Brand Image 4n38s

“BRAND IMAGE SOURCES” As the easiest way of “BRANDING” SAVYA JAISWAL -MBT/11/119 BHUMIKA SHARMA -MBT/11/113 SETTY MAHESH –MBT/11/105 MBT-3RD SEMESTER PRODUCT&BRAND MANAGEMENT

What is a brand?

A name, a term

A symbol, a sign “A name, term, sign, symbol or any other feature that identifies one seller’s product or service as distinct from those of other sellers” -The American Marketing Association

Brand relationships FIRM Brand identity framed by marketers

INTERACTIONS

CUSTOMERS

Brand relationships

Brand image in the mind of customers

Branding process Brand the actual image of the firm in customers’ minds

A new definition based on Brand relationships: Brand is created in continuously developing brand relationships where the customer forms a differentiating image of a product or service based on all kinds of brand s that the customer is exposed to.

Cont…  The sum of all tangible & intangible traits.

 It represents all internal & external characteristics.  It's anything & everything that influences how

brand or a company is perceived by its target constituencies.  It is the best, single marketable investment a company can make.

BRANDING  Branding is a plan for earning product reputation and for making sure that the world knows about it and believes in it too.  Branding protects a seller's products against those marketed by competitors and imitators and helps consumers identify the quality, consistency, and imagery of a preferred source. Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product.

SOURCES OF BRAND IMAGE There are three sources of brand image:  Provider – driven image  Product – driven image  – driven image

PROVIDER DRIVEN IMAGE Provider driven image is derived from the company/brand. A brand is what it is because of the company that makes it. Ex: A brand name like TATA signals quality in everything it makes right from salt to steel. Infact, it is likely that a couple of percentage points of the market share acquired by any TATA brand is owed to the brand name TATA itself.

PROVIDER DRIVEN IMAGE

(CONTD)

Sometimes the promoter’s or CEO’s positive image enhances a brand’s appeal. Ex: Lee Iacocca’s personal appeal enhanced brand image of Chrysler car just as JRD Tata’s image had a favorable impact on the group’s name. The same thing could be true of brand names. The name dettol is the name for anything antiseptic (liquid/toilet soap). This image of Dettol can be used to get into a new product category that has the same image.

PRODUCT DRIVEN IMAGE This image is the result of the product performance. This in turn depends on its ingredients. Ex: Santoor toilet soap promises skin care through its components – sandal wood & turmeric. Ex: 7’O clock platinum edge derives its image from the material used in the manufacturing.

DRIVEN IMAGE This image is driven by the lifestyle of the . Ex: Van Heusen shirts are an expression of a particular lifestyle, just as Kumar shirts are of another. Ex: Fair & Handsome fairness cream is driven by the male s while Fair & Lovely is driven by female s.

BRAND IDENTITY V/s BRAND IMAGE Brand identity is on the sender’s side. The sender’s duty is to specify the meaning & intention of the brand. Brand image is on the receiver’s side. Image refers to the manner in which the public decodes all the signals, emitted by the brand through its products, services & communication program. It is a reception concept.

STRUCTURE OF SENDING & RECEIVING IMAGE Sending Media Receiving Brand identity Signals transmitted

Other sources of inspiration like: Mimicry Opportunism Idealism

Extraneous influences

Brand Image

Competition & Noise

As shown in the diagram, the customer forms an image through a combination of all the signals emitted by the brand i.e., brand name, visual signs, products, advertising, sponsoring, press releases etc. The image results from a decoding, an extraction of the meaning, an interpretation of the signals. Before portraying an idea in the mind of the public, one should have a clear idea as to what is to be portrayed.

Mimicry: where in the developers of the image have no clear idea of their brand identity, certain firms try to mimicry or copycat/ imitating their own competitor’s communication. Opportunism: it refers to trying to please all segments which leads managers to forget the identity of the brand. Idealism: fantasized identity and not the real identity

The importance of image  Image communicates expectations  Image is a filter influencing perceptions of the performance of the firm  Image is a function of expectations and experiences  Image has employees

an

internal

impact

on

Brand Image Vs Sales Sales Low

Hi

Hi

Unrealized Potential

Healthy Brand

Low

Dying Brand

Vulnerable

Brand Image

Developing image in the good way 

What is important for customers is what they experience  Bad experiences always result in bad image  Hence, if a company has a poor image, it has to take the correct

measures to improve it based on reality:

Company unknown or not well known Action: communication campaign

Company known but performing badly Action: internal action in order to improve performance. Communication can be used but at a second level.

