The document discusses branding from multiple perspectives including corporate branding, product branding, and brand DNA. It outlines six steps to differentiate, develop, and detect brands over time from diagnosis through direction. Branding is shown to encompass vision, mission, objectives, propositions, initiatives, benefits, personality, value, essence, and infrastructure. The goal is to travel the path of brand realization.

2. The Branding Landscape
Corporate Product/Service
Grow the market or market share
Crystallize unifying brand identity dimensions across Increase trial per capita consumption,
multiple businesses repurchase, adoption
Define brand architecture Brand profitability
Position the brand with multiple stake holders Arrest brand decline
Build differentiation through people and service Service excellence
New market entry
Alignment of individual sub brands to larger business
Create brand portfolio

3. Brand DNA
DIAGNOSE DESIGN DIRECT
Develop consumer Develop product and Supporting the
understanding of consumer service strategy brand during the
their life-space and and crystallize long term initial phases of
category service and objectives development
1 2 3 4 5 6
DIFFERENTIATE DEVELOP DETECT
Create a desired Manage the creative Facilitate the brands
brand identity and execution on the sustainability through
marketing mix brand strategy with regular brand audits
the advertising
agency

4. Brand Genesis
Benefits
Personality &
Value
Business Infrastructure
Discrimination
Consumer People
Essence
Competitive Vision Segment Process
scenario Name & logo
Mission Proposition
Objectives Marketing
Initiatives

5. Brand Realisation

6. Travelled the path
Developed marketing strategy, advertising and communication to aid 3 residential
projects being booked out on day of launch in the throes of the downturn in 2009
Evolved customer and channel based market activation plans that grew an organic
foods business by 25% in 2010
3 of our clients are the top rated brands in the public domain in their
industry categories
Brand identity and strategy to migrate customer acquisition from
word of mouth to brand pull driven for a wealth management firm
Strategy to turn around falling revenues of a business in
the educational space by identifying and fixing brand
and organizational issues

7. A few journeys we are on
Manage a premium steel brand in the states of Tamil Nadu and Kerala, which has
brought incremental annualized revenue of 150 crores to the business
Developing a rural marketing and communication strategy for a business in the rural
solar lighting space
Masterbrand architecture, service design and marketing strategy for a cinema business
that is becoming multi-locational; with the objective of sustaining positioning of offering
a unique cinema going experience
Building the Employer Brand for 4 reputed global business enterprises
Nurturing a start up brand that markets exquisite crafts from the Silk Route
Adapt product and service mix for a middle east based mts provider to the Indian
market