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What is the Territory of the Brand? Six inches wide Grey and wet Mysterious
Contents <ul><li>Presentation  Objective </li></ul><ul><li>Understanding Branding </li></ul><ul><ul><li>From Products to B...
Presentation Objective <ul><li>To understand  the facets / issues involved in  branding </li></ul><ul><li>To develop a fra...
Presentation incorporates learnings from <ul><ul><ul><li>India’s  Branding School, founded by Reliance:  MICA </li></ul></...
Contents Branding Process Brand  Building  Understanding Branding
Module 1  Understanding Branding  Understanding Branding Brand  Building
Module 1  Understanding Branding <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management <ul><ul><ul><li>Attr...
Module 1  Understanding Branding <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management <ul><ul><ul><li>Attr...
Module 1 - Stage 1  From Products to Brands Understanding Branding Brand  Building  Exercise Architecture Management Attri...
Module 1 - Stage 1  From Products to Brands <ul><li>A brand is more distinctive than a product </li></ul><ul><li>It is fir...
Module 1 - Stage 1  From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently  a specifi...
Module 1 - Stage 1  From Products to Brands …… .a  short-hand  that communicates powerfully & reduces uncertainty
Fevicol Case
Fevicol Case
Fevicol Case
Brand as an Asset <ul><li>“ If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into ...
Module 1  Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management <ul><ul><...
Module 1  Understanding Branding <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management <ul><ul><ul><li>Attr...
Module 1 - Stage 2  Attributes Immutable Law of Name In the long run the brand is nothing more than a name
Module 1 - Stage 2  Attributes <ul><li>Brand Name </li></ul><ul><li>Short  </li></ul><ul><ul><li>   Kodak, Fuji </li></ul...
Module 1 - Stage 2  Attributes <ul><li>Brand Name </li></ul><ul><li>Avoid generic / line extended names </li></ul><ul><ul>...
Module 1 - Stage 2  Attributes A brand’s logotype should be designed  to fit the eyes.  Both eyes Immutable Law of Shape
Module 1 - Stage 2  Attributes Name Logo Colours Essence <ul><li>Brand Logo </li></ul><ul><li>Simple logo, designed to fit...
Module 1 - Stage 2  Attributes
Module 1 - Stage 2  Attributes A brand should use a colour opposite of its rival Immutable Law of Colour
Module 1 - Stage 2  Attributes The Cola Wars: Energy Vs. Peace
Module 1 - Stage 2  Attributes <ul><li>Brand Colours </li></ul><ul><li>Colours have meanings </li></ul><ul><ul><ul><li>Pur...
Module 1 - Stage 2  Attributes <ul><li>Brand Colours.. </li></ul><ul><li>Colours can help you stand out </li></ul><ul><ul>...
Module 1 - Stage 2  Attributes Most important  thing for a brand is its  single mindedness. Immutable Law of Singularity
Module 1 - Stage 2  Attributes Single-mindedness means consistency.  Fresh and interesting manifestations of a single idea.
Module 1 - Stage 2  Attributes <ul><li>Brand Essence  </li></ul><ul><li>A brand must  “leverage a compelling truth” </li><...
Module 1 - Stage 2  Attributes <ul><li>Brand Essence  </li></ul><ul><li>A brand should also be clear of what is not its es...
Module 1 - Stage 2  Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word
Module 1 - Stage 2  Attributes
Module 1  Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management Products ...
Module 1  Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Products to brands C...
Module 1 - Stage 3  Management <ul><li>Co-Brand  </li></ul><ul><li>Brands need to address a similar need segment </li></ul...
Module 1 - Stage 3  Management <ul><li>Stealth Brand  </li></ul><ul><li>Brand building that attracts customer attention bu...
Module 1 - Stage 3  Management <ul><li>Fighting Brand  </li></ul><ul><li>Pricing led branding option. Works as a  competit...
Module 1 - Stage 3  Management <ul><li>Fighting Brand  </li></ul><ul><li>Built as new, independent brand </li></ul><ul><ul...
Module 1 - Stage 3  Management There is a time and place to launch a second brand Immutable Law of Siblings
Possibly even a third or a fourth brand..
Module 1 - Stage 3  Management <ul><li>Multi Brand  </li></ul><ul><li>Key to a multi-brand approach is to give each siblin...
Module 1 - Stage 3  Management <ul><li>Multi Brand..  </li></ul><ul><li>Common product area focus </li></ul><ul><ul><li>Sh...
Module 1  Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management Products ...
Module 1  Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Management Products to brands Hou...
Module 1 - Stage 4  Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus
Module 1 - Stage 4  Architecture The Economist is red and daring.  Provocative, brutally honest and non-conformist
Module 1 - Stage 4  Architecture <ul><li>House of Brands  </li></ul><ul><li>Often dictated by corporate strategy. Core com...
Module 1 - Stage 4  Architecture <ul><li>Endorsed Brand  </li></ul><ul><li>Endorsement used as a device to transfer brand ...
Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power  inversely proportional to scope.
Module 1 - Stage 4  Architecture The Volkswagen bus ad, talked only about ‘plenty of room’
Module 1 - Stage 4  Architecture <ul><li>Sub Brand  </li></ul><ul><li>Inside out branding.Company pushes core brand in dif...
Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies.  There is a differenc...
Module 1 - Stage 4  Architecture <ul><li>Branded house </li></ul><ul><li>Consumers buy brands, not companies </li></ul><ul...
Module 1  Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management Products ...
Module 1  Understanding Branding <ul><li>Two brand positioning within the same brand family?How do we reconcile the two po...
Module 1  Understanding Branding Attributes Architecture Management Products to brands Options Single Brand Family Stand A...
Module 1 - Stage5  Exercise <ul><li>Single Brand Family </li></ul><ul><li>‘ Stand-alone’  New Brand  </li></ul><ul><li>Tra...
Module 1 - Stage5  Exercise <ul><li>Option : Single Brand family   </li></ul><ul><li>Constant values / different products ...
Module 1 - Stage5  Exercise <ul><li>Option : Single Brand family   </li></ul><ul><li>Use as umbrella branding </li></ul><u...
Module 1 - Stage5  Exercise <ul><li>Option : Single Brand family   </li></ul><ul><li>Learnings </li></ul><ul><li>+ Cheaper...
Module 1 - Stage5  Exercise <ul><li>Option : ‘Stand-alone’ New Brand  </li></ul><ul><li>Levers enters popular segment succ...
Module 1 - Stage5  Exercise <ul><li>Option : ‘Stand-alone’ New Brand  </li></ul><ul><li>Learnings </li></ul><ul><li>+   Cl...
Module 1 - Stage5  Exercise <ul><li>Option: Transfer of Brand Assets ‘x from y’  </li></ul><ul><li>Titan (from Tata’s) </l...
Module 1 - Stage5  Exercise <ul><li>Option: Transfer of Brand Assets ‘x from y’  </li></ul><ul><li>Learnings </li></ul><ul...
Module 1 - Stage5  Exercise <ul><li>Branding Options:  Conclusion </li></ul><ul><li>‘ Single Brand family possible if: </l...
