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Si
 Gr x i
My ey nch
  st an es
                              Brand?




    er d
      io we wid
        us t    e
                    What is the Territory of the
Contents
   Presentation Objective
   Understanding Branding
       From Products to Brands
       Brand Attributes
       Brand Management
       Brand Architecture
       Exercise
   Brand Building
       Brand Audit
       Connection Triangle
       Big Idea
       Evaluating Advertising
Presentation Objective



•   To understand the facets / issues involved in
                      branding
•   To develop a framework for building a brand
Al Ries, David Ogilvy & Ambani
   Presentation incorporates
   learnings from


      India’s   Branding School, founded by Reliance:
     MICA
      Personal   Work Experience
      Al   Ries & Laura Ries: The 22 Immutable Laws of
     Branding
Contents




Understanding         Brand   Building
Branding
Module 1

    Understanding Branding

Understanding              Brand   Building
Branding
Module 1

                  Understanding Branding

              Understanding                  Brand       Building
              Branding




Products to
Products to      Attributes
                 Attributes   Management
                              Management      Architecture
                                              Architecture   Exercise
                                                             Exercise
brands
brands
Module 1

                  Understanding Branding

              Understanding                  Brand       Building
              Branding




Products to
Products to      Attributes
                 Attributes   Management
                              Management      Architecture
                                              Architecture   Exercise
                                                             Exercise
brands
brands
Module 1 - Stage 1

                                                 From Products to Brands
               Understanding                   Brand
               Branding                        Building




Products to
 Products to   Attributes      Management   Architecture    Exercise
                Attributes     Management    Architecture    Exercise
brands
 brands
Module 1 - Stage 1

                                                  From Products to Brands
                Understanding                   Brand


                                                                                  Brand v/s. Product
                Branding                        Building




Products to
 Products to    Attributes      Management   Architecture    Exercise
                 Attributes     Management    Architecture    Exercise
brands
 brands




      A brand is more distinctive than a product
      It is first of all a name, a means of identification
      Secondly it s a set of added values offering both functional and
       psychological benefits



               Above all ‘a brand is a promise’
Module 1 - Stage 1

                                                 From Products to Brands
               Understanding                   Brand
               Branding                        Building




Products to
 Products to   Attributes      Management   Architecture    Exercise
                Attributes     Management    Architecture    Exercise
brands
 brands




       A Brand is a Promise

               “ …A seller’s promise to deliver consistently
               a specific set of features, benefits and services
               to buyers.
Module 1 - Stage 1

               From Products to Brands




…….a short-hand that communicates powerfully & reduces uncertainty
…….a short-hand that communicates powerfully & reduces uncertainty
Fevicol Case

         Sales Value         AdSpend       Adspend as %
Year
        ( Rs. Crores)      ( Rs. Crores)     of Sales
92-93      46.02               0.55            1.2%
93-94      77.12               1.7             2.2%
94-95      102.16              2.3             2.3%
95-96       138                3.28            2.4%
96-97      156.19               5              3.2%
97-98      151.68              5.51            3.6%
98-99      191.75               6              3.1%
Fevicol Case

                Fevicol's Market Share
             of Synthetic Adhesive Category

45%
                                              42%
40%

35%
                           31.43%
30%

25%

20%

15%
      10%
10%

5%

0%

      1991                  1994              1999
Fevicol Case
                            Fevicol's Growth Rate
                            vs. Category Growth Rate




60%                   55%

50%


40%


30%


20%                                                               16%
      10%
10%
                                                   8%


0%

            1992-95                                     1995-99

                            Category    Fevicol
Brand as an Asset
   “If Coca Cola lost everything except for ‘the formula’ and its brand
    name , it could walk into any bank in the world and get $100 billion
    loan to start from the scratch”
     Fortune Magazine
Module 1

                    Understanding Branding

              Understanding                    Brand          Building
              Branding




Products to
Products to     Attributes
                 Attributes
                Attributes
                 Attributes   Management
                              Management       Architecture
                                               Architecture      Exercise
                                                                 Exercise
brands
brands
Module 1

                    Understanding Branding

               Understanding                      Brand          Building
               Branding




Products to
Products to      Attributes
                 Attributes      Management
                                 Management       Architecture
                                                  Architecture      Exercise
                                                                    Exercise
brands
brands




     Name
     Name              Logo
                       Logo



     Colours
     Colours           Essence
                       Essence
Module 1 - Stage 2

                                Attributes




Immutable Law of Name
 Immutable Law of Name


 In the long run the brand is nothing more than a name
Module 1 - Stage 2

                                                                               Attributes
                      Understanding                   Brand
                      Branding                        Building                              Name
                                                                                            Name      Logo
                                                                                                      Logo


                                                                                            Colours
                                                                                            Colours   Essence
                                                                                                      Essence
Products to brands
 Products to brands    Attributes
                       Attributes     Management
                                      Management   Architecture
                                                    Architecture   Exercise
                                                                    Exercise




Brand Name
         Short
               Kodak, Fuji
                       CNN an AOL Time Warner Company
            Distinctive
              •         Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace
              •         Orange was a striking name in a world of tel and coms
         Not mean anything rude or silly in another language
                       Big Macs( McDonald’s) is a slang for big breasts in Canada
Module 1 - Stage 2

                                                                               Attributes
                      Understanding                   Brand
                      Branding                        Building                              Name
                                                                                            Name      Logo
                                                                                                      Logo


                                                                                            Colours
                                                                                            Colours   Essence
                                                                                                      Essence
Products to brands
 Products to brands    Attributes
                       Attributes     Management
                                      Management   Architecture
                                                    Architecture   Exercise
                                                                    Exercise




Brand Name

         Avoid generic / line extended names
                           •        Xerox as opposed to Haloids Paper Master

                           •        Xerox (Copier) is powerful. Xerox Computer is not

         Changing your name will not overcome a bad strategy
                           •        “Monday” (Price Waterhouse Coopers )
Module 1 - Stage 2

                                   Attributes




   Immutable Law of Shape
    Immutable Law of Shape




A brand’s logotype should be designed to fit the eyes.

Both eyes
Module 1 - Stage 2

                                                                               Attributes
                      Understanding                   Brand
                      Branding                        Building                              Name
                                                                                            Name      Logo
                                                                                                      Logo


                                                                                            Colours
                                                                                            Colours   Essence
                                                                                                      Essence
Products to brands
 Products to brands    Attributes
                       Attributes     Management
                                      Management   Architecture
                                                    Architecture   Exercise
                                                                    Exercise




Brand Logo
•           Simple logo, designed to fit both eyes
                  • Mercedes three star
•           Logos with a horizontal bias
                  • Logo with a horizontal bias is esp. useful for retail brands
•           Logo font has to be clear and legible
                  • A housewife does not buy Ariel because it is written in a specific
                    font
Module 1 - Stage 2

Attributes
Module 1 - Stage 2

                                Attributes




Immutable Law of Colour
 Immutable Law of Colour


     A brand should use a colour opposite of its rival
Module 1 - Stage 2

                          Attributes




The Cola Wars: Energy Vs. Peace
The Cola Wars: Energy Vs. Peace
Module 1 - Stage 2

                                                                               Attributes
                      Understanding                   Brand
                      Branding                        Building                              Name
                                                                                            Name      Logo
                                                                                                      Logo


                                                                                            Colours
                                                                                            Colours   Essence
                                                                                                      Essence
Products to brands
 Products to brands    Attributes
                       Attributes     Management
                                      Management   Architecture
                                                    Architecture   Exercise
                                                                    Exercise




Brand Colours
         Colours have meanings
                           •        Purple means royalty
                           •        Red is energetic
                           •        Blue is peaceful

