BrandGenetics           brand   brand   brand
brand   brand   brandIntroduction a tool to discover the DNA of a brand it provides a roadmap of brand positioning, mark...
brand   brand   brandIntroduction it allows the owners of a brand/business to engineer futureperformance of a brand by re...
brand   brand   brandBrand Genetics: Process Involved broadly speaking, brand genetics is a 2-phased process:       Mark...
brand   brand   brandBrand Genetics: Process Involved the tasks involved in the first phase involves conductingcompetitiv...
brand   brand   brandBrand Genetics Process:Further Inputs the process of brand genetics attempts at measuring andunderst...
brand   brand   brandBrand Genetics Tool: AnEnablerThe brand genetics tool enables marketers seek answers to thefollowing ...
brand   brand   brandBrand Genetics: Examples there are several companies across the globe that have stood thetest of tim...
brand   brand   brandAlessiThe Italian designers combine design and technology to create objects ofhousehold utility and d...
brand   brand   brandAlessiDesign and TechnologyBoldness and Imagination   Brand Genetics of Alessi
brand   brand   brandGoogle"Googol" is the mathematical term for a 1 followed by 100 zeros. In 1995Larry Page and Sergey B...
brand   brand   brandGoogleTechnology and Vision       Brand Genetics of GoogleSimplicity and Leadership
brand   brand   brandIkeaIngvar Kamprad set out from his Elmtaryd farm in the village ofAggunnaryd - hence the letters for...
brand   brand   brandIkeaProduct and Cost        Brand Genetics of IkeaDesign and Experience
brand   brand   brandSkySky has changed our viewing habits, and our social behaviours too. Withmore than 17 million viewer...
brand   brand   brandSkyVision and Innovation   Brand Genetics of SkyContent and Pricing
brand   brand   brandSony"Sony" is derived from sonus meaning sound and sonny boy by which theJapanese mean a young person...
brand   brand   brandSonyInnovation and Design    Brand Genetics of SonyLeadership and Passion
brand   brand   brandZaraIn 1963, Amancio Ortega started out as a small lingerie business,producing low-priced imitations ...
brand   brand   brandZaraInsight and Design     Brand Genetics of ZaraSpeed and Efficiency                              ...
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Brand genetics

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This is a presentation that discusses how to analyze and assess the power of various brands. Each brand has certain capabilities and brand genetics is a tool to estimate the capacity of a brand, its durability and its long term sustainability
This ppt is not available for download. For updated knowledge on brand communication through workshops, visit https://workshopsofkisholoyroy.wordpress.com/

