Description
this project is related on Cartoon branding
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
1
PROJECT REPORT
ON
BRANDING AND SPECIAL FOCUS ON TOON
BRANDING: AN OVERVIEW.
SUBMITTED BY:
VIVEK RAMESH VARULE.
THIRD YEAR BACHELOR OF MANAGEMENT STUDIIES.
(V SEM).
UNDER THE GUIDANCE OF
PROF. NIKITA SHRIVASTAV.
LAXMAN DEVRAM SONAWANE COLLEGE OF
ARTS,COMMERCE & B.M.S
KALYAN(W).
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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C E R T I F I C A T E
THIS IS CERTIFY THAT
MR.VIVEK RAMESH VARULE.
HAS SATISFACTIORILY CARRIED OUT THE PROJECT
WORK ON THE TOPIC
“BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.”
FOR THE
V SEMESTER OF T.Y.BMS. IN THE
ACADEMIC YEAR 2011-2012.
SIGNATURE OF PROJECT GUIDE :- _________________ .
SIGNATURE OF BMS CO-ORDINATOR :- _________________ .
SIGNATURE OF PRINCIPAL :- _________________ .
SIGNATURE OF EXTERNAL EXAMINER :- _________________ .
DATE :- _____________ .
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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DECLARATION
VIVEK RAMESH VARULE THE STUDENT L.D.SONAWANE COLLEGE OF T.Y.BMS
(SEM V) HERE BY DECLARE THAT I HAVE COMPLETED THIS PROJECT ON
“BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.” IN
THE ACADEMIC YEAR 2011-2012 THE INFORMATION SUBMITTED IS TRUE AND
ORIGINAL TO THE BEST OF MY KNOWLWDGE.
PLACE :- ___________. __________________________
DATE :- ___________. ( Mr. Vivek Ramesh Varule. )
Signature of Student
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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ACKNOWLEDGEMENT
I EXPRESS MY GRATEFUL THANKS TO PROF. NIKITA SHRIVASTAV FOR THE
TIMELY GUIDANCE AND HELP RENDERED AT EVERY STAGE OF THE PROJECT
WORK
I EXPRESS MY SINCERE THANKS TO PRINCIPAL DR. V.S.PINGALE WHO HAS
GIVEN VALUABLE MORAL SUPPORT , MOTIVATION INSPIRATION AND
EDUCATIONAL ATMOSPHERE IN THE INSTITUTE FOR THE SUCCESFUL
COMPLETION OF THE PROJECT WORK.
I WISH TO EXPRESS MY REGARDS TO THE LIBRARIAN FOR HER CO-OPERATION IN
PROVIDING ME WITH THE NECESSARY REFERENCE MATERIALS.
I ALSO EXPRESS THANKS TO ALL FACULTYMEMBERS, FRIENDS AND BMS CO-
ORDINATOR PROF.ANNIE ANTONY MAM FOR CO-OPERATION & HELP GIVEN IN
COMPLETING THIS PROJECT.
Mr. Vivek R. Varule.
?RESEARCHER?
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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EXECUTIVE SUMMARY
As a teenager I am very much fond of clothes, accessories, bags, foot wears, mobile
phones but only ?Brand?. In real sense I am a ?Branded Baby?. It gives me great pleasure buying
favorite things from a branded company so that it represents quality, costliness, worthiness for
the money that spends it.
Like me other people are also crazy about the brands of the product that they purchase.
People now days have very good knowledge about brands that are available for a particular
product and also for different type of product. They gather enough information about different
brand that are available for the product that they are willing to buy. This is relevant for the
purchase of durable goods like mobile phone, television sets, washing machines etc.
But in case of FMCG products, once the brand or the company gives good quality product
the customers become loyal to that brand and make it a point to spread positive word of mouth
about the particular brand‘s product. In this sector some brands are so highly successful their
brand name is the first to hit the customer‘s mind while the purchase of that product. Some
examples for the same context are:
PRODCUT BRAND NAME
Coconut Oil
Detergents
Toothpaste
Pencil
Photocopy
Book
Parachute
Ariel
Colgate
Nataraj
Xerox
Navneet
Not only FMCGs nowadays companies of other products have also made a mark on minds
of people and are able to share the same priority for the purchase. Branded products are mainly
popular in amongst the age group of 16-30 yrs. And some examples of such brands are:
PRODUCT BRAND NAME
Jeans (Denim)
shoes
Glares
Make-up equipments
Watches
Spykar Jeans
Adidas
Fast Track
Lakme
Fast Track or Titan
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Sr.
No.
TOPICS PAGE
NO.
1 All about Branding an Introduction
07-09
2 Purpose of Branding
10-10
3 Brand Identity
11-12
4 Tools for Building Brand Identity
13-14
5 Brand Effectiveness
15-16
6 Brand and Reputation
17-19
7 Building the Brand
20-21
8 Choosing Brand Elements
22-23
9 Brand Equity
24-27
10 Qualitative Measures of Brand Equity
28-30
11 The World Strongest Brand Share 10 Attributes
31-31
12 All about Toon Branding
32-33
13 Case study on Amul butter girl
34-36
14 Data Analysis an Questionnaires
37-39
15 Statistical Data
40-50
16 Theoretical Data
51-52
17 Top 100 most valuable Global Brands 2011
53-53
18 Conclusion
54-57
19 Bibliography
58-58
20 Amul hits pictures 2000-2011
59-65
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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1. ALL ABOUT BRANDING
The term brand means different things to the different roles of buyer and seller, with
buyers generally associating brand with a product or service, and merchants associating brand
with identity. Brand can also identify the company behind the specific product that‘s not a
biscuit, that‘s Britannia biscuit. This use of brand puts a ?face? behind the name, so to speak,
even if the ?face? is the result of advertising copy and television commercial. This use of brand
also says nothing of quality, just the buyer‘s exposure to the brand‘s PR and media hype. For the
typical merchant, branding is a way of taking everything is that is good about the company
positive shopping experience, professionalism, superior service, product knowledge, whatever
the company decides is important for a customer to believe about the company and wrapping
these characteristics into a package that can be evoked by the brand as signifier.
1.1 Introduction to Branding:-
The American Marketing Association defines a brand as ?A name, term, sing, symbol or
design or a combination of them, intended to identify the goods and services of one seller or
group and to differentiate them to those for competitors?. A brand is thus a product or service
that‘s adds a Dimension that differentiates it in some way from other products or services
designed to satisfy the same need. These differences may be functional, rational, or tangible
relates to product performance of the brand.
Branding has been around for centuries as a means to distinguish the goods of one producer
to those of another. The earliest signs of branding can be traced to Europe where the medieval
guilds required that craftsmen put trademarks on their product to protect themselves and
producer against inferior quality substitutes. Also in fine arts branding began with artists signing
their works. Brands today play a number of important roles that improves the consumer‘s lives
and enhance the financial value of firm.
Brands identify the source or maker of product and allow consumers-either individual or
organizations- to assign responsibility to a particular manufacturer or distributor. Consumers
may evaluate the identical product differently depending how it is branded. Consumer lean about
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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the brand with its past experience and the marketing program. As consumer lives becomes more
complicated, time starved the ability of brand to simplify decision making is invaluable. Brands
also perform valuable function of the firm. First they simplify the product handling and tracing.
Brand helps to organize inventory and accounting records. The brand name can be protected
registered trademarks. The intellectual property rights ensure that the firm can safely invest in
the brand and can reap the benefits over a long period of time.
Brands can single a certain level of quality so that satisfied buyers can easily choose the
product again. Brand loyalty provides predictability and security of demand for the firm and
creates barriers to entry that makes it difficult for other firms to enter the market. This brand
loyalty can translate into willingness to pay higher price. In this sense branding can be seen as
powerful means to secure a competitive advantage. Brands represent enormously valuable pieces
of legal property that can influence consumer‘s behavior. Strong brand results in better earnings
and profit performance for firm, which in turn, creates greater value for shareholder.
How do you ?BRAND? a product? Although firms provide the impetus to brand creation
through Marketing programs and other activities, ultimately a brand is something that resides in
the mind of the consumers. A brand is a perpetual identity that is rooted in reality but reflects the
perception and perhaps even the ultimate choice of the consumers. Branding is endowing
products and service with the power of brand. To brand a product, it is necessary to teach the
consumers ?who? the product by giving a name. Branding involves creating a mental structure
and helping consumers organize their knowledge about products and services in a way that
clarifies their decision making and in process provides value to the firm.
Branding can be applied anywhere a consumer has a choice. It is possible to brand:
? A physical good (Nestle soup, Pantene shampoo or Maruti Swift).
? A service (Kingfisher Airlines, TATA AIG medical insurance).
? A store (Big Bazaar, BATA stores).
? A place (The state of Kerala, Pushkar mela).
? A person (Shahrukh khan, Sachin Tendulkar).
? An organization (UNICEF or BCCI).
Brand is the proprietary visual, emotional, rational, and cultural image that you associate
with the company or a product. When you think of Volvo, you think of safety. When you think
of Nike, you think of Michal Jordon or ?Just Do It‘. When you think of IBM, you think of ?Big
Blue‘. The fact that you remember that brand name and have positive associations with that
brand makes your product selection easier and enhances the value and satisfaction you get from
product.
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While Brand X cola or even Pepsi-Cola may win blind tests over Coca-Cola, the fact is that
more people buy Coke than any other Cola. The fond memories of childhood and refreshment
that drink Coke is often more important than a little bit cola taste. It I this emotional relationship
with brands that make them so powerful.
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1.2 Purpose of Branding:-
The purpose of branding is to create a powerful and lasting emotional connection with
customers and other audiences. A brand is set of elements or ?brand assets? that in combination
create a unique, memorable, unmistakable, and valuable relationship between an organization
and its consumer. The brand is carried by a set of compelling visual, written and vocal tools to
represent the business plan and intention of an organization.
Branding is the voice and image that represents your business plan to the outside world.
What your company, products and service stand for should all be captured in your branding
strategy, and represented consistently throughout all your brand assets and in your daily
marketing activities.
The brand image carries this emotional connection consist of the many manageable
elements of the branding system, including both visual image assets and languages assets. The
process of managing the brand to the business plan is important not only in ?big change
situation? where the brand redefinition is required, but also in the management of routing
marketing variables and tactics. This does not have to be a ?ground-up? situation where there ard
wholesale change to the business. Rather it is more common that specific changes to the change
to the business plan are incremental and the work of the brand strategist and designer is to
interpret these changes and revise the branding strategy and resulting brand assets and define
their use in the full range of marketing variables.
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1.3 Branding Identity:-
Brand Identity includes brand name, logos, positioning, brand associations, and brand
personality, brand toons etc. A good brand name gives a good first impression and evokes
positive association with the brand. A positioning statement tells what business the company is
in, what benefits it Provides and why it is better than the completion? Brand personality adds
emotion, culture, myth to brand identity by the use of a famous spokespersons (Bill Cosby-
Jello), a character (Pink Panther), an animal (the Merrill lynch bull) etc.
Brand associations are the attributes that costumer thinks of when they hear or see the
brand name. McDonalds television are a series of one brand association after another, starting
in yellow arches in the low right corner of the screen and following with association of Big Mac,
Ronald MacDonald, kids, happy meal, food, quality etc. The first step in creating a brand for
your company is branding workshop.
BRAND
IDENTITY
Brand
performance
Category
understanding
Segmentation Positioning
Marketing
mix
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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How do we determine our Brand Identity?
Brand has been called the most powerful idea in commercial world, yet few companies
create a brand identity. Do you want your company‘s brand identity created for you by
competitors and unhappy customers? Of course not. Our advice to executives is to research their
customers and find the top ranked reasons that the customers buy their product rather than their
competitors. Then, pound that message in every ad, in every new release, in communications
with employees and in every sales call or media interview. By continuous repetition of messages
customers will think of your product and then buy it.
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1.4 Tools for Building Brand Identity :-
Brand builders use a set of tools to strengthen and project the brand image;
Strong brands typically exhibit an owned word, a slogan, a color, a symbol, and set of stories.
Owned Word :-
A strong brand name should trigger another word, a favorable one. Here is the
Company Word
Volvo
B M W
Mercedes
Federal Express
Apple Computers
Lotus
Kodak
?Safety?
?Driving performance?
?Engineering?
?Overnight?
?Graphics?
?Spreadsheets?
?Film?
List of brands that own a word:
Slogan:-
Many companies successfully added a slogan or tagline to their brand name which is
repeated in every ad they use. Here are some well-known brands slogans, which people on the
street may easily recall or recognize:
COMPANY SLOGAN
British Airways
Ford
LIC
?the world‘s favorite airline?
?Quality is our number one job?
?Jeevan ke saath bhi jeevan ke baad bhi ?
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Colors:-
It helps for a company or a brand to use a consistent set of color to and in the brand
recognition. Caterpillar paints all its constructions equipments yellow. Yellow is the color of
Kodak film. IBM uses blue in its publications, and IBM is called ?Big Blues?.
Symbols and Logos:-
Companies would be wise to adapt a symbol or logo to use in their communications. Many
companies hire a well-known spokesperson, hoping that his or her quality transfer to the brand.
Nike uses Michael Jordon who has worldwide recognition and likableness, to advertise its shoes,
Sporting goods manufactures sign contracts with top athletes to serve as their symbols, even
naming the product after them.
Cartoon and Animations :-
A less expensive approach is to develop a character, animated, to each the brand‘s image
into customer‘s mind. The advertising agency Leo Burnett has successfully created a number of
memorable animated characters. Here are some well known brand cartoons which people may
recognize:
COMPANY CARTOON OR ANIMATION
ICICI Prudential
Amul Butter
McDonalds
All Out mosquito Repellent
Pillsbury
7 Up
Chintamani
Utterly Butterly Girl
Ronald
Louis
Doughboy
Fido Dido
Objects:-
Still another approach is to choose an object to represents a company or brand. The
travelers insurance uses an umbrella, suggesting that buying insurance is equivalent to having an
umbrella available when it rains. The prudential insurance company features the rock of
Gibraltar, suggesting that buying insurance is equivalent to ?owing a peace of rock? which is of
course, solid ad dependable. Companies have developed many logos or abstracts, which are
easily remembered by people. Even the way the brand name is written makes a brand
recognizable and memorable.
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1.5 Brand Effectiveness:-
With an increase in global competition, branding has become a source of competitive
advantage. In rapidly evolving market for consumer, and industrial products and services, the
source of next generation competency will be branding. In this briefing we demonstrate how to
calculate brand strength the price premium associated with the product categories, and type of
customers attracted to the ?Premium Products?. Marketers who match their brand with customers
needs will have a sustainable competitive advantage.
Measuring Brand Effectiveness :-
there are many metrics to measure the potential of and actual effectiveness of brands. The
simplest way is to apply the concept of what we call the 4 D‘s of Branding; differentiation,
distinctiveness, defendable, digit-able.
? Distinctiveness :
Your brand should be distinct when compared to your competitors and to all
spoken and visual communications to which your target audiences will be exposed. The
more unique and distinct your communication, the wider the filed of effective
competitive strength it will have. There are simple means to apply to test the
distinctiveness of your brand.
? Differentiation :
The brand should be assets must set you‘re offering part and clearly articulate the
specific positioning intent of your offering.
? Defendable :
You will be investing in creating your brand asset and in all cases your brand
must have proprietary strength to keep others from using close approximations. This
applies to your trade names and other proprietary words as well as to your logos,
symbols and other visual assets.
? Digit-able :
In most businesses there is strong and growing elements of electronic communications and
commerce that dictate all brand assets be leveraged effectively in tactile and electronics form.
This goes for all brand assets.
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Much of the brand manager‘s work is to build a brand image. But its job doesn‘t stop
there. The brand manager needs to make sure that brand experience matches the brand image.
Much can go wrong. A fine brand of canned soup described in a full page color ad may be found
in dented and dusty condition in the bottom shelf of a supermarket. The ad describing a gracious
hotel chain is belied by the behavior of a surly concierge.
Building brand therefore calls for more than brand image building. It calls for managing
every brand contact that consumer might have with brand. Since all the employees, distributors
and dealers can affected brand experience.
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1.6 Brand Reputation:
A brand exists in mind, not at all. The mind it exists in may be that of a customer, a
potential consumer, an interested observes…or almost anybody.
