Fashion brand management

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Content

Branding personality,
Brand identity,

Brand equity

Brand positioning

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BRAND PERSONALITY ?
• A set of human characteristics that are
associated with a brand name

• Personality how the brand behaves

• Companies uses brand personality to identify

with their ideal consumers

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The concept of brand
personality is useful because of
following reasons :

• Enriches understanding

• Helps gain an in depth

understanding of consumer
perceptions and attitudes towards
the brand

• Can provide more insight than is

gained by asking about perceptions
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• Contributes to a differentiating identity

• Can differentiate brands especially where

brands are similar in product attributes

• In , fact can define not only the brand but

the product class , context and experience

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EXAMPLES

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 1. SINCERITY

• A brand personality
demonstrates "sincerity" when
consumers consider it down-to-
earth, honest, genuine or
cheerful.

• Brands that are presented as

sincere may appeal to customers
who want to purchase products
that feel familiar and
comfortable.
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 2. EXCITEMENT

• Consumers think of brands that

create "excitement" as daring,
spirited, imaginative and cutting-
edge.

• The excitement brand

personality appeals to
individuals who want to add a
sense of adventure to their lives
or who already live exciting
lifestyles.
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 3. COMPETENCE

• Brands known for "competency"

create images of reliability,
intelligence, success,
responsibility, dependability and
efficiency.

• Companies that market their

brands as competent can compete
with brands marketed for their
excitement by presenting an
alternative value Branding 13
 4.
SOPHISTICATION
• Companies that market a brand
as "sophisticated" hope to appeal
to consumers who want to feel
charming, glamorous, elegant and
romantic.

• Brands in this category, such as

Rolex or Harrods, may also present
themselves as being decidedly
upper-class

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 5. RUGGEDNESS

• Consumers who identify

themselves as outdoorsy, tough
and strong want goods or
services that will endure.

• They gravitate toward the

practical, but demand more
than competence. These buyers
embrace brands they perceive
as "rugged
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Formulation a brand
personality

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 Steps for formulation of brand
personality

A. Plan for Personality

B. Create a Voice
C. Give your business a persona
D. Choose a Set of Identifiers
E. Create a Style Guide

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 A. Plan for Personality
1. Traditional and established
Traditional and established brands tend to have a more
formal personality and use strong
colors, typefaces and symmetry to communicate a message.
2. Modern and high energy.
Modern and high-energy brands tend to use
brighter colors, trendy design techniques
and have a light tone.

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 Create a Voice
The words that you used to
determine your brand personality will
also help to create
your voice. A brand voice is the way
you speak to your customers.

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 Give your business a
persona

Persona- The role that one assumes or displays in

public or society; or personality, as distinguished from the
inner self.
it can be male or female, young or old, light or
Serious. Develop guidelines to create consistency
in expressing the benefits of your business.

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Choose a Set of
Identifiers
Part of identity and personality comes in
the design process. Your company logo and
website are the two biggest identifiers for
most customers
1. Color
2. Typography
3. Images
4. Shape
5. space
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 Create a Style Guide
Once you decide what your brand personality
looks like,
write it down and create a scrapbook of images
that link
to that personality. Create a brand style guide
that details
everything about your business including voice,
images,
color palette, typography options, copy and tone
guidelines,
and usage standards.
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 Difference Between Brand Personality and Brand
Image
Brand image Brand personality

1.It refers to perception about the It refers to a set of human

brand in mind of public. characteristics that are attributed
to a brand name. It is something
to which a person can relate.

2. Brand image denotes the It indicate emotional association

tangible benefits and attributes of of brand.
brand.

3. The general meaning of brand It includes all the tangible and

image is HOW MARKET PERCEIVES intangible traits as beliefs, values,
YOU. attitudes, interests,.
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4. Brand image is the total Brand personality not only
personality of the brand. It is include the personality
the set of perception that the features and characteristics
consumer have in mind about but also the demographical
particular brand. feature like age, gender,
class, etc.
5. Brand image is just a Brand personality helps in
development of perception. development of brand equity.

6. Brand image represents the It represents the internal and

OTHER VIEW. external characteristics of brand
name.

7. Brand image helps to Brand personality helps in making

understand the total consumers differentiation among the brands
perception about the brand so its specifically when they are alike.
nature is appearance oriented. Branding 24
8.It signifies WHAT THE Brand personality indicates
BRAND CURRENTLY STAND the kind of relationship
FOR, how it is viewed by the customer has with the brand.
customer.

