GE: UNIT-2

(Brand Building, Identifying and Establishing brand positioning and values, Brand Repositioning,
Life Stages of a brand, Brand Personality, Brand Image)

BRAND BUILDING
Brand Building is generating awareness, establishing and promoting the company using strategies and
tactics. In other words, brand building is enhancing brand equity using advertising campaigns and
promotional strategies. Branding is a crucial aspect of a company because it is the visual voice of the
company. The goal of brand building is to create a unique image of the company.

Branding Ladder Concept: Identification-Meaning-Response-Resonance

Brand Building Blocks Model by Keller:

Resonance

Judgement Feeling

Performance Imagery

Salience

1.) Brand Salience: Awareness and information about the product. Breadth Awareness measures the
rate of awareness and usage situation. Depth Awareness measures how many people prefer the same
brand for different categories of the product.
2.) Brand Performance and Imagery: How well the needs of the consumers have been fulfilled,
proving your product is better than your competitor’s. It covers tangible and intangible attributes like
durability, reliability, serviceability, price and utility.
3.) Brand Judgement and Feeling: Customers’ personal opinions about a brand related to the
quality, credibility, consideration and superiority of the brand.
4.) Brand Resonance: The most difficult and desirable level to reach. When consumers feel a deep,
psychological bond with your brand. It is divided into- behavioral loyalty, attitudinal attachment,
sense of community and active engagement.
BRAND POSITIONING
Brand positioning is the process of positioning your brand in the mind of your customers. More than a
tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.
This differentiation helps a business increase brand awareness, communicate value, and justify pricing
— all impacting its bottom line.
Characteristics of Brand Positioning:

 Identifying a target market based on demographic, geographic, behavioural, psychographic

Types of Brand Positioning

1. Customer Service Positioning Strategy: There’s a pretty good chance you've selected a retailer,
restaurant, or another service provider because of its customer service at least once. The most tangible
benefit of this strategy is that great customer service can help justify a higher price point. Apple’s
products, for example, come at a high premium, but its support staff is friendly and quick to respond.
2. Convenience-Based Positioning Strategy: A convenience-based positioning strategy highlights
why a company’s product or service is more convenient than the competition’s. You can base
convenience on factors like location, ease of use, wide accessibility, and multi-platform support.
3. Price-Based Positioning Strategy: A company uses a price-based position strategy to present its
product or service as the most affordable option. When you position your product as the cheapest on
the market, you can generate a large customer base because no one likes to spend more than they have
to. Offering the lowest price is an easy way to get prospects to convert.
4. Quality-Based Positioning Strategy: Companies implement this strategy when they want to
emphasize the quality of their product —quality that often comes at a premium cost.
5. Differentiation Strategy: A differentiation positioning strategy relies on a product’s uniqueness or
innovative qualities in comparison to the traditional competition. Tesla is a great example.

BRAND REPOSITIONING
At the maturity stages, the brand starts to die either because of mergers, competition or obsolescence.
In order to avoid outdation, it is important to re-position the brand as and when required.
Repositioning starts when sales start decreasing. It basically refers to changing the marketing mix that
is the product, price, place and promotion which can be done with the help of new advertisements,
campaigns, etc.
Repositioning V/s Rebranding- Rebranding means changing the brand element like logo, slogan,
etc. Repositioning is easier than rebranding which is a very big decision.
3 Pillars of repositioning- Listening, Delivering and Convincing, to succeed.
Only the important changes must be made, sweeping changes have to be avoided. Re-establish the
USP of the product.
3 strategies of repositioning- Image Repositioning, Intangible Repositioning, Tangible Repositioning
LIFE STAGES OF A BRAND
BRAND IMAGE
Brand image is the general impression, perception, and associations any given customer has about a
brand. The perception of a brand’s image is influenced by a multitude of factors such as their prior
experiences with the brand, its products/services, and how much they personally relate with the
brand’s identity (i.e. its visual brand elements, values, and cultural relevance in society). Strong brand
identity = Positive brand image

Here are some common reasons why investing resources into maintaining and improving brand
image is so important:

 People pay a premium if they resonate with a brand’s image: While we all like to think we
make purchasing decisions based on rational reasons, this isn’t really reflected in reality. Just
take Apple. They’re the most valuable brand in the world not because they produce great
products, but because their iconic, unconventional, and emotionally-driven branding has
enabled them to build a staunchly loyal following that buy their products not because of
their features, but because it’s an “Apple iPhone”. Brand equity in action.

 Customers remember you: We’re visual creatures, and a recognizable logo and color palette
can really stick in the minds long after a customer has scrolled past your latest marketing ad.

 It fosters credibility and consumer trust: We like what we’re familiar with. By building a
brand that audiences recognize and have had prior experience with, they’re much more
likely to purchase again and stay loyal to your brand.
 It helps you stand out from competitors: Brands are having to compete on the same
channels using the same technologies and often the same marketing tactics. If your product
and sales pitches are interchangeable from one competitor to the next, your brand image
can be the key deciding factor in a consumer making a purchase with your brand as opposed
to others.