Its All About Branding


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All know what is brand. But it was when i read more about branding that i knew there was so much more into brand and branding!!! Here i have tried to put together very few but important concepts of branding with suitable examples that struck me.
Have tried to make it as presentable as possible. looking forward for your comments. Plz let me know if i was able to contribute something new to u or what you think could have been added to this :) Lets make it a learning experience :)

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  • Kellogg’s breakfast cereal was never able to give “idli, dosa” of Indians. Indians have the habit of taking hot milk and Kellogg’s flakes were for cold milk. So it couldn’t maintain that crisp feel in flakes!!! Though it changed, the image had been gone and it could never revive back till now!!! Talking about FIAT, their cars UNO were used as passenger cars as taxis and so on with “Reliable and Sturdy” image. But in India, car is mostly once in a lifetime or very very few in a lifetime investment so people wanted more of “luxury and style” factors. So FIAT UNO changed its positioning later. Pizza Point, was a local company in India which thought of giving a competition to the MNC’s. But it failed miserably. Reason being – People liked foreign food (Pizza) from foreign companies (Domino’s etc)!!! Secondly Pizza Point made there USP at Pizza at low price, but that also failed because Indians hardly had much of Pizzas. It was once in a time delicacy usually during some celebrations. So at that time people didn’t mind spending more !!!
  • Its All About Branding

