Some key points on Branding from The Book((Kotler)

                                            Brandhelpnotes

 

 

Brand : a name , term,symbol,design, or combination thereof that identifies a seller’s  products and  differentiates them from competitors’ products.

 

Brand name : “ brand name is that part of a brand that can be spoken , including letters (GM etc),words (Capri, Chevorlet), numbers (7-eleven).  The elements that cannot be spoken are called the brand mark—Mercedes-Benz symbols.”(p 301 Lamb,Mcdanial, Hair)

 

Brand Name: Consists of words, letters, and or numbers that can be vocalized. A brand mark is the part of the brand that appears in the form of a symbol, design, or distinctive coloring or lettering.

 

When a brand is given legal protection it is called Trademark .It is a legal term and includes words, letters ,numbers and pictorial design.

 (P-210- ed. 9. Stanton,Etzel,Walker)

 

“There are many types of  Logos,ranging from corporate names or trademarks ( word marks)  written in a distinctive form on one hand , to entirely abstract logos  that may be completely unrelated to the word mark, corporate name,or corporate activity, on the other hand. Example of brands with strong word marks (and no accompanying logo separate from the name) include  Coca-Cola,Kit-Kat. Examples of abstract logos include ,Mercedes-Benz star and Nike swoosh….olympics  rings . these non-word logos are also often called symbols”    (Keller , Strategic Brand Management, )

 

 

 

 Brand Equity

 

“Measure of brand equity is the extent to which consumers are willing to pay  more for  the brand.”

“Brand Equity is the accumulated value of the brand image or identity in the consumer's mind.” Brandidentityguru.com

Powerful brand has consumer loyalty and awareness.

 

The fundamental   asset underlying  brand equity is customer equity.

Customer equity—the value of the customer relationship that the brand create. A powerful brand represents profitable loyal customers.

 

(Brand equity is the value that customers and prospects perceive in a brand. It is measured based on how much trust a customer has in the brand. The value of a company's brand equity can be calculated by comparing the expected future revenue from the branded product with the expected future revenue from an equivalent non-branded product. The difference, usually profit, is how much customers trust the brand, and are willing to pay above and beyond the price for other competitive brands with lower value perceptions. This calculation is at best an approximation. This value can comprise both tangible, functional attributes (e.g. twice the cleaning power or half the fat) and intangible, emotional attributes (e.g. The brand for people with style and good taste).

Wikiepedia

 

 

 

 Building strong brands

 

a) Brand positioning

 

 Attributes : Crest ‘s innovative ingredients and good taste

 

Benefit:

TCS (on time delivery)

Nike (performance)   Lexus (quality)

Lexus (quality)

 

Beliefs and values: intangible attributes( passion, excitement, memorable)   

Nike (just do it)   Crest ( healthy, beautiful smile for life)

 

 

Brand Name Selection

 

 Easy to pronounce (both domestic and foreign buyers)

 Easy to recognize

 Easy to remember

 Short

 Distinctive, unique

 Describes the product

 Describes the product benefits

 

Made-up names (Xerox)

 

 

 

 

 b)Brand Sponsorship

 

Manufacturing brand vs Private Brand

Licensing

Cobraning ( using the established brand names of two different companies on the same product)

 

 

 

c) Brand Development

 

Line extention :

Existing brand names extended to new forms, sizes, and flavors of an existing product category)

 

Brand  Extention: existing brand names extended to new product categories)

 

Multibrands ( new brand names introduced in the same product category)

 

New Brands:    (new category)

Honda   (Accura: luxury  car)

Toyota   (Scion )

 

 

 

(Product mix width :  number of different product lines  ( P & G   , home n house, personal and beauty, baby and family)

Product mix length  :  the total number of brands/items within each  product line( P& G   7 luandry  detergents, 6 hand soap,five shampoos  and four dishwashing detergents)

Product mix depth :  version of each products in the line-(--Crest 16 varieties)

Product mix consistency :  how closely various product lines are related  in end use, production requirements, distribution channel)

 

 

Main topics taken from Kotler and Armstrong’s

 

 

The topic was discussed in details in the light of  starting new business , Honda, Sony, TCS,Dewan group, PnG and fastfood brand etc

 

 

 How about people make a tattoo out of your brand?

 

 to be edited ,modified and improved...............