Advertising & Brand Management

UNIT I: INTRODUCTION
The word advertising comes from the Latin word "advertere meaning” to turn the
attention". Some of the definitions given by various authors are:
According to William J. Stanton, "Advertising consists of all the activities involved in
presenting to an audience a non-personal, sponsor-identified, paid-for message about a
product or organization”
MEANING OF ADVERTISING MANAGEMENT:
Advertising Management is a managerial process aimed at managing the advertising
activities of organization. It is one through which company’s monitor and controls
their advertisement programs for attracting target audience. This is a process which
uses different kind of media for selling company products.
Without a proper advertising strategies and management processes, all marketing
campaigns and promotions may go in vain.
Advertisement management process requires many steps to be followed to derive
better results from advertisement activities. These steps include deciding
advertising objective, setting advertising budget and strategies for doing campaigns,
recognizing target audience, creating effective message and also measuring overall
efficiency of whole advertisement activities.
SCOPE OF ADVERTISING:
 Scope of advertising by budget: There is always a budget allocated for advertising
and promotion within the marketing budget. The budget allocated should be in
coordination with the type of advertisement the organization wants. The resources
and other requirements are to be kept in mind for the budget allocation.
 Scope of advertising by deliverables; once the budget is decided, the marketing
plan can be projected further. A detailed scope of work that deliverables require can
be outlined. Agencies can now develop a proposed resource plan.
 Scope of advertising by allocating deliverables: For creative work, allocating the
type of deliverables (TV, online, mobile, press, magazine, etc.) based on the
previous campaign requirements can be more insightful after the previous plan.
 Scope of advertising by strategy: Once the deliverables are allocated, advertising
agencies can define the strategic requirements by brand or category and develop a
scope of work based on past requirements and remuneration for similar strategic
deliverables.

OBJECTIVES OF ADVERTISING MANAGEMENT
1. To Inform Buyers: This objective includes informing customers regarding
product’s availability, price, features, qualities, services, and performance. Besides,
it also includes informing them about changes made in the existing product and
introduction of new products. Company also highlights its location, achievements,
policies, and performance through advertising.
2. To Persuade or Convince Buyers: Company uses advertisement to persuade or
convince the buyers about superior advantages offered by its product. Company
communicates competitive advantages the product offers to induce customers buy
it. Comparative advertising is used to prove the additional benefits of product at a
given price.
3. To Remind Buyers: Marketer uses advertising to remind the buyers regarding
existence of company, products, maintenance of quality, superior services, and
chasing customer-orientation. Mostly, the existing firms aim their advertising for
this objective.
Here, the purpose is to inform that the company is still in existence and serving
customers in a better way. Due to huge information bombarded by a number of
companies, customers are more likely to forget name of company and/or products
and services it offers.
4. To Face Competition: Advertising is treated as the most powerful weapon to fight
with competitors effectively. Advertising enables the firm to respond the
competitors strongly. It helps the firm to distinguish its total offerings from
competitors.
In brief, the firm can face competition, can prevent the entry of competitors, or can
remove competitors away from the market. In competitive marketing environment,
the firm cannot survive without an effective advertisement.
5. To Achieve Sales Targets: Increase sales volume is one of the major advertising
objectives. A company can advertise its products in various media to attract
customers situated in different parts of the world. National and international
marketing is the result of advertising. Even, non-users can be converted into users
and usage rate can be increased. Thus, company can achieve its sales objectives by
advertisement.
6. To Build and Improve Brand Image: Advertising is used for brand recognition and
acceptance. A company can distinguish its brand by magnifying major benefits the
product offers. Advertisement attracts customers toward the brand; they try it and

accept it over time. In the same way, bad image related to brand can be changed by
systematic presentation of facts and scientific evidences, and removing
misunderstanding.
7. To Help or Educate People: Advertising is not always used only for company’s
benefits. It is meant for helping customers to make the right choice of product. It
educates people about availability of new products, its features and qualities, price,
services, and other related aspects. Such information is instrumental for purchasing
suitable products. Thus, it guides customers to choose the most appropriate
product.
8. To Build Company Image and Reputation: A company opts for advertisement to
build prestige and reputation in the market. Most of the companies, though they are
satisfied with the volume of sales, go for advertising to acquire fame in the market.
Many companies advertise its policies, activities, and achievements to make a
permanent place in the mind of people.
9. To Assist Sales Force and Middlemen: Advertising is an aid to middlemen and
salesmen. Advertising also popularizes the name of dealers. Likewise, advertising
provides necessary information to the buyers. Middlemen and salesmen are not
required to do the same. It eases the task of sellers. In the same way, advertising
encourages sales force.
10. Other Objectives:
There are certain minor objectives of advertising, such as:
I. To promote new products.
ii. To build long-term relations.
iii. To remove misunderstanding.
iv. To expand of market.
v. To gain confidence of buyers.
vi. To request customers to compromise with unavoidable circumstances.
vii. To seek apology of the buyers for any undesirable events, etc.
TYPES OF ADVERTISING:
1. Print Advertising – It refers to printed advertisements, often seen in
newspapers and magazines. However, this category also includes other
printed materials, such as brochures, directories and flyers. Companies can
place advertisements in local newspapers–whether throughout the paper or
within the classifieds section- to target consumers within a geographic

location. For a more targeted audience, companies may seek advertising
opportunities in magazines.
2. Direct mail advertising - is a type of print advertising that sends
advertisements to customers through the mail. Examples include brochures,
catalogs, newsletters and flyers.
3. Television advertising - it is a type of broadcast advertising where companies
advertise their products or services through 20-, 30- or 60-second TV
commercials. It can be costly but enables companies to repeat their
advertisements regularly.
4. Radio Advertising - Radio is another form of broadcast advertising that plays
ads during programming breaks. Customers can hear radio advertisements
while conducting other activities, such as driving or doing household chores.
Like television, radio enables the repetition of advertisements, which can give
companies more recognition with consumers.
5. Mobile Advertising - it reaches consumers through any mobile device with
internet connectivity, such as a cellphone or tablet. These advertisements
may appear to consumers through social media, on web pages or within apps.
6. Social Media Advertising - to promote their products or services on various
platforms. Social media advertising, like other digital advertising, enables
companies to target specific audiences. They may focus on reaching
customers based on their geographic location, age group or buying habits.
HISTORY OF ADVERTISING IN INDIA
Nearly eight decades earlier, Britishers use to import the things they needed but
later they started manufacturing them here itself and that is when the advertising
began for the manufactured products by the Britisher to make people know about
them.
These advertisements were initially the copy of advertisements they showed in
their country but later advertising agencies were opened in India.
People would make public announcements on the streets about their products and
offers and some people had signboards outside their shops telling about the product
that they are selling in a way that even an illiterate could understand.
In India, with the introduction of advertising in the 20th
century, work opportunities
in the field increased and growth happened by the launch of newspapers, radio,
television, mail, magazines, and now the internet.

