BRAND = “MIND SET”

What is a brand?
• B - Business pushing profile
• R - Recognizing ability
• A - Assurance
• N - Need fulfillment
• D - Differentiation
BRAND
• Brand is a name, term, sign, symbol,
design or some combination that identifies
the products of a firm.

• Brand are a means of differentiating a

company’s products and services from
those of its competitors.

• Branding is the process of creating an

image in someone’s mind.
 A name, a term

A symbol, a sign

“A name, term, sign, symbol or any other feature that identifies

one seller’s product or service as distinct from those of other
sellers” -The American Marketing Association
DEFINITION
• American Marketing Association
– “name, term, sign, symbol, or design, or a
combination of them intended to identify
the goods and services of one seller or
group of sellers and to differentiate them
from those of competition”
Why brand?
• Identification.
• Repeat purchase.
• Assurance of quality.
• Image.
• Differentiation.
• Legal protection
Brands versus Products
• Brand is a name, term, sign, symbol,
design or some combination that
identifies the products of a firm.
• A product is anything we can offer to a
market for attention, acquisition, use, or
consumption that might satisfy a need or
want.
Brands versus Products

Coffee Nescafe

Product Brand
 Product Companies Brands
Shampoo HUL, P&G, Sunsilk,
Colgate Organics, Clinic,
Palmolive, All Clear, Lux,
Laboratories Pantene, Head &
Garnier, Cavin Shoulders,
Care, Nyle, Ayur, Optima, Halo,
Chik, Biotique, Palmolive, Ultra
Lotus, Emami, Doux, nyle, Ayur,
LG, Amway,etc. Chik, Meera,
Biotique,
Fructis, Rejoice,
Elvive, Emami,
LG, Amway,
Himalaya
 Product Companies Brands
Motorcycle Bajaj Auto, Hero Eliminator,
honda, Royal Caliber, Boxer,
Enfield Motors, CBZ, CD100,
TVS, Suzuki, Passion,
Escorts Yamaha, Splendor,
LML, Kinetic Glamour, Street,
Engineering. Bullet, Fiero,
Yamaha,
Samurai, CT100,
Crux, Pleasure,
Shine, Karizma,
Platina,
Discover,
Gladiator.
 Product Companies Brands
Television Samsung, Sony, Tantus, Plano,
National Hiltron,
Panasonic, BPL, Metallica,
Videocon, Trinitron, Wega,
Onida, LG, Tau, Opera,
Thomson, Sophia, Tango,
Philips, Akai, Giga, Plasma,
Aiwa, Toshiba, Matrix, Studio,
Sansui, Sharp, Prima, Emperor,
Hitachi. Neptune.
 Product Companies Brands
Toothpaste HLL, Colgate Closeup,
Palmolive, Pepsodent,
Glaxo, Colgate, Colgate
Smithkline, herbal, Colgate
Balsara, Parle, Active Salt,
Amway, Colgate Fresh
Geoffrey Stripes, Cibaca,
Manners, Promise,
Himalaya, Himalaya, Dabur
Anchor, Ajanta, Lal, Anchor,
Dabur. Ajanta, Smyle.
Six Levels of Brand
• A seller’s promise to deliver a specific set of
features and services consistently to the
buyers.
–Attributes
–Benefits
–Values
–Culture
–Personality
–User
• Attributes
– Expensive, well-built, well engineered,
durable, high prestige automobiles
• Benefits
– Functional benefit – durable
– Emotional benefit
• Values
– High Performance
– Safety and Prestige
• Culture
– Represents German Culture: High
Performance, Safety and Prestige
• Personality
– A no non-sense boss (person), a reigning lion
(animal) or an austere place (object)
• User
– Suggests the kind of the user.
 Types of Brands

 There are three classifications of brands,

one for each type of company that brands
its products:
• National brands (manufacturers)
• Private distributor brands (wholesalers
and retailers)
• Generic brands
 Types of Brands

 National brands X are owned and

initiated by national manufacturers
or by companies that provide
services, such as:
• Hershey
• Whirlpool
• Ford
 Types of Brands
 Private distributor brands X are
developed and owned by wholesalers and
retailers. The manufacturer’s name does
not appear on the product, for example:
• Wal-Mart’s George
• Radio Shack
 Private brands are popular with retailers
because they usually carry higher gross
margins and thus are more profitable for
the seller than manufacturer brands.
 Types of Brands

 Generic brands X are products that do

not carry a company identity. They are
generally sold in supermarkets and
discount stores.
 Companies that manufacture and sell
generic brands do not heavily advertise
or promote these products, and therefore
they can pass on savings to customers.
BRAND IMAGE
• A mental image that reflects the way
consumers perceive a brand.
• A unique set of associations in the minds of
customers concerning what a brand stands
for and the implied promises the brand
makes.
 Brand relationships
FIRM INTERACTIONS CUSTOMERS

Brand identity Brand image

framed by marketers Brand relationships 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.
The importance of image
– Image communicates expectations

– Image is a filter influencing perceptions of the

performance of the firm

– Image is a function of expectations and

experiences

– Image has an internal impact on employees

Image and Identity
Sending Media Receiving

Brand identity

Signals
Brand image
transmitted
Other sources of
Inspiration
•Mimicry
•Opportunity
Competition
•idealism
And Noise
Company image vs. Brand image
Brand image = the image of a good or service which is formed
in the customer’s mind

Company image = the valued customers, potential customers,

lost customers and other groups of people connect with the
organization

The two concepts are slightly different

Ex: The French national railway company:

Brand image: one can travel easily and safely by train in France

Company image: very paternalistic and “old fashioned” company

• 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.
 Appy Fizz: Cool Drink To Hang
Around
Brand: Appy Fizz
Company: Parle Agro
Appy was launched as an apple
drink in tetra pack after the mega
success of Frooti. But Appy was
not that successful compared to
Frooti. Then we saw the new
avatar of Appy in Appy Fizz.
Appy changed in to nectar based
drink. Appy was launched with a new
bottle.
 Boost: Is the Secret of our Energy

Brand: Boost
Company: Glaxo Smithkline
Beecham
Boost is one of the major players in
the Rs 1400 crore Indian Health
Food Drink (HFD) market. Glaxo
rules the Indian HFD market with
a share of around 64%.
 The Top 25 Global Brands
Image Share of
Brand Esteem
Power Mind

