BRAND IMAGE SOURCES As the easiest way of BRANDING

SAVYA JAISWAL -MBT/11/119 BHUMIKA SHARMA -MBT/11/113 SETTY MAHESH MBT/11/105 MBT-3RD SEMESTER PRODUCT&BRAND MANAGEMENT

What is a brand?

A name, a term

A symbol, a sign
A name, term, sign, symbol or any other feature that identifies one sellers product or service as distinct from those of other sellers -The American Marketing Association

Brand relationships
FIRM
Brand identity framed by marketers

INTERACTIONS
Brand relationships

CUSTOMERS
Brand image in the mind of customers

Branding process
Brand the actual image of the firm in customers minds

A new definition based on Brand relationships: Brand is created in continuously developing brand relationships where the customer forms a differentiating image of a product or service based on all kinds of brand contacts that the customer is exposed to.

Cont
The sum of all tangible & intangible traits.

It represents all internal & external characteristics.

It's anything & everything that influences how

brand or a company is perceived by its target constituencies. It is the best, single marketable investment a company can make.

BRANDING
Branding is a plan for earning product reputation and for making sure that the world knows about it and believes in it too. Branding protects a seller's products against those marketed by competitors and imitators and helps consumers identify the quality, consistency, and imagery of a preferred source. Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product.

SOURCES OF BRAND IMAGE

There are three sources of brand image:
Provider driven image Product driven image User driven image

PROVIDER DRIVEN IMAGE

Provider driven image is derived from the company/brand. A brand is what it is because of the company that makes it. Ex: A brand name like TATA signals quality in everything it makes right from salt to steel. Infact, it is likely that a couple of percentage points of the market share acquired by any TATA brand is owed to the brand name TATA itself.

PROVIDER DRIVEN IMAGE

(CONTD)

Sometimes the promoters or CEOs positive image enhances a brands appeal. Ex: Lee Iacoccas personal appeal enhanced brand image of Chrysler car just as JRD Tatas image had a favorable impact on the groups name. The same thing could be true of brand names. The name dettol is the name for anything antiseptic (liquid/toilet soap). This image of Dettol can be used to get into a new product category that has the same image.

PRODUCT DRIVEN IMAGE

This image is the result of the product performance. This in turn depends on its ingredients. Ex: Santoor toilet soap promises skin care through its components sandal wood & turmeric. Ex: 7O clock platinum edge derives its image from the material used in the manufacturing.

USER DRIVEN IMAGE

This image is driven by the lifestyle of the user.
Ex: Van Heusen shirts are an expression of a particular lifestyle, just as Kumar shirts are of another. Ex: Fair & Handsome fairness cream is driven by the male users while Fair & Lovely is driven by female users.

BRAND IDENTITY V/s BRAND IMAGE

Brand identity is on the senders side. The senders duty is to specify the meaning & intention of the brand. Brand image is on the receivers side. Image refers to the manner in which the public decodes all the signals, emitted by the brand through its products, services & communication program. It is a reception concept.

STRUCTURE OF SENDING & RECEIVING IMAGE Sending Media Receiving

Brand identity Signals transmitted Brand Image

Other sources of inspiration like: Mimicry Opportunism Idealism

Competition & Noise

Extraneous influences

As shown in the diagram, the customer forms an image through a combination of all the signals emitted by the brand i.e., brand name, visual signs, products, advertising, sponsoring, press releases etc. The image results from a decoding, an extraction of the meaning, an interpretation of the signals. Before portraying an idea in the mind of the public, one should have a clear idea as to what is to be portrayed.

Mimicry: where in the developers of the image have no clear idea of their brand identity, certain firms try to mimicry or copycat/ imitating their own competitors communication.
Opportunism: it refers to trying to please all segments which leads managers to forget the identity of the brand. Idealism: fantasized identity and not the real identity

The importance of image

Image communicates expectations Image is a filter influencing perceptions of the performance of the firm Image is a function of expectations and experiences Image has employees an internal impact on

Brand Image Vs Sales

Sales Low Hi Brand Image Low Unrealized Potential Dying Brand Hi Healthy Brand

Vulnerable

Developing image in the good way

What is important for customers is what they experience Bad experiences always result in bad image
Hence, if a company has a poor image, it has to take the correct

measures to improve it based on reality:

Company unknown or not well known Action: communication campaign

Company known but performing badly Action: internal action in order to improve performance. Communication can be used but at a second level.

