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


• 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


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



� 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)


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



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


1. Performance risk

2. Functional risk

3. Physical risk

4. Financial risk

Social risk5. Social risk

6. Psychological risk

7. Time risk



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


Brand personality is bring the Brand personality is bring the imagination of person to a brand. E.g. Celebrity endorsement


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



Self aspiration

Brand Choice

Situational self

Actual self


Culture peer groups Values Desired consequences

Modify by situation

Evaluate extent to which brand attributes

match situational consequences

Brand Choice


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



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



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


Brand Vision/

Presentation

Positioning Brand Vision/

culture

Relationship

Staff to staff

Staff to customer

Staff to stake holders

PositioningPersonality


Brand Identity

Give rise to

Brand reputation

Providing info that enables matching

through fine tuning

Brand identity


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


Perception

How does it differentiate

How relevant it is to the viewer

Attitude formation

Image


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


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


Land Rover – Design has changed , Land Rover – Design has changed , yet the core value of adventure has not changed


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



Date post:	28-Jan-2015
Category:	Business
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02. brand interpretation

Business