Module 1

Meaning of Brands
1. Brands are omnipresent; they penetrate almost every aspect of our life
2. Brands are a direct consequence of the strategy of market segmentation and product
differentiation.
3. Branding means more than just giving a name and signaling to the outside world that
such a product or service has been stamped with the mark of an organization.
4. It consists of transforming the product category.
5. Requires a corporate long term involvement, a high level of resources and skills.

Definition:

American Marketing association defined(1960) brand as “A name, term, design, symbol, or a

combination of the intended to identify the goods or services of one seller or group of sellers
and to differentiate them from competitors.”

Branding can be achieved through:

1. Brand definition: Purpose, values, promise

2. Brand positioning statement
3. Brand Identity: Name, tone of voice, visual identity design(which includes the logo
design, colour palette, typographies…)
4. Advertising and communications: TV, radio, magazines, outdoor ads, website, mobile
apps…
5. Sponsoring and partnerships
6. Product and packaging design
7. In-store experience
8. Workspace experience and management style customer service
9. Pricing strategy

Product vs Brand

1. Broadly, a product is anything that can be offered to a market to satisfy a want or

need, including physical good, services, experiences events, persons, places,
properties, organizations, information, and ideas.
2. A product can be easily copied by other players in a market, but a brand will always
be unique.
3. Branding is the process of giving meaning to a specific organization., company or
products or services by creating and shaping a brand in consumers’ minds. It is a
strategy designed by organizations to help people to quickly identify and experience
their brand, and give them a reason to choose their products over the competitions,
by clarifying what this particular brand is and is not.
4. A product is anything:
 1. We can offer to a market for attention, acquisition.
2. Use or consumption that might satisfy a need or want.

The strategy of using a name, logo, sign, symbol or design, etc. to help consumers identify a
product or service, and also differentiate it from competitors is called Branding.

A customer will choose a brand based on how compelling the difference was as compared to
other brands.

Importance of Brands
Importance of Brand

1. Providing good reputation

1. Businesses having a good image in the market enjoy several benefits over
others in the market.
2. They through their goodwill are able to attract more customers easily.
3. It is through this that businesses distinguish themselves from others.
2. Acquiring customers
1. Good brand of company helps it in getting new customers.
2. Companies enjoying better image are able to easily acquire new customers.
3. Customers develop faith and confidence in good brands.
3. Enhancing company’s profitability
1. Branding helps the business in generating large revenue.
2. Through branding, business develops a good position in the market.
3. They are easily able to sell their products at a good margin.
4. Facing competition
1. A good brand is an important factor for businesses for facing tough
competition.
2. Through branding, businesses create distinguished identity which helps in
developing loyal customers.
3. These customers stick to a particular branding over long periods.
5. Enhancing Productivity
1. Good Brands are easily able to attract the most skilled and qualified
employees.
2. Every person wants to work in top reputed companies your good reputation
will attract them to your business.
6. Distinguished identity
1. Branding enables the business to develop a unique and distinguished image
in the market.
2. It is through this that customers get attracted to them.
3. It provides an appealing and different identity to business from other
competitors in the market.
7. Brand recognition
1. Primary purpose of Branding is to create brand awareness and let your
audiences recognize your brand.
8. Brand trust
 1. If the customer is satisfied with the service and product of the brand, then,
from the second time, the customer will have full trust in the brand.
9. Supports Advertising
1. While advertising your products on different online platforms, the logo and
maybe a short description of your brand get attached along with it.
2. During the advertising, people will recognize brands and get familiar with it
and create a high chance of conversion.

Evolution of Brands
Evolution of the Term - Brand

1. The term derives from the old Norse word Brandr or “to burn” and refers to the
practice of branding livestock, which dates back more than 4000 years to the undus
valley.
2. The word originally referred to a piece of burning wood.
3. It was only used as a verb in late Middle English, when it came to mean “mark
permanently with a hot iron.”
4. By the seventeenth century, it referred to a mark of ownership made by branding.

The meaning of branding evolved over time:

1. 3000-1000 BC: Uses to identify products and property

2. 1800s-1950s: To convey quality and earn trust
3. 1950s - 1960s: Differentiate products and earn loyalty
4. 1970s - 1990s: Give a company personality
5. 2017: To make emotional connections.

Changes in the Development of the Branding Concept:

1. Branding has evolved over the centuries-from farmers claiming their property, to
artisans claiming credit for their work, to factories claiming their products, to
companies claiming their their products were better than others
2. Today branding is about what your company values and represents, owning up to
your shortcomings, and earning customer trust and loyalty through your words, your
actions, and your stories.
3. Branding is far more than a logo or a colour palette. Strong brands are engaging and
multidimensional.
4. They invite consumers to participate in an experience.
5. More importance than ever is placed on the way they view a brand.

Current Face of Branding:

1. Social media has made it possible to talk directly with the brands that we use every
day.
2. The audience can challenge, ask questions and develop a truer picture of the
company.
 3. There are no more “gatekeepers” that have control over who speaks and what is
being said
4. Don’t need a huge budget as a brand for message to be heard.
5. Influenceres and content created by customers are becoming increasingly popular as
a marketing tactic. they have become the digital version of word of mouth and they
work
6. Consumers are now active participants
7. Brands are defined by the messages they put out, what they do and their consumers’
opinion.
8. The new dynamic between the company and the customer means a lot of adaptation
is needed for successful branding.
9. Branding has changed from selling a product to selling values and beliefs.
10. Brands have moved on from purely descriptive content to more interactive,
information-based and more versatile content.
11. Branding is currently less about the actual product and more about the ethos and
values of your brand.
12. A potential customer’s first experience with your brand often happens on your
website.

Characteristics of Brands
Brand characteristics are the core values and fundamentals that showcase the true essence
of a brand. They are a set of attributes that identified as the physical, distinctive, and
personality traits of the brand similar to that of an individual.

Need of brand characteristics

1. Loyalty
1. The unique and exclusive characteristics of the brand create an emotional
connection with the target audience that makes them indulge in the repeat
purchases resulting in the loyalty towards the brand and its offerings of
products and services.
2. Awareness
1. The target market and the audience needs to be made aware about the
attributes, values, and characteristics of the brand through various marketing
and promotional programs.
3. Higher sales and profits
1. With the increased level of brand awareness showcasing its unique
characteristics in the target market that results in the top of the mind recall
factor about the brand and its offerings in the mind of the consumers making
them indulge in the repeat purchases.

What do leading brands do?

1. Knowledge about the target market

1. It is not possible for any brand to appeal the entire market to promote its
offerings of products and services and the segregation and filtration of the
 target market is a must and is the foremost Brand CHaracteristic for any
brand to attain the pinnacle of success.
2. Uniqueness:
1. The brand characteristic of uniqueness holds the primal advantage for the
brand to be successful and gain the competitive edge in the market.
3. Passion
1. The markets are always dynamic and the business is known for its volatile
nature as there is always a tough competition from the existing players in the
market as well as the new and budding ones entering and creating a foothold
in the market.
4. Consistency
1. The market insiders vouch for the fact that the customer changes his brand
preferences when the brand to which he has been loyal becomes inconsistent
in its values and attributes and functional benefits of its offerings.
5. Exposure
1. Brand needs to be heavily exposed in the market having bigger marketing
budgets to opt for the multiple media and promotional channels to make the
audience aware about the unique brand characteristic, ethos, fundamentals,
values, unique selling propositions, and how its products and services are
different from its competitors.

Brands vs Products
1. Meaning
1. Product: Any item or service you sell to serve a customer’s need or want.
2. Brand: Refers to a business and marketing concept that helps people identify
a particular company, product or individual.
2. What is it?
1. Product: What we need and what we consume
2. Brand: What helps to choose
3. Uniqueness
1. A product can easily be copied
2. Brand: Distinguished identity that cannot be copied.
4. Created by:
1. Product: Manufacturers
2. Brand: Manufacturers and Customers.
5. Can it be replace:
1. Product: Yes
2. Brand: No.
6. What do they do?
1. A product performs the functions
2. A brand offers value.
7. Appearance
1. A product may be tangible or intangible in nature
2. A brand is intangible.
8. Time Horizon
1. A product can be outdated in some time
 2. A brand lives forever.

Product Classification

1. Convenience: Convenience products are purchased frequently and with little

planning or effort. This type of product is widely available, easy to obtain, and
typically has a low price.
2. Shopping:
1. Shopping products are purchased less frequently than convenience products
2. have a higher price
3. Buyers compare attributes such as quality, style, and price before making a
purchasing decision.
4. Widespread access to the internet makes it easier for customers to learn
about a product, compare alternatives, and determine if it is the right product
to meet their needs and wants.
3. Specialty:
1. A specialty or niche product has features that appeal to a specific group of
customers.
2. In technology, this category includes vertical market software such as
real-estate or banking applications.
3. This type of product requires more targeted promotion to reach the right
people.
4. Unsought:
1. Products that have little or no proactive customer demand are called
unsought products.
2. This category includes new products where the direct benefit to the customer
is low.
3. Because customers do not perceive a need for these products, the offer and
its benefits must be directly promoted to potential customers to generate
interest.
4. New technology products focus on innovators and early adopters to gain
momentum and influence others
5.

Key Takeaways:

1. A brand is an intangible marketing or business concept that helps people identify a

company, product, or individual.
2. People often confuse brands with things like logos, slogans, or other recognizable
marks, which are marketing tools that help promote goods and services.
3. Brands are considered to be among a company’s most important and valuable
assets.

Brand Management
What is brand Management?
 1. Brand Management is a broad term used to describe marketing strategies to
maintain, improve and bring awareness to the wider value and reputation of a brand
and its products over time.
2. Brand management is a series of techniques used to increase the perceived value of
a product or service.
3. Effective brand management builds loyal customers through positive brand
association and has a positive effect on your bottom line.
4. Strategic Brand management can help companies improve brand recognition, boost
revenue and achieve long-term business goals

Brand Management Process

1. Identify Brand Positioning and Value

1. First step is to understand the product and service offering in terms of
positioning and brand value it offers to the customers.
2. This is the foundation for companies to perceive their product or service is a
part of brand development.
2. Brand Marketing Planning
1. Brand building is the next step in brand management for a product/ service.
2. This process includes creation of the brand by creating components like
pricing, packaging, customer service etc..
3. Brand awareness techniques like marketing, branding and advertising also
come under this step.
4. Companies use integrated marketing communications(IMC) to promote its
products and services.
3. Measuring Brand Performance
1. It is not simple important to create a brand, but also to measure its
performance vis-vis competitors and other market dynamics.
2. This step in brand management identifies parameters like brand recall, brand
preference, brand recognition etc..
4. Growth and Sustainability
1. Final Step in the brand management process post evaluation is to improve
the brand performance to ensure growth and sustainability.
2. Brand equity is the measure of the quality offered by a product and service.

Benefits of Brand Management

1. The ability to stand out beyond the competition

2. Improve CLV and brand loyalty
3. Greater employee engagement
4. A good relationship with your target market is a must for brand management
5. Both customers and employees can build emotional attachments to a brand that then
translates into strong loyalties.

Benefits:

1. Customer loyalty
2. Brand recognition
3. Brand awareness
 4. An increase in revenue
5. A higher value of your product and brand
6. and increase in product pricing
7. Bigger sales volume
8. Trust, credibility, authority.

Challenges of Branding
What is Branding?

1. Branding is the overarching idea or image of company that is associated with its
product and might define it in the eyes of its customers.
2. Name, designs, logo, and any other features that are unique to company’s
personality are all part of brand.
3. Will appear on and around the product, setting it apart from other similar products in
the market.
4. Branding incorporates almost every idea of the business and is used to differentiate
yourself from competitors and retain loyal customers.
5. It refers to how your customers and your workforce perceive your company and
should be the reason behind every business decision you make.
6. Branding is about how your customers connect with the business across different
touchpoints and the voice and personality that your business has.
7. It is about reflecting an image of the organization as well as its consumers.

The Golden Circle

What:

Every organization on the planet know what they do.

These are the products they sell or the services they do.

How:

Some know how they do it.

These are things that make them special or set them apart from their competition.

Why:

Very few organizations know why they do what they do.

WHY is not about making money, that’s a result. Why is a purpose, cause or belief.

It’s the reason your organization exists.

Challenges faced during branding and steps to overcome

1. Challenge 1- cash

2. Challenge 2 - Consistency

3. Challenge 3 - Clutter

4. Challenge 4 - Connectivity

5. Challenge 5 - Communication

6. To monetize or profit from a brand, we have to build it and keep innovating it

constantly.