POSITIVE IMPACT OF BRAND IMAGE ON BRANDING

Recognition And Loyalty

The main benefit of BRAND IMAGE on branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers.
Image of Size

A Strong brand will project an image of a large and established business to your potential customers. Like The Coca Cola Company uses the brand name Coca Cola and BBC is the brand name for the British Broadcasting Corporation.
Image of Quality

A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value.
Image of Experience and Reliability

A strong brand creates an image of an established business that has been around for long enough to become well known.

EFFECTIVE BRAND IMAGE DIMENSIONS FOR BRANDING

Effective branding includes basically four dimensions EXAMPLE OF Airtel

The Functional Dimension

Airtel says, "Your world of communication just got simpler." Even the simplest of the consumer can use the products and services.

The Social Dimension

Airtel is a recognized brand to be associated with. It is associated with high level of social value.

The Spiritual Dimension

"Building telecom, building relationships." Airtel encourages everyone to be more involved in building relationships and spread the happiness.

The Mental Dimension

Airtel gives me the opportunity to "Express Myself."

Brand Image Sources

Symbol- help customers memorize product and services, to

correlate positive attributes so that to memorize than the brand names as they are visual images. These can include logos, people, geometric shapes, cartoon images, anything. LOGOS- It is due to logo that customers form an image for the product/service in mind, it is simple, distinguished/unique portray companys values, mission and objectives. TRADEMARKS- Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand. A renowned brand has a popular trademark and that helps consumers purchase quality products.

Brand Image Sources

Symbol- help customers memorize product and services, to

correlate positive attributes so that to memorize than the brand names as they are visual images. These can include logos, people, geometric shapes, cartoon images, anything. LOGOS- It is due to logo that customers form an image for the product/service in mind, it is simple, distinguished/unique portray companys values, mission and objectives. TRADEMARKS- Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand. A renowned brand has a popular trademark and that helps consumers purchase quality products.

SEGMENTING Demographic Psychographic Segmentation Personality

Dettol COOL Soap Dettol launches new Dettol COOL soap enriched with Menthol, that truly refreshes & energises Dettol COOL Soap available in attractive 'light blue' colour Has a refreshing new fragrance and unique 'saddle shape' Priced at Rs. 16 for 75gms and Rs. 26 for 125 gms

Dettol advertising-focused on educating families on the need TV & print campaigns, TV shows, outdoor activities Slogan, symbols and the multi sensorial experience

Promotion toolsAapka Dettol kya karta hai ,surakshit parivar ,Seasonal Internet discounts ,100%Attendance

Summer advertisement

Monsoon advertisement

Winter advertisement

% of survey

100%

20%

40%

60%

80%

0%
Brand Awareness Preferred antiseptic Reason

85% 72% 74%

Survey Result

Attributes

72%

Brand Loyalty

56%

Usage for other Dettol Products

 Brand equity arises from differences in consumer

response.
Need to measure the Brand Equity? Qualitative Techniques Free Association: Involves free association tasks whereby

subjects are asked what comes to mind when they think of the brand without any more specific probe or cue. Q Which Brand comes to your mind when you look at this logo? Ans:- 98%of respondents correctly identified it as Dettol Q What words do you associate with ' Dettol ?

Dettol is largely perceived as an antiseptic brand. Used for hygiene and health of the entire family

Which products are demanded by the customer under the brand name Dettol?

Projective Techniques
Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters
An experienced doctor (Female) A fat ,middle aged man. Cleanliness Freak. Yellow complexioned. Wears a green suit

A Young, Caring Mother

A concerned friend (boy/girl) A strong superhuman (Superman)

Q: How would
you personify Dettol? (Brand Personification)

A disciplined, organized husband

Personification of Dettol
A man in his late 30s. clean. Single child. wears white a lot. neat hair. slim and fit. clean shaved. Sticks to the point.

A war soldier

How to Measure Brand Value?

To Understand drivers
Brand Associatio ns

Brand Awarene ss

Brand Loyalty

Brand Value

Other Proprieta ry Brand Assets

Perceived Quality

of brand value in order to support strategic decision making. To Understand Decision Drivers To evaluate efficacy of brand value building programs To Assess Marketing Efficacy

Assessing Brand Awareness

: Which

of the following categories do you think Dettol is in?

