Concepts

1. Brand

A name, a term, a symbol or a design or a combination of these, that is intended to

identify the products or services of one business or group of businesses and to
differentiate them from those of competitors Example: Mcdonalds , Nike , Close-up ,
Google etc.

2. LOGO
Is the visual signature of the brand. It is a long-term property of a brand and needs to be
handled cautiously. A brand logo consists of five distinct elements : Colour , Font ,
geometric shape, Slogan and Brand name .Example : Nike swoosh, . Coca-Cola is
always written in a particular manner, AXIS bank special colour, Castrol in Castrol logo

3. Core identity

The core identity represents the timeless essence of the brand. It contains brand
association that is most likely to remain constant as the brand travels to new markets
and products

The core identity, which is the central to both the meaning and success of the
brand.More resistant to change Includes elements that make the brand both unique and
valuable

e.g. McDonalds Value Offering, Quality, Service, Cleanliness,

Nike Thrust, User, Performance, Enhancing lives ,

Close up Up Gel form, User, Red color

Dove moisturizer

4. Extended identity

The extended identity Includes elements that provide texture and completeness.It fills in the
picture, adding details that help portray what the brand stands forFor e.g McDonalds
extended identity

Brand personality :fun laces, exciting , cool

Symbol: LOGO: Golden arc
Slogan: I m loving it
Brand Customer Relationship: Place for kids , family & friends
Sub brands :Toys
Organizational Association: Ronald McDonald house , helping hand for children
Endorses :Happy family

5. Brand identity
 The outward expression of the brand, including its name and visual appearance. The
brand's identity is its fundamental means of consumer recognition and symbolizes the
brand's differentiation from competitors For e.g Vodafone ZOO ZOO, Britannia
Signature tune

6. Brand positioning

The distinctive position that a brand adopts in its competitive environment to ensure that
individuals in its target market can tell the brand apart from others.

Positioning involves the careful manipulation of every element of the marketing mix.This
process of creating point of similarities and points of difference in consumers mind is
called Brand Positioning

7.Perpetual mapping

Perceptual mapping does is to represent consumer perceptions-in (usually) two-

dimensional space so that the manager can readily see where his own brand is
positioned in the mind of his prospect and in relation to other
Perceptual maps can help identify where ( in the market ) an organization could
position a new brand .Perceptual mapping help organization identify gaps in the
market.

7. Brand personality

Brand Personality can be defined as a set of human characteristics associated with a

brand

It is how the brand behaves Gender, age, socio-economic class, psychographic,

emotional characteristics

Marlboro is masculine while Virginia Slims is feminine IBM is older while Apple is
younger India Today is old-fashioned while Outlook is trendier

8. Generic Branding

When a particular product category is used as a brand name by a company it is known

to be a generic branding

For e.g Xerox associated with photocopying product category

Band Aid associated with product category antiseptic plaster

Crocin associated with product category paracetmol

9. Co- branding
 Co-branding is an arrangement that associates a single product or service with more
than one brand name, or otherwise associates a product with someone other than the
principal producer.

The typical co-branding agreement involves two or more companies acting in

cooperation to associate any of various logos, color schemes, or brand identifiers to a
specific product that is contractually designated for this purpose.
There are two types of co branding i.e. Ingredient co- branding and Composite co-
branding.
For e.g. Coca Cola with Macdonalds
Sunfeast Farmlite digestive biscuits made from Aashirvaad atta
Intel with HP
ICICI bank visa card with Big bazaar

10. Ingredient co- branding

is another form of co- branding .
Ingredient co branding implies using a renowned brand as an element in the
production of another renowned brand
For e.g.
Sunfeast Farmlite digestive biscuits made from Aashirvaad atta
HP or any computers with Intel Processors
Sunsilk with Keratin Micro technology
Pantene with Pro V

11. Composite co branding

Composite Co- branding strategy involves two existing brands and composite with these two
to make or create a composite brand name for a new product.
It refers to the use of two renowned brand names in a way that can collectively offer a
distinct product / service that could not have been possible individually
For e.g
Iphone with Voda fone
Coca Cola with McDonalds
Exclusive Citibank Platinum VISA credit card for Jet Airways flyers

