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A typical branding initiative


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A typically marketing initiative comes into play with the advent of a branding plan to create a connect with customers and develop a faith in them to be able to trust in your brand over your competitors. It is as important a prerequisite to be able to have maximum prospects and then turning them into sales.

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A typical branding initiative

  1. 1. Branding – an initiative Neelav Samrat De Disclaimer: All views and opinions in this presentation are solely of the author and does not have any bindings to any third party
  2. 2. INDEX 2  What is branding  Why is branding necessary  Effective ways to create a brand equity  Case study  Branding stories gone wrong  Branding of schools and its importance
  3. 3. 3 What is branding History: • Branding as a concept is a derivative from ancient Scandinavia from the 9th century where “brandr” meant “to burn” recalling the practice of producers burning their mark (or brand) onto their products. • Branding has been existent in India from 1100 B.C. with the herbal paste “chyawanprash” which was named after the revered rishi named Chyawan! • Ennion, the most prominent Roman glass maker used to brand all his products way back in the 8th century by signing on the glasses prepared by him. • Italian traders used watermarks for their branding dating back in the 13th century. • Defined marketing brandings started in the 19th century with the entry of packaged foods. Source: Wikipedia
  4. 4. 4 What is branding “The creation of a name and image about a specific product or service to identity and create a “connect” with end-users or consumers”; and clearly distinguish it from its competitors; How is branding done – a) Create a logo and trademark which relates to the entity. This forms the basic identity of the brand. b) Create a slogan / mission for the entity. This supports the identity of the brand. c) Advertise through print & TV media by engaging an agency. d) In the digital age, optimal use of the internet, creation of a portal, use of social media like Facebook, Twitter, Instagram, Tumbler, Snapchat amongst others. e) Communicate the brand through a strategic campaign. (very important!) e) For all the above, earmark an annual budget for branding purposes. Without funds, a branding exercise is futile. Everything costs money! Take away: A strategic concept branding exercise leads to creation of a strong brand equity
  5. 5. 5 What is branding A few classic brands created who’s logos are enough to trust and reckon with
  6. 6. INDEX 6  What is branding  Why is branding necessary  Effective ways to create a brand equity  Case study  Branding stories gone wrong  Branding of schools and its importance
  7. 7. 7 Why is branding necessary • Branding helps create an identity that distinguishes the brand from its competitor. • Branding helps build reputation. • The brand conveys the intended business to people. • A strong brand promotes motivation and a positive affect on employees. • A good brand often sells through word-of-mouth referrals / direct marketing. • A brand built on strong pillars paves a way for trust in stake-holders. • Branding represents the entity and makes it keep its promises to its consumers. • A strong brand helps provide for good financial value. • A good branding strategy helps build a good customer base.
  8. 8. INDEX 8  What is branding  Why is branding necessary  Effective ways to create a brand equity  Case study  Branding stories gone wrong  Branding of schools and its importance
  9. 9. 9 Effective ways to create a brand equity Brand equity is a way to ensure that customers view the company as different from competitors….. Need to position the product / service as reliable and trust worthy The idea: Earn the loyalty of customers as the “first choice” Help the customer solve a problem The idea: Customers buy a product to solve a problem. The problem must be important enough that it motivates the client to find a solution. The solution should be provided by the brand equity. Good clarity of the firm’s presence in the market The idea: We are the only company that solves this problem in this unique way. The employees need to believe in the brand themselves The idea: The emotional connect of employees is essential in the brand to be able to sell the brand equity to consumers. Involve emotions in selling the brand equity The idea: To connect with the audience with emotions involved in the selling story continued..
  10. 10. 10 Effective ways to create a brand equity Consistency in the marketing efforts The idea: A consistent message through a structure marketing plan to the customer about solving a problem leads them to the brand. Making the product or service a memorable experience The idea: A well developed product or service is a great way to increase sales. Measure the marketing efforts to see how they are converting into prospects The idea: A lot of effort goes into a well planned marketing exercise. The effort should be able to measure up to the converts (plan stage to sales stage) Paramount importance The idea: Create a brand name to reckon with but keep the consumer in mind at every stage of your brand equity creation.
