Brand Mangement 2013

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LOGO

A graphical mark used to identify a company, organization, product or brand. Logos can be

displayed along side - or in lieu of - a company's name in order to generate awareness of the

company's association with a particular product or service. The particular graphic used may be a

stylized version of the company lettering such as a wordmark! or abstract such as a shape

unrelated to the company lettering

Logos are an e"ample of intangible assets because they hold value, but not in a physical

form. Logos have become an integral part of a company's identity, and are used heavily in

the marketing of products and services. A well-recognized logo can increase a company's

goodwill , and is trademarked for intellectual property protection, e"ample such as the

#ike swoosh, you may even see a logo used without the name of the business that it isassociated with, $oca-$ola%s red scripty type. &ome people also refer to the logomark as

the word portion of a logo that also has a symbol.

the representation of the organization in its simplest form

the emblem or mascot of the organization

the foremost element that triggers the feelings of consumers

critical for an organization to be recognizable

a trademark

Brand symbol

&ymbols help customers memorize organization%s products and services. They help us correlate positive attributes that bring us closer and make it convenient for us to purchase those products

and services. &ymbols emphasize our brand e"pectations and shape corporate images. &ymbols

become a key component of brand e uity and help in differentiating the brand characteristics.

&ymbols are easier to memorize than the brand names as they are visual images. These can

include logos, people, geometric shapes, cartoon images, anything. For instance , (arlboro has
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its famous cowboy, )illsbury has its )oppin% *resh doughboy, +uracell has its bunny rabbit, (c

+onald has onald, *ed " has an arrow, and #ike%s swoosh. All these symbols help us

remember the brands associated with them.

rand symbols are strong means to attract attention and enhance brand personalities by making

customers like them. /t is feasible to learn the relationship between symbol and brand if the

symbol is reflective0representative of the brand. *or instance, the symbol of L1 symbolize the

world, future, youth, humanity, and technology. Also, it represents L1%s efforts to keep close

relationships with their customers.

Brand

A brand is a distinguishing symbol, mark, logo , name, word, sentence or a combination of these

items that companies use to distinguish their product from others in the market. A brand is seen

as one of its company's most valuable assets . /t represents the face of the company, the

recognizable logo, slogan, or mark that the public associates with the company. 2ver time , this

image becomes associated with a level of credibility, uality , and satisfaction in the consumer's

mind see positioning !. Thus brands help harried consumers in crowded and comple"

marketplace , by standing for certain benefits and value .

/n fact, the company is often referred to by its brand, and they become one and the same. A

company's brand carries with it a monetary value in the stock market if the company is public!,which affects stockholder value as it rises and falls. *or these reasons, it's important to uphold

the integrity of the branda brand defined as an intangible asset is often the most valuable asset on

a corporation's balance sheet.

Brand recognition and recall

rand recognition is e"tent to which a consumer can correctly identify a particular product or

service 3ust by viewing the product or service's logo, tag line, packaging or advertising

campaign. rand recognition is most successful when people can state a brand without being

e"plicitly e"posed to the company's name, but rather through visual signifiers like logos, slogans

and colors. 2r Brand recognition is the ability of consumer to recognize prior knowledge of

brand when they are asked uestions about that brand or when they are shown that specific
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brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or

heard.

4hile brand recall is the potential of customer to recover a brand from his memory when given

the product class0category, needs satisfied by that category or buying scenario as a signal. /n

other words, it refers that consumers should correctly recover brand from the memory when

given a clue or he can recall the specific brand when the product category is mentioned. /t is

generally easier to recognize a brand rather than recall it from the memory.

Brand positioning

Brand positioning refers to target consumers reason to buy your brand in preference to

others . /t is ensures that all brand activity has a common aim5 is guided, directed and delivered

by the brand%s benefits0reasons to buy5 and it focusses at all points of contact with the consumer.

rand positioning must make sure that6

/s it uni ue0distinctive vs. competitors 7

/s it significant and encouraging to the niche market 7

/s it appropriate to all ma3or geographic markets and businesses 7

/s the proposition validated with uni ue, appropriate and original products 7

/s it sustainable - can it be delivered constantly across all points of contact with the

consumer 7

/s it helpful for organization to achieve its financial goals 7

/s it able to support and boost up the organization 7

/n order to create a distinctive place in the market, a niche market has to be carefully chosenand a differential advantage must be created in their mind. rand positioning is a medium

through which an organization can portray it%s customers what it wants to achieve for them

and what it wants to mean to them. rand positioning forms customer%s views and opinions.


