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Brand Management Process
 

Brand Management Process

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    Brand Management Process Brand Management Process Presentation Transcript

    • What is the Territory of the Brand? Six inches wide Grey and wet Mysterious
    • 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 Colors 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 Colors 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 Colors Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands
    • Module 1 - Stage 2 Attributes A brand’s logotype should be deigned to fit both eyes. Immutable Law of Shape
    • Module 1 - Stage 2 Attributes Name 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
      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 color opposite of its rival Immutable Law of Color
    • Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace
    • Module 1 - Stage 2 Attributes
      • Brand 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, Fuj i is green
      Name Logo Colors 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
    • Contents Branding Process Brand Building Understanding Branding
    • Module 2 Brand Building Brand Building Understanding Branding
    • Module 2 Brand Building Understanding Branding Brand Building
        • Evaluating Advertising
        • Big Idea
        • Connection Triangle
        • Brand Audit
    • Module 2 Brand Building
        • Evaluating Advertising
        • Big Idea
        • Connection Triangle
        • Brand Audit
      Understanding Branding Brand Building
    • 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
      • Brand Audit
        • Qualitative study
        • In-depth interview ,usually administering a questionnaire
        • Uses various techniques like
          • Mind Mapping Technique
          • Critical Incident Technique & Other Techniques
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit Mind Mapping Technique Draw An Egg Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit Mind Mapping Technique Put Ten Legs on It Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit Happiness  Mind Mapping Technique Put Happiness in Centre Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win Mind Mapping Technique Write 10 Associations to Happiness Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win World Champion Bad Bowling Sachin100 Mexican Wave Mind Mapping Technique Take 1 branch and add associations Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • 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 Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • The Hierarchy of Aspects of Incidents
      • Consumer
      • Category
      • Motivation
      • Enabler
      • Trigger
      • Driver emotion
      • Re-inforcer
      • Emotional Pay-off
      Module 2 - Stage 1 Brand Audit Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit
      • Brand Audit Questionnaire
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit
      • Brand Audit Questionnaire
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit Branding Audit Example: Eveready Associations KEY OTHERS ‘ Memories of using it in my village fields during night’ TV AD MAKES LITTLE IMPACT ON MOST CHILDHOOD MEMORIES ‘ Was it a truck? Everything lights up’ AGE OLD ASSOCIATION ‘ Using it since a child…first used the white cell now use red’ PREFERRED BRAND ASSOCIATIONS ‘ lasts longer’,’does not melt in summer’, ‘leak proof’ ‘ Red colour in wall paintings, ‘Some animal ..was.is it a panther’ THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit
      • User of Eveready
      • Late youth or early middle aged man
      • Strong and energetic
      • Trustworthy
      • Middle class, a family man
      • Distant friend / acquaintance
      • RECOGNITION AND A HALF SKETCHED PERSONALITY
      Example: Personality of Eveready Its Two Faces
      • User of Competition
      • Middle aged man
      • Strong
      • Don’t know him well, an acquaintance
      • Slightly dull, not colourful
      • LITTLE INVOLVEMENT
      Mirror’s two faces Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit
      • Good Brand Audit
      • A good brand audit gives a definite answer about six interrelated equities
        • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 1 Brand Audit
        • Exercise
      • Consider two competing brands: Kodak & Fuji
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 Brand Building
        • Evaluating Advertising
        • Big Idea
        • Connection Triangle
        • Brand Audit
        • Connection Triangle
      Understanding Branding Brand Building
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit After a rigorous Brand Audit we are ready to make a connection triangle
    • Module 2 - Stage 2 Connection Triangle
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • 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?
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • Product Benefit Driven Brand
        • Eno bubbles away troubles
        • Fevikwik sticks in a jiffy
        • Mseal seals chronic leaks
        • Tang is essence of goodness from fruit
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • Product Benefit Driven Brand
      • What I get from the product that makes the brand matter to me
      • Why I like the brand
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • 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 Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • 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
    • Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • 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 Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • 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 Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • 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 Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • 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 Building Evaluating Advertising Big Idea Connection Triangle Brand Audit 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 Building Evaluating Advertising Big Idea Connection Triangle Brand Audit 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 Building Evaluating Advertising Big Idea Connection Triangle Brand Audit 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
      • 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?
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 2 Connection Triangle
      • Exercise: Create a Connection Triangle
      • Make a Connection Triangle of your Car Security Systems Product
        • Recap of Consumer Research in Mumbai
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Recap of Consumer Research
      • Primary Perceived Benefits: User
        • 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
        • 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 ’ Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Recap of Consumer Research
      • Secondary Benefits: User
        • 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''
        • 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 Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
      • Perceived Benefits : Non User
        • 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”
      Module 2 - Stage 2 Connection Triangle The effectiveness of security systems is not proven Recap of Consumer Research Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 2 Connection Triangle There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness Key Consumer Insight Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 Brand Building
        • Evaluating Advertising
        • Big Idea
        • Connection Triangle
        • Brand Audit
        • Big Idea
      Understanding Branding Brand Building
    • 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?
    • Module 2 - Stage 3 Big Idea
      • A bisociation of two or more previously connected thought matrices
      • A new combination of old elements
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Exercise: What is a Big Idea ?
    • Module 2 - Stage 3 Big Idea
        • Big executional ideas
        • Big strategic ideas
        • Two Types of Big Idea
      Two types of Insights Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • 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
      • Insight: Type 1
      • Verbatim 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea Rediscover
      • You invent nothing.
      • You rediscover what you have forgotten .
      • Socrates
    • Module 2 - Stage 3 Big Idea
      • 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’
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea
      • 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.
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit “ What if?” A Brainstorming Tool that challenges convention
    • Module 2 - Stage 3 Big Idea
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit A tool to explore risks and rewards of completely changing the rules
    • Module 2 - Stage 3 Big Idea
      • What 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea
    • Module 2 - Stage 3 Big Idea
      • 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?
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea What If.. we all go mad?
    • Module 2 - Stage 3 Big Idea
      • 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?
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 3 Big Idea
      • 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?
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Need Some Mad Ideas!
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mining Insight Drives powerful brand building
    • Module 2 - Stage 3 Big Idea
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit You are ready to put ‘aim’ into the ‘ ready, aim, fire' of advertising / promotion So, What Next?
    • Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit The springboard is ready for the creative agency to leap
    • Module 2 - Stage 3 Big Idea
      • 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
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 Brand Building
        • Evaluating Advertising
        • Big Idea
        • Connection Triangle
        • Brand Audit
        • Evaluating Advertising
      Understanding Branding Brand Building
    • Module 2 - Stage 4 Evaluating 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!
      Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit
    • 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