POSITIVE IMPACT OF BRAND IMAGE ON BRANDING  Recognition And Loyalty

The main benefit of BRAND IMAGE on branding is that customers are much more likely to 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. Like The Coca Cola Company uses the brand name Coca Cola and BBC is the brand name for the British Broadcasting Corporation.  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.

EFFECTIVE BRAND IMAGE DIMENSIONS FOR BRANDING Effective branding includes basically four dimensions EXAMPLE OF ‘Airtel’

 The Functional Dimension Airtel says, "Your world of communication just got simpler." Even the simplest of the consumer can use the products and services.

 The Social Dimension Airtel is a recognized brand to be associated with. It is associated with high level of social value.

 The Spiritual Dimension

"Building telecom, building relationships." Airtel encourages everyone to be more involved in building relationships and spread the happiness.

 The Mental Dimension

Airtel gives me the opportunity to "Express Myself."

Brand Image Sources  Symbol- help customers memorize product and services, to

correlate positive attributes so that to memorize than the brand names as they are visual images.  These can include logos, people, geometric shapes, cartoon images, anything.  LOGOS- It is due to logo that customers form an image for the product/service in mind, it is simple, distinguished/unique portray company’s values, mission and objectives.  TRADEMARKS- Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand. A renowned brand has a popular trademark and that helps consumers purchase quality products.

Brand Image Sources  Symbol- help customers memorize product and services, to

correlate positive attributes so that to memorize than the brand names as they are visual images.  These can include logos, people, geometric shapes, cartoon images, anything.  LOGOS- It is due to logo that customers form an image for the product/service in mind, it is simple, distinguished/unique portray company’s values, mission and objectives.  TRADEMARKS- Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand. A renowned brand has a popular trademark and that helps consumers purchase quality products.

SEGMENTING Demographic  Psychographic Segmentation  Personality

Dettol COOL Soap • Dettol launches new Dettol COOL soap enriched with Menthol, that truly refreshes & energises • Dettol COOL Soap available in attractive 'light blue' colour • Has a refreshing new fragrance and unique 'saddle shape' • Priced at Rs. 16 for 75gms and Rs. 26 for 125 gms

Dettol advertising-focused on educating families on the need TV & print campaigns, TV shows, outdoor activities Slogan, symbols and the multi sensorial experience

Promotion toolsAapka Dettol kya karta hai ,surakshit parivar ,Seasonal Internet discounts ,100%Attendance

Summer ment

Monsoon ment

Winter ment

74%

60%

Attributes

Usage for other Dettol Products

72%

Brand Loyalty

85%

Reason

80%

Preferred antiseptic

100%

Brand Awareness

% of survey

Survey Result

72% 56%

40%

20%

0%

 Brand equity arises from differences in consumer

response.  Need to measure the Brand Equity?  Qualitative Techniques  Free Association: Involves free association tasks whereby

subjects are asked what comes to mind when they think of the brand without any more specific probe or cue. Q Which Brand comes to your mind when you look at this logo? Ans:- 98%of respondents correctly identified it as Dettol Q What words do you associate with ' Dettol ? 

Dettol is largely perceived as an antiseptic brand.  Used for hygiene and health of the entire family

.

Which products are demanded by the customer under the brand name Dettol?

Projective Techniques Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters An experienced doctor (Female) A fat ,middle aged man. Cleanliness Freak. Yellow – complexioned. Wears a green suit

A disciplined, organized husband

A Young, Caring Mother

Personification of Dettol A man in his late 30’s. clean. Single child. wears white a lot. neat hair. slim and fit. clean shaved. Sticks to the point.

A concerned friend (boy/girl) A strong superhuman (Superman)

A war soldier

Q: How would you personify Dettol? (Brand Personification)

How to Measure Brand Value?  To Understand drivers Brand Associatio ns

Brand Awarene ss

Other Proprieta ry Brand Assets

Brand Loyalty

Brand Value

Perceived Quality

of brand value in order to strategic decision –making.  To Understand Decision Drivers  To evaluate efficacy of brand value building programs  To Assess Marketing Efficacy

Assessing Brand Awareness : Which

of the following categories do you think Dettol is in?