1 Coca-Cola 1 6

2 Sony 4 1

3 Mercedes-Benz 12 2

4 Kodak 5 9

5 Disney 8 5

6 Nestle 7 14

7 Toyota 6 23

8 McDonalds 2 85

9 IBM 20 4

10 Pepsi Cola 3 92
Image Share of
Brand Esteem
Power Mind

11 Rolls Royce 23 3

12 Honda 9 22

13 Panasonic 17 10

14 Levi’s 16 8

15 Kleenex 13 14

16 Ford 10 24

17 Volkswagen 11 26

18 Kellogg’s 14 30

19 Porsche 27 11

20 Polaroid 15 44

21 BMW 32 12

22 Colgate 21 51

23 Seiko 33 15

24 Nescafe 19 64

25 Canon 35 17
BRAND EQUITY
Brand equity is a set of assets (and liabilities) linked
to a brand’s name and symbol that adds to (or
subtracts from) the value provided by a product or
service to a firm and/or that firm’s customers.
 BRAND EQUITY
• Brand Equity consists of differential attributes
underpinning a brand which gives increased
value to the firms balance sheet.
- Chernatony and McDonald
• Brand Equity is a set of brand assets and
liabilities linked to a brand, its name and symbol,
that add to or subtract from the value provided
by a product or services to a firms customers
- David Aaker
• Brand Equity is the total accumulated value or worth of a
brand, the tangilble and intangible assets that the brand
contributes to its corporate parent, both financially and in
terms of selling leverage.
- By Upshaw
• Brand Equity is the totality of the brands perception,
including the relative quality of products and services,
financial performance, customer loyalty, satisfaction and
overall esteem towards the brand. It is all about how the
customers, consumers, employees, stakeholders feel
about the brand
- by Konapp
• Brand Equity is defined in terms of
marketing effects uniquely attributable to
the brands.
- Keller
• “Brand equity is the set of associations
that permits the brand to earn greater
volume than it would without the brand
name” (Marketing Science Institute).
• “Brand equity is everything the customer
walks into the store with” (Peter Farquhar).
• “A set of associations which are most
strongly linked to a brand name” (Andrea
Dunham).
  BRAND EQUITY

 Brand equity is the added value endowed to products and services. This
value reflects in how consumer think, feel, and act with respect to the
brand, as well as the price, market share, profitability that the brand
commands for the firm.

 Is an important intangible asset that has psychological and financial

value to the firm.

 Brand equity subsumes brand strengths and brand value.

 Brand strength is the set of association and behavior on part of

customers, channels and firm that permit the brand to enjoy sustainable
and differential competitive advantages

 Brand value is the financial outcome of management ability to leverage

brand strengths

 Brand equity provides a common denominator for interpretation

marketing strategies and assessing the value of the brand.
 Brand Equity
• It is the willingness for someone to continue to
purchase a particular brand or not.
• The added value to the firm, the trade, or the customer
with which a given brand endows a product.
• Brand equity subsumes brand strength and brand
value ( where brand strength = set of associations
and behaviours by customers which permits it to enjoy
advantages, and brand value = financial outcome of
management’s ability to leverage brand strength via
tactical & strategic actions)
 Why Manage Brand Equity?
• Presence of a brand in consumers mind
• Influence on their buying behaviour
• Effects on brands market position and
financial result
• Financial value of the brand as a
immaterial assets of the company.
 Brand Equity Management
• Brand Image
• Consistency
• Customer Equity
• R & D Investment
Why is a Brand Worth Building?

Value

Product

Time

Strong brands establish a long-lasting place in short-lived markets

Components of Brand Equity

Brand Brand
Awareness Associations

Brand Equity

Perceived Brand
Quality Loyalty
 Brand equity
• Comprises of
– Brand Awareness
– Brand Acceptability
– Brand Preference
– Brand Loyalty
Brand Equity & Image Assessment
BRAND IDENTITY

what Brand Identity is not?

Just brand Just Just Physical Just Outsider

Image Positioning Attributes of Perception
product
 BRAND IDENTITY
• Every individual has its own identity. An
individual for some values, he has some
aspirations, ambition. He would like others to
perceive him in a particular manner.
• Brand identity creates a bond between the
customer and the brand.
• Brand identity is much more comprehensive
than brand positioning which communicates to
the consumer relevant values of the brand.
BRAND IDENTITY

• Brand identity is the sum of the brand

expressed as a product, organization, person and
symbol – AAKER
PHYSIQUE PERSONALITY

BRAND
CULTURE IDENTITY REFLECTION

RELATION
SHIP SELF
IMAGE
Brand identity prism and three-tier pyramid
(Kapferer)
1. Physique
An exterior tangible facet communicating physical
specificities, colour, form and brand qualities. Physique
is the starting point of branding and therefore it forms the
brands backbone.

2. Personality
An internal intangible facet which forms the character,
soul and brand personality which are relevant for
brands.
3. Culture
An internal intangible facet to integrate the brand into the
organization which is essential in differentiating brands.

4. Relationship
An exterior facet with tangible and intangible areas, and
defines the behaviour that indentifies the brand - the way
the brand connect to its customers.
5. Reflection
An external intangible facet reflecting the customer as
he or she wishes to be seen as a result of using a brand.
So called: the target outward's mirror.

6. Self-image
An external intangible facet reflecting the customer
attitude towards the brand. These inner thoughts
connect personal inner relationship with the brand. So
called: the target internal mirror
PARAMETERS REMARKS BRAND NAME

Physique Physical attributes Tata Sumo-strong

Personality Human traits attributed to Sunsilk - Faminine

a brand

Culture Rites, rituals, values Dabur

Relationship Bonding created by a LIC

brand

Reflection Image of its buyers Colgate

Self-Image How a customer Mercedes benz

perceives himself in
relation to the brand
AAKERS FRAMEWORK

BRAND IDENTITY

Brand as a Brand as Brand as Brand as

Product organisation Person Symbol

Product Scope organization attributes Personality Visual Image

Product Attributes Brand Customer Heritage
Relationship
Factors affecting Brand identity

 Loyalty of customers is an indication of how good the

identity is. Low loyalty points to the need for developing
an attractive identity.
 Identity should be consistent all over the market.
Inconsistency requires product identity management.
 Addition of new products and services also requires
identity management.
 Competitor’s identities do affect our own identity.
 A changed customer profile requires changes in
identity.
 When a company enters new markets. It must
review its existing identity.
Aaker’s Brand Identity Planning Model

• David A. Aaker, a marketing professor at the University

of California at Berkeley
• author of the popular Building Strong Brands (1996)
• has developed a comprehensive brand identity
planning model
• Aaker advises brand strategists to consider the brand
as: 1) a product; 2) an organization; 3) a person; and 4)
a symbol
• brand identity consists of a core identity and an
extended identity
The hart of the model contains the brand essence, core
identity and extended identity

1. The brand essence

The brand essence captures the brand values and vision
in an ambivalent timeless identity statement. Aaker sees
this as the internal magnet that keeps the core identity
element connected