7. If we want to survive, we must keep the brand fresh, relevant, accessible and
customer oriented.

8. Brand building is like establishing reputation in the market.

9. It is a difficult process, but if we can build a strong brand, we will be reaping profits for
a long time.

Opportunities of Branding
Importance of Branding:

1. Source of competitive advantage

2. Reducing the risks in product decisions
3. Branding gets recognition
4. Branding increases business value
5. Branding generates new customers
 6. Improves employee pride and satisfaction
7. Creates trust within the marketplace
8. Branding supports advertising

How does Branding Reduce the Risk in Product Decisions?

Risks in Product Decisions:

1. Functional risk:
1. The product does not perform up to expectations.
2. Physical risk: The product poses a threat to the physical well-being or health of the
user or others.
3. Financial Risk: the product is not worth the price paid.
4. Social Risk: The product results in embarrassment from others.
5. Psychological risk: The product affects the mental well-being of the user.
6. Time risk: The failure of the product results in an opportunity cost of finding another
satisfactory product.

Branding Opportunities for the Marketers

1. Branding gets recognition

2. Branding increases business value
3. Branding generates new customers
4. Improves employee pride and satisfaction
5. Creates trust within the marketplace
6. Branding supports advertising

Brand Management Process

What is Brand Management Process?

1. Brand Management process is a process of managing and building a better brand

image.
2. The process involves several strategies and techniques for analyzing and planning
how the brand should be perceived in the market.
3. Brand management aims at taking a company’s brand equity to great heights and
adds value to the brand

The Process of Brand Management

1. Identify and establish the brand positioning and values

1. The brand management process starts with identifying and understanding the
position of the brand that should be established.
2. This step involves developing a company’s offers and images to counter the
competition.
3. Brand should be capable of distinguishing the company among its
competitors and should affect target customers’ minds.
2. Plan and implement Brand marketing programs
 1. Brand awareness like advertising come into play here
2. Integrated Marketing Communication is used by companies to promote
products and services
3. This includes things like pricing, packaging, and customer servicing.
3. Measure and interpret brand performance:
1. After implementation of brand marketing programs, brand managers measure
brand profitability by developing and implementing the brand equity
measurement system.
2. The system provides managers with right and timely information about brand
3. Managers are able to take all required strategic decisions regarding the brand
as and when required to benefit it
4. Growing and sustaining Brand equity:
1. Aims to maintain and expand the established brand equity.
2. It’s a continuous process and a challenging task for maintaining brand equity.

Brand Image
What is Brand Image?

1. Brand image is the perception of the brand in the mind of the customer.
2. It is an aggregate f ideas, beliefs, and impressions that a customer holds regarding a
brand.
3. An image is the set of beliefs, ideas, and impression that a person holds regarding an
object.
4. Brand image is an impression, view or a perspective the customer forms about a
particular brand in their mind which is developed over a certain time period through
product experience and the brand identity created by companies.
5. Brand image can be defined as how existing or potential customers view the brand
and associate with it.
6. It is something that eventually forms in the mind of the customer and may be same
as brand identity or may be totally opposite.

How to build a positive brand image?

1. Respond to customers’ needs

2. Make sure you stay competitive on the market.
3. Always gather information and feedback from your customers about what is most
important to them and deliver on that front.
4. Build credibility
5. Provide excellent customer support
6. Be consumer friendly and approachable
7. Be innovative yet needed
8. Use effective marketing channels
9. Take care of your workers.
10. Take care of the environment.

What are the differences between brand image and brand identity?
 1. The main identifier of a brand image can be a unique logo or slogan, which recalls
the customers of the brand’s name.
1. The customers also recall the brand in terms of remembering their
experiences with the brand - be it pre, during, or post purchase.
2. Brand identity tries to make sure that all the brand elements like logo slogan etc are
in sync with the overall branding strategy and what the company wants the customer
to perceive and understand but eventually the brand image is something which is
very holistic and takes into account a lot of factors.

The difference according to ChatGPT:

Brand image and brand identity are related concepts in the field of marketing and branding,
but they refer to different aspects of a brand. Here's a breakdown of the key differences
between the two:

Definition:

Brand Identity: This refers to how a brand presents itself to the world. It encompasses the
visual and verbal elements that make up the brand, including the logo, colors, typography,
taglines, and other design elements. Brand identity is essentially the way a brand wants to
be perceived by its audience.

Brand Image: This is the perception or impression that consumers have of a brand. It is how
the brand is actually perceived in the minds of the target audience. Brand image is shaped
by the experiences, interactions, and associations that customers have with the brand over
time.

Components:

Brand Identity Components: These are the tangible and intangible elements that make up
the visual and verbal representation of a brand. This includes the logo, brand colors,
typography, packaging, messaging, and other design elements.

Brand Image Components: These are the thoughts, feelings, and associations that
consumers have with a brand based on their experiences and interactions. It includes
perceptions of product quality, customer service, brand reputation, and any other factors that
influence how consumers view the brand.

Control:

Brand Identity Control: Companies have a significant level of control over their brand identity.
They can design and manage the visual and verbal elements to convey a specific message
and create a desired image.

Brand Image Control: Companies have less control over their brand image because it is
influenced by consumer perceptions, experiences, and external factors. However,
companies can work to influence brand image through marketing, communication, and
consistent brand experiences.

Development:
Brand Identity Development: This is a deliberate and strategic process where companies
define and create the visual and verbal elements that represent their brand. It involves
design choices, messaging, and positioning.

Brand Image Development: This is an ongoing process influenced by consumer interactions,

marketing efforts, and external factors. Brand image evolves over time based on the actual
experiences consumers have with the brand.

In summary, brand identity is what a brand wants to be, while brand image is how it is
actually perceived by consumers. A successful brand management strategy aims to align
brand identity with brand image as closely as possible.

Importance of Brand Image

1. A strong brand image improves recognition

1. A truly strong brand is one that’s so consistent and reliable that it’s
recognizable from a mile away.
2. When you’re able to grow into a recognizable brandm you’re set up for many
profitable years to come.
2. A strong brand image generates referrals
1. A powerful brand image works like glue, binding consumers to your company,
so they work with you, stay with you, and tell others about your business.
3. A strong brand image increases revenue.
1. A solid brand image is a direct influence on consumers’ buying decisions.
2. People want to buy from companies they recognize, like, and trust.
3. If you manage to create a strong brand image, you’re far more likely to make
a sale.

Brand Differentiation
What is brand differentiation?

1. Brand differentiation is an essential aspect of brand marketing strategy. It enables

companies to reveal their profitable qualities that help develop a unique selling
proposition.
2. It is a process undertaken by companies who seek to ensure that their brand stands
out from their competition.
3. Brand differentiation is when a particular brand stands out next to all of its
competitors.
4. If a brand tries to achieve brand differentiation, they’ll be attempting to contrast from
others in a positive manner.
5. Brand differentiation is achieved when brands are willing to take a chance, ignore
antiquated traditions or the status quo and risk it.
6. It’s about finding new way to excite customers about your brand and what it can do
for them.
7. Brand differentiation has the potential to do the following for your brand:
1. Increase brand loyalty and brand advocacy
2. Help you stand out in areas other than pricing, products or services
Features of a Good Brand

1. Brands should always suggest about the product

2. It should be easy to remember and simple
3. Easy to promote
4. Clear and attractive
5. Distinctive
6. Should be economical as per the TA
7. Not be offensive or anti-religious
8. Create difference
9. Create good image and positivity

Brand Performance
What is Brand Performance?

1. Brand Performance is the measure of a brand’s results against business and

marketing goals.
2. The performance of brand points out the how successful a brand is in the market and
aims to evaluate the strategic successes of a brand
3. The performance of brand in two parts including the brand market performance and
brand profitability performance.

Elements of Brand Performance

1. This is about delivering the promise made.

2. Promise and positioning will shape the expectations of your target audience.
3. And their expectations must be met throughout the customer journey - before, during
and after their purchase.
4. Their experience of brand starts way before making an enquiry or buying(word of
mouth, website look)
5. If their evaluation is a positive one, they are likely to buy.
6. Need to make sure that all business processes and functions are designed and
operate as a whole to deliver the service or the product promised.
7. After their purchase, we still need to continue reinforcing this message that buying
the right choice.

Ways of Measuring Brand Performance

1. Define KPIs - Key performance Indicators

2. Multiple methodologies may be optimal for delivering metrics
3. Be ready to consider new profitability models(Before a disruptor aims at you)
4. Use a metric that measures the real return on investment: Total ROI
5. Think about your growth
6. Collaborate with your retail partners to maximize your consumer knowledge
7. See beyond channels
8. Calibrate your metrics according to the sophistication of measurement.
9. Continually search, learn, and reframe the landscape - and always experiment.
Module 2 - Brand Management
Brand Equity
Brand equity is the value and strength of a brand in the market. It is the reputation and
intangible assets that a brand has built over time, which can affect consumer perceptions,
preferences, and purchase decisions. Factors that influence brand equity include market
research, quality, marketing mix, brand extension, customer opinion, and satisfaction. Brand
equity helps customers store, process, and understand information about products and
brands more easily.

The following are the sources of Brand Equity:

● Market Research
● Quality
● Marketing Mix
● Brand Extension
● Customer Opinion
● Customer Satisfaction

Brand Equity Value to Customers

● Customers are able to more readily store, process or comprehend info pertaining to
products and brand with the assistance of brand equity. Makes processing
information easier.
● equity makes customers trust a brand more when choosing. Higher trust. This could
be due to previous interaction with the brand.
● Degree to which the customer is satisfied is the biggest factor. The name of the
brand has an influence on the customer experience.
Brand Equity Value to Marketer
Lecture:

Market is a place where buyers and sellers can meet to facilitate the exchange or transaction
of goods and services.

Markets can be physical or virtual

Can be illegal also.

Establish prices of goods and services determined by supply and demand

Marketer is an individual who is responsible for creating an involvement chain between

customer and the product or service by the company.

Any person who takes an extra dynamic part in the procedure of exchange. Their duties
contain the classification of goods and services desired by a set of consumers, as well as
the marketing of those goods on behalf of a company.

They figure out the strategies that can boost sales and revenue while ensuring these
strategies are aligned with the needs of the customers as well as the market demand.

Marketing strategy refers to all actions an organization takes to increase sales and improve
the competitive advantage of a brand.

Brand equity means the worth of a brand that evokes positive emotion in the customers
when they see or hear about a brand.

Influences the choice of marketing strategies that are adopted by a company.

2-way relationship- marketing improves brand equity, and brand equity helps marketing
activities.
When a company enjoys brand equity, they’ve differentiated themselves from competitors.
Gets them a competitive advantage.

Strategic Brand Equity: Customer-Based Brand Equity(CBBE)

CBBE Model by Kevin Keller

Pyramid shaped model. Shows how businesses build a strong foundation of brand identity
towards the holy grail of brand equity resonance. Customers are in a sufficiently positive
relationship.

4 Levels of the Pyramid:

● Identity: Who are you

● Meaning: What are you?
● Response: What about you
● Relationships: What about you and me?

Level 1: Brand Identity:

You need to create a consistent name for yourself in the market. This is how customers
distinguish your brand from others. It explores the words and images buyers associate when
they hear a particular name. Most important level and must be strong.

It quantifies the breadth and depth of customer awareness of a brand.

Level 2: Understand and communicate the meaning of your brand.

Performance indicates how well your product satisfies customer needs. Does it get the job
done?

Imagery refers to your brands social currency. How does it appear to customers/ potential
customers? Be careful how you construct your messaging.

Level 3: Brand Response - What are the feelings for the brand?

On this level, judgement and feelings can be hard to separate and are intensely personal for
each individual customer.

One customer may judge it as irrelevant, whereas another may make their own value
comparison against another product.

Companies need to build positive feelings about the brand once they know what they are.

Level 4: Relationships

Final stage of Kellers CBBE(Customer based brand equity) model,

The customer forms a relationship with the brand.

The customer shows loyalty and shows positivity towards the brand.

Very few brands manage to reach this stage.

More than customer loyalty, brand advocacy is a true measure of a strong brand
relationship.

Elements that influence customers:

● Value
● Performance
● Trust
● Social Image
● Commitment

CBBE Model was proposed in 1993

Strategic Brand Equity - Kapferer’s Brand Identity Prism

The Brand Identity Prism is a concept developed by Jean-Noel Kapferer in 1986.

