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

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 Brand Management Process : Building Big Brands Presentation Transcript

  • Si Gr x iMy ey nch st an es Brand? er d io we wid us t e What is the Territory of the
  • 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
  • Presentation Objective• To understand the facets / issues involved in branding• To develop a framework for building a brand
  • 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
  • ContentsUnderstanding Brand BuildingBranding
  • Module 1 Understanding BrandingUnderstanding Brand BuildingBranding
  • Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  • Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  • Module 1 - Stage 1 From Products to Brands Understanding Brand Branding BuildingProducts to Products to Attributes Management Architecture Exercise Attributes Management Architecture Exercisebrands brands
  • 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’
  • 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.
  • Module 1 - Stage 1 From Products to Brands…….a short-hand that communicates powerfully & reduces uncertainty…….a short-hand that communicates powerfully & reduces uncertainty
  • 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%
  • 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
  • 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
  • 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
  • Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  • 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
  • Module 1 - Stage 2 AttributesImmutable Law of Name Immutable Law of Name In the long run the brand is nothing more than a name
  • 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
  • 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 )
  • 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
  • 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
  • Module 1 - Stage 2Attributes
  • Module 1 - Stage 2 AttributesImmutable Law of Colour Immutable Law of Colour A brand should use a colour opposite of its rival
  • Module 1 - Stage 2 AttributesThe Cola Wars: Energy Vs. PeaceThe Cola Wars: Energy Vs. Peace
  • 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
  • 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
  • Module 1 - Stage 2 AttributesImmutable Law of Singularity Immutable Law of Singularity Most important thing for a brand is its single mindedness.
  • 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.
  • 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
  • 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
  • Module 1 - Stage 2 AttributesImmutable Law of Word Immutable Law of WordA brand should try to own a word in consumer’s mind
  • Module 1 - Stage 2Attributes
  • Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  • 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
  • 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.
  • 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
  • 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
  • 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
  • Module 1 - Stage 3 ManagementImmutable Law of Siblings Immutable Law of SiblingsThere is a time and place to launch a second brand
  • Possibly even a third or a fourth brand.. Possibly even a third or a fourth brand..
  • 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?
  • 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
  • Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  • 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
  • Module 1 - Stage 4 ArchitectureImmutable Law of Contraction Immutable Law of ContractionA brand becomes stronger when you narrow its focus
  • 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
  • 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.
  • 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
  • Module 1 - Stage 4 ArchitectureImmutable Law of Expansion Immutable Law of ExpansionBrand’s power inversely proportional to scope.
  • Module 1 - Stage 4 ArchitectureThe Volkswagen bus ad, talked only about ‘plenty of room’ The Volkswagen bus ad, talked only about ‘plenty of room’
  • 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
  • Module 1 - Stage 4 ArchitectureImmutable Law of Company Immutable Law of CompanyBrands are brands, companies are companies.There is a difference.
  • 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
  • Module 1 Understanding Branding Understanding Brand Building BrandingProducts toProducts to Attributes Attributes Management Management Architecture Architecture Exercise Exercisebrandsbrands
  • 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 ?
  • 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
  • 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’
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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’
  • 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
  • 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
  • ContentsUnderstanding Brand BuildingBranding
  • Module 2 Brand BuildingUnderstanding Brand BuildingBranding
  • Module 2 Brand Building Understanding Brand Building Branding Evaluating EvaluatingBrand AuditBrand Audit Connection Triangle Connection Triangle Big Idea Big Idea Advertising Advertising
  • Module 2 Brand Building Understanding Brand Building Branding Evaluating EvaluatingBrand AuditBrand Audit Connection Triangle Connection Triangle Big Idea Big Idea Advertising Advertising
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 
  • 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
  • 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
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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?
  • 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
  • Module 2 Brand Building Understanding Brand Building Branding Connection Connection Connection Connection Evaluating EvaluatingBrand AuditBrand Audit Big Idea Big Idea Triangle Triangle Triangle Advertising Advertising Triangle
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising After a rigorous Brand Audit we are ready After a rigorous Brand Audit we are ready to make a connection triangle to make a connection triangle
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingDissecting a Brand Brand Audit illustrates a unique combination of three factors  Product Attribute / Benefit  Brand Imagery / Personality  Consumer Needs / Beliefs Connection triangle exists at the core of each brand However each brand has one of the three values as a primary driver
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Consumer Brand Underlying Emotional human truths benefits• The nature of the product itself – taste, texture, smell, size, heritage, complexity, cost• Is it distinctive? Is it liked by the consumer?• How can it be recast into a consumer benefit?
