Strategic Brand Management

Module II -
Introduction to Brand
Management
PROF. ANTRA VOHRA
 What is a Brand
A BRAND IS A NAME GIVEN TO A PRODUCT AND/OR SERVICE
SUCH THAT IT TAKES ON AN IDENTITY BY ITSELF.
A BRAND NAME CAN CREATE AND STAND FOR LOYALTY,
TRUST, FAITH, PREMIUM NESS OR MASS-MARKET APPEAL,
DEPENDING ON HOW THE BRAND IS MARKETED, ADVERTISED
AND PROMOTED.

A BRAND DIFFERENTIATES A PRODUCT FROM SIMILAR OTHER

PRODUCTS AND ENABLES IT TO CHARGE A HIGHER PREMIUM,
IN RETURN FOR A CLEAR IDENTITY AND GREATER FAITH IN
ITS FUNCTION. A BRAND IS ALSO LIKELY TO SURVIVE
LONGER THAN JUST AN UNDIFFERENTIATED PRODUCT.
A BRAND IS AKIN TO A LIVING BEING: IT HAS AN IDENTITY
AND PERSONALITY, NAME, CULTURE, VISION, EMOTION AND
INTELLIGENCE. ALL THESE ARE CONFERRED BY THE OWNER
OF THE BRAND AND NEEDS TO BE CONTINUOUSLY LOOKED AT
TO KEEP THE BRAND RELEVANT TO THE TARGET IT INTENDS
TO SELL TO.
What is Brand Management
n marketing, brand management is a series of techniques used to increase
the perceived value of a product or service. Effective brand management
builds loyal customers through positive brand association and has a positive
effect on your bottom line.
Why is brand management so important? In a world where consumers make
decisions on brands in the blink of an eye, companies must be prepared to
wield influence over the public’s view of them. In fact, many businesses will
succeed or fail based solely on their ability to successfully market their
brand.
 History of
Branding
During the Industrial Revolution, the production of many hese new brand marks enabled packaged-
household items, such as soap, was moved from local goods manufacturers to communicate that
communities to centralized factories to be mass-produced and their products were distinctive and should be
sold to the wider markets. When shipping their items, factories trusted as much as (or more than) local
branded their logo or insignia on the barrels they used. competitors. Campbell Soup, Coca-Cola , Juicy
Eventually these “brands” became trademarks—recognized Fruit gum, Aunt Jemima, and Quaker Oats
symbols of a company or product that have been established by were among the first products to be
use. Brand is derived from the Old Norse brand meaning "to “branded.”
burn" , whichrefers to the practice of producers burning their
mark onto their products. In ancient times, in order to identify
the owner of the livestock, cattle breeders used hot ironing in
order to identify the owner of the cattle and differentiate it
from others
 Functions of a Brand

A BRAND AS AN IDENTIFIER A BRAND IS A PROMISE A BRAND IS AN ASSET

a name, sign, symbol, design, term, or the promise of what a company or a reputation in the marketplace that
some combination of these things that offering will provide to the people can drive price premiums and
identifies an offering and helps simplify who interact with it. customer preference for goods from a
choice for the consumer. particular provider.

A BRAND IS A SET OF A BARND IS "MIND SHARE"

PERCEPTIONS
the unique position a company or offering
the sum total of everything individuals holds in the customer’s mind, based on
believe, think, see, know, feel, hear, their past experiences and what they expect
and experience about a product, in the future.
service, or organization.
 Elements of a brand

VISUAL DESIGN ELEMENTS DISTINCTIVE PRODUCT INTANGIBLE ASPECTS OF

FEATURES CUSTOMERS' EXPERIENCE
Logo, color, typograohy, images,
WITH A PRODUCT OR
tagline, packaging etc Quality, design sensibility,
COMPANY
personality
reputation, customer experience etc.
What can a Brand Convey- Example of Mercedes Benz

ATTRIBUTES BENEFITS VALUES

specific product features. The attributes translate into functional and company values and operational
Mercedes-Benz brand, for example, emotional benefits. Mercedes automobiles principles. The Mercedes brand
suggests expensive, well-built, well- suggest prestige, luxury, wealth, evokes company values around
engineered, durable vehicles. reliability, self-esteem. excellence, high performance, power.

