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PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
PRIVATE LABELLING  ........Branding ....
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PRIVATE LABELLING ........Branding ....

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  • 1. Brand Positioning & Identity : Retail PL Peshwa Acharya peshwa@thinkasconsumer.com
  • 2. P eshwa Acharya: T E he dge  Consistently, building successful brands from Ground Zero – Market Entry Strategy – Brand Positioning & Brand World Creation – Brand Architecture (including future mapping basis need) – Brand Identity & Expressions – Product Concept, Packaging & Product Formulation Brief Development – Communication Development (including Brand Idea & Creative Idea) – Creative Execution & Consumer Surround Strategy  Brand gatekeeper become category champions; bringing an expertise & enabling knowledge sharing  Design innovativeness that creates distinction
  • 3. Intention  The company is likely to launch its line of brand/s in the Nuts / Foods Portfolio.  Brand to be launched in a cluttered marketplace & across retail formats; ease of comprehension and acceptability through distinctiveness & perceived brand value required.
  • 4. E xpectation Brand Positioning Artwork Implementation Identity Dossier Brand World Template Packaging Designs Brand Naming Brand Identity
  • 5. P eshwa Approach 5 Ste p Pro ce ss
  • 6. # 1: Market Mapping Unde rstand e q uity & brand po sitio ning platfo rms o f brands in e armarke d cate g o rie s, culle d o ut fro m available se co ndary data & re tail visits. I ntify a de co mpe titive & co mpe lling pro po sitio n that cre ate s a ‘ larg e brand value ’ .  Basic competitive brand Equity – Determine Need Gaps (only for key brands selected from each category)  Category Barriers/Motivators  Positioning Mapping  Trends that could impact the category/consumer perceptions   Inference: Brand Positioning Opportunity & Category Differentiators
  • 7. # 2: Brand World Template De fine the brand bo undarie s, fle xible & mandato rie s, that cre ate the brand DN A  Collaborative process that engages the agency & client partner through a proprietary tool call ‘ Brand Funneling’ . Decodes company Intention and translates it into a viable & attractive E xpression for the consumer  Creation of a Brand World (explains the space in which the brand will reside w.r.t sights, sounds, people, emotions, moments..) Inference: Brand World, Brand Architecture, Name Generation
  • 8. # 3: Brand Identity Se ts the brand to ne , visually and in all g raphics that will co mmunicate the brand to its multiple stake ho lde rs  Involves designing the brand logo, mood & tone of voice  Craft the template that will evaluate the need for brand colors; that will provide consistency & be the brand emblem  Enumerate the identity in extensions that form stakeholder touch points Inference: Brand Identity & Applications
  • 9. # 4: Design Conceptualization Evaluate co mpe titive brands in e ach cate g o ry acro ss e armarke d price po ints and study cate g o ry co de s to arrive at ne w brand de sig n co nce pts  Competitive packaging space – retail visibility & structural standout  Design codes on variant/sub-brand differentiation, font, imagery, mnemonics  Study brand case studies (if any) with ‘ category bundle’ , for design approach  Implement ‘ Shelf Space Cut Thru’ test for designs created   Inference: Pack design concepts that are implementable & achieve retail differentiation
  • 10. # 5: Dossier & Artworks  Create a user friendly guideline that is used across by all brand stakeholders.  Articulate the specifications applicable across key media of communication, with respect to visual identity  Artworks for short listed design concepts   Inference: Brand Identity Dossier & Pack Design Artworks
  • 11. Strategic L ead T eam: Responsibility  Market Mapping & Positioning Development  Brand World Definition  Drive synergies for the brand w.r.t design basis brand positioning  Craft the brand tone of voice & creative direction for the identity  Oversee the imagery created for the brand (with the design team)
  • 12. Creative L ead T eam: Responsibility  Brand Identity creation  Identity Expression across touch points  Identity Dossier (Style Guide)  Brand Name Creation (with strategic planning team)  Pack Design Conceptualization & Implementation  Supervision/Accuracy of artworks submitted
  • 13. L ooking forward to H earing F rom you P eshwa Acharya

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