brand brand name, brand positioning, pay off

BRAND NAME, BRAND BRAND NAME, BRAND POSITIONING, PAY OFF POSITIONING, PAY OFF

LINE AND POWER OF LINE AND POWER OF BRAND IMAGERY IN BRAND IMAGERY IN

COMMUNICATIONCOMMUNICATION

By

Dr. Kailas GhodkeMBBS, MMS PhD (Perusing in Marketing)

Pharma Consultant For Marketing, Branding, Promotions, Medico Marketing and

Training702 / 703, 11 - A, Happy Valley, Godbandher Road, Manpada,

Thane (W) Mumbai 400610, India.Email: [email protected] , [email protected]

Tel. Res.: + 91 022 - 2589 57 06, 2589 04 85. Cell: 98208 315 94

Think of some major brands…Think of some major brands…

Dr. Kailas GhodkeDr. Kailas Ghodke

22

Brand Name, Positioning, Pay off line, ImageryBrand Name, Positioning, Pay off line, Imagery

Think of some major brands…Think of some major brands…

Dr. Kailas GhodkeDr. Kailas GhodkeBrand Name, Positioning, Pay off line, ImageryBrand Name, Positioning, Pay off line, Imagery

33

THE BRANDING THE BRANDING DICTIONARYDICTIONARY- FEW DEFINITION AND - FEW DEFINITION AND NOMENCLATURENOMENCLATURE

Dr. Kailas Dr. Kailas GhodkeGhodkeBrand Name, Positioning, Pay off line, ImageryBrand Name, Positioning, Pay off line, Imagery

44

The Branding Dictionary The Branding Dictionary contdcontd..


55

BrandBrand

The sum of all the characteristics, tangible and The sum of all the characteristics, tangible and

intangible, that make the offer unique.intangible, that make the offer unique.

Brand EngagementBrand Engagement

The alignment of an organisations people and The alignment of an organisations people and

processes behind the brand to ensure services, processes behind the brand to ensure services,

products and their delivery consistently live up products and their delivery consistently live up

to the brand promise.to the brand promise.

Brand EquityBrand Equity

The value of the brand in its holistic sense to The value of the brand in its holistic sense to

its owners as a corporate asset.its owners as a corporate asset.



66

Brand EssenceBrand Essence

The distillation of a brand’s intrinsic characteristics into The distillation of a brand’s intrinsic characteristics into

a succinct core concept.a succinct core concept.

Brand ExtensionBrand Extension

A new product or service that is related to an existing A new product or service that is related to an existing

brand, but that offers a different benefit and/or appeals brand, but that offers a different benefit and/or appeals

to a different target segment.to a different target segment.

Brand HarmonisationBrand Harmonisation

The synchronisation of all elements of brand identity, The synchronisation of all elements of brand identity,

across a line of products or services and/or across across a line of products or services and/or across

geographic markets.geographic markets.



77

Brand IdentityBrand Identity

The outward manifestation of the essence of a corporate The outward manifestation of the essence of a corporate

brand, product brand, service brand or branded brand, product brand, service brand or branded

environment.environment.

Brand Identity EquitiesBrand Identity Equities

The value of specific elements of identification (e.g., name, The value of specific elements of identification (e.g., name,

symbol or colours) to the brands owners.symbol or colours) to the brands owners.

Brand PositioningBrand Positioning

The specific niche in which the brand defines itself as The specific niche in which the brand defines itself as

occupying in the competitive environment. Positioning occupying in the competitive environment. Positioning

addresses differentiating brand attributes, user benefits and addresses differentiating brand attributes, user benefits and

target segments, singly or in combination.target segments, singly or in combination.



88

BrandingBranding

The process by which both a brand and brand identity are The process by which both a brand and brand identity are

developed.developed.

Co-BrandCo-Brand

Use of two or more strong brands in relation to a common Use of two or more strong brands in relation to a common

offer. Typically, but not always, the brands are given offer. Typically, but not always, the brands are given

equal emphasis. Examples: Chevron and McDonalds, Visa equal emphasis. Examples: Chevron and McDonalds, Visa

and Citibank.and Citibank.

Corporate BrandCorporate Brand

The gestalt of the organisation, including its philosophy The gestalt of the organisation, including its philosophy

and culture as well as its physical characteristics.and culture as well as its physical characteristics.



99

Corporate ImageCorporate Image

Application of the term image to specific types of Application of the term image to specific types of

offers.offers.

House StyleHouse Style

The overall impression created and maintained over The overall impression created and maintained over

time by the consistent presentation of the brand in time by the consistent presentation of the brand in

the prescribed manner and in appropriate contexts.the prescribed manner and in appropriate contexts.

ImageImage

Perceptions of the features, tangible and Perceptions of the features, tangible and

intangible, that characterise a brand.intangible, that characterise a brand.



1010

Line ExtensionLine Extension A new variation of a product or service sharing A new variation of a product or service sharing

the same essential characteristics as the parent, the same essential characteristics as the parent, but offering a new benefit, such as flavour, size, but offering a new benefit, such as flavour, size, package type, etc.package type, etc.

LogoLogo The terms “mark”, “logo” and “identifier” are The terms “mark”, “logo” and “identifier” are

general terms for a symbol or wordmark.general terms for a symbol or wordmark.

Parent BrandParent Brand A strong brand that has the capacity to: 1) stand A strong brand that has the capacity to: 1) stand

alone to represent a core product or service; 2) alone to represent a core product or service; 2) support allied products/services by sharing its support allied products/services by sharing its brand identity, directly or through endorsementbrand identity, directly or through endorsement



1111

Positioning StatementPositioning Statement A concise written statement of the positioning concept, A concise written statement of the positioning concept,

conveying the essential features of the brand and its conveying the essential features of the brand and its niche.niche.

Product BrandProduct Brand Two meanings, both valid: Two meanings, both valid: 1) The gestalt of the brand, including its emotional and 1) The gestalt of the brand, including its emotional and

cultural associations as well as its physical features. cultural associations as well as its physical features. 2) The graphic system of identification as applied to a 2) The graphic system of identification as applied to a

single product or service or a family of single product or service or a family of products/services.products/services.

Service BrandService Brand A brand representing a specific service or family of A brand representing a specific service or family of

services.services.



1212

Sub-BrandSub-Brand A product or service that has a persona and A product or service that has a persona and

brand values that separate it from the parent brand values that separate it from the parent brand. A product or service that has its own brand. A product or service that has its own brand identity, which is proprietary and can be brand identity, which is proprietary and can be trademarked.trademarked.

SymbolSymbol A “symbol” is an abstract sign to represent the A “symbol” is an abstract sign to represent the

brand.brand. TypographyTypography The typestyle specified for brand communications The typestyle specified for brand communications

other than the basic brand signature. Typography other than the basic brand signature. Typography is often an existing font, but may also be a is often an existing font, but may also be a modified font or custom-designed font.modified font or custom-designed font.



1313

Verbal IdentityVerbal Identity

The brand name and other verbal elements (e.g., The brand name and other verbal elements (e.g.,

descriptor or tag-line) of the brand signature.descriptor or tag-line) of the brand signature.

Visual IdentityVisual Identity

The symbol, colours, formats and other visual The symbol, colours, formats and other visual

elements of the brand signature.elements of the brand signature.

WordmarkWordmark

A “wordmark” is the stylised treatment of the A “wordmark” is the stylised treatment of the

brand name and serves the same functional brand name and serves the same functional

purpose as a symbol.purpose as a symbol.

Market Share of Top Market Share of Top CompaniesCompanies


1414 MAT MAR'08

MAT MAR'09

Grand Total 32,113.5 35,367.5 10.11 CIPLA 1,683.1 1,882.0 11.82 RANBAXY 1,599.0 1,767.0 10.53 GLAXOSMITHKLINE 1,512.8 1,524.5 0.84 PIRAMAL HEALTHCARE 1,210.6 1,421.1 17.45 ZYDUS CADILA 1,191.8 1,269.1 6.56 SUN PHARMA 1,064.3 1,222.5 14.97 ALKEM 1,021.7 1,101.2 7.88 LUPIN LABS 851.6 966.6 13.59 MANKIND 708.7 903.3 27.5

10 ARISTO PHARMA 724.4 859.5 18.611 ABBOTT 735.5 806.1 9.612 PFIZER 728.5 782.6 7.413 DR REDDYS LABS 749.0 768.6 2.614 EMCURE 659.2 744.1 12.915 WOCKHARDT 636.3 733.2 15.216 SANOFI AVENTIS 654.5 727.9 11.217 TORRENT PHARMA 658.0 704.6 7.118 INTAS 607.5 657.9 8.319 ALEMBIC 608.0 638.4 5.020 NOVARTIS 596.5 617.6 3.521 FDC 557.0 614.1 10.222 MICRO LABS 538.2 603.1 12.123 MACLEODS PHARMA 493.5 594.1 20.424 U S V 459.9 571.8 24.325 UNICHEM 499.3 512.3 2.626 GLENMARK PHARMA 434.9 511.1 17.527 IPCA LABS 404.5 508.0 25.628 CADILA PHARMA 355.0 344.3 -3.029 FRANCO INDIAN 274.7 321.0 16.830 ELDER PHARMA 291.2 310.4 6.6

VALUE IN CR. VAL GRTH (MAT)

COMPANYRANK

Source: March - 2009 ORG

IMS

Super therapeutic segmentsSuper therapeutic segments


1515 MAT

MAR'08 MAT

MAR'091 Anti-infectives 5,726.7 6,287.4 9.82 CARDIAC 3,487.9 3,947.3 13.23 Gastro Intestinal 3,542.4 3,832.3 8.24 Respiratory 2,881.5 3,107.3 7.85 Pain / Analgesics 2,826.7 3,081.7 9.06 Vitamins / Minerals / Nutrients 2,619.9 2,758.2 5.37 Gynaec. 1,809.0 2,035.8 12.58 Derma 1,748.0 1,933.3 10.69 Neuro / CNS 1,746.3 1,927.1 10.410 Anti Diabetic 1,601.8 1,861.8 16.211 Others 666.4 795.8 19.412 Hormones 546.7 630.3 15.313 Ophthal / Otologicals 546.1 568.7 4.114 Hepatoprotectives 322.9 376.9 16.715 Blood Related 304.1 336.2 10.616 Sex stimulants / Rejuvenators 271.1 326.4 20.417 Anti-TB 316.7 297.9 -5.918 VACCINES 270.6 278.9 3.119 Anti malarials 215.8 273.3 26.620 Anti-Parasitic 222.1 232.0 4.521 Stomatologicals 184.1 201.5 9.522 Parenteral 142.0 155.6 9.623 HIV 114.5 121.7 6.324 Grand Total 32,113.5 35,367.5 10.1

SUPER GROUPSR. NO.

Val Crs VAL GRTH

(MAT)


IMS

Major Group wise DataMajor Group wise Data


1616GROUPWISE DATA

GROUP MAT

MAR'08 MAT

MAR'091 J01D CEPHALOSPORINS 2,469.1 2,744.0 11.12 M01A ANTIRHEUMATIC NONSTR. 1,518.2 1,634.1 7.63 A02B ANTIPEPTIC ULCERANTS 1,282.7 1,410.4 10.05 J01C AMPICILLIN/AMOXYCILLIN 1,056.0 1,149.0 8.86 R05B COUGH PREPARATIONS 1,056.4 1,123.5 6.47 J01L QUINOLONES 911.2 930.7 2.18 B03A HAEMATINICS-IRON+COMB 677.9 785.7 15.9

13 J01K ALL OTHER ANTIBIOTICS 436.8 539.0 23.415 R06A ANTIHISTAMINES-SYSTEMIC 480.7 492.7 2.518 N02B NON-NARCOTICS-ANTIPYER. 423.4 452.4 6.926 A12A CALCIUM PREP. 322.6 345.8 7.227 A02A ANTACID-ANTIFLATULENTS 327.9 341.5 4.228 R05A COLD PREPARATIONS 302.9 329.2 8.729 A11F VIT.B12 AND METABOLITES 311.8 329.0 5.530 A11A MULTIVIT.WITH MINERALS 300.4 308.2 2.638 A03C ANTISPASM.ANTICHOL. COMB. 241.7 267.2 10.639 A04C ANTIEMET.-ANTINAUS SOL. 244.9 260.0 6.240 V06B PROTEIN & NEUTR. SUPPL. 239.6 248.2 3.642 A11I ANTIOXIDANTS 248.3 242.1 -2.546 A09A DIGESTIVES INC.ENZYMES 213.7 228.3 6.847 A07G OFLOXACIN COMB. 202.9 209.9 3.548 A01A STOMATOLOGICALS 184.1 201.5 9.549 V03D DRUGS FOR SEXUAL DISORDER 169.7 197.9 16.654 M03B MUSCLE RELAXANTS SYSTEMIC 156.1 165.9 6.355 A13A TONICS 151.4 164.4 8.659 D06A TOP.ANTIBIOTICS PLAIN 137.5 149.8 9.060 B03C OTHER ANTI-ANAEMIC PREP. 115.2 144.6 25.681 S01A ANTIINFECTIVES 118.8 114.3 -3.883 A07L ORAL ELECTROLYTES 107.3 112.1 4.5101 P01A AMOEBICIDES 75.2 77.3 2.9102 A03B ANTISPASM.ANTICHOL. PLAIN 67.9 76.3 12.5126 A04B G.I.PROKINETIC 50.7 49.0 -3.2240 Grand Total 32,113.5 35,367.5 10.1

RANKVal Crs

VAL GRTH (MAT)


IMS

Top BrandsTop Brands


1717 MAT MAR'08 MAT MAR'09

1 COREX 144.4 166.6 15.42 VOVERAN 140.9 148.9 5.73 PHENSEDYL COUGH 95.7 143.0 49.44 HUMAN MIXTARD30/70 119.6 124.1 3.85 LIV-52 113.8 123.1 8.26 TAXIM 113.9 118.7 4.27 AUGMENTIN 108.5 115.3 6.38 ZIFI 101.2 115.2 13.89 DEXORANGE 93.5 113.7 21.6

10 MOX 96.0 110.2 14.811 BECOSULES 98.8 106.2 7.412 MONOCEF 85.5 104.8 22.513 REVITAL 72.4 99.4 37.314 TAXIM-O 85.0 94.1 10.715 ASTHALIN 92.2 93.9 1.816 CARDACE 77.3 90.4 16.917 CALPOL 72.6 83.2 14.618 SEROFLO 78.2 83.1 6.319 BETADINE 72.1 82.9 14.920 SPASMO-PROXYVON 66.1 82.6 24.921 COMBIFLAM 86.8 82.6 -4.922 SPORIDEX 78.5 82.5 5.123 NISE 82.2 80.2 -2.424 CIFRAN 83.9 80.2 -4.525 ZINETAC 72.7 79.9 9.926 DIGENE 73.6 77.8 5.727 AZITHRAL 59.2 77.3 30.428 STORVAS 64.1 76.4 19.229 OMEZ 72.8 74.7 2.630 NOVAMOX 70.5 72.9 3.5

RANK BRANDSVal Crs VAL GRTH

(MAT)


IMS

INTRODUCTIONINTRODUCTIONDr. Kailas Dr. Kailas GhodkeGhodkeBrand Name, Positioning, Pay off line, ImageryBrand Name, Positioning, Pay off line, Imagery

IntroductionIntroduction


1919

Words have the power to inspire, to motivate and Words have the power to inspire, to motivate and

trigger a call to action.trigger a call to action.

Brands have come to be recognized, as powerful Brands have come to be recognized, as powerful

wealth creators and vehicles of value by the wealth creators and vehicles of value by the

pharmaceutical industry.pharmaceutical industry.

The first public act of branding, is the brand name The first public act of branding, is the brand name

which has a unique role to play.which has a unique role to play.

Introduction Introduction contdcontd..


2020

BecauseBecause

Ultimately, Brand name is the only element of the Ultimately, Brand name is the only element of the

brand that will endure throughout its lifecycle.brand that will endure throughout its lifecycle.

While the variables of packaging, promotions and While the variables of packaging, promotions and

positioning are all subject to change, the brand positioning are all subject to change, the brand

name will remain constant and therefore name will remain constant and therefore

frequently acts as the focus for the brand.frequently acts as the focus for the brand.



2121

Today, prescription (Rx) brand names are Today, prescription (Rx) brand names are

exchanged almost as common currencyexchanged almost as common currency

debated by the mediadebated by the media

commented on by patients and caregivers over commented on by patients and caregivers over

internet chat rooms and message boardsinternet chat rooms and message boards

even requested by the patients to general even requested by the patients to general

practitioners’ (GPs), consultant and surgeons. practitioners’ (GPs), consultant and surgeons.



2222

Over the past 10 -15 years, we have seen a Over the past 10 -15 years, we have seen a

paradigm shift in the extent to which the medical paradigm shift in the extent to which the medical

lexicon has become part of a public vocabulary. lexicon has become part of a public vocabulary.

Botox, Prozac and Viagra are now listed in the Botox, Prozac and Viagra are now listed in the

Oxford English Dictionary. Oxford English Dictionary.

‘‘Health’ and ‘health-related issues’ are one of Health’ and ‘health-related issues’ are one of

the most widely searched subjects on the the most widely searched subjects on the

internet.internet.



2323

In the context of the industry’s changing dynamics, in this In the context of the industry’s changing dynamics, in this

presentation will set out presentation will set out

the role and importance of a name in brand the role and importance of a name in brand

communicationscommunications

establishing the value of a name across the lifecycle of establishing the value of a name across the lifecycle of

a brand, from pre-launch to post-patent.a brand, from pre-launch to post-patent.

Recounting a brief history of pharma naming – it will Recounting a brief history of pharma naming – it will

examine how the role of the name has evolved in the examine how the role of the name has evolved in the

context of the changing dynamics of the industry and context of the changing dynamics of the industry and

how the development of a name has come to be how the development of a name has come to be

regarded as a strategic component of a brand’s identity regarded as a strategic component of a brand’s identity

and value.and value.

1) BRAND1) BRAND

Origin of “Brand” the Origin of “Brand” the WordWord


2525


Origin of “Brand” the WordOrigin of “Brand” the Word


2626

‘‘Brand’ originates from the Old Norse Brand’ originates from the Old Norse brandr, brandr,

meaning ‘to burn’, from the meaning ‘to burn’, from the ‘branding’ of livestock ‘branding’ of livestock

- a mark of distinction and differentiation, a sign of - a mark of distinction and differentiation, a sign of

quality and trust. quality and trust.

Over time, that trustmark has been established as Over time, that trustmark has been established as

a relationship, one which by securing preference a relationship, one which by securing preference

and loyalty sustains future earnings.and loyalty sustains future earnings.

What is Brand?What is Brand?


2727


What is a brand?What is a brand?