         Opposite colours can differentiate
                           •        Coke is red, Pepsi is blue
                           •        Kodak is yellow, Fuji is green
Module 1 - Stage 2

                                                                               Attributes
                      Understanding                   Brand
                      Branding                        Building                              Name
                                                                                            Name      Logo
                                                                                                      Logo


                                                                                            Colours
                                                                                            Colours   Essence
                                                                                                      Essence
Products to brands
 Products to brands    Attributes
                       Attributes     Management
                                      Management   Architecture
                                                    Architecture   Exercise
                                                                    Exercise




Brand Colours..
         Colours can help you stand out
                           •        FedEx’s orange and purple packet stands out in corporate blue

         Logo and colours help, but the power of the brand
                                   Essentially in the meaning of the brand name in consumer’s mind, its
                                    essence
Module 1 - Stage 2

                                Attributes




Immutable Law of Singularity
 Immutable Law of Singularity


     Most important thing for a brand is its
     single mindedness.
Module 1 - Stage 2

                                  Attributes




Single-mindedness means consistency.
 Single-mindedness means consistency.
Fresh and interesting manifestations of a single idea.
 Fresh and interesting manifestations of a single idea.
Module 1 - Stage 2

                                                                               Attributes
                      Understanding                   Brand
                      Branding                        Building                              Name
                                                                                            Name      Logo
                                                                                                      Logo


                                                                                            Colours
                                                                                            Colours   Essence
                                                                                                      Essence
Products to brands
 Products to brands    Attributes
                       Attributes     Management
                                      Management   Architecture
                                                    Architecture   Exercise
                                                                    Exercise




Brand Essence
         A brand must “leverage a compelling truth”
                                   Linux stands for freedom as opposed to Microsoft’s monopoly

         A brand should mean a single powerful thing: the essence
                                   Essence of Volvo is Safety
                                   Essence of Tata is trust
                                   Essence of Fevicol is bonding
Module 1 - Stage 2

                                                                               Attributes
                      Understanding                   Brand
                      Branding                        Building                              Name
                                                                                            Name      Logo
                                                                                                      Logo


                                                                                            Colours
                                                                                            Colours   Essence
                                                                                                      Essence
Products to brands
 Products to brands    Attributes
                       Attributes     Management
                                      Management   Architecture
                                                    Architecture   Exercise
                                                                    Exercise




Brand Essence
         A brand should also be clear of what is not its essence
                                   In India, STAR NEWS is not a channel of the masses unlike STAR PLUS
         A brand should drive single mindedly its essence
                                   Volvo has been selling safety for 35 years
                                   Raymond has been selling the complete man for over 2 decades
                                   Essence of Dettol is protection against germs
         A brand loses its essence if it starts meaning a lot of things
                                   What is Miller :A regular,light,draft,cheap, expensive beer
Module 1 - Stage 2

                               Attributes




Immutable Law of Word
 Immutable Law of Word

A brand should try to own a word in consumer’s mind
Module 1 - Stage 2

Attributes
Module 1

                     Understanding Branding

              Understanding                    Brand          Building
              Branding




Products to
Products to     Attributes
                Attributes    Management
                              Management       Architecture
                                               Architecture      Exercise
                                                                 Exercise
brands
brands
Module 1

                     Understanding Branding

              Understanding                        Brand          Building
              Branding




Products to
Products to     Attributes
                Attributes       Management
                                 Management        Architecture
                                                   Architecture      Exercise
                                                                     Exercise
brands
brands




                    Co-Brand
                    Co-Brand         Stealth Brand
                                     Stealth Brand



                    Fighting Brand
                    Fighting Brand   Multi-Brand
                                     Multi-Brand
Module 1 - Stage 3

                                                                             Management
                                                                                                      Stealth
                                                                                                      Stealth
                    Understanding
                    Branding
                                                    Brand
                                                    Building                               Co-Brand
                                                                                           Co-Brand   Brand
                                                                                                      Brand
                                                                                           Fighting
                                                                                           Fighting   Multi-Brand
                                                                                                      Multi-Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                  Exercise                 Brand
                                                                                           Brand



Co-Brand
         Brands need to address a similar need segment
                             –   Kellogg's Pop-tarts with Smuckers Jam
         Brands with complementary strengths: Seen often on the Net
                             –   NY Times gives Amazon credibility
                             –   Amazon makes NY Times look modern.
Module 1 - Stage 3

                                                                             Management
                                                                                                      Stealth
                                                                                                      Stealth
                    Understanding
                    Branding
                                                    Brand
                                                    Building                               Co-Brand
                                                                                           Co-Brand   Brand
                                                                                                      Brand
                                                                                           Fighting
                                                                                           Fighting   Multi-Brand
                                                                                                      Multi-Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                  Exercise                 Brand
                                                                                           Brand



Stealth Brand
         Brand building that attracts customer attention but not of rivals
                             •   Home-to-home, word of mouth / PR, internet community building
                             •   Krispy Kreme relies only on PR

         Good option when unsure of a new medium/market
                                Little promotion for Maytag website as opposed to a buy.com. Maytag sold
                                 1000s of Neptune washers on web
Module 1 - Stage 3

                                                                             Management
                                                                                                      Stealth
                                                                                                      Stealth
                    Understanding
                    Branding
                                                    Brand
                                                    Building                               Co-Brand
                                                                                           Co-Brand   Brand
                                                                                                      Brand
                                                                                           Fighting
                                                                                           Fighting   Multi-Brand
                                                                                                      Multi-Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                  Exercise                 Brand
                                                                                           Brand



Fighting Brand
         Pricing led branding option. Works as a competitive response.
              •        Smirnov (Heublein) Case
                              Smirnov              attacked by W’schmidt @ $1 less
                              Heublein                 raised the price of Smirnov
                              Heublein   introduced Reiska(fighting brand) at the same price
                                 point as W’schmidt
                              Heublein                 added Popov lower than both
Module 1 - Stage 3

                                                                             Management
                                                                                                      Stealth
                                                                                                      Stealth
                    Understanding
                    Branding
                                                    Brand
                                                    Building                               Co-Brand
                                                                                           Co-Brand   Brand
                                                                                                      Brand
                                                                                           Fighting
                                                                                           Fighting   Multi-Brand
                                                                                                      Multi-Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                  Exercise                 Brand
                                                                                           Brand



Fighting Brand
         Built as new, independent brand
              •        Prevents dilution of the leading brand

                              HLL      introduced Wheel to fight Nirma
Module 1 - Stage 3

                             Management




Immutable Law of Siblings
 Immutable Law of Siblings

There is a time and place to launch a second brand
Possibly even a third or a fourth brand..
 Possibly even a third or a fourth brand..
Module 1 - Stage 3

                                                                             Management
                                                                                                      Stealth
                                                                                                      Stealth
                    Understanding
                    Branding
                                                    Brand
                                                    Building                               Co-Brand
                                                                                           Co-Brand   Brand
                                                                                                      Brand
                                                                                           Fighting
                                                                                           Fighting   Multi-Brand
                                                                                                      Multi-Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                  Exercise                 Brand
                                                                                           Brand


Multi Brand
         Key to a multi-brand approach is to give each sibling a unique
          identity
                                Time, Fortune,Life, Money, People

         Tempting to mash the brands and top it with corporate frosting
                                Tata Salt,Tata Tea

         Second brand risks diluting equity
         Is Kingfisher Mild drinker more likely to be from Kingfisher or from
          Fosters?
Module 1 - Stage 3

                                                                             Management
                                                                                                      Stealth
                                                                                                      Stealth
                    Understanding
                    Branding
                                                    Brand
                                                    Building                               Co-Brand
                                                                                           Co-Brand   Brand
                                                                                                      Brand
                                                                                           Fighting
                                                                                           Fighting   Multi-Brand
                                                                                                      Multi-Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                  Exercise                 Brand
                                                                                           Brand


