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Brand Management Process

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This Presentation will help MBA students to learn and understand Brand Management.

This Presentation will help MBA students to learn and understand Brand Management.

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  • 1. What is the Territory of the Brand?
  • 2. ContentsUnderstanding Brand BuildingBranding
  • 3. Module 1 Understanding BrandingUnderstanding Brand BuildingBranding
  • 4. Module 1 Understanding Branding Understanding Brand Building BrandingProdu Attribu Manage Architects to Exercise tes ment cturebrands
  • 5. Module 1 Understanding Branding Understanding Brand Building BrandingProdu Attribu Manage Architects to Exercise tes ment cturebrands
  • 6. Module 1 - Stage 1 From Products to Brands Understanding Brand Branding BuildingProducts Manage Architecturto Attributes ment e Exercisebrands
  • 7. Module 1 - Stage 1 From Products to Brands Understanding Brand Branding Building Brand v/s. Product Prod ucts Manage Architectur to Attributes ment e Exercise bran ds 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’
  • 8. Module 1 - Stage 1 From Products to Brands Understanding Brand Branding BuildingProducts Manage Architecturto Attributes ment e Exercisebrands A Brand is a Promise “ …A seller‟s promise to deliver consistently a specific set of features, benefits and services to buyers.
  • 9. Module 1 - Stage 1 From Products to Brands…….a short-hand that communicates powerfully & reduces uncertainty
  • 10. 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%
  • 11. 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
  • 12. Fevicol Case Fevicols Growth Rate vs. Category Growth Rate60% 55%50%40%30%20% 16% 10% 8%10%0% 1992-95 1995-99 Category Fevicol
  • 13. 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
  • 14. Module 1 Understanding Branding Understanding Brand Building BrandingProduct Attribut Attribu Manage Archites to Exercise es tes ment cturebrands
  • 15. Module 1 Understanding Branding Understanding Brand Building BrandingProduct Attribu Manage Archites to Exercise tes ment cturebrands Name Logo Colors Essence
  • 16. Module 1 - Stage 2 AttributesImmutable Law of Name In the long run the brand is nothing more than a name
  • 17. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Logo Product Attrib Manage Architectur Colors Essence s to Exercise utes ment e brandsBrand Name Short  Kodak, Fuji  CNN an AOL Time Warner Company Distinctive • Toyota’s Lexus is distinctive. Toyotas 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
  • 18. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Logo Product Attrib Manage Architectur Colors Essence s to Exercise utes ment e brandsBrand 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 )
  • 19. Module 1 - Stage 2 Attributes Immutable Law of ShapeA brand’s logotype should be deigned to fit both eyes.
  • 20. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Logo Product Attrib Manage Architectur Colors Essence s to Exercise utes ment e brandsBrand 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
  • 21. Module 1 - Stage 2Attributes
  • 22. Module 1 - Stage 2 AttributesImmutable Law of Color A brand should use a color opposite of its rival
  • 23. Module 1 - Stage 2 AttributesThe Cola Wars: Energy Vs. Peace
  • 24. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Logo Product Attrib Manage Architectur Colors Essence s to Exercise utes ment e brandsBrand Colors Colors have meanings • Purple means royalty • Red is energetic • Blue is peaceful Opposite colors can differentiate • Coke is red, Pepsi is blue • Kodak is yellow, Fuji is green
  • 25. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Logo Product Attrib Manage Architectur Colours Essence s to Exercise utes ment e brandsBrand 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
  • 26. Module 1 - Stage 2 AttributesImmutable Law of Singularity Most important thing for a brand is its single mindedness.
  • 27. Module 1 - Stage 2 AttributesSingle-mindedness means consistency.Fresh and interesting manifestations of a single idea.
  • 28. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Logo Product Attrib Manage Architectur Colours Essence s to Exercise utes ment e brandsBrand 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
  • 29. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Logo Product Attrib Manage Architectur Colours Essence s to Exercise utes ment e brandsBrand 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
  • 30. Module 1 - Stage 2 AttributesImmutable Law of WordA brand should try to own a word in consumer’s mind
  • 31. Module 1 - Stage 2Attributes
  • 32. Module 1 Understanding Branding Understanding Brand Building BrandingProduct Attribut Manage Archites to Exercise es ment cturebrands
  • 33. Module 1 Understanding Branding Understanding Brand Building BrandingProduct Attribut Manage Archites to Exercise es ment cturebrands Co-Brand Stealth Brand Fighting Brand Multi-Brand
  • 34. Module 1 - Stage 3 Management Understanding Brand Stealth Branding Building Co-Brand Brand Fighting Mana Multi-Brand Product s to brands Attributes geme Architectur e Exercise Brand ntCo-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.