  11. 11. INDEX 11  What is branding  Why is branding necessary  Effective ways to create a brand equity  Case study  Branding stories gone wrong  Branding of schools and its importance
  12. 12. 12 Case study Despite being one of the most used credit cards in the world, Visa had identified an emotional distance between its brand and its customers. Industry research suggested that brands have people’s attention for just 6.5 seconds, so Visa created the GoInSix campaign where the brand would generate interactive content designed to motivate people to dine, shop and travel, using either six-second videos, six-image vignettes or six words. The campaign ran across all of its social channels and Visa urged influencers to upload their own GoInSix stories. Visa’s Facebook engagement score ranking went from seventh to first in ‘finance’ and climbed to second in all lifestyle brands. The campaign delivered 284 million earned impressions, five times more than a previous Visa campaign, which had 18 times more media spend! Point to note: Emotional connect with customers is very important!
  13. 13. 13 Case study Microsoft needed to prove to an audience lured away From IE9 by Google Chrome, that its browser was just as exciting, fast and easy to use. Microsoft created an animated story, The Random Adventures of Brandon Generator. After each film, the viewer was able to contribute ideas, messages, prose and drawings through an interactive hub, all using the capabilities of IE9. The crowdsourced, immersive story led to 600,000 unique visitors to the Brandon Generator site, 12.2 million media-driven YouTube views while IE market share finished ahead of target (target: 51.8%, actual: 53.9%) Resulting in 1.7 million IE9 downloads! Point to note: Involve the customer in every step of marketing!
  14. 14. INDEX 14  What is branding  Why is branding necessary  Effective ways to create a brand equity  Case study  Branding stories gone wrong  Branding of schools and its importance
  15. 15. 15 Branding stories gone wrong Branding What went wrong! The Pepsico-owned juices, which claims to deliver "100% pure squeezed Florida sunshine" to its customers, had somewhat of a low branding-wise five years ago when it introduced a new packaging. The company replaced its iconic logo - an orange-with-a- straw-stuck-in-it - in favour of a glass filled with juice. The backlash was fierce: Sales by Tropicana rivals increased, while its own fell 20%! Vacation rental service Airbnb unveiled a new logo that generated a wave of criticism for its design. Some linked it to a triangular paperclip. This branding went bad for the company!
  16. 16. 16 Branding stories gone wrong Branding What went wrong! Clothing store Gap tried to recast its image from "classic, American design to modern, sexy, cool,“. That ended in failure. The retail store was always known for the elegant and elongated letters of its font. But it switched to lowercase black letters with an awkwardly placed blue box atop the letter. Starbucks switched its logo to something simpler to celebrate its 40th anniversary. The company added a lot of green to the design and removed the "Starbucks Coffee" phrase that had wrapped around the company's signature symbol - a siren. The company felt that the mascot had "been through it all" over the last four decades, and needed a "small but meaningful update." Reactions were initially mixed, although the criticism lasted a long time.
  17. 17. INDEX 17  What is branding  Why is branding necessary  Effective ways to create a brand equity  Case study  Branding stories gone wrong  Branding of schools and its importance
  18. 18. 18 Branding of schools and its importance Branding of schools is not as easy as any corporate branding. Here’s why… Schools form a big part of a child’s daily life. It is only too obvious for parents to be able to make that one “first impression” A first impression of a school involves its logo, motto, website, catchy transports, signage's and prospectus to begin with. Professionally managed back-end systems involving the above is a good branding initiative for schools. A dull portal for example could be a major put-off! Connect with the primary customer – parents; not an easy task A “well groomed campus” is a big part of school brandings The employees (teachers, admin staff, helpers) need to be kept motivated through the emotional connect. The idea of “my school” is a branding concept that must be adopted by its employees. Creating impressive marketing collaterals to be able to get the “first impression” right!
  19. 19. 19 Branding of schools and its importance Educational institutes advertising in India Use of logos, punchlines, emotions, promises
  20. 20. 20 Branding of schools and its importance Amity University roped in India’s cricket heart throb caption Mahendra Singh Dhoni to pack in a message saying “We create leaders of tomorrow”! This message was broadcast on a national level thus creating “Brand Amity” as an university to reckon with. They sustained because they had created a product*, which people began to trust. Facilities Faculty Campus placements Academic curriculum
  21. 21. 21 Thank you