1. The first stage (1947-1960): We were liberated by the British rule but the 200
years of being ruled had left a big impact on society. Imports were still being done
and the modernization was taking place but the advertisement that was being put
up was merely factual and lacked creativity.
2. The second stage (1960-1980): Creativity in the way of presentation of
advertisements improved and the advertisements was now more impactful to the
Indian culture than the British. Using creativity to generate effective campaigns for
company products using images, slogans, and phrases.
3. The third stage (the 1980s): In this phase focus from creativity shifted to creating
more impactful marketing channels so that the advertisement that was being
created could reach the maximum number of people and in the most effective
manner. In this era, more radio and TV sets were becoming popular and agencies
were finding the best opportunities in them for their advertisements.
4. Fourth Stage (Current Stage): If we see today’s advertising scenario, it focuses on
both marketing channels as well as bringing appealing creativity in the
advertising. A lot of foreign companies started manufacturing in India but to make
the advertisements more attractive and appealing for the Indians, the ads were
created in
Digitization: Slowly internet users are increasing and it has opened bigger
opportunities for the advertising agencies to spread their viewers and customer not
just locally but globally. Everything is backed by advertisements. All the small and
big websites are majorly funded by the advertisers which show its importance on a
bigger scale. Digital marketing has given advertising a whole new artistic
appearance. In today's advertising scenario, creativity and content win the market.
Digital marketing focuses on marketing products on the internet through various
means like social media, emails, blogs, videos, etc.
FUNCTIONS OF ADVERTISING:
Advertising has become an essential marketing activity in the modern era of large-
scale production and severe competition in the market. It performs the following
functions:
Promotion of Sales: Advertising promotes the sale of goods and services by
informing and persuading the people to buy them. A good advertising campaign
helps in winning customers and generating revenues.

Introduction of New Products: Advertising helps in the introduction of new
products in the market. A business enterprise can introduce itself and its products to
the public through advertising. Advertising enables quick publicity in the market.
Support to Production System: Advertising facilitates large-scale production. The
business firm knows that it will be able to sell on a large-scale with the help of
advertising. Mass production will reduce the cost of production per unit by making
possible the economical use of various factors of production.
Increasing Standard of Living: Advertising educates the people about the products
and their uses. It is advertising which has helped people in adopting new ways of life
and giving up old habits. It has contributed a lot towards the betterment of the
standard of living of the society.
Public Image: Advertising builds up the reputation of the advertiser. Advertising
enables a business firm to communicate its achievements and its efforts to satisfy
the customers’ needs to the public. This increases the goodwill and reputation of the
firm.
Support to Media: Advertising sustains press. Advertising provides an important
source of revenue to the publishers of newspapers and magazines and the
producers of T.V. programs.
ADVERTISING DEPARTMENT:
Advertising departments play crucial roles in building revenue, profits and market
share in small companies and corporations. Most advertising departments have
advertising managers or directors who create and manage department budgets
and oversee all advertising functions. Creative staff members, including
copywriters, artists and graphic designers, provide the written content, images and
graphics for various ads. All advertising department employees are expected to
work cohesively to meet their core responsibilities and accomplish key objectives.
There can be five basic ways in which an advertising department can be organized.
These are:
 By functions.
 By media.
 By product.
 By end-user.
 By geography.

FUNCTIONS OF ADVERTISING DEPARTMENT:
1. Preparing the advertising budget.
2. Fabricating the advertisements.
3. Making marketing plan.
4. Choosing the advertising agency.
5. Conducting marketing research.
6. Monitoring the public relations.
ADVERTISING AGENCY:
When a company does not intend to organize a separate advertising department or
wants to organize it on a small scale with a skeleton staff, it may prefer to assign its
advertising job to an outside intermediary known as advertising agency.
Advertising is the core of advertising profession and industry. It is a unique type of
business organization specializing in creative line of advertising providing counsel
relating to the advertising and allied operations of its clients and actually preparing,
buying, space and time for and placing a large part of the advertising of its clients.
FUNCTIONS OF ADVERTISING AGENCY:
Attracting Clients - Advertising agency needs clients (advertisers). Without them, it
cannot survive.
Account Management - Within an advertising agency the account manager or
account executive is tasked with handling all major decisions related to a specific
client. The account manager works closely with the client to develop an advertising
strategy.
Creative team - Copy writing, drawing photographs, Making illustrations, layouts, an
effective ad message, etc. These jobs are done by experts like copy writers, artists,
designers, etc. These people are highly skilled and creative. They make an
advertisement more appealing. Attractive ads help to increase the sales of the
product.
Researchers - Advertising agency gathers information related to the client's product.
It collects following information about a product under its research
function: Features, quality, advantages and limitations of a product, Present and

future market possibilities, Competition in the market, Situation in the market,
Distribution methods, and Buyers’ preferences, so on.
Media planners - Advertising agency helps an advertiser to select a proper media (ad
platform) to promote his advertisement effectively.
Advertising budget - Advertising agency helps an advertiser to prepare his ad
budget. It helps him to use his budget economically and make the best use of
it. Without a proper advertising budget, there is a risk of client's funds getting
wasted or lost.
Sales Promotion - Advertising agency performs sales promotion. It helps an
advertiser to introduce sales promotion measures for the dealers and consumers.
This helps to increase the sales of the product.
Non-advertising function - Advertising agency also performs many non-advertising
functions:
It fixes the prices of the product, it determines the discounts, it designs the product,
it also designs its package, trademarks, labels, etc.
UNIT-II: ADVERTISING COPY AND DESIGN STRATEGY
ADVERTISING COPY
An advertising copy is a term used to describe the main text used in the
advertisement. The text could be a dialogue, a catchy punch line or a company’s
dictum.
It is a print, radio or TV advertising message that aims at developing and retaining an
interest of the target customer and prompting him to purchase the product within a
couple of seconds.
An ad copy is made of various principles, all of which are integrated into a few lines
of the copy that the advertisers are allowed to engage. It combines search engine
optimization with marketing strategies and is used in all kinds of advertisements,
not only pay per click and contextual ads.
TYPES OF ADVERTISING COPY
The advertisement copies can be divided into six main types:
 Human interest ad copy

 Educational ad copy
 Reason why? ad copy
 Institutional ad copy
 Suggestive ad copy
 Expository ad copy
Human Interest Copy – It entices the emotions and senses of its prospective
customers rather than the intellect and judgment. This advertisement copy defines
the product to people instead of sticking to facts. Human Interest copy gets to
selling part indirectly or reluctantly. It focuses on people’s undying interest in
themselves, their families and friends. The most important forms of Human Interest
Copy are- humorous copy, fear copy, predicament copy, and story copy.
Reason Why Copy - It offers reasons as to why the consumers are expected to buy
the product of a particular brand. The reason why copies appeals directly to the
intellect or the judgment of an individual than the emotions. It tries to explain the
product qualities and benefits by giving evidence in the forms of testimonials,
guarantees, customer experiences, and so on.
This form of advertising works better in print than on media, because broadcasting
an ad has a limitation with respect to time. There are good chances of the viewer
missing the headline or the reasons why the headline claims to be the truth.
Educational Ad Copy - It attempts to inform, update and prompts its clients to buy a
product by educating the prospective customers. It is designed to educate the public
about the attributes of the product. Introductory ad copies are usually created in
this way. It is the responsibility of every manufacturer to educate the prospects
regarding the product and endure a warm welcome amongst its clients. Such an ad
copy signifies the benefits and special features of the product.
Institutional Ad Copy - It doesn’t sell its goods and services. Institutional ad copy
aims at promoting the selling house. It focuses to build a strong reputation for the
selling house. The main objective of this type of ad copy is to create, maintain, and
increase the goodwill through its philosophy, objectives and policies so that the
prospective customers register it in their minds. Institutional copy invites the target
customers to the selling outlet. It is also called as prestige or corporate advertising.