CULTURE PERSONALITY USER

cultural elements of the company and strong brands often project a distinctive brands may suggest the types of
brand. Mercedes represents German personality. The Mercedes brand consumers who buy and use the product.
precision, discipline, efficiency, quality. personality combines luxury and Mercedes drivers might be perceived
efficiency, precision and prestige. and classified differently than, for
example, the drivers of Cadillacs,
Corvettes, or BMWs.
Difference between Brand and Product

BRAND PRODUCT

Distinguishes a product from another product An item ready for sale in the market
It is what customers want It is what cstomers need
Cannot be copied Can be copied
Created by consumers in their mind Produced by manfacturers
Cannot be replaced Can easily be replaced
A brand is intangible Product is tabgible
A brand offers value Product performs specific functions
Brand remains forever A product can be replced with time.
 Significance of Branding
TO BUYER TO SELLER

1. A brand helps buyers in identifying the product 11. A brand differentiates product offering from competitors.
that they like/dislike. 2. It helps segment market by creating tailored images.
2. It identifies the marketer. 3. It identifies the companies’ products making repeat purchases
easier for customers.
3. It helps reduce the time needed for purchase.
4. It reduces price comparisons.
4. It helps buyers evaluate quality of products,
5. It helps the firm introduce a new product that carries the name of
especially if they are unable to judge a product’s one or more of its existing products.
characteristics. 6. It promotes easier cooperation with intermediaries with well-known
5. It helps reduce buyers’ perceived risk of brands
purchase. 7. It facilitates promotional efforts.
6. The buyer may derive a psychological reward 8. It helps in fostering brand loyalty, thus helping to stabilize market
from owning the brand (e.g., Rolex watches or share.
9. Firms may be able to charge a premium for the brand.
Mercedes).
 ESSENTIALS OF GOOD BRANDING
A GOOD BRAND SHOULD THE BRAND NAME SHOULD
IT SHOULD SUGGEST THE
BE EASY TO PRONOUNCE BE REGISTERED
COMPANY OR PRODUCT
IMAGE A GOOD BRAND SHOULD BE EASY
TO TRANSLATE INTO ALL
LANGUAGES IN THE MARKETS
IT SHOULD BE EASY TO IT SHOULD BE EASY TO
WHERE THE BRAND WILL BE
REMEMBER RECOGNISE
USED

A GOOD BRAND SHOULD

IT SHOULD BE ABLE TO THE BRAND IDENTITY SUGGESR THE PRODUCT
ATTRACT ATTENTION SHOULD BE VERY CLEAR BENEFITS OR SUGGEST ITS
USAGE
 Brand Name
Brand name is the name given by the maker to a product or range of
products, especially a trademark.
A brand name is an identity which puts a product from the other. A brand
name summarises all that a brand stands for. Brand name creates association
in the minds of the customer.
The first public act of branding is the brand name which has a unique role
to play because:
Brand name is only element of the brand taht will endure throughout its
life cycle.
While the variables of packaging, promotions and positioning are all
subject to change, the brand name will remain constant and therefore
frequently acts as the focus for the brand.
 Features of a Good Brand Name
IT SHOULD BE IT SHOULD BE EXTENDABLE IT SHOULD BE EASY TO
UNIQUE/DISTINCTIVE PRONOUNCE, IDENTIFIED
(KODAK, MUSTANG) AND MEMORIZED (TIDE)

IT SHOULD GIVE AN IDEA IT SHOULD BE EASILY IT SHOULD BE CAPABLE OF

ABOUT PRODUCT'S QUALITY CONVERTIBEL INTO FOREIGN LEGAL PROTECTION AND
AND BENFITS (CRACK LANGUAGES REGISTRATION
CREAM, QUICKFIX)

IT SHOULD SUGGEST IT SHOULD INDICATE IT SHOULD NOT PORTRAY

PRODUCT/SERVICE CATEGORY CONCRETE QUALITIES BAD/WRONG MEANINGS IN
(NEWS LAUNDRY) OTHER LANGUAGES (NOVA IS
A POOR NAME FOR A CAR IN
A SPANISH COUNTRY
BECAUSE IT SPANISH IT
MEANS "DOSENT GO"
 DEFINE OBJECTIVES OF BRANDING IN
TERMS OF SIX CRITERION
DESCRIPTIVE, SUGGESTIVE, COMPOUND, CLASSICAL,
ARBITRARY AND FANCIFUL. IT IS ESSENTIAL TO RECOGNIZE
THE ROLE OF BRAND WITHIN THE CORPORATE BRANDING
PROCESS OF STRATEGY AND THE RELATION OF BRAND TO OTHER BRAND
AND PRODUCTS. IT IS ALSO ESSENTIAL TO UNDERSTAND THE