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rand )ositioning can be defined as an activity of creating a brand offer in such a manner

that it occupies a distinctive place and value in the target customer%s mind. *or instance-

8otak (ahindra positions itself in the customer%s mind as one entity- 98otak :- which can

provide customized and one-stop solution for all their financial services needs. /t has an

unaided top of mind recall. /t intends to stay with the proposition of 9Think /nvestments,

Think 8otak:. The positioning you choose for your brand will be influenced by the

competitive stance you want to adopt.

rand )ositioning involves identifying and determining points of similarity and difference

to ascertain the right brand identity and to create a proper brand image. rand )ositioning is

the key of marketing strategy. A strong brand positioning directs marketing strategy by

e"plaining the brand details, the uni ueness of brand and it%s similarity with the competitive

brands, as well as the reasons for buying and using that specific brand. )ositioning is the

base for developing and increasing the re uired knowledge and perceptions of the

customers. /t is the single feature that sets your service apart from your competitors. *or

instance- 8ingfisher stands for youth and e"citement. /t represents brand in full flight

Range brand or brand extension

Brand Extension is the use of an established brand name in new product categories. This new

category to which the brand is e"tended can be related or unrelated to the e"isting productcategories. A renowned0successful brand helps an organization to launch products in new

categories more easily. *or instance, #ike%s brand core product is shoes. ut it is now e"tended

to sunglasses, soccer balls, basketballs, and golf e uipments. An e"isting brand that gives rise to

a brand e"tension is referred to as parent brand . /f the customers of the new business have

values and aspirations synchronizing0matching those of the core business, and if these values and

aspirations are embodied in the brand, it is likely to be accepted by customers in the new

business.

"tending a brand outside its core product category can be beneficial in a sense that it helps

evaluating product category opportunities, identifies resource re uirements, lowers risk, and

measures brand%s relevance and appeal

nstances !here brand extension has been a success are-


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i. "ipro which was originally into computers has e"tended into shampoo, powder, and

soap.

ii. #ars is no longer a famous bar only, but an ice-cream, chocolate drink and a slab of

chocolate

$d%antages of Brand Extension

rand "tension has following advantages6

;. /t makes acceptance of ne! product easy&

a. /t increases brand image.

b. The risk perceived by the customers reduces.

c. The likelihood of gaining distribution and trial increases. An established brand

name increases consumer interest and willingness to try new product having the

established brand name.

d. The efficiency of promotional e"penditure increases. Advertising, selling and

promotional costs are reduced. There are economies of scale as advertising for core

brand and its e"tension reinforces each other.

e. $ost of developing new brand is saved.

f. $onsumers can now seek for a variety.

g. There are packaging and labeling efficiencies.

h. The e"pense of introductory and follow up marketing programs is reduced.


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a. The image of parent brand is enhanced.

b. /t revives the brand.

c. /t allows subse uent e"tension.

d. rand meaning is clarified.

e. /t increases market coverage as it brings new customers into brand franchise.

f. $ustomers associate original0core brand to new product, hence they also have

uality associations.

(isad%antages of Brand Extension

;. rand e"tension in unrelated markets may lead to loss of reliability if a brand name is

e"tended too far. An organization must research the product categories in which the

established brand name will work.

. /f the brand e"tensions have no advantage over competitive brands in the new category,

then it will fail&

)ri%ate label

rand owned not by a manufacturer or producer but by a retailer or supplier who gets its goods

made by a contract manufacturer under its own label . Also called private brand. 2r A brand

placed on products that a large manufacturer has created for a smaller retailer. The smaller

retailer places their own private brand label on the final good which was created by a third party
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manufacturer. )rivate branding is a cost effective way to gain access to producing a product

without re uiring a large manufacturing or design team. (any private brands have seen success

due to the fle"ibility in production and little capital re uired to start no need to build

manufacturing plants!. *or the manufacturer the benefit of selling private brands is the increased

sales volume and stable supply contracts. There are risks associated with relying on an outside

firm, but usually these firms are well established and specialize in producing the product.