Suggestive Copy – It suggests or attempts to convey the message to the readers
directly or indirectly and prompts them to purchase the product. Suggestive ad copy
works best when the reader is confused regarding the quality of the product and is
juggling with decision making regarding his purchase.
Expository Copy – It conflicts with the Suggestive copy. An Expository copy doesn’t
conceal anything about the product but instead exposes the facts that are clear and
apt. It describes the product features, uses, merits, operation and benefits of the
products or services. Even a swift glance registers quickly in the consumer’s mind
and is quite easy to remember or pick up.
OBJECTIVES OF ADVERTISING COPY:
Brand Positioning - It can be defined as a positioning strategy, brand strategy or a
brand positioning statement. The end goal is to generate a unique idea in the
customers’ mind so that the customer relates something desirable and connects
with the brand, which is distinct from the rest of the brands in the marketplace.
Brand positioning relates to the consumers rational to purchase your brand in
preference to the others. It makes sure that all brand activity has a common end
goal.
Introducing a new product – It involves establishing how your product is different
from the competitors. It is significant to determine and advertise a compelling
reason for the customers to stick to the product.
Obtaining Outlets - The trick is to find an outlet for advertising that fits into your
business, budget and the target client. There are plenty of options to choose from
such social, print or any other new media, they are:
 Posting ads online
 Social networking sites
 Social media
 A catchy punch line
 A newspaper is a traditional outlet for advertising
ATTRIBUTES OF AN EFFECTIVE ADVERTISING COPY:
(1) It should be simple
(2) It should be capable of holding the reader’s attention
(3) It must be suggestive

(4) It should have conviction value
(5) It should educate the people
(6) It should have memorizing value
(7) It should be true
LAYOUT:
Layout is a plan, arrangement, overall structure, blue print of advertising copy. It
arranges headlines, sub-headlines, slogans, illustrations, identification marks, text
body etc., in a systematic manner.
TYPES OF LAYOUT:
Mondrian layout - refers to the forms: square, landscape or portrait, where every
field is parallel to the presentation field and loads the image in order to form a
composition that is conceptual.
Circus Layout- It doesn’t imply standard layout. It refers to the irregular composition
of elements. Good for schools magazines, exhibition, entertainment etc.
Multi-panel layout - It is divided into various sections or theme in same shape such
as rectangle, square, cube, etc. Very useful for education, sports, and youth related
designs.
Silhouette layout - It refers to the layouts in the form of illustration or photographic
technique, highlighted only through shadow.
Big-Type layout - It emphasize on the font styles and big font sizes so as to grab the
attention of the audience. Big-type layouts are usually used for creating headline.
Alphabet- Inspired Layout - It focuses on the arrangement of letters or numbers in
an appropriate sequence or forms a word or enhanced to give an impression of
story or an idea for the advertisement. Use it in creative designs like print ads, web
ads, posters with less text or copy.
Copy heavy layout - The layout concentrated to the copy writing (dominated by
text). Some examples are:
 Newspapers
 Magazines

 Brochures
 Online Journals
 Brochures
Frame Layout - Layout with story or images with story in the frame.
FUNCTIONS OF LAYOUT:
Assembling different parts - The main function of layout is to assemble and arrange
the different parts or elements of an advertisement illustrations, heading, sub-
headlines, slogans, body text and the identification mark, etc., and boarder and
other graphic materials – into a unified presentation of the sales message.
Opportunity of Modification - The layout offers an opportunity to the creative
teams, agency management and the advertiser to suggest modification before its
final approval and actual construction and production begins.
Specification for costs - The layout provides specification for estimating costs, and it
is a guide for engravers, typographers, and other craft workers to follow in
producing the advertisement.
Brings together copy writer and Art Director - Every advertisement is the outcome of
the contributions of specialists. The services of creative persons are required like
visualizes or idea-men, copy writer, art directors, artists, photographer, type -
setters, block-makers and the printer.
Guide to the copy specialists - Layout serves as a reliable guide to the specialists
such as type-setters, engravers, printers and other craftsmen. These are the person
who actually prepare the advertisement for use in print.
PRINCIPLES OF LAYOUT:
Balance - Balance, of considerable importance in a layout, involves artistically
combining the various sizes and shapes that make up an advertisement. Essentially,
there are two forms of balance:
 Formal or symmetrical
 Informal or asymmetrical
Movement - If a print advertisement is to get the reader’s eye to “move” through it,
the layout should provide for gaze motion or structural motion.
Unity - Unity in layout refers to keeping the elements of the advertisement together
so that the advertisement does not “fall apart”.

Clarity and Simplicity - Although, it is important to make a layout interesting, care
must be taken to see that it remains simple enough so as not to lose its clarity and
simplicity.
Emphasis - A good layout should make the advertisement as a whole prominent and
also emphasize certain important elements.
ADVERTISING APPEALS:
Advertising appeals are the persuasive pressures that stimulate a person to buy a
product or service by speaking to an individual's needs, interests, or wants. The goal
of an ad is to persuade customers, and advertising appeals provide just the right
hook to allow persuasion to occur. Advertising appeals are designed to create a
positive image and mindset about those who use the product or service, and are a
major factor of consideration for advertisers. Companies put a lot of effort into their
creative advertising strategies and use various types of appeals to influence
purchasing decisions.
COPYWRITING:
Copywriting is the skill of choosing the right words and technique of arranging them
smartly to promote business, product, service, idea, or a person. The selection of
words and its presentation largely depends upon the media through which it is
planned to convey. For example, depending on whether it is a newspaper, magazine,
hoarding, radio, television, or internet, the script will vary accordingly.
COPYWRITING FOR RADIO:
 Determining the ad’s length
 Selecting style for your ad
 Write a creative and engaging copy
 Understanding the product or service
 Speak to listener’s interest.
COPYWRITING FOR TV:
T.V. commercials are one good way brands, companies, and many business owners
use to notify the public about their products and services. Somebody can do the
broadcast through different means such as radio, television, internet, etc.
A good TV copy should include:
 Scenes locations
 The amount and type of actions needed for each shot.

 Production footage.
 Video type — whether descriptive or narrative.
 Voice-over narration and screen actors.
 Camera angles for every shot.
 It should be engaging.
 It should represent a brand well.
 It should have proper formatting and editing.
 It should be unique and original.
 Must include only the correct choice of actors
 Dialogues should be precise, flow smoothly without a pause in sentences.
 Must have the right tone
 It should have an interesting theme.
 Must include a clear call to action.
 Due to its short timing, making a move be brief and relevant.
VARIOUS FORMS OF TV COMMERCIALS:
Television advertising comes in many different forms, including:
Television Commercials (TVC): TVCs are the most common type of television ad.
They typically last between 15 and 60 seconds and air during commercial breaks.
Product Placement: Product placement is when a product or service is featured
prominently in a TV show or movie. This can be done organically as part of the story
(e.g. a character using an iPhone) or through explicit placement like when a product
is shown in close up or used in a key scene.
Brand Integration: Brand integration is when a brand becomes part of the fabric of a
TV show. That is, when the entire script revolves around a particular brand or has its
offering as a special prize (e.g. Fear Factor where contestants win a Ford truck).
Infomercials: Infomercials are lengthy TV ads that usually air late at night or on
weekends. They typically last for 30 minutes or more and include a call to action,
such as a phone number or website URL.
Overlay: Overlays are short, 10-second ads that appear over the bottom of the
screen during a TV show. They are typically used to promote upcoming programs or
products during live events.