A brand is A brand is notnot ranking ranking

It is about the It is about the approachapproach and not about being and not about being excellentexcellent

A brand is about A brand is about cultureculture and and mindsetmindset of the organization of the organization

It is about identities, aspirations and differentiationIt is about identities, aspirations and differentiation

It is It is notnot fiction or manufactured fiction or manufactured


2828



Your brand is the singular Your brand is the singular

idea or guiding concept that idea or guiding concept that

you want to own in the you want to own in the

hearts and minds of your hearts and minds of your

target audiencestarget audiences

Educational Marketing Group, Inc, 2005Educational Marketing Group, Inc, 2005Dr. Kailas GhodkeDr. Kailas Ghodke

2929


American Marketing American Marketing AssociationAssociation


3030

A Brand is a name, term, sign, symbol or A Brand is a name, term, sign, symbol or

design or combination of them intended to design or combination of them intended to

identify the goods and services of one seller or identify the goods and services of one seller or

group of sellers and to differentiate them from group of sellers and to differentiate them from

those of competitorsthose of competitors

KotlerKotler


3131

A Brand is a product, but one that adds other A Brand is a product, but one that adds other

dimensions to differentiate it in some way from dimensions to differentiate it in some way from

other products designed to satisfy the same needsother products designed to satisfy the same needs

Rational and Tangible dimensionsRational and Tangible dimensions

Symbolic and Intangible dimensionsSymbolic and Intangible dimensions

WikipediaWikipedia


3232

A brand is a collection of images and ideas representing A brand is a collection of images and ideas representing

an economic producer; more specifically, it refers to the an economic producer; more specifically, it refers to the

concrete symbols such as a name, logo, slogan, and concrete symbols such as a name, logo, slogan, and

design scheme. design scheme.

Brand recognition and other reactions are created by the Brand recognition and other reactions are created by the

accumulation of experiences with the specific product or accumulation of experiences with the specific product or

service, both directly relating to its use, and through the service, both directly relating to its use, and through the

influence of advertising, design, and media commentary. influence of advertising, design, and media commentary.

Wikipedia Wikipedia contdcontd..


3333

A brand is a symbolic embodiment of all the A brand is a symbolic embodiment of all the

information connected to a company, product or information connected to a company, product or

service. service.

A brand serves to create associations and A brand serves to create associations and

expectations among products made by a producer. expectations among products made by a producer.

A brand often includes an explicit logo, fonts, color A brand often includes an explicit logo, fonts, color

schemes, symbols, sound which may be developed to schemes, symbols, sound which may be developed to

represent implicit values, ideas, and even personality.represent implicit values, ideas, and even personality.



3434

Ultimately, a brand is something that resides in Ultimately, a brand is something that resides in

the minds of customersthe minds of customers

Rooted in reality but reflecting perceptions and Rooted in reality but reflecting perceptions and

idiosyncrasies of customers.idiosyncrasies of customers.

The brand, and "branding" and brand equity have The brand, and "branding" and brand equity have

become increasingly important components of become increasingly important components of

culture and the economy, now being described as culture and the economy, now being described as

"cultural accessories and personal philosophies". "cultural accessories and personal philosophies".

Dr. Kailas GhodkeDr. Kailas GhodkeMarketingMarketing

3535


A business toolA business tool

A relationshipA relationship

A belief systemA belief system

A class of goods identified by name as the A class of goods identified by name as the

product of a single firm or manufacturer”product of a single firm or manufacturer”

A customer-facing entity designed to be A customer-facing entity designed to be

understandable, appealing and enduringunderstandable, appealing and enduring


3636

Brand isBrand is

Features (What your product/service is)Features (What your product/service is)

Benefits (Needs and wants that your product/service Benefits (Needs and wants that your product/service

meets)meets)

Values (What the customer associates with the product)Values (What the customer associates with the product)

Brands enable customers to instinctively make Brands enable customers to instinctively make

purchasing decisionspurchasing decisions


3737

Brand Experience and Brand Brand Experience and Brand Image Image

There are two aspect of brand There are two aspect of brand

1.1. The experiential aspectThe experiential aspect consists of the sum of all points consists of the sum of all points

of contact with the brand and is known as the of contact with the brand and is known as the brand brand

experienceexperience. .

2.2. The psychological aspectThe psychological aspect, sometimes referred to as the , sometimes referred to as the

brand imagebrand image, is a symbolic construct created within the , is a symbolic construct created within the

minds of people and consists of all the information and minds of people and consists of all the information and

expectations associated with a product or service.expectations associated with a product or service.

Brand equityBrand equity


3838

Brand equity measures the total value of the brand to the Brand equity measures the total value of the brand to the

brand owner, and reflects the extent of brand franchise. brand owner, and reflects the extent of brand franchise.

The term brand name is often used interchangeably with The term brand name is often used interchangeably with

"brand", although it is more correctly used to specifically "brand", although it is more correctly used to specifically

denote written or spoken linguistic elements of a brand. denote written or spoken linguistic elements of a brand.

In this context a "brand name" constitutes a type of In this context a "brand name" constitutes a type of

trademark, if the brand name exclusively identifies the trademark, if the brand name exclusively identifies the

brand owner as the commercial source of products or brand owner as the commercial source of products or

services. services.

A brand owner may seek to protect proprietary rights in A brand owner may seek to protect proprietary rights in

relation to a brand name through trademark registration.relation to a brand name through trademark registration.

Brand energyBrand energy


3939

Brand energy is a concept Brand energy is a concept

that links together the ideas that the brand is that links together the ideas that the brand is

experientialexperiential

that it is not just about the experiences of that it is not just about the experiences of

customers/potential customers but all stakeholders customers/potential customers but all stakeholders

and the idea that businesses are essentially more and the idea that businesses are essentially more

about creating value through creating meaningful about creating value through creating meaningful

experiences than generating profit. experiences than generating profit.

Brand energyBrand energy


4040

Brand energy has been defined as: Brand energy has been defined as:

‘‘The energy that flows throughout the system that The energy that flows throughout the system that

links businesses and all their stakeholders and links businesses and all their stakeholders and

which is manifested in the way these stakeholders which is manifested in the way these stakeholders

think, feel and behave towards the business and think, feel and behave towards the business and

its products or services’its products or services’

Brand monopolyBrand monopoly


4141

In economic terms the "brand" is, in effect, a device to In economic terms the "brand" is, in effect, a device to create a "monopoly“ or at least some form of create a "monopoly“ or at least some form of "imperfect competition“ so that the brand owner can "imperfect competition“ so that the brand owner can obtain some of the benefits which accrue to a obtain some of the benefits which accrue to a monopoly, especially price competition. monopoly, especially price competition.

There is also a legal dimension - brand names and There is also a legal dimension - brand names and trademarks should be protected by all means trademarks should be protected by all means available. available.

The monopoly may also be extended, or even created, The monopoly may also be extended, or even created, by patent, copyright, trade secret (e.g. secret recipe), by patent, copyright, trade secret (e.g. secret recipe), and other intellectual property regimes (e.g.: Plant and other intellectual property regimes (e.g.: Plant Varieties Act, Design Act).Varieties Act, Design Act).

Retailers' "own label" brands can be just as also Retailers' "own label" brands can be just as also powerful. powerful.

Dr. Kailas GhodkeDr. Kailas GhodkeBrand Name, Positioning, Pay off line, ImageryBrand Name, Positioning, Pay off line, Imagery4242

Why Build Brands?Why Build Brands?


4343


““Buildings age & Buildings age & become become

dilapidated. dilapidated. Machines wear Machines wear

out. out. Cars rust. Cars rust.

But what lives on But what lives on are Brands”are Brands” Sir Hector LaingSir Hector Laing



4444


““Brand value is the Brand value is the extra worth extra worth

engendered in engendered in customers, whose customers, whose

loyalty is made loyalty is made more secure.”more secure.”

The Economist (Dec.,1988)The Economist (Dec.,1988)



4545


Their continuous Their continuous usage goes usage goes

beyond rational beyond rational features.features.



4646


What you show is What you show is more important more important

than what you say.than what you say.One Brand. One Brand. One VoiceOne Voice

David OgilvyDavid Ogilvy



4747


Brands are part of a Brands are part of a strategy aimed at strategy aimed at

differentiating supply. differentiating supply. Companies do so by Companies do so by

consistently and consistently and repeatedly providing an repeatedly providing an

ideal combination of ideal combination of attributes -- both tangible attributes -- both tangible and intangible, practical and intangible, practical and symbolic, visible and and symbolic, visible and

invisible.invisible.


4848

Strategic Brand Management : New Approaches to Strategic Brand Management : New Approaches to Creating & Evaluating Brand Equity – Jean – Noel ererCreating & Evaluating Brand Equity – Jean – Noel erer




4949

Brands where originally created in order to be able to Brands where originally created in order to be able to

differentiate what we offer from what the competitor offers.differentiate what we offer from what the competitor offers.

We branded it to avoid confusion and help people to We branded it to avoid confusion and help people to

remember, identify the manufacture and aid the choice of remember, identify the manufacture and aid the choice of

purchase purchase



5050

Brands are important to companies because Brands are important to companies because

stronger brands are able to command and stronger brands are able to command and

sustain higher margins than weaker brands. sustain higher margins than weaker brands.

Brand strength is judged by many measures, Brand strength is judged by many measures,

including ‘substitution’, the likelihood that the including ‘substitution’, the likelihood that the

customer will purchase another brand if their customer will purchase another brand if their

brand is not available, price premium, brand is not available, price premium,

awareness, etc.awareness, etc.

Branding policiesBranding policies


5151


Branding policiesBranding policies


5252

There are a number of possible policies.There are a number of possible policies.

1.1. Company nameCompany name

2.2. Individual brandingIndividual branding

3.3. Derived brandsDerived brands

1) Company name1) Company name


5353

Especially in the industrial sector, it is just the Especially in the industrial sector, it is just the

company's name which is promoted. E.g. L& L, company's name which is promoted. E.g. L& L,

Reliance, Raymond, Microsoft etc.Reliance, Raymond, Microsoft etc.

In this case a very strong brand name (or company In this case a very strong brand name (or company

name) is made the vehicle for a range of products (for name) is made the vehicle for a range of products (for

example, Mercedes) or even a range of subsidiary example, Mercedes) or even a range of subsidiary

brands (such as Cadbury Dairy Milk, Cadbury Éclairs).brands (such as Cadbury Dairy Milk, Cadbury Éclairs).

2) Individual branding2) Individual branding


5454

Each brand has a separate name Each brand has a separate name

E.g. Seven-Up or Nivea, Lux, Corex, Crocin, Liv 52, E.g. Seven-Up or Nivea, Lux, Corex, Crocin, Liv 52,

ViagraViagra

Which may even compete against other brands Which may even compete against other brands

from the same company from the same company

E.g. Persil, Surf and Rin are all owned by E.g. Persil, Surf and Rin are all owned by

Hindustan Unlever or- Maruti Range - Zen, 800, Hindustan Unlever or- Maruti Range - Zen, 800,

Esteem, Alto, Various pain management and anti Esteem, Alto, Various pain management and anti

infective (Taxim and Taxim – O).infective (Taxim and Taxim – O).

3) Derived brands3) Derived brands


5555

In this case the supplier of a key component, In this case the supplier of a key component,

used by a number of suppliers of the end-used by a number of suppliers of the end-

product, may wish to guarantee its own position product, may wish to guarantee its own position

by promoting that component as a brand in its by promoting that component as a brand in its

own right. own right.

The most frequently quoted example is Intel (in The most frequently quoted example is Intel (in

the PC market, with the slogan 'Intel Inside).the PC market, with the slogan 'Intel Inside).

Brand developmentBrand development


5656


Brand developmentBrand development


5757

In terms of existing products, brands may be In terms of existing products, brands may be

developed in a number of ways:developed in a number of ways:

1.1. Brand extensionBrand extension

2.2. Multi-brandsMulti-brands

3.3. Small business brandsSmall business brands

4.4. Own brands and genericsOwn brands and generics

Brand extensionBrand extension


5858

The existing strong brand name can be used as a The existing strong brand name can be used as a

vehicle for new or modified products; for example, vehicle for new or modified products; for example,

many Tobacco Cigarettes, Alcohol Beverage, many Tobacco Cigarettes, Alcohol Beverage,

Confectionaries, fashion and designer companies Confectionaries, fashion and designer companies

extended brands into fragrances, shoes and extended brands into fragrances, shoes and

accessories, home textile, home decor, luggage, (sun-) accessories, home textile, home decor, luggage, (sun-)

glasses, furniture, hotels, etc.glasses, furniture, hotels, etc.

E.g. Britannia Biscuit and Cakes, Tata Salt, E.g. Britannia Biscuit and Cakes, Tata Salt,

MacDonald's whisky and Mineral water, Kingfisher MacDonald's whisky and Mineral water, Kingfisher

Airlines and Alcohol beverage, Adidas and Puma to Airlines and Alcohol beverage, Adidas and Puma to

personal hygiene.personal hygiene.

Difference between brand extension and Difference between brand extension and line extension.line extension.


5959

E.g. of line extensionE.g. of line extension

1.1. When Coca-Cola launched "Diet Coke" and When Coca-Cola launched "Diet Coke" and

"Cherry Coke" they stayed within the originating "Cherry Coke" they stayed within the originating

product category: non-alcoholic carbonated product category: non-alcoholic carbonated

beverages. beverages.

2.2. Detol hand wash, Detol soap within the same Detol hand wash, Detol soap within the same

category of antiseptic hand and body wash.category of antiseptic hand and body wash.

3.3. Pharma Brand - Antibiotic- Taxim and Taxim – O, Pharma Brand - Antibiotic- Taxim and Taxim – O,

Antacid - Gelusil Liquid and Tablets.Antacid - Gelusil Liquid and Tablets.

Multi-brandsMulti-brands


6060

In a market that is fragmented amongst a number of brands In a market that is fragmented amongst a number of brands

a supplier can choose deliberately to launch totally new a supplier can choose deliberately to launch totally new

brands in apparent competition with its own existing strong brands in apparent competition with its own existing strong

brand (and often with identical product characteristics)brand (and often with identical product characteristics)

This is simply to soak up some of the share of the market This is simply to soak up some of the share of the market

which will in any case go to minor brands. which will in any case go to minor brands.

The rationale is that having 3 out of 12 brands in such a The rationale is that having 3 out of 12 brands in such a

market will give a greater overall share than having 1 out market will give a greater overall share than having 1 out

of 10 (even if much of the share of these new brands is of 10 (even if much of the share of these new brands is

taken from the existing one). taken from the existing one).

It is also done in order to pre-empt others entering the It is also done in order to pre-empt others entering the

market.market.

Multi-brandsMulti-brands


6161

Individual brand names naturally allow greater Individual brand names naturally allow greater flexibility by permitting a variety of different flexibility by permitting a variety of different products, of differing quality, to be sold without products, of differing quality, to be sold without confusing the consumer's perception or diluting confusing the consumer's perception or diluting higher quality products.higher quality products.

Procter & Gamble is a leading exponent of this Procter & Gamble is a leading exponent of this philosophy, running as many as ten detergent philosophy, running as many as ten detergent brands in the US market and also in India. brands in the US market and also in India.

This also increases the total number of "facings" This also increases the total number of "facings" it receives on supermarket shelves.it receives on supermarket shelves.

Another e.g. Mahendra have wide range of Jeeps Another e.g. Mahendra have wide range of Jeeps (MUV) Bolero, Commander, Scorpio, Zylo (MUV) Bolero, Commander, Scorpio, Zylo

In the hotel business, Marriott uses the name In the hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheaper hotels).uses Rodeway for its own cheaper hotels).

Cannibalization in Multi-Cannibalization in Multi-brandsbrands


6262

Cannibalization is a particular problem of a Cannibalization is a particular problem of a

"multibrand" approach"multibrand" approach

The new brand takes business away from an The new brand takes business away from an

established one which the organization also owns. established one which the organization also owns.

This may be acceptable (indeed to be expected) if This may be acceptable (indeed to be expected) if

there is a net gain overall. there is a net gain overall.

Alternatively, it may be the price the organization Alternatively, it may be the price the organization

is willing to pay for shifting its position in the is willing to pay for shifting its position in the

market.market.

Small business brandsSmall business brands


6363

Branding a small business is essentially the same Branding a small business is essentially the same thing as a larger corporation, the only differences thing as a larger corporation, the only differences being that small businesses usually have a being that small businesses usually have a smaller market and have less reach than larger smaller market and have less reach than larger brands. brands.

There are many examples of small businesses There are many examples of small businesses that became very successful due to branding. that became very successful due to branding. D mart is one company that used almost no D mart is one company that used almost no

advertising and over a period developed such a advertising and over a period developed such a strong brand that the company went from one strong brand that the company went from one shop to hundreds.shop to hundreds.

Mankind within 5-6 years has reflected in top 15 Mankind within 5-6 years has reflected in top 15 pharma companies.pharma companies.

Own brands and genericsOwn brands and generics


6464

With the emergence of strong retailers the "own With the emergence of strong retailers the "own

brand", the retailer's own branded product (or brand", the retailer's own branded product (or

service), also emerged as a major factor in the service), also emerged as a major factor in the

marketplace. marketplace.

Where the retailer has a particularly strong identity Where the retailer has a particularly strong identity

(such as Marks & Spencer , Pantaloon in clothing) (such as Marks & Spencer , Pantaloon in clothing)

this "own brand" may compete against the this "own brand" may compete against the

strongest brand leaders, and may dominate those strongest brand leaders, and may dominate those

markets which are not otherwise strongly branded.markets which are not otherwise strongly branded.

Own brands and genericsOwn brands and generics


6565

At the same time, probably as an outgrowth of At the same time, probably as an outgrowth of

consumerism, "generic" (that is, effectively consumerism, "generic" (that is, effectively

unbranded goods) have also emerged. unbranded goods) have also emerged.

These made a positive virtue of saving the cost These made a positive virtue of saving the cost

of almost all marketing activities; emphasizing of almost all marketing activities; emphasizing

the lack of advertising and, especially, the plain the lack of advertising and, especially, the plain

packaging (which was, however, often simply a packaging (which was, however, often simply a

vehicle for a different kind of image).vehicle for a different kind of image).

E.g.- D mart, Big BazaarE.g.- D mart, Big Bazaar

Brand CharacteristicBrand Characteristic


6666




6767

A strong brand should fulfill three basic A strong brand should fulfill three basic

objectives; objectives;

1.1. InformationInformation

2.2. DifferentiationDifferentiation

3.3. SeductionSeduction

InformationInformation


6868

Brand should tell us something about the product Brand should tell us something about the product

offered that is intelligible and decipherable:offered that is intelligible and decipherable:

I have to understand the proposal of basic value or I have to understand the proposal of basic value or

what the product offered consist ofwhat the product offered consist of

DifferentiationsDifferentiations


6969

Brand tells should be perceived as a different by Brand tells should be perceived as a different by

the purchaser or in other wordsthe purchaser or in other words

I understand what you are telling me and I think that I understand what you are telling me and I think that

it is something that the others haven't told meit is something that the others haven't told me

SeductionSeduction


7070

Seduction because this is the raison d'être of any Seduction because this is the raison d'être of any

brand brand

The first two are in service of the third: in the end the The first two are in service of the third: in the end the

brand has to tell us something that we consider to be brand has to tell us something that we consider to be

interesting and that ends up seducing usinteresting and that ends up seducing us

And seduction is something very subtle.And seduction is something very subtle.



