1. Brands-
FromCommodity to Brands
From just Products to Brands
From Ideas to Brands

2. Meaningful Differentiation from Meaningless
Attributes/Names/Identity
Brand = Product + Image

3. The Case of the CommodityTrap…….
• Most product-markets in our country are still at
early stages of evolution.Therefore there are
opportunities for companies to embark on
strategic brand building exercises, thereby creating
barriers to competition.

4. HOWTHEN,TO BUILD A STRONG BRAND??
•What benefits do customers seek in a specific
product or service? (For ex. Retailing could be a
benefit where brands are being sold by different
channel.)There could be different sets of benefits
that are sought. Brand building can begin here.
•What attributes and features provide the
benefits sought by customers?A good
understanding of such attribute-benefit linkages
is also required for brand building.
•How does one deliver through your brand what
customers seek? Either you do or you don’t. But if
you do, there would be lot changes in internal
systems and processes to deliver value through
the brands.

5. BEWATCHFUL…..
•DO NOTTRY PEICEMEAL EFFORT OF DEVELOPING
BRANDS. ITWOULDTAKEYOU NOWHERE.
•DO NOTTRYTO FIT DECISIONSTO ISSUES.
•BRANDS ARE NEVER BUILT BY ONE SINGLE ACT.
•They are build through a well thought out strategy
linked to customer value.
•It is customers who build the brands and company can
only provide inputs that the customer would appreciate
as value.

6. What is Brand Equity =
It suggests the willingness to pay a price premium
Tangible and Intangible assets associated with the
brand
Are the brands able to generate future cash flow?
It is measured in terms of
BrandAwareness
Perceived Quality
Loyalty
However they are not indicators of final
purchasing decisions of a consumer
Why is it important to calculate BE?

7. Brand are built block by block.
It is act of patience and takes lot of time to be
built
It requires a team of
Product, Brand, R&D, Production, Sales, Consu
mer Insight, Marketing to make it successful!

10. Forming a Consideration set of Brand Choice Alternatives
All brands in product class
Unknown brands Familiar brands
Brands found
accidentally
Brands found
through
intentional
search
Evoked set
(brands
activated
from
memory)
Unrecalled
brands
Consideration set of brand choice alternatives