Dominent Models in Branding

Dominant Models In Branding
Models
 Mind-Share Branding
 Cultural Branding
 Emotional Branding
 Viral Branding
 Sensory Branding
Mind-Share Branding
 These brands own and consistently expressing a
set of abstract associations that customers
relate to the product or service.
 Perceived benefits of buying and using the

products are very real to the customers
▪ consistently low price
▪ great selection
 Ex: Tide, WalMart
Cultural Branding
 It uses cultural icons and “brand religion” to
establish and sustain a brand myth with which
individual consumers can passionately identify.
 The focus is not so much on the product or

service as it is on the relationship between the
cultural icon and the product and the brand myth
that the consumer buys into.
 Ex: Harley Davidson, Coca Cola
Emotional Branding
 The goal is to build deep interpersonal
connections with each individual who interacts
with the brand.
 The Brand ends up with a relationship partner

rather than a customer.
 Emotional brands have real personality. They are

often expressed through a character or persona
 Ex: Mickey Mouse
Viral Branding
 Viral branding works by spreading the word
through “brand viruses” such as influential
spokespeople, early adopter customers and
other forms of grass-roots marketing.
 It attracts those who get a charge from

“discovering” a new brand and leading the front
line of early brand advocates.
 Ex: Google, Hotmail, Absolute Vodka
Sensory Branding
 Sensory branding goes beyond the ordinary to create
a full connection with one’s environment through the
senses.
 The Brand does a full-on sensory engagement not
restricting with the over-stimulated senses of sight
and sound, but also connecting with touch, taste and
smell.
 In some categories, the buying experience (how,
when and where the product is purchased) helps to
create the brand.
 Ex: Sumsung Smart TV Ad
Brand Constellation
 Customers often select more than one brand to
fulfill the objective they want to achieve.
 Customers make so many brand groups

(Constellations) in order to address this issue.
 Ex: James Bond image

Brand Image Constellation
 Key concept between the brand and the Equity is the
Brand Image.
 Perception of the brand can adjust the brand value

upward or downward.
 Brand name is actually a “cue” which would help develop

an attitude towards the brand y the customer.
 Upon getting the cue a constellation of visual and verbal

dimensions spring up in the customer’s mind that help
build the value for the brand.
Brand Image Constellation
 To evoke positive feelings and customer patronage, marketers
connect their brands with a variety of concepts or associations.
 This is done with the assumption that the associations are

related to
 Customer loyalty
 Customer belief about positive brand value
 Willingness to search for the brand
 Positive image makes customers favorably inclined to brand

promotions and resist competitive activities.
Brand Image Dimensions
 Associations are of two types:-
 Hard associations – It refer to the perception of

tangible/ functional attributes of a brand.
 Ex: car – speed, Price, fuel efficiency
 Soft associations – These are emotional

associations.
 Ex: Maruthi “alto” - Youthfulness
Brand Image – Three Components
 Image of the company(Provider)
 Every brand carries an invisible shadow of the manufacturer.
▪ Ex: Image of WIPRO or DCM
 Image of the User
 Brand associates with Profile of the user
▪ Ex: Pepsi – Generation Next
 Image of the product
 Brand image has to take shape within the structural limits
imposed by the product image
▪ Products like perfumes, High end clothing – Emotional Benefits
▪ Products like Dish washing liquids, pain remedies – functional Benefits
▪ Ex: Tom’s wedding collections
Aaker’s Brand Equity Model
Customer based brand equity
model
Consumer- INTENSE, ACTIVE
LOYALTY
Brand
Resonance
RATIONAL &
Consumer Consumer EMOTIONAL
Judgments Feelings REACTIONS
POINTS-OF-
PARITY &
Brand Brand POINTS-OF-
Performance Imagery DIFFERENCE
DEEP, BROAD
Brand Salience BRAND
AWARENESS
Resonance 4 relationship
Judgments Feelings 3. response
Performance Imagery
2.Meaning
Salience
1.Identity
Building a Brand equity
 Brand salience : measures awareness of the brand ie

how often and how easily the brand is evoked under
various situations or circumstances.
 Breadth and depth of awareness

 Depth of brand awareness : measures how likely it is for a
brand elements come to mind and the ease with which it does
so.
 Breadth of awareness : measures the range of purchase and
usage situations in which the brand elements comes to mind
and depends on the organization of the brand and product
knowledge category
Brand Performance
 Describes how well the product or service meets
customer’s functional needs.
 Attributes which underlie brand performance

 Primary ingredients and features
 Product reliability, durability and serviceability
 Style and design
 Price
Brand Performance
 Reliability : consistency of performance over time
and from purchase to purchase.
 Durability: is the expected economic life of the

product
 Serviceability: The ease of repairing the product if

needed.
Brand Imagery
 Depends on extrinsic properties of the product or

service and the ways in which the brand attempts to
meet customer’s psychological or social needs.
 It is the way people think about a brand abstractly.
 Imagery refers to the more intangible aspects of the

brand.
Brand Judgments
 Brand quality :
 Brand credibility : describes the extent to which
customer’s see the brand credible in terms of
 Perceived expertise
 Trustworthiness
 Likability
Brand Judgments
 Brand expertise : competent, innovative and a
market leader.
 Band trustworthiness: dependable and keeping

customer’s interests in mind.
 Brand Likability: fun, interesting and worth

spending time with.
Brand Feelings
 The customer’s emotional responses and reactions
to the brand
 Warmth: Hall mark cards
 Fun: Disney T V
 Security: LIC
 Social approval: Mercedes
Brand Resonance
 Describes the nature of relationships and the extent
to which customers feel that they are “adjusted”
with the brand.
Eg : Harley Davidson
 Resonance is characterized in terms of intensity or

the depth of the psychological bond that customer’s
have with the brand.
Brand Resonance
Can be classified into 4 categories
 Behavior loyalty
 Attitudinal attachment
 Sense of community
 Active engagement
 Summing up Ad: British Airways

Dominent Models in Branding

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Dominant Models In Branding

 Perceived benefits of buying and using the

 The focus is not so much on the product or

 The Brand ends up with a relationship partner

 Emotional brands have real personality. They are

 It attracts those who get a charge from

 Customers make so many brand groups

 Ex: James Bond image

 Perception of the brand can adjust the brand value

 Brand name is actually a “cue” which would help develop

 Upon getting the cue a constellation of visual and verbal

 This is done with the assumption that the associations are

 Positive image makes customers favorably inclined to brand

 Hard associations – It refer to the perception of

 Soft associations – These are emotional

Judgments Feelings 3. response

 Brand salience : measures awareness of the brand ie

 Breadth and depth of awareness

 Attributes which underlie brand performance

 Durability: is the expected economic life of the

 Serviceability: The ease of repairing the product if

 Depends on extrinsic properties of the product or

 It is the way people think about a brand abstractly.

 Imagery refers to the more intangible aspects of the

 Band trustworthiness: dependable and keeping

 Brand Likability: fun, interesting and worth

 Resonance is characterized in terms of intensity or

 Summing up Ad: British Airways

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