1. What is a brand?

2. Product + ....

3. Product + Name

4. Product + Name + Identity

5. Product + Name + Identity + Meaning

6. Brand = Product + Distinct Identity
& Meaning
Distinct Name
Distinct Visual Identity
Distinct Promise (benefit / experience)
Products are often similar. It is the brand identities that differentiate them.

7. People don’t taste drinks. They taste images.
- David Ogilvy

8. Consumers don’t buy products,
they buy and own brands.

10. The whole premise of branding is to make products
play a more meaningful role in consumer lives
Make us see things form the customer’s lens

11. How?
The Customer View The Marketer View

12. How?
The Customer View The Marketer View
Branding
Image and Identity
Marketing
Packaging and sales
Product
Functionality

13. Seeing from the Customer’s Lens
Some Examples
Brand Product Lens Customer Lens
Revlon Cosmetics Selling hope
Kodak Photo films Memorable moments
Pepsi Cola Youthfulness
Holiday Inn Hotel Hospitality
Carrier Air conditioners Cool comfort
Encyclopedia Britannica Books Information & Knowledge
JK Paper Paper Creating impressions
Moser Baer CDs Information safekeeping

14. Sanjay Tiwarisanjaytiw@gmail.com