UNIT-3: CLASSIFICATION OF ADVERTISING
CLASSIFICATION ON THE BASIS OF –
AUDIENCE:
Consumer product advertising - This is done to impress the ultimate consumer. An
ultimate consumer is a person who buys the product or service for his personal use.
This type of advertising is done by the manufacturer or dealer of the product or
service. Examples: Advertisements of Intel, Kuttons (shirt), Lakme (cosmetics) etc.
Industrial product advertising - This is also called Business-to-Business Advertising.
This is done by the industrial manufacturer or his distributor and is so designed that
it increases the demand of industrial product or services manufactured by the
manufacturer. It is directed towards the industrial customer.
Trade advertising - This is done by the manufacturer to persuade wholesalers and
retailers to sell his goods. Different media are chosen by each manufacturer
according to his product type, nature of distribution channel, and resources at his
command. Hence, it is designed for those wholesalers and retailers who can
promote and sell the product.
Professional advertising - This is executed by manufacturers and distributors to
influence the professionals of a particular trade or business stream. These
professionals recommend or prescribe the products of these manufacturers to the
ultimate buyer. Manufacturers of these products try to reach these professionals
under well-prepared programmes. Doctors, engineers, teachers, purchase
professionals, civil contractors architects are the prime targets of such
manufacturers.
Financial advertising - Banks, financial institutions, and corporate firms issue
advertisements to collect funds from markets. They publish prospectuses and
application forms and place them at those points where the prospective investors can
easily spot them.
MEDIA:
Audio advertising - It is done through radio, P A systems, auto-rickshaw promotions,
and four-wheeler promotions etc.

Visual advertising - It is done through PoP displays, without text catalogues, leaflets,
cloth banners, brochures, electronic hoardings, simple hoardings, running hoardings
etc.
Audio-visual - It is done through cinema slides, movies, video clips, TV
advertisements, cable TV advertisements etc.
Written advertising - It is done through letters, fax messages, leaflets with text,
brochures, articles and documents, space marketing features in newspapers etc.
Internet advertising - The World Wide Web is used extensively to promote products
and services of all genres. For example Bharat Matrimony, www.teleshop.com,
www.asianskyshop.com etc.
Verbal advertising - Verbal tools are used to advertise thoughts, products, and
services during conferences, seminars, and group discussion sessions. Kinesics also
plays an important role in this context.
AREA:
Local market - When the buyer and sellers of a particular locality purchase & sell
different goods, it is a local market. Generally perishable goods like flowers,
vegetables, fish etc are sold here.
Regional Markets - The buyers and sellers of different villages, cities and districts
assemble to buy and sell the different commodities in these markets.
National markets - When the buyer and seller of whole country participate in it, it
is called as national market. The whole area of the country is considered here.
Products like Wheat, Sugar and Medicines etc. are sold in these markets.
International Markets - The buyer and sellers from the whole world meet in
international markets. Commodities can be bought and sold at different places in
the world. Gold, silver, electronic goods are sold and bought in the international
market.
ADVERTISING IN RURAL INDIA:
 In India, rural advertising is increasingly evident throughout the
countryside. The majority of advertisements and hoardings are for
fertilizers, hybrid seeds, diesel pumps and pesticides, not to mention the
message of family planning.

 Therefore, advertising in the Indian rural context must be seen as consisting
of techniques for improving economic mobility within the country.
 The emergence of an active cash economy is bound to create a strong rural
demand and promote consumption.
 The traditional growth and dominance of urban industrial centres is
undergoing rapid changes.
 A more equitable distribution in rural areas would also help in slowing down
the rapidly increasing influx of people from rural into urban centres.
 Rural Advertising Analysis shows that advertising is used for numerous
purposes. It also shows that many companies have not given adequate
thought to the question of exactly what they are trying to accomplish with
their advertising.
 Retail stores frequently use advertising to bringing customers to the place
where goods are sold.
 The main objective of this Rural and Village advertising campaign was to help
local distributors generate leads and to increase incoming presence at their
showroom.
 The attractive display of merchandise ensured that attention was drawn
towards the brand.
 Further to this display, promoting staff provided relevant information about
the brand to interested consumers.
 Leaflets carrying main information about the brand were distributed and
played a role in creating awareness about the brand
FEATURES OF RURAL MARKET:
Large and scattered market - The rural consumer market consists of over 63 crores
consumers. The rural consumers are scattered over 576000 villages. The consumer
market of n
o
n-foods market is over Rs 20000 crores
Demand related to agriculture - Rural demand is linked to agriculture. Most of the
purchases are made after harvest season. If there is a good harvest purchases
will be moreand vice versa.
Low Standard of Living - Consumes in rural areas do have a low standards of living;
this is because of low literacy, social backwardness, low per capita income, low
savings and low purchasing power.

Great Diversity - India is a land of great diversity with multi language, multi
religious and multi-cultural.
Traditional outlook - An average rural consumer is traditional in outlook. They
value old customs and traditions. However, a slow change is beginning to take
place in their outlook, maybe because of the growth in literacy rate and the on slot
of TV and other mass media in rural areas.
Steady growth rate - The growth rate for consumer goods is steady and in fact
increasingat a rapid pace. This is because of number of factors contributing to the
change in outlook and purchasing power of rural consumers.
GREEN ADVERTISING
 As the name suggests, Green advertising is the type of advertising where the
focus is to promote your product around the premises of environment or
environmental situations.
 As more and more environmental concerns are arising, companies see an
opportunity to tap this concern in their favor. Hence, comes the green
advertising.
 An important point to note here is that the product is not required to do
anything with environment. It is more related to the psychological aspect of a
customer that if a product address the environmental concerns then it is
better.
 We can even see the companies which cause pollution advertising their
product using green advertising to create a positive image in front of
customers and present themselves in a good light. Hence, it is more like a
marketing trick rather than something which actually doing something for the
betterment of the environment.
 Green advertising can be used in two ways:
1. Show that your product is made up of natural resources and is herbal and
environmental friendly. This helps in positioning your product as natural and better.
2. Show that you as a company is concerned for environmental degradation and you
are working towards it either directly or indirectly. In this way, companies either
make products which helps environment or they invest the money or resources in
environment protection activities
 Example:
As one of the most recognizable brands in the United States with a large global
impact, Starbucks had been promoting sustainability and humane sourcing for their

products since the early 2000s. The company regularly donates millions to
renewable energy development and other environmental programs. Starbucks also
works to reduce waste in their packaging and products with disposable cups,
plastic elimination, and green packing materials. They also work to create more
sustainable practices that reduce water and power waste.
POLITICAL ADVERTISING:
Political advertising is advertising that attempts to influence or comment upon a
matter which is currently the subject of extensive political debate.
Political advertising includes advertising or marketing communications about a
political party, representative or candidate, advertising about political issues or
issues of public interest, and advertising in relation to government policies (whether
published/broadcast by the government or someone else).
Advertising by Government, political parties, lobby groups and other interest groups
may fall into this category. Political advertising does not necessarily
include all advertising by governments or organizations that are at times involved in
the political process, such as lobby groups or interest groups but is not limited to
election advertising.
ADVOCACY ADVERTISING:
Advocacy advertising is the use of marketing to support a particular message or
cause. Unlike commercial advertising, advocacy advertising is considered to be
undertaken in the interest of a group or the public and typically does not promote a
product or service. Funding for advocacy advertising can be through nonprofit
organizations, corporations, or private advocacy groups.
Some governments require that organizations engaging in advocacy advertising
clearly state how the funding is provided.
For example, an organization that wants to introduce a drug treatment program to
its community may launch a campaign seeking funding to support the
establishment of a centre to house their efforts. The campaign might extend into
politics if a local candidate has voiced concerns about the program and the drug
treatment organization chooses to back an opposing candidate.
Another example of advocacy advertising is funding for cancer research. An
organization may run paid advertisements on television in order to raise money
through donations, stating that donations will be used to pay for drugs and
treatments to combat cancer. Advocacy advertising is also prevalent during major

