This presentation shows in a crisp form the 3 Ps viz. Promise, Personality & Perseverance for successful branding of any product or service.

1. The 3 P’s of Successful branding Based on article “CK’s epiphanies:3P’s of successful branding” by Christina Kerley Ujjawal Bagaria MBA – IIndYear DMS-SOM Pondicherry University

2. 1st P: Promise Before you can Promote, you must Promise.

3. A Brand’s promise entails: Core Competencies: The Brand’s strength areas. Problems it solves: Solutions being provided to customers. Markets served: Targeted audience. Benefits provided: Advantages offered to customers.

4. FedEx: Overnight delivery in the world. McDonald’s: Country’s best family restaurants. Starbucks: The world’s best coffee. Volvo: Safest automobile. Examples:

5. 2nd P: Personality

6. A Brand’s personality is established by: Design: Typography, logos, Color palettes, Style guidelines. Messaging & Nomenclature: Brand Names, Taglines, Key Messages Marketing Programs: Sales Strategies, Promotions, Premiums.

7. Continued… Advertising Campaigns: Jingles, Headlines, Celebrity Endorsements Brand Affiliations: Partnerships, Philanthropies, Sponsorships Don’t forget: “A Brand devoid of Personality is just like a commodity and Customers will pay a premium for Brands with Personality.”

8. 3rd P: Perseverance

9. Methods to maintain brand’s perseverance: Brand Extensions: - Extending the brand name to complementary products. Example: Diet Coke under Coca-Cola Sub-brands: - Creating entirely new brands under the parent brand. Example: Friskies & Fancy Feast under Nestle.

10. Continue… Co-Branding Partnerships: - Joining forces with synergistic brands. Example: Target & Amazon.com New Product Categories: - Enhancing the brand through new products & services. Example: Martha Stewart’s bath accessories.

11. Continue… New Distribution Channels: - Unearthing new methods of delivering the brand. Example: White Castle – from Franchisee shops to local grocers. Don’t forget: “In order to stand the test of time, the brand must change with the times.”

12. To Conclude… + +