Product and Brand

Management

SMALL POND WITH BANYAN

Brand: Key Attributes and Traits

Three key attributes
compelling idea
a resolute core purpose and supporting values
a central organizational principle

Five distinct traits

Consistency in delivering on their promise
Superior products and processes
Distinctive positioning and customer experience
Alignment to the internal and external commitment to the brand
An ability to stay relevant

Source: What makes Brands great? by Chuck Brimer

Brand Mantras
American Express'- "Worldclass Service,

Personal Recognition,

Brand Slogan
American Express' "Don't leave home without

it,

Brand

Functional
Non-Functional

Key Terms
Product
Brand
Brand Awareness
Brand Perception
Brand Image
Brand Knowledge
Brand Attitude
Brand Consideration Set
Brand Satisfaction
Brand Loyalty
Brand Score Card
7

Product Life Cycle

Maturity
stage

PRODUCT

Decline
stage

Early Growth
stage

DEMAND

Late growth
stage

Introductory
stage

TIME

Faster rate of obsolescence

8

Shrinking PLC

Marketing battles take place in the mind

of a consumer or prospect. Thats where
you win. Thats where you lose.Jack Trout:
Big Brands, Big Trouble

Definitions

Dimensions

Legal Entity /trade-mark

Sign
Symbol
Identity
Meaning in consumers mind
Personality
Risk reduction

Popular terms

Corporate Branding
Mother brand and sub brand (

Bajaj and Pulsar)

Parent brand- Bajaj Auto

Umbrella Branding (Phillips)

Source Branding (TVS Scooty)
Endorsement (Cadburys 5 Star)
Product branding (Pulsar
Range branding (Himalayas Ayurvedic

Concepts)
Line branding (Surf)
Co-branding (ICICI-XLRI card, SBI-GE, Tata
Docomo)

Brand Senses

Almost our entire understanding of the

world is experienced through our senses

Martin Lindstrom, Brand Sense

15

Sensory branding stimulates your relationship with the

brand
Allows emotional response to dominate our rationale
thinking
Different dimensions of a single brand
Ultimate goal: Strong, positive, loyal bond between brand
and consumer so the consumer will turn to brand repeatedly
Goal: Emotional engagement, match between
perception/reality

Brand Iceberg

16

Brand
Personality
Sincerity

Brand Image

carefre

Excitem e

ent
Competence
Sophistication
Ruggedness

spirited
youthf
ul

Customers are more

likely to purchase a
brand if its personality is
similar to their own.

Consumers
perceptions about the
brand as reflected by
brand associations held
in memory.

Brand Prism
Round-shaped candy.
Crunchy outside, soft
inside.

Re
fle
cti
on
s
Smart youngster who can
turn a quirky situation to
his advantage.

Pe
rso
na

lity

Culture

Delighting the
consumer.

Relationship

ue
q
i
ys
h
P

Cool, Innovative,
Funny

Innovation, high
quality.
Young, vibrant,
dynamic.

lfe
S ge
a
Im Smart, cool, innovative
youngster.

Brand key and branding in the

digital age

Learning Objectives
To appreciate
Brand key
Case 1: Knorr (given)
Case 2: Airtel (to be inferred)

Branding in digital age, shift in focus

Brand key document

Reflects STP (segmentation, targeting, and

positioning), needed to
Transfer, (reach to consumer)
Translate, (for stakeholder)
Transform, (brand evolution, like for Dove)

Who all are involved

Ad agency
MR firm
Brand design consultant

For whom
Boardroom document
OFTEN USED FOR THE PURPOSE OF
BENCHMARKING

Identifying Brand Key

Essence: Medium becoming the message
Identification of the compelling idea is a key

to the brand key

Branding Objectives
Brand Premium

Brand Valuation
Identity creation
Legal Protection
Risk reduction
Image in consumers mind
Memory short-cuts (help to recall, act as reminder)
Brand personality
Relationship (engagement with consumers)
Value addition
Value system

Spends on brand building often justified

in terms of its impact at the subconscious level

Brand Building Steps- Just to recapitulate

Bonding
Advantage
Performanc
e
Relevanc
e
Presence

MEETING QUALITY
EXPECTATIONS
FOCUS ON THE
RELEVANT SEGMENT
ADVERTSING/RET
AIL/DISTRIBUTIO
N STRATEGY

Trade-Offs

Budget Allocation
TV
Print
Outdoor
PR and Event Management
Digital media
Retail activation
Staff training for its alignment with the Brand

Emphasis on digital media reflected in the

next few slides

 The Internet has changed the way how

Consumers engage with brands making
many traditional strategies obsolete
Customers connect with myriad brands via
different channels beyond the control of the
manufacturer or retailer
After purchase consumers engage in
publicly promoting the product and
collaborating in the Brands development
Touch points have changed in both numbers
and nature requiring a realignment of
marketing strategies and budgets with

 Consider Stage
Top of Mind Consideration set: Products and Brands
Assembled by some kind of stimuli like ad exposure or
reference by friend

Evaluate Stage
Consumer seek input from peers, reviewers, the brand
itself and competitors
Their selection criteria shifts as they learn more about the
product