Helps visualize how a brand is expressed through specific facets.

Six vital characteristics of the Brand Identity and decided that the best way to represent how
they interact as parts of a whole was by putting them in prism form.(I mean I personally
really doubt that.)

The prism illustrates 6 aspect that compose the brand identity: Physical elements,
Personality, culture, relationship, reflection, and self-image.

6 aspects of the Brand Identity Prism as proposed by Kapferer:

1. Physique
2. Personality
3. Relationship
4. Culture
5. Reflection
6. Self-Image

Physique: Set of adjectives related to the brands external characteristics that are associated
with it.

These are Basic Elements of the brand, ones that invoke the Physical aspect of it. They are
necessary, but not sufficient to form a brand.

Personality:

Character of the brand. Set of Human Characteristics associated with the brand.
Culture: The value system and the fundamental principles on which the brand bases its
behaviour. The brand encapsulates a specific culture and can evoke a country of origin or a
particular technology.

Reflection: The “ideal self” of customers. Brand reflects how the company’s customers are
identified by others. Refers to how a brand portrays its target audience. It is a set of
stereotypical beliefs or attributes of a brands target market, which is often highlighted in ads
and other communications.

Self-image: Customers ideas’ of themselves. Brands can use self-image to their advantage
by incorporating it into their identities. Self-image is like a mirror the target group hold up to
itself by associating themselves with certain brands, they see themselves differently.

Categories:

Picture of Sender: Refers to how the brand presents itself. Physique and Personality fall
under this group.

Picture of Receiver/Recipient: Refers to how customers see the brand. Reflection and
Self-image belong in this category.

Externalization: Addresses all the output by the brand visible to customers such as logo,
advertising, products and services and therefore represented by relationship.

Internalization: Includes values, human resource policies, management and so on and

directly addresses the Culture.

Concept of Cult Brands

Cult Brand: Refers to a product or service that has a relatively small but loyal customer base
that verges on Fanaticism. Fanatic user base develops a personal interest in the success of
the brand or product.

Cult brands speak to a customer's identity, ideology, or cultural Milieu.

Unlike a short-lived fad, cult brands may persist for years or even decades.

The brand symbolizes a specific lifestyle and becomes an identity.

To buyers, buying a product enables them to fit in with a certain group, or culturally as a
whole.

Cult brands tend to succeed in creating a community based on common habits, choices, and
affinities.

They tend to be distinctive.

Help people differentiate themselves.

Tend to represent a cultural shift, often starting with a smaller group of dedicated followers
who spread their message.

They also tend to have a compelling, persuasive story behind them, like an origin story.

They also have enough recognition and respect that are able to create trends.

Rules of a Cult Brand:

● Differentiate
● Be courageous
● Promote a lifestyle
● Listen to your customers
● Support Customer Communities
● Be Open, Inviting and Inclusive
● Promote personal Freedom

MarchTee: Started in 2016, Pune. They sold plain T-shirts. Started with 4 people. Simple and
High-quality tees were hard to source. They got something simple. Word of mouth and
Instagram powered them. They have to have a solid budget. Need a really really big brand
behind them.

Postbox: Made in India. Skilled Leathercrafters. Inspired by people used in everyday cases.
They are known to age gracefully. Based in Chennai. Quality of leather is V Good. Takes 7
days to customize things.

Harley Davidson: Defines motorcycle culture and lifestyle.

Iconic Brands
Icon brands are the most successful distinctive and famous brands.

If marketed competently, any brand, regardless of its origins and sector can become an icon
brand.

Their strong cultural root: Iconic brands tap into the values of society. Their stories, purpose,
and values reflect the beliefs and concerns of their target audience, making it easier for them
to connect with even the most complex customers.

Managers need to take the following 5 steps before attempting to turn their brands into
icons:

1. Being loyal to the brand’s purpose.

2. Scrutinising the brand experience that the brand delivers.

3. Identifying any icon elements in their brand

 4. Being authentic and modern at the same time.

5. Being Focused.

Characteristics of an iconic Brand:

1. Iconic Brands have a compelling name and logo

2. Iconic Brands find their voice

3. Iconic brands stand for something

4. Keep their promises

5. Maintain consistency

6. Iconic Brands connect with their customers

Why are iconic brands successful?

1. Very valuable for consumers as they have a crucial role in society.

2. reason for success isn’t possible services and benefits, but the fact that they can
offer fact that they have connections with the culture.

3. They take advantage of the Psychological aspects of marketing.

4. They consider the distinctive cultural values their customers are most likely to have

5. Iconic brands know how to engage with societal values, like the drive to achieve
something or the global pursuit of happiness.

6. They are engaging because they have identities that remain consistent no matter
where their customers might interact with them.

Brand Portfolios

1. Brand Portfolio refers to an umbrella under which all the brands or brand lines of a
particular firm function to serve the needs of different market segments.
2. Created because each brand has certain boundaries beyond which it can’t fulfil all
the needs of different market segments.

Advantages of building a brand portfolio:

 1. Getting a company into many markets
2. Connecting with various consumer markets
3. Making cross-promotion between brands easy
4. Building newer brands’ credibility by relating them to established brands.

6 Elements of Brand Portfolio

1. Brand Portfolio - set of all brands in a company

2. Product-defining Roles - The set of roles that each brand could play
3. Portfolio Roles - The Role that the Portfolio plays, in relation to the products.
4. Brand scope - The dimension(Product categories, subcategories, and markets of the
brand portfolio.)
5. Brand Portfolio Structure - How the portfolio is structured in terms of order and focus.
6. Portfolio Graphics - The visual representation across brands and brand contexts.

The Brand Portfolio Strategy - Need vs Feed

Need -

● What are the key needs, occasions and consumer groups you are targeting?
● How well are you covering these growth opportunities with the brands in your
portfolio?
● Find out where no brand or fewer brands are present.

Feed:

● Balance the ideal number of brands in the business portfolio with some business
reality.
● What are the available resources in the business, and how much does it cost to
support a brand at low, medium and high levels of investment?
Brand Positioning
Brand Positioning: The message a company wants to imprint in the minds of customers and
prospects about its product or service and how it differs from and offers something better
than competitors.

Product positioning tells us how effectively we can compete within a target market.

The part of the brand identity and value proposition that is to be actively communicated the
the target audience.

The brand position should demonstrate an advantage over competitor brands, represents
current communication objectives.

Brand Positioning of a few famous BrandsL

1. Nike: Empowering athletes, inspiring greatness for all athletes.

2. Apple: Innovative technology, accessible to all.
3. Coca-Cola: Spreading happiness, fostering connections.

The message a company wants to imprint in the minds of customers and prospects about its
product or service and how it differs from and offers something better than competitors.

Product positioning tells us how effectively we can compete within a target market.

The part of the brand identity and value proposition that is to be actively communicated to
the target audience.

It should demonstrate an advantage over competitor brands, represents current

communication objectives.

Need for Brand Positioning:

● Allows you to differentiate your brand

● Justify Pricing Strategy
 ● Be relevant
● Be Consistent
● Be needed and Wanted
● Be Credible

4D’s Rule of Brand Positioning:

1. Is it DESIRABLE by consumer?
2. Is it DELIVERABLE by the company?
3. Is it DISTINCTIVE by the competition?
4. Is it DURABLE over time?

Bases for Strong Brand Positioning:

1. Premium - Quality, exclusivity

2. Value - Cost Effective, more for less
3. Traditional - Proven Stable. Evokes another time or place
4. Innovative - New Ideas, Advances in tech or business practices.
5. Lifestyle - Current or aspirational
6. Problem-solver - Satisfies unmet needs.
7. Ease of use - Convenient, SImple
8. Stylish - Aesthetics
9. Performance - Excels in a critical area, out-performs competition
10. Biggest - Largest, Most comprehensive.

Consumer Based Positioning:

● This strategy is relevant if you sell products aimed at a specific segment of people.
● It’s important to identify potential customers using a set of parameters or a certain
individual feature.
● Product ads are usually targeted at a particular category of people and feature
celebrities who become associated with a brand in consumers’ minds.

Competitor Based Positioning

● Identification of the opponents’ weaknesses, finding out which consumer needs they
fail to satisfy, and showing that our offering is a better choice for these criteria or
present ourselves in a new way. Different from the rest of the market.

Category Based Positioning

● Brands use this strategy while presenting themselves as an innovative brand with
new offerings.
● They try to be a winner with the first and only choice in the category.

Benefit Positioning

● Aimed at convincing potential customers about rational or emotional motives for

purchasing a product.
 ● In a highly competitive environment, businesses are struggling to offer unique
advantages.

Price Positioning:

● Consumers can have higher and lower levels of involvement in the decision-making
process.

Attribute Positioning:

● The targeting and development of product or service attributes that match the needs
and requirements of customers within specific market segments.
● The match of attributes to the needs and wants to customers within a market
segment.

Prestige Strategy

A strong Brand Positioning Strategy Should exhibit these characteristics:

1. Relevant
2. Clear
3. Unique
4. Desirable
5. Deliverable
6. Distinct
7. Recognizable features
8. Customer-verified to ensure accuracy

Celebrity Endorsements

● It’s a marketing communication strategy whereby pop culture and celebrities that are
part of this popular culture are used to create a brand image and to deliver messages
regarding the brand Image.

Points of Consideration:

1. Attractiveness of celebrity
2. The credibility of the celebrity: the celebrities perceived expertise and
trustworthiness.
3. Meaning transfer between the celebrity and the brand.

Do’s and Don’ts:

1. Consistency and long-term commitment: As with branding, companies should try to

maintain consistency between the endorser and the brand to establish a strong
personality and identity
 2. Companies should ensure a match between the brand being endorsed and the
endorser so that the endorsements are able to strongly influence the thought process
of consumers.
3. Companies should monitor the behavior, conduct and public image of the nedorser.
4. Companies should try to bring on board those celebrities who do not endorse
competitors’ products or other quite different products.
5. Companies must realize that having a celebrity endorsing a brand is not a goal in
itself; rather it is one part of the communication mix that falls under the broader
category of sponsorship marketing.

Model 1 - The Source Credibility Model

● This model claims that messages from a credible source are more successful in
convincing the target audience.
● According to this model, advertising messages communicated by an endorser who is
highly credible makes a positive impact on purchasing behaviour.

Model 2- The Source Attractiveness Model

● This model claims that messages communicated by an unattractive source positively

guide consumer behaviour.
● The attractiveness of the endorser plays a crucial role on the effectiveness of the
message he delivers.
● Attractiveness isn’t just physical qualities. It also arises from the significant meanings
the consumer finds attractive and useful.

Model 3 - The Celebrity-Brand congruence model

● The congruence model or match-up hypothesis claims that the success of a

spokesperson doesn’t come only their physical qualities or fame, and that there must
be a congruence between the endorsed brand and the endorser in order o execute a
successful endorsement phase.

Corporate Branding

What is Corporate Branding?

● Refers to the exercise of promoting the brand name that is attached to a corporate
entity.
● In contrast to developing a brand for a specific product or service.

Corporate brands usually have the following attributes:

1. A rich tradition and heritage

2. High level of capability and assets

How to Build a Powerful Corporate Brand?

Things to consider:

1. What is your brand all about?

2. What are your services and products?

3. What purpose do your products and services serve?

4. Who is your target audience?

5. Why should they prefer your brand?

6. What promises and values do you offer?

7. Identify what is wrong with your business.

8. Understand and unify your employees under a company policy.

9. Build a strong brand message

10. Make Your Business visible, get a good website

11. Devise a data-driven marketing strategy

Corporate Branding and the Co-Relatives:

● Strategic Vision: Consists of Decisions made by the top management. These

Decisions include what line of business the organization will choose, who will be the
partners and form an alliance, the location, changes if required and corporate
symbolism for their organization.
● Organization by Culture:The decisions made by organizational members contribute
to make an organizational culture. These qualities are working hard, loyalty, seeking
challenges and representing the whole organization in a positive or negative way.
● Corporate Images: impressions the company leaves on customers, stakeholders,
public and the media.
○ these impressions are affected by the products or the service the customer
gets, the number of people willing to work for the organization and the
number of people willing to invest in the company.

Corporate culture: Refers to the beliefs and behaviours that determine how a company’s
employees and management interact and handle outside business transactions.

A corporate vision: Concretely describes how a company sees itself in the future and
therefore must be realistic and attainable.

