Brand

A brand is a unique identity that represents a product, service, or company.

It includes the name, logo, design, and overall perception associated with the offering, which
helps distinguish it from competitors and influences consumer preferences.

Difference between Brand & Product

A brand refers to the overall identity and perception of a company, including its name, logo, and
reputation.
A brand is an overall image and reputation (APPLE)

A product is a specific item or service that the company offers to customers, which is a tangible
or intangible offering that satisfies a need or desire.
A product is a specific item or service being offered. (iPhone)

Brand Functions
Brand functions refer to the various roles that a brand serves for a company or organization.
These include:
- Creating awareness and recognition,
- Building trust and loyalty among customers,
- Differentiating from competitors
- Representing the values and promises associated with the brand.

B2C Brand Functions (5)

- Emotional Connection
It is crucial for building a strong bond with consumers.

For instance, a clothing brand may use storytelling in its marketing campaigns to evoke feelings
of confidence and empowerment in customers, creating an emotional connection that goes
beyond the product itself.

a luxury perfume brand uses its image and scent to make customers feel elegant and special,
which encourages them to stay loyal and tell others about the brand.

- Mass Appeal
It aims to attract a broad target audience and generate widespread consumer interest.

For example, a fast-food chain may create advertisements with universal themes and relatable
characters to appeal to a wide range of customers, appealing to their taste preferences and
convenience needs.

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A popular clothing brand achieves mass appeal by designing trendy, affordable, and versatile
clothing that appeals to a wide range of fashion-conscious consumers, allowing them to express
their personal style without breaking the bank.

- Product Differentiation
It involves highlighting unique features or qualities that set a brand's product apart from
competitors.

For example, a smartphone company may differentiate its product by emphasizing innovative camera
technology or a user-friendly interface, showcasing how it stands out in the market and offers distinct
benefits to consumers.

- Brand Activity
It refers to the various actions and initiatives undertaken by a brand to engage with its target audience.
For example, a sportswear brand may organize fitness events and sponsor athletic competitions, actively
promoting an active and healthy lifestyle while creating brand awareness and fostering a community
around its products.

a social media campaign where a brand encourages its followers to share their experiences and photos
using a specific hashtag, fostering engagement and generating user-generated content that promotes
brand awareness.

- Impulse Buying
when people buy things on the spot without planning, driven by their immediate desires or emotions.

For example, when you see a cute toy at the store and decide to buy it right away because it catches
your eye and makes you feel happy.

For example, a chocolate brand might strategically place tempting candy bars near the checkout
counter, triggering impulse purchases as customers give in to the sudden craving for a sweet treat.

B2B Brand Function

- Trust & Reliability: A B2B logistics company consistently delivers goods on time and handles
shipments with the utmost care, building trust with its clients.

Expertise & Credibility: A B2B software (SAP) provider showcases its expertise through thought
leadership articles, industry certifications, and testimonials from satisfied clients.

Relationship Building: A B2B consulting firm organizes regular client appreciation events,
fostering connections and building lasting relationships with key

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stakeholders.

Rational Decision Making: A B2B equipment manufacturer provides detailed product

specifications, performance data, and case studies to help buyers make informed decisions
based on facts and evidence.

Value Proposition: A B2B marketing agency highlights its cost-effective solutions, customized
strategies, and track record of delivering measurable results to demonstrate its value to clients.

Perceived Risk (7)

- Functional Risk
It is the fear that a product may not work properly or meet our needs.
For instance, when buying a new phone, functional risk means worrying if it will have problems or lack
important features.

- Financial Risk
It is the concern about losing money or facing negative financial consequences.
For instance, when considering investing in a business, there is a financial risk involved as if the business
doesn't succeed. (Stock market

- Physical Risk
Potential harm or danger that a product or service may pose to the physical well-being of the consumer.
For example, using a faulty electrical appliance carries physical risk as it may lead to electric shocks or
fires.

- Social Risk
it’s fear about how others might judge or react to our choices.
For instance, trying a new hairstyle that is different from the norm can carry social risk because people
may criticize or exclude us based on our appearance.

A technology company faces social risk when its products are perceived as contributing to job
displacement or privacy concerns, potentially leading to negative public perception and backlash.
(TIKTOK)
- Psychological Risk
concern about how a product or service may affect our mental well-being or self-image.
For instance, trying a new beauty product may carry psychological risk if we worry about potential
negative effects on our skin or appearance, which could impact our self-confidence.

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- Time Risk
choosing a slow and unreliable transportation service carries time risk as it may lead to delays and
disrupt planned activities.

- Privacy & Security Risk

using an online shopping platform with weak security measures carries privacy and security risk as it
may expose personal and financial information to potential hackers or data breaches.

Consumer Product Typologies (4)

Consumer product typologies, help marketers understand consumer buying behavior, segment markets effectively,
and alter marketing strategies for maximum impact.

