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Brand management-process-1233910218319750-1
 

 

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    Brand management-process-1233910218319750-1 Brand management-process-1233910218319750-1 Presentation Transcript

    • Si Gr x i My ey nch st an es er d io we wid us t e What is the Territory of the Brand?
    • Contents Understanding Branding Brand Building
    • Module 1 Understanding Branding Understanding Branding Brand Building
    • Module 1 Understanding Branding Understanding Branding Products to brands Attributes Brand Management Building Architecture Exercise
    • Module 1 Understanding Branding Understanding Branding Products to brands Attributes Brand Management Building Architecture Exercise
    • Module 1 - Stage 1 From Products to Brands Understanding Branding Products to Products to brands brands Attributes Attributes Brand Building Management Management Architecture Architecture Exercise Exercise
    • Module 1 - Stage 1 From Products to Brands Understanding Branding Products to Products to brands brands Attributes Attributes Brand Building Management Management Architecture Architecture Brand v/s. Product Exercise Exercise  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 Branding Products to Products to brands brands Attributes Attributes Brand Building Management Management Architecture Architecture Exercise Exercise 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 Year Sales Value ( Rs. Crores) AdSpend ( Rs. Crores) 92-93 93-94 94-95 95-96 96-97 97-98 98-99 46.02 77.12 102.16 138 156.19 151.68 191.75 0.55 1.7 2.3 3.28 5 5.51 6 Adspend as % of Sales 1.2% 2.2% 2.3% 2.4% 3.2% 3.6% 3.1%
    • Fevicol Case Fevicol's Market Share of Synthetic Adhesive Category 45% 42% 40% 35% 31.43% 30% 25% 20% 15% 10% 10% 5% 0% 1991 1994 1999
    • Fevicol Case Fevicol's Growth Rate vs. Category Growth Rate 60% 55% 50% 40% 30% 20% 16% 10% 8% 10% 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 Branding Products to brands Attributes Attributes Brand Management Architecture Building Exercise
    • Module 1 Understanding Branding Understanding Branding Products to brands Attributes Name Logo Colors Essence Brand Management Architecture Building Exercise
    • Module 1 - Stage 2 Attributes Immutable 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 Branding Products to brands Products to brands Attributes Attributes Brand Building Management Management Architecture Architecture Name Exercise Exercise Logo Colors Essence Brand 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 Branding Products to brands Products to brands Attributes Attributes Brand Building Management Management Architecture Architecture Name Exercise Exercise Logo Colors Essence Brand 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 Shape A brand’s logotype should be deigned to fit both eyes.
    • Module 1 - Stage 2 Attributes Understanding Branding Products to brands Products to brands Attributes Attributes Brand Building Management Management Architecture Architecture Name Exercise Exercise Logo Colors Essence Brand 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 2 Attributes
    • Module 1 - Stage 2 Attributes Immutable Law of Color Immutable Law of Color A brand should use a color opposite of its rival
    • Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace The Cola Wars: Energy Vs. Peace
    • Module 1 - Stage 2 Attributes Understanding Branding Products to brands Products to brands Attributes Attributes Brand Building Management Management Architecture Architecture Name Exercise Exercise Brand Colors  Colors have meanings • • Red is energetic •  Purple means royalty Blue is peaceful Opposite colors can differentiate • Coke is red, Pepsi is blue • Kodak is yellow, Fuji is green Logo Colors Essence
    • Module 1 - Stage 2 Attributes Understanding Branding Products to brands Products to brands Attributes Attributes Brand Building Management Management Architecture Architecture Name Exercise Exercise Logo Colours Essence Brand 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 Attributes Immutable Law of Singularity Immutable Law of Singularity Most important thing for a brand is its single mindedness.
