Building Brand Identity IN Competitive Market:

A Conceptual Model
Bhimrao M. Ghodeswar

Journal of Product and Brand Management

17/1(2008)4-12

School of Management, Asian Institute of Technology, Klong Luang, Pathumthani,

Thailand

SUMMARY
Brand identity: A product identity, or brand image are typically the attributes one
associates with a brand, how the brand owner wants the consumer to perceive the
brand - and by extension the branded company, organization, product or service

Brand loyalty:, in marketing, consists of a consumer's commitment to repurchase or

otherwise continue using the brand and can be demonstrated by repeated buying of a
product or service or other positive behaviors such as word of mouth advocacy

The objective of this article is to find out important element of brand building. Brand-
building effort has to be aligned with organizational processes that help deliver the
promises to customers through all company departments, intermediaries, suppliers, etc.,
as all these play an important role in the experience customers have with the brand.
The paper suggests the framework for building brand identity in sequential order, namely,
positioning the brand, communicating the brand message, delivering the brand
performance, and leveraging the brand equity. Building a brand is a long and time taken
process. It is difficult to build a strong relationship with the customer for intangible
outcome like customer satisfaction, price reduction fewer customer defection etc.
Building a brand is not a easy job and require long term planning to establish such a
brand which can face the environmental changes and maintain good relationship with its
customers. PCDL is a conceptual model uses for brand building.

Positioning the brand

• Features
• Tangible attributes
• Intangible attributes
• Product function
• Benefits
• Operational
Communicating the brand message
• Advertising campaign
• Themes
• Celebrities
• Events
• Shows
• Consumer
Delivering the brand performance
• Product performance
• Service performance
• Customer Care
• Customer satisfaction
• Customer delight

Leveraging the brand equity

• Line extension
• Brand extension
• Ingredients branding
• Co- branding
• Brand alliance
• Social integration

PCDL can serve the guideline to the managers and executives in building brand identity
in their target market. Companies need to position their brands in the minds of consumers
to achieve desire goals. PDCL model enables the companies to build a strong brand. The
benefits of brand building are manifold, but it is a long term commitment, some might
say a lifetime commitment. It is complex, but not too complex to be understood, although
his too can be a lifetime commitment. Using a combination of a literature review and
three case studies of Indian companies, Prof. Bhimrao M. Ghodeswar of the National
Institute of Industrial Engineering in Mumbai, India has identified his PCDL model. It is
one that would seem to have universal application. Models that help us understand our
complex world are always to be welcomed. They provide a way of seeing things and
gaining understanding. The better ones position decision makers to take action, effective
action, often in the face of competition.