2. The core identity

The core identity represents the essence of the brand
and contains the associations that are most likely to
remain constant over time. Ultimately, as a result the
core identity elements make the brand sustainable,
unique and valuable
3. The extended brand identity
The extended brand identity fulfils a completeness and
texture role to funnel the ambivalent core identity into a
consistent direction of the brand. Where core elements
are timeless, the extended identity contains elements
that do not belong to the timeless foundation of the
brand identity (Aaker, 1996:85-89).
1. Brand as a product
The product related attributes will by nature have an
important influence on brand identity due to the fact that
they are linked to user requirements and product
experience. Aaker addressed six dimensions within this
group
2. Brand as an organization
By looking at the brand as an organization, brand
managers are forced to shift their perspective from
product to organization attributes. These are less
tangible and more subjective. Attributes as CRM,
innovation, perceived quality, visibility and presence can
contribute significantly towards value propositions and
customer relationships. Aaker addressed two
dimensions within this group (Aaker, 2000:82&118).
3. Brand as a person
Brand as a person is a perspective as if the brand was a
human being. Brand personality is a very distinctive
brand element and extensively used in many brand
equity models. For that reason it is described in next
paragraph 2.3.4. Aaker addressed two dimensions
within this group.
4. Brand as a symbol
Brand as a symbol can capture almost anything that
represents the brand. A strong symbol can fulfill an
important and even a dominate role in brand strategy.
Symbols are very strong if they involve a recognizable,
meaningful and trustful metaphor. Aaker addressed two
dimensions/three types within this group.
UNIT 2
Brand Architecture
• An organizing structure of a brand portfolio that
specifies the brand roles and relationship among the
brands.
• Brand architecture is a discipline involving more than
marketing, involving both financial and technical analysis
of positioning of brand elements in the overall portfolio.
• Brand architecture directly affects market valuation
• The brand architecture is defined by six dimensions:
brand portfolio, portfolio roles, market context roles, the
brand portfolio structure, brand scope, and portfolio
graphics.
Aaker’s Brand Architecture

Brand
Portfolio
Includes all the brands & subbrands
attached to product-market offerings,
Brand-Market including co-brands with other firms. Portfolio Roles
Context Roles •Strategic brands
•Endorser/Subbrands
•Benefit brands
•Co-brands
•Driver roles
Brand
Architecture
Brand Portfolio Portfolio Graphics
Structure •Logo
•Brand Groupings •Visual presentation
•Brand hierarchy trees
•Brand range
Brand Portfolio

 The Brand Portfolio is the set of all brands and brand lines that
a particular firm offers for sale to buyers in a particular category.

 Includes all the brands & subbrands attached to product-

market offerings, including co-brands with other firms.
Product-Market Context Roles

 Identify the brands and sub brands with

substantial driver responsibility. How much equity
do they have? How strong is each one's link to
customers? Which brands need active
management and brand building?
 Identify the sub brands and scale them on the
driver-descriptive sub brand spectrum. Given that
appraisal, are they all receiving an appropriate
amount of resources and management?
Brand Portfolio Structure

Portray the brand portfolio structure by one of

more of the following methods:
 Show a grouping of brands using logical
descriptors such as segment, product type,
application, or channel.
 Diagram all the brand hierarchy trees.
 Specify the product/market range and
potential range of all the major driver and
endorser brands.
Branding Hierarchy Trees

Colgate

Colgate Colgate Colgate Colgate

Toothpaste Toothbrush Dental Floss Mouthrinse

Classic Plus Precision

Diamond The wild

Heads ones
Portfolio Graphics

Visual representations across brands and

contexts:
- Logo
- Packages
- Symbols
- Product design
Dimension Action Item
Brand Portfolio Inventory existing brands and subbrands.

Identify brands playing strategic roles (cash-cow,

Portfolio Roles
etc.)
Look at use of endorsers and subbrands, branded
Product-Market Context Roles
benefits, co-brands, and driver brands

Brand Portfolio Structure Create brand grouping or hierarchy tree.

Lay out a sample of the way that the brands are

Portfolio Graphics
presented visually.
Types of Brand Architecture

1. Monolithic
2. Endorsed
3. Free Standing
1. Monolithic

 Where the corporate name is used on all

products and services offered by the company.
 For example, Sony use its corporate name for all
product categories.

2.Endorsed
 Where all sub-brands are linked to the corporate
brand by means of either a verbal or visual
endorsement.
For example, Tata Indica, Tata Safari.
 CADBURY’S

Cadbury’s Cadbury’s Cadbury’s Cadbury’s Cadbury’s

Perk Dairy Milk Five Star Picnic Crackle
3. Free Standing

 Where the corporate brand operates merely as a

holding company, and each product or service is
individually branded for its target market.
 For Example, HUL using Lux for Soap, Clinic Plus
for Shampoo etc.
Managing Brand Systems
• There was a time, not too long ago, when most
brands were singular symbols that stood for
discrete products or services.
• Hewlett-Packard (HP) stood for test equipment,
Miller stood for a specific beer, Cadillac stood
for a certain kind of automobile, and AT&T
represented telephone service.
• The fragmentation of mass markets has
created multiple consumer contexts that often
cry for identify modifications.
• Companies sometimes have extended brands
into product areas that are not clearly related.
• Many firms now have a confusing combination
of brands involving complex interrelationships.
• As a result, companies often find themselves
struggling to manage a number of different
brand identities in several different situations
and for a variety of audiences.
 HP

LaserJet DeskJet DesignJet

LaserJet’s
HP
VidJet Pro
TestJet Resolution
Enhancement

Software Test Hardware

equipment features
Brands System Objectives
1. Exploit commonalities to generate
synergy
2. Reduce brand identity damage
3. Achieve clarity of product offerings
4. Facilitate change and adaptation
BRAND ROLES
Strategic
Brands
Endorser

Sub brand Roles

• Describe offerings
• Structure & Clarify
offerings
Driver Brand • Augment/modify
Roles brand identity
• Exploit market
opportunities
• Support extensions

Silver Bullets
Branded Benefits
• Features
• Components
• Service programs
The Endorser Role
• a brand provides support and credibility to the
driver brand’s claims.
• the primary role for these endorsers is to
reassure the customer that the product will
deliver the promised functional benefits
because the company behind the brand is a
substantial, successful organization that would
only be associated with a strong product.
• the corporate brand usually represents an
organization with people, culture, values
and programs, it is well suited to support a
driver brand, and thus it often plays the
endorser role.
• Eg.
– Gillette is an endorser for Sensor razors
– HP is an endorser for the Laser Jet printer
series.
Driver Roles
• a driver brand is a brand that drives the
purchase decision; its identity represents what
the customer primarily expects to receive from
winning strategy.
Sub Brand Roles
• A subbrand is a brand that distinguishes a part
of the product line within the brand system.
• The subbrand is always be consistent with and
support the parent brand’s identity.
• The subbrand should add value by fulfilling one
or more of the following tasks
– Describe offerings
– Structure and clarify offerings
– Augment or modify the identity
– Exploit market opportunities extension strategy by
qualifying or modifying the parent brand.
– Facilitate a horizontal or vertical
Strategic Brands
• Attempting to support and grow all brands is
tempting.
Branding Benefits
• A problem facing many brands is that their
identity is difficult to communicate because it
lacks distinctiveness, credibility, or
memorability.
Silver Bullets
• A silver bullet is a subbrand or branded benefit
that is employed as a vehicle for changing or
supporting the brand image of a parent brand.
• The images of corporate brand names in the
high-tech world were influenced by key
products.
• Eg;
– The Sony Walkman supports the innovative
neatness identity that is central to Sony.
Brand Leveraging
• A brand leveraging strategy uses the power of
an existing brand name to support a company’s
entry into a new, but related, product category.
• Brand leveraging communicates valuable
product information to consumers about new
products.
• Leveraging the brand up or down in the exiting
product class is another option that often is
strategically necessary but has significant risks.
Advantages of brand Leveraging
• More products mean greater shelf space for the
brand and more opportunities to make a sale.
• The cost of introducing a brand-leveraged
product is greater than introducing an
independent new product due to a much
smaller investment in brand development and
advertising designed to gain brand recognition.
• A full line permits coordination of product
offerings.
• A greater number of products increase
efficiency of manufacturing facilities and raw
materials.
 Leveraging
the Brand