12. Brand vision

The ability to see your companys future through your customers eyes. The brand's
guiding insight into its world

13. Brand equity

A set of brand assets and liabilities linked to a brand, its name and symbol, that add to or
subtract from the value provided by a product or service to a firm and / or to that firm's
customers.
The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that
results in personal commitment to and demand for the brand; these differentiating thoughts
and feelings make the brand valuable and valued

14. Brand extension

Brand extension is when a firm uses an established brand name to introduce a new
product.When a new brand is combined with the existing brand , the brand extension
can also be called as sub brand

An existing brand that gives birth to a brand extension is referred to as the parent
brand

If the parent brand is already associated with multiple products through brand extension
then it may also be called a family brand For e.g Dove -Dove Shampoo, Dove
Conditioner , Dove Body lotion etc

15. Line extension

The parent brand is used to brand a new product that targets a new market segment
within a product category currently served by the parent brand. A line extension often
involves a different flavor or ingredient variety, a different form or size, or a different
application for the brand e.g Maggi Masala Noodles, Maggi Atta noodles ,Maggi chicken
Noodles etc.

16. Moving the brand up

When the existing brand name is too much of a drag , the only feasible alternative is
likely to be the creations of a standalone brand .
Another strategy that a brand adopts for moving the brand up is by introducing limited
edition, special edition for example Mont blanc pens fall in the is category . For
instance its writers edition was based on famous authors such as Charles Dickens ,
Oscar wilde, etc.

17. Moving the brand down.

Today's markets, from tires to clothes to computers, are becoming increasingly value
centered. More and more buyers are turning from prestige and luxury to lower-cost
brands that deliver acceptable quality and features.

For e.g Nokia moved their brand down by launching Nokia ASHA for the labour / worker
class, Not very high priced , it had the potential to affect the minds of the target audience
in a very positive way .
18. Multi branding
The depth of branding strategy concerns the number and nature of different brand
marketed in the product class sold by a firm. The main reason to adopt multiple brands
to pursue multiple brand segments.
These market segments may be based on all types of consideration different price
segments, different channels of distribute, different geographic boundaries and so forth
For e.g Unilever has Surf excel, Rin and Wheel in the same product category Detergent

19. Multi product branding

Multi Product branding strategy is when an organization uses one name for all its
products . This approaches is also referred as blanket or family branding strategy.

It is an attempt to leverage corporate brand equity, in an attempt to create product brand

recognition e.g Godrej Godrej store well, Godrej Navtal , Cadbury makes Cadbury
Five Star, Cadbury Dairy Milk , Cadbury Perk etc

20. Mix branding

Mixed branding is a strategy of producing the same good but marketing it to different
segments under different names. The segmentation does not have to be price-related.
The best example is Toyota and Lexus. Toyota in the U.S. was perceived as a "value"
brand and Lexus targeted the more expensive market.

21. Generic brand

A product that is named only by its generic class (e.g., drip-grind coffee, barber shop

Other products have both an individual brand and a generic classification (Maxwell
House drip-grind coffee, Maurice's barber shop).

Generic brand products are often thought to be unbranded, but their producer or reseller
name is usually associated with the product, too e.g Food Bazar Rawa, Food Bazar
Maida.

This approach is usually associated with food and other packaged goods, but many
other consumer and industrial products and services are marked as generics e.g
Kerosene , Aspirin

22. Brand licensing

Brand Licensing is a contractual agreement whereby a company allow another firm to use
the brand name, patent, trade secret or other property for a royalty or a fee.

