1. Module II: Building Brand Physique:
Choosing Brand Elements
Building Brand Equity:
Design Marketing Programs
Integrating Marketing Communications
Leveraging Secondary Brand Knowledge

2. Choosing Brand Elements

3. Brand Names: for Brand Awareness & Brand Associations
Descriptive – Singapore Airlines, FEDEX
Suggestive – suggests a benefit or function –Head & Shoulders, Moov, Aquaguard, Sugar Free
Classical – based on Greek, Latin or Sanskrit words-UVeda,
Arbitrary – no relationship with the company/Product – Aliva

4. Good Brand Name: Easy to remember and pronounce
Invokes positive association
Suggests a positive image
Reinforces product concept
Communicates product benefits & Promise
Says something about the user
Avoids linguistic traps
The Coca-Cola name in China was first read as "Kekoukela", meaning "Bite the wax tadpole" or "female horse stuffed with wax", depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent "kokou kole ", translating into "happiness in the mouth.“

5. Brand-Name Decision: Individual Names: Hajmola, Pudin Hara
Blanket Family Name: TATA (for some businesses)
Separate Family Name: Raymond (for clothes, blanket), Park Avenue (for ready-mades, toiletries)
Corporate Name + Individual Product Name: Bajaj Discover, HeroHonda CT 100

6. - Logos and Symbols
- Characters:
- Benefits
- Cautions
- Slogans
- Designing Slogans
- Updating Slogans
Jingles
Packaging
- Package design
- Packaging changes

7. Logo: some stories:
This logo suggests an ‘Eve Code’ derived from the biblical story of Adam and Eve
The logo shows and apple that has had a bite taken from it, thus reinforcing the link between the logo and the ‘Eve’ story
Tries to communicate that it will provide forbidden knowledge to those who buy and use its products
The creator of the logo, Rob Janoff of Regis McKenna Advertising, denies any intent to connect the logo to the story…. ‘I put the bite in there in order to ensure that the figure was not interpreted as a ‘tomato’…

8. Logo: some stories:
1. Rabbit= Female =highly fertile= sexually active=promiscuous
2. Rabbit= Friendly= Reassuring
3. Bow Tie= Elegance = night club scene = finesse

9. Brand’s Genetic Code: BRAND DNA
Every great brand has substance. a brand’s DNA is timeless. a brand’s blue print is a unique set of values that originally defined them. Great brands can remain relevant through creativity.
A brand’s DNA is not strictly about the product, service, the past or even about research -- its about tapping in to an essence or story that defines who you are to the people that matter most, your core customers.
What Do You Stand For?
Nike: Authenticity, Performance,Inspirational

10. Brand Vision
Brand Vision LIFTS the Brand above the mundane and functional
Appeals to Expressive and Central VALUES
Process creates a bond with the consumer, and hopefully, long-term loyalty 10

11. 4 steps of brand building
Ensure identification of the brand with customers and an association in their mind with a specific product class or customer need.
Establish the totality of brand meaning in the minds of customers.
Elicit the proper customer responses to this brand identification and meaning.
Convert brand response to create an active loyalty relationship between customers and the brand.

12. Criteria Memorabiltiy Meaningfulness Likeability Transferability
Easily recognized
Easily recalled
Meaningfulness
Descriptive
Persuasive
Likeability
Fun and interesting
Rich visual and verbal imagery
Aesthetically pleasing
Transferability
Within and across product categories
Across geographic boundaries and cultures
Adaptability
Flexible
Updateable
Protectability
Legally
Competitively

13. Brainstorming: Comment on Brand Elements

14. Branding Models Company is equal to Brands Brands dominate the Company
Company dominates Brands
Company is equal to Brands
Brands dominate the Company
American Express (cards)
BMW (Motorcycles)
Colgate (Total toothpaste)
Disney (Films)
General Electric (appliances)
IBM (Technology)
L’Oreal (Cosmetics)
Sony (Electronics)
Chrsyler = Jeep
Maggi= Nestle
Kraft = Maxwell House
PepsiCo = Mountain Dew
Time Warner = Warner Bros
3M = Scotch Tape
Claridge Hotel (Savoy)
Crest (P&G)
Boroline (G D Pharma)
Safola(Marico)
Kleenix (Kimberly-Clark)
Marlboro (Philip Morris)
MCA Records (Universal Studios)
Wranlger (VF Jeans) 14 14

15. BRANDING MODELS: MIND-SHARE BRANDING
KEY WORDS
DNA, BRAND ESSENCE, USP, BENEFITS
BRAND DEFINITION
A set of abstract associations
BRANDING DEFINITION
Owning associations
REQUIREMENT
Consistent expression of associations
APPROPRITAE APPLICATIONS
Functional categories, low-involvement categories, complicated products
COMPANY’S ROLE
Steward: consistent expression of DNA in all activities over time
SOURCE OF CUSTOMER VALUE
Simplifying decisions
CONSUMERS’ ROLE
Ensuring that benefits become salient through repetition; perceiving benefits when buying and using product 15