Stretching the Brand

Line Extensions Brand Extensions
In existing Vertically In different Co-Branding
Product Class In existing Product
Product Class Classes

Stretching Stretching
Down Up
 Line Extensions
• Introduction of additional items in the same
product category under the same brand name:
new flavors, forms, colors, sizes, etc.
• A line extension is a new version of the product
within the same product class.
• A company introduces a brand line extension
by using an established product’s brand name
to launch a new, slightly different item in the
same product category.
• More than half of all new products introduced
each year are brand line extensions.
 Line Extension - Colgate
Colgate Dental Cream
Colgate Gel
Colgate Cibaca Top
Colgate Total
Colgate Active
 Line Extension Advantages
• Improve brand image (VAIO from Sony)
• Reduce risk perceived by customers
• Increase the probability of gaining distribution
and trial
• Increase efficiency of promotional expenditures
(Brand is already known. Focus on product in
marketing communications e.g. Dettol)
 Line Extension Advantages
• Reduce costs of introductory and follow-up
marketing programs
• Avoid cost of developing a new brand
• Allow for packaging and labeling efficiencies
• Permit consumer variety seeking
 Moving the Brand Down
• More buyers are turning from prestige and
luxury to lower to lower-cost brands that deliver
acceptable quality and features.
• The firms adopt a branding strategy that will
accommodate downscale versions without
weakening the brand.
 Moving the Brand Up
• A brand may be a leader in volume and market
share, with the enviable advantages of economies
of scale and retail clout.
• Here the price has been squeezed by retailers and
consumer, especially from below by both price
brands and store brands.
• An attractive growth segment often emerges at the
very high end of the market.
• This segment enjoys much higher margins, and it
also provides interest and even newsworthy
developments in what might be a somewhat tried
category.
 Brand Extension
• Brand extension is one of the new product
development strategies which can reduce financial
risk by using the parent brand name
• Another way to leverage a brand with extensions is
to use it to enter and create advantage in another
product category.
• Brand extension or brand stretching is a marketing
strategy in which a firm marketing a product with a
well- developed image uses the same brand name
in a different product category.
• Ex- TATA- STEEL, TCS , TELECOM, TEA, WATCHES,
HOTELS, POWER, MOTORS
 Brand Extension
Product Category
Existing New
Brand Name

Line Brand
Extension Extension
Brand Extension
 Co-branding
• Co-branding is a brand management
tactic that brings together.
• The objective of co-branding is to develop
• marketing leverage.
• A co-branding strategy combines one or
more brands in the manufacture of a
product or in the delivery of a service. It
can also happen when two or more
retailers share the same location.
 Brand Systems Audit
• The set of brands will form a system. The
challenge is to manage the brand system to
achieve synergy and clarity and to fully develop
and exploit the potential of each brand.
• A place to begin this management process is to
conduct a brand systems audit. The audit
provides a way to cycle through the brand
systems concepts and relationships.
UNIT 3
Brand Personality
• People have measurable personalities that can
be used to predict their behaviour.
• Brand personality is the way a brand speaks
and behaves.
• Brand Personality is a set of human
characteristics associated with a brand.
• Gender, age, socio-economic class,
psychographic, emotional etc.
• Based on the premise that brands can have
personalities in much the same way as
humans.
Brand Personality
• Brand personality is seen as a valuable factor in
increasing brand engagement and brand
attachment.
• Brand personality is generally understood as
the distinguishing characteristics of the brand.
Just like people, all brands have a personality
to some degree.
• In certain cases, its highly emotional and
vibrant; in other cases, its understated or barely
noticeable. Because brand personality is
intangible
Brand Personality
• Generally, it's expressed in personal or
character terms - trustworthy, energetic,
assertive, arrogant, friendly, helpful, and so on.
Marlboro is ‘masculine’ while
Virginia Slims is ‘feminine’
IBM is ‘older’ while Apple is
‘younger’
India Today is ‘old-fashioned’
while Outlook is ‘trendier’
Coke is ‘conforming’ while Pepsi
is ‘irreverent’
5 Dimensions of Brand Personality
(Jennifer Aaker) [BPS]
Sincerity

Excitement

Brand Competence
Personality

Sophistication

Ruggedness
• Sincerity (down-to-earth, honest, wholesome,
cheerful)
• Excitement (daring, spirited, imaginative, up -to-
date)
• Competence (reliable, intelligent, successful)
• Sophistication (upper class, charming)
• Ruggedness (outdoorsy, tough)
• Down-to-earth, family oriented, genuine, old-
fashioned (Sincerity). This might describe
brands like Hallmark, Kodak, and even Coke.
The relationship might be similar to one that
exists with a well-liked and respected member
of the family.
• Spirited, young, up-to-date, outgoing
(Excitement). In the soft drink category, Pepsi
fits this mold more than Coke. Especially on a
weekend evening, it might be enjoyable to have
a friend who has these personality
characteristics.
• Accomplished, influential, competent
(Competence). Perhaps Hewlett-Packard and
the Wall Street Journal might fit this profile.
Think of a relationship with a person whom you
respect for their accomplishments, such as a
teacher, minister or business leader; perhaps
that is what a relationship between a business
computer and its customer should be like.
• Pretentious, wealthy, (Sophistication). For
some, this would be BMW, Mercedes. The
relationship could be similar to one with a
powerful boss or a rich relative.
• Athletic and outdoorsy (Ruggedness). Nike
(versus LA Gear), Marlboro (versus Virginia
Slims), are examples. When planning an outing,
a friend with outdoorsy interests would be
welcome.
 Why Use Brand Personality
1. Enriching Understanding
 Example: Microsoft provides insight into the
nature of the relationship between Microsoft
and its customers.
2. Contributing to a Differentiating Identity
3. Guiding the Communication Effort
4. Creating Brand Equity
 BRAND PERSONALITY:
How it creates Brand Equity

