Insights into Branding         Prepared by: Rahul Dewan                       Srijan Technologies Pvt. Ltd.
Financial Evaluators perspective    “Does the company have a “brand” value/ brand name”                                  ...
Branding power leads to pricing power!    Brand is a “moat” around the company    There is predictability of a “sales pi...
Managing a “Brand”    The most difficult thing to crack in running a good    company    It is touchy-feely, and an “art”...
Managing a “Brand”    The most difficult thing to crack in running a good    company    It is touchy-feely, and an “art”...
What characterizes a brand?    Toyota, Maruti, Tata, Reliance, IKEA, Apple    What is they were a person?    What would...
What characterizes a brand – Maruti    Dependable    Affordable    Safe    Reliable (even if it breaks down there will...
What characterizes a brand – Toyota    Quality    Dependable    Functional    Not flamboyant    Safe    Affordable (...
Insights – Toyota and Maruti    Common value systems? :-)    Globally Toyota struggled launching “luxury” cars; Maruti i...
Tata vs Reliance    Tata                                                                      Reliance      ➔           ...
So how do we judge a brand?    How come we think all form such opinions?    Is it from their advertisement alone; the im...
Walk the Talk!    External belief in the brand has to be backed by “each    action” of the company    Both “internal” an...
Questions to engage with        What are the branding challenges for your organization?        How would you like to be ...
Insights and take aways                                                               Marketing is different             ...
So what is Srijans story?                             Srijan Technologies Pvt. Ltd.
Insights into Branding                                                 Prepared by Rahul Dewanwww.srijan.in               ...
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Understanding branding

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Business owners of small companies, its employees, and other stakeholders rarely engage with "brand management". Rahul Dewan, the CEO of Srijan has been attending an "Owner Manager Program" organized by www.ciam.in, where he is going through a formal structure of managing a business.

This presentation -- on branding -- has come out of one such deeply insightful session led by one of the facilitators.

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Understanding branding

  1. 1. Insights into Branding Prepared by: Rahul Dewan Srijan Technologies Pvt. Ltd.
  2. 2. Financial Evaluators perspective “Does the company have a “brand” value/ brand name” Srijan Technologies Pvt. Ltd.
  3. 3. Branding power leads to pricing power! Brand is a “moat” around the company There is predictability of a “sales pipeline” Does the brand have “pricing power” ➔ If costs go up, can the brand sustain to sell at the same prices? ➔ Companies without brands would either “increase prices” thus often reducing volumes OR financial health is put at risk ➔ Brands however, can even increase prices without hurting margins Srijan Technologies Pvt. Ltd.
  4. 4. Managing a “Brand” The most difficult thing to crack in running a good company It is touchy-feely, and an “art” more than a science Srijan Technologies Pvt. Ltd.
  5. 5. Managing a “Brand” The most difficult thing to crack in running a good company It is touchy-feely, and an “art” more than a science Srijan Technologies Pvt. Ltd.
  6. 6. What characterizes a brand? Toyota, Maruti, Tata, Reliance, IKEA, Apple What is they were a person? What would they look like? (eg: not fat/ thin; but attributes like young/ caring/ calming, etc) What would they be wearing? What would be their values? Think of words that come to your mind while you portray these brands as people! Srijan Technologies Pvt. Ltd.
  7. 7. What characterizes a brand – Maruti Dependable Affordable Safe Reliable (even if it breaks down there will be a service center nearby) Functional Middle-Aged Srijan Technologies Pvt. Ltd.
  8. 8. What characterizes a brand – Toyota Quality Dependable Functional Not flamboyant Safe Affordable (affordable luxury!) Srijan Technologies Pvt. Ltd.
  9. 9. Insights – Toyota and Maruti Common value systems? :-) Globally Toyota struggled launching “luxury” cars; Maruti is not known for a Sedan/SUV, but for “small cars” Toyota in India – found brand value systems captured by Maruti They, therefore launched with “Qualis”, then “Innova” -- to target the commercial vehicle systems Liva, even Etios in the upmarket small-car / sedan – has been introduced in 2011, after several years in India Srijan Technologies Pvt. Ltd.
  10. 10. Tata vs Reliance Tata  Reliance ➔ Trust ➔ Not trustworthy ➔ Reliable ➔ Manipulative ➔ Mature ➔ Street smart ➔ High ethics ➔ Will do anything to ➔ Solid make money ➔ Dependable ➔ Will deliver shareholder value? ➔ May not be efficient or high quality Srijan Technologies Pvt. Ltd.
  11. 11. So how do we judge a brand? How come we think all form such opinions? Is it from their advertisement alone; the image they project? Or what we read and judge about them? By how their employees feel? What is their employees conviction in the product / company while selling? By how their management/ lives and behaves? And by what they say in media and react to crisis? Do we judge the “character” of the organization? Srijan Technologies Pvt. Ltd.
  12. 12. Walk the Talk! External belief in the brand has to be backed by “each action” of the company Both “internal” and “external” stories are essential – to make the story consistent Take aways! Internal belief makes the external come true! Srijan Technologies Pvt. Ltd.
  13. 13. Questions to engage with  What are the branding challenges for your organization?  How would you like to be perceived?Take aways!Leaders and Managers “Who will cry when you die?”(specifically), employees, ~ a book by Robin Sharmastakeholders, partners – allshould be engaging with Even how we live our lives is athese questions branding exercise!every 3 months Srijan Technologies Pvt. Ltd.
  14. 14. Insights and take aways Marketing is different  Marketing starts by telling your own story! from “Sales” ➔ Write your own story ➔ Distill it often; goal is to get to 1-2 lines  Find someone in the company who is going to be telling this story (CEO / CMO / Brand Manager / other)  Allocate “money” and “time” to enable someone to write and share your story (spend it; allocation is not enough)Take aways!Any good story needs adjectives Srijan Technologies Pvt. Ltd.
  15. 15. So what is Srijans story? Srijan Technologies Pvt. Ltd.
  16. 16. Insights into Branding Prepared by Rahul Dewanwww.srijan.in Twitter: @rahuldewan Learnings and insights to based on interactive session led by: Mohit Satyanand, visiting faculty at www.CIAM.in - a learning program for business owners and entrepreneurs Thank you! Srijan Technologies Pvt. Ltd.

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