Licensing also assists companies entering global markets with minimal risk.
 Licensing can be quite lucrative for the licensor. It has long been an important business
strategy for designer apparel and accessories such as Garfield cat, Disneys Mickey Mouse
or celebrities and designers such as Martha Stewart , Tommy Hilfiger

23. Umbrella branding

An umbrella brand can be referred to as a brand when a group of products possess the
same brand name which is known as a family brand or an umbrella brand. Different products
having different images are put together under one major brand or parent brand and are
marketed by the firm.
Umbrella branding does not mean that the whole product portfolio of a firm will fall under
one brand name as company can go for different approaches of branding for different
product lines.
EXAMPLES
Amul is an example of umbrella brand. Amul Butter, Amul Cheese spreads, Amul Milk,
Amul ice creams, Amul ghee all fall under single brand name AMUL.
Godrej is another example of umbrella brand. Products like locks, steel cupboards,
office furniture electronic typewriters, desktop printers, refrigerators, air conditioners etc.
all come under one parent name GODREJ

24. Brand hierarchy

A brand hierarchy is a means of summarizing the branding strategy by displaying the number
and nature of common and distinctive brand elements across the firm's products, revealing the
explicit ordering of brand elements.

Perhaps the simplest representation of possible brand elements and thus potential levels of a
brand hierarchyfrom top to bottommight be as follows

Corporate Brand : HUL

Range Brand : Dove

Individual Brand : Dove Shampoo

Modifier Brand: Dove Shampoo- Hair therapy

25. Range brand

Range / family brand is the second level in Brand Hierarchy .

It is defined as a brand that is used in more than one product category but is not
necessarily the name of the company or corporation itself.Brand spread across a range
of product categories.

For e.g. . Corporate Brand is HUL

 Range Rand is DOVE

26. Brand repositioning

Repositioning is the task of implementing a major change the target markets perception of the
products key benefits and features, relative to the offerings of competitive products.

Sometimes, marketers feel the need to change the present position of the brand to make it more
meaningful to the target segment. This change in position, and finding a new position for the
brand, is called brand repositioning.

Repositioning also happens due to various other reasons such as falling sales, viable position ,
bringing new costumers etc.

For e.g Dettol toilet soap was positioned as a beauty soap initially.It did not work .
Dettol , the parent brand (antiseptic liquid) was known for its ability to heal cuts.
The extensions beauty "positioning was not in tune with the parent's germ-kill positioning.
The soap therefore had to be repositioned as a germ-kill soap and it faired extremely well after
repositioning.

26. Brand image The customer's net "out-take" from the brand. For users this is based on
practical experience of the product or service concerned (informed impressions) and how well
this meets expectations; for non-users it is based almost entirely upon uninformed impressions,
attitudes and beliefs.

27. Brand awareness

Is the ability of a potential buyer to recognize or recall that a brand is a member of a

certain product category.It refers to the strength of a brand's presence in the consumer's
mind.A link between product class and brand is involved.

For e.g the use of a large balloon with the word Levi's on it may make the Levi name
more salient, but it will not necessarily help improve name awareness.

However, if the balloon is shaped to resemble a pair of Levi's 301 jeans, the link to the
product is provided, and the balloon's effectiveness

28. Aided recall

Aided awareness consists in aiding the target audience to recall brands.

In this the researcher casually asks the respondent if he is aware of any more brands in
the category.

29. Brand association

 The feelings, beliefs and knowledge that consumers (customers) have about brands.. A
brand association is anything "linked" in memory to a brand.
Thus, McDonald's could be linked to a character such as Ronald McDonald, a
consumer segment such as kids, a feeling such as having fun, a product characteristic
such as service, a symbol such as the Golden Arches
These associations might include product attributes, a celebrity spokesperson, or a
particular symbol.
Brand associations are driven by the brand identity - what the organization wants the
brand to stand for in the customer's mind. A key to building strong brands, then, is to
develop and implement a brand identity.
30. Unaided awareness

Refers to the few brands, which immediately come to mind. It measures the brand's
impact, i.e. to what extent it is spontaneously associated with a given product category
for. E.g Chocolate -Have a break Kit kat

31. User imagery

User imagery can be based on either typical users (people you see using the brand) or
idealized users (as portrayed in advertising and elsewhere). User imagery can be a
powerful driver of brand personality, in part because the user is already a person and
thus the difficulty of conceptualizing the brand personality is reduced.