Functional Benefit
Self-Expression Relationship Basis
Representation
Model Model
Model
The Self-Expression Model
 The premise of the self-expression model is
that for certain groups of customers, some
brands become vehicles to express a part of
their self-identity.
 People express their own or idealized identity
in a variety of ways, such as job choice, friends,
attitudes, opinions, activities, and lifestyles.
 Brands that people like, admire, discuss, buy,
and use also provide a vehicle for self-
expression.
 If the brand has a strong personality, that can
be hypothesized to play a key role in the self-
expression process.
The purchase and use of a branded product –
whether it is Apple, Black Berry, Nike –
provides a vehicle for expressing a personality
and lifestyle.
 Some people may find themselves
uncomfortable when an activity is pursued or a
brand is used that is not true to their actual or
ideal self.
The self-expression is always shows which
brand that ‘fits’ can create comfort and
satisfaction and can make people feel more
fulfilled.
How the Brands Helps to Express
a Personality
1. Feelings Engendered by the Brand
Personality
2. The Brand as a Badge
3. The Brand becomes part of the Self
1. Feelings Engendered by the Brand
Personality
 It is the set of feelings and emotions
attached to a brand personality.
 A warm person will be most fulfilled when a
warm feeling occurs; similarly, an aggressive
person will seek out contexts where aggression
is accepted.
2. The Brand as a Badge
The presence of a brand can serve to define
a person with respect to others, and when
social identity is involved, what is expressed
can be very important to the individual.
Thus product categories such as autos,
cosmetics, and clothes lend themselves to
personality expression because their use
occurs in a social context with relatively high
involvement.
3. The Brand becomes part of the Self
The ultimate personality expression occurs
when a brand becomes an extension or an
integral part of the self.
The potential to create this oneness with
some people can represent a significant
opportunity for a brand.
 The Relationship Basis Model
• Some people may never aspire to have the
personality of a competent leader but would like
to have a relationship with one, especially if
they need a banker or a lawyer.
• Here how the relationship basis model works,
consider the personality types of people with
whom you have relationships and the nature of
those relationships.
• The model is study about the relationship
between the brand-as-person and the
customer, which is analogous to the
relationship between two people.
• In this model, the brand personality provides
depth, feelings and liking to the relationship.
Brand Relationship Quality
1. Behavioural interdependence
2. Personal Commitment
3. Love and Passion
4. Nostalgic Connection
5. Self-concept Connection
6. Intimacy
7. Partner quality
 The Functional Benefit
Representation Model
• A brand personality can play a more indirect
role by being a vehicle for representing and
cueing functional benefits and brand attributes.
• The premises create a personality that implies a
functional benefit than to communicate directly
that such a benefit exists.
BRAND ASSOCIATION
Degree to which a particular brand is associated with the general
product category in the mind of the consumer (share of mind). Often
a consumer will ask for a product by the specific brand name rather
than the general

For example, many restaurant customers may request Coca-Cola

when they want a soft drink.
TYPES OF BRAND ASSOCIATION

Qualitative Quantitative

Brand
Association
Generic Absolute

Relative
Positive
Negative
 Qualitative

eg. After using of BMW.

 Quantitative
eg. some little TIDE plus enough to
clean all the cloth stains.

 Absolute

eg. cleans all the dandruff.

 Relative

eg. does not gives protect as

HAMAM does.
 Negative

eg. powder fades colored clothes

 Positive

eg. has a good taste.

 Generic

eg. Chocolate means only a CADBURY.

HELPS FROM BRAND ASSOCIATION

1. Basis for Extensions

eg. launched toilet soaps for kids. Then
They Introduced Talc, oil etc.,

POWER was introduced as the first detergent for

cloth .Then introduced both soap.
2. Differentiate
eg. EUREKA FORBE (Water purifier )cleans all germs

but others are not.

3. Wide Reason to choose
Eg.
4. Illcit Feelings

eg. helps me look younger

5. Evoke Favorable Attitude

eg. is common for all Age

It would not be embarrassing if I have it.

FORMS OF BRAND ASSOSIATION

Product Category

Eg. For when we get Head Ache or Cold.

Competitors

Eg. (MORTEIN MAT) twelve hour red mat

versus normal eight-hour

Celebrity Personality

Eg. Sachin for secret of my energy

Amitabh bachhan for

Price
Price is used to segment appeal value based on affordability
And heterogeneity in the marketplace. Mostly it is the lower
Economy pricing that can be exploited.

Eg. Sunflower Oil : Aurola, Goldwinner

Detergents : Power, Rin,
Toothpast : Babool, Colgate
Place of Orgin

Eg. Dargiling/Assam for great quality TEA.

France for Fashion, perfume.
Italy for Shoes, Leather goods
Germany for Beer and Automobiles
HOW TO MEASURE BRAND ASSOCIATION

o Stimulus material available.

o Language used and its appropriateness among target

respondents.

o Research technique(s) used.

o Update new concept to the product.

o Communication skills of respondents.

o Keep on watching the competitors new updates.

o Compare our products with competitor products.

o Keep on watching the competitors new updates.

o Compare our products with competitor products.

 Branding Strategies

 Some branding strategies used to meet

sales and company objectives are:
• Brand extensions
• Brand licensing
• Mixed branding
• Co-branding
 Brand Extension

 Brand extension X is a branding

strategy that uses an existing brand
name to promote a new or improved
product in a company’s product line.
 This strategy’s risk is overextending
a product line and diluting the brand
with too many products.
 Brand Licensing

 Brand licensing X involves a legal

licensing agreement for which the
licensing company receives a fee,
such as a royalty, in return for
allowing another company to use its
brand/brand mark/trade character.
 Mixed Brands
 Some manufacturers and retailers use a
mixed-brand X strategy to sell products. They
offer a combination of manufacturer, private
distributor, and generic brands. For example, a
manufacturer of a national brand might agree
to make a product for sale under another
company’s brand.
 It enables a business to maintain brand loyalty
through its national brand and reach several
different target markets through private brands.
 Co-Branding

 A co-branding X strategy combines

one or more brands in the
manufacture of a product or in the
delivery of a service. It can also
happen when two or more retailers
share the same location.
 Brand Strategies
Product Category
Existing New
Brand Name

Existing Line Brand

Extension Extension

New Multibrands New

Brands

Cobranding
 Line Extensions
Introduction of additional items in the same product
category under the same brand name :new flavors,
forms, colors, sizes, etc.
 Multibrands
Introducing new brands into the same product category

All are Lever Brothers products

 Cobranding
Two or more well known brands are paired in a single offering
 Brand Extensions
Using an existing brand name to launch new products in
other categories
 Brand Extension Decisions
• Does the brand fit the product class?

• Does the brand add value to the offering in

the new product class (i.e., the extension)?

• Will the extension enhance the brand name

and image?
BRAND EXTENSIONS
• Recognizing that one of their valuable
assets is their brands, many firms have
decided to leverage that asset by
introducing a host of new products under
some of their strongest brand names. Most
new products are in fact line extensions.
 BRAND PORTFOLIOS

Brand portfolios is the set of all brands &

brand lines a particular firm offers for sale
to buyers in a particular category. different
brands may be designed & marketed to
appeal to different market segments. Basic
principles in designing a brand portfolios:
a) to maximize market coverage
b) to minimize brand overlap
 Brand Portfolio
• Brand portfolio is set of all brands and
brand lines of a particular firm offers for
sale to buyers in a particular category.
• To maximize the market coverage.
• To minimize brand overlap.
 COBRANDING
Also known as dual branding or brand bundling- in
which two or more well known existing brands
are combined into a joint product/ or marketed
together in some fashion.
FORMS OF CO- BRANDING
1. same company co- branding
2.joint venture co- branding
3.multiple sponsor co- branding
4.retail co- branding
 Brand Audits
• Brand Audits are in-depth examination of
the health of a brand and can be used to
set strategic direction for the brand. It
measures “where the brand has been”.

