Si Gr x iMy ey nch  st an es                              Brand?    er d      io we wid        us t    e                  ...
Contents   Presentation Objective   Understanding Branding       From Products to Brands       Brand Attributes      ...
Presentation Objective•   To understand the facets / issues involved in                      branding•   To develop a fram...
Al Ries, David Ogilvy & Ambani   Presentation incorporates   learnings from      India’s   Branding School, founded by Re...
ContentsUnderstanding         Brand   BuildingBranding
Module 1    Understanding BrandingUnderstanding              Brand   BuildingBranding
Module 1                  Understanding Branding              Understanding                  Brand       Building         ...
Module 1                  Understanding Branding              Understanding                  Brand       Building         ...
Module 1 - Stage 1                                                 From Products to Brands               Understanding    ...
Module 1 - Stage 1                                                  From Products to Brands                Understanding  ...
Module 1 - Stage 1                                                 From Products to Brands               Understanding    ...
Module 1 - Stage 1               From Products to Brands…….a short-hand that communicates powerfully & reduces uncertainty...
Fevicol Case         Sales Value         AdSpend       Adspend as %Year        ( Rs. Crores)      ( Rs. Crores)     of Sal...
Fevicol Case                Fevicols Market Share             of Synthetic Adhesive Category45%                           ...
Fevicol Case                            Fevicols Growth Rate                            vs. Category Growth Rate60%       ...
Brand as an Asset   “If Coca Cola lost everything except for ‘the formula’ and its brand    name , it could walk into any...
Module 1                    Understanding Branding              Understanding                    Brand          Building  ...
Module 1                    Understanding Branding               Understanding                      Brand          Buildin...
Module 1 - Stage 2                                AttributesImmutable Law of Name Immutable Law of Name In the long run th...
Module 1 - Stage 2                                                                               Attributes               ...
Module 1 - Stage 2                                                                               Attributes               ...
Module 1 - Stage 2                                   Attributes   Immutable Law of Shape    Immutable Law of ShapeA brand’...
Module 1 - Stage 2                                                                               Attributes               ...
Module 1 - Stage 2Attributes
Module 1 - Stage 2                                AttributesImmutable Law of Colour Immutable Law of Colour     A brand sh...
Module 1 - Stage 2                          AttributesThe Cola Wars: Energy Vs. PeaceThe Cola Wars: Energy Vs. Peace
Module 1 - Stage 2                                                                               Attributes               ...
Module 1 - Stage 2                                                                               Attributes               ...
Module 1 - Stage 2                                AttributesImmutable Law of Singularity Immutable Law of Singularity     ...
Module 1 - Stage 2                                  AttributesSingle-mindedness means consistency. Single-mindedness means...
Module 1 - Stage 2                                                                               Attributes               ...
Module 1 - Stage 2                                                                               Attributes               ...
Module 1 - Stage 2                               AttributesImmutable Law of Word Immutable Law of WordA brand should try t...
Module 1 - Stage 2Attributes
Module 1                     Understanding Branding              Understanding                    Brand          Building ...
Module 1                     Understanding Branding              Understanding                        Brand          Build...
Module 1 - Stage 3                                                                             Management                 ...
Module 1 - Stage 3                                                                             Management                 ...
Module 1 - Stage 3                                                                             Management                 ...
Module 1 - Stage 3                                                                             Management                 ...
Module 1 - Stage 3                             ManagementImmutable Law of Siblings Immutable Law of SiblingsThere is a tim...
Possibly even a third or a fourth brand.. Possibly even a third or a fourth brand..
Module 1 - Stage 3                                                                             Management                 ...
Module 1 - Stage 3                                                                             Management                 ...
Module 1                     Understanding Branding              Understanding                    Brand          Building ...
Module 1                     Understanding Branding              Understanding                    Brand          Building ...
Module 1 - Stage 4                            ArchitectureImmutable Law of Contraction Immutable Law of ContractionA brand...
Module 1 - Stage 4                              ArchitectureThe Economist is red and daring. The Economist is red and dari...
Module 1 - Stage 4                                                                            Architecture                ...
Module 1 - Stage 4                                                                              Architecture              ...
Module 1 - Stage 4                              ArchitectureImmutable Law of Expansion Immutable Law of ExpansionBrand’s p...