Multi Brand..
         Common product area focus
                      Shampoos: Clinic Plus, Ayush, Sunsilk
         Single attribute segmentation
                      Price:Maruti 800, Zen, Esteem
         Sibling creates a new category
                      Herbal Anti-Dandruff category by Ayush
Module 1

                     Understanding Branding

              Understanding                    Brand          Building
              Branding




Products to
Products to     Attributes
                Attributes    Management
                              Management       Architecture
                                               Architecture      Exercise
                                                                 Exercise
brands
brands
Module 1

                     Understanding Branding

              Understanding                    Brand          Building
              Branding




Products to
Products to     Attributes
                Attributes    Management
                              Management       Architecture
                                               Architecture      Exercise
                                                                 Exercise
brands
brands



                                   House of
                                   House of            Endorsed
                                                       Endorsed
                                   Brands
                                   Brands              Brand
                                                       Brand


                                   Sub Brand
                                   Sub Brand           Branded House
                                                       Branded House
Module 1 - Stage 4

                            Architecture




Immutable Law of Contraction
 Immutable Law of Contraction


A brand becomes stronger when you narrow its focus
Module 1 - Stage 4

                              Architecture




The Economist is red and daring.
 The Economist is red and daring.
Provocative, brutally honest and non-conformist
 Provocative, brutally honest and non-conformist
Module 1 - Stage 4

                                                                            Architecture
                    Understanding                Brand                                    House of
                                                                                          House of    Endorsed
                                                                                                      Endorsed
                    Branding                     Building
                                                                                          Brands
                                                                                          Brands      Brand
                                                                                                      Brand
                                                                                                      Branded
                                                                                                      Branded
                                                                                          Sub Brand
                                                                                          Sub Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                 Architecture   Exercise
                                                                 Exercise                             House
                                                                                                      House




House of Brands
         Often dictated by corporate strategy. Core competence of the firm
          is marketing / branding
              •        P&G is the prime example. Its “big” with the channel
            Multiple independent brands allows company to fill each niche
              •        Helps brand focus
         Gives an opportunity for the company to focus on each brand and
          contract its scope.
Module 1 - Stage 4

                                                                              Architecture
                    Understanding                  Brand                                    House of
                                                                                            House of    Endorsed
                                                                                                        Endorsed
                    Branding                       Building
                                                                                            Brands
                                                                                            Brands      Brand
                                                                                                        Brand
                                                                                                        Branded
                                                                                                        Branded
                                                                                            Sub Brand
                                                                                            Sub Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management     Architecture
                                                   Architecture   Exercise
                                                                   Exercise                             House
                                                                                                        House




Endorsed Brand
         Endorsement used as a device to transfer brand assets from one
          brand(corporate) to another
                              Titan             from TATA, transferring trust
         Danger of diluting the equity of endorsing brand
         Best as a transitional strategy
                              Gain,             from makers of Ariel
Module 1 - Stage 4

                              Architecture




Immutable Law of Expansion
 Immutable Law of Expansion


Brand’s power inversely proportional to scope.
Module 1 - Stage 4

                                Architecture




The Volkswagen bus ad, talked only about ‘plenty of room’
 The Volkswagen bus ad, talked only about ‘plenty of room’
Module 1 - Stage 4

                                                                            Architecture
                    Understanding                Brand                                    House of
                                                                                          House of    Endorsed
                                                                                                      Endorsed
                    Branding                     Building
                                                                                          Brands
                                                                                          Brands      Brand
                                                                                                      Brand
                                                                                                      Branded
                                                                                                      Branded
                                                                                          Sub Brand
                                                                                          Sub Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                 Architecture   Exercise
                                                                 Exercise                             House
                                                                                                      House




Sub Brand
         Inside out branding.Company pushes core brand in different
          directions
         Sub-branding can destroy what branding builds
              •        Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
Module 1 - Stage 4

                            Architecture




Immutable Law of Company
 Immutable Law of Company


Brands are brands, companies are companies.
There is a difference.
Module 1 - Stage 4

                                                                            Architecture
                    Understanding                Brand                                    House of
                                                                                          House of    Endorsed
                                                                                                      Endorsed
                    Branding                     Building
                                                                                          Brands
                                                                                          Brands      Brand
                                                                                                      Brand
                                                                                                      Branded
                                                                                                      Branded
                                                                                          Sub Brand
                                                                                          Sub Brand
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                 Architecture   Exercise
                                                                 Exercise                             House
                                                                                                      House




Branded house
         Consumers buy brands, not companies
         Danger of branded house, being many things to one group of people
              •        Virgin? Does “Virgin trains” work?

         May motivate trade, so might be useful for PR purposes with
          trade/other stakeholders
              •        P& G way
Module 1

                     Understanding Branding

              Understanding                    Brand          Building
              Branding




Products to
Products to     Attributes
                Attributes    Management
                              Management       Architecture
                                               Architecture      Exercise
                                                                 Exercise
brands
brands
Module 1

                        Understanding Branding
                                       Exercise
   Two brand positioning within the same brand family?How do we
    reconcile the two positions?
   The options available to us
          1.   Single brand

          2.   Stand Alone New Brand

          3.   Transfer of Brand Assets from an existing brand

   What are the pros and cons of each option ?
Module 1

                     Understanding Branding

              Understanding                    Brand          Building
              Branding




Products to
Products to     Attributes
                Attributes    Management
                              Management       Architecture
                                               Architecture      Exercise
                                                                 Exercise
brands
brands



                                                                Single Brand
                                                                Single Brand
                                           Options
                                           Options              Family
                                                                Family


                                           Stand Alone
                                           Stand Alone          Transfer of
                                                                Transfer of
                                           Brand
                                           Brand                Brand Assets
                                                                Brand Assets
Module 1 - Stage5

                                                                            Exercise
                    Understanding                Brand                                               Single Brand
                                                                                                     Single Brand
                                                                                       Options
                                                                                       Options
                    Branding                     Building                                            Family
                                                                                                     Family


                                                                                       Stand Alone
                                                                                       Stand Alone   Transfer of
                                                                                                     Transfer of
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                 Exercise
                                                                                       Brand
                                                                                       Brand         Brand Assets
                                                                                                     Brand Assets




         Single Brand Family

         ‘Stand-alone’ New Brand

         Transfer of Brand Assets ‘x from y’
Module 1 - Stage5

                                                                            Exercise
                    Understanding                Brand                                               Single Brand
                                                                                                     Single Brand
                                                                                       Options
                                                                                       Options
                    Branding                     Building                                            Family
                                                                                                     Family


                                                                                       Stand Alone
                                                                                       Stand Alone   Transfer of
                                                                                                     Transfer of
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                 Exercise
                                                                                       Brand
                                                                                       Brand         Brand Assets
                                                                                                     Brand Assets




Option : Single Brand family
         Constant values / different products
              •        Dettol antiseptic / soap / hand wash
              •        Crest toothpaste / Mouth wash (But not chewing gum)

         Differentiate on product usage
              •        IBM Value Point - Entry level purchase
              •        Gillette Good News Line - Disposables
Module 1 - Stage5

                                                                            Exercise
                    Understanding                Brand                                               Single Brand
                                                                                                     Single Brand
                                                                                       Options
                                                                                       Options
                    Branding                     Building                                            Family
                                                                                                     Family


                                                                                       Stand Alone
                                                                                       Stand Alone   Transfer of
                                                                                                     Transfer of
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                 Exercise
                                                                                       Brand
                                                                                       Brand         Brand Assets
                                                                                                     Brand Assets




Option : Single Brand family
         Use as umbrella branding
                      TATA                                      Trust
                      SONY                                      Electronic technology
                                But Taj from TATA for Performance segments
         Difficult for a single brand to straddle Performance and Price
          segments
                      Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs
                      Gap changed Gap Warehouse to Old Navy Clothing due to perceived
                       brand erosion
Module 1 - Stage5