  • 35. Module 1 - Stage 3 Management Understanding Brand Stealth Branding Building Co-Brand Brand Fighting Mana Multi-Brand Product s to brands Attributes geme Architectur e Exercise Brand ntStealth 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
  • 36. Module 1 - Stage 3 Management Understanding Brand Stealth Branding Building Co-Brand Brand Fighting Mana Multi-Brand Product s to brands Attributes geme Architectur e Exercise Brand ntFighting 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
  • 37. Module 1 - Stage 3 Management Understanding Brand Stealth Branding Building Co-Brand Brand Fighting Mana Multi-Brand Product s to brands Attributes geme Architectur e Exercise Brand ntFighting Brand Built as new, independent brand • Prevents dilution of the leading brand  HLL introduced Wheel to fight Nirma
  • 38. Module 1 - Stage 3 ManagementImmutable Law of Siblings There is a time and place to launch a second brand
  • 39. Possibly even a third or a fourth brand..
  • 40. Module 1 - Stage 3 Management Understanding Brand Stealth Branding Building Co-Brand Brand Fighting Mana Multi-Brand Product s to brands Attributes geme Architectur e Exercise Brand ntMulti 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?
  • 41. Module 1 - Stage 3 Management Understanding Brand Stealth Branding Building Co-Brand Brand Fighting Mana Multi-Brand Product s to brands Attributes geme Architectur e Exercise Brand ntMulti 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
  • 42. Module 1 Understanding Branding Understanding Brand Building BrandingProduct Attribut Manage Archites to Exercise es ment cturebrands
  • 43. Module 1 Understanding Branding Understanding Brand Building BrandingProduct Attribut Manage Archites to Exercise es ment cturebrands House of Endorsed Brands Brand Sub Brand Branded House
  • 44. Module 1 - Stage 4 ArchitectureImmutable Law of ContractionA brand becomes stronger when you narrow its focus
  • 45. Module 1 - Stage 4 ArchitectureThe Economist is red and daring.Provocative, brutally honest and non-conformist
  • 46. Module 1 - Stage 4 Architecture Understanding Brand House of Endorsed Branding Building Brands Brand Branded Archi Sub Brand Product s to brands Attributes Manage ment tectur Exercise House eHouse 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.
  • 47. Module 1 - Stage 4 Architecture Understanding Brand House of Endorsed Branding Building Brands Brand Branded Archi Sub Brand Product s to brands Attributes Manage ment tectur Exercise House eEndorsed 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
  • 48. Module 1 - Stage 4 ArchitectureImmutable Law of ExpansionBrand’s power inversely proportional to scope.
  • 49. Module 1 - Stage 4 ArchitectureThe Volkswagen bus ad, talked only about „plenty of room‟
  • 50. Module 1 - Stage 4 Architecture Understanding Brand House of Endorsed Branding Building Brands Brand Branded Archi Sub Brand Product s to brands Attributes Manage ment tectur Exercise House eSub 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
  • 51. Module 1 - Stage 4 ArchitectureImmutable Law of CompanyBrands are brands, companies are companies.There is a difference.
  • 52. Module 1 - Stage 4 Architecture Understanding Brand House of Endorsed Branding Building Brands Brand Branded Archi Sub Brand Product s to brands Attributes Manage ment tectur Exercise House eBranded 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
  • 53. Module 1 Understanding Branding Understanding Brand Building BrandingProduct Attribut Manage Archites to Exercise es ment cturebrands
  • 54. 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 ?