- Convenience Product
easily accessible and affordable items that consumers frequently purchase with minimal effort. For
example, a pack of bottled water that is readily available at a nearby grocery store.

- Shopping Products
A type of consumer good that requires comparison shopping and careful consideration before purchase.

For example, buying a new smartphone, where consumers evaluate different brands, features, and
prices before making a decision.

- Specialty Products
A unique item that consumers actively desire of and are willing to make special efforts to obtain.
For example, a luxury designer handbag that has a limited edition and high exclusivity.

- Unsought Products
A consumer good that consumers are unaware of, usually due to a lack of immediate need or interest.
For example, funeral services or insurance for a specific illness.

B2B Customer segmentation (B2B Branding)

- Company
B2B customer segmentation based on the company involves categorizing businesses into different
industries or sectors to customize marketing messages and solutions to meet their specific needs.

For example, segmenting companies into small businesses, mid-sized enterprises, and large corporations
to tailor marketing strategies accordingly.

A marketing agency focuses on offering digital marketing services exclusively to e-commerce companies

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An automobile manufacturer focuses on targeting fleet management companies to sell its vehicles in
bulk for commercial purposes.

- Decision Makers
Decision-makers are individuals within a company who have the authority and influence to make
purchasing decisions on behalf of the organization.
For example, targeting C-level executives or procurement managers as decision makers in a B2B
marketing campaign for office furniture.

software company may focus on targeting IT managers or executives who are responsible for choosing
technology solutions for their organization.

What is Branding?
The process of creating a unique identity and image for a product, service, or company to differentiate it
from competitors and influence consumer perceptions.

For example, Nike's branding focuses on athletic performance, inspiring consumers to associate the
brand with sports excellence and motivation.

Key Aspect Including

Brand identity,
Brand identity is how a brand presents itself to the world through its name, logo, design, which
helps people recognize and connect with the brand.

For example, Apple's branding emphasizes innovation, simplicity, and sleek design, resonating
with consumers who value cutting-edge technology and elegant aesthetics.

Brand Positioning
Brand positioning is about creating a clear and memorable identity for a brand that makes it
stand out from competitors and resonates with its target customers.
For example, Volvo positions itself as a brand synonymous with safety, appealing to consumers
who prioritize a secure driving experience.

Customer-based Brand Equity

The value and strength of a brand in the eyes of customers, based on their experiences, and
associations with the brand.
For example, Coca-Cola has high customer-based brand equity as it is widely recognized,
trusted, and preferred by consumers worldwide.

Main 4 key Dimensions for CBBE

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1) Brand Awareness
The degree to which consumers are familiar with and recognize a particular brand.
For example, McDonald's has high brand awareness as its golden arches logo and distinctive
products are easily recognizable by consumers globally.

2) Brand Association
The mental connections and associations that consumers have with a brand.
For example, when people think of luxury watches, Rolex often comes to mind due to its
association with prestige, craftsmanship, and exclusivity.

3) Brand Attitudes
The overall feelings and perceptions that consumers have towards a brand.
For example, many people have positive brand attitudes toward Tesla due to its association with
innovation, sustainability, and cutting-edge technology.

4) Brand Loyalty
The degree of customer commitment and repeat purchase behavior towards a particular brand.
For example e, Apple enjoys strong brand loyalty as many customers consistently choose and
repurchase their products, such as iPhones and MacBooks, over other competing brands.

Marketing Mix (4 P’s)

- Product
Offering

- Price
Cost

- Place
Distribution/positioning

- Promotion
Communication

For example, Starbucks offers premium coffee (product) at a higher price point (price),
conveniently located in various retail stores (place), and promoted through advertising, social
media, and loyalty programs (promotion).

Brand Equity & its Sources

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- Brand Awareness
The level of consumer recognition and familiarity with a brand.
Example: Coca-Cola has high brand awareness as it is widely recognized and known by
consumers around the world for its iconic logo, distinct red packaging, and refreshing
beverages.

- Brand Association
The mental connections and associations that consumers have with a brand.
Example: When people think of luxury and elegance, brands like Rolex often come to mind due to
their strong brand association with prestige, craftsmanship, and exclusivity.

- Brand Image
The overall perception and impression that consumers have of a brand.
Example: Apple has a strong brand image associated with innovation, sleek design, and user-
friendly technology, which has contributed to its brand equity and loyal customer base.

Brand Identity

Brand Awareness

Maslow’s Hierarchy of Needs (5)

- Psychological Needs
Basic survival needs such as food, water, shelter, and sleep.
Example: A person satisfying their psychological needs by eating a nutritious meal and having a
safe place to sleep.

- Safety Needs
Personal security, financial stability, health, and protection from harm.
Example: An individual fulfilling their safety needs by having a stable job, a secure home, and
health insurance.