SELECTING ROLE OF BRAND WITHIN ENTIRE MARKETING PROGRAM AS

WELL AS A DETAILED DESCRIPTION OF NICHE MARKET MUST
BE CONSIDERED.
A GENERATION OF MULTIPLE NAMES
SUCCESSFUL Any potential source of names can be used;

BRAND organization, management and employees, current

or potential customers, agencies and professional
ANME consultants.
SCREENING OF NAMES
on the basis of branding objectives and marketing
considerations so as to have a more synchronized list -
The brand names must not have connotations, should be
easily pronounceable, should meet the legal
requirements etc.
 GATHERING MORE EXTENSIVE DETAILS
ON EACH OF THE FINALISED ANMES
THERE SHOULD BE EXTENSIVE INTERNATIONAL LEGAL SEARCH DONE. THESE
SEARCHES ARE AT TIMES DONE ON A SEQUENTIAL BASIS BECAUSE OF THE
EXPENSE INVOLVED.
PROCESS OF CONDUCTING CONSUMER RESEARCH
SELECTING Consumer research is often conducted so as to confirm management

A expectations as to the remembrance and meaningfulness of the

brand names. The features of the product, its price and promotion
SUCCESSFUL may be shown to the consumers so that they understand the purpose
of the brand name and the manner in which it will be used.
BRAND Consumers can be shown actual 3-D packages as well as animated
advertising or boards. Several samples of consumers must be
NAME surveyed depending on the niche market involved.
FINALISING THE NAME
management can finalise the brand name that maximises
the organisation’s branding and marketing objectives
and then formally register the brand name.
 TYPES OF BRAND NAMES
DESCRIPTIVE NAMES EVOCATIVE NAMES
Descriptive brand names are those that readily convey the On the other end of the creative spectrum from descriptive brand
service or product offered by a company. Because of this, they names are evocative names. Evocative names use suggestion and
tend to be unremarkable. While functional and utilitarian, metaphor to bring to mind the experience or positioning of a
descriptive names leave little room for creativity or brand. Evocative brand names are often creative and unique, and
interpretation. They often rely on a clever tagline to do the can make for powerful differentiators.
work of storytelling or conveying personality. Because they leave some room for interpretation, evocative
The upside of descriptive names is that they clearly names enable you to tell a powerful brand story, creating a brand
communicate your company’s core competency. The potential that’s bigger than just the products or services you offer. In
downside is that they hamstring your brand as it grows and this way, an evocative name can be the cornerstone of a
looks to diversify. Descriptive names are also notoriously brand’s positioning, where other types of brand names cannot.
difficult to trademark as, by definition, they rely on common Their originality means that evocative names are generally easier
words or phrases. to trademark than descriptive names. It can sometimes be
EXAMPLES: GENERAL MOTORS, BANK OF AMERICA, challenging to get corporate buy-in on an abstract name that
[Link] requires unpacking, though. That’s why it’s so important to
define expectations at the outset of a naming project. See the
final section of this article for more on that.
EXAMPLE: NIKE, AMAZON, APPLE,
 TYPES OF BRAND NAMES
INVENTED NAMES LEXICAL NAMES
VInvented brand names offer the most creative latitude for a Lexical brand names rely on wordplay for their memorability.
brand, but that doesn’t mean they’re easy to conjure. Many Puns, phrases, compound words, alliteration, onomatopoeia,
invented names are built from Latin, Greek, or other foreign intentional misspellings, and foreign words are all styles of this
root words and modified to best embody the brand’s popular naming type.
personality. Lexical names are often clever—sometimes, arguably, too clever
brands has managed to build monumental brand equity with —and get their impact from pairing or modifying existing words
their invented name over the years. The challenge with for linguistic effect.
invented brand names, though, is that they have no inherent The risk with these types of names is that they can come off as
meaning when first invented. While they’re a breeze to shamelessly salesy. Modern audiences have been exposed to
trademark, invented names can require significant time and decades of schlocky advertising techniques and don’t often
marketing spend to build a meaningful narrative around them. identify with clever wordplay.
EXAMPLES: KODAK, ADIDAS, GOOGLE, PIXAR That said, lexical brand names aren’t all bad. Intentionally
misspelling a word so you can leverage its original meaning while
skirting trademark concerns, is a subtler approach to lexical
names that has been used to great effect by notable brands like
Flickr and Tumblr.
EXAMPLE: DUNKIN' DONUTS, KRISPY KREME, FLICKR
 TYPES OF BRAND NAMES
ACRONYM NAMES GEOGRAPHICAL NAMES
Acronyms have been used for brand names since branding first You’ll most often find geographical names tied to companies that
crawled out of the primordial soup. A long history does not once catered to a geographically limited audience but have since
mean this type of brand name is effective, though. While made it big.
functional and utilitarian, acronyms are sorely lacking in Naming or renaming your brand after its home region obviously
meaning and emotion. has inherent limitations. It’s also likely to have been done
Brands like IBM, AARP, BP, and UPS haven’t been hampered already. Put a city or a state name in front of a product or
in the least by the fact that their names are nothing more service and you’re almost certain to find an existing entity.
than a series of unrelated uppercase letters. KFC’s diversion California Tan? Already exists. Portland Automotive? Been done.
to acronymic naming type allowed the brand to temporarily Miami Subs? Yup.
disassociate itself from the consumer backlash against trans EXAMPLES: NEW YORK LIFE, AMERICAN AIRLINES, KENTUCKY
fats. FRIED CHICKEN
A startup these days would be hard pressed to come up with a
great reason to name their company with an acronym, though.
As a rule, acronyms are hard for audiences to remember and
even harder for attorneys to trademark.
EXAMPLE: IBM, BMW, HP MTV
 TYPES OF BRAND NAMES
ACRONYM NAMES