• Consumers are not aware of Shaving Cream and Body Wash • High awareness of Antiseptic Liquid, Hand Wash, and Soap

100 90 80 70 60 50 40 30 20 10 0

93

87

85 54

12

9

Assessing Brand Loyalty Q: How often do you buy a Dettol Product?  Majority of Customers buy once a month:  Repeat customers

Q: Since what age do you using Dettol's products?  More than 90% s have been using Dettol

since childhood(5- 7 yrs)

Rate your level of satisfaction regarding the performance of Dettol products.

 94% respondents found Dettol’s performance to

be either excellent or Very good Under which situations do you feel the most need to use Dettol's Products?

 Most people use it when injured or wounded

Q. Retailer’s perception and behaviour of his customers to him.

Benefits derived from Brand Image Sources Synonymous with the antiseptic category hence creates brand associations.

Positive impact on out-right sale of Dettol Products. It became easier to extend this brand by launch other products like soaps and shaving cream. Success of Dettol soaps, due to a strong association with Antiseptic property only. Increased brand awareness and brand loyalty for the antiseptic as well as other products.

Interpretation Emotional connect of consumers with Dettol: Safety, comfort, and assurance



Presence of the brand for years and strong positioning as an antiseptic brand.

Customers do connect joy, energy, or pride with the brand. The new attributes of new product extensions are overshadowed by the strong antiseptic image of brand Dettol

Conclusion & Recommendations 1

2

3

• To capitalize on brand image of Dettol, it should position its brand extensions well and Increase innovations

• Could introduce products like antibacterial/ virusidal wipes

• It could very well use its image & equity of safety for products like anti bacterial deo spray

Eureka forbes aquaguard water purifier – brand image sources

Eureka forbes started in 1984. Venture between forbes and electrolux 1st introduced direct sellng route in india Connected to 1.5 million indian homes Adding 1500 customers daily 3800 – dealers, 58 distributors , Covered 550 towns and cities

Different products

Aquaguard water purifier brand image sources

Signs Slogan – panni ka doctor total water purification system Color - blue

logo ments:-

FROM BRAND IMAGE SOURCES BENEFICIAL OUTCOMES FOR AQUAGUARD WATER PURIFIER Importance and Need of product Awareness of a product Trust To maintain Healthy relationship between company and customer Educating the consumers with their product features Improved sales

Report is prepared based on both primary and secondary data 1. Are you using water purifier? a)yes b)no

3. what are the reasons for choosing that water purifier? a)brand b)price c)features of product d)promotional activities e)need of the product f)others

2. If yes, specify the product name_____________________________

Aqua guard preferred:-c,d,a Others:-b,e,c

4. Rate your satisfaction with that product , mark on scale. Strongly disagree disagree neutral agree agree

strongly

_______1______________2__________3_______4____________5__________ _____

5. Are you aware of aquaguard water purifier? a)yes b)no

9. Rate the brand image of aquaguard Strongly disagree disagree neutral agree strongly agree _______1______________2__________3_______4____________5____________ (5%) (18%) (21) (16%) (40%)

10. If you are using aquaguard water purifier,rate on the following parameters(rating range is 1 to5) a)product goodwill.-------------9% b)post sale service.---------------- 15% c)technology of the product.------------ 45% d)satisfaction level.--------------20% e)price.-------------------------------11%

9. Rate the brand image of aquaguard Strongly disagree disagree neutral agree strongly agree _______1______________2__________3_______4____________5____________ (5%) (18%) (21) (16%) (40%)

10. If you are using aquaguard water purifier,rate on the following parameters(rating range is 1 to5) a)product goodwill.-------------9% b)post sale service.---------------- 15% c)technology of the product.------------ 45% d)satisfaction level.--------------20% e)price.-------------------------------11%

11. Mark the following parameters of aquaguard water purifier a)product market share :- 1 2 3 5 b)product durability :- 1 2 3 5 c)product reliability :- 1 2 3 5 12. Will you recommend aquaguard water purifiers to others? d)after :- 1 2 3 a)yessales services b)no 5

4 4 4 4

camparision

Primary data interpretation  Most prefer aquaguard

Secondary data information  55 million people survey –

purifier & public aware of purifiers.  Market leader

 Technically sucessful



 High market share



 Aquaguard has 100%



awareness, recommanded &slogan identity.  Sucessful and trusted product



7% use electric water purifier, 12%boils water and 81% impure water. Market leader Technically sucessful High market share successful and trusted product

CONCLUSION

On the basis of primary and secondary data , we conclude that aquaguard is a successful & trusted brand. Aquaguard sucessfully reached the public through its brand image sources.