    • Module 1 - Stage 2 Attributes Single-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 Branding Products to brands Products to brands Attributes Attributes Brand Building Management Management Architecture Architecture Name Exercise Exercise Logo Colours Essence Brand 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 Branding Products to brands Products to brands Attributes Attributes Brand Building Management Management Architecture Architecture Name Exercise Exercise Logo Colours Essence Brand 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   Raymond has been selling the complete man for over 2 decades   Volvo has been selling safety for 35 years 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 Attributes Immutable Law of Word Immutable Law of Word A brand should try to own a word in consumer’s mind
    • Module 1 - Stage 2 Attributes
    • Module 1 Understanding Branding Understanding Branding Products to brands Attributes Brand Management Architecture Building Exercise
    • Module 1 Understanding Branding Understanding Branding Products to brands Attributes Brand Management Architecture Co-Brand Stealth Brand Fighting Brand Multi-Brand Building Exercise
    • Module 1 - Stage 3 Management Understanding Branding Products to brands Products to brands Attributes Attributes Co-Brand Brand Building Management Management Architecture Architecture Exercise Exercise Stealth Brand Fighting Brand Multi-Brand Co-Brand  Brands need to address a similar need segment –  Kellogg's 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 Understanding Branding Products to brands Products to brands Attributes Attributes Co-Brand Brand Building Management Management Architecture Architecture Exercise Exercise Stealth Brand Fighting Brand Multi-Brand Stealth 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 Understanding Branding Products to brands Products to brands Attributes Attributes Co-Brand Brand Building Management Management Architecture Architecture Exercise Exercise Stealth Brand Fighting Brand Multi-Brand Fighting 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 Understanding Branding Products to brands Products to brands Attributes Attributes Co-Brand Brand Building Management Management Architecture Architecture Exercise Exercise Stealth Brand Fighting Brand Multi-Brand Fighting Brand  Built as new, independent brand • Prevents dilution of the leading brand  HLL introduced Wheel to fight Nirma
    • Module 1 - Stage 3 Management Immutable Law of Siblings Immutable Law of Siblings There 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 Understanding Branding Products to brands Products to brands Management Management Attributes Attributes Co-Brand Brand Building Architecture Architecture Exercise Exercise Stealth Brand Fighting Brand Multi-Brand Multi 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 Understanding Branding Products to brands Products to brands Attributes Attributes Co-Brand Brand Building Management Management Architecture Architecture Exercise Exercise Multi Brand..  Common product area focus   Single attribute segmentation   Shampoos: Clinic Plus, Ayush, Sunsilk Price:Maruti 800, Zen, Esteem Sibling creates a new category  Herbal Anti-Dandruff category by Ayush Stealth Brand Fighting Brand Multi-Brand
    • Module 1 Understanding Branding Understanding Branding Products to brands Attributes Brand Management Architecture Building Exercise
    • Module 1 Understanding Branding Understanding Branding Products to brands Attributes Brand Management Building Architecture Exercise House of Brands Endorsed Brand Sub Brand Branded House
    • Module 1 - Stage 4 Architecture Immutable Law of Contraction Immutable Law of Contraction A brand becomes stronger when you narrow its focus
    • Module 1 - Stage 4 Architecture The 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 Branding Products to brands Attributes Products to brands Attributes House of Brands Brand Building Management Management Architecture Architecture Exercise Exercise Endorsed Brand Sub Brand Branded House House of Brands  Often dictated by corporate strategy. Core competence of the firm is marketing / branding •  Multiple independent brands allows company to fill each niche •  P&G is the prime example. Its “big” with the channel Helps brand focus Gives an opportunity for the company to focus on each brand and contract its scope.
    • Module 1 - Stage 4 Architecture Understanding Branding Products to brands Attributes Products to brands Attributes House of Brands Brand Building Architecture Architecture Management Management Exercise Exercise Endorsed Brand Sub Brand Branded House Endorsed 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 Architecture Immutable Law of Expansion Immutable Law of Expansion Brand’s power inversely proportional to scope.
    • Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’ The Volkswagen bus ad, talked only about ‘plenty of room’
    • Module 1 - Stage 4 Architecture Understanding Branding Products to brands Attributes Products to brands Attributes House of Brands Brand Building Management Management Architecture Architecture Exercise Exercise Endorsed Brand Sub Brand Branded House Sub 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 Architecture Immutable Law of Company Immutable Law of Company Brands are brands, companies are companies. There is a difference.
    • Module 1 - Stage 4 Architecture Understanding Branding Products to brands Attributes Products to brands Attributes House of Brands Brand Building Management Management Architecture Architecture Exercise Exercise Endorsed Brand Sub Brand Branded House Branded 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 Branding Products to brands Attributes Brand Management Architecture Building Exercise
    • 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. 2. Stand Alone New Brand 3.  Single brand Transfer of Brand Assets from an existing brand What are the pros and cons of each option ?
