Brands and Branding for Schools 17/12/08 Prof. Avinash Mulky

What is a Brand? A brand is a name, symbol or design which is intended to identify the services of one organization and to differentiate them from those of competitors. American Marketing Association 1

Associative networks in memory Category C1 C14 A3 Brand A C11 A4 C13 C12 A5

Characteristics of strong brands..1 High awareness among target segment Strong associations Favourable associations Unique associations

Characteristics of strong brands..2 Brand excels at delivering benefits customers truly desire Brand stays relevant Pricing is based on customers’ perception of value Brand is properly positioned Brand is consistent Those in charge of the brand understand what the brand means to stakeholders Brand uses a range of activities to build brand equity Organization monitors the customers’ perceptions regularly

Brand identity, image and positioning Brand in relation to competitive brands Brand as received and decoded by consumers and public Brand as intended Perceptual filter Receiver’s perceptual space Source: Verma ( 2002), pg 147

Qualitative curriculum Harvard Chicago Stanford Wharton Prestige Carnegie Mellon MIT Quantitative curriculum Source: Green, Carmone, Robinson in Sengupta(2005)

The positioning statement 1. For whom am I ? 2. what am I ? 3. Why me? 4. From whom am I? 5. Against whom am I?

Claims used in positioning Best quality Best performance Most reliable Most durable Safest Fastest Most prestigious Best designed Easiest to use Best value for money Least expensive Most convenient

Horlicks

Horlicks Brand essence: Nourishment Core identity Quality health food drink, Malt, great taste Extended Identity User: Entire family especially children and pregnant or lactating mothers Product attributes: Malt, smart nutrients, several flavours, great taste Heritage: Company has been in the business of providing nutritional needs for decades Customer brand relationships: Trust, family bonding Personality: Protecting, caring, supportive , concerned Value proposition Helps one to remain healthy perform one’s role better

Complan

Complan Brand Essence: Growth Core identity Complete planned good for growing children Extended identity Users: Growing children Product attributes: 23 vital ingredients in ideal balanced proportion Quality / Value: Premium pricing but worth it Uses: Essential nutritional supplement Customer brand relationship : Pride in nutritional choice: “ I am a Complan Boy / Girl” Value proposition Helps the child to grow up healthy and bright