Contents Branding Process Brand  Building  Understanding Branding
Module 2    Brand Building  Brand  Building  Understanding Branding
Module 2    Brand Building Understanding Branding Brand  Building  <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><...
Module 2    Brand Building <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><...
Module 2 - Stage 1  Brand Audit <ul><li>Brand Audit is </li></ul><ul><li>designed to put into words  </li></ul><ul><li>the...
Module 2 - Stage 1  Brand Audit <ul><li>Brand Audit </li></ul><ul><ul><li>Qualitative study </li></ul></ul><ul><ul><li>In-...
Module 2 - Stage 1  Brand Audit <ul><li>Mind Mapping Technique </li></ul><ul><li>Good technique to make connections and ev...
Module 2 - Stage 1  Brand Audit Mind Mapping Technique Draw An Egg Understanding Branding Brand  Building  Evaluating Adve...
Module 2 - Stage 1  Brand Audit Mind Mapping Technique Put Ten Legs on It Understanding Branding Brand  Building  Evaluati...
Module 2 - Stage 1  Brand Audit Happiness   Mind Mapping Technique Put Happiness in Centre Understanding Branding Brand  ...
Module 2 - Stage 1  Brand Audit Happiness   Choclate Beer Cricket Win Mind Mapping Technique Write 10 Associations to Hap...
Module 2 - Stage 1  Brand Audit Happiness   Choclate Beer Cricket Win World Champion Bad Bowling Sachin100 Mexican Wave M...
<ul><li>Critical Incident Analysis: When People Change </li></ul><ul><li>An technique that contextualizes    importance of...
<ul><li>The Hierarchy of Aspects of Incidents </li></ul><ul><li>Consumer </li></ul><ul><li>Category </li></ul><ul><li>Moti...
Module 2 - Stage 1  Brand Audit <ul><li>Brand Audit Questionnaire   </li></ul><ul><li>Think about the specific things that...
Module 2 - Stage 1  Brand Audit <ul><li>Brand Audit Questionnaire   </li></ul><ul><li>Thinking about the feelings and emot...
Module 2 - Stage 1  Brand Audit <ul><li>Brand Audit Questionnaire   </li></ul><ul><li>Since using a brand makes it part of...
Module 2 - Stage 1  Brand Audit Branding Audit Example: Eveready Associations KEY OTHERS ‘ Memories of using it in my vill...
Module 2 - Stage 1  Brand Audit <ul><li>User of Eveready </li></ul><ul><li>Late youth or early middle aged man </li></ul><...
Module 2 - Stage 1  Brand Audit <ul><li>Good Brand Audit </li></ul><ul><li>A good brand audit gives a definite answer abou...
Module 2 - Stage 1  Brand Audit <ul><ul><li>Exercise </li></ul></ul><ul><li>Consider two competing brands:  Kodak & Fuji <...
Module 2    Brand Building <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle <ul><li>Dissecting a Brand   </li></ul><ul><li>Brand Audit illustrates a unique com...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection ...
Module 2 - Stage 2 Connection Triangle <ul><li>Exercise: Create a Connection Triangle   </li></ul><ul><li>Make a Connectio...
Module 2 - Stage 2 Connection Triangle <ul><li>Exercise: Create a Connection Triangle   </li></ul><ul><li>Make a Connectio...
Recap of Consumer Research <ul><li>Primary Perceived Benefits: User </li></ul><ul><ul><li>A more efficient locking system ...
Recap of Consumer Research <ul><li>Secondary Benefits: User </li></ul><ul><ul><li>Scaring the burglars: A mixed bag </li><...
<ul><li>Perceived Benefits : Non User   </li></ul><ul><ul><li>Style </li></ul></ul><ul><li>Perceived Barrier : Functionali...
Module 2 - Stage 2 Connection Triangle There is nothing that a thief cannot break. However from my end I know that  the th...
Module 2    Brand Building <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><...
Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night  David Ogilvy
Module 2 - Stage 3 Big Idea What is the Big Idea in this visual?
Module 2 - Stage 3 Big Idea <ul><li>A bisociation of two or more previously connected thought matrices </li></ul><ul><li>A...
Module 2 - Stage 3 Big Idea <ul><ul><li>Big executional ideas </li></ul></ul><ul><ul><li>Big strategic ideas </li></ul></u...
Module 2 - Stage 3 Big Idea Think Different One definition of insanity is doing  the same thing over and over again,  expe...
Module 2 - Stage 3 Big Idea
Module 2 - Stage 3 Big Idea <ul><li>Insight: Type 1  </li></ul><ul><li>Verbatim about my life in relation to the category ...
Module 2 - Stage 3 Big Idea <ul><li>Insight: Type 1  </li></ul><ul><li>Verbatim about my life in relation to the category ...
Module 2 - Stage 3 Big Idea <ul><li>Insight: Type 2  </li></ul><ul><li>The  missing link which makes the disconnected conn...
Module 2 - Stage 3 Big Idea Rediscover <ul><li>You invent nothing. </li></ul><ul><li>You rediscover what you have forgotte...
Module 2 - Stage 3 Big Idea <ul><li>Four Groups of Missing Link   </li></ul><ul><li>People </li></ul><ul><ul><li>Tapping i...
Module 2 - Stage 3 Big Idea <ul><li>Four Groups of Missing Link   </li></ul><ul><li>Product </li></ul><ul><ul><li>Reinterp...
Module 2 - Stage 3 Big Idea <ul><li>Four Groups of Missing Link   </li></ul><ul><li>Problem </li></ul><ul><ul><li>Outmaneu...
Module 2 - Stage 3 Big Idea <ul><li>Four Groups of Missing Link   </li></ul><ul><li>Promise </li></ul><ul><ul><li>Changing...
Module 2 - Stage 3 Big Idea Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection Triangle Br...
Module 2 - Stage 3 Big Idea <ul><li>What if..  </li></ul><ul><li>A useful process to prevent inertia </li></ul><ul><li>All...
Module 2 - Stage 3 Big Idea <ul><li>What if.. Stage 1  </li></ul><ul><li>We redefine the category experience? </li></ul><u...
Module 2 - Stage 3 Big Idea
Module 2 - Stage 3 Big Idea <ul><li>What if.. Exercise for Our Product </li></ul><ul><li>How do we redefine the security s...
Module 2 - Stage 3 Big Idea What If.. we all go mad?
Module 2 - Stage 3 Big Idea <ul><li>What if.. Stage 2  </li></ul><ul><li>A chimpanzee sold coffee to a Martian? </li></ul>...
Module 2 - Stage 3 Big Idea <ul><li>A car manufacturer invented a  theft-proof car? </li></ul><ul><li>Car insurance and se...
Module 2 - Stage 3 Big Idea Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection Triangle Br...
Module 2 - Stage 3 Big Idea <ul><li>You have driven the car, not only by looking at the rear view mirror </li></ul><ul><ul...
Module 2 - Stage 3 Big Idea Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connection Triangle Br...
Module 2 - Stage 3 Big Idea <ul><li>Creative Black Hole  </li></ul><ul><li>Now it the turn of creative agency’s turn  to ‘...