    1. 1. BRAND
    2. 2. BRAND ELEMENTS??? <ul><li>NAMES </li></ul><ul><li>LOGOS </li></ul><ul><li>SYMBOLS </li></ul><ul><li>CHARACTERS </li></ul><ul><li>SPOKESPEOPLE </li></ul><ul><li>SLOGANS </li></ul><ul><li>JINGLES </li></ul><ul><li>PACKAGES </li></ul><ul><li>SIGNAGE </li></ul>PERCEPTION DIFFERENTIATOR THOUGHT
    3. 3. By- Josh Levine
    4. 4. 5 drivers of “BRAND ” <ul><li>EMOTIONAL </li></ul><ul><li>CONNECTION </li></ul><ul><li>VALUE </li></ul><ul><li>ACCESSIBILITY </li></ul><ul><li>AWARENESS </li></ul><ul><li>RELEVANT </li></ul><ul><li>DIFFERENTIATON </li></ul>
    5. 5. Brand vs Commodity
    6. 6. Metrics Associated with Branding Knowledge metrics: Measure a brand’s awareness and associations through the many stages of recognition, aided, unaided and top of mind recall. Brands should score high on both awareness and association attributes. Preference metrics: Measure a brand’s competitive position in the market and how it benchmarks to competing brands. A strong brand has the brand equity to build customer loyalty . Financial metrics: Measure a brand’s monetary value through the various parameters of market share, price premium a brand commands, the revenue generation capabilities of a brand, the transaction value, the lifetime value of a brand and the rate at which brands sustains growth. Helps to estimate an accurate financial value of brand equity linked to marketing metrics .
    7. 7. Components of brand building
    8. 8. Value of brand. Based on high brand loyalty, name awareness, perceived quality and strong product associations Set of beliefs that customers hold about a particular brand Refers to the use of a successful brand name to launch a new or modified product in a new market BRAND EQUITY BRAND IMAGE BRAND EXTENSIONS
    9. 9. <ul><li>Line Extension – Within the same category </li></ul><ul><li>Eg: HUL’s Lux, Breeze, Hamam </li></ul><ul><li>Brand extension – To a new category but in a broadly similar market </li></ul><ul><li>Eg: Nestle’s Nescafe, Kitkat, Polo </li></ul><ul><li>Brand stretching – Using existing brand name on a new product in a different market (concept of piggy backing) </li></ul><ul><li> </li></ul>
    10. 10. Brand Value
    12. 12. Products are made in the factory, but brands are created in the mind – Walter Landor Brand Positioning
    13. 13. Brand Positioning PERCEPTION in minds of the target market &quot;Positioning&quot; is a game people play in today’s me-too market place&quot;
    14. 14. 5 factors for Brand Positioning <ul><li>What the brand delivers through features and benefits to consumers </li></ul><ul><li>What consumers expect to receive from the brand </li></ul><ul><li>What the other brands in the market offer through features and benefits to consumers </li></ul><ul><li>An easily quantifiable factor </li></ul><ul><li>The perceived quality and value  of your brand in consumer’s minds </li></ul><ul><li>Brand Attributes </li></ul><ul><li>Consumer Expectations </li></ul><ul><li>Competitor attributes </li></ul><ul><li>Price </li></ul><ul><li>Consumer perceptions </li></ul>
    15. 15. Positioning strategy
    16. 16. Brand Makeover <ul><li>Most visible – change in brand elements </li></ul><ul><li>Most important – Improvement in products & services </li></ul><ul><li>When do brands go for makeovers? </li></ul><ul><ul><li>Mergers and acquisitions </li></ul></ul><ul><ul><li>Not performing well or just putting some new clothes on </li></ul></ul><ul><ul><li>A fear of a disconnect between the brand and the consumer </li></ul></ul>
    17. 17. Examples of recent makeovers in India <ul><li>Videocon – Chouw & Mouw </li></ul><ul><li>Experience Change </li></ul><ul><li>Onida – “Ta-ta” to Devil </li></ul><ul><li>Godrej – More colourful </li></ul><ul><li>Bank of Baroda – Pioneer in makeover in Indian Banking industry </li></ul>
    18. 18. Co branding <ul><li>2 brands come together for mutual benefit </li></ul><ul><li>Why? </li></ul><ul><ul><li>To create financial benefits </li></ul></ul><ul><ul><li>To provide customers with greater value </li></ul></ul><ul><ul><li>To improve on a property's overall image </li></ul></ul><ul><ul><li>To strengthen an operation's competitive position </li></ul></ul><ul><ul><li>To create operational advantages.  </li></ul></ul>
    19. 19. 3 levels of co-branding <ul><li>Includes joining with another company to penetrate the market </li></ul><ul><li>Working to extend the brand based on the company's current market share </li></ul><ul><li>Tries to achieve a global strategy by combining the two brands </li></ul><ul><li>Level 1 – MARKET SHARE </li></ul><ul><li>Level 2 – </li></ul><ul><li>BRAND EXTENSION </li></ul><ul><li>Level 3 –GLOBAL BRANDING </li></ul>
    20. 20. <ul><li>Ingredient co-branding </li></ul><ul><li>Same company co branding </li></ul><ul><ul><li>TITAN from TATA’s, Gilette G3 razor with Duracell (both from P&G) </li></ul></ul><ul><li>Joint venture co branding </li></ul><ul><ul><li>P&G + National Association -> Project Drishti for blind </li></ul></ul><ul><ul><li>CITIBANK + Indian Oil </li></ul></ul><ul><li>Multiple sponsor co branding </li></ul><ul><ul><li>Jet Airways + Citibank + VISA </li></ul></ul>
    21. 21. Brand Licensing <ul><li>When brand is used by another </li></ul><ul><li>product or service </li></ul><ul><li>Brand gets the contract sum </li></ul><ul><li>but not directly benefitted like </li></ul><ul><li>in co branding </li></ul>
    22. 22. Blunders in Branding in India <ul><li>Kellogg’s in the breakfast segment </li></ul><ul><li>Failure of FIAT UNO </li></ul><ul><ul><li>Fiat targets the higher class market in India focussing on ‘Luxury’ and ‘Style’ rather than ‘Reliable’ and ‘Sturdy’ image in Brazil </li></ul></ul><ul><li>Failure of “local” pizza joint Pizza </li></ul><ul><li>Point. </li></ul>Description in the notes below
    23. 23. India into “Place branding” <ul><li>Following “Brand America” strategy </li></ul><ul><li>IBEF’s logo seeks to symbolize India in the 21st century…rising to challenges, tirelessly striving and transcending new frontiers. India - an idea unbound…a bird without a cage…its only canvas is the sky…limitless and expanding… </li></ul>