Marketing Management I
Module 3: Brand Equity and Positioning
Dr. Anuj Kapoor
School of Management and Entrepreneurship (SME)
IIT Jodhpur
© Anuj Kapoor (Ph.D, FMS, Delhi)
What is a Brand?
“ There are some things money can’t buy. For
everything else, there’s ______ “
“ Thanda matlab”
A brand is the sum of all expressions by which an entity (person, organization, company, business unit, city, nation, etc.) intends
to be recognized.
COLA
Mineral Water
Luxury Car
Perfume Brand
https://www.youtube.com/watch?v=1_OC29X41EE
https://www.youtube.com/watch?v=MFPKos3
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https://www.youtube.com/watch?v=rv67HG__
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https://www.youtube.com/watch?v=BnBvlz8Ea
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What is a Brand?
What YOU SEE AND What YOU FEEL
A Brand is something that lives in your head/heart.
Allen Adamson
Each person creates his or her own version of it [brand].
While companies can’t control this process,
BUT
they can influence it.
Brand Elements
BRAND IS JUST NOT A PRODUCT OR A LOGO
Country of
Origin
Campaigns
Perceptions Product
Attributes
Elements Emotions Uses Organizations
Quality
Benefits
Brand Brand
Relationships Personality
Logos
IDENTITY/
Product + IMAGE/ = BRAND
EMOTION
Usually managers characterize a brand by describing all of the brand elements used to identify it, including its name (e.g., Apple), symbol (e.g., silhouette
of an apple with a bite removed), package design (e.g., sleek white box), and any other features that serve to differentiate that brand’s offering from
competitors’.
Brand Vs Branding
Brand is the Branding is the
perception people process of actively
have of your shaping that
business perception.
Branding = Process of Creating a Brand
The brand = remains after the
marketing has swept through the
room.
Brand Equity
When a commodity becomes a brand, it is said to
have ‘equity’.
Brand equity is the set of assets and liabilities linked to a
Brand equity “lies in the mind of the customer,” which means
brand, its name, and its symbol, which add to or subtract from
that it is difficult for competitors to copy it.
the value provided by the firm’s offering and relationships.
Brand equity is a marketing term that describes a
brand’s value.
Positive Brand Equity Negative Brand Equity
Brand equity is the extra value a company gets from a product with
a recognizable name, as opposed to a generic equivalent.
Brand Equity INR 2,999/-
INR 1,000/-
Product vs Brand
Brands create
competitive
advantages with
product performance
Coca-Cola has been a leader in
their product categories by
creating relevant and
appealing images surrounding
their products.
Brand Equity
Exists
Identify
Brand
Differences in
Knowledge
Brands
The Product is
a Commodity
Perceived
Quality
Brand Brand Brand Image Brand
Brand Equity
Awareness Knowledge (Self) Preference
Brand Image
(Others)
Uber
Uber
Everyone's Private Driver
Electric but Ultra Luxury
Soap Vs real natural beauty, self-confidence and
self-acceptance
What is Positioning ?
The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
Positioning is not what you do to a
One foot in the present and one in the
product, it is what you do to the mind of
future.
the prospect.”- Ries & Trout
Superior Design
Economy Luxury
Standard Design
Positioning Strategy
Choosing a Frame
of Reference
Frame of Reference
Which other brands competes with and which should be
the focus of competitive analysis.
“
Frame of Reference
Extended
Natural
Category Membership
Products or sets of products
with which a brand competes
and which function as close
substitutes.
Frame of Reference - Fails
• Launched in 1985
• India’s first ever SUV – Promoted as a off roader
• Ambiguous Frame of Reference
• Low Mileage
• Seating Arrangements
• High Price
Positioning Strategy
Choosing a Frame
of Reference
Identifying POD’s
and POP’s
POP’s
Attributes that are not necessarily unique to the brand but may in fact be shared with other brands.
• In other words, points of parity are industry-specific similarities that are shared among many businesses.
• Points of parity are the bare minimum for competitive businesses. If you want to be competitive, your company needs to
have all the points of parity covered.
