Brand Image (2).ppt

7/30/2019 Brand Image (2).ppt

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SAVYA JAISWAL -MBT/11/119BHUMIKA SHARMA -MBT/11/113

SETTY MAHESHMBT/11/105

MBT-3RD SEMESTER

PRODUCT&BRAND MANAGEMENT

BRAND IMAGE SOURCES

As the easiest way of BRANDING


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What is a brand?

A name, a term

A symbol, a sign

A name, term, sign, symbol or any other feature that identifies

one sellers product or service as distinct from those of othersellers-The American Marketing Association


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Brand relationships

Brand identity

framed by marketers

Brand image

in the mind of customers

Brand

the actual image of thefirm in customers minds

Brand relationships

Branding process

FIRM CUSTOMERSINTERACTIONS

A new definition based on Brand relationships: Brand is created incontinuously developing brand relationships where the customerforms a differentiating image of a product or service based on all

kinds of brand contacts that the customer is exposed to.


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Cont

The sum of all tangible & intangible traits.

It represents all internal & external characteristics.

It's anything & everything that influences howbrand or a company is perceived by its targetconstituencies.

It is the best, single marketable investment a

company can make.


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BRANDING

Branding is a plan for earning product reputation and

for making sure that the world knows about it andbelieves in it too.

Branding protects a seller's products against thosemarketed by competitors and imitators and helpsconsumers identify the quality, consistency, and imagery

of a preferred source. Customers (particularlyconsumers) view a brand as an important part of aproduct and branding can add value to a product.


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SOURCES OF BRAND IMAGE

There are three sources of brand image:

Provider driven imageProduct driven image

User driven image


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PROVIDER DRIVEN IMAGE

Provider driven image is derived from thecompany/brand.

A brand is what it is because of the company that

makes it.Ex: A brand name like TATA signals quality in

everything it makes right from salt to steel.

Infact, it is likely that a couple of percentage points ofthe market share acquired by any TATA brand isowed to the brand name TATA itself.


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PROVIDER DRIVEN IMAGE (CONTD)

Sometimes the promoters or CEOs positive imageenhances a brands appeal.

Ex: Lee Iacoccas personal appeal enhanced brandimage of Chrysler car just as JRD Tatas image had afavorable impact on the groups name.

The same thing could be true of brand names. The

name dettol is the name for anything antiseptic(liquid/toilet soap). This image of Dettol can be usedto get into a new product category that has thesame image.


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PRODUCT DRIVEN IMAGE

This image is the result of the productperformance. This in turn depends on itsingredients.

Ex: Santoor toilet soap promises skin carethrough its components sandal wood &turmeric.

Ex: 7O clock platinum edge derives its imagefrom the material used in the manufacturing.


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USER DRIVEN IMAGE

This image is driven by the lifestyle of the user.

Ex: Van Heusen shirts are an expression of aparticular lifestyle, just as Kumar shirts are ofanother.

Ex: Fair & Handsome fairness cream is driven bythe male users while Fair & Lovely is driven byfemale users.


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BRAND IDENTITY V/s BRAND

IMAGEBrand identity is on the senders side. Thesenders duty is to specify the meaning &intention of the brand.

Brand image is on the receivers side. Imagerefers to the manner in which the publicdecodes all the signals, emitted by the brandthrough its products, services &communication program.

It is a reception concept.


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STRUCTURE OF SENDING &

RECEIVING IMAGEBrand identity

Other sources of inspiration like:MimicryOpportunism

Idealism

Signals transmitted Brand Image

Extraneousinfluences

Competition

& Noise

Sending Media Receiving


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As shown in the diagram, the customer forms animage through a combination of all the signalsemitted by the brand i.e., brand name, visual

signs, products, advertising, sponsoring, pressreleases etc.

The image results from a decoding, an extractionof the meaning, an interpretation of the signals.

Before portraying an idea in the mind of the public,

one should have a clear idea as to what is to beportrayed.


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Mimicry: where in the developers of the imagehave no clear idea of their brand identity, certain

firms try to mimicry or copycat/ imitating theirown competitors communication.

Opportunism: it refers to trying to please allsegments which leads managers to forget theidentity of the brand.

Idealism: fantasized identity and not the realidentity


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Image communicates expectations

Image is a filter influencing

perceptions of the performance of thefirm

Image is a function of expectations andexperiences

Image has an internal impact on

employees

The importance of image


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Sales

Brand Image

Hi

Low

HiLow

HealthyBrand

VulnerableDying

Brand

UnrealizedPotential

Brand Image Vs Sales


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Developing image in the good way

What is important for customers is what they experience

Bad experiences always result in bad image

Hence, if a company has a poor image, it has to take the correct

measures to improve it based on reality:

Company unknown or not well known

Action: communication campaign

Company known but performing badly

Action: internal action in order to improve performance.

Communication can be used but at a second level.


