Building And Borrowing Brand Identity :Building And Borrowing Brand Identity Presented By Prajwal Ankush Rahul Ashish Murli Amit


Choosing Brand Elements to Build Brand Equity :Choosing Brand Elements to Build Brand Equity Introduction Brand management holds the key in modern markets. In a world where products are multiplying and becoming more and more similar, management of brands is critical for survival of products and companies making them. So to identify and differentiate the brand, various brand, various brand elements also known as brand identities or trade markeable devices are present like brand names, symbols, logos, characters, slogans, brand associations, brand awareness, packages etc. Contd…


Slide 3:Brand Name Brand Awareness Brand associations Logos and symbols Characters Packaging These Brand Elements are explained below


Criteria For choosing Brand elements :Criteria For choosing Brand elements Memorability Meaningfulness Likability Transferability Adaptibility Protectability Six Criteria for choosing brand elements


Options And Tactics of Brand Elements :Options And Tactics of Brand Elements Brand elements along with visual logo or a symbol increases the strength of the brand Eg: 1) Brand name – Onida Logo – The green – eyed devil Slogan – Neighbour’s envy, owners pride Eg:- 2) Brand name – MRF Radial Logo – The man with steel muscle Slogan – india’s answer to world class car


Integrating marketing Communication to build brand equity :Integrating marketing Communication to build brand equity Introduction Modern marketing calls for more than developing a good product, pricing it attractively and making it accessible. Integrated marketing communication (IMC) is a concept of marketing communications, planning that recognizes the added value of a comprehensive plan. Such a plan evaluates the strategic role of a variety of communication discipline like general advertising, sales promotion, direct response and public relations and combines these disciplines to provide clearity and maximum impact through their integration.


Information Processing model of communication :Information Processing model of communication Current Brand Knowledge Communcation Desired Brand Knowledge Following Six steps of communication must be seen Exposure:- This means a person must either see or hear the communication Attention:- A person must notice the communication Comprehension:- A person must understand the intended message or arguments of communication Yielding:- A person must respond favourably to the intended message or arguments of communication Intentions:- A person must plan to act in a desired manner of communications. Behaviour:- A person must actually act in a desired manner of the communication Contd…


Slide 8:A consumer may not be exposed to the advertisement due to media failure He may not notice an advertisement due to lack of creativity He may not understand the advertisement due to lack of knowledge of product or technical sophestication He may fail to respond favourably because he is not convinced about the product. He may fail to make an intention to purchase due to lack of immediate perceived need. He may actually fail to buy the product due to failure to remember the Ad. If there is a breakdown in any of the six steps then successful communication cannot take place . It may be as follows


Overview of marketing communication options :Overview of marketing communication options Marketing Communication are the means by which the firm attempts to inform, persuade and remind consumers directly or indirectly about the product & brand they sell. Marketing communication mix includes the following options Product Communicates Price Communicates Place Communicates Promotion Communicates


Slide 10:Advertising:- Any paid form of non – personal presentation and promotion of ideas, goods and services by an identified sponsor is advertising. It plays an important role in building brand equity. Ex:- Celebrities like Sachin Tendulkar Sales Promotion:- Company uses promotion tools like coupons, discounts, contests which are short term incentives to encourage purchase by the consumers. It boosts sagging sales Ex:- Premium and free offers, Discounts price off Public Relation and publicity:- A variety of program to promote products and company’s image through publicity helps to reach prospective buyers and increase brand equity. Ex:- Comp - Ex exhibition Various promotion components are described below


Slide 11:Personal selling:- It is the most effective tool in which there is face to face interaction with one or more buyers making presentations answering questions and taking orders. Ex:- Eureka Forbes selling vaccum cleaner door to door Direct and interactive Marketing:- This is done over the phone, online i.e e- mail or internet, through fax or in person. It helps send message quickly and also elicit response quickly. Ex:- Citizen Blood Pressure, Power Saver Events and experiences:- Companies sponsor programs through events to reach out to the customer both for selling product and brand building. Ex:- Olympics held in china to promote its product Visa Card.


Developing integrated marketing Communication :Developing integrated marketing Communication Integrated marketing communication are of six categories Coverage:- Contribution:- Commonality:- Complementarity:- Versatility:- Cost:- Conclusion:- Nowadays a few large agencies known as communication companies assist the marketers to improve the overall communications so as to help build brand equity and create greater sales impact.


Leveraging Secondary brand knowledge to build Brand equity :Leveraging Secondary brand knowledge to build Brand equity Conceptualizing the leveraging the process Factors which help in leveraging are Awareness and knowledge of the new entity:- Meaningfulness of knowledge of entity:- Transferability of knowledge of entity:-


Various entities are as follows :Various entities are as follows Country of origin and other geographic areas:- Ex:- Italian suits Channels of distribution:- Ex:- Lewis jeans brand sold in department shop Co – branding:- Ex:- Kellog’s co partnered with Con Agra Licensing:-Ex:- Madura suitings Celebrity Endorsement:-Ex:- Sachin Tendulkar is endorser for Pepsi, Visa Card Sporting Cultural And other events:-Ex:- During Olympics Visa card associated itself and gained reputation. Third party Sources:-Ex:- Pharma Companies take the help of doctors to prescribe their brand of drugs to patients.