A toothpaste is a

toothpaste

Unless you ask for
PEPSODENT OR COLGATE
 Brand

A brand is a name, sign, term, symbol, or
design or a combination of them, intended to
identify the goods or services of one seller or
a group of sellers& to differentiate them from
those of competitors.
- AMA
 Brand

 Identifies the seller or the marketer
 Under trademark law, the seller has the right
to use the brand name in perpetuity.
• Name comes from Ancient Greek
Goddess of Victory
• Swoosh symbolises her flight

• Sky peer-to-peer
• Morphed into Skyper
• Then Skype

• Derived from Coca leaves and

Kola Nuts used as flavouring
• Founder John S. Pemberton
changed K of Kola to C to make it
look better
• Voice, Data, Telephone

• Refers to turning analog waves

into a digital form

• The arrow linking the ‘A’ to ‘Z’ to

say that they have everything
from ‘A’ to ‘Z’.
• The dual meaning of the arrow
being a smile.
 Brand

A brand may convey up to six levels of meanings:
Attributes: Brings certain attributes in
customer’s minds. Like Mercedes: Luxury,
Expensive Automobile
Benefits: Mercedes: Social Status, Comfort
Values: Mercedes stands for Safety, Prestige
Culture: Mercedes represents German Culture:
Efficient, High Quality.
 Brand

Personality: Mercedes represent a no non sense
boss.
User: We should expect to see a middle aged top
executive behind the wheels not a 20 years old
fresher.
 The Role of Brands

 Identify the maker
 Organize accounting
 Signify quality
 Create barriers to entry
 Serve as a competitive advantage
 Secure price premium
 Brand Equity

 Brands vary in amount of power and value it
acquires.
 Some brands enjoy high degree of:
 Brand Loyalty
 Brand Awareness
 Brand Acceptability
 Customers will pay more for strong brands.
 Brand Equity

 Based on the degree of:
 Brand Awareness
 Brand Recognition
 Perceived Brand Quality
 Strong mental and emotional association with the
brand
 Other assets like:
 Patents
 Trade Marks
 Channel Relationship
 Brand Equity

 High Brand equity offers a no. of competitive advantages:
 More bargaining power bargain with intermediaries and
greater trade cooperation
 Improved perceptions of product
 Greater customer loyalty
 Less vulnerability to competitive marketing actions
 Larger margins, company can charge higher prices than
competitors
 More inelastic demand
 Easy to launch extensions
 Provide defense against price competition
 Branding Decisions

Branding Brand Sponsor Brand Name Brand Brand
Decisions Decisions Decisions Strategy Repositioning
Decisions Decisions
To Brand Manufacturer’s Individual Line Extension Repositioning
Brand Names
Not to Brand Distributor’s Blanket Family Brand No
Brand Names Extension Repositioning
Licensed Brand Multi Brands
New Brands
Co Brands
 Branding Decisions

 To Brand
 Not to Brand
 Brand Sponsor
Decisions

 Manufacturer’s Brand: Maruti
 Distributor’s Brand: Nestea produced by Coca- cola
distributed by Nestlé. The joint venture phased out by the
end of the 2012. Nestlé retained the right to the Nestea
brand name, while Coca Cola continues to manufacture
the same drink under another brand, Fuze.
 Licensed Brand:
 The Murjani Group is the licensee for Calvin Klein Jeans,
FCUK and Tommy Hilfiger.
 Arvind Brands represent Wrangler, Arrow
 Walt Disney, Viacom and Cartoon Network Enterprises.
 Brand Name Decisions

 Individual Names: P&G: Gillette, Olay, Pampers, Ambi
Pur, Heads and Shoulders, Vicks, Tide, Pantene etc.
 Blanket Family Names/ Umbrella Branding
 Google, Airtel, Dabur, Apple
 Brand Strategies

Product Category

B Existing New
R
A
n Existing
Line Brand
d Extension Extension
N
a New Multi Brands New Brands
m
e
 Brand Strategies

Line Extension:
 Using successful brand name to introduce new
items on the same product category under the
same brand name.
 Like new flavours, colours, size etc.
 Less risky way to introduce new products.
 Cannibalisation can happen, when coca cola
launched 200 ml bottles @ Rs 5 it ate into the
profits and consumer base of 300 ml bottle so
they withdrew it.
 Brand Strategies

Brand Extension:
 Using successful brand name to introduce new or
modified products in new category.
 Gives a new product instant recognition, faster
acceptance
 Save high advertising cost.
 Successful brand extension: Fastrack watches,
sunglasses, bags, belts, wallets etc.
 Unsuccessful brand extension: T-series big name in
music but a disaster in mobile phones business.
 Brand Strategies

Multi Brand :
 New brands in the same product category
 Each brand might obtain a small market share.
 Foods: Cheetos, Kurkure, Lay’s, Lehar
Namkeen, Quaker Oats, Uncle Chips
 Beverages: 7UP, Aquafina, Duke's, Gatorade,
Mirinda, Mountain Dew, Nimbooz, Pepsi, Slice,
Tropicana
 Brand Strategies

New Brand :
 New brands for new product category
 Zee launched Dish TV and Kidzee.
 Brand Repositioning

Cadbury
 kid in all of us
 Kuch Khaas Hai Zindagi mein
 Khaane Waalon Ko Khaane Ka Bahana Chahiye
 Kuch Meetha Ho jaye
 Pappu Paas Ho gaya
 Meetha hai Khaana aaj pehli tarrekh hai
 Is Diwali aap kise khush kar rahe hain
 Shubh Aaarambh