1. Creating a Brand

2. Contents
Building a brand
Brand identity
Brand personality
Brand image

3. 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.

4. 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.

5. Creating a Brand

6. 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

7. Brand identity structure
Core identity
Extended identity
Brand essence

8. 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

9. Strategic Fit

10. 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.

11. 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

12. 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

13. 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

14. 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

15. 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.

16. 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

17. 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

18. 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

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

20. 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

21. Quick Recapitulation Building a brand Brand identity Brand personality
Brand image

22. Questions?