BRAND SYMBOLBRAND SYMBOL

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

BRAND SYMBOL LEADS BRAND SYMBOL LEADS TOTO

Awareness of the Brand Brand Association Likeability &

Positive FeelingsStronger Memories

of the Brand

Brand Symbols can be created Brand Symbols can be created across 10 concepts in order to across 10 concepts in order to value to Brandsvalue to Brandsa.a. Non – Living CharactersNon – Living Charactersb.b. AnimalAnimalc.c. NatureNatured.d. PackPacke.e. ThingsThingsf.f. PeoplePeopleg.g. Geometric ShapeGeometric Shapeh.h. ScenesScenesi.i. MonumentsMonumentsj.j. LogoLogo

BRAND LOGO

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

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

ELEMENTS OF THE BRAND LOGO

A) Brand name

B) Geometric shape

C) Color

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

E) Font

EVALUATION OF LOGO

Likeability. Specific likes & dislikes & the reason there of. Distinctiveness. Comprehension of the message by Logo (ex) solidity, vibrant, dynamism etc. Preference of each logo among key competitors.

BRAND CHARACTERBRAND CHARACTER

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

Advice to Brand Advice to Brand CharacterCharacter

It should It should

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

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

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

BRAND EQUITYBRAND EQUITY

2.2.1212

Brand Equity as a Brand Equity as a ““BridgeBridge”” Reflection of Reflection of pastpast investments in the investments in the

marketing of a brandmarketing of a brand Direction for Direction for futurefuture marketing actions marketing actions

or programsor programs

BRAND EQUITYNAME/SYMBOL

PERCEIVEDQUALITY

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

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

BRANDASSOCIATIONS

OTHERPROPRIETARY

BRAND ASSETS

NAMEAWARENESS

BEANDLOYALTY

BRAND LOYALITYBRAND LOYALITY

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

LEVELS OF BRAND LEVELS OF BRAND LOYALITYLOYALITY

COMITTED BUYER

LIKES THE BRAND CONSIDERS IT AS A FRIEND

SATISFIED BUYER WITH SWITCHING COSTS

SATISFIED / HABITUAL BUYER NO REASON TO CHANGE

SWITCHERS/PRICE SENSITIVE IN DIFFERENT – NO BRAND LOYALTY

THE VALUE OF BRAND THE VALUE OF BRAND LOYALTYLOYALTY

REDUCED MARKETING COST

TRADE LEVERAGE

ATTRACTING NEW CUSTOMERS

TIME TO RESPOND TO COMPITITIVE THREATS

BRAND LOYALTY

THEN HOW TO CREATE AND MAINTAIN BRAND LOYALITY ?

TREAT THE CUSTOMER RIGHT

STAY CLOSE TO CUSTOMERMEASURE/MANAGECUSTOMER SATISFACTION

CREAT SWITCHING COSTS

PROVIDE EXTRAS

BRAND

LOYALTY

ACHIEVING BRAND LOYALTYACHIEVING BRAND LOYALTYTARGET SEGMENT (FOR THE BRAND)

IDENTIFICATION OF DRIVES

CHOOSING APPROPRIATECUES

PRODUCT – PROMISE & DELIVERYOF BENEFIT

REINFORCEMENT OF BENEFITS (CONSISTENCY)

BRAND LOYALTY

BRAND AWARENESSBRAND AWARENESS

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

LEVELS OF BRAND LEVELS OF BRAND AWARENESS/AWERNESS AWARENESS/AWERNESS

PYRAMIDPYRAMID

TOP OF MIND

BRAND RECALL

BRAND RECOGNITION

UNWARE OF BRAND

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

Anchor, to which other Associations Can be attached.

Familiarity - liking

Signal of substance / commitment

Brand to be considered.

BRAND AWARENESS

HOW TO ACHIVE AWARENESS?HOW TO ACHIVE AWARENESS?

BE DIFFERENT, MEMORABLE BE DIFFERENT, MEMORABLE

INVOLVE A SLOGAN OR JINGLEINVOLVE A SLOGAN OR JINGLE

SYMBOL EXPOSURESYMBOL EXPOSURE

PUBLICITYPUBLICITY

EVENT SPONSERSHIPEVENT SPONSERSHIP

CONSIDER BRAND EXTENSIONCONSIDER BRAND EXTENSION

USING CUESUSING CUES

RECALL REQUIRES REPETITIONRECALL REQUIRES REPETITION

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Establishing Brand AwarenessEstablishing Brand Awareness Increasing the familiarity of the Increasing the familiarity of the

brand through repeated exposure brand through repeated exposure (for brand recognition) (for brand recognition)

