Brand Marketing

Why build a brand?

Because building brand makes business sense!

It enhances business value and wealth.
 Why build a brand?

A BCG study showed that in 19 of 22 product

categories studied, the brand leader in 1925 was
still the leader in 1985. In the other 3 categories,
the 1925 brand leader was still in the top 5.

Strong brands live longer!

Branding is why we dress up!
To stand out

To make an impression

To have a distinct identity

In Marketing, Branding Helps…

Build product identification

Be distinctly visible and recognized

Acquire and retain customer

Build customer preference and loyalty

Sustain or grow market shares and profits

 What is a brand?

A brand is more than a name or a logo...

Brand = Product + ....
Brand = Product + Name + ....
Brand = Product + Name + Identity + ....
Brand = Product + Name + Identity + Meaning
Brand = Product + Distinct Identity
& Meaning
Distinct Name
Distinct Visual Identity
Distinct Promise (benefit / experience)

Products are often similar. It is their brand identities that differentiate them.
 How are Brands different from Products?

Products Brands
• Functional • Emotional/Functional

• Concrete, Rational • Conceptual, Perceived

• Describes “What” • Describes “What” & “Who”

• Generic • Unique, Distinct

• Limited life span • Unlimited life span

• Transaction oriented • Relationship oriented

• Easy to copy • Can’t be copied

An Example
Brands

Coke
• Happiness, togetherness, memories,
Product Americana, the colour “red”, “the real
thing”
Cola
• A refreshing , Pepsi
effervescent, sugary, • Young, youthful, aspirations, trendy,
carbonated beverage more out of life, next generation

Thums Up
• Strong, macho, daring, bold, grown up,
thrill, adventure
People don’t taste drinks. They taste images.
- David Ogilvy
Because branding is not in the name
name but in what

meaning it carries in the consumer’s minds

Brands are the
way the consumers
want their products

And brands that promise (and deliver) what consumers want in their products are
preferred and bought.
Therefore, the whole premise of brand marketing is to

make product play a more meaningful role in

consumer lives

To
To trigger,
trigger, connect
connect with,
with, and
and deliver
deliver on,
on, consumer
consumer wants
wants and
and aspirations.
aspirations.
 Why?
The Customer View The Marketer View
 Why?
The Customer View The Marketer View
Branding
Image and Identity

Marketing
Packaging and sales

Product
Functionality
Seeing from the Customer’s Lens
Some Examples

Brand Product Lens Customer Lens

Revlon Cosmetics Selling hope

Kodak Photo films Memorable moments

Pepsi Cola Youthfulness

Holiday Inn Hotel Hospitality

Carrier Air conditioners Cool comfort

Encyclopedia Britannica Books Information & Knowledge

JK Paper Paper Creating impressions

Moser Baer CDs Information safekeeping

Accenture Business Consulting Performance

Ultimately,

It is the overall ‘visibility’, ‘image’ and ‘credibility’ created

by brand communication and the actual product experience

that builds the brand!

“Greatness
“Greatness of
of aa brand
brand is
is not
not in
in getting
getting seen
seen but
but in
in getting
getting talked
talked about”
about”
Therefore,
Therefore,

A
Abrand
brand isis aa sum
sum total
total of
of all
all impressions,
impressions,
associations
associations and and experiences
experiences around
around aa product
product or
or
service
service

i.e., all benefits, values, images personality traits, impressions,

associations and experiences that branding brings around the
‘functional’ product core
The Branding Premise
Communication
unique and relevant promise

Identification
Consumer Brand

need fulfillment

Product
 Key Elements of a Brand
Brand Equity
Value added by brand

What it does
Brand Identity ‘to’ you?
“Who” the brand is

m ag e
d I d
n
Bra rceiv
e Product Core
pe Functional

What is it?
Brand Utility
“What” the brand provides

What it does
‘for’ you?

Brand Positioning
Specific set of BI and BU values that are proactively marketed to the consumer