Branding
Branding
Branding
Branding
Which is a better brand??????
Ignore your
competition,
don’t debate
them
Which is a better brand??????
• Non-generic name for a product that tells us the source of the product
(forbes)
• The intangible sum of a product’s attributes (Ogilvy)
• Specific perception in the consumer’s mind concerning the qualities
and attributes of each non-generic product or services (marketers)
TRASFOMATION OF MEANING
$88.25 billion
$2.3 billion
Nothing less than humans
Personality
Physique
Discreet without
Crocodile, fancy
sportswear
Transgender,
Belonging to a
transgeneration
distinguished club
Kapferer Prism
• Physique is the basis of
the brand.
• Physique of Philips
“technology and
reliability”
• “Innovation & You”
• Brand Tata -“trust”
• Culture symbolizes the • Personality is same as
organization, its Aaker, it answers the
country-of-origin and question “what
the values it stands for. happens to this brand
Traditional brands when it becomes a
person?”
• Self-image is what the
• Relationship is the consumer think of himself.
handshake between • Merc owner thinks that
consumer and the since he has bought the car
organization. Airtel- friendly he is treating himself to one
of the best car in the world.
• Coke’s image more attract
• “ Safola”/ Volvo is safety. youth.
Reflection is the consumer’s
perception for what the
brands stands for.
•
“Focused on improving people’s lives through meaningful
innovation” Which part of the
prism?
Adidas vs Nike
Brand architecture
BRAND-PRODUCT MATRIX
BREADTH OF A BRANDING STRATEGY
• consumer awareness
• TOMA
• AIDED/ UNAIDED RECALL
• ONLY knowing name and seeing the product does not lead to salience
• Requires logo, name and linking it with strengthening brand
association
• Unique need that the brand satisfies the consumer from the
consideration set
• Low involvement (purchase motivation/ purchase ability) products are based
on brand salience only
• Depth (ease) & breadth (range in consumption situation) of brand awareness
required
• Market to mind share at right time and right place
• Important considerations:
– Where do they think of the brand?
– When do they think of the brand?
– How easily and often they think about the brand?
Brand meaning