Professional Documents
Culture Documents
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.
BRAND IMAGE
A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.
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.
Components
Personality Hard
and character
Visual
Visual representations
A
Round
customers, lost customers and other groups of people connect with the organization
Vulnerable
Advertising strategy
Type of brand association : Benefit Fun, unpretentious, informal, classless, social
Appropriateness of brand association Promotional advertising Theme advertising Strength of brand association Importance for consumers Consistency Uniqueness of brand association
Contd..
BRAND
IMAGE is a unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes. BRAND IDENTITY is the strategic goal for the unique set of associations that a brand should stand for. These associations also imply a potential promise to customers. PERCEPTION GAP.
Brand
Coca-Cola Sony Mercedes-Benz Kodak Disney Nestle Toyota McDonalds IBM Pepsi Cola
Share of Mind
1 4 12 5 8 7 6 2 20 3
Esteem
6 1 2 9 5 14 23 85 4 92
Image Power
11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Brand
Rolls Royce Honda Panasonic Levis Kleenex Ford Volkswagen Kelloggs Porsche Polaroid BMW Colgate Seiko Nescafe Canon
Share of Mind
23 9 17 16 13 10 11 14 27 15 32 21 33 19 35
Esteem
3 22 10 8 14 24 26 30 11 44 12 51 15 64 17
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