With the opening case of Narendra Modi and the closing case of Google the presentation examines the basic fundamentals of branding and then elaborates and synthesize the same concepts to define the fundamentals of establishing a powerful online brand. The presentation also summarizes the various important tools like understanding Colour Psychology and more.

1. Ms. Anubha Rastogi
Astt. Prof, Vidya School Of Business
2017-18

3. Narendra ModiThe Brand: Opening Case
The Brand: Modi
The message: Abki Baar Modi Sarkar
Value: Development
The result that affects: Acche Deen Aane Wale Hai
Engagement Platform: Digital media, Television, One to One
Engagement Program: Chay Pe Charcha, Talk over Tweets
Engage with your audience,
with same tone of Voice and Act.
Every where. Every time.
Anubha Rastogi | VSB

4. Challenges of Building Brand Narendra Modi
Modi has been seen as Gujarat’s Brand Ambassador. People share their experiences and stories that
promote Gujarat as a brand. He took right steps to brand himself outside Gujarat even before he decided to
move beyond the state but the journey of branding Modi was not easy.
The three-time gujarat chief
minister was a regional
brand trying to go national.
63-year-old was seeking to
connect with the youth
considering that this year's
election had almost 150
million first-time voters.
Hindi and gujarati speaking
regional politician trying
also to connect with the
urban, middle-class
audience that is becoming
more politically conscious
The taint of the 2002 anti-
muslim riots in gujarat and
image of hindu hardliner.
Aims of Narendra Modi Media Campaign
Indian politicians have usually been arrogant about marketing themselves. They have also been difficult products
to be branded. In the recent elections many successful chief ministers like Nitish Kumar and J. Jayalalithaa did not
venture out of their home states to brand themselves, Modi did,and he ventured out with aggression. He made his
aggression seem decisive and hence desirable.
Recognition of Narendra
Modi as a brand not only for
state audience but also for
national audience.
Controlling and managing
strongly how he is
projected. Work on
projecting him as face of
development & growth. and
working towards developing
a secular image.
The development
campaigns aims to cross
market his achievements on
a state and national level.
Design unique campaigns
with focus on state as well
national elections. Work
effectively to counter
opposition’s ad campaigns
in a coordinated manner.
Anubha Rastogi | VSB

5. Building Brand : Narendra Modi
BJP ran a 360 degree, full-fledged campaign that included mass media such as print, television, radio and
outdoor, new media such as online and social media, and events and on-ground activities, traditionally
categorized as below-the-line. These included rallies and other appearances, consumer touch points at tea stalls
and much else. This helped Modi's transformation from a regional, right-wing politician to a decisive leader with a
clear development agenda, the one best suited to take India forward is an extraordinary work of branding.
For
I want Narendra Modi as Next PM of India
Narendra Modi for PM
Narendra Modi Fan Club
Narendra Modi for PM 2014
Against
I Hate Narendra Modi
Narendra Modi: The Biggest Terrorist of India
Criticism of Narendra Modi
Objectives Of Brand Modi’s Online Presence
• Engagement with the masses
• Regularly update people with his activities & performance
• Get user feedback and use the same to advantage with timely corrective actions
• Staying close to public sentiments
• Brand personification
• Technology to demonstrate the use of inclusive governance
• Crowd sourcing of ideas to increase participation and belongingness
Anubha Rastogi | VSB

6. Branding
A brand, at its core, is a set of ideals
What is a brand?
What is a brand?
A brand is shorthand for an organization’s
value and reputation
•Brands help customers remember
organizations and what they stand for
•People develop strong feelings toward
brands, including loyalty, love, and disdain
•Branding is important for organizations of all
sizes and even individuals
•A logo is not a brand
What is a brand?
What is brand identity?
Brand identity is comprised of the tangible
things people associate with your brand
•Components of a company’s brand identity can
include its name, logo, voice, or the uniforms of
its employees
•Brand identities appeal to people’s senses to
remind them of a brand and its qualities
What is a brand?
Who makes a brand?
Brands are build through countless touchpoints
and experiences
•Every interaction, touchpoint, and experience a
person has with an organization contributes to
that organization’s brand
•Strong brands are built by organizations that
create consistent consumer touchpoints
•Ultimately brands exist in the minds of
consumers
What is a brand?
Why invest in branding?
Organizations require a strong branding
strategy to survive in a cluttered marketing
landscape
•Consumers experience ~6,000 marketing
messages each day—strong brands are able to
distinguish themselves
•Employees of organizations with a strong
brand benefit from a clear understanding of
their objectives
•Strong branding increases organizations’ value
by increasing awareness, repurchase, and
customer loyalty
Anubha Rastogi | VSB

