Branding and Band Positioning

Branding and Band Positioning
What is a brand?
Brand
•Name, symbol, sign, term or design
Purpose
•Identify
•Differentiate
Branding
Providing goods and services with the power of the brand. Its all about creating
differences between products
Role of brands
• Identify the maker
• Simplify product handling
• Organize inventory
• Serve as competitive advantage
• Secure price premium
• Signify quality
Advantages of strong brand
• Improve perceptions of product performance
• Greater loyalty
• Larger margins
• Greater financial market returns
• Improved employees recruiting and retention
• Increased marketing communications effectiveness
• Brand extension opportunities
Brand Elements
• Brand elements are device which can be trademarked, that
identify and differentiate the brand: Most strong brand
employ multiple brand elements
Example: Nike has a distinctive logo and an empowering slogan

“Just Do It”
Brand element choice criteria
1. Memorable
Easy to recall and recognize brand elements both at purchase
and consumption. E.g. Tide
2. Meaningful
Is the brand element credible? Does it suggest corresponding
category and the product ingredient or the type of person
who might use the brand? E.g. Die Hard auto batteries
3. Likable
How appealing is the brand element? E.g. Flickr photo sharing
4. Transferable
Can the brand elements introduce new products in the same or
different categories? E.g. Amazon
5. Adaptable
How updatable is the brand element?
6. Protectable
How legally or competitively protective is the brand element?
Brand Naming
1. Individual names
Giving each product the company sells its own brand unique
name. E.g. P & G (Pampers, Ariel, Head and Shoulders)
2. Blanket family names (Brand extension)

Use of same brand name for all the products. E.g. Samsung &
Apple, who use this strategy, for all its products. You will
find a brand apple logo on all its product.
E.g. Tata steel, Tata Salt, Tata Tea, Tata Ace, Tata Sky
3. Separate family names (unrelated products)
Companies which use product of different sector. Separate
brand name for each line.
E.g. UL brands –
1.Brooke Bond product line having items Brooke Bond 3 Roses,
Brooke Bond Taj Mahal, Brooke Bond Red Label etc
2.Kissan ketchup product line
4. Corporate name/individual name combo
Company combines its name with separate product brand name
E.g. Co-branding
Brand Equity
• What is brand equity?
• How to measure brand equity?

1. Indirect approach – by tracking consumer brand knowledge
2. Direct approach – assess the impact of knowledge on
consumer response
3. Brand value chain – links the two approaches
Brand value chain
• The brand value chain is a structured approach to assessing the
sources and outcomes of brand equity and the way marketing
activities create brand value.
It is based on the following assumptions:
1. It begins when the firm targets the audience, by investing in the
marketing program, to develop the brand, including research and
development, design and communication
2. we assume customers’ mind-sets, buying behavior, and
response to price will change as a result of the marketing
program
3. The investment community will consider market
performance, replacement cost, and purchase price in
acquisitions (among other factors) to assess shareholder
value in general and the value of a brand in particular.
Managing brand equity
1. Brand valuation
Evaluate the total financial value of a brand. Unlike brand equity,
it’s a company based perspective
2. Brand reinforcement
Its all about maintaining brand equity. Its about making sure
consumers do have desire knowledge structures so that
brand maintains its equity. This could be done by continuous
product improvement, Innovation and marketing activities.
3. Brand revitalization
To reposition a brand in decline stage
E.g. Star bucks campaign “coffee value and values”
Branding strategy
• A firm’s branding strategy reflects the number and nature of
both common and distinctive brand elements.
A firm has three main choices:
• It can develop new brand elements for the new product.
• It can apply some of its existing brand elements.
• It can use a combination of new and existing brand
• elements.
Brand Positioning
• Positioning requires that marketers define and communicate
similarities and differences between their brand and its
competitors.
• Deciding on a positioning requires:
1. Determining a competitive frame of reference by identifying
the target market and relevant competition
• Identifying the optimal points of parity and points of
difference brand associations given that frame of reference,
• Creating a brand mantra/slogan to summarize the
positioning and essence of the brand
POD/POP
• POD – benefits not found in the competing
brand
• POP – No unique benefits
• Three criteria determine whether a brand association can
truly function as a point-of-difference—desirability,
deliverability, and differentiability.
• Desirable to consumer. Consumers must see the brand
• Association as personally relevant to them.
• Consumers must also be given a compelling reason to believe
and an understandable rationale for why the brand can
deliver the desired benefit.

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Branding and Band Positioning

Example: Nike has a distinctive logo and an empowering slogan

2. Blanket family names (Brand extension)

• How to measure brand equity?

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