Bibliography

Our acknowledgement and gratitude to the following authors Strategic brand management by Kapferer Marketing Management by Philip Kotler No money marketing by Jessie Paul Service Quality by Parasuraman Services marketing by Valarie A Zeithaml et al Technologys Impact on the Gaps Model of Service Quality by Mary Jo Bitner, Valarie A Zeithaml, Dwayne D. Gremler

Understanding the consumer

Factors influencing consumer behavior

(Source: Lawsons model)

Psychological
Motivation, Perception, Learning, Beliefs, attitude

Personal

Age, Occupation, Economic situation, Lifestyle, Personality

Social
Reference groups, Family, Roles & Status

Cultural
Culture, Sub-Culture, Social Class

Stimuli for consumer behavior

(Source: Howard and Sheth)

Stimuli received by the customer

Significative: Physical or real features of the product Symbolic: Metaphors / Images attached by the supplier (Ads) Social: Images attached by the society

Maslows hierarchy of needs

Self Actualization Esteem Love / Belonging Safety

Physiological

Consumer decision making process

INPUT
External Influences
Firms Marketing Efforts 1. Product 2. Price 3. Promotion 4. Place

PROCESS
Consumer Decision Making
Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes

OUTPUT Post-Decision Behavior

Purchase 1. Trial 2. Repeat purchase

Need Recognition

Pre-purchase Search Socio-cultural Environment

Evaluation of Alternatives

Experience

Post Purchase Evaluation

Branding

Brand
Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers
American Marketing Dictionary

Quotes
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
David Ogilvy

When people use your brand name as a verb, that is remarkable.

Meg Whitman

Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.
Peter Drucker

Brand value chain

Marketing Program investment
Product Communication Trade Employee

Client Attention Capture

Market Performance

Value to stakeholders

Awareness Associations Attitudes Attachments Activity

Price premium Price elasticity Market share Expansion success Profitability Market management

Stock price Market Cap Performance incentives to employees Recognition

Boosters

Program additives

Stakeholder Sentiments

Clarity Relevance Differentiation Consistency

Competition Channel support Profiling and Segmentation

External sentimental analysis and management

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Branding in Real Estate

National level presence
DLF through IPL

Brand identity
Purvankara and Provident

Branding on theme
Total Environment

Brand extension
Godrej, Tata Vivanta by Taj

Branding by conscious selection of customers

RMZ business parks for MNCs

Surrogate brand
Artha Properties

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Branding strategies
Objective: GROWTH In conducive market SUB OR UMBRELLA BRANDING BRAND EXTENSION

Your Market Share is Healthy

In saturated market

Objective: PROTECT
From competition

FLANKER BRAND
CO-BRANDING

Objective: MARKET PENETRATION

Objective: Influence Consumer mind

INGREDIENT BRAND
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Sub-branding or Umbrella Branding

You have healthy market share. You want it to grow Address segments narrowly Nike Air Jordan from Nike Mahindra vehicles

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Flanker branding
You have healthy market share. You want to protect it from competition
Address that section of the market which does not buy your product Different brand name same product
Purpose: Pre-empt competition, cover the market more completely (protect your flanks) Problem: some cannibalization is expected.

E.g. Thums Up and Coca Cola in India

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Brand extension
Your brand is strong in your current market. The market is saturated and you are looking to diversify Identify another product and give it the same brand name If the new product is from a completely different product line Brand Extension Safola oil to Safola organic grains Nike shoes to apparels Godrej properties, Oberoi properties, Tata Housing
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Co-branding
You have a strong brand but want to penetrate the market even better. E.g. credit cards ICICI-HPCL credit card

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Ingredient brand
Consumer influence in B2B market Tell consumers your brands presence in the final product E.g. Intel Inside, Vivanta by Taj

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Branding strategy aligned to ProductMarket condition

NEW

Market Development
Brand extension Line extension

Diversification
Brand extension

Product
Market Penetration
OLD

Sub-branding Flanker brands Co-branding

OLD

Product Development
Co-branding Ingredient branding

Market

NEW
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Building a brand
Who am I?
Why me? Why not someone else?

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Building brand
Branding through executives
Accessibility over multiple platforms Having a view point Important to invest time

Pricing
Perception of quality Ability to experiment with calculated risk

Themes
Green, Social communities
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Smart branding techniques

Thought leadership
Source of knowledge and intellectual dialogue for Analysts Door opener for sales team Reassurance for employees Juicy stories for journalists Business benefits for the customer

PR
Contrarian views, Personal touch

Awards (lend credibility)

Win and give

Presence
Visibility (different media)
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CRISP Framework for todays brand building

Coherent
Unified communication

Relevant
Applicability of message

Interactive
Latest information, channels for real-time interaction

Simple
Succinct and precise

Pervasive
Presence
Source: No money marketing by Jessie Paul
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