Awareness of a brand may be irrelevant to many purchasing decision that as individual
may make. People are aware of the Mercedes car brand, but cannot envisage any circumstances
under which they would (could!) buy a Mercedes. They are aware of Marlboro (and scores of
other cigarette brands) but as a non-smoker they will never convert their awareness into
purchase. Male with no children are not targeted by Pampers or Huggies but still are aware of the
brand.
People wear many hats. But are or not a potential customer, People may be or employee,
an investor, a citizen, a husband and so on. They hate McDonald‘s hamburgers but might love
their stock market record and therefore be a potential customer for their stock. They will never
buy a Boeing 777 but might be impressed by the aircraft and favor an airline that flies them.
They have no idea what an Intel chip is, but might be persuaded that it is a good thing to have in
my PC and therefore buy a computer from a company that uses them.
Brand aware argues that there is no difference between ?Brand? and ?Reputation?. Some
conventional wisdoms state that customers buy brands, but that investor buy reputation, that the
media and other ?stakeholders? judge a company on its reputation in some way as distinct
concept from its brand. This brand argues that such distinctions are fallacious for all companies,
but especially for single brand companies such as a McDonalds, a Coca-Cola, a Compaq or a
shell. These companies‘ reputations are part and parcel of their brand. Their brands are their
reputations
The Brand:
To any individual a brand (in his mind) is a complex combination of experience, beliefs,
perceptions and association that have grown up over time. For example Coca-Cola is a company
brand, a product brand, a service brand and a brand with a long history. It is a brand which may
represent (to any one individual) diversity, internationality, technical excellence, financial
strength etc. It may also mean insensitivity, environmental pollution, abuse of power and other
negative perception.
Perceiving the brand:
An individual builds up his perception of a brand via a wide range of communications
channels. They are as follows:
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? Experience:
The most powerful influence is experiential. This is when the individual actually
has a ?Brand experience?. The most obvious are:-
? He visits a McDonald‘s restaurants or a shell petrol station.
? He buys a Coca-Cola branded product or service.
? He views a Coca-Cola bottlers facility.
? He visits corporate website.
? He attends an interview at the company.
? He contacts the company office for information.
? He meets an employee of the company.
? He buys a share in the company,etc.
? Advertising:
Over time an individual who lives in a country in which the company/brand is
active, or travels to one on business or vacation, will be exposed to their advertising.
This advertising may be in a wide range of media
? TV commercials for product and services.
? Recruitment ads inviting employment applications
? ?Corporate? TV commercials promoting the company‘s ?reputation?
? Web based advertising
? An ad for the Company‘s branded products or services in a wide variety of print media
? Billboards on highway
? Radio
? Point of sale etc.
? Media reports and stories:
Individuals will be exposed to a wide variety of reports about companies in the media
(print and broad cost) were the editorial content is only partly influence able by the
company ( in some case) or not at all (in most cases). These stories will come from variety
of primary and secondary source:
? Press releases
? Press conferences
? Reporting of ?events?
? Investigation journalism
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? Stories passed to the media by third party (Non governmental organization etc.)
? Professional/business interest:-
For some individuals to interface professionally, or from a specific business need,
with famous companies (or to observe them) is part of their job. They will usually their
information from a variety of source and via a variety of channels of communication.
These individuals have a special interest in the companies and they included:-
? Financial analysts and journalists with an interest in share performance
? Existing or potential suppliers of products and services
? Existing or potential industrial/commercial customers
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1.7 Building the Brand:-
The art of marketing is largely art of brand building. When something‘s is not a brand, it
will probably be viewed as a commodity. Then price is the thing that counts. When price is the
only things that counts then the low cost producer win. But just having a brand is not enough.
What does the brand name mean? What associations, performances and expectations does it
evoke? What degree of performances does it create?
Choosing a brand name:-
A brand name first must be chosen then its various meanings and promises must be built up
through brand identity work. In choosing brand name, it must be consistent with the value
positioning of the brand. In naming a product or service the company may face many
possibilities: it could choose name of the person (Honda, Calvin Klein), location (American
airlines), quality (Safety store, Healthy choice), or an artificial name (Exxon, Kodak).
Among the desirable qualities of a brand name. Some are:-
? It should suggest something about the product benefits.
? It should suggest product quality such action or color
? It should be easy to pronounce, recognize and remember; short names help a lot to
recognize the product to the customers.
? It should be distinctive.
? It should not carry poor meanings in other countries and languages etc.
Building Positive Associations:-
The best known brand names carry associations. For examples, here is the list of words
that people say they associate with McDonalds:
? Kids
? Fun
? Happy Meal
? Ronald McDonald
? Quality
? Toys
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In trying to build a rich set of positive association for a brand, the brand builder should consider
five dimensions can communicate meaning:-
? Attributes :-
A strong brand should trigger in buyers mind certain attributes. Thus a Mercedes
automobile attributes a picture of well-engineered car that is durable, rugged and
expensive. If a car brand does not trigger any attribute, then it would be a weak brand.
? Benefits :-
A strong brand should suggest benefits, not just features. Thus Mercedes triggers
the idea of well performing car that is enjoyable to drive and prestigious to own.
? Company values :-
A strong brand should cannot values that the company holds. Thus Mercedes s
proud of its engineers and engineering innovations and is very organized and efficient in
its operations. The fact that it is a German company adds more picture in the mind of the
buyers about the character and the culture of the brand.
? Personality :-
A strong brand should exhibit some personality traits. Thus if Mercedes were a
person we would think of someone who is middle age, serious, well-organized and
somewhat authoritarian. If Mercedes were an animal we might think of lion or its implied
personality.
? User :-
A strong brand should suggest the type of people who buy the brand. Thus we
would expect Mercedes to draw buyers who are older, affluent and professional.
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1.8 Choosing brand elements:-
Brand elements are those trademarks devices that serve to identify and differentiate the
brand. Most strong brands employ multiple brand elements. Nike has distinctive ?swoosh? logo,
the empowering ?Just Do It? slogan and the mythological ?Nike? name based on the winged
goddess of victory.
Brand element can be chosen to build as much as brand equity as possible. The test of the
brand building ability of these elements is what consumer think or feel about the product if they
only knew about the brand element. A brand element provides contributions to brand equity.
Brand elements Choice Criteria:-
There are six criteria in choosing brand element. The first three can be characterized by
brand building in term of how brand equity can be build through judicious choice of brand
elements. The latter three are more defensive and are concerned with how the brand equity
contained in the face of various opportunities and constraints.
? Memorable :-
How easily is the brand element recalled? How easily recognized? Is this true at
both purchase and consumptions? Short brand name like Tide, Nike can help.
? Meaningful :-
To what extent is brand element credible and suggestive of the corresponding
category? Does it suggest something‘s about a product ingredient or type of person who
might use the brand?
? Likeability :-
How aesthetically appealing does consumer finds the brand elements? Is it
inherently likeable visually, verbally, and in other ways? Concrete brand names such as
Wheel, Sunsilk etc evoke much imagery.
? Transferable :-
Can be brand element be used to introduce new products in the same or different
categories? To what extent does the brand element add to brand equity across geographic
boundaries and market segments?
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? Adaptable :-
How adaptable and updatable is brand elements? Betty corker received 8 makeover
through the years-although she is 75 yrs old, she doesn‘t look a day over 35.
? Protectable :-
How legally protectable is the brand element? How competitively protectable?
Can it be easily copied? It is important that names that become synonymous with product
categories such as Kleenex, Xerox, Jell-O, etc. remain their trademarks rights and not
become generic.
Brand elements can play a number of roles. If consumers do not examine much
information in marketing their product decision, brand elements should be easily recognized and
recall and inherently descriptive and persuasive. Memorable or meaningful brand elements can
reduce the burden on marketing communication to build awareness and link brand associations.
The different associations that arise from likeability and appeal of the brand elements may also
play a critical role in the equity of brand.
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1.9 What is Brand Equity?
There is no universally accepted definition of brand equity. The term means different
things for different companies and products. However, there are several common characteristics
of the many definitions that are used today. From the following examples it is clear that brand
equity is multi-dimensional. There are several stakeholders concerned with brand equity,
including the firm, the consumer, the channel, and some would even argue the financial markets.
But ultimately, it is the consumer that is the most critical component in defining brand equity.
Some researchers in the field of marketing have brand equity as follows:
? Lance Leuthesser, et al (1995) writes that ?…brand equity represents the value (to a
consumer) of a product, above that which would result for an otherwise identical product
without the brand‘s name. In other words, brand equity represents the degree to which a
brand‘s name contributes value to the offering (again, from the perspective of the
consumer).?
? The marketing Science Institute (1998) defines as , ?The set of association‘s behavior on
the part of the brand‘s costumers, channel members, and parent corporations that permit
the brand to earn greater volume or greater margin than it could without the brand name
and gives the brand a strong, sustainable, and differentiated advantage over competitors.?
Brand equity can be defined as three distinct elements:-
? The total value of a brand as a separable asset—when it is sold or included on a balance
sheet.
? A measure of the strength of consumer‘s attachment to a brand.
? A description of the association and beliefs the consumer has about the brand.
Of those three concepts, the first can be classified as ?brand valuation,? the second ?brand
loyalty,? and the third ?brand description.? Brand loyalty will be a factor that affects the overall
brand value, and brand description will usually affect or explain some of the brand loyalty.
Because of the importance of each of these elements of brand equity, they will each be briefly
explained.
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Brand Equity as Brand Value:-
Brand value involves actually placing a dollar or rupee value on a brand name. The
reasons for doing this are usually to set a price when the brand is sold and also to include the
brand as an intangible asset on a balance sheet (a practice which is not use in some countries.)
While there are many methods for making this measurement, some of which will be described
shortly, it is important to note that there is a significant difference between an ?objective?
valuation created for balance sheet purpose, and the actual price that a brand may get when sold?
A brand is likely to have a much greater value to one purchaser than another depending on
the synergy that exists. For acquisitions, the value of a brand to a certain purchaser is often
estimated through scenario planning. This involves determining what future cash flow the
company could achieve if it own and took advantage of the brand.
What this mean is that there is no such thing as an absolute value for a brand, and brand
value needs to be considered as only one component of the overall equity of the brand.
Brand Equity as Brand Loyalty:-
Loyalty is a core dimension of brand equity and is a way to gauge the strength of a brand.
Ti represents a barrier to entry, a basis for a price premium, and time to respond to competitive
innovations. The verity of measures use for brand loyalty usually is a combination one or more
of the following:
? Price/demand measures—focus on a brand‘s ability to command a higher price or make
consumer less sensitive to price increases for competent brands.
? Behavioral measures – Focus on consumer behavior.
? Attitude measurement – focus on general evaluative measures such as ?liking‘ or
?disliking‘.
? Awareness measures – focuses on identifying a brand as being associated with a product
category.
? Brand loyalty and Equity refer to the notion that some brands are ?stronger? or better
than others.
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An example of this sort of belief is:
?If the businesses were split up, I would take the brands, trademarks and goodwill, and
you could have all the bricks and mortar – and I would fare better than you.?
The optimism for the concept can be stated on the fact that when one would say as a
predictor of future financial performance, brand equity, if reported, would be valuable for capital
marketers and shareholders. Brand equity has the potential to become the set of measures of
business performance that matter most.
The motivation for brand equity comes from the observation that many marketing efforts
?realize‘ benefits; such as sales or profit wand these are accounted for in the firm‘s profit and
loss figures. However, there is the possibility that management might choose between taking
realize benefits and ?storing? them future. One of the most common times this argument is used
is when discussing the role of advertising versus sales promotion. You could spend lots of money
on advertising, see no immediate effects, but you could save your job by saying that you had
?built the brand?. At least one advertising agency offers to partner companies in this sort of
activity.
So marketing strategies could be putting money into (or put of) the brand equity bank account.
But the question is as always hoe do we know? That is are we actually building the brand with
all our advertising (or other brand building 4p‘s, decisions e.g., limited/ premium distribution
rights, high price, fancy packing, after sales service, extended warranties.) So, hopefully you
have got the idea – theories about the brand loyalty and equity are used to represent aspects of
brand strength.
This ?strength? can number of forms. e.g., consumer predominantly buying your brand,
which might be represented by a high share of a category requirements, or high proportion of
sole- buyers.
Consumer saying good things about your brand, e.g., having a positive brand Attitude, it
might be ability to charge a price premium. It might be an ability to not be substitute when out of
stock. Future strength might be in terms of some sort or long term competitive advantage or the
ability to sustain brand extension.
One of the thing is that as with many concept in marketing, is that there are many
different definitions and viewpoints on what exactly brand equity is and how to measure it. So
that is a problem. We need to be a clear just what people mean when they talk about brand equity
or brand loyalty, or building brands.
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Brand loyalty / Equity advocates:-
One of the ruses used by proponents of brand equity or loyalty is to claim that these
measures do not capture all the important aspects of brand strength. But this is an evasion. We
want to be able to detect that our efforts are doing something to the brand, and so we need to
know ways that this might show up in.
Brand Equity as Brand Description:-
Brand description, the final components of brand equity; concern the actual attributes of
the brand. These attributes or associations are major creators of brand loyalty. A wide variety of
techniques exist for matching consumers associations with perceptions of a brand. These
techniques can be both qualitative and quantitative. They work by getting the respondent to link
each brand with picture or words. These attributes than can be measured with multi-dimensional
scaling to position the attribute relative to one another.
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1.10 Qualitative measures of brand Equity:-
The brand Equity Ten are ten sets of measures grouped into five categories, which attempt
to gauge the strength of a brand. The four categories represent customer perception of brand
along the fore dimensions of brand equity-loyalty, perceived quality, association and awareness.
The fifth includes two sets of market behavior measure.
? Loyalty
Price premium;
A basic indicator of loyalty is the amount a customer will pay for a product in
comparison to other comparable products. A price premium can be determined by simply
asking consumers how much more they would be willing to pay the brand.
Customer satisfaction:
A direct measure of customer satisfaction can be applied to existing customer. The
focus can be the last use experience or simply the use experience from the customer‘s
view.
? Perceived Quality and Leadership Measures:-
Perceived Quality:
Is one of the key dimensions of brand equity and has been shown to be associated
with price premium, price elasticity, brand usage and stock return. It can be calculated by
asking consumer to directly compare similar brands.
Leadership/Popularity:
Have three dimensions. First, if enough consumers are buying into the brand
concept.
It must have merit. Second, leadership often taps innovation within a product class.
Third, leadership taps the dynamics of consumer acceptance. Namely, people are uneasy
swimming against the tide is a likely to buy a popular product. This can be measured by
asking consumers about the product s leadership position, it‘s popularly and its
innovative qualities.
? Associations/Differentiation Measures:-
Perceived Value:
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This dimension simply involves determining whether the product provide good
value for the money and whether there are reasons to buy this brand over competitive
brands.
Brand Personality:
The element is the based on the brand-as-person perspective. For some brands, the
brand personality can provide links to the brands emotional and self-expressive benefits.
Organizational Associations:
This dimension considers the type of organizations that lies behind the brand.
? Awareness Measures:
Brand awareness reflects the salience of the product in the consumer‘s mind and
involves various levels including recognition, recall, brand dominance, and brand
knowledge and brand opinion.
? Market Behavior Measures:
Market Share:
The performance of a brand as measured by market share often provides a valid
and dynamic reflection of the brand‘s standing with customer.
Price and Distribution indicate:
Market share can prove deceptive when it increases as a result of reduces prices or
promotions. Calculating market price and distribution coverage can provide or more
accurate picture of the product‘s true strength. Relative market price can be calculated by
dividing the average price at which the product was sold during the month by the average
price at which the product was sold during month by the average price at which all the
brands were sold.
Managing Brand Equity:-
Consistency is the key to successful building and managing brand equity. Having a long-
term outlook and projecting a consistent image of your brand to the customer will maximize the
result of building brand equity. It is critical for managers to realize that brand equity can have
positive as well as negative effects on a product or company. In the end, it is the customer truly
defends what brand equity means.
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If management feels it is necessary to change the direction of a brand or change a product
it must be careful not to change too quickly. There are many examples of companies that have
change a product or brand too much too quickly. On this occasion, consumers met changes with
adverse reactions. The most famous example is Coca-Cola. They changed a formula of their
flagship product Coke, and consumers reacted so poorly to the new product that the old formula
was reintroduce experiences brand equity. The product has certain attributes or characteristics
that deliver the equity to the consumer. If any of these attributes are change or eliminated, the
equity delivered to the consumer is also changed.