Module 2    Brand Building <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><...
Module 2 - Stage 4 Evaluating Advertising <ul><li>After the Creative Black Hole   </li></ul><ul><li>How  do you evaluate a...
Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand  Building  Evaluating Advertising Big Idea Connecti...
Module 2 - Stage 4 Evaluating Advertising Finally The consumer is not a moron,she is your wife
Final evaluation of  brand building is whether it motivates her
“ You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap betw...
Profile of Sarvajeet Chandra Organizations Worked For : ICICI Bank, Renoir Consulting (UK), Baazee.com  ( now Ebay), Ogilv...
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  1. 1. What is the Territory of the Brand? Six inches wide Grey and wet Mysterious
  2. 2. Contents <ul><li>Presentation Objective </li></ul><ul><li>Understanding Branding </li></ul><ul><ul><li>From Products to Brands </li></ul></ul><ul><ul><li>Brand Attributes </li></ul></ul><ul><ul><li>Brand Management </li></ul></ul><ul><ul><li>Brand Architecture </li></ul></ul><ul><ul><li>Exercise </li></ul></ul><ul><li>Brand Building </li></ul><ul><ul><li>Brand Audit </li></ul></ul><ul><ul><li>Connection Triangle </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><li>Evaluating Advertising </li></ul></ul>
  3. 3. Presentation Objective <ul><li>To understand the facets / issues involved in branding </li></ul><ul><li>To develop a framework for building a brand </li></ul>
  4. 4. Presentation incorporates learnings from <ul><ul><ul><li>India’s Branding School, founded by Reliance: MICA </li></ul></ul></ul><ul><ul><ul><li>Personal Work Experience </li></ul></ul></ul><ul><ul><ul><li>Al Ries & Laura Ries: The 22 Immutable Laws of Branding </li></ul></ul></ul>Al Ries, David Ogilvy & Ambani
  5. 5. Contents Branding Process Brand Building Understanding Branding
  6. 6. Module 1 Understanding Branding Understanding Branding Brand Building
  7. 7. Module 1 Understanding Branding <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management <ul><ul><ul><li>Attributes </li></ul></ul></ul><ul><ul><ul><li>Products to brands </li></ul></ul></ul>Understanding Branding Brand Building
  8. 8. Module 1 Understanding Branding <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management <ul><ul><ul><li>Attributes </li></ul></ul></ul><ul><ul><ul><li>Products to brands </li></ul></ul></ul>Understanding Branding Brand Building
  9. 9. Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  10. 10. Module 1 - Stage 1 From Products to Brands <ul><li>A brand is more distinctive than a product </li></ul><ul><li>It is first of all a name, a means of identification </li></ul><ul><li>Secondly it s a set of added values offering both functional and psychological benefits </li></ul>Brand v/s. Product Above all ‘ a brand is a promise’ Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  11. 11. Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  12. 12. Module 1 - Stage 1 From Products to Brands …… .a short-hand that communicates powerfully & reduces uncertainty
  13. 13. Fevicol Case
  14. 14. Fevicol Case
  15. 15. Fevicol Case
  16. 16. Brand as an Asset <ul><li>“ If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch” </li></ul><ul><ul><li>Fortune Magazine </li></ul></ul>
  17. 17. Module 1 Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management <ul><ul><ul><li>Attributes </li></ul></ul></ul>Products to brands Understanding Branding Brand Building
  18. 18. Module 1 Understanding Branding <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management <ul><ul><ul><li>Attributes </li></ul></ul></ul>Products to brands Name Logo Colours Essence Understanding Branding Brand Building
  19. 19. Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name
  20. 20. Module 1 - Stage 2 Attributes <ul><li>Brand Name </li></ul><ul><li>Short </li></ul><ul><ul><li> Kodak, Fuji </li></ul></ul><ul><ul><li>CNN an AOL Time Warner Company </li></ul></ul><ul><li>Distinctive </li></ul><ul><ul><li>Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace </li></ul></ul><ul><ul><li>Orange was a striking name in a world of tel and coms </li></ul></ul><ul><li>Not mean anything rude or silly in another language </li></ul><ul><ul><li>Big Macs( McDonald’s) is a slang for big breasts in Canada </li></ul></ul>Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  21. 21. Module 1 - Stage 2 Attributes <ul><li>Brand Name </li></ul><ul><li>Avoid generic / line extended names </li></ul><ul><ul><ul><li>Xerox as opposed to Haloids Paper Master </li></ul></ul></ul><ul><ul><ul><li>Xerox (Copier) is powerful. Xerox Computer is not </li></ul></ul></ul><ul><li>Changing your name will not overcome a bad strategy </li></ul><ul><ul><ul><li>“ Monday” (Price Waterhouse Coopers ) </li></ul></ul></ul>Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  22. 22. Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape
  23. 23. Module 1 - Stage 2 Attributes Name Logo Colours Essence <ul><li>Brand Logo </li></ul><ul><li>Simple logo, designed to fit both eyes </li></ul><ul><ul><li>Mercedes three star </li></ul></ul><ul><li>Logos with a horizontal bias </li></ul><ul><ul><li>Logo with a horizontal bias is esp. useful for retail brands </li></ul></ul><ul><li>Logo font has to be clear and legible </li></ul><ul><ul><li>A housewife does not buy Ariel because it is written in a specific font </li></ul></ul>Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  24. 24. Module 1 - Stage 2 Attributes
  25. 25. Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour
  26. 26. Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace
  27. 27. Module 1 - Stage 2 Attributes <ul><li>Brand Colours </li></ul><ul><li>Colours have meanings </li></ul><ul><ul><ul><li>Purple means royalty </li></ul></ul></ul><ul><ul><ul><li>Red is energetic </li></ul></ul></ul><ul><ul><ul><li>Blue is peaceful </li></ul></ul></ul><ul><li>Opposite colours can differentiate </li></ul><ul><ul><ul><li>Coke is red, Pepsi is blue </li></ul></ul></ul><ul><ul><ul><li>Kodak is yellow, Fuj i is green </li></ul></ul></ul>Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  28. 28. Module 1 - Stage 2 Attributes <ul><li>Brand Colours.. </li></ul><ul><li>Colours can help you stand out </li></ul><ul><ul><ul><li>FedEx ’s orange and purple packet stands out in corporate blue </li></ul></ul></ul><ul><li>Logo and colours help, but the power of the brand </li></ul><ul><ul><ul><li>Essentially in the meaning of the brand name in consumer’s mind, its essence </li></ul></ul></ul>Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  29. 29. Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity
  30. 30. Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.
