An approach to branding

1. DEVELOPING BRAND STRATEGY:
A CONSUMER CENTRIC APPROACH
TIE INSTITUTE KNOWLEDGE SERIES ON BRANDING & MARKETING
MUMBAI, 27 NOVEMBER 2010
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2. WHAT IS A BRAND?
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3. Brands as signatures
have existed for a long time….
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4. Brands as signatures
have existed for a long time….
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5. Brands as signatures
have existed for a long time….
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6. Brands as signatures
have existed for a long time….
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7. Brands as signatures
have existed for a long time….
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8. Brands as signatures
have evolved over time….
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9. Brands as signatures
have evolved over time….
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10. Brands as signatures
have evolved over time….
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11. What is a Brand?
“A term, sign, symbol or design, or a combination
of these, intended to identify the goods or
services of one seller and to differentiate it from
those of competitors.”
American Marketing Association
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12. WHY BRANDING?
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13. How Branding Helps the Owner?
• Functional:
– Trade Mark - Protection
– Copyright and design protection
– Simplify product tracing
• Symbolic:
– Emotions
– Personality
– Belief system
– Relationship with the consumers
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14. Branding:
How does the consumer benefit?
• Functional:
– Identifying the owner to assign responsibility
– Defining expectations
• Emotional:
– Reassurance – feeling of security
– Tribal – sense of belonging
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15. Two Views of A Brand
Seller Buyer
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16. FIRST PRINCIPLE…
What companies sell &
What consumers buy
Are not the same
things…
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17. Exercise:
Write down what you are selling
Seller
?
Write down on a
piece of paper…
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18. Charlie Perfume
What they are Selling? What Consumers are buying?
Smelling &
Perfume Feeling
Attractive
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19. Pepsodent
What they are Selling? What Consumers are buying?
Reassurance
Of Oral
Toothpaste
Protection
from Germs
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20. Cleartrip.Com
What they are Selling? What Consumers are buying?
Online Reassurance
of most
Travel competitive
Booking price
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21. Tata Nano
What they are Selling? What Consumers are buying?
The
Improved life
Cheapest status
Car
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22. Exercise: Now ask yourself what the
consumer is buying?
Buyer
?
Write down on a
piece of paper…
Then, compare with
your first answer…
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23. Four Questions of Brand Building
What can I do How would I What role do I
Who Am I?
for you? make you feel? play in your life?
• Brand Name • Product • Emotional • The larger
• Heritage Benefits Benefits purpose
• Category • Reasons to • Reasons to • How do I
believe believe improve life?
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24. Pepsodent Toothpaste
What can I do How would I What role do I
Who Am I?
for you? make you feel? play in your life?
• Brand Name • Product • Emotional • The larger
• Heritage Benefits Benefits purpose
• Category • Reasons to • Reasons to • How do I
believe believe improve life?
What can I do How would I What role do I
Who Am I?
for you? make you feel? play in your life?
• Pepsodent • Fight against • Confident that • Make me a
• Challenger to oral germs my family is better mom!
Colgate longer well protected. • By allowing
• Oral health • Clinically • Even when occasional
proven they indulge indulgences
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25. Pepsodent Toothpaste
What can I do How would I What role do I
Who Am I?
for you? make you feel? play in your life?
• Brand Name • Product • Emotional • The larger
• Heritage Benefits Benefits purpose
• Category • Reasons to • Reasons to • How do I
believe believe improve life?
What can I do How would I What role do I
Who Am I?
for you? make you feel? play in your life?
• Pepsodent • Fight against • Confident that • Make me a
• Challenger to oral germs my family is better mom!
Colgate longer well protected. • By allowing
• Oral health • Clinically • Even when occasional
proven they indulge indulgences
25

