A Brand is Like Health Advice… …usually used the least by those who need it the most. A presentation on the why's and how's of branding.

1. ATEXCON - Asian Textile Conference
Mumbai, 16 September 2009
The Layers of Branding
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2. A quick exercise before we start…

4. “The Curious Case of Textiles & Clothing”
It’s like “Bollywood”
– A few stars that create the aspiration for the
hundreds of thousands of supporting crew
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Valuable and Commodity both co-exist

5. A Brand is Like Health Advice…
…usually used the least by those
who need it the most.
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6. What is a Brand?
A brand is a mix of tangible and intangible
attributes…
symbolized in a trade mark, name or symbol
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7. Why Brand?
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“Intangible assets like goodwill,
trademarks, patents, management
expertise, formulas, copyrights, brands
and so on, have no physical substance,
nevertheless, they are perceived as crucial
in creating value.”

8. Why Brand?
Because brands
influence purchases!
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9. Brand Value, Brand Equity
Business
Financial
– Customer loyalty
– (Price premium) –
(Additional marketing
expenditure)
– Price premium
– Retained and reinvested
value
– Longevity
– Premium available in
addition to the value of
existing assets and
future cash flows
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– Market Share

10. Building A Brand for What?
Consumer Market
Industrial / Business Sales
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11. India & Region – Key Concerns for Buyers
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Overall lead times
Often not the cheapest in cost
Scaling up issues
Logistics unpredictability
Political situation in Sri Lanka, Bangladesh,
Pakistan

12. India & Region – Drivers for Buyers
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Value-added “Indian” hand-writing
Product Development capability amongst
suppliers, with flexible manufacturing scale
Regional counterbalance to China-centric
sourcing

13. India’s Trade Positioning
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Seasonal / niche
supply base,
difficult and
unpredictable to
work with

14. India’s Trade Positioning
Sustainable globally
competitive supply
base, that can be
developed
strategically
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Seasonal / niche
supply base,
difficult and
unpredictable to
work with

15. Consumer
Brand
Max Impact
Trade Reliability
& Trusted
Country Label
Contract
Manufacture
Time
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Consumer Relevance in major markets
Development Path Followed By Others

16. Why Brands Need Strategy
Great brands don’t happen by accident
Strategic thinking pulls diverse views together
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The process sheds what is unnecessary or
doesn’t fit

17. The Branding Process
Re-Creation
Creation
Connection
Re-Connection
Relevance
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Consistency

18. Nurturing a brand
Context
Consistency
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Constancy

19. Back to First Principles
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A Brand is not a name alone
A Brand is the verbal, visual and emotional
representation of your business
It should fundamentally reflect your business,
and how it is run

20. Guiding Principles from Richard Branson
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“Your brand name is only as good as your reputation.
Ours is of tremendous value.”
“…a lifetime relationship.”
“…when we put our brand name on something,
we’re making a promise. It’s a promise we have
always kept and always will…Virgin sticks to its
principles and keeps its promises.”
“Our customers trust us.”

21. Key Takeaways
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Branding collects and communicates value
Brands can influence purchases
Would you rather be an anonymous and
replaceable commodity, or be recognised for
your true worth?

22. Want to build a brand?
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