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Brand Building A Consumer Centric Approach

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An approach to branding

An approach to branding

Published in: Business, Self Improvement

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  • 1. DEVELOPING BRAND STRATEGY:A CONSUMER CENTRIC APPROACHTIE INSTITUTE KNOWLEDGE SERIES ON BRANDING & MARKETINGMUMBAI, 27 NOVEMBER 2010 4/14/2011 1
  • 2. WHAT IS A BRAND? 4/14/2011 2
  • 3. Brands as signatureshave existed for a long time…. 4/14/2011 3
  • 4. Brands as signatureshave existed for a long time…. 4/14/2011 4
  • 5. Brands as signatureshave existed for a long time…. 4/14/2011 5
  • 6. Brands as signatureshave existed for a long time…. 4/14/2011 6
  • 7. Brands as signatureshave existed for a long time…. 4/14/2011 7
  • 8. Brands as signatureshave evolved over time…. 4/14/2011 8
  • 9. Brands as signatureshave evolved over time…. 4/14/2011 9
  • 10. Brands as signatureshave evolved over time…. 4/14/2011 10
  • 11. What is a Brand?“A term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller and to differentiate it from those of competitors.” American Marketing Association 4/14/2011 11
  • 12. WHY BRANDING? 4/14/2011 12
  • 13. How Branding Helps the Owner?• Functional: – Trade Mark - Protection – Copyright and design protection – Simplify product tracing• Symbolic: – Emotions – Personality – Belief system – Relationship with the consumers 4/14/2011 13
  • 14. Branding:How does the consumer benefit?• Functional: – Identifying the owner to assign responsibility – Defining expectations• Emotional: – Reassurance – feeling of security – Tribal – sense of belonging 4/14/2011 14
  • 15. Two Views of A Brand Seller Buyer 4/14/2011 15
  • 16. FIRST PRINCIPLE… What companies sell & What consumers buy Are not the same things… 4/14/2011 16
  • 17. Exercise:Write down what you are selling Seller ? Write down on a piece of paper… 4/14/2011 17
  • 18. Charlie PerfumeWhat they are Selling? What Consumers are buying? Smelling & Perfume Feeling Attractive 4/14/2011 18
  • 19. PepsodentWhat they are Selling? What Consumers are buying? Reassurance Of OralToothpaste Protection from Germs 4/14/2011 19
  • 20. Cleartrip.ComWhat they are Selling? What Consumers are buying? Online Reassurance of most Travel competitive Booking price 4/14/2011 20
  • 21. Tata NanoWhat they are Selling? What Consumers are buying? The Improved life Cheapest status Car 4/14/2011 21
  • 22. Exercise: Now ask yourself what theconsumer is buying? Buyer ? Write down on a piece of paper… Then, compare with your first answer… 4/14/2011 22
  • 23. Four Questions of Brand Building What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? 23
  • 24. Pepsodent Toothpaste What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Pepsodent • Fight against • Confident that • Make me a• Challenger to oral germs my family is better mom! Colgate longer well protected. • By allowing• Oral health • Clinically • Even when occasional proven they indulge indulgences 24
  • 25. Pepsodent Toothpaste What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Pepsodent • Fight against • Confident that • Make me a• Challenger to oral germs my family is better mom! Colgate longer well protected. • By allowing• Oral health • Clinically • Even when occasional proven they indulge indulgences 25
  • 26. Pepsodent Toothpaste What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Pepsodent • Fight against • Confident that • Make me a• Challenger to oral germs my family is better mom! Colgate longer well protected. • By allowing• Oral health • Clinically • Even when occasional proven they indulge indulgences 26
  • 27. Pepsodent Toothpaste What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Pepsodent • Fight against • Confident that • Make me a• Challenger to oral germs my family is better mom! Colgate longer well protected. • By allowing• Oral health • Clinically • Even when occasional proven they indulge indulgences 27
  • 28. Branding is about deliveringINTANGIBLE benefits 4/14/2011 29
  • 29. Branding is about deliveringINTANGIBLE benefits 4/14/2011 30
  • 30. Branding is about deliveringINTANGIBLE benefits 4/14/2011 31
  • 31. Branding is about deliveringINTANGIBLE benefits 4/14/2011 32
  • 32. Branding is about deliveringINTANGIBLE benefits 4/14/2011 33
  • 33. Branding is about deliveringINTANGIBLE benefits 4/14/2011 34
  • 34. HOW TO BUILD BRANDS? 4/14/2011 35
  • 35. Brand Building Journey• Deep understanding of the Competition• Define the Target Consumers• Understand Consumer’s Mindset• Zero in on the Key Consumer Insight• Define Brand’s Personality & Core Values• Define Brand’s Benefits (functional & emotional)• Define the source of authority• Identify the key differentiator• Identify the Brand DNA 4/14/2011 36
  • 36. BRANDMAP : Tool to define Brand PositioningCompetitive Environment Hygiene FactorsWHO LOSES IF WE WIN? Brand Benefits: Proofs: Functional: WHAT THE BRAND DOES CATEGORY GENERICS PHYSICALLY REASONS TO BELIEVE THE BRAND BENEFITS Emotional: HOW THE BRAND MAKES YOU FEEL Brand Personality Brand Essence Differentiator: HOW THE BRAND WOULD DISTILLATION OF THE CORE DNA BEHAVE? KEY POINT OF DIFFERENCE FROM COMPETITORS – THE REASON WHY CONSUMERS Brand Values WOULD CHOOSE THE WHAT WOULD THE BRAND BRAND DIE FOR? Brand Identifier HOW THE BRAND IS NOTICED BYTarget Consumer THE SIX SENSES?•DEMOGRAPHICS Key Insight•LIFESTYLE THE MOST IMPORTANT CONSUMER TRUTH•MINDSETS THAT WOULD DRIVE OUR BRAND
  • 37. BRANDMAP EXERCISE:Competitive Environment Hygiene FactorsWHO LOSES IF WE WIN? Brand Benefits: Proofs: Functional: WHAT THE BRAND DOES CATEGORY GENERICS PHYSICALLY REASONS TO BELIEVE THE BRAND BENEFITS Emotional: HOW THE BRAND MAKES YOU FEEL Brand Personality Brand Essence Differentiator: HOW THE BRAND WOULD DISTILLATION OF THE CORE DNA BEHAVE? KEY POINT OF DIFFERENCE FROM COMPETITORS – THE REASON WHY CONSUMERS Brand Values WOULD CHOOSE THE WHAT WOULD THE BRAND BRAND DIE FOR? Brand Identifier HOW THE BRAND IS NOTICED BYTarget Consumer THE SIX SENSES?•DEMOGRAPHICS Key Insight•LIFESTYLE THE MOST IMPORTANT CONSUMER TRUTH•MINDSETS THAT WOULD DRIVE OUR BRAND
  • 38. THANK YOUPRANESH.MISRA@BRANDSCAPESWORLDWIDE.COM 39