Financial analysts and journalists with an interest in share performance
Existing or potential suppliers of products and services
Existing or potential industrial/commercial customers
1.7 Building the Brand
The art of marketing is largely art of brand building. When something is not a brand,
it will probably be viewed as a commodity. Then price is the thing that counts. When
price is the only thing that counts then the low cost producer wins. But just having a
brand is not enough. What does the brand name mean? What associations,
performances and expectations does it evoke? What degree of preferences does it
create?
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Branding and special focus on toon branding
Choosing a Brand Name
A brand name first must be chosen then its various meanings and promises
must be built up through brand identity work. In choosing a brand name, it must be
consistent with the value positioning of the brand. In naming a product or service the
company may face many possibilities: it could choose name of the person (Honda,
Calvin Klein), location (American airlines), quality (Safety stores, Healthy choice), or
an artificial name (Exxon, Kodak).
Among the desirable qualities of a brand name. Some are:
It should suggest something about the product benefits.
It should suggest product qualities such action or color
It should be easy to pronounce, recognize and remember; short names help a
lot to recognize the product to the customers.
It should be distinctive.
It should not carry poor meanings in other countries and languages etc.
Building Positive Associations
The best known brand names carry associations. For example, here is a list of
words that people say they associate with McDonalds:
Kids
Fun
Happy Meal
Ronald Mc. Donald
Quality
Toys
In trying to build a rich set of positive associations for a brand, the brand builder
should consider five dimensions that can communicate meaning:
Attributes: A strong brand should trigger in buyers mind certain attributes.
Thus a Mercedes automobile attributes a picture of well-engineered car that is
durable, rugged and expensive. If a car brand does not trigger any attribute,
then it would be a weak brand.
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Benefits: A strong brand should suggest benefits, not just features. Thus
Mercedes triggers the idea of well performing car that is enjoyable to drive
and prestigious to own.
Company Values : A strong brand should connote values that the company
holds. Thus Mercedes is proud of its engineers and engineering innovations
and is very organized and efficient in its operations. The fact that it is a
German company adds more pictures in the mind of the buyers about the
character and the culture of the brand.
Personality : A strong brand should exhibit some personality traits. Thus if
Mercedes were a person we would think of someone who is middle age,
serious, well-organized and somewhat authoritarian. If Mercedes were an
animal we might think of lion or its implied personality.
Users: A strong brand should suggest the type of people who buy the brand.
Thus we would expect Mercedes to draw buyers who are older, affluent and
professional.
In summary, brands when their very name connotes positive attributes, benefits,
company values, personality and users in the buyer’s mind. The brand builder’s job is
to create a brand identity that builds on those dimensions.
1.8 Choosing Brand Elements
Brand elements are those trademarks devices that serve to identify and differentiate
the brand. Most strong brands employ multiple brand elements. Nike has distinctive
“swoosh” logo, the empowering “Just Do It” slogan and the mythological “Nike”
name based on the winged goddess of victory.
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Brand element can be chosen to build as much as brand equity as possible. The test of
the brand building ability of these elements is what consumers think or feel about the
product if they only knew about the brand element. A brand element provides positive
contribution to brand equity.
Brand Element Choice Criteria
There are six criteria in choosing brand element. The first three can be characterized
by brand building in terms of how brand equity can be build through judicious choice
of brand element. The latter three are more defensive and are concerned with how the
brand equity contained in the brand element can be leveraged and preserved in the
face of various opportunities and constraints.
Memorable : How easily is the brand element recalled? How easily
recognized? Is this true at both purchase and consumption? Short brand name
like tide, Nike can help.
Meaningfu l : To what extent is brand element credible and suggestive of the
corresponding category? Does it suggest something about a product ingredient
or a type of person who might use the brand?
Likeability : How aesthetically appealing does consumers find the brand
element? Is it inherently likeable visually, verbally, and in other ways?
Concrete brand names such as Wheel, Sunsilk etc evoke much imagery.
Transferable : Can a brand element be used to introduce new products in the
same or different categories? To what extent does the brand element add to
brand equity across geographic boundaries and market segments?
Adaptable : How adaptable and updatable is the brand element? Betty corker
received 8 makeovers through the years-although she is 75 yrs old, she doesn’t
look a day over 35.
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Protectable : How legally protectable is the brand element? How
competitively protectable? Can it be easily copied? It is important that names
that become synonymous with product categories such as Kleenex, Xerox,
Jell-O, etc retain their trademarks rights and not become generic.
Brand elements can play a number of roles. If consumers do not examine much
information in making their product decisions, brand elements should be easily
recognized and recalled and inherently descriptive and persuasive. Memorable or
meaningful brand elements can reduce the burden on marketing communications to
build awareness and link brand associations. The different associations that arise from
likeability and appeal of the brand elements may also play a critical role in the equity
of brand.
2 What is Brand Equity?
There is no universally accepted definition of brand equity. The term means different
things for different companies and products. However, there are several common
characteristics of the many definitions that are used today. From the following
examples it is clear that brand equity is multi-dimensional. There are several
stakeholders concerned with brand equity, including the firm, the consumer, the
channel, and some would even argue the financial markets. But ultimately, it is the
consumer that is the most critical component in defining brand equity. Some
researchers in the field of marketing have defined brand equity as follows:
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Lance Leuthesser, et al (1995) writes that "… brand equity represents the
value (to a consumer) of a product, above that which would result for an
otherwise identical product without the brand's name. In other words, brand
equity represents the degree to which a brand's name alone contributes value
to the offering (again, from the perspective of the consumer)."
The Marketing Science Institute (1988) defines brand equity as, "The set of
associations and behaviors on the part of the brand's customers, channel
members, and parent corporations that permit the brand to earn greater volume
or greater margins than it could without the brand name and that gives the
brand a strong, sustainable, and differentiated advantage over competitors."
2.1 Brand equity can be defined as three distinct elements:
The total value of a brand as a separable asset -- when it is sold or included on
a balance sheet.
A measure of the strength of consumers' attachment to a brand.
A description of the associations and beliefs the consumer has about the brand.
Of those three concepts, the first can be classified as "brand valuation," the second
"brand loyalty," and the third "brand description." Brand loyalty will be a factor that
affects the overall brand value, and brand description will usually affect or explain
some of the brand loyalty. Because of the importance of each of these elements of
brand equity, they will each be briefly explained.
2.2 Brand Equity as Brand Value.
Brand value involves actually placing a dollar or rupee value on a brand name. The
reasons for doing this are usually to set a price when the brand is sold and also to
include the brand as an intangible asset on a balance sheet (a practice which is not
used in some countries). While there are many methods for making this measurement,
some of which will be described shortly, it is important to note that there is a
significant difference between an "objective" valuation created for balance sheet
purposes, and the actual price that a brand may get when sold?
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A brand is likely to have a much greater value to one purchaser than another
depending on the synergy that exists. For acquisitions, the value of a brand to a
certain purchaser is often estimated through scenario planning. This involves
determining what future cash flows the company could achieve if it owned and took
advantage of the brand.
What this means is that there is no such thing as an absolute value for a brand, and
brand value needs to be considered as only one component of the overall equity of a
brand.
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2.3 Brand Equity as Brand Loyalty
Loyalty is a core dimension of brand equity and is a way to gauge the strength of a
brand. It represents a barrier to entry, a basis for a price premium, and time to respond
to competitive innovations. The variety of measures used for brand loyalty usually is a
combination of one or more of the following:
Price/demand measures--focus on a brand's ability to command a higher price
or make consumers less sensitive to price increases than price increases for
competing brands.
Behavioral measures--focus on consumers' behavior.
Attitudinal measures--focus on general evaluative measures such as 'liking' or
'disliking.'
