Branding Decisions

 By
 Reyaz Ahmed
 For
 IILM MBA III Semester
 Marketing Specialization
 2008 Batch
 Learning Objective
• At the conclusion of this unit you should
be able to :
• Describe about the brand
• Describe about brand name
• Describe about brand characteristic
• Learn About brand strategic decision
• Know about brand Image,identity and
personality
• Describe about brand positioning and
repositioning
 

India's most trusted
brands 2009

By Reyaz Ahmed
Marketing Management


 Brand Equity unveils the most comprehensive

article of faith in the Indian brand world and
the most unique listing of its kind, Brand
Equity Most Trusted Brands 2009, in a
glittering event held in Mumbai.The who’s
who of the Indian marketing and
advertising, Nitin Paranjpe, CEO, Hindustan
Unilever, D Shivakumar, MD, Nokia,
Shantanu Khosla, MD, P&G, Piyush Pandey,
chairman, O&M and Sam Balsara, chairman,
Madison to name but a few, attended the
event. This independent nationwide survey
conducted for Brand Equity by Nielsen is the
benchmark for Trust, an ageless virtue and
the ultimate pinnacle that every marketer
and every brand wants to achieve. And this,
 Rank 1: Nokia


 Advertising Agency: JWT/W+K

 D Shivakumar, MD Nokia: Continued trust in

challenging times is earned by consistent
performance, delivering 'more' than the promise,
everyday. This reinforces the bond between the
consumer and the brand. Delivering 'more' than the
promise requires brands and firms to be transparent
in this era of the internet, media scrutiny and word
of mouth. Putting more information helps trust;
opacity will hurt trust in a brand.
About the brand:
Nokia has established itself as the market and brand
leader in the mobile devices market in India. The
company has built a diverse product portfolio to
meet the needs of different consumer segments and
therefore offers devices across five categories ie.
Entry, Live, Connect, Explore and Achieve. With the
global launch of Ovi, the company's Internet services
brand name, Nokia is renewing itself to be at the
forefront of the convergence of internet and
Rank 2: Colgate
 Rank 2: Colgate
 Advertising Agency: Ridiffusion YR
About the brand:
From a modest start in 1937, when hand-carts were used to
distribute Colgate Dental Cream, Colgate-Palmolive (India)
today has one of the widest distribution networks in India, a
logistical marvel that spans around 4.5 million retail outlets
across the country, of which the Company services 1.5
million outlets directly.
The Company has grown to a Rs 1300 crore plus
organization with an outstanding record of enhancing value
for its strong shareholder base. The company dominates
the Rs 2400 crore Indian toothpaste market by
commanding close to 50% of the market share. Colgate was
ranked as India’s Most Trusted Brand across all categories
by Brand Equity’s Most Trusted Brand Survey for four
consecutive years from 2003 to 2007. (Content:
www.colgate.co.in)
Rank 3: Lux
 Rank 3: Lux
• Advertising Agency: JWT
Company: Hindustan Unilever Ltd
Nitin Paranjpe, MD & CEO, HUL: Excitement can be
created; trust must be earned. And the challenge
before marketers is to deliver excitement in a
manner that does not violate trust, but enhances it.
About the brand:
Lux stands for the promise of beauty and glamour
as one of India's most trusted personal care brands.
Since 1929, Lux in step with the changing trends
and evolving beauty needs of the consumers, offers
an exciting range of soaps and Body Washes with
unique elements to make bathing time more
pleasurable. (Content: www.hul.co.in)
Rank 4: Lifebuoy
 Rank 4: Lifebuoy