7171

There are currently numerous brands has that There are currently numerous brands has that

have reach the first stage. have reach the first stage. They have succeeded in getting us to recognized They have succeeded in getting us to recognized

their logos and we see their advertisementstheir logos and we see their advertisements

They have succeeded in getting us know more or They have succeeded in getting us know more or

less what they offer but they have not seduced less what they offer but they have not seduced

us.us.

They are in our mind and we see them on going They are in our mind and we see them on going

to shop , but we when it comes to buying we do to shop , but we when it comes to buying we do

not feel that irresistible, emotional attraction not feel that irresistible, emotional attraction

that derives us to clearly opt for one of the them.that derives us to clearly opt for one of the them.

Types of brandTypes of brand


7272


Types of brandTypes of brand


7373

1.1. ProductProduct

2.2. ServiceService

3.3. OrganizationOrganization

4.4. PersonPerson

5.5. EventEvent

6.6. GeographyGeography

1) Product1) Product


7474

The most common brand is that associated with a The most common brand is that associated with a

tangible product, such as a car or drink. tangible product, such as a car or drink.

This can be very specific or may indicate a range of This can be very specific or may indicate a range of

products. products.

In any case, there is always a unifying element that is In any case, there is always a unifying element that is

the 'brand' being referred to in the given case.the 'brand' being referred to in the given case.

1) Product 1) Product contdcontd..


7575

Types of product brandsTypes of product brands

1.1. Individual product Individual product

/ / individual individual

brandingbranding

2.2. Product range / Product range /

Family brandingFamily branding

3.3. Premium brandPremium brand

4.4. Economy brandEconomy brand

5.5. Fighting brandFighting brand

1.1. Co-brandingCo-branding

2.2. Corporate Corporate

brandingbranding

3.3. Brand leveragingBrand leveraging

4.4. Private branding, Private branding,

store brand, or store brand, or

private labelprivate label

5.5. Brand licensingBrand licensing



7676

Individual product / Individual product / individual brandingindividual branding

When all a company's products are given When all a company's products are given

different brand names, this is referred to as different brand names, this is referred to as

individual brandingindividual branding. .

Product brands can be very specific, indicating Product brands can be very specific, indicating

a single product, such as classic Coca-Cola. a single product, such as classic Coca-Cola.

It can also include particular physical forms, It can also include particular physical forms,

such as Coca-cola in a traditional bottle or a such as Coca-cola in a traditional bottle or a

can.can.



7777

Product range / Product range / Family brandingFamily branding

When one brand name is used for several related When one brand name is used for several related

products, this is referred to as products, this is referred to as family brandingfamily branding

Product brands associated with a range, such as Product brands associated with a range, such as

the Mercedes S-class cars or all varieties of the Mercedes S-class cars or all varieties of

Colgate toothpaste.Colgate toothpaste.



7878

A A premium brand premium brand typically costs more than other typically costs more than other

products in the category. products in the category.

An An economy brandeconomy brand' is a brand targeted to a high ' is a brand targeted to a high

price elasticity market segment. price elasticity market segment.

A A fighting brand fighting brand is a brand created specifically to is a brand created specifically to

counter a competitive threat. counter a competitive threat.

When two or more brands work together to When two or more brands work together to

market their products, this is referred to as market their products, this is referred to as co-co-

brandingbranding. .



7979

When a company's name is used as a product brand When a company's name is used as a product brand

name, this is referred to as name, this is referred to as corporate brandingcorporate branding..

When a company uses the brand equity associated When a company uses the brand equity associated

with an existing brand name to introduce a new with an existing brand name to introduce a new

product or product line, this is referred to as product or product line, this is referred to as brand brand

leveragingleveraging..



8080

When large retailers buy products in bulk from When large retailers buy products in bulk from

manufacturers and put their own brand name on manufacturers and put their own brand name on

them, this is called them, this is called private brandingprivate branding, , store brandstore brand, or , or

private labelprivate label. Private brands can be differentiated . Private brands can be differentiated

from manufacturers' brands (also referred to as from manufacturers' brands (also referred to as

national brands). national brands).

When a company sells the rights to use a brand name When a company sells the rights to use a brand name

to another company for use on a non-competing to another company for use on a non-competing

product or in another geographical area, this is product or in another geographical area, this is

referred to as referred to as brand licensingbrand licensing..

2) Service2) Service


8181

As companies move from manufacturing products to As companies move from manufacturing products to

delivering complete solutions and intangible services, delivering complete solutions and intangible services,

the brand is about the 'service'. the brand is about the 'service'.

Service brands are about what is done, when it is Service brands are about what is done, when it is

done, who does it, etc. E.g. Apolo Hospital , Fortis done, who does it, etc. E.g. Apolo Hospital , Fortis

Hospital, Tata Consultancy etc.Hospital, Tata Consultancy etc.

It is much more variable than products brands, where It is much more variable than products brands, where

variation can be eliminated on the production line.variation can be eliminated on the production line.

2) Service2) Service


8282

Even in companies such as McDonald's where Even in companies such as McDonald's where

the service has been standardized down to the the service has been standardized down to the

eye contact and smile, variation still occurs.eye contact and smile, variation still occurs.

Consistency can be a problem in service: Consistency can be a problem in service: we we

expect some variation, and the same smile every expect some variation, and the same smile every

time can turn into an annoyance as we feel we time can turn into an annoyance as we feel we

are being manipulated. are being manipulated.

Service brands need a lot more understanding Service brands need a lot more understanding

than product brands.than product brands.

3) Organization3) Organization


8383

Organizations are brands, whether it is a company Organizations are brands, whether it is a company

that delivers products and services or some other that delivers products and services or some other

group. group.

TATA, Mercedes, and the US Senate are all defined TATA, Mercedes, and the US Senate are all defined

organizations and each have qualities associated organizations and each have qualities associated

with them that constitute the brand.with them that constitute the brand.

In once sense, the brand of the organization is In once sense, the brand of the organization is

created as the sum of its products and services.created as the sum of its products and services.

4) Person4) Person


8484

The person brand is focused on one or a few The person brand is focused on one or a few individuals, where the branding is associated individuals, where the branding is associated with personality.with personality.

IndividualIndividual A pure individual brand is based on one person, A pure individual brand is based on one person,

such as celebrity actor (Amitab Bachan) or such as celebrity actor (Amitab Bachan) or singer. singer.

The brand can be their natural person or a The brand can be their natural person or a carefully crafted projection (Vodafone – Jujube). carefully crafted projection (Vodafone – Jujube).

Politicians work had to project a brand that is Politicians work had to project a brand that is attractive to their electorate. attractive to their electorate.

In a similar way, rock stars who want to appear In a similar way, rock stars who want to appear cool also are playing to a stereotype.cool also are playing to a stereotype.

4) Person4) Person


8585

GroupGroup

It is a the brand of a group of individual. It is a the brand of a group of individual.

A small group and the individuals are known, the A small group and the individuals are known, the

group brand and the individual brand overlap, for group brand and the individual brand overlap, for

example the brand of a pop group and the brand of example the brand of a pop group and the brand of

its known members are strongly connected .its known members are strongly connected .

Organizations can also be linked closely with the Organizations can also be linked closely with the

brand of an individual, for example J R Tata is brand of an individual, for example J R Tata is

closely linked with TATA similarly Ambani with closely linked with TATA similarly Ambani with

Reliance.Reliance.

5) Event5) Event


8686

Events have brands too, whether they are rock Events have brands too, whether they are rock concerts, the Olympics, Mumbai Marathon, Film fare concerts, the Olympics, Mumbai Marathon, Film fare Award, Miss Universe , a space-rocket launch or a Award, Miss Universe , a space-rocket launch or a town-hall dance.town-hall dance.

Event brands are strongly connected with the Event brands are strongly connected with the experience of the people attending, for example experience of the people attending, for example with musical pleasure or amazement at human feats.with musical pleasure or amazement at human feats.

Product, service and other brands realize the power Product, service and other brands realize the power of event brands and seek to have their brands of event brands and seek to have their brands associated with the event brands. associated with the event brands.

Thus sponsorship of events is now big business as Thus sponsorship of events is now big business as one brand tries to get leverage from the essence of one brand tries to get leverage from the essence of the event, such as excitement and danger of car the event, such as excitement and danger of car racing.racing.

6) Geography6) Geography


8787

Areas of the world also have essential qualities that are Areas of the world also have essential qualities that are

seen as characterizations, and hence also have brand. seen as characterizations, and hence also have brand.

These areas can range from countries to state to cities These areas can range from countries to state to cities

to streets and buildings.to streets and buildings.

Those who govern or represent these geographies will Those who govern or represent these geographies will

work hard to develop the brand. work hard to develop the brand.

Cities (Chicago and Mumbai), for example, may have Cities (Chicago and Mumbai), for example, may have

de-facto brands of being dangerous or safe, cultural or de-facto brands of being dangerous or safe, cultural or

bland, which will be used by potential tourists in their bland, which will be used by potential tourists in their

decisions to visit and by companies in their decisions decisions to visit and by companies in their decisions

on where to set up places of employment.on where to set up places of employment.

Brand Management Brand Management


8888


The Branding ProcessThe Branding Process


8989

Strategic Strategic

ParticipativeParticipative

Descriptive: Who are you now?Descriptive: Who are you now?

Brand promise and componentsBrand promise and components

Creative development and executionCreative development and execution

Brand managementBrand management


9090

Brand management is the application of marketing Brand management is the application of marketing techniques to a specific product, product line, or brand.techniques to a specific product, product line, or brand.

It seeks to increase the product's It seeks to increase the product's perceived value perceived value to to the customerthe customer and thereby increase brand franchise and and thereby increase brand franchise and brand equity. brand equity.

Marketers see a brand as an implied promise, the Marketers see a brand as an implied promise, the standard quality level which people expect from a standard quality level which people expect from a brand. brand.

This may increase sales by making a comparison with This may increase sales by making a comparison with competing products more favorable. competing products more favorable.

It also enable the manufacturer to charge more for the It also enable the manufacturer to charge more for the product. product.

The value of the brand is determined by the amount of The value of the brand is determined by the amount of profit it generates for the manufacturer.profit it generates for the manufacturer.

Brand Management ApproachBrand Management Approach


9191

To get a product or service to the right person or To get a product or service to the right person or company, a marketer would firstly segment the company, a marketer would firstly segment the market, then target a single segment or series of market, then target a single segment or series of segments, and finally position within the segmentsegments, and finally position within the segment

Market SegmentationMarket Segmentation Segmentation is essentially the identification of Segmentation is essentially the identification of

subsets of buyers within a market who share subsets of buyers within a market who share similar needs and who demonstrate similar buyer similar needs and who demonstrate similar buyer behavior. behavior.

The buyers have their own sets of needs and The buyers have their own sets of needs and behavior. Segmentation aims to match groups of behavior. Segmentation aims to match groups of purchasers with the same set of needs and buyer purchasers with the same set of needs and buyer behavior. Such a group is known as a 'segment'. behavior. Such a group is known as a 'segment'.



9292

Think of your market as an orange, with a series Think of your market as an orange, with a series

of connected but distinctive segments, each with of connected but distinctive segments, each with

their own profile.their own profile.

However the more general bases include:However the more general bases include:

By geography - such as where in the world was By geography - such as where in the world was

the product bought. the product bought.

By psychographics - such as lifestyle or beliefs. By psychographics - such as lifestyle or beliefs.

By socio-cultural factors - such as class. By socio-cultural factors - such as class.

By demography - such as age, sex, and so on. By demography - such as age, sex, and so on.



9393

Target AudienceTarget Audience

After the market has been separated into its After the market has been separated into its

segments, the marketer will select a segment segments, the marketer will select a segment

or series of segments and 'target' it/themor series of segments and 'target' it/them

The attitudinal and demographic, The attitudinal and demographic,

Psychographic, Technographic description of Psychographic, Technographic description of

the core prospect or customer to whom the the core prospect or customer to whom the

brand is intended to appeal, or to whom the brand is intended to appeal, or to whom the

marketing plan is directed. marketing plan is directed.



9494

Brand PositioningBrand Positioning

Identifying and clarifying competitive threats and Identifying and clarifying competitive threats and

actionable opportunities to guide product actionable opportunities to guide product

development and enhance the impact of integrated development and enhance the impact of integrated

brand marketing programsbrand marketing programs



9595

Marketing Program Development and EvaluationMarketing Program Development and Evaluation Maximizing the business-building performance Maximizing the business-building performance

of marketing program elements including of marketing program elements including distribution, packaging, product design, and distribution, packaging, product design, and pricingpricing

Marketing Communications, Brand Promotions Marketing Communications, Brand Promotions and Advertising Managementand Advertising Management

Planning, evaluating, and refining media and Planning, evaluating, and refining media and message strategies to strengthen brand message strategies to strengthen brand communications campaign performancecommunications campaign performance

Brand Health and Brand Equity AssessmentBrand Health and Brand Equity Assessment Monitoring the crucial components of brand Monitoring the crucial components of brand

health to provide direction for more effective health to provide direction for more effective management of overall brand equitymanagement of overall brand equity

Brand management isBrand management is


9696

1.1. The total approachThe total approach

2.2. Creating the promiseCreating the promise

3.3. Making the promiseMaking the promise

4.4. Keeping the promiseKeeping the promise

5.5. A brand is a promiseA brand is a promise

6.6. A brand is an associated imageA brand is an associated image

7.7. Everything and everyone is a brandEverything and everyone is a brand

1) The total approach1) The total approach


9797

Brand management starts with understanding what Brand management starts with understanding what

'brand' really means. 'brand' really means.

This starts with the leaders of the company who This starts with the leaders of the company who

define the brand and control its management. define the brand and control its management.

It also reaches all the way down the company and It also reaches all the way down the company and

especially to the people who interface with especially to the people who interface with

customers or who create the products which customers or who create the products which

customers use.customers use.

2) Creating the promise2) Creating the promise


9898

Creating the promise means defining the brand. Creating the promise means defining the brand.

A good brand promise is memorable and A good brand promise is memorable and

desirable. desirable.

It cannot be effective if nobody remembers it, It cannot be effective if nobody remembers it,

and is no good either if nobody wants it!and is no good either if nobody wants it!

A good brand promise evokes feelings, because A good brand promise evokes feelings, because

feelings drive actions. feelings drive actions.

Volvo offers feelings of safety. Disneyland Volvo offers feelings of safety. Disneyland

offers feelings of excitement.offers feelings of excitement.

2) Creating the promise 2) Creating the promise contdcontd..


9999

The promise must be unique and identified with you The promise must be unique and identified with you

alone. alone.

Within an industry, promises can be very close.Within an industry, promises can be very close.

But if you want success, you must dig out the very But if you want success, you must dig out the very

specific territory of your promise and know clearly specific territory of your promise and know clearly

how it is different from the promises of other firms.how it is different from the promises of other firms.

2) Creating the promise 2) Creating the promise contdcontd..


101000

The right promise is not just something you make The right promise is not just something you make

up on a Friday afternoon. up on a Friday afternoon.

It comes through a deep understanding of your It comes through a deep understanding of your

MarketplaceMarketplace

your customers. your customers.

capabilities and motivations of the people.capabilities and motivations of the people.

3) Making the promise3) Making the promise


101011

Once you have created the promise, the next step Once you have created the promise, the next step

is to inject it into the minds of is to inject it into the minds of

your customers your customers

your staffyour staff

everyone who is related to the brand.everyone who is related to the brand.

This is done through marketing which includes This is done through marketing which includes

advertising and PRadvertising and PR

is about positioning the company and its is about positioning the company and its

products in the minds of customers and against products in the minds of customers and against

your competitors.your competitors.

4) Keeping the promise4) Keeping the promise


101022

Creating and making the right promise is one Creating and making the right promise is one

thing, but then you have to keep it.thing, but then you have to keep it.

Creating a promise you cannot consistently keep, Creating a promise you cannot consistently keep,

year after year, is plain suicide.year after year, is plain suicide.

The brand may still exist, but now the promise will The brand may still exist, but now the promise will

be of slipshod products and inconsistent delivery.be of slipshod products and inconsistent delivery.

4) Keeping the promise 4) Keeping the promise contdcontd..


101033

Keeping promises means Keeping promises means

managing capability.managing capability.

consistent processes that are capable of consistent processes that are capable of

delivering what is required. delivering what is required.

technology and systems which are reliable technology and systems which are reliable

and usable. and usable.

motivated people who are willing and able to motivated people who are willing and able to

deliver the goods.deliver the goods.

5) A brand is a promise5) A brand is a promise


101044

First and foremost, a brand is a promise. First and foremost, a brand is a promise.

It says 'you know the name, you can trust the It says 'you know the name, you can trust the

promise'. promise'.

As all promises, it is trusted only as far as those As all promises, it is trusted only as far as those

promises are met. promises are met.

Trust is a critical first step and brands aim to accelerate Trust is a critical first step and brands aim to accelerate

that step by leveraging the implied promise of the that step by leveraging the implied promise of the

brand.brand.

6) A brand is an associated 6) A brand is an associated imageimage


101055

Most brands have a logo which acts as a short-cut Most brands have a logo which acts as a short-cut

to remind us of the brand promise. to remind us of the brand promise.

The logo uses color, shape, letters and images to The logo uses color, shape, letters and images to

create a distinctive image that is designed both to create a distinctive image that is designed both to

catch our eye and to guide our thoughts in the catch our eye and to guide our thoughts in the

right direction. right direction.

The brand may also be associated with tunes, The brand may also be associated with tunes,

celebrities, catchphrases and so on.celebrities, catchphrases and so on.

All parts of the brand image works as a All parts of the brand image works as a

psychological trigger or stimulus that causes an psychological trigger or stimulus that causes an

association to all other thoughts we have about association to all other thoughts we have about

the brand.the brand.

7) Everything and everyone is 7) Everything and everyone is a branda brand


101066

If you get down to the detail, everything is a brand.If you get down to the detail, everything is a brand.

Because we build our understanding of the world by Because we build our understanding of the world by

creating associations about everything. creating associations about everything.

A tree has an implied promise of beauty and shade. A tree has an implied promise of beauty and shade.

Even words are brands. When I say 'speed', you will Even words are brands. When I say 'speed', you will

conjure up images of fast cars, etc.conjure up images of fast cars, etc.

7) Everything and everyone is a 7) Everything and everyone is a brand brand contdcontd..


101077

People are brands, too. People are brands, too.

When people see you, or even hear your name, When people see you, or even hear your name,

they will recall the image they have of you, they will recall the image they have of you,

(which is something you can actively manage or (which is something you can actively manage or

'let happen'). 'let happen').

In a company where people are visible to In a company where people are visible to

customers, such as a service business, the customers, such as a service business, the

people are very much a part the brand.people are very much a part the brand.

Essence, Brand Essence, Brand EssenceEssence


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Essence, Brand EssenceEssence, Brand Essence


101099

The term The term essence essence describes the fundamental, describes the fundamental,

timeless elements ascribed to a brand. timeless elements ascribed to a brand.

It is the abstraction that audiences take away It is the abstraction that audiences take away

after experiencing the brand. after experiencing the brand.