100 90 80 70 60 50 40 30 20 10 0

93

87

85 54

Consumers are not aware of Shaving Cream and Body Wash High awareness of Antiseptic Liquid, Hand Wash, and Soap

12

Assessing Brand Loyalty

Q: How often do you buy a Dettol Product?
Majority of Customers buy once a month:
Repeat customers

Q: Since what age do you remember using Dettol's products?

More than 90% users have been using Dettol

since childhood(5- 7 yrs)

Rate your level of satisfaction regarding the performance of Dettol products.

94% respondents found Dettols performance to

be either excellent or Very good

Under which situations do you feel the most need to use Dettol's Products?

Most people use it when injured or wounded

Q. Retailers perception and behaviour of his customers to him.

Benefits derived from Brand Image Sources

Synonymous with the antiseptic category hence creates brand associations.

Positive impact on out-right sale of Dettol Products.

It became easier to extend this brand by launch other products like soaps and shaving cream. Success of Dettol soaps, due to a strong association with Antiseptic property only. Increased brand awareness and brand loyalty for the antiseptic as well as other products.

Interpretation
Emotional connect of consumers with Dettol: Safety, comfort, and assurance

Presence of the brand for years and strong positioning as an antiseptic brand.

Customers do connect joy, energy, or pride with the brand. The new attributes of new product extensions are overshadowed by the strong antiseptic image of brand Dettol

Conclusion & Recommendations

1
To capitalize on brand image of Dettol, it should position its brand extensions well and Increase innovations

Could introduce products like antibacterial/ virusidal wipes

It could very well use its image & equity of safety for products like anti bacterial deo spray

Eureka forbes aquaguard water purifier brand image sources

Eureka forbes started in 1984. Venture between forbes and electrolux 1st introduced direct sellng route in india Connected to 1.5 million indian homes Adding 1500 customers daily 3800 dealers, 58 distributors , Covered 550 towns and cities

Different products

Aquaguard water purifier brand image sources

Signs Slogan panni ka doctor total water purification system Color - blue

logo
Advertisements:-

FROM BRAND IMAGE SOURCES BENEFICIAL OUTCOMES FOR AQUAGUARD WATER PURIFIER Importance and Need of product Awareness of a product Trust To maintain Healthy relationship between company and customer Educating the consumers with their product features Improved sales

Report is prepared based on both primary and secondary data

1. Are you using water purifier? a)yes b)no

2. If yes, specify the product name_____________________________

3. what are the reasons for choosing that water purifier? a)brand b)price c)features of product d)promotional activities e)need of the product f)others

Aqua guard preferred:-c,d,a Others:-b,e,c

4. Rate your satisfaction with that product , mark on scale. Strongly disagree disagree neutral agree agree

strongly

_______1______________2__________3_______4____________5__________ _____

5. Are you aware of aquaguard water purifier? a)yes b)no

9. Rate the brand image of aquaguard Strongly disagree disagree neutral agree strongly agree _______1______________2__________3_______4____________5____________ (5%) (18%) (21) (16%) (40%)

10. If you are using aquaguard water purifier,rate on the following parameters(rating range is 1 to5) a)product goodwill.-------------9% b)post sale service.---------------- 15% c)technology of the product.------------ 45% d)satisfaction level.--------------20% e)price.-------------------------------11%

9. Rate the brand image of aquaguard Strongly disagree disagree neutral agree strongly agree _______1______________2__________3_______4____________5____________ (5%) (18%) (21) (16%) (40%)

10. If you are using aquaguard water purifier,rate on the following parameters(rating range is 1 to5) a)product goodwill.-------------9% b)post sale service.---------------- 15% c)technology of the product.------------ 45% d)satisfaction level.--------------20% e)price.-------------------------------11%

11. Mark the following parameters of aquaguard water purifier a)product market share :- 1 2 3 5 b)product durability :- 1 2 3 5 c)product reliability :- 1 2 3 5 12. Will you recommend aquaguard water purifiers to others? d)after sales services b)no 1 :2 3 a)yes 5

4
4 4 4

camparision
Secondary data information
55 million people survey

Primary data interpretation

Most prefer aquaguard

purifier & public aware of purifiers.

Market leader

Technically sucessful
High market share Aquaguard has 100%

awareness, recommanded &slogan identity.

Sucessful and trusted product

7% use electric water purifier, 12%boils water and 81% impure water. Market leader Technically sucessful High market share successful and trusted product

CONCLUSION

On the basis of primary and secondary data , we conclude that aquaguard is a successful & trusted brand. Aquaguard sucessfully reached the public through its brand image sources.