I

BRANDING

Jan Surya Sharma

 Chapter Contents
• What is a Brand?
• Why do brands Matter
• What can be Branded
• New Branding Challenges & Opportunity
• The Concept of Brand Equity
• The Concept of Customer-Based Brand Equity
• Brand Knowledge
• Benefits of Based Brand Equity
• Managing Brand equity Over Time
• Managing Global Brands
 BRANDING Brandr
Definition

A Brand is a name, term, sign, symbol, or design or a

combination of them intended to identify the goods and
services of one seller or a group of sellers and to
differentiate them from those of competition”. (AMA)
(AMA)
 Brands vs. Products
Product: anything offered to a market for attention,
acquisition, use, or consumption that might satisfy a
need or want.
It may be a physical good, service, retail outlet,
person, an organization, a place, or even an idea.
5 Levels Meaning of a Product:
Core benefit; Generic product; Expected product;
Augmented product; Potential Product

Brand: Adds dimensions to differentiate

- Rationally & Tangible
on performance, symbolic and emotional cues
to satisfy the same need.
Some brands create competitive advantage on
Product performance while some through
non-product related means.
 Five Levels of Meaning
for a Product
• Core benefit level: fundamental need or want of consumers satisfied
by consuming the product or service.
• Generic product level: A basic version of the product containing only
those attributes or characteristics absolutely necessary for its
functioning but with no distinguishing features, i.e., a stripped-down,
no-frills version of the product adequately performing its function.
• Expected product level: A set of attributes or characteristics that
buyers normally expect and agree to when they purchase a product.
• Augmented product level: includes additional product attributes,
benefits, or related services that distinguish the product from
competitors.
• Potential product level: includes all the augmentations and
transformations that a product might ultimately undergo in the
future.
Why do Brands Matter?
 Consumers
Identification of Product Source
Risk reducer
Functional, Physical,
Financial, Social,
Psychological, Time

Reduces search costs

Symbolic of self image

Signal of Quality

Assignment of responsibility
 Manufacturer
Identification to simplify handling or tracing

Legal Protection

Signal of Quality Level

Unique Associations

Competitive Advantage

Financial Returns
What can be Branded?
Physical goods:
Commodities
B2B Products
High-Tech products

Services:
Intangibility and variability
Signals a particular service offering
Retailers and Distributors
‘you are what you sell’

People
Sachin,
Cindy,
Amitabh

Organizations
• Sports, Art and Entertainment
– Relevance of branding for experience goods
– Star Wars and Batman are strong brands
– Brand extensions through sequels

• Geographical Locations

•Ideas & Causes

 Historical Origins of Branding
• Emergence of National Manufacturer Brands: 1860-1914
– Improvements in production processes, transportation, trade-mark
laws, retail depts., industrialization & urbanization

• Dominance of mass Marketed Brands: 1915-1929

– Advertising combines with marketing research, sophistication in
promotion & personal selling & salesmanship

• Challenges to Manufacturer Brands: 1930-1945

– Great Depression, greater price sensitivity,

• Establishment of Brand Mgmt standards: 1946-1985

– Post WWII spurt in population, sales, personal income & consumption
& burst for new products & receptive growing middle class
 New Branding Challenges & Opportunities 1986 onwards
• Savvy Customers
• Brand Proliferation
– Sophisticating & Increasing Competition
– Difficulty in Differentiating
– Decreasing Brand Loyalty
– Growth of private labels

• Media fragmentation
– Eroding traditional media effectiveness
– New communication options

• Increased Competition, Costs & Accountability

– Increased Promotional Expenditures
– Decreasing advertising Expenditures

• Complex Brand & Product Portfolios

• Emergence of New Marketing Tools
 II
Brand Equity
Marketers must understand
- ‘The Customers’- ‘The Brands’
- ‘The Relationship’ between the two.
 Defining Brand Equity
• BE is defined in terms of the marketing effects
uniquely attributable to the brand.