Awareness measures--focus on identifying a brand as being associated with a
product category.
Brand Loyalty and Equity refer to the notion that some brands are "stronger"
or better than others.
An example of this sort of belief is:
“If the businesses were split up, I would take the brands, trademarks and goodwill,
and you could have all the bricks and mortar - and I would fare better than you.”
The optimism for the concept can be stated on the fact that when one would say as a
predictor of future financial performance, brand equity, if reported, would be valuable
for capital marketers and shareholders. Brand equity has the potential to become the
set of measures of business performance that matter most.
The motivation for brand equity comes from the observation that many marketing
efforts "realize" benefits; such as sales or profit and these are accounted for in the
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firm’s profit and loss figures. However, there is the possibility that management might
choose between taking realized benefits and "storing" them future. One of the most
common times this argument is used is when discussing the role of advertising versus
sales promotion. You could spend lots of money on advertising, see no immediate
effects, but you could save your job by saying that you had "built the brand". At least
one advertising agency offers to partner companies in this sort of activity.
So marketing strategies could be putting money into (or out of) the brand equity bank
account. But the question is as always how do we know? That is are we actually
building the brand with all our advertising (or other brand building 4 p’s decisions
e.g., limited / premium distribution rights, high price, fancy packing, after sales
service, extended warranties).So, hopefully you have got the idea - theories about
brand loyalty and equity are used to represent aspects of brand strength.
This "strength" can take a number of forms, e.g., consumers predominantly buying
your brand, which might be represented by a high share of category requirements, or
high proportion of sole-buyers.
Consumers saying good things about your brand, e.g., having a positive brand
Attitude, it might be the ability to charge a price premium. It might be the ability to
not be substituted when out of stock. Future strength might be in terms of some sort
of long-term competitive advantage or the ability to sustain brand extensions.
One of the things is that as with many concepts in marketing, is that there are many
different definitions and viewpoints on what exactly brand equity is and how to
measure it. So that is a problem. We need to be clear just what people mean when
they talk about brand equity or brand loyalty, or building brands.
2.4 Brand loyalty / Equity advocates
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One of the ruses used by proponents of brand equity or loyalty is to claim that these
measures do not capture all the important aspects of brands strength. But this is an
evasion. We want to be able to detect that our efforts are doing something to the
brand, and so we need to know ways that this might show up in.
2.5 Brand Equity as Brand Description
Brand description, the final component of brand equity, concerns the actual attributes
of the brand. These attributes or associations are major creators of brand loyalty. A
wide variety of techniques exist for matching consumer associations with perceptions
of a brand. These techniques can be both qualitative and quantitative. They work by
getting the respondent to link each brand with pictures or words. These attributes then
can be measured with multi-dimensional scaling to position the attributes relative to
one another.
2.6 Qualitative Measures of Brand Equity
The Brand Equity Ten are ten sets of measures grouped into five categories, which
attempt to gauge the strength of a brand. The first four categories represent customer
perceptions of the brand along the four dimensions of brand equity- loyalty, perceived
quality, associations and awareness. The fifth includes two sets of market behavior
measures.
Loyalty
Price Premium: A basic indicator of loyalty is the amount a customer will
pay for a product in comparison to other comparable products. A price
premium can be determined by simply asking consumers how much more they
would be willing to pay for the brand.
Customer Satisfaction: A direct measure of customer satisfaction can be
applied to existing customers. The focus can be the last use experience or
simply the use experience from the customer's view.
Perceived Quality and Leadership Measures
Perceived Quality is one of the key dimensions of brand equity and has been
shown to be associated with price premiums, price elasticities, brand usage
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Branding and special focus on toon branding
and stock return. It can be calculated by asking consumers to directly compare
similar brands.
Leadership/Popularity has three dimensions. First, if enough consumers are
buying into the brand concept it must have merit. Second, leadership often
taps innovation within a product class. Third, leadership taps the dynamics of
consumer acceptance. Namely, people are uneasy swimming against the tide
are a likely to buy a popular product. This can be measured by asking
consumers about the product's leadership position, its popularity and its
innovative qualities.
Associations/ Differentiation Measures
Perceived Value: This dimension simply involves determining whether the
product provides good value for the money and whether there are reasons to
buy this brand over competitive brands.
Brand Personality: This element is based on the brand-as-person perspective.
For some brands, the brand personality can provide links to the brands
emotional and self-expressive benefits.
Organizational Associations: This dimension considers the type of
organization that lies behind the brand.
Awareness Measures
Brand awareness reflects the salience of the product in the consumer's mind
and involves various levels including recognition, recall, brand dominance,
and brand knowledge and brand opinion.
Market Behavior Measures
Market Share: The performance of a brand as measured by market share
often provides a valid and dynamic reflection of the brand's standing with
customers.
Price and Distribution indices: Market share can prove deceptive when it
increases as a result of reduced prices or promotions. Calculating market price
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Branding and special focus on toon branding
and distribution coverage can provide or more accurate picture of the product's
true strength. Relative market price can be calculated by dividing the average
price at which the product was sold during the month by the average price at
which all the brands were sold.
2.7 Managing Brand Equity
Consistency is the key to successfully building and managing brand equity. Having a
long-term outlook and projecting a consistent image of your brand to the customer
will maximize the results of building brand equity. It is critical for managers to realize
that brand equity can have positive as well as negative effects on a product or
company. In the end, it is the customer that truly defines what brand equity means.
If management feels it is necessary to change the direction of a brand or change a
product it must be careful not to change too quickly. There are many examples of
companies that have changed a product or brand too much or too quickly. On these
occasions, consumers met changes with adverse reactions. The most famous example
is Coca-Cola. They changed the formula of their flagship product Coke, and
consumers reacted so poorly to the new product that the old formula was reintroduced
and the new formula eventually was discontinued. The consumer through the product
experiences brand equity. The product has certain attributes or characteristics that
deliver the equity to the consumer. If any of these attributes are changed or
eliminated, the equity delivered to the consumer is also changed.
Managing brand equity is a continual process with long-term implications.
Unfortunately, many brand managers are forced to focus on short-term goals such as
market share and profits. Many programs that are implemented to boost short-term
sales or market share may be detrimental to the long-term viability of the brand. For
example, Proctor & Gamble has started to test market a program to move away from
using coupons to a system of every day low prices. This is, in part, because consumers
may become loyal to the coupon or promotion and not to the product itself. Constant
promotional programs erode margins and eventually brand loyalty. Ultimately, brand
equity is damaged.
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Branding and special focus on toon branding
In 1988, Graham Phillips, Chairman of Ogilvy and Mather Worldwide, said, "I doubt
that many would welcome a commodity marketplace in which one competed solely
on price, promotion and trade deals, all of which can be easily duplicated by
competition. This would lead to ever decreasing profits, decay, and eventual
bankruptcy. About the only aspect of the marketing mix that cannot be duplicated is a
strong brand image." This quote clearly demonstrates the importance of managing
brand equity. In many categories, brand equity is the only point of differentiation
between products.
Many people may think that building and maintaining brand equity is solely the
responsibility of brand managers, but it is actually a cross-functional team effort.
Financial managers are important because they can fully analyze the costs of
maintaining and building brand equity. For example, launching a new brand is
extremely consuming in terms of money and time. It may be more cost effective to
extend a current brand than introduce a new brand. Marketing research is critical for
many obvious reasons. It develops most, if not all, of the research and data that
companies will use for deciding strategic issues. Marketing research can also help
determine how brand equity is actually measured. Once a definition of brand equity is
established, the responsibility of tracking
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Branding and special focus on toon branding
2.8 The World Strongest Brand Share 10 Attributes
The brand excels at delivering the benefits consumers truly desire.
