BRANDS

Anjali MehtaPGDM2 (Marketing)

What is a Brand?“brand” is the perception customers have about a product or service.-Jerry McLaughlin(Forbes)

BRAND IDENTITY PRISM

1) Physique –  Physique is the basis of the brand. Salient physical qualities which are seen by the target audience-like its color, shape. It may include product features, symbols and attributes.

2) Personality –  The brand is personified and its traits are perceived in the eyes of the consumer in a particular way. Personality includes character and attitude.

3) Culture –  Culture takes a holistic view of the organization, its origin, values and principles it stands for.

BRAND IDENTITY PRISM

4) Relationship –  The strength of the relationship between the brand and the customer. It may represent beliefs and associations in the human world.

5) Reflection –  How a customer reflects with a particular brand. This is different with how customers perceive the brand. This talks more about the consumers who use the brand as opposed to the brand itself.

6) Self image –  How does the customer see himself by using the brand.

Why Brand Identity Prism?

 Position your brand better Design effective marketing strategies related to the brand's identity

The brand can be communicated better if its identity is well established

You can eliminate techniques that may not blend with the brand's perceived image

This helps to streamline your marketing campaigns in a certain direction.

LOGO EVOLUTIONFOR WHOM?Women of 25 and above, confidentWorking women, believers of natural beauty

WHY?Doesn’t dry skin like other soapsEmphasizes on the ethnic aspect of beauty

WHAT?Soap, Shampoo, Conditioner, Hair Oil, Face Wash, Deodorants, Body Lotion, Body Wash

AGAINST WHOM?L’oreal, The Body Shop, Nivea

Branding Strategy: Brand Extension and Line Extension

LOGO EVOLUTION

PositioningAn upscale brand which provides a rich experience

Why?Provides a personal moment of escape from a hectic life, between work and home

What?Coffee, snacks, merchandise

Against Whom?CCD, Barrista , Costa

Branding Strategy: Brand Extension and Line Extension

LOGO EVOLUTIO

N

WHAT?Sports wear, shoes, accessories

WHY?It stands for triumphant and sporty spirit

FOR WHOM?For people who are or want to be athletic and confident, people who want to get things done

AGAINST WHOM?Adidas, Reebok, Puma, Sketchers etc.

Branding Strategy: Combination of strategies-Family branding

When?Normal restraunt timing. Mac Donald’s created some products to the breakfast and the  » coffee break » with its brand Mc café

Against Whom?Yum! brands ( KFC, Taco bells, Pizza hut)Burger KingSubway

What?Fast food Junction. It was the "family place" to go to since quick service restaurant chain McDonald's entered India.

For Whom:?Products for children, and so family, and teenager/ young people. Communication and advertising sector, Mac Donald’s communicate both for children/family.

NESCAFE

Parent company: Nestle

In the past it was a morning drink then it was repositioned as a companion for your life even during harder times of life.

Branding Strategy: Brand Extension and Line Extension

Against Whom?Bru, Tata coffee

For Whom?It is targeted towards young, creative and ambitious people.