Submitted by

Abhishek Pal
14PGDM134

Question A.
Discuss the concept of brand? Discuss the concepts of brand identity and brand image. How are
they different?
Ans A.
Brands are intangible assets that can build shareholder value. The exact value of a brand cannot be
determined exactly unless it becomes the subject of a specific business transaction. It reflects a
firms true value and is a source of sustained competitive advantage. Brands provide added value to
both, firm and consumer which is conceptualised as brand equity. From the firms perspective, a
successful brand enables to maintain high level of consumer acceptance in competitive times
whereas from the consumers perspective, a brand provides a visible representation of difference
between products. Brands allow consumers to shop with confidence in an increasingly complex
world. A brand can signify product quality as well as aid consumers in differentiating the product
from competitive offerings. Through its branding strategies, an organisation can convey a certain
image for its brand but the consumers may evaluate the message through the prism of their own
subjectivity. This communication between the company and its consumers is examined in terms of
brand identity and brand image.
Brand Identity
Brand identity originates from the company i.e. a company is responsible for creating a
differentiated product with unique features. It is the way in which the company seeks to identify
itself. A brand identity is formed by number of effective promotional and managerial activities. The
marketing mix strategy the four Ps play an important role in establishing a brands identity.
According to Harris and de Chernatony, brand identity is made of the following components:
I. Brand vision: The core purpose for a brands existence.
II. Brand culture:A set of values that, along with brand vision, provides direction and guidance.
III. Positioning: Emphasise characteristics and benefits that make the brand unique.
IV. Personality: Represents emotional characteristics of the brand
V. Relationships: Vision and culture are responsible for the evolution of relationships between
employees, consumers and other stakeholders.
VI. Presentations: Styles that are developed to present the brand identity.

Brand identity can also be explained in terms of the brand concept. The brand concept is based on
the consumer needs that a brand can satisfy. Park et al identifies three types of consumer needs:
I. Functional needs: Designed to solve externally generated consumption needs. Consumers
will be motivated to buy and use functional brands in situations where the product is
viewed as addressing utilitarian needs.

II. Symbolic needs: Designedto associate the individual with a desired group, role or self-
image. Brands with a symbolic concept facilitate the communication of symbolic meaning to
the individual and to others.


III. Experiential needs: Designed tofulfil an internally generate need for stimulation and/or
variety. The primary motivation for selecting certain products is the enjoyment that is
derived by consumers from consumption of these products.

Brand Image
Brand image relates to the consumers perception of the brand i.e. the set of beliefs held about a
particular brand. According to Herog, brand image is the sum total of impressions that consumers
receive from many sources, all of which combine to form a brand personality. It is also described as
the way in which a particular brand is positioned in the market i.e. how the consumer perceives the
product. Also, it is the understanding consumers derive from the total set of brand related activities
engaged by the firm.
In all, brand image is a consumer constructed notion of the brand based on subjective perceptions of
a set of associations by the consumer.
Keller outlined three dimensions of brand association as:
I. Attributes: Can be both, specific and abstract or product related and non-product related.
II. Benefits: Consumer perception of the needs (functional, symbolic and experiential) that are
being satisfied.
III. Attitudes: Consumers overall evaluations of a brand. The tri component model consists of
three components:
a. Cognitive: Consumers knowledge/belief about the brand.
b. Affective: Relates to emotions and feelings.
c. Conative: Describes the likelihood or tendency of the consumer to take specific
actions with respect to the brand.
Difference between brand identity and Brand image
Brand identity and Brand image are related but distinct concepts. Both are essential components of
a strong brand.
BRAND IDENTITY BRAND IMAGE
Source/company focused Receiver/target audience focused
Created by the company Created by perceptions of the consumer
Encoded by the brand originator i.e.
company
Decoded by brand receiver i.e. consumer
Identity is sent Image is received/perceived

Ques:2
What are some of the examples mentioned in the Nandan article with respect to changing
communications environment for brand marketing? Provide some other examples.
Answer:
Some of the examples mentioned in Nandan article are:
Hyper-competition leading to undifferentiation- In this case due to the availability of
multiple brands competing for the same consumer money in the market, saturation level is
reached. So reverse branding takes place, i.e. brand becomes commodities.
Time compression, multi-tasking and shorter brand life span- In todays world people
engage in several tasks simultaneously. Time has become the scarcest commodity with the
life span of the brands also decreasing. Brands have to innovate with time as the consumer
might get bored and move on to another brand.
Fragmentation of Media-The world of mass media is undergoing transformation. The
influence of news channels has reduced due to increase in channels and magazines. The
decline of mass media has been further intensified by the rise of internet.
Growth of consumer generated information sources- Consumers now seek product and
brand information from other consumers. CGM has far reaching implications for marketing
communications and brand loyalty. Consumers share any information related to the brand
to a large number of people. So now the company has to manage all the CGM activities
related to their brand and hence construct a feedback system to solve any query of the
consumer.
Behavioural Targeting-It is a new type of marketing strategy in which the consumer is
targeted according to the time he or she spends on a particular website or the ads which
they click on. So only those ads are targeted at him which cater to his behavior.