The essence is stated in one word and is true of The essence is stated in one word and is true of

the brand as well as sub brands. the brand as well as sub brands.

It elicits an emotional benefit and has been It elicits an emotional benefit and has been

consistently present since the beginning of the consistently present since the beginning of the

brand.brand.

Essence, Brand Essence Essence, Brand Essence contdcontd..


111100

Characteristics of Brand Essence: Characteristics of Brand Essence:

1.1. Is it simply stated from the customer’s point of Is it simply stated from the customer’s point of view? view?

2.2. Is it one word, or at most, a short phrase? Is it one word, or at most, a short phrase?

3.3. Is it honest and authentic? Is it honest and authentic?

4.4. Is it true of the brand as well as sub-brands? Is it true of the brand as well as sub-brands?

5.5. Is it relevant across geography? Is it relevant across geography?

6.6. Does it enable growth? Does it enable growth?

7.7. Is it potentially ownable? Is it potentially ownable?

8.8. Does it tap into a higher-order emotional benefit? Does it tap into a higher-order emotional benefit?

9.9. Has it been present from the beginning of the Has it been present from the beginning of the franchise? franchise?

Brand Communication and Brand Communication and Brand ManagementBrand Management


111111


Brand Communication and Brand Brand Communication and Brand ManagementManagement


111122

We should not confused communication with We should not confused communication with brand creation or management.brand creation or management.

The objective of communication isThe objective of communication is to achieve renown for what to say in our to achieve renown for what to say in our

communication plan.communication plan. In short what meanings, values and In short what meanings, values and

personalities are important and distinguishing.personalities are important and distinguishing. The objective of brand managementThe objective of brand management

is to maintain the consistency and strength of is to maintain the consistency and strength of the brand so that it can be adequately the brand so that it can be adequately exploited.exploited.

This should be the work of a good brand This should be the work of a good brand managermanager

BRAND NAMEBRAND NAME

"What's in a name?""What's in a name?"

When he asked the question When he asked the question

"What's in a name?" "What's in a name?"

Shakespeare obviously didn't Shakespeare obviously didn't

have brand names in mind. have brand names in mind.

Brand NameBrand Name


111155

Words are the cornerstone of Words are the cornerstone of

how we communicate. how we communicate.

So, in seeking to maximize the So, in seeking to maximize the

opportunity for a brand, why opportunity for a brand, why

not develop names and not develop names and

language around the brand language around the brand

more creatively, precisely and more creatively, precisely and

effectively?effectively?

Brand Name Brand Name contdcontd..


111166

Would a Viagra pill by Would a Viagra pill by any other name still rake any other name still rake in $1.7 billion a year? in $1.7 billion a year?

Maybe. But drug Maybe. But drug companies these days companies these days aren't taking the chance.aren't taking the chance.



111177

Gone are the days when the brand Gone are the days when the brand names were decided on gut feel. names were decided on gut feel.

Today there are well defined Today there are well defined processes to do it scientifically. processes to do it scientifically.

Who says a brand name should be Who says a brand name should be just a noun. just a noun.

In today's competitive world, it has In today's competitive world, it has to be transformed into an action to be transformed into an action word, a word that demands action word, a word that demands action from consumers. Instantly! from consumers. Instantly!



111188

In an industry faced with the harsh realities of a In an industry faced with the harsh realities of a

limited patent life, we should not forget that a brand limited patent life, we should not forget that a brand

name name can last forever. can last forever.

Providing a trademark is used, it can be Providing a trademark is used, it can be renewed renewed ad ad

infinitum – a name is therefore a vital and valuable infinitum – a name is therefore a vital and valuable

intellectual property intellectual property asset.asset.

If your company was a If your company was a “person”:“person”:


111199

What would their personality What would their personality be like?be like?

What person(s) and object(`s) What person(s) and object(`s) would epitomise the brand?would epitomise the brand?

What behaviour would their What behaviour would their personality and identity personality and identity promise? promise?

Flexible/rule bound, fast moving/steady Flexible/rule bound, fast moving/steady paced, etc.paced, etc.

A good brand name shouldA good brand name should


121200

be legally protectable be legally protectable

be easy to pronounces be easy to pronounces

be easy to remember be easy to remember

be easy to recognize be easy to recognize

attract attention attract attention

suggest product benefits (e.g.: suggest product benefits (e.g.: Easy-Off) or suggest ) or suggest

usage usage

suggest the company or product suggest the company or product image

distinguish the product's distinguish the product's positioning relative to the relative to the

competition.competition.

http://en.wikipedia.org/wiki/Reckitt_Benckiser

http://en.wikipedia.org/wiki/Corporate_image

http://en.wikipedia.org/wiki/Positioning_(marketing)

The value of a good The value of a good namename


121121


The value of a good nameThe value of a good name


121222

The battle for brand-stand out is hard won and The battle for brand-stand out is hard won and

defining that crucial ‘white space’, around which defining that crucial ‘white space’, around which

to develop the beginnings of the relationship is to develop the beginnings of the relationship is

key. key.

The strongest brands are built on foundations The strongest brands are built on foundations

which are credible, differentiated and which are credible, differentiated and

sustainable, for the lifetime of the brand. sustainable, for the lifetime of the brand.

CredibilityCredibility


121233

Laying the foundations of a brand needs to start Laying the foundations of a brand needs to start

with with

a clarity of values - of what a brand stands for, a clarity of values - of what a brand stands for,

a clarity of vision – of where a brand is going, a clarity of vision – of where a brand is going,

a clarity of mission – of how it is going to get a clarity of mission – of how it is going to get

there. there.

In determining that crucial window of brand In determining that crucial window of brand

opportunity, it is vital to ensure, from the outset, a opportunity, it is vital to ensure, from the outset, a

brand proposition that will be relevant and credible brand proposition that will be relevant and credible

across all target audiences.across all target audiences.

DifferentiationDifferentiation


121244

Therapy areas are more crowded, the pharma brandscape Therapy areas are more crowded, the pharma brandscape

is more cluttered than ever before, and with degrees of is more cluttered than ever before, and with degrees of

differentiation between products diminished, a brand differentiation between products diminished, a brand

needs to work harder and to shout louder in order to be needs to work harder and to shout louder in order to be

noticed.noticed.

Differentiation is the name of the game and a distinctive Differentiation is the name of the game and a distinctive

name will play its part in enabling stand-out from the name will play its part in enabling stand-out from the

competition.competition.

SustainabilitySustainability


121255

Where might a brand ultimately be going? Where might a brand ultimately be going?

The foundations that we establish for a brand from The foundations that we establish for a brand from

the outset should be sufficiently flexible, both to the outset should be sufficiently flexible, both to

accommodate changes in the market and for the accommodate changes in the market and for the

post-patent life of the brand. post-patent life of the brand.

The criterion of sustainability extends to ‘future-The criterion of sustainability extends to ‘future-

proofing’ a name for the long-term brand opportunity. proofing’ a name for the long-term brand opportunity.

Sustainability Sustainability contdcontd..


121266

From Amazon to Virgin, the ‘stretchability’ of brand From Amazon to Virgin, the ‘stretchability’ of brand

names has long been attested to in other industries. names has long been attested to in other industries.

While pharmaceutical brands are under somewhat While pharmaceutical brands are under somewhat

different constraints, the issue of stretch is not to be different constraints, the issue of stretch is not to be

underestimated. underestimated.

E.g. the number of biologics which have the potential E.g. the number of biologics which have the potential

to target more than one condition. to target more than one condition.

Need for longer-lasting brandsNeed for longer-lasting brands

need for the equity of an established Rx brand name need for the equity of an established Rx brand name

to be leveraged within the over-the counter (OTC) to be leveraged within the over-the counter (OTC)

environment.environment.

An art and a scienceAn art and a science


127127




121288

For many decades, naming a drug was For many decades, naming a drug was

considerably less complex than today. considerably less complex than today.

With fewer drugs on the market, trademark With fewer drugs on the market, trademark

classes were less crowded and there was classes were less crowded and there was

greater opportunity for ‘newness’ in a name. greater opportunity for ‘newness’ in a name.

As the doctors were the core focus of pharma As the doctors were the core focus of pharma

companies’ naming efforts, brand monikers companies’ naming efforts, brand monikers

became predictable, with many brands in a became predictable, with many brands in a

given category sounding like everyone else. given category sounding like everyone else.



121299

Names spoke largely to the science - referencing the Names spoke largely to the science - referencing the

generic and/or to the specificity of a drug’s generic and/or to the specificity of a drug’s

indication.indication.

In normal scenario and which was also apparent for In normal scenario and which was also apparent for

some time that the preferences for names is some time that the preferences for names is

beginning with alphabet ‘A’ because this will put the beginning with alphabet ‘A’ because this will put the

drug listings in a more prominent position. drug listings in a more prominent position.

But as competition grew, companies looked to new But as competition grew, companies looked to new

ways to signal something new and different in their ways to signal something new and different in their

brand name. brand name.



131300

The ‘shock of the new’ came in the form of brand names The ‘shock of the new’ came in the form of brand names

beginning at the other end of the alphabet i.e. “Z”.beginning at the other end of the alphabet i.e. “Z”.

Approximately there are 13,500 brands names reflected Approximately there are 13,500 brands names reflected

in ORG IMS (2003) and the total number of brand names in ORG IMS (2003) and the total number of brand names

starting with “Z” alphabet is approximately 400. starting with “Z” alphabet is approximately 400.

Few brand names beginning Few brand names beginning with Z with Z


131311

Sr. No. Brand Company Sr. No. Brand Company1 Z CLOX AUROBINDO 21 ZOCON-T FDC LIMITED2 ZENBEX-T ABBOTT 22 ZYTAZ ZYDUS-CADILA3 ZENCLOR MANKIND 23 Z MOX AUROBINDO 4 ZENFLOX MANKIND 24 ZYTEE RAPTAKOS BRETT5 ZENFLOX EYE MANKIND 25 ZYTHAM ZYDUS-CADILA6 ZENFLOX D EYE MANKIND 26 ZYTONIN ZYDUS-CADILA7 ZENFLOX-OZ MANKIND 27 ZANLOP RANBAXY8 ZENIM

UNIVERSAL MEDICARE

28 ZANOCIN RANBAXY9 ZENIM D 29 ZANOCIN-TZ RANBAXY

10 ZENIM MR 30 ZANOVID MICRO LABS11 ZEPTOL SUN PHARMA 31 ZAP INTAS12 Z CLOX AUROBINDO 32 ZAPACID WIN MEDICARE13 ZO FDC LIMITED 33 ZAPIZ INTAS14 ZO EYE FDC LIMITED 34 Z MOX AUROBINDO

15 ZO PHOST KHANDELWAL 35 ZASO CADILA PHARMA

16 ZO T FDC LIMITED 36 Z MOX LAUROBINDO PHARMA

17 ZOCEF ALKEM 37 Z PLUS18 ZOCON FDC LIMITED 38 Z PLUS L19 ZOCON EYE FDC LIMITED 39 ZEN INTAS20 ZOCON AS FDC LIMITED 40 ZENAX DR.REDDY'S

Sound Sound


131322

The sound that represent the pronunciation of The sound that represent the pronunciation of

words are explain under the headings of – words are explain under the headings of –

ConsonantsConsonants

Vowels and DiphthongsVowels and Diphthongs

The research done by several experts show that The research done by several experts show that

the phonemes, vowels and consonants convey the phonemes, vowels and consonants convey

different attributes.different attributes.

ConsonantsConsonants


131333

Consonants are the sounds that are made by Consonants are the sounds that are made by

completely or partly stopping the flow of air completely or partly stopping the flow of air

being breathed out through the mouthbeing breathed out through the mouth

In other words, any letter of the alphabet that is In other words, any letter of the alphabet that is

not “a”, “e”, “i”, “o” or “u” or the sound made not “a”, “e”, “i”, “o” or “u” or the sound made

by any of these (such as – “y” ) is a consonant.by any of these (such as – “y” ) is a consonant.

VowelsVowels


131344

A speech sound made with the vocal tract open.A speech sound made with the vocal tract open.

Are the sounds that are made , when the mouth is Are the sounds that are made , when the mouth is

open and the tongue is not touching the top of the open and the tongue is not touching the top of the

mouth, the teeth etc.mouth, the teeth etc.

E.g. alphabets like – a, e, i, or u or sound made by E.g. alphabets like – a, e, i, or u or sound made by

any of these is considered a vowel any of these is considered a vowel

DiphthongsDiphthongs


131355

Diphthongs are the combinations of two vowel Diphthongs are the combinations of two vowel

letters or sounds such as the sound “ai” in the letters or sounds such as the sound “ai” in the

word “bite”word “bite”

PhonemesPhonemes


131366

Phonemes is one of a small set of speech sounds Phonemes is one of a small set of speech sounds

that are distinguished by the speakers of a that are distinguished by the speakers of a

particular languageparticular language

A brand name is a composition of individual sounds A brand name is a composition of individual sounds

called phonemes, which represent attributes. called phonemes, which represent attributes.

If these attributes are desired by consumers, they If these attributes are desired by consumers, they

would want to try it instantly. would want to try it instantly.

And if the brand delivers the attributes, there could And if the brand delivers the attributes, there could

be a repeat purchase. be a repeat purchase.

Phonemes Phonemes contdcontd..


131377

Each sound has connotations (overtones of a particular Each sound has connotations (overtones of a particular

word and what it suggests, its implication and word and what it suggests, its implication and

associations). associations).

They indicate the attributes of a nameThey indicate the attributes of a name

They also attach a character to a brand. They also attach a character to a brand.

They even denote the gender of the brand. Most words They even denote the gender of the brand. Most words

ending with the 'a' sound suggest feminine gender. In ending with the 'a' sound suggest feminine gender. In

the Indian context - Devika, Sushma, Diana, Brinda and the Indian context - Devika, Sushma, Diana, Brinda and

so on. so on.

Phonemes Phonemes contdcontd. .


131388

The research done by several experts show The research done by several experts show that the phonemes, vowels and consonants that the phonemes, vowels and consonants convey different attributes. convey different attributes.

For example, the sound 'b' connotes slowness For example, the sound 'b' connotes slowness and also reliability. and also reliability.

Plosive letters (P, T or D) to convey powerPlosive letters (P, T or D) to convey power Fricative letters (X, F, S or Z) to imply speedFricative letters (X, F, S or Z) to imply speed The consonants 'f', 'v','s' and 'z' connote speed. The consonants 'f', 'v','s' and 'z' connote speed. 'Z' is the fastest of them all. It's also 'Z' is the fastest of them all. It's also

considered the most powerful. considered the most powerful. No wonder international pharma brands go No wonder international pharma brands go

Zantac, Zoloft, Zofran, Zocor and Zyprexa. Zantac, Zoloft, Zofran, Zocor and Zyprexa.

What alphabets conveyWhat alphabets convey


131399

What alphabets convey

Sr. No. The sounds The connotations

1 p, b, t, d Reliable but slow

2 f , v, s Fast

3 z Fastest

4 l, s, v Pleasant feelings

How to arrive at a brand How to arrive at a brand name?name?


140140


How to arrive at a brand How to arrive at a brand name?name?


141411

Obviously, a brand name has immense potential Obviously, a brand name has immense potential

to build a relationship with the customer. to build a relationship with the customer.

How to arrive at a brand name? What are the How to arrive at a brand name? What are the

processes involved? Where to begin? processes involved? Where to begin?

There are three steps to arrive at the most There are three steps to arrive at the most

suitable brand name for a pharma product. suitable brand name for a pharma product.

1.1. Step 1: Market researchStep 1: Market research

2.2. Step 2: Generate as many brand names as Step 2: Generate as many brand names as

possible possible

3.3. Step 3: Evaluation and selectionStep 3: Evaluation and selection

Step 1: Market researchStep 1: Market research


141422

Market research is the key to a brand name decision. Market research is the key to a brand name decision. A brand name is one of the most important decisions. A brand name is one of the most important decisions.

After all, it is an element of brand mix that remains After all, it is an element of brand mix that remains constant throughout the brand's lifetime. constant throughout the brand's lifetime.

While other elements like packaging, price and While other elements like packaging, price and promotion can change, the brand name stays promotion can change, the brand name stays unchanged. unchanged.

Well structured and professionally administered Well structured and professionally administered research is an important step in arriving at a brand research is an important step in arriving at a brand name that works. name that works.

As the words of caution – “do not decide on a name As the words of caution – “do not decide on a name unless the brand's positioning is arrived at”. unless the brand's positioning is arrived at”. If not, the brand name and the positioning statement If not, the brand name and the positioning statement

end up communicating two different things!end up communicating two different things!

Step 1: Market research Step 1: Market research contdcontd..


141433

Market research is done onMarket research is done on

i.i. Understanding the drug and its formulationUnderstanding the drug and its formulation

ii.ii. Understanding competitor claims Understanding competitor claims

iii.iii. Understanding customers and consumersUnderstanding customers and consumers



141444

Understanding the drug and its formulation: Understanding the drug and its formulation: In Pharma brands the critical step is to In Pharma brands the critical step is to

understand the drug. understand the drug. What attributes can the brand name throw up? What attributes can the brand name throw up? Is the brand going to be more effective? Is the brand going to be more effective? Is it faster? Is it safer? Is it faster? Is it safer? What are the attributes offered by the What are the attributes offered by the

formulation? formulation? Higher bioavailability? Higher bioavailability? Lesser GI irritability? Lesser GI irritability?

Though essentially desk research, even clinicians Though essentially desk research, even clinicians involved in the early trial can also help.involved in the early trial can also help.



141455

Understanding competitor claims: Understanding competitor claims: Which attributes are they talking about? Which attributes are they talking about? What are the views of physicians and the patients What are the views of physicians and the patients

on the competition?on the competition?Understanding customers and consumers: Understanding customers and consumers: What are their expectations? What are their expectations? Which attributes do they value the most? Which attributes do they value the most? Do they prefer a faster acting pain reliever to the Do they prefer a faster acting pain reliever to the

GI safe one?GI safe one? Is it the power of the medicine or the convenience Is it the power of the medicine or the convenience

of the dosage? of the dosage? Once these answers are obtained, the key Once these answers are obtained, the key

proposition statement can be worked out. The proposition statement can be worked out. The brand name has to live up to it. brand name has to live up to it.

Step 2: Generate as many brand names Step 2: Generate as many brand names as possibleas possible


141466

There are three broad methods to generate a brand There are three broad methods to generate a brand

name.name.

1.1. Abstract method Abstract method

2.2. Associative method Associative method

3.3. Descriptive methodDescriptive method

Abstract methodAbstract method


141477

The term ‘abstract’ harks to names which do not The term ‘abstract’ harks to names which do not encode any overt, inherent meaning.encode any overt, inherent meaning.

An abstract name is an artificial name formed by An abstract name is an artificial name formed by combination of phonemes which generally have no combination of phonemes which generally have no meaning. meaning.

Examples: Zofran, Zantac, Voveran. Examples: Zofran, Zantac, Voveran.

Voveran for example, within the anti- inflammatory Voveran for example, within the anti- inflammatory

category, classic articulations of an ‘abstract category, classic articulations of an ‘abstract

name’ include Voveran. name’ include Voveran.