)rivate-label goods and services are available in a wide range of industries from food to

cosmetics to web hosting . They are often positioned as lower-cost alternatives to regional,

national or international brands

*ational brand

The brand name of a product that is distributed nationally under a brand name owned by the

producer or distributor, as opposed to local brands products distributed only in some areas of the

country!, and private label brands products that carry the brand of the retailer rather than the

producer.!. #ational brands are produced by, widely distributed by, and carry the name of the

manufacturer. #ational brand marketing re uires greater advertising e"penditure on the part of

the manufacturer to compete with lowerpriced private label brands. /f consumer preference for

the national brand is strong, then pricing can be high enough to support the additional advertising

and provide the desired profit margin. #ational brands are often perceived to be of higher ualityand can therefore demand a premium price *or an e"ample - Levi%s is a national brand for 3eans,

whereas 1ap does not manufacture 3eans, but its stores sell 3eans under their own private label

+& list the characteristics of an ideal brand name

4ith the volume of competition that businesses face in most industries, it%s never been more

important to stand out and develop a uni ue identity and value proposition through strategic

branding. 4hile it%s obviously important to offer a uality product or service, effective brandingis often at the heart of the companies that thrive. 9brand is the perception someone holds in their

head about you, a product, a service, an organization, a cause, or an idea. rand building is the

deliberate and skillful application of effort to create a desired perception in someone else%s

mind.:
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Let%s e"plore the common characteristics of successful brands, so you can build your brand

accordingly.

,& $udience -no!ledge

The best brands have a thorough understanding of the demographics of their target market, what

their interests are, and how they communicate. ?nless it%s a mega chain like 4al-(art, most

businesses have a specific target audience they%re pursuing. ?nderstanding the target market is

critical because it provides direction for the tone and reach of a marketing campaign, along with

the overall identity of a brand, while helping to create an organic, human connection between a

business and its audience.

Trying to appeal to everyone ie, ignoring the concept of a target market! can becounterproductive, causing a company%s brand to become diluted. *inding the right branding

approach re uires first understanding the target market

.& /ni0ueness

stablishing a brand identity re uires something distinctive. *or instance, Apple has become

known worldwide for their innovative products and minimalistic, aesthetic appeal. 4hen it

comes to service companies, +omino%s )izza used to guarantee that their pizza would arrive in

=@ minutes or it%d be free. /n terms of a selling point, T2(& shoes donates a free pair of shoes to

a child in need for every pair of shoes that are bought.

$reating an identity within a niche doesn%t demand a revolutionary idea. /t simply needs to have

one special thing that separates it from the competition. /n reality, it%s possible to be 9a one trick

pony: as long as that trick is really good. 2nce a company figures out what that is, it can

concentrate on it and should gain recognition in time

1& )assion

4hile it%s certainly possible to build a brand in the short-term without passion, it%s almost

impossible to sustain it in the long run. 4hen you e"amine massively successful people like

&teve obs, they all have a serious passion that keeps propelling them to work hard and
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continually deliver greatness. That passion leads to enthusiasm and genuine 3oy, which is

infectious.

$onsumers often become 3ust as enthusiastic about a product or service, leading to word of

mouth advertising and referrals. )assion also helps businesses persevere through inevitablesetbacks

2& 3onsistency

4hen consumers come back to a business for repeat sales, they usually e"pect to receive the

same level of uality as they did the first time. estaurants and their food and service uality are

a great e"ample of this.

#o one wants to deal with a company they can%t rely on for consistency. 4ith so many industries

being saturated with competitors, inconsistency is often enough of a reason for consumers to take

their business elsewhere That%s why it%s so important to adhere to a certain uality standard with

a product or service. An e"ample of a brand who offers amazing consistency is (c+onald%s. This

powerhouse of the fast food world provides patrons with a menu that%s consistent across the

world. 4hether someone orders in *lorida or $hina, they know that a ig (ac is going to taste

the same

4& 3ompetiti%eness

1aining an edge in today%s business world isn%t easy. *or a brand to make a name for itself, team

members should thrive on competition and constantly strive to improve. This is the main

principle behind &eahawks $oach )ete $arroll%s book, 4in *orever , as well as the way he runs

the team.

4hen it comes to the ma3or players in any industry, none simply sit back and hope that their

consumers will do the work for them. /nstead, they tend to be the movers and shakers who work

tirelessly toward building and optimizing their brand, going above and beyond consumer

e"pectations. The end result tends to be a brand that is continually on the cutting edge of its

industry

5& Exposure
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Another big part of being recognized as a distinctive, successful brand is the ability to reach

consumers through multiple channels. 2bviously, larger companies have an advantage gaining

e"posure because they usually have a bigger marketing budget and more e"isting connections.