  • 55. Module 1 Understanding Branding Understanding Brand Building BrandingProduct Attribut Manage Archites to Exercise es ment cturebrands Single Brand Options Family Stand Alone Transfer of Brand Brand Assets
  • 56. Module 1 - Stage5 Exercise Understanding Brand Single Brand Branding Building Options Family Stand Alone Transfer of Product s to Attributes Manage ment Architec ture Exer Brand Brand Assets brands cise Single Brand Family ‘Stand-alone’ New Brand Transfer of Brand Assets ‘x from y’
  • 57. Module 1 - Stage5 Exercise Understanding Brand Single Brand Branding Building Options Family Stand Alone Transfer of Product s to Attributes Manage ment Architec ture Exer Brand Brand Assets brands ciseOption : 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
  • 58. Module 1 - Stage5 Exercise Understanding Brand Single Brand Branding Building Options Family Stand Alone Transfer of Product s to Attributes Manage ment Architec ture Exer Brand Brand Assets brands ciseOption : 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
  • 59. Module 1 - Stage5 Exercise Understanding Brand Single Brand Branding Building Options Family Stand Alone Transfer of Product s to Attributes Manage ment Architec ture Exer Brand Brand Assets brands ciseOption : 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
  • 60. Module 1 - Stage5 Exercise Understanding Brand Single Brand Branding Building Options Family Stand Alone Transfer of Product s to Attributes Manage ment Architec ture Exer Brand Brand Assets brands ciseOption : ‘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
  • 61. Module 1 - Stage5 Exercise Understanding Brand Single Brand Branding Building Options Family Stand Alone Transfer of Product s to Attributes Manage ment Architec ture Exer Brand Brand Assets brands ciseOption : ‘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
  • 62. Module 1 - Stage5 Exercise Understanding Brand Single Brand Branding Building Options Family Stand Alone Transfer of Product s to Attributes Manage ment Architec ture Exer Brand Brand Assets brands ciseOption: 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‟
  • 63. Module 1 - Stage5 Exercise Understanding Brand Single Brand Branding Building Options Family Stand Alone Transfer of Product s to Attributes Manage ment Architec ture Exer Brand Brand Assets brands ciseOption: 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
  • 64. Module 1 - Stage5 Exercise Understanding Brand Single Brand Branding Building Options Family Stand Alone Transfer of Product s to Attributes Manage ment Architec ture Exer Brand Brand Assets brands ciseBranding 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
  • 65. ContentsUnderstanding Brand BuildingBranding
  • 66. Module 2 Brand BuildingUnderstanding Brand BuildingBranding
  • 67. Module 2 Brand Building Understanding Brand Building Branding EvaluatingBrand Connectio Big Idea AdvertisinAudit n Triangle g
  • 68. Module 2 Brand Building Understanding Brand Building Branding EvaluatingBrand Connectio Big Idea AdvertisinAudit n Triangle g
  • 69. 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
  • 70. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e singBrand Audit  Qualitative study  In-depth interview ,usually administering a questionnaire  Uses various techniques like  Mind Mapping Technique  Critical Incident Technique & Other Techniques
  • 71. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e singMind 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
  • 72. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Draw An Egg Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing
  • 73. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Put Ten Legs on It Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing
  • 74. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Put Happiness in Centre Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing Happiness 
  • 75. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Write 10 Associations to Happiness Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing Happiness 
  • 76. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Take 1 branch and add associations Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing Sachin100 World Champion Happiness  Bad Bowling Mexican Wave
  • 77. Module 2 - Stage 1 Brand Audit Critical Incident Analysis: When Understanding Brand Building Branding People ChangeBrand Conne ction Big Evaluat ing  An technique that contextualizesAudit Triangl Idea Adverti e sing 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.
  • 78. Module 2 - Stage 1 Brand Audit Understanding Brand Building The Hierarchy of Aspects of Branding Incidents Conne Evaluat ConsumerBrand ction Big ingAudit Triangl e Idea Adverti sing   Category  Motivation  Enabler  Trigger  Driver emotion  Re-inforcer  Emotional Pay-offBoth Mind Mapping & Critical Incident are useful techniques whileadministering a Brand Audit Questionnaire
  • 79. Module 2 - Stage 1 Brand Audit Understanding Brand Building Brand Audit Questionnaire Branding Think about the specific things thatBrandAudit Conne ction Triangl Big Idea Evaluat ing Adverti trigger the brands identity in your e sing 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
  • 80. Module 2 - Stage 1 Brand Audit Understanding Brand Building Brand Audit Questionnaire Branding Thinking about the feelings andBrandAudit Conne ction Triangl Big Idea Evaluat ing Adverti emotions the brand evokes in you e sing 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
  • 81. Module 2 - Stage 1 Brand Audit Understanding Brand Building Brand Audit Questionnaire Branding Since using a brand makes it part of your life think about personal Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing 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
  • 82. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Audit Example: Branding Eveready Associations Conne Evaluat Brand Audit ction Triangl Big Idea ing Adverti ‘Using it since a child…first used the white cell now use red’ e sing 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 lights up’ „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
  • 83. Module 2 - Stage 1 Brand Audit Understanding Brand Building Example: Personality of Eveready Branding Its Two Faces Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing User of Eveready User of Competition- Late youth or early middle - Middle aged man aged man - Strong- Strong and energetic Mirror‟s - Don‟t know him well, an- Trustworthy acquaintance- Middle class, a family man two faces - Slightly dull, not colourful- Distant friend / acquaintance - LITTLE INVOLVEMENT- RECOGNITION AND A HALF SKETCHED PERSONALITY Eveready‟s difficulty to deeply involve consumers & a mild/half-sketched personality
  • 84. Module 2 - Stage 1 Brand Audit Understanding Brand Building Good Brand Audit Branding  A good brand audit gives a definiteBrand Conne ction Big Evaluat ing answer about six interrelated equitiesAudit Triangl Idea Adverti e sing  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
  • 85. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Exercise Consider two competing brands: Brand Audit Conne ction Triangl Big Idea Evaluat ing Adverti Kodak & Fuji e sing Rate the brands on a scale of 5• Product Non Performing 1 2 3 4 5 Strong , Performing• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged• Customer Over Dependent 1 2 3 4 5 Valued, Popular• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended• Image Weak 1 2 3 4 5 Strong, Engaging
  • 86. Module 2 Brand Building Understanding Brand Building Branding Connec Connect EvaluatingBrand tionAudit ion Big Idea Advertisin Triangl Triangle g e
  • 87. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e singAfter a rigorous Brand Audit we are readyto make a connection triangle
  • 88. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singDissecting 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
  • 89. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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?
