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1. Brand
2. LOGO
Is the visual signature of the brand. It is a long-term property of a brand and needs to be
handled cautiously. A brand logo consists of five distinct elements : Colour , Font ,
geometric shape, Slogan and Brand name .Example : Nike swoosh, . Coca-Cola is
always written in a particular manner, AXIS bank special colour, Castrol in Castrol logo
3. Core identity
The core identity represents the timeless essence of the brand. It contains brand
association that is most likely to remain constant as the brand travels to new markets
and products
The core identity, which is the central to both the meaning and success of the
brand.More resistant to change Includes elements that make the brand both unique and
valuable
Dove moisturizer
4. Extended identity
The extended identity Includes elements that provide texture and completeness.It fills in the
picture, adding details that help portray what the brand stands forFor e.g McDonalds
extended identity
5. Brand identity
The outward expression of the brand, including its name and visual appearance. The
brand's identity is its fundamental means of consumer recognition and symbolizes the
brand's differentiation from competitors For e.g Vodafone ZOO ZOO, Britannia
Signature tune
6. Brand positioning
The distinctive position that a brand adopts in its competitive environment to ensure that
individuals in its target market can tell the brand apart from others.
Positioning involves the careful manipulation of every element of the marketing mix.This
process of creating point of similarities and points of difference in consumers mind is
called Brand Positioning
7.Perpetual mapping
7. Brand personality
Marlboro is masculine while Virginia Slims is feminine IBM is older while Apple is
younger India Today is old-fashioned while Outlook is trendier
8. Generic Branding
9. Co- branding
Co-branding is an arrangement that associates a single product or service with more
than one brand name, or otherwise associates a product with someone other than the
principal producer.
The ability to see your companys future through your customers eyes. The brand's
guiding insight into its world
A set of brand assets and liabilities linked to a brand, its name and symbol, that add to or
subtract from the value provided by a product or service to a firm and / or to that firm's
customers.
The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that
results in personal commitment to and demand for the brand; these differentiating thoughts
and feelings make the brand valuable and valued
Brand extension is when a firm uses an established brand name to introduce a new
product.When a new brand is combined with the existing brand , the brand extension
can also be called as sub brand
An existing brand that gives birth to a brand extension is referred to as the parent
brand
If the parent brand is already associated with multiple products through brand extension
then it may also be called a family brand For e.g Dove -Dove Shampoo, Dove
Conditioner , Dove Body lotion etc
The parent brand is used to brand a new product that targets a new market segment
within a product category currently served by the parent brand. A line extension often
involves a different flavor or ingredient variety, a different form or size, or a different
application for the brand e.g Maggi Masala Noodles, Maggi Atta noodles ,Maggi chicken
Noodles etc.
For e.g Nokia moved their brand down by launching Nokia ASHA for the labour / worker
class, Not very high priced , it had the potential to affect the minds of the target audience
in a very positive way .
18. Multi branding
The depth of branding strategy concerns the number and nature of different brand
marketed in the product class sold by a firm. The main reason to adopt multiple brands
to pursue multiple brand segments.
These market segments may be based on all types of consideration different price
segments, different channels of distribute, different geographic boundaries and so forth
For e.g Unilever has Surf excel, Rin and Wheel in the same product category Detergent
Multi Product branding strategy is when an organization uses one name for all its
products . This approaches is also referred as blanket or family branding strategy.
A product that is named only by its generic class (e.g., drip-grind coffee, barber shop
Other products have both an individual brand and a generic classification (Maxwell
House drip-grind coffee, Maurice's barber shop).
Generic brand products are often thought to be unbranded, but their producer or reseller
name is usually associated with the product, too e.g Food Bazar Rawa, Food Bazar
Maida.
This approach is usually associated with food and other packaged goods, but many
other consumer and industrial products and services are marked as generics e.g
Kerosene , Aspirin
Brand Licensing is a contractual agreement whereby a company allow another firm to use
the brand name, patent, trade secret or other property for a royalty or a fee.
Licensing also assists companies entering global markets with minimal risk.
Licensing can be quite lucrative for the licensor. It has long been an important business
strategy for designer apparel and accessories such as Garfield cat, Disneys Mickey Mouse
or celebrities and designers such as Martha Stewart , Tommy Hilfiger
An umbrella brand can be referred to as a brand when a group of products possess the
same brand name which is known as a family brand or an umbrella brand. Different products
having different images are put together under one major brand or parent brand and are
marketed by the firm.
Umbrella branding does not mean that the whole product portfolio of a firm will fall under
one brand name as company can go for different approaches of branding for different
product lines.
EXAMPLES
Amul is an example of umbrella brand. Amul Butter, Amul Cheese spreads, Amul Milk,
Amul ice creams, Amul ghee all fall under single brand name AMUL.