For e.g TVC of Raymonds,( playing with puppies) focuses on soft side of man (i.e.
caring and loving) and also on subtle aspects of life styles of executives

32. Functional benefit

The most visible and common basis for a value proposition is a functional benefitthat is, a
benefit based on a product attribute that provides functional utility to the customer.Such a
benefit will usually relate directly to the functions performed by the product or service for the
customer.
For e.g
Volvo is a safe, durable car because of its weight and design.
Quaker Oats provides a hot, nutritious breakfast cereal.
A BMW car handles well, even on ice.
Huggies deliver comfort and fit, so leaks are reduced

33. Emotional benefit

When the purchase or use of a particular brand gives the customer a positive feeling, that
brand is providing an emotional benefit.
The strongest brand identities often include emotional benefits
For e.g:
Excited in a BMW
Energetic and vibrant when drinking Coke
In control of the aging process with Oil of Olay
Strong and rugged when wearing Levi's

34. Value proposition

 A brands value proposition is a statement of the functional, emotional and self-expressive
benefits delivered by the brand that provide value to the customer
An effective value proposition should lead to a brandcustomer relationship and drive
purchase decisions

36. Sub brand It stretches endorser brand that add association. A brand personality or
any other quality which creates brand identity
For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph
Lauren

37.Brand manager
Brand Managers have traditionally had strategic and tactical responsibility for their
brand , including having responsibility for the brand identity and position , maintaining
that identity by securing needed investments and male sure that all media efforts are
consistent with the identity .

The brand managers role was first developed by Procter & Gamble in the mid- 1930s for
brands representing distinct business of manageable size, is now being applied in more
complex organization

38.Brand Equity manager

Some firms have separated brand strategy from the implementation of the marketing
program. A brand equity manager (sometimes labeled as a brand manager) is in charge
of creating and maintaining the brand identity and coordinating it over products and
markets
The brand equity manager monitors, reviews, and perhaps approves the tactics from a
brand strategy perspective.

39.Range brand manager

Firms with range brands are naturally organized by products.

The range brand manager sup-ports the brand by making sure that there' is an overall
brand strategy accepted by everyone and that managers are sensitive to both the need
to support the brand identity and the need to avoid inconsistencies.

This task involves developing communication vehicles that maximize brand identity
synergies across the organization.

40.Global brand manager

Each country has a complement of national brand managers, each of whom is charged
with marketing his or her respective.
 Global Brand manager is who is charged with developing a brand identity worldwide,
ensuring that the companies in each country are faithful to the brand strategy,
communicating and facilitating best practices, and encouraging consistency and synergy
across countries

41.Niche brand

A niche market is the subset of the market on which a specific product is focusing.

So the market niche defines the specific product features aimed at satisfying specific
market needs, as well as the price range, production quality and the demographics that
is intended to impact.

It is also a small market segment. For example, sports channels like STAR Sports,
ESPN, STAR Cricket target a niche of sports lovers

42. Silver bullet

A silver bullet is a brand or sub-brand that positively influence the image of another brand.

It can be a powerful force in creating, changing and maintaining a brand image. e.g..
When IBM ThinkPad was launched it has provided a significant boast in public perception of
the IBM brand.

43. Perceived Quality

Perceived quality can be defined as the customer's perception of the overall quality or
superiority of a product or service with respect to its intended purpose, relative to alternatives.

Perceived quality is an intangible, overall feeling about a brand.It is, first, a perception by
customers.

It has been shown to drive the financial performance and is often a major (if not the principal)
strategic thrust of a business.
Perceived quality is linked to and often drives other aspects of how a brand is perceived

44. Endorser brand: An endorser brand is an established brand that provide credibility and
success, It usually represents organization rather than product because organizational
association such as innovation, leadership and trust are particularly relevant for endorsement
e.g Mc Chicken, Mc burger m Mc Tiki etc

45. Brand Revitalization :

Change is always the catalyst that drives a brand revitalization. It could be increased
competition, market or industry trends, business acquisitions or expanding product lines.

Whatever is driving the change, you can revitalize your brand by clarifying and simplifying the
brands promise then consistently communicate it at every customer touch point. This will define
what makes you different and give customers a stronger, more compelling reason to do
business with you.

For e.g Cadbury Dairy Milk Silk promoted for adult market .