Brands and Branding for Schools

17/12/08Prof. Avinash Mulky

What is a Brand?

• A brand is a name, symbol or

design which is intended to identify the

services of one organization and to differentiate them

from those of competitors.

– American Marketing Association

Brand ACategory

C1

C17

C12

C13

C14

C15

C16

C11

A2

A5

A4

A3

A1

Associative networks in memory

Characteristics of strong brands..1

• High awareness among target segment

• Strong associations

• Favourable associations

• Unique associations

Characteristics of strong brands..2

• Brand excels at delivering benefits customers truly desire• Brand stays relevant• Pricing is based on customers’ perception of value• Brand is properly positioned• Brand is consistent• Those in charge of the brand understand what the brand

means to stakeholders• Brand uses a range of activities to build brand equity• Organization monitors the customers’ perceptions regularly

Brand identity, image and positioning

Identity Image Positioning

Brand as intended

Brand as received and decoded by consumers and public

Brand in relation to competitive brands

Perceptual filter

Receiver’s perceptual space

Source: Verma ( 2002), pg 147

Wharton

Stanford

Harvard

Chicago

Carnegie Mellon

MIT

Quantitative curriculum

Qualitative curriculum

Prestige

Source: Green, Carmone, Robinson in Sengupta(2005)

The positioning statement

1. For whom am I ? 2. what am I ? 3. Why me?4. From whom am I? 5. Against whom am I?

Claims used in positioning

• Best quality• Best performance• Most reliable• Most durable• Safest• Fastest• Most prestigious• Best designed• Easiest to use

• Best value for money• Least expensive• Most convenient

Horlicks

Horlicks

• Brand essence: NourishmentCore identity

– Quality health food drink, Malt, great tasteExtended Identity• User: Entire family especially children and pregnant or lactating mothers• Product attributes: Malt, smart nutrients, several flavours, great taste• Heritage: Company has been in the business of providing nutritional

needs for decades• Customer brand relationships: Trust, family bonding• Personality: Protecting, caring, supportive , concernedValue proposition• Helps one to remain healthy perform one’s role better

Complan

Complan

• Brand Essence: GrowthCore identity• Complete planned good for growing childrenExtended identity• Users: Growing children• Product attributes: 23 vital ingredients in ideal balanced proportion• Quality / Value: Premium pricing but worth it• Uses: Essential nutritional supplement• Customer brand relationship : Pride in nutritional choice: “ I am a

Complan Boy / Girl”Value proposition• Helps the child to grow up healthy and bright