• It consists of two steps:

1. Brand inventory
2. Brand exploratory
 Brand Hierarchy

 A brand hierarchy is a useful means of

graphically portraying a firm’s branding strategy by
displaying the number and nature of common and
distinctive brand elements across the firm’s
products.
 It’s based on the realization that we can brand a
product in different ways depending on how many
new and existing brand elements we use and how
we combine them for any one product.
 ESPN

ESPN ESPN ESPN ESPN ESPN

ESPN 2 ESPN Desportes
News Classic Now Today

ESPN ESPN ESPN ESPN ESPN ESPN

Sports Radio Magazine Interactive Books Music

ESPN
.com
 Brand Architecture Audit
• Systematic way to identify problems or
issues that merit further analysis.
 5 levels of Customer
• Will change brands, especially for price
reasons (no Brand Loyalty)
• Customer is satisfied. No reason to
change brand.
• Customer is satisfied and would incur
costs by changing brand.
• Customer values the brand and sees it as
a friend.
• Customer is devoted to the brand.
High Brand Equity - Advantages
• Reduced marketing costs.
• Trade leverage with distributors and
retailers- customer expect them to carry.
• Can charge high price.
• Easily launch extensions.
• Defenses against price competition
 Strategic Brand Management
Process
Identify & Establish
Brand Positioning
and Values

Plan & Implement

Brand Marketing
Programs

Measure & Interpret

Brand Performance

Grow & Sustain

Brand Equity
 Brand Tracking
• Tracking studies involved information
collected from consumers on a routine
basis over time & provide valuable tactical
insights into the short-term effectiveness
of marketing programs and activities. It
measures “where the brand is now”.
 Brand Valuation
• Brand valuation is the estimation of total
financial value of the brand.
• The value associated with the product or
services are communicated through the
brand to the consumer.
• It measures “How much worth of brand is”.
Brand Strategy Decision

– Line Extension
– Brand Extension
– Multi Brand
– New Brand
– Co - brands
LINE EXTENSION
existing brand name extended to new sizes
or flavors or technology
BRAND EXTENSION
MULTI BRANDS
 Choosing a Brand Name
• Product’s Benefits – Fair & Lovely
• Product Qualities – action or color
– Action 500 & Pepsi Blue
• Easy to pronounce, recognize and
remember – Tide
• Distinctive - Kodak
• Should not carry poor meanings in other
countries and languages – NOVA means
doesn’t go.
 -continued…
• Brand – Repositioning Decision
– Repositioning
– No repositioning.
• We can divide all definitions available on
brand equity in to the following categories:
• Cost based
• Price based
• Consumer based
 Online Products and Services
• Online brands come in many different forms,
with business models based on selling
information, products, experiences and so on.
• Online branding requires:
 To create awareness of what products or services the
brand represent
 Why those products or services are unique and
different
 Why consumers should buy the brand
• Example:
 amazon.com
 alibaba.com
 google
 facebook
UNIT 4
 BRAND EQUITY
• Brand equity is a set of assets (and liabilities) linked to
a brand’s name and symbol that adds to (or subtracts
from) the value provided by a product or service to a
firm and/or that firm’s customers.
• Brand Equity consists of differential attributes
underpinning a brand which gives increased value to
the firms balance sheet.
• Brand Equity is the total accumulated value or worth of
a brand, the tangilble and intangible assets that the
brand contributes to its corporate parent, both
financially and in terms of selling leverage.
 BRAND EQUITY
• Brand equity is the financial value of a brand
which provides capital/value to products and
services. Brand equity is related to future
returns that customers generate to the product
or service.
• Kapferer distinguishes three levels; (1) brand
assets, (2) brand strength and (3) brand value.
 Brand Equity
• Brand Equity is an intangible asset that
depends on associations made by the
consumer. There are at least three
perspectives from which to view brand equity
- Financial
- Brand Extensions
- Consumer Based
 Financial
One way to measure brand equity is to
determine the price premium that a brand
commands over a generic product.
For example, if consumers are willing
to pay more money to buy SONY Television
over the same unbranded television, this
premium provides important information about
the value of the brand.
 Brand Extensions
A successful brand can be used as a
platform to launch related products. The
benefits of brand extensions are the leveraging
of existing brand awareness thus reducing
advertising expenditures, and a lower risk from
the perspective of the consumer.
 Consumer Based
A strong brand increases the
consumer’s attitude strength toward the product
associated with the brand. Attitude strength is
built by experience with a product.
 BRAND Equity Model - Aaker
Aaker formed his brand equity model around the five
categories of brand assets:

• Brand loyalty.
• Brand awareness.
• Perceived quality.
• Brand associations.
• Other proprietary assets.
David Aaker’s Ten Guidelines for
Building Strong Brands
1. Brand Identity
2. Value Proposition
3. Brand Position
4. Execution
5. Consistency over time
6. Brand system
7. Brand leverage
8. Tracking brand equity
9. Brand personality
10. Invest in brands
 Value of Brand Equity
Brand equity needs to be distinguished from
brand valuation, which is the job of estimating
the total financial value of the brand. Certain
companies base their growth on acquiring and
building rich brand portfolios. The following
methods are useful for brand valuation:
 Brand Contribution Method
 Discounted Cash Flow Method
 Market Value Method
 Inter-based Method
 Price Premium Method
 Brand Goodwill Method
UNIT 5
 GLOBAL BRAND CONSTANTS
• At a minimum, when going global the
following elements should remain constant
throughout the world:
– Corporate brand
– Brand identity system(especially your logo);
– Brand essence

20-Feb-18 193
 GLOBAL BRAND VARIABLES

• CORPORATE SLOGAN
• PRODUCTS & SERVICES
• PRODUCT NAMES
• PRODUCT FEATURES
• POSTIONINGS
• MARKETING MIXES

20-Feb-18 194
These differences will depend upon:

 Language differences.
 Different styles of communications.
 Other cultural differences.
 Differences in category & brand development.
 Different consumption patterns.
 Different competitive sets & marketplace conditions.
 Different legal & regulatory environments.
 Different national approaches to marketing(media,
pricing, distribution, etc.,)

20-Feb-18 195
BENEFITS OF GLOBAL BRANDING

Economies of scale.

Lower marketing costs.

Laying the ground work for future extensions worldwide.

Maintaining consistent brand imagery.

Quicker identification & integration of innovations.

20-Feb-18 196
Pre-empting international competitors from entering
domestic markets or locking you out of other
geographic markets.

Increasing international media reach.

Increasing in international business and tourism are

also enablers.

20-Feb-18 197
 GLOBAL BRAND STRATEGIES

Brand strategy is aimed at influencing people's

perception of a brand in such a way that they are
persuaded to act in certain manner, e.g. buy and use the
products and services offered by the brand, purchase
these at higher price ,points, donate to cause.

20-Feb-18 198
 BRAND STRATEGIES

BRAND BRAND BRAND

BRAND
DOMAIN REPUTATION RECOGNITIO
AFFINITY
N

BRAND BRAND
ACCESSIBILITY AWARNESS
PRODUCT, PRICE
20-Feb-18
DIFFERENCIATION 199
 BRAND DOMAIN

Brand domain specialists are experts in one or more of the

brand domain aspects (product or media ,distribution
solutions )

The lifeblood of brand domain specialists innovation

and creative use of resources.