• BE is the difference between the value of the

brand to the consumer and the value of the
product without the branding.
“Added value”
R
a The Value of Brand Equity Change
in
n Previous Brand Brand
Brand Country Sector
k Rank Value $m Value
 CBBE
Customer
Based
Brand
Equity
 Customer Based Brand Equity
“The differential effect that brand knowledge has on
consumer response to the marketing of that brand”.

– Differential opinion can be observed in a blind taste

test.
– Consumers report different opinions between branded
and unbranded versions of identical products.

Brand Equity as a bridge

Reflection of the Past  Direction for the Future
It was six men of Indostan, To learning much inclined,
Who went to see the Elephant (Though all of them were blind),
That each by observation Might satisfy his mind
The First approached the Elephant, And happening to fall
Against his broad and sturdy side, At once began to bawl:
"God bless me! but the Elephant Is very like a wall!"
The Second, feeling of the tusk, Cried, "Ho! what have we here
So very round and smooth and sharp? To me 'tis mighty clear
This wonder of an Elephant Is very like a spear!"
The Third approached the animal, And happening to
take
The squirming trunk within his hands, Thus boldly up and spake:
"I see," quoth he, "the Elephant Is very like a snake!"
The Fourth reached out an eager hand, And felt about the knee.
"What most this wondrous beast is like Is mighty plain," quoth he;
" 'Tis clear enough the Elephant Is very like a tree!"
The 5th , who chanced to touch the ear, Said: "E'en the blindest man
Can tell what this resembles most; Deny the fact who can
This marvel of an Elephant Is very like a fan!"
The Sixth no sooner had begun About the beast to grope,
Than, seizing on the swinging tail That fell within his scope,
"I see," quoth he, "the Elephant Is very like a rope!"
 Brand Knowledge
Brand knowledge consists of a brand node in
memory with a variety of associations linked to it.

Brand Knowledge

Brand Awareness Brand Image

Strength Favorability Uniqueness

Recognition Recall
 Sources of Brand Equity
Brand Awareness
Brand Recognition – ability to confirm prior exposure
Brand Recall – ability to retrieve the brand on category, purchase or usage conditions
• Advantages of Brand Awareness:
– Learning advantages Considerate advantage Choice advantage
(Motivation + Purchase ability)

Brand Image
Strength of Brand Associations - Brand Attributes - Brand benefits
Favorability of Brand Associations
- Desirable (relevant, distinctive & believable)
- Deliverability
- (actual/ potential performance,
- current & future prospects of performance communicability and
- actual & communicable performance sustainability over time.

Uniqueness of Brand Associations:

USP that has SCA
 Benefits of Brand Equity
• Greater loyalty
• Less vulnerability to competitive marketing actions
• Less vulnerability to marketing crisis
• Larger margins
• More inelastic consumer response to price increases
• More elastic consumer response to price decreases
• Greater trade cooperation and support
 Benefits of Brand Equity
• Increased marketing communication effectiveness
• Possible licensing opportunities
• Additional brand extension opportunities:
– New brand name
– Existing name
– Combination of the two
• Other benefits
– Marlboro’s price drop
 Strategic Brand Management
Designing and implementation of marketing programs &
activities to build, measure & manage brand equity

Strategic Brand Management Process

1) Identifying & establishing brand positioning & values

(CBBE & Brand Positioning & Values)
2) Planning & implementing brand marketing programs

3) Measuring & interpreting brand performance

4) Growing & sustaining brand equity
5) Establish BE over geographical mkt. Segments
Customer Based Brand Equity Framework
Five Criterion For Designing Of Brand Elements

