DEFINITION OF BRAND
American Management Association
defines brand as follows :
“ A brand is a name, term, sign, symbol,
or design, or a combination of them,
intended to identify the goods and
services of one seller or group of sellers
and to differentiate them from those of
competitors. ”
What is Brand
• Customer perception
• Company perception
• Legal perception
• Traditional view
• Modern view
Brand as perceived by customers
• Relationship with product
• These relationships are of two types mental
association and emotional association
A strong mental and emotional association leads to
physical possession of the product
The condition for the strong association is exclusively,
saliency and desirability
These strength of the association helps customers
move from acquisition to retention to advocacy stage.
Brand as perceived by customers
• A brand is a name, term, sign, symbol or design or a group or
combination of them, intended to identify the goods and services of
one seller or group of sellers and to differentiate them from those of
competition.
• A way of creating
• Unique identity to its offering
• Image which is different from competing brands
• Favorable image about its offerings
• A way of earning sustainable business in terms of monetary and
non-monetary value
• Brand is created in the 2nd stage of product creation
• Brands are perceived as conditional assets.
Legal perspective
• Protection to the identity
• The protection can be termed as patent,
copyright, GI
Traditional view
• An identification for the purpose of
differentiation
• Monetary wealth creators
• Brands segment the market
• Way of capturing human mind
Modern view
• Win the heart and the mind will follow
• Functional feature, emotional feature
• Brand equity
Brand Glossary
• Brand Audit: the evaluation of brand performance in the
terms of its assets, strength and value its generates
• Brand awareness: measured by brand recognition(the
ability of a customer to confirm prior knowledge of a brand
from memory), brand dominance (the only brand recalled)
• Top of the mind(the first named brand in recall list)
• Brand champion: internal and external story tellers
• Brand expansion: the exposure of brand to a broader
geographical market, distribution channel new customer
segments
• Brand Extension: The application of a brand beyond of
products or outside its category.
• Brand mapping: A research technique to identify and
visualisethe positioning of a brand compared to competing
brands on various dimensions.
• Brand Revitalization:The process of bringing back glory of a
fading brand back by means of new strategy.brand equity and
new brand strength.
• Brand slogan/Tagline: Phrases which are catchy,easy to
recognize and memorable used in marketing communication
which always remains with the brand. Nike just do it HSBC
“The world’s local brand”. HP “Invent”, Singapore Airelines “A
great way to fly”
Brand Hierarchy levels
• Many brand names are designed to reflect the
hierarchy
• The brand dell dimension XPS R400 identifies
it at four hierarchical levels
• Corporate (Dell)
• Family (Dimension-Desktop models)
• Individual (XPS)
• Modifiers(R400)
Brand Name
• If we carefully observe that every product in the market place is identifiable by a
specific name given by its maker called the brand name. thus identifying and
selecting an appropriate brand name is the first and foremost crucial step in
managing a product. The decision of branding a new product is like naming a new
born child. It basically servers to easy identification of the firms offering. You must
have come across that a brand could be a word, term, sign or symbol that
identifies and distinguishes one product from another for example, it could be
• A word with meaning not necessarily related to the product it represent viz.,
Ortem, Red & white
• Name of the manufacturer of the product viz., Bata, HMT etc.
• A combination of numerical and alphabets, viz. Elle-18, CBZ-150
• Or a word whose meaning suggests some functions or quality of the product for
example brand names like surya (lighting), sleepwell(mattresses) Tips and
\toes(Nail Polish) D-cold(medicine for cold and cough etc indicate the use of the
product
The functions of the brand for the consumer
function Consumer benefit
identification To be clearly seen , to make sense of the offer, to quickly
identify the sought-after products
practicality To allow savings of time and energy through identical
repurchasing and loyalty
Guarantee Providing the same quality no matter where or when you
buy the product or service
optimisation To be sure of buying the best product in its category , the
best performer for a particular purpose
charcterisation To have confirmation of your self-image or image that you
present to others
continuity Satisfaction brought about through familiarity and
intimacy with the brand that you have been consuming
for years
Hedonistic Satisfaction linked to the attractiveness of the brand , to
its logo, to its communication
Ethical Satisfaction liked to the responsible
behaviour of the brand in its relationship with
society (ecology, employment, citizenship,
advertising which does not shock).
THE MEANING OF BRAND
• The brand is not a product but it gives the
product meaning and defines its identity
in both time and space.
• Brands are a direct consequence of the
strategy of market segmentation and
product differentiation.
• Companies want to stamp their mark on
different sectors and set their imprint on
their products.
BUILDING THE BRAND
The art of marketing is the art of brand
building. When something is not a brand,
it will probably viewed as a commodity.
