Managing Rural Brands

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Managing Rural Brands


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Branding Definitions

A Brand is: name, term, sign, symbol, design, or

combination of these intended to identify the good or service,

and differentiate them from those of competitors

Brand Name: The vocalized part of the brand... Tide, Pepsi,

Chevrolet, Disneyland

Brand mark: The symbol, design, color, letters: Pillsbury ,

MGM Lion, K on Kodak box

Trademark: The part of the brand given legal protection to

brand name or brand mark

Copyright: Legal right to reproduce, publish and sell the

matter and form of a literary musical or artistic work.


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A Brand can convey 6 meanings

Attributes

Benefits

Values Culture

Personality


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Understanding Brands : Aakers Model

Extended

Core

Brand

Essence


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AMUL : Aakers Model

Extended

Available

Food

Brand

Essence:

Core

Value

Taste

IndianQuality

Pride

Variety

Milk


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Physique Personality

Self-ImageReflection

CultureRelationship

PICTUREOF RECIPIENT

PICTUREOF SENDER

The Kapferer Brand Identity Prism

INTERNALISATIONEXTERNALISATION


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Physique :

Taste, QualityPersonality :

Simple, Indian

Self-Image :

Proud Indian, Fun lovingReflection :

Value Oriented

Culture :

Co-operative, Sharing

Relationship :

Sociable

AMUL : Kapferers Prism

AMUL


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Reasons for Branding

For Consumers

Easy to identify goods or services

Aid to move quickly through the shop andmake purchase decision

Assure consumers that they will get

consistent quality when they reorder


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Reasons for Branding

For Sellers

Brands can be promoted

To segment Easily recognized when displayed in a store

Reduces price comparison

Provide legal protection Branding can add prestige to ordinary

commodities

Easy to process order


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Reasons for not Branding

Responsibility with Brand ownership:

Promoting the brand

Maintain a consistent quality of output. Many firms do not brand their products

because they are unable or unwilling to

assume these responsibilities.


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Challenges

Spurious Brands

Look-alikes

Spell-alikesDuplicates

Local village brands (Un organized)

Substitutable products. Regional Brands


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Regional Brands

Need specific

Unique to a particular region

They are perceived to give value for moneyat a lower price.


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Reasons for Success of Regional Brands

ICT

Better understanding of consumers

Low overheads Relationship with channel partners

Entrepreneurial spirit


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Main Tasks in Managing Brands

Brand Identity :

Differentiation:

Positioning the brand:

Brand building :

Brand rejuvenation :

Brand proliferation:

Monitoring the brand

Brand Equity:


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Identity :Brand Name for Rural

Brand Identity :Selecting brand name and

logo, and enhancing its visual recognition

Tiger

Agni

Shakthi

Sampoorna


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Differentiation : Image

Differentiation: attributes necessary to

compete, giving it a unique image.

Bhumiputra

Sarpanch

Arakku Emerald


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Positioning the brand: Developing the right

value proposition for the brand


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Main Tasks in Managing Brands.....

Brand rejuvenation : Keeping the brand live

and active brand extensions, packaging

innovations, repositioning.

Brand proliferation :Adding more brands to a

line.


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Brand Proliferation


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Brand Loyalty Vs Stickiness

Rural folk are more of brand sticky than loyal.

Reasons

Lack of awarenessLow risk taking

Customer value hierarchy

Early mover will have an advantage.


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Main Tasks in Managing Brands.....

Monitoring the brand portfolio through various

stages of life cycle.

Understand the Brand Equity and build the

equity of brands.


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What is Brand Equity?

Brand Equity

Brand

Loyalty

Name

Awareness

Perceived

Quality Brand

Associations

Other

Proprietary

Brand Assets

Provides Value to Customer* Interpretation of Info.* Confidence in Decision

* Use Satisfaction

Provides Value to Firm* Efficient/Effective Mkt.* Brand Loyalty

* Brand Extensions

* Trade Leverage

* Competitive Advantage


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SelectingLogo

Use logo for visual identification

Logo enhances the recognition by symbol

Flags, pictures, graphic designs, or plainalphabets can be used as logo.

Over a time logo and name become

inseparable.

Though a logo is relatively permanent entity

for a company, sometimes changes are

warrented.


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SelectingLogo

Dog - HMV

Maharaja Air India

Penguin Kelvinator Devil Onida

What is the product? Who is the customer?


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The logo colors signify:

Red Square= Leadership, passion

White Swirl = Purity of purpose, invigorating

properties of coffee

Green Stroke = 125 years of coffee growing heritage

of this vertically integrated Group

The font used for Caf is called SLURRY. The fontlooks as though the letters have

congealed(coagulated) out of a liquid

Managing Rural Brands

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