Session 4

Building a Brand
Brand Building, how?
 Brand Building After Covid

• During Covid, consumer buying on the basis of

price, style, or convenience
• Deeper connection with the brands and alignment
with consumer values
• What do brands have to do?
• What do consumers want?
– Social justice? Diversity, equity, and inclusion? The
environment? Fair business practices?
• Social media changing engagement
• Branding more than colors and logo
 How Brands Get Their Names

• Naming trends keep changing

• Origin story for brands – interesting
• Design – of the brand and how people get there
• Descriptive versus unique (disruptive)
• Strong brand name expansion may be risky
• Culture drives naming trends
• Linguistic screening
• Customers give you your nickname
 How to create a brand name that works

• The name should tell a story and connect to the

category
• Brand name should evoke emotion/engage
• Ease of use – short and catchy
• Marketability
Growing a brand – Cepuros Foods Malaysia

Target market

Brand Positioning Define POP’s and POD’s

Nature of competition

Product

Price
Build Customer-Based Brand Equity
Place

Promotion

Diet Pepsi Example (1) (2) (3) (4)

 POP’s and POD’s

• Establishing Category Membership

• Identifying and Choosing POP’s and POD’s
• Communicating and Establishing POP’s and
POD’s
• Sustaining and Evolving POD’s and POP’s
Identifying and Choosing POP’s and POD’s

• Desirability criteria (consumer perspective)

– Personally relevant
– Distinctive and superior
– Believable and credible
• Deliverability criteria (firm perspective)
– Feasible
– Profitable
– Pre-emptive, defensible and difficult to attack
 Mapping Consumption Chain

• Find compelling and impactful points-of-difference

• Mapping the consumption chain
– How do people become aware of their need for your product and
service?
– How do consumers find your offering?
– How do consumers make their final selection?
– How do consumers order and purchase your product or service?
– What happens when your product or service is delivered?
– How is your product installed?
– How is your product or service paid for?
 Mapping Consumption Chain

• Mapping the consumption chain

– How is your product stored?
– How is your product moved around?
– What is the consumer really using your product for?
– What do consumers need help with when they use your
product?
– What about returns or exchanges?
– How is your product repaired or serviced?
– What happens when your product is disposed of or no
longer used?
 Communicating and Establishing POP’s and
POD’s

• Create POP’s and POD’s in the face of attribute

and benefit trade-offs
– Price and quality
– Convenience and quality
– Taste and low calories
– Efficacy and taste
– Power and safety
– Ubiquity and prestige
– Comprehensiveness (variety) and simplicity
– Strength and refinement
 Strategies to Reconcile
Attribute and Benefit Trade-Offs

• Establish separate marketing programs

• Leverage secondary association (e.g., co-brand)
• Re-define the relationship from negative to positive

Updating positioning over time – means end theory -

using Laddering as a technique

Back
Building Customer-Based Brand Equity

• Brand knowledge structures depend on

–Initial choices for brand elements
–Supporting marketing program
» Manner by which brand is integrated into it
–Other associations indirectly transferred to
the brand
» by linking to other entities
 Brand Elements

• Choose brand elements to

– enhance brand awareness
– facilitate the formation of strong, favorable, and
unique brand associations

– Brand Name – Character

– Logo – Packaging
– Symbol – Slogan
 IOB SBI Bandhan Indian Bank

Naming and Logos are expensive and

worthless

Deutsche Bank
The primary color palette of bone white,
French navy blue and black evokes
intellectual gravitas, trust and power,
representing our commitment to being
the most relevant force and voice
shaping marketing around the world.
 Logo Design

A graphic based logo has the name

of the company incorporated with
an image, symbol, or mark.

A font based logo design is a logo

constructed solely of type/ text/
fonts. The font itself becomes the
image or mark.

An illustrated logo design is a logo

that has a mascot, quality image,
or a drawing.

• What makes a good logo design?

– Clean and simple
– Use a font based logo design.
– For example, Coke, Ford, and HP.
– Also, other good logo design includes a small symbol or emblem
– Such as BMW, or Apple. Often, the symbol is obvious.
 What makes a good logo?

• Key concepts
– Correct and false recognition
– Positive affect towards the logo
– Evoke intended meaning
– Subjective familiarity
 What makes a good logo?
• High recognition logos
– High correct recognition
– Low false recognition
– High affect

• Are these logos:

– Suggestive of benefit?
– Creating positive associations?
Reliability, longevity, and dependability. Suitable for Safety, performance, and expertise. Ideal for
• Character marketing appliances, home improvement products promoting tires, vehicles, travel companies

– Is there something like the Maytag or Michelin man

– Is it rich in imagery and can it generate strong affect?
 What makes a good logo?