  31. 31. Module 1 - Stage 2 Attributes <ul><li>Brand Essence </li></ul><ul><li>A brand must “leverage a compelling truth” </li></ul><ul><ul><ul><li>Linux stands for freedom as opposed to Microsoft’s monopoly </li></ul></ul></ul><ul><li>A brand should mean a single powerful thing: the essence </li></ul><ul><ul><ul><li>Essence of Volvo is Safety </li></ul></ul></ul><ul><ul><ul><li>Essence of Tata is trust </li></ul></ul></ul><ul><ul><ul><li>Essence of Fevicol is bonding </li></ul></ul></ul>Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  32. 32. Module 1 - Stage 2 Attributes <ul><li>Brand Essence </li></ul><ul><li>A brand should also be clear of what is not its essence </li></ul><ul><ul><ul><li>In India, STAR NEWS is not a channel of the masses unlike STAR PLUS </li></ul></ul></ul><ul><li>A brand should drive single mindedly its essence </li></ul><ul><ul><ul><li>Volvo has been selling safety for 35 years </li></ul></ul></ul><ul><ul><ul><li>Raymond has been selling the complete man for over 2 decades </li></ul></ul></ul><ul><ul><ul><li>Essence of Dettol is protection against germs </li></ul></ul></ul><ul><li>A brand loses its essence if it starts meaning a lot of things </li></ul><ul><ul><ul><li>What is Miller :A regular,light,draft,cheap, expensive beer </li></ul></ul></ul>Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  33. 33. Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word
  34. 34. Module 1 - Stage 2 Attributes
  35. 35. Module 1 Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management Products to brands Management Understanding Branding Brand Building
  36. 36. Module 1 Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Management Management
  37. 37. Module 1 - Stage 3 Management <ul><li>Co-Brand </li></ul><ul><li>Brands need to address a similar need segment </li></ul><ul><ul><ul><li>Kellogg's Pop-tarts with Smuckers Jam </li></ul></ul></ul><ul><li>Brands with complementary strengths: Seen often on the Net </li></ul><ul><ul><ul><li>NY Times gives Amazon credibility </li></ul></ul></ul><ul><ul><ul><li>Amazon makes NY Times look modern. </li></ul></ul></ul>Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  38. 38. Module 1 - Stage 3 Management <ul><li>Stealth Brand </li></ul><ul><li>Brand building that attracts customer attention but not of rivals </li></ul><ul><ul><ul><li>Home-to-home, word of mouth / PR, internet community building </li></ul></ul></ul><ul><ul><ul><li>Krispy Kreme relies only on PR </li></ul></ul></ul><ul><li>Good option when unsure of a new medium/market </li></ul><ul><ul><ul><li>Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web </li></ul></ul></ul>Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  39. 39. Module 1 - Stage 3 Management <ul><li>Fighting Brand </li></ul><ul><li>Pricing led branding option. Works as a competitive response. </li></ul><ul><ul><li>Smirnov (Heublein) Case </li></ul></ul><ul><ul><ul><li>Smirnov attacked by W’schmidt @ $1 less </li></ul></ul></ul><ul><ul><ul><li>Heublein raised the price of Smirnov </li></ul></ul></ul><ul><ul><ul><li>Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt </li></ul></ul></ul><ul><ul><ul><li>Heublein added Popov lower than both </li></ul></ul></ul>Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  40. 40. Module 1 - Stage 3 Management <ul><li>Fighting Brand </li></ul><ul><li>Built as new, independent brand </li></ul><ul><ul><li>Prevents dilution of the leading brand </li></ul></ul><ul><ul><ul><li>HLL introduced Wheel to fight Nirma </li></ul></ul></ul>Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  41. 41. Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings
  42. 42. Possibly even a third or a fourth brand..
  43. 43. Module 1 - Stage 3 Management <ul><li>Multi Brand </li></ul><ul><li>Key to a multi-brand approach is to give each sibling a unique identity </li></ul><ul><ul><ul><li>Time, Fortune,Life, Money, People </li></ul></ul></ul><ul><li>Tempting to mash the brands and top it with corporate frosting </li></ul><ul><ul><ul><li>Tata Salt,Tata Tea </li></ul></ul></ul><ul><li>Second brand risks diluting equity </li></ul><ul><li>Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters? </li></ul>Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  44. 44. Module 1 - Stage 3 Management <ul><li>Multi Brand.. </li></ul><ul><li>Common product area focus </li></ul><ul><ul><li>Shampoos: Clinic Plus, Ayush, Sunsilk </li></ul></ul><ul><li>Single attribute segmentation </li></ul><ul><ul><li>Price:Maruti 800, Zen, Esteem </li></ul></ul><ul><li>Sibling creates a new category </li></ul><ul><ul><li>Herbal Anti-Dandruff category by Ayush </li></ul></ul>Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  45. 45. Module 1 Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management Products to brands Architecture Understanding Branding Brand Building
  46. 46. Module 1 Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Management Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Architecture Architecture
  47. 47. Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus
  48. 48. Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist
  49. 49. Module 1 - Stage 4 Architecture <ul><li>House of Brands </li></ul><ul><li>Often dictated by corporate strategy. Core competence of the firm is marketing / branding </li></ul><ul><ul><li>P&G is the prime example. Its “big” with the channel </li></ul></ul><ul><li>Multiple independent brands allows company to fill each niche </li></ul><ul><ul><li>Helps brand focus </li></ul></ul><ul><li>Gives an opportunity for the company to focus on each brand and contract its scope. </li></ul>Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes
  50. 50. Module 1 - Stage 4 Architecture <ul><li>Endorsed Brand </li></ul><ul><li>Endorsement used as a device to transfer brand assets from one brand(corporate) to another </li></ul><ul><ul><ul><li>Titan from TATA, transferring trust </li></ul></ul></ul><ul><li>Danger of diluting the equity of endorsing brand </li></ul><ul><li>Best as a transitional strategy </li></ul><ul><ul><ul><li>Gain, from makers of Ariel </li></ul></ul></ul>Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes
  51. 51. Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.
  52. 52. Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’
  53. 53. Module 1 - Stage 4 Architecture <ul><li>Sub Brand </li></ul><ul><li>Inside out branding.Company pushes core brand in different directions </li></ul><ul><li>Sub-branding can destroy what branding builds </li></ul><ul><ul><li>Donna Karan menswear, DKNY, DKNY menswear, DKNY kids </li></ul></ul>Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes
  54. 54. Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.