The brand stays relevant.
The pricing strategy is based on consumer perceptions of value.
The brand is properly positioned.
The brand is consistent.
The brand portfolio and hierarchy makes sense.
The brand makes use of and co-ordinates a full repertoire of marketing
activities to build equity.
The brand is given proper, sustained support.
The brand’s manager understands what the brand means to customers.
The company monitors source of brand equity.
2.9 Branding benefits buyers as well as sellers in the following
manner
To Buyer:
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Branding and special focus on toon branding
Help buyers identify the product that they like/dislike.
Identify marketer
Helps reduce the time needed for purchase.
Helps buyers evaluate quality of products especially if unable to judge
products characteristics.
Helps reduce buyers’ perceived risk of purchase.
Buyer may derive a psychological reward from owning the brand, i.e., Rolex
or Mercedes.
To Seller:
Differentiate product offering from competitors
Helps segment market by creating tailored images, i.e., Contact lenses
Brand identifies the companies’ products making repeat purchases easier for
customers.
Reduce price comparisons
Brand helps firm introduce a new product that carries the name of one or more
of its existing products...half as much as using a new brand, lower co. designs,
advertising and promotional costs. Example, BPL telephones.
Easier cooperation with intermediaries with well known brands
Facilitates promotional efforts.
Helps foster brand loyalty helping to stabilize market share.
Firms may be able to charge a premium for the brand.
3.ALL ABOUT TOON BRANDING
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Branding and special focus on toon branding
3.1 Toon Branding
Looks like the ad industry can’t have enough of animation. Digital characters are fast
stepping into the realm of corporate brands.
Hutch’s Boy-Girl duo, the claymation Chintamani of ICICI, The toons in All Out
Mosquito repellent ad, as well as the classic Asian paint’s ex-mascot Gattoo, the
Amul girl, the Handiplast Boy, Fido-Dido of 7-Up etc are some of the examples of the
toons used for marketing the product.
“Most advisers are using animation for top of the mind recall” says McCann
Erickson’s Prasoon Joshi. McCann’s new commercial for Coca-Cola’s vanilla variant
has the model blowing animated, heart-shaped kisses for the audience.
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Branding and special focus on toon branding
“Toon illustrations create excitement, and also serve as a memory hook to pick a
particular brand from clutter”.
Kellogg’s animated kid and bear are intertwined in people’s minds. Nike also used
“swoosh” logo sign to bring immediate recall value, while the Claymation characters
Of Amaron, an O&M creative, pick on sleeping politicians to get their value across.
O&M’s Piyush Pandey says his firm encourages the idea of breaking form. “Creative
people have to look at different ways to get message across, and if that means
exploring other forms of art, then why not?”
HLL’s Annapoorna uses Flintstone like characters to drive its USP. Industry officials
say animation could be used as creative idea to express a particular value, or it could
be a sacrosanct image, almost becoming part of the logo of the brand – like A-I am
Maharaja or Amul Girl.
As mnemonics flow thick and fast characters get established in the consumers mind.
However at times they are given a hasty burial. Asian Paint’s Gattoo was the rage, but
the kid was killed after he was linked to child labour.
First it was retro advertising, and then there was the trend of using real kids. The ad
world’s latest obsession is with animation. Be it Bollywood actress Mallika Sherawat
asking Fido to make her more curvy or Aishwarya Rai diving into the sea with a
Frisbee or, for that matter, an animated poodle talking to Rani Mukherjee and her
gang of friends in the Fanta commercial- they’ve all got the cool punch with
animation.
With a string of animated commercials such as Pepsodent (Bhoot Police). ICICI
Prudential’s Chintamani and Anand Rathi Securities happening in the past few
months, companies across sectors are more willing than ever before to use animation
in their ad films.
The number of animation ad films produced per year in the past five years has
increased at least eight times and feature films like Hum Tum (had cartoons of Saif
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Branding and special focus on toon branding
Ali Khan And Rani Mukherjee coming in between the film)are backing the overall
trend around animation.
“We used to do three animation ad films a year five years ago, now it’s two every
month,” says, E.Suresh. Creative director. Famous House of Animation, a division of
Famous Studios.
“Animation is no kid stuff anymore. One sees a fair number of youth and adult
targeted content happening in the form of animation in films and TV shows these
days,” says Rahul Welde, general manager, media. Hindustan Unilever Limited.
Mr.Welde claims to have used animation where it could add to the creative quotient
of the commercial which give something unexpected to the audience.
“Gross thinks at time look cute in animation rather than the real thing, say in case of a
fat man, the Chintamani ad was initially a radio jingle. With Claymation (clay +
animation), it broke the clutter and became likeable in a very non-financial
advertising style,” says Abhishekh Bhatia, director marketing, Prudential Assurance,
Malaysia, who was then involved in launching the campaign from ICICI Prudential.
The contribution to the sales of pension schemes of the group rose 30% after the
campaign. The popularity of cartoons among youngsters- a gradual transformation
over the past few years- Kill Bill, Lion King, Shrek, Run Lola Run, all of which have
cutting edge animation. Moreover, most of the global award winning campaigns have
used animation extensively, be it Euro RSCG’s Waterboy, Grrr Honda, Unileaf Tea or
Levi’s Mr.Lova Lova.
“However a real character interacting with an animated character is not a novelty. It is
a style and a lot of people are catching on it but this is not the end of it,” points Ashish
Chakravarty, head creative, Contract Advertising. There are other viewpoints too.
“It’s a nice way of doing a boring script. But there are scripts that needs animation to
prove the point as in the case of Oye Bubbly (Pepsi Commercial) last year,” says
Anuja Chauhan, VP and Senior Creative Director at JWT.
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Branding and special focus on toon branding
Besides the advantage of visual appeal, many complex issues, such as stunts, can be
done away with, with the use of animation- for instance the stunt in the Lux
Commercial couldn’t be done so perfectly by the real character (here Aishwarya Rai)
vis-à-vis the animated character. Animation ad also helps keep costs down. Industry
sources say a simple animation ad is less expensive than an ad with decent production
quality that costs around Rs. 70-80 Lakh. Animated ones cost around Rs. 30-40lakh
on an average.
However, what creative directors hate about animation is the fact that it takes a lot
more time “For A Fido itself, we need to work for three weeks to get it absolutely
right,” says
4.CASE STUDY ON TOON BRANDING
AMUL BUTTER GIRL
(The moppet who put Amul on India's breakfast table)
50 years after it was first launched, Amul's sale figures have jumped from 1000
tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand
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Branding and special focus on toon branding
comes even close to it. All because a thumb-sized girl climbed on to the hoardings and
put a spell on the masses.
Bombay (Summer of 1967) : A Charni Road flat. Mrs. Sheela Mane, a 28-year-old
housewife is out in the balcony drying clothes. From her second floor flat she can see
her neighbors on the road. There are other people too. The crowd seems to be growing
larger by the minute. Unable to curb her curiosity Sheela Mane hurries down to see
what all the commotion is about. She expects the worst but can see no signs of an
accident. It is her four-year-old who draws her attention to the hoarding that has come
up overnight. "It was the first Amul hoarding that was put up in Mumbai," recalls
Sheela Mane. "People loved it. I remember it was our favorite topic of discussion for
the next one week! Everywhere we went somehow or the other the campaign always
seemed to crop up in our conversation."
Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from
strategically placed hoardings at many traffic lights. She is the Amul moppet
everyone loves to love (including prickly votaries of the Shiv Sena and BJP). How
often have we stopped, looked, chuckled at the Amul hoarding that casts her
sometime as the coy, shy Madhuri, a bold sensuous Urmila or simply as herself,
dressed in her little polka dotted dress and a red and white bow, holding out her
favourite packet of butter.