–Memorability

–Meaningfulness

–Transferability

–Adaptability

–Protectability
 Managing Brand Equity Over Time

• Reinforcing and revitalizing brands

• Consistency

• Product related and non product

related attributes

• Depth and breadth of brand for revitalizing

• Retirement of brands
 Managing Global Brands

• Establishing brand equity over geographic boundaries,

cultures and market segments

• International issues and global branding strategies

Thanks !
 Brand Equity Survey (8000 people, 300 brands, 219
consumer & 81 service brands) - by AC Nielsen ORG-MARG
Different socio-economic class, age & income groups consumers India
- relatedness (does it evoke a feeling of warmth/ friendliness);
- perceived popularity (known, recognized & accepted);
- quality connotation (does it stand for in the quality of its product);
- distinctiveness/uniqueness of what it stands for;
- value for money that it offers (does it strike a chord with the
consumer) and
- repurchase intent (which would show how deeply is the brand
ingrained).
No.1 - Nokia, 2nd- Colgate pushed down
No.3 – Lux 4th - Dettol and
No.5 – Britannia
 Nokia’s Success

India is moving from a penetration-driven

economy to a consumption-driven one. India
is Nokia's second biggest market after China.
Investments in marketing &
distribution...have helped differentiate the
brand from the competition," Kallasvuo said.
“Factory in Chennai, the design studio in
Bangalore & the strong presence in Nokia
Siemens network”.
 The Top 20 most Trusted Brands in India 2010
Rank Last rank Rank Last rank

1. Nokia Mobile Phones 1 2. Colgate 2

3. Lux 3 4. Dettol 5
5. Britannia 9 6. Lifebouy 4
7. Clinic Plus 15 8. Pond’s 16
9. Fair & Lovely 18 10. Pepsodent 8
11. Close Up 11 12. Goodknight 21
13. Rin 43 14. Tata Salt 7
15. Pepsi 26 16. Maaza 46
17. Vodafone 30 18 Maggi 35
19. Glucon – D 14 20. Thumps Up 39
Top 10 Services Brands
1. Vodafone (8)
2. BSNL (5)
3. State Bank of India (3)
4. LIC (1)
5. Tata Indicom (7)
6. Big Bazaar
7. ICICI Bank (9) Airtel (10)
8. Bank of India (10)
9. Hindustan Petroleum
10. Bharti Airtel (2)
Nokia: Established mkt & brand leader with wide range mobile devices,
Top 5
is providing experiences in music, navigation, video, television, imaging, games
& business mobility. Global launch of Ovi, its Internet services, Nokia is renewing
on forefront of internet & mobility. Hyderabad, Bangalore & Mumbai as R& D
centers & Chennai mfring unit.
Colgate: from 1937, when hand-carts distributed Colgate Dental Cream, has
widest
distribution networks of logistical marvel spanning to 4.5 m retail outlets in India.
Of which 1.5 m directly served by Company. Products include H/H & personal
care, food, health care & industrial supplies, sports & leisure time equipment.
Lux: Launched in India in 1929, the very first advertisement featured Leela
Chitnis
as its brand ambassador. Recognized as "the beauty soap of film stars”, brand
heavily advertise with Bollywood stars: Madhubala/Mala Sinha/Hema Malini/
Sridevi/MadhuriDixit/Juhi Chawla/Karisma/Rani Mukerji/Aishwarya Rai/
Amisha Patel/Kareena & Tabu. Current Brand Ambassdor is Priyanka Chopra.
Lifebuoy: Popular for over 100 yrs. in USA, light red soap is still available in
India.
Dettol: a household products in India, is the gold standard of effective germ kill
for ability to protect families. The brand remains up to date through launching
• Horlicks: the leading Health Food Drink in India 6 to 10
& enjoys more than 50% of the market. Horlicks is owned by
GlaxoSmithKline . The largest markets for Horlicks are, in order,
the UK, India and Malaysia
• Tata Salt: Over the six decades of its existence, Tata Chemicals' s
salt business has grown from strength to strength. Today it
manufactures 3,50,000 tonnes of vacuum-evaporated salt
annually at its Mithapur complex, the largest and most integrated
chemical fac
• Pepsodent: the leading brand in most Asian Countries with
Indonesia and India as the biggest market.
• Britannia: In 1975, the Britannia Biscuit Company took over the
distribution of biscuits from Parry's who till now distributed
Britannia biscuits in India.
• Reliance Mobile: one of the many businesses of Reliance
Communications Ltd. One of the leading mobile service brands in
India
Close-Up: the original youth brand in India
11 - 20
Airtel: Leading prepaid mobile, postpaid mobile services, broadband internet connection,
direct to home, dth, landline, blackberry, home phone , calling cards, India telecom
operator, prepaid tariff, postpaid tariff plans from Airtel.