They can pay for television commercials, be featured in globally-recognized magazines, and rank

highly in search engine results pages.

Bowever, the /nternet and social media have narrowed the gap between small companies and

large ones. There are more tools than ever before which offer any company a chance at

establishing their brand. y developing a presence on networks like *acebook, Twitter, Linked/n

and 1oogleC, anyone is able to reach almost any consumer.

6& Leadership

ust like any thriving community or sports team, there%s typically an influential leader behind

every successful brand. *or large companies, this may be the $ 2. *or smaller ones, it%s usually

the owner.

To coordinate the efforts of team members and guide a strategic vision for a brand, someone has

to step up and steer the ship. The leader resolves complications and acts as a liaison between

different departments to keep everyone on the same page. They are also e"pert motivators and

know how to ma"imize the strengths of different team members.

+.& (iscuss brand identity prism

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+1& Brand personality & (escribe personality factors in detail

rand personality is the way a brand speaks and behaves. /t means assigning human personality

traits0characteristics to a brand so as to achieve differentiation. These characteristics signify
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brand behaviour through both individuals representing the brand i.e. it%s employees! as well as

through advertising, packaging, etc. 4hen brand image or brand identity is e"pressed in terms of

human traits, it is called brand personality. *or instance - $llen 7olley brand speaks the

personality and makes the individual who wears it stand apart from the crowd. nfosys represents

uni ueness, value, and intellectualism.

rand personality is nothing but personification of brand. A brand is e"pressed either as a

personality who embodies these personality traits *or instance - &hahrukh 8han and Airtel, ohn

Abraham and $astrol! or distinct personality traits *or instance - (o%e as honest, feminist and

optimist5 8e!lett )ac'ard brand represents accomplishment, competency and influence!. rand

personality is the result of all the consumer%s e"periences with the brand. /t is uni ue and long

lasting.

Brand personality must be differentiated from brand image , in sense that, while brand image

denote the tangible physical and functional! benefits and attributes of a brand, brand personality

indicates emotional associations of the brand. /f brand image is comprehensive brand according

to consumers% opinion, brand personality is that aspect of comprehensive brand which generates

it%s emotional character and associations in consumers% mind.

rand personality develops brand e uity. /t sets the brand attitude. /t is a key input into the look

and feel of any communication or marketing activity by the brand. /t helps in gaining thoroughknowledge of customers feelings about the brand. rand personality differentiates among brands

specifically when they are alike in many attributes. *or instance - &ony versus )anasonic. rand

personality is used to make the brand strategy lively, i.e, to implement brand strategy. rand

personality indicates the kind of relationship a customer has with the brand. /t is a means by

which a customer communicates his own identity.

rand personality and celebrity should supplement each other. Trustworthy celebrity ensures

immediate awareness, acceptability and optimism towards the brand. This will influenceconsumers% purchase decision and also create brand loyalty. *or instance - ollywood actress

)riyanka $hopra is brand ambassador for .Bampstead, international line of premium shirts.


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rand personality not only includes the personality features0characteristics, but also the

demographic features like age, gender or class and psychographic features. )ersonality traits are

what the brand e"ists for.

TB */E $2 +/( #&/2#& A#+ TB / *A$ T&6These are6

;. &incerity down-to-earth, honest, wholesome, cheerful!


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2ne long-established truism in marketing is that, in any market, only one operator can be the

cheapest. very other market player must find a way to differentiate themselves from the rest. A

strong brand will help achieve this and do so in ways that will encourage your customers to pay

for the intangible benefits they get from associating themselves with a brand that makes them

appear cool, fashionable or clever.

/t provides a vital differentiator,

especially where the basic product or service is widely offered. *inding and maintaining

your point of difference from your competition is not easy, particularly if your focus

solely on tangible benefits that can be easily copied. The fact that a brand is based on

emotional, intangible benefits does mean you need to take care in managing the brand,

but it also means that those facets of your business are much harder for your competitors

to replicate.

/t provides a platform for growth

A strong brand will act as a launch pad whenever you e"pand your business operations.

ecognition of what a brand stands for can be transferred to new products and new markets

much more easily than starting from scratch with each new development.