Neither is linked to the generic, speaks to the Neither is linked to the generic, speaks to the

category, or references a specific benefit.category, or references a specific benefit.

Associative methodAssociative method


141488

An associative method is one where meaningful An associative method is one where meaningful words (or phonemes) come together and form a new words (or phonemes) come together and form a new word to signal a meaningful attribute of the brand. word to signal a meaningful attribute of the brand.

Example: Augmentin (augment - to enhance). Example: Augmentin (augment - to enhance). In India, brand names are often associated with the In India, brand names are often associated with the

molecule. molecule. But this can work best only for the first brand in the But this can work best only for the first brand in the

category. Second or third brands with molecule-category. Second or third brands with molecule-associated names fail to create distinctiveness for associated names fail to create distinctiveness for the brand. the brand. Nimi Rapitab (Shreya) - NimisuldeNimi Rapitab (Shreya) - Nimisulde Taxim (Alkem) – CefotaximeTaxim (Alkem) – Cefotaxime Cefcare (Wander), Cefoxid (Alkem) and Cefadrox Cefcare (Wander), Cefoxid (Alkem) and Cefadrox

(Aristo)- Cefadroxil.(Aristo)- Cefadroxil.

Brand Name Associated with Parent Brand Name Associated with Parent Company's nameCompany's name


141499

Using Company's name as a prefix for the brand namesUsing Company's name as a prefix for the brand names

Sr. No. Brand Company1 INTACAL INTAS2 INTACLOX INTAS3 INTADINE INTAS4 INTAGENTA INTAS5 INTAGESIC INTAS6 INTAGESIC-MR INTAS7 INTAGRA INTAS8 INTALITH INTAS9 INTALKA INTAS

10 INTAMOX INTAS11 INTASOL INTAS12 INTASPAS INTAS13 INTAVISC EYE INTAS14 INTRIM INTAS15 INVAC-B INTAS16 IPCACIN IPCA LABS17 IPCAZIDE IPCA LABS18 INGAFOL INGA LABS19 INGAGEN-M INGA LABS20 INGAGEN-M INGA LABS21 INGAHIST INGA LABS

22 INGAHIST PLUS INGA LABS

23 INGAHIST-X INGA LABS

Sr. No. Brand Company1 LUPAMIK LUPIN LABS2 LUPIBEND LUPIN LABS3 LUPICAL LUPIN LABS4 LUPICAL B12 LUPIN LABS5 LUPICT LUPIN LABS6 LUPICT N LUPIN LABS7 LUPICT-D LUPIN LABS8 LUPIDERM LUPIN LABS9 LUPIDERM-G LUPIN LABS

10 LUPIDERM-GM LUPIN LABS11 LUPIDERM-M LUPIN LABS12 LUPIDERM-S LUPIN LABS13 LUPIDOL-A LUPIN LABS14 LUPIFLAM LUPIN LABS15 LUPIHIST LUPIN LABS16 LUPIHIST LUPIN LABS17 LUPIHIST DM LUPIN LABS18 LUPIMEB LUPIN LABS19 LUPIMOX LUPIN LABS20 LUPIPAN LUPIN LABS21 LUPISULIDE LUPIN LABS22 LUPISULIDE-P LUPIN LABS23 LUPIZOLE LUPIN LABS24 LUPIZYME LUPIN LABS25 LUPIZYME LUPIN LABS26 LUPOME LUPIN LABS


Sr. No. Brand Company1 CIPLACEF CIPLA2 CIPLACTIN CIPLA3 CIPLADINE CIPLA4 CIPLADON CIPLA5 CIPLAR CIPLA6 CIPLAR-H CIPLA7 CIPLIN CIPLA8 CIPLIN CIPLA9 CIPLOX CIPLA

10 CIPLOX CIPLA11 CIPLOX CIPLA12 CIPLOX E/E CIPLA13 CIPLOX EYE CIPLA

14 CIPLOX D EYE CIPLA

15 CIPLOX-TZ CIPLA16 CIPLOX-TZ-H CIPLA17 CIPRIL CIPLA18 CIPRIL-H CIPLA19 CIPTIN CIPLA20 CIPTIN CIPLA21 CIPTIN-H CIPLA22 CIPZEN CIPLA23 CIPZEN D CIPLA24 CIPZOX CIPLA25 CLOCIP CIPLA26 CLOCIP CIPLA27 CLOCIP-B CIPLA28 CLOCIP-NB CIPLA29 CLOPIVAS CIPLA30 CLOPIVAS AP CIPLA

Sr. No. Brand Company1 WALADROX

WALLACE PHARMA

2 WALAGESIC3 WALAMYCIN4 WALAPHAGE5 WALASA6 WALAVIN7 WALFORMIN8 WALTUZ9 WALYTE

10 WINCOLD

WINGS PHARMA (P) LTD

11 WINCUF12 WINDERM13 WINFLAM14 WINFOL15 WINGESIC PLUS16 WOCAINE WOCKHARDT17 WOGENE WOCKHARDT18 WOKADINE WOCKHARDT19 WOKEX WOCKHARDT20 WOKEX-3 WOCKHARDT21 WOKEX-4 WOCKHARDT

22 WYCORT WYETH LIMITED

23 WYCORT WYETH LIMITED

24 WYMESONE WYETH LIMITED

25 WYMESONE WYETH LIMITED

26 WYMOX WYETH LIMITED




Sr. No. Brand Company

1 UNI LEPRIL UNICHEM LABS

2 UNIAMP UNICHEM LABS

3 UNIBALM UNICHEM LABS

4 UNICAL B12 UNICHEM LABS

5 UNI-CARBZAN UNICHEM LABS

6 UNIDAR-N UNICHEM LABS

7 UNIDERM UNICHEM LABS

8 UNIDERM-NF UNICHEM LABS

9 UNIDINE UNICHEM LABS

10 UNI-ENZYME UNICHEM LABS

11 UNIFERON UNICHEM LABS

12 UNIGEL UNICHEM LABS

13 UNIGENTA UNICHEM LABS

14 UNIMEZOL UNICHEM LABS

15 UNIMIKA UNICHEM LABS

16 UNIPLEX UNICHEM LABS

17 PURECAL PURE HEALTH PRODUCT18 PUREDROX

19 THEMIBUTOL

THEMIS MEDICARE LTD

20 THEMICLOX

21 THEMIDON

22 THEMIGREL

23 THEMISYLATE

Sr. No. Brand Company

1 LYBEN

LYKA HETERO HEALTHCARE

2 LYCAL3 LYCEFT4 LYCEFT-O5 LYCET6 LYCOMB7 LYCORTIN-S8 LYCOVIN9 LYDIN

10 LYDRIL11 LYDROXIL12 LYFLOX13 LYFOL14 LYFORAN15 LYLIV16 LYNAMIDE

17 LYNEC PLUS

18 LYNIM19 LYNOGYL20 LYPAR21 LYPODIN22 LYPRAZ23 LYPRO24 LYRAMYCIN25 LYRAMYCIN

Descriptive methodDescriptive method


151522

Descriptive names communicate the nature of the Descriptive names communicate the nature of the

product clearly. product clearly.

The advantage here is the ease of comprehension. The advantage here is the ease of comprehension.

Example: Thyronorm (Abbot) – Thyroxine Sod. - Example: Thyronorm (Abbot) – Thyroxine Sod. -

normalisation of thyroid hormones.normalisation of thyroid hormones.

Step 3: Evaluation and Step 3: Evaluation and selectionselection


151533

Evaluation should begin after ensuring that the Evaluation should begin after ensuring that the

names under consideration are available for names under consideration are available for

registration. registration.

Not more than three to four brands should be Not more than three to four brands should be

evaluated at any given time. Any more would evaluated at any given time. Any more would

confuse the consumers. confuse the consumers.

Evaluation parametersEvaluation parameters


151544

DistinctivenessDistinctiveness: :

Only distinctive brands get attention, which is Only distinctive brands get attention, which is

directly related to brand recall. directly related to brand recall.

Ease of pronunciationEase of pronunciation: :

In India, where English is not the mother tongue, In India, where English is not the mother tongue,

ease of pronunciation is extremely critical ease of pronunciation is extremely critical

Evaluation parameters Evaluation parameters contdcontd..


151555

ScriptabilityScriptability

It is very important in pharma where often the It is very important in pharma where often the

brand names are written. brand names are written.

Evaluation by connotationEvaluation by connotation

It is the most important part of the evaluation. It is the most important part of the evaluation.

Use concept cards to judge connotations. Use concept cards to judge connotations.

Is the connotation of the word matching the Is the connotation of the word matching the

proposition of the brand?proposition of the brand?

OTC / DTC Brand OTC / DTC Brand Names Names


156156


OTC / DTC Brand Names OTC / DTC Brand Names


151577

Branding is ultimately about creating a relationship Branding is ultimately about creating a relationship with the customer.with the customer.

In pharma industry, the ‘customer’ predominantly In pharma industry, the ‘customer’ predominantly the prescriber. the prescriber.

However, due to media and internet today’s However, due to media and internet today’s patients/end-users have became more health patients/end-users have became more health conscious and empowered than ever beforeconscious and empowered than ever before

This has created a paradigm shift in the concept of This has created a paradigm shift in the concept of brand development. brand development.

There challenge to engage the end-user by of There challenge to engage the end-user by of speaking the patient’s language and also the speaking the patient’s language and also the prescriber’s language. prescriber’s language.

Due to media and internet we are in direct-to-Due to media and internet we are in direct-to-consumer (DTC) advertising.consumer (DTC) advertising.

OTC / DTC Brand Names OTC / DTC Brand Names


151588

With the advent of DTC With the advent of DTC Brands Brands need to have wider appeal need to have wider appeal

and to speak to both prescriber and patient. and to speak to both prescriber and patient.

The patient/enduser is less concerned with how a drug The patient/enduser is less concerned with how a drug

works and more concerned with what that drug can do for works and more concerned with what that drug can do for

them.them.

Therefore a drug’s name should function more than as a Therefore a drug’s name should function more than as a

mere mnemonic for the patient’s disease or condition.mere mnemonic for the patient’s disease or condition.

‘‘Benefit-led’ names are more directly communicative Benefit-led’ names are more directly communicative

across and relevant to a wider set of target audiences. across and relevant to a wider set of target audiences.

Within high-exposure, DTC environments, names which Within high-exposure, DTC environments, names which

speak less to functionality and more to end-benefits can speak less to functionality and more to end-benefits can

help to cut through the clutter of a crowded therapy area.help to cut through the clutter of a crowded therapy area.

OTC / DTC Brand Names OTC / DTC Brand Names contdcontd..


151599

Classic examples of benefit-driven names - Classic examples of benefit-driven names - Viagra, Liv 52, Crocin, Disprin, Corex, Benadryl, Viagra, Liv 52, Crocin, Disprin, Corex, Benadryl, Combiflam, Pudin hara, Move, Revital all of Combiflam, Pudin hara, Move, Revital all of which suggest the ability to move forward and which suggest the ability to move forward and get on with one’s life. get on with one’s life.

Move speaks about the movement and Move speaks about the movement and Combiflam about combination of two drug and Combiflam about combination of two drug and anti inflammatory, evoking the end benefits for anti inflammatory, evoking the end benefits for the end-user, whilst at the same time, the end-user, whilst at the same time, celebrating the sciencecelebrating the science. .

The name thus balances sufficient gravitas for The name thus balances sufficient gravitas for the prescribing the prescribing audience, whilst communicating audience, whilst communicating more emotive benefits to the end-user.more emotive benefits to the end-user.

Guideline for brand Guideline for brand names names


160160


Guideline for brand names Guideline for brand names


161611

The EMEA (European Agency for the Evaluation of The EMEA (European Agency for the Evaluation of Medicinal Products) sets out a degree of guidance as Medicinal Products) sets out a degree of guidance as to the development of pharmaceutical trademarks. to the development of pharmaceutical trademarks.

These state that a name should:These state that a name should:1.1. Not look or sound like any other proprietary drug Not look or sound like any other proprietary drug

name or non-proprietary drug name relating to a name or non-proprietary drug name relating to a different active ingredient;different active ingredient;

2.2. Have a minimum of 3 distinguishing letters;Have a minimum of 3 distinguishing letters;3.3. Not convey misleading therapeutic or Not convey misleading therapeutic or

pharmaceutical connotations or suggest a pharmaceutical connotations or suggest a misleading composition;misleading composition;

4.4. Avoid qualification by letters or a single detached Avoid qualification by letters or a single detached letter and numbers;letter and numbers;

5.5. Not incorporate a WHO or USAN adopted and Not incorporate a WHO or USAN adopted and published generic stem.published generic stem.

Criteria for selecting Criteria for selecting brand namesbrand names


162162


Criteria for selecting brand Criteria for selecting brand namesnames


161633

The basic tenets for decision-making on a name The basic tenets for decision-making on a name

are to set clear and consistent objectives.are to set clear and consistent objectives.

The criteria for final selection should never be The criteria for final selection should never be

one of ‘like/dislike’, but of a name that fulfils one of ‘like/dislike’, but of a name that fulfils

the following objective, market driven criteria:the following objective, market driven criteria:

Criteria for selecting brand Criteria for selecting brand names names contdcontd..


161644

Criteria for selecting brand names are;Criteria for selecting brand names are;

1.1. Fit with the brand proposition;Fit with the brand proposition;

2.2. Relevant for all target audiences;Relevant for all target audiences;

3.3. Distinctive, unique and memorable;Distinctive, unique and memorable;

4.4. Future-proofed for the life of the brand;Future-proofed for the life of the brand;

5.5. Linguistically acceptable and appropriate;Linguistically acceptable and appropriate;

6.6. Registrable and protectable as a trademark and Registrable and protectable as a trademark and

URL;URL;

7.7. Approvable by the requisite regulatory authorities.Approvable by the requisite regulatory authorities.

Fun facts about drug Fun facts about drug namesnames


165165


Fun facts about drug namesFun facts about drug names


161666

1.1. 15% of all reported medication errors between 15% of all reported medication errors between

1995 and 2000 arose from some kind of name 1995 and 2000 arose from some kind of name

confusion. confusion.

2.2. Generic drug names do not begin with the letters H, Generic drug names do not begin with the letters H,

J, K or W because those letters do not exist in some J, K or W because those letters do not exist in some

of the 130 countries that use U.S. generic names, of the 130 countries that use U.S. generic names,

or have different sounds in various languages. or have different sounds in various languages.

3.3. The U.S. Adopted Names Council has imposed a The U.S. Adopted Names Council has imposed a

moratorium on the use of the letters X and Z as the moratorium on the use of the letters X and Z as the

first letters in generic drug names because they first letters in generic drug names because they

often sound alike at the start of words. often sound alike at the start of words.

Fun facts about drug namesFun facts about drug names


161677

1.1. The USAN Council avoids prefixes and stems like The USAN Council avoids prefixes and stems like

"brev," "vel," "mal" or "mor" because they imply other "brev," "vel," "mal" or "mor" because they imply other

things (brevity, velocity, bad or death, respectively). things (brevity, velocity, bad or death, respectively).

2.2. Approximately 60 % of the world's generic drug Approximately 60 % of the world's generic drug

names come from the U.S. drug industry. names come from the U.S. drug industry.

3.3. The FDA prohibits trade names associated with the The FDA prohibits trade names associated with the

product's intended use and will not approve names product's intended use and will not approve names

that imply efficacy. that imply efficacy.

4.4. The FDA rejects about one-third of all proposed trade The FDA rejects about one-third of all proposed trade

names.names.

2) 2) BRAND POSITIONING BRAND POSITIONING AND POSITIONING AND POSITIONING STATEMENTSTATEMENT

PositioningPositioning


169169


PositioningPositioning


171700

Positioning is the final step after segmenting Positioning is the final step after segmenting

and targeting and targeting

Positioning is undoubtedly one of the simplest Positioning is undoubtedly one of the simplest

and most useful tools to marketers. and most useful tools to marketers.

After segmenting a market and then targeting After segmenting a market and then targeting

a consumer, you would proceed to position a a consumer, you would proceed to position a

product within that market.product within that market.

Brand positioning strategiesBrand positioning strategies


171711

Brand positioning strategies attempt to influence the Brand positioning strategies attempt to influence the

associations, feelings, attitudes and perceptions that associations, feelings, attitudes and perceptions that

people have about a brand so that they not only view people have about a brand so that they not only view

the brand positively, but see the brand as a solution to the brand positively, but see the brand as a solution to

a specific need, want or ‘pain point’ that they may a specific need, want or ‘pain point’ that they may

have. have.

The completed brand positioning strategy is used as a The completed brand positioning strategy is used as a

guideline to determine how the brand is represented, guideline to determine how the brand is represented,

i.e., in logos, taglines, names, colors, products, i.e., in logos, taglines, names, colors, products,

services, distribution channels, communications services, distribution channels, communications

channels, messaging, etc. channels, messaging, etc.

Philip Kotler’s Philip Kotler’s Branding offersBranding offers


172172


Philip Kotler’s Branding offersPhilip Kotler’s Branding offers


171733

Philip Kotler, one of the world’s foremost Philip Kotler, one of the world’s foremost

experts on branding offers this definition: experts on branding offers this definition:

A brand is a complex symbol that can convey up A brand is a complex symbol that can convey up

to six levels of meaning: to six levels of meaning:

1.1. Attributes: Attributes:

A brand brings to mind certain attributes. A brand brings to mind certain attributes.

Mercedes suggests expensive, well-built, well-Mercedes suggests expensive, well-built, well-

engineered, durable, high-prestige automobiles. engineered, durable, high-prestige automobiles.

Philip Kotler’s Branding offers Philip Kotler’s Branding offers contdcontd..


171744

2.2. Benefits: Benefits:

Attributes must be translated into functional and emotional Attributes must be translated into functional and emotional

benefits. benefits.

The attribute “durable” could translate into the functional The attribute “durable” could translate into the functional

benefit “I won’t have to buy another car for several benefit “I won’t have to buy another car for several

years.” years.”

The attribute “expensive” translates into the emotional The attribute “expensive” translates into the emotional

benefit “The car makes me feel important and admired.”benefit “The car makes me feel important and admired.”



171755

3.3. Values: Values:

The brand also says something about the producer’s The brand also says something about the producer’s

values. Mercedes stands for high performance, safety values. Mercedes stands for high performance, safety

and prestige. and prestige.

4.4. Culture: Culture:

The brand may represent a certain culture. The The brand may represent a certain culture. The

Mercedes represents German culture: organized, Mercedes represents German culture: organized,

efficient, high quality. efficient, high quality.

5.5. Personality: Personality:

The brand can project a certain culture. Mercedes The brand can project a certain culture. Mercedes

may suggest a no-nonsense [person, for example]. may suggest a no-nonsense [person, for example].



171766

6.6. User (Primary Target): User (Primary Target):

The brand suggests the kind of consumer who buys or The brand suggests the kind of consumer who buys or

uses the product. uses the product.

We would expect to see a 55-year-old top executive We would expect to see a 55-year-old top executive

behind the wheel of a Mercedes, not a 20-year-old behind the wheel of a Mercedes, not a 20-year-old

secretary. secretary.

