Managing Brands

Brand Identity
What’s The Purpose Of Business

“...To create a customer…

...At a profit…”
What’s A Company’s
Most Valuable Asset?

The Loyalty of Its Customers

Brands Make Business Sense

The value of a brand comes from its ability to gain

an exclusive, positive and prominent meaning in
the minds of a large number of consumers
Brand Strategy Is Fundamental

The culmination of a process that involves

concentrating all of a company’s resources and all
its functions only on one purpose
Creating and sustaining a difference
 Brand Identity

• The conception of brand identity was

mentioned for the first time in Europe
by Kapferer, 1986.
 Brand Identity
• The outward expression of a brand, including its name,
trademark, communications, and visual appearance.
Because the identity is assembled by the brand owner, it
reflects how the owner wants the consumer to perceive the
brand - and by extension the branded company,
organization, product or service. This is in contrast to the
brand image, which is a customer's mental picture of a
brand. The brand owner will seek to bridge the gap
between the brand image and the brand identity.
 Brand Identity
• Brand identity is what the owner wants to communicate to
its potential consumers. However, over time, a product's
brand identity may acquire (evolve), gaining new attributes
from consumer perspective.
• Brand identity needs to focus on authentic qualities - real
characteristics of the value and brand promise being
provided and sustained by organizational and/or
production characteristics.
• Brand identity is a unique set of brand
associations that the brand strategist aspires to
create or maintain. These associations represent
what the brand stands for and imply a promise to
customers from the organization members.
• Brand identity should establish a relationship
between the brand and the customer by generating
a value proposition involving functional,
emotional or self-expressive benefits.
• Brand identity consists of a core identity and an extended identity.
• The core identity represents the timeless essence of a brand .It is
central to both the meaning and success of the brand. It indicates the
reasons why the brand has been brought into existence. It contains the
associations that are most likely to remain constant as the brand travels
to new markets and products.
• Thus the core identity is timeless while the brand position or the
communication strategies might change. It is generally the first word
that people behind the brand may utter when asked what the brand
stands for:
• Lux – Beauty bar for young women
• Dettol – Antiseptic, protection
• Johnson&Johnson – Trust and quality a baby needs
 Brand Identity
• The extended brand identity includes elements that provide
texture and completeness. The core identity usually does
not possess enough detail to perform all of the functions of
a brand identity. In particular, a brand identity should help
a company decide which program or communication is
effective and which be damaging or off the target.
 Inner and Outer Core of Brand
Identity

I Core Identity: Contains the mission of

the brand. (should remain unaltered).
II Outer Core: Incorporates the product
scope, users, personality, slogan,
Symbol and extensions.
Brand Horlicks
• Horlicks is a sweet malted milk hot drink
developed by founders James and William
Horlick. In the early 20th century it was sold as a
powdered meal replacement drink mix.
 Horlicks-1873

• Horlicks was invented by two British-born men, William Horlick

(1846-1936) and his brother James (1844-1921) from Gloucestershire,
England. James was a chemist, working for a company that made
dried baby food. William, the younger brother, had emigrated to
America in 1869 and James decided to join him in Chicago in 1873.
That same year, they started their own company (J&W Horlicks) to
make a malted milk drink. They called their product 'Diastoid' and
their advertising slogan read: 'Horlick's Infant and Invalids Food'.
• On 5th June 1883, the brothers
obtained the US patent for their drink's
ability to mix up in liquid – and so it
became the first malted milk to be
patented.
 Horlicks-1909