Whether for reasons of heritage or hubris, there will always be brands named for the people who started them. This
tradition stretches back to the earliest brands as well. The era when Fords tooled every street and Kellogg’s sat atop
every breakfast table was one where few brands weren’t named for their founders.
These days, founder-based names are less common, but brands like Ben & Jerry’s, Martha Stewart, and Ralph Lauren
have certainly made them work.
Aside from sating the egos of their principals, founder names are definitely easy to trademark. They can be distinctive if
positioned correctly, but require some marketing efforts to build equity (unless, of course, the founder is already
famous).
Examples of founder names include:
Kellogg’s
Ford
Ben & Jerry’s
Martha Stewart
Ralph Lauren
Mrs. Fields
Calvin Klein
 BRAND IDENTITY
BRAND IDENTITY IS THE VISIBLE ELEMENTS OF A BRAND, SUCH AS COLOR,
DESIGN, AND LOGO, THAT IDENTIFY AND DISTINGUISH THE BRAND IN
CONSUMERS' MINDS. BRAND IDENTITY IS DISTINCT FROM BRAND IMAGE. THE
FORMER CORRESPONDS TO THE INTENT BEHIND THE BRANDING AND THE WAY A
COMPANY DOES THE FOLLOWING—ALL TO CULTIVATE A CERTAIN IMAGE IN
CONSUMERS' MINDS:
CHOOSES ITS NAME
DESIGNS ITS LOGO
USES COLORS, SHAPES, AND OTHER VISUAL ELEMENTS IN ITS PRODUCTS AND
PROMOTIONS
CRAFTS THE LANGUAGE IN ITS ADVERTISEMENTS
TRAINS EMPLOYEES TO INTERACT WITH CUSTOMERS
 IMPORATNCE OF BRAND IDENTITY
PERSONALITY DIFFERENTIATION AWARENESS
A brand identity is the visual representation A brand identity helps you to
Creating a brand identity package ensures
of the values and “personality” of your differentiate your business from the
that your brand is at the forefront of all
brand. Identity design essentially sets the competition and appropriately position
your marketing materials, which helps to
tone of your brand, and it can be used to your brand. Developing a professional,
increase brand awareness. The more places
evoke specific feelings in your audience. creative identity design can help you to
your brand is featured, the more contact it
Your brand identity should be designed to stand out to potential customers in your
will make with consumers, and the more
communicate your company’s overall market.
memorable it will be.
message and promote your business goals.