  55. 55. Module 1 - Stage 4 Architecture <ul><li>Branded house </li></ul><ul><li>Consumers buy brands, not companies </li></ul><ul><li>Danger of branded house, being many things to one group of people </li></ul><ul><ul><li>Virgin? Does “Virgin trains” work? </li></ul></ul><ul><li>May motivate trade, so might be useful for PR purposes with trade/other stakeholders </li></ul><ul><ul><li>P& G way </li></ul></ul>Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes
  56. 56. Module 1 Understanding Branding Attributes <ul><ul><ul><li>Exercise </li></ul></ul></ul>Architecture Management Products to brands <ul><ul><ul><li>Exercise </li></ul></ul></ul>Understanding Branding Brand Building
  57. 57. Module 1 Understanding Branding <ul><li>Two brand positioning within the same brand family?How do we reconcile the two positions? </li></ul><ul><li>The options available to us </li></ul><ul><ul><ul><li>Single brand </li></ul></ul></ul><ul><ul><ul><li>Stand Alone New Brand </li></ul></ul></ul><ul><ul><ul><li>Transfer of Brand Assets from an existing brand </li></ul></ul></ul><ul><li>What are the pros and cons of each option ? </li></ul>Exercise
  58. 58. Module 1 Understanding Branding Attributes Architecture Management Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building <ul><ul><ul><li>Exercise </li></ul></ul></ul><ul><ul><ul><li>Exercise </li></ul></ul></ul>
  59. 59. Module 1 - Stage5 Exercise <ul><li>Single Brand Family </li></ul><ul><li>‘ Stand-alone’ New Brand </li></ul><ul><li>Transfer of Brand Assets ‘x from y’ </li></ul>Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  60. 60. Module 1 - Stage5 Exercise <ul><li>Option : Single Brand family </li></ul><ul><li>Constant values / different products </li></ul><ul><ul><li>Dettol antiseptic / soap / hand wash </li></ul></ul><ul><ul><li>Crest toothpaste / Mouth wash (But not chewing gum) </li></ul></ul><ul><li>Differentiate on product usage </li></ul><ul><ul><li>IBM Value Point - Entry level purchase </li></ul></ul><ul><ul><li>Gillette Good News Line - Disposables </li></ul></ul>Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  61. 61. Module 1 - Stage5 Exercise <ul><li>Option : Single Brand family </li></ul><ul><li>Use as umbrella branding </li></ul><ul><ul><li>TATA Trust </li></ul></ul><ul><ul><li>SONY Electronic technology </li></ul></ul><ul><ul><ul><li>But Taj from TATA for Performance segments </li></ul></ul></ul><ul><li>Difficult for a single brand to straddle Performance and Price segments </li></ul><ul><ul><li>Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs </li></ul></ul><ul><ul><li>Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion </li></ul></ul>Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  62. 62. Module 1 - Stage5 Exercise <ul><li>Option : Single Brand family </li></ul><ul><li>Learnings </li></ul><ul><li>+ Cheaper than creating a new brand </li></ul><ul><li>- Difficult to stretch brands across Price and Performance </li></ul><ul><li>- Risk of eroding present position </li></ul><ul><li>- Lose opportunity of creating a new segment </li></ul>Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  63. 63. Module 1 - Stage5 Exercise <ul><li>Option : ‘Stand-alone’ New Brand </li></ul><ul><li>Levers enters popular segment successfully with Wheel as opposed to Surf Easywash </li></ul><ul><li>Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents </li></ul><ul><li>Toyota launches Lexus to enter the Premium Auto segment credibly </li></ul>Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  64. 64. Module 1 - Stage5 Exercise <ul><li>Option : ‘Stand-alone’ New Brand </li></ul><ul><li>Learnings </li></ul><ul><li>+ Clear brand identity, values and assets </li></ul><ul><li>+ Create new opportunity of a range possibility in Popular segment </li></ul><ul><li>+ Leave present brand secure </li></ul><ul><li>- Expensive to build brand assets </li></ul><ul><li>- Difficult to build trial as a stand-alone Brand </li></ul>Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  65. 65. Module 1 - Stage5 Exercise <ul><li>Option: Transfer of Brand Assets ‘x from y’ </li></ul><ul><li>Titan (from Tata’s) </li></ul><ul><ul><li>Worked well for Titan </li></ul></ul><ul><li>Sonata (from Titan) </li></ul><ul><ul><li>Eroding equity of Titan </li></ul></ul><ul><li>Gain (from the makers of Ariel) </li></ul><ul><ul><li>Apparently a ‘Transitional Strategy’ </li></ul></ul>Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  66. 66. Module 1 - Stage5 Exercise <ul><li>Option: Transfer of Brand Assets ‘x from y’ </li></ul><ul><li>Learnings </li></ul><ul><li>+ Cheaper than developing a new brand </li></ul><ul><li>+ Can be used as a ‘Transitional Strategy’ </li></ul><ul><li>- Still a risk of eroding present image </li></ul><ul><li>- Possible mix of values and assets </li></ul>Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  67. 67. Module 1 - Stage5 Exercise <ul><li>Branding Options: Conclusion </li></ul><ul><li>‘ Single Brand family possible if: </li></ul><ul><ul><li>Different products / similar values </li></ul></ul><ul><ul><li>Differentiate on end use </li></ul></ul><ul><li>‘ Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brand </li></ul><ul><li>‘ Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values and mixing values and assets </li></ul>Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  68. 68. Contents Branding Process Brand Building Understanding Branding
  69. 69. Module 2 Brand Building Brand Building Understanding Branding
  70. 70. Module 2 Brand Building Understanding Branding Brand Building <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><li>Connection Triangle </li></ul></ul><ul><ul><li>Brand Audit </li></ul></ul>
  71. 71. Module 2 Brand Building <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><li>Connection Triangle </li></ul></ul><ul><ul><li>Brand Audit </li></ul></ul>Understanding Branding Brand Building
  72. 72. Module 2 - Stage 1 Brand Audit <ul><li>Brand Audit is </li></ul><ul><li>designed to put into words </li></ul><ul><li>the actual experience of a brand </li></ul><ul><li>in the life of the user </li></ul>
  73. 73. Module 2 - Stage 1 Brand Audit <ul><li>Brand Audit </li></ul><ul><ul><li>Qualitative study </li></ul></ul><ul><ul><li>In-depth interview ,usually administering a questionnaire </li></ul></ul><ul><ul><li>Uses various techniques like </li></ul></ul><ul><ul><ul><li>Mind Mapping Technique </li></ul></ul></ul><ul><ul><ul><li>Critical Incident Technique & Other Techniques </li></ul></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  74. 74. Module 2 - Stage 1 Brand Audit <ul><li>Mind Mapping Technique </li></ul><ul><li>Good technique to make connections and evoke associations </li></ul><ul><li>Start with a major idea and work outwards in all directions </li></ul><ul><li>The more visual the better </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  75. 75. Module 2 - Stage 1 Brand Audit Mind Mapping Technique Draw An Egg Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  76. 76. Module 2 - Stage 1 Brand Audit Mind Mapping Technique Put Ten Legs on It Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  77. 77. Module 2 - Stage 1 Brand Audit Happiness  Mind Mapping Technique Put Happiness in Centre Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  78. 78. Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win Mind Mapping Technique Write 10 Associations to Happiness Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  79. 79. Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win World Champion Bad Bowling Sachin100 Mexican Wave Mind Mapping Technique Take 1 branch and add associations Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  80. 