Buy Stage
Customers put off a purchase decision until they are
actually present in a store
The point of purchase is an ever more powerful touch
point

 Enjoy, Advocate & Bond stage

A deeper connection begins post
purchase as the consumer interacts
with the product and new online
touch points
Consumer happy with a product
advocates for it word of mouth
which strengthens the brand
potential
Consumers unhappy with a brand
severe ties with it or worse spread

Implication on Marketing
Strategies

 Marketing should target stages in the

decision journey rather than focusing on
how to allocate spending across different
media channels
Today the single most powerful impetus
to buy is somebody elses advocacy,
hence more resources should exploit
Enjoy, Advocate and Bond stage
Yet, 70-90% of marketing spends is for
media spends(advertising and retail
promotions) rather than driving advocacy

Co-creation
Flipkart

5 million user base found themselves the role

of a preview audience- albiet in the virtual

world, getting a first look at the latest
commercials even before they went live on TV.
Taking real time feedback from its viewers
Out of nine creatives, three were allocated
greater media spends since they generated
positive response, and were liked more on
social media
http://www.youtube.com/watch?v=XlwcftfHzL
0

Cadbury
Lonely Maa
Core Idea: In todays technologically

overwhelming environment, where the

digital media has replaced face-to-face
interactions with email or Facebook updates,
it is very important to remain connected to
your loved ones in person.
Alignment with the brand: Interesting
Archetype for the brand in its pursuit of
promoting Indian values and tradition such
as spending time with Family, Celebrating
Festivals- all in order to stay relevant in the
lives of Indian Consumer
http://www.youtube.com/watch?v=ZrCi_GxHF
r0

Hair care
Target Group: 17 year old girl who was just

taking her first steps into independence and

adulthood as the primary consumer
We leveraged the digital medium to connect
to our target audience who are plugged into
music (Sameer Satpathy, VP and head of
Marketing, Marico, an alumnus of XIMB)
She sang her first ever original music for the
brand Just Trust Me- and released it on her
YouTube channel, where it got more than three
lakh views in three days
http://www.youtube.com/watch?v=XbsOM5qIN
MARKETING PROBLEM- HAIR OIL USAGE
IS DECLINING
Fo

Related Facts
Marketing Principle: Fishing where the fish

are (Refer to change in Consumer Decision

Making Journey)
India will have the largest youth segment in
the world by 2020, and 40% of countrys
population is the rising middle class
TV Ads-(Passive, however Advertiser funded
programming)
Digital-(Active)
Other examples: Shoppers Stop (Gift card,
brand e-commerce website, their loyalty
programme etc.)

Maybelline

BB (Bright Benefit) Cream

TG: Aware of International Trends, and who would

be an early adopter
Strongest women brands: reaching 95% of all
women on Facebook over the last two years
(Source: Leena Shoor, Marketing ManagerMaybelline, New York)
Digital agency FoxyMoron women take forever
(WTF), we are going nude, nude in this implied
the benefit of clear skin
5,00,000 people on twitter in India with this trend
in 3 hrs!

However
Advent of Anti-Social Media

Even 1% of the consumer base is there we

have to be there
Need to be there for 24 hours
However, consumer vengeance
Nothing goes into oblivion on digital media
Example of VW:
Negative comments on women drivers
Angry comments
Deletion of those
Flood of more negative comments
Need to admit, be transparent, and act

No need to be there just to follow the trend

Innovations.pdf

How does this impact BJP?

Learning

Appreciation of Brand Key and its linkages

with Marketing Programme implementation

Increasing trend in favour of new media

BRANDING MODELS

45

Holistic sales proposition

Smash
HSP
Your brand

sensory
Religious
branding
branding

HSP NOT LIMITED TO LOGO BUT EMBEDDED IN EVERY

ASPECT- MESSAGE, SOUND, SMELL, AND TOUCH

Hero Honda
Focus on youth
and
Incredible India

Bajaj Auto
Hamara Bajaj to
Inspiring
Confidence?
To
Distinctly ahead

47

Citizen Brands Model

48

Corporate Branding
HLL to HUL

49

Why Enhanced focus on it?

Global requirement
Right to Information
Corporate Governance
Customers questioning Ethos of the

company
A symbol of continuity or change or both
Evolutionary Marketing knowledge
(Evolution along with customer
communities)

50

Brand Mythology
BRAND
VIEW
BRAND
NARRATIVE

BRAND
CULTURE

BRAND
MYTHOLOGY

BRAND
STORY

BRAND
MYTH

51

Branding
More about intangible assets
Branding is creation of Myth?
Branding is all about
Character
Image (Persona)
Perceptions & Equity
Loyalty
Ism, cult
Myth means unreal?

52

Questions
1. Do strong brands retain their core identity as they
grow and evolve over the years? E.g Splendour
2. Can we distill the core value of a brand which
doesnt change no matter what form it takes? E.g
Bajaj
3. Can break away brands ever really divorce
themselves from the parental cell? E.g Utsav
4. Can a brand be called the single cell of the
business that be explained further by putting the
properties of the single cell amoeba?
53