CONSISTENCY LOYALTY
Developing a brand identity allows you An effective brand identity can help to build
to create a consistent message across customer loyalty and trust in a brand, since
all marketing materials. Each piece it allows customers to make a connection
should have the same basic styles and between a product and the company
design elements, creating a cohesive
branding package.
 STRUCTURE OF BRAND IDENTITY
EBrand identity structure includes a core and extended identity. The core identity–the central, timeless essence of the
brand–is most likely to remain constant as the brand travels to new markets and products. The extended identity includes
brand identity elements, organized into cohesive and meaningful groupings, that provide texture and completeness.

EXTENDED
IDENTITY

CORE
IDENTITY
 The core identity represents the timeless essence of the brand. It is the center that remains after you peel away the layers of an
onion or the leaves of an artichoke.
The core identity, which is central to both the meaning and success of the brand, contains the associations that are most likely to
remain constant as the brand travels to new markets and products. For example, when Black Velvet expands to new countries, it
issuper-premium brand, and it always delivers the “soft and smooth” product and message.

The core identity for a strong brand should be more resistant to change than elements of the extended identity. Ivory’s “99/100%
pure” and “it floats” slogans reflect an identity that has lasted for more than one hundred years. The brand position and thus the
communication strategies may change, and so might the extended identity, but the core identity is more timeless.
One brand strategist observed that if you get the values and culture of the organization right, the brand identity takes care of itself.
For many brands, there should be a close correspondence between the values of the organization and the core identity. The core
identity should include elements that make the brand both unique and valuable. Thus the core identity should usually contribute to
the value proposition and to the brand’s basis for credibility.
Sometimes a slogan can capture at least part of the core identity:
“We’re number two; we try harder” suggests that Avis is committed to delivering the best customer service.
“The relentless pursuit of perfection” suggests that Lexus cars are built to the highest quality standards with respect to
workmanship, handling, comfort, and features.
Even the core identity, however, is usually too multifaceted for a single slogan. The Saturn identity, for example, had a quality
component (a world-class car) and a relationship component (treating customers with respect and as a friend). The slogan “A
different kind of company, a different kind of car” provided an umbrella under which these two core elements of the identity could
be sheltered. However, by no means did the slogan alone capture the Saturn core identity.
 The extended brand identity includes elements that provide texture and completeness. It fills in the picture, adding
details that help portray what the brand stands for. Important elements of the brand’s marketing program that have
become or should become visible associations can be included. In the case of Saturn, the extended identity includes the
product itself, the no-pressure feel of the retail experience, the no-haggle pricing, the “different company” slogan, and
the brand personality. Each has a role to play as a driver of the brand identity, but none is as basic a foundation as the
core identity.
The core identity usually does not possess enough detail to perform all of the functions of a brand identity. In particular,
a brand identity should help a company decide which program or communication is effective and which might be
damaging or off target. Even a well-thought-out and on-target core identity may ultimately be too ambiguous or
incomplete for this task.
For example, the core identity of an insurance company–delivering “peace of mind”–resonated with the target segment
and represented what the firm was and could provide. When developing communication objectives and executions,
however, the company realized that any of three communication strategies could depict peace of mind–strength (which
could describe either Prudential or Fortis), planning ahead for retirement or emergencies (Fireman’s Fund), and personal
caring and concern (Allstate, State Farm). An analysis of competitor profiles, the target market’s needs, and the firm’s
heritage all led to the latter strategy, but only after the addition of a personality element–a concerned friend rather than
a rugged protector or a successful planner–to the brand’s extended identity helped crystallize the direction of the brand.
A brand personality does not often become a part of the core identity. However, it can be exactly the right vehicle to add
needed texture and completeness by being part of the extended identity. The extended identity provides the strategist
with the permission to add useful detail to complete the picture.
 KAPFERER BRAND IDENTITY PRISM
In 1996, Jean-Noël Kapferer aimed to conceptualize what he considers the six elements of a brand’s
identity. The Brand Identity Prism works as a diagram to help us understand these elements and how
they relate to one another. Together, Kapferer argues, the elements help businesses build strong brands,
which in turn helps them communicate clearly and transparently and be easily remembered and
recognized.
The key elements of Kapferer’s model are as follows:
1. Physique
2. Personality
3. Culture
4. Relationship
5. Self-image
6. Reflection