For 30 odd years the Utterly Butterly girl has managed to keep her fan following
intact. So much so that the ads are now ready to enter the Guinness Book of World
Records for being the longest running campaign ever. The ultimate compliment to the
butter came when a British company launched butter and called it Utterly Butterly,
last year.
It all began in 1966 when Sylvester daCunha, then the managing director of the
advertising agency, ASP, clinched the account for Amul butter. The butter, which had
been launched in 1945, had a staid, boring image, primarily because the earlier
advertising agency which was in charge of the account preferred to stick to routine,
corporate ads.
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Branding and special focus on toon branding
One of the first Amul hoardings
In India, food was something one couldn't afford to fool around with. It had been
taken too seriously, for too long. Sylvester daCunha decided it was time for a change
of image.
The year Sylvester daCunha took over the account, the country saw the birth of a
campaign whose charm has endured fickle public opinion, gimmickry and all else.
The Amul girl who lends herself so completely to Amul butter, created as a rival to
the Polson butter girl. This one was sexy, village belle, clothed in a tantalizing choli
all but covering her upper regions. "Eustace Fernandez (the art director) and I decided
that we needed a girl who would worm her way into a housewife's heart. And who
better than a little girl?" says Sylvester daCunha. And so it came about that the
famous Amul Moppet was born.
That October, lamp kiosks and the bus sites of the city were splashed with the moppet
on a horse. The baseline simply said, Thorough bread, Utterly Butterly Delicious
Amul,. It was a matter of just a few hours before the daCunha office was ringing with
calls. Not just adults, even children were calling up to say how much they had liked
the ads. "The response was phenomenal," recalls Sylvester daCunha. "We knew our
campaign was going to be successful."
For the first one year the ads made statements of some kind or the other but they had
not yet acquired the topical tone. In 1967, Sylvester decided that giving the ads a solid
concept would give them extra mileage, more dum, so to say. It was a decision that
would stand the daCunhas in good stead in the years to come. In 1969, when the city
first saw the beginning of the Hare Rama Hare Krishna movement, Sylvester
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Branding and special focus on toon branding
daCunha, Mohammad Khan and Usha Bhandarkar, then the creative team working on
the Amul account came up with a clincher -- 'Hurry Amul, Hurry Hurry'. Bombay
reacted to the ad with a fervor that was almost as devout as the Iskon fever. That was
the first of the many topical ads that were in the offing. From then on Amul began
playing the role of a social observer. Over the years the campaign acquired that all
important Amul touch.
India looked forward to Amul's evocative humour. If the Naxalite movement was the
happening thing in Calcutta, Amul would be up there on the hoardings saying, "Bread
without Amul Butter, cholbe na cholbe na (won't do, won't do). If there was an Indian
Airlines strike Amul would be there again saying, Indian Airlines won’t fly without
Amul. There are stories about the butter that people like to relate over cups of tea.
"For over 10 years I have been collecting Amul ads. I especially like the ads on the
backs of the butter packets, "says Mrs. Sumona Varma. What does she do with these
ads? "I have made an album of them to amuse my grandchildren," she laughs. "They
are almost part of our culture, aren't they? My grandchildren are already beginning to
realize that these ads are not just a source of amusement. They make them aware of
what is happening around them."
Despite some of the negative reactions that the ads have got, DaCunhas have made it
a policy not to play it safe. There are numerous ads that are risqué in tone."We had the
option of being sweet and playing it safe, or making an impact. A fine balance had to
be struck. We have a campaign that is strong enough to make a statement. I didn't
want the hoardings to be pleasant or tame. They have to say something," says Rahul
daCunha.
"We ran a couple of ads that created quite a furore," says Sylvester daCunha. "The
Indian Airlines one really angered the authorities. They said if they didn't take down
the ads they would stop supplying Amul butter on the plane. So ultimately we
discontinued the ad," he says laughing. Then there was the time when the Amul girl
was shown wearing the Gandhi cap. The high command came down heavy on that
one. The Gandhi cap was a symbol of independence; they couldn't have anyone not
taking that seriously. So despite their reluctance the hoardings were wiped clean.
"Then there was an ad during the Ganpati festival which said, Ganpati Bappa More
Ghya (Ganpati Bappa take more). The Shiv Sena people said that if we didn't do
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Branding and special focus on toon branding
something about removing the ad they would come and destroy our office. It is
surprising how vigilant the political forces are in this country. Even when the Enron
ads (Enr on or off) were running, Rebecca Mark wrote to us saying how much she
liked them."
There were other instances too. Heroine Addiction, Amul's little joke on Hussain had
the artist ringing the daCunhas up to request them for a blow up of the ad "He said
that he had seen the hoarding while passing through a small district in UP. He said he
had asked his assistant to take a photograph of himself with the ad because he had
found it so funny," says Rahul daCunha in amused tones. Indians do have a sense of
humour, afterall.
From the Sixties to the Nineties, the Amul ads have come a long way. While most
people agree that the Amul ads were at their peak in the Eighties they still maintain
that the Amul ads continue to tease laughter out of them.
Where does Amul's magic actually lie? Many believe that the charm lies in the catchy
lines. That we laugh because the humour is what anybody would enjoy. They don't
pander to your nationality or certain sentiments. It is pure and simple, everyday fun.
5.DATA ANALYSIS
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Branding and special focus on toon branding
5.1Stat is t ical Data
Q1. Ident i fy the fo l l owing toon masco t s and the i r produc t s or
e i ther o f the one?
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Branding and special focus on toon branding
In terpre ta t ion : Ou t o f t he 35 r e sponden t 15 we re ab l e t o i den t i fy
a l l t he p roduc t s co r r ec t l y on t he ba s i s o f i t s t oon masco t a l one
wh ich comes up t o 42 .86%.Wherea s on ly 8 .57% i . e . on ly 3
pe r sons we re no t ab l e t o i den t i fy a l l t he p roduc t s co r r ec t l y . The
mos t i den t i f i ed masco t i s 7up F ido -Dido whe rea s mons t e r . com
was t he l e a s t popu l a r one .
Q2. Can you recogn ize a produc t on the bas i s o f i t s brand
masco t a lone?
38
1 No. of toons correctly identified (X axis)
6 5 4 3 2 1No. of respondents(out of 35)(Y Axis)
15 8 9 3 0 0
% 42.86% 22.86% 25.71% 8.57% 0 0
Branding and special focus on toon branding
In terpre ta t ion : O f t he 35 r e sponden t s 20 s a id , t ha t t hey we re
some t imes ab l e t o r e cogn i ze t he p roduc t on t he ba s i s o f B rand
Masco t a l one wh ich comes t o a round 57 .14% o f t he t o t a l s amp le
s i z e . Wherea s on ly 8 .57% were a lways ab l e t o r e cogn i ze t he
p roduc t on t he ba s i s o f i t s b r and masco t
Q3. Do you re la t e any produc t w i th toons?
39
2 Recognition of product on basis of brand mascot (X axis)
Always Sometime Often Very RareNo. of respondents(out of 35)Y-Axis
3 20 12 0
% 8.57% 57.14% 34.29% 0
3 Ability of relating products with toons (X Axis)
Always Sometime Often Very RareNo. of respondents(out of 35)Y-axis
3 14 16 2
% 8.57% 40% 45.7% 5.71%
Branding and special focus on toon branding
In terpre ta t ion : Ou t o f 35 r e sponden t s 16 peop l e o f t en r e l a t ed t he
p roduc t s w i th t he i r t oon masco t s wh ich come up t o a round 45 .7%.