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Brand genetics

  1. 1. BrandGenetics brand brand brand
  2. 2. brand brand brandIntroduction a tool to discover the DNA of a brand it provides a roadmap of brand positioning, marketing programs,ideas and solutions it gives an objective view of the present status or ‘health’ of abrand or company also provides clear and concise performance scores that are easyto track overall, it enables business and brand owners to develop deepunderstanding of the dynamics that impact business performance
  3. 3. brand brand brandIntroduction it allows the owners of a brand/business to engineer futureperformance of a brand by re-engineering a brand’s or anorganization’s DNA it offers a concise, easy to use and multi dimensional frameworkwhich helps different line functions of organizations to understandand use analytical research data it is the genetic code of a brand unlocked by brand genetics thatis the key to building successful businesses, selling franchises andgenerating sales
  4. 4. brand brand brandBrand Genetics: Process Involved broadly speaking, brand genetics is a 2-phased process:  Market Evaluation  Building a Plan genetics is a term that is concerned with all living creatures onthis earth but it assumes greater importance in the context ofhuman beings in brand genetics, the primary phase involves identification ofthe elements that impart ‘human’ characteristics to the brand this calls for detailed discussions, deep research and creativethinking
  5. 5. brand brand brandBrand Genetics: Process Involved the tasks involved in the first phase involves conductingcompetitive research on marketing, positioning, messagingbranding, media spends, social media reach etc that will enable oneto assess the factors that differentiate a brand from its competitors the phase further involves determining if the present marketingmaterials capture the core essence of a brand and communicate itsimply and vividly based on the information generated in the first phase, generallya 12-month execution plan is generated that helps to achieve thesales and marketing goals of a brand
  6. 6. brand brand brandBrand Genetics Process:Further Inputs the process of brand genetics attempts at measuring andunderstanding two key areas the first is brand/organizational energy which measures andinterprets business vitality the second key area is brand/organizational breakthroughwhich measures and interprets market impact at times, the brand genetics process considers a third dimensioncalled market vision. This involves understanding of a brand orcompany within its category
  7. 7. brand brand brandBrand Genetics Tool: AnEnablerThe brand genetics tool enables marketers seek answers to thefollowing critical questions related to their business/brand health : How is the brand/organization product/service doing? [Context:Performance Vitality] What is the impact on its customers/stakeholders? [Context:Engagement] How are we positioned relative to competitors? [Context:Category differentiation] As a consequence, what is my strategy? [Context: Leveragingstrengths, minimizing weaknesses]
  8. 8. brand brand brandBrand Genetics: Examples there are several companies across the globe that have stood thetest of times by successfully unlocking their genetic codes over the years, they have evolved around the factors that havedifferentiated them from their competitors and have enhanced theirbrand equity examples of Alessi, Google, Ikea, Sky, Sony and Zara have beenpresented….
  9. 9. brand brand brandAlessiThe Italian designers combine design and technology to create objects ofhousehold utility and desire. In 1921, Giovanna Alessi first struck his lathe inthe Alpine village of Crusinallo, with the belief that no man should be forcedto dine from a boring plate. From Anna G, the corkscrew, to radios called Poe,the design family enjoy and celebrate the simplicity of everyday objects,whilst constantly pushing the boundaries of both function and form. They areguided by the creativity of designers such as Philippe Starck and Also Rossirather than following the whims of the market, and the possibilities ofmaterials, more recently embracing colourful plastics to complement theirclassic medium of stainless steel. 65% of products are now exported to over60 countries, helping them to build an intensely loyal customer base, whotypically build up their collections over a lifetime. (Case study)
  10. 10. brand brand brandAlessiDesign and TechnologyBoldness and Imagination Brand Genetics of Alessi
  11. 11. brand brand brandGoogle"Googol" is the mathematical term for a 1 followed by 100 zeros. In 1995Larry Page and Sergey Brin created in their Stanford University bedroom,what within 5 years would be dealing with 100 million internet searchesevery day, and make them multi-billionaires in less than a decade. Indeedlast years Nasdaq floatation was not without controversy, when Googleclaimed they should not be treated like a "normal" company. With over 80million users, searching through 8 billion webpages, Google is now theworlds leading search engine. They are known entirely through word ofmouth, and their revenues are driven by enabling advertisers to targetonline users in highly sophisticated and efficient ways. They stay true totheir "10 things" philosophy, ranging from "focus on the user and all elsewill follow" and "fast is better than slow", to "you can be serious without asuit" and "great just isnt good enough". (Case study)
  12. 12. brand brand brandGoogleTechnology and Vision Brand Genetics of GoogleSimplicity and Leadership
  13. 13. brand brand brandIkeaIngvar Kamprad set out from his Elmtaryd farm in the village ofAggunnaryd - hence the letters forming IKEA - with a mission to "create abetter everyday life for the many people". Since 1943 the company hasfocused on democratizing design by offering a wide range of well-designed,functional home furnishing products at prices so low that as may people aspossible will be able to afford them. Their flat-pack approach gives themsupply-chain efficiency and speed, even if it infuriates some consumers.Their 200 stores are typically in urban, isolated areas targeting younghomeowners, and creating a distinctive experience (not least through theirrestaurants at the heart of their stores). With global roll-out, and strongloyalty, their success is likely to continue as long as they can convincepeople to discard the old, and refurnish their lives. (Case study)
  14. 14. brand brand brandIkeaProduct and Cost Brand Genetics of IkeaDesign and Experience
  15. 15. brand brand brandSkySky has changed our viewing habits, and our social behaviours too. Withmore than 17 million viewers in 7 million UK households, Sky now offersan unprecedented choice of movies, news, entertainment and sport. Notonly that, but it has also been smart in signing up the content that is mostin demand - not least Premiership football - in order to entice terrestrialviewers, and charge a premium for it. Now that it reaches 30% of homes,the focus has moved from land-grab to profitable delivery. Sky+ hasbrought personal choice and recording in a way that Tivo failed, whilst thelicensing of its own channels - such as Sky News and Sky Sports - to cableand digital networks has extended its reach. James Murdoch now has thechallenge of sustaining the relentless growth demanded by his father. (Case study)
  16. 16. brand brand brandSkyVision and Innovation Brand Genetics of SkyContent and Pricing
  17. 17. brand brand brandSony"Sony" is derived from sonus meaning sound and sonny boy by which theJapanese mean a young person with a free spirit. Sony is therefore "agroup of young people who have the energy and passion towardunlimited creation". This could define Sony, and its target customers.Indeed there are few companies that have achieved such success throughsteady, organic growth with a devotion to technological innovation, and aZen-like ability to shrug off defeats. Whilst there have been manysuccesses, from the Walkman to the PlayStation, there has been failuretoo, losing the battle for video and DVD format supremacy. However thefocus on sleek, attractive design that wins over customers, often at a 20 to30% price premium, has served Sony well. As technologies converge, thefocus is also about creating solutions rather than products - the Sonyexperience - and in staying one step ahead of the consumer. (Case study)
  18. 18. brand brand brandSonyInnovation and Design Brand Genetics of SonyLeadership and Passion
  19. 19. brand brand brandZaraIn 1963, Amancio Ortega started out as a small lingerie business,producing low-priced imitations of up market fashion. However Ortegathought consumers could regard clothes as a perishable commodity, likefood and drinks, rather than something to be stored over years. Ortegapursued his vision of "ready baked“ clothes, to create a global fashionphenomenon, translating the latest ideas from the catwalk, and trendson the street into new ranges faster than anyone else. Zaras "sense andrespond" approach, enables them to occupy the leading edge of thefashion cycle, when demand and prices are highest, and coupled withtheir highly efficient supply chain, margins are greatest. With over 600stores in 50 countries, Zara positions its brand differently by market - inSpain it is at the cheaper end of the market, whilst in US and Mexico itcompetes with luxury stores. (Case study)
  20. 20. brand brand brandZaraInsight and Design Brand Genetics of ZaraSpeed and Efficiency ************************

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