• As a lightweight, non-perishable, high-calorie food

supplement, Horlicks was perfect for emergency packs.
So, Polar explorers began taking it on expeditions.
Mountaineer Richard Byrd even named the Horlicks
Mountains on the Ross Ice Shelf in honour of the
company's $30,000 sponsorship. The drink made its way to
both the North and South Poles on expeditions.
 1914
• Horlicks did its bit for queen and country,
becoming very popular during World War I, both
at home and on the front lines. Then in World War
II, Horlicks tablets were sold as a candy and used
as an energy-booster by US, British and other
soldiers, as well as being a component of aircrew
escape kits.
• Horlicks came to India with the British Army; the end of
World War I saw Indian soldiers of British Indian Army
bringing it back with them as a dietary supplement.
Punjab, Bengal and Madras Presidencies became early
adopters of Horlicks and many well-to-do Indians took to
drinking Horlicks as a family drink in early 1940s and
1950s. It became a sort of status symbol in upper middle
class Indians and rich classes. The first flavour available in
India, as in Britain, was malt.
• In recent years, there has been an increase in the scope of the brand in India.
By pushing it to newer segments of the market, Horlicks has become an
umbrella brand for a wide variety of products ranging from the flagship malt
drink to instant noodles, confectionery and breakfast cereal. Special
formulations of the malted drink for young children (Junior Horlicks),
Feeding mothers (Mother's Horlicks), women (Women's Horlicks) and adults
(Lite Horlicks) exist.
• Horlicks biscuits were first launched in 1993 and an energy bar was launched
in 2009, named Horlicks NutriBar.
• Also in late 2009, Foodles, a brand of instant noodles, was launched under the
Horlicks umbrella.
• This was followed in 2011 by launches of Horlicks Gold, a premium variant of
the malt drink (dubbed The Best Horlicks Ever), and Horlicks Oats, the first
breakfast cereal product under the Horlicks brand.
• Horlicks now owned by HUL is one of
the leading brands in the health food
drink category in India. Horlicks is
clinically proven^ to make kids Taller
Stronger+ Sharper++.
 Top Selling Horlicks Products

Horlicks Health & Nutrition Drink (Classic Malt)

• This nutritious health drink has been clinically proven to improve five signs of growth. It has all the right ingredients to support immunity,
and make kids taller, sharper, and stronger.
Horlicks Health & Nutrition Drink (Chocolate Flavour)
• If your kid likes eating chocolate, but you’re concerned about his/ her growth, this chocolate flavoured, nutritious drink will ensure both of
you get the desired. This tasty drink helps growth, while also pleasing the taste buds. Now that your kid has his favourite flavor, you wouldn’t
have to worry about his immunity, growth, and focus level.
Women’s Horlicks Health & Nutrition Drink
• Women's Horlicks Health & Nutrition Drink is tailor-made for ensuring the health needs of women; this product contains nutrients, which are
important for bone-health. The drink mix is enriched with ingredients that help increase and maintain calcium levels in bone. Calcium for
strong bones and Vitamin D for calcium absorption helps keep one healthy and fit, and this drink offers the goodness of both.
Horlicks Lite
• Horlicks Lite comes with zero cholesterol and no added sugar. This drink is specially made for active adults. It also ensures cell growth
with high protein and anti-oxidant nutrients to support the defence-mechanism of the body.
Horlicks Protein + Health & Nutrition Drink
• Horlicks Protein + Health & Nutrition Drink comes with the appropriate blend of whey, soy, and casein. This triple blend provides fast and
sustained release of amino acids over time, containing three times more protein than most other products in the category.
Junior Horlicks Stage-1
• Junior Horlicks has been specialised for infants of two-three years old. The product ensures healthy weight gain, brain development. It helps a
child to meet the daily nutritional requirement. It is available in two flavours (classic malt, chocolate).
Junior Horlicks Stage 2(4-6 Year Old)
• Offering specialised nutrition for children, this nutritional food powder ensures a balanced diet to meet your child’s nutritional
requirement. Protein milk, calcium, and immune nutrients help in gaining height.
•  
 Brand Identity-Horlicks

• Core Identity: Nutrition and health

• Extended Identity
Product scope: Products that
supplement nutritional needs.
Personality: Protective, caring,
supportive, concerned.
 Brand Identity-Horlicks

