Brand Building Study Mat

Brand Building study material (para 5 of MM405 syllabus)
Marketers aim at building a consistent image of the brand across all touch
point of the consumer. The touch points may or may not be initiated by the
marketer. However from marketing perspective there are 3 main sets of
brand equity drivers:
1. Brand Elements (Identities making up the brand) – Names, Logo,

Symbol, Characters, Jingle, Packaging etc- e.g. Packaging of
Toblerone chocolate.
2. The Products and Services and all accompanying marketing
activities and supporting marketing programs.
3. Other associations indirectly transferred to the brand.
Choosing Brand Elements

Brand elements are those trademarkable components building a brand which
serve to identify and differentiate the brand. Strong brands employ multiple
brand elements. e.g. Nike – the ‘Swoosh’ logo and ‘Just Do It’ slogan. The
brand elements directly affect what the consumers might think of the brand.
e.g. Gati courier must be quick, Pampers must be soft to baby skin.
There are 6 criteria in choosing brand elements:
Brand Building Criteria
 Memorable – Should be easy to memorise and therefor recall. Short

names stick quickly. E.g. Nike, Tide, Ola Cabs, Lux.
 Meaningful – Should bring credibility or suggest product ingredient.

E.g. Sugar Free Low Calorie Sweetener, Khadi Gram Udyog.
 Likeability – Aesthetically appealing. e.g. Mozilla Firephone,

Sunfeast.
Brand Defence Criteria
 Transferable – Brand should be able to extend itself to different

products and product categories, different geographies. E.g. Maggi –
2 minute Noodle, Tomato Ketchup, Soup, Masala etc-
 Adaptable – Should be able to adapt with changing times. E.g.

Mircosoft, Apple.
 Protective – Should not be easy to copy and should be legally
protected. Though at times brands become generic names (e.g.
Xerox, Bisleri, Dalda) but they should not lose their individual
identity.
Developing Brand Elements
1. Before fixing down on a brand name and its elements companies do

a due diligence, eliminate, debate and test the probable names on
their radar.
2. Companies nowadays deploy marketing research agencies to test
brand names within the targeted market segment to ascertain its
effectiveness. Apart from dedicated marketing research agencies
(e.g. IMRB, IPSOS, Nielsen), leading advertising agencies have
dedicated teams to do their bit of research before proposing a
solution to the client.
3. Brand elements can play a number of brand-building roles. If
consumers do not examine much information in making their
product decisions, brand elements should be easily recognized and
recalled and inherently descriptive and persuasive. Memorable or
meaningful brand elements can reduce the burden on marketing
communications to build awareness and link brand associations.
Design Holistic Marketing Activities

1. Brands are not built by advertising alone. Customers come to know
a brand through a range of contacts and touch points: personal
observation and use, word of mouth, interactions with company
personnel, online or telephone experiences, and payment
transactions.
2. A Brand Contact can be defined as any information-bearing
experience a customer or prospect has with the brand, the product
category, or the market that relates to the product or service.
Therefore a brand contact will not only be the store of showroom
from where consumer buys the product, but also the product service
centres. A classic example of this are Apple Stores and Service
Centre which have similar look and feel and premium treatment for
the customers. Needless to mention, Apple is one of the strongest
brands in the world.
3. Marketers can create brand contacts and build brand equity by:
1. Clubs
2. Consumer Communities
3. Trade Shows
4. Event Marketing
5. Sponsorships
6. Factory Visits
7. Public Relations & Press Releases
8. Social Cause Marketing
4. While designing brand building marketing programs, there are 3
most important things to keep in mind :
1. Personalization
2. Integration
3. Internalization
Personalization
Unlike the age old marketing media of reaching out to the world via the
traditional marketing medium, brands now focus on more personalized
marketing to meet the current desire of consumers of more exclusivity.
With the advent of digitization, new concepts have embraced:
1. Experiential Marketing
2. One-to-One Marketing
3. Permission Marketing
Another level of personalization is loyalty programmes and communication
around the same to build a one to one connect with the consumers.
Integration
Integrating marketing is about collaboration of different marketing

activities to maximize their individual and collective effects. A s part
of integrated marketing, marketers need a variety of different
marketing activities that reinforce the brand promise. A standalone TVC
campaign will deliver its own TRP numbers, a digital campaign will deliveries
own impressions. But when the communication is woven across the channels
(TV & Digital), the brand sticks to the consumer better than compared to
either of the channels individually. e.g. Vistara’s brand campaign to launch
Deepika Padukone as their brand ambassador.
Internalization
Apart from the external activities focused on delivering the brand promise,
marketers must now ‘walk the talk’. Internal branding is activities and
processes that help to inform and inspire employees. It is critical for
service companies and retailers that all employees have an up-to-
date, deep understanding of the brand and its promise.
e.g. Indian IT companies have a full-fledged internal branding team in place

which runs internal branding campaigns as efficiently as external campaigns.

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Brand Building study material (para 5 of MM405 syllabus)

1. Brand Elements (Identities making up the brand) – Names, Logo,

Choosing Brand Elements

There are 6 criteria in choosing brand elements:

Brand Building Criteria

 Memorable – Should be easy to memorise and therefor recall. Short

 Meaningful – Should bring credibility or suggest product ingredient.

 Likeability – Aesthetically appealing. e.g. Mozilla Firephone,

Brand Defence Criteria

 Transferable – Brand should be able to extend itself to different

 Adaptable – Should be able to adapt with changing times. E.g.

1. Before fixing down on a brand name and its elements companies do

Design Holistic Marketing Activities

With the advent of digitization, new concepts have embraced:

Integrating marketing is about collaboration of different marketing

e.g. Indian IT companies have a full-fledged internal branding team in place

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