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Consumer Brand Underlying Emotional human truths benefits• Product Benefit Driven Brand – Eno bubbles away troubles – Fevikwik sticks in a jiffy – Mseal seals chronic leaks – Tang is essence of goodness from fruit
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Consumer Brand Underlying Emotional human truths benefits• Product Benefit Driven BrandWhat I get from the product that makes the brand matter to meWhy I like the brand
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Consumer Brand Underlying Emotional human truths benefits• The values that underpin consumers’ trust.• Brand’s personality?• What is the tone of voice it adopts when talking to consumers?• Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding oft the brand.
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Consumer Brand Underlying Emotional human truths benefits• Brand Image Driven Brand – Jaguar is a copy of nothing ,like its owners – Thumbs Up is for the real men – HSBC is your local bank – Tata Safari makes its own road
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Consumer Brand Underlying Emotional human truths benefits• Brand Image Driven BrandWhat traits that I recognize in the brand that I can respect/rely onWhy I trust the brand
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Consumer Brand Underlying Emotional human truths benefits• Why do people value my brand? – If they don’t, what can we do to make them value it more?• How does our brand fit into the lifestyle / basic beliefs of its consumers?• Why should it be relevant to/enrich their lives?
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Consumer Brand Underlying Emotional human truths benefits• Consumer Beliefs Driven Brand – Cadbury Dairy Milk recognizes the child in me – Fevicol knows that I yearn for emotional bonds that do not break – Maggi is one more of the delightful conspiracies led by mom
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Consumer Brand Underlying Emotional human truths benefits• Consumer Beliefs Driven BrandWhat values that I share with the brand that makes me cherish it moreWhy I value the brand
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Product Benefit What I like it Consumer UHT Brand Why I value it Why I trust it
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Product Benefit Alternative Pale PilsnerConsumer UHTDon’t measure life by the Brandnumber of breaths you take, Irreverent, impulsive,but by the number of devil-may-care,breath-taking moments you live for the daytake in
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Product Benefit Quality adhesiveConsumer UHTBonds of family/ Brandfriendship/love usually A bond that will not breakbreak
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingExercise: Create a Connection Triangle Make a Connection Triangle of your favourite brand  Ensure that it  Connects  Enrich your understanding of the brand-consumer relationship  Liberates i.e. provides the creative freedom Can someone who does not know the brand or the market get a clear understanding of the brand?
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingExercise: Create a Connection Triangle Make a Connection Triangle of your Car Security Systems Product  Recap of Consumer Research in Mumbai
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Recap of Consumer Research Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Primary Perceived Benefits: User 1. A more efficient locking system  “I am assured that all locking is done once I press the remote button”  “Even if I am careless, I am still assured that the locking has been done 1. A ‘Done’ thing  “I have seen it on many cars”  “like an audio system, got to have it” The main perceived benefit is a ‘more efficient locking system’ The main perceived benefit is a ‘more efficient locking system’
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Recap of Consumer Research Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Secondary Benefits: User 1. Scaring the burglars: A mixed bag  “The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times”  “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 1. Showing Off  “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)”
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Recap of Consumer Research Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising  Perceived Benefits : Non User 1. Style  Perceived Barrier : Functionality is not fully established  “Security system is for style”  “Why spend an extra on an old car. When I buy a new one, I might consider”  “I go for functionality….no sosha(show-off)”  “The only thing it(security system) does is consume battery”  “I have already taken car insurance. I don’t need a gizmo” The effectiveness of security systems is not proven The effectiveness of security systems is not proven
  • Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Key Consumer Insight Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingThere is nothing that a thief cannot break. However from my end I Iknow that There is nothing that a thief cannot break. However from my end know thatthe theft has not happened because of my carelessness the theft has not happened because of my carelessness
  • Module 2 Brand Building Understanding Brand Building Branding Evaluating EvaluatingBrand AuditBrand Audit Connection Triangle Connection Triangle Big Idea Big Idea Big Idea Big Idea Advertising Advertising
  • Module 2 - Stage 3 Big IdeaUnless advertising contains a big idea it will pass like a ship in the nightDavid Ogilvy
  • Module 2 - Stage 3 Big IdeaWhat is the Big Idea in this visual?What is the Big Idea in this visual?