  • 90. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 91. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 92. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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 of the brand.
  • 93. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 94. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 95. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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?
  • 96. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 97. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Product Physical attributes Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 98. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing Product Benefit What I like itConsumer UHT BrandWhy I value it Why I trust it
  • 99. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 100. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing Product Benefit Quality adhesiveConsumer UHTBonds of family/ Brandfriendship/love usually A bond that will not breakbreak
  • 101. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singExercise: 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?
  • 102. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singExercise: Create a Connection Triangle Make a Connection Triangle of your Car Security Systems Product  Recap of Consumer Research in Mumbai
  • 103. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Recap of Consumer Research Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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 2. 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‟
  • 104. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Recap of Consumer Research Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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 2. 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)”
  • 105. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Recap of Consumer Research Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing 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 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
  • 106. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Key Consumer Insight Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singThere is nothing that a thief cannot break. However from myend I know that the theft has not happened because of mycarelessness
  • 107. Module 2 Brand Building Understanding Brand Building Branding EvaluatingBrand Connectio BigAudit n Triangle Big Idea Advertisin Idea g
  • 108. Module 2 - Stage 3 Big IdeaUnless advertising contains a big idea it will pass like a ship in the nightDavid Ogilvy
  • 109. Module 2 - Stage 3 Big IdeaWhat is the Big Idea in this visual?
  • 110. Module 2 - Stage 3 Big Idea Understanding Branding Exercise: What is a Big Idea ? Brand Building Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing A bisociation of two or more previously connected thought matrices A new combination of old elements
  • 111. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Two Types of Big Idea Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing Big executional ideas Big strategic ideas Two types of Insights
  • 112. Module 2 - Stage 3 Big IdeaThink Different One definition of insanity is doing the same thing over and over again, expecting a different outcome
  • 113. Module 2 - Stage 3Big Idea
  • 114. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 115. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 116. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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
  • 117. Module 2 - Stage 3 Big IdeaRediscover You invent nothing. You rediscover what you have forgotten. Socrates
  • 118. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singFour 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‟
  • 119. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singFour 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
  • 120. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singFour 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.
  • 121. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singFour 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
  • 122. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing“What if?” A Brainstorming Tool that challenges convention
  • 123. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singWhat 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 completely changing the rules
  • 124. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singWhat 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
  • 125. Module 2 - Stage 3Big Idea
  • 126. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singWhat 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?
  • 127. Module 2 - Stage 3 Big IdeaWhat If.. we all go mad?
  • 128. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singWhat 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?
  • 129. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Need Some Mad Ideas! Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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?
  • 130. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e singMining Insight Drives powerful brand building
  • 131. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding So, What Next? Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e sing 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‘ready, aim, fire of advertising / promotion
  • 132. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing The springboard is ready for the creative agency to leap
  • 133. Module 2 - Stage 3 Big Idea Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singCreative 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
  • 134. Module 2 Brand Building Understanding Brand Building Branding Evaluati EvaluatiBrand Connectio ng Big IdeaAudit n Triangle Advertis Adverti ing sing
  • 135. Module 2 - Stage 4 Evaluating Advertising Understanding Brand Building Branding Conne Evaluat Brand ction Big ing Audit Triangl Idea Adverti e singAfter 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!
  • 136. Module 2 - Stage 4 Evaluating Advertising Understanding Brand Building Branding Conne EvaluatBrand ction Big ingAudit Triangl Idea Adverti e sing 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?
  • 137. Module 2 - Stage 4 Evaluating AdvertisingFinally The consumer is not a moron, she is your wife
  • 138. Final evaluation of brand building is whether itmotivates her
  • 139. “You see, all the right things are written in books andresearch papers.The trick is to ensure that there is no gap betweenwhat is written in the books and your vision; fromwhat is happening on the shop-floor and what is goingon in the marketplace.That is execution. That is what makes the difference”Mukesh Ambani