/t provides a framework to integrate

all the ways you present your business &o many companies suffer from Gbrand creep% H every

time they produce a new brochure, order some new business cards, or create a )ower)oint presentation, their logo stretches slightly, the colours alter a little, and the imagery they use

becomes that bit more out of kilter. efore they know it, all semblance of consistency has

disappeared. A clear and policy will prevent these problems and enable you to present a

consistent face to the world.


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+& line extension and brand extension 9 state the benefits and ris' assicated !ith line and

brand extension9

Brand extension

is the use of an established brand name in new product categories. This new category to which

the brand is e"tended can be related or unrelated to the e"isting product categories. A

renowned0successful brand helps an organization to launch products in new categories more

easily. *or instance, #ike%s brand core product is shoes. ut it is now e"tended to sunglasses,

soccer balls, basketballs, and golf e uipments. An e"isting brand that gives rise to a brand

e"tension is referred to as parent brand . /f the customers of the new business have values and

aspirations synchronizing0matching those of the core business, and if these values and aspirations

are embodied in the brand, it is likely to be accepted by customers in the new business. "tending

a brand outside its core product category can be beneficial in a sense that it helps evaluating

product category opportunities, identifies resource re uirements, lowers risk, and measures

brand%s relevance and appeal

Line extension

Line e"tension refers to the e"pansion of an e"isting product line. *or instance, a soft drink

manufacturer might introduce a I+ietI or I$herryI variety to its cola line, while a toy

manufacturer might introduce new characters or accessories in its line of action figures. /n short,

line e"tension adds variety to its e"isting product for the sake of reaching a more diverse

customer base and enticing e"isting customers with new options. Line "tensions occur when a

company introduces additional items in the same product category under the same brand name

such as new flavors, forms, colors, added ingredients, package sizes. This is as opposed to brand

e"tension which is a new product in a totally different product category. Line e"tension occurswhen the company lengthens its product line beyond its current range. The company can e"tend

its product line down-market stretch, up-market stretch, or both ways

)ros and cons of line extension and brand extension9
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+& !hat is brand e0uity9 (iscuss %arious brand e0uity theories

rand uity is the value and strength of the rand that decides its worth. /t can also be defined

as the differential impact of brand knowledge on consumers response to the rand (arketing.

Brand E0uity exists as a function of consumer choice in the mar'et place . The concept of

rand uity comes into e"istence when consumer makes a choice of a product or a service. /t

occurs when the consumer is familiar with the brand and holds some favourable positive strong

and distinctive brand associations in the memory.

Brand E0uity can be determined by measuring:

eturns to the &hare-Bolders.

valuating the rand /mage for various parameters that are considered significant.valuating the rand%s earning potential in long run.

y evaluating the increased volume of sales created by the brand compared to other

brands in the same class.

The price premium charged by the brand over non-branded products.

*rom the prices of the shares that an organization commands in the market specifically

if the brand name is identical to the corporate name or the consumers can easily co-

relate the performance of all the individual brands of the organization with the

organizational financial performance.8eller's rand uity (odel is also known as the $ustomer- ased rand uity $ ! (odel.

The concept behind the rand uity (odel is simple6 in order to build a strong brand, you must

shape how customers think and feel about your product. Jou have to build the right type of

e"periences around your brand, so that customers have specific, positive thoughts, feelings,

beliefs, opinions, and perceptions about it.

4hen you have strong brand e uity, your customers will buy more from you, they'll recommend

you to other people, they're more loyal, and you're less likely to lose them to competitors.

7tep ,: Brand dentity ; "ho $re


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Jou're not 3ust creating brand identity and awareness here5 you're also trying to ensure that brand

perceptions are IcorrectI at key stages of the buying process.

$pplication

To begin, you first need to know who your customers are. esearch your market to gain a

thorough understanding of how your customers see your brand, and e"plore whether there are

different market segments with different needs and different relationships with your brand.

#e"t, identify how your customers narrow down their choices and decide between your brand

and your competitors' brands. 4hat decision-making processes do your customers go through

when they choose your product7 Bow are they classifying your product or brand7 And, when you

follow their decision making process, how well does your brand stand out at key stages of this

process7 Jou are able to sell your product because it satisfies a particular set of your customers'

needs5 this is your uni ue selling proposition , or ?&). Jou should already be familiar with these

needs, but it's important to communicate to your customers how your brand fulfills these. +o

your clients understand these ?&)s when they're making their buying decisions7

y the end of this step, you should understand whether your clients perceive your brand as you

want them to, or whether there are specific perceptual problems that you need to address H either

by ad3usting your product or service, or by ad3usting the way that you communicate your message. /dentify the actions that you need to take as a result.