Wherea s on ly 5 .71% o f t he r e sponden t s ve ry r a r e ly r e l a t ed t he
p roduc t s w i th t oons
Q4. Do you th ink nowadays Brand Masco t s are l o s ing
impor tance to Brand Persona l i ty?
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Branding and special focus on toon branding
In terpre ta t ion : 51 .43% o f t he t o t a l peop l e su rveyed had t he
op in ion t ha t B rand Masco t s a r e no t l o s ing impor t ance t o B rand
Pe r sona l i t y whe rea s 14 .29% had no op in ion r ega rd ing t he s ame
Q5. Which i s your mos t memorab le toon masco t?
41
4 Brand Mascots are losing importance to Brand Personality (X-axis)
Yes No Don’t NoNo. of respondents(out of 35)Y-axis
12 18 5
% 34.29% 51.43% 14.29%
Branding and special focus on toon branding
In terpre ta t ion : on t he ba s i s o f t he su rvey conduc t ed 85 .71% o f
t he r e sponden t s op t ed fo r Amul Bu t t e r G i r l a s t he i r mos t
memorab l e t oon masco t f o l l owed by F ido -Dido and Ch in t aman i
w i th 14 .29%and 2 .86% re spec t i ve ly
42
5 Most Memorable Toon Mascot (X-axis)
Amul Butter Girl
Fido Dido Chintamani Any Other
No. of respondents(out of 35)Y-axis
30 5 1 0
% 85.71% 14.29% 2.86% 0
Branding and special focus on toon branding
Q6. Why do you th ink th i s Brand Masco t i s mos t memorab le
one?
Interpre ta t ion : Acco rd ing t o t he su rvey conduc t ed Amul Bu t t e r
G i r l i s t he mos t memorab l e t oon masco t because i t ha s been i n t he
ma rke t s i nce a ve ry l ong t ime and a l so i t i s ve ry a t t en t i on s eek ing
because i t i s a lways r e l a t ed t o t he cu r r en t a f f a i r s
43
6 Reason for Amul Butter Girl being most memorable (X-axis)
Long Lasting
Cute/ Happy
Good Animation
Attention Seeking
Innovative
No. of respondents(out of 35)Y-axis
12 5 4 7 4
% 34.28% 14.28% 11.42% 20% 11.42%
Branding and special focus on toon branding
Q7. I f you are to l aunch a new produc t w i l l you depend on a
brand persona l i ty or a toon masco t to bu i ld the brand image o f
your produc t?
7 Dependence for the launch of new product (X-axis)
Toon Mascot
Brand Personality
Both Some Other Method
Depends On product
No. of respondents(out of 35)Y-axis
12 6 2 3 8
% 34.28% 17.14% 5.71% 8.57% 22.85%
In terpre ta t ion : 34 .28% o f t he t o t a l popu l a t i on su rveyed op t ed t o
depend on a t oon masco t f o r t he l aunch o f t he i r new p roduc t
5 .71% though t o f u s ing bo th t he t oon masco t and pe r sona l i t y fo r
t he l aunch o f t he i r p roduc t .
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Branding and special focus on toon branding
Q8. Toon Masco t i s more popu lar in Rura l or Urban areas?
In terpre ta t ion : 37 .14% o f t he t o t a l popu l a t i on su rveyed
sugges t ed t ha t t oon masco t s a r e more popu l a r i n t he u rban a r ea s
due t o h igh l i t e r acy r a t e whe rea s 28 .57% had t he op in ion o f t he
t oon be ing more popu l a r i n t he ru r a l a r ea s because t hey i den t i fy
t he p roduc t on t he ba s i s o f t oons .
45
8 Popularity (X-axis)
Urban Rural BothNo. of respondents(out of 35)Y-axis
13 10 3
% 37.14% 28.57% 8.57%
Branding and special focus on toon branding
Q9. What f ea tures do you th ink a toon masco t shou ld pos se s s
so a s to be remembered over a long per iod o f t ime?
9 Features of toon mascot to make him memorable (X-axis)
Cute Happy Face
Suitable to product
Innovative Entertaining
No. of respondents(out of 35)Y-axis
11 15 25 17 19
% 31.43% 42.86% 71.43% 48.51% 54.29%
In terpre ta t ion : 71 .43% though t t ha t t he t oon masco t shou ld
pos se s s t he f e a tu r e s wh ich a r e su i t ab l e t o t he p roduc t f o l l owed by
t he t oon be ing en t e r t a i n ing and i nnova t i ve .
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Branding and special focus on toon branding
Q10 . Would you l ike i f the toon masco t s are a l so adver t i s ed
through c lo th ing , acce s sor i e s , bags e t c?
In terpre ta t ion : 57 .14% o f t he t o t a l popu l a t i on su rveyed
sugges t ed t ha t t he above men t ioned p romot ion s t r a t egy shou ld be
u sed depend ing upon t he masco t whe rea s 37 .14% wou ld r ea l l y
l i ke t he p romot ion o f t oon masco t t h rough c lo th ing , a cce s so r i e s ,
bags e t c .
47
10 Promotion of Toon mascots through clothing, accessories, bags, etc (X-axis)
Yes No Depends On Mascot
Don’t Know
No. of respondents(out of 35)Y-axis
13 1 20 1
% 37.14% 2.86% 57.14% 2.86%
Branding and special focus on toon branding
5.2Theoretical Data
From the su rvey conduc t ed t he fo l l owing f i nd ings can be
conc luded :
Out o f t he 35 r e sponden t 15 we re ab l e t o i den t i fy a l l t he
p roduc t s co r r ec t l y on t he ba s i s o f i t s t oon masco t a l one
wh ich comes up t o 42 .86% hence i t c an be conc luded t ha t
t oon masco t s have a lmos t been succe s s fu l i n t he i r pu rpose
o f B rand r eca l l , wh i ch means t ha t more i n t e r e s t i ng t oon
adve r t i s emen t s , more b r and r eca l l .
Out o f t he 35 r e sponden t s 20 s a id , t ha t t hey we re some t imes
ab l e t o r e cogn i ze t he p roduc t on t he ba s i s o f B rand Masco t
a l one wh ich comes t o a round 57 .14% o f t he t o t a l s amp le
s i z e . Wherea s on ly 8 .57% were a lways ab l e t o r e cogn i ze t he
p roduc t on t he ba s i s o f i t s b r and masco t
Out o f 35 r e sponden t s 16 peop l e o f t en r e l a t ed t he p roduc t s
w i th t he i r t oon masco t s wh ich come up t o a round 45 .7%.
Wherea s on ly 5 .71% o f t he r e sponden t s ve ry r a r e ly r e l a t ed
t he p roduc t s w i th t oons . So i f more compan i e s op t f o r t h i s
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Branding and special focus on toon branding
s t r a t egy t hen t he r e l a t i on o f t he t oons and p roduc t s w i l l
de f i n i t e l y i nc r ea se , impre s s ing t he v i ewer s .