State Bank of India : is the largest bank of India in terms of Assets, Net Earnings &
Market Share with a vast network of 10000+ branches in India
Glucon-D: is very good for health, it provides us with lot of energy.Glucon D rejuvenates
and energizes the body and gives it the additional zeal
Clinic Plus Shampoo: is one of India's most popular shampoo
Pond's: For over 150 years, Pond's has helped women across the world care for their skin.
And through unceasingly effective products, designed to help women
Life Insurance Corporation of India: the first corporate entity in India offering life insurance
coverage, was established in Calcutta in 1818
Fair & Lovely: was developed in 1975. Nationally marketed since 1978, this 'fairness
cream' brand has been extensively tested with consumers in India
Bharat Sanchar Nigam Limited: BSNL is India's oldest and largest Communication Service
Provider (CSP). Currently has a customer base of 90 million as of June 2008
LG: LG Electronics India offers LCD TVs, Plasma Screens, Flat Panel Televisions, Full HD TV
(Scarlet), Home Theatre System, GSM Mobile phones, Monitors, Desktop PC, Laptop,
Refrigerator, Washing Machines, DVD Player, Microwave Oven & wide range of ho
Good Knight: mosquito mats have been in use in Asia, Europe, South America, ...
21 - 30
Parle Products: A small company Parle products emerged in British India in 1929.
Bisleri: India's premier co. for natural mountain & bottled mineral water.
TATA TEA LIMITED: Largest Tea Manufacturing Co. in India...the first Indian MNC in
the global branded tea industry with the vision of Challenging for ...
Vicks: Relieve cough, cold, flu, chest cold, chest congestion, & sinus symptoms. Vicks
products include Nyquil, Dayquil, Sinex, Vaporub and Babyrub, Formula 44
Custom Care, Vicks Casero, and other cold remedies.
Pepsi: keenly interested in youth culture, adopting slogans like The choice of a new
generation, Generation Next
Ariel: World’s leading detergent & epitomizes ‘stain removal’, introduced in India in
1991, continuously has an edge over other in product innovation. 1st to bring
‘compact detergent’ technology in India;
Dabur: Natural Body Care –Dabur is 4th largest FMCG co. in India producing quality
Ayurvedic & nature-based health, Hair, Skin, Personal Care & Food product
Mango Frooti : India's first national mango drink. In 1985, Parle Agro kept up with
the constant need to deliver fresh & innovative ideas and products to the market.
Vodafone: Prepaid mobile services, prepaid recharge, postpaid mobile plans, data
card-USB internet service, india calling cards-international & national
roaming services, blackberry email services
Mirinda: soft drink brand in fruit varieties including orange, grapefruit, apple, strawberry,
pineapple, banana, passionfruit and grape flavours
31-40
Coca-Cola: Global leader in the beverage industry, offers hundreds of brands in soft drinks,
fruit juices, sports & other beverages in 200+ countries.
Hero Honda: World's single largest two-wheeler m/cycle co.
Bournvita: previously called Bourn-vita, a brand of malted drinks sold in Europe, North
America, India and Nigeria, is produced by Cadbury-Schweppes. Bournvita discontinued in
UK market in 2008.
Maggi: instant noodles brand manufactured by Nestlé is popular in India, South Africa, Brazil,
Nepal, New Zealand, Australia, Malaysia, Singapore, Bangladesh, Pakistan and the
Philippines
Bata: a large, family owned shoe company. It is currently headquartered in Lausanne,
Switzerland, and operates 4 business units worldwide – Bata Europe, Bata Emerging
