“I’m a marketer and analytics junkie. I am currently living in Mumbai. My passion is to create new kinds of interactive experiences with marketing. Design's aspect is primordial to me but I also enjoy collaborating with marketers in order to make a project grow up. I’d love to connect with you “

1. Forever Brands

2. What is a “Forever” Brand?
• Lux?
• Amul?
• Xerox?
• Dalda?
• Mercedes?
• Prudential?
• Dev Anand?

3. How do they become
“forever”?

4. By “Pet” Name?
• “Gabbar”
• “Gattu”
• “Maharajah”
• “Big Mac”
• “Apple”

5. By Price Tag?
• Bata
• Poonam Sarees
• Mercedes
• Reebok

6. By Tangibles?
• Color: Jenson & Nicholson
• Hospitality: Taj
• Pizzas: Domino

7. By Image?
• Tough/Macho: Marlboro
• Devdas: Dilip Kumar
• Comedy: Chaplin
• Romantic: Dev Anand

8. By Intangibles?
• Liril: Freshness
• Tatas: Reputation (?)
• Chandra Babu Naidu: e Governance

9. To understand this, we need to
take a closer look at what
makes a “brand”

10. “A product is something that is
made in a factory; a brand is
something that is bought by a
consumer.A product can be
copied by a consumer; a brand is
unique. A product can be
quickly outdated; a successful
brand is timeless”.

11. What then is a brand?
• Legal Protection
• Guarantee of Quality assurance &
Homegenity
• Differentiates products

12. Brand vs Product
• Product: Functional
Values
• Brand: Functional
Purpose plus
“something”

13. Brand defined
by John Philip Jones
“A brand is a product that provides
functional benefits plus added
values that some customers value
enough to buy”.

14. What are these added values?
• Brand experience:
Reliability/Familarity/Reduced risk
• Brand User:
Association from people who use the brand
• Belief that brand is effective:
The ‘placebo’ effect
• Brand appearance:
Value of packaging

15. Advertising
“The use of advertising to add a
subjective value to the tangible
values of the product.For subjective
values are no less than the tangible
ones”.

16. We must understand that these
laws applies to both products
and services

17. The “Forever” element

18. Managing the Brand Building
Process

19. Fundamental Issues
• Continuous Credibility
• Continuous Brand Performance
• Nourishing the Brand Relationship with
the Customer

20. Nourishing Brand Relationship
• The reassurance factor
• The comfort level
• The warmth factor
• Maintaining credibility
• High degree of customer relationship
• High Visibility
• Developing a brand equity

21. What is brand equity?
• Brand Loyalty
• Name Awareness
• Perceived Quality
• Brand Associations in addition to
perceived quality
• Other exclusive brand assets: brand
property/mascot

22. What is brand equity?

23. Does advertising have any role
in brand building?
• The Awareness machine
• The interface
• The hype
• The Image
• The Persuader
• The belief
• The reassurer
• The clincher

24. Finally, my forever brand…

26. Thank you!