51 .43% o f t he t o t a l peop l e su rveyed had t he op in ion t ha t
B rand Masco t s a r e no t l o s ing impor t ance t o B rand
Pe r sona l i t y whe rea s 14 .29% had no op in ion r ega rd ing t he
s ame . B rand masco t ha s i t s own iden t i t y and w i l l de f i n i t e l y
be more appea l i ng t o t he aud i ence a s i t i s a ve ry i nnova t i ve
concep t o f adve r t i s i ng and p romot ion
On the ba s i s o f t he su rvey conduc t ed 85 .71% o f t he
r e sponden t s op t ed fo r Amul Bu t t e r G i r l a s t he i r mos t
memorab l e t oon masco t f o l l owed by F ido -Dido and
Ch in t aman i w i th 14 .29%and 2 .86% re spec t i ve ly
Accord ing t o t he su rvey conduc t ed Amul Bu t t e r G i r l i s t he
mos t memorab l e t oon masco t because i t ha s been i n t he
ma rke t s i nce a ve ry l ong t ime and a l so i t i s ve ry a t t en t i on
s eek ing because i t i s a lways r e l a t ed t o t he cu r r en t a f f a i r s
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Branding and special focus on toon branding
34 .28% o f t he t o t a l popu l a t i on su rveyed op t ed t o depend on
a t oon masco t f o r t he l aunch o f t he i r new p roduc t 5 .71%
though t o f u s ing bo th t he t oon masco t and pe r sona l i t y fo r
t he l aunch o f t he i r p roduc t . Thus i t c an be conc luded peop l e
wou ld r ea l l y app rec i a t e i f compan i e s u se t oons fo r
p romot ing t he i r p roduc t s .
37 .14% o f t he t o t a l popu l a t i on su rveyed sugges t ed t ha t t oon
masco t s a r e more popu l a r i n t he u rban a r ea s due t o h igh
l i t e r acy r a t e whe rea s 28 .57% had t he op in ion o f t he t oon
be ing more popu l a r i n t he ru r a l a r ea s because t hey i den t i fy
t he p roduc t on t he ba s i s o f t oons . So compan i e s ope ra t i ng i n
t he ru r a l a r ea s c an u se more o f t oons t o make t he i r b r and
ea s i l y r e cogn i zed and popu l a r amongs t t he ru r a l masse s .
71 .43% though t t ha t t he t oon masco t shou ld pos se s s t he
f e a tu r e s wh ich a r e su i t ab l e t o t he p roduc t f o l l owed by t he
t oon be ing en t e r t a i n ing and i nnova t i ve .
57 .14% o f t he t o t a l popu l a t i on su rveyed sugges t ed t ha t
p romot ion o f t he t oon masco t s t h rough c lo the s , a cce s so r i e s
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Branding and special focus on toon branding
and bags depends comple t e ly on t he su i t ab i l i t y o f t he t oon
t ha t means t ha t i f t he company u s ing a t oon masco t i s
t h ink ing o f u s ing such p romot iona l channe l s shou ld de s ign
t he t oon i n a manne r t ha t w i l l be su i t ab l e and l i ked by t he
t a rge t ed aud i ence
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Branding and special focus on toon branding
6. PERSONAL REVIEW
(FINDINGS AND SUGGESTIONS)
6.1 Why it’s Branding?
As a teenager I am very much fond of clothes, accessories, bags, foot wears, mobile
phones but only “Branded”. In real sense I am a “Branded Baby”. It gives me great
pleasure buying favorite things from a branded company so that it represents quality,
costliness, worthiness for the money that spends for it.
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Branding and special focus on toon branding
Like me other people are also crazy about the brands of the products that they
purchase. People nowadays have very good knowledge about brands that are available
for a particular product and also for different types of product. They gather enough
information about different brands that are available for the product that they are
willing to buy. This is relevant for the purchase of durable goods like mobile phone,
television sets, washing machines etc.
But in case of FMCG products, once the brand or the company gives good quality
product the customers become loyal to that brand and make it a point to spread
positive word of mouth about the particular brand’s product. In this sector some
brands are so highly successful their brand name is the first to hit the customer’s mind
while the purchase of that product. Some examples for the same context are:
PRODUCT BRAND NAME
Coconut Oil
Detergents
Toothpaste
Pencil
Photocopy
Book
Parachute
Ariel
Colgate
Nataraj
Xerox
Navneet
Not only FMCGs nowadays companies of other products have also made a mark on
the minds of people and are able to share the same priority for the purchase. Brands
and Branded products are mainly popular in amongst the age group of 16-30 yrs. And
some examples of such brands are:
PRODUCT BRAND NAME
Jeans (Denim)
Shoes
Glares
Make-up equipments
Spykar Jeans
Adidas
Fast Track
Lakme
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Branding and special focus on toon branding
Watches Fast Track or Titan
Brand popularity is applicable not only for products but also for services and
entertainment
Entertainment: By “Entertainment” I mean to say that people are now so
much influenced by the brand that they also want to spend their leisure time
under a “Branded Roof”. If a family is about to go for shopping definitely they
would visit a renowned branded mall Shopper’s Stop, Center One, R-Mall,
Orbit Mall, Big Bazaar and many others which have created a good brand
image. If friends are planning to go out for a movie, they would go to
Multiplexes and Cine Plazas which also provides them with the facility of
shopping and also cafeterias where they have a good time with their friends.
Services: Services have also become branded and popular amongst masses.
Anything that girl needs to do to enhance her beauty she will first rush to
branded outlets of the companies like Lakme, L’Oreal etc. For fitness
purposes people prefer popular fitness centers like Talwarkars, Gold’s Gym
etc. People also avail banking services from market leaders like ICICI Bank,
HDFC Bank etc. Availing of transport services also happens through branded
providers like Raj Travels and Tourism, Jet Airways.
As being a management student it was a wonderful opportunity for me to work and
research on a topic which interests me a lot. While working on this project I gained
immense knowledge about branding which plays a very important role in the
commercial world and also forms the base for commercial successes.
6.2 Difficulties faced
Working on this project was very much enriching, knowledgeable and tiring
experience. Enriching and knowledgeable, because it gave me a lot of knowledge
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Branding and special focus on toon branding
relating to how to go about with branding of a product. Not only about how to create a
brand name for a product but it also taught me that once created a brand name how
to maintain and continue with the quality and consistency of the product.
Experience of working on this project was a tiring one because, although “Branding”
and
“Toon Branding” are not new concepts, then too not many people or even students are
not aware of it. They needed an explanation about what is toon branding and even
searching information about different aspects of branding needed hard work.
As the project consists of special focus on “Toon Branding” I have also included case
study on Amul Butter Girl which is a successful story for Toon Branding. As
important decisions like “whether to go for toon branding or not?” are taken by the
top management therefore I required an appointment with the personnel of the firm
who had enough knowledge about this topic, but I was not successful in doing so. The
reasons behind the same are:
Location difficulties
The firm is so innovative in its concept of toon branding that the management
definitely had no time for the appointment.
In spite of all these difficulties I was very successful in getting all the information
about Amul Butter Girl because of excellent website designed by Amul. Lastly I want
to thank my guide, other professors and friends who helped and encouraged me to
work on this project.
6.3 Suggestions
While working on the project I have gained almost complete knowledge about
branding therefore I would always support branding and even suggest the companies
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Branding and special focus on toon branding
to opt for it. Because it is a process through which the product will be able to find a
place in the minds of the people within this competitive world and also gain the
loyalty of the customer if the product spells quality.
But the company should make a very correct and appropriate decision so as to how
branding is to be done i.e. the process of branding. The firm should use a brand
personality, brand mascot or a toon mascot for the promotion of the brand. The choice
of different elements used to create a brand identity such as color, owned name,
slogans, and symbols etc. should be done correctly so that there are no
misconceptions in the minds of the consumers to understand the use and capability of
the product.
It is definitely a good idea if the firm is opting for toon branding because that is the
latest advertising mantra used by many companies but it should be only used if it suits
the requirement of product advertisements. Toon branding is no doubt a good way to
create a brand image, it makes the boring script interesting but care has to be taken by
the firm that the designing of the toon is to be done in a manner that not only the toon
mascot is memorable or the toon advertisement is remembered but also the sales of
the product increases, which means that the toon mascot utilized should also represent
the utility, quality, and need of the product to the customer.