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

2.2.2424

Salience DimensionsSalience Dimensions

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

membershipmembership BreadthBreadth of brand awareness of brand awareness

• Purchase considerationPurchase consideration• Consumption considerationConsumption consideration

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

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

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

3.3.2626

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

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

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

BRND ASSOCIATION QUESTIONS

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

2.2.2828

Customer-Based Brand EquityCustomer-Based Brand Equity Differential effect Differential effect

• Differences in consumer response Differences in consumer response Brand knowledge Brand knowledge

• A result of consumers’ knowledge about the A result of consumers’ knowledge about the brand brand

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

2.2.2929

Brand Awareness AdvantagesBrand Awareness Advantages Learning advantagesLearning advantages

• Register the brand in the minds of Register the brand in the minds of consumers consumers

Consideration advantagesConsideration advantages• Likelihood that the brand will be a Likelihood that the brand will be a

member of the member of the consideration setconsideration set Choice advantages Choice advantages

• Affect choices among brands in the Affect choices among brands in the consideration set consideration set

2.2.3030

Creating a Positive Brand Creating a Positive Brand ImageImage

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

associationassociation• Need to be favorable, strong, and uniqueNeed to be favorable, strong, and unique• Marketers should recognize the influence of Marketers should recognize the influence of

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

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

Brand EquityBrand Equity

0.17 0.66

0.24

0.65P-

2Performance

P-1

P-10

P-7

P-8

P-9

P-3

P-4

P-6

P-5

P-11 P-

12

I-2

I-9

Imagery

I-1

I-3

I-6

I-5

I-10

I-7

I-8

I-11 I-1

2

I-4

F-2

Feelings

F-1

F-3

F-4

F-6

F-5F-7

F-8

F-9

F-11 F-

12

F-10

J-2

Judgment

J-1

J-3

J-4

J-6

J-5

J-10J-7

J-8

J-9

J-11 J-1

2

R-2

Resonance

R-1

R-3

R-4

R-6

R-5

R-10

R-7

R-8

R-9

R-11 R-12

0.58

0.49

2.2.3232

Imagery DimensionsImagery Dimensions User profilesUser profiles

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

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

of usageof usage Personality and valuesPersonality and values

• Sincerity, excitement, competence, sophistication, and Sincerity, excitement, competence, sophistication, and ruggednessruggedness

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

2.2.3333

Judgment DimensionsJudgment Dimensions

Brand qualityBrand quality• ValueValue• SatisfactionSatisfaction

Brand credibilityBrand credibility• ExpertiseExpertise• TrustworthinessTrustworthiness• LikeabilityLikeability

Brand Brand considerationconsideration• RelevanceRelevance

Brand superiorityBrand superiority• DifferentiationDifferentiation

2.2.3434

Performance DimensionsPerformance Dimensions Primary characteristics and Primary characteristics and

supplementary featuressupplementary features Product reliability, durability, and Product reliability, durability, and

serviceabilityserviceability Service effectiveness, efficiency, and Service effectiveness, efficiency, and

empathyempathy Style and designStyle and design PricePrice

2.2.3535

Feelings DimensionsFeelings Dimensions WarmthWarmth FunFun ExcitementExcitement SecuritySecurity Social ApprovalSocial Approval Self-respectSelf-respect

2.2.3636

Resonance DimensionsResonance Dimensions Behavioral loyaltyBehavioral loyalty

• Frequency and amount of repeat purchasesFrequency and amount of repeat purchases Attitudinal attachmentAttitudinal attachment

• Love brand (favorite possessions; “a little Love brand (favorite possessions; “a little pleasure”)pleasure”)

• Proud of brandProud of brand Sense of communitySense of community

• KinshipKinship• AffiliationAffiliation

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

3.3.3737

Brand MantrasBrand Mantras An articulation of the “heart and soul” of the An articulation of the “heart and soul” of the

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

promise” promise” Short three- to five-word phrases that Short three- to five-word phrases that

capture the irrefutable essence or spirit of capture the irrefutable essence or spirit of the brand positioning and brand valuesthe brand positioning and brand values

ConsiderationsConsiderations• CommunicateCommunicate• SimplifySimplify• InspireInspire

3.3.3838

Designing the Brand MantraDesigning the Brand Mantra The term The term brand functionsbrand functions describes the describes the

nature of the product or service or the nature of the product or service or the type of experiences or benefits the brand type of experiences or benefits the brand provides. provides.

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

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

3.3.3939

Designing the Brand MantraDesigning the Brand Mantra

EmotionalEmotionalModifierModifier

DescriptivDescriptivee

ModifierModifier

BrandBrandFunctionsFunctions

NikeNike AuthenticAuthentic AthleticAthletic PerformancePerformance

DisneyDisney FunFun FamilyFamily EntertainmentEntertainment

FunFun FolksFolks FoodFood