Session 1 at TIKS on 'Scaling Up': Module II - Branding & Marketing

1. DEVELOPING BRAND STRATEGY:
A CONSUMER CENTRIC APPROACH
TIE INSTITUTE KNOWLEDGE SERIES ON BRANDING & MARKETING
MUMBAI, 27 NOVEMBER 2010
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2. WHAT IS A BRAND?
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3. Brands as signatures
have existed for a long time….
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4. Brands as signatures
have existed for a long time….
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5. Brands as signatures
have existed for a long time….
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6. Brands as signatures
have existed for a long time….
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7. Brands as signatures
have existed for a long time….
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8. Brands as signatures
have evolved over time….
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9. Brands as signatures
have evolved over time….
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10. Brands as signatures
have evolved over time….
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11. What is a Brand?
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“A term, sign, symbol or design, or a combination
of these, intended to identify the goods or
services of one seller and to differentiate it from
those of competitors.”
American Marketing Association

12. WHY BRANDING?
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13. How Branding Helps the Owner?
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• Functional:
– Trade Mark - Protection
– Copyright and design protection
– Simplify product tracing
• Symbolic:
– Emotions
– Personality
– Belief system
– Relationship with the consumers

14. Branding:
How does the consumer benefit?
• Functional:
– Identifying the owner to assign responsibility
– Defining expectations
• Emotional:
– Reassurance – feeling of security
– Tribal – sense of belonging
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15. Two Views of A Brand
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Buyer
Seller

16. FIRST PRINCIPLE…
What companies sell &
What consumers buy
Are not the same things…
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17. Exercise:
Write down what you are selling
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Seller?
Write down on a
piece of paper…

18. Charlie Perfume
What they are Selling?
Perfume
What Consumers are buying?
Smelling &
Feeling
Attractive
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19. Pepsodent
What they are Selling?
Toothpaste
What Consumers are buying?
Reassurance
Of Oral
Protection
from Germs
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20. Cleartrip.Com
What they are Selling?
Online
Travel
Booking
What Consumers are buying?
Reassurance
of most
competitive
price
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21. Tata Nano
What they are Selling?
The
Cheapest
Car
What Consumers are buying?
Improved life
status
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22. Exercise: Now ask yourself what the
consumer is buying?
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Buyer?
Write down on a
piece of paper…
Then, compare with
your first answer…

23. Four Questions of Brand Building
Who Am I?
• Brand Name
• Heritage
• Category
What can I do
for you?
• Product
Benefits
• Reasons to
believe
How would I
make you feel?
• Emotional
Benefits
• Reasons to
believe
What role do I
play in your life?
• The larger
purpose
• How do I
improve life?
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24. Pepsodent Toothpaste
Who Am I?
• Brand Name
• Heritage
• Category
What can I do
for you?
• Product
Benefits
• Reasons to
believe
How would I
make you feel?
• Emotional
Benefits
• Reasons to
believe
What role do I
play in your life?
• The larger
purpose
• How do I
improve life?
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Who Am I?
• Pepsodent
• Challenger to
Colgate
• Oral health
What can I do
for you?
• Fight against
oral germs
longer
• Clinically
proven
How would I
make you feel?
• Confident that
my family is
well protected.
• Even when
they indulge
What role do I
play in your life?
• Make me a
better mom!
• By allowing
occasional
indulgences

25. Pepsodent Toothpaste
Who Am I?
• Brand Name
• Heritage
• Category
What can I do
for you?
• Product
Benefits
• Reasons to
believe
How would I
make you feel?
• Emotional
Benefits
• Reasons to
believe
What role do I
play in your life?
• The larger
purpose
• How do I
improve life?
25
Who Am I?
• Pepsodent
• Challenger to
Colgate
• Oral health
What can I do
for you?
• Fight against
oral germs
longer
• Clinically
proven
How would I
make you feel?
• Confident that
my family is
well protected.
• Even when
they indulge
What role do I
play in your life?
• Make me a
better mom!
• By allowing
occasional
indulgences

26. Pepsodent Toothpaste
Who Am I?
• Brand Name
• Heritage
• Category
What can I do
for you?
• Product
Benefits
• Reasons to
believe
How would I
make you feel?
• Emotional
Benefits
• Reasons to
believe
What role do I
play in your life?
• The larger
purpose
• How do I
improve life?
26
Who Am I?
• Pepsodent
• Challenger to
Colgate
• Oral health
What can I do
for you?
• Fight against
oral germs
longer
• Clinically
proven
How would I
make you feel?
• Confident that
my family is
well protected.
• Even when
they indulge
What role do I
play in your life?
• Make me a
better mom!
• By allowing
occasional
indulgences

27. Pepsodent Toothpaste
Who Am I?
• Brand Name
• Heritage
• Category
What can I do
for you?
• Product
Benefits
• Reasons to
believe
How would I
make you feel?
• Emotional
Benefits
• Reasons to
believe
What role do I
play in your life?
• The larger
purpose
• How do I
improve life?
27
Who Am I?
• Pepsodent
• Challenger to
Colgate
• Oral health
What can I do
for you?
• Fight against
oral germs
longer
• Clinically
proven
How would I
make you feel?
• Confident that
my family is
well protected.
• Even when
they indulge
What role do I
play in your life?
• Make me a
better mom!
• By allowing
occasional
indulgences

28. Branding is about delivering INTANGIBLE
benefits
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29. Branding is about delivering INTANGIBLE
benefits
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30. Branding is about delivering INTANGIBLE
benefits
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31. Branding is about delivering INTANGIBLE
benefits
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32. Branding is about delivering INTANGIBLE
benefits
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33. Branding is about delivering INTANGIBLE
benefits
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34. HOW TO BUILD BRANDS?
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35. Brand Building Journey
• Deep understanding of the Competition
• Define the Target Consumers
• Understand Consumer’s Mindset
• Zero in on the Key Consumer Insight
• Define Brand’s Personality & Core Values
• Define Brand’s Benefits (functional & emotional)
• Define the source of authority
• Identify the key differentiator
• Identify the Brand DNA
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36. Hygiene Factors
CATEGORY GENERICS
Key Insight
THE MOST IMPORTANT CONSUMER TRUTH
THAT WOULD DRIVE OUR BRAND
Brand Benefits:
Functional: WHAT THE BRAND DOES
PHYSICALLY
Emotional: HOW THE BRAND MAKES
YOU FEEL
Proofs:
REASONS TO BELIEVE THE
BRAND BENEFITS
Differentiator:
KEY POINT OF DIFFERENCE
FROM COMPETITORS – THE
REASON WHY CONSUMERS
WOULD CHOOSE THE
BRAND
Brand Identifier
HOW THE BRAND IS NOTICED BY
THE SIX SENSES?
Brand Personality
HOW THE BRAND WOULD
BEHAVE?
Brand Essence
DISTILLATION OF THE CORE DNA
Competitive Environment
WHO LOSES IF WE WIN?
Target Consumer
•DEMOGRAPHICS
•LIFESTYLE
•MINDSETS
Brand Values
WHAT WOULD THE BRAND
DIE FOR?
BRANDMAP : Tool to define Brand Positioning

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

38. THANK YOU
PRANESH.MISRA@BRANDSCAPESWORLDWIDE.COM
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