A good example in this context would The Amul Butter Girl (Amul Butter), and also
Chintamani (ICICI). All the hoardings of Amul Butter Girl are so innovative and
animated in such a manner that it makes the people aware of the current happenings in
the world of politics, film industry, and other industrial sectors and together spreads a
message to use Amul butter in all situations of life. Whereas in case of Chintamani, it
is mainly used to promote the investment plans of ICICI so all the advertisements
aims at increasing the importance of investments in the life of individuals and finally
it leads to “No Chinta Only Money”.
Not only advertisements toon mascots can also be promoted through prints on
accessories, clothing bags etc, but here again the company will face limitations
because it purely depends upon the designing of the toon mascot that whether it will
be accepted or liked on these things.
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Branding and special focus on toon branding
For example: Fido Dido (7UP) which is promoted through these methods is already a
great success. Teenagers and specially children like the images of Fido Dido on their
T-Shirts, bags etc because the positioning of this toon mascot has been done as a
“Cool Guy”, “Always up to some Mischief”, “Liked by girls” and the list follows.
Fido Dido is all about fun. But Chintamani will not be able to share the same
popularity as Fido Dido because it is not used in all the Ads of the firm and also the
positioning of the toon matters in this case.
7 .Amul Hits of 1995 – 96
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Branding and special focus on toon branding
On the introduction of the show “Amul surbhi”
Name Game
Waste Bengal
Amul Hits of 1996 - 97
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Branding and special focus on toon branding
On the infighting within the Congress government during the general election
On the large number of Lok Sabha candidates from the film industry
When Atal Behari Vajpayee became Prime Minister
Amul Hits of 1997 - 98
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Branding and special focus on toon branding
When Bihar Chief Minister Laloo Prasad Yadav was involved in the Fodder Scandal
On Laloo Prasad Yadav's refusal to vacate the Chief Minister's seat.
4
AMUL's salute to India on Independence Day.
Amul Hits of 1998 – 99
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Branding and special focus on toon branding
On the popular Oskar award winning film - `TITANIC'
On the famous song aati kya khandala from the movie ghulam.
On Women Bus Conductors’
Amul Hits of 1999 – 2000
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Branding and special focus on toon branding
Based on the Starr report on Bill Clinton.
On winning the Gold for Hockey in the Asian Games.
Haul of 10 wickets by kumble
Amul Hits of 2000 - 2001
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Branding and special focus on toon branding
Match fixing charges against South African cricket captain Hansie Cronje" - April
2000
"India's population touches one billion" - May 2000
"On the first anniversary of the Kargil issue".
Amul Hits of 2001 – 2002
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Branding and special focus on toon branding
"On the recent Mumbai Stock Exchange scam involving top brokers" - April 2001.
Protest over the proposed flyover in Mumbai by renowned singer and prominent
citizens - April 2001
On launch of the Hindi film `LAGAAN' - June 2001
Amul Hits of 2003 – 2004
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Branding and special focus on toon branding
Two Bollywood stars engage in threatening telephonic calls - the episode then
going to media - April 2003
Pun on Bollywood highly popular horror film - June 2003
Controversy on the findings by NGO - "The Centre for Science and Environment"
that leading las and carbonated soft drinks contain dangerously high level of
pesticide residues which are likely to be hazardous for health - August 2003.
Amul Hits of 2004 – 2005
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Branding and special focus on toon branding
On Dr. Manmohan Singh being elected Prime Minister of India - May'04
Model turned Actress Preeti Jain's allegation against noted film director Madhur
Bhandarkar having sexually exploited her on the pretext of arranging roles in
films - July'04
Launch of 'ZOOM' India's first glamour and lifestyle family entertainment
television channel - September'04
Amul Hits of 2005 - 2006
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Branding and special focus on toon branding
On the Maharashtra Government's decision to close down dance bars all over the
state barring Mumbai - April'05
On Mallika Sherawat's first international film 'The Myth' with Jackie Chan - May'05
On Greg Chappell of Australia being appointed new coach of the Indian
Cricket Team - May'05
Amul Hits of 2006 – 2007
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Branding and special focus on toon branding
Protests against the proposed flyover on Peddar Road in Mumbai - April '06
Controversy on increasing height of Sardar Saravor Dam (Narmada Dam) on
Narmada River in Gujarat - April '06
On French Captain Zinedine Zidane shown red card sending him off for
vicious head-butting Italian defender in the chest during the World Cup Football
Final - July '06
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Branding and special focus on toon branding
On hysteria amongst people at the seafront in Mahim - Central Mumbai to drink
sea water which reportedly turned sweet - August '06
Australian cricketers unpleasant behavior of push and shove towards BCCI
President Mr. Sharad Pawar at ICC Champions Trophy prize distribution ceremony
at Brabourne Stadium in Mumbai, India - November '06
Indian Bollywood actress Shilpa Shetty winner of British reality television show Big
Brother - February 2007
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Branding and special focus on toon branding
Amul Hits of 2007 – 2008
On Bollywood superstars Amitabh and Jaya Bachchan's son Abhishek's wedding
with Aishwarya at their residence Prateeksha in Mumbai - April 2007.
On Super Jumbo A380 Airbus double-decker the world's largest civilian passenger
aircraft in India for first time - May' 07.
Richard Gere Hollywood actor and Shilpa Shetty Bollywood actress in a
controversial incident in public at an AIDS function in India - May, 2007.
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Branding and special focus on toon branding
Bollywood romantic comedy film CHEENI KUM (A Sugar Free Romance) in which
superstar Amitabh Bachchan shares time with little girl his neighbor, suffering
from leukemia, wise beyond her years - June '07.
India's Taj Mahal a masterpiece of architecture of 17th Century in the worldwide
race for inclusion in the new Seven Wonders of the World. It was built by Mughal
Emperor Shah JAhan as a symbol of enduring love for his wife Mumtaz on the
outskirt of Agra - July '07.
Police in Mumbai, India conduct breathalyzer or conventional tests on motorists at
night to crackdown on drunken driving to avoid road accidents - July '07.
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Branding and special focus on toon branding
CHAKDE! INDIA, the Bollywood movie with focus on women's hockey featuring
star-actor Shah Rukh Khan playing coach of the Indian Women's Hockey Team to
bring fame to India - August '07.
Bollywood actress and dancing queen Madhuri Dixit in the movie "Aaja Nachle"
(Let's Dance) in which music and dance being the essence of the movie - November
'07.
Team India celebrate after winning the inaugural ICC WORLD TWENTY 20, SOUTH
AFRICA 2007 cricket World Cup in Johannesburg - September' 07.
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.
Upcoming releases in November 2007 of two Bollywood movies SAAWARIYA –
innocent,
pure love story and Om Shanti Om – a love story – October 2007.
Amul Hits of 2008 – 200 9
Amul Hits of 2009 – 2010
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Branding and special focus on toon branding
8.CONCLUSION
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Branding and special focus on toon branding
The study done so far in the context of a brand and the special focus on toon branding
leads to many important conclusions. In order to facilitate proper comprehension of
the same, I illustrate the points as follows:
The Law of Contraction : A brand becomes stronger when its focus is
narrowed. This does not imply carrying a limited product line, but rather
limiting and focusing a brand on only one type of core product, which in
Titan's case happens to be watches. Titan, though possessed of a wide product
line, has stuck to its focus.
The Law of Advertising: Once born, a brand needs to actively advertise in
order to stay healthy and maintain market share. If done right, advertising is
more of an investment than an expense.
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Branding and special focus on toon branding
The Law of the Word: Any brand worth it's salt should strive to "own" a
word or words in the mind of the consumer. Examples of such brands are
Volvo, who own the word "safety", Mercedes, who own the word "prestige"
and Coca-Cola, who own the word "cola". Titan, at least when viewed in the
context of the Indian watch market, seems to own the word "quality".
