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An introductory talk on brand management for students opting for marketing specialization.

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  1. 1. 1998 1992 1995 Branding
  2. 2. What is a brand? <ul><li>Name, logo, tag-line, color, sound, idea or a combination of the above to differentiate one’s product or service from others. </li></ul><ul><li>‘ Perceived experience’ offered by the product or service </li></ul><ul><li>Plays a ‘meaningful role’ in customer’s life </li></ul>
  3. 3. 2001 2007 2005 2004 1999 2006 2005
  4. 4. 2001 2007 2005 2004 1999 2006 2005 Brands rule the world of Marketing !
  5. 5. Actually brands rule the world… <ul><li>Task: </li></ul><ul><li>Compare the 2010 Global top brand valuations and the GDP of countries by size.. </li></ul>
  6. 6. Consumers own brands and not products..! <ul><li>We don’t drive cars, we own a Merc </li></ul><ul><li>We don’t wear jeans, we wear Levis’ </li></ul><ul><ul><li>And so on….. </li></ul></ul>
  7. 7. What makes consumers to own brands..? <ul><li>Brands are like people.. </li></ul><ul><li>Eg. </li></ul><ul><ul><li>First day of college: introduction to 60 students </li></ul></ul><ul><ul><li>On graduation: 4-5 best friends for life.. </li></ul></ul>
  8. 8. <ul><li>They become part of our ‘extended selves’ </li></ul><ul><li>We share a strong relationship with them </li></ul><ul><li>We are LOYAL towards them </li></ul>
  9. 9. Brand.. <ul><li>Awareness -- Identification – Preference – Relationship – Loyalty -- Equity </li></ul><ul><li>Repeat purchase because of STICKINESS </li></ul>
  10. 10. Brand is ultimately defined by the consumers.. <ul><li>Eg. Coke researched a new Coke formula and tested them on 1.9 lac customers </li></ul><ul><li>Blind test against Pepsi – favorable </li></ul><ul><li>Launched New Coke in 1985 – BIG FAILURE </li></ul><ul><li>After two months ‘Classic Coke’ was launched </li></ul>
  11. 11. Enhancing Brand Equity the language you speak can change the fortunes of your brand
  12. 12. Hinglish ! Language of ‘Youngistan’
  13. 14. How? Take a look at Bollywood..
  14. 15. <ul><li>More than 30 films released this year have Hinglish titles. </li></ul>
  15. 16. <ul><li>‘ Always Kabhi Kabhi ’, ‘ Bhindi Bazaar Inc ’ to ‘ Short Term Shaadi ’, all are riding on the popularity of Hinglish to make their films sound young, trendy and interesting. </li></ul><ul><li>It’s the title ( much like the tag line in advertising ) that matters too – not just the stars. </li></ul>
  16. 17. Hinglish Titles:
  17. 18. <ul><li>Today’s most popular songs – from “ Munni darling ” to “ Pappu can’t dance saala ” to “ My name is Shiela ” and the current craze “ ...Character dheela hai ” – have Hinglish lyrics. </li></ul>
  18. 19. <ul><li>Hinglish is the language of today. It’s trendy, young and happening and it’s keeping the cash registers ringing for all who use it. </li></ul><ul><li>Marketing also has used this concept in building brand image… </li></ul>
  19. 20. <ul><li>Pepsi now says “ Youngistaan ka wow! ” </li></ul>
  20. 21. <ul><li>Cadbury says it is not just a chocolate but “ meetha ” to be had after meals (a typical Indian custom). </li></ul>
  21. 22. <ul><li>Domino’s for years has been asking “ Hungry kya. ” </li></ul>
  22. 23. <ul><li>Lehar says “ Control nahi hota, ” </li></ul>
  23. 24. Question For You <ul><li>“ Kitne aadmi ko text karna hai? ” </li></ul><ul><li>Guess which company’s tagline this is? </li></ul>
  24. 25. <ul><li>Not Airtel, Aircell, Vodafone or even Idea. </li></ul><ul><li>It’s the tagline of Rogers, Canada’s leading telecommunications company. </li></ul>
  25. 26. <ul><li>in America, McDonald’s sent small cards to various Indian households asking them to taste its ice-creams and shakes, with a tagline, “ Taste ki baat hai. ” And the Indian- American population loved it. </li></ul>
  26. 27. Change your product, not just your language
  27. 28. <ul><li>When Whirlpool launched its washing machines in India, it realized they were not suitable for washing saris. It immediately redesigned them to suit local preferences. </li></ul>
  28. 29. <ul><li>KFC today has a vegetarian thali. An outlet that gained popularity because of its fried chicken, has removed chicken from some of its dishes to suit local tastes. </li></ul>
  29. 30. <ul><li>Smuckers Foods of Canada has a ‘Golden Temple’ brand of atta, for the brand name </li></ul>
  30. 31. Adaptation to the local markets is the key to build sustainable brands
  31. 32. <ul><li>Nokia made dust resistant keypads for the Indian market. </li></ul>
  32. 33. <ul><li>Sony built dust resistant TVs for India. </li></ul>
  33. 34. <ul><li>HLL understood the rural consumer and introduced shampoos in sachets priced at Re.1, which became big money spinners for the company. </li></ul>
  34. 35. <ul><li>Subway serves no beef in India. </li></ul>
  35. 36. <ul><li>Unilever launched coconut ice-creams with fruits in Bangkok to suit the Thai palette. </li></ul>
  36. 37. <ul><li>Starbucks is making sure its outlets blend with the culture of the place and look less foreign. </li></ul>
  37. 38. <ul><li>Maxwell House Coffee was one of the first to realize that it pays to understand local culture. It was one of the first to pitch its coffee directly to the Jewish consumers. </li></ul>
  38. 39. <ul><li>Nine years back, it noticed that sales of coffee fell drastically among Jews during ‘Passover’, a Jewish festival. It quickly hired an Orthodox rabbi who declared coffee was a berry (a fruit) and hence was totally acceptable to be had during the 8 days of Passover. </li></ul>
  39. 41. <ul><li>The ‘Dirt is good’ campaign of Unilever started in UK, but the company took extra efforts to ensure that the campaign was adapted to suit the local cultures of different countries </li></ul>
  40. 42. <ul><li>and it become a hit the world over. ‘ Daag ache hai ’ was just as loved by everybody in India. </li></ul>
  41. 43. <ul><li>Softdrinks campaigns worked and succeeded like the ‘ Bleed Blue ’ or the ‘ Thanda Matlab Coca Cola ’ campaigns, which instantly made the brands a part of the local culture. </li></ul>
  42. 44. <ul><li>Motorola launched a phone for the young in India and named it Moto-Yuva, and its key feature was a Hinglish T9. </li></ul>
  43. 45. Brands that adjusted, stayed; others vanished. <ul><li>Change your language, adapt your products and you will not only survive, but lead! </li></ul><ul><li>Source: </li></ul>