 Advertising Agency: Lowe

Company: Hindustan Unilever Ltd
About the brand:
Launched in 1895, Lifebuoy, for over 100 years, has
been synonymous with health and value. The
relaunch of the soap in 2002, 2004 & again in 2006
have been turning points in its history. It is now in a
superior formulation offering a new health fragrance
and a contemporary shape. It’s vision is, “Making a
billion Indians feel safe and secure by meeting all
their health and hygiene needs”. Lifebuoy also offers
specific health benefits through specialised product
formats like Lifebuoy HandWash & Lifebuoy
Clearskin, which provides treatment and protection
against acne. (Content: www.hul.co.in)
Rank 5: Dettol
 Rank 5: Dettol
 Advertising Agency: Euro RSCG
About the brand:
Dettol is the gold standard of effective germ kill
recommended by medical experts and healthcare
professionals for its proven ability to protect families from
germs. The brand remains up to date through the launch
of new products relevant to changing lifestyles such as
hand sanitizer, liquid hand wash, shower gel, all purpose
cleaners, and antibacterial wipes.
FMCG major Reckitt Benckiser is expecting sales from its
popular antiseptic brand 'Dettol' to cross Rs 1,000-crore
mark by the end of this year. "The company expects that
sales of Dettol, which is the top selling antiseptic brand in
the country to cross Rs 1,000-cr mark by the end of
current year," Reckitt Benckiser India Regional Director-
South Asia Chander Mohan Sethi said.
The company operates on a calendar year basis and had
closed 2008 with revenue earnings around Rs 1,800 cr.
The company is mulling to add several new products in its
portfolio to achieve the target. According to industry
experts, if the company is able to achieve Rs 1,000-cr
sales from Dettol in the current year, it would become the
Rank 6: Horlicks
 Rank 6: Horlicks


Advertising Agency: JWT

Company: GlaxoSmithKline
About the brand:
Horlicks is the leading health food drink in India and enjoys
more than half of the health food drink market. Although it
has been a popular brand in Indian market since 1930s,
Horlicks underwent a revamp in 2003 to further increase
its relevance.
The modern and contemporary Horlicks offers pleasurable
nourishment with a delicious range of flavours including
vanilla, toffe, elaichi and chocolate. It is a favourite with
both mothers for its nourishment and kids for its great
taste and variety. (Content: www.gsk-ch.in)
Rank 7: Tata Salt
 Rank 7: Tata Salt
Advertising Agency: Leo Burnett


Company: Tata Group

About the brand:
Tata Salt pioneered the branded salt movement in India in
1983. It was the first salt in India to be manufactured
using vacuum evaporation technology.
The desh ka namak (salt of the nation) advertising
campaign lent voice to the emotional connect and warmth
that people associate with salt. In espousing the cause of
the common man, through its insistence on saltiness for
taste and the adequacy of iodine to ensure complete
wellness, it earned for itself the epithet of desh ka namak
and the trust of consumers across the country.
Today the brand is seen as reliable and trustworthy and
promoting the health of customers. Its appeal cuts across
regions and it has become an integral component of a
majority of Indian kitchens. (Content: www.tata.com)
Rank 8: Pepsodent
 Rank 8: Pepsodent
Advertising Agency: Lowe


About the brand:

Pepsodent, launched in 1993, was the first toothpaste with a
unique anti-bacterial agent to address the consumer need of
checking germs even hours after brushing.
Pepsodent packs included a Germ Indicator in February-May 2002,
which allowed consumers to see the efficacy in fighting germs for
themselves. As a follow-up, in October 2002, Pepsodent offered
Dental Insurance to all its consumers to demonstrate the
confidence the company has in the technical superiority of the
product.
The relaunch campaign in October 2003 widened the context to
"sweet and sticky" food and leveraged the truth that children do
not rinse their mouths every time they eat, demonstrating that
this makes their teeth vulnerable to germ attack.
Pepsodent's most recent campaign aims at educating consumers
on the need for germ protection through the night. (Content:
www.hul.co.in)
Rank 9: Britannia
 Rank 9: Britannia
• Advertising Agency: Lowe/McCann Erickson
About the brand:
Britannia strode into the 21st century as one of India's biggest
brands and the pre-eminent food brand of the country. It was
equally recognised for its innovative approach to products and
marketing: the Lagaan Match was voted India's most
successful promotional activity of the year 2001 while the
delicious Britannia 50-50 Maska-Chaska became India's most
successful product launch.
In 2002, Britannia's New Business Division formed a joint
venture with Fonterra, the world's second largest Dairy
Company, and Britannia New Zealand Foods Pvt Ltd was born.
In recognition of its vision and accelerating graph, Forbes
Global rated Britannia 'One amongst the Top 200 Small
Companies of the World', and The Economic Times pegged
Britannia India's 2nd Most Trusted Brand. (Content:
www.britannia.co.in)
Rank 10: Reliance Mobile
 Rank 10: Reliance Mobile