According to Kapferer: “Strong brands are capable of weaving all aspects [of the prism] into an effective
whole in order to create a concise, clear, and appealing brand identity.”
 KAPFERER BRAND IDENTITY PRISM

The six elements of Kapferer’s

Brand Identity Prism, when
working in sync, can help inform
a well-defined, structured brand
entity. If the identity is unique,
different, and clear about what
the brand is trying to
communicate, it can become the
foundation of a long-lasting
brand.
 KAPFERER BRAND IDENTITY PRISM
Physique
The first element refers to the physical characteristics of a brand. Namely, how we define the brand and how
it will manifest, including its visual features—visual cues that help consumers identify the brand.
A good example of a brand with distinctive physical characteristics is iPhone. Some ideas that come to mind
when we think of iPhone include modern, sleek, and minimalistic. Apple has succeeded in reflecting these
attributes, which are its core values, throughout its products. Other common elements of physique include
colors, logos, and packaging.

Personality
The second element is the brand’s personality or character—the traits of the brand in the eyes of the
consumer. One way of understanding this concept would be to imagine your favorite brand as a living thing.
What kind of living thing is it? How does it behave?
To convey brand personality, brands may use a specific style of writing, tone, attitude, or colors. For example,
Coca-Cola uses its iconic typeface and the color red to communicate happiness and the moments of joy the
brand personifies.
 KAPFERER BRAND IDENTITY PRISM
Culture
According to Kapferer, culture is the set of values that feed into or set a foundation for the brand. In
some cases, this will include the culture and values of the brand’s country of origin (e.g., Ferrari is
associated with luxury and the Italian tradition of sports cars). In other cases, Culture may have little
to do with the brand’s country of origin.
Toyota used culture to establish a set of guiding principles known as “The Toyota Way.” These
principles incorporate Japanese cultural concepts, such as “heijunka,” which means “work like the
tortoise, not like the hare” and refers to leveling out the workload to minimize waste.

Self-image
Self-image relates to the way in which customers see themselves in a particular brand. Brands can
use self-image to their advantage by incorporating it into their identities. Self-image is like a mirror
the target group holds up to itself—by associating themselves with certain brands, they see
themselves differently.
For example, BMW India launched a campaign for people who see themselves driving a BMW, now or
in the future. The campaign was “Don’t Postpone Joy.”
 KAPFERER BRAND IDENTITY PRISM

Reflection
While the terms sound similar, Self-image and Reflection differ in a noteworthy way: Self-image refers to the
customers’ ideas of themselves, whereas Reflection refers to how a brand portrays its target audience.
Reflection is a set of stereotypical beliefs or attributes of a brand’s target market, which is often highlighted
in ads and other communications.
For example, Coca-Cola and many other soft-drink companies depict their consumer base as fun, friendly
teenagers, because doing so creates a desired impression of the soft-drink brand. In reality, consumers of
these beverages range far more broadly in both age and personality.

Relationship
The final element of Kapferer’s Brand Identity Prism is about the nature of the relationship between the
brand and its consumers, including both abstract aspects of the relationship as well as more tangible
aspects, like what specific services are offered. How a brand connects with its audience and the type of
relationship it wants to build is entirely up to that brand.
What are the types of services or attitude the brand wants to convey? Client-focused attention to detail? A
more aloof attitude? For example, BMW has a serious-but-playful relationship with its customers, whereas
Ferrari’s relationship is more serious and exclusive.
KAPFERER BRAND IDENTITY PRISM-Example
1. Brand Physique
A brand, first and foremost, should have ‘physique’ with physical specifications and qualities. It is made of a combination of either salient
objective features (which immediately come to mind when the brand is quoted in a survey) or emerging ones. Physical appearance is
important but it is not all. Nevertheless, the first step in developing a brand is to define its physical aspect: What is it concretely? What
does it do? What does it look like? The physical facet also comprises the brand’s prototype: the flagship product that is representative of
the brand’s qualities.
Example: Coca Cola in all its marketing communication lays special emphasis on the ‘Coke Bottle’ and how it looks. For markets where
Coke entered for the first time, it always starts with the traditional Coke bottle. In fact, to no surprise, Coke cans also have an outline of the
iconic coke bottle. Therefore, the physical appearance of the brand remains intact.
Also, the colour of the product (say Black in the case of Coke), should be a part of the physique. And if so, you can never imagine a
colourless Coke. There could be variants of different colours but the brand colour will never change.

