Download - 02. brand interpretation
THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),
FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),
MSLIM
2AOT - www.tharakadias.com
The input out based perspective – A particular way of managers directing company resources to influence customers
The out put based perspective – Consumers interpretation & consideration of the way brands enable consumers to achieve their needs
The time based perspective – Recognizing their evolutionary nature
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• Brand as a LOGO
• Brand as a LEGAL INSTUMENT
• Brand as COMPANY
• Brand as SHORT HAND
• Brand as RISK REDUSER• Brand as RISK REDUSER
• Brand as POSSITIONING
• Brand as PERSONALITY
• Brand as CLUSTER OF VALUE
• Brand as a VISION
• Brand as a ADDING VALUE / AN IDENTITY
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Based on the definition logo plays a great importance in branding
Logo there for is a key basis for differentiation of a brand,differentiation of a brand,
Reasons to invest on logos are
• Speed brand recognition through provoking memory
• Favorable influence a brand selection decision
• Familiar set of association linked with the brand at the time of recall
• A logo should project the core values ,vision, character and personality with the correct use of color, font in design
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� Brand involves in greater investment, there for legal ownership is vital to
protect from imitators. As part of its brand strategy.
Important of brand ownership
� Brand has a legal ownership
� Effective trade mark registration offer legal protection for brands from
me too productsme too products
� Protection against counterfeit products/brands (eg: Pharmaceutical
generics
� Copy rights , re printing rights, patent rights
� Legal issues on communication – Brands such as Lion beer, Gold leaf
cigarettes which are legally prohibited to commercialize , can effectively
use logos as an effective BTL tool ( interior décor of a restaurant)
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Brand naming could be taken
A strong corporate brand helps in following way
1.Projection of the
Corporate Branding
focused on multiple stake holders
• Corporate value culture
• Consistent message
Line Braiding
Focused on customers & distributors
• Consumers assess the brand could be taken
place within 2 extremes
1. Corporate branding
2.Individual branding
1.Projection of the amalgamated values
2. Enables to build coherent trusted
relationship with the stakeholders. JKH,
Singer
3. Unifies and inspire the staff.
HSBC
• Consistent message & uniform delivery across all stake holders
• Inspiring staff
• Corporate branding start from recruitment
• CEO responsible for corporate brand valued
assess the brand value via advertising/packaging
• Consistent massage on key U.S.P’s
• Brand manager is responsible over the success or failure for the brand
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9AOT - www.tharakadias.com
This has given increase focus on short, precise names and symbols. Brand as precise names and symbols. Brand as short has led marketers to consider on the quality of information rather than the quantity of information
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1. Performance risk
2. Functional risk
3. Physical risk
4. Financial risk
Social risk5. Social risk
6. Psychological risk
7. Time risk
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12AOT - www.tharakadias.com
Should be one or two functional attributes. Eg Volvo – Safety
There are several Characteristics of a powerful brand positioning strategy
Secondly, it should be recognized , that positioning is not what is done to a brand, but what result in customers mind
Finally, the brand positioning should focus on functional benefits that are valued by customers rather than focusing on what is valued by managers or CEO
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Brand personality is bring the Brand personality is bring the imagination of person to a brand. E.g. Celebrity endorsement
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The character which is associated with the brand to project the brand
Consumers from impression according Consumers from impression according to the type of person using the brand
Choosing a brand to match self
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Self aspiration
Brand Choice
Situational self
Actual self
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Culture peer groups Values Desired consequences
Modify by situation
Evaluate extent to which brand attributes
match situational consequences
Brand Choice
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A brand is considered as a collection of values.
CV influence behavior
Caltex- 5 starCaltex- 5 star
GSK – Innovation, ethical
Land Rover – Individualism, authenticity, freedom
Virgin – Quality, innovation, value for money, fun, sense of challenge
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20AOT - www.tharakadias.com
The future environment the brand aims to bring about
A purpose for the brand – A vision brings in a role to a brand (how/what) the brands reasons for being, which consider how the brand will make its environment a better place
Values – That will be characterize the brand and enable it to satisfy it s purpose
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22AOT - www.tharakadias.com
Brand identity refers to –what does it stand for ?
• The central idea of a brand & how the brand communicate this idea to the brand communicate this idea to its stakeholders
• Finally the combination of all attributes bring in the identity
• It’s a proactive barrier against competition
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Brand Vision/
Presentation
Positioning Brand Vision/
culture
Relationship
Staff to staff
Staff to customer
Staff to stake holders
PositioningPersonality
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Brand Identity
Give rise to
Brand reputation
Providing info that enables matching
through fine tuning
Brand identity
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Gaining favorable consumer perception is reflection of achieving positive brand image
Image is seen from consumers Image is seen from consumers perspective
In order to get the Image right marketers need to get the perception right
Brand as an
Image
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Perception
How does it differentiate
How relevant it is to the viewer
Attitude formation
Image
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HSBC – Loyalty cards,
customization -Levis
Consumer brands – Lux – according to deferent skin
Automobiles –Land Rover –
Sports/Adventure
Brand Relationship –PersonalityStronger the brand can be Personalized, stronger the brand relationship
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Brand Relationship has an inter relationship with brand value
Greater the value u see in a brand, greater relationship
Coca Cola – Lifestyle, fun – Fun lover –stronger relationship
Mercedes Benz – Prestige/performance – stronger relationship
Brand relationship, brand personality and brand value all links together
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Land Rover – Design has changed , Land Rover – Design has changed , yet the core value of adventure has not changed
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Manufacturer
• Differentiating factor
• Competitive advantage
Distributor
• Better returns on investment
• Ability to forecast
Consumer
• Reduces the dissonance
• No need to waste time on selection of product
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