    • Module 1 Understanding Branding Understanding Branding Products to brands Attributes Brand Management Architecture Building Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets
    • Module 1 - Stage5 Exercise Brand Building Understanding Branding Products to brands Attributes Products to brands Attributes Management Management Options Single Brand Family Architecture Architecture Stand Alone Brand Transfer of Brand Assets Exercise Exercise  Single Brand Family  ‘Stand-alone’ New Brand  Transfer of Brand Assets ‘x from y’
    • Module 1 - Stage5 Exercise Brand Building Understanding Branding Products to brands Attributes Products to brands Attributes Management Management Options Single Brand Family Architecture Architecture Stand Alone Brand Transfer of Brand Assets Exercise Exercise Option : 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 Brand Building Understanding Branding Products to brands Attributes Products to brands Attributes Management Management Options Single Brand Family Architecture Architecture Stand Alone Brand Transfer of Brand Assets Exercise Exercise Option : Single Brand family  Use as umbrella branding   TATA SONY   Trust 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 Brand Building Understanding Branding Products to brands Attributes Products to brands Attributes Management Management Options Single Brand Family Architecture Architecture Stand Alone Brand Transfer of Brand Assets Exercise Exercise Option : Single Brand family Learnings + 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 Brand Building Understanding Branding Products to brands Attributes Products to brands Attributes Management Management Options Single Brand Family Architecture Architecture Stand Alone Brand Transfer of Brand Assets Exercise Exercise Option : ‘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 Brand Building Understanding Branding Products to brands Attributes Products to brands Attributes Management Management Options Single Brand Family Architecture Architecture Stand Alone Brand Transfer of Brand Assets Exercise Exercise Option : ‘Stand-alone’ New Brand Learnings + 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 Brand Building Understanding Branding Products to brands Attributes Products to brands Attributes Management Management Options Single Brand Family Architecture Architecture Stand Alone Brand Transfer of Brand Assets Exercise Exercise Option: Transfer of Brand Assets ‘x from y’  Titan (from Tata’s) •  Sonata (from Titan) •  Worked well for Titan Eroding equity of Titan Gain (from the makers of Ariel) • Apparently a ‘Transitional Strategy’
    • Module 1 - Stage5 Exercise Brand Building Understanding Branding Products to brands Attributes Products to brands Attributes Management Management Options Single Brand Family Architecture Architecture Stand Alone Brand Transfer of Brand Assets Exercise Exercise Option: 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 Brand Building Understanding Branding Products to brands Attributes Products to brands Attributes Management Management Options Single Brand Family Architecture Architecture Stand Alone Brand Transfer of Brand Assets Exercise Exercise Branding 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
    • Contents Understanding Branding Brand Building
    • Module 2 Brand Building Understanding Branding Brand Building
    • Module 2 Brand Building Understanding Branding Brand Audit Connection Triangle Brand Big Idea Building Evaluating Advertising
    • Module 2 Brand Building Understanding Branding Brand Audit Connection Triangle Brand Big Idea Building Evaluating Advertising
    • Module 2 - Stage 1 Brand Audit Brand Audit is designed to put into words the actual experience of a brand in the life of the user
    • Module 2 - Stage 1 Brand Audit Understanding Branding Brand Connection Connection Triangle Triangle Brand Audit Brand Audit Big Idea Big Idea Building Evaluating Evaluating 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Mind Mapping Technique Draw An Egg
    • Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Mind Mapping Technique Put Ten Legs on It
    • Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Mind Mapping Technique Put Happiness in Centre Evaluating Evaluating Advertising Advertising   Happiness Happiness
    • Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Brand Audit Brand Connection Connection Triangle Triangle Big Idea Big Idea Building Mind Mapping Technique Write 10 Associations to Happiness Evaluating Evaluating Advertising Advertising   Che het oo cc lala t C Happiness Happiness eB r e k iC tc n iW
    • Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Brand Audit Brand Connection Connection Triangle Triangle Big Idea Big Idea Building Mind Mapping Technique Take 1 branch and add associations Evaluating Evaluating Advertising Advertising Sachin100 Sachin100 World Champion World Champion   Che het oo cc lala t C Happiness Happiness r e k iC tc n iW Bad Bowling Bad Bowling Mexican Wave Mexican Wave eB
    • Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Critical Incident Analysis: When People Change  An technique that contextualizes 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea The Hierarchy of Aspects of Incidents Building Evaluating Evaluating Advertising Advertising         Consumer 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 Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Brand Audit Questionnaire Building Evaluating Evaluating Advertising Advertising Think about the specific things that 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Brand Audit Questionnaire Thinking about the feelings and 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 Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Brand Audit Questionnaire Building Evaluating Evaluating Advertising Advertising Since using a brand makes it part of 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 Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Branding Audit Example: Eveready Associations ‘Using it since a child…first used the white cell now use red’ Evaluating Evaluating Advertising Advertising AGE OLD ASSOCIATION ‘Memories of using it in my village fields during night’ ‘lasts longer’,’does not melt in summer’, ‘leak proof’ CHILDHOOD MEMORIES OTHERS ‘Was it a truck? Everything lights up’ TV AD MAKES LITTLE IMPACT ON MOST KEY PREFERRED BRAND ASSOCIATIONS ‘Red colour in wall paintings, ‘Some animal ..was.is it a panther’ THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT
    • Module 2 - Stage 1 Brand Audit Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Example: Personality of Eveready Its Two Faces Evaluating Evaluating Advertising Advertising User of Eveready - Late youth or early middle aged man - Strong and energetic - Trustworthy - Middle class, a family man - Distant friend / acquaintance - User of Competition RECOGNITION AND A HALF SKETCHED PERSONALITY - Mirror’s two faces Eveready’s difficulty to deeply involve Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality consumers & a mild/half-sketched personality Middle aged man Strong - Don’t know him well, an acquaintance - Slightly dull, not colourful - LITTLE INVOLVEMENT
    • Module 2 - Stage 1 Brand Audit Understanding Branding Brand Good Brand Audit Building A good brand audit gives a definite answer about six interrelated equities  Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising 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 Exercise Building Consider Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Rate •• •• •• •• •• •• Product Product Visual Visual Channel Channel Customer Customer Goodwill Goodwill Image Image Non Performing Non Performing Unclear, Inconsistent Unclear, Inconsistent Not Leveraged Not Leveraged Over Dependent Over Dependent Not Recommended Not Recommended Weak Weak 11 22 33 44 55 11 22 33 44 55 11 22 33 44 55 11 22 33 44 55 11 22 33 44 55 11 22 33 44 55 two competing brands: Kodak & Fuji the brands on a scale of 5 Strong , ,Performing Strong Performing Clear, Consistent Image Clear, Consistent Image Important, Leveraged Important, Leveraged Valued, Popular Valued, Popular Good PR, Recommended Good PR, Recommended Strong, Engaging Strong, Engaging
    • Module 2 Brand Building Understanding Branding Brand Audit Connection Connection Triangle Triangle Brand Big Idea Building Evaluating Advertising
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Dissecting 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 Branding Brand Building Product Physical attributes Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Consumer Underlying human truths • 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? Brand Emotional benefits
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Product Physical attributes Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Consumer Underlying human truths • Product Benefit Driven Brand – Eno bubbles away troubles – Fevikwik sticks in a jiffy – Mseal seals chronic leaks – Tang is essence of goodness from fruit Brand Emotional benefits
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Product Physical attributes Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Consumer Underlying human truths • Product Benefit Driven Brand What I get from the product that makes the brand matter to me Why I like the brand Brand Emotional benefits
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Product Physical attributes Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Consumer Underlying human truths Brand Emotional 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 of the brand.
