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BRANDS

By Anuradha Gaikwad

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BRAND NAME & LOGO

Face of brand – word, letter, group of words

or letters that can be vocalised.

Logo – unique to the product

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A LEGAL INSTRUMENT

 A trademark is legal version of a brand.

Can be registered & protected from being

used by others.

 AMA defines TRADEMARK – A brand that is

given legal protection. (usually represented

by symbol -  

Brand can be called trademark only when it

is legally protected.

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ADVANTAGES OF BRANDING

Clarifies your position in the marketplace and ensuressustainability

Validates your organization‟s mission, core values and

strategic priorities

Builds brand loyalty and enthusiasm among your constituents Creates a work environment that attracts and retains top talent

Connects your organization with the partners and constituents

who will benefit the most

Operationalizes your strategic plan Delivers on your brand promise

 Aligns your organization‟s internal culture with your external

reputation, and aligns your organization‟s verbal identity with

your visual identity

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DISADVANTAGES OF BRANDING

Branding is expensive, and adds costs whichmust „be borne by the consumer or by the donor. i.e.value of Coca Cola is largely the value of the brand.

Branding requires long term support, and donors will

not be willing to sustain support. If social concerns start competing with commercial „

firms in marketing they ‟ unlevel‟, „the playing fieldbecause they are playing with donor money.

If social products knock commercial firms out of „themarket, what happens when the donor support endsand revenues are not sufficient to maintain theproduct in the marketplace?

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DIFFERENT TYPES OF BRANDS

Product Brands Service Brands

E-brands

Media Brands

Not-for-profit Brands

Nation Brands

Government Brands

Global Brands Organization Brands

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PRODUCT BRANDS: FMCG 

Characteristics: 

Cost Inexpensive. 

Balance of product to service 

 Almost exclusively tangible product, althoughservice component can be present (eg,customer-care lines).

 

How purchased 

Mainly through conventional fmcg distributionnetworks – supermarkets, other shops,vending machines, relatively large volumeoutlets. 

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PRODUCT BRANDS (FMCG: CONT.) 

Frequency of purchase : Frequent. 

Degree of research/thought/search prior topurchase 

Typically none, the brand is part of the consumerrepertoire, likely to be habitual.

 

Degree of customisation 

Very little. Often wide range of variants but no realcustomisation for individual customers.

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PRODUCT BRANDS BIG TICKET ITEMS)

Characteristics: 

Cost Expensive. 

Balance of product to service 

Service is likely to take on a more

important role, before, during and afterpurchase.

ROLEX

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PRODUCT BRANDS BIG TICKET ITEMS) 

How purchased 

Traditionally through specialised outlets 

(luxury = high status outlets) but increasingly more widelydistributed. Frequency of purchase Infrequent. 

Degree of research on purchase 

 A great deal of thought, research and comparisongoes into the decision, although with luxury goods,investment is more 

emotional than financial. 

Degree of customization Can be considerable. 

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SERVICE BRANDS

 

Service brands are characterized by the need tomaintain a consistently high level o service delivery throughout hundreds, or even thousands of staff .

 Although a product component may be involved, it isessentially the service that is the brand. 

These are more complex than product brands for tworeasons:

because it is always harder to brand something you

can‟t touch 

because they are delivered directly by employees. 

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SERVICE BRANDS 

Characteristics: 

Intangibility 

Service brands can seldom be tried out in advance,

which requires the establishment of a greater degree oftrust. 

Inseparability of production and consumption 

Services cannot generally be stockpiled in advance but

are produced and consumed in real time. 

Inconsistency 

Since humans are usually instrumental in delivering

services.

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DIFFERENT CATEGORIES OF

SERVICE BRANDS:

Classic service brands eg, airlines, hotels, car rentals and banks. 

Pure service providers eg, member associations

Professional Service Brands 

eg, advisors of all kinds – accountancy, management consultancy. 

Agents eg, travel agents and estate agents. 

(This category of a brand has become endangered by the rise of theInternet.) 

Retail brands 

eg, supermarkets, fashion stores and restaurants. 

Retail Brands are complex and multifaceted. 

Consumers have a much more involved and interactive experience

with retail brands. The meanings of retail brands are more heavily 

derived from consumer‟s direct experience rather than fromadvertising.

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BRANDS FROM OTHER SPHERES

E-brands 

The Internet is a medium that presents new challenges for brandowners, but the underlying principles of branding are unchanged.

The Internet is developing a more direct style of relationships betweencustomers and brand owners, and all those interactions 

give an opportunity for strengthening the brand identity.

 A distinction needs to be made between „e-tailers‟, 

- e-brands‟ primary activity is to deliver physical products like Amazon.com 

- e-brands focus on delivering a service or experience, like CITEMAN

In both cases, however, it is the intangibles, the brand values thatwill attract online customers.

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Media brands 

eg, newspapers, magazines, television channels. 

Not-for-profit organization brands 

Non-profits are often at a disadvantage when it

comes to branding.

they don‟t have the deep pockets of

corporations who can afford to hire brandspecialists

they don‟t have staff whose job it is to protect

the integrity of the brand, and promote it at

every turn.But successful branding can have a great effect

on raising awareness of the charity and its

mission, and on fund-raising

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Nation brands 

New ways of thinking lead to countries being positionedas tourist destinations, enhancing status of goods and

services produced, and aiding under-developedcountries.

Government brands 

Governments and political parties often have strong

brands as they are centerd on passionately held core

values, Branding is important in both securing votes andin international diplomacy. 

Global brands 

Companies have been marketing their products and

brands in different countries for decades. However they

were almost always marketed according to local 

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FEATURES OF GLOBAL BRANDS 

[QUELCH, 1999]

Strong in home market  – cash flow generated from domesticmarket enables the company to fund a global roll-out 

 At least minimum level of  awareness, recognition and sales allover the world

The products meet the same human needs world-wide, eventhough the physical product may be adapted locally (eg,McDonald‟s). 

Consistent positioning 

Consumers value the provenance of the brand, its country oforigin, and even associate the country‟s expertise withspecific products (eg, German cars, American jeans).

 

Focus on a specific product category 

Use single corporate brand name.

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ACT LOCAL, THINK GLOBAL

“While  there are global brands that have a globalpresence, they don‟t have global consumers. Thebrand‟s  core values can be global, although the

brand needs to have local relevance. To bring it tolife you need to be flexible and re-enact the brandas appropriate.

 

It is the think global, act local strategy.” 

[Gavin Emsden, Nestle UK‟s head of consumer  

insight and planning for beverages]

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