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POSITIVE IMPACT OF BRAND IMAGE ON BRANDING

Recognition And Loyalty

The main benefit of BRAND IMAGE on branding is that customers are muchmore likely to remember your business. A strong brand name andlogo/image helps to keep your company image in the mind of your potentialcustomers.

Image of Size

A Strong brand will project an image of a large and established business toyour potential customers.Like The Coca Cola Company uses the brand nameCoca Cola and BBC is the brand name for the British BroadcastingCorporation.

Image of Quality

A strong brand projects an image of quality in your business, many peoplesee the brand as a part of a product or service that helps to show its qualityand value.

Image of Experience and ReliabilityA strong brand creates an image of an established business that has beenaround for long enough to become well known.


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EFFECTIVE BRAND IMAGE DIMENSIONS FOR

BRANDING

Effective branding includes basically four dimensions

EXAMPLE OF Airtel

The Functional DimensionAirtel says, "Your world of communication just got simpler."Even the simplest of the

consumer can use the products and services.

The Social DimensionAirtel is a recognized brand to be associated with. It is associated with high level ofsocial value.

The Spiritual Dimension"Building telecom, building relationships." Airtel encourages everyone to be moreinvolved in building relationships and spread the happiness.

The Mental DimensionAirtel gives me the opportunity to "Express Myself."


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Brand Image Sources

Symbol- help customers memorize product and services, to

correlate positive attributes so that to memorize than the brand

names as they are visual images.

These can include logos, people, geometric shapes, cartoon

images, anything.

LOGOS- It is due to logo that customers form an image for

the product/service in mind, it is simple, distinguished/unique

portray companys values, mission and objectives.

TRADEMARKS- Trademark is a unique symbol, design, or

any form of identification that helps people recognize a brand.

A renowned brand has a popular trademark and that helps

consumers purchase quality products.


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Brand Image Sources

Symbol- help customers memorize product and services, to

correlate positive attributes so that to memorize than the brand

names as they are visual images.

These can include logos, people, geometric shapes, cartoon

images, anything.

LOGOS- It is due to logo that customers form an image for

the product/service in mind, it is simple, distinguished/unique

portray companys values, mission and objectives.

TRADEMARKS- Trademark is a unique symbol, design, or

any form of identification that helps people recognize a brand.

A renowned brand has a popular trademark and that helps

consumers purchase quality products.


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SEGMENTING-

Demographic

Psychographic Segmentation

Personality

Dettol advertising-focused on educating families on the

need

TV & print campaigns, TV shows, outdoor activities

Slogan, symbols and the multi sensorial experience

Promotion tools-

Aapka Dettol kya karta hai ,surakshit parivar ,SeasonalInternet discounts ,100%Attendance

Dettol COOL Soap

Dettol launches new Dettol COOL soap -

enriched with Menthol, that truly refreshes

& energises

Dettol COOL Soap available in attractive

'light blue' colour Has a refreshing new fragrance and

unique 'saddle shape'

Priced at Rs. 16 for 75gms and Rs. 26 for

125 gms


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Summer

advertisement

Monsoonadvertisement

Winter

advertisement


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http://www.mymarklab.com/home/wp-content/uploads/2012/09/Dettol3.jpg


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Survey Result

85%

72%74%

72%

56%

0%

20%

40%

60%

80%

100%

Brand

Awareness

Preferred

antiseptic

Reason

Brand

Loyalty

Usagefor

other

Dettol

Products

Attributes

%o

fsurvey


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Brand equity arises from differences in consumerresponse.

Need to measure the Brand Equity? Qualitative Techniques

Free Association: Involves free association tasks wherebysubjects are asked what comes to mind when they think

of the brand without any more specific probe or cue.Q Which Brand comes to your mind when you look at

this logo?

Ans:- 98%ofrespondents correctly identified it as Dettol

Q What words do you associate with ' Dettol ?

Dettol is largely perceived as an antiseptic brand.

Used for hygiene and health of the entire family


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. Which products are demanded by the customer underthe brand name Dettol?


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Personificationof Dettol

A Young,CaringMother A concerned

friend

(boy/girl)

A strongsuperhuman(Superman)

A warsoldier

A man in his late 30s. clean.Single child. wears white alot. neat hair. slim and fit.

clean shaved. Sticks to thepoint.

Adisciplined,

organizedhusband

An experienceddoctor (Female)

A fat ,middle agedman. Cleanliness

Freak. Yellow

complexioned.Wears a green suit

Q: How would

you personifyDettol?(Brand

Personification)

Projective TechniquesDiagnostic tools to uncover the true opinions and feelings of consumers when they are

unwilling or otherwise unable to express themselves on these matters


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How to Measure Brand Value?

BrandValue

BrandAssociatio

ns

BrandLoyalty

PerceivedQuality

OtherProprietary Brand

Assets

BrandAwarene

ss

To Understand driversof brand value in orderto support strategicdecision making.

To Understand DecisionDrivers

To evaluate efficacy ofbrand value buildingprograms

To Assess MarketingEfficacy


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Assessing Brand Awareness

: Which of the following categories do you thinkDettol is in?