Markets, Bata Branded Business and Bata North America.
Tata Indicom: India's leading Wireless Internet service provider. Leaders in wireless USB
Modem, Wireless Laptop Internet Card and CDMA Mobile Phones. Get the best tariff plans
for unlimited local and unlimited long distance calling from Tata Indico
Sony: a multinational conglomerate corporation headquartered in Minato, Tokyo, Japan, and
one of the world's largest media conglomerates
Thums up: Coca-Cola apparently did try to kill Thums Up, but soon realized that Pepsi would
benefit more than Coke if Thums Up was withdrawn from the market. Instead, Coke
decided to use Thums Up to attack Pepsi.
Titan watches: Elegant collection of Titan watches for men, women and kids. Also get orion
• Surf: is the name of a brand of laundry detergent made by Unilever and sold in the United
Kingdom, the United States, Ireland, South Africa and many other countries
41 -50
• Philips: Electronics and Products like LCD TV's, DVD Players, Lighting etc
• RIN: Every Indian woman will tell you how her clothes dazzle with the power of Rin. The
lightning flash mnemonic with the famous baseline 'Whiteness Strikes with Rin' is remembered
till date. The dazzling flash of light has become a synonym with the brand
• Godrej: a part and parcel of every Indian's life. From locks to personal care. From appliances to
air care. From furniture to construction.
• Videocon: India's very own brand, a group that has been standing up to the far eastern
competition for years.
• Maaza: means fun in hindi is a Coca-Cola fruit drink brand marketed in India and Bangladesh,
the most popular drink being the mango variety, so much that over the years, the Maaza brand
has become synonymous with Mango.
• Amul: The Taste of India. Amul was set up in 1946 and its full form is Anand Milk- producers
Union Ltd. The Brand Amul is a movement in dairy cooperative in India.
• SAMSUNG: Imagine what SAMSUNG can do for you! You'll find product and support
information for our TVs, mobile phones, video & audios, computers and related products,
various home appliance products, core components that make other products better
• Johnson &Johnson: J&J has always believed that its strength lies within the talent it attracts
and retains.
• Head &Shoulders: Head & Shoulders is world's No.1 anti-dandruff shampoo. A power
brand from P&G , this brand made its debut in India in 1997
 50 to 100
• 51) Complan 52) Sunsilk53) Samsung Mobile Phones
• 54) Fevicol55) Iodex 56) All Out
• 57) LG Mobile Phones 58) Limca 59) Cadbury
• 60) Fanta 61) Rasna 62) Zandu Balm
• 63) Dabur Amla 64) Onida 65) Asian Paints
• 66) Cinthol 67) Moov 68) Sony Ericssion
• 69) 7 Up 70) Hajmola 71) Amrutanjan Balm
• 72) Tide73) Pantene 74) Vim
• 75) Wheel 76) Parachute 77) Boroplus
• 78) Boost 79) Vaseline 80) Mortein
• 81) Motorola 82) Maruti 83) Rexona
• 84) Dove 85) Sonata Watches 86) Sunfeast
• 87) Nirma 88) Crocin 89) Medimix
• 90) Ujala 91) VIP Luggage 92) Bank of India
• 93) HMT 94) Sprite 95) Pears
• 96) Boroline 97) Big Bazaar 98) ICICI Bank
• 99) Nestle 100) Bajaj Motorcycles
 Winter Vacations Assignments
1. What are your favorite brands & why? Why do
you think these brands are strong
2. Do you think of anything that cannot be branded?
Give example. Can you think yourself as a brand?
What do you do to brand yourself?
3. Can every brand achieve resonance with its
customers? Why or why not? Study on the basis of
CBBE of a brand?
4. Pick your favorite brand? Describe its breadth &
depth of awareness? Can you come –up with a
brand mantra to capture its positioning?