BRAND

Involves all the activities

that are necessary to
nurture a brand into a
healthy cash flow stream
for the company after
launch

Advertising does a lot

to help build brands
Every ad contributes to make the
brand what it is in the minds of the
consumer David Ogilvy
A companys brand is the primary
source of its competitive advantage
and is a very valuable strategic
asset David Aaker

Brand Equity
When a commodity becomes a

brand, it is said to have equity. It

starts with a name and can go up
or down depending on the
marketing activity that is done by
the marketer. A name becomes a
brand when consumers associate it
with a set of tangible and
intangible benefits that they
obtain from the product or service.

How to measure equity?

The premium a brand can command

in the market
The difference between the intrinsic
and perceived value of the product

Building Brand Equity

Distinguish product from others in

the market Value proposition

Align what it says about the brand in
advertising with what it actually
delivers Creating the brand

Power Brands
Generates enormous profits
Expands future strategic

opportunities

What do power brands

have that others dont?
A distinctive product
Delivering brand promise
Personality and presence

Personality
Emotional bond with the customer
Generates relationships measurably

stronger than ordinary brands

Presence
Seem to be present everywhere,

enforcing distinctiveness
National/international scale
Successful brand extensions
Multiple concept and channels

Brand managers of
market-savvy companies
Superior insight into customer needs
need
Ability to devise product/services

that powerfully meet those needs

Agility to redefine its offering as
those needs change
Creativity to produce exciting and
compelling advertising

Tangibles of brand equity

Shape
Colour
Size
Models
Price
Features
Benefits

Grades

Intangibles of brand
equity
Company name
Brand name
Slogan and its

underlying
associations
Perceived quality
Brand awareness

Customer base
Trademarks and

patents
Channel
relationships
Customer loyalty
Customer
confidence
Competitive
advantage

Value Proposition
Broad positioning
Specific positioning
Value positioning

Creating the brand

Choosing brand name
Developing rich associations and

promises
Manage customer brand contacts to
meet and exceed customer
expectations

Porters strategic
choices
Product differentiator
Low cost leader
Nicher

Positioning guards
Should not be overpositioned
Should not be underpositioned
Should not be ambiguous
Should not promise irrelevant

benefits
Promise should be credible

Choosing a brand name

What does it mean?
What performance/ expectations/

associations does it evoke?

What degree of preference does it
create?

Brand names should

denote
Product benefits
Product quality
Be easy to

pronounce/remember/recognise
Be distinctive
Not have poor meanings in other
countries or languages

Brand Associations
owned word
Slogans
Colours
Symbols and logos

Brand Ambassadors
These are used to create the Brand

personality, just like a human being.

Therefore in some way the values
and personality of the ambassador
rubs off into the brand. Therfore the
brand and choice of the ambassador
must fit.

Brand Status
Step up advertising

Cash cow. Need to

sustain brand
building activities

Product should be
phased out

Troubled brand.
Product upgradation
required

Esteem

Familiarity

Brand Vitality
Differentiation in consumers mind
Differentiation relevant to

consumers need

Brand Pitfalls
Brand experience must match brand

image
Calls for managing every brand
contact

PRACTICAL BRANDING
LABEL DESIGN, POSTER, STICKER,LOGO
PRINT ADVERTISING , BRAND

REGISTRATION
CONTACT

ACHARYA
GOLDEN RAYS
9686025647