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Contents
Building a brand Brand identity Brand personality Brand image
Introduction
Branding continues to be a strong force in the marketing of an organizations products be it a physical product or a services product. A brand is successful when consumers are convinced that there are significant differences among the brands in the same product category. The brand consists of tangible attributes and some intangible benefit. The meaningful differences can therefore take the form of either product attributes or creating images around their product
Feedback
Designing Identity of brand Brand as a product Brand as a person brand personality Brand as a symbol Brands as an organization
ORGANIZATIONAL ACTIVITY
Grow and sustain brand equity Manage brand challenges over time Manage brands across boundaries
Identify brand value proposition Functional benefits Self-expressive benefits Emotional benefits
Branding strategies Brand architecture, Brand stretching and Brand extension strategies
Build a brand through the marketing programs Product strategy Pricing strategy Promotion strategy Distribution strategy Online strategy
CONSUMERS UNDERSTANDING OF THE BRAND
Price
Company
Feedback
Strong Brand
Brand gap
Right side The right side of the prism is the spirit of the brand and is incorporated in the brand itself. It results in internalization of the brand and consists of:
Personality Culture Self-image
Brand personality
Brand personality is a set of human characteristics that can be associated with the brand like gender, age and personality traits like warmth, honesty, integrity, etc. The physical aspects of a product can be copied but it is very difficult to copy the personality of a brand. Thus brand personality helps in building a sustainable competitive advantage For an organization retailing brands across cultural boundaries, the personality of the brand is an important aspect that helps them to market their brand. Celebrity endorsements help in creating a brand personality as they help consumers to understand the brand in context of the celebrity.
Sincerity
4 facets 11 items
Sophistication
2 facets 6 items
Brand personality
Excitement
4 facets 11 items
Competence
3 facets 9 items
Excitement
Daring Daring Trendy Exciting Spirited Spirited Cool Young Imaginative Imaginative Unique Up-to-date Up-to-date Independent Contempora ry
Competence
Reliable Reliable Hard working Secure Intelligent Intelligent Technical Corporate Successful Successful Leader Confident
Sophistication Ruggedness
Upper-class Upper class Glamorous Good looking Charming Charming Feminine Smooth Outdoorsy Outdoorsy Masculine Western Tough Tough Rugged
Brand image
The brand image is the set of beliefs held about a particular brand (Kotler and Keller, 2005) by the consumer. This image is formed by an understanding of all the brand associations. The brand image gives an understanding about how consumers choose a particular brand among alternative brands after they have gathered information about the brands.
Use experience Decision process Brand user Differential perception Personal values driving choice
Quick Recapitulation
Building a brand Brand identity Brand personality Brand image
Questions?