 Extensions: Horlicks, Horlicks Junior,

Mother’s Holicks, Foodles, Oats, Nutribar.
 Users: Family health drink for nutrition and
health, children, to be mothers, old people,
working people, house wives etc.
 Brand Identity-Horlicks

Heritage: The company has been in the

business of providing nourishment for
decades.
Slogan: “The great family nourisher.”
 Brand Identity-Horlicks

• Value Proposition: Helps one to

perform his role better in life. Good
health and living. Quality of life
improvement.
• Ahaar Abhiyan is a Horlicks initiative to increase malnutrition-related
awareness amongst mothers, families and communities. With the sale
of every bottle of Horlicks, the company contributes Re 1 towards the
initiative. The campaign attempts to raise awareness about proper
nutrition amongst mothers of children aged between 3–6 years.
• Horlicks Wizkids is an interschool cultural and literary competition for
children from class 1 to 12. The competition attracts students from
India, Sri Lanka, Nepal and Bangladesh. With more than 30 events in
the field of arts, literature, painting and extra-curricular activities,
Horlicks Wizkids is South Asia's largest interschool fiesta giving
children an opportunity to showcase their talent on a global platform.
 Brand Identity-Dettol

I Core Identity: Antiseptic: Protection against

germs
II Extended Identity:
 Product Scope: Antiseptic, liquid, Plaster, soap,
shaving cream, Dish Washing detergent.
 Personality: Reliable, strong, trustworthy
 Brand Identity-Dettol

Extension: Dettol soap, Dettol Liquid,

Dettol Plaster, Dettol Extra, Dettol
Shaving Cream
User: Children, Young, adults, hygiene
conscious, urban
 Brand Identity-Dettol

Slogan: “Dettol Protection”

Symbol: Dettol sword

Smell: Unique Dettol smell
 Brand Identity-Dettol

III Value Proposition: Effective

germicidal, provides protection against
possible harmful effects of germs,
bacteria.
Feeling of security and protection.
 The company has changed its position from being a paint solutions
provider to a complete décor and design solutions company.

• Asian Paints has gone through a complete overhaul with a new brand identity and logo.
The company has also changed its positioning from being a mere paint solutions firm to
a complete décor and design solutions company.
• Speaking about the new look, Amit Syngle, vice-president, sales and marketing, Asian
Paints, says, "The change in our brand identity signifies our intent to establish a deeper
connect with our customers as well as ensure that the Asian Paints brand is able to stir
the consumer's imagination, ignite their creativity and expand their vision to a new vista
of possibility."

• "Our new logo conveys those elements with the flowing ribbon formation that creates
the 'AP' design that highlights the easy flow, smoothness, dynamism and possibility that
our solution and offerings will provide. As part of our effort to create and manage
inspiration, we go the extra mile to enable consumers to design the home of their
dreams," he adds.
 Aaker definition

• A sum total of brand associations that the

brand strategist aims to create or maintain.
These associations are representative of
what the brand stands for and contains a
promise to customers from the
organization’s members.
Dimensions of Brand Identity

Aaker’s Framework
 Dimensions of Brand Identity

• Brand as Product
• Brand as Organisation
• Brand as Person
• Brand as Symbol
 Aaker’s Dimensions of Brand Identity
• Brand as Product: A strong link to a product class means that the brand will be recalled when the
product class is cued. A dominant brand will often be the only brand recalled.
Band Aid in adhesive bandages i.e. whenever one thinks of bandages Band Aid is the first thing that
comes to their mind.
Similarly, Bisleri word is almost synonymous with mineral water.
• Brand as Organization: This perspective focuses on attributes of the organization rather than those of
the product or service. The people, culture, values and programs of the company create such
organization attributes as innovation, a drive for quality and concern for the environment.
• Brand-as-Person: It suggests a brand identity that is richer and more interesting than one based on
product attributes. Like a person, a brand can be perceived as being upscale, competent, impressive,
trustworthy, fun, active, humorous, casual, formal, youthful or intellectual. E.g. The strong,
energetic personality of the Ambuja man suggests that Ambuja cement is also strong and energetic.
• Brand-as-Symbol: A strong symbol can provide cohesion and structure to an identity and make it
much easy to gain recognition and recall. Its presence can be a key ingredient of brand development.
Symbols involving visual imagery can be memorable and powerful such as the Nike’s “Swoosh”
symbol and the McDonald’s golden arches.
 Brand as Product