political elections, as various corporations and interest groups campaign for or
against candidates.
RETAIL ADVERTISING:
Retail advertising is the process by which retailers use store advertising (online and
offline) to drive awareness and interest towards their products to generate sales
from their target audience. Through advertising, a retailer attempts to influence
their audience to take a specific action.
The manufacturer has little concern where its product is purchased. The goal of
the retail advertiser differs from that of national advertiser. The retailer
advertises to encourage patronage by consumers and build store loyalty among
them. The retailer is not particularly concerned with any specific brand. In case the
retailer shows some concern (the retailer wants to clear stocks of a particular
brand), then the message in effect is “buy brand ‘B’ at our store.” General approach
in retail advertising is “buy at our store.” The sale of any specific brand is not the
concern of retailer unlike the national advertiser.
The main purposes of retail advertising is outlined below;
Selling the Establishment: To sell the establishment, attract customers to the
premises and, in the case of a shop, increase what is known as ‘store traffic’, i.e,
trying to increase the number of people passing through the shop. If they can be
encouraged to step inside — they may possibly buy something which they would
not bought otherwise.
Selling exclusive or own labelled goods: Some retail distributors are appointed as
dealers for certain make. Example is some supermarkets sell their ‘own labelled
goods’ which manufacturers pack in the name of the supermarket. Some large
departmental stores have a special brand name for all their products, invariably they
will be cheaper and they complete with national brands. Competition between
national and own-label brands is intense, and there is always a risk that the national
brands will be de-listed in favour of a store’s own labelled products. Own label
products are usually made to the retailer’s own specifications or recipes, and are not
simply replicas of existing national brands. All the retail outlets are likely to use
advertising to promote sale of their stock.

Clearance Sale: To clear the stock of the shop, such as promoting products which
are seasonal, special offers could be made. Examples are sale of certain products
during winter or summer. Sale of air conditioners during winter and water heaters
during summer.
FINANCIAL ADVERTISING:
Financial Advertising is the practise of advertising to stakeholders of financial
services - Investors, Loan Seekers, Banking and Mortgage Customers. The Types of
Financial advertising are:
• General and Life Insurance (LIC, SBI Life)
• Mutual Funds
• Banking Facilities
• Loans
• Brokers
• Mortgage
Financial Advertising has niche audience and therefore ads can only be seen in
financial newspapers (economic times, mint), financial channels (ndtv, cnbc awaaz)
and financial websites (BSE, money control).
CORPORATE ADVERTISING:
Corporate advertising is the advertising done for an entire institution/ company/
organization and not for individual brands or products. This kind of activity is an
extension of the Public Relations (PR) activity done by the company to improve its
image in the minds of the general public and increase its goodwill which is an
extremely important intangible asset.
Instead of advertising for its individual brands and products, the corporate
advertises to build its own image. We know many companies across the globe which
have numerous brands under them. HUL, P&G, Volkswagen, General motors are
some examples. All of these companies also take part in corporate branding,
wherein instead of branding only one particular product or brand, they brand the
corporate itself.
These companies invest in improving the overall perception of the company itself.
They want to prove that the company is ethical and all its brands and products are
secondary. The primary focus for these companies are their customers, which is
what they try to prove through corporate advertising.

The main objective of corporate advertising is to improve the image of the company
and make it a more desirable workplace at times and also a desirable corporation to
buy from.
COMPARITIVE ADVERTISING:
Comparative advertising is a marketing strategy in which a company's product or
service is presented as superior when compared to a competitor's. A comparative
advertising campaign may involve printing a side-by-side comparison of the
features of a company's products next to those of its competitor. It may also
feature a comparison based on value or cost. Typically, the competing product is
shown in a disparaging light.
PepsiCo's Pepsi Challenge ad campaign that directly compares the taste of the
beverage to its competitor Coca-Cola is a good example of comparative marketing.
Comparative advertising may compare products or services directly or indirectly
and may take either a positive or negative tone, though negativity tends to be far
more common. Comparisons may entail a single attribute or multiple attributes.
Comparative advertising is not used solely for the promotion of a product or
service. It has become a common technique used in political advertisements, with
one candidate listing how they would not have made the same specific decisions as
the incumbent if elected. This type of advertising is popular with companies
releasing new products, as the focus of the ad will be on how the new product is
better than products already on the market.
PRIMARY ADVERTISING:
When an entire product category is advertised, instead of a particular brand, the
method of advertising is known as the primary demand advertising. This is generally
done when customers are unknown to a new product or technology. It is also used
to advertise a product, whose benefits are not that well-known to the general
consumers.
It is generally used in two scenarios: i) either the product being launched is entirely
new. ii). the product has already been launched, but is not that well-known.
Generally, some business groups come together and advertise the product.

Example: National Egg co-ordination committee’s ‘Sunday hoy a Monday, roj khao
ande’ campaign. This campaign was started with an objective to increase the
consumption of Eggs in India. Various segments of the customers were targeted.
A company should use primary demand advertising, only if it meets the following
requirements:
• The company owns a significant market share of the product.
• If there is a growth, all or most of it will go to the company.
• If the company is advertising on behalf of a trade association.
DIRECTORATE OF ADVERTISING AND PUBLICITY (DAVP):
• It stands for Directorate of Advertising and visual Publicity (DAVP).
• It is a media unit of the ministry of information & broadcasting.
• It is the nodal multi-media advertising agency of the Govt.
• It caters to the communication needs of ministries/Departments, including
Public sector undertakings & autonomous bodies under them and provides
single window cost effective services.
• It informs and educates people, rural & urban, about the policies,
programmes, messages and achievements of the Govt.
• It reaches people utilizing modern & traditional means of communication
such as press advertisements, audio-visual media, printed material, etc.
• It has expertise to handle campaigns on all India basis with integrated media
approach utilizing various means of communication for coordinated &
focused campaign.
Objectives:
• To inform & educate people about the policies, programmes & achievements
of the Govt. of India through multi-media publicity.
• To secure wide & cost effective possible dissemination of messages.
• To provide quality source to client, ministries / Departments.
• To ensure smooth, transparent and satisfactory relationship with client
newspapers / agencies.
• To maintain fairness and balance in release of advertisements among
newspaper/agencies, keeping in view the message, the target, resource,
client’s requirements, etc.
• To keep pace with technology for better, faster & more effective
dissemination.