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Brand Identity

It is the marketer’s promise to

give a set of features,
benefits and services
consistently

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 6 Facets of Brand Identity
Sender

Physi Personality
que
Externalisatio

Internalisati
Relation Cultu
ship re

on
n

Reflecti Self-
on Image
Receive
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Brand Equity

When a commodity becomes

a brand, it is said to have
equity

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What is brand equity?

1. The premium it can command in

the market
2. Difference between the perceived
value and the intrinsic value
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 What happens when
equity increases?
Commodity Brand Power Brands
Presence
+
Personality

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What happens when brands have high equity?
 The company can have more
leverage with the trade
 The company can charge a
premium on their product
 The company can have more
brand extensions
 The company can have some
defense against price competition

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 Brand Equity

Does a brand worth a penny?

 Brands have financial value because they

have created assets in the minds and
hearts of customer, distributors,
prescribers and opinion
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 Brand Equity
 Customer-Based Brand Equity (CBBE)

 It is the differential effect that brand

knowledge has on consumer response to
the marketing of that brand
 A positive CBBE means customer might be
more accepting to the marketing activities
(ie. the marketing mix) for a brand

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Sources of Brand Equity

CBBE

Brand Awareness Brand Association

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Sources of Brand Equity
CBBE

Brand Awareness Brand Association

Brand Recall Brand Recognition

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 Sources of Brand Equity
 Brand Recall
 Consumers’ ability to retrieve the brand
from memory when given the product
category, the needs fulfilled by the
category, or a purchase or usage situation
as a cue

 Brand Recognition
 Consumers’ ability to confirm prior
exposure to the brand when given the
brand as a cue Branding 36
 Sources of Brand Equity
 How people process information?

 When decisions are made at the point of

purchase, where brand name, logo,
packaging, and so on will be physically
present and visible, brand recognition
would be important

 When decision are made in settings away

from the point of purchase, brand recall
would be more important
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 Sources of Brand Equity
 How to increase Brand Awareness?

 Repeated exposure to increase

familiarity

 Strong association with appropriate

product category or relevant purchase
or consumption cue
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 Sources of Brand Equity
CBBE

Brand Awareness Brand Association

Strength Favourability Uniqueness

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 Sources of Brand Equity
 Strength
 Personal Relevance of the brand and
the Consistency with which the brand
is presented over time can strengthen
the brand association.

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 Sources of Brand Equity
 Favourability
 Favourable association for a brand
are those associations that are
desirable to consumers, successfully
delivered by the product, and
conveyed by the supporting
marketing program

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 Sources of Brand Equity
 Uniqueness
 The uniqueness of the brand gives
consumers a compelling reason why
they should prefer this brand than the
others

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 Sources of Brand Equity
 How to create Brand Association ?

 Brand positioning strategy which give

unique, meaningful points of
differences to the brand to provide a
competitive advantage and a reason
why consumers should buy

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Brand Loyalty Pyramid
1 Committed buyer
1
1 Likes the brand. Considers
it a friend
Satisfied buyer. Would
incur costs to switch
Satisfied buyer/no
reason to change
Switchers/Price
sensitive
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 How does one build
brands?

Distinguishing it from others –

value proposition
Brand promise must match brand
delivery
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The value proposition

Broad positioning
Specific positioning

Value positioning

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Creating the brand

Choosing a brand name

Develop rich associations and
promises
Managing customer brand
contact to meet and exceed
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Considerations in choosing
a brand name

What does the brand name

mean?
What associations /
performance / expectations
does it evoke ?
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 A brand name should
indicate
 Product benefits  Product category
 Product quality  Should not
 Names easy to indicate poor
remember, meanings in other
recognise, markets or
pronounce languages

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Brand Associations

‘owned word’
Slogans

Colours

Symbols and logos

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 Brand Status
E
S
T Step up Cash Cow.Need to
E advertising Sustain brand
E building activities
M

Troubled brand
New Product Product upgradation
Or Product required
should be phased out

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FAMILIARITY 51
Brand ambassadors

Giving a face and personality

to the brand that is expected
to be rubbed off from the
brand ambassador

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Brand Vitality

Differentiation in consumer’s
need
Differentiation relevant to
consumer’s need
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Brand Pitfalls

Brand experience must match

brand image
Calls for managing every
brand contact
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 Brand Positioning
Meaning
 Brand positioning is the heart of marketing strategy.
 It is the ‘act of designing the company’s offer and image so that
it occupies a distinct and valued place in the target customers’
minds.
 Good brand positioning helps to guide marketing strategy by
clarifying what a brand is all about, how it is unique and how it
is similar to competitive brands, and why consumers should
purchase and use it.
 As the name implies, positioning means finding the proper
“location” in the minds of a group of consumers or market
segment, so that they think about a product or service in the
“right” or desired way to maximize potential benefit to the firm.