 Advertising Agency: Cartwheel Creative

Company: Reliance Communications

About the brand:
Reliance Mobile (formerly Reliance India Mobile), launched on
28 December 2002, coinciding with the joyous occasion of
the late Dhirubhai Ambani’s 70th birthday, was among the
initial initiatives of Reliance Communications.
It marked the auspicious beginning of Dhirubhai’s dream of
ushering in a digital revolution in India. Today, we can proudly
claim that we were instrumental in harnessing the true power
of information and communication, by bestowing it in the
hands of the common man at affordable rates.
Reliance Communications is the flagship company of the Anil
Dhirubhai Ambani Group (ADAG) of companies. Listed on the
National Stock Exchange and the Bombay Stock Exchange, it
is India’s leading integrated telecommunication company
with over 80 million customers. (Content: www.rcom.co.in)
Brands ranking from 11 to 20
 Brands ranking from 11 to 20
•
•
• 11) Close-Up
12) Airtel
13) State Bank of India
14) Glucon D
15) Clinic Plus
16) Pond's
17) LIC
18) Fair & Lovely
19) BSNL
20)LG
•
Brands ranking from 21 to 30
 Brands ranking from 21 to 30


21) Good Knight
22) Parle Products
23) Bisleri
24) Tata Tea
25) Vicks
26) Pepsi
27) Ariel
28) Dabur
29) Frooti
30) Vodafone
Brands ranking from 31 to 40
 Brands ranking from 31 to 40



31) Mirinda
32) Coca-Cola
33) Hero Honda
34) Bournvita
35) Maggi
36) Bata
37) Tata Indicom
38) Sony
39) Thums Up
40) Titan
Brands ranking from 41 to 50
 Brands ranking from 41 to 50



41) Surf
42) Philips
43) RIN
44) Godrej
45) Videocon
46) Maaza
47) Amul
48) Samsung
49) Johnson & Johnson

 50) Head & Shoulders

Brands ranking from 51 to 60
 Brands ranking from 51 to 60

•
• 51) Complain
52) Sunsilk
53) Samsung Mobile Phones
54) Fevicol
55) Iodex
56) All Out
57) LG Mobile Phones
58) Limca
59) Cadbury
60) Fanta
Brands ranking from 61 to 70
 Brands ranking from 61 to 70

• 61) Rasna
62) Zandu Balm
63) Dabur Amla
64) Onida
65) Asian Paints
66) Cinthol
67) Moov
68) Sony Ericssion
69) 7 Up
70) Hajmola
Brands ranking from 71 to 80
 Brands ranking from 71 to 80

•
•
• 71) Amrutanjan Balm
72) Tide
73) Pantene
74) Vim
75) Wheel
76) Parachute
77) Boroplus
78) Boost
79) Vaseline
80) Mortein
Brands ranking from 81 to 90
 Brands ranking from 81 to 90

•
• 81) Motorola
82) Maruti
83) Rexona
84) Dove
85) Sonata Watches
86) Sunfeast
87) Nirma
88) Crocin
89) Medimix
90) Ujala
Brands ranking from 91 to 100
 Brands ranking from 91 to 100

•
• 91) VIP Luggage
92) Bank of India
93) HMT
94) Sprite
95) Pears
96) Boroline
97) Big Bazaar
98) ICICI Bank
99) Nestle
100) Bajaj Motorcycles
 Brand level
There are three levels of branding


1.Country Brand
2.Company or corporate Brand
3.Service or Product Brand



COUNTRY
 BRANDS
Corporate Brands
Product or Service Brand
INDIAN BRANDS
 Branding
• Branding is equipping products and services
with the power of brand. It is all about
creating differences between
products.Marketers need to teach consumers
“who”the product is-by giving it a name and
other brand elements to identify it.As well as
what the product does and why consumer
should buy it
• Marketer can apply branding virtually anywhere
a consumer has a choice.It is possible to
brand a physical good (Maggi Noodles,Lux
soap, Tata Indica automobile), A SERVICE
(ICICI Bank, Jet Airways,Blue Dart courier
service),a store (Big Bazar, Pantaloon,
Shopers stop) ,a person (Amir Khan, Rahul
Dravid, Karishma Kapoor), a place (the state
of Goa,the city of Bangalore, or the country of
India),an organization(UNICEF, COAI), or an
idea (Family planning, blood donation,
 Benefit of Branding
Recognition and Loyalty- The main


benefit of branding is that customers are much

more likely to remember your business. A
strong brand name and logo/image helps to
keep your company image in the mind of your
potential customers.
Image of Size-
 A strong brand will project an
image of a large and established business to your
potential customers.
Image of Quality-
 A strong brand projects an
image of quality in your business, many people see
the brand as a part of a product or service that
helps to show its quality and value.
Image of Experience and