20-Feb-18 200
 BRAND REPUTATION
Brand reputation specialists use or develop specific
traits of their brands to support their authenticity,
credibility or reliability over and above competitors.

A brand reputation specialist needs to have some kind

of history legacy and mythology.

A brand reputation specialists has to have a very good

understanding of which stories will convince consumers
that the brand is in some way superior.
20-Feb-18 201
 BRAND AFFINITY

Brand affinity specialists bond with consumers based on

one or more of a range of affinity aspects.

A brand affinity specialists needs outperform competition

in terms of building relationships with consumers.

20-Feb-18 202
 BRAND RECOGNITION

Brand recognition specialists distinguish

themselves from competition by raising their
profiles among consumers.

The brand from competition ,as it the case for

niche brands or raises above the mile by becoming
more well known consumers than competition.

20-Feb-18 203
THE PROCESS OF BRAND GLOBALISATION

DEFINING BRAND IDENTITY

CHOOSING REGIONS & COUNTRIES

ACCESSING THE MARKETS

CHOOSING THE BRAND ARCHITECTURE

CHOOSING PRODUCTS ADAPTED TO THE MARKETS

20-Feb-18
CONSTRUCTING GLOBAL CAMPAIGNS 204
 Defining Brand Identity

The brand must have an identity that

will serve as a medium for its globalization, in both
tangible and intangible terms. The company must
therefore start by defining and writing the
parameters of the brands identity. To limit these
tendencies, there must be a clear and concise
platform with salient points and flesh.
 Global Brands & Universal Truths.
 Give flesh to your Identity.
 Separate the domestic & the international
positioning.
20-Feb-18 205
 Choosing Regions and Countries

An examination of the so-called global brands reveals

that they are far from being as widely distributed throughout the
world as we are led to believe. Of course, this could be because
conquering world markets is a gradual process and a company
must first of all establish itself as the leader on its domestic
market.
For example, the first Wal-Mart was not established
outside the United States until 1991, 30 years after the creation of
the first store in this famous US chain, while McDonald’s
accessed other markets gradually, one by one.

20-Feb-18 206
 Accessing the Markets

Today, in response to the demands of rationalization &

efficiency, many brands have two levels of branding – The
Parent Brand & The Daughter Brand. A typical brand
architecture is that of the source brand, a branded house
with two levels. Frito Lay, Garnier, Dannon, Mueller,
Campina, Ford, Toyota & renault are all typical source
brands. The brand can only be globalised via its daughter
brands, which themselves cover a range of products. The
key to globalising these parent brands is therefore a good
daughter
20-Feb-18 brand. 207
 Choosing the Brand Architecture
The gradual globalization of a brand with two levels of branding (including
a source brand or endorsing brand). Depending on the country, the type
of brand architecture used will be the ‘horizontal crunch’ and/or the
‘vertical crunch’.
The horizontal crunch involves reducing the horizontal range of brands and
nicheing certain brands below others.
The vertical crunch has the reverse effect vertical brand architectures with
two levels. This type of crunch is subdivided into the ‘top-down crunch’
and the ‘bottom-up crunch’ .
• The bottom up crunch helps to reduce the number of levels by
suppressing the one in the middle and raising the one at the bottom.
• The top-down crunch occurs when an endorsing brand becomes a
driver and relegates the daughter brand to the role of descriptor.

20-Feb-18 208
Choosing Products adapted to the Markets

Managing the growth of business and the establishment of the

brand simultaneously means constantly adapting the marketing and
therefore the product ranges to the market, but within the
framework of a well-defined and coherent strategy. As has already
been stated, the prototypes must be chosen as a function of the
image to be created.

20-Feb-18 209
 Constructing Global Campaigns

Not all brands want to globalise their communication. Japanese

companies typically allow their subsidiaries, in all their branches, a
great deal of freedom at local level. Of course, this creates an
impression of disunity since the images projected by the various
branches within the same country tend to be very different.

20-Feb-18 210
Brand building on the
Internet
 Introduction

• Internet has expanded the possibilities and the

requirement for brand building.

• Web sites are effective at building brand relevance ,

differentiation and loyalty.

• According to Kristin zhivago consumer behaviour on

the world wide web to providing a pond of water and
inviting consumer to come for a swim.
 Web site objectives
Org. web site objectives vary, but typically the objectives
include one or more following aspects:

 Make it easier for consumer to do business with us

(accessibility)
 Reduce our costs of doing business(customer value &
business profitability)
 Enhance our relationship with our customer (creating
emotional connection)
 Build our brand.
Internet user segments
Adventurer

Expert

Investigator

wanderer
 Building a strong web site
 Successful web development begins with the database and
then backs into design.
 A well designed web site attracts and informs, compels
transactions (inquires, subscription and others) and delivery
a high- quality experience.
 Successful web must work for wide variety of technical
platform such as OS, browsers, monitor size, resolution and
e-mail programs so on..
 Before designing web site it is important to identify the
difference people who use it.
The following are the point to build a strong web site:
 The site must download quickly.
 The home page must capture the user’s attention and invite him/
her deeper into the site.
 Use the home page to communicate your purpose, personality
and point of difference.
 The site must be rich in useful or interesting content.
 Keep user active.
 In general, the user should be able to reach any page in three
clicks or less.
 Use concise, factual and bulletized copy
 Provide site search engine
 Each page must have home , search and site map
buttons.
 Provide an FAQ section.
 Consider personalizing the site to the user’s preference.
 Create “new” , “hot” , “sales” sections to alert visitors.
 Create a feedback loop through e-mail.
 Offer customer service.
 Create searchable against multiple criteria.
 Provide entertainment
 Creating a brand- building site
To create a brand-building site, the following are
necessary:
 The domain name (URL) should be the brand name.
 Own the URLs for all variations of the brand name,
including acronyms, abbreviations, misspelling etc..
 Protect your domain name through ongoing
surveillance and enforcement.
 Weave a story about the brands history, heritage and
character.
• Brand-building sites should avail themselves
to full spectrum of brand identity.

• A well branded sites will have a consistent

look or feel across all of its pages.

• It must establish a sense of community and

create an emotional connection with the brand
 Strong brand building web sites
• Ebay.com: This site redefined commerce. On nov 30 1999,
the site offered 3456220 items for sales in 2568 categories
with well designed brand identity
• Amozon.com: Dec 13 1999, Jeff bozos “ Marketer of the
year” It play a major role with its awareness, accessibility,
value, differentiation, emotional connection.
• Disney.com: This site is massive with immense amount of
content with full animation and sound. With games, music,
activities, stories etc..
• Morningstar.com: This is an investment site allows you to track
multiple self-defined portfolios in one of several mode.
• Smarterkids.com: This sites allows you to shop for the child age
range themes, brand, subject, format and character. It is useful site
for children to learn, discover and grow.
• Some other sites are:
 Garden.com
 Women.com
 Hallmark.com
 Travelocity.com
 Internet increase consumer power
• Consumer choose where they go and what
they see

• Internet makes price comparison easy

• It provides better communication.

• It makes easier for the people to complaint.