Philip Kotler Source: Marketing Management, Eleventh Edition, 2003, Philip Kotler Source: Marketing Management, Eleventh Edition, 2003,

Prentice Hall Prentice Hall

Positioning a PerceptionPositioning a Perception


171777

Positioning is all about 'perception'. It is how the customer Positioning is all about 'perception'. It is how the customer

perceived your brand.perceived your brand.

As perception differs from person to person, so do the As perception differs from person to person, so do the

results of the positioning e.g. what you perceive as quality, results of the positioning e.g. what you perceive as quality,

value for money, etc, is different to others perception. value for money, etc, is different to others perception.

However, there will be similarities.However, there will be similarities.

Marketers decide upon a competitive position which enables Marketers decide upon a competitive position which enables

them to distinguish their own products from the offerings of them to distinguish their own products from the offerings of

their competition (hence the term positioning strategy).their competition (hence the term positioning strategy).

The term 'positioning' refers to the consumer's perception of The term 'positioning' refers to the consumer's perception of

a product or service in relation to its competitors. a product or service in relation to its competitors.

You need to ask yourself, what is the position of the product You need to ask yourself, what is the position of the product

in the mind of the consumer?in the mind of the consumer?

Positioning Positioning


171788

Trout and Ries suggest a six-step question framework Trout and Ries suggest a six-step question framework

for successful positioning:for successful positioning:

1.1. What position do you currently own?What position do you currently own?

2.2. What position do you want to own?What position do you want to own?

3.3. Whom you have to defeat to own the position you Whom you have to defeat to own the position you

want.want.

4.4. Do you have the resources to do it?Do you have the resources to do it?

5.5. Can you persist until you get there?Can you persist until you get there?

6.6. Are your tactics supporting the positioning objective Are your tactics supporting the positioning objective

you set?you set?

Product benefits PositioningProduct benefits Positioning


171799

Mind – shareMind – share

What your product stands forWhat your product stands for

Segmentation and positioning strategies must fit. Segmentation and positioning strategies must fit.

A brand must be positioned to be maximally A brand must be positioned to be maximally

effective in attracting the desired target segment.effective in attracting the desired target segment.

Positioning strategiesPositioning strategies


181800

Product Characteristic/Customer benefitProduct Characteristic/Customer benefit

Price – quality approachPrice – quality approach

Use or application approachUse or application approach

Product class approachProduct class approach

Product user approachProduct user approach

Cultural symbol approachCultural symbol approach

Competitor approachCompetitor approach

Determining Positioning Determining Positioning StrategiesStrategies


181811

Identify competitorsIdentify competitors

Determine how competitors are perceived and Determine how competitors are perceived and

evaluatedevaluated

Determine the competitors positionsDetermine the competitors positions

Analyse the customersAnalyse the customers

Select the positionSelect the position

Monitor the positionMonitor the position

Positioning DecisionPositioning Decision


181822

Economic Analysis should guide the decisionEconomic Analysis should guide the decision

Segmentation CommitmentSegmentation Commitment

Stick to the advertising if it is workingStick to the advertising if it is working

Be honestBe honest

Make it easy for customers to remember. Use Make it easy for customers to remember. Use

symbolssymbols

Positioning Example the auto Positioning Example the auto marketmarket


181833

Positioning Map for Cars.Positioning Map for Cars.


181844

The six products are plotted upon the positioning The six products are plotted upon the positioning

map. map.

It can be concluded that products tend to bunch in It can be concluded that products tend to bunch in

the high price/low economy(fast) sector and also in the high price/low economy(fast) sector and also in

the low price/high economy sector. the low price/high economy sector.

There is an opportunity in the low price/ low There is an opportunity in the low price/ low

economy (fast) sector. economy (fast) sector.

Maybe Hyundai or Kia could consider introducing a Maybe Hyundai or Kia could consider introducing a

low cost sport saloon.low cost sport saloon.

Pharma Brand positioningPharma Brand positioning


181855

Pharma Brand can be position as given belowPharma Brand can be position as given below

1.1. Therapy wise- Antitussive, Expectorant, Analgesic Therapy wise- Antitussive, Expectorant, Analgesic

etc.etc.

2.2. Mode of Action wise- Broad spectrum, Gram Mode of Action wise- Broad spectrum, Gram

Positive, Dual Action etc.Positive, Dual Action etc.

3.3. Drug Delivery- Liposome technology etc.Drug Delivery- Liposome technology etc.

4.4. Safety- Higher safety profileSafety- Higher safety profile

Positioning StatementPositioning Statement


186186


Positioning StatementPositioning Statement


181877

Also referred to as a Also referred to as a brand strategybrand strategy, , positioning positioning

strategystrategy, or , or brandbrand positioning statement.positioning statement.

AA positioning statement is a succinct description positioning statement is a succinct description

of the core target audience to whom a brand is of the core target audience to whom a brand is

directed, and a compelling picture of how the directed, and a compelling picture of how the

marketer wants them to view the brand. marketer wants them to view the brand.

A well-constructed positioning statement is an A well-constructed positioning statement is an

invaluable means of bringing focus and clarity invaluable means of bringing focus and clarity

to the development of a marketing strategy and to the development of a marketing strategy and

tactics. tactics.

Elements of positioning Elements of positioning statementstatement


181888

There are four elements or components of a There are four elements or components of a

positioning statement: positioning statement:

1) Target Audience 1) Target Audience

the attitudinal and demographic description of the attitudinal and demographic description of

the core prospect to whom the brand is the core prospect to whom the brand is

intended to appeal intended to appeal

2) Frame of Reference2) Frame of Reference

the category in which the brand competesthe category in which the brand competes

Elements of positioning Elements of positioning statement statement contdcontd..


181899

3) Benefit/Point of Difference 3) Benefit/Point of Difference

the most compelling and motivating benefit that the most compelling and motivating benefit that

the brand can own in the hearts and minds of the brand can own in the hearts and minds of

consumers consumers relativerelative to the competition to the competition

4) Reason to Believe 4) Reason to Believe

the proof that the brand delivers what it the proof that the brand delivers what it

promisespromises

1) Target Audience1) Target Audience


191900

The attitudinal and demographic description of the The attitudinal and demographic description of the

core prospect or customer to whom the brand is core prospect or customer to whom the brand is

intended to appeal, or to whom the marketing plan intended to appeal, or to whom the marketing plan

is directed. is directed.

Criteria for evaluating the target audience Criteria for evaluating the target audience

description: description:

1.1. Should balance size and relevance Should balance size and relevance

2.2. Be inclusive of users and non-users Be inclusive of users and non-users

3.3. Provide a clear mental picture of the target Provide a clear mental picture of the target

4.4. Reinforce the essence Reinforce the essence

1) Target Audience 1) Target Audience contdcontd..


191911

Questions to consider as you develop target Questions to consider as you develop target

audience description: audience description:

1.1. Who is your visitor? Who is your visitor?

DemographicDemographic

PsychographicPsychographic

Technographic Technographic

2.2. What are the primary visitor segments? What are the primary visitor segments?

3.3. What is their value? What is their value?

4.4. What’s their ‘pain point’? What’s their ‘pain point’?

2) Frame of Reference2) Frame of Reference


191922

The frame of reference is one of the key elements The frame of reference is one of the key elements

of a positioning statement. of a positioning statement.

It is the category or industry in which the brand It is the category or industry in which the brand

competes or plans to compete. competes or plans to compete.

Criteria for evaluating the frame of reference: Criteria for evaluating the frame of reference:

1.1. Does it define the competitive frame to the brand’s Does it define the competitive frame to the brand’s

advantage?advantage?

2.2. Does it reflect the relevant options or alternatives Does it reflect the relevant options or alternatives

that the consumer sees for your brand? that the consumer sees for your brand?

3) Point of Difference3) Point of Difference


191933

The point of difference is a key element in Effective The point of difference is a key element in Effective

Brand Positioning Strategy and positioning statement. Brand Positioning Strategy and positioning statement.

It is the most compelling and motivating benefit that It is the most compelling and motivating benefit that

the brand can own in the hearts and minds of the brand can own in the hearts and minds of

consumers consumers relativerelative to the competition. to the competition.

Differentiation increases margin and customer loyalty, Differentiation increases margin and customer loyalty,

and lessens likelihood of switching.and lessens likelihood of switching.

Also referred to as Brand Benefits or Benefit Also referred to as Brand Benefits or Benefit

Differentiation.Differentiation.

Point of Difference Point of Difference contdcontd..


191944

Consider these questions as you develop your Brand Consider these questions as you develop your Brand

Benefits: Benefits:

1.1. How does your offering solve their pain point? How does your offering solve their pain point?

2.2. How are you different from the competition in ways How are you different from the competition in ways

that are meaningful to your target customer? that are meaningful to your target customer?

3.3. Why is your product/service the best solution for them? Why is your product/service the best solution for them?

Point of Difference Point of Difference contdcontd..


191955

Criteria for evaluating the benefit/point of Criteria for evaluating the benefit/point of

differentiation: differentiation:

1.1. Does it reflect an emotional hook? Does it reflect an emotional hook?

2.2. Is it sustainable? Is it sustainable?

3.3. Is it credible and supportable? Is it credible and supportable?

4.4. Does it truly differentiate? Does it truly differentiate?

4) Reason to Believe 4) Reason to Believe


191966

The Reason to Believe provides proof that the The Reason to Believe provides proof that the

brand delivers the benefits that it promises to brand delivers the benefits that it promises to

deliver, that benefits are true and credible.deliver, that benefits are true and credible.

The reason to believe can include: The reason to believe can include:

1.1. Technical reasons to believe/superiority claims Technical reasons to believe/superiority claims

(e.g. 30% faster)(e.g. 30% faster)

2.2. Functional benefits that help prove the Functional benefits that help prove the

emotional brand benefit (e.g. provides superior emotional brand benefit (e.g. provides superior

coverage) coverage)

4) Reason to Believe 4) Reason to Believe contdcontd..


191977

Each benefit will not necessarily have a Each benefit will not necessarily have a

separate and distinct reason to believeseparate and distinct reason to believe

But the reason to believe collectively should But the reason to believe collectively should

prove to the consumer that the brand does, prove to the consumer that the brand does,

indeed, deliver its benefits as claimed.indeed, deliver its benefits as claimed.

It is also referred to as “Brand Proof Points,” It is also referred to as “Brand Proof Points,”

“Proof Points,” or “Support”“Proof Points,” or “Support”

4) Reason to Believe contd.4) Reason to Believe contd.


191988

Criteria for evaluating Reasons to Believe/Proof Points: Criteria for evaluating Reasons to Believe/Proof Points:

1.1. Does it provide a chain of evidence for your key benefit? Does it provide a chain of evidence for your key benefit?

2.2. Is every link substantiated? Is every link substantiated?

3.3. Does it state simply the reason WHY the benefit is true? Does it state simply the reason WHY the benefit is true?

4.4. Does it cement the link between your product and your key Does it cement the link between your product and your key

benefit in the mind of your target? benefit in the mind of your target?

Criteria for Evaluating a Positioning Criteria for Evaluating a Positioning StatementStatement


191999

1.1. Does it motivate the core prospect? Does it motivate the core prospect?

2.2. Does it differentiate the brand versus the Does it differentiate the brand versus the

competition? competition?

3.3. Is it ownable for the brand and sub brands? Is it ownable for the brand and sub brands?

4.4. Is it credible and believable? Is it credible and believable?

5.5. Does it enable growth? Does it enable growth?

6.6. Does it serve as a filter for brand decision making? Does it serve as a filter for brand decision making?

3) PAY OFF LINE3) PAY OFF LINE

Punch line or Tag Line or Punch line or Tag Line or Pay Off Line or Branding Pay Off Line or Branding SloganSlogan


201201


Synonymous of Tag LineSynonymous of Tag Line


202022

Punch line:Punch line:

The concept of "punch line" is really not a The concept of "punch line" is really not a

technical term in advertising. technical term in advertising.

In funny commercials or print ads, a punch line In funny commercials or print ads, a punch line

might be the end of the joke.might be the end of the joke.

Pay off line:Pay off line:

The line at the end of the advertisement which The line at the end of the advertisement which

pays you in terms of sale or prescriptions.pays you in terms of sale or prescriptions.

Synonymous of Tag LineSynonymous of Tag Line


202033

Slogans:Slogans:

In the 1950s, ad agencies use called Tag Line In the 1950s, ad agencies use called Tag Line

as "slogans." as "slogans."

Other words for tag line is catchphrase, Other words for tag line is catchphrase,

marketing line, or even trademark line, but marketing line, or even trademark line, but

these days, the standard term is tagline (or these days, the standard term is tagline (or

"tag line" written as two words). "tag line" written as two words).

Slogans Around the WorldSlogans Around the World


202044

Slogan nomenclature varies from place to place. So, Slogan nomenclature varies from place to place. So,

what's what, where? what's what, where?

In many parts of the world, and generically, they are In many parts of the world, and generically, they are

"slogans." "slogans."

In the USA, they are tags, tag lines, or taglines. In the USA, they are tags, tag lines, or taglines.

In the UK, they are end lines, endlines, or straplines. In the UK, they are end lines, endlines, or straplines.

Germany prefers claims while France uses signatures. Germany prefers claims while France uses signatures.

In the Netherlands, they are pay-offs or payoffs. In the Netherlands, they are pay-offs or payoffs.

To the unimaginative, they are rip-offs or ripoffs. To the unimaginative, they are rip-offs or ripoffs.

Slogans and trade Slogans and trade marks marks


205205


Slogans and trade marks Slogans and trade marks


202066

Slogans are often treated as trade marks (™ in most Slogans are often treated as trade marks (™ in most

countries). countries).

The use of the ™ symbol is merely an assertion by the The use of the ™ symbol is merely an assertion by the

advertiser that they are treating the line as a trademark. advertiser that they are treating the line as a trademark.

It does not assure any legal right. It does not assure any legal right.

For legal protection, the line must be registered with the For legal protection, the line must be registered with the

appropriate government trademark office, which then appropriate government trademark office, which then

confers the right to use the registered symbol (confers the right to use the registered symbol (®®), and ), and

then they get the full protection of the law against then they get the full protection of the law against

poaching.poaching.

Slogans and trade marks Slogans and trade marks


202077

Service marks (Service marks (SMSM in the US) are simply trademarks in the US) are simply trademarks

for services rather than products. for services rather than products.

Trademark laws are similar in most countries. Trademark laws are similar in most countries.

A brand name can be a registered trademark, such A brand name can be a registered trademark, such

as Kodak, Xerox, McDonald's, 7Up, or Coke, but a as Kodak, Xerox, McDonald's, 7Up, or Coke, but a

line such as "your best bet yet!" or "better by a line such as "your best bet yet!" or "better by a

long shot!" can't be protected for exclusive use.long shot!" can't be protected for exclusive use.

Tag LineTag Line


208208


Tag LineTag Line


202099

A tagline is a variant of a branding slogan typically A tagline is a variant of a branding slogan typically

used in marketing materials and advertising. used in marketing materials and advertising.

The idea behind the concept is to create a The idea behind the concept is to create a

memorable phrase that will sum up the tone and memorable phrase that will sum up the tone and

premise (basic, Hypothesis) of a brand or product premise (basic, Hypothesis) of a brand or product

or to reinforce the audience's memory of a product. or to reinforce the audience's memory of a product.

A tagline, in advertising, is the phrase that sums up A tagline, in advertising, is the phrase that sums up

the message that the advertiser wants conveyed. the message that the advertiser wants conveyed.

Tag Line Tag Line contdcontd..


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A really great tagline conveys a company's benefit A really great tagline conveys a company's benefit

with personality and attitude and the most with personality and attitude and the most

memorable taglines connect on an emotional memorable taglines connect on an emotional

level.level.

The purpose of the The purpose of the tagline tagline is to leave the key is to leave the key

brand message in the mind of the target. brand message in the mind of the target.

It is the sign-off that accompanies the logo. It is the sign-off that accompanies the logo.

Its goal is to stick Its goal is to stick



212111

Despite the terminology, we're still talking about a Despite the terminology, we're still talking about a

short phrase that tells your audience what you short phrase that tells your audience what you

offer. offer.

In print ads, it is different from the Headline, which In print ads, it is different from the Headline, which

is the phrase that leads the commercial. is the phrase that leads the commercial.

"Tired of your old mop?" might be a headline... "Tired of your old mop?" might be a headline...

"Fulcra Mops. They last longer than your "Fulcra Mops. They last longer than your

mortgage." might be the tagline.mortgage." might be the tagline.



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Some taglines are successful enough to warrant Some taglines are successful enough to warrant

inclusion in popular culture.inclusion in popular culture.

Nike wants to convey that its products are for Nike wants to convey that its products are for

those who don't sit around, who don't find those who don't sit around, who don't find

reasons NOT to do something, but like to take reasons NOT to do something, but like to take

risks, in order to win. risks, in order to win.

They came up with “Just Do It”.They came up with “Just Do It”.



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Many famous taglines are basically an Many famous taglines are basically an

evocative, inspiring call to action: evocative, inspiring call to action: Nike - Just Do It Nike - Just Do It American Express: "Don't leave home without American Express: "Don't leave home without

it" it" Apple: "Think different" Apple: "Think different" AT&T: "Reach out and touch someone" AT&T: "Reach out and touch someone" Timex: "Takes a licking and keeps on ticking" Timex: "Takes a licking and keeps on ticking" Wendy's: "Where's the beef?" Wendy's: "Where's the beef?" Wheaties: “The breakfast of champions”Wheaties: “The breakfast of champions”



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Examples of famous movie / television taglines are:Examples of famous movie / television taglines are:

1.1. Be afraid. Be very afraid. – The Fly Be afraid. Be very afraid. – The Fly

2.2. In space no one can hear you scream. – In space no one can hear you scream. – AlienAlien

3.3. Just when you thought it was safe to go back in the Just when you thought it was safe to go back in the

water... – water... – Jaws 2Jaws 2

4.4. A long time ago in a galaxy far, far away... – A long time ago in a galaxy far, far away... – Star WarsStar Wars

5.5. Love means never having to say you're sorry – Love means never having to say you're sorry – Love Love

StoryStory

6.6. To boldly go where no man has gone before – To boldly go where no man has gone before – Star Star

TrekTrek

7.7. The truth is out there. – The truth is out there. – The X-FilesThe X-Files

What Makes Tag Line Tick & What Makes Tag Line Tick & What Makes Them StickWhat Makes Them Stick


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What Makes Tag Line Tick & What Makes What Makes Tag Line Tick & What Makes Them StickThem Stick


212166 Tagline writers use about 5 standard methods Tagline writers use about 5 standard methods

for concepting tagline ideas. for concepting tagline ideas. 1. Link a product feature with an abstract need: 1. Link a product feature with an abstract need:

A Diamond is Forever. A Diamond is Forever. 2. Make a promise: 2. Make a promise:

The World on Time. The World on Time. 3. Single words (always good in threes) as 3. Single words (always good in threes) as

benefits: benefits: Soothes. Cleanses. Refreshes. Soothes. Cleanses. Refreshes.