7. Anubha Rastogi | VSB

8. What is a brand?
When to invest in branding
Organizations benefit from investment in branding at a number of
stages
Reasons to invest in branding:
•Launch a new company or product
•Name change
•Reposition a brand
•Revitalize a brand that’s fallen behind
•Create consistency out of fragmented operations
•Merge companies
Brand fundamentals
A brand is based on the ideals and
capabilities of the organization
behind it
• Vision
• Mission
• Values
Brand identity best practices
Coherence
A good brand is quickly recognized
wherever it is encountered
Coherence is achieved through:
•Uniform look and feel
•Unified voice
•Consistent strategy
•Constant quality
•Clarity and simplicity
Brand identity best practices
Names
A brand name gains strength by being used consistently and frequently
Qualities of effective names
•Recognizable
•Memorable
•Meaningful
•Legally defensible
Common types of names
• Founder (Ben & Jerry’s)
• Descriptive (Petco)
• Fabricated (Hägen-Dazs)
• Metaphor (Twitter)
• Acronym (CNN)
• Combinations of the above
Anubha Rastogi | VSB

9. Brand identity best practices
Taglines
Taglines are quick phrases that capture a
brand’s essence and appeal to people’s
emotions
Tagline Characteristics
•Short
•Unique
•Easy to say and remember
•No negative connotations
•Evoke an emotional response
•Difficult to create
How many do you recognize?
 Just do it
 Think different
 Expect more. Pay less.
 A diamond is forever
 The ultimate driving machine
 You’re in good hands
 Drivers wanted
 All the News That’s Fit to Print
 Happy jetting
 Government made easy
Brand identity best practices
Logos
Logos use shape and color to instantly
remind customers of their brands
•Logos exploit the fact that the brain processes
shapes and colors faster than language
Brand identity best practices
Look and feel
Look and feel refers to visual and tactical
elements that makes a brand distinct and
recognizable
Contributors to look and feel
•Design
•Color palettes
•Imagery
•Typography
•Sensory
Brand identity best practices
Color palettes
Brand identity best practices
Typography
Brand identity best practices
Brand architecture
Branded House vs
House of brands ????
Anubha Rastogi | VSB

10. Anubha Rastogi | VSB

11. Anubha Rastogi | VSB

12. Online branding best practices
The Internet presents new opportunities for organizations to build and maintain their brands
Online branding best practices
Domain and URLs
The URL is many people’s first point of contact with an
organization’s online brand
Characteristics of good domains and URLs
•Easy to say, spell and remember
•Consistent with brand name
•Descriptive
•Readable
•Intuitive
•Clean
Where do you think these go?
• nba.com
• nba.com/wizards
• apple.com/iphone
• facebook.com/cocacola
• patagonia.com/about
• en.wikipedia.org/wiki/Abraham_Lincol
n
Online branding best practices
Content
Internet users become loyal to site content before they become loyal to a site’s design or the
organization behind the design
•People interact with organizations online largely through content
•Content should be easy to find, understand, and share online
•Content should appeal to its audience and be consistent
•Developing an effective content strategy is a key element of online branding
•Cascading style sheets (CSS) are a brand’s best friend to maintain consistent look and feel
across content
Online branding best practices
User experience
Users are loyal to online services that “just
work” and are easy and pleasant to use
•Positive user experiences make it easy for
users accomplish their tasks, engendering
loyalty
•Frustrating and error-laden user experiences
damage users’ brand perceptions
Anubha Rastogi | VSB

13. Online branding best practices
Usernames
Organizations should follow consistent
naming guidelines when choosing usernames
for social media sites and other Internet
services
•Usernames should match the brand name as
closely as possible
•Consider brand architecture when choosing
usernames
•Consider that usernames may appear in a variety
of contexts including vanity URLs and alongside
comments
Anubha Rastogi | VSB

14. WHY IS IT IMPORTANT
• Advertising faces new challenges
• Attention, niche demand, value of social communication
• A new medium changes relationships
• From customer to guest
• From teller of stories to resource for stories
• Brand Value:
• Brand means authentic thought leadership (not one-way interruptions)
• Brand value depends on the amount (and maybe quality) of social communication
Anubha Rastogi | VSB

15. Branding in the 21st Century is about BRAND IMMERSION
• What is brand immersion?
• Tell me about a time that you felt immersed in a brand.
What makes a medium or environment immersive?
 Persistent
 Interactive
 Socially networked
 Experiential
 Emotional
 Affective
Anubha Rastogi | VSB

16. Tips for Superb Online Marketing

17. Cyberbranding Dimensions of e-service quality
The four stages of establishing customer-
based brand equity are:
• Establishing the proper brand identity
• Creating the appropriate brand meaning
• Eliciting the right brand responses
• Forging appropriate brand relationships
with customers
Anubha Rastogi | VSB

18. Customer Based Brand Equity Pyramid
Brand Activity
Brand Attachments
Brand Attitudes
Brand Associations
Brand Awareness
Anubha Rastogi | VSB

19. The Digital Brand Ecosystem
The Brand Ecosystem
Anubha Rastogi | VSB

20. Establishing Online Brand Identity
Anubha Rastogi | VSB

21. Making Domain Names Memorable
Anubha Rastogi | VSB

22. What Google does right to create a brand that makes it successful today
• Innovation Management: 20% for innovation
• Emotional Branding: Playfulness. Jokes (logo, April fool jokes)
• Continues User Research: Real time User Studies (Google Trends)
• Swiss Army Knife Model: Give user what they want, when they want
• Best Search Experience: Simple, Fast, Fun, Relevant
Anubha Rastogi | VSB