• Product Scope
• Product Attributes
• Quality/value
• Uses
• Users
• Country of Origin
 10 Famous Indian Brands that
consumers thought were International
• 1. HiDesign It is a popular accessory brand that produces leather goods and is based in Pondicherry,
India. HiDesign is the manufacturer & marketer of leather products including laptop bags, travel
bags, handbags, wallets, belts, jackets, shoes, etc. The first store was opened in 1990 in Pondicherry,
and over the course of 9 years, India became the biggest market for the company.
• 2. Da Milano This classy Indian brand with Italian name refers to the powerful people of Milan, who
has Milano as their surname. It produces high-end leather goods and home furnishing items. The
brand started in 1989 as a single store and now has a chain of its studio across India and the Middle
East.
• 3. Colorbar is one of India’s leading beauty brands whose strength lies in its international
formulations, premium packaging & product innovation. It was launched in 2005 and has been the
fastest-growing beauty brand since then. The brand has carved a niche for itself in the beauty market
& stands strong among other world-famous brands like L’Oreal, Revlon and Lakmé.
• 4. Ferns N Petals is a popular Indian gifting brand that offers a wide range of gifts for any occasion.
It was started by Vikas Gutgutia in 1994 and considered one of the largest flower retailers in the
world. Apart from flowers, the brand offers plants, cakes, chocolates, gift hampers, personalised
gifts and more such gifting options.
• 5. Jaguar Cars is One of the world’s most famous car brands, Jaguar, is owned by Tata Motors since
2008. Jaguar was acquired by Ford in 1990, who also procured Land Rover from BMW. Later, he
sold both Jaguar & Land Rover to Tata Motors and then became Jaguar Land Rover Ltd. as the
single design, manufacture and sales company. It is one of the premium luxury car brands in Indi a.
• 6. Van Heusen It is another initiative of Madura Fashion & Lifestyle that markets men
clothing items, including t-shirts, shirts, jackets, trousers, and innerwear. It is India’s
largest and fastest-growing apparel brand that represents style, luxury and comfort.
• 7. Larsen & Turbo Limited is an Indian technology, engineering, construction,
manufacturing, & financial services conglomerate, headquartered in Mumbai. It was
founded in 1938 by two Danish engineers taking refuge in India.
• 8. La Opala is a French sounding name, but the brand and its products are 100% Indian.
It offers high-end tableware. Mr Sushil Jhunjhunwala introduced opal glass in India in
1988 under the brand “La Opera.”
• 9. Old Monk is an iconic Indian dark rum, launched in 1954 & produced in Ghaziabad,
Uttar Pradesh. It is a dark rum with distinct vanilla flavour, blended & aged for a
minimum of 7 years. Since 1982, Old Monk has been awarded several gold medals at
Monde World Selections.
• 10. Royal Enfield is an Indian motorcycle manufacturing brand manufactured in
factories in Chennai. It was founded in 1955. Royal Enfield was used to be British
Motorcycle Company, but today it is owned by Eicher Motors Limited, an Indian
automaker. Being one of the oldest motorcycle brands in the world, it enjoys the longest
motorcycle production run of all time.
 Brand as Organisation

• Organisation Attributes (eg.