A corporate image of a company: Image that people hold in their mind about the company,
its products, and its services. It’s a company’s performance, media coverage, and its
activities.
Case Study:
Hindustan Unilever Limited

Logo:

● The brand is committed to making sustainable living commonplace and the logo is a
visual expression of that commitment.
● U stands for Unilever.
● Each icon has a rich meaning, representing each aspect of the business and its
purpose.

History:

● HUL started in 1888, visitors to the Kolkata harbour noticed crates full of Sunlight
soap bars.
● Lifebuoy in 1895 and other brands like Pears, Lux and Vim.
● In 1931, Unilever set up its first Indian Subsidiary, Hindustan Vanaspati
Manufacturing Company.
● Lever Brothers India Limited, united Traders Ltd and Unilever formed HUL in 1956.
● Has many brand and line extensions.

Business Strategy of HUL:

● HUL’s nutrients strategy specializes in better products, better diets, and better lives.
● Their brands have supplied healthy and good tasting merchandise for over 100
years.
● They have set ambitious vitamin goals.
● HUL uses a mix of demographic, geographic and psychographic segmentation
variables to aggress the changing needs of the customers.
● It uses differentiating targeting strategies to make the products available to the
customer accordingly as per their choices.
● HUL has a large number of brands in its brand portfolio and it positions those brands
on benefit and usage-based positioning strategies.

Brand Visibility

● With more than 35 brands across the different segments such as oral care, personal
care, home care, toiletries, packaged foods and many others, the brand has shelf
space in the shops.
● With such high TOMA(Top of Mind Awareness) and working closely with the
distributors to reach out to a diverse group of customers through multiple channels,
HUL has emerged as a front-runner in the FMCG industry in India.
● Engaging with the communities through different mediums, HUL is the front runner in
the FMCG industry in India.
● Engaging with communities through different mediums like social and digital
platforms has helped the company become the most favoured FMCG Company in
India.
Michael Porter’s 5 Force Analysis of HUL

Rivalry Amongst Competitors:

● FMCG is a very competitive one with many brands available.

● New products coming every quarter.
● FMCG business is highly dependent on advertisement and companies spent a big
percentage on it.
● Switching costs for the customers are very low in this sector as the product
differentiation is moderately low, which intensifies the competition.

A threat by substitutes

● Substitute products and their availability depend on the particular product. For
colgate risk of Substitutes is very low, but it’s more for biscuits.

Barriers to Entry

● Barriers to entry are far less as compared to the others

● It is majorly dependent on brand identification and this can be developed with unique
qualities, logo, ads, and a proper market strategy.
● Distribution network is very large and branched in the FMCG Sector, which further
eases out barriers of entry.

Bargaining Powers of Suppliers

● In FMCG business, companies have a long term business with the suppliers, which
helps them to negotiate the price.
● The number of suppliers is ample, hence decreasing the bargaining power of
suppliers.
● Companies need to make sure that they are getting the supplies at the cheapest
possible prices as the industry is a high-volume, low-margin business.

Bargaining power of consumers

● availability of substitute
● Buying Power limited
● Price sinsitivity
● Emergence of local is vocal concept

SWOT analysis of HUL

Strength:

1. R&D
2. Strong category positioning
3. Correct STP
4. Strong consumer mapping
5. Powerful Distribution Network
Weakness:

1. Increased ad append
2. Increased market spend
3. Most share coming from detergent and personal care

Opportunities:

1. Regional Market
2. Increasing consumer aspirations
3. Changing consumer habits

Threats:

1. Rural Brands

2. Increasing pricing

3. Losing market share in most categories.

4. Which of the following elements of a brand relates to its external characteristics?

○ a. Personality
○ b. Relationship
○ c. Physique
○ d. Reflection
5. Which element of a brand refers to the set of human characteristics associated with
it?

○ a. Culture
○ b. Personality
○ c. Reflection
○ d. Self-Image
6. What does the term "cult brand" refer to?

○ a. A brand with a small but loyal customer base

○ b. A brand that represents a specific lifestyle
○ c. A brand that persists for years or decades
○ d. All of the above
7. What are the rules of a cult brand?

○ a. Differentiate
○ b. Be courageous
○ c. Promote a lifestyle
○ d. All of the above
8. Which characteristic is NOT associated with an iconic brand?

○ a. Compelling name and logo

 ○ b. Consistency
○ c. Maintain consistency
○ d. Limited recognition and respect
9. What is the purpose of brand positioning?

○ a. To imprint a message about the brand in the minds of customers

○ b. To differentiate the brand from competitors
○ c. To justify pricing strategy
○ d. All of the above
10. Which model claims that messages from a credible source are more successful in
convincing the target audience?

○ a. The Source Credibility Model

○ b. The Source Attractiveness Model
○ c. The Celebrity-Brand congruence model
○ d. None of the above
11. What are the advantages of building a brand portfolio?

○ a. Getting a company into many markets

○ b. Connecting with various consumer markets
○ c. Making cross-promotion between brands easy
○ d. All of the above
12. What does corporate branding refer to?

○ a. Promoting the brand name attached to a corporate entity

○ b. Developing a brand for a specific product or service
○ c. Building brand awareness through advertising
○ d. None of the above
13. What are the characteristics of a powerful corporate brand?

● a. Relevant
● b. Clear
● c. Unique
● d. All of the above

Module 3
Brand Hierarchy
Brand hierarchy refers to the organization of brand elements as an attempt to use corporate
brand equity to increase brand recognition.

It summarizes the branding strategy by grouping the company’s products and services
according to their similarities and differences
A brand hierarchy is a means of summarizing the branding strategy by displaying the
number and nature of common and distinctive brand elements across the firm’s products,
revealing the explicit ordering of brand elements.

Why do companies need to organize their product and service brand hierarchy?

1. Good communication with customers

2. Stand out from the competition
3. Preventing main and sub-brands from competing with each other
4. Brand hierarchy disorganization can threaten future business plans.

What affects the Brand Hierarchy?

1. Messaging Strategy: What you say to people to get them to convert.

2. Brand Strategy: Character Values, archetype, and overall experience of the brnd.
3. Marketing Strategy:

Types of Brand Hierarchy

1. Umbrella or Branded House

1. Firm is the brand
2. All products and sub-products are linked to it.
3. All of the brand messages express the company’s value proposition in a
single unified voice.
4. This is often used by small businesses because of its simplicity and ease of
management.
5. Ex: Virgin Group
2. Product or House of Brands
 1. Very popular
2. Very expensive
3. Example: P&G
3. Hybrid Brands
1. Combines different structures
2. Companies can apply elements from each of the previously mentioned brand
hierarchies
3. often utilized once a brand acquires other brands through mergers and
acquisitions.
4. Works best for large conglomerates that have the necessary resources to
manage complex brand relationships.
5. Ex. Coca Cola
4. Endorsed Brand
1. Individual brands connected to the parent brand.
2. The parent brand neither takes center stage nor stays in the background.
3. Parent brand is just present in all communication
4. Beneficial for brands that have a strong parent brand but weaker sub-brands.
5. Ex. Workplace by Facebook.

Designing Branding Strategy

Brand Strategy is a part of a business plan that outlines how the company will build rapport
and favorability within the market.

Goal of a brand Strategy is to become memorable in the eyes of the consumer so that they
choose you over the competition.

It takes time to get feedback on the branding Strategy.

It’s important to know what customers feelings are towards your brand.

Methods of Branding:

1. Attitude Branding

1. Refers to a feeling or attitude that customers associate with your brand.

2. Individual Branding

1. Done when a product or service gets a unque identity, different brand name to
attract new customers.
3. Product Branding

1. Most popular
2. The brand associates with a logo, name, color, and design with a product to
create a unique identity for the product.
 3. One of the best branding methods since it gives life to products and increases
uniqueness.
4. Co-Branding

1. Brand Collaboration
2. It’s a partnership between 2 brands
3. They work best when each of the brands has credibility in its respective
product categories, but doesn’t have enough credibility to be successful alone
in the new product category.
4. ex: GoPro and Red BUll, Uber and PayTM.
5. Minimalist Branding

1. Utilizing a few words(or maybe none) to send your message

2. Essential to be understood across cultures.
6. Brand Extension Strategy

1. Company uses established brand names on a new product or new product

category.
2. Sometimes known as brand stretching.
3. Uses an established brands brand equity to help it launch its newest product.
4. The company relies on brand loyalty of its current customers.
5. Hope to make them more receptive to new offerings.

Brand Extension - Concept

Brand Extension is a marketing strategy in which new products are introduced in relation to
a successful brand. It involves using a successful brand name to launch new or modified
products in a new category.

Need of Brand Extension:

6. Accumulation of the consumer-pulling power can be used beyong the

boundaries of the brands traditional market.
7. Brand extension reduces the risk associated with launching a product under a
new brand in the market.
8. The brand equity of established brand makes the introduction of a new entry
inexpensive.
9. Ex: Nestle has Nespresso, Nescafe etc..
10. Customers use brands as quality ques.
11. Brand extensions need less advertising support in comparison to new brand
launches.
12. Brand extensions increase the visibility of the brand
 13. In times of intense competition, to cover every niche, best strategy is to go for
brand extensions.
14. Helpful in catering lower or premium market segment.
15. Brings clarity to the parent brand name
16. Conveys quality associations.
7. Brand Extension vs Launching a New Brand

Types of Brand Extension:

1. Product Extension:
1. When businesses realease a new product separate from what they’re
currently offering.
2. Often the secondary item is one that complements the first one,
referred to as a companion product.
2. Line extension:
1. Businesses may offer a line, or product form, extension by providing
more options for their current product.
2. They may create a slight variation by offering something for a specific
demographic or providing size options.
3. Customer Franchise extension:
1. May occur when business has a loyal customer base and is able to
launch products beyond its current product category.
2. This gives the company a broader range for the products they offer.
4. Company expertise extension:
1. It’s when a company creates related product categories based on a
certain skill they posses.
 2. They can use their expertise reputation in another product category to
reach more audiences.
5. Brand Distinction Extension:
1. Occurs when a business has a unique Brand known for its benefits.
2. Using this distinction, they may begin serving new niches and
industries.
8. Brand Proliferation is the opposite of Brand Extension.

Brand proliferation refers to the excessive expansion of a brand by introducing

numerous variations or extensions of the original brand. It involves launching multiple
products or services under the same brand name, often without a clear differentiation
or strategic purpose. Brand proliferation can lead to confusion among consumers,
dilution of brand equity, and difficulties in managing and positioning the brand
effectively. It is important for companies to carefully consider the potential risks and
benefits before engaging in brand proliferation strategies.

Brand Extension - Advantages and Disadvantages

Some risks of Brand Extension

If done incorrectly, a brand extension can damage a parent brand’s image.

There is potential to overuse the brands name through extension.

This can create brand dilution where a brand loses its power and tries to be part of too many
industries.

What to consider before implementing Brand Extension?

1. Consider where the need is.

○ Consider your customers needs and desires are to make sure your new
product fills such a role.
2. Stay true to your brand message:

○ When selecting expansion opportunities, make sure it relates to your overall

brand message and relates to the other products you sell.
3. Test before you launch

○Before committing to a new line, consider testing with your current customers
and getting feedback.
4. Advantages of Brand Extensions:

○ Makes acceptance of a new product easy

○ Increases brand image
 ○ risk perceived by customers reduces.
○ Likelihood of gaining distribution and trial increases.
○ Established brand name increases consumer interest and willingness to try
new product having established brand name.
○ Efficiency of promotional expenditure increases. Advertising for core brand
and its extension reinforces each other.
○ Cost of developing new brand is saved.
○ Consumers can now seek for a variety.
○ Packaging and Labeling efficiencies.
○ Expense of introductory and follow up marketing programs is reduced.
○ There are feedback benefits to the parent brand and the organization.
○ Image of parent brand is enhanced.
○ Revives the brand
○ allows subsequent extension
○ Increases market coverage as it brings new customers into brand franchise.
○ Customers associate original/core brand to new product, hence they also
have quality associations.
5. Disadvantages:

○ Brand Extensions in unrelated markets may lead to loss of reliability if a brad

name is extended too far. Organization must research the product categories
in which the established brand name will work.
○ Risk that the new product may generate implications that damage the image
of the core/original brand
○ There are chances of less awareness and trial because the management may
not provide enough investment for the introduction of new product assuming
that the original would brand name would compensate.
○ If the brand extensions have no advantage over competitive brands in the
new categor, then it will fail.
○ Ex: Bisleri’s Brand Extension Failed when they try to release soft drinks.