Managing brand equity is a continual process with long-term implications. Unfortunately,
many brand managers are force to focus on short-term goals such as market share and profits.
Many programs that are implemented to boost short-term sales or market share may be
determinate to the long-term viability of the brand. For example, Proctor & Gamble has started
to test market a program to move away from using coupons to a system of everyday low price
this is, in part, because consumers may become loyal to the coupon or promotion and not to the
product itself. Constant promotional programs erode margins and eventfully brand loyalty.
Ultimately, brand equity is damaged.
In 19898 Graham Philips, Chairman of Ogilvy and Mather Worldwide, said, ?Doubt that
many would welcome a commodity marketplace in which one competed solely on price,
promotion and trade deals, all of which can be easily duplicate by competition.
This would lead to ever decreasing profits, decay, and eventual bankruptcy. About the only
aspect of the marketing mix that cannot be duplicated is a strong brand image?. The quote clearly
demonstrates the importance of differentiation between products.
Many people may think that building and maintaining brand equity is solely the
responsibility of brand managers, but it is actually a cross-functional team effort. Financial
manager are important because they can fully analyze the costs of maintaining and building
brand equity. For example, launching a new brand is extremely consuming in term of money and
time. It may be more cost effective to extend a current brand than introduce a new brand.
Marketing research and data that companies will use for deciding strategic issues. Marketing
research can also help determine how brand equity is actually measured.
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1.11 The World strongest Brand Share to Attributes:-
? The brand excels at delivering the benefit consumers truly desire.
? The brand stays relevant.
? The pricing strategy is based on consumer perceptions of value.
? The brand is properly positioned.
? The brand is consistent.
? The brand portfolio and hierarchy makes sense.
? The brand makes use of and co-ordinates a full repertoire of marketing activities to build
equity.
? The brand is given proper, sustained support.
? The brand‘s manager understands what the brand means to customer.
? The company monitors source of brand equity.
Branding benefits buyers as well as sellers in the following manner:-
To Buyer:
? Help buyers identify the product that they like/dislike.
? Identify marketer
? Helps reduce the time needed for purchase.
? Helps buyers evaluate quality of especially if unable to judge products characteristics.
? Helps reduce buyer‘s perceived risk of purchase.
? Buyer may derive a psychological reward from owning the brand, i.e., Rolex or
Mercedes.
To Seller:-
? Differentiate product offering from competitors.
? Helps segment market by creating tailored image, i.e., Contact lenses
? Brand identifies the companies‘ products making repeat purchase easier for customers.
? Reduce price comparisons
? Brand helps firm introduce a new product that carries the name of one or more of its
existing product…. Half as much as using a new brand, lower co., designs, advertising
and promotional costs. Example, BPL telephones.
? Easier cooperation with intermediaries with well known brands
? Helps foster brand loyalty helping stabilize market share
? Facilities promotional efforts.
? Firms may be able to charge a premium for the brand.
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2. ALL ABOUT TOON BRANDING
2.1 Toon Branding:-
Looks like the ad industry can‘t have enough of animation. Digital characters are fast
steeping into the realm of corporate brands.
Hutch‘s Boy-Girl duo, the claymation Chintamani of ICICI, The toons in All Out
Mosquito repellent ad, as well as the classic Asian paint‘s ex-mascot Gattoo, the Amul girl, the
Handiplast Boy, Fido-Dido of 7- up etc are some of the examples of the toons used for
marketing the product.
?Most advisers are using animation for top of the mind recall? says McCann Erickson‘s
Prasoon Joshi. McCann‘s new commercial for Coca-Cola‘s vanilla variant has the model
blowing animated, heart-shaped kisses for the audience.
?Toon illustrations create excitement, and also serve as a memory hook to pick a particular
brand from clutter?.
Kellogg‘s animated kid and bear are intertwined in people‘s minds. Nike also used
?swoosh? logo sign to bring immediate recall value, while the Claymation characters Of
Amaron, an O&M creative, pick on sleeping political to get their value across. O&M‘s Piyush
Pandey says that his firm encourages the idea of the braking form. ?Creative people have to look
at different ways to get message across , and if that means exploring other forms of art, then why
not??
HILL‘s Annapoorna uses Flintstone like characters to drive its Ups. Industry official say
animation could be used as creative idea to express a particular value, or it could be a sacrosanct
image, almost becoming part of logo of the brand -- like A-I am Maharaja or Amul Girl.
As mnemonics flow thick and fast character get establishment in the consumers mind.
However at time they are given a hasty burial. Asian Paint‘s Gattoo was the rage, but the kid was
killed after he was linked to child labour.
First it was retro advertising, and then there was the trend of using real kids. The ad
world‘s latest obsession is with animation. Be it Bollywood actress Mallijka Sheravat asking
Fido to make her more curvy or Aishwarya Rai diving into the sea with a Frisbee or , For that
matter , an animated poodle talking to Rani Mukharjee and her gang of friend in the Fanta
commercial – they‘ve all got the cool punch with animation. With a string of animated
commercial such as Pepsodent (Bhoot Police). ICICI Prudential‘s Chintamani and Anand Rathi
Securities happening in the past few months, companies across sectors are more willing than
ever before to use animation in their ad films.
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The number of animation ad films produced per year past five years has increased at least
eight time and feature films like Hum Tum (had cartoon of Saif Ali Khan And Rani Mukherjee
coming in between the flam) are backing the overall tread around animation.
?We used to do three animation ad flumes a year five five years ago, now it‘s two every
month,? says, E.Suresh. Creative director. Famous of Animation, a division of Famous Studios.
?Animation is no kid stuff anymore. One sees a fair number of youth and adult targeted
contact happening in the form of animation in the films and TV shows these days, ?says Rahul
Welde, general manager, media. Hindustan Unilever Limited.
Mr.Welde claims to have used animation where it could add to the creative quotient of the
commercial which gives something‘s unexpected to the audience.
?Gross think at time look cute in animation rather than the real thing, say in case of a fat
man, the Chintamani ad was initially a radio jingle. With Claymation (clay + animation), it broke
the clutter and clutter and became likeable in a vary non-financial advertised style,? says
Abhishekh Bhatia, director marketing, Prudential Assurance, Malaysia, who was then involved
in launching the campaign from ICICI Prudential.
The contribution to the sales of pension schemes of the group rose 30% after the
campaign. The popularity of cartoons among youngsters- a gradual transformations over the past
few years- Kill Bill, Lion King, Shrek, Run Lola Run, all of which have cutting edge animation.
Moreover, most of the global award winning campaigns have used animation extensively, be it
Euro RSCG‘s Waterboy, Grrr Honda, Unileaf Tea or Levi‘s Mr. Lova Lova.
?However a real character interacting with an animated character is not a novelty. It is a style and
a lot of people are catching on it but this is not the end of it,? points Ashish Chakravarty, head
creative, contract Advertising. There are other viewpoints too. ?It‘s a nice way of doing a boring
script. But there are scripts that needs animation to prove to point as in the case of Oye Bubbly
(Pepsi Commercial) last year,? says Anju Chauhan, VP and Senior Creative Director at JWT.
Beside advantage of visual appeal, many complex issues, such as stunts can be done by
away with ,with the use of animation of for instance the stunt in Lux commercial couldn‘t done
be so perfectly by the real character (here Aishwarai Rai) vis-à-vis the animated character.
Animation a also helps keeps cost down. Industry source say a simple animation ad is less
expensive than as ad with decent production quality that cost around Rs. 70-80 Lakh. Animated
ones cost around Rs 30-40 Lakh on an average.
However, what creative directions hate about animation is the fact that it takes a lot more
time ?For A Fido itself, we need to work for three weeks to get it absolutely right, ?says Chauhan
of JWT.
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2.2 CASE STUDY
Amul Butter Girl
(The moppet who put Amul on India‘s breakfast table.)
50 years after it was first launched, Amul,s sale figures have jumped from 1000
tonnes a year in 1996 to over 25000 tones a year in 1997. No other brand comes
even close to it. All because a thumb-sized girl climbed on to the hoardings and
put a spell on the masses.
Bombay (summer of 1967):
A Charni Road flat. Mrs. Sheela Mane, a 28-year-old housewife is out in the balcony
drying clothes. From her second floor flat she can see her neighbors on the road. There are other
people too. The crowd seems to be growing larger by the minute. Unable to curb her curiosity
Shela mane hurries down to see what all the commotion is about. She expects the worst but can
see no signs of an accident. Ti is her four-year-old who draws her attention to the hording that
has come up overnight. ?It was the first Amul hording that was put up in Mumbai,? recalls
Sheela Mane. ?People loved it. I remember it was our favorite to[ic of discussion for the next one
week! Everywhere we want somehow or the other the campaign always seemed to crop up in our
conversation.?
Call her the Friday star Round eyed, chubby cheeked, winking at you, from strategically
placed hoardings at many traffic lights. She is the Amul moppet everyone loves to love
(including pinkly votaries of the Shiva Sena and BJP). How often have we stopped, looked,
chuckled, at the Amul hoardings that casts her sometimes as the coy, shy Madhuri, a bold
sensuous Urmila or simply as herself, dressed in her little polka dotted dress and a red and white
bow, holding out her favorite packet of butter.
For 30 odd years the Uttrerly Buttrely girl has managed to keep her fan following intact.
So much so that the ads are now ready to enter the Guinness Book of World Records for being
the longest running campaign ever. The ultimate compliment to butter came when a British
company launched butter and called it Utterly Butterly, last year.
It all began in 1966 when Sylvester daCunha, then the managing director of the advertising
agency, ASP, clinched the account for Amul Butter. The butter, which had been launched in
1945, had a staid, boring image, primarily because the earlier advertisement agency which was in
charge of the account preferred to stick to routine, corporate ads.
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One of the first Amul Hoarding
In India, food was something one couldn‘t afford to fool around with. It had been taken
too seriously, for too long. Sylvester daCunha decide it was time for a change of image.
The year Sylvester daCunha took over the account, the country saw the birth of a
campaign whose charm has endured fickle public opinion, gimmickry and all else.
The Amul girl who lends herself so completely to Amul butter, created as a rival to the
Polson butter girl. This one was sexy, village belle, clothed in a tantalizing choli all but covering
her upper regions. ?Eustance Fernandez (the art director) and I who better than a little girl?? says
Sylvester daCunha. And so it came about that the famous Amul Moppet was born.
That October, lamp kioks and the bus sites of city were splashed with the moppet on a
horse. The baseline simply said, Thorough bread, Utterly Betterly Delicious Amul,. It was a
matter of a just a few hours before the daCunha office was ringing with calls. Not just adults,
even children were calling up to say how much they had liked the ads. ?The response was
phenomenal,? recalls Sylvester daCunha, ?We knew our campaign was going to be successful.?
For the first one year the ads made statements of some kind or the other but they had not
yet acquired the topical tone. In 1967, Sylvester decide that giving the ads a soild concept would
give them extra mileage, more dum, so to say. It was a decision that would stand the daCunhas in
good stead in the year to come. In 1969, when the city first saw the beginning of the Hare Rama
Hare Krishna movement, working on the Amul account came up with a clincher—?Hurry Amul,
Hurry Hurry‘. Bombay reacted to the ad with a fervor that was almost as devout as the Iskon
fever. That was the first of the many topical ads that were in the offering. From then on Amul
began playing the role of social observer. Over the years the campaign that all important Amul
touch.
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India look forward to Amul‘s evocative humor. If the Naxalite movement was the
happening thing in Calcutta, Amul would be up there on the hoarding‘s saying, ?Bread without
Amul Butter, cholbe na cholbe na (won‘t do won‘t do). If there was an Indian Airlines strike
Aumul would be there again saying, Indian Airlines won‘t fly without amul. There are stories
about the butter that people like to relate over cups of tea. ?For over 10 years I have been
collecting Amul ads. I especially like the ads on the backs of the butter packets, ?says Mrs.
Sumona Varma. What does she do with these ads? ?I have made an album of them to amuse my
grand children,? she laughs. ? They are almost part our culture, aren‘t they? My grandchildren
are already beginning to realize that these ads are not just a source of amusement. They make
them aware of what is happening around them.?
Despite some of the negative reactions that the ads have got, DaCunhas have made it a
policy not to play it safe. There are numerous ads that are risqué in tone. ?We had the option of
being sweet and playing it safe, or making an impact. A fine balance had play to be struck. We
have a compaign that is strong enough to make a statement. I didn‘t want the hordings to be
pleasant or tame. They have to say something,? says Rahul daCunha.
?We ran a couple of ads that created quite a furor,? says Sylvester daCunha. ?The Indian
Airlines one really angered the authorities. They said if they didn‘t take discontinued the ad, ?he
says laughing. Then there was the time when the amul girl was shown wearing the Gandhi cap.
The high command came down heavy on that one. The Gandhi cap was a symbol of
independence; they couldn‘t have any one not taking that seriously. So despite their reluctance
the hoarding‘s were wiped clean. ?Then there was an ad during the Ganpati festival which said,
Ganpati Bappa More Ghya (Ganpati Bappa more). The Shiv sena people said that if we didn‘t do
something about removing the ad they would come and destroy our office. It is surprising how
vigilant the political force is in this country. Even when the Enron ads (Enr on or off) were
running, Rebecca Mark wrote to us saying how much she liked them.?
There other instance too. Heroin Addiction, Amul‘s little joke on Hussein had the artist
ringing the daCunhas up you request them for a blow up of the ad ?He said that he had hoarding
while passing through a small distinct in UP. He said he had asked his assistant to take a
photograph of himself with the ad because he had found it so funny,? Says Rahul daClunha in
amused tones. Indians do have a sense of humor, after all.
From the Sixties to the Nineties, the Amul ads have come a long way. While most people
agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads
continue to tease laughter out of them.
Where does Amul‘s magic actually lie? Many believe that the charm lies in the catch lines.
That we laugh because the humor is what anybody would enjoy. They don‘t pander to your
nationality or certain sentiments. It is pure and simple, everyday fun.
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3. DATA ANALYSIS
3.1 SAMPLE OF QUESTIONNAIRE
BRANDING –SPECIAL FOCUS ON TOON BRANDING
QUESTIONAIRE:-
Q1. Identify the following toon mascots and their products or either of the one:-
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q2. Can you recognize a product on the basis of its brand mascot alone?
o Always
o Sometime
o Often
o Very Rare
Q3. Do you relate any product with toons?
o Always
o Sometime
o Often
o Very Rare
Q4. Do you think nowadays brand mascots are losing importance to brand personality?
o Yes
o No
o Don‘t Know
Q5. Which is your most memorable toon mascot?
o Amul Butter Girl
o Fido Dido
o Chintamani (ICICI)
o Any other _______________
Q6. Why do you think this brand mascot is the most memorable one?
Ans:- _______________________________________________________________
_______________________________________________________________
_______________________________________________________________
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Q7. If you are to launch a new product will you depend on a brand personality of a toon mascot
to build the brand image of your product? Give reason?
Ans:- ________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Q8. Toon Mascot is mare popular in the rural or urban areas? Give reason?
Ans:- _______________________________________________________________________
_______________________________________________________________________
________________________________________________________________________
Q9. What features do you think a toon mascot should possess so as to remember over a long
period of time?
o Cute
o Happy Face
o Suitable to the product
o Innovative
o Entertaining
o Any other__________________
Q10. Would you like if toon mascots are also advertised through clothing, accessories, bags etc?
o Yes
o No
o Depends on the mascot
o Don‘t know
NAME : - _______________________________________________
AGE : - ________________________________________________
PROFESSION: - _______________________________________________
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3.2 STATASTICAL DATA
Q1. Identify the following toon mascots and their products or either of the one?
Interpretation:-
Out of the 35 respondent 15 were able to identify all the products correctly on the basis of
its toon mascot alone which comes up to 42.86% whereas only 8.57% i.e. only 3 persona were
not able to identify all the products correctly. The most identified mascot is 7up Fido-Dido
whereas monster.com was the least popular one.
1
No. of toons correctly identified (X axis)
6 5 4 3 2 1
No of
respondents
(Out of 35 Y
Axis)
15 8 9 3 0 0
% 42.86% 22.86% 25.71% 8.57% 0 0
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Q2. Can you recognize a product on the basis of its brand mascot alone?