Innovation, genuine, consumer
concern, trustworthiness)
• Local Vs Global
 Indian Companies that Use Great Corporate Culture to Retain Great
Employees

• Amazon India
• Tata Consultancy Services
• Godrej Consumer Products
• Bharti Airtel
• Flipkart
• Hindustan Unilever
 Top 10 Corporate Brands

• Brand Finance, an independent brand

valuation consultancy, took 5,000
companies in India and ranked them
according to their brand value in 2019.
 Top 10 Corporate Brands
• Tata is the most valued company in India at $19.6 billion according to Brand Finance.
• Life Insurance Corporation — $7.3 billion
• Infosys — $6.5 billion
• State Bank of India — $5.97 billion
• Mahindra Group — $5.3 billion
• HDFC Bank — $4.8 billion
• Bharti Airtel — $4.8 billion
• HCL Technologies — $4.6 billion
• Reliance Industries — $4.5 billion
• Wipro — $4 billion
 Brand as Person

• What happens to this brand when it

becomes a person?
• Personality (Energetic, rugged)
• Brand Customer Relationships (Friend,
advisor)
 Brand as Symbol

• Visual Imagery and metaphors

• Brand Heritage
Concept Of Brand Identity

The Kapferer Model

 BRAND PRISM
picture of sender
Physique Personality

internal
external

Relationship Culture

Reflection Self-image

picture of receiver
 BRAND PRISM

• Personality, Culture & Self Image is an

internal identity, which an organization
looks at. The rest, Physique,
Relationship and Reflection is an
external identity, with respect to a
consumer.
 As per Kapferer, Brand identity can be defined by six
parameters:

1. Physique
a. Mentions physical facets – tangible things
b. It will include packaging, product look and feel.
c. Examples: Packaging color, product features etc
Apple I-pod browsing physique will include its dial capabilities, the screen, and
its connectivity with musical devices

2. Personality
a. Personification of brand
b. What kind of person it would be, if it were a human being
c. Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc
Kingfisher & Virgin Airlines brand personality was that of flamboyant or rich.
 Physique
• Basis of Brand/Salient
features that spring to mind
– Tangibles, action, appearance
– Coke: Bottle shape
– Mercedes: Marque, solid build
quality
 Personality
• Unique
“human”characteris
tics and traits
– Often embodied by
brand spokespeople
(real or symbolic)
– Pepsi, Marlboro
Kapferer Brand Identity Prism
3. Culture
a. Set of values feeding the brand’s inspiration
b. Rules governing the brand in its outward signs like product and
communication
c. Examples: Indian, Western, Contemporary, Urban
“Kitchens of India” takes its culture from the Indian cuisines made and
packed for the consumers

