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Resonance
JudgmentsFeelings
PerformanceImagery
Salience
Intense ,activeloyalty
Positive, accessiblereactions
Point of parity &
difference
Deep broadawareness
•What about you & me ?
4. Relationship
•What about you ?
3. Response
•What are you ?
2. Meaning
•Who are you ?
1. Identity
Brand Building blocksBrand development stages Branding objectives
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*To what extent the brand is at the TOM/ easily
recalled/ recognised.
*What types of cues are necessary?
*How persuasive is the awareness?
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*Breadth of awareness – range of purchase &
usage situations in which the brand comes to
mind
*Depth of awareness – How likely it is for a
brand to come in mind and the ease with which
it does
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*Marketers build Brand Equity by creating the
right brand knowledge structures with the
right customers
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Corporate visual identity is defined by corporate name, logotype orsymbol, typography and colour, and they play an important part in
creating awareness and recognition . Furthermore, the brand integrates a
company’s stakeholders by creating a common ground and a sense of
Community. Its identity forms part of how it is “known” as well as a
stable point of reference for customers
The choice for the brand elements is a key Brand equity driver.
Names. URLs, logos, symbols, character, spokespeople, slogans, gingles,pakages, signages
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Aha moment of finding what a person has been
looking for.
ShortAppealing
Memorable
Active
Multiculturally effective
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*Brand Identity is defined by answering the
following questions:
*What is the brand’s particular vision and aim?
*What makes the brand different ?
*What is its permanent nature ?
*What are its values ?
*What are the signs which make the brand
recognizable ?
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*Brand Identity refers to what the sender wants
the receiver to think of the brand
*Brand Image refers to what the receiver
actually thinks of the brand
* Does Identity=Image ? (Brand Manager’s
responsibility)
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Brand Identity
Signalstransmitted
•Products
•People
•Places
•
Communication
Brand ImageBrandimage
Sender
Messages
Receiver
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*Semiotics is the study of the
meaning/interpretation of signs and symbols
*Marketers have to understand how to encode
symbolic communication (brand identity) and
how consumers decode symbolic
communication (brand image)
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*Brands can act as communication devices at four levels:
*Utilitarian sign: reliability, effectiveness, economic
performance
*Commercial sign: communicates value, high or low
*Socio-cultural sign:
brands associates with particulargroups of people
*Mythical sign/symbol: brand forms mythicalassociations
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*Brand Building:
*Memorable: Recall & recognise
*Meaningful: Credible, suggests corresponding
category
*Likeable: aesthetically appealing
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*Defensive
*Transferable: Add equity across geographies,
segments
*Adaptable over time
*Protectable: legally, competitively protectable
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VIDEOS
*Case study - Finsense
*The money show logo
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* “the set of human characteristics associated
with a brand.”
*Documents a stable set of personalitydimensions that are thought to underlie the
construct.
*brand personality plays a critical role in the
“for me” choice, or “I see myself in thatbrand” choice.
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*Sincerity, typified by traits such as wholesome, down-to earth,honest;
*Excitement, typified by traits such as daring, imaginative,exciting;
*Competence, typified by traits such as intelligent, secure,confident;
*Sophistication, typified by traits such as glamorous, smooth,charming;
*Ruggedness, typified traits such as strong, masculine, western.
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*Brand personality is the act of applying humancharacteristics or traits to a brand, inducing
consumers to think of a brand as if it hadperson like qualities
*Associating human personality characteristicswith a brand is possible because people
anthropomorphize, that is, transfer humancharacteristics to inanimate objects on aregular basis
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*Direct: originate from any individual associated with the brand
(e.g. endorsers, spokespersons, company CEO, and family
members), and transfer to the overall brand personalityperception.
*Indirect : originate from informational sources as product
attributes, product category, brand name and symbol,
advertising approach, price, and demographic characteristics
(e.g. gender and social class).
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*Benefitsbrand personalities, like human personalities, are thought
to be comprised of traits that are relatively enduring.
*Consumer researchers suggest that numerous benefits may
accrue to brands with strong, positive brand personalities.
* A favorable brand personality is thought
* to increase consumer preference and usage (Sirgy, 1982),
* increase emotions in consumers (Biel, 1993),
* increase levels of trust and loyalty (Fournier, 1998),
* encourage active processing on the part of the consumer (Biel,
1992),
*and provide a basis for product differentiation (Aaker, 1996).
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*If the brand was a person what sort of personality would it have ?
*Sincerity
*Excitement
*Competence
*Sophistication
*Ruggedness
*Peaceful
*Passionate
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RBM :
• Consumers may not have the personality of a brand but wouldlike to have a relationship.
e.g. NIKE V/S LA GEAR
Rugged / Outdoor Fashionable
CITIBANK V/S BARCLAYS BANK
Modern, technical Solid, sound, wealthy,
pretentious, high competent.
flying.
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*•The brand as a friend.
UJALA V/S ROBIN
Trusted Old, jaded
Dependable Out-of-reach
Understanding Staying nowCaring in a distant
Practical town.
•
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*Brand Behaviour Personality Traits
•Frequent changes in brand - Flighty, schizophrenic
Position, symbol, advertising
Style, tone, pace.
•Frequent deals, coupons, - Cheap uncultured.discounts.
•Advertise, frequently / - Outgoing, popular.
extensively.
•Strong customer service, - Approachable.
Easy-to-use package.
•Continuity of characters - Familiar,
comfortable.
packaging, symbol, endorsers.
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Brand Behaviour Personality Traits
•High price, exclusive Snobbish, sophisticated.
distribution, advertises in
upscale magazines.
•Friendly endorsers, Friendly, neighbor next
advertising. door.
•Association with events, Culturally aware, cause related
marketing. concerned.
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You have just planned a party this Saturday and have invitedthe following persons:
* India Today
*Business world
*Times of India
*Stardust
*Savvy
*Journal of Operations management
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Answer the following in one single word:
* What dress will each wear?
* What mode /brand of transportation/vehicle will they come in* What conversation will they make?
*What will be their gender and age?
* What will they drink at the party?
* What type of food will they have at the party?
*If the party starts at 8pm what time will each arrive?
* Write personality profile of your favorite brand amongst these inless than 500 words
Draft Personality profile
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Draft Personality profile
IT BW TOI SD SV JOM
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IT BW TOI SD SV JOM
Dress
Transport
Conversation
Gender
Age
Drink
Food
Arrival