                                                                            Exercise
                    Understanding                Brand                                               Single Brand
                                                                                                     Single Brand
                                                                                       Options
                                                                                       Options
                    Branding                     Building                                            Family
                                                                                                     Family


                                                                                       Stand Alone
                                                                                       Stand Alone   Transfer of
                                                                                                     Transfer of
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                 Exercise
                                                                                       Brand
                                                                                       Brand         Brand Assets
                                                                                                     Brand Assets




Option : Single Brand family
Learnings


+ Cheaper than creating a new brand
- Difficult to stretch brands across Price and Performance
- Risk of eroding present position
- Lose opportunity of creating a new segment
Module 1 - Stage5

                                                                            Exercise
                    Understanding                Brand                                               Single Brand
                                                                                                     Single Brand
                                                                                       Options
                                                                                       Options
                    Branding                     Building                                            Family
                                                                                                     Family


                                                                                       Stand Alone
                                                                                       Stand Alone   Transfer of
                                                                                                     Transfer of
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                 Exercise
                                                                                       Brand
                                                                                       Brand         Brand Assets
                                                                                                     Brand Assets




Option : ‘Stand-alone’ New Brand

         Levers enters popular segment successfully with Wheel as opposed
          to Surf Easywash

         Levers use of brand-wise differentiation of brand values and
          attributes to target consumer segments- Surf / Rin / Wheel / OK
          detergents

         Toyota launches Lexus to enter the Premium Auto segment credibly
Module 1 - Stage5

                                                                            Exercise
                    Understanding                Brand                                               Single Brand
                                                                                                     Single Brand
                                                                                       Options
                                                                                       Options
                    Branding                     Building                                            Family
                                                                                                     Family


                                                                                       Stand Alone
                                                                                       Stand Alone   Transfer of
                                                                                                     Transfer of
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                 Exercise
                                                                                       Brand
                                                                                       Brand         Brand Assets
                                                                                                     Brand Assets




Option : ‘Stand-alone’ New Brand
Learnings
+ Clear brand identity, values and assets
+ Create new opportunity of a range possibility in Popular segment
+ Leave present brand secure
- Expensive to build brand assets
- Difficult to build trial as a stand-alone Brand
Module 1 - Stage5

                                                                            Exercise
                    Understanding                Brand                                               Single Brand
                                                                                                     Single Brand
                                                                                       Options
                                                                                       Options
                    Branding                     Building                                            Family
                                                                                                     Family


                                                                                       Stand Alone
                                                                                       Stand Alone   Transfer of
                                                                                                     Transfer of
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                 Exercise
                                                                                       Brand
                                                                                       Brand         Brand Assets
                                                                                                     Brand Assets




Option: Transfer of Brand Assets ‘x from y’
         Titan (from Tata’s)
              •        Worked well for Titan
         Sonata (from Titan)
              •        Eroding equity of Titan
         Gain (from the makers of Ariel)
              •        Apparently a ‘Transitional Strategy’
Module 1 - Stage5

                                                                            Exercise
                    Understanding                Brand                                               Single Brand
                                                                                                     Single Brand
                                                                                       Options
                                                                                       Options
                    Branding                     Building                                            Family
                                                                                                     Family


                                                                                       Stand Alone
                                                                                       Stand Alone   Transfer of
                                                                                                     Transfer of
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                 Exercise
                                                                                       Brand
                                                                                       Brand         Brand Assets
                                                                                                     Brand Assets




Option: Transfer of Brand Assets ‘x from y’
Learnings
+ Cheaper than developing a new brand
+ Can be used as a ‘Transitional Strategy’
- Still a risk of eroding present image
- Possible mix of values and assets
Module 1 - Stage5

                                                                            Exercise
                    Understanding                Brand                                               Single Brand
                                                                                                     Single Brand
                                                                                       Options
                                                                                       Options
                    Branding                     Building                                            Family
                                                                                                     Family


                                                                                       Stand Alone
                                                                                       Stand Alone   Transfer of
                                                                                                     Transfer of
Products to brands Attributes
 Products to brands Attributes      Management
                                    Management   Architecture
                                                  Architecture   Exercise
                                                                 Exercise
                                                                                       Brand
                                                                                       Brand         Brand Assets
                                                                                                     Brand Assets




Branding Options: Conclusion
         ‘Single Brand family possible if:
                      Different products / similar values
                      Differentiate on end use

         ‘Stand-alone ‘New Brand’ best option to straddle values - however it
          is expensive to create a new Brand
         ‘Transfer of Brand assets ‘x from y’’ possible, especially as a
          transitional strategy - still a risk of eroding present values and
          mixing values and assets
Contents




Understanding         Brand   Building
Branding
Module 2


           Brand Building
Understanding              Brand   Building
Branding
Module 2


                              Brand Building
              Understanding                          Brand       Building
              Branding




                                                             Evaluating
                                                             Evaluating
Brand Audit
Brand Audit         Connection Triangle
                    Connection Triangle   Big Idea
                                          Big Idea           Advertising
                                                             Advertising
Module 2


                              Brand Building
              Understanding                          Brand       Building
              Branding




                                                             Evaluating
                                                             Evaluating
Brand Audit
Brand Audit         Connection Triangle
                    Connection Triangle   Big Idea
                                          Big Idea           Advertising
                                                             Advertising
Module 2 - Stage 1

            Brand Audit




         Brand Audit is
  designed to put into words
the actual experience of a brand
     in the life of the user
Module 2 - Stage 1

                                                                        Brand Audit
               Understanding                     Brand      Building
               Branding




                     Connection
                      Connection                         Evaluating
                                                          Evaluating
Brand Audit
 Brand Audit                         Big Idea
                                      Big Idea
                     Triangle
                      Triangle                           Advertising
                                                          Advertising




    Brand Audit

                      Qualitative study
                      In-depth interview ,usually administering a questionnaire
                      Uses various techniques like
                                  Mind Mapping Technique
                                  Critical Incident Technique & Other Techniques
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding                   Brand      Building
               Branding




                     Connection
                      Connection                       Evaluating
                                                        Evaluating
Brand Audit
 Brand Audit                       Big Idea
                                    Big Idea
                     Triangle
                      Triangle                         Advertising
                                                        Advertising




    Mind Mapping Technique

    Good  technique to make connections and evoke associations
    Start with a major idea and work outwards in all directions
    The more visual the better
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding                   Brand      Building
               Branding                                                        Mind Mapping Technique
                                                                               Draw An Egg
                     Connection
                      Connection                       Evaluating
                                                        Evaluating
Brand Audit
 Brand Audit                       Big Idea
                                    Big Idea
                     Triangle
                      Triangle                         Advertising
                                                        Advertising
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding                   Brand      Building
               Branding                                                 Mind Mapping Technique
                                                                        Put Ten Legs on It
                     Connection
                      Connection                       Evaluating
                                                        Evaluating
Brand Audit
 Brand Audit                       Big Idea
                                    Big Idea
                     Triangle
                      Triangle                         Advertising
                                                        Advertising
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding                   Brand      Building
               Branding                                                  Mind Mapping Technique
                                                                         Put Happiness in Centre
                     Connection
                      Connection                       Evaluating
                                                        Evaluating
Brand Audit
 Brand Audit                       Big Idea
                                    Big Idea
                     Triangle
                      Triangle                         Advertising
                                                        Advertising




                                                                  Happiness
                                                                  Happiness
                                                                           