4. Relationship
a. Transactions between people
b. Examples: Trust, Energy, Strong bonding
Jet Airways – Servicing their customers to the best
 Culture
• From where the brand draws
inspiration
• Its country-of-origin and
values it stands for.
– German Engineering for
Mercedes
– Californian innovation for
Apple
– Inspired by Nature-Dabur
 Relationship
• Many consumers have a strong brand relationship with
Apple, demonstrated by their affection towards and
commitment to the Apple brand, as well as the extent to
which they feel like the coolness of the brand says
something about who they are. Many of these consumers,
when it’s time to buy a new laptop, they won’t even
consider alternative brands.
 Relationship
• The relationship between brand and customer is a unique one that can have positive
outcomes for both parties. Customers develop relationships with brands and think of them
as partners. Brands become more human to customers and obtain meaning and value. This
type of relationship relies on quality. There are a number of factors that lend themselves to
creating a quality relationship between brand and consumer, like the consumer's ability to
identify the brand in the first place, and their willingness to trust and commit to it.
• When a brand has built up trust in their customers, brand loyalty begins. If customers find
a product they can believe in, then they will be loyal to brands. Companies have to make
an effort to create these relationships with customers. That is only the first step. They must
then work to maintain and grow the relationship. Customers want to feel fulfilled, either
because the product fills a need or because they feel loyal to it. Marketers should offer
product that meets consumers' needs and ensure it's reliable and of the highest quality.
 Relationship
• The basis of transaction and exchanges
– Lovers
– Mother child
– Confidante
Example:Nike is a “Hero” brand because of its
focus on victory. But Nike’s brand roles are
best described as coach/athlete.
 Relationship
• In the taxi industry, cabs and limo services have operated with the roles of
driver/passenger. Again, it’s one-directional, asymmetrical and transactional.
• Uber and Lyft established differentiation by introducing new roles along two
dimensions. The first is a shift from driver/passenger to friend/friend. For
example, Lyft passengers are encouraged to “sit up front” as if they were
getting a ride from a friend. According to Kira Wampler, CMO of Lyft, “Our
original tagline was ‘Your Friend with a Car’ which served not only to
describe the human, peer-to-peer experience we delivered with Lyft but also to
differentiate us from other private driver approaches.”
• Another new brand role is entrepreneur/supporter. Uber encourages potential
drivers to “build their business” on Uber. In both these cases, the brand
relationship is more reciprocal and personal.
P&G-Thank You Mom
P&G-Thank You Mom
 P&G-Thank You Mom
• Procter & Gamble (NYSE:PG), a Worldwide Olympic Partner and the
company behind brands such as Ariel®/Tide®, Pampers® and
Gillette®, welcomed moms and families of London 2012 Olympians
to the P&G Family Home in London, becoming the first Olympic
sponsor to offer moms and families from around the world a “home
away from home” at the Olympic Games. Designed to give Moms and
families of Olympians from all corners of the globe a place to relax,
unwind, and be together, the family home is available to the moms and
families of all more than 10,000 Olympians around the world.
 P&G-Thank You Mom
• We asked athletes what we could do to support them here
in London and they told us that “Moms and families from
around the world don’t have a place to really relax and be
together at the Games,” said Marc Pritchard, P&G’s
Global Brand Building Officer, “We have been in the
business of serving moms and families for 175 years. So it
makes sense for us to celebrate the athletes by serving their
moms and families.”
Kapferer Brand Identity Prism
5. Self-Image
a. Through our attitude towards certain brands, we develop certain type of
inner relationship with ourselves and brand image we want to project
b. Which an organization wants its customers to perceive
c. Example: Masculine, Progressive, Self Belief
Paras’s Set Wet Gel – targeted towards males have a self image of masculinity

6. Reflection
a. What target consumer thinks & perceives the product to be
b. Factor for strong and good brand image
c. Companies should control the reflection and should try to make it better
d. Example: Royal, Dynamic, Energetic, Confident
Fastrack-Youthful
Reflection

• What kind of people

we perceive use it
(outward mirror)
– Young people
– Show-offs
– Outdoorsy
 Self-Image

• The relationship with ourselves /what

the consumer thinks of himself.
(internal mirror)
– Socially responsible
– Attractive
– Different
 Brand Prism-Pepsi
• Pepsi
 NIKE
picture of sender
• fiercely independent
• swoosh • genius
• just do it • impatient

The power to surpass • spirit of never

• provoking
mortal limitations by say die
coach
external

internal
liberating the dormant
genius inside

• individualist • trailblazer

picture of receiver
 What is Nike's brand mantra?

• Nike: Authentic Athletic Performance

One of the best brand mantras of all time, developed by

Nike's marketing guru Scott Bedbury in the late 1980s (he
would later become Starbucks' marketing guru). Bedbury
actually coined the phrase brand mantra.
 REEBOK
picture of sender • clean cut
• well heeled
• active
• name