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Point of Parity & Point of
Difference

The proper positioning requires

establishing the correct points
of difference and points of
parity associations.
1. Points of Difference
Associations
2. Points of Parity Associations
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 Points of Difference (PODs)
 Points of difference (PODs) are attributes or benefits
that consumers strongly associate with a brand,
positively evaluate, and believe that they could not
find to the same extent with a competitive brand.
 The classification can be either functional,
performance-related, or abstract, imagery-related.
 The concept of PODs has much in common with several
other well-known marketing concepts (USP) and (SCA)
 Unique Selling Proposition (USP)- Offering a distinctive
or unique product benefit. PODs are much related to
USPs.
 Sustainable Competitive Advantage (SCA)- It is some
what broader than PODs and are based on business
practices. Ex: HR policies, process patenting etc..
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 Points of Parity (POPs)
 On the other hand, POPs are not necessarily unique to the brand but may in fact
be share with other brands.
 There are two types of POPS: Category POPs & Competitive POPs.
 Category POPs: It represents minimally at the generic product level & are most
likely at the expected product level.
 Ex: A Bank will not be considered a “Bank” truly unless it offers a range of
saving plans, deposit boxes, DD, ATMs, & other such services. These may
change over a period of time based on many factors- technological, legal,
consumer trends etc..
 Competitive POPs: It firm should cover & provide all general benefits which
competitors are providing but may not be specialized in the same area. Achieve
advantages in some other areas, where brand should be in strong & unbeatable
competitive position.

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Positioning Guidelines
 The concepts of points of difference and points of
parity can be invaluable tools to guide positioning.
 The two key issues in arriving at the optimal
competitive brand positioning are:
 Defining & communicating the competitive frame of
reference
 Choosing and establishing points of parity and points
of difference.
 Updating positioning over time

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 Positioning Guidelines
1. Defining & communicating the competitive frame of
reference
 A starting point in defining a competitive frame of reference for
a brand positioning is to determine category membership (with
which set of products does the brand compete?)
 The product’s category membership tells consumers about the
goals they might achieve by using a product or service.
 Sometimes consumers know a brand’s category membership but
may not be convinced the brand is a true, valid member of the
category. Ex: Consumers may be aware that Sony produces
computers, but they may not be certain whether Sony
computers are in the same “class” as Dell, HP, & Lenovo.
Similarly for passenger car segments as well.
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 Positioning Guidelines
2. Choosing and establishing points of parity and
points of difference.
 The two important considerations in choosing PODs are that
consumers find the POD desirable & that firm can deliver the
same.
 Desirability criteria: (relevance, distinctiveness, believability)
 Deliverability criteria: (feasibility, communicability,
sustainability)
 One challenge for marketers is that many of the attributes or
benefits that make up the POPs or PODs are negatively
correlated. Ex: it might be difficult to position a brand as
“inexpensive” and at the same time assert that it is “of
highest quality”.

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 Positioning Guidelines
Examples of Negatively Correlated Attributes:
 Low price vs. high quality
 Taste vs. low calories
 Nutritious vs. good tasting
 Efficacious vs. mild
 Powerful vs. safe
 Strong vs. refined etc..

Strategies to Overcome Negative Correlated Attributes:

1. Separate the Attributes
2. Leverage Equity of Another Entity
3. Redefine the Relationship

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 Positioning Guidelines
3. Updating Positioning over Time
 With established brands, competitive forces often dictate shifts in
positioning strategy over time.
 LADDERING- PODs helps initial to position but latter it becomes
necessary to deepen the meaning associated with the brand
positioning. This can be done by following Maslow’s hierarchy of
needs theory (higher-level needs become relevant once lower-level
needs have been satisfied).
 REACTING- Competitive actions are often directed at eliminating
points of difference to make them points of parity or to strengthen
or establish points of difference.

Here the strategies suggested are- Do nothing, Go on the
defensive, & Go on the offensive.

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