UNIT-4: INTRODCTION TO BRANDS AND BRAND
MANEGEMENT
CONCEPT OF BRAND:
A brand is a product, service or concept that is publicly distinguished from other
products, services or concepts so that it can be easily communicated and usually
marketed. Branding is the process of creating and disseminating the brand name, its
qualities and personality.
Branding is the business process of managing your trademark portfolio so as to
maximize the value of the experiences associated with it, to the benefit of your key
stakeholders, especially current and prospective.
BRAND EVOLUTION:
Brand evolution is common for companies as they adjust to changing trends and
customer values and desires. Unlike a full rebrand, a brand evolution entails changes
to a company’s logo, messaging, etc. Learn more with examples from Pepsi, Vogue,
and Dropbox.
A brand evolution is to not be confused with a complete rebranding effort. Learn
about popular brand evolution strategies from companies like Pepsi, Starbucks,
Vogue, and Dropbox.
A brand evolution is for companies that want to stick to their main values and
maintain familiarity among consumers. They accomplish this by making small
changes through a slightly different color palette, tone of voice, logo redesign, or
simply promoting values from a new angle, like an awareness campaign.
Brand Evolution Examples
Logo Redesign & Pepsi - A logo redesign is a great way for companies to signal a
small transition to their audience. Different from a complete logo revamp,
businesses going through a brand evolution can change their logo by updating it to
meet brand and external expectations – with the help of a logo design company, of
course. Pepsi is one of the most famous soda brands in the world. Developed in
1893, the brand has gone through several logo changes over the years.
Source - Despite these frequent logo changes, Pepsi remains consistent since they
introduced the bottle cap look in 1950 – keeping the same color scheme. The iconic
red, blue, and white remain synonymous with the company. Pepsi has successfully
gone through a brand evolution while keeping its core corporate identity intact.

Use of Color & Starbucks - One of the most recognizable company logos is the
Starbucks logo. When the trademark was founded in 1971, the founders decided to
play up the marine theme to match Starbucks’ waterside location in Seattle. While
the sea mermaid has stayed the same throughout the years, there has been one key
difference: color
Source In 1987, Starbucks’ logo became more stylized to match its growing
popularity. The addition of green aimed to match the company’s dedication to
modernity and its support of the environment (like green marketing). Compared to
the old coffee-brown color scheme, the addition of green and white had a more
soothing effect on customers. While a color change like this may seem more
significant, the change allowed Starbucks to evolve beyond selling just coffee drinks
to become a global entity.
Reflecting Trends & Vogue
As fashion trends evolve, their staple magazines like Vogue evolve as well.
Throughout the years, Vogue has undergone a consistent brand evolution to match
the needs of the fashion industry, public appeal, and innovative fashion trends. In
1892, the first edition of Vogue was published. Dedicated to “the ceremonial side of
life,” the magazine targeted high society, fashion, and culture. As art deco became
popular in the 1920s, Vogue sought to meet industry expectations while appealing
to its global audience.
BRANDING CHALLENGES AND OPPORTUNITIES:
Savvy Customers - With the advancement of technology and the internet has made
consumers and business more experienced with marketing and more
knowledgeable about how it works. Many believe that it is more difficult to
persuade consumers with traditional communications than it was in years gone by.
One of the key challenges in today’s marketing environment is the vast number of
sources of information consumers may consult.
Brand Proliferation - Another important change in the branding environment is the
proliferation of new brands and products, by the rise in line and brand extensions.
As a result, a brand name may now be identified with a number of different
products of varying degrees of similarity. Unilever is a prime example of this
phenomenon. The company has, over time, acquired more than twenty-five brands
of ice cream, each of which develop, market, and sell their own unique flavors.

Large, diversified companies such as Unilever or P&G, having gorged themselves on
several new brands and acquisitions, are common examples of brand proliferation.
Media Fragmentation - Another impact in the marketing environment is the
fragmentation or erosion of traditional advertising media and the rise of interactive
and nontraditional media, promotion, and other communication alternatives.
In its place, marketers are spending more on non-traditional forms of
communication and on new and emerging forms of communication such as
 Interactive digital media
 Sports and event sponsorship
 In-store advertising
 Mini-billboards in transit vehicles
 Parking meters, and other locations
 Product placement in movies
Increased Competition - Both supply-side and demand-side factors have contributed
to the increase in competitive intensity. A marketer has been forced to use so many
discount and other incentives in the competitive environment.
Increased Costs - As the competition is increasing, the cost of introducing a new
product has also increased. It makes it difficult to match the investment and level of
support that brands were able to receive in previous years.
Greater Accountability - Stock analysts value strong and consistent earnings reports
as an indication of the long-term financial health of a firm. As a result, marketing
managers may find themselves in the dilemma of having to make decisions with
short-term benefits but long-term costs. Moreover, many of these same managers
have experienced rapid job turn over and promotions and may not anticipate being
in their current positions for very long.
STRATEGIC BRAND MANAGEMENT PROCESS:
Brand Management is the function of marketing techniques to a specific product,
product line, or brand. It seeks to increase the product’s perceived value to the
customer and thereby increase brand franchise and brand equity.
Strategic brand management process is important for creating and sustaining brand
equity. Developing a strategy that successfully sustains or improves brand
awareness, strengthens brand associations, emphasizes brand quality and
utilization, is a part of brand management.

Identify and establish brand positioning and values - The first step of the strategic
brand management process starts with a clear and concise understanding of what
the brand is to represent and how it should be positioned with respect to
competitors.
Key Concepts:
 Points of difference - convinces consumers about the advantages and
differences over the competitors
 Mental Map - visual depiction of the various associations linked to the brand
in the minds of the Consumers
 Core Brand Associations - subset of associations i.e. both benefits and
attributes which best Characterize the brand.
 Brand Mantra - that is the brand essence or the core brand promise also
known as the Brand DNA.
Plan and implement brand marketing programs - Building brand equity requires
creating a brand that consumers are acceptable aware of and with which they have
favorable, strong and unique brand associations.
Key Concept:
 Choosing Brand Elements - Different brand elements here are logos, images,
packaging, symbols, slogans, etc. Since different elements have different
advantages, marketers prefer to use different subsets and combinations of
these elements.
 Integrating the Brand into Marketing Activities and the Support Marketing
Program - Marketing programs and activities make the biggest contributions
and can create strong, favorable, and unique brand associations in a variety of
ways.
 Leveraging Secondary Associations - Brands may be linked to certain source
factors such as countries, characters, sporting or cultural events, etc. In
essence, the marketer is borrowing or leveraging some other associations for
the brand to create some associations of the brand's own and them to
improve its brand equity.
Measure and Interpret brand performance - To understand the effects of brand
marketing programs, it is important to measure and interpret brand performance.
Key Concepts:

 Brand Audit - Is assessment of the source of equity of the brand and to
suggest ways to improve and leverage it.
 Brand Value chain - Helps to better understand the financial impacts of the
brand marketing investments and expenditures.
 Brand Equity Measurement System - Is a set of tools and procedures using
which marketers can take tactical decision in the short and long run.
Growing and sustaining brand equity - The next step involves growing and sustaining
brand equity. Maintaining and expanding brand equity can be quite challenging.
Key Concepts:
 Defining the brand strategy - Captures the branding relationship between the
various products /services offered by the firm using the tools of brand-
product matrix, brand hierarchy and brand portfolio
 Managing Brand Equity over time - Requires taking a long -term view as well
as a short term view of marketing decisions as they will affect the success of
future marketing programs.
 Managing Brand Equity over Geographic boundaries, Market segments and
Cultures - Marketers need to take into account international factors, different
types of consumers and the specific knowledge about the experience and
behaviors of the new Geographies or market segments when expanding the
brand overseas or into new market segments.
BRAND BUILDING:
Brand building is the process that implies using direct advertising campaigns to
boost brand awareness, promote a specific product, establish connections and
provide value to the target audience. It increases customer satisfaction, customer
loyalty, and brand recognition.
Steps involved in brand building are:
Describe your brand - The first step of brand building is to describe the brand. This
can be done through product description, packaging, logos etc. The way a brand is
defined builds the brand equity and forms the foundation of the customer
perception.
Brand Differentiation & Positioning - Once a product or service is created, it is
critical that the brand is differentiated from its competition with some unique value.
Also, positioning the brand correctly is an essential element of brand building.