Then price is what counts. When price is
the only thing that counts, the only
winner is the low-cost producer.”
( Philip Kotler )
BRAND NAME DECISIONS
Individual Names
•Blanket Family Names
•Separate Family Names for all products
•Company Trade name combined with
individual product names.
BRAND NAME
It should suggest something about the
product’s benefits.
•It should suggest something about
product qualities.
•It should be easy to pronounce, recognize
and remember.
•It should be distinctive.
•It should not carry poor meanings in
other countries and languages
Deciding on Brand Name
• Suggest something about the product’s
benefits
• Suggest product qualities
• Easy to pronounce
• Distinctive
• Not carry poor meaning in other countries
Types of Brand Name Strategies
• Individual Names
• Blanket Family Names
• Separate Family Names
• Company Trade Name with Individual Product
Names
Individual brand names
• An individual brand name does not identify a brand with a particular company.
• For example, take the case of Heinz. Heinz is a leading global food manufacturer with a very
strong family brand. However, it also operates many well-known individual brand names.
Examples include Farleys (baby food), Linda MacCartney Foods (vegetarian meals) and
Weight Watcher’s Foods (diet/slimming meals and supplements).
• Why does Heinz use individual brand names when it has such a strong family brand name?
There are several reasons why a brand needs a separate identity – unrelated to the family
brand name:
• • The product may be competing in a new market segment where failure could harm the
main family brand name
• • The family brand name may be positioned inappropriately for the target market segment.
For example the family brand name might be positioned as an upmarket brand for affluent
consumers.
• • The brand may have been acquired; in other words it has already established itself as a
leading brand in the market segment. The fact that it has been acquired by a company with
a strong family brand name does not mean that the acquired brand has to be changed.
Individual Names
• Firm does not tie its reputation to the
product’s that it produces.
– The companies image is not hurt if the product
fails or seems low quality
Individual Names
General Mills consists of 37 different well known brands
within the firm.
Blanket Family Names
• Family brand names involve the opposite
strategy—including the firms' total product
mix under one family name. The corporate
name, rather than the brand name, is
emphasized in order to leverage the high-
quality name of the organization. This can
reduce advertising and marketing costs.
Cont.
• A family brand name is used for all products. By
building customer trust and loyalty to the family
brand name, all products that use the brand can
benefit.
• Good examples include brands in the food industry,
including Kellogg’s, Heinz and Del Monte. Of course,
the use of a family brand can also create problems if
one of the products gets bad publicity or is a failure
in a market. This can damage the reputation of a
whole range of brands
Blanket Family Names
Campbell's® Healthy Request® soup
s
Campbell's® Kitchen Classics® soups
Campbell's® Microwavable Soups
Campbell's® Select™ soup
Campbell's® Carb Request™ soups Campbell's™ Gravies
Campbell's® Chunky™ soups Campbell's™ SpaghettiOs® pasta
Campbell's® Condensed soups
Campbell's® Kids soups
“Searching for a brand name is like
searching for a wife – there are lots
of choices, but the best ones have
already been taken”
The wit
Separate Family Names
• This strategy associates a strong corporate
entity with a brand while maintaining the
brand's individuality. If successful, it provides
the advantages of both a family brand name
and an individual brand name strategy.
Separate Family Names
Allstate
Hercules
Cheryl Tiegs
J.C. Higgins
Coldspot
Pilgrim
David Bradley
Roebucks
Diehard
Silvertone
Economy
Toughskins
Harmony House
Company Trade Name with Individual
Product names
• Product-line brand names involve a strategy midway
between an individual brand name and a family
brand name strategy. All brands within the product
line have a common name. Product-line brand names
are used when a company produces diverse product
lines that require separate identification
Company Trade Name with Individual
Product names
Combination of Brand names
• A combination brand name brings together a family
brand name and an individual brand name. The idea
here is to provide some association for the product
with a strong family brand name but maintaining
some distinctiveness so that customers know what
they are getting.
• Examples of combination brand names include
Microsoft XP and Microsoft Office in personal
computing software and Heinz Tomato Ketchup and
Heinz Pet Foods.
Criteria for choosing Brand
Elements
Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectabilty:
Memorability
• Easily recognized
• Easily recalled
• Meangful
• Descriptive
• Persuasive
• Likable
• Fun & intersting
• Rich visual and verble imagery
• Aesthetically pleasing
• Transferable
• Within and across product categories
• Across geographic boundaries and cultures
• Adoptable
• Flexible
• Uptadeble
• Protectable
• Legally
• competitively
Meaningfulness
• Descriptive
• Persuasive
• General information about the nature of the
product category
• Specific information about particular’s
attributes and benefits of the brand
Likability
Adaptability
protectability
