Brand

Branding
Product to Brand
 Transitioning from a product to a brand involves adding meaning

and differentiation to a product beyond its functional value.
 Key Steps:
 Product Levels
 Core Benefit – Khadi Soap
 Generic Benefit – Lifebuoy
 Expected Benefit – Hamam
 Augmented Benefit – Beating the buyer perception – Pears
 Potential Benefit - Dove
Golden Circle
 At each level they are brands or

aspiring to become brands.
At a TEDx talk in 2012, author and motivational speaker Simon Sinek, shared a marketing
principle he calls ‘the golden circle’ or ‘start with why.’
Sinek explains that businesses often communicate their products/services by
showing what they can do, but it is much more effective to show why they do what they do.
He shows this with 3 circles, the center being why, the middle being how, and the outer
being what.
 “We make great computers. They're user friendly, beautifully
designed, and easy to use. Want to buy one?” Instead they
create messages that start with their values: “Everything we do,
we believe in challenging the status quo.
 We believe in thinking differently. The way we challenge the
status quo is by making our products beautifully designed,
simple to use and user-friendly.
 And we happen to make great computers.”
 By starting with the why, organizations answer the first question
– why they exist. It may seem unnecessary, but without this
information, the vision is lost. Next is the how – how they realize
their values. Last is the what – what they have created based on
their values.
 Features: Starting with functional attributes like quality, price, and
usability.
 Brand Identity: Creating a distinct identity—name, logo, design,
and positioning to stand out in the market.
 Emotional Connection: Building a relationship with consumers
through emotional appeal, storytelling, and values.
 Consistency: Maintaining consistent quality, message, and
experience across all touchpoints.
 Examples: Apple (iPhone), Coca-Cola, Nike
 Discussion Point: How does a strong brand identity affect
consumer perceptions?
BRAND PURPOSE
 Brand purpose is your company’s reason for being beyond

making money.
 It’s what drives your branding and marketing efforts forward,
giving you a brand identity that resonates with customers.
 Brand purpose: The fundamental reason your business operates, emphasizing
its commitment to creating a positive impact on society or its surrounding
environment. It provides a deeper meaning to the company’s existence, inspiring
both employees and customers.
 Brand vision: An aspirational purpose statement that outlines what the
company hopes to achieve in the future, setting a long-term goal for where it’s
heading. It offers a future target that motivates the team to strive for excellence.
 Brand mission: The company’s current objectives and the approach it will take
to achieve them, acting as a practical roadmap for daily operations. It focuses on
the present, detailing the strategies and actions needed to move toward the
vision.
 Brand values: The set of principles and ethical standards that guide the
behavior and decisions of the company and its employees, reflecting what the
brand stands for and represents. These values ensure that every step taken is
aligned with the brand’s ethical and cultural standards.
Brand name
 Memorable
 Pronounciable
 Unique
 Creative
 Interesting
 Relevant
Approaches
 Family Name
 Associations
 Words with powerful meaning
 Blendedness
 Fascinating stories
 Place of origin
 Coined word
Stages in Brand Development:
 Brand Creation: Defining the vision, mission, and brand identity.

 Brand Positioning: Targeting the right audience with the
appropriate message.
 Brand Expansion: Scaling and diversifying through line
extensions or new categories.
 Brand Reinforcement: Maintaining relevance through
innovation, marketing, and adaptation.
Brand Positioning
 Multi-dimensional – Product/Market/Industry
 Evolves over time
 New Category – Stronger
 May be spoiled by brand extension
 Benefit
 Single/Relevant/Sustainable/Believable
Brand Architecture
 Monolithic/Corporate Branding: Single brand for all products

(e.g., Apple).
 Endorsed Branding: Sub-brands supported by the parent brand
(e.g., Marriott & Courtyard).
 Individual Branding: Different brands under the same parent
company (e.g., P&G with Tide, Pampers).
 Sectoral Examples:
 Technology: Apple (monolithic)
 FMCG: Unilever (individual)
 Automobile: Toyota & Lexus (endorsed)
Brand Strategy
 a. Brand Message
 Definition: The core message a brand communicates to its audience,
reflecting its identity and value proposition.
 Key Elements:
 Core Message: Simple, clear, and aligned with the brand’s promise (e.g., Nike’s
"Just Do It").
 Tone and Personality: Formal or informal, aspirational or approachable (e.g., Old
Spice vs. Dove).
 Consistency: Across advertising, social media, customer service, and product
experience.
 Framework for Building a Brand Message:
 Target Audience: Understanding their needs, values, and aspirations.
 Brand Values: Aligning the message with brand purpose.
 Emotional Appeal: Creating emotional resonance.
 Call to Action: Clear action for consumers to engage with.
Brand Equity
 Brand Equity
 Definition: The value a brand adds to a product based on consumer perception.
 It's a measure of how much a brand is worth, and how much customers are willing to
pay for its products.
 Key Drivers:
 Brand Awareness: How well-known the brand is in the market.
 Perceived Quality: How consumers perceive the product’s quality.
 Brand Associations: What comes to mind when consumers think of the brand.
 Brand Loyalty: The likelihood of repeat purchases.
 Measuring Brand Equity:
 Customer-Based Brand Equity (CBBE): Measured through consumer behavior, preference, and
sentiment.
 Financial-Based Brand Equity: Assessed through financial metrics like premium pricing, market
share, and brand valuation.
APPLE VS SAMSUNG
Brand Loyalty
 Definition: The commitment of consumers to repurchase or

engage with a brand over competitors.
 Types:
 Behavioral Loyalty: Regular purchases without emotional
attachment.
 Attitudinal Loyalty: Emotional connection and advocacy for the
brand.
 Factors Driving Loyalty:
 Customer Satisfaction: Meeting or exceeding expectations.
 Engagement: Regular interaction through loyalty programs, social media,
personalized experiences.
 Trust and Consistency: Delivering consistent quality and brand promise.
Brand Audit
 Definition: Comprehensive assessment of a brand’s

performance, relevance, and consistency.
 Purpose: To understand the brand’s strengths, weaknesses, and
opportunities.
 Components:
 Internal Brand Audit: Evaluates the brand strategy, values, and
consistency.
 External Brand Audit: Analyzes market position, consumer
perception, and competitor analysis.
 Brand Metrics: Awareness, loyalty, equity, market share.
 Tools & Methods: Surveys, customer feedback, financial
analysis, SWOT analysis.

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Branding

 Transitioning from a product to a brand involves adding meaning

 At each level they are brands or

 Brand purpose is your company’s reason for being beyond

 Brand Creation: Defining the vision, mission, and brand identity.

 Monolithic/Corporate Branding: Single brand for all products

 Definition: The commitment of consumers to repurchase or

 Definition: Comprehensive assessment of a brand’s

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