Reliability- A strong brand creates an

image of an established business that has been
around for long enough to become well known. A
branded business is more likely to be seen as
experienced in their products or services, and will
generally be seen as more reliable and
trustworthy than an unbranded business.
Multiple Products-If your business has


a strong brand, it allows you to link together

several different products or ranges. You can
put your brand name on every product or
service you sell, meaning that customers for
one product will be more likely to buy another
product from you.
 What is BRAND
• A name, term, sign, symbol or
design, or a combination of these,
intended to identify the goods or
services of one seller and
distinguish them from those of
competitors”
 A Brand conveys the
following:
• Attributes: Attributes of
Raymond’s suits are stylish,
fashionable, modern and
stitched.
• Benefits: Attributes should
eventually transform into
emotional and functional
benefits. Eg. Style, fashion
turns into emotional benefit
and good quality transforms
into functional benefit as
people would have not to buy
• Values: Most of the brands
associate some value with
themselves. For instance the
baseline of Raymonds, “The
Complete Man”,
communicates a value
proposition that the clothing
makes a man complete and
perfect.


• Culture: Raymonds project a

culture of family bonding.
 Brand Name
A good brand name should


• BE PROTECTIVE
• EASY TO PRONOUNCE
• EASY TO REMEMBER
• EASY TO RECOGNIZE
• EASY TO TRANSLATE
• ATTRACT ATTENTION
• SUGGEST PRODUCT BENEFIT
• SUGGEST COMPANY IMAGE
• STAND OUT AMONG OTHER BRAND

 TYPES OF BRANDS
• MANUFACTURERS BRAND: That
are branded directly by the
manufacturers who have
heavily invested on building
them. Eg. Surf, Rin, Lux,
Colgate.


• PRIVATE BRANDS: Those brands

that are developed and owned
by resellers. Eg, Lifestyle,
Shoppers Stop, Big Bazaar
etc.
• GENERIC BRANDS: Brands that
are not specifically advertised
eg. rice, wheat, paper napkins
etc.
•
• Sub Brands: When a brand is
combined with an existing
brand
 Eg., Amul Masti Dahi
Key Branding Decisions:
 1. To Brand And Not To Brand


Identification:
Reasons for branding


Establishes an item’s
identity Quality: Indicates a


 consistent level
 
 Legal protection:
Protects unique features, Allows marketing investment to
build share and loyalty
2. BRAND NAME SELECTION
• Easy to remember
• Recall value
• Spell and pronounce easily
• Arouses curiosity
• Related to the product or
services
• Distinguish from other brands
Easy to remember
Recall value
Spell and pronounce easily
Arouses curiosity
Related to the product or
services
Distinguish from other
brands
 3. Brand Sponsor Strategies
 Manufacturer’s Brand


 Merchandise bearing a
manufacturer's brand name,
rather than a private label
brand. The marketing effort of a
manufacturer's brand is to
attract customers loyal to the
manufacturer's name.

PRIVATE BRAND
P R IV A T E B R A N D S : T h o se b ra n d s th a t
a re d e v e lo p e d a n d o w n e d b y re se lle rs .
E g , L ife sty le , S h o p p e rs S to p , B ig
B a za a r e tc
 3 . L ice n se d B ra n d

A product or


service using a
registered
brand name
offered by the
brand owner to
a licensee for
an agreed fee
or royalty.
Brand Licensing
Co-Branding
 Brand Strategy
• New Brand
• Line Extension
• Multiband/Brand portfolio
• Brand Extension
 Brand Strategy