The Law of Quality: Though quality is essential to the survival and growth of
any brand, the fact remains that brands are not built by quality alone. As
mentioned previously Titan more or less owns the word "quality" in the minds
of the consumers, thereby implying that it is perceived as a quality product.
Thus, it's actual quality, as well as it's perception of being a quality product
combine to work towards building the strength of the Titan brand.
The Law of the Name: In the long run, a brand is nothing more than a name.
The difference between products is thus not so much between the products, as
it is between their names, or perceptions of the names.
The Law of the Company: Brands are brands, and companies are companies.
There is a difference. Titan is owned by the Tata Group, who though highly
regarded in Indian industry are associated more with heavy industries such as
steel and truck building, than with watch making.
The Law of Siblings: There is always a time and a place to launch a second
brand, but when this is done it should be ensured that both brands have
separate and distinct identities. Each brand should be kept unique and special.
When Titan decided to diversify into the jewellery segment, they did not call
their new brand 'Titan Jewellery', in spite of the high standing of the Titan
name in the minds of the Indian consumers. To do so would be to undermine
the power of the Titan brand, which is that of being “watch experts”? Hence,
the jewellery was called Tanishq.
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Branding and special focus on toon branding
The Law of Shape: A brand's logotype should be well designed, in order to fit
the eyes. Visual symbols (again with the possible exceptions of Nike's
"swoosh" or Mercedes' 3-pointed star) are highly overrated. The meaning lies
in the words, not the symbol. The Titan logo, though well recognizable is
always accompanied by the words "TITAN" in a clear, crisp typeface-
denoting power (through the use of capital letters) and class at the same time.
The Law of Colour : A brand should use a colour and typeface that is the
opposite of its major competitor. For example, while Coca-Cola stands for red
and appears in running handwriting, Pepsi stands for blue and appears in
capital, modern looking letters.
Therefore, in order to effectively build brand equity, the following factors should
also be kept in mind:
Define the core brand's position and value clearly:
A product should be properly positioned and its value (which includes price,
quality and image) should be properly defined. As mentioned in the section
regarding the law of the word, the two words most highly identified with Titan
are “quality" and "Indian". These should thus be emphasized upon. This is
exactly what Titan has done, positioning it's watches as high quality, Indian
made watches, and emphasizing upon it's value for money as well as it's classy
image.
Don't neglect Public Relations:
Public Relations, or PR, are vital to the success and survival of any brand.
Unfortunately, its value as a brand building tool has more often than not, been
undervalued. Newsletters, event and entertainment sponsorships, and other
forms of PR help to define the personality of a company or brand, positioning
it as a good corporate citizen, and someone nice to do business with. In
keeping with India's obsession with cricket, Titan has often sponsored cricket
tournaments, including the now legendary 1997 Titan Cup. Titan also sponsors
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Branding and special focus on toon branding
a number of popular television programmes, a prime example of which is Star
World's "The Practice".
Realize that promotions can be tricky:
Promotions ought to be used to create recognition and build brand loyalty.
Needless and irrelevant contests tend to shift the customer's attention from the
product being promoted to the prize being offered (be it a trip to the US or a
new car). A better (and far less expensive) way to promote a brand would be
to allow it to be used by other companies in their promotional offers. Titan is
currently being offered by both Outlook magazine and WelcomAward (the
privileged customer programme of the WelcomGroup chain of hotels) in their
various promotional offers. The most sensible and effective forms of
promotions are measures such as establishing a privileged customer club
offering customer points redeemable for discounts and rebates. Titan has their
own privileged customer club, Titan Signet, which has an impressive 1.6 Lakh
members.
Always remember the USP:
A USP (Unique Selling Proposition) is not only what gives the customer a
reason to buy the brand, but is also what helps him distinguish the brand from
its competitors. Titan's USP is two fold, and can perhaps best be described in
six words. "An Indian company offering international quality". This works for
Titan in two ways. First of all, it's emphasis on 'international quality'
successfully negates it's major Indian competitor, HMT, who is still perceived
as a company offering solid and reliable, yet singularly unstylish and staid
looking watches. Secondly, with the plethora of foreign brands available in the
country today, Titan emphasis on being Indian enables it to effectively meet
their threat. Interestingly, while Titan has never actively promoted the fact that
it's parent company is the Tata Group, at the same time it has never really
done much to hide the fact. Thus while capitalizing on the Tata name; it has
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Branding and special focus on toon branding
built its own identity as an Indian brand offering high quality watches at prices
significantly below those of comparable foreign brands.
If you can't be first, be better:
Being the first entrant in any category earns pioneer status for a brand and
gives it the advantage of being the probable market leader. Such was the case
with HMT. However with it's emphasis on it's USP and aggressive advertising,
Titan convinced the market that it produced the better product and thus
destroyed HMT's near monopoly of the Indian watch market.
Expand sensibly :
Extensions should always be logical and market driven and not mere "product
explosions". As the market environment changes with the addition of say,
greater competition, or changing customer wants and perceptions, brand
extension should be undertaken. It should not, however be undertaken
arbitrarily. When Titan entered the market in 1987, its main competitor was
HMT, a company offering reliable and economically priced watches. Titan
thus started out being a company offering a wide variety of models, most of
which were priced economically, with the added USP of being a more stylish
alternative to HMT. As times changed, however, so did Titan. With the
growing entry of foreign brands into the market, Titan continued to introduce
sub brand after sub brand to meet every new challenge. With the entry of the
"high performance" sports watch brands in the form of Tag Hauer, Omega and
Breitling, Titan introduced it's own line of chronographs priced significantly
lower than the competition at a mere Rs 5000-6000. Similarly, to counter the
entry of foreign, youth oriented "style" brands such as Esprit and Swatch,
Titan introduced the 'Fastrack' sub brand, again priced extremely
competitively.
9. ANNEXURE
SAMPLE OF QUESTIONNAIRE
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Branding and special focus on toon branding
BRANDING-SPECIAL FOCUS ON TOON BRANDING
QUESTIONAIRE
Q1. Indentify the following toon mascots and their products or either of the one:
____________________________________________
___________________________________________
____________________________________________
____________________________________________
_______________________________________________
_______________________________________________
1st page of questionnaire
Q2. Can you recognize a product on the basis of its brand mascot alone?
Always
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Branding and special focus on toon branding
Sometime
Often
Very Rare
Q3. Do you relate any product with toons?
Always
Sometime
Often
Very Rare
Q4. Do you think nowadays brand mascots are losing importance to brand
personality?
Yes
No
Don’t Know
Q5. Which is your most memorable toon mascot?
Amul Butter Girl
Fido Dido
Chintamani (ICICI)
Any other __________________
Q6. Why do you think this brand mascot is the most memorable one?
A6.
_____________________________________________________________________
_____________________________________________________________________
______
2nd page of questionnaire
Q7. If you are to launch a new product will you depend on a brand personality of a
toon mascot to build the brand image of your product? Give reasons?
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Branding and special focus on toon branding
A7.
_____________________________________________________________________
___
_____________________________________________________________________
___
Q8. Toon Mascot is more popular in the rural or urban areas? Give reasons?
A8.
_____________________________________________________________________
___
_____________________________________________________________________
___
Q9. What features do you think a toon mascot should possess so as to remember over
a long period of time?
Cute
Happy Face
Suitable to the product
Innovative
Entertaining
Any other _____________________
`Q10. Would you like if toon mascots are also advertised through clothing,
accessories, bags etc?
Yes
No
Depends on the mascot
Don’t know
NAME: _____________________________
AGE: _____________________________
PROFESSION: _____________________________
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