brand - what is it? part 2

I have just come across with this great video about what brands are, what branding is, how brands are perceived and why brands are important and how they exist in our everyday lives. I think this short video represents everything a layman should know about brands.

I really like it, because it presents the brand in the easy and understanding way, plus the cartoons are very good and suit the content very well.

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KFC changing brand image in India

Today I would like to talk about the article from the Economic Times I found while searching for brand image definition. It is about KFC changing its menu in India. 

So when you hear of  KFC, you probably think of chicken, right? Well, what KFC stands for? Kentucky Fried Chicken! So the menu there should mostly consist of chicken! But I guess not in India.

However, we should remember why KFC pursue this strategy. In India most of the society is vegetarian and it is not because of leading healthy lifestyle, this is mostly because of religion and Indian philosophy towards food, that they need to eat vegetarian items. Also, there is a huge competition from much stronger global brands like McDonald's, Pizza Hut or Subway and local chains like: Haldiram, Nirula's and Bikanerwala.  

Similarly to the competition, KFC had to tailor its strategy to suit local market and consumer preferences. Turan Lal, general manager at KFC India, says that KFC had little choice, and even if the brand synonymous is with chicken, it had to adapt the menu to survive in this market .

KFC, in its history, has already gone through menu and brand image changes, so it is not a surprise it is trying to match it right now taking into consideration the predominantly vegetarian Indian market. Of course, it could keep the standard menu, but it would not get to that large audience. What is more, vegetarian food plays significant role for non-vegetarians in India. Lal says that "A non-veg user at a KFC will consume a veg item if there is a great offering in that category". However, further in the article  we can find out that only one in five offerings in KFC in vegetarian, and "green" menu represents only 10 % of its revenues. Why then KFC sustains this menu ? The author of the article says that KFC faces the though task as its is mostly linked with fried chicken, but the same we can say about other brands, which are not  not vegetarian -  McDonald's is about burgers and Subway serves panini's. Is that sufficient to just add veg menu and dress the staff in green or using the sperate line at the counters for veg food? General manager of Indian KFC, Lal,  wants to "launch a comprehensive ad campaign focused around the veg products" and he seems to be confident with that.

However, the outcome did not surprise me at all. The line for regular KCF menu was far much  longer than for vegetarian food. I think the KCF case in India gives a good lesson for every brand manager: however you try to position your established product, the existing brand image may surpass your efforts.

I believe it is more important to maintain the image you have already gained that try to totally change it. Few adjustments are indispensable, however, to stay in the market but it is important to to forget where your roots are and how and why you became successful. 

If you would like to see the whole article click here

Source: The Economic Times

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Brand image

Now, when we know what a "brand" is, I would like to go further and present a "brand image" definition.

BusinessDictionary states:

"The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience."

source of an image: David Armano

In other words, it is the way consumers perceive a particular brand, what they think about it, what they feel about it and what they associate it with. Thus, it is so vital for firms to work on positive brand image, as it may affcet the whole view of a company. Brand image can be presented somewhat as a corporate "business card", especially if a product is well- known. Companies built their brand images through advertising and recetly more often through social media. However, I am going to focus on how to build a positive brand image later on.

Please, feel free to comment on my view of a brand image and I hope you could share your own opinions.

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Brand - what is it?

When you hear a word "brand" what do you think of first? 

A particular brand name? What would be your first choice? Pepsi, Coca Cola, McDonalds or maybe Apple? I'm pretty sure you know what the brand is. But how many of you know the exact definition? Do not worry, I'm not going to ask you what is it exactly! You don't need to know word by word the definition. My blog is about brands, especially about European brands in America. I would like to make sure that you know what I am going to write about. So if you didn't know that before, you have a chance to get familiar with it :)

Here is how the American Marketing Association proposed to name a " BRAND"

""Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

Is that answer satisfying? No? I think there is something more than just features that identify products of from another. Let me give you another, more detailed, description. One of the most famous expert on marketing, Philp Kotler, said that a brand is:

"A brand is a complex symbol that can convey up to six levels of meaning:

§  Attributes: A brand brings to mind certain attributes. Mercedes suggests expensive, well-built, well-engineered, durable, high-prestige automobiles.

§  Benefits: Attributes must be translated into functional and emotional benefits. The attribute “durable” could translate into the functional benefit “I won’t have to buy another car for several years.” The attribute “expensive” translates into the emotional benefit “The car makes me feel important and admired.”

§  Values: The brand also says something about the producer’s values. Mercedes stands for high performance, safety and prestige.

§  Culture: The brand may represent a certain culture. The Mercedes represents German culture: organized, efficient, high quality.

§  Personality: The brand can project a certain personality. Mercedes may suggest a no-nonsense [person, for example].

§  User (Primary Target): The brand suggests the kind of consumer who buys or uses the product. We would expect to see a 55-year-old top executive behind the wheel of a Mercedes, not a 20-year-old secretary.

To me, this definition appeal the most. But if you have any suggestions, please, make a comment!

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