Module 1 - Stage 4                                ArchitectureThe Volkswagen bus ad, talked only about ‘plenty of room’ Th...
Module 1 - Stage 4                                                                            Architecture                ...
Module 1 - Stage 4                            ArchitectureImmutable Law of Company Immutable Law of CompanyBrands are bran...
Module 1 - Stage 4                                                                            Architecture                ...
Module 1                     Understanding Branding              Understanding                    Brand          Building ...
Module 1                        Understanding Branding                                       Exercise   Two brand positio...
Module 1                     Understanding Branding              Understanding                    Brand          Building ...
Module 1 - Stage5                                                                            Exercise                    U...
Module 1 - Stage5                                                                            Exercise                    U...
Module 1 - Stage5                                                                            Exercise                    U...
Module 1 - Stage5                                                                            Exercise                    U...
Module 1 - Stage5                                                                            Exercise                    U...
Module 1 - Stage5                                                                            Exercise                    U...
Module 1 - Stage5                                                                            Exercise                    U...
Module 1 - Stage5                                                                            Exercise                    U...
Module 1 - Stage5                                                                            Exercise                    U...
ContentsUnderstanding         Brand   BuildingBranding
Module 2           Brand BuildingUnderstanding              Brand   BuildingBranding
Module 2                              Brand Building              Understanding                          Brand       Build...
Module 2                              Brand Building              Understanding                          Brand       Build...
Module 2 - Stage 1            Brand Audit         Brand Audit is  designed to put into wordsthe actual experience of a bra...
Module 2 - Stage 1                                                                        Brand Audit               Unders...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                              Brand Audit               ...
Module 2 - Stage 1                                                                              Brand Audit               ...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                            Brand Audit                 ...
Module 2 - Stage 1                                                                          Brand Audit                   ...
Module 2 - Stage 1                                                                      Brand Audit               Understa...
Module 2 - Stage 1                                                                           Brand Audit                  ...
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
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Brand Management Process : Building Big Brands

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Understanding Branding:From Products to Brands,Brand Attributes,Brand Management,Brand Architecture, Exercise
Brand Building: Brand Audit,Connection Triangle,Big Idea,Evaluating Advertising

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Brand Management Process : Building Big Brands

  1. 1. Si Gr x iMy ey nch st an es Brand? er d io we wid us t e What is the Territory of the
  2. 2. Contents Presentation Objective Understanding Branding  From Products to Brands  Brand Attributes  Brand Management  Brand Architecture  Exercise Brand Building  Brand Audit  Connection Triangle  Big Idea  Evaluating Advertising
  3. 3. Presentation Objective• To understand the facets / issues involved in branding• To develop a framework for building a brand
  4. 4. Al Ries, David Ogilvy & Ambani Presentation incorporates learnings from India’s Branding School, founded by Reliance: MICA Personal Work Experience Al Ries & Laura Ries: The 22 Immutable Laws of Branding
  5. 5. ContentsUnderstanding Brand BuildingBranding
  6. 6. Module 1 Understanding BrandingUnderstanding Brand BuildingBranding
  7. 7. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  8. 8. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  9. 9. Module 1 - Stage 1 From Products to Brands Understanding Brand Branding BuildingProducts to Products to Attributes Management Architecture Exercise Attributes Management Architecture Exercisebrands brands
  10. 10. Module 1 - Stage 1 From Products to Brands Understanding Brand Brand v/s. Product Branding BuildingProducts to Products to Attributes Management Architecture Exercise Attributes Management Architecture Exercisebrands brands A brand is more distinctive than a product It is first of all a name, a means of identification Secondly it s a set of added values offering both functional and psychological benefits Above all ‘a brand is a promise’
  11. 11. Module 1 - Stage 1 From Products to Brands Understanding Brand Branding BuildingProducts to Products to Attributes Management Architecture Exercise Attributes Management Architecture Exercisebrands brands A Brand is a Promise “ …A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers.