- Love & Belongingness Needs

Social connections, relationships, and a sense of belonging.
Example: A person meeting their love and belongingness needs by forming close friendships,
being part of a supportive community, and having a loving family.

- Esteem needs
Gaining self-respect, recognition, and a sense of accomplishment.

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Example: An individual fulfilling their esteem needs by receiving praise for their achievements,
earning a promotion at work, or being recognized for their talents.

- Self Activitization
The highest level of needs involves personal growth, self-fulfillment, and reaching one's full
potential.
Example: A person experiencing self-actualization by pursuing their passion, engaging in
creative activities, and constantly learning and developing new skills.

Means-End Chain (MEC)

a marketing theory that describes how consumers connect product attributes (means) to
personal values and goals (ends) to make purchase decisions.

Example: A consumer buying a high-performance laptop (means) to enhance productivity and

achieve professional success (ends) aligns with their desire for career advancement and personal
growth.

Brand Image
The mental connections and associations that consumers have with a brand.
Example: When people think of luxury and elegance, brands like Rolex often come to mind due to
their strong brand association with prestige, craftsmanship, and exclusivity.
Brand Association
The mental connections and associations that consumers have with a brand.
Example: When people think of luxury and elegance, brands like Rolex often come to mind due to
their strong brand association with prestige, craftsmanship, and exclusivity.

Experimental Marketing
creating immersive, interactive, and memorable experiences for consumers to engage with a
brand or product.
Example: A company hosting a pop-up store where customers can try out their latest gadgets,
participate in product demonstrations, and interact with brand ambassadors, providing a hands-
on experience to showcase the product's features and benefits.

Guerilla Marketing
traditional and low-budget marketing strategy that relies on creativity and surprise to grab the
attention of the target audience.

Example: A company organizing a flash mob in a busy public area, performing a choreographed

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dance routine promoting their brand or product, creating a memorable and buzzworthy
experience for onlookers.

Hiring actors to stage a surprise flash mob in a crowded shopping mall to generate buzz and
promote a new brand."

"Placing branded stickers on coffee shop cups to create viral social media buzz and increase
brand visibility."

Brand Management Models (5)

1) Brand Positioning
The process of creating a unique and desirable position in the minds of consumers.
Example: Volvo positions itself as the brand associated with safety, distinguishing itself from
competitors.

2) Brand Personance
The ability of a brand to deliver on its promises and meet customer expectations.
Example: Apple's brand performance is reflected in its high-quality products, seamless user
experience, and innovative features.

3) Brand Value Chain

A framework that identifies the key activities and stakeholders involved in creating and
delivering brand value.
Example: Nike's brand value chain includes designing, manufacturing, marketing, and retailing
its athletic footwear and apparel.

4) Response
How customers perceive, interpret, and respond to a brand's marketing efforts. Example: Coca-
Cola's "Share a Coke" campaign elicited positive responses from customers, leading to increased
brand engagement and sales.

5) Relationship
Building long-term connections and loyalty between the brand and its customers.
Example: Amazon's focus on exceptional customer service and personalized recommendations
strengthens its relationship with customers, leading to repeat purchases and brand loyalty.

Brand Value Chain Model (4)

1) Marketing Program Investment
The resources and efforts allocated by a company towards marketing activities to build and
promote the brand.
Example: Coca-Cola invests in advertising, sponsorships, and promotional campaigns to increase
brand visibility and reach.

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2) Customer Mindset
The perception, attitudes, and beliefs of customers towards a brand, which influences their
purchasing decisions.
Example: Nike creating a customer mindset of empowerment and achievement by associating
their brand with famous athletes and inspiring messages.

3) Marketing Performance
McDonald's analyzing sales data, customer feedback, and market share to evaluate the success
of their marketing campaigns.

4) Shareholder Value
Example: Apple's strong brand value and reputation translating into increased stock value,
dividends, and shareholder confidence.

Dicegram (Brand Resource Model)

Brand Product Matrix

A brand product matrix is a simple tool that helps companies understand their products better
by identifying which products are doing well and which ones are not.

For example:, a company might have some products that are growing quickly and have a lot of
customers (stars), while others might not be growing as much and have fewer customers (dogs).
By using this matrix, companies can make smarter decisions about their products and focus their
efforts on the ones that have the most potential for success.

Brand Hierarchy
Brand hierarchy is like a family tree for brands, where there is a main brand or company at the
top, and underneath it are sub-brands or product lines that are related and connected.

Example: Coca-Cola's brand hierarchy includes the overall Coca-Cola brand at the top, followed
by sub-brands like Diet Coke, Coca-Cola Zero, and Sprite, each with its own distinct brand
elements and positioning.

Procter & Gamble has a brand hierarchy that includes the parent brand, Procter & Gamble, and
sub-brands like Tide, Pampers, and Gillette, each representing specific product lines within the
company's portfolio.

