brand

BACKGROUND • BoroSoft Antiseptic Cream was launched in 1996 to compete in the ‘Boro’ Antiseptic Cream category. • A category that was dominated by 2 strongly entrenched brands-BoroPlus (Himani) & Boroline (GD pharmaceuticals), both of which enjoyed a combined marketshare of more than 90%. •...

Brand distinction Many brands achieve distinction in the form of a unique attribute, benefit or feature, which gets uniquely associated with the brand. In such situations the company can work backwards to launch different products, which essentially cash in on this distinction. For example...

• BRAND EXTENSION Brand extensions, which are a popular means of introducing new products to the marketplace, fall under the ‘One brand all products’ type of brand strategies. In a typical brand extension situation, an established brand name is applied to a new product in a category either...

BRAND = PRODUCT + PERCEPTION Each ad that a company does for a product has an impact on the perception that the consumer has about the product. At the initial stages when the product is launched all the ad’s that a company does is to create an image of the product among its consumers. Over a...

 BRAND POSITIONING  A brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. Positioning is a concept, which is commonly seen in marketing. “Positioning is the...

1) It establishes the product’s character and value proposition. 2) It conveys this character in a distinctive way so as not to confuse it with the competitor’s image. 3) It delivers emotional power beyond a mental image.  The image of a brand may contain different types of associations...

 Consumers vary as to which brand attributes they see as most relevant and the importance they attach to each attribute. They will pay the most attention to the attributes that deliver the sought benefits. The market for a product can often be segmented according to the attributes that are...

BRAND ESSENCE VS. TAG LINE Brand essence represents the identity while tag line represents the brand position. The function of essence is to communicate and energize those inside the organization while tag line’s function is to communicate with the external audience. Brand essence is timeless...

Characteristics of brand essence 1. Should resonate with customers 2. Drive the value proposition 3. Should be own able 4. Provide differentiation persisting through time. 5. Should be compelling enough to energize and inspire employees and partners of the organization.

Brand essence is a compact summary of what the brand stands for. Brand identity structure includes core identity, extended identity and a brand essence. Typically the brand identity will require 6 to 12 dimensions in order to adequately describe the brand’s aspirations. Because such a large...

The brand as a symbol: A strong symbol can provide cohesion and structure to an identity and make it much easy to gain recognition and recall. Its presence can be a key ingredient of brand development and its absence can be substantial handicap. Elevating symbols to the status of being part of...

Brand as a person-BRAND PERSONALITY: Brand personality is an important area of study for at least two reasons. First, research has shown that a strong brand personality may justify a higher price premium. Moreover, brand personality can play a key role in differentiating a brand in a product...

Brand as organization: The brand as organization perspective focuses on attributes of the organization rather than those of the product or service. The people, culture, values and programs of the company create such organization attributes as innovation, a drive for quality and concern for the...

Brand as a product: A core element of a brand’s identity is usually its product thrust, which will affect the type of associations that are desirable and feasible. A strong link to a product class means that the brand will be recalled when the product class is cued. A dominant brand will...

BRAND IDENTITY Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members. Brand identity should establish a relationship...

BRAND ASSOCIATIONS The association’s consumers make with brand support brand equity. These associations may include product attributes, a celebrity spokesperson or a symbol. Brand associations are driven by brand identity-what the organization wants the brand to stand for in the consumers...

The ultimate awareness level is brand name dominance where in a recall task most customers can only provide the name of a single product.e.g. Mediker, Amul Pizza, Amul Cheese spread. In order to avoid losing a trademark a firm should begin protecting it early in its life, starting with the...

A brand (Bisleri) is said to have recall if it comes to consumers’ minds when its product class (mineral water) is mentioned. It indicates stronger brand position in the mind. Still at a higher level is the top of the mind recall; it is the brand, which comes first to the mind. The top of...

Brand Awareness refers to the strength of a brand’s presence in the consumer’s mind. Awareness is measured according to the different ways in which consumers remember a brand, ranging from recognition to recall to top of the mind. Some of the major factors affecting brand awareness are:- •...

At the top of the pyramid is the brand that exists at the top of the customer’s mind. This is the happy and the most desired condition that any marketer seeks. The next level is of all the other brands that are recalled by the customer in an unaided form.(brand awareness) The customer is asked...