  12. 12. Module 1 - Stage 1 From Products to Brands…….a short-hand that communicates powerfully & reduces uncertainty…….a short-hand that communicates powerfully & reduces uncertainty
  13. 13. Fevicol Case Sales Value AdSpend Adspend as %Year ( Rs. Crores) ( Rs. Crores) of Sales92-93 46.02 0.55 1.2%93-94 77.12 1.7 2.2%94-95 102.16 2.3 2.3%95-96 138 3.28 2.4%96-97 156.19 5 3.2%97-98 151.68 5.51 3.6%98-99 191.75 6 3.1%
  14. 14. Fevicol Case Fevicols Market Share of Synthetic Adhesive Category45% 42%40%35% 31.43%30%25%20%15% 10%10%5%0% 1991 1994 1999
  15. 15. Fevicol Case Fevicols Growth Rate vs. Category Growth Rate60% 55%50%40%30%20% 16% 10%10% 8%0% 1992-95 1995-99 Category Fevicol
  16. 16. Brand as an Asset “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” Fortune Magazine
  17. 17. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  18. 18. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands Name Name Logo Logo Colours Colours Essence Essence
  19. 19. Module 1 - Stage 2 AttributesImmutable Law of Name Immutable Law of Name In the long run the brand is nothing more than a name
  20. 20. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence EssenceProducts to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise ExerciseBrand Name Short  Kodak, Fuji  CNN an AOL Time Warner Company Distinctive • Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace • Orange was a striking name in a world of tel and coms Not mean anything rude or silly in another language  Big Macs( McDonald’s) is a slang for big breasts in Canada
  21. 21. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence EssenceProducts to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise ExerciseBrand Name Avoid generic / line extended names • Xerox as opposed to Haloids Paper Master • Xerox (Copier) is powerful. Xerox Computer is not Changing your name will not overcome a bad strategy • “Monday” (Price Waterhouse Coopers )
  22. 22. Module 1 - Stage 2 Attributes Immutable Law of Shape Immutable Law of ShapeA brand’s logotype should be designed to fit the eyes.Both eyes
  23. 23. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence EssenceProducts to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise ExerciseBrand Logo• Simple logo, designed to fit both eyes • Mercedes three star• Logos with a horizontal bias • Logo with a horizontal bias is esp. useful for retail brands• Logo font has to be clear and legible • A housewife does not buy Ariel because it is written in a specific font
  24. 24. Module 1 - Stage 2Attributes
  25. 25. Module 1 - Stage 2 AttributesImmutable Law of Colour Immutable Law of Colour A brand should use a colour opposite of its rival
  26. 26. Module 1 - Stage 2 AttributesThe Cola Wars: Energy Vs. PeaceThe Cola Wars: Energy Vs. Peace
  27. 27. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence EssenceProducts to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise ExerciseBrand Colours Colours have meanings • Purple means royalty • Red is energetic • Blue is peaceful Opposite colours can differentiate • Coke is red, Pepsi is blue • Kodak is yellow, Fuji is green
  28. 28. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence EssenceProducts to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise ExerciseBrand Colours.. Colours can help you stand out • FedEx’s orange and purple packet stands out in corporate blue Logo and colours help, but the power of the brand  Essentially in the meaning of the brand name in consumer’s mind, its essence
  29. 29. Module 1 - Stage 2 AttributesImmutable Law of Singularity Immutable Law of Singularity Most important thing for a brand is its single mindedness.
  30. 30. Module 1 - Stage 2 AttributesSingle-mindedness means consistency. Single-mindedness means consistency.Fresh and interesting manifestations of a single idea. Fresh and interesting manifestations of a single idea.
  31. 31. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence EssenceProducts to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise ExerciseBrand Essence A brand must “leverage a compelling truth”  Linux stands for freedom as opposed to Microsoft’s monopoly A brand should mean a single powerful thing: the essence  Essence of Volvo is Safety  Essence of Tata is trust  Essence of Fevicol is bonding
  32. 32. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence EssenceProducts to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise ExerciseBrand Essence A brand should also be clear of what is not its essence  In India, STAR NEWS is not a channel of the masses unlike STAR PLUS A brand should drive single mindedly its essence  Volvo has been selling safety for 35 years  Raymond has been selling the complete man for over 2 decades  Essence of Dettol is protection against germs A brand loses its essence if it starts meaning a lot of things  What is Miller :A regular,light,draft,cheap, expensive beer
  33. 33. Module 1 - Stage 2 AttributesImmutable Law of Word Immutable Law of WordA brand should try to own a word in consumer’s mind
  34. 34. Module 1 - Stage 2Attributes
  35. 35. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  36. 36. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands Co-Brand Co-Brand Stealth Brand Stealth Brand Fighting Brand Fighting Brand Multi-Brand Multi-Brand
  37. 37. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand BrandCo-Brand Brands need to address a similar need segment – Kelloggs Pop-tarts with Smuckers Jam Brands with complementary strengths: Seen often on the Net – NY Times gives Amazon credibility – Amazon makes NY Times look modern.