Module 2 - Stage 1

                                                                              Brand Audit
               Understanding                           Brand      Building
               Branding                                                       Mind Mapping Technique
                                                                              Write 10 Associations to Happiness
                     Connection
                      Connection                               Evaluating
                                                                Evaluating
Brand Audit
 Brand Audit                               Big Idea
                                            Big Idea
                     Triangle
                      Triangle                                 Advertising
                                                                Advertising




                                   Che
                                   het
                                   oo
                                   cc
                                    lala
                                     t
                                     C                                    Happiness
                                                                          Happiness 
                                                                                                        iC
                                                                                                         r
                                                                                                        tc
                                                                                                        e
                                                                                                       iW
                                                                                                       n k




                                           eB
Module 2 - Stage 1

                                                                              Brand Audit
               Understanding                           Brand      Building
               Branding                                             Mind Mapping Technique
                                                                           Take 1 branch and add associations
                     Connection
                      Connection                               Evaluating
                                                                Evaluating
Brand Audit
 Brand Audit                               Big Idea
                                            Big Idea
                     Triangle
                      Triangle                                 Advertising
                                                                Advertising




                                                                                                             Sachin100
                                                                                                              Sachin100


                                                                                                             World Champion
                                                                                                             World Champion

                                   Che
                                   het
                                   oo
                                   cc
                                    lala
                                     t
                                     C                                    Happiness
                                                                          Happiness
                                                                                                       iC
                                                                                                        r
                                                                                                       tc
                                                                                                       e
                                                                                                      iW
                                                                                                      n k    Bad Bowling
                                                                                                              Bad Bowling


                                                                                                             Mexican Wave
                                                                                                              Mexican Wave

                                           eB
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding                   Brand      Building
               Branding                                                  Critical Incident Analysis: When
                                                                           People Change
Brand Audit
                     Connection
                      Connection   Big Idea
                                                       Evaluating
                                                        Evaluating
                                                                          An technique that contextualizes
 Brand Audit         Triangle       Big Idea           Advertising
                      Triangle                          Advertising

                                                                                importance of a ‘critical
                                                                                       incident’ leading to
                                                                           change in an
                                                                           individual’s life.
                                                                             These are turning points
                                                                             –  These are ‘Moments of Truth’ :
                                                                               compelling moments when
                                                                               one gets deep insights and is
                                                                               propelled to ‘change’.
                                                                             – Brands, category adoption too
                                                                                          revolve around such
                                                                                                   ‘incidents’
                                                                              leading to change.
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding                   Brand      Building
                                                                           The Hierarchy of Aspects of
               Branding
                                                                           Incidents

                                                                           Consumer
                     Connection                        Evaluating
Brand Audit
 Brand Audit
                      Connection
                     Triangle
                      Triangle
                                   Big Idea
                                    Big Idea
                                                        Evaluating
                                                       Advertising
                                                        Advertising    
                                                                          Category
                                                                          Motivation
                                                                          Enabler
                                                                          Trigger
                                                                          Driver emotion
                                                                          Re-inforcer
                                                                          Emotional Pay-off



   Both Mind Mapping & Critical Incident are useful techniques while
    Both Mind Mapping & Critical Incident are useful techniques while
  administering a Brand Audit Questionnaire
   administering a Brand Audit Questionnaire
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding
               Branding
                                               Brand      Building             Brand Audit Questionnaire

                                                                       Think about the specific things that
Brand Audit
 Brand Audit
                     Connection
                      Connection
                     Triangle
                      Triangle
                                   Big Idea
                                    Big Idea
                                                       Evaluating
                                                        Evaluating
                                                       Advertising
                                                        Advertising
                                                                       trigger the brands identity in your
                                                                       mind…



                                                                       When you hear the brands name what
                                                                       immediately springs to your mind

                                                                       What else
                                                                              visuals or images
                                                                              packaging or product elements
                                                                              bits of advertising
                                                                              signs or symbols
                                                                              anything else
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding                   Brand      Building            Brand Audit Questionnaire
               Branding


                                                                       Thinking about the feelings and
Brand Audit
 Brand Audit
                     Connection
                      Connection
                     Triangle
                      Triangle
                                   Big Idea
                                    Big Idea
                                                       Evaluating
                                                        Evaluating
                                                       Advertising
                                                        Advertising
                                                                       emotions the brand evokes in you


                                                                       What specific emotions do you
                                                                       experience while using this brand

                                                                       How does the brand make you feel
                                                                       about yourself

                                                                       What do you feel when you see other
                                                                       people using this brand

                                                                       How do the emotions this brand evoke
                                                                       differ from those of its leading
                                                                       competitor
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding
               Branding
                                               Brand      Building            Brand Audit Questionnaire

                                                                       Since using a brand makes it part of
Brand Audit
 Brand Audit
                     Connection
                      Connection
                     Triangle
                      Triangle
                                   Big Idea
                                    Big Idea
                                                       Evaluating
                                                        Evaluating
                                                       Advertising
                                                        Advertising    your life think about personal
                                                                       memories connected with the brand


                                                                       What personal memories does this
                                                                       brand bring to your mind
                                                                            Describe an episode in your life or
                                                                             someone close to you that illustrates
                                                                             this
                                                                       If the brand were to be a restaurant or
                                                                       a café…
                                                                            Describe the ambience, colours,
                                                                             location, customers of the café
Module 2 - Stage 1

                                                                            Brand Audit
                  Understanding
                  Branding
                                                  Brand      Building        Branding Audit Example:
                                                                             Eveready Associations

   Brand Audit
    Brand Audit
                        Connection
                         Connection
                        Triangle
                         Triangle
                                      Big Idea
                                       Big Idea
                                                          Evaluating
                                                           Evaluating
                                                          Advertising
                                                           Advertising
                                                                                                       ‘Using it since a child…first used the
                                                                                                       white cell now use red’
                                                                                                   AGE OLD ASSOCIATION
         ‘Memories of using it in my
         village fields during night’
         CHILDHOOD MEMORIES                                                                        ‘lasts longer’,’does not melt in
                                                                                                   summer’, ‘leak proof’
                                                                                                         PREFERRED BRAND
                                                                                                         ASSOCIATIONS
                                                                         OTHERS     KEY

‘Was it a truck? Everything lights
up’                                                                                                    ‘Red colour in wall paintings, ‘Some
 TV AD MAKES LITTLE IMPACT                                                                             animal ..was.is it a panther’
 ON MOST
                                                                                                        THOUGH DISTINCT DON’T
                                                                                                        REPRESENT STRONG BRAND
                                                                                                        INVOLVEMENT
Module 2 - Stage 1

                                                                          Brand Audit
                   Understanding
                   Branding
                                                   Brand      Building     Example: Personality of Eveready
                                                                           Its Two Faces

                         Connection
                          Connection                       Evaluating
                                                            Evaluating
    Brand Audit
     Brand Audit                       Big Idea
                                        Big Idea
                         Triangle
                          Triangle                         Advertising
                                                            Advertising




            User of Eveready                                                                User of Competition
-    Late youth or early middle                                                             -     Middle aged man
     aged man
                                                                                            -     Strong
-    Strong and energetic
                                                                          Mirror’s
                                                                          Mirror’s          -     Don’t know him well, an
-    Trustworthy
                                                                                                  acquaintance
-    Middle class, a family man
                                                                          two faces
                                                                          two
                                                                                            -     Slightly dull, not colourful
-    Distant friend /
     acquaintance                                                                           -     LITTLE INVOLVEMENT
-    RECOGNITION AND A HALF
     SKETCHED PERSONALITY

       Eveready’s difficulty to deeply involve
        Eveready’s difficulty to deeply involve
      consumers & a mild/half-sketched personality
       consumers & a mild/half-sketched personality
Module 2 - Stage 1

