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DEVELOPING BRAND STRATEGY:A CONSUMER CENTRIC APPROACHTIE INSTITUTE KNOWLEDGE SERIES ON BRANDING & MARKETINGMUMBAI, 27 NOVE...
WHAT IS A BRAND?                   4/14/2011   2
Brands as signatureshave existed for a long time….                                 4/14/2011   3
Brands as signatureshave existed for a long time….                                 4/14/2011   4
Brands as signatureshave existed for a long time….                                 4/14/2011   5
Brands as signatureshave existed for a long time….                                 4/14/2011   6
Brands as signatureshave existed for a long time….                                 4/14/2011   7
Brands as signatureshave evolved over time….                           4/14/2011   8
Brands as signatureshave evolved over time….                           4/14/2011   9
Brands as signatureshave evolved over time….                           4/14/2011   10
What is a Brand?“A term, sign, symbol or design, or a combination  of these, intended to identify the goods or  services o...
WHY BRANDING?                4/14/2011   12
How Branding Helps the Owner?• Functional:  – Trade Mark - Protection  – Copyright and design protection  – Simplify produ...
Branding:How does the consumer benefit?• Functional:  – Identifying the owner to assign responsibility  – Defining expecta...
Two Views of A Brand Seller                Buyer                          4/14/2011   15
FIRST PRINCIPLE… What companies sell &  What consumers buy    Are not the same         things…                       4/14/...
Exercise:Write down what you are selling Seller   ? Write down on a piece of paper…                                  4/14/...
Charlie PerfumeWhat they are Selling?   What Consumers are buying?                            Smelling &  Perfume         ...
PepsodentWhat they are Selling?   What Consumers are buying?                         Reassurance                          ...
Cleartrip.ComWhat they are Selling?   What Consumers are buying?     Online              Reassurance                      ...
Tata NanoWhat they are Selling?   What Consumers are buying?     The            Improved life   Cheapest    status     Car...
Exercise: Now ask yourself what theconsumer is buying?                                   Buyer                            ...
Four Questions of Brand Building                What can I do     How would I      What role do I  Who Am I?              ...
Pepsodent Toothpaste                   What can I do      How would I        What role do I   Who Am I?                   ...
Pepsodent Toothpaste                   What can I do      How would I        What role do I   Who Am I?                   ...
Pepsodent Toothpaste                   What can I do      How would I        What role do I   Who Am I?                   ...
Pepsodent Toothpaste                   What can I do      How would I        What role do I   Who Am I?                   ...
Branding is about deliveringINTANGIBLE benefits                               4/14/2011   29
Branding is about deliveringINTANGIBLE benefits                               4/14/2011   30
Branding is about deliveringINTANGIBLE benefits                               4/14/2011   31
Branding is about deliveringINTANGIBLE benefits                               4/14/2011   32
Branding is about deliveringINTANGIBLE benefits                               4/14/2011   33
Branding is about deliveringINTANGIBLE benefits                               4/14/2011   34
HOW TO BUILD BRANDS?                       4/14/2011   35
Brand Building Journey•   Deep understanding of the Competition•   Define the Target Consumers•   Understand Consumer’s Mi...
BRANDMAP : Tool to define Brand PositioningCompetitive Environment                                                        ...
BRANDMAP EXERCISE:Competitive Environment                                                                                 ...
THANK YOUPRANESH.MISRA@BRANDSCAPESWORLDWIDE.COM                                         39
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Brand Building A Consumer Centric Approach

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An approach to branding

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Transcript of "Brand Building A Consumer Centric Approach"

  1. 1. DEVELOPING BRAND STRATEGY:A CONSUMER CENTRIC APPROACHTIE INSTITUTE KNOWLEDGE SERIES ON BRANDING & MARKETINGMUMBAI, 27 NOVEMBER 2010 4/14/2011 1
  2. 2. WHAT IS A BRAND? 4/14/2011 2
  3. 3. Brands as signatureshave existed for a long time…. 4/14/2011 3
  4. 4. Brands as signatureshave existed for a long time…. 4/14/2011 4
  5. 5. Brands as signatureshave existed for a long time…. 4/14/2011 5
  6. 6. Brands as signatureshave existed for a long time…. 4/14/2011 6
  7. 7. Brands as signatureshave existed for a long time…. 4/14/2011 7
  8. 8. Brands as signatureshave evolved over time…. 4/14/2011 8
  9. 9. Brands as signatureshave evolved over time…. 4/14/2011 9
  10. 10. Brands as signatureshave evolved over time…. 4/14/2011 10
  11. 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. 12. WHY BRANDING? 4/14/2011 12
  13. 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. 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. 15. Two Views of A Brand Seller Buyer 4/14/2011 15
  16. 16. FIRST PRINCIPLE… What companies sell & What consumers buy Are not the same things… 4/14/2011 16
  17. 17. Exercise:Write down what you are selling Seller ? Write down on a piece of paper… 4/14/2011 17
  18. 18. Charlie PerfumeWhat they are Selling? What Consumers are buying? Smelling & Perfume Feeling Attractive 4/14/2011 18
  19. 19. PepsodentWhat they are Selling? What Consumers are buying? Reassurance Of OralToothpaste Protection from Germs 4/14/2011 19
  20. 20. Cleartrip.ComWhat they are Selling? What Consumers are buying? Online Reassurance of most Travel competitive Booking price 4/14/2011 20
  21. 21. Tata NanoWhat they are Selling? What Consumers are buying? The Improved life Cheapest status Car 4/14/2011 21
  22. 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. 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. 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. 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. 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. 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. 28. Branding is about deliveringINTANGIBLE benefits 4/14/2011 29
  29. 29. Branding is about deliveringINTANGIBLE benefits 4/14/2011 30
  30. 30. Branding is about deliveringINTANGIBLE benefits 4/14/2011 31
  31. 31. Branding is about deliveringINTANGIBLE benefits 4/14/2011 32
  32. 32. Branding is about deliveringINTANGIBLE benefits 4/14/2011 33
  33. 33. Branding is about deliveringINTANGIBLE benefits 4/14/2011 34
  34. 34. HOW TO BUILD BRANDS? 4/14/2011 35
  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. 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. 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. 38. THANK YOUPRANESH.MISRA@BRANDSCAPESWORLDWIDE.COM 39
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