2 Recognition of product on the basis of brand mascot (X axis)
Always Sometime Often Very Rare
No. of
respondents
(out of 35)
Y- Axis
3 20 12 0
% 8.57% 57.14% 34.29% 0
0
2
4
6
8
10
12
14
16
1 2 3 4 5 6
No of respondents
No of respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Interpretation:-
Of the 35 respondent 20 said, that they were sometimes able to recognize the product on
the basis of Brand Mascot alone which comes to around 57.14% of the total sample size.
Whereas only 8.75% were always able to recognize the product on the basis of its brand mascot.
0
5
10
15
20
25
Always Sometime Often Very Rare
Brand Mascot
Brand Mascot
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Q3. Do you relate any product with toons?
3
Ability of relating products with toons (X Axis)
Always Sometime Often Very Rare
No. of
respondents
(out of 35)
Y-axis
3
14
16
2
% 8.54% 40% 45.7% 5.71%
Interpretation:
Out of 35 respondents 16 people often related the products with their toon mascots which
come up to around 45.7%. Whereas only 5.71% of the respondents very rarely related the
products with toons
0
2
4
6
8
10
12
14
16
18
Always Sometime Often Very Rare
No. of Respondents
No. of Respondents
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Q4. Do you think nowadays brand mascots are losing importance to brand personality?
4 Brand Mascots are losing importance to Brand Personality
(X-axis)
Yes No Don‘t No
No. of
Respondents
(out of 35)
Y- axis
12 18 5
% 34.29% 51.43% 14.29%
Interpretation:-
51.43% of the total people surveyed had the opinion that Brand Mascots are not losing
importance to Brand Personality whereas 14.29%had no opinion regarding the same
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Yes No don’t know
No. of respondent
No. of respondent
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
45
Q5. Which is your most memorable toon mascot?
5
Most Memorable Toon Mascot (X-axis)
Amul Butter
Girl
Fido Dido Chintamani Any other
No. of
Respondents
(out of 35)
Y-axis
30 5 1 0
% 85.71% 14.29% 2.28% 0
Interpretation:-
On the basis of the survey conducted 85.71% of the respondents opted for Amul Butter Girl
as their most memorable toon mascot followed by Fido-Dido and Chintamani with 14.29% and
2.86% respectively.
0
5
10
15
20
25
30
35
Amul Butter Girl Fido Dido Chintamani Any other
No of respondence
No of respondence
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
46
Q6. Why do you think this Brand Mascot is Most Memorable one?
6 Reason for Amul Butter Girl being memorable (X-axis)
Long
Lasting
Cute
/Happy
Good
Animation
Attention
seeking
Innovative
No. of
respondent
(out of 35)
Y-axis
12 5 4 7 4
% 34.28% 14.28% 11.42% 20% 11.42%
Interpretation:-
According to the survey conducted Amul Butter Girl is the most memorable toon mascot
because it has in the Mrket since a very long time and also it is very attention seeking because it
is always related to the current affairs.
0
2
4
6
8
10
12
14
Long Lasting Cute / Happy Good
Animation
Attention
Seeking
Innovative
No. of Respondents
No. of Respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
47
Q7. If you are to launch a new product will you depend on a brand personality or a toon
mascot to build the brand image of your product?
7 Dependence for the launch of new product (X-axis)
Toon Mascot Brand
Personality
Both Some Other
Method
Depends On
Product
No. of
respondents
(out of 35)
Y- axis
12 6 2 3 8
% 34.28% 17.14% 5.71% 8.57% 22.85%
Interpretation:-
34.28% of the total population surveyed opted to depend on a toon mascot for the launch
of their new product 5.71% through of using both the toon mascot and personality for the launch
of their product.
0
2
4
6
8
10
12
14
Toon Mascot Brand
Personality
Both Some Other
Method
Dependa On
Product
No. of Respondents
No. of Respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
48
Q8. Toon Mascot is popular in Rural or Urban areas?
8 Popularity (X - axis)
Urban Rural Both
No. of
respondents
(Out of 35)
Y- axis
13 10 3
% 37.14% 28.57% 8.57%
Interpretation:-
37.14% of the total populations surveyed suggest that toon mascots are more popular in
the urban areas due to high literacy rate whereas 28.57% had the opinion of the toon being more
popular in the rural areas because they identify the product on the basis of toons.
0
2
4
6
8
10
12
14
Urban Rural Both
No. of respondents
No. of respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
49
Q9. What feature do you think a toon mascot should posses so as to be remembered over a
long period of time?
9 Features of toon mascot to make him memorable (X- axis)
Cute Happy Face Suitable to
Product
Innovative Entertaaning
No. of
respondents
(out of 35)
Y-axis
11 15 25 17 19
% 31.43% 42.86% 71.43% 48.51% 54.29%
Interpretation:-
71.43% through that the toon mascot should possess the features which are suitable to the
toon being entertaining and innovative.
0
5
10
15
20
25
30
Cute Happy Face Suitable to
product
Innovative Entertainng
No.of respondents
No.of respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
50
Q10. Would you like if the toon mascots are also advertised through clothing, accessories,
bags etc?
10
Promotion of Toon mascot through clothing, accessories, bags, etc (X-axis)
Yes No Depends Don‘t Know
No. of
respondents
(Out of 35)
Y-axis
13
1
20
1
% 37.14% 2.86% 57.14% 2.86%
Interpretation:-
57.14% of the total population surveyed suggests that the above mentioned promotion of toon
mascot through clothing, accessories, bags etc.
0
5
10
15
20
25
Yes No Depends On
Mascot
Don't Know
No. of respondents
No. of respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
51
3.4 Theoretical Data
From the survey conducted the following findings can be conceded:
? Out of the 35 respondent 15 were able to identify all the products correctly on the basis
of its toon mascot alone which comes up to42.86%hence it can be Brand recall, which
mean that more interesting toon advertisements, more brand recall.
? Out of the 35 respondent 20 said, that they were sometimes able to recognize the product
on the basis of Brand Mascot alone which comes to around 57.14% of the total sample
size always able to recognize the product on the basis of its brand mascot.
? Out of 35 respondents 16 people often related to the products with their toon mascot
which comes up to around 45.7%. Whereas only 5.71% of the respondents very rarely the
products will definitely increase, impressing the viewers.
? 51.43% of the total people surveyed had the opinion regarding the same. Brand mascots
are not losing importance to Brand Personality whereas 14.29% had no opinion regarding
the same. Brand mascot has its own identity and will definitely be more appealing to the
audience as it is a very innovative concept of advertising and promotion.
? On the basis of the survey conducted 85.71% of the respondents opted for Amul Butter
Girl as their most memorable toon mascot followed by Fido-Dido and Chintamani with
14.29% and 2.86% respectively.
? According to the savory conducted Amul Butter Girl is the most memorable toon mascot
because it has been in the market since a very long time and sold it is very attention
seeking because it is always related to the current affairs.
? 34.28% of the total population surveyed opted to a depend on a mascot for the launch of
their new product 5.71% through of using both the toon mascot and personality for the
launch of their product. Thus it can be concluded people would really appreciate if
companies use toons for promoting their products.
? 34.14% of the total populations served suggested that toon mascot are more popular in
the urban areas due to high literacy rate whereas 28.57% had the opinion of the toon
being more popular in the rural areas because they identify the product on the basis of
toon. So companies operating in the rural areas can use more of toons to make their brand
easily recognized and popular amongst the rural masses.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
52
? 71.43% through that the toon mascot should process the features which are suitable to the
product followed by the toon being entertaining and innovative.
? 57.14% of the total population surveyed suggests that promotion of the toon mascot
through clothed, accessories and bags depends completely on the suitability of the toon
mean that means if the company using a toon mascot is thinking of using such
promotional channels should design the toon in a manner that will be suitable and liked
by the targeted audiences.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
53
TOP 100 MOST VALUABLE GLOBAL BRANDS 2011
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
54
CONCLUSION
The study done so far in the context of a brand and the special focus on toon branding leads to
many importance conclusions. In order to facilitate proper comprehensive of the same, I
illustration the points as follows.
? The Law of Contraction:-
A brand becomes stronger when its focus on is narrowed. This does not imply
carrying a limited product line, but rather limiting and focusing a brand on only one type
of core product, which in Titan‘s case happens to be watches. Titan, though possessed of
a wide product line, has stuck to its focus.
? The Law of Advertising:-
Once born, a brand needs to actively advertise in order to stay healthy and maintain
market share. If done right, advertising is more of an investment than an expense.
? The Law of the Word:-
Any brand worth its salt should strive to ?own? words in the mind of the consumer.
Examples of such brands are Volvo, who owns the word ?safely?, Mercedes, who own
the word ?prestige? and Coca-Cola, who own the word ?cola?. Titan, at least when
viewed in the context of the Indian watch market, seems to own the word ?quality?.
? The Law of Quality:-
Though quality is essential to the survival and growth of any brand, the fact
remains that brands are not built by quality alone. As mentioned previously titan more or
less owns the word ?quality? in the minds of the consumers, thereby implying that it is
perceived as a quality product. Thus , it‘s actual quality, as well as it‘s perception of
being a quality product combine to work towards building the strength of the Titan brand.
? The Law of the Name:-
In the long run, a brand is a nothing more than a name. The difference between a
products, as the is between their names, in perception of the names.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
55
? The Law of the Company:-
Brands are brands, and companies are companies. There is a difference. Titan is a
owned by Tata Group, who through highly regarded in Indian Industry are associated
more with heavy industries such as steel and truck building, than with watch making.
? The Law of Siblings:-
There is a always time and a place to launch a second brand, but when this is done
it should be ensured that both brands have separate and distinct identities. Each brand
should be kept unique and special. When Titan decided to diversify into a jewellary
segment, they did not call their new brand ?Titan Jewellry?, in spite of the high standing
of the Titan name in the minds of the Indian Consumers. To do so would be to undermine
the power of the Titan brand, which is that of being ?watch experts?? Hence, the jewelry
was called Tanishq.
? The Law of Shape:-
A brand‘s logotype should be well designed, in order to fit the eyes. Visual
symbols (again with the possible exceptions of Nike‘s ?swoosh? or Mercedes‘3-pointed
star) are highly overrated. The meaning lies in the words, not the symbol. The The Titan
logo, though well recognizable is always accompanied by the words ?TITAN? in aclear,
crisp typeface-denoting power (through the use of capital letters) and class at the same
time.
? The Law of Colour:-
A brand should use a colour and typeface that is the opposite of its major
competitor. For example, while Coca-Cala stands for red and appears in running hand
writing, Pepsi stand for blue and appears in capital, modern looking letters.
Therefore, in order to effectively build brand equity, the following factors should also be
kept in mind:
? Define the core brand’s position and value clearly:-
A product should be properly positioned and its value (which includes price,
quality, and image) should be properly defined. As mentioned in the section regarding the
law of the word, the two words most highly identified with Titan are ?quality? and
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
56
?Indian?. These should thus be emphasized upon. This is exactly what Titan has done,
positioning its watches, and emphasizing upon its value for money as well as its classy
image.
? Don’t neglect Public Relations:-
Public Relations, or PR, are vital to the success and survival of any brand.
Unfortunately, its value as a brand building tool has more often than not, been
undervalued. Newsletters, event and entertainment sponsorships, and other forms of PR
help to define the personality of a company or brand, positioning it as a good corporate
citizen, and someone nice to do business with. In keeping with India‘s obsession with
cricket, Titan has often sponsored cricket tournaments, including the now legendary 1997
Titan Cup. Titan also sponsors a number of popular television programmers, a prime
example of which is Star World‘s ?The Practice?.
? Realize that promotions can be tricky:-
Promotions ought to be used to create recognition and build brand loyalty.
Needless and irrelevant contests tend to shift the customer‘s attention from the product
being promoted to the prize being offered (be it a trip to the US or a new car.) A better
(and far less expensive) way to promote a brand would be to allow it to be used by other
companies in their promotional offers. Titan is currently being offered by both Outlook
magazine and WelcomAward (the privileged customer progamme of the WelcomGroup
chain of hotels) in their various promotional offers. The oust sensible and effective forms
of promotions are measures such as establishing a privileged customer club offering
customer club, Titan Signet, which has as impressive 1.6 Lakh members.
? Always remember the UPS:-
A UPS (Unique Selling Proposition) is not only what gives the customer a reason
to buy the brand , but is also what helps him distinguish the customer a reason to buy the
brand, but is also what helps him distinguish the brand from its competitors. Titan‘s UPS
is twofold, and can perhaps best be described in six words. ?An Indian company offering
international quality? This works for Titan in two ways. First of all, it‘s emphasis on
?international quality‘ successfully negates it‘s major Indian competitor, HT+MT, who is
still perceived as a company offering solid and reliable, yet singularly unstylish and staid
looking watches. Secondly, with the plethora of foreign brands available in the country
today, Titan emphasis on being Indian enables it to effectively meet their threat.
Interestingly, while Titan has never actively promoted the fact that its parent company is
the Tata Group, at the same time it has never really done much to hide the fact. Thus
while capitalizing on the Tata name; it has build its own identify as an Indian brand
offering high quality watches at price significantly below those of comparable foreign
brands.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
57
? If you can’t be first, be better:-
Being the first entrant in any category earns pioneer status for a brand and gives it
the advantages of being the probable, market leader. Such was the case with HMT.
However with its emphasis on its Ups and aggressive advertising, Titan convinced the
market that it produced the market that it produced the better product and thus destroyed
HMT‘s near monopoly of the Indian watch market.
? Expand sensibly :-
Extensions should be always be logical and market driven and not mere ?product
explosions?. As the market environment changes with addition of say, greater than
competition, or changing customer wants and perceptions, brand extension should be
undertaken. It should not, however be undertaken arbitrarily. When Titan entered the
market in 1987, its main competitor was HMT, a company offering reliable and
economically, with the added UPS of being a more stylish alternative to HMT. As a times
changed, however, so did Titan. With the growing entry of foreign brands to meet every
new challenge. With the entry of the ?high performance? sport watch brands in the form
of Tag Hauer, Omega and Breitling, Titan introduced it ?sown line of chronographs
priced significantly lower than the competition at a mere Rs 5000-6000. Similarly, to
counter the entry of foreign, youth oriented ?style? brands such as Esprit and Swatch,
Titan introduced the ?Fastrack‘ sub brand, again priced extremely competitively.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
58
BIBLIOGRAPHY
Books:
? Marketing Management
- By Philip Kolter and Kevin Lane Killer
? Brand Building
- By Philip Kotler
? Branding Management
- By Philip Kolter
? Branding
- By Philip Kolter
Websites:
? www.google.com
? www.yahoo.com
? www.wikipedia.com
? www.amul.com
? www.bmscampus.com
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
59
Amul Hits of 2010
Political upheaval in Karnataka Assembly – Oct‘10
Sania Nehal wins the gold in women‘s singles in badminton in the Commonweaith
Games – Oct‘10
Multi-crore building society scam in South Mumbai – Oct‘10
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
60
Cookery show ?Master Chef India‘ on Star Plus – Oct‘10
The current 2G Spectrum scam leading to the Union Minister resigning – Nov‘10
Forthcoming visit of the US President – Nov‘10
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
61
Colaba area in South Mumbai, where the US President will be based resembles a fortress
– Nov‘10.
Indian spinner turns batsman in the ongoing cricket test series – Nov, 10.
Chief Minister of Behar re-elected with a sweeping majority – Nov‘ 10
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
62
Chinese Premier Wen Jiabao‘s visit to India – Dec‘ 10.
Leak of diplomatic cables – Dec‘ 10
Top Industrialist brothers competing with one another
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
63
Visit of French President and wife to India – Dec‘ 10
India‘s victory over South Africa in the second Test match – Dec‘ 10
VVS Laxman‘s outstanding performance, enabling India to win against South Africa in
the second Test match – Dec 10.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
64
Amul Hits of 2011
The forthcoming Formula 1 race to be held in Noida – Oct‘11.
100 year old completing the recently held Marathon Run – Oct‘ 11.
Latest Bollywood release ?Ra.One‘ – Oct‘ 11.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
65
Birth of the seven billionth baby of the world – Nov ?11
Leading airline in a financial crisis – Nov‘11
Tribute to the evergreen hero – Dev Anand-Dec‘11
doc_840304038.docx
this project is related on Cartoon branding
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
1
PROJECT REPORT
ON
BRANDING AND SPECIAL FOCUS ON TOON
BRANDING: AN OVERVIEW.