                                                                      Brand Audit
               Understanding
               Branding
                                               Brand      Building                   Good Brand Audit
                                                                        A good brand audit gives a definite
Brand Audit
 Brand Audit
                     Connection
                      Connection
                     Triangle
                                   Big Idea
                                    Big Idea
                                                       Evaluating
                                                        Evaluating
                                                       Advertising
                                                                       answer about six interrelated equities
                      Triangle                          Advertising


                                                                              Product: Product performance
                                                                               supports the brand?
                                                                              Image: Image is strong and engaging?
                                                                              Customer:Strength of customer
                                                                               franchise?
                                                                              Channel: Leverage in channel
                                                                               environment?
                                                                              Visual : Clear,differentiating presence?
                                                                              Goodwill: Endorsed by influencers in
                                                                               the communities in which it lives?
Module 2 - Stage 1

                                                                           Brand Audit
                    Understanding
                    Branding
                                                    Brand      Building                             Exercise
                                                                                Consider      two competing brands:
     Brand Audit
      Brand Audit
                          Connection
                           Connection
                          Triangle
                           Triangle
                                        Big Idea
                                         Big Idea
                                                            Evaluating
                                                             Evaluating
                                                            Advertising
                                                             Advertising
                                                                                                Kodak & Fuji
                                                                                  Rate     the brands on a scale of 5




••         Product                      Non Performing                     11 22 33 44 55   Strong , ,Performing
            Product                      Non Performing                                      Strong Performing
••         Visual
            Visual                      Unclear, Inconsistent
                                         Unclear, Inconsistent             11 22 33 44 55   Clear, Consistent Image
                                                                                             Clear, Consistent Image
••         Channel
            Channel                     Not Leveraged
                                         Not Leveraged                     11 22 33 44 55   Important, Leveraged
                                                                                             Important, Leveraged
••         Customer
            Customer                    Over Dependent
                                         Over Dependent                    11 22 33 44 55   Valued, Popular
                                                                                             Valued, Popular
••         Goodwill
            Goodwill                    Not Recommended
                                         Not Recommended                   11 22 33 44 55   Good PR, Recommended
                                                                                             Good PR, Recommended
••         Image
            Image                       Weak
                                         Weak                              11 22 33 44 55   Strong, Engaging
                                                                                             Strong, Engaging
Module 2


                           Brand Building
              Understanding                 Brand       Building
              Branding




                    Connection
                    Connection
                    Connection
                    Connection                      Evaluating
                                                    Evaluating
Brand Audit
Brand Audit                      Big Idea
                                 Big Idea
                    Triangle
                    Triangle
                    Triangle                        Advertising
                                                    Advertising
                    Triangle
Module 2 - Stage 2

                                                       Connection Triangle
               Understanding                   Brand      Building
               Branding




                     Connection
                      Connection                       Evaluating
                                                        Evaluating
Brand Audit
 Brand Audit                       Big Idea
                                    Big Idea
                     Triangle
                      Triangle                         Advertising
                                                        Advertising




  After a rigorous Brand Audit we are ready
   After a rigorous Brand Audit we are ready
  to make a connection triangle
   to make a connection triangle
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands
Brand Management Process : Building Big Brands

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Brand Management Process : Building Big Brands