16. BRANDING MODELS: EMOTIONAL BRANDING
KEY WORDS
BRAND PERSONALITY, EXPERIENTIAL BRANDING, BRAND RELIGION
BRAND DEFINITION
A relationship partner
BRANDING DEFINITION
Interacting with and building relationship with customers
REQUIREMENT
Deep interpersonal connection
APPROPRITAE APPLICATIONS
Services, retailers, specialty goods
COMPANY’S ROLE
Good friend
SOURCE OF CUSTOMER VALUE
Relationship with the brand
CONSUMERS’ ROLE
Interaction with the brand, Building a personal relationship 16

17. BRANDING MODELS: CULTURAL BRANDING
KEY WORDS
CULTURAL ICONS, ICONIC BRANDS
BRAND DEFINITION
Performer of, and container for, an identity myth
BRANDING DEFINITION
Performing myths
REQUIREMENT
Performing a myth that addresses an acute contradiction in society
APPROPRITAE APPLICATIONS
Identity categories
COMPANY’S ROLE
Author
SOURCE OF CUSTOMER VALUE
Enriching identity
CONSUMERS’ ROLE
Personalizing the brand’s myth to fit individual biography, Ritual action to experience the myth when using product 17

18. Designing marketing programmes to build Brand Equity

19. Execution Process 19

20. Experiential Marketing
Focuses on customer experience
Focuses on consumption situation
Views customers as rational and emotional animals
Uses eclectic methods and tools

21. Permission Marketing Offer the prospective an incentive to volunteer
Offer the interested prospect a curriculum over time, teaching the consumer about the product or service being marketed
Reinforce the incentive to guarantee that the prospect maintains the permission
Offer additional incentives to get more permission from the customer.
Over time leverage the permission to change consumer behaviour towards profit.

22. Relationship Marketing
Product strategies must transcend actual product or service to create stronger bonds with customers and maximize brand resonance
Why, because
Acquiring new customers is costlier than servicing and retaining current customers.
The avg company loses some % of it’s customers every year
The customer profit rate tends to increase over the life of the retained customer.

23. Perceived Quality and Value
Perceived Quality has been defined as customers perception of overall quality or superiority of a product or service relative to relevant alternatives and with respect to its intended purpose.
Performance
Features
Conformance quality
Reliability
Durability
Serviceability
Style and design

24. Perceived Quality and Value
Brand Intangibles are equally important
Speed , accuracy and care of product delivery & Installation
Promptness
Courtesy
Helpfulness of customer service
Training
Quality of repair service

25. Pricing Strategy
How do customers categorize the price of the brand (High, Low, Medium)
How firm or flexible do the customers see the price (Magnitude and frequency of discounts)

26. Channel Strategy Direct and indirect channels Trends
Growing strength of the retailers and retail brands
Channel support provided by members
Growing competition for shelf space
Dependence on channel members for either push or pull strategies.

27. Leveraging Secondary Brand Knowledge to Build Brand Equity

28. Leveraging Secondary Brand Knowledge to Build Brand Equity
Brands may be linked to other entities that have their own knowledge structures in consumer minds
Means of reinforcing existing associations in a fresh and different way
very important aspect if the existing brand associations is deficient in some way

29. Different means to create secondary brand knowledge

30. Linking the brand to the Company
Existing brands may be related to the corporate brand or a specific product brand.
A corporate brand may evoke associations of common product attributes, benefits, attitudes, relationships, values etc. Hence a corporate brand can be a source of much brand equity.

31. Linking the brand to the country of origin and other geographic areas
Many countries have become known for expertise in certain product categories.
Image of the products from those countries.
E.G. – German car, Japanese CD player, Foster’s beer. Italian Shoes, Swiss Watches
In domestic market, patriotic appeals is the basis of marketing strategies.
Debate between Soul and Body of the brand??

32. Linking the brand to Distribution Channels
Image of the distribution channels in consumer minds
Retailers create these associations through the products and brands they stock, the way of selling etc.
E.G. – Sears, Wal-Mart have an distinctive image over other retail stores.

33. Linking the brand to Co-Branding
A product can be uniquely and convincingly positioned through multiple brands. Also reduction in the cost of product introduction
Consumer expectations about the level of involvement and commitment are high. Also risks and lack of control.
A logical fit of values, capabilities, goals and brand equity is very much necessary for success
e.g. – Co-Branding of Fisher Price and Compaq, Disney and McDonald’s

34. Ingredient Branding
Creating brand equity for materials, components or parts necessarily contained within other branded products
Ingredient brands can become a category point of parity; e.g. – Singapore Airlines

35. Linking the brand to characters (Licensing)
Firms use names, logos, characters etc of other brands to market their own brands
Shortcut means of building brand equity
Corporate trademark licensing
Danger of over exposure of the brand entity of dilution meaning
e.g. - Disney licensing its characters to appear on quality merchandise, also successful movie titles like Jurassic park, Lion King etc.

36. Celebrity Endorsements
Expertise, trustworthiness, likeability, attractiveness, relevance to the product
The celebrity should not be over exposed
The advertising and communication program should be creative, e.g. – Richard Gere featured in the Visa ads, David Beckham & Thierry Henry in Pepsi etc.

37. Linking the brand to events
Events have their own set of associations that may be linked to sponsoring brand
Being linked to an event, Brand image may be enhanced through new associations and brand awareness. e.g. – Castrol Racing championship, F1 Sports.

38. Linking the brand to Third Party Sources
Third party sources are generally seen as credible sources
These sources can also have an effect at a more local level, e.g. – Pharmaceutical companies ask doctors to prescribe their drugs