2. Brand Personality
As per Kapferer Brand Identity Prism, a brand has a personality. By communicating, it gradually builds up character. The way in which it
speaks of its products or services shows what kind of person it would be if it were human. This is a tough task to implant a product as a
human in the mind of consumers. Therefore, brands rope infamous personalities to endorse the product. The brand and the celebrity
being roped should sync in personality therefore forming an important facet of Kapferer Brand Identity Prism.
Example: Mountain Dew, a drink from Pepsico, promises thrill and adventure and therefore always loops in celebrities who are seen close
to sports.
KAPFERER BRAND IDENTITY PRISM-Example
3. Brand Culture
As per Kapferer Brand Identity Prism, a Brand should have its own culture and brands with strong culture end up being ‘cult’. Both
product and communication should reflect this culture. Brands targeting masses focus on culture which is common to a wider
chunk of population or vice versa. Late entrants to the market prefer choosing a niche targeting a particular culture and evolve big
in due course of time.

Brand culture plays an essential role in Kapferer Brand Identity Prism and helps differentiating brands. It indicates the ethos whose
values are embodied in the products and services of the brand.
Example: Royal Enfield motorcycles in India have a cult following as the brand has a very strong culture. Though started slow but
the brand is the fastest growing in the motorcycle industry in India both in terms of following as well as market [Link] Culture
is very much influenced by the country of origin. Other global brands such as Apple, Nike, IBM adhere to an idea which is more
globally accepted.

4. Relationship
As per Kapferer Brand Identity Prism, brands are often at the crux of transactions and exchanges between people. This is
particularly true of brands in the service sector and also of retailers. Once the consumers build a relationship with the brand, the
brand can demand consumers to do things which it believes in.
Example: Nike bears a Greek name that relates it to specific cultural values, to the Olympic Games and to the glorification of the
human body. Nike suggests also a peculiar relationship, based on provocation: it encourages us to let loose (‘just do it’). Nike in
India created amazing TVC celebrating women athletes featuring Deepika Padukone. Here the brand is in a position to ask its
consumers to ‘Just Do It’ because it has nurtured a relationship. The ad campaign was named Da Da Ding.
KAPFERER BRAND IDENTITY PRISM-Example
5. Reflection
A brand is a customer reflection. When asked for their views on certain car brands, people immediately answer in
terms of the brand’s perceived client type: that’s a brand for young people! for fathers! for show-offs! for old folks!
Because its communication and its most striking products build up over time, a brand will always tend to build a
reflection or an image of the buyer or user which it seems to be addressing.
Example: A majority of apparel brands portray a model in the age group of not who they are targeting, but the age
group which the consumer thinks he/she belongs on buying that brand. In reference to the below ad, only a
minuscule percentage of people in the age group (as shown in the image)will buy a Louis Vuitton suit. The consumer
group will be much older for the product, however all those consumers will perceive to look younger with an ad
featuring a young model
6. Self Image
Finally, a brand speaks to our self-image. If reflection is the target’s outward mirror (they are ..), self-image is the
target’s own internal mirror (I feel, I am …). Through our attitude towards certain brands, we indeed develop a
certain type of inner relationship with ourselves. And therefore, these brands always communicate to push the
limits.
Example: BMW India launched a campaign for people who see themselves driving a BMW, no matter now or future.
The campaign went on TV as Don’t Postpone Joy. Below is the TVC asking to drive a BMW sooner.
 CHALLENGES OF BRANDING
1. Treating brands as assets
The ongoing pressure to deliver short-term financial results coupled with the fragmentation of
media will tempt organizations to focus on tactics and measurables and neglect the objective of
building assets.
2. Possessing a compelling vision
A brand vision needs to differentiate itself, resonate with customers and inspire employees. It
needs to be feasible to implement, work over time in a dynamic marketplace and drive brand-
building programs. Visions that work are usually multidimensional and adaptable to different
contexts. They employ concepts such as brand personality, organizational values, a higher purpose
and in general they simply move beyond functional benefits.
3. Creating new subcategories
The only way to grow, with rare exceptions, is to develop “must have” innovations that define new
subcategories and build barriers to inhibit competitors from gaining relevance. That requires
substantial or transformational innovation and a new ability to manage the perceptions of a
subcategory so that it wins.
 CHALLENGES OF BRANDING
4. Generating breakthrough brand building
Exceptional ideas and executions that break out of the clutter are necessary in order to bring the brand vision
to life. These ideas and the execution of them are more critical than the size of your budget. “Good” is just not
good enough. That means making sure you get more ideas from more sources, and that you make sure you
have the mechanisms in place to recognize brilliance and bring those ideas to market – quickly.
5. Achieving integrated marketing communication (IMC)
IMC is more elusive and difficult than ever in light of the various methods you have to choose from such as
advertising, sponsorships, digital, mobile, social media and more. These methods tend to compete with each
other rather than reinforce because the media scene and options have become so complex, so dynamic, and
because product and country silos reflect competition and isolation rather than cooperation and
communication.
6. Building a digital strategy
This arena is complex, dynamic and in need of a different mindset. The reality is, the audience is in control here.
New capabilities, creative initiatives and new ways to work with other marketing modalities are required. Adjust
the digital marketing focus from the offering and the brand to the customer’s sweet spot, which is to say the
activities and opinions in which they are interested or even passionate about. Develop programs around that
sweet spot in which the brand is an active partner, such as Pampers did with Pampers Village or what Avon did
with their Walk for Breast Cancer.
 CHALLENGES OF BRANDING
7. Building your brand internally
It is hard to achieve successful integrated marketing communications or breakthrough marketing without
employees both knowing the vision and caring about it. The brand vision that lacks a higher purpose will find the
inspiration challenge almost impossible.
8. Maintaining brand relevance
Brands face three relevance threats: Fewer customers buying what the brand is offering, emerging reasons not-
to-buy, and loss of energy. Detecting and responding to each requires an in-depth knowledge of the market,
plus a willingness to invest and change.
9. Creating a brand-portfolio strategy that yields synergy and clarity
Brands need well-defined roles and visions that support those roles. Strategic brands should be identified and
resourced, and branded differentiators and energizers should be created and managed.
10. Leveraging brand assets to enable growth
A brand portfolio should foster growth by enabling new offerings, extending the brand vertically or extending
the brand into another product class. The goal is to apply the brand to new contexts where the brand both
adds value and enhances itself.
 OPPORTUNITIES OF BRANDING
1 – Define your persona