Brand Promotion - Advertising & promoting the brand using TVCs, social media,
print ads, online advertising etc. is one of the most important pillars of brand
building as it helps in creating brand awareness. Correct communication and
effective media channels can help build a strong brand and helps increase brand
recall.
Personalize the Brand - Brand building can be effective is a customer feels
connected to it. Hence giving a personal touch to the customer, through innovation
and customization can help building a stronger perception in the mind of the
customer.
Evaluate the Brand - It is important that a company keeps on monitoring and
reviewing the performance of its products, services and brands. Hence evaluation &
review of a brand is an essential element of brand building.
BRAND REPOSITIONING:
When a company changes the status of a brand in the marketplace but maintains its
identity at the same time, it is called “brand repositioning”. As part of this process,
changes are typically made to the marketing strategy such as product, price, place,
or promotion.
Repositioning is usually done when a company sees a decrease in sales and they
realize it is time to implement some changes and develop. This is a necessity if they
are to stay on top of consumer wants and needs in order to keep the brand alive.
Steps to follow for brand repositioning:
Analyze your brand’s current position - The first step of successful brand
repositioning is a thorough analysis of your brand’s present situation. You need to
identify where your brand currently stands. If you know what is wrong with your
brand, you can identify what needs to be changed. In addition, recognizing your
current status and analyzing why you’re lagging behind your competitors will help
you decide on new directions to take and make the required progress to get there.
Re-identify your unique value proposition - After taking stock of your brand’s
current issues, you can begin to envision who and what your brand wants to be.
First, re-define your company’s core values and the emotions you wish to be
associated with. Establish a list of distinguishing factors that set you apart from the
crowd. See how you’re different, even if that means admitting that a competitor is
better than you at some aspect of your business. Identifying your unique value

proposition again should help you better connect with your target market and
reposition your brand
Build a brand repositioning strategy - When you’re deciding how to reposition your
brand, you have several options to choose from. The actions you should take when
repositioning your brand will depend on the reasons that influenced the decision to
undergo the process and the expected outcomes. Let’s review some repositioning
options mentioned:
• Image repositioning – the first option is to change the brand’s image rather
than the product itself. As a result, marketing efforts are focused on
improving the product’s image and reputation among its customers instead of
its features.
• Product repositioning – this strategy involves changing the product while
keeping the target market the same. This may be due to, e.g., technological
advances that render the original product less appealing.
• Intangible repositioning – under this strategy, the company targets a different
market and keeps the same product. This strategy is applied when marketers
discover that the product appeals to a broader range of customers than the
original market segment it was aimed at.
• Tangible repositioning – changing both the target market and the product is
the riskiest possible change to a company’s positioning strategy. When a new
product no longer appeals to the existing market, tangible repositioning
allows the company to target new markets where the new product may be
better received.
Implement changes and listen to your customers - Public perception plays a crucial
role in repositioning a brand, so social listening is vital here. You can track public
conversations and mentions about your brand or product to get a sense of what
people are saying and whether or not that is consistent with your desired effect.
Analyze the results - Do not expect immediate results – you should be patient and
examine the results over time. You can slowly start comparing statistics several
weeks after implementing the changes. Have you noticed an increase in sales? Is
your customer base growing?

UNIT-5: IMPLEMENTING BRAND STRATEGIES
DESIGNING AND IMPLEMENTING BRAND STRATEGIES:
Customer based brand equity - It is created when brand knowledge comprising of
brand awareness and brand image are at highest level in customer mind. Brand
awareness level is raised in customer by first understanding consumer taste,
preference and present level of awareness. This analysis leads to designing of
marketing programs and outcomes of those programs are also recorded. Designing
of marketing programs is a complex process as it may have to encompass wide
range of product and brands. Purpose of all marketing program is to maximize brand
equity and also to capture or create long lasting Impression in consumer mind.
Distinguish your brand - Branding strategies deal with creating brand names, logos,
style etc. for it to be distinguished from competitors and also whether product
brand should be separate from corporate brand or a separate brand away from
other individual brands. Implication of branding strategies is that it creates brand
awareness for consumer to ascertain point of difference and point of similarity with
competitors. Second implication is brand image for association of brand equity from
brand to product.
Brand portfolio and Brand expansion - Brand-product matrix looks to explain brand
portfolio and brand extension strategies. In the matrix all products offered under
different brands are represented by a row. This helps marketers understand the
current brand line and explore further opportunity in expanding the product line. In
the matrix all current existing brand are represented in form of column referred to
as brand portfolio. The brand portfolio analysis is essential to design and develop
new marketing strategies to target a given product category.
The Product line - It facilitates marketers to devise strategy with regards to future
treatment for a given brand. This strategy focuses on decision, as to whether
product line can be extended or new variants of existing product should be
introduced. When taking brand extension decision companies needs to carry SWOT
(Strength, Weakness, Opportunity, Threat) analysis to fully understand market
conditions, current category structure and environmental (economic, social,
political, regulatory) dynamics. This analysis will give companies product line and
categories to follow active branding strategy.
Active branding strategy with respect to product line involves creating multiple
brands; this provides depth to the branding process. For example- car maker

General Motors, it created multiple brands to expand the product class category
from SUV to sports car. This sort of strategy is also used by consumer goods giant P
& G and Unilever. By creating individual brands companies can create different
marketing strategies. This strategy ensures no market in given industry remains un-
tapped.
The Brand product matrix- It helps in showcasing different brand in any given
product category. In that respect Brand Hierarchy is graphical representation of
company's products and its brands. Hierarchical structure starts with corporate
brand and then showcases different product category and below brands. This sort of
presentation helps devise marketing strategy at many levels and forms. There is no
fix way to go about formulating marketing strategy but generally it can fit into 3
categories:
 It gives more importance to corporate brand and less prominence to product
brand.
 It sees importance been given to two or more product brands and some
highlighting to the corporate brand.
 It looks at promoting only the product brand and there is no mention of
corporate entity at all.
Social Marketing - Nowadays, another approach is steadily gaining popularity. That's
social marketing, otherwise known as cause marketing. It consists of associating the
brand with a social cause.
Brands give portions of their earnings to designated causes. Social marketing does
wonders for brand awareness and brand image because it creates a positive
impression in the consumer's mind, not only of the brand but the consumer as well.
By consuming your product, the consumer feels proud because they are
contributing to an important cause.
There is no definite recipe for designing, maintaining, and improving branding
strategies. However, one thing is certain proactivity is the key. Analyzing and
discarding different approaches until you find the one that's most effective is crucial.
Furthermore, flexibility and adaptability to changes is also a significant factor.
BRAND EXTENSION:
A brand extension is when a company uses one of its established brand names on a
new product or new product category. It's sometimes known as brand stretching.
The strategy behind a brand extension is to use the company's already established
brand equity to help it launch its newest product.