SUBMITTED BY:
VIVEK RAMESH VARULE.
THIRD YEAR BACHELOR OF MANAGEMENT STUDIIES.
(V SEM).
UNDER THE GUIDANCE OF
PROF. NIKITA SHRIVASTAV.
LAXMAN DEVRAM SONAWANE COLLEGE OF
ARTS,COMMERCE & B.M.S
KALYAN(W).
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
2
C E R T I F I C A T E
THIS IS CERTIFY THAT
MR.VIVEK RAMESH VARULE.
HAS SATISFACTIORILY CARRIED OUT THE PROJECT
WORK ON THE TOPIC
“BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.”
FOR THE
V SEMESTER OF T.Y.BMS. IN THE
ACADEMIC YEAR 2011-2012.
SIGNATURE OF PROJECT GUIDE :- _________________ .
SIGNATURE OF BMS CO-ORDINATOR :- _________________ .
SIGNATURE OF PRINCIPAL :- _________________ .
SIGNATURE OF EXTERNAL EXAMINER :- _________________ .
DATE :- _____________ .
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
3
DECLARATION
VIVEK RAMESH VARULE THE STUDENT L.D.SONAWANE COLLEGE OF T.Y.BMS
(SEM V) HERE BY DECLARE THAT I HAVE COMPLETED THIS PROJECT ON
“BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.” IN
THE ACADEMIC YEAR 2011-2012 THE INFORMATION SUBMITTED IS TRUE AND
ORIGINAL TO THE BEST OF MY KNOWLWDGE.
PLACE :- ___________. __________________________
DATE :- ___________. ( Mr. Vivek Ramesh Varule. )
Signature of Student
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
4
ACKNOWLEDGEMENT
I EXPRESS MY GRATEFUL THANKS TO PROF. NIKITA SHRIVASTAV FOR THE
TIMELY GUIDANCE AND HELP RENDERED AT EVERY STAGE OF THE PROJECT
WORK
I EXPRESS MY SINCERE THANKS TO PRINCIPAL DR. V.S.PINGALE WHO HAS
GIVEN VALUABLE MORAL SUPPORT , MOTIVATION INSPIRATION AND
EDUCATIONAL ATMOSPHERE IN THE INSTITUTE FOR THE SUCCESFUL
COMPLETION OF THE PROJECT WORK.
I WISH TO EXPRESS MY REGARDS TO THE LIBRARIAN FOR HER CO-OPERATION IN
PROVIDING ME WITH THE NECESSARY REFERENCE MATERIALS.
I ALSO EXPRESS THANKS TO ALL FACULTYMEMBERS, FRIENDS AND BMS CO-
ORDINATOR PROF.ANNIE ANTONY MAM FOR CO-OPERATION & HELP GIVEN IN
COMPLETING THIS PROJECT.
Mr. Vivek R. Varule.
?RESEARCHER?
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
5
EXECUTIVE SUMMARY
As a teenager I am very much fond of clothes, accessories, bags, foot wears, mobile
phones but only ?Brand?. In real sense I am a ?Branded Baby?. It gives me great pleasure buying
favorite things from a branded company so that it represents quality, costliness, worthiness for
the money that spends it.
Like me other people are also crazy about the brands of the product that they purchase.
People now days have very good knowledge about brands that are available for a particular
product and also for different type of product. They gather enough information about different
brand that are available for the product that they are willing to buy. This is relevant for the
purchase of durable goods like mobile phone, television sets, washing machines etc.
But in case of FMCG products, once the brand or the company gives good quality product
the customers become loyal to that brand and make it a point to spread positive word of mouth
about the particular brand‘s product. In this sector some brands are so highly successful their
brand name is the first to hit the customer‘s mind while the purchase of that product. Some
examples for the same context are:
PRODCUT BRAND NAME
Coconut Oil
Detergents
Toothpaste
Pencil
Photocopy
Book
Parachute
Ariel
Colgate
Nataraj
Xerox
Navneet
Not only FMCGs nowadays companies of other products have also made a mark on minds
of people and are able to share the same priority for the purchase. Branded products are mainly
popular in amongst the age group of 16-30 yrs. And some examples of such brands are:
PRODUCT BRAND NAME
Jeans (Denim)
shoes
Glares
Make-up equipments
Watches
Spykar Jeans
Adidas
Fast Track
Lakme
Fast Track or Titan
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
6
Sr.
No.
TOPICS PAGE
NO.
1 All about Branding an Introduction
07-09
2 Purpose of Branding
10-10
3 Brand Identity
11-12
4 Tools for Building Brand Identity
13-14
5 Brand Effectiveness
15-16
6 Brand and Reputation
17-19
7 Building the Brand
20-21
8 Choosing Brand Elements
22-23
9 Brand Equity
24-27
10 Qualitative Measures of Brand Equity
28-30
11 The World Strongest Brand Share 10 Attributes
31-31
12 All about Toon Branding
32-33
13 Case study on Amul butter girl
34-36
14 Data Analysis an Questionnaires
37-39
15 Statistical Data
40-50
16 Theoretical Data
51-52
17 Top 100 most valuable Global Brands 2011
53-53
18 Conclusion
54-57
19 Bibliography
58-58
20 Amul hits pictures 2000-2011
59-65
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
7
1. ALL ABOUT BRANDING
The term brand means different things to the different roles of buyer and seller, with
buyers generally associating brand with a product or service, and merchants associating brand
with identity. Brand can also identify the company behind the specific product that‘s not a
biscuit, that‘s Britannia biscuit. This use of brand puts a ?face? behind the name, so to speak,
even if the ?face? is the result of advertising copy and television commercial. This use of brand
also says nothing of quality, just the buyer‘s exposure to the brand‘s PR and media hype. For the
typical merchant, branding is a way of taking everything is that is good about the company
positive shopping experience, professionalism, superior service, product knowledge, whatever
the company decides is important for a customer to believe about the company and wrapping
these characteristics into a package that can be evoked by the brand as signifier.
1.1 Introduction to Branding:-
The American Marketing Association defines a brand as ?A name, term, sing, symbol or
design or a combination of them, intended to identify the goods and services of one seller or
group and to differentiate them to those for competitors?. A brand is thus a product or service
that‘s adds a Dimension that differentiates it in some way from other products or services
designed to satisfy the same need. These differences may be functional, rational, or tangible
relates to product performance of the brand.
Branding has been around for centuries as a means to distinguish the goods of one producer
to those of another. The earliest signs of branding can be traced to Europe where the medieval
guilds required that craftsmen put trademarks on their product to protect themselves and
producer against inferior quality substitutes. Also in fine arts branding began with artists signing
their works. Brands today play a number of important roles that improves the consumer‘s lives
and enhance the financial value of firm.
Brands identify the source or maker of product and allow consumers-either individual or
organizations- to assign responsibility to a particular manufacturer or distributor. Consumers
may evaluate the identical product differently depending how it is branded. Consumer lean about
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
8
the brand with its past experience and the marketing program. As consumer lives becomes more
complicated, time starved the ability of brand to simplify decision making is invaluable. Brands
also perform valuable function of the firm. First they simplify the product handling and tracing.
Brand helps to organize inventory and accounting records. The brand name can be protected
registered trademarks. The intellectual property rights ensure that the firm can safely invest in
the brand and can reap the benefits over a long period of time.
Brands can single a certain level of quality so that satisfied buyers can easily choose the
product again. Brand loyalty provides predictability and security of demand for the firm and
creates barriers to entry that makes it difficult for other firms to enter the market. This brand
loyalty can translate into willingness to pay higher price. In this sense branding can be seen as
powerful means to secure a competitive advantage. Brands represent enormously valuable pieces
of legal property that can influence consumer‘s behavior. Strong brand results in better earnings
and profit performance for firm, which in turn, creates greater value for shareholder.
How do you ?BRAND? a product? Although firms provide the impetus to brand creation
through Marketing programs and other activities, ultimately a brand is something that resides in
the mind of the consumers. A brand is a perpetual identity that is rooted in reality but reflects the
perception and perhaps even the ultimate choice of the consumers. Branding is endowing
products and service with the power of brand. To brand a product, it is necessary to teach the
consumers ?who? the product by giving a name. Branding involves creating a mental structure
and helping consumers organize their knowledge about products and services in a way that
clarifies their decision making and in process provides value to the firm.
Branding can be applied anywhere a consumer has a choice. It is possible to brand:
? A physical good (Nestle soup, Pantene shampoo or Maruti Swift).
? A service (Kingfisher Airlines, TATA AIG medical insurance).
? A store (Big Bazaar, BATA stores).
? A place (The state of Kerala, Pushkar mela).
? A person (Shahrukh khan, Sachin Tendulkar).
? An organization (UNICEF or BCCI).
Brand is the proprietary visual, emotional, rational, and cultural image that you associate
with the company or a product. When you think of Volvo, you think of safety. When you think
of Nike, you think of Michal Jordon or ?Just Do It‘. When you think of IBM, you think of ?Big
Blue‘. The fact that you remember that brand name and have positive associations with that
brand makes your product selection easier and enhances the value and satisfaction you get from
product.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
9
While Brand X cola or even Pepsi-Cola may win blind tests over Coca-Cola, the fact is that
more people buy Coke than any other Cola. The fond memories of childhood and refreshment
that drink Coke is often more important than a little bit cola taste. It I this emotional relationship
with brands that make them so powerful.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
10
1.2 Purpose of Branding:-
The purpose of branding is to create a powerful and lasting emotional connection with
customers and other audiences. A brand is set of elements or ?brand assets? that in combination
create a unique, memorable, unmistakable, and valuable relationship between an organization
and its consumer. The brand is carried by a set of compelling visual, written and vocal tools to
represent the business plan and intention of an organization.
Branding is the voice and image that represents your business plan to the outside world.
What your company, products and service stand for should all be captured in your branding
strategy, and represented consistently throughout all your brand assets and in your daily
marketing activities.
The brand image carries this emotional connection consist of the many manageable
elements of the branding system, including both visual image assets and languages assets. The
process of managing the brand to the business plan is important not only in ?big change
situation? where the brand redefinition is required, but also in the management of routing
marketing variables and tactics. This does not have to be a ?ground-up? situation where there ard
wholesale change to the business. Rather it is more common that specific changes to the change
to the business plan are incremental and the work of the brand strategist and designer is to
interpret these changes and revise the branding strategy and resulting brand assets and define
their use in the full range of marketing variables.
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1.3 Branding Identity:-
Brand Identity includes brand name, logos, positioning, brand associations, and brand
personality, brand toons etc. A good brand name gives a good first impression and evokes
positive association with the brand. A positioning statement tells what business the company is
in, what benefits it Provides and why it is better than the completion? Brand personality adds
emotion, culture, myth to brand identity by the use of a famous spokespersons (Bill Cosby-
Jello), a character (Pink Panther), an animal (the Merrill lynch bull) etc.
Brand associations are the attributes that costumer thinks of when they hear or see the
brand name. McDonalds television are a series of one brand association after another, starting
in yellow arches in the low right corner of the screen and following with association of Big Mac,
Ronald MacDonald, kids, happy meal, food, quality etc. The first step in creating a brand for
your company is branding workshop.
BRAND
IDENTITY
Brand
performance
Category
understanding
Segmentation Positioning
Marketing
mix
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How do we determine our Brand Identity?
Brand has been called the most powerful idea in commercial world, yet few companies
create a brand identity. Do you want your company‘s brand identity created for you by
competitors and unhappy customers? Of course not. Our advice to executives is to research their
customers and find the top ranked reasons that the customers buy their product rather than their
competitors. Then, pound that message in every ad, in every new release, in communications
with employees and in every sales call or media interview. By continuous repetition of messages
customers will think of your product and then buy it.
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1.4 Tools for Building Brand Identity :-
Brand builders use a set of tools to strengthen and project the brand image;
Strong brands typically exhibit an owned word, a slogan, a color, a symbol, and set of stories.
Owned Word :-
A strong brand name should trigger another word, a favorable one. Here is the
Company Word
Volvo
B M W
Mercedes
Federal Express
Apple Computers
Lotus
Kodak
?Safety?
?Driving performance?
?Engineering?
?Overnight?
?Graphics?
?Spreadsheets?
?Film?
List of brands that own a word:
Slogan:-
Many companies successfully added a slogan or tagline to their brand name which is
repeated in every ad they use. Here are some well-known brands slogans, which people on the
street may easily recall or recognize:
COMPANY SLOGAN
British Airways
Ford
LIC
?the world‘s favorite airline?
?Quality is our number one job?
?Jeevan ke saath bhi jeevan ke baad bhi ?
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Colors:-
It helps for a company or a brand to use a consistent set of color to and in the brand
recognition. Caterpillar paints all its constructions equipments yellow. Yellow is the color of
Kodak film. IBM uses blue in its publications, and IBM is called ?Big Blues?.
Symbols and Logos:-
Companies would be wise to adapt a symbol or logo to use in their communications. Many
companies hire a well-known spokesperson, hoping that his or her quality transfer to the brand.
Nike uses Michael Jordon who has worldwide recognition and likableness, to advertise its shoes,
Sporting goods manufactures sign contracts with top athletes to serve as their symbols, even
naming the product after them.
Cartoon and Animations :-
A less expensive approach is to develop a character, animated, to each the brand‘s image
into customer‘s mind. The advertising agency Leo Burnett has successfully created a number of
memorable animated characters. Here are some well known brand cartoons which people may
recognize:
COMPANY CARTOON OR ANIMATION
ICICI Prudential
Amul Butter
McDonalds
All Out mosquito Repellent
Pillsbury
7 Up
Chintamani
Utterly Butterly Girl
Ronald
Louis
Doughboy
Fido Dido
Objects:-
Still another approach is to choose an object to represents a company or brand. The
travelers insurance uses an umbrella, suggesting that buying insurance is equivalent to having an
umbrella available when it rains. The prudential insurance company features the rock of
Gibraltar, suggesting that buying insurance is equivalent to ?owing a peace of rock? which is of
course, solid ad dependable. Companies have developed many logos or abstracts, which are
easily remembered by people. Even the way the brand name is written makes a brand
recognizable and memorable.
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1.5 Brand Effectiveness:-
With an increase in global competition, branding has become a source of competitive
advantage. In rapidly evolving market for consumer, and industrial products and services, the
source of next generation competency will be branding. In this briefing we demonstrate how to
calculate brand strength the price premium associated with the product categories, and type of
customers attracted to the ?Premium Products?. Marketers who match their brand with customers
needs will have a sustainable competitive advantage.
Measuring Brand Effectiveness :-
there are many metrics to measure the potential of and actual effectiveness of brands. The
simplest way is to apply the concept of what we call the 4 D‘s of Branding; differentiation,
distinctiveness, defendable, digit-able.
? Distinctiveness :
Your brand should be distinct when compared to your competitors and to all
spoken and visual communications to which your target audiences will be exposed. The
more unique and distinct your communication, the wider the filed of effective
competitive strength it will have. There are simple means to apply to test the
distinctiveness of your brand.
? Differentiation :
The brand should be assets must set you‘re offering part and clearly articulate the
specific positioning intent of your offering.
? Defendable :
You will be investing in creating your brand asset and in all cases your brand
must have proprietary strength to keep others from using close approximations. This
applies to your trade names and other proprietary words as well as to your logos,
symbols and other visual assets.
? Digit-able :
In most businesses there is strong and growing elements of electronic communications and
commerce that dictate all brand assets be leveraged effectively in tactile and electronics form.
This goes for all brand assets.
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Much of the brand manager‘s work is to build a brand image. But its job doesn‘t stop
there. The brand manager needs to make sure that brand experience matches the brand image.
Much can go wrong. A fine brand of canned soup described in a full page color ad may be found
in dented and dusty condition in the bottom shelf of a supermarket. The ad describing a gracious
hotel chain is belied by the behavior of a surly concierge.
Building brand therefore calls for more than brand image building. It calls for managing
every brand contact that consumer might have with brand. Since all the employees, distributors
and dealers can affected brand experience.
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1.6 Brand Reputation:
A brand exists in mind, not at all. The mind it exists in may be that of a customer, a
potential consumer, an interested observes…or almost anybody.
