Brand as a Complex Notion

Brand Definition Importance of branding

• A brand is the identity and story of a company that makes it stand out • Builds customer loyalty
from competitors that sell similar products or services. • Customers pay more for recognized names
• The goal of branding is to earn space in the minds of the target • Assures customer of quality & reduces risk of dissatisfaction
audience and become their preferred option for doing business.
• Assists in extending lines
• Customers more willing to try familiar names

Types of Branding

Brand • Brand mark as a character with human qualities

• Name, term, design, or symbol that identifies a business and its products • Colonel Sanders (for KFC), Amul Girl
Corporate brands
• Identify the business and reflect image across all products
• Coca-Cola, Toyota
Product brands Trademark
• Among most important assets and powerful selling elements • Any combination of these that is legally protected
• Coke, Fanta, Tata Safari
Trade Character
 Communicating Brand

Brand communications

• Brand communications refers to tactics, such as advertising and social

media, that companies use to communicate to existing and potential
customers.

• The goal of brand communication is to influence customers’ thoughts on

the brand and its importance.

• Examples of brand communications include billboards, radio

advertisements, TV commercials, newsletters, online bulletins, reviews,
and direct communication with the company via its employees.

• All of these forms of communication focus on a larger, more holistic

brand image that the company is trying to promote.

• The main objective of brand communication is to build a communication

approach that is cohesive, successful, and effective.
Brand Promotional Tools
 IMC (Integrated Marketing Communication) and Communication Mix (1/2)

Integrated Marketing Communications (IMC):

Role of Marketing Communications The strategic integration of multiple means of communicating with target markets
to form a comprehensive, consistent message.
Formal definition:

Integrated Marketing Communications is the

coordination and integration of all marketing
communications tools, avenues, and sources
within a company into a seamless program that
maximizes the impact on consumer and other
end users at a minimal cost.

Need for IMC

• Market fragmentation has resulted in media
fragmentation
• Alternative media channels abound (e.g.
mags, cd catalogues, internet sites, kiosks…)
• All messages seen as one single message to
consumer
 IMC (Integrated Marketing Communication) and Communication Mix (2/2)

Advertising Sales Promotion Personal Selling Direct Marketing Public Relations

Mass media advertising Short term incentives designed Involves two way personal Mass media marketing in a Purpose is not to communicate
reaches large numbers by marketers for the purpose of communications (compared to one-to-one manner based on to the market about products
geographically dispersed at low encouraging the purchase of a other IMC tools that are one- developing and expanding a but rather to communicate to
cost per exposure with ability product. way impersonal) network of marketing agents. the company’s publics about
to repeat message with the company itself.
frequency Consumer promo tools: Organization: • Requires Database of
• Samples, coupons, rebates, • Territorial, Product, contacts to develop and Functions:
PROCESS: price packs, premiums, ad Customer types, Outside vs. nurture the marketing • Press relations
1. Set objectives specialties, loyalty programs, inside sales, and team selling network • Product Publicity
2. Develop strategy point-of-purchase Process: • Forms: • Public Affairs
• Message strategy displays/demos, and • Prospect, pre-approach, 1. Telemarketing • Lobbying
• Message execution contests/sweepstakes approach, present, handle 2. Direct Mail • Investor Relations
• Slice of life, lifestyle, objections, close, follow-up 3. Catalogue Marketing • Development (financial or
fantasy, mood, musical, Business promo tools: Relationship Marketing: 4. Direct Response TV volunteer support)
symbolic, technical • Conventions/trade shows • Process of creating, (order now) • Crisis management
expertise, scientific, and sales contests maintaining, and enhancing
testimonial strong, value-laden
3. Select media (reach, relationships with customers
frequency, impact) and other stakeholders.
4. Evaluate advertising
Corporate Identity and Reputation: Concept, Definition and Role (1/2)

Corporate image and corporate reputation are subjective perceptions that affect how
people see and interact with your business.

• Corporate image is more about how a brand makes people feel, while reputation
includes people’s perceptions of a company’s products, leadership, finances, social
responsibility, and interactions with its customers, employees, and community.

• Both corporate image and reputation can impact a company’s revenue and success.

• Even if you have a good corporate reputation, a poor company image can hurt
revenues.

• Incorporating image consulting into your reputation management strategy can

improve your brand’s reach and success.
 Corporate Identity and Reputation: Concept, Definition and Role (2/2)

Stakeholders' perceptions (reputation) of corporate brands depends on multiple brand attributes and reputation dimensions
 Developing and Sustaining Reputation in the time of Global Change

Reputation is a subjective collective assessment of an organisation’s trustworthiness and reliability based on past and current performance

Overall corporate reputation is a sum total

of array of reputations, and each public
considers a different set of attributes.

Same attribute can be considered

differently across audience segments, it
may be given a different weighting.

E.g.
1) Financial organizations and investors
would focus upon the firm’s financial
performance as an indicator towards
good or bad reputation.
2) For product/services companies on the
other hand, customers will generally
focus on the delivery and the quality of
their product or services as an
indicator of a good or bad reputation