Product Category

Existing New

Existing
Brand Name

E
io
te
xn
s E
io
te
xn
s
in
eL nB
d
ra

New
M
ltib
u nd
s
ra w
N
nd
b
ra
e
 New Brand
Reckitt Benckiser has
launched Veet Ready to Use
Wax Strips. With this, it
claims, waxing can be done
in minutes at home. The
strips are available in three
variants – for normal skin
with shea butter and berry,
for dry skin with aloe vera
and lotus and for sensitive
skin with Vitamin E and
almond oil. Each pack
contains eight strips, a
finishing wipe and an
instructions leaflet. It is
priced at Rs 69 and is
available in all key outlets
 CavinKare SPINZ
has launched Spinz
Black Magic, a new
variant of the
deodorant brand Spinz.
More strong than
traditionally mild
fragrances for women,
it is a musky floral
blend. It comes in all-
black packing and is
priced Rs 150
Brand Acquisition
Brand Extension
• Many firm leverage
their most
valuable asset by
introducing a
host of new
products under
their strongest
brand name
 Brand portfolio
• The brand portfolio is the set of all
brands an brand lines in a particular
firms offers for sale in a particular
category or market segment.
Marketers often need multiple brands
in order to peruse these multiple
segments. Some other reason for
introducing multiple brands in category
include
1.Increasing shelf presence

2.Attracting consumers seeking variety

3.Increasing internal competition within

the firm
Brand portfolio of Madura Garments

Madura garments a part of

India rayon of Aditya Birla
Group is one of the India’s
leading apparel and retail
company.The company has the
license for lot of brand.Allen
Solly introducr Friday dressin is
positioned as casual premium.
While Van Heusen is position as
premium formal wear. Luis
Philippe on the other hand is
seen as premium designer
wear. Peter Englan is positioned
as an honest, value for money
brand. Thus the portfolio of
brands cover diverse markets
segments, each with a specific
position.
 Brand Positioning and
Repositioning
• The most important brand
management activity is positioning
the brand proerly.It creates an
emotional connection to the
consumer.
• Brand Repositioning is changing
the positioning of a brand. If a
particular positioning statement
may not work with a brand.
•
 Brand Repositioning
 For instance, Dettol toilet
soap was positioned as
a beauty soap initially.
This was not in line with
its core values. Dettol,
the parent brand (anti-
septic liquid) was known
for its ability to heal
cuts and gashes. The
extension's 'beauty'
positioning was not in
tune with the parent’s
“germ-kill” positioning.
 The soap, therefore,
had to be repositioned
as a “germ-kill” soap
(“bath for grimy
occasions'') and it fared
extremely well after
repositioning. Here, the
soap had to be
repositioned for image
mismatch. There are
several other reasons
 Cont…
Often falling or stagnant sales is responsible for


repositioning exercises.  After examining the

repositioning of several brands from the
Indian market, the following are 8 reason
for repositioning have been identified.
These are:
• Increasing relevance to the consumer
• Increasing occasions for use
• Making the brand serious
• Falling sales
• Bringing in new customers
• Making the brand contemporary
• Differentiate from other brands
• Changed market conditions. 


 
 Repositioning examples


• Maharaja - the positioning:

  
• Visa Card - the Positioning:
 Visa Card had to change its positioning to
make itself relevant to customers under
changed circumstances. Initially it asked the
customer to “pay the way the world does''
(1981). This is to give its card an aura of global
reach. But as more and more cards were
launched on the same theme, to put itself in a
different league, it positioned itself as the
“world's most preferred card'' (1993). To
highlight the services it provided, it shifted to
the platform of “Visa Power” (1995). This focus
 New Look
Old Positioning
 New positioning