4. Suggest risk of not using product: 4. Suggest risk of not using product: Because So Much is Riding on your Tires. Because So Much is Riding on your Tires.

5. Tie tagline to logo: 5. Tie tagline to logo: Get a Piece of the Rock. Get a Piece of the Rock.

Taglines as Brand Taglines as Brand Builders Builders


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Taglines as Brand Builders Taglines as Brand Builders


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Taglines are the first step and an integral part of brand Taglines are the first step and an integral part of brand

building. building.

Their value builds for years, and over time, a good Their value builds for years, and over time, a good

tagline can be your best and least expensive form of tagline can be your best and least expensive form of

advertising. advertising.

If your company name, logo and tagline are all working If your company name, logo and tagline are all working

together as they should, they become an ad in and of together as they should, they become an ad in and of

themselves.themselves.

Taglines as Brand Builders Taglines as Brand Builders contdcontd. .


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No matter what your company does, your No matter what your company does, your

tagline creates a first impression. tagline creates a first impression.

People will remember a tag phrase even People will remember a tag phrase even

before a company name. before a company name.

Having years of equity built up in an old Having years of equity built up in an old

tagline can work for or against you. tagline can work for or against you.

Is the phrase you're using "dated?" Is the phrase you're using "dated?"

Are people tired of hearing it - or worse, no Are people tired of hearing it - or worse, no

longer believing the claim?longer believing the claim?

The Perfect TaglineThe Perfect Tagline


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The Perfect TaglineThe Perfect Tagline


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A perfectly-formed tagline should fulfil several A perfectly-formed tagline should fulfil several criteria.criteria.

1.1. It should be memorable It should be memorable

2.2. It should include a key benefitIt should include a key benefit

3.3. It should differentiate the brandIt should differentiate the brand

4.4. It should recall the brand name.It should recall the brand name.

5.5. It should rhyme the brand in it.It should rhyme the brand in it.

6.6. It should impart positive feelings about the It should impart positive feelings about the brand.brand.

7.7. It should not be usable by a competitorIt should not be usable by a competitor

8.8. It should be strategicIt should be strategic

9.9. It should be trendyIt should be trendy

1) It should be memorable1) It should be memorable


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Memorability has to do with the ability the line has to Memorability has to do with the ability the line has to

be recalled unaided. be recalled unaided.

A lot of this is based on the brand heritage and how A lot of this is based on the brand heritage and how

much the line has been used over the years.much the line has been used over the years.

But if it is a new line, what makes it memorable? The But if it is a new line, what makes it memorable? The

big idea should be told in the advertisement. The big idea should be told in the advertisement. The

more the tagline resonates with the big idea, the more more the tagline resonates with the big idea, the more

memorable it will be. memorable it will be.

Can made memorable by the illustrations or mnemonicCan made memorable by the illustrations or mnemonic

Owners pride neighbours envy.Owners pride neighbours envy.

It should be memorable It should be memorable contdcontd..


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The line should pass readily into common parlance The line should pass readily into common parlance

as a catchphrase, as a catchphrase,

"Beanz meanz Heinz" or "Where's the beef?" or "Beanz meanz Heinz" or "Where's the beef?" or

“Thanda Mutlab Coco cola”“Thanda Mutlab Coco cola”

A provocative and relevant illustration or story, A provocative and relevant illustration or story,

Jaguar: "Don't dream it. Drive it.” Jaguar: "Don't dream it. Drive it.”

Puns, and rhymes are good ways of making a line Puns, and rhymes are good ways of making a line

memorable. So is a jingle. memorable. So is a jingle.

Nirma Washing Powder, Latest Fevicol Add with Nirma Washing Powder, Latest Fevicol Add with

moustachemoustache

2) It should include a key 2) It should include a key benefitbenefit


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A good tagline should include a key benefit: A good tagline should include a key benefit:

"Engineered like no other car in the world" does this "Engineered like no other car in the world" does this

beautifully for Mercedes Benz. beautifully for Mercedes Benz.

"Britain's second-largest international scheduled "Britain's second-largest international scheduled

airline" is a 'so what' statement for the late Air airline" is a 'so what' statement for the late Air

Europe. Europe.

You might well say "I want a car that is engineered like You might well say "I want a car that is engineered like

no other car in the world," no other car in the world,"

But it is unlikely that you would say "I want two tickets But it is unlikely that you would say "I want two tickets

to Paris on Britain's second-largest international to Paris on Britain's second-largest international

scheduled airline!”scheduled airline!”

It should include a key benefit It should include a key benefit contdcontd..


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In marketing : 'sell the sizzle, not the steak.' In marketing : 'sell the sizzle, not the steak.' It means to sell the benefits, not the It means to sell the benefits, not the

features. features. Since the tagline is the leave-behind, or the Since the tagline is the leave-behind, or the

take-away, surely the opportunity to implant take-away, surely the opportunity to implant a key benefit should not be missed? a key benefit should not be missed?

E.g. of benefit tag lineE.g. of benefit tag line Holiday Inn: "Pleasing people the world over" Holiday Inn: "Pleasing people the world over" Karry-Lite: "Takes the 'lug' out of luggage" Karry-Lite: "Takes the 'lug' out of luggage" Polaroid: "The fun develops instantly" Polaroid: "The fun develops instantly" The EconomistThe Economist: "Free enterprise with every : "Free enterprise with every

issue”issue”

It should include a key benefit It should include a key benefit contdcontd..


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Conversely, the following lines have no obvious Conversely, the following lines have no obvious

benefits: benefits:

Equity & Law: "Need we say more?" Equity & Law: "Need we say more?"

Exxon: "We're Exxon" Exxon: "We're Exxon"

Lite Tuff: "That's Lite Tuff!" Lite Tuff: "That's Lite Tuff!"

Sapolio Soap: "Use Sapolio" Sapolio Soap: "Use Sapolio"

3) It should differentiate the 3) It should differentiate the brandbrand


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A good tagline should differentiate the brand A good tagline should differentiate the brand

E.g.E.g.

"Heineken refreshes the parts other beers "Heineken refreshes the parts other beers

cannot reach" does this brilliantly. cannot reach" does this brilliantly.

It's a classic. When the line needed refreshing, It's a classic. When the line needed refreshing,

it was extended in later executions to show it was extended in later executions to show

seemingly impossible situations, such as a seemingly impossible situations, such as a

deserted expressway in the rush hour, with the deserted expressway in the rush hour, with the

line line

"Only Heineken can do this,”"Only Heineken can do this,”

3) It should differentiate the 3) It should differentiate the brandbrand


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The distinction should depict a characteristic about The distinction should depict a characteristic about

the brand that sets it apart from its competitors, the brand that sets it apart from its competitors,

such as these lines that deliver differentiation: such as these lines that deliver differentiation:

British Rail: "We're getting there" British Rail: "We're getting there"

Cheese Council: "Anyway you please it, cheese it" Cheese Council: "Anyway you please it, cheese it"

Timex: "Takes a licking and keeps on ticking" Timex: "Takes a licking and keeps on ticking"

Metropolitan Home: "Mode for your abode“ Metropolitan Home: "Mode for your abode“

4) It should recall the brand 4) It should recall the brand namename


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A good tagline should also recall the brand name. A good tagline should also recall the brand name. What's the point of running an advertisement in What's the point of running an advertisement in

which the brand name is not clear? which the brand name is not clear? A good slogan should recall the brand name, and A good slogan should recall the brand name, and

ideally, the brand name should be included in the ideally, the brand name should be included in the line. line. "Coke is it!" "Coke is it!"

If the brand name isn't in the tagline, it had better If the brand name isn't in the tagline, it had better be firmly suggested. be firmly suggested.

Nike dares to run commercials that sign off only with Nike dares to run commercials that sign off only with their visual logo (the Swoosh). their visual logo (the Swoosh). The word Nike is unspoken and does not appear. The word Nike is unspoken and does not appear. This use of semiotics is immensely powerful when This use of semiotics is immensely powerful when

it works, because it forces the viewer to say the it works, because it forces the viewer to say the brand name. brand name.

5) It should rhyme the brand in 5) It should rhyme the brand in it.it.


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One of the best techniques for bringing in the One of the best techniques for bringing in the brand name is to make the tagline rhyme with brand name is to make the tagline rhyme with it.it. Nirma Washing powder dhhodh jaise safedi Nirma Washing powder dhhodh jaise safedi

nirma washing powdernirma washing powder Life boy hai jaha tandorusti yeh wahaLife boy hai jaha tandorusti yeh waha Mango frooti fresh n juicyMango frooti fresh n juicy "Don't be vague. Ask for Haig." "Don't be vague. Ask for Haig." "See the USA in your Chevrolet." "See the USA in your Chevrolet." "You'll wonder where the yellow went when "You'll wonder where the yellow went when

you brush your teeth with Pepsodent.”you brush your teeth with Pepsodent.”

6) It should impart positive feelings about 6) It should impart positive feelings about the brandthe brand


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An effective tagline should impart positive An effective tagline should impart positive feelings about the brand: feelings about the brand:

All the lines mentioned previously do this, All the lines mentioned previously do this, some more than others. some more than others. "Once driven, forever smitten," for example, "Once driven, forever smitten," for example,

or "Coke is it!" or "Coke is it!" Contrast - Negative feeling with Contrast - Negative feeling with

Triumph's line for its TR7 sports car in 1976: Triumph's line for its TR7 sports car in 1976: "It doesn't look like you can afford it," "It doesn't look like you can afford it,"

or America's Newport cigarettes: "After all, if or America's Newport cigarettes: "After all, if smoking isn't a pleasure, why bother?" smoking isn't a pleasure, why bother?"

As negative book titles don't sell. Similarly As negative book titles don't sell. Similarly Negative advertising is hard to justify.Negative advertising is hard to justify.

It should impart positive feelings It should impart positive feelings about the brandabout the brand


232322

E.g. of lines that don't profess good tidings E.g. of lines that don't profess good tidings

(communications): (communications):

Bacardi Spice (Rum): "Distilled in hell" Bacardi Spice (Rum): "Distilled in hell"

Hungry Joes: "Bad news for baked potatoes" Hungry Joes: "Bad news for baked potatoes"

Kellogg's Eggos Waffles: "You'll never want to Kellogg's Eggos Waffles: "You'll never want to

l'eggo" l'eggo"

Lea & Perrins: "Steak sauce only a cow could hate" Lea & Perrins: "Steak sauce only a cow could hate"

7) It should not be usable by a 7) It should not be usable by a competitorcompetitor


232333

Quite importantly, a good tagline should not be Quite importantly, a good tagline should not be

usable by a competitor: usable by a competitor:

You should not be able to substitute a You should not be able to substitute a

competitive brand name and use the line. competitive brand name and use the line.

For example, "My goodness, my Murphy's!" For example, "My goodness, my Murphy's!"

(taking from the Guinness slogan- "My (taking from the Guinness slogan- "My

goodness, my Guinness!”) just would not goodness, my Guinness!”) just would not

work.work.

Butt "A company called TRW" could be "A Butt "A company called TRW" could be "A

company called (anything)” company called (anything)”

It should not be usable by a It should not be usable by a competitor competitor contdcontd..


232344

So many slogans have absolutely no competitive So many slogans have absolutely no competitive

differentiation, such as "Simply the Best" and its differentiation, such as "Simply the Best" and its

variants. variants.

You could add any brand name to the line and You could add any brand name to the line and

it would make sense. it would make sense.

And how many users of a line there are. And how many users of a line there are.

Aspen: "Simply the best" Aspen: "Simply the best"

Bishop's Nissan: "Simply the best" Bishop's Nissan: "Simply the best"

HME Firetrucks: "Simply... the best" HME Firetrucks: "Simply... the best"

Kuoni: "Simply, the best“ Kuoni: "Simply, the best“

It should not be usable by a It should not be usable by a competitor competitor contdcontd..


232355

Slogans that are bland clearly suffer a weakness. Slogans that are bland clearly suffer a weakness.

Examples includeExamples include

"For those who value excellence" (Henredon "For those who value excellence" (Henredon

Furniture)Furniture)

"We make it better" (Singer)"We make it better" (Singer)

"We make it happen" (Unisys)."We make it happen" (Unisys).

8) It should be strategic8) It should be strategic


232366

A good tagline should be strategic: A good tagline should be strategic:

Some companies can effectively convey their Some companies can effectively convey their

business strategy in their lines, such as business strategy in their lines, such as

"Innovation" (3M)"Innovation" (3M)

"Better things for better living, through chemistry" "Better things for better living, through chemistry"

(DuPont)(DuPont)

"Disease has no greater enemy" (Glaxo/Wellcome)."Disease has no greater enemy" (Glaxo/Wellcome).

9) It should be trendy9) It should be trendy


232377

Catchy taglines also try to be trendy, often without Catchy taglines also try to be trendy, often without

success. success.

There are two popular trends in slogans these days. There are two popular trends in slogans these days.

1) One is the single-word line, such as 1) One is the single-word line, such as

Hankook Tires: "Driven," (also being used by Hankook Tires: "Driven," (also being used by

Nissan in the US), Nissan in the US),

IBM: "Think," (neatly hijacked by Apple as "Think IBM: "Think," (neatly hijacked by Apple as "Think

Different,"), Different,"),

United Airlines: "Rising" (which is being dropped).United Airlines: "Rising" (which is being dropped).

9) It should be trendy9) It should be trendy


232388

2) It is hard to deliver a complex message in a 2) It is hard to deliver a complex message in a

single word, so that brings us to the other trend... single word, so that brings us to the other trend...

... All in three words (or three terse ideas): ... All in three words (or three terse ideas):

E.g.E.g.

Air France: "New. Fast. Efficient." Air France: "New. Fast. Efficient."

Chevrolet: "Eye it. Try it. Buy it." Chevrolet: "Eye it. Try it. Buy it."

Kellogg's Rice Krispies: "Snap! Crackle! Pop!" Kellogg's Rice Krispies: "Snap! Crackle! Pop!"

Monsanto: "Food. Health. Hope." Monsanto: "Food. Health. Hope."

Hero Honda- Fill it, Shut it and Forget itHero Honda- Fill it, Shut it and Forget it

Testing a Line for Testing a Line for EffectivenessEffectiveness


239239


Testing a Line for Testing a Line for EffectivenessEffectiveness


242400

The line The line may look good on paper, but there are may look good on paper, but there are some tests you can give the words to see if they some tests you can give the words to see if they really work: really work:

1)1) Does the line help when you're ordering the Does the line help when you're ordering the product or service?product or service?

2)2) Does the line help when you're ordering the Does the line help when you're ordering the product or service? product or service?

3)3) Does it sound a bit pompous , arrogant ?Does it sound a bit pompous , arrogant ?

4)4) Does it reek of 'corporate-speak', sounding unreal?Does it reek of 'corporate-speak', sounding unreal?

5)5) Does it make you say "Ho hum...", like these?Does it make you say "Ho hum...", like these?

6)6) Does it make you say "Oh yeah?”Does it make you say "Oh yeah?”

7)7) Does it sound a bit mixed up?Does it sound a bit mixed up?

1) Does the line help when you're ordering the 1) Does the line help when you're ordering the product or service?product or service?


242411

Some examples that do: Some examples that do:

"I want to have 'the ultimate driving machine'." "I want to have 'the ultimate driving machine'."

(BMW)(BMW)

"Give me 'taste. Not waist'." (Weight Watchers "Give me 'taste. Not waist'." (Weight Watchers

Meals)Meals)

““Why fool around with anyone else?” (FedEx)Why fool around with anyone else?” (FedEx)

Does the line help when you're ordering Does the line help when you're ordering the product or service?the product or service?


242422

Some examples that don't: Some examples that don't:

"I want a beer that's 'good, but not that good.'" "I want a beer that's 'good, but not that good.'"

(Tennents) (Tennents)

"I want two tickets to Brussels on 'Britain's second-"I want two tickets to Brussels on 'Britain's second-

largest international scheduled airline'!" (Air Europe largest international scheduled airline'!" (Air Europe

-- now out of business)-- now out of business)

2) Does it prompt a sarcastic or negative 2) Does it prompt a sarcastic or negative response?response?


242433

Some examples that do: Some examples that do:

Delta Airlines: "We get you there." Delta Airlines: "We get you there."

Mobil: "We want you to live." Mobil: "We want you to live."

FileMaker software: "What's your problem?" FileMaker software: "What's your problem?"

Eastern Airlines: "We have to earn our wings Eastern Airlines: "We have to earn our wings

every day.”every day.”

3) Does it sound a bit pompous , 3) Does it sound a bit pompous , arrogant ?arrogant ?


242444

This is where you read the line with the utmost gravityThis is where you read the line with the utmost gravity

Following lines fail the test: Following lines fail the test:

Ariel Ultra: "Digests the fatty food stains ordinary Ariel Ultra: "Digests the fatty food stains ordinary

compacts leave behind at 40°." compacts leave behind at 40°."

Churchill: "Surprisingly passionate about insurance." Churchill: "Surprisingly passionate about insurance."

Kyocera: "Doing what others dare not." Kyocera: "Doing what others dare not."

Olivetti: "Our force is your energy." Olivetti: "Our force is your energy."

The Hair Clinic: "Where excellence is an everyday The Hair Clinic: "Where excellence is an everyday

word.“ word.“

4) Does it reek of 'corporate-speak', 4) Does it reek of 'corporate-speak', sounding unreal?sounding unreal?


242455

Most banks: "Where people make the difference." Most banks: "Where people make the difference."

Ames Rubber: "Excellence through total quality." Ames Rubber: "Excellence through total quality."

Neptco: "Committed to innovation, quality and Neptco: "Committed to innovation, quality and

service." service."

Powergen: "We do everything in our power to put you Powergen: "We do everything in our power to put you

first." first."

United Research: "Accelerating strategic change.”United Research: "Accelerating strategic change.”

5) Does it make you say "Ho hum...", 5) Does it make you say "Ho hum...", like these?like these?


242466

Cadillac: "It out-steps its own great traditions!" Cadillac: "It out-steps its own great traditions!"

Izod Lacoste: "We are what others pretend to be." Izod Lacoste: "We are what others pretend to be."

Staffordshire Building Society: "A real building society Staffordshire Building Society: "A real building society

-- mutual since 1902." -- mutual since 1902."

Currie Motors: "Nice people to do business with." Currie Motors: "Nice people to do business with."

"Visit your Tetrad stockist and discover the Tetrad "Visit your Tetrad stockist and discover the Tetrad

lifestyle.“lifestyle.“

6) Does it make you say "Oh 6) Does it make you say "Oh yeah?”yeah?”


242477

These do: These do:

British Rail. We're getting there. British Rail. We're getting there.

British Telecom. It's you we answer to. British Telecom. It's you we answer to.

Kmart. Changing for the better. Kmart. Changing for the better.

Tellabs. Leadership in providing innovative Tellabs. Leadership in providing innovative

solutions to the telecommunications industry solutions to the telecommunications industry

worldwide.worldwide.

7) Does it sound a bit mixed 7) Does it sound a bit mixed up?up?


242488

Caltex Oil. At the heart of your engine. And the Caltex Oil. At the heart of your engine. And the

community. community.