  38. 38. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand BrandStealth Brand Brand building that attracts customer attention but not of rivals • Home-to-home, word of mouth / PR, internet community building • Krispy Kreme relies only on PR Good option when unsure of a new medium/market  Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web
  39. 39. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand BrandFighting Brand Pricing led branding option. Works as a competitive response. • Smirnov (Heublein) Case  Smirnov attacked by W’schmidt @ $1 less  Heublein raised the price of Smirnov  Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt  Heublein added Popov lower than both
  40. 40. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand BrandFighting Brand Built as new, independent brand • Prevents dilution of the leading brand  HLL introduced Wheel to fight Nirma
  41. 41. Module 1 - Stage 3 ManagementImmutable Law of Siblings Immutable Law of SiblingsThere is a time and place to launch a second brand
  42. 42. Possibly even a third or a fourth brand.. Possibly even a third or a fourth brand..
  43. 43. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand BrandMulti Brand Key to a multi-brand approach is to give each sibling a unique identity  Time, Fortune,Life, Money, People Tempting to mash the brands and top it with corporate frosting  Tata Salt,Tata Tea Second brand risks diluting equity Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?
  44. 44. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand BrandMulti Brand.. Common product area focus  Shampoos: Clinic Plus, Ayush, Sunsilk Single attribute segmentation  Price:Maruti 800, Zen, Esteem Sibling creates a new category  Herbal Anti-Dandruff category by Ayush
  45. 45. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  46. 46. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands House of House of Endorsed Endorsed Brands Brands Brand Brand Sub Brand Sub Brand Branded House Branded House
  47. 47. Module 1 - Stage 4 ArchitectureImmutable Law of Contraction Immutable Law of ContractionA brand becomes stronger when you narrow its focus
  48. 48. Module 1 - Stage 4 ArchitectureThe Economist is red and daring. The Economist is red and daring.Provocative, brutally honest and non-conformist Provocative, brutally honest and non-conformist
  49. 49. Module 1 - Stage 4 Architecture Understanding Brand House of House of Endorsed Endorsed Branding Building Brands Brands Brand Brand Branded Branded Sub Brand Sub BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise House HouseHouse of Brands Often dictated by corporate strategy. Core competence of the firm is marketing / branding • P&G is the prime example. Its “big” with the channel Multiple independent brands allows company to fill each niche • Helps brand focus Gives an opportunity for the company to focus on each brand and contract its scope.
  50. 50. Module 1 - Stage 4 Architecture Understanding Brand House of House of Endorsed Endorsed Branding Building Brands Brands Brand Brand Branded Branded Sub Brand Sub BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise House HouseEndorsed Brand Endorsement used as a device to transfer brand assets from one brand(corporate) to another  Titan from TATA, transferring trust Danger of diluting the equity of endorsing brand Best as a transitional strategy  Gain, from makers of Ariel
  51. 51. Module 1 - Stage 4 ArchitectureImmutable Law of Expansion Immutable Law of ExpansionBrand’s power inversely proportional to scope.
  52. 52. Module 1 - Stage 4 ArchitectureThe Volkswagen bus ad, talked only about ‘plenty of room’ The Volkswagen bus ad, talked only about ‘plenty of room’
  53. 53. Module 1 - Stage 4 Architecture Understanding Brand House of House of Endorsed Endorsed Branding Building Brands Brands Brand Brand Branded Branded Sub Brand Sub BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise House HouseSub Brand Inside out branding.Company pushes core brand in different directions Sub-branding can destroy what branding builds • Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
  54. 54. Module 1 - Stage 4 ArchitectureImmutable Law of Company Immutable Law of CompanyBrands are brands, companies are companies.There is a difference.