A renowned/successful brand helps an organization to launch products in new
categories more easily. For instance, Nike’s brand core product is shoes. But it is
now extended to sunglasses, soccer balls, basketballs, and golf equipment’s.
An existing brand that gives rise to a brand extension is referred to as parent brand.
If the customers of the new business have values and aspirations
synchronizing/matching those of the core business, and if these values and
aspirations are embodied in the brand, it is likely to be accepted by customers in the
new business.
Extending a brand outside its core product category can be beneficial in a sense that
it helps evaluating product category opportunities, identifies resource requirements,
and lowers risk, and measures brand’s relevance and appeal.
Brand extension may be successful or unsuccessful.
Example of successful brand extension:
Wipro which was originally into computers has extended into shampoo, powder,
and soap.
Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a slab of
chocolate.
Example of unsuccessful brand extension are:
In case of new Coke, Coca Cola has forgotten what the core brand was meant to
stand for. It thought that taste was the only factor that consumer cared about. It
was wrong. The time and money spent on research on new Coca Cola could not
evaluate the deep emotional attachment to the original Coca- Cola.
BRAND EQUITY:
Brand equity refers to a value premium that a company generates from a product
with a recognizable name when compared to a generic equivalent.
Brand equity is the level of sway a brand name has in the minds of consumers, and
the value of having a brand that is identifiable and well thought of. Organizations
establish brand equity by creating positive experiences that entice consumers to
continue purchasing from them over competitors who make similar products. Brand
equity is typically attained by generating awareness through campaigns that speak
to target-consumer values, delivering on promises and qualifications when
consumers use the product, and loyalty and retention efforts.

A key benefit of establishing positive brand equity is the benefits it can have on ROI.
Organizations that leverage the power of branding often earn more money than
competitors, while spending less - whether on production, advertising, or
elsewhere. For example, positive brand equity enables brands to charge premium
prices. When consumers believe in the values put forth by a brand and the quality of
its products, they will pay higher prices to purchase from that brand.
For example, when Apple releases a new product, customers line up around the
block to buy it even though it is usually priced higher than similar products from
competitors.
Key elements:
Brand Awareness - Can consumers easily identify your brand? Messaging and
imagery surrounding your brand should be cohesive so consumers can always
identify it, even for a new product. What kinds of values do consumers associate
with the brand? Perhaps they think of sustainability, quality, or family-friendly
qualities.
Brand Attributes - How have first-hand experiences with your brand gone? This
could mean that the product performed the way it was supposed to, that
encounters with brand representatives and customer service teams have been
accommodating and helpful, and that loyalty programs have been worthwhile.
Perceived Quality - Elevating perceived value will enhance the customer experience
and increase sales. Perceived quality is when customers judge product quality based
on the overall brand experience. The product itself might be good, but if the
customer did not have well past experiences with the brand, they are less likely to
react positively to the product and the brand.
Brand Loyalty - Brand loyalty is made up of past and current experiences with the
brand, brand awareness, and the brand’s attributes. Though brand loyalty is mostly
customer preference, building up these other brand qualities will allow you to
increase your profit margins and gain more control over your customer influence.
BRAND PERSONALITY
Brand personality is the way a brand speaks and behaves. It means assigning human
personality traits/characteristics to a brand so as to achieve differentiation. These
characteristics signify brand behaviour through both individuals representing the
brand (i.e. it's employees) as well as through advertising, packaging, etc. When
brand image or brand identity is expressed in terms of human traits, it is called

brand personality. For instance- Allen Solley brand speaks the personality and make
the individual who wears it stand apart from the crowd. Infosys represents
uniqueness, value, and intellectualism.
Brand personality is a framework that helps a company or organization shape the
way people feel about its product, service, or mission. A company's brand
personality elicits an emotional response in a specific consumer segment, with the
intention of inciting positive actions that benefit the firm. Customers are more
likely to purchase a brand if its personality is similar to their own. There are five
main types of brand personalities with common traits:
 Sincerity - this personality type tends to be ethical, trustworthy, and down-to-
earth, such as Patagonia
 Excitement - these brands are often bold, creative, and spirited, like Red Bull
or Tesla.
 Competence - brands that fall into this personality type are intelligent and
reliable. Think Volvo or Microsoft.
 Sophistication - these brands, like Chanel or Apple, are often upper-class,
glamorous, and charming.
 Ruggedness - rugged brands like Harley-Davidson and Land Rover tend to be
outdoorsy and tough
BRAND IMAGE:
Brand image is the customer’s perception of your brand based on their interactions.
It can evolve over time and doesn’t necessarily involve a customer making a
purchase or using your product or service. Since customers can have different
opinions of your brand, it’s important to work hard to maintain a consistent brand
image.

It is a very important parameter when it comes to brand performance. If the brand
image is positive, the product would rise which would result in more sales. Negative
brand image will lead to opposite results. Every company should try to be realistic
while identifying the brand identity of the product. This identity should be practical,
objective and smart. If it is too ambitious it may lead to customers not forming the
same perception in their mind.
A positive brand image is built when customers are able to recall the brand and its
uniqueness in terms of the offered value proposition, relate to the organization’s
way of business and its key values. Hence perception is important because it is
formed completely on its own in customer's mind and cannot be measured
quantitatively. It can be influenced through a good brand identity which a company
can control.
Example:
Apple is number one on Forbes “The World’s Most Valuable Brands” list and has
created a strong image of their brand in consumers’ minds. It’s known for being
innovative, sleek, and dynamic and has created customer loyalty by creating an
emotional connection with its audience. Its customers are fanatics and line up to get
the latest products on release day. It’s also more expensive than their competitors,
proving that consumers will pay more to align with a specific brand.
Coca-Cola is one of the most recognized brands in the world and this is partially due
to the consistency it has had over the years. It promotes its brand over its products,
working to sell a lifestyle, not just a product.
Factors contributing to brand image:

Quality of the Product/Service - The quality of the product is paramount in defining
the brand image. If the quality is good and customer had a good experience while
interacting with the brand will make the brand identity clear to the customer. This
will lead to formation of a positive brand image and lead to repeat business and
word of mouth. In case of the opposite scenario, a negative image will lead to
undesired results.
Perceived value - As brand image is based on how customer sees the brand, the
perceived value becomes very important factor in defining brand image. Quality and
durability can be great but if the perceived value is not what customer expects, then
it will have impact.
Association - Strong associations with brand e.g. celebrity, team, cause etc. can lead
to formation of a strong brand image. It can also backfire sometimes as association
between the both is now formed and can keep impacting both parties leading to rise
and fall in brand image.
Durability - Durability is equivalent to quality and usability when it comes to brand
image. Durability also indirectly shows quality of a product. If a thing is expected to
run for a considerable amount of time, stops working earlier will lead to a poor
brand image.
INTEGRATING ADVERTISING AND BRAND MANAGEMENT:
 Marketing programs play a key role in building up of a brand equity. These
marketing programs are related to product, price and distribution channel.
 They are necessary to create brand image and also to build brand awareness.
This is done through the medium of integrated advertising and brand
management.
 Marketing communications needs to be flexible in current technology driven
environment where the consumers are internet savvy and have access to
information.
 Marketers need to understand the present state of brand awareness and
brand image in the consumer’s minds.
 To design a complete marketing program, marketers have to ensure that they
are able to establish connection with consumers and able to effectively
communicate about brand therefore creating a strong brand awareness and
image.

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