Evaluating Opportunities of Brand Extension

How to use Brand Extensions Correctly?

○ Define actual and desired consumer knowledge about the brand.

○ Identify possible extension candidates
1. Consider parent brand association, especially as they related to the
brand positioning and core benefits and product categories that might
seem to fit with the brand image in the minds of consumers.
○ Evaluate the potential of the extensions candidate
 1. Judgment and research is needed
2. Find the likelihood that the extension would realize the advantages
and avoid the disadvantages of Brand Extension.
○ Design Marketing Program to launch extension
○ Evaluate extension success and effects of parent brand equity
1. Final step is to evaluate the extent to which an extension is ablue to
achieve its own equity as well as contribute to the equity of the parent
brand.

Do we require Brand Extension?

For a brand to grow or retain market share, there has to be continual effort to deliver
incremental value through the brand.

Managements have increased expectations from the brand in terms of revenue growth,
market share as well as the bottom line.

Brand managers are forced to opt for brand extension strategies in order to create product
differentiation and to increase revenue streams.

Sometimes, brand extensions are necessary to reign in some of the niche segments which
may not be addressed by the parent brand and thus the brand extension helps gain
incremental market share.

Difference between brand extension and line extension:

A brand extension refers to the introduction of new products or services in a new category
using an established brand name. It involves leveraging the existing brand equity to launch
new or modified products in a different market segment.

On the other hand, a line extension is the introduction of new products or variations within
an existing product line or category. It involves expanding the range of offerings within the
same product category, targeting different customer preferences or needs.

In summary, the main difference between a brand extension and a line extension is that a
brand extension involves entering a new market category, while a line extension focuses on
expanding the existing product line within the same category.

Points to consider before selecting brand extension:

○ Is the brand extension strategy consistent with the vision strategy?

○ Does the brand extension improve the brand image?
○ Is the brand extension strategy consistent with Brand Positioning Strategy?
 ○ What will the impact on the brand in the case of unsuccessful brand
extension?

Internal Branding

What is Internal Branding?

Internal Branding is a corporate strategy measure to enable and motivate employees to not
only keep the brand promise but to “live” it.

Companies involve employees in the process of brand development, inform them about the
brand, and inspire them to feel enthusiastic about the brand in order to ultimately influence
their behaviour to support the brand.

○ All employees must live the brand

○ They must allwork for a common goal.
○ They must be a part of the Brand’s process.
○ Change job-specific behavior to brand-specific behavior

Importance of Internal-branding strategy:

1. The Internal Brand Building emphasises employees respecting the values of the
brand, its history, and goals via carrying themselves as a representative.
2. Brands believe and understand that success depends on the people.
3. The whole idea of internal branding lies in the outcome of a positive reputation and
building credibility.
4. When employees believe in the brand, they behave like brand advocates by sharing
brand content on social media and doing some effective business referrals.
5. Internal branding helps to strengthen your company’s overall brand by encouraging
your employees to embrace your company’s values.
6. Keeps employees familiar with the brand identity, by incorporating it in your internal
efforts will also help to ensure that the brand is authentic - not just something you put
on “for show” for the outside world.
7. When employees are emotionally invested, they’re more likely to be more loyal to the
company, be more productive and inspired and be motivated and innovative.
8. A strong internal brand will help you to attract employees that align with your
company beliefs and values.

Planning the internal brand strategy:

1. Presentation decks
2. Internal templates such as contracts and forms Invoices, spreadsheets, receipts,
applications, etc..
3. Word and PowerPoint templates
4. Any other internal documents
5. Determining your objectives and set up metrics for measurement.
6. Translating external branding to your employees in a way they understand it and can
relate to it so they deliver it in their everyday roles within your company
 7. Aligning the internal branding with external efforts
8. Encouraging employee participation and dialogue around what the branding says to
them.
9. Establishing processes to have employee brand ambassadors to reflect your
branding.

Brand Mantras

What is a brand mantra?

3 to 5 words which explain the brand positioning.

Purpose is to build up image for internal employees and external marketers

Explanation of what brand stands for channel partners

Guides a company about what products to launch or introduce under the tag name.

What kind of ad campaign to run?

Design the reception or lobby area

tries to ensure that every communication between employee and consumers is done
consistently.

Clearly communicate what brand is for internal employees.

Difference between Tagline and Brand Mantra

Brand Mantra:

1. Internal communication
2. internal manifestation, like an internal resolution or “mantra” chanted by all your
employees and you that connects you with your brand and helps you create better
branding strategies.
3. Leads to employees taking action
4. Nike: Athletic, Authentic, Performance
5. McDonalds: Family, Fun, Food.

Tagline:

1. External communication
2. Aim is to evoke an action from the audience
3. Leads to consumers making a choice.
4. Nike: Just do it.
5. McDonalds: I’m loving it.

Tips to creating a good Brand Mantra

 1. Brainstorm Ideas:
1. It’s not easy. Takes team effort, dedication, and lots of brainstorming. Can
start by sharing ideas, words, topics to develop brand mantra.
2. Organise your ideas & discuss with employees that are inspirational.
3. Emotional Connection
1. What differentiates a brand mantra from Brand Message or slogans is the
emotional connection it aims at building with your audience.
2. Not only about forming an emotional connection with your audience, but your
brand mantra resonates your employees’ emotions towards your brand.
4. Reflects the feeling behind your products and services.

Co-Branding
What is Co-branding?

Co-branding is the strategy that strives to capture the synergism of combining two
well-known brands into a third, unique branded product.

A co-branding strategy will introduce a new product or service to the market.

Co-branding can be a very effective activation that bolsters both brands working together
rather than acting independently.

It helps extend reach, awareness, and sales potential by capturing prospective consumers of
each brand.

Co-branding is when two or more companies enter a partnership to develop and market a
new product or service.

Examples of Co-branding

BMW & Luis Vuitton

BMW created a sports car model called BMW i8, while Louis Vuitton designed an exclusive,
four piece set of suitcases and bags that fit perfectly into the car’s rear parcel shelf.

Although the four-piece luggage set goes for a whopping $20,000, the price is right for the
target customer, as the BMW i8 starts at $135,700.

The luggage fits perfectly size wise, but its design and appearance fit perfectly with BMW’s
image.

Both the luggage and some parts of the car’s interior use carbon fiber.

Starbucks and Spotify

Starbucks employees get a Spotify premium subscription, with which they can curate
playlists(that patrons can access through the Starbucks Mobile App) to play through a day in
the shop.
This is designed to expand the coffeehouse environment that Starbuucks is known for while
giving artists greater exposure to starbucks customers.

Types of Co-branding:

Same-company o-branding:

1. Same-company co-branding is a method for advertising multiple in-house brands

through the development and promotion of a simgle product.
2. Large food conglomerates often use same-company co-branding to promote their
new products.
3. This form of co-branding only invloves one company but may feature collaborations
with subsidiaries.

National to Local co-branding

1. National to local co-branding occurs when small local businesses partner with a
nationally known brand.
2. The goal of the partnership is to increase national brand awareness while increasing
small business revenue.
3. For eg., Credit Card companies often co-brand with department stores and other
small retailers.
4. Vehicle manufacturers may co-brand with local car-dealerships.

Joint Venture or Composite co-brand

1. Joint venture or composite co-branding is an alliance between two or more

well-known companies with the goal of presenting a new product or service that
couldn’t exist individually.
2. This can include creating an entirely new product together or improving an existing
product.
3. Ex: When a streaming service platform partners with film studios to create or host
movies and television shows.

Multiple Sponsor co-branding:

1. Multiple sponsor co-branding occurs when 2 or more companies pair up to share

technology and promotional events.
2. Professionals use multiple sponsor co-branding in athletic events, concerts and
attention-grabbing stunts.
3. Each company involved often earns an opportunity for increased sales, brand
recognition or reputation.

Brand Personality
What is Brand Personality:

A brand’s personality is the set of human characteristics you attribute to that Brand.
A brand ‘s personality is a set of human traits that define a brand. These traits set one brand
apart from others, and make it unique.

Brand personality is the essential foundation for brand identity and brand marketing - and
has a huge impact on the sales process.

How to Design a Brand’s Personality?

1. Understand your audience Archetype

2. Identify the orle of your brand
3. Who is your audience?
4. What journey are they on?
5. What are their core desires?
6. What are their characteristics and behaviours?
7. Which role does your brand play in their lives?
8. Providing a brand with specific character traits will make it more human. Consumers
will feel concerned by its behaviour and values. They will feel like they are talking to
one person, which will generate attachment to the brand.

The Acker Model: Brand Personality Dimensions

The brand Personality Framework was developed by Stanford marketing and brand expert
Jennifer L. Aaker.

1. Sincerity: This personality type tends to be ethical, trustwothy, and down-to-earth,

such as Patagonia.
2. Excitement: These brands are often bold, creative and spirited, like Red Bull or Tesla.
3. Competence: Intelligent and reliable. Ex: Volvo or Microsoft.
4. Sophistication: Chanel or Apple. Upper-class, glamorous, and charming.
5. Ruggedness: Harley Davidson and Land Rover. outdoorsy and tough.
Brand Architecture
What is Brand Architecture:

1. Brand Architecture defines the role of each brand and acts as a guideline for the
interrelationship between the brands in your organisation.
2. Brand Architecture is the discipline and technique used by brand strategists to
organise and structure multiple subdivisions of a master brand.
3. The architecture of the brand illustrates how the sub-brands of a master brand are
organised and the relationship they have with one another and the master brand
itself.

Why is Brand Architecture Important?

1. The importance of brand architecture is directly connected to what is important to

your corporate brands target audience.
2. Achieving clarity within your existing brand internally starting with key stakeholders
and working your way down is paramount in sharing that brand identity externally.
3. Helps you define what that relationship is, and helps your brand stay organised
internally.
4. Road map for brand identity, development and design, and increases flexibility for
product or service expansion in the future.

Advantages of Brand Architecture:

1. Focused audience
2. Engaged audience
3. Relevance in the market
4. Marketing efficiency
5. Convince leadership
6. Development of strong brand equity

Types of Brand Architecture:

House of Brands

1. A house of brands seperates the master brand from the brand extensions, and
detaches each extension. So master brand can have competing brands underneath
them. E.g., P&G, HUL.

Endorsed Brand

1. The Endorsed brand model packages brands under a master brand. Each brand
extension has its own identity, but is still associated with the master brand. E.g.,
Marriot, Taj Hotels and Resorts.

Sub Brands

1. Related to a parent brand, and both support and benefit from that parent.
 2. Sub brands tie back to the parent brands qualities, values, and message, while also
having their own unique qualities.

Branded house

1. The Branded house offers a very logical path to brand extensions, as the master
brand is always present. E.g. FedEx, J&J

Multi Brand Portfolios

What is Multiple Brand Strategy?

A company has a multi-brand strategy when its portfolio of products has distinct brands or
names.

A multi-brand strategy is a company’s method for creating, shaping and advertising its
differenet brands. A company can offer products with unique features and purposes, provide
customers with a diversity of choices and target particular audiences or sections of the
market.

Elements of Multiple Brand Portfolio Strategy:

1. Consistency:
1. If a company’s brands in its multi-brand strategy are consistent in their quality,
images and puposes, customers can have an easier time recignizing and
remembering them.
2. Keeping multiple brands consistent can also help differentiate them from each
other and avoid customer confusion.
2. Aesthetics:
1. Important part of creating and maintaining a multi-brand strategy.
2. Making sure their brands are visually distinctive and iconic can help
customers understand the differences and avoid confusion.
3. Emotion:
1. Brands in a multi-brand strategy can appeal to different emotions to attract
different audiences.
2. One of a company’s brands may be more eco-friendly, which can appeal to
customers’ feelings about protecting the environment.

Brand Diversification:

Multi-brand strategy can help a company diversify its business.

Diversification is when a company spreads out its financial risk.

Multiple bradns function as multiple avenues for cash flow, and a business doesn’t have to
depend on just one.

If a company has multiple brands and one of them has an issue, it usually doesn’t affect its
other bradns.
Diversifying through brands can help a business maintain a positive reputation in its market.

Risks associated with Multi-Branding:

1. Cannabalisation between similar bradns

2. Dilution of the differece between different brands and parent brand.
3. Overlaping consumer segments may get confused, and may eventually switch to a
brand outside the company’s umbrella brand.
4. The image of the company may become that of profit seeking and not customer
oriented.