  • 1. Si Gr x i My ey nch st an es Brand? er d io we wid us t e What is the Territory of the
  • 2. Contents  Presentation Objective  Understanding Branding  From Products to Brands  Brand Attributes  Brand Management  Brand Architecture  Exercise  Brand Building  Brand Audit  Connection Triangle  Big Idea  Evaluating Advertising
  • 3. Presentation Objective • To understand the facets / issues involved in branding • To develop a framework for building a brand
  • 4. Al Ries, David Ogilvy & Ambani Presentation incorporates learnings from India’s Branding School, founded by Reliance: MICA Personal Work Experience Al Ries & Laura Ries: The 22 Immutable Laws of Branding
  • 5. Contents Understanding Brand Building Branding
  • 6. Module 1 Understanding Branding Understanding Brand Building Branding
  • 7. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands
  • 8. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands
  • 9. Module 1 - Stage 1 From Products to Brands Understanding Brand Branding Building Products to Products to Attributes Management Architecture Exercise Attributes Management Architecture Exercise brands brands
  • 10. Module 1 - Stage 1 From Products to Brands Understanding Brand Brand v/s. Product Branding Building Products to Products to Attributes Management Architecture Exercise Attributes Management Architecture Exercise brands brands  A brand is more distinctive than a product  It is first of all a name, a means of identification  Secondly it s a set of added values offering both functional and psychological benefits Above all ‘a brand is a promise’
  • 11. Module 1 - Stage 1 From Products to Brands Understanding Brand Branding Building Products to Products to Attributes Management Architecture Exercise Attributes Management Architecture Exercise brands brands A Brand is a Promise “ …A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers.
  • 12. Module 1 - Stage 1 From Products to Brands …….a short-hand that communicates powerfully & reduces uncertainty …….a short-hand that communicates powerfully & reduces uncertainty
  • 13. Fevicol Case Sales Value AdSpend Adspend as % Year ( Rs. Crores) ( Rs. Crores) of Sales 92-93 46.02 0.55 1.2% 93-94 77.12 1.7 2.2% 94-95 102.16 2.3 2.3% 95-96 138 3.28 2.4% 96-97 156.19 5 3.2% 97-98 151.68 5.51 3.6% 98-99 191.75 6 3.1%
  • 14. Fevicol Case Fevicol's Market Share of Synthetic Adhesive Category 45% 42% 40% 35% 31.43% 30% 25% 20% 15% 10% 10% 5% 0% 1991 1994 1999
  • 15. Fevicol Case Fevicol's Growth Rate vs. Category Growth Rate 60% 55% 50% 40% 30% 20% 16% 10% 10% 8% 0% 1992-95 1995-99 Category Fevicol
  • 16. Brand as an Asset  “If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch” Fortune Magazine
  • 17. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands
  • 18. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands Name Name Logo Logo Colours Colours Essence Essence
  • 19. Module 1 - Stage 2 Attributes Immutable Law of Name Immutable Law of Name In the long run the brand is nothing more than a name
  • 20. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence Essence Products to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise Exercise Brand Name  Short  Kodak, Fuji  CNN an AOL Time Warner Company  Distinctive • Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace • Orange was a striking name in a world of tel and coms  Not mean anything rude or silly in another language  Big Macs( McDonald’s) is a slang for big breasts in Canada
  • 21. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence Essence Products to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise Exercise Brand Name  Avoid generic / line extended names • Xerox as opposed to Haloids Paper Master • Xerox (Copier) is powerful. Xerox Computer is not  Changing your name will not overcome a bad strategy • “Monday” (Price Waterhouse Coopers )
  • 22. Module 1 - Stage 2 Attributes Immutable Law of Shape Immutable Law of Shape A brand’s logotype should be designed to fit the eyes. Both eyes
  • 23. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence Essence Products to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise Exercise Brand Logo • Simple logo, designed to fit both eyes • Mercedes three star • Logos with a horizontal bias • Logo with a horizontal bias is esp. useful for retail brands • Logo font has to be clear and legible • A housewife does not buy Ariel because it is written in a specific font
  • 24. Module 1 - Stage 2 Attributes
  • 25. Module 1 - Stage 2 Attributes Immutable Law of Colour Immutable Law of Colour A brand should use a colour opposite of its rival
  • 26. Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace The Cola Wars: Energy Vs. Peace
  • 27. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence Essence Products to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise Exercise Brand Colours  Colours have meanings • Purple means royalty • Red is energetic • Blue is peaceful  Opposite colours can differentiate • Coke is red, Pepsi is blue • Kodak is yellow, Fuji is green
  • 28. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence Essence Products to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise Exercise Brand Colours..  Colours can help you stand out • FedEx’s orange and purple packet stands out in corporate blue  Logo and colours help, but the power of the brand  Essentially in the meaning of the brand name in consumer’s mind, its essence
  • 29. Module 1 - Stage 2 Attributes Immutable Law of Singularity Immutable Law of Singularity Most important thing for a brand is its single mindedness.
  • 30. Module 1 - Stage 2 Attributes Single-mindedness means consistency. Single-mindedness means consistency. Fresh and interesting manifestations of a single idea. Fresh and interesting manifestations of a single idea.
  • 31. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence Essence Products to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise Exercise Brand Essence  A brand must “leverage a compelling truth”  Linux stands for freedom as opposed to Microsoft’s monopoly  A brand should mean a single powerful thing: the essence  Essence of Volvo is Safety  Essence of Tata is trust  Essence of Fevicol is bonding
  • 32. Module 1 - Stage 2 Attributes Understanding Brand Branding Building Name Name Logo Logo Colours Colours Essence Essence Products to brands Products to brands Attributes Attributes Management Management Architecture Architecture Exercise Exercise Brand Essence  A brand should also be clear of what is not its essence  In India, STAR NEWS is not a channel of the masses unlike STAR PLUS  A brand should drive single mindedly its essence  Volvo has been selling safety for 35 years  Raymond has been selling the complete man for over 2 decades  Essence of Dettol is protection against germs  A brand loses its essence if it starts meaning a lot of things  What is Miller :A regular,light,draft,cheap, expensive beer
  • 33. Module 1 - Stage 2 Attributes Immutable Law of Word Immutable Law of Word A brand should try to own a word in consumer’s mind
  • 34. Module 1 - Stage 2 Attributes
  • 35. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands
  • 36. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands Co-Brand Co-Brand Stealth Brand Stealth Brand Fighting Brand Fighting Brand Multi-Brand Multi-Brand
  • 37. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Co-Brand  Brands need to address a similar need segment – Kellogg's Pop-tarts with Smuckers Jam  Brands with complementary strengths: Seen often on the Net – NY Times gives Amazon credibility – Amazon makes NY Times look modern.
  • 38. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Stealth Brand  Brand building that attracts customer attention but not of rivals • Home-to-home, word of mouth / PR, internet community building • Krispy Kreme relies only on PR  Good option when unsure of a new medium/market  Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web
  • 39. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Fighting Brand  Pricing led branding option. Works as a competitive response. • Smirnov (Heublein) Case  Smirnov attacked by W’schmidt @ $1 less  Heublein raised the price of Smirnov  Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt  Heublein added Popov lower than both
  • 40. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Fighting Brand  Built as new, independent brand • Prevents dilution of the leading brand  HLL introduced Wheel to fight Nirma
  • 41. Module 1 - Stage 3 Management Immutable Law of Siblings Immutable Law of Siblings There is a time and place to launch a second brand
  • 42. Possibly even a third or a fourth brand.. Possibly even a third or a fourth brand..
  • 43. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Multi Brand  Key to a multi-brand approach is to give each sibling a unique identity  Time, Fortune,Life, Money, People  Tempting to mash the brands and top it with corporate frosting  Tata Salt,Tata Tea  Second brand risks diluting equity  Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?
  • 44. Module 1 - Stage 3 Management Stealth Stealth Understanding Branding Brand Building Co-Brand Co-Brand Brand Brand Fighting Fighting Multi-Brand Multi-Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Multi Brand..  Common product area focus  Shampoos: Clinic Plus, Ayush, Sunsilk  Single attribute segmentation  Price:Maruti 800, Zen, Esteem  Sibling creates a new category  Herbal Anti-Dandruff category by Ayush
  • 45. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands
  • 46. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands House of House of Endorsed Endorsed Brands Brands Brand Brand Sub Brand Sub Brand Branded House Branded House
  • 47. Module 1 - Stage 4 Architecture Immutable Law of Contraction Immutable Law of Contraction A brand becomes stronger when you narrow its focus
  • 48. Module 1 - Stage 4 Architecture The Economist is red and daring. The Economist is red and daring. Provocative, brutally honest and non-conformist Provocative, brutally honest and non-conformist
  • 49. Module 1 - Stage 4 Architecture Understanding Brand House of House of Endorsed Endorsed Branding Building Brands Brands Brand Brand Branded Branded Sub Brand Sub Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise House House House of Brands  Often dictated by corporate strategy. Core competence of the firm is marketing / branding • P&G is the prime example. Its “big” with the channel  Multiple independent brands allows company to fill each niche • Helps brand focus  Gives an opportunity for the company to focus on each brand and contract its scope.
  • 50. Module 1 - Stage 4 Architecture Understanding Brand House of House of Endorsed Endorsed Branding Building Brands Brands Brand Brand Branded Branded Sub Brand Sub Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise House House Endorsed Brand  Endorsement used as a device to transfer brand assets from one brand(corporate) to another  Titan from TATA, transferring trust  Danger of diluting the equity of endorsing brand  Best as a transitional strategy  Gain, from makers of Ariel
  • 51. Module 1 - Stage 4 Architecture Immutable Law of Expansion Immutable Law of Expansion Brand’s power inversely proportional to scope.
  • 52. Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’ The Volkswagen bus ad, talked only about ‘plenty of room’
  • 53. Module 1 - Stage 4 Architecture Understanding Brand House of House of Endorsed Endorsed Branding Building Brands Brands Brand Brand Branded Branded Sub Brand Sub Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise House House Sub Brand  Inside out branding.Company pushes core brand in different directions  Sub-branding can destroy what branding builds • Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
  • 54. Module 1 - Stage 4 Architecture Immutable Law of Company Immutable Law of Company Brands are brands, companies are companies. There is a difference.