80. <ul><li>Critical Incident Analysis: When People Change </li></ul><ul><li>An technique that contextualizes importance of a ‘critical incident’ leading to change in an individual’s life. </li></ul><ul><li>These are turning points </li></ul><ul><ul><li>These are ‘Moments of Truth’ : compelling moments when one gets deep insights and is propelled to ‘change’. </li></ul></ul><ul><ul><li>Brands, category adoption too revolve around such ‘incidents’ leading to change. </li></ul></ul>Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  81. 81. <ul><li>The Hierarchy of Aspects of Incidents </li></ul><ul><li>Consumer </li></ul><ul><li>Category </li></ul><ul><li>Motivation </li></ul><ul><li>Enabler </li></ul><ul><li>Trigger </li></ul><ul><li>Driver emotion </li></ul><ul><li>Re-inforcer </li></ul><ul><li>Emotional Pay-off </li></ul>Module 2 - Stage 1 Brand Audit Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  82. 82. Module 2 - Stage 1 Brand Audit <ul><li>Brand Audit Questionnaire </li></ul><ul><li>Think about the specific things that trigger the brands identity in your mind… </li></ul><ul><li>When you hear the brands name what immediately springs to your mind </li></ul><ul><li>What else </li></ul><ul><ul><li>visuals or images </li></ul></ul><ul><ul><li>packaging or product elements </li></ul></ul><ul><ul><li>bits of advertising </li></ul></ul><ul><ul><li>signs or symbols </li></ul></ul><ul><ul><li>anything else </li></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  83. 83. Module 2 - Stage 1 Brand Audit <ul><li>Brand Audit Questionnaire </li></ul><ul><li>Thinking about the feelings and emotions the brand evokes in you </li></ul><ul><li>What specific emotions do you experience while using this brand </li></ul><ul><li>How does the brand make you feel about yourself </li></ul><ul><li>What do you feel when you see other people using this brand </li></ul><ul><li>How do the emotions this brand evoke differ from those of its leading competitor </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  84. 84. Module 2 - Stage 1 Brand Audit <ul><li>Brand Audit Questionnaire </li></ul><ul><li>Since using a brand makes it part of your life think about personal memories connected with the brand </li></ul><ul><li>What personal memories does this brand bring to your mind </li></ul><ul><ul><li>Describe an episode in your life or someone close to you that illustrates this </li></ul></ul><ul><li>If the brand were to be a restaurant or a café… </li></ul><ul><ul><li>Describe the ambience, colours, location, customers of the café </li></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  85. 85. Module 2 - Stage 1 Brand Audit Branding Audit Example: Eveready Associations KEY OTHERS ‘ Memories of using it in my village fields during night’ TV AD MAKES LITTLE IMPACT ON MOST CHILDHOOD MEMORIES ‘ Was it a truck? Everything lights up’ AGE OLD ASSOCIATION ‘ Using it since a child…first used the white cell now use red’ PREFERRED BRAND ASSOCIATIONS ‘ lasts longer’,’does not melt in summer’, ‘leak proof’ ‘ Red colour in wall paintings, ‘Some animal ..was.is it a panther’ THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  86. 86. Module 2 - Stage 1 Brand Audit <ul><li>User of Eveready </li></ul><ul><li>Late youth or early middle aged man </li></ul><ul><li>Strong and energetic </li></ul><ul><li>Trustworthy </li></ul><ul><li>Middle class, a family man </li></ul><ul><li>Distant friend / acquaintance </li></ul><ul><li>RECOGNITION AND A HALF SKETCHED PERSONALITY </li></ul>Example: Personality of Eveready Its Two Faces <ul><li>User of Competition </li></ul><ul><li>Middle aged man </li></ul><ul><li>Strong </li></ul><ul><li>Don’t know him well, an acquaintance </li></ul><ul><li>Slightly dull, not colourful </li></ul><ul><li>LITTLE INVOLVEMENT </li></ul>Mirror’s two faces Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  87. 87. Module 2 - Stage 1 Brand Audit <ul><li>Good Brand Audit </li></ul><ul><li>A good brand audit gives a definite answer about six interrelated equities </li></ul><ul><ul><li>Product: Product performance supports the brand? </li></ul></ul><ul><ul><li>Image: Image is strong and engaging? </li></ul></ul><ul><ul><li>Customer:Strength of customer franchise? </li></ul></ul><ul><ul><li>Channel: Leverage in channel environment? </li></ul></ul><ul><ul><li>Visual : Clear,differentiating presence? </li></ul></ul><ul><ul><li>Goodwill: Endorsed by influencers in the communities in which it lives? </li></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  88. 88. Module 2 - Stage 1 Brand Audit <ul><ul><li>Exercise </li></ul></ul><ul><li>Consider two competing brands: Kodak & Fuji </li></ul><ul><li>Rate the brands on a scale of 5 </li></ul><ul><li>Product Non Performing 1 2 3 4 5 Strong , Performing </li></ul><ul><li>Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image </li></ul><ul><li>Channel Not Leveraged 1 2 3 4 5 Important, Leveraged </li></ul><ul><li>Customer Over Dependent 1 2 3 4 5 Valued, Popular </li></ul><ul><li>Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended </li></ul><ul><li>Image Weak 1 2 3 4 5 Strong, Engaging </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  89. 89. Module 2 Brand Building <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><li>Connection Triangle </li></ul></ul><ul><ul><li>Brand Audit </li></ul></ul><ul><ul><li>Connection Triangle </li></ul></ul>Understanding Branding Brand Building
  90. 90. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit After a rigorous Brand Audit we are ready to make a connection triangle
  91. 91. Module 2 - Stage 2 Connection Triangle <ul><li>Dissecting a Brand </li></ul><ul><li>Brand Audit illustrates a unique combination of three factors </li></ul><ul><ul><li>Product Attribute / Benefit </li></ul></ul><ul><ul><li>Brand Imagery / Personality </li></ul></ul><ul><ul><li>Consumer Needs / Beliefs </li></ul></ul><ul><li>Connection triangle exists at the core of each brand </li></ul><ul><li>However each brand has one of the three values as a primary driver </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  92. 92. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit <ul><li>The nature of the product itself </li></ul><ul><ul><li>taste, texture, smell, size, heritage, complexity, cost </li></ul></ul><ul><li>Is it distinctive? Is it liked by the consumer? </li></ul><ul><li>How can it be recast into a consumer benefit? </li></ul>
  93. 93. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit <ul><li>Product Benefit Driven Brand </li></ul><ul><ul><li>Eno bubbles away troubles </li></ul></ul><ul><ul><li>Fevikwik sticks in a jiffy </li></ul></ul><ul><ul><li>Mseal seals chronic leaks </li></ul></ul><ul><ul><li>Tang is essence of goodness from fruit </li></ul></ul>
  94. 94. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit <ul><li>Product Benefit Driven Brand </li></ul><ul><li>What I get from the product that makes the brand matter to me </li></ul><ul><li>Why I like the brand </li></ul>
  95. 95. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit <ul><li>The values that underpin consumers’ trust. </li></ul><ul><li>Brand’s personality? </li></ul><ul><li>What is the tone of voice it adopts when talking to consumers? </li></ul><ul><li>Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding oft the brand. </li></ul>
  96. 96. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit <ul><li>Brand Image Driven Brand </li></ul><ul><ul><li>Jaguar is a copy of nothing ,like its owners </li></ul></ul><ul><ul><li>Thumbs Up is for the real men </li></ul></ul><ul><ul><li>HSBC is your local bank </li></ul></ul><ul><ul><li>Tata Safari makes its own road </li></ul></ul>
