Brand and brand building

What is Brand?

As per American Marketing Association, brand is a name, term, symbol, sign or design or a combination of them, intended to identify the product or services of one marketer and differentiate the offering from that of its competitors.

Brands are typically consists of  name, logo, tagline (colors, fonts words, tone etc), graphics, shapes, colors, sounds, scents, tastes, movements etc. A brand get distinguished by consumer on the basis of intangible attributes like emotional, symbolic, associations, personality etc.

A brand is a marketer's promise or assurance to the consumer on the product features, functional benefits and services consistently. The purpose of brand is to create distinct identity, differentiation, discrimination, aesthetic values, authenticity, perceived quality, trust, emotional benefits of product or service in the customer's mind and induce loyalty of consumer. At the end, it is all about what you do, not just about what you say!

If the marketer does not create a brand, their product or service remained seen by the consumer as a commodity. By branding, marketer differentiate their products or services and so can earn a premium on the brand. They can defend the brand against newer competition, can have more leverage with the trade and can make brand extensions.

Brand building process

Brand building is a combined effort of the company which is projected to the consumer. The intent is to give an distinct identity to the company’s offerings and to create certain emotional associations of the offerings with its target consumers.

As per Kevin Keller's consumer based branding building process, the following steps are involved:

1. Ensure identification => The company should first of all the need to answer the most basic question of the consumer, which is, "Who are you?". This requires to define the Brand Salience and define the depth (category identification) and breadth (need fulfilled)of the brand.
– How often & how easily the brand is recognized & recalled under various Consumption situations?
– Strength & clarity of category membership
– What basic functions does the brand provide?

 

2. Establish brand meanings => The second question of consumer, "What are you?, should be answered by the company by showcasing the Brand Performance and developing Brand Imagery.

 Brand Performance:

- Primary ingredient and supplementary features

- Aesthetic considerations - size color etc

- Product reliability and durability

- Service effectiveness, efficiency and empathy

- Price - Performance equation

Brand Imagery (marketer create an imagery)

- User profiles - demographic, psycho graphic, actual or aspirations, group perceptions, popularity

- Purchase & usage situations -> time, location, context of use, type of channel, ease of purchase

- User imagery (personality of the brand) -> fashion

- History, heritage & experiences -> nostalgia

3. Elicit customer responses => "What do I think or feel about you?" Brand Judgement, Brand Feelings

Brand Judgement (consumer's own judgement)

- Brand quality - value proposition, price/quality judgement

- Brand credibility - expertise, trustworthiness, likability

- Brand consideration - relevance (worth to purchase or use)

- Brand superiority - differentiation

Brand Feelings

- Warmth, fun, excitement, security, social approval, self-respect

4. Create an active relationship => what kind of association or connection would I like to have with the brand? Brand Response

Brand Response

- Behavioral loyalty - frequency and amount of repeat purchases

- Attitudinal attachment - favorite brand, proud of the brand

- Sense of community - kinship, affiliations

- Active engagement - seek information, club, social forums