26. Pepsodent Toothpaste
What can I do How would I What role do I
Who Am I?
for you? make you feel? play in your life?
• Brand Name • Product • Emotional • The larger
• Heritage Benefits Benefits purpose
• Category • Reasons to • Reasons to • How do I
believe believe improve life?
What can I do How would I What role do I
Who Am I?
for you? make you feel? play in your life?
• Pepsodent • Fight against • Confident that • Make me a
• Challenger to oral germs my family is better mom!
Colgate longer well protected. • By allowing
• Oral health • Clinically • Even when occasional
proven they indulge indulgences
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27. Pepsodent Toothpaste
What can I do How would I What role do I
Who Am I?
for you? make you feel? play in your life?
• Brand Name • Product • Emotional • The larger
• Heritage Benefits Benefits purpose
• Category • Reasons to • Reasons to • How do I
believe believe improve life?
What can I do How would I What role do I
Who Am I?
for you? make you feel? play in your life?
• Pepsodent • Fight against • Confident that • Make me a
• Challenger to oral germs my family is better mom!
Colgate longer well protected. • By allowing
• Oral health • Clinically • Even when occasional
proven they indulge indulgences
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28. Branding is about delivering
INTANGIBLE benefits
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29. Branding is about delivering
INTANGIBLE benefits
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30. Branding is about delivering
INTANGIBLE benefits
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31. Branding is about delivering
INTANGIBLE benefits
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32. Branding is about delivering
INTANGIBLE benefits
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33. Branding is about delivering
INTANGIBLE benefits
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34. HOW TO BUILD BRANDS?
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35. Brand Building Journey
• Deep understanding of the Competition
• Define the Target Consumers
• Understand Consumer’s Mindset
• Zero in on the Key Consumer Insight
• Define Brand’s Personality & Core Values
• Define Brand’s Benefits (functional & emotional)
• Define the source of authority
• Identify the key differentiator
• Identify the Brand DNA
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36. BRANDMAP : Tool to define Brand Positioning
Competitive Environment Hygiene Factors
WHO LOSES IF WE WIN? Brand Benefits: Proofs:
Functional: WHAT THE BRAND DOES CATEGORY GENERICS
PHYSICALLY REASONS TO BELIEVE THE
BRAND BENEFITS
Emotional: HOW THE BRAND MAKES
YOU FEEL
Brand Personality Brand Essence
Differentiator:
HOW THE BRAND WOULD DISTILLATION OF THE CORE DNA
BEHAVE? KEY POINT OF DIFFERENCE
FROM COMPETITORS – THE
REASON WHY CONSUMERS
Brand Values WOULD CHOOSE THE
WHAT WOULD THE BRAND BRAND
DIE FOR? Brand Identifier
HOW THE BRAND IS NOTICED BY
Target Consumer THE SIX SENSES?
•DEMOGRAPHICS Key Insight
•LIFESTYLE THE MOST IMPORTANT CONSUMER TRUTH
•MINDSETS THAT WOULD DRIVE OUR BRAND

37. BRANDMAP EXERCISE:
Competitive Environment Hygiene Factors
WHO LOSES IF WE WIN? Brand Benefits: Proofs:
Functional: WHAT THE BRAND DOES CATEGORY GENERICS
PHYSICALLY REASONS TO BELIEVE THE
BRAND BENEFITS
Emotional: HOW THE BRAND MAKES
YOU FEEL
Brand Personality Brand Essence
Differentiator:
HOW THE BRAND WOULD DISTILLATION OF THE CORE DNA
BEHAVE? KEY POINT OF DIFFERENCE
FROM COMPETITORS – THE
REASON WHY CONSUMERS
Brand Values WOULD CHOOSE THE
WHAT WOULD THE BRAND BRAND
DIE FOR? Brand Identifier
HOW THE BRAND IS NOTICED BY
Target Consumer THE SIX SENSES?
•DEMOGRAPHICS Key Insight
•LIFESTYLE THE MOST IMPORTANT CONSUMER TRUTH
•MINDSETS THAT WOULD DRIVE OUR BRAND

38. THANK YOU
PRANESH.MISRA@BRANDSCAPESWORLDWIDE.COM
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