9387 85

54

12 9

010203040506070

8090

100

Consumers are notaware of ShavingCream and Body Wash

High awareness ofAntiseptic Liquid,

Hand Wash, and Soap


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Assessing Brand LoyaltyQ: How often do you buy a Dettol Product?

Majority of Customers buy once a month:

Repeat customers

More than 90% users have been using Dettol

since childhood(5- 7 yrs)

Q: Since what age do you remember using Dettol's

products?


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94% respondents found Dettols performance tobe either excellent or Very good

Most people use it when injured or wounded

Rate your level of satisfaction regarding the performance of Dettol

products.

Under which situations do you feel the most need to use Dettol'sProducts?


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Q. Retailers perception and behaviour of his customers

to him.


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Benefits derived from Brand Image Sources

Synonymous with the antiseptic categoryhence creates brand associations.

Positive impact on out-right sale of Dettol

Products.

It became easier to extend this brand by launchother products like soaps and shaving cream.

Success of Dettol soaps, due to a strongassociation with Antiseptic property only.

Increased brand awareness and brand loyalty forthe antiseptic as well as other products.


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Interpretation

Emotional connect of consumers with Dettol:Safety, comfort, and assurance

Presence of the brand for years and strongpositioning as an antiseptic brand.

Customers do connect joy, energy, or pride

with the brand.

The new attributes of new productextensions are overshadowed by the strongantiseptic image of brand Dettol


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Conclusion & Recommendations

1

To capitalize on brand image of Dettol, it shouldposition its brand extensions well and Increaseinnovations

2 Could introduce products like antibacterial/ virusidal

wipes

3 It could very well use its image & equity of safety for

products like anti bacterial deo spray


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Eureka forbes aquaguard water purifierbrand image sources


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Eureka forbes started in 1984.

Venture between forbes and electrolux

1st

introduced direct sellng route in india

Connected to 1.5 million indian homes

Adding 1500 customers daily

3800

dealers, 58 distributors ,

Covered 550 towns and cities

Different products


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Aquaguard water purifier brand image sources

Signs -

Slogan panni ka doctor

total water purification system

logo

Advertisements:-

Color - blue


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FROM BRAND IMAGE SOURCES -BENEFICIAL OUTCOMES FOR AQUAGUARD

WATER PURIFIER

Importance and Need of productAwareness of a product

TrustTo maintain Healthy relationshipbetween company and customer

Educating the consumers with their

product featuresImproved sales


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1. Are you using water purifier?

a)yes b)no 2. If yes, specify the productname_____________________________

3. what are the reasons for choosing thatwater purifier?

a)brand b)pricec)features of product d)promotionalactivities

e)need of the productf)others

Report is prepared based on both primary and secondary data

Aqua guard preferred:-c,d,aOthers:-b,e,c


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4. Rate your satisfaction with that product , mark on scale.Strongly disagree disagree neutral agree strongly

agree

_______1______________2__________3_______4____________5_______________

5. Are you aware of aquaguard water

purifier?a)yes b)no


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9. Rate the brand image of aquaguard

Strongly disagree disagree neutral agree strongly agree_______1______________2__________3_______4____________5____________

(5%) (18%) (21) (16%) (40%)

10. If you are using aquaguard water purifier,rateon the following parameters(rating range is 1 to5)

a)product goodwill.-------------9%b)post sale service.---------------- 15%c)technology of the product.------------ 45%

d)satisfaction level.--------------20%e)price.-------------------------------11%


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9. Rate the brand image of aquaguard

Strongly disagree disagree neutral agree strongly agree_______1______________2__________3_______4____________5____________

(5%) (18%) (21) (16%) (40%)

10. If you are using aquaguard water purifier,rateon the following parameters(rating range is 1 to5)

a)product goodwill.-------------9%b)post sale service.---------------- 15%c)technology of the product.------------ 45%

d)satisfaction level.--------------20%e)price.-------------------------------11%

11 Mark the following parameters of aquaguard water purifier


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11.Mark the following parameters of aquaguard water purifiera)product market share :- 1 2 3 4

5b)product durability :- 1 2 3 4

5c)product reliability :- 1 2 3 4

5d)after sales services :- 1 2 3 4

5

12. Will you recommend aquaguard water purifiers to others?a)yes b)no

camparision


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camparision

Primary data interpretationSecondary data information

Most prefer aquaguard

purifier & public aware of

purifiers.

Market leader

Technically sucessful

High market share

Aquaguard has 100%

awareness, recommanded

&slogan identity.

Sucessful and trusted product

55 million people survey 7% use electric waterpurifier, 12%boils waterand 81% impure water.

Market leader

Technically sucessful

High market share

successful and trustedproduct


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CONCLUSION

On the basis of primary and secondary data , weconclude that aquaguard is a successful & trusted

brand.

Aquaguard sucessfully reached the public throughits brand image sources.


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Brand Image (2).ppt

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