Creating a Brand

Contents Building a brand Brand identity Brand personality Brand image

Introduction Branding continues to be a strong force in the marketing of an organization’s products – be it a physical product or a services product. A brand is successful when consumers are convinced that there are significant differences among the brands in the same product category.

Introduction One of the key determinants of a consumer’s relationship with a brand over a period of time is how the customers perceive the brand. Thus, for marketers it is extremely important to build a strong perception about the brand. Brand identity is ‘a set of associations the brand strategist seeks to create or maintain’. A brand identity is different from a brand image as it is aspirational.

Creating a Brand

Strategic Brand building and management process Internal company analysis Vision, mission and organizational culture Company strengths and weaknesses Existing brand image Brand heritage Strategic Analysis External audit PESTE analysis Porters five forces Industry analysis Competitor analysis Customer analysis Supplier analysis Substitutes Identify opportunities : Brand Objectives Designing Identity of brand Brand identity Difference between Brand Essence and Brand Tagline Brand as a product – scope, attributes, quality Brand as a person – brand personality Brand as a symbol Brands as an organization Feedback ORGANIZATIONAL ACTIVITY Grow and sustain brand equity Manage brand challenges over time Manage brands across boundaries Identify brand value proposition Functional benefits Self-expressive benefits Emotional benefits Branding strategies Brand architecture, Brand stretching and Brand extension strategies Identify brand positioning basis Build a brand through the marketing programs Product strategy Pricing strategy Promotion strategy Distribution strategy Online strategy Measure brand performance Financial measures Customer based measures CONSUMER’S UNDERSTANDING OF THE BRAND Brand meaning: Brand image, Brand positioning, Brand personality

Brand identity structure Core identity Extended identity Brand essence

Difference between Brand Essence and Brand Tagline Represents the brand identity Represents the brand positioning Meant to energize the internal audience of the organization (primarily the employees of the organization) Meant to communicate about the brand to the external audiences (primarily customers and consumers) It is expected to be relevant for a long period of time Has a limited life Relevant across products and markets for the same brand Tagline is relevant in a confined area and may vary over products and markets

Strategic Fit

The Strategic Fit Strategic brand building includes a mix of organizational activity and the consumer’s perception or understanding of the brand. It is therefore important that there be a strategic fit between the two entities i.e. the identity designed by the organization should be understood and readily perceived by the customers.

Product design and features The Strategic Fit Product design and features Brand communication Brand is purchased Social responsibility Place Brand is created Brand evaluation by consumers Price Perceived self image Company Feedback Brand image (BI2) Brand identity (BI1) (BI2) similar to (BI1) (BI2) dissimilar to (BI1) Brand meets expectations Strong Brand Brand gap

Kapferer’s Identity Prism Kapferer (2009) has categorized the brand identity into six dimensions that can be represented by the six faces of the ‘hexagonal prism’. The six facets are broadly categorized under two perspectives – internal and external

Kapferer’s Identity Prism Left side The left side is the social face of the brand and helps in expressing the brand. They result in externalization of the brand and consists of: Physique of the brand Relationship Reflection Right side The right side of the prism is the spirit of the brand and is incorporated in the brand itself. It results in internalization of the brand and consists of: Personality Culture Self-image

Kapferer’s Identity Prism Externalization – The social face Internalization – the Brand spirit Physique Plastic bottle Blue and white label Golden colour liquid Does not sting on application Personality Prevents infection Cures mild cuts, insect bites, burns etc Strong antiseptic platform Brand source/ sender Relationship Both functionality and emotion platform 100% germ fighter Protects loved ones Culture Superior composition allows action on wide range of bacteria, moulds and yeast and also soothes, prevents infection and promotes healing. Savlon Enabler – bridge the gap Reflection Image of a loving and caring wife Prime concern is to protect her family Self-image Protects family at time of cuts, bruises. Receiver / Recipient

Brand personality Brand personality is ‘a set of human characteristics that can be associated with the brand like gender, age and personality traits like warmth, honesty, integrity etc. The physical aspects of a product can be copied but it is very difficult to copy the personality of a brand. Thus brand personality helps in building a sustainable competitive advantage Celebrity endorsements help in creating a brand personality as they help consumers to understand the brand in context of the celebrity.

Importance of brand personality It is a vehicle for the customers to express their identity - Sooty Pep plus ad show actor Priyanka Chopra expressing her identity through the use of the brand It forms the basis of the relationship between the brand and the customer – Banks It performs a functional benefit by communicating about the product attributes - Michelin Man represents the strong and sturdy tyres of the Michelin Company It leads to customer preference and helps in building brand equity - Sachin Tendulkar, Amitabh Bachchan etc

Measuring brand personality An important aspect that needs to be discussed is how to measure brand personality. This is not discussed in the brand identity prism as in a brand identity the focus is internal. When we talk about measuring brand personality the focus is external, i.e. how does the customer perceive the brand or what is the personality of the brand according to the customers. This can be done with the help of Aaker’s (1997) Brand Personality Framework

Brand image The brand image is ‘the set of beliefs held about a particular brand’ (Kotler and Keller, 2005) by the consumer. Brand image is defined as ‘perceptions about a brand as reflected by the brand associations held in consumer memory”. Brand associations are ‘anything linked in memory to a brand’ The association can be with the brand’s attribute, brand’s benefit and the brand attitude

Brand image (contd.) Brand image can be built by: Product Price Packaging User imagery Usage imagery

Brand image (contd.) Use experience Free associations Decision process Brand meanings can be studied by adopting any of the following measures: Use experience Decision process Brand user Differential perception Personal values driving choice Free associations Picture interpretations Brand as a person Brand as an animal / magazine

Quick Recapitulation Building a brand Brand identity Brand personality Brand image

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