7tep .: Brand #eaning ; "hat $re


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I/mageryI refers to how well your brand meets your customers' needs on a social and

psychological level. Jour brand can meet these needs directly, from a customer's own

e"periences with a product5 or indirectly, with targeted marketing, or with word of mouth.

A good e"ample of brand meaning is )atagoniaK. )atagonia makes high uality outdoor clothing

and e uipment, much of which is made from recycled materials.

)atagonia%s brand performance demonstrates its reliability and durability5 people know that their

products are well designed and stylish, and that they won't let them down. )atagonia%s brand

imagery is enhanced by its commitment to several environmental programs and social causes5

and its strong 9reduce, reuse, recycle: values make customers feel good about purchasing

products from an organization with an environmental conscience

7tep 1: Brand Response ; "hat (o =hin'> or Feel> $bout


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7tep 2: Brand Resonance ; 8o! #uch of a 3onnection "ould Li'e to 8a%e "ith


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in terms of brand value too, besides the balance sheet performance. /ndustry e"perts have created

models to measure the brand e uity of an organization as well as to measure the brand value in

the eyes of investors etc.

(aintaining the core brand value, the brand image lies with the management of the 2rganization.$reating and delivering the brand value e"perience is an activity that encompasses the entire

2rganization including all business processes and employees of the 2rganization.

/n the changing market environment, the customer perceptions and re uirements keep changing

as well. The $orporate branding has got to be managed keeping in line with the new

developments as well. There has got to be continuous enhancement of value offering by the

$orporate brand keeping in line with the changing markets and consumer perceptions. Take the

case of / (. The corporate brand image took a beating for some time when the 2rganization

which was a leader in its industry segment lost touch with the changing environment and failed

to keep up with the changing needs. /t took a while for the 2rganization to realize its mistake and

make the re uired changes to divest certain businesses and strengthen their focus on the key

business segment and once again rise to the challenge of becoming a leader in its segment.

Though the corporate brand did take a beating, the brand image and value certainly helped the

organization charter its new course and make that course correction without losing its reputation

in the market.

Today%s consumers and customers are highly aware and make their informed choices. To be able

to build customer loyalty and sustain the leadership position in the long run, the organization has

got to work on its corporate brand value and deliver superior brand e"perience at all times. The

brand e"perience is a mi"ture of real time e"perience that is the outcome of interaction with the

customer as well as his perception of the brand e"perience which is a cumulative impression of

his past and present e"perience, knowledge as well as the perception of the 2rganizational value

and reputation.

Endorse branding

ndorsement branding strategy is a modified version of double branding. /t makes the product

brand name more significant and corporate brand name is relegated to a lesser status. The


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umbrella brand is made to play an indirect role of passing on certain common generic

associations. /t is only mentioned as an endorsement to the product brand. y and large, the

brand seeks to stand on its own.

The brand gets the endorsement that it belongs to specified company5 e.g. 8it 8at gives the

signal that it belongs to #estle and +iary (ilk conveys that it belongs to $adburys. $inthol%s

communication stresses that it is a 1odre3 product. Though these brands en3oy their uni ue

image, somewhere in the image the makers association is also a part. ndorsement branding

strikes a balance between umbrella and product branding.

/n case of $adbury%s and #estle, the brands mentioned above have their own uni ue position and

image. $adbury%s or #estle support the brands to the e"tent that they transfer certain ualities or

associations which enhance customer%s trust. rands are identified by their own name

7ource branding

This is very close to umbrella brand strategy with one e"ception every product has a different

brand name under the source name. This is a two-tiered structure with double branding;. (ost of

the apanese cars are e"amples of the source brand strategy. 2ne product starts and gets sub-

divided into sub-species giving them different names.

As is already learnt, different names are given to different products to fulfill different

promises. ach product with a different name carries one specific contract. The power of the

source supports the offspring until they become established brands in their own right. The sub-

brands or the offspring become so strong owing basically to strength of the source that a point

comes when the source takes the back seat and offspring emerge as the main brands because of

their own promise. /f you look at the source brand on apanese cars, you may not find that. The brand e"pression is limited only to the logo of the source, because the offspring havedeveloped a

strong identity of their own. /t is a uni ue situation in which the brand strategy offers a two-level

sense of difference and depth


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Brand Mangement 2013

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