Brand Turnaround and Rejuvenation

What is Brand Rejuvenation

Brand rejuvenation is all about changing how consumers see your brand

It means keeping the fundamentals the same, but changing its image to present it in a whole
new way

Updating elements like the logo, colour scheme, tone of voice and website.

Steps to Brand Rejuvenation

1. Need to change
2. Know your audience
3. Know beyond your audience
4. Keep it business centric
5. Refresh whole
6. Discuss and search
7. Hire experts
8. Finalise
9. Market

Ways to Rejuvenate a brand

1. Revitalisation through distribution

2. Revitalisation through innovation
3. Revitalisation througb segmentation or change in target market
4. Revitalisation through connecting with opinion leaders or influencers
5. Revitalisation through change in brand’s identity
6. Revitalisation through change in features or prices
7. Revitalisation through line or brand extensions.

Key Aspects to Measure success of Brand Rejuvenation:

1. Financial: ROI, Profitability, Sales and Costs

2. Customer: Market share, Customer Retention, Customer Acquisition and Customer
Satisfaction
 3. Employee Growth and Learning: Satisfaction, Retention and productivity.
4. Internal Processes: An organisation must develop their own unique key processes
based on their objective to add value to the customer.

Objectives of Brand Rejuvenation are:

1. Aims at revival of brand. The intention is to breather some new life into a brand that
may be showing signs of decline.
2. Even healthy, successful brands may need rejuvenation. Because of competition,
some reformulation and refinement become necessary from time to time.

Case Study: Nestle

1. Culture of innovation and renovation
2. Company creates value that can be sustained over the long term by offering
consumers a wide variety of high quality, safe food products at affordable prices.
3. The company continuously focuses its efforts to better understand that changing
lifestyles of India and anticipate consumer needs in order to provide Taste, Mutrtion,
Health and Wellnesss through its product offerings.

Log Changes:

The Logo symbolises the feeding process.

Has to do with food, and baby food in particular.

Associations with love and care —> inspire trust in consumers.

It means maternal tenderness and love.

Visual connection between the name and the nursing products.

Nestle is now preparing to launch specialised nutrition and high-protein food for the elderly
through its health science division.
Nestle uses Product diversification to thrive in the FMCG industry.

Module 4 - Brand Management

Brand Value Chain

What is Brand Value Chain?

A brand Value Chain dictates the process, from start to finish, of how a brand creates value.

Using a brand value chain model guides a company through necessary steps needed to
improve their value.

The brand value chain provides companies with a snapshot of the Brand’s marketing
program investments and initiatives, and offers a structured means to understand where and
how value is created, and more importantly, identify and target specific areas which need
improvement.

DRIVE

1. Distinctiveness: How unique, differnet and creative is the marketing program?

2. Relevance: How relevant is the marketing program to the consumer?
3. Integrated: Do the product, pricing and distribution strategies adopted send a
consistent and clear message to the consumer?
4. Value: Here we look at both the short-term and long-term effects of the specific
marketing program. Brands need to think about long-term goals, rather than just
short-term rewards.

How do Brands create Value?

1. Benefits to enrich consumers

2. Benefits to enhance consumers
3. Benefits to excite consumers
4. Benefits to ease consumers
5. Innovative production
6. Strong Distribution Strategy

Principles:

The brand value chain is based on 4 basic principles:

1. An assumption that the value of the brand resides with customers

 2. Brand value value creation starts with the company’s marketing investments and
expenditure.
3. There are factors(Multipliers) which intervene between each stage of the model.
4. A recognition that the actions of the different stakeholders within the organisation can
affect brand equity.

Brand Value Chain Model

Value Stages:

1. Marketing Program Investment: Product, communication, trade, employee, other

2. Customer Mindset: Awareness, associations, attitudes, attachment activity
3. Market Performance: Price premium, price elasticities, Market share, expansion
success, cost structure, Profitability
4. Shareholder Value: Stock prices, P/E ratio, Market Capitalisation

Multiplier:

1. Program Quality: Clarity, relevance, distinctiveness, consistency

2. Marketplace Conditions: Competitive reactions, Channel Support, Customer size and
profile.
3. Investor sentiment: Market dynamics, growth potential, Risk profile, Brand
contribution

Understanding the Consumer

1. Awareness:
 1. Marketing programs are first designed to aid in recognition and recall of the
brand
2. Associations:

1. Next, marketing programs will emphasize the brand’s attributes and

benefits(POP and POD(Points of parity and Points of Difference)) and its
relevance to the consumer.
3. Attitudes:

1. These associations then drive consumer attitudes.

2. More specifically, consumers will start to develop feelings and thoughts
towards the brand and its products.
4. Activity:

1. This loyalty is translated to brand activity which causes the consumer to

purchase repeatedly from the brand, become a brand advocate, and
consumers are motivated to seek out and engage with the brand and others
within the community.

Brand Audits
What is a Brand Audit?

A process to evaluate how its brand or products are positioned in its markets.

A checkup that evaluates your brand’s position in the marketplace, its strengths and
weaknesses and how to strengthen it.

Brand Audit is a meticulous and careful study and an examination of the brand’s current
position in the market, customers mind, and the industry as a whole as compared to its
competitors.

The review of the brand’s effectiveness. It helps determine its strengths, weaknesses,
opportunities for further development and evolvement and come up with the corrective
measures if there are any inconsistencies that can harm the brand in the future.

Elements of a Brand Audit:

2. Brand Communications: Review all marketing campaigns that the brand has
conducted within the past ear. Include Social Media campaigns and
determine if the core beliefs of your company were clearly expressed in those
efforts.
3. Brand Positioning: During a brand Audit it is important to get a better
understanding of where your company’s brand ranks in comparison to
competitors in your industry.
4. Brand Strategy: Monitoring the contribution of all the recent marketing efforts.
 5. Consumer Analysis: Increased customer loyalty is a fundamental goal of
brand advertising.
6. Customer Journey: Study how the customers come to purchase your
products, and by what means they were brought into the business.

Areas of Brand Audit:

7. Internal Branding: Company culture and educating employees so they

understand and share a company’s values and mission. Internal surveys can
provide us with information about employees and culture when auditing
internal branding.
8. External Branding: Story of your products, services and messaging told to the
customer. Components like advertisements, logos, websites, email
campaigns, and social media presence are all part of company’s external
branding strategies.
9. Customer Experience: The includes customer service interactions or content
engagements. Auditing this area can show how well customers are
experiencing brand through sales processes and customer support.

Brand Audit:

10. Analyzes the current place of your brand and provides insight
11. Guides you to align offerings based on customer expectation
12. Keep your brand up to date
13. Doesn’t let the brand deviate from its goals
14. Determines the action plan for corrective strategies
15. Helps in continuous monitoring

Brand Tracking

https://www.youtube.com/watch?v=S2aoUuOvsms&t=1s

What is Brand Tracking?

Brand Tracking is an ongoing measurement of your brand-building efforts against key

metrics, such as brand awareness and perception.
 Trackers help brand owners to understand brand health and make informed decisions to
increase sales, deliver greater return on marketing investments, and win market share.

Many brand tracking studies are inflexible, with data from long consumer surveys.

Need of Brand Tracking

1. Brand tracking allows businesses and organisations to listen to the customer.

2. It enables them to identify what is important to their audience and collect data
on these areas to make improvements directly related to customer feedback
3. We can evaluate and measure performance and value, testing strategies,
making comparisons, keeping an eye on our competitors and discovering new
opportunities.
4. Any organisation, whether it is business, third sector or universities stand or
fall by the value of the brand. That comes from a range of elements.
a. The challenge has come from proliferations of channels, particularyl
the growth of mobile devices and social media, where customers can
engage with a brand through multitude of touch points. Brand tracking
can be vital to aggregate these and benchmark them.

Need of Brand Tracking

1. If the tracking process is performed on a continued basis it can be seen how

poorly or healthily an organisations brand(s0 is/ are performing relative to
their past performance.
2. Brand tracking is a vital tool for marketing and brand departments alike.
3. The regular collection of rich quantative data from their customers allows the
organisation to continuously assess brand health and to adapt their marketing
and brand strategy accordingly.
4. This informs important decisions that may need to be made, ranging from the
termination of costly support to the bolstering of financial support to raise
brand awareness via a customised campaign.

Need of Brand Tracking

1. Optimise your marketing investment:

1. Use deep-dive modules to respond quickly, manage campaigns and
communications, and grown your sales and brand equity.
2. Harness global brand expertise:
1. Build an agile brand Guidance system, using validated metrics and extensive
benchmarks, with access to brad experts to guide you.

How does Brand Tracking Impact Future Decisions?

 1. Brand Tracking can benfit a number of activities from retention to uplift, to profit and
market share. It allows brands to deliver a single message that connects emotionally
to their audience.
2. It brings a high level of market intelligence that can inform both future marketing
campaigns but also the development of products or service.
3. Brand tracking is helpful to see if what you are doing is helping to enhance your
audience’s size and perceptions of you.

Brand Equity Management System

What are Brand Equity Management Systems?

A brand equity measurement system is a set of research procedures that is designed to

provide timely, accurate and actionable information to marketers so that they can make
the best possible tactical decisions in the short run and strategic decisions in the
long-run.

Why do marketers Develop Brand Equity Management systems?

1. Developing marketing communication programs.

2. Survival of brand
3. Induce a positive image and increased brand knowledge among consumers
4. Measure success of marketing communication programs.
5. Recognize the importance of the customer in the creation of management of brand
equity.
6. To measure the brand’s health and vitality
7. To understand how well the brand is positioned against its competitors
8. To Serve as a diagnostic tool
9. To uncover any underlying weaknesses that require intervention.
10. To identify opportunities to further strengthen the brand
11. To provide the information from which a brand scorecard can be built.

Benefits of measuring Brand Equity

1. Greater customer loyalty

2. Less vulnerability to competitive marketing actions
3. Less vulnerability to marketing crises
4. Larger price margins
5. More inelastic consumer response to price decreases
6. Greater trade cooperation and support
7. Increased marketing communication effectiveness
8. Possible licensing opportunities
9. Additional brand extension opportunities.

Growing and Sustaining Brand Equity

Managing brand equity involves managing brands within the context of other brands, as well
as managing brands over multiple categories, over time, and across multiple market
segments.

1. Defining Branding Strategy

2. Managing Brand Equity over time
3. Managing Brand equity over geographic boundaries, cultures

Reinforcing Brands
What is Brand Reinforcement?

It is the creation of more brand awareness, among both existing customers and new ones.
This process ensures that brand equity does not reduce over an extended period.

Every brand that has survived decades has always made it a priority to reinforce their
brand’s equity.

This is a strategy utilized to improve products and services to meet the demands and
changes of the market.

Advantages of Brand Reinforcement

1. Enhances Profitability:
1. As the number of loyal customers increases, it’s safe to say that revenue will
also increase.
2. Having a proper brand reinforcement strategy can create a set of customers
that will consistently buy whatever it is you’re selling.
2. Strategy:
1. Having a brand reinforcement strategy helps you prepare and avoid times
when your product would go through a decline.
2. This helps the brand stay proactive and also creates a contingency when
there is a decline.
3. Improves Brand Equity:
1. It ensures that brand equity isn’t lost or depreciates over time.
2. It improves it and allows for new customers.
4. Competition:
1. In competitive markets, brand reinforcement can go a long way in ensuring
you maintain a lead amongst your competitors.

Disadvantages:

1. Cost:
1. While it isn’t always cost intensive, it is serious enough to warrant attention to
ensure that it’s done right and that cost managed in any way possible.
2. Change:
1. Some people aren’t open to change and are skeptical about the process.
2. Can include employees, customers, even investors.
 3. Can lead to a loss of customers and investors.
3. Confusion
1. There might be some changes to the physical representation of the brand.
2. There could be confusion depending on how much change is made.
3. Some people may mistake your product for that of a new company.

Tools for Brand Reinforcement:

1. Reward programs for employees and consumers

2. Encourage good habits
3. Create consumer awareness
4. Maintaining brand consistency.

Reinforcement and marketing:

1. Advertising
2. Events
3. Retail Layout
4. Exhibition
5. PR Campaign

Brands Revitalisation
What is Brand Revitalisation?

Brand Revitalisation is a marketing strategy generally used after a particular product reaches
the maturity stage of the PLC and profits start declining at a fast pace as the market
becomes saturated.

