1. Brands and Branding for Schools
17/12/08
Prof. Avinash Mulky

2. What is a Brand? A brand is a name, symbol or
design which is intended to identify the
services of one organization and to differentiate them
from those of competitors.
American Marketing Association 1

3. Associative networks in memory
Category C1
C14 A3
Brand A
C11 A4
C13
C12 A5

4. Characteristics of strong brands..1
High awareness among target segment
Strong associations
Favourable associations
Unique associations

5. Characteristics of strong brands..2
Brand excels at delivering benefits customers truly desire
Brand stays relevant
Pricing is based on customers’ perception of value
Brand is properly positioned
Brand is consistent
Those in charge of the brand understand what the brand means to stakeholders
Brand uses a range of activities to build brand equity
Organization monitors the customers’ perceptions regularly

6. Brand identity, image and positioning
Brand in relation to competitive brands
Brand as received and decoded by consumers and public
Brand as intended
Perceptual filter
Receiver’s perceptual space
Source: Verma ( 2002), pg 147

7. Qualitative curriculum
Harvard
Chicago
Stanford
Wharton
Prestige
Carnegie Mellon
MIT
Quantitative curriculum
Source: Green, Carmone, Robinson in Sengupta(2005)

8. The positioning statement
1. For whom am I ?
2. what am I ?
3. Why me?
4. From whom am I?
5. Against whom am I?

9. Claims used in positioning
Best quality
Best performance
Most reliable
Most durable
Safest
Fastest
Most prestigious
Best designed
Easiest to use
Best value for money
Least expensive
Most convenient

10. Horlicks

11. Horlicks Brand essence: Nourishment Core identity
Quality health food drink, Malt, great taste
Extended Identity
User: Entire family especially children and pregnant or lactating mothers
Product attributes: Malt, smart nutrients, several flavours, great taste
Heritage: Company has been in the business of providing nutritional needs for decades
Customer brand relationships: Trust, family bonding
Personality: Protecting, caring, supportive , concerned
Value proposition
Helps one to remain healthy perform one’s role better

12. Complan

13. Complan Brand Essence: Growth Core identity
Complete planned good for growing children
Extended identity
Users: Growing children
Product attributes: 23 vital ingredients in ideal balanced proportion
Quality / Value: Premium pricing but worth it
Uses: Essential nutritional supplement
Customer brand relationship : Pride in nutritional choice: “ I am a Complan Boy / Girl”
Value proposition
Helps the child to grow up healthy and bright