Brand Repositioning
 112 year old Godrej logo
changed
• Honestly speaking It was just shocked
to see the 112 year old Godrej logo
changed. So, suddenly a bright
colored nice looking new logo was a
very pleasant sight.Here is the official
statement of Godrej which states that
the re-branding exercise was
undertaken as it felt the old brand was
not as relevant to young India.As a
consumer as well as marketing
professional, my take on this – I
liked this change . Estimated money
(mentioned in official releases) to be
spent by the company in
communicating this makeover: Rs.
S h o p p e rs S to p lo g o ch a n g e
W e ll, fro m b ra n d p e rsp e ctive o n e ca n u n d e rsta n d th a t it
h a s b e e n d o n e ke e p in g so ca lle d in te rn a tio n a ld e sig n s in
m in d . A n d th e y a re sp e n d in g h u g e m o n e y in
co m m u n ica tin g th is ch a n g e b y a d ve rtise m e n ts, h o a rd in g
e tc . H e re is th e o fficia lsta te m e n t a va ila b le o n
a g e n cyfa q s, fo r th is m a ke o ve r: “ Change is essential .
Our consumers are changing , their preferences are
constantly evolving . They are getting younger . And
so , we have to change along with them”. B S Nagesh,
Customer Care Associate & Managing Director, Shoppers
Stop.The simple but classic new logo without the old
elliptic ring, which has an international look and a
timeless appeal, carrying the new baseline Start
something new™ prods customers into taking a step
ahead to upgrade themselves to the next level in life.
(source:
And the latest one in race, CEAT logo change?
The logo was created in 1958 & this is the
first time since then that the company has
changed its logo. Here is the official
statement for this change: Paras K Chowdhary,
chief executive officer, Ceat, says,The new
logo symbolises the strategic transformation
at Ceat. It also reflects the fact that though
Ceat has a long and proud heritage, the
attributes that bring it to life for our
customers are as fresh and new as ever. It
represents the companys vision of leading the
industry in delivering best in class products,
innovations and services to consumers.
BRAND MAKEOVER
The Videocon logo is the heart of the new brand identity.
The Fluid lava reflects the brand idea, ‘Experience
change’. The color palette has been chosen to reflect the
philosophy of Videocon Group i.e. the color green is
symbolic to the company’s ecology drive” says the
official coverage of Videocon.
videocon was in much need of a facelift. Somehow Videocon
has lost that connect with today’s consumers, not only in
terms of messaging & communication rather in terms of
their product deliverables too. It’s good to see news of
launch like mobile services & DTH services from
Videocon. They are also augmenting their current
offerings to suit the taste of today’s Indian consumers.
• Corporate or mother brand
 Brand Personality
• It is a comprehensive concept, which
includes all the tangible and intangible
traits of a brand, say beliefs, values,
prejudices, features, interests, and
heritage. A brand personality makes it
unique.
• Brand Personality describes brands in

terms of human characteristics.

• Brand personality is seen as a valuable

factor in increasing brand engagement

and brand attachment, in much the
same way as people relate and bind to
• Brand personality to be made up of
the emotional associations of the
brand, while brand image
represents physical features and
benefits.
Attributes of brand
personality
 Brand Image
• A brand is an offering from a
known source.A brand name such
as Mcdonald’s carries many
association in people’s mind that
make up the brand image:
hamburgers, fun, children, fast
food, convenience, and golden
arches. All company tries to build a
strong, favorable and unique brand
image
Brand image of Armani suits
Brand Experience
 Brand equity
• “Brand equity can be thought of as the
additional cash flow achieved by
associating a brand with the underlying
product or service.”
• High brand equity gives company the highly
desired competitive advantages. The
company’s market cost are lower because
of high consumer awareness and brand
loyalty. Consumer expect the retailers to
carry the brand and gives the company
much leverage with channel members. In
indian context, the company’s corporate
brand equity can be compared to the
value of company’s goodwill. Whene
companies are sold extra price was
required to pay for the goodwill the
 Brand equity Advantages
• Brand build trust among customer
• Brand focus customer mind
• Brand is a promise of quality
• Brand occupy in the mind of satisfy
customer(brand cult)
• Brand build buyer-seller relationships
 Factors affecting brand
equity
• Brand equity can be affected by the
following factors
• Volume Business
• Market size
• Relative price
• Marketing expenses to total sales
• Actual quality satisfaction score
• Status of the product on product life cycle
• Price elasticity
• Profitability
• Scope for line extension
•
Brand Equity measurement
• Multiple earning methode- It
normally calculated on the basis of
recent net profit. Net profit is
multiplied 10 to 20 times. This gives
the value of brand equity. For
example if the net profit is 2mn the
brand equity value will be
2*10=20mn.Multiples are decided
by the factors like volume sales,
market size, market share etc.
which can improve brand equity.
 Cult brand

• We must recognize that brands don't

belong to marketers. Brands belong to
the customer