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Brand and Branding Jean – Noel Kapferer

Branding dilemma

• What is brand? Name,sign, symbol,intended to identify goods & services of one seller from another

• Branding is decommodification of product

Brand identity Perspectives of

Marketer

Brand image Perspectives of

Consumer

Brand name

• “A rose by any other name would not smell as sweet”

• Brand name provides an identity which differentiates

• Key marketing concept of positioning, imagery are centered around brand name

Product logic(marketing mix) to brand logic (meaning and value)

Product

Brand

Brand identity prism

Brand CultureShared,Stories,

images & associations

The Firm Popular Culture

Influencers Customers

Brand Stories

Brand Stories

Brand Stories

Brand Stories

Brand Culture - Authors

Douglas B.Holt

Brand value

• Brand culture (accepted truth about product) can greatly enhance brand value

• Difference between what a consumer will pay for branded product and a physically identical product without brand

• Reputational value perceived product quality• Relationship value trusted as a long term partner• Experiential value Shape experience of product• Symbolic value which expresses values &

identities

BRAND ARCHITECTURE• Handling of a large product portfolio• Brand-product relationship• Six models in the brand-product relationship– The product brand;– The line brand;– The range brand;– The umbrella brand;– The source brand and;– The endorsing brand

The Product Brand Strategy

• It involves the assignment of a particular name to one, and only one, product as well as one exclusive positioning.

• The result of this strategy is that each new product receives its own brand name that belongs only to it

• For example, Procter & Gamble-detergent market by brands ariel, vizir,dash and soap market by camay ,zest etc.

The Line Brand Strategy• This strategy involves the exploitation of

successful concept by extending it but by staying very close to the product

• For example, L’Oreal hair line products

The Range Brand Strategy• It bestow a single brand name and promote

through a single promise a range of products belonging to the same area of competence

• For example, in food sector it is heinz, green giant etc.

Umbrella Brand Strategy• The same brand supports several products in

different markets. • Each of them has its own advertising tool and

its own communications • The main advantage of umbrella strategy is

the capitalisation on one single name and economies of scale on an international level

• For example, TATA, Palmolive etc.

Source Brand Strategy • This is identical to umbrella brand strategy except for

the point that they are no longer called by one generic name

• Two tier brand structure• Sub-branding• For example, AMUL Masti Dahi

Endorsing Brand Strategy• It gives approval to a wide variety of products grouped

under product brands, line brands or range brands• The brand endorsement can be indicated in a graphic

manner by placing the emblem or in a nominal way • For example, Johnson products with duck

Brand Equity

• Financial—Goodwill, over a period of time• What is to be measured– Clear understanding of concept – Consumer way of determining the brand

• What are the measures – Critical, Continuous, Creative– You can manage what is under your control

• How to measure

Brand Equity• Brand doesn’t exist in isolation it has to be

understood in relation to category• Differential account of brand reflecting in behavior• The brand image consumer feels, thinks and

experiences(the cognitive and affective mixes)

Brand Equity – BRANDZ Model

Nothing else beats it

Does it offer something better

than others

Can it deliver?

Does it offer me something

Do I know

about it

Strong relationship/ high share of

category expenditure

Weak relationship/Low share of category

expenditure

Brand Equity - Resonance Model

Salience

Performance Imagery

Resonance

Judgments

Feelings

Brand Brand

building blocks

Stages of brand development

Branding objective at each stage

Adapting to Market

Brand style

Brand Kernel

Brand themes

• Meaning evolve over a period of time, It is relational, Categories also get redefined -Brand Management.

• Aligning of People, Structure, Processes.• Engagement and Complexity should not

disable our thinking/knowledge.

Thank You