  55. 55. Module 1 - Stage 4 Architecture Understanding Brand House of House of Endorsed Endorsed Branding Building Brands Brands Brand Brand Branded Branded Sub Brand Sub BrandProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise House HouseBranded house Consumers buy brands, not companies Danger of branded house, being many things to one group of people • Virgin? Does “Virgin trains” work? May motivate trade, so might be useful for PR purposes with trade/other stakeholders • P& G way
  56. 56. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  57. 57. Module 1 Understanding Branding Exercise Two brand positioning within the same brand family?How do we reconcile the two positions? The options available to us 1. Single brand 2. Stand Alone New Brand 3. Transfer of Brand Assets from an existing brand What are the pros and cons of each option ?
  58. 58. Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands Single Brand Single Brand Options Options Family Family Stand Alone Stand Alone Transfer of Transfer of Brand Brand Brand Assets Brand Assets
  59. 59. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer ofProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets Single Brand Family ‘Stand-alone’ New Brand Transfer of Brand Assets ‘x from y’
  60. 60. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer ofProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand AssetsOption : Single Brand family Constant values / different products • Dettol antiseptic / soap / hand wash • Crest toothpaste / Mouth wash (But not chewing gum) Differentiate on product usage • IBM Value Point - Entry level purchase • Gillette Good News Line - Disposables
  61. 61. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer ofProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand AssetsOption : Single Brand family Use as umbrella branding  TATA Trust  SONY Electronic technology  But Taj from TATA for Performance segments Difficult for a single brand to straddle Performance and Price segments  Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs  Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion
  62. 62. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer ofProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand AssetsOption : Single Brand familyLearnings+ Cheaper than creating a new brand- Difficult to stretch brands across Price and Performance- Risk of eroding present position- Lose opportunity of creating a new segment
  63. 63. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer ofProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand AssetsOption : ‘Stand-alone’ New Brand Levers enters popular segment successfully with Wheel as opposed to Surf Easywash Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents Toyota launches Lexus to enter the Premium Auto segment credibly
  64. 64. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer ofProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand AssetsOption : ‘Stand-alone’ New BrandLearnings+ Clear brand identity, values and assets+ Create new opportunity of a range possibility in Popular segment+ Leave present brand secure- Expensive to build brand assets- Difficult to build trial as a stand-alone Brand
  65. 65. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer ofProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand AssetsOption: Transfer of Brand Assets ‘x from y’ Titan (from Tata’s) • Worked well for Titan Sonata (from Titan) • Eroding equity of Titan Gain (from the makers of Ariel) • Apparently a ‘Transitional Strategy’
  66. 66. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer ofProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand AssetsOption: Transfer of Brand Assets ‘x from y’Learnings+ Cheaper than developing a new brand+ Can be used as a ‘Transitional Strategy’- Still a risk of eroding present image- Possible mix of values and assets
  67. 67. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer ofProducts to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand AssetsBranding Options: Conclusion ‘Single Brand family possible if:  Different products / similar values  Differentiate on end use ‘Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brand ‘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
  68. 68. ContentsUnderstanding Brand BuildingBranding
  69. 69. Module 2 Brand BuildingUnderstanding Brand BuildingBranding
  70. 70. Module 2 Brand Building Understanding Brand Building Branding Evaluating EvaluatingBrand AuditBrand Audit Connection Triangle Connection Triangle Big Idea Big Idea Advertising Advertising
  71. 71. Module 2 Brand Building Understanding Brand Building Branding Evaluating EvaluatingBrand AuditBrand Audit Connection Triangle Connection Triangle Big Idea Big Idea Advertising Advertising
  72. 72. Module 2 - Stage 1 Brand Audit Brand Audit is designed to put into wordsthe actual experience of a brand in the life of the user
  73. 73. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Brand Audit  Qualitative study  In-depth interview ,usually administering a questionnaire  Uses various techniques like  Mind Mapping Technique  Critical Incident Technique & Other Techniques
  74. 74. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Mind Mapping Technique Good technique to make connections and evoke associations Start with a major idea and work outwards in all directions The more visual the better
  75. 75. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Draw An Egg Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising
  76. 76. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Put Ten Legs on It Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising
  77. 77. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Put Happiness in Centre Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Happiness Happiness 
  78. 78. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Write 10 Associations to Happiness Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Che het oo cc lala t C Happiness Happiness   iC r tc e iW n k eB
  79. 79. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Take 1 branch and add associations Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Sachin100 Sachin100 World Champion World Champion Che het oo cc lala t C Happiness Happiness  iC r tc e iW n k Bad Bowling Bad Bowling Mexican Wave Mexican Wave eB
  80. 80. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Critical Incident Analysis: When People ChangeBrand Audit Connection Connection Big Idea Evaluating Evaluating  An technique that contextualizes Brand Audit Triangle Big Idea Advertising Triangle Advertising importance of a ‘critical incident’ leading to change in an individual’s life.  These are turning points – These are ‘Moments of Truth’ : compelling moments when one gets deep insights and is propelled to ‘change’. – Brands, category adoption too revolve around such ‘incidents’ leading to change.
