THARAKA DIASDirector – My Media Network

MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)

A brand is a name, term, sign, symbol or design, or a combination of them,

intended to identify the goods or services of one seller or group of sellers and to

differentiate them from those of competitors.

Branding is endowing products and services with the power of the brand.

Brand equity is the added value endowed on products and services, which may be reflected in the way consumers,

think, feel, and act with respect to the brand.

Knowledge

Thoughts

Experiences

Beliefs Images

Feelings

Improved perceptions of product performance

Greater loyalty Less vulnerability to

competitive marketing actions

Less vulnerability to crises

Larger margins More inelastic consumer

response Greater trade

cooperation Increased marketing

communications effectiveness

Possible licensing opportunities

A brand promise is the marketer’s vision of what the brand must be and do

for consumers.

Brand Asset Valuator Aaker Model

BRANDZ Brand Resonance

1. Brand Recognition 2. Brand recall3. Top of the mind recall4. Brand supremacy5. Knowledge of the brand6. Opinion about Brand

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Depth of Brand awareness Ease of recognition and recall Strength and clarity of category

membership Breath of brand awareness purchase consideration consumption consideration

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User profile demographic and psychographic characteristics Actual or aspiration Purchase and usage situation Type of channels, specific stores, ease of

purchase Time, location and context of usage Personality and values History, heritage and experience

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Brand Quality (values/ satisfaction) Brand consideration (relevance) Brand credibility

( expertise/trustworthiness/ likability) Brand superiority (differentiation)

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Warmth Fun Excitement Security Social approval Self respect

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Behavioral loyalty (frequency of purchase) Attitudinal attachment (Love brand/Proud

of brand) Sense of community (kinship/ affiliation) Active engagement ( seek information/

join club/ visit website, chat rooms)

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Brand Knowledge Brand Awareness Brand Image Brand Association Perceived Quality Brand Loyalty Company Image Brand Community Brand Elements Brand Name

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ElementsSlogans

Brandnames URLs

Logos

SymbolsCharacters

Memorable Meaningful Likeability Transferable Adaptable Protectible

Individual namesIndividual names

Blanket family namesBlanket family names

Separate family namesSeparate family names

Corporate name-individual name combo

Corporate name-individual name combo

Like a good neighbor, State Farm is there

Just do it Nothing runs like a

Deere Save 15% or more in

15 minutes or less

We try harder We’ll pick you up Nextel – Done Zoom Zoom I’m lovin’ it Innovation at work This Bud’s for you Always low prices

Personalization

Integration

Internalization

Choose the right moment Link internal and external marketing Bring the brand alive for employees

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Brand ReinforcementBrand Reinforcement

Brand RevitalizationBrand Revitalization

Brand CrisesBrand Crises

Develop new brand elements

Develop new brand elements

Apply existing brand elements

Apply existing brand elements

Use a combination of old and new

Use a combination of old and new

Increasing shelf presence and retailer dependence in the store

Attracting consumers seeking variety Increasing internal competition within the

firm Yielding economies of scale in

advertising, sales, merchandising, and distribution

31AOT - www.tharakadias.com