 Impact of internet on brands
• An internet is essential for brand building
• Web site create an brand experience and helps in brand positioning
• Ensure better communication
• Web site itself one element of brand building on the internet.
• Well-known brand name make people directing to e-commerce.
• It adds value, information, entertainment, convenience, cost
savings.
Brand building on web sites
E-branding

“Online brand benefits, web

brand identity”
 E-branding:
It is the process of creating brand awareness, brand
identity through the web media using online portal
benefits . e-branding refers to launching the new
product with enhanced web based services. It is new
marketing strategy to create very good brand building
strategy.
 Components of e-branding:

 Email Marketing
 Search Engine Optimization
 Business Keywords marketing
 E-Branding modules
 Multimedia & Flash Presentations
 E-branding modules:
Relevance - The Web can be a highly efficient way of reaching people
who are part of a community of interest. Sure, an ad on "Friends" might
reach millions of people at once; but an ad on a Automobile site is more
efficient in reaching people in the market for a vehicle. Using the Web to
target consumers in the lower part of the purchase funnel (those already
considering a purchase) is a smart way to use the online component of a
marketing plan.

Interactivity - Because of its interactive nature, the Internet can serve as

the hub of a brand's communications. Integrating a cross-media
campaign through targeted online promotions is an effective, and
increasingly popular, tactic . .
 How e-branding should be?
Online, brand with words.
Brand with accurate,
well-written,
up-to-date content.
Brand with classification.
Brand with navigation. Brand with the
search process.
Brand with the purchase process.
 Business Identity Package

Logo design
Stationery design (business cards,
letterhead, envelopes, etc.)
Microsoft Word templates (fax and
letterhead)

Collateral design, presentations, Web sites -

we can create any kind of media to help you
mould your corporate identity
 FAMOUS ONLINE BRANDS

Onmoney.Com
Amazon.Com
E- bay. Co
Priceline. Com
 ONLINE BRANDS

 GOOGLE
 YAHOO
 Advantages of e-branding

 Good customer relationship

 Spot delivery
 High brand identity
 Quick access
 Less time
Online vs. offline Brand building
 Definition
Offline branding Online branding
• Creating offline • The world is moving
branding strategies toward a more
connected, more online
can be a great way
way of business. Smart
to enhance your business folks will want
online strategies or to stay on the cutting
the offline branding edge of information
you work towards when it comes to new,
can do fine on its online ways of
connecting with
own.
customers and building
trust.
 Ways to building brand

Offlin Onlin
e e

Ways

traditional contemporar
way y way
 Examples
Offline branding Online branding
• Catalogs • Internet
• Package inserts • Cyber technology
• Postcards • E-mail
• Television • Viral marketing
• Radio • Online banners ads
• Seminar • Online partnership
• Printed handouts • Online transaction
• Newspaper • Customer
information
 Getting Leads
Offline branding Online branding
You are going to Traffic is automatic,
build your list once it’s
manually through built. You’re going
making lists of to build your list
friends and family, online through a
talking to strangers lead capture page or
in malls, stores, “squeeze page”.
Barnes and Noble,
gas stations, etc.
This takes a lot of
time.
 Framework for Marketing
Communications
Market communications refers to all the points
of contact that the firm has with its customers
Audience Focus

Individualized Direct Personalized

Broad Traditional Mass General Online

Marketing Approaches

Offline Online

Communications Media
 Connecting With Leads
Offline branding Online branding
•You have to physically • Your going to use
call every one of your an email auto-
leads. responder in which
your going to add
value to them. You
are also going to
call your leads, but
by the time you call
them, they know
who you are and
are interested in
your offer.
 Evolution of Customer Buying
Process

Buying Process Awareness Consideration Preference Purchase Loyalty

Traditional – Television – Television – Niche – Point-of sale – Product

Market ads ads magazines promotions experience
Communication – General – General – Collateral – Direct – Buyers’
interest interest marketing clubs
magazines magazines

– Microsites – Daily specials – E-mail alerts

Web Market – Buttons – Banners
– Brochureware – Sweepstakes – Newsletters
Communication – Banners – Website – First-time
– Sponsorships order
incentives
 Cost
Offline branding Online branding
• Cheap: The use and • Cheap: Putting up a
distribution of flyers blog, joining forums,
and commenting in
and leaflets. others’ blogs to
• Expensive: Paying spread the word
ad space for about your site or
newspapers and business.
magazines, as well • Expensive: Paying for
a domain, plus
as all time for engaging in search
television and radio engine optimization
networks. programs like Pay-
Per-Click, link
building, and others.
 Coverage
Offline branding
• Marketing offline may not
reach a global level as
much as online marketing,
but it is advantageous in
such a way that it covers
more number of people in a
particular targeted area.
Online branding
• There’s a lot of free
space in the cyber
world for business
exposure, and millions
of people browse the
internet everyday. By
advertising online
through banners and
other marketing means,
as well as by putting up
an online site, you
reach people on a
global level.
 Business Presentation
Offline branding Online branding
• Offline – You have to • Online – How about a
physically show up to webinar or video doing
show the plan. the presentation. How
about a PowerPoint
presentation or a
Bamboo drawing
session to explain your
business plan
online? You can do it
from the comfort of
your own home.
 Follow Up
Offline branding Online branding

• Offline – This • Online – We use

sometimes can be email, the phone,
done on the phone, Skype and other
but most of the time online
it’s in person. communications.
 Sign Up
Offline branding Online branding
• Offline – • Online – Your sales
Traditionally to sign funnel will sell
someone up your almost everything
going to have to for you if it is set up
give them a number correctly. Sign-ups
or a specific website are automatic and
to send them there is little effort
to. You have to involved.
guide them through
the process.
 Training
Offline branding Online branding
• Offline – You have • Online – You can
to meet weekly in automate your
hotels, homes, etc. training through
to do training with videos and
your team. teleconferences.
 Customer Relationship
Offline branding
• More people trust
advertisements found in
newspapers or television
stations that they rely on.
And when you market
your site or business
through such offline
marketing methods as
seminars and workshops,
you’ll be able to show
your expertise in your
field among the
participants. And, the
word of mouth that
results can be a very
good asset to boost your
business.
Online branding
• Everything about the
company or the product
is presented in a website
and online catalog.
However, many
customers are doubly
cautious when it comes to
doing transactions and
shopping in online sites
because of the many
cases of fraud and
identity theft that are
happening in the internet.
This causes people to
doubt the authenticity of
online businesses, even
those that are legal in
 Conclusion
Offline branding Online branding
• Pros: Offline business • Pros: You can reach
building in the network way more people in a
marketing industry is shorter period of time.
more stable and you • Cons: Will dissipate if
can create real long you don’t build
term relationships with relationships
people.
• Cons: Very time
intensive and it is
limited to what you can
do on a daily basis. It’s
solely up to you.
 Final Conclusion
• As you can see, there are pros and cons to both
ways of building your network marketing business.
There is no right way or wrong way, there is just quick
and slow. With that said, how long do you want to
wait to build your business. Are you on the 6-12
month plan or the 3-5 year plan?

• So, online vs. offline marketing, which is better? The

best way is to actually combine both, picking the most
effective methods from the two to get the most
benefits.
THANK YOU