Awareness of a brand may be irrelevant to many purchasing decision that as individual
may make. People are aware of the Mercedes car brand, but cannot envisage any circumstances
under which they would (could!) buy a Mercedes. They are aware of Marlboro (and scores of
other cigarette brands) but as a non-smoker they will never convert their awareness into
purchase. Male with no children are not targeted by Pampers or Huggies but still are aware of the
brand.
People wear many hats. But are or not a potential customer, People may be or employee,
an investor, a citizen, a husband and so on. They hate McDonald‘s hamburgers but might love
their stock market record and therefore be a potential customer for their stock. They will never
buy a Boeing 777 but might be impressed by the aircraft and favor an airline that flies them.
They have no idea what an Intel chip is, but might be persuaded that it is a good thing to have in
my PC and therefore buy a computer from a company that uses them.
Brand aware argues that there is no difference between ?Brand? and ?Reputation?. Some
conventional wisdoms state that customers buy brands, but that investor buy reputation, that the
media and other ?stakeholders? judge a company on its reputation in some way as distinct
concept from its brand. This brand argues that such distinctions are fallacious for all companies,
but especially for single brand companies such as a McDonalds, a Coca-Cola, a Compaq or a
shell. These companies‘ reputations are part and parcel of their brand. Their brands are their
reputations
The Brand:
To any individual a brand (in his mind) is a complex combination of experience, beliefs,
perceptions and association that have grown up over time. For example Coca-Cola is a company
brand, a product brand, a service brand and a brand with a long history. It is a brand which may
represent (to any one individual) diversity, internationality, technical excellence, financial
strength etc. It may also mean insensitivity, environmental pollution, abuse of power and other
negative perception.
Perceiving the brand:
An individual builds up his perception of a brand via a wide range of communications
channels. They are as follows:
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? Experience:
The most powerful influence is experiential. This is when the individual actually
has a ?Brand experience?. The most obvious are:-
? He visits a McDonald‘s restaurants or a shell petrol station.
? He buys a Coca-Cola branded product or service.
? He views a Coca-Cola bottlers facility.
? He visits corporate website.
? He attends an interview at the company.
? He contacts the company office for information.
? He meets an employee of the company.
? He buys a share in the company,etc.
? Advertising:
Over time an individual who lives in a country in which the company/brand is
active, or travels to one on business or vacation, will be exposed to their advertising.
This advertising may be in a wide range of media
? TV commercials for product and services.
? Recruitment ads inviting employment applications
? ?Corporate? TV commercials promoting the company‘s ?reputation?
? Web based advertising
? An ad for the Company‘s branded products or services in a wide variety of print media
? Billboards on highway
? Radio
? Point of sale etc.
? Media reports and stories:
Individuals will be exposed to a wide variety of reports about companies in the media
(print and broad cost) were the editorial content is only partly influence able by the
company ( in some case) or not at all (in most cases). These stories will come from variety
of primary and secondary source:
? Press releases
? Press conferences
? Reporting of ?events?
? Investigation journalism
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? Stories passed to the media by third party (Non governmental organization etc.)
? Professional/business interest:-
For some individuals to interface professionally, or from a specific business need,
with famous companies (or to observe them) is part of their job. They will usually their
information from a variety of source and via a variety of channels of communication.
These individuals have a special interest in the companies and they included:-
? Financial analysts and journalists with an interest in share performance
? Existing or potential suppliers of products and services
? Existing or potential industrial/commercial customers
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1.7 Building the Brand:-
The art of marketing is largely art of brand building. When something‘s is not a brand, it
will probably be viewed as a commodity. Then price is the thing that counts. When price is the
only things that counts then the low cost producer win. But just having a brand is not enough.
What does the brand name mean? What associations, performances and expectations does it
evoke? What degree of performances does it create?
Choosing a brand name:-
A brand name first must be chosen then its various meanings and promises must be built up
through brand identity work. In choosing brand name, it must be consistent with the value
positioning of the brand. In naming a product or service the company may face many
possibilities: it could choose name of the person (Honda, Calvin Klein), location (American
airlines), quality (Safety store, Healthy choice), or an artificial name (Exxon, Kodak).
Among the desirable qualities of a brand name. Some are:-
? It should suggest something about the product benefits.
? It should suggest product quality such action or color
? It should be easy to pronounce, recognize and remember; short names help a lot to
recognize the product to the customers.
? It should be distinctive.
? It should not carry poor meanings in other countries and languages etc.
Building Positive Associations:-
The best known brand names carry associations. For examples, here is the list of words
that people say they associate with McDonalds:
? Kids
? Fun
? Happy Meal
? Ronald McDonald
? Quality
? Toys
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In trying to build a rich set of positive association for a brand, the brand builder should consider
five dimensions can communicate meaning:-
? Attributes :-
A strong brand should trigger in buyers mind certain attributes. Thus a Mercedes
automobile attributes a picture of well-engineered car that is durable, rugged and
expensive. If a car brand does not trigger any attribute, then it would be a weak brand.
? Benefits :-
A strong brand should suggest benefits, not just features. Thus Mercedes triggers
the idea of well performing car that is enjoyable to drive and prestigious to own.
? Company values :-
A strong brand should cannot values that the company holds. Thus Mercedes s
proud of its engineers and engineering innovations and is very organized and efficient in
its operations. The fact that it is a German company adds more picture in the mind of the
buyers about the character and the culture of the brand.
? Personality :-
A strong brand should exhibit some personality traits. Thus if Mercedes were a
person we would think of someone who is middle age, serious, well-organized and
somewhat authoritarian. If Mercedes were an animal we might think of lion or its implied
personality.
? User :-
A strong brand should suggest the type of people who buy the brand. Thus we
would expect Mercedes to draw buyers who are older, affluent and professional.
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1.8 Choosing brand elements:-
Brand elements are those trademarks devices that serve to identify and differentiate the
brand. Most strong brands employ multiple brand elements. Nike has distinctive ?swoosh? logo,
the empowering ?Just Do It? slogan and the mythological ?Nike? name based on the winged
goddess of victory.
Brand element can be chosen to build as much as brand equity as possible. The test of the
brand building ability of these elements is what consumer think or feel about the product if they
only knew about the brand element. A brand element provides contributions to brand equity.
Brand elements Choice Criteria:-
There are six criteria in choosing brand element. The first three can be characterized by
brand building in term of how brand equity can be build through judicious choice of brand
elements. The latter three are more defensive and are concerned with how the brand equity
contained in the face of various opportunities and constraints.
? Memorable :-
How easily is the brand element recalled? How easily recognized? Is this true at
both purchase and consumptions? Short brand name like Tide, Nike can help.
? Meaningful :-
To what extent is brand element credible and suggestive of the corresponding
category? Does it suggest something‘s about a product ingredient or type of person who
might use the brand?
? Likeability :-
How aesthetically appealing does consumer finds the brand elements? Is it
inherently likeable visually, verbally, and in other ways? Concrete brand names such as
Wheel, Sunsilk etc evoke much imagery.
? Transferable :-
Can be brand element be used to introduce new products in the same or different
categories? To what extent does the brand element add to brand equity across geographic
boundaries and market segments?
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? Adaptable :-
How adaptable and updatable is brand elements? Betty corker received 8 makeover
through the years-although she is 75 yrs old, she doesn‘t look a day over 35.
? Protectable :-
How legally protectable is the brand element? How competitively protectable?
Can it be easily copied? It is important that names that become synonymous with product
categories such as Kleenex, Xerox, Jell-O, etc. remain their trademarks rights and not
become generic.
Brand elements can play a number of roles. If consumers do not examine much
information in marketing their product decision, brand elements should be easily recognized and
recall and inherently descriptive and persuasive. Memorable or meaningful brand elements can
reduce the burden on marketing communication to build awareness and link brand associations.
The different associations that arise from likeability and appeal of the brand elements may also
play a critical role in the equity of brand.
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1.9 What is Brand Equity?
There is no universally accepted definition of brand equity. The term means different
things for different companies and products. However, there are several common characteristics
of the many definitions that are used today. From the following examples it is clear that brand
equity is multi-dimensional. There are several stakeholders concerned with brand equity,
including the firm, the consumer, the channel, and some would even argue the financial markets.
But ultimately, it is the consumer that is the most critical component in defining brand equity.
Some researchers in the field of marketing have brand equity as follows:
? Lance Leuthesser, et al (1995) writes that ?…brand equity represents the value (to a
consumer) of a product, above that which would result for an otherwise identical product
without the brand‘s name. In other words, brand equity represents the degree to which a
brand‘s name contributes value to the offering (again, from the perspective of the
consumer).?
? The marketing Science Institute (1998) defines as , ?The set of association‘s behavior on
the part of the brand‘s costumers, channel members, and parent corporations that permit
the brand to earn greater volume or greater margin than it could without the brand name
and gives the brand a strong, sustainable, and differentiated advantage over competitors.?
Brand equity can be defined as three distinct elements:-
? The total value of a brand as a separable asset—when it is sold or included on a balance
sheet.
? A measure of the strength of consumer‘s attachment to a brand.
? A description of the association and beliefs the consumer has about the brand.
Of those three concepts, the first can be classified as ?brand valuation,? the second ?brand
loyalty,? and the third ?brand description.? Brand loyalty will be a factor that affects the overall
brand value, and brand description will usually affect or explain some of the brand loyalty.
Because of the importance of each of these elements of brand equity, they will each be briefly
explained.
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Brand Equity as Brand Value:-
Brand value involves actually placing a dollar or rupee value on a brand name. The
reasons for doing this are usually to set a price when the brand is sold and also to include the
brand as an intangible asset on a balance sheet (a practice which is not use in some countries.)
While there are many methods for making this measurement, some of which will be described
shortly, it is important to note that there is a significant difference between an ?objective?
valuation created for balance sheet purpose, and the actual price that a brand may get when sold?
A brand is likely to have a much greater value to one purchaser than another depending on
the synergy that exists. For acquisitions, the value of a brand to a certain purchaser is often
estimated through scenario planning. This involves determining what future cash flow the
company could achieve if it own and took advantage of the brand.
What this mean is that there is no such thing as an absolute value for a brand, and brand
value needs to be considered as only one component of the overall equity of the brand.
Brand Equity as Brand Loyalty:-
Loyalty is a core dimension of brand equity and is a way to gauge the strength of a brand.
Ti represents a barrier to entry, a basis for a price premium, and time to respond to competitive
innovations. The verity of measures use for brand loyalty usually is a combination one or more
of the following:
? Price/demand measures—focus on a brand‘s ability to command a higher price or make
consumer less sensitive to price increases for competent brands.
? Behavioral measures – Focus on consumer behavior.
? Attitude measurement – focus on general evaluative measures such as ?liking‘ or
?disliking‘.
? Awareness measures – focuses on identifying a brand as being associated with a product
category.
? Brand loyalty and Equity refer to the notion that some brands are ?stronger? or better
than others.
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An example of this sort of belief is:
?If the businesses were split up, I would take the brands, trademarks and goodwill, and
you could have all the bricks and mortar – and I would fare better than you.?
The optimism for the concept can be stated on the fact that when one would say as a
predictor of future financial performance, brand equity, if reported, would be valuable for capital
marketers and shareholders. Brand equity has the potential to become the set of measures of
business performance that matter most.
The motivation for brand equity comes from the observation that many marketing efforts
?realize‘ benefits; such as sales or profit wand these are accounted for in the firm‘s profit and
loss figures. However, there is the possibility that management might choose between taking
realize benefits and ?storing? them future. One of the most common times this argument is used
is when discussing the role of advertising versus sales promotion. You could spend lots of money
on advertising, see no immediate effects, but you could save your job by saying that you had
?built the brand?. At least one advertising agency offers to partner companies in this sort of
activity.
So marketing strategies could be putting money into (or put of) the brand equity bank account.
But the question is as always hoe do we know? That is are we actually building the brand with
all our advertising (or other brand building 4p‘s, decisions e.g., limited/ premium distribution
rights, high price, fancy packing, after sales service, extended warranties.) So, hopefully you
have got the idea – theories about the brand loyalty and equity are used to represent aspects of
brand strength.
This ?strength? can number of forms. e.g., consumer predominantly buying your brand,
which might be represented by a high share of a category requirements, or high proportion of
sole- buyers.
Consumer saying good things about your brand, e.g., having a positive brand Attitude, it
might be ability to charge a price premium. It might be an ability to not be substitute when out of
stock. Future strength might be in terms of some sort or long term competitive advantage or the
ability to sustain brand extension.
One of the thing is that as with many concept in marketing, is that there are many
different definitions and viewpoints on what exactly brand equity is and how to measure it. So
that is a problem. We need to be a clear just what people mean when they talk about brand equity
or brand loyalty, or building brands.
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Brand loyalty / Equity advocates:-
One of the ruses used by proponents of brand equity or loyalty is to claim that these
measures do not capture all the important aspects of brand strength. But this is an evasion. We
want to be able to detect that our efforts are doing something to the brand, and so we need to
know ways that this might show up in.
Brand Equity as Brand Description:-
Brand description, the final components of brand equity; concern the actual attributes of
the brand. These attributes or associations are major creators of brand loyalty. A wide variety of
techniques exist for matching consumers associations with perceptions of a brand. These
techniques can be both qualitative and quantitative. They work by getting the respondent to link
each brand with picture or words. These attributes than can be measured with multi-dimensional
scaling to position the attribute relative to one another.
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1.10 Qualitative measures of brand Equity:-
The brand Equity Ten are ten sets of measures grouped into five categories, which attempt
to gauge the strength of a brand. The four categories represent customer perception of brand
along the fore dimensions of brand equity-loyalty, perceived quality, association and awareness.
The fifth includes two sets of market behavior measure.
? Loyalty
Price premium;
A basic indicator of loyalty is the amount a customer will pay for a product in
comparison to other comparable products. A price premium can be determined by simply
asking consumers how much more they would be willing to pay the brand.
Customer satisfaction:
A direct measure of customer satisfaction can be applied to existing customer. The
focus can be the last use experience or simply the use experience from the customer‘s
view.
? Perceived Quality and Leadership Measures:-
Perceived Quality:
Is one of the key dimensions of brand equity and has been shown to be associated
with price premium, price elasticity, brand usage and stock return. It can be calculated by
asking consumer to directly compare similar brands.
Leadership/Popularity:
Have three dimensions. First, if enough consumers are buying into the brand
concept.
It must have merit. Second, leadership often taps innovation within a product class.
Third, leadership taps the dynamics of consumer acceptance. Namely, people are uneasy
swimming against the tide is a likely to buy a popular product. This can be measured by
asking consumers about the product s leadership position, it‘s popularly and its
innovative qualities.
? Associations/Differentiation Measures:-
Perceived Value:
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This dimension simply involves determining whether the product provide good
value for the money and whether there are reasons to buy this brand over competitive
brands.
Brand Personality:
The element is the based on the brand-as-person perspective. For some brands, the
brand personality can provide links to the brands emotional and self-expressive benefits.
Organizational Associations:
This dimension considers the type of organizations that lies behind the brand.
? Awareness Measures:
Brand awareness reflects the salience of the product in the consumer‘s mind and
involves various levels including recognition, recall, brand dominance, and brand
knowledge and brand opinion.
? Market Behavior Measures:
Market Share:
The performance of a brand as measured by market share often provides a valid
and dynamic reflection of the brand‘s standing with customer.
Price and Distribution indicate:
Market share can prove deceptive when it increases as a result of reduces prices or
promotions. Calculating market price and distribution coverage can provide or more
accurate picture of the product‘s true strength. Relative market price can be calculated by
dividing the average price at which the product was sold during the month by the average
price at which the product was sold during month by the average price at which all the
brands were sold.
Managing Brand Equity:-
Consistency is the key to successful building and managing brand equity. Having a long-
term outlook and projecting a consistent image of your brand to the customer will maximize the
result of building brand equity. It is critical for managers to realize that brand equity can have
positive as well as negative effects on a product or company. In the end, it is the customer truly
defends what brand equity means.
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If management feels it is necessary to change the direction of a brand or change a product
it must be careful not to change too quickly. There are many examples of companies that have
change a product or brand too much too quickly. On this occasion, consumers met changes with
adverse reactions. The most famous example is Coca-Cola. They changed a formula of their
flagship product Coke, and consumers reacted so poorly to the new product that the old formula
was reintroduce experiences brand equity. The product has certain attributes or characteristics
that deliver the equity to the consumer. If any of these attributes are change or eliminated, the
equity delivered to the consumer is also changed.