• Low investment logo

– False recognition
– Positive affect
 What makes a good logo?

• High image logos

– High positive affect
 Brand Building Using Current Events

• Ram Temple Inauguration in Ayodhya

• Major consumer brands (clothing, durable, etc.)
– Should they use mass media or use on ground kiosks?
Why?
– Clothing brands? Airline or travel aggregator brands?
– Should they consider the possibility of push back from
some segments?
– Connecting with the event – good or bad?
– Open retail stores in Ayodhya?
– Use religion in your advertising? Mangal Deep; Dabur;
Amul; Another Dabur
 Using Color to Build a Brand
• Any customer can have a car painted any color that
he wants so long as it’s black – Ford Model T
• Changed this policy in 1925
• Top three criteria for auto buyers
– Vehicle type, brand, color
• Certain colors evoke specific associations
– Forming perceptions
– Creating distinct feelings
– White, Silver, Black, Grey – top colors for Mercedes India
– Yellow, Green, Orange - Lamborghini
 Using Color to Build a Brand
• Vanilla colors do not work for the younger
generation in India
• Tata Motors launched Harrier and Safari
– Yellow and Rose Gold
• Color should match the character of the car
– Nexa Blue – elegance and sophistication
– Red for Swift to show sportiness
– Yellow for Jimmy SUV to show off-road
– Black for sophistication for BMW
• Yet 39% is white color. Why?
 Marketing Communications Options
• Media Advertising
• Direct response advertising
• Online advertising
• Place advertising
• Point-of-purchase advertising
• Trade promotions
• Consumer promotions
• Event marketing and sponsorship
• Publicity and public relations
• Personal selling
 Marketing Communication Effectiveness

Current Brand Desired Brand

Knowledge Knowledge

What is your current brand knowledge? Have you created a

detailed mental map?
What is your desired brand knowledge? Have you defined
optimal POP and POD and brand values?
How does the communication option help the brand get from
current to desired knowledge with consumers?
 Understanding the Effects of Advertising

• 70% of advertising boosted sales right away (Nielsen)

– Increased sales can come from a single ad
– Concentrated exposure may not be a good idea
– Advertising better than sales promo
• TV advertising weight alone is not enough
– More for new than established products
• TV advertising more likely to work
– when there are changes in copy or media strategy
• When advertising is successful in increasing sales
– its impact lasts beyond the period of peak spending
• Few ad plans (20%) pay out in the short run
– but do in the long run
Understanding the Effects of Advertising

• Promotions have a
– short term effect on sales
• Promotions are not profitable
• Many brands are overspending on
– ads and promotion
• Current trend towards promotions
– are not productive
Some firms which did not use only advertising to
build brands

• The Body Shop

• Haagen-Dazs
• Swatch
• Hugo Boss
 Brands facing growth issues

• Puma
• Burberry’s
• Wimbledon
• Creemore Springs
 Promotion

• Sales promotion
– Trade promotions
» Change the behavior of the trade so that they carry the
brand and actively support it
– Consumer promotion
» Customer franchise building versus non-customer franchise
building promotions
» Change the behavior of consumers so that they
» Buy a brand for the first time
» Buy more of the brand
» Buy the brand earlier or more often
 Issues in designing sales promotions

• Type – what type of promotion should be used?

– Immediate versus delayed value
– Price cut versus added value
• Product scope – to what pack sizes or models
should the promotion apply?
– Multiple or selective
– More or less popular
– In-line or out-of-line
• Market scope – in which geographic markets
should the promotion be offered?
– National or regional
 Issues in designing sales promotions

• Timing – when should the promotion be offered

and for how long?
– When to promote (in- or off-season)
– When to announce (early or later)
– Duration (long or short)
– Frequency (high or low)
• Discount rate – what explicit or implicit discount
should the promotion include?
– Deep or shallow
• Terms – what terms of sale should be attached to
the promotion?
– Tight or loose
 Distribution

• Retailers in direct contact with customers

– Large impact on equity
– Store image affects brand image
– Selective vs. intensive vs. exclusive distribution
– Generating pull blunts retailer power
• Conflict between distribution and brand equity
– Retailers add a number of services and hence equity
– Retailers reduce equity
– Yield on capital > manufacturing?
» If so, open own store?
• What type of distribution did Cepuros have?