The joy to be • fitness

• personal
among those • body
external

internal
trainer feeling fit and worship
looking good
• narcissus • healthy
• attractive

picture of receiver
 ADIDAS
picture of sender • perfectionist
• name • extremely
dependable
• triad
• performer

the relentless • espirit

internal
• comrades in
pursuit of d’corps
external

arms
perfection in sports
• true sportsman • dedicated captain
• team player

picture of receiver
 Colour Emotion Guide for Designing Logos

• Red
Emotions: Love, Aggression, Anger, Passion, Intensity, Sensuality
It is often used in logo design to grip the viewer’s attention . Fast food logos mostly have
red in them.
• Yellow
Emotions: Joy, Cheer, Energy, Positivity, Sunshine, Caution
It is often used in logo design to create happiness, warmth and get attention. This bright
colour is highly visible and hence yellow is mostly found on road signs.
• Orange
Emotions: Boldness, Pleasure, Distrust, Enthusiasm
Orange is an ideal colour choice for businesses targeting children as their audience.
 Colour Emotion Guide for Designing Logos

• Green
Emotions: Harmony, Fresh, Environmental, Ambition, Health, Healing, Finance and Material
Wealth
Green indicates life, renewal, abundance and prosperity. This soothing colour is mostly found in real
estate, financial and bank logos and companies that want to represent themselves as eco-friendly.
• Purple
Emotions: Ambition, Justice, Dignity, Mystery, Royalty, Independence
This colour is the blend of red and blue and purple having both warm and cool properties is seen in
many luxury product and educational business logos.
• Brown
Emotions: Earth, Woodsy, Comfort, Strength, Richness, Simplicity, Isolation, Utility
Brown is used in construction and legal business logos.
 Colour Emotion Guide for Designing Logos

• Black
Emotions: Power, Bold, Classic, Mysterious, Grieving, Elegance, Tradition
Black is actually the absence of all colours. It is used in many corporate logos to indicate
boldness and sophistication.
• White
Emotions: Innocence, Purity, Peace, Truthfulness
This universal colour of peace and harmony is found in logo designs through negative
space or reversed typography.
• Blue
Emotions: Trust, Calm, Confidence, Seriousness, Loyalty, Success, Authority
Blue is perhaps the most popular colour for business logos and it is often seen in logo
designs for fortune 500 company, medical and government.
The Marlboro Man
 The Marlboro Man

• The Marlboro Man is a figure used in tobacco advertising campaigns

for Marlboro cigarettes. In the United States, where the campaign
originated, it was used from 1954 to 1999. The Marlboro Man was
first conceived by Leo Burnett in 1954. The images initially featured
rugged men portrayed in a variety of roles but later primarily featured
a rugged cowboy or cowboys, in nature with a cigarette. The
advertisements were originally conceived as a way to popularize
filtered cigarettes, which at the time were considered feminine.
 The Marlboro Man

• The Marlboro advertising campaign, created by Leo Burnett Worldwide, is

said to be one of the most brilliant advertisement campaigns of all time. It
transformed a feminine campaign, with the slogan "Mild as May", into one
that was masculine, in a matter of months. There were many Marlboro Men.
The first models were a Navy Lieutenant and Andy Armstrong, the ad
agency’s art supervisor. Other early models were sales promotion director of
Philip Morris, Robert Larking, and others from the Leo Burnett ad agency,
Lee Stanley and Owen Smith. A number of models who have portrayed the
Marlboro Man have died of smoking-related diseases.
• Cowboys proved to be popular, which led to the "Marlboro Cowboy" and
"Marlboro Country" campaigns.
The Essence Of Marlboro

A tribute to a man’s authentic inner

masculinity
Product and Brand Management
Submit two pages hand-written assignment on the following Topic:
 Marketing-Mix Variables.
 Brand Elements with minimum two examples for each element.
 Diagrammatic representation of Brand Resonance Pyramid with help
of example.
 Five Brand personality dimensions with examples.
 Concept of Brand Positioning and four positioning strategies.
 Diagrammatic representation of Kapferer Brand Identity Prism with
help of example.
Product and Brand Management

Submit two pages hand-written assignment on the following Topic:

 Tabular representation of Cost-based, customer-based and price-based method
of Brand equity.
 Brand-Extension: Types and Advantages
 Four Brand Revitalization Strategies with examples.
 Name five Indian companies and their brands that are available globally.
 Name Three advertising agencies and two famous campaigns of each agency.