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Product Physical attributes Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Consumer Underlying human truths • 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 Brand Emotional benefits
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Product Physical attributes Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Consumer Underlying human truths • Brand Emotional benefits Brand Image Driven Brand What traits that I recognize in the brand that I can respect/rely on Why I trust the brand
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Product Physical attributes Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Consumer Underlying human truths • Brand Emotional 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 Branding Brand Building Product Physical attributes Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Consumer Underlying human truths • Brand Emotional 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 Branding Brand Building Product Physical attributes Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Consumer Underlying human truths Brand Emotional benefits • Consumer Beliefs Driven Brand What values that I share with the brand that makes me cherish it more Why I value the brand
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Product Benefit Alternative Pale Pilsner Consumer UHT Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in Brand Irreverent, impulsive, devil-may-care, live for the day
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Exercise: 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Exercise: 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 Branding Connection Connection Triangle Triangle Brand Audit Brand Audit  Brand Big Idea Big Idea Building Recap of Consumer Research Evaluating Evaluating Advertising Advertising Primary Perceived Benefits: User 1. A more efficient locking system   2. “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 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 Branding Connection Connection Triangle Triangle Brand Audit Brand Audit  Brand Big Idea Big Idea Building Recap of Consumer Research Evaluating Evaluating Advertising Advertising Secondary Benefits: User 1. Scaring the burglars: A mixed bag   2. “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'' 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 tasshan (style)”
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Audit Brand Audit  Connection Connection Triangle Triangle Big Idea Big Idea Building Recap of Consumer Research Evaluating Evaluating Advertising Advertising Perceived Benefits : Non User 1.  Brand 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 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Key Consumer Insight Evaluating Evaluating Advertising Advertising There is nothing that a thief cannot break. However from my There is nothing that a thief cannot break. However from my end IIknow that the theft has not happened because of my end know that the theft has not happened because of my carelessness carelessness
    • Module 2 Brand Building Understanding Branding Brand Audit Connection Triangle Brand Big Idea Big Idea Building Evaluating Advertising
    • Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy
    • Module 2 - Stage 3 Big Idea What is the Big Idea in this visual? What is the Big Idea in this visual?
    • Module 2 - Stage 3 Big Idea Building Exercise: What is a Big Idea ? Understanding Branding Brand Audit Brand Audit   Connection Connection Triangle Triangle Brand Big Idea Big Idea Evaluating Evaluating 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Building Two Types of Big Idea Big Idea Big Idea Evaluating Evaluating Advertising Advertising Big executional ideas Big strategic ideas Two types of Insights
    • Module 2 - Stage 3 Big Idea Think Different One definition of insanity is doing the same thing over and over again, expecting a different outcome
    • Module 2 - Stage 3 Big Idea
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Insight: Type 1 Verbatim about my life in relation to the category / brand  Insight needs to   Be widely shared   Involve Identify with a ‘moment of truth’ Insight should not  Be a metaphor in disguise  Restrict creative avenues
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Insight: Type 1 Verbatim 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Insight: Type 2 The 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 Idea Rediscover You invent nothing. You rediscover what you have forgotten. Socrates
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Four 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Four 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Four 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Four 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising “What if?” A Brainstorming Tool that challenges convention
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising What 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising What if.. Stage 1  We redefine the category experience?  Claim generic benefit for ourselves?   Make the brand sensational and newsworthy?   Fevicol is an adhesive, so it sticks strong The United Colours of Benetton Focus on the influencer and not the user?  The TV buying ads focusing on kids
    • Module 2 - Stage 3 Big Idea
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising What 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 Idea What If.. we all go mad?
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising What 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 Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Need Some Mad Ideas! Evaluating Evaluating 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Mining Insight Drives powerful brand building
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Brand Audit  Connection Connection Triangle Triangle Brand Building So, What Next? Big Idea Big Idea Evaluating Evaluating 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 insight You 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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising The springboard is ready for the creative agency to leap
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Creative 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 Branding Brand Audit Connection Triangle Brand Big Idea Building Evaluating Evaluating Advertising Advertising
    • Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising After the Creative Black Hole  How do you evaluate a creative product? - TV Ads, Sales Promo, Internet Banner, Direct Mailers.  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 Branding Brand Audit Brand Audit Connection Connection Triangle Triangle Brand Big Idea Big Idea Building Evaluating Evaluating Advertising Advertising Unilever's 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 medium's capabilities? 10 Is it in character with the brand personality?
    • Module 2 - Stage 4 Evaluating Advertising Finally The consumer is not a moron, she is your wife
    • Final evaluation of brand building is whether it motivates her
    • “You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap between what is written in the books and your vision; from what is happening on the shop-floor and what is going on in the marketplace. That is execution. That is what makes the difference” Mukesh Ambani