  • 55. Module 1 - Stage 4 Architecture Understanding Brand House of House of Endorsed Endorsed Branding Building Brands Brands Brand Brand Branded Branded Sub Brand Sub Brand Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise House House Branded house  Consumers buy brands, not companies  Danger of branded house, being many things to one group of people • Virgin? Does “Virgin trains” work?  May motivate trade, so might be useful for PR purposes with trade/other stakeholders • P& G way
  • 56. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands
  • 57. Module 1 Understanding Branding Exercise  Two brand positioning within the same brand family?How do we reconcile the two positions?  The options available to us 1. Single brand 2. Stand Alone New Brand 3. Transfer of Brand Assets from an existing brand  What are the pros and cons of each option ?
  • 58. Module 1 Understanding Branding Understanding Brand Building Branding Products to Products to Attributes Attributes Management Management Architecture Architecture Exercise Exercise brands brands Single Brand Single Brand Options Options Family Family Stand Alone Stand Alone Transfer of Transfer of Brand Brand Brand Assets Brand Assets
  • 59. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer of Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets  Single Brand Family  ‘Stand-alone’ New Brand  Transfer of Brand Assets ‘x from y’
  • 60. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer of Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets Option : Single Brand family  Constant values / different products • Dettol antiseptic / soap / hand wash • Crest toothpaste / Mouth wash (But not chewing gum)  Differentiate on product usage • IBM Value Point - Entry level purchase • Gillette Good News Line - Disposables
  • 61. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer of Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets Option : Single Brand family  Use as umbrella branding  TATA Trust  SONY Electronic technology  But Taj from TATA for Performance segments  Difficult for a single brand to straddle Performance and Price segments  Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs  Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion
  • 62. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer of Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets Option : Single Brand family Learnings + Cheaper than creating a new brand - Difficult to stretch brands across Price and Performance - Risk of eroding present position - Lose opportunity of creating a new segment
  • 63. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer of Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets Option : ‘Stand-alone’ New Brand  Levers enters popular segment successfully with Wheel as opposed to Surf Easywash  Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents  Toyota launches Lexus to enter the Premium Auto segment credibly
  • 64. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer of Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets Option : ‘Stand-alone’ New Brand Learnings + Clear brand identity, values and assets + Create new opportunity of a range possibility in Popular segment + Leave present brand secure - Expensive to build brand assets - Difficult to build trial as a stand-alone Brand
  • 65. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer of Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets Option: Transfer of Brand Assets ‘x from y’  Titan (from Tata’s) • Worked well for Titan  Sonata (from Titan) • Eroding equity of Titan  Gain (from the makers of Ariel) • Apparently a ‘Transitional Strategy’
  • 66. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer of Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets Option: Transfer of Brand Assets ‘x from y’ Learnings + Cheaper than developing a new brand + Can be used as a ‘Transitional Strategy’ - Still a risk of eroding present image - Possible mix of values and assets
  • 67. Module 1 - Stage5 Exercise Understanding Brand Single Brand Single Brand Options Options Branding Building Family Family Stand Alone Stand Alone Transfer of Transfer of Products to brands Attributes Products to brands Attributes Management Management Architecture Architecture Exercise Exercise Brand Brand Brand Assets Brand Assets Branding Options: Conclusion  ‘Single Brand family possible if:  Different products / similar values  Differentiate on end use  ‘Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brand  ‘Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values and mixing values and assets
  • 68. Contents Understanding Brand Building Branding
  • 69. Module 2 Brand Building Understanding Brand Building Branding
  • 70. Module 2 Brand Building Understanding Brand Building Branding Evaluating Evaluating Brand Audit Brand Audit Connection Triangle Connection Triangle Big Idea Big Idea Advertising Advertising
  • 71. Module 2 Brand Building Understanding Brand Building Branding Evaluating Evaluating Brand Audit Brand Audit Connection Triangle Connection Triangle Big Idea Big Idea Advertising Advertising
  • 72. Module 2 - Stage 1 Brand Audit Brand Audit is designed to put into words the actual experience of a brand in the life of the user
  • 73. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Brand Audit  Qualitative study  In-depth interview ,usually administering a questionnaire  Uses various techniques like  Mind Mapping Technique  Critical Incident Technique & Other Techniques
  • 74. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Mind Mapping Technique Good technique to make connections and evoke associations Start with a major idea and work outwards in all directions The more visual the better
  • 75. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Draw An Egg Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising
  • 76. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Put Ten Legs on It Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising
  • 77. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Put Happiness in Centre Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Happiness Happiness 
  • 78. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Write 10 Associations to Happiness Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Che het oo cc lala t C Happiness Happiness   iC r tc e iW n k eB
  • 79. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Mind Mapping Technique Take 1 branch and add associations Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising Sachin100 Sachin100 World Champion World Champion Che het oo cc lala t C Happiness Happiness  iC r tc e iW n k Bad Bowling Bad Bowling Mexican Wave Mexican Wave eB
  • 80. Module 2 - Stage 1 Brand Audit Understanding Brand Building Branding Critical Incident Analysis: When People Change Brand Audit Connection Connection Big Idea Evaluating Evaluating  An technique that contextualizes Brand Audit Triangle Big Idea Advertising Triangle Advertising importance of a ‘critical incident’ leading to change in an individual’s life.  These are turning points – These are ‘Moments of Truth’ : compelling moments when one gets deep insights and is propelled to ‘change’. – Brands, category adoption too revolve around such ‘incidents’ leading to change.
  • 81. Module 2 - Stage 1 Brand Audit Understanding Brand Building The Hierarchy of Aspects of Branding Incidents Consumer Connection Evaluating Brand Audit Brand Audit Connection Triangle Triangle Big Idea Big Idea Evaluating Advertising Advertising   Category  Motivation  Enabler  Trigger  Driver emotion  Re-inforcer  Emotional Pay-off Both Mind Mapping & Critical Incident are useful techniques while Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire administering a Brand Audit Questionnaire
  • 82. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Questionnaire Think about the specific things that Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising trigger the brands identity in your mind… When you hear the brands name what immediately springs to your mind What else  visuals or images  packaging or product elements  bits of advertising  signs or symbols  anything else
  • 83. Module 2 - Stage 1 Brand Audit Understanding Brand Building Brand Audit Questionnaire Branding Thinking about the feelings and Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising emotions the brand evokes in you What specific emotions do you experience while using this brand How does the brand make you feel about yourself What do you feel when you see other people using this brand How do the emotions this brand evoke differ from those of its leading competitor
  • 84. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Questionnaire Since using a brand makes it part of Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising your life think about personal memories connected with the brand What personal memories does this brand bring to your mind  Describe an episode in your life or someone close to you that illustrates this If the brand were to be a restaurant or a café…  Describe the ambience, colours, location, customers of the café
  • 85. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Branding Audit Example: Eveready Associations Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising ‘Using it since a child…first used the white cell now use red’ AGE OLD ASSOCIATION ‘Memories of using it in my village fields during night’ CHILDHOOD MEMORIES ‘lasts longer’,’does not melt in summer’, ‘leak proof’ PREFERRED BRAND ASSOCIATIONS OTHERS KEY ‘Was it a truck? Everything lights up’ ‘Red colour in wall paintings, ‘Some TV AD MAKES LITTLE IMPACT animal ..was.is it a panther’ ON MOST THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT
  • 86. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Example: Personality of Eveready Its Two Faces Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising User of Eveready User of Competition - Late youth or early middle - Middle aged man aged man - Strong - Strong and energetic Mirror’s Mirror’s - Don’t know him well, an - Trustworthy acquaintance - Middle class, a family man two faces two - Slightly dull, not colourful - Distant friend / acquaintance - LITTLE INVOLVEMENT - RECOGNITION AND A HALF SKETCHED PERSONALITY Eveready’s difficulty to deeply involve Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality consumers & a mild/half-sketched personality
  • 87. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Good Brand Audit  A good brand audit gives a definite Brand Audit Brand Audit Connection Connection Triangle Big Idea Big Idea Evaluating Evaluating Advertising answer about six interrelated equities Triangle Advertising  Product: Product performance supports the brand?  Image: Image is strong and engaging?  Customer:Strength of customer franchise?  Channel: Leverage in channel environment?  Visual : Clear,differentiating presence?  Goodwill: Endorsed by influencers in the communities in which it lives?
  • 88. Module 2 - Stage 1 Brand Audit Understanding Branding Brand Building Exercise Consider two competing brands: Brand Audit Brand Audit Connection Connection Triangle Triangle Big Idea Big Idea Evaluating Evaluating Advertising Advertising Kodak & Fuji Rate the brands on a scale of 5 •• Product Non Performing 11 22 33 44 55 Strong , ,Performing Product Non Performing Strong Performing •• Visual Visual Unclear, Inconsistent Unclear, Inconsistent 11 22 33 44 55 Clear, Consistent Image Clear, Consistent Image •• Channel Channel Not Leveraged Not Leveraged 11 22 33 44 55 Important, Leveraged Important, Leveraged •• Customer Customer Over Dependent Over Dependent 11 22 33 44 55 Valued, Popular Valued, Popular •• Goodwill Goodwill Not Recommended Not Recommended 11 22 33 44 55 Good PR, Recommended Good PR, Recommended •• Image Image Weak Weak 11 22 33 44 55 Strong, Engaging Strong, Engaging
  • 89. Module 2 Brand Building Understanding Brand Building Branding Connection Connection Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Triangle Advertising Advertising Triangle
  • 90. Module 2 - Stage 2 Connection Triangle Understanding Brand Building Branding Connection Connection Evaluating Evaluating Brand Audit Brand Audit Big Idea Big Idea Triangle Triangle Advertising Advertising After a rigorous Brand Audit we are ready After a rigorous Brand Audit we are ready to make a connection triangle to make a connection triangle