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128209 633659454933033750 128209 633659454933033750 Presentation Transcript

  • What is the Territory of the Brand? Six inches wide Grey and wet Mysterious
  • Contents
    • Presentation Objective
    • Understanding Branding
      • From Products to Brands
      • Brand Attributes
      • Brand Management
      • Brand Architecture
      • Exercise
    • Brand Building
      • Brand Audit
      • Connection Triangle
      • Big Idea
      • Evaluating Advertising
  • Presentation Objective
    • To understand the facets / issues involved in branding
    • To develop a framework for building a brand
    View slide
  • Presentation incorporates learnings from
        • India’s Branding School, founded by Reliance: MICA
        • Personal Work Experience
        • Al Ries & Laura Ries: The 22 Immutable Laws of Branding
    Al Ries, David Ogilvy & Ambani View slide
  • Contents Branding Process Brand Building Understanding Branding
  • Module 1 Understanding Branding Understanding Branding Brand Building
  • Module 1 Understanding Branding
        • Exercise
    Architecture Management
        • Attributes
        • Products to brands
    Understanding Branding Brand Building
  • Module 1 Understanding Branding
        • Exercise
    Architecture Management
        • Attributes
        • Products to brands
    Understanding Branding Brand Building
  • Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 1 From Products to Brands
    • A brand is more distinctive than a product
    • It is first of all a name, a means of identification
    • Secondly it s a set of added values offering both functional and psychological benefits
    Brand v/s. Product Above all ‘ a brand is a promise’ Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 1 From Products to Brands …… .a short-hand that communicates powerfully & reduces uncertainty
  • Fevicol Case
  • Fevicol Case
  • Fevicol Case
  • 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 Attributes
        • Exercise
    Architecture Management
        • Attributes
    Products to brands Understanding Branding Brand Building
  • Module 1 Understanding Branding
        • Exercise
    Architecture Management
        • Attributes
    Products to brands Name Logo Colours Essence Understanding Branding Brand Building
  • Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name
  • Module 1 - Stage 2 Attributes
    • 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
    Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 2 Attributes
    • 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 )
    Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape
  • Module 1 - Stage 2 Attributes Name Logo Colours 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
    Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 2 Attributes
  • Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour
  • Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace
  • Module 1 - Stage 2 Attributes
    • Brand Colours
    • Colours have meanings
        • Purple means royalty
        • Red is energetic
        • Blue is peaceful
    • Opposite colours can differentiate
        • Coke is red, Pepsi is blue
        • Kodak is yellow, Fuj i is green
    Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 2 Attributes
    • 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
    Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity
  • Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.
  • Module 1 - Stage 2 Attributes
    • 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
    Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 2 Attributes
    • 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
        • 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
    Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word
  • Module 1 - Stage 2 Attributes
  • Module 1 Understanding Branding Attributes
        • Exercise
    Architecture Management Products to brands Management Understanding Branding Brand Building
  • Module 1 Understanding Branding Attributes
        • Exercise
    Architecture Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Management Management
  • Module 1 - Stage 3 Management
    • 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.
    Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 3 Management
    • 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
    Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 3 Management
    • 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
    Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 3 Management
    • Fighting Brand
    • Built as new, independent brand
      • Prevents dilution of the leading brand
        • HLL introduced Wheel to fight Nirma
    Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings
  • Possibly even a third or a fourth brand..
  • Module 1 - Stage 3 Management
    • 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?
    Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage 3 Management
    • Multi 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
    Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 Understanding Branding Attributes
        • Exercise
    Architecture Management Products to brands Architecture Understanding Branding Brand Building
  • Module 1 Understanding Branding Attributes
        • Exercise
    Management Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Architecture Architecture
  • Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus
  • Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist
  • Module 1 - Stage 4 Architecture
    • House 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.
    Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes
  • Module 1 - Stage 4 Architecture
    • 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
    Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes
  • Module 1 - Stage 4 Architecture 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’
  • Module 1 - Stage 4 Architecture
    • 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
    Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes
  • Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.
  • Module 1 - Stage 4 Architecture
    • 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
    Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes
  • Module 1 Understanding Branding Attributes
        • Exercise
    Architecture Management Products to brands
        • Exercise
    Understanding Branding Brand Building
  • Module 1 Understanding Branding
    • Two brand positioning within the same brand family?How do we reconcile the two positions?
    • The options available to us
        • Single brand
        • Stand Alone New Brand
        • Transfer of Brand Assets from an existing brand
    • What are the pros and cons of each option ?
    Exercise
  • Module 1 Understanding Branding Attributes Architecture Management Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building
        • Exercise
        • Exercise
  • Module 1 - Stage5 Exercise
    • Single Brand Family
    • ‘ Stand-alone’ New Brand
    • Transfer of Brand Assets ‘x from y’
    Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage5 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
    Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage5 Exercise
    • Option : 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
    Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage5 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
    Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage5 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
    Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage5 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
    Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage5 Exercise
    • Option: 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’
    Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage5 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
    Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • Module 1 - Stage5 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
    Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
  • www.mastersungroup.com http://strategy-execution.blogspot.com [email_address]