  97. 97. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit <ul><li>Brand Image Driven Brand </li></ul><ul><li>What traits that I recognize in the brand that I can respect/rely on </li></ul><ul><li>Why I trust the brand </li></ul>
  98. 98. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit <ul><li>Why do people value my brand? </li></ul><ul><ul><li>If they don’t, what can we do to make them value it more? </li></ul></ul><ul><li>How does our brand fit into the lifestyle / basic beliefs of its consumers? </li></ul><ul><li>Why should it be relevant to/enrich their lives? </li></ul>
  99. 99. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit <ul><li>Consumer Beliefs Driven Brand </li></ul><ul><ul><li>Cadbury Dairy Milk recognizes the child in me </li></ul></ul><ul><ul><li>Fevicol knows that I yearn for emotional bonds that do not break </li></ul></ul><ul><ul><li>Maggi is one more of the delightful conspiracies led by mom </li></ul></ul>
  100. 100. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit <ul><li>Consumer Beliefs Driven Brand </li></ul><ul><li>What values that I share with the brand that makes me cherish it more </li></ul><ul><li>Why I value the brand </li></ul>
  101. 101. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it
  102. 102. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit Alternative Pale Pilsner Consumer UHT Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in Brand Irreverent, impulsive, devil-may-care, live for the day
  103. 103. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break
  104. 104. Module 2 - Stage 2 Connection Triangle <ul><li>Exercise: Create a Connection Triangle </li></ul><ul><li>Make a Connection Triangle of your favourite brand </li></ul><ul><ul><li>Ensure that it </li></ul></ul><ul><ul><ul><li>Connects </li></ul></ul></ul><ul><ul><ul><li>Enrich your understanding of the brand-consumer relationship </li></ul></ul></ul><ul><ul><ul><li>Liberates i.e. provides the creative freedom </li></ul></ul></ul><ul><li>Can someone who does not know the brand or the market get a clear understanding of the brand? </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  105. 105. Module 2 - Stage 2 Connection Triangle <ul><li>Exercise: Create a Connection Triangle </li></ul><ul><li>Make a Connection Triangle of your Car Security Systems Product </li></ul><ul><ul><li>Recap of Consumer Research in Mumbai </li></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  106. 106. Recap of Consumer Research <ul><li>Primary Perceived Benefits: User </li></ul><ul><ul><li>A more efficient locking system </li></ul></ul><ul><ul><ul><li>“ I am assured that all locking is done once I press the remote button” </li></ul></ul></ul><ul><ul><ul><li>“ Even if I am careless, I am still assured that the locking has been done </li></ul></ul></ul><ul><ul><li>A ‘Done’ thing </li></ul></ul><ul><ul><ul><li>“ I have seen it on many cars” </li></ul></ul></ul><ul><ul><ul><li>“ like an audio system, got to have it” </li></ul></ul></ul>The main perceived benefit is a ‘more efficient locking system’ Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  107. 107. Recap of Consumer Research <ul><li>Secondary Benefits: User </li></ul><ul><ul><li>Scaring the burglars: A mixed bag </li></ul></ul><ul><ul><ul><li>“ The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times” </li></ul></ul></ul><ul><ul><ul><li>“ The thieves managed to silently get away with my Zen, on a rainy night. I had taken off the burglary-prevention system of the car since the alarm had gone off a couple of times unnecessarily'' </li></ul></ul></ul><ul><ul><li>Showing Off </li></ul></ul><ul><ul><ul><li>“ My young brother simply loves pressing the remote buttons.He loves showing off almost as if he is a James Bond. You should look at the tesshan (style)” </li></ul></ul></ul>Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  108. 108. <ul><li>Perceived Benefits : Non User </li></ul><ul><ul><li>Style </li></ul></ul><ul><li>Perceived Barrier : Functionality is not fully established </li></ul><ul><ul><li>“ Security system is for style” </li></ul></ul><ul><ul><li>“ Why spend an extra on an old car. When I buy a new one, I might consider” </li></ul></ul><ul><ul><li>“ I go for functionality….no sosha( show-off )” </li></ul></ul><ul><ul><li>“ The only thing it(security system) does is consume battery” </li></ul></ul><ul><ul><li>“ I have already taken car insurance. I don’t need a gizmo” </li></ul></ul>Module 2 - Stage 2 Connection Triangle The effectiveness of security systems is not proven Recap of Consumer Research Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  109. 109. Module 2 - Stage 2 Connection Triangle There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness Key Consumer Insight Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  110. 110. Module 2 Brand Building <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><li>Connection Triangle </li></ul></ul><ul><ul><li>Brand Audit </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul>Understanding Branding Brand Building
  111. 111. Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy
  112. 112. Module 2 - Stage 3 Big Idea What is the Big Idea in this visual?
  113. 113. Module 2 - Stage 3 Big Idea <ul><li>A bisociation of two or more previously connected thought matrices </li></ul><ul><li>A new combination of old elements </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Exercise: What is a Big Idea ?
  114. 114. Module 2 - Stage 3 Big Idea <ul><ul><li>Big executional ideas </li></ul></ul><ul><ul><li>Big strategic ideas </li></ul></ul><ul><ul><li>Two Types of Big Idea </li></ul></ul>Two types of Insights Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  115. 115. Module 2 - Stage 3 Big Idea Think Different One definition of insanity is doing the same thing over and over again, expecting a different outcome
  116. 116. Module 2 - Stage 3 Big Idea
  117. 117. Module 2 - Stage 3 Big Idea <ul><li>Insight: Type 1 </li></ul><ul><li>Verbatim about my life in relation to the category / brand </li></ul><ul><li>Insight needs to </li></ul><ul><ul><li>Involve </li></ul></ul><ul><ul><li>Be widely shared </li></ul></ul><ul><ul><li>Identify with a ‘moment of truth’ </li></ul></ul><ul><li>Insight should not </li></ul><ul><ul><li>Be a metaphor in disguise </li></ul></ul><ul><ul><li>Restrict creative avenues </li></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  118. 118. Module 2 - Stage 3 Big Idea <ul><li>Insight: Type 1 </li></ul><ul><li>Verbatim about my life in relation to the category / brand </li></ul><ul><li>Examples </li></ul><ul><ul><li>Skincare Category: Each new wrinkle reminds me of how much more I want to do with life </li></ul></ul><ul><ul><li>Ponds: My face is a mirror of my soul </li></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  119. 119. Module 2 - Stage 3 Big Idea <ul><li>Insight: Type 2 </li></ul><ul><li>The missing link which makes the disconnected connect </li></ul><ul><ul><li>They are not true discoveries </li></ul></ul><ul><ul><li>They establish a real complicity between advertiser and the consumer </li></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  120. 120. Module 2 - Stage 3 Big Idea Rediscover <ul><li>You invent nothing. </li></ul><ul><li>You rediscover what you have forgotten . </li></ul><ul><li>Socrates </li></ul>