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Nike is the main brand, and under it, you have sub-brands like Nike Air, Nike Free, and Nike
Jordan, each representing specific product lines within the overall Nike brand.

The Brand Level Structuring the Hierarchy

organizing brands based on their relationship and level of association within a company's
portfolio, typically with a parent brand guiding sub-brands and product lines.

For example, a company may have a parent brand at the top level, followed by sub-brands
representing different product categories or target markets, creating a hierarchical structure that
clarifies the brand relationships (parent-child relationships).

- Company or Corporate Group

The highest level of the brand hierarchy represents the parent company or corporate group that
owns multiple brands.
Example: Procter & Gamble (P&G) is a company-level brand that owns various brands like Tide,
Pampers, Gillette, and Crest.

- Family Brand
A brand that encompasses multiple related product or service offerings under a common brand
name.
Example: Samsung is a family brand that includes various product lines like Samsung Galaxy
smartphones, Samsung QLED TVs, and Samsung refrigerators.

- Individual Brand
A standalone brand that represents a specific product or service offering with its own distinct
brand identity.
Example: Dove is an individual brand that offers various personal care products like Dove soap,
Dove shampoo, and Dove body wash.

- Modifier (Recognizing the specific model)

A specific identifier or attribute is added to the brand name to classify variations or specific
models within a product line.
Example: Apple uses modifiers like iPhone 12, iPhone 12 Pro, and iPhone 12 Pro Max to
differentiate various models within the iPhone product line.

- Product Descriptor
A term used to describe the specific features, benefits, or characteristics of a product or service.

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Example: Coca-Cola Zero Sugar uses the product descriptor "Zero Sugar" to highlight the
absence of sugar in the beverage and cater to health-conscious consumers.

Brand Architecture
Brand Architecture is about how a company manages and organizes its different brands,
including how they are connected and positioned in the company's overall brand strategy.

Example: Procter & Gamble (P&G) has a diverse brand architecture with individual brands like
Pampers, Tide, Gillette, and Crest, each having its own identity and market positioning while
being part of the larger P&G brand portfolio.

Common Types of Brand Architecture (4)

- Monolithic Brand Architecture
A brand architecture where all products or services are marketed under a single brand name.

Example: Google, which offers various products and services like Google Search, Google Maps, and
Google Drive, all under the overarching Google brand.

Apple, where all products such as iPhone, iPad, and Mac are marketed under the unified Apple brand
name.

Family Brand: Nestlé, where various food and beverage products like KitKat, Nescafé, and Nestea are
marketed under the common Nestlé brand.

- Endorsed B.A
Where multiple products or services are individually branded, but they are endorsed or
supported by a common parent brand.

Example: Marriott International, where each hotel brand like Marriott, Sheraton, and Westin has
its own identity, but they are all endorsed by the overarching Marriott parent brand.

- House of Brands A
where multiple distinct brands are operated independently with their own identities and have
little or no connection to a common parent brand.

Example: The Coca-Cola Company, owns Coca-Cola, Sprite, Fanta, and Dasani, each with its own
brand identity and marketing strategy.

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Brand Extension
The strategy of using an existing brand name to launch new products or enter new markets,
influences the brand's reputation and customer loyalty.

For example, "Apple extending its brand from computers to smartphones with the introduction
of the iPhone."

"Nike expanding its brand from athletic footwear to apparel, accessories, and equipment."

7 Brand Extension Strategies

1) Line Extension
Introducing new flavors like strawberry or lemonade within an existing line of soft drinks,
such as Coca-Cola launching Coca-Cola Cherry or Coca-Cola Vanilla.

2) Category Extension
Expanding a clothing brand into the footwear category,
like Nike launching a line of sneakers under their brand name

3) Brand Stretch
Gucci introducing a more affordable line of accessories or perfumes without compromising its
luxury image.

4) Co-Branding
A collaboration between a popular fast-food chain like McDonald's and a renowned snack brand
like Lay's to create a limited-edition burger featuring Lay's chips.

5) Licensing
Disney licenses its characters like Mickey Mouse and Elsa to toy companies to create
merchandise like action figures, dolls, and clothing. (McDonald’s happy meal)

6) Franchise
Subway allows individuals to open their own Subway sandwich shops using the brand's name,
menu, and operating system.
KitKat Case (Brand strategy)
In the context of KitKat, a brand extension strategy could involve introducing new flavors or
variants within the existing KitKat chocolate bar line (line extension), expanding into a different
confectionery category like ice cream (category extension), partnering with a popular ice cream
brand for a KitKat-flavored ice cream (co-branding), or licensing the KitKat brand to a cookie
manufacturer to create KitKat-themed cookies (licensing).

7) Brand Acquisition

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Facebook acquired Instagram, a popular photo-sharing app, to expand its social media presence
and reach a broader user base.

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