  • Module 2 - Stage 3 Big Idea Understanding Branding Exercise: What is a Big Idea ? Brand Building Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising A bisociation of two or more previously connected thought matrices A new combination of old elements
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Two Types of Big Idea Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Big executional ideas Big strategic ideas Two types of Insights
  • Module 2 - Stage 3 Big IdeaThink Different One definition of insanity is doing the same thing over and over again, expecting a different outcome
  • Module 2 - Stage 3Big Idea
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Insight: Type 1Verbatim about my life in relation to the category / brand Insight needs to  Involve  Be widely shared  Identify with a ‘moment of truth’ Insight should not  Be a metaphor in disguise  Restrict creative avenues
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Insight: Type 1Verbatim about my life in relation to the category / brand Examples  Skincare Category: Each new wrinkle reminds me of how much more I want to do with life  Ponds: My face is a mirror of my soul
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Insight: Type 2The missing link which makes the disconnected connect  They are not true discoveries  They establish a real complicity between advertiser and the consumer
  • Module 2 - Stage 3 Big IdeaRediscover You invent nothing. You rediscover what you have forgotten. Socrates
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingFour Groups of Missing Link People  Tapping into what turns people on. Culturally, communally, individually  Pepsi World Cup, India: Indians are more street smart than an average white bloke  Bank of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do business’
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingFour Groups of Missing Link Product  Reinterpreting the way a product attribute is presented  Asian Paints, India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingFour Groups of Missing Link Problem  Outmaneuvering a problem by illustrating an alternative solution  Saffola, India: Cooking oils were perceived to be dangerous to health of heart  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.
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingFour Groups of Missing Link Promise  Changing the nature of brand proposition that makes it seem ‘bigger’  Stanchart Credit Card, India: Emphasizing the importance of changing your credit limit by showing the fear of a wife overspending
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising “What if?” A Brainstorming Tool that challenges convention
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingWhat if.. A useful process to prevent inertia Allows our minds to roam New insights come from unexpected quarters Stage1: Integrate full possibilities for existing brand equity Stage 2: Stretch potential to absurd levels to challenge convention A tool to explore risks and rewards of A tool to explore risks and rewards of completely changing the rules completely changing the rules
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingWhat if.. Stage 1 We redefine the category experience? Claim generic benefit for ourselves?  Fevicol is an adhesive, so it sticks strong Make the brand sensational and newsworthy?  The United Colours of Benetton Focus on the influencer and not the user?  The TV buying ads focusing on kids
  • Module 2 - Stage 3Big Idea
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingWhat if.. Exercise for Our Product How do we redefine the security system experience? Can we claim generic benefit for ourselves? How can we make the brand newsworthy and therefore spend less in advertising? How do we focus on the young male adult/dealer and not the buyer?
  • Module 2 - Stage 3 Big IdeaWhat If.. we all go mad?
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingWhat if.. Stage 2 A chimpanzee sold coffee to a Martian? Asian Paints gets into hair colours? Coffee loses prestige value and needs a common man platform? Strategy is passé, and implementation is the real thing?
  • Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Need Some Mad Ideas! Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising A car manufacturer invented a theft-proof car? Car insurance and security system was co-branded ? Mercedes Benz endorsed our security system? We reduced the car theft rate in the city we test market in? The police commissioner used our system in his/her car?
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Mining Insight Drives powerful brand building
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding So, What Next? Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising You have driven the car, not only by looking at the rear view mirror  You have used intuition and imagination You have created a connection triangle that truly articulates the primary driver You are ready with a compelling insightYou are ready to put ‘aim’ into the You are ready to put ‘aim’ into the‘ready, aim, fire of advertising / /promotion ‘ready, aim, fire of advertising promotion
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising The springboard is ready for the creative agency to leap
  • Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingCreative Black Hole Now it the turn of creative agency’s turn to ‘fire’ To give a creative articulation of the primary driver, using the compelling insight Your work is going through the creative Black Hole
  • Module 2 Brand Building Understanding Brand Building Branding Evaluating Evaluating Evaluating EvaluatingBrand AuditBrand Audit Connection Triangle Connection Triangle Big Idea Big Idea Advertising Advertising Advertising Advertising
  • Module 2 - Stage 4 Evaluating Advertising Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising AdvertisingAfter the Creative Black Hole How do you evaluate a creative product: The TV Ad, Sales Promo,Internet Banner, Direct Mailer? How do you ensure that both you and the creative agency have done a good job? You are ready for Unilever’s Benchmarks!
  • Module 2 - Stage 4 Evaluating Advertising Understanding Brand Building Branding Connection Connection Evaluating EvaluatingBrand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Unilevers Ten Principles Yes/No 1 Is there a big idea memorable and relevant? 2 Does it discriminate the brand from the competitor? 3 Does it involve target consumer? 4 Does it establish a relationship with target consumer? 5 Does it invoke a positive response from the consumer 6 Does it feel genuine? 7 Is it simple and clear? 8 Is the brand name inseperable from the idea? 9 Does it make full use of mediums capabilities? 10 Is it in character with the brand personality?
  • Module 2 - Stage 4 Evaluating AdvertisingFinally The consumer is not a moron,she is your wife
  • Final evaluation of brand building is whether itmotivates her
  • Get in TouchSarvajeet Chandra • +91 9920803060 • sarvajeet@sapphirez.in • sarvajeetchandra@gmail.comVisit Us•www.mastersungroup.com•www.facebook.com/strategyexecution