Page 151 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes Therefore, brand image has to be shaped within structural limits imposed by the product
image.
3. Image of the user: The brand image brings to consumers’ minds the image of its users. The
image of brand may indicate the age, sex, occupation, lifestyle, interests, and personality
attributes.

Example: The image of Raymond suitings is that of a “complete man.” The user image
dimension reflects the brand’s personality. According to Leon G. Schiffman and Leslie Lazer
Kanuk, a study found that beer, coffee, cigarettes, cars, credit cards, haircuts, legal services,
scotch, sneakers, and toothpaste were found to be masculine. Products perceived as feminine
included bath soaps, shampoo, facial tissue, clothes dryers, washer, and dishwashing liquid.
Brand image management requires determining brand concept. This concept embodies the
central meaning of the brand that the company chooses and is derived from basic consumer
needs. The more strongly the brand satisfies these needs, the more differentiated and strong the
brand image customers carry. These needs can be put under three broad groups.
Functional needs refer to performance related aspects of customer’s living. These needs may
relate to solving existing problems or avoid future problems.

Example: The need to get rid of dandruff, have relief from cold, insuring for health, or
protection against burglars. Some examples of functional brands include Bisleri (pure and safe
water), Pepsodent (fights germs causing dental problems), Fevi Kwick (bonds in a snap), and
Disprin (relief from headache).
Symbolic needs are learned needs as a result of living in a society and include wants for esteem,
self-enhancement, identification with desirable groups, etc. Some examples of symbolic brands
include Raymond (the complete man), Omega (the sign of excellence), Louis Philippe (upper
crest), and Ruggers (be casual).
Experiential needs refer to sensual gratification that comes from brand usage experience. People
seek pleasure through their senses, including cognitive stimulation and variety.

Example: Experiential brands include Mother Dairy (pleasure of taste), Armani (the
power of smell), Ford Ikon ‘Josh’ (driving experience), Dove (doesn’t dry your skin), Gillette
(the best a man can get), and Fisher Price Toys (cognitive stimulation).

6.3.4 Types of Brands

There are several brand options that include manufacturer brand (also called national brand),
private brand (also called distributor, reseller, store, or house brand), or a licensed brand.

Manufacturer brands are initiated by manufacturers and identify the producer. This type of
brand generally requires the initiator involvement in its distribution, promotion, and pricing
decisions. The brand quality is assured and guaranteed, and the aim of promotion mix is to build
company and brand image and encourage brand loyalty.
The major feature of private brands is that they are resellers initiated brands. Manufacturers are
not identified on the products. Wholesalers and retailers use private brands to develop more
efficient promotions to build store image and generate higher gross margins.

Example: Shoppers’ Stop is a private brand.

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