Managing brand equity is a continual process with long-term implications. Unfortunately,
many brand managers are force to focus on short-term goals such as market share and profits.
Many programs that are implemented to boost short-term sales or market share may be
determinate to the long-term viability of the brand. For example, Proctor & Gamble has started
to test market a program to move away from using coupons to a system of everyday low price
this is, in part, because consumers may become loyal to the coupon or promotion and not to the
product itself. Constant promotional programs erode margins and eventfully brand loyalty.
Ultimately, brand equity is damaged.
In 19898 Graham Philips, Chairman of Ogilvy and Mather Worldwide, said, ?Doubt that
many would welcome a commodity marketplace in which one competed solely on price,
promotion and trade deals, all of which can be easily duplicate by competition.
This would lead to ever decreasing profits, decay, and eventual bankruptcy. About the only
aspect of the marketing mix that cannot be duplicated is a strong brand image?. The quote clearly
demonstrates the importance of differentiation between products.
Many people may think that building and maintaining brand equity is solely the
responsibility of brand managers, but it is actually a cross-functional team effort. Financial
manager are important because they can fully analyze the costs of maintaining and building
brand equity. For example, launching a new brand is extremely consuming in term of money and
time. It may be more cost effective to extend a current brand than introduce a new brand.
Marketing research and data that companies will use for deciding strategic issues. Marketing
research can also help determine how brand equity is actually measured.
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1.11 The World strongest Brand Share to Attributes:-
? The brand excels at delivering the benefit consumers truly desire.
? The brand stays relevant.
? The pricing strategy is based on consumer perceptions of value.
? The brand is properly positioned.
? The brand is consistent.
? The brand portfolio and hierarchy makes sense.
? The brand makes use of and co-ordinates a full repertoire of marketing activities to build
equity.
? The brand is given proper, sustained support.
? The brand‘s manager understands what the brand means to customer.
? The company monitors source of brand equity.
Branding benefits buyers as well as sellers in the following manner:-
To Buyer:
? Help buyers identify the product that they like/dislike.
? Identify marketer
? Helps reduce the time needed for purchase.
? Helps buyers evaluate quality of especially if unable to judge products characteristics.
? Helps reduce buyer‘s perceived risk of purchase.
? Buyer may derive a psychological reward from owning the brand, i.e., Rolex or
Mercedes.
To Seller:-
? Differentiate product offering from competitors.
? Helps segment market by creating tailored image, i.e., Contact lenses
? Brand identifies the companies‘ products making repeat purchase easier for customers.
? Reduce price comparisons
? Brand helps firm introduce a new product that carries the name of one or more of its
existing product…. Half as much as using a new brand, lower co., designs, advertising
and promotional costs. Example, BPL telephones.
? Easier cooperation with intermediaries with well known brands
? Helps foster brand loyalty helping stabilize market share
? Facilities promotional efforts.
? Firms may be able to charge a premium for the brand.
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2. ALL ABOUT TOON BRANDING
2.1 Toon Branding:-
Looks like the ad industry can‘t have enough of animation. Digital characters are fast
steeping into the realm of corporate brands.
Hutch‘s Boy-Girl duo, the claymation Chintamani of ICICI, The toons in All Out
Mosquito repellent ad, as well as the classic Asian paint‘s ex-mascot Gattoo, the Amul girl, the
Handiplast Boy, Fido-Dido of 7- up etc are some of the examples of the toons used for
marketing the product.
?Most advisers are using animation for top of the mind recall? says McCann Erickson‘s
Prasoon Joshi. McCann‘s new commercial for Coca-Cola‘s vanilla variant has the model
blowing animated, heart-shaped kisses for the audience.
?Toon illustrations create excitement, and also serve as a memory hook to pick a particular
brand from clutter?.
Kellogg‘s animated kid and bear are intertwined in people‘s minds. Nike also used
?swoosh? logo sign to bring immediate recall value, while the Claymation characters Of
Amaron, an O&M creative, pick on sleeping political to get their value across. O&M‘s Piyush
Pandey says that his firm encourages the idea of the braking form. ?Creative people have to look
at different ways to get message across , and if that means exploring other forms of art, then why
not??
HILL‘s Annapoorna uses Flintstone like characters to drive its Ups. Industry official say
animation could be used as creative idea to express a particular value, or it could be a sacrosanct
image, almost becoming part of logo of the brand -- like A-I am Maharaja or Amul Girl.
As mnemonics flow thick and fast character get establishment in the consumers mind.
However at time they are given a hasty burial. Asian Paint‘s Gattoo was the rage, but the kid was
killed after he was linked to child labour.
First it was retro advertising, and then there was the trend of using real kids. The ad
world‘s latest obsession is with animation. Be it Bollywood actress Mallijka Sheravat asking
Fido to make her more curvy or Aishwarya Rai diving into the sea with a Frisbee or , For that
matter , an animated poodle talking to Rani Mukharjee and her gang of friend in the Fanta
commercial – they‘ve all got the cool punch with animation. With a string of animated
commercial such as Pepsodent (Bhoot Police). ICICI Prudential‘s Chintamani and Anand Rathi
Securities happening in the past few months, companies across sectors are more willing than
ever before to use animation in their ad films.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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The number of animation ad films produced per year past five years has increased at least
eight time and feature films like Hum Tum (had cartoon of Saif Ali Khan And Rani Mukherjee
coming in between the flam) are backing the overall tread around animation.
?We used to do three animation ad flumes a year five five years ago, now it‘s two every
month,? says, E.Suresh. Creative director. Famous of Animation, a division of Famous Studios.
?Animation is no kid stuff anymore. One sees a fair number of youth and adult targeted
contact happening in the form of animation in the films and TV shows these days, ?says Rahul
Welde, general manager, media. Hindustan Unilever Limited.
Mr.Welde claims to have used animation where it could add to the creative quotient of the
commercial which gives something‘s unexpected to the audience.
?Gross think at time look cute in animation rather than the real thing, say in case of a fat
man, the Chintamani ad was initially a radio jingle. With Claymation (clay + animation), it broke
the clutter and clutter and became likeable in a vary non-financial advertised style,? says
Abhishekh Bhatia, director marketing, Prudential Assurance, Malaysia, who was then involved
in launching the campaign from ICICI Prudential.
The contribution to the sales of pension schemes of the group rose 30% after the
campaign. The popularity of cartoons among youngsters- a gradual transformations over the past
few years- Kill Bill, Lion King, Shrek, Run Lola Run, all of which have cutting edge animation.
Moreover, most of the global award winning campaigns have used animation extensively, be it
Euro RSCG‘s Waterboy, Grrr Honda, Unileaf Tea or Levi‘s Mr. Lova Lova.
?However a real character interacting with an animated character is not a novelty. It is a style and
a lot of people are catching on it but this is not the end of it,? points Ashish Chakravarty, head
creative, contract Advertising. There are other viewpoints too. ?It‘s a nice way of doing a boring
script. But there are scripts that needs animation to prove to point as in the case of Oye Bubbly
(Pepsi Commercial) last year,? says Anju Chauhan, VP and Senior Creative Director at JWT.
Beside advantage of visual appeal, many complex issues, such as stunts can be done by
away with ,with the use of animation of for instance the stunt in Lux commercial couldn‘t done
be so perfectly by the real character (here Aishwarai Rai) vis-à-vis the animated character.
Animation a also helps keeps cost down. Industry source say a simple animation ad is less
expensive than as ad with decent production quality that cost around Rs. 70-80 Lakh. Animated
ones cost around Rs 30-40 Lakh on an average.
However, what creative directions hate about animation is the fact that it takes a lot more
time ?For A Fido itself, we need to work for three weeks to get it absolutely right, ?says Chauhan
of JWT.
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2.2 CASE STUDY
Amul Butter Girl
(The moppet who put Amul on India‘s breakfast table.)
50 years after it was first launched, Amul,s sale figures have jumped from 1000
tonnes a year in 1996 to over 25000 tones a year in 1997. No other brand comes
even close to it. All because a thumb-sized girl climbed on to the hoardings and
put a spell on the masses.
Bombay (summer of 1967):
A Charni Road flat. Mrs. Sheela Mane, a 28-year-old housewife is out in the balcony
drying clothes. From her second floor flat she can see her neighbors on the road. There are other
people too. The crowd seems to be growing larger by the minute. Unable to curb her curiosity
Shela mane hurries down to see what all the commotion is about. She expects the worst but can
see no signs of an accident. Ti is her four-year-old who draws her attention to the hording that
has come up overnight. ?It was the first Amul hording that was put up in Mumbai,? recalls
Sheela Mane. ?People loved it. I remember it was our favorite to[ic of discussion for the next one
week! Everywhere we want somehow or the other the campaign always seemed to crop up in our
conversation.?
Call her the Friday star Round eyed, chubby cheeked, winking at you, from strategically
placed hoardings at many traffic lights. She is the Amul moppet everyone loves to love
(including pinkly votaries of the Shiva Sena and BJP). How often have we stopped, looked,
chuckled, at the Amul hoardings that casts her sometimes as the coy, shy Madhuri, a bold
sensuous Urmila or simply as herself, dressed in her little polka dotted dress and a red and white
bow, holding out her favorite packet of butter.
For 30 odd years the Uttrerly Buttrely girl has managed to keep her fan following intact.
So much so that the ads are now ready to enter the Guinness Book of World Records for being
the longest running campaign ever. The ultimate compliment to butter came when a British
company launched butter and called it Utterly Butterly, last year.
It all began in 1966 when Sylvester daCunha, then the managing director of the advertising
agency, ASP, clinched the account for Amul Butter. The butter, which had been launched in
1945, had a staid, boring image, primarily because the earlier advertisement agency which was in
charge of the account preferred to stick to routine, corporate ads.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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One of the first Amul Hoarding
In India, food was something one couldn‘t afford to fool around with. It had been taken
too seriously, for too long. Sylvester daCunha decide it was time for a change of image.
The year Sylvester daCunha took over the account, the country saw the birth of a
campaign whose charm has endured fickle public opinion, gimmickry and all else.
The Amul girl who lends herself so completely to Amul butter, created as a rival to the
Polson butter girl. This one was sexy, village belle, clothed in a tantalizing choli all but covering
her upper regions. ?Eustance Fernandez (the art director) and I who better than a little girl?? says
Sylvester daCunha. And so it came about that the famous Amul Moppet was born.
That October, lamp kioks and the bus sites of city were splashed with the moppet on a
horse. The baseline simply said, Thorough bread, Utterly Betterly Delicious Amul,. It was a
matter of a just a few hours before the daCunha office was ringing with calls. Not just adults,
even children were calling up to say how much they had liked the ads. ?The response was
phenomenal,? recalls Sylvester daCunha, ?We knew our campaign was going to be successful.?
For the first one year the ads made statements of some kind or the other but they had not
yet acquired the topical tone. In 1967, Sylvester decide that giving the ads a soild concept would
give them extra mileage, more dum, so to say. It was a decision that would stand the daCunhas in
good stead in the year to come. In 1969, when the city first saw the beginning of the Hare Rama
Hare Krishna movement, working on the Amul account came up with a clincher—?Hurry Amul,
Hurry Hurry‘. Bombay reacted to the ad with a fervor that was almost as devout as the Iskon
fever. That was the first of the many topical ads that were in the offering. From then on Amul
began playing the role of social observer. Over the years the campaign that all important Amul
touch.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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India look forward to Amul‘s evocative humor. If the Naxalite movement was the
happening thing in Calcutta, Amul would be up there on the hoarding‘s saying, ?Bread without
Amul Butter, cholbe na cholbe na (won‘t do won‘t do). If there was an Indian Airlines strike
Aumul would be there again saying, Indian Airlines won‘t fly without amul. There are stories
about the butter that people like to relate over cups of tea. ?For over 10 years I have been
collecting Amul ads. I especially like the ads on the backs of the butter packets, ?says Mrs.
Sumona Varma. What does she do with these ads? ?I have made an album of them to amuse my
grand children,? she laughs. ? They are almost part our culture, aren‘t they? My grandchildren
are already beginning to realize that these ads are not just a source of amusement. They make
them aware of what is happening around them.?
Despite some of the negative reactions that the ads have got, DaCunhas have made it a
policy not to play it safe. There are numerous ads that are risqué in tone. ?We had the option of
being sweet and playing it safe, or making an impact. A fine balance had play to be struck. We
have a compaign that is strong enough to make a statement. I didn‘t want the hordings to be
pleasant or tame. They have to say something,? says Rahul daCunha.
?We ran a couple of ads that created quite a furor,? says Sylvester daCunha. ?The Indian
Airlines one really angered the authorities. They said if they didn‘t take discontinued the ad, ?he
says laughing. Then there was the time when the amul girl was shown wearing the Gandhi cap.
The high command came down heavy on that one. The Gandhi cap was a symbol of
independence; they couldn‘t have any one not taking that seriously. So despite their reluctance
the hoarding‘s were wiped clean. ?Then there was an ad during the Ganpati festival which said,
Ganpati Bappa More Ghya (Ganpati Bappa more). The Shiv sena people said that if we didn‘t do
something about removing the ad they would come and destroy our office. It is surprising how
vigilant the political force is in this country. Even when the Enron ads (Enr on or off) were
running, Rebecca Mark wrote to us saying how much she liked them.?
There other instance too. Heroin Addiction, Amul‘s little joke on Hussein had the artist
ringing the daCunhas up you request them for a blow up of the ad ?He said that he had hoarding
while passing through a small distinct in UP. He said he had asked his assistant to take a
photograph of himself with the ad because he had found it so funny,? Says Rahul daClunha in
amused tones. Indians do have a sense of humor, after all.
From the Sixties to the Nineties, the Amul ads have come a long way. While most people
agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads
continue to tease laughter out of them.
Where does Amul‘s magic actually lie? Many believe that the charm lies in the catch lines.
That we laugh because the humor is what anybody would enjoy. They don‘t pander to your
nationality or certain sentiments. It is pure and simple, everyday fun.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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3. DATA ANALYSIS
3.1 SAMPLE OF QUESTIONNAIRE
BRANDING –SPECIAL FOCUS ON TOON BRANDING
QUESTIONAIRE:-
Q1. Identify the following toon mascots and their products or either of the one:-
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q2. Can you recognize a product on the basis of its brand mascot alone?
o Always
o Sometime
o Often
o Very Rare
Q3. Do you relate any product with toons?
o Always
o Sometime
o Often
o Very Rare
Q4. Do you think nowadays brand mascots are losing importance to brand personality?
o Yes
o No
o Don‘t Know
Q5. Which is your most memorable toon mascot?
o Amul Butter Girl
o Fido Dido
o Chintamani (ICICI)
o Any other _______________
Q6. Why do you think this brand mascot is the most memorable one?
Ans:- _______________________________________________________________
_______________________________________________________________
_______________________________________________________________
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q7. If you are to launch a new product will you depend on a brand personality of a toon mascot
to build the brand image of your product? Give reason?
Ans:- ________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Q8. Toon Mascot is mare popular in the rural or urban areas? Give reason?
Ans:- _______________________________________________________________________
_______________________________________________________________________
________________________________________________________________________
Q9. What features do you think a toon mascot should possess so as to remember over a long
period of time?
o Cute
o Happy Face
o Suitable to the product
o Innovative
o Entertaining
o Any other__________________
Q10. Would you like if toon mascots are also advertised through clothing, accessories, bags etc?
o Yes
o No
o Depends on the mascot
o Don‘t know
NAME : - _______________________________________________
AGE : - ________________________________________________
PROFESSION: - _______________________________________________
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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3.2 STATASTICAL DATA
Q1. Identify the following toon mascots and their products or either of the one?
Interpretation:-
Out of the 35 respondent 15 were able to identify all the products correctly on the basis of
its toon mascot alone which comes up to 42.86% whereas only 8.57% i.e. only 3 persona were
not able to identify all the products correctly. The most identified mascot is 7up Fido-Dido
whereas monster.com was the least popular one.
1
No. of toons correctly identified (X axis)
6 5 4 3 2 1
No of
respondents
(Out of 35 Y
Axis)
15 8 9 3 0 0
% 42.86% 22.86% 25.71% 8.57% 0 0
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q2. Can you recognize a product on the basis of its brand mascot alone?