Godrej is another example of umbrella brand. Products like locks, steel cupboards,
office furniture electronic typewriters, desktop printers, refrigerators, air conditioners etc.
all come under one parent name GODREJ
A brand hierarchy is a means of summarizing the branding strategy by displaying the number
and nature of common and distinctive brand elements across the firm's products, revealing the
explicit ordering of brand elements.
Perhaps the simplest representation of possible brand elements and thus potential levels of a
brand hierarchyfrom top to bottommight be as follows
It is defined as a brand that is used in more than one product category but is not
necessarily the name of the company or corporation itself.Brand spread across a range
of product categories.
Repositioning is the task of implementing a major change the target markets perception of the
products key benefits and features, relative to the offerings of competitive products.
Sometimes, marketers feel the need to change the present position of the brand to make it more
meaningful to the target segment. This change in position, and finding a new position for the
brand, is called brand repositioning.
Repositioning also happens due to various other reasons such as falling sales, viable position ,
bringing new costumers etc.
For e.g Dettol toilet soap was positioned as a beauty soap initially.It did not work .
Dettol , the parent brand (antiseptic liquid) was known for its ability to heal cuts.
The extensions beauty "positioning was not in tune with the parent's germ-kill positioning.
The soap therefore had to be repositioned as a germ-kill soap and it faired extremely well after
repositioning.
26. Brand image The customer's net "out-take" from the brand. For users this is based on
practical experience of the product or service concerned (informed impressions) and how well
this meets expectations; for non-users it is based almost entirely upon uninformed impressions,
attitudes and beliefs.
For e.g the use of a large balloon with the word Levi's on it may make the Levi name
more salient, but it will not necessarily help improve name awareness.
However, if the balloon is shaped to resemble a pair of Levi's 301 jeans, the link to the
product is provided, and the balloon's effectiveness
In this the researcher casually asks the respondent if he is aware of any more brands in
the category.
Refers to the few brands, which immediately come to mind. It measures the brand's
impact, i.e. to what extent it is spontaneously associated with a given product category
for. E.g Chocolate -Have a break Kit kat
User imagery can be based on either typical users (people you see using the brand) or
idealized users (as portrayed in advertising and elsewhere). User imagery can be a
powerful driver of brand personality, in part because the user is already a person and
thus the difficulty of conceptualizing the brand personality is reduced.
For e.g TVC of Raymonds,( playing with puppies) focuses on soft side of man (i.e.
caring and loving) and also on subtle aspects of life styles of executives
36. Sub brand It stretches endorser brand that add association. A brand personality or
any other quality which creates brand identity
For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph
Lauren
37.Brand manager
Brand Managers have traditionally had strategic and tactical responsibility for their
brand , including having responsibility for the brand identity and position , maintaining
that identity by securing needed investments and male sure that all media efforts are
consistent with the identity .
The brand managers role was first developed by Procter & Gamble in the mid- 1930s for
brands representing distinct business of manageable size, is now being applied in more
complex organization
The range brand manager sup-ports the brand by making sure that there' is an overall
brand strategy accepted by everyone and that managers are sensitive to both the need
to support the brand identity and the need to avoid inconsistencies.
This task involves developing communication vehicles that maximize brand identity
synergies across the organization.
41.Niche brand
A niche market is the subset of the market on which a specific product is focusing.
So the market niche defines the specific product features aimed at satisfying specific
market needs, as well as the price range, production quality and the demographics that
is intended to impact.
It is also a small market segment. For example, sports channels like STAR Sports,
ESPN, STAR Cricket target a niche of sports lovers
A silver bullet is a brand or sub-brand that positively influence the image of another brand.
It can be a powerful force in creating, changing and maintaining a brand image. e.g..
When IBM ThinkPad was launched it has provided a significant boast in public perception of
the IBM brand.
Perceived quality can be defined as the customer's perception of the overall quality or
superiority of a product or service with respect to its intended purpose, relative to alternatives.
Perceived quality is an intangible, overall feeling about a brand.It is, first, a perception by
customers.
It has been shown to drive the financial performance and is often a major (if not the principal)
strategic thrust of a business.
Perceived quality is linked to and often drives other aspects of how a brand is perceived
44. Endorser brand: An endorser brand is an established brand that provide credibility and
success, It usually represents organization rather than product because organizational
association such as innovation, leadership and trust are particularly relevant for endorsement
e.g Mc Chicken, Mc burger m Mc Tiki etc
Whatever is driving the change, you can revitalize your brand by clarifying and simplifying the
brands promise then consistently communicate it at every customer touch point. This will define
what makes you different and give customers a stronger, more compelling reason to do
business with you.
For e.g Cadbury Dairy Milk Silk promoted for adult market .