To create a better value proposition, it becomes essential for the sellers to replicate your buyer persona perfectly.
Some do it by creating the semi-fictional characters with the typical characteristics of the target group they are trying to reach.
Others do the same with representative buzzwords that define them.
You need to understand the needs, behaviour, and goals of your target group to convey your core brand values.
Understanding these will help you to assess what motivates them, where they spend time online etc. to present a compelling and useful brand to the right people
at the right time.

2 – Having a strong internet presence, especially social media

Creating a persona is not enough.

You need to define where and what they need to communicate with the potential buyers.
Once you identify where different categories of your potential consumers spend time, you have to design campaigns to try and reach out to people where they are
present.
You can use tools like the Pew Research Center defined demographics of users on social media.
Profiling the users on the major social media platforms like Facebook, Twitter, Instagram, Pinterest, and LinkedIn.
Once if you build a social media branding strategy, it is essential to be persistent and consistent regarding branding efforts to keep on top of the competition.
However, it is not all about always rushing to be seen by customers every minute of the day.
Remember – overdoing it will only adversely affect your branding challenges online.
Keep a fair balance with a strategic plan to execute your social media campaigns so that the consumers do not find you as a nuisance and also do not forget you
with occasional posts.
Try to deliver quality information and beneficial offers to them through such social media campaigns.
 OPPORTUNITIES OF BRANDING
1 3 – Blogging for branding

Along with social media, blogging is also an ideal branding strategy.

In fact, you maintain a blog not only to promote your products (even though you can do it minimally
through indirect marketing strategies) but to share information which the target group consumers
value.
This approach will create situations over time, where the users search for you individually based on the
unique brand elements you have formed and stayed loyal.

4 – Customer service as a priority

Branding is not all the pre-sales promotional efforts, but unparalleled customer care is also an
essential aspect to take the full effect.
In fact, making customer service a key focus of brand building and succeeding in it can unquestionably
save money regarding advertising and marketing.
Branding is more of a general word-of-mouth recognition among the potential consumers, which will
not fade quickly.