The strategy is used to bring back the product in the market and gain back customers and
brand equity. It requires a company to either recapture the lost sources of brand equity or
bring in new sources of brand equity.

Need for Brand Revitalisation

1. Cost advantage
2. Increased ocmpetition
3. Dynamic Market
4. Change in consumer’s need
5. Change in influencing factors
6. Economic factors
7. Maintaining brand relevance
8. Globalisation
Strategies:

1. Increasing usage
2. Increasing quantity used
3. Finding new uses
4. Entering new markets
5. Repositioning
6. Product augmentation
7. Consumer involvement

Steps to Brand Revitalisation

1. Brand Audit.
2. Brand Positioning
3. Brand Platform
4. Brand belief
5. Brand experience
6. Brand Launch

Managing Brands Internationally

Steps to Global Brand Management

1. Separating Universal truths from culture specific context.

2. Quantifying the culture-specific
 3. Building target Audiences across markets.
4. Assessing local and international competition
5. Building a route in the global market
6. Activate local audience
7. Managing teams internationally

Wht do some Brands work Globally?

1. Adapting to what consumers in a particular region prefer

2. Creating a unique brand identity
3. Maintaining quality and consistency across all markets
4. Global brand leadership
5. Stimulate the sharing of insights and best practices across countries
6. Support a common global bran-planning process
7. Assign managerial responsibility for brands in order to create cross-country synergies
and fight local bias.
8. Execute brilliant brand-building strategies.

Key points to consider

1. Budget:
1. Push to secure as much funding as possible to carry out some global
activities or at least global research.
2. People:
1. Push to get a proper team and work on expanding this as you demonstrate
results.
3. Unique tools:
1. Design and create unique business-critical tools or processes, such as global
brand equity-tracking tool used to identify issues and opportunities by region.

Benefits to Global Branding

1. It creates substantial competitive advantage

2. It widens the target market
3. It increases customer awareness
4. It increases brand value
5. It provides stability
6. It generates high revenue
7. It offers savings
8. It opens new opportunities to grow.

Risks:

1. Financial risk
2. Long process
3. Legal issues
4. Local competition
5. High level of research
Advantages and Disadvantages of Global Marketing
What is global marketing?

Global marketing involves planning, producing, placing, and promoting a business’s products
or service in the worldwide market.

Global Marketing is adjusting a company’s marketing strategy to the specific needs of

international consumers. Global marketing aims to reach a wider audience in the worldwide
market.

Global marketing is basically the beginning, middle, and end of how a business organizes,
creates, positions, and advertises its products and services on a global scale.

Need of Global Marketing

1. It gives businesses new opportunities to create new streams of income.

2. Raises brand familiarity and reputation
3. It gives businesses the opportunity to gain new knowledge about their products in
order to adjust for better quality service.

7 P’s of Global Marketing

1. People: Understanding customer behavior in a different world.

2. Product: Altering to fit the needs of your new market.
3. Prices: Choosing a premium or economy Pricing Strategy
4. Promotion: Choosing strategies that work in this new environment
5. Place: Finding the sales avenue that your customers use.
6. Packaging: Finding the right look
7. Positioning: Determining which messages will resonate with the market.

Disadvantages of Global Marketing

1. It can be difficult to overcome cultural barriers, and hard to satisfy audiences with
different cultural backgrounds.
2. Your company should adapt to the legislation of foreign countries. This process may
be time-consuming, but it is necessary before launching the promotional campaign.
3. It may be difficult to avoid overspending on buying raw materials. Without proper
research, inventory costs can increase significantly.

Advantages of Global Marketing:

1. You can reach a wider audience

2. Your Brand influence will increase
3. You can reduce cost on product development
4. Your company can get much more feedback
5. Local crises will not influence your company so much.
Criteria for choosing brand elements
6 Elements of a brand

1. Memorability
1. Brands should be easily recognisable and easily remembered.
2. Brands that have elements that match both of these are more likely to stay
within a consumer’s subconscious.
3. Ex: Nike: single work with a tick for a logo. Slogan is “Just Do It” simple but
effective.
2. Meaningfulness
1. Brands benefit from their elements being meaningful in some way.
2. Whether they are immediately known or not depends on the brand, but there
should be some story behind everything.
3. Likeability
1. This can refer to whether the elements will be well-received by the audience
who will view them.
2. Ex: Having a horrifying looking monster for a logo may not be the best idea
for a children’s clothing line, but may be more appropriate for a line of sour
sweets.
4. Transferability
1. Depending on whether you have thoughts to extend your brand in the future,
you should consider the transferability of its name.
2. Keep it simple in case of Extensions or mergers.
5. Adaptability
1. Plan for longevity.
2. Pick a font style and colour scheme, decide on what makes one element(such
as the logo) unique and have that threaded throughout the rest of the brand.
3. Having consistent notable elements attached to your brand will help it be
remembered.
6. Protectability
1. All brand elements are registered and trademarked to offer a brand defence
against competitors.

Need of Brand Elements:

1. The first three; memorability, meaningfulness nd likability are all offensive strategies
that help build Positive Brand Equity.
2. Brand equity put simply is the value that derives from how consumers perceive a
brand. Therefore, having elements that increase equity, increase a brand’s value.
3. The last three aspects: transferability, adaptability and protectability are known as a
defensive strategy. This is because they can all be used to leverage and maintain
brand equity.
4. Having the ability to adapt your brand elements will allow you to remain relevant in a
constantly changing world. Therefore, even while not completely increasing your
equity, it does help you protect it.

Types of Brand Elements:

 1. Brand name
2. Logo
3. Shape
4. Tagline/slogan
5. Color
6. Graphics
7. Brand ambassador

Factors to consider in selecting Brand Elements

1. Should be such that it can be easily recalled.

2. Brand elements should be suitable for that given product category.
3. Consumers should not be left guessing about the brand by looking at the element.
4. Choice of word or symbol should not be without research
5. Flexibility
6. The most elementary part of brand element to achieve brand equity is the brand
name.

Use of Integrated Marketing Communication for Brand

Building
What is IMC?

Integrated Marketing Communications(IMC) is a concept under which a company carefully

integrates and coordinates its many communication channels to deliver a clear and
consistent message.

It aims to ensure the consistency of the message and the complementary use of media.

It is the strategy that takes your marketing department from disparate functions to one
interconnected approach.

IMC takes your various marketing collateral and channels - from digital to social media, to
PR, to direct mail - and merges them with one dependable message.

Tools of IMC:

1. Research strategic planning

2. Public relations
3. Social media
4. Trade shows/special events
5. Direct marketing
6. Wedevelopment and eCommerce
7. Sales Promotion
8. Special Media Events
9. Advertising
10. Newsfeeds
11. Personal relationships
 12. Newspaper ads, articles, email, in store experience
13. Reviews.

How does IMC Help in branding?

4 reasons why IMC is important:

1. Need for consistency thoughout the whole customer journey

2. IMC helps with brand building
3. Properly using the right mix of marketing channels helps boost campaign
effectiveness.
4. IMG contributes to marketing channels by reinforcing each other.

The Customer’s Journey:

1. Awareness:
1. The buyer realizes they have a problem.
2. They want understand more about it.
2. Consideration
1. The buyer is looking for and comparing solutions to their problem
3. Decision
1. The buyer purchases a solution.

Developing IMC Strategy:

1. Customer Focus:
1. You have to value your customers
2. Successful marketing strategies start and end with customers.
2. Co-operation:
1. Lies on the shoulders of each and every individual who is directly associated
with the organization
3. Database Communication:
1. Employees need to communicate with each other effectively.
2. Information needs to reach all in its desired form
4. Leverage:
1. Understand how each marketing channel promotes your brand among target
customers
2. Also find out the costs associated with the same.

Ingredient Branding
What is Ingredient Branding?

Ingredient branding is a marketing strategy where a component or an ingredient of a product

or service is pulled into the spotlight and given its own identity.

Ingredient branding means giving a component of a product its own brand identity.
Ingredient branding is the process of using branded components inside(or as part of)
another product.

Considerations

1. The ingredient brand must reflect a compelling and profitable business strategy that
leverages the strengths of the organisation.
2. The end customer must understand the functional benefits of the brand before
deeper, more emotional associations are created.
3. All potential customer touch points for the brand must be anticipated; the brand must
be represented consistently and compellingly at all of them.
4. Find the right partners: The right brand associations can be gained by partnering with
the best the category has to offer.
5. Allow the end-customer to experience the brand visually.
6. Encourage or underscore interaction with the brand
7. Develop the brand as an implicit seal of approval. This can be done visually.

Ingredient Branding Model

Module 5 - Brand Management
Introduction to Digital Brand Management
What is Digital Branding?

“Digital channels, and assets are used to communicate a brand’s positioning(or purpose) as
part of multichannel brand communication or engagement programs.”

Digital branding is about creating and establishing your brand’s story and presence in the
digital realm.

Understanding Digital Branding

Strategic Digital Brand Building: The marketing landscape is shifting further away from
traditional advertising irrevocably towards digital options as online drives marketing.

Biggest challenge in content marketing is to create great content which is relevant and
engaging.

It can be achieved by focusing on the target audiences instead of the brand.

How to create Digital Branding Strategy?

A great strategy is needed not only to fuel social media activity, but also to create high
converting landing pages and also to increase search engine rankings for target key words
thereby constantly creating high quality content.

Strategy should cover a wide range of different content types.

Content creation has to be well supported with content marketing.

Try to influence the influencers to create a greater impact; Nurture social evangelists.
Engage positively to nurture brand advocacy - Focus on what interest’s people.

What does Digital Branding Do?

1. It encourages strong user connections with the company.

2. It ensures a powerful online presence that is not shattered by minor fluctuations in
the market.
3. It communicates the brand’s value through various channels, allowing companies to
realize their potential on different levels.
4. It gives better control over brand digital marketing.
5. It retains a reputation and garners favorable attraction.
6. It separates the company from the competition in a way that appeals to the target
audience.
7. It improves omnipresence and lets you control it to avoid bad outcomes.
8. It helps you generate new leads.
 9. It helps you retain customers more effectively.
10. It amplifies the effect of digital brand advertising
11. It helps to generate conversions more effectively.
12. It increases ROI.

Importance of Digital Brand Management

What is Digital Brand Management?

Digital Brand management is holistic overview of all policies, plans, and tactics that influence
how people interact with your brand online through channels like social media, search,
website, apps, paid ads, and any other digital platform.

Digital Brand Management include:

1. Devising a customer-centric digital brand strategy

2. Ensuring consistent and compelling brand messaging across all channels
3. Performing market analysis to predict future trends
4. Suggesting how to position your brand to generate more sales and revenue
5. Developing your brand’s digital marketing strategy for long-term growth

How does Digital Brand Management Help Companies?

1. Customers’ expectations: when you’re in charge of your brand, you can provide a
personalized customer experience whether the person is on your landing page or
your Facebook page.
2. Customers’ perception: A well-oiled brand management plan and responsive team
can keep tabs on your digital presence and control the narrative.
3. Industry regulations: If you’re in a highly regulated sector such as finance or
healthcare, brand management can help you position your business as compliant
with industry standards, to build trust with your audience.

Benefits of Digital Marketing:

1. It gives measurable results

2. Provides equal opportunities for everyone
3. Targets the right audience
4. Cost effective
5. Builds brand recognition
6. Provide you with exposure
7. Increases revenue

What is the importance of Digital Marketing Strategies?

Without a digital marketing strategy, we are hitting an arrow in the dark. Businesses today
need a digital marketing strategy to guide them in a certain direction.
First step is to identify clear marketing goals. These include increased brand awareness,
clicks to the website, and an overall increase in conversions paving the way to customer
loyalty.

Impact of Technology on Brand Marketing

Role of Brand in Digital Age

1. Brands must integrate the reality of the digital age into their design.
2. Social Media has helped to make this the age of the customer.
3. Design has become user-centric and much more visual. Incorporating infographics
and icons helps with improved user experience(UX) and user Interface(UI)
4. Design agencies, coming in from the world of programmatic advertising, are building
website, or digital campaigns.
5. Optimizing and improving marketing and communications processes are noted as
high priorities.

Use of Digital Technologies

1. Digital technologies are rapidly moving away from text-heavy formats, with more
video and other visualization techniques instead.
2. Digital technologies operate instantaneously, so people are losing patience with
anything that operates more slowly.
3. People can carry knowledge and connections with them. People are weaning
themselves from place-based expectations about everything.
4. The digital revolution is changing how people conceptualize the possibilities available
to them in their lives.