XS Health. Medical insurance for you. Because you XS Health. Medical insurance for you. Because you

don't get ill. don't get ill.

Stillwell Ford. We put people in front of cars. Stillwell Ford. We put people in front of cars.

Ad Slogan TrendsAd Slogan Trends


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Ad Slogan TrendsAd Slogan Trends


252500

Omitting words such as "the" and "and," following are the Omitting words such as "the" and "and," following are the 20 most frequently used words in slogans (% represent the 20 most frequently used words in slogans (% represent the number of lines using that word out of the total number of number of lines using that word out of the total number of ad lines): ad lines):

1.1. you -- 11.15% you -- 11.15%

2.2. your -- 7.94% your -- 7.94%

3.3. we -- 6.03% we -- 6.03%

4.4. world -- 4.18% world -- 4.18%

5.5. best -- 2.67% best -- 2.67%

1.1. more -- 2.54% more -- 2.54%

2.2. good -- 2.43% good -- 2.43%

3.3. better -- 2.12% better -- 2.12%

4.4. new -- 1.90% new -- 1.90%

5.5. taste -- 1.85%taste -- 1.85%

Ad Slogan Trends Ad Slogan Trends contdcontd..

1.1. people -- 1.54% people -- 1.54%

2.2. our -- 1.49% our -- 1.49%

3.3. first -- 1.42% first -- 1.42%

4.4. like -- 1.41% like -- 1.41%

5.5. don't -- 1.36% don't -- 1.36%

1.1. most -- 1.19% most -- 1.19%

2.2. only -- 1.16% only -- 1.16%

3.3. quality -- 1.15% quality -- 1.15%

4.4. great -- 1.13% great -- 1.13%

5.5. choice -- 1.08%choice -- 1.08%


252511


Test Your Ad Slogan IQTest Your Ad Slogan IQ


252252


Test Your Ad Slogan IQTest Your Ad Slogan IQ


252533

How many of these can you identify?How many of these can you identify?1.1. Does she or doesn't she? Does she or doesn't she? 2.2. Fly the friendly skies Fly the friendly skies 3.3. Good to the last drop Good to the last drop 4.4. Have it your way Have it your way 5.5. Just do it Just do it 6.6. Put a tiger in your tank Put a tiger in your tank 7.7. The king of beers The king of beers 8.8. The pause that refreshes The pause that refreshes 9.9. Up, up and away Up, up and away 10.10.We try harder We try harder


252544

Answers: Answers:

1-Clairol 1-Clairol

2-United 2-United

3-Maxwell House 3-Maxwell House

4-Burger King 4-Burger King

5-Nike, 6-Exxon/Esso 5-Nike, 6-Exxon/Esso

7-Budweiser 7-Budweiser

8-Coca Cola 8-Coca Cola

9-TWA 9-TWA

10-Avis10-Avis

4) THE POWER OF 4) THE POWER OF BRAND IMAGERY BRAND IMAGERY

Listen, non-vegetarians Listen, non-vegetarians


252566

MacdonaldsMacdonalds


252577

Delete the excess weightDelete the excess weight


252588

Delete the excess weightDelete the excess weight


252599

Pharmaceutical DevelopmentPharmaceutical Development


262600

LirilLiril


262611

Powerful imagery can make or break a brand.Powerful imagery can make or break a brand.

Liril moved from green to orange to create fresh associations with the brand

IntroductionIntroduction


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Consumers are exposed to several kinds of Consumers are exposed to several kinds of

advertisements during a day, some of them may have a advertisements during a day, some of them may have a

conscious impact and some sub-conscious.conscious impact and some sub-conscious.

A consumer may start liking the brand or develop a A consumer may start liking the brand or develop a

certain association with it because of the constant certain association with it because of the constant

exposure over a period of time even without realising it. exposure over a period of time even without realising it.

During a TV serial there are several kinds of During a TV serial there are several kinds of

advertisements. advertisements.

The clutter of marketing communication and the limited The clutter of marketing communication and the limited

time which consumers have to comprehend these, it is time which consumers have to comprehend these, it is

critical to have the right kind of imagery associated with critical to have the right kind of imagery associated with

the brand. the brand.


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What is Imagery?What is Imagery?


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Imagery is the kind of associations a brand could get Imagery is the kind of associations a brand could get

linked with over a period of time. linked with over a period of time.

It has an impact on how consumers perceive the It has an impact on how consumers perceive the

brand and how they will react to it in the long run. brand and how they will react to it in the long run.

E.g. Horlicks had a `drink for the sick' association E.g. Horlicks had a `drink for the sick' association

a few decades ago. a few decades ago.

Will consumers have clear associations for Boost? Will consumers have clear associations for Boost?

What kind of association would a niche drink like What kind of association would a niche drink like

drinking chocolate have in the minds of consumers?drinking chocolate have in the minds of consumers?

What is Imagery?What is Imagery?


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Brand imagery plays an important role in Brand imagery plays an important role in

shaping the association in the consumer's shaping the association in the consumer's

psyche. psyche.

Several years ago there were only a few brands Several years ago there were only a few brands

in most categories so it was easier to develop an in most categories so it was easier to develop an

association with a brand. association with a brand.

Once an association was developed it stayed Once an association was developed it stayed

with consumers for a long time. with consumers for a long time.

Today's context is different, with several brands Today's context is different, with several brands

attempting to create an image.attempting to create an image.

Old brands are in a complex Old brands are in a complex situationsituation


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It will be difficult for Old brands to suddenly It will be difficult for Old brands to suddenly develop trendy new imagery, and the images develop trendy new imagery, and the images which they have developed are either not very which they have developed are either not very relevant today or competitive brands are relevant today or competitive brands are developing more relevant images. developing more relevant images.

1.1. Robin Blue was associated with whiteness in Robin Blue was associated with whiteness in fabric wash. The packaging and the bird on it fabric wash. The packaging and the bird on it symbolised whiteness and was a household brand. symbolised whiteness and was a household brand.

2.2. Bajaj Scooters had a `family vehicle' image. Bajaj Scooters had a `family vehicle' image. 3.3. Now Honda, which leads in the scooter category, Now Honda, which leads in the scooter category,

has developed a different image. has developed a different image. 4.4. Iodex, a brand which was identified with sprains, Iodex, a brand which was identified with sprains,

is overshadowed by other brands which have is overshadowed by other brands which have developed several associations which may be developed several associations which may be relevant to the times. relevant to the times.

WHY IS BRAND WHY IS BRAND IMAGERY IMPORTANT? IMAGERY IMPORTANT?

Why is brand imagery Why is brand imagery important?important?


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To conveys the stance of the brand. To conveys the stance of the brand.

Raymond's current TV advertisement shows the Raymond's current TV advertisement shows the

corporate type playing with pups. corporate type playing with pups.

The evolution of this stereotype is conveyed by The evolution of this stereotype is conveyed by

this positioning, which places an emphasis on the this positioning, which places an emphasis on the

finer aspects of the lifestyle which executives finer aspects of the lifestyle which executives

would like to follow. would like to follow.

It uses imagery which goes beyond the functional It uses imagery which goes beyond the functional

attributes (for which the brand has established a attributes (for which the brand has established a

reputation).reputation).

Why is brand imagery Why is brand imagery important?important?


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To adapt the changing environment. To adapt the changing environment.

Vicco's facial cream for skin has all along been Vicco's facial cream for skin has all along been

positioned amidst the occasion of a wedding. positioned amidst the occasion of a wedding.

Fair & Lovely, a brand which was launched later, Fair & Lovely, a brand which was launched later,

had taken a different kind of imagery and is had taken a different kind of imagery and is

adapting it to the changing scenario with the use adapting it to the changing scenario with the use

of variants. of variants.

HMT, which was positioned as a value-based HMT, which was positioned as a value-based

Indian brand of watches, was overshadowed by Indian brand of watches, was overshadowed by

Titan which developed distinctive and memorable Titan which developed distinctive and memorable

imagery (besides providing sophisicated imagery (besides providing sophisicated

technology).technology).

Why is brand imagery Why is brand imagery important? important? ContdContd..


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To prevents consumers confusion due to several To prevents consumers confusion due to several brands for several segments. brands for several segments.

Fast Track and Sonata brands are both from Titan but Fast Track and Sonata brands are both from Titan but have a clear image with regard to their target have a clear image with regard to their target segment associations. segment associations.

To create a contemporary image. To create a contemporary image. VIP, the luggage brand, for several years relied on the VIP, the luggage brand, for several years relied on the

`attribute' image but has taken a new approach to `attribute' image but has taken a new approach to create a `mood' around the brand with its `Bye Bye' create a `mood' around the brand with its `Bye Bye' commercial. commercial.

The commercial, apart from bringing emotion into the The commercial, apart from bringing emotion into the travel situation, also showcases the ease of handling travel situation, also showcases the ease of handling which may be an attribute which consumers look for which may be an attribute which consumers look for when they select their luggage brand.when they select their luggage brand.



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To sustained, especially when competitive offerings ariseTo sustained, especially when competitive offerings arise. .

To create fresh associations with a brandTo create fresh associations with a brand

For almost three decades, Liril was associated with For almost three decades, Liril was associated with

fresh, green and waterfalls but has attempted to create fresh, green and waterfalls but has attempted to create

novelty through the `orange' variant, in packaging and novelty through the `orange' variant, in packaging and

visuals. visuals.

The new bike brand, Honda attempts to create imagery The new bike brand, Honda attempts to create imagery

associated with fuel economy “ Pyar ke bitch petrol na associated with fuel economy “ Pyar ke bitch petrol na

Aye”. Aye”.



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Imagery also involve logos to enhance awareness levels Imagery also involve logos to enhance awareness levels

regarding brand's propositionregarding brand's proposition. .

Air India's Maharaja symbolising hospitality is an Air India's Maharaja symbolising hospitality is an

example. example.

When a brand introduces a variant after it has When a brand introduces a variant after it has

established itself on a specific benefit. established itself on a specific benefit.

Dettol soap, after establishing itself on the protection-Dettol soap, after establishing itself on the protection-

from-bacteria proposition, introduced a variant with from-bacteria proposition, introduced a variant with

moisturiser and employed a different kind of imagery.moisturiser and employed a different kind of imagery.



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When a brand attempts a new and radically different When a brand attempts a new and radically different strategy. strategy.

Timex entered India with its low-end offerings and then Timex entered India with its low-end offerings and then it has introduced a number of high-end watches it has introduced a number of high-end watches creating the appropriate imagery in its advertisements. creating the appropriate imagery in its advertisements.

Brands which created the category in India several Brands which created the category in India several decades ago-decades ago- Eno's Iodex pain balmEno's Iodex pain balm Cadbury's Drinking ChocolateCadbury's Drinking Chocolate Ezee liquid detergent from GodrejEzee liquid detergent from Godrej Brylcreem brand of hair creamBrylcreem brand of hair cream are probably some of the brands from the past which are probably some of the brands from the past which

could have made better use of imagery to create a could have made better use of imagery to create a contemporary perception about themselves. contemporary perception about themselves.

Decades old brands such as Lifebuoy and Lux have Decades old brands such as Lifebuoy and Lux have managed themselves with several kinds of imagery managed themselves with several kinds of imagery during this period of time with variants. during this period of time with variants.

Kinds of imageryKinds of imagery


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Brand a name is not an island. The brand name Brand a name is not an island. The brand name is the public face of the brand, but it is one is the public face of the brand, but it is one element of an integrated proposition. element of an integrated proposition.

Brand name should always be considered Brand name should always be considered within the context of the overall strategy for within the context of the overall strategy for the brand and should be leveraged as part of a the brand and should be leveraged as part of a cohesive whole, comprising name, supporting cohesive whole, comprising name, supporting nomenclature, messaging and brand graphics.nomenclature, messaging and brand graphics.


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Zavesca – combining brand name, supporting nomenclature,messaging and brand graphics


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Zavesca illustrates this very well both through Zavesca illustrates this very well both through the wordmark and the supporting graphic the wordmark and the supporting graphic comprised of the product itself, which speaks comprised of the product itself, which speaks to the unique proposition of the first and only to the unique proposition of the first and only oral therapy, indicated for Gaucher and Fabry oral therapy, indicated for Gaucher and Fabry disease.disease.

Kinds of imageryKinds of imagery


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There are various kinds of imagery brands There are various kinds of imagery brands

could use. could use.

1.1. Attribute imagery. Attribute imagery.

2.2. Benefit ImageryBenefit Imagery

3.3. Symbolic imagerySymbolic imagery

1) Attribute imagery1) Attribute imagery


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Attribute imagery consists of amplifying the Attribute imagery consists of amplifying the

specific characterstic which is being used by the specific characterstic which is being used by the

brand. brand.

Promise toothpaste uses its clove oil attribute. Promise toothpaste uses its clove oil attribute.

Imagery could be created through visuals or copy Imagery could be created through visuals or copy

in the advertisement. in the advertisement.

PUF was highlighted by Godrej in refrigerators PUF was highlighted by Godrej in refrigerators

to create `attribute-based' imagery and to create `attribute-based' imagery and

enhance the brand's perception. enhance the brand's perception.

Attribute imagery Attribute imagery contdcontd..


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The current positioning of several brands in The current positioning of several brands in

durable categories attempt attribute type of durable categories attempt attribute type of

imagery supported by visuals. imagery supported by visuals. The `Sixth Sense' pitch of Whirlpool refrigeratorThe `Sixth Sense' pitch of Whirlpool refrigerator The Atom (denoting compact size) air-The Atom (denoting compact size) air-

conditioner from Hitachi are examples. conditioner from Hitachi are examples.

Imagery helps a brand to constantly stay ahead of Imagery helps a brand to constantly stay ahead of

competition through its attributes. competition through its attributes. Sony with its strong thrust on technological Sony with its strong thrust on technological

innovation is an example. Its Trinitron and Wega innovation is an example. Its Trinitron and Wega

TVs were advertised with this kind of approach.TVs were advertised with this kind of approach.

2) Benefit Imagery2) Benefit Imagery


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An attribute conveying a strong benefit could also be An attribute conveying a strong benefit could also be

used by a pioneering brand if the benefit is relevant to used by a pioneering brand if the benefit is relevant to

the consumer. the consumer.

Herbal ingredients as an attribute were blended with Herbal ingredients as an attribute were blended with

the stereotype of an elderly lady by the Himalaya brand the stereotype of an elderly lady by the Himalaya brand

which specialises in herbal over-the-counter products. which specialises in herbal over-the-counter products.

Certain kinds of attributes such as oxygen in a Certain kinds of attributes such as oxygen in a

toothpaste or colourless cola may not convey clarity toothpaste or colourless cola may not convey clarity

from the point of view of consumers. from the point of view of consumers.

Colgate was perhaps the earliest of toothpastes to Colgate was perhaps the earliest of toothpastes to

advertise the benefits of using the brand. advertise the benefits of using the brand.

2) Benefit Imagery 2) Benefit Imagery contdcontd..


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Low - involvement categories such as lubricants can Low - involvement categories such as lubricants can

also use benefits. also use benefits.

BPCL's Speed brand showed the reliability of using BPCL's Speed brand showed the reliability of using

the brand through an emotional reunion of alumni. the brand through an emotional reunion of alumni.

Ericsson's mobile phone advertisement illustrated Ericsson's mobile phone advertisement illustrated

the compact size of the brand. the compact size of the brand.

Samsung conveyed its `extra space viewing' or one Samsung conveyed its `extra space viewing' or one

of its TV models using a theme. of its TV models using a theme.

LG's Golden Eye too used a `story' to convey its LG's Golden Eye too used a `story' to convey its

benefits.benefits.

2) Benefit Imagery 2) Benefit Imagery contdcontd..


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For certain categories of products, benefits could be For certain categories of products, benefits could be conveyed directly so that consumers can quickly conveyed directly so that consumers can quickly understand the benefit. understand the benefit.

Fast-moving goods which do not have a glamour aspect Fast-moving goods which do not have a glamour aspect (like a dishwashing bar) could make use of this (like a dishwashing bar) could make use of this approach. approach. Vim followed this approach to reinforce its durability. Vim followed this approach to reinforce its durability.

Moov, which was not the pioneer in balm, created an Moov, which was not the pioneer in balm, created an appealing benefit-based imagery leading to the brand's appealing benefit-based imagery leading to the brand's acceptance. acceptance.

Moov also effectively used imagery to compete with Moov also effectively used imagery to compete with Iodex on the `staining' aspect of the offering. Iodex on the `staining' aspect of the offering.

Britannia's success in the biscuit category could be Britannia's success in the biscuit category could be attributed significantly to the use of imagery with a attributed significantly to the use of imagery with a focus on health.focus on health.

3) Symbolic imagery3) Symbolic imagery


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Symbolic imagery which revolves around fantasy, Symbolic imagery which revolves around fantasy, status, self-image and group fun is popular in status, self-image and group fun is popular in certain categories such as soft drinks, cigarettes, certain categories such as soft drinks, cigarettes, apparel, liquor brands, cars and television. apparel, liquor brands, cars and television.

Onida was probably the first TV brand to use the Onida was probably the first TV brand to use the status appeal. status appeal. It created the Onida devil which symbolised the It created the Onida devil which symbolised the

jealousy of the `neighbour.' jealousy of the `neighbour.' The visual was effectively backed with the copy The visual was effectively backed with the copy

`Owner's pride: Neighbor's envy.' `Owner's pride: Neighbor's envy.' In a durable category the brand should offer In a durable category the brand should offer

technological features concerning the quality or technological features concerning the quality or the aesthetics to sustain such a symbolic imagery.the aesthetics to sustain such a symbolic imagery.

3) Symbolic imagery 3) Symbolic imagery contdcontd..


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Mercedes and Rolex strengthen their symbolic Mercedes and Rolex strengthen their symbolic

imagery with attribute-based positioning at imagery with attribute-based positioning at

periodic intervals so that consumers would be periodic intervals so that consumers would be

able to perceive the brands as superior offerings. able to perceive the brands as superior offerings.

Coca-Cola and Pepsi are well known for their Coca-Cola and Pepsi are well known for their

imagery associated with symbolism in the Indian imagery associated with symbolism in the Indian

context with the backdrop of celebrities. context with the backdrop of celebrities.

Symbolic approach is used by apparel brands - Symbolic approach is used by apparel brands -

Allen Solly . Allen Solly .

3) Symbolic imagery 3) Symbolic imagery contdcontd..


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Almost all cigarette brands at the higher end of Almost all cigarette brands at the higher end of

the market were using this approach and may the market were using this approach and may

continue to do so with the new categories they continue to do so with the new categories they

are into in the form of brand extension (Wills are into in the form of brand extension (Wills

Lifestyle apparel brand). Lifestyle apparel brand).

Bacardi used this approach to create awareness Bacardi used this approach to create awareness

about the sub-category. about the sub-category.

Hero Honda's Passion Plus and Kinetic's Zing had Hero Honda's Passion Plus and Kinetic's Zing had

`cool' features to back up symbolic imagery.`cool' features to back up symbolic imagery.


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Imagery and its Imagery and its

management is a crucial management is a crucial

aspect as brands are aspect as brands are

perceived through perceived through

associations and not associations and not

reality. reality.


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Thank YouThank You