2 Recognition of product on the basis of brand mascot (X axis)
Always Sometime Often Very Rare
No. of
respondents
(out of 35)
Y- Axis
3 20 12 0
% 8.57% 57.14% 34.29% 0
0
2
4
6
8
10
12
14
16
1 2 3 4 5 6
No of respondents
No of respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Interpretation:-
Of the 35 respondent 20 said, that they were sometimes able to recognize the product on
the basis of Brand Mascot alone which comes to around 57.14% of the total sample size.
Whereas only 8.75% were always able to recognize the product on the basis of its brand mascot.
0
5
10
15
20
25
Always Sometime Often Very Rare
Brand Mascot
Brand Mascot
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q3. Do you relate any product with toons?
3
Ability of relating products with toons (X Axis)
Always Sometime Often Very Rare
No. of
respondents
(out of 35)
Y-axis
3
14
16
2
% 8.54% 40% 45.7% 5.71%
Interpretation:
Out of 35 respondents 16 people often related the products with their toon mascots which
come up to around 45.7%. Whereas only 5.71% of the respondents very rarely related the
products with toons
0
2
4
6
8
10
12
14
16
18
Always Sometime Often Very Rare
No. of Respondents
No. of Respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q4. Do you think nowadays brand mascots are losing importance to brand personality?
4 Brand Mascots are losing importance to Brand Personality
(X-axis)
Yes No Don‘t No
No. of
Respondents
(out of 35)
Y- axis
12 18 5
% 34.29% 51.43% 14.29%
Interpretation:-
51.43% of the total people surveyed had the opinion that Brand Mascots are not losing
importance to Brand Personality whereas 14.29%had no opinion regarding the same
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Yes No don’t know
No. of respondent
No. of respondent
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q5. Which is your most memorable toon mascot?
5
Most Memorable Toon Mascot (X-axis)
Amul Butter
Girl
Fido Dido Chintamani Any other
No. of
Respondents
(out of 35)
Y-axis
30 5 1 0
% 85.71% 14.29% 2.28% 0
Interpretation:-
On the basis of the survey conducted 85.71% of the respondents opted for Amul Butter Girl
as their most memorable toon mascot followed by Fido-Dido and Chintamani with 14.29% and
2.86% respectively.
0
5
10
15
20
25
30
35
Amul Butter Girl Fido Dido Chintamani Any other
No of respondence
No of respondence
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q6. Why do you think this Brand Mascot is Most Memorable one?
6 Reason for Amul Butter Girl being memorable (X-axis)
Long
Lasting
Cute
/Happy
Good
Animation
Attention
seeking
Innovative
No. of
respondent
(out of 35)
Y-axis
12 5 4 7 4
% 34.28% 14.28% 11.42% 20% 11.42%
Interpretation:-
According to the survey conducted Amul Butter Girl is the most memorable toon mascot
because it has in the Mrket since a very long time and also it is very attention seeking because it
is always related to the current affairs.
0
2
4
6
8
10
12
14
Long Lasting Cute / Happy Good
Animation
Attention
Seeking
Innovative
No. of Respondents
No. of Respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q7. If you are to launch a new product will you depend on a brand personality or a toon
mascot to build the brand image of your product?
7 Dependence for the launch of new product (X-axis)
Toon Mascot Brand
Personality
Both Some Other
Method
Depends On
Product
No. of
respondents
(out of 35)
Y- axis
12 6 2 3 8
% 34.28% 17.14% 5.71% 8.57% 22.85%
Interpretation:-
34.28% of the total population surveyed opted to depend on a toon mascot for the launch
of their new product 5.71% through of using both the toon mascot and personality for the launch
of their product.
0
2
4
6
8
10
12
14
Toon Mascot Brand
Personality
Both Some Other
Method
Dependa On
Product
No. of Respondents
No. of Respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q8. Toon Mascot is popular in Rural or Urban areas?
8 Popularity (X - axis)
Urban Rural Both
No. of
respondents
(Out of 35)
Y- axis
13 10 3
% 37.14% 28.57% 8.57%
Interpretation:-
37.14% of the total populations surveyed suggest that toon mascots are more popular in
the urban areas due to high literacy rate whereas 28.57% had the opinion of the toon being more
popular in the rural areas because they identify the product on the basis of toons.
0
2
4
6
8
10
12
14
Urban Rural Both
No. of respondents
No. of respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q9. What feature do you think a toon mascot should posses so as to be remembered over a
long period of time?
9 Features of toon mascot to make him memorable (X- axis)
Cute Happy Face Suitable to
Product
Innovative Entertaaning
No. of
respondents
(out of 35)
Y-axis
11 15 25 17 19
% 31.43% 42.86% 71.43% 48.51% 54.29%
Interpretation:-
71.43% through that the toon mascot should possess the features which are suitable to the
toon being entertaining and innovative.
0
5
10
15
20
25
30
Cute Happy Face Suitable to
product
Innovative Entertainng
No.of respondents
No.of respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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Q10. Would you like if the toon mascots are also advertised through clothing, accessories,
bags etc?
10
Promotion of Toon mascot through clothing, accessories, bags, etc (X-axis)
Yes No Depends Don‘t Know
No. of
respondents
(Out of 35)
Y-axis
13
1
20
1
% 37.14% 2.86% 57.14% 2.86%
Interpretation:-
57.14% of the total population surveyed suggests that the above mentioned promotion of toon
mascot through clothing, accessories, bags etc.
0
5
10
15
20
25
Yes No Depends On
Mascot
Don't Know
No. of respondents
No. of respondents
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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3.4 Theoretical Data
From the survey conducted the following findings can be conceded:
? Out of the 35 respondent 15 were able to identify all the products correctly on the basis
of its toon mascot alone which comes up to42.86%hence it can be Brand recall, which
mean that more interesting toon advertisements, more brand recall.
? Out of the 35 respondent 20 said, that they were sometimes able to recognize the product
on the basis of Brand Mascot alone which comes to around 57.14% of the total sample
size always able to recognize the product on the basis of its brand mascot.
? Out of 35 respondents 16 people often related to the products with their toon mascot
which comes up to around 45.7%. Whereas only 5.71% of the respondents very rarely the
products will definitely increase, impressing the viewers.
? 51.43% of the total people surveyed had the opinion regarding the same. Brand mascots
are not losing importance to Brand Personality whereas 14.29% had no opinion regarding
the same. Brand mascot has its own identity and will definitely be more appealing to the
audience as it is a very innovative concept of advertising and promotion.
? On the basis of the survey conducted 85.71% of the respondents opted for Amul Butter
Girl as their most memorable toon mascot followed by Fido-Dido and Chintamani with
14.29% and 2.86% respectively.
? According to the savory conducted Amul Butter Girl is the most memorable toon mascot
because it has been in the market since a very long time and sold it is very attention
seeking because it is always related to the current affairs.
? 34.28% of the total population surveyed opted to a depend on a mascot for the launch of
their new product 5.71% through of using both the toon mascot and personality for the
launch of their product. Thus it can be concluded people would really appreciate if
companies use toons for promoting their products.
? 34.14% of the total populations served suggested that toon mascot are more popular in
the urban areas due to high literacy rate whereas 28.57% had the opinion of the toon
being more popular in the rural areas because they identify the product on the basis of
toon. So companies operating in the rural areas can use more of toons to make their brand
easily recognized and popular amongst the rural masses.
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? 71.43% through that the toon mascot should process the features which are suitable to the
product followed by the toon being entertaining and innovative.
? 57.14% of the total population surveyed suggests that promotion of the toon mascot
through clothed, accessories and bags depends completely on the suitability of the toon
mean that means if the company using a toon mascot is thinking of using such
promotional channels should design the toon in a manner that will be suitable and liked
by the targeted audiences.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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TOP 100 MOST VALUABLE GLOBAL BRANDS 2011
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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CONCLUSION
The study done so far in the context of a brand and the special focus on toon branding leads to
many importance conclusions. In order to facilitate proper comprehensive of the same, I
illustration the points as follows.
? The Law of Contraction:-
A brand becomes stronger when its focus on is narrowed. This does not imply
carrying a limited product line, but rather limiting and focusing a brand on only one type
of core product, which in Titan‘s case happens to be watches. Titan, though possessed of
a wide product line, has stuck to its focus.
? The Law of Advertising:-
Once born, a brand needs to actively advertise in order to stay healthy and maintain
market share. If done right, advertising is more of an investment than an expense.
? The Law of the Word:-
Any brand worth its salt should strive to ?own? words in the mind of the consumer.
Examples of such brands are Volvo, who owns the word ?safely?, Mercedes, who own
the word ?prestige? and Coca-Cola, who own the word ?cola?. Titan, at least when
viewed in the context of the Indian watch market, seems to own the word ?quality?.
? The Law of Quality:-
Though quality is essential to the survival and growth of any brand, the fact
remains that brands are not built by quality alone. As mentioned previously titan more or
less owns the word ?quality? in the minds of the consumers, thereby implying that it is
perceived as a quality product. Thus , it‘s actual quality, as well as it‘s perception of
being a quality product combine to work towards building the strength of the Titan brand.
? The Law of the Name:-
In the long run, a brand is a nothing more than a name. The difference between a
products, as the is between their names, in perception of the names.
BRANDING AND SPECIAL FOCUS ON TOON BRANDING: AN OVERVIEW.
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? The Law of the Company:-
Brands are brands, and companies are companies. There is a difference. Titan is a
owned by Tata Group, who through highly regarded in Indian Industry are associated
more with heavy industries such as steel and truck building, than with watch making.
? The Law of Siblings:-
There is a always time and a place to launch a second brand, but when this is done
it should be ensured that both brands have separate and distinct identities. Each brand
should be kept unique and special. When Titan decided to diversify into a jewellary
segment, they did not call their new brand ?Titan Jewellry?, in spite of the high standing
of the Titan name in the minds of the Indian Consumers. To do so would be to undermine
the power of the Titan brand, which is that of being ?watch experts?? Hence, the jewelry
was called Tanishq.
? The Law of Shape:-
A brand‘s logotype should be well designed, in order to fit the eyes. Visual
symbols (again with the possible exceptions of Nike‘s ?swoosh? or Mercedes‘3-pointed
star) are highly overrated. The meaning lies in the words, not the symbol. The The Titan
logo, though well recognizable is always accompanied by the words ?TITAN? in aclear,
crisp typeface-denoting power (through the use of capital letters) and class at the same
time.
? The Law of Colour:-
A brand should use a colour and typeface that is the opposite of its major
competitor. For example, while Coca-Cala stands for red and appears in running hand
writing, Pepsi stand for blue and appears in capital, modern looking letters.
Therefore, in order to effectively build brand equity, the following factors should also be
kept in mind:
? Define the core brand’s position and value clearly:-
A product should be properly positioned and its value (which includes price,
quality, and image) should be properly defined. As mentioned in the section regarding the
law of the word, the two words most highly identified with Titan are ?quality? and
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?Indian?. These should thus be emphasized upon. This is exactly what Titan has done,
positioning its watches, and emphasizing upon its value for money as well as its classy
image.
? Don’t neglect Public Relations:-
Public Relations, or PR, are vital to the success and survival of any brand.
Unfortunately, its value as a brand building tool has more often than not, been
undervalued. Newsletters, event and entertainment sponsorships, and other forms of PR
help to define the personality of a company or brand, positioning it as a good corporate
citizen, and someone nice to do business with. In keeping with India‘s obsession with
cricket, Titan has often sponsored cricket tournaments, including the now legendary 1997
Titan Cup. Titan also sponsors a number of popular television programmers, a prime
example of which is Star World‘s ?The Practice?.
? Realize that promotions can be tricky:-
Promotions ought to be used to create recognition and build brand loyalty.
Needless and irrelevant contests tend to shift the customer‘s attention from the product
being promoted to the prize being offered (be it a trip to the US or a new car.) A better
(and far less expensive) way to promote a brand would be to allow it to be used by other
companies in their promotional offers. Titan is currently being offered by both Outlook
magazine and WelcomAward (the privileged customer progamme of the WelcomGroup
chain of hotels) in their various promotional offers. The oust sensible and effective forms
of promotions are measures such as establishing a privileged customer club offering
customer club, Titan Signet, which has as impressive 1.6 Lakh members.
? Always remember the UPS:-
A UPS (Unique Selling Proposition) is not only what gives the customer a reason
to buy the brand , but is also what helps him distinguish the customer a reason to buy the
brand, but is also what helps him distinguish the brand from its competitors. Titan‘s UPS
is twofold, and can perhaps best be described in six words. ?An Indian company offering
international quality? This works for Titan in two ways. First of all, it‘s emphasis on
?international quality‘ successfully negates it‘s major Indian competitor, HT+MT, who is
still perceived as a company offering solid and reliable, yet singularly unstylish and staid
looking watches. Secondly, with the plethora of foreign brands available in the country
today, Titan emphasis on being Indian enables it to effectively meet their threat.
Interestingly, while Titan has never actively promoted the fact that its parent company is
the Tata Group, at the same time it has never really done much to hide the fact. Thus
while capitalizing on the Tata name; it has build its own identify as an Indian brand
offering high quality watches at price significantly below those of comparable foreign
brands.
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? If you can’t be first, be better:-
Being the first entrant in any category earns pioneer status for a brand and gives it
the advantages of being the probable, market leader. Such was the case with HMT.
However with its emphasis on its Ups and aggressive advertising, Titan convinced the
market that it produced the market that it produced the better product and thus destroyed
HMT‘s near monopoly of the Indian watch market.
? Expand sensibly :-
Extensions should be always be logical and market driven and not mere ?product
explosions?. As the market environment changes with addition of say, greater than
competition, or changing customer wants and perceptions, brand extension should be
undertaken. It should not, however be undertaken arbitrarily. When Titan entered the
market in 1987, its main competitor was HMT, a company offering reliable and
economically, with the added UPS of being a more stylish alternative to HMT. As a times
changed, however, so did Titan. With the growing entry of foreign brands to meet every
new challenge. With the entry of the ?high performance? sport watch brands in the form
of Tag Hauer, Omega and Breitling, Titan introduced it ?sown line of chronographs
priced significantly lower than the competition at a mere Rs 5000-6000. Similarly, to
counter the entry of foreign, youth oriented ?style? brands such as Esprit and Swatch,
Titan introduced the ?Fastrack‘ sub brand, again priced extremely competitively.
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BIBLIOGRAPHY
Books:
? Marketing Management
- By Philip Kolter and Kevin Lane Killer
? Brand Building
- By Philip Kotler
? Branding Management
- By Philip Kolter
? Branding
- By Philip Kolter
Websites:
? www.google.com
? www.yahoo.com
? www.wikipedia.com
? www.amul.com
? www.bmscampus.com
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Amul Hits of 2010
Political upheaval in Karnataka Assembly – Oct‘10
Sania Nehal wins the gold in women‘s singles in badminton in the Commonweaith
Games – Oct‘10
Multi-crore building society scam in South Mumbai – Oct‘10
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Cookery show ?Master Chef India‘ on Star Plus – Oct‘10
The current 2G Spectrum scam leading to the Union Minister resigning – Nov‘10
Forthcoming visit of the US President – Nov‘10
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Colaba area in South Mumbai, where the US President will be based resembles a fortress
– Nov‘10.
Indian spinner turns batsman in the ongoing cricket test series – Nov, 10.
Chief Minister of Behar re-elected with a sweeping majority – Nov‘ 10
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Chinese Premier Wen Jiabao‘s visit to India – Dec‘ 10.
Leak of diplomatic cables – Dec‘ 10
Top Industrialist brothers competing with one another
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Visit of French President and wife to India – Dec‘ 10
India‘s victory over South Africa in the second Test match – Dec‘ 10
VVS Laxman‘s outstanding performance, enabling India to win against South Africa in
the second Test match – Dec 10.
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Amul Hits of 2011
The forthcoming Formula 1 race to be held in Noida – Oct‘11.
100 year old completing the recently held Marathon Run – Oct‘ 11.
Latest Bollywood release ?Ra.One‘ – Oct‘ 11.
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Birth of the seven billionth baby of the world – Nov ?11
Leading airline in a financial crisis – Nov‘11
Tribute to the evergreen hero – Dev Anand-Dec‘11
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