What do marketers need from brands?

1. Personalization of scale
2. Experiential marketing
3. Accounting
4. Transparency
5. Information
6. Realistic

Digital Brand Strategy

A digital branding strategy is how you communicate your brands identity to consumers online
with the overarching goal of increasing customer loyalty and sales. Imagine your brand as a
person.

A digital branding strategy takes this brand personality and strategically positions it to
perform competitively within a given market.

How to create a Digital Brand Strategy?

 1. Determine your brand’s mission and vision
2. Understand your audience
3. Know your sales funnel
4. Leverage market opportunities and competitive positioning
5. Create a cohesive design for your brand
6. Publish quality content
7. Choose the right digital publish platform
8. Perform brand audits

Brand Positioning Statement

1. Authentic:

1. Don’t promise the world, because you can’t offer it and people wont believe
you.
2. Deliver something realistic and true to your brand.
2. Concentrated:

1. Avoid covering too much

2. Find common ground between your goals and condense your position
statement to fixate on that idea
3. Personable:

1. Communicate to your customers how your mission and vision benefits them
individually, specifying how you can deliver those benefits better than your
competitors.
4. Actionable:

1. Outline how you will consistently act towards your goals

5. Memorable:

1. Deliver a strong message powerful enough to stick with your target audience,
even after their initial interaction
6. Understandable:

1. Most importantly, communicate your position clearly and effectively

Online Branding

Online branding is everything that appeals to the brands reputation on the internet. It is
therefore the policy of a brand to promote it to online customers.

Why is online Branding Important?

 1. Recognition
2. Preference
3. Brand Loyalty
4. Differentiation
5. Reduced advertising expense
6. Consumer engagement
7. Instant feedback
8. Memory
9. Emotional attachment

What defines Internet Branding?

1. Internet branding must be unique and memorable. It cannot be a name that is

already being used by another business.
2. The chosen brand name should represent your business and stand for quality,
service, or value.
3. An internet Brand consists of multiple components including a domain name,
social media accounts, business cards, and website design/hosting.
4. Choosing a good bran name is an important first step to promoting your
online business effectively.

How to create an online Brand?

1. Solid foundation
2. Easy to recognize name
3. Make it relevant
4. Realistic
5. Creating a logo
6. Professional blog
7. Personalized approach

Challenges of Online Marketing

Online Branding Challenges

1. Insufficient use of internet tools:

1. Online marketers are yet to use many internet tools available to enhance
better visits and transactions.
2. Security Concerns:
1. There are still many who are apprehensive submitting credit card details
online.
3. Lack of understanding of customer expecttions:
1. A large number of online companies fail because they fail to understand their
customers.
 2. Are the target customers looking for price or quality or convenience of home
shopping?
3. Is the website easy to navigate?

The technical backbone has a great impact on online branding.

Challenges:

1. Information Overload
2. Consistency of cimmunication across all media channels
3. Making content dynamic
4. Allow consumers to make real time communication
5. Being active on social media
6. Engaging with consumers online and instant feedback

Branding Through Social Media

What makes a brand strong on Social Media?

1. Consistency:
1. Most important part about branding is consistent implementation
2. Everyone who creates external-facing materials at your company needs to
know the exact colors, fonts, and elements to use.
2. Brand Storytelling:
1. Part of building a compelling brand is telling the story of your company, your
people and the impact of your products.
2. With every social media post, every newsletter, and every product label, you
have an opportunity to share stories that resonate with your audience.
3. Unique Voice:
1. When developing a brand consider the following questions:
1. Who is your target audience and how do they speak?
2. Is your product meant to alleviate a serious problem? Or bring some
fun and excitement into the user’s life?
3. How would you want your customers to talk about your product and
your company?

Online Brand Building Process:

1. Identify your purpose, mission, vision, and values and align them with your target
audience to tell your brand story.
2. Develop your brand identity with visual brand elements and a consistent voice
3. Create a digital brand management strategy and style guide with templates
4. Incorporate your brand into marketing, sales, and visual communication designs

Ways to build brands on Social Media

1. Build a community and provide free educational resources

2. Enable brand ambassadors to create and share brand approved content
 3. Share multimedia content across legacy and emerging social media audiences
4. Embrace short-form video content
5. Refresh your brand regularly and share the behind-the-scenes brand building
process with your audience.
6. Use audience polls and questions to learn more about your audience
7. Repurpose high-performance content for different mediums

Role of a Digital Brand Manager

Digital Marketing Manager Job Responsibilities:

1. Develops digital marketing strategy by studying economic indicators, tracking

changes in supply and demand, identifying customers and their current and future
needs, and monitoring the competition.
2. Plans and executes all web, SEO/SEM, database marketing, email, social media,
and display advertising campaigns.
3. Designs, builds and maintains our social media presence
4. Contributes to marketing effectiveness by identifying short-term and long-range
issues that must be addressed
5. Measures and reports performance of all digital marketing campaigns and assesses
against goals.
6. Identifies trends and insights, and optimises spend and performance based on the
insights.

Digital Marketing Manager Qualifications/Skills:

1. Highly creative with experience in identifying target audiences and devising digital
campaigns that engage, inform, and motivate
2. Creating and maintaining client relations
3. Coaching and subordinate involvement
4. Managing processes
5. Self-motivated yet customer-focused
6. Proficient in marketing research and statistical analysis
7. Able to develop budgets
8. Familiar with financial planning and strategy

Who is a digital brand manager?

1. The digital brand manager is responsible for digital consumer experiences across the
entire enterprise and its operations.
2. They help help a company drive growth in its brands and product lines by converting
traditional physical brand management process to social media ones, and over-sees
the rapidly changing digital sectors like mobile applications, social media and internet
based marketing.
3. The digital brand manager is responsible for executing and evolving the enterprise’s
social media strategy based on performance and emerging company/consumer
needs. This includes but is not limited to: Channel roles, content strategy, and Social
Personal Development.
Social Listening
Social Listening and its process:

Social Listening is tracking social media platforms for mentions and conversations related to
your brand, then analyzing them for insights to discover opportunities to act.

It’s a 2-step process:

1. Monitor social media channels for mentions of your brands, competitors, products,
and keywords related to your business.
2. Analyse the in for ways to put what you learn into action. That can be something as
small as responding to a happy customer or something as big as shifting your entire
brand positioning.

Social media monitoring and Social Media Sentiment

1. Social media monitoring is all about collecting data. It allows you to look back at what
has already happened using metrics such as:
1. Brand mentions
2. Relevant hashtags
3. Competitor mentions
4. Industry trends
2. Social Media sentiment Analysis is a key part of social media listening because it
helps you understand how people feel about you and your competitors. Instead of
just counting the number of times your brand gets mentioned, you look at what you
can learn from social conversations to drive real business results.

How can a social listening strategy help brands?

1. Social Media listening helps you better understand what your audience wants from
your brand.
2. Social listening is more than understanding what people say about you.
3. Monitoring conversations about the industry also uncovers a ton of insight about
what’s working - and what’s not working- for existing and potential customers.
4. Social listening allows you to track sentiment in real-time, so you can know right
away if there’s a significant change in how much people are talking about you or the
mood behind what they say.
5. People generally like it when you offer to help solve their problems

Consumer Intelligence tool

1. Both social media and person-to-person information-gathering have value, but social
listening is quickly becoming an important customer intelligence tool.
2. Among the many ways to use social media to gain insights are the following:
1. Monitoring online customer support forums
2. Using software tools to gather comments from social outlets, such as
Facebook and Twitter
 3. Encouraging customers to suggest new product features and vote on their
favorites

Content Marketing
What is Content Marketing?

Content Marketing is the process of consistently publishing relevant content that audiences
want to consume in order to reach, engage, and convert new customers. It involves brands
acting more like publishers and creating content on a destination brands own that attracts
visitors.

5 steps to an effective content strategy:

1. Content Alignment:
1. Align your content with the customer journey.
2. Identify what topics, needs, and questions will be addressed in your content.
2. Content Audit:
1. Audit your existing content to determine what can be used as is, what must
be updated, and what must be created from scratch.
3. Production Plan:
1. Determine the genre and format of each content piece.
2. Identify who will be the subject matter experts, authors and other contributors.
4. Performance Measures
1. Determine the objective of each piece of content and how performance withh
be tracked and measured
5. Distribution plan
1. Identify what online and offline channels will be used to get content in front of
constituents, members, and donors.

Path to Content Marketing

1. Content marketing is an opportunity to reach and convert new customers.

2. Content marketing drives measurable results and ROI over more traditional
marketing tactics.
3. Content marketing allows you to build relationships that enhances brand trust.
4. Content marketing focuses an organization on telling brand stories that resonate with
customers.

Benefits of Content Marketing

1. Customer engagement:
1. Content like blogs and landing page capture web traffic from organic search,
social media networks and other sources, such as live events.
2. Brand awareness and thought leadership:
1. Thoughtful content can establish your brand as a recognized industry leader.
3. Lead generation and nurturing:
 1. Content campaigns keep potential customers interested and engaged
throughout the sales cycle.
4. Sales enablement:
1. Content marketing efforts support sales conversations by providing potential
customers with key knowledge and data.

Rise of Chatbots and Branding Strategy

Chatbots:

1. Chatbots are simple artificial intelligence systems that you interact with via text.
Those interactions can be straightforward, like asking a bot to give you a weather
report, or more complex, like having one troubleshoot a problem in internet service.
2. Chatbots are making it possible for marketers to easily and quickly attend to their
customers’ needs.
3. To incorporate chatbots in a business, one must remember to always determine the
audience, define the precise business vertical, feed the bot with information, and
provide a good interface for these bots.
4. Chatbots can guarantee that its functionality can remain effective in the digital
marketing landscape for a longer period - and further advancements can be
expected.

Points to consider when selecting chatbots:

1. Determine your audience

2. Define the business vertical that your bot would operate in
3. Feed the bot with information
4. Provide a good user interface.

Why chatbots are future of marketing?

1. Redirecting users into a chatbot rather than into a lead web form increases the
conversion ratio and customer engagement.
2. Answer FAQs and hand over more complicated queries to live specialists.
3. Send Product updates, special promotions, personalized discounts and offers via
messaging channels where open rates are more than newsletters.
4. Lessen shopping cart abandonment rates on websites.
5. Gather instant feedback, measure and improve customer experience.
6. Remarket customers and send them back to finish a conversation.

What is Chatbot marketing?

1. It’s a way to promote products and services using a chatbot that carries
conversations with users by a predetermined scenario or with the help of AI.
2. Companies can employ marketing chatbots on their website, Facebook Messenger,
and other messaging platforms, like Whatsapp and Telegram.

Netnography as a research technique

What is Netnography?

It’s the branch of Ethnography(the scientific description of the customs of individual people
and cultures) that analyses the free behaviour of individuals on the Internet that uses online
marketing research techniques to provide useful insights.

Netnography is a research method useful for studying online consumer culture. By observing
naturally occurring discussions and the phenomena on the internet, it seeks to unpack the
cultural codes and expressions that influence consumption choices within the communities
under study. It views social media as much more than likes, reposts, influencers and
keywords occurrence's.

Process of Netnography:

1. Define the research question and scope

2. Locate the community and relevant discussions
3. Collect and prepare the data
4. Map themes
5. Map consumer tribes

For phases of Netnography:

1. Selection of Virtual communities:

1. A;; the groups and forums related to the topic of interest can be considered.
2. Later, a filter is made to keep the communities more representative of the
total population
2. Definition of the duration of the study
1. Decide how long the data collection phase will last
2. A follow-up is usually given 3 or 4 months to collect a good amount of info.
3. Data collection:
1. The information shared in the virtual community’s chata, forums, groups, and
lists is collected during this period
2. It can also include using AI tools to analyze the texts and transform his data
into systemized information
4. Interpretation of results:
1. Researchers are responsible for analyzing the messages and classifying the
comments according to previously established criteria.

Steps to know consumers:

1. Understand and state your consumer insight goal

2. Educate yourself about the different methods for using naturalistic social media date
3. Educate and train your co-workers and employees about benefits of Netnography
4. Build consensus in your company through high quality presentations and reading
materials.
5. Develop a plan that intelligently integrates the use of social media insight methods
with your other forms of research.
6. Learn through trial. Find out how different forms of Netnography work, and different
applications of Netnography for different purposes
7. Sample appropriate tools. Be discriminating.