  81. 81. Module 2 - Stage 1 Brand Audit Understanding Brand Building The Hierarchy of Aspects of Branding Incidents Consumer Connection EvaluatingBrand Audit Brand Audit Connection Triangle Triangle Big Idea Big Idea Evaluating Advertising Advertising   Category  Motivation  Enabler  Trigger  Driver emotion  Re-inforcer  Emotional Pay-off Both Mind Mapping & Critical Incident are useful techniques while Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire administering a Brand Audit Questionnaire
  82. 82. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Questionnaire Think about the specific things thatBrand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising trigger the brands identity in your mind… When you hear the brands name what immediately springs to your mind What else  visuals or images  packaging or product elements  bits of advertising  signs or symbols  anything else
  83. 83. Module 2 - Stage 1 Brand Audit Understanding Brand Building Brand Audit Questionnaire Branding Thinking about the feelings andBrand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising emotions the brand evokes in you What specific emotions do you experience while using this brand How does the brand make you feel about yourself What do you feel when you see other people using this brand How do the emotions this brand evoke differ from those of its leading competitor
  84. 84. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Questionnaire Since using a brand makes it part ofBrand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising your life think about personal memories connected with the brand What personal memories does this brand bring to your mind  Describe an episode in your life or someone close to you that illustrates this If the brand were to be a restaurant or a café…  Describe the ambience, colours, location, customers of the café
  85. 85. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Branding Audit Example: Eveready Associations Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising ‘Using it since a child…first used the white cell now use red’ AGE OLD ASSOCIATION ‘Memories of using it in my village fields during night’ CHILDHOOD MEMORIES ‘lasts longer’,’does not melt in summer’, ‘leak proof’ PREFERRED BRAND ASSOCIATIONS OTHERS KEY‘Was it a truck? Everything lightsup’ ‘Red colour in wall paintings, ‘Some TV AD MAKES LITTLE IMPACT animal ..was.is it a panther’ ON MOST THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT
  86. 86. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Example: Personality of Eveready Its Two Faces Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising User of Eveready User of Competition- Late youth or early middle - Middle aged man aged man - Strong- Strong and energetic Mirror’s Mirror’s - Don’t know him well, an- Trustworthy acquaintance- Middle class, a family man two faces two - Slightly dull, not colourful- Distant friend / acquaintance - LITTLE INVOLVEMENT- RECOGNITION AND A HALF SKETCHED PERSONALITY Eveready’s difficulty to deeply involve Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality consumers & a mild/half-sketched personality
  87. 87. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Good Brand Audit  A good brand audit gives a definiteBrand Audit Brand Audit Connection Connection Triangle Big Idea Big Idea Evaluating Evaluating Advertising answer about six interrelated equities Triangle Advertising  Product: Product performance supports the brand?  Image: Image is strong and engaging?  Customer:Strength of customer franchise?  Channel: Leverage in channel environment?  Visual : Clear,differentiating presence?  Goodwill: Endorsed by influencers in the communities in which it lives?
  88. 88. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Exercise Consider two competing brands: Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Kodak & Fuji Rate the brands on a scale of 5•• Product Non Performing 11 22 33 44 55 Strong , ,Performing Product Non Performing Strong Performing•• Visual Visual Unclear, Inconsistent Unclear, Inconsistent 11 22 33 44 55 Clear, Consistent Image Clear, Consistent Image•• Channel Channel Not Leveraged Not Leveraged 11 22 33 44 55 Important, Leveraged Important, Leveraged•• Customer Customer Over Dependent Over Dependent 11 22 33 44 55 Valued, Popular Valued, Popular•• Goodwill Goodwill Not Recommended Not Recommended 11 22 33 44 55 Good PR, Recommended Good PR, Recommended•• Image Image Weak Weak 11 22 33 44 55 Strong, Engaging Strong, Engaging
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