Branding presnt.

8/7/2019 Branding presnt.

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Prepared By:

Ravindra vermaRichin Banzal

Swati

Ashwin


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` A commodity is a basic nonstandardized, unknown source of offering.

` A commodity is a productpresumably so basic that it cannotbe physically differentiated in theminds of the consumers.


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` A product is a standardized,process based ,unknownsource of offering.


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COMMODITY PR ODUCT BRAN D


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` B randing is a tool of giving identity to your product andadding value preposition that is well recognised,

` The rationale behind branding is all about creatingpositive differentiation that is consequence leading toa dominant or at least profitable brand shares. B randmarketers must deliver tangibles and/or intangiblesthat differentiate a brand among others. Thisdifferentiation not only needs to be perceived, but alsovalued and identified by the target group.


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` B randing is the art and science of identifying andfulfilling human physical and emotional needs bycapturing their attention, imagination and emotion


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` A brand is a name,term,sign,symbol,or design,or a combination of them,intended to identify thegoods and services of one seller or group of sellers and to differentiate them from those of competition.

` B rand has meanings beyond functionality thatexists in people's minds. Part art, part science,brand is the intangible yet visceral impact of a

person's subjective experience with the product,the personal memories and cultural associationsthat orbit around it.


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` B rand is the difference between a bottle of sodaand a bottle of Coke.

` B rand is the difference between a mp3 player and

an iPod.` B rand is the difference between a cup of coffee

and a cup of Starbucks.` B rand is the difference between a luxury car and a

Mercedes B enz.


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` Psychological differential are often more resilientthan functional differential advantages. Intangibleemotional associations are difficult to copy: once

an emotional territory is occupied by a well knownbrand, it is more difficult to displace than a brandwith a functional claim that can be beaten.


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` Product is something that can be offered to amarket for attention, use or consumption thatmight satisfy need or want.

` A brand is a product, but one that adds other dimensions that differentiate it in some way fromother products designed to satisfy the same need.


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` A product is something that is made in a factory; abrand is something that is made up of trust andrelationships. A product is an object; a brand is a

personality. A product is sold by a merchant; abrand is bought by a customer. A product can beeasily copied by a competitor; a brand is unique


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S YM BOL S

COLO RS

NAME

DIFFE RE NCE WITH OTHE R BRAN D S IN

THE SA ME BE NEFIT

C ATEGO RYASS

COCIA

TIONS


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SensoryIdentities

Purity Variety Delicate Dazzling

Associations

Part of your life Emotions Elegant Confidence Independent


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` Identification of source of product and assignmentof responsibility to product maker.

` B rands provide shorthand device or means of

simplifications for their product.` Search cost reducer.` Risk reducer.` Signal of quality.


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` Means of identification to simplify product handlingor tracing.

` Means of legally protecting unique features` Signal of quality level to satisfied customers.` Means of endowing products with unique

associations.` Source of competitive advantage.` Source of financial returns.


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` a set of human characteristicsassociated with a brand

` how the brand behaves` Gender, age, socio-economic

class, psychographic, emotionalcharacteristics.


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MASCULINE Feminine


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OLDER

YOUNGER


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T RE N DIE R

OLD FASHIONED


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CONFORMIN G

IRREVERENT


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` like human personality, is both distinctiveand enduring.

` built over a period of time.`

the outcome of all the consumersexperiences with the brand.` In consumers mind, these impressions

merge to form an overall concept of what toexpect from brand


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SPONSORSHIPSSp onsorship


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Feelings Engendered by Bra nd Pe rso n al ity There can be a set of feelings and emotions attached to

a brand personality, just as there are to a person. Theuse of such brands can cause feelings and emotions toemerge.


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T he Brand as a Badge` A brand could serve as a consumers personal

statement.` C ars, cosmetics, apparels lend themselves to

personality expression because their useoccurs in a social context with relatively highinvolvement


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` T he ultimate personality expression occurswhen a brand becomes an extension or anintegral part of the self.

` The potential to create this oneness with somepeople can represent a significant opportunity

for a brand.

T he Brand Becomes Part of the Self


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` A brand personality can help a brand in several ways:It can provide a vehicle for customers to express their ownidentity.A brand personality metaphor helps suggests the kind of relationship that customer has with brand.

Brand personalities serve to represent and cue functionalbenefits and product attributes well.

` Importantly, brand personality is often a sustainable point of differentiation

Sustainable because it is very difficult to copy a personality.


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BrandBrandPositioningPositioning


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` It was created by Al Reis & Jack Trout & it is oneof the most important parts in branding

` It is act of designing the companys offer & image

such that it occupies a distinct & valued place inthe target customers minds. In simple words it isfinding a vacant place in the minds of consumers& occupying it. Its an art of science of fitting the

product or service to 1 or more segments of thebroad market in such a way that it stands apartfrom the competition.


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Steps of brand positioning

` Segment the chosen market

` Decide the target market

` Create a set of unique VPs for the TG to createdifferentiation with competing brands


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` POPs - associations that are not necessarilyunique to the brand but may in fact be shared withother brands.

` Category POP that consumers view as beingnecessary to be a legitimate & credible offering i.e.

they represent necessary but not necessarilysufficient offerings.` Competitive POP are associations designed to

negate competitors POD?


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` PODs strong, favorable & unique brandassociation. They may be virtually any type of attributes or benefit associations that a consumer strongly associates with a brand, positivelyevaluate & believe that they could not find to thesame extent with a competitive brand. May beperformance related considerations or imageryrelated considerations.


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` Creating differentiation the differentiation can becreated at three levels.

` USP it is a tangible feature which is unique for

your product` Core values something that fills the emotional

gap` B rand essence it is the primary source of

competitive advantage & a strategic asset for thecompanys brand.


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` Perceptual mapping the perceptual positioningmap conveys a significant amount of informationwith such maps marketers are able to see theperceived positions that each competitive offeringoccupies in the mind of customers or potentialcustomers.

` Laddering is a technique to deepen the meaning

associated with brand positioning?


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Branding presnt.

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