POD’s
Attributes or benefits (design, quality, performance) consumers strongly associate with a brand, positively evaluate, and believe
they could not find to the same extent with a competitive brand.
When the dye is gone, the brush is no longer effective and should
be replaced.
“
“
POD’s Vs POP’s
Points of Parity (POPs) Points of Difference
(PODs)
Antiseptic No Sting
Points of Difference
Points of Parity (POPs) Consumer’s (PODs)
Desire
Competitor's Your
Features “ Features
POP’s and POD’s
• POD, is what you need to determine once the points of parity have
been covered.
Similarity |Differences
• These are the things that are truly unique to your business and that give
you a competitive edge.
• Businesses have to convey both points of parity and points of
difference.
Over a period of
time, POD’s • POP tells your target market your product or service meets their basic
needs.
might become
POP’s • POD tells consumers why your product or service is the best option
over competitors that also have the essentials covered.
More than just a customer; you’re
a member of a select card-carrying club Convenience
Characteristics of POD’s
Desirable
Something that people actually want or
would value
Deliverable Differentiated
A promise the brand can actually deliver Something that is distinct from what other
on (and people will believe it can deliver on) competitive brands offer
POD’s - Fails
Straddle Positioning
• The Straddle Positioning is one of the positioning strategy
adopted by the marketers to position their product in two
categories simultaneously.
• In other words, the positioning strategy adopted to create a dual
image of the product in the minds of the customer is called as
Straddle positioning.
Perceptual Map
A perceptual map is a visual representation of different company positions within a market within a graph.
High in
Caffeine
Diet Diet
Pepsi Coke Pepsi Coke
Pepsi Coke Thumps
Light Zero -Up
Low in High in
Sugar Sugar
Dew Limca
7 Up Fanta
Low in
Caffeine
Positioning Strategy
Choosing a Frame Creating a Brand
of Reference Mantra
Identifying POD’s
and POP’s
Brand Mantra
A brand mantra is short phrase (five words
maximum) that encapsulates the entire positioning A brand mantra is an articulation of the heart and
platform (the competitive frame of reference, the soul that captures the essence of a brand
points of difference, the points of parity, and
everything else about your brand) into one thought.
Brand Mantra Tagline
Authentic- Athletic- Performance Just Do It
The way we establish the brand in the market and Its the short introduction of the product blended
keep it consistent in quality, service and with emotional or professional attachment of the
satisfaction. ultimate consumers.
ALWAYS SAID !! ALWAYS READ !!
Fun – Family - Entertainment Where Dreams Come true
Brand Equity and Profit
Brand Equity Sales
Brand
Equity
Decline
Increase
Brand Consistent
Equity
Decline
Brand Reinforcement
Ensuring
Relevance
Brand Reinforcement refers to the set of activities where companies ensure that brand equity created doesn’t depreciate with
time.
Brand
Consistency Recall
Relevance
Increase
Bounce Back
Consistency
Brand
Equity
Decline
Brand Revitalization Bouncing Back
LEGO
Boys 91%
Girls 9%
Source: brickset.com/1980
Boys
Sales Girls
T1
Time
Boys
Sales Girls
T1 T2
Time
Boys
Sales Girls
T2 T3
T1
Time
Lego - 2020
Boys
Sales Girls
T2 T3
T1
Time
Lego - 2020
Regaining
Brand Freshness
Brand
Relevance (Originality)
Equity
Nostalgia
Link 1: Hero:
https://www.youtube.com/watch?v=qP-bK1aLHFg
Link 2: Fortune:
https://www.youtube.com/watch?v=awvZ844DW-8&feature=youtu.be
Link 3: Snapdeal :
https://www.youtube.com/watch?v=LrHB6NelFHQ
Link 4: Snapdeal:
https://www.youtube.com/watch?v=kzuhxs5ivQo
Brand Revitalization – How it works !!
Product Design Logo Packaging Tag
Line
Brand Revitalization Re-Branding
Thank You
And
Questions