  121. 121. Module 2 - Stage 3 Big Idea <ul><li>Four Groups of Missing Link </li></ul><ul><li>People </li></ul><ul><ul><li>Tapping into what turns people on. Culturally, communally, individually </li></ul></ul><ul><ul><ul><li>Pepsi World Cup, India: Indians are more street smart than an average white bloke </li></ul></ul></ul><ul><ul><ul><li>Bank of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do business’ </li></ul></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  122. 122. Module 2 - Stage 3 Big Idea <ul><li>Four Groups of Missing Link </li></ul><ul><li>Product </li></ul><ul><ul><li>Reinterpreting the way a product attribute is presented </li></ul></ul><ul><ul><ul><li>Asian Paints, India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life </li></ul></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  123. 123. Module 2 - Stage 3 Big Idea <ul><li>Four Groups of Missing Link </li></ul><ul><li>Problem </li></ul><ul><ul><li>Outmaneuvering a problem by illustrating an alternative solution </li></ul></ul><ul><ul><ul><li>Saffola, India: Cooking oils were perceived to be dangerous to health of heart </li></ul></ul></ul><ul><ul><ul><li>WWF Tiger Conservation, China: Human life was more important than tiger’s. Work with logic that loss of tiger will impoverish the life of children. </li></ul></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  124. 124. Module 2 - Stage 3 Big Idea <ul><li>Four Groups of Missing Link </li></ul><ul><li>Promise </li></ul><ul><ul><li>Changing the nature of brand proposition that makes it seem ‘bigger’ </li></ul></ul><ul><ul><ul><li>Stanchart Credit Card, India: Emphasizing the importance of changing your credit limit by showing the fear of a wife overspending </li></ul></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  125. 125. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit “ What if?” A Brainstorming Tool that challenges convention
  126. 126. Module 2 - Stage 3 Big Idea <ul><li>What if.. </li></ul><ul><li>A useful process to prevent inertia </li></ul><ul><li>Allows our minds to roam </li></ul><ul><li>New insights come from unexpected quarters </li></ul><ul><li>Stage1: Integrate full possibilities for existing brand equity </li></ul><ul><li>Stage 2: Stretch potential to absurd levels to challenge convention </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit A tool to explore risks and rewards of completely changing the rules
  127. 127. Module 2 - Stage 3 Big Idea <ul><li>What if.. Stage 1 </li></ul><ul><li>We redefine the category experience? </li></ul><ul><li>Claim generic benefit for ourselves? </li></ul><ul><ul><li>Fevicol is an adhesive, so it sticks strong </li></ul></ul><ul><li>Make the brand sensational and newsworthy? </li></ul><ul><ul><li>The United Colours of Benetton </li></ul></ul><ul><li>Focus on the influencer and not the user? </li></ul><ul><ul><li>The TV buying ads focusing on kids </li></ul></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  128. 128. Module 2 - Stage 3 Big Idea
  129. 129. Module 2 - Stage 3 Big Idea <ul><li>What if.. Exercise for Our Product </li></ul><ul><li>How do we redefine the security system experience? </li></ul><ul><li>Can we claim generic benefit for ourselves? </li></ul><ul><li>How can we make the brand newsworthy and therefore spend less in advertising? </li></ul><ul><li>How do we focus on the young male adult/dealer and not the buyer? </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  130. 130. Module 2 - Stage 3 Big Idea What If.. we all go mad?
  131. 131. Module 2 - Stage 3 Big Idea <ul><li>What if.. Stage 2 </li></ul><ul><li>A chimpanzee sold coffee to a Martian? </li></ul><ul><li>Asian Paints gets into hair colours? </li></ul><ul><li>Coffee loses prestige value and needs a common man platform? </li></ul><ul><li>Strategy is passé, and implementation is the real thing? </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  132. 132. Module 2 - Stage 3 Big Idea <ul><li>A car manufacturer invented a theft-proof car? </li></ul><ul><li>Car insurance and security system was co-branded ? </li></ul><ul><li>Mercedes Benz endorsed our security system? </li></ul><ul><li>We reduced the car theft rate in the city we test market in? </li></ul><ul><li>The police commissioner used our system in his/her car? </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Need Some Mad Ideas!
  133. 133. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mining Insight Drives powerful brand building
  134. 134. Module 2 - Stage 3 Big Idea <ul><li>You have driven the car, not only by looking at the rear view mirror </li></ul><ul><ul><li>You have used intuition and imagination </li></ul></ul><ul><li>You have created a connection triangle that truly articulates the primary driver </li></ul><ul><li>You are ready with a compelling insight </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit You are ready to put ‘aim’ into the ‘ ready, aim, fire' of advertising / promotion So, What Next?
  135. 135. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit The springboard is ready for the creative agency to leap
  136. 136. Module 2 - Stage 3 Big Idea <ul><li>Creative Black Hole </li></ul><ul><li>Now it the turn of creative agency’s turn to ‘fire’ </li></ul><ul><li>To give a creative articulation of the primary driver, using the compelling insight </li></ul><ul><li>Your work is going through the creative Black Hole </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  137. 137. Module 2 Brand Building <ul><ul><li>Evaluating Advertising </li></ul></ul><ul><ul><li>Big Idea </li></ul></ul><ul><ul><li>Connection Triangle </li></ul></ul><ul><ul><li>Brand Audit </li></ul></ul><ul><ul><li>Evaluating Advertising </li></ul></ul>Understanding Branding Brand Building
  138. 138. Module 2 - Stage 4 Evaluating Advertising <ul><li>After the Creative Black Hole </li></ul><ul><li>How do you evaluate a creative product: The TV Ad, Sales Promo,Internet Banner, Direct Mailer? </li></ul><ul><li>How do you ensure that both you and the creative agency have done a good job? </li></ul><ul><li>You are ready for Unilever’s Benchmarks! </li></ul>Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  139. 139. Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
  140. 140. Module 2 - Stage 4 Evaluating Advertising Finally The consumer is not a moron,she is your wife
  141. 141. Final evaluation of brand building is whether it motivates her
  142. 142. “ You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap between what is written in the books and your vision; from what is happening on the shop-floor and what is going on in the marketplace. That is execution. That is what makes the difference” Mukesh Ambani www.mastersun.in http://strategy-execution.blogspot.com [email_address] Sarvajeet Chandra: +91 9920803060 Jasravee Kaur : +91 9892301590
  143. 143. Profile of Sarvajeet Chandra Organizations Worked For : ICICI Bank, Renoir Consulting (UK), Baazee.com ( now Ebay), Ogilvy & Mather Sales & Distribution Operations/ Service Quality Brand Building Capability Development FMCG/Retail ITC( ITD Division) Eveready Travelport MSM Eveready Kodak Shringar Cinema (Fame) Infrastructure , Industrial & Real Estate Saurashtra Cement VNC Group Tata Steel Lavendor Group Mandala Asset Solutions Lion Group Tata Steel VNC Group Gujarat Glass Saurashtra Cement Pidilite (Fevicol, Fevikwik, Fevistik) VNC Group Tata Steel Textile, Leather & Commodities Tata International Indo Rama Texmaco Group Laxmi Machine Works Tata International ITC (IBD Division) World Gold Council Banking, Media, IT, Hospitality & Others Xenos Blue Star Cidade de Goa Tata Power Cidade de Goa ICICI Bank Thanjavur Hotel Residence Cidade de Goa STAR TV EBay India MIHMCT Vizualize LBi India Systime JW Mariott GTL Limited BST-Sayona
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