02. brand interpretation


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Brand Interpretation by Tharaka Dias

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02. brand interpretation

  1. 1. THARAKA DIAS MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
  2. 2. AOT - www.tharakadias.com 2
  3. 3. The input out based perspective – A particular way ofmanagers directing company resources to influence customersThe out put based perspective – Consumers interpretation & considerationof the way brands enable consumers to achieve their needsThe time based perspective – Recognizing their evolutionary nature AOT - www.tharakadias.com 3
  4. 4. • Brand as a LOGO• Brand as a LEGAL INSTUMENT• Brand as COMPANY• Brand as SHORT HAND• Brand as RISK REDUSER• Brand as POSSITIONING• Brand as PERSONALITY• Brand as CLUSTER OF VALUE• Brand as a VISION• Brand as a ADDING VALUE / AN IDENTITY AOT - www.tharakadias.com 4
  5. 5. Based on the definition logo plays a great importance in branding Logo there for is a key basis for differentiation of a brand, Reasons to invest on logos are• Speed brand recognition through provoking memory• Favorable influence a brand selection decision• Familiar set of association linked with the brand at the time of recall• A logo should project the core values ,vision, character and personality with the correct use of color, font in design AOT - www.tharakadias.com 5
  6. 6. AOT - www.tharakadias.com 6
  7. 7. Brand involves in greater investment, there for legal ownership is vital to protect from imitators. As part of its brand strategy.Important of brand ownership Brand has a legal ownership Effective trade mark registration offer legal protection for brands from me too products Protection against counterfeit products/brands (eg: Pharmaceutical generics Copy rights , re printing rights, patent rights Legal issues on communication – Brands such as Lion beer, Gold leaf cigarettes which are legally prohibited to commercialize , can effectively use logos as an effective BTL tool ( interior décor of a restaurant) AOT - www.tharakadias.com 7
  8. 8. Corporate Branding Line Braiding focused on multiple Focused on A strong corporate stake holders customers & brand helps in distributors following way • Corporate valueBrand naming culture • Consumerscould be taken 1.Projection of the assess the brand amalgamated values • Consistent messageplace within 2 & uniform delivery value via extremes 2. Enables to build across all stake advertising/pack 1. Corporate coherent trusted holders aging branding relationship with the • Inspiring staff • Consistent stakeholders. JKH, massage on key 2.Individual Singer • Corporate branding start from U.S.P’s branding 3. Unifies recruitment • Brand manager and inspire the staff. • CEO responsible is responsible HSBC for corporate brand over the success valued or failure for the brand AOT - www.tharakadias.com 8
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  10. 10. This has given increase focus on short,precise names and symbols. Brand asshort has led marketers to consider onthe quality of information rather thanthe quantity of information AOT - www.tharakadias.com 10
  11. 11. 1. Performance risk2. Functional risk3. Physical risk4. Financial risk5. Social risk6. Psychological risk7. Time risk AOT - www.tharakadias.com 11
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  13. 13. There are several Characteristics of a powerful brand positioning strategy Should be one or two functional attributes. Eg Volvo – Safety Secondly, it should be recognized , that positioning is not what is done to a brand, but what result in customers mind Finally, the brand positioning should focus on functional benefits that are valued by customers rather than focusing on what is valued by managers or CEO AOT - www.tharakadias.com 13
  14. 14. Brand personality is bring theimagination of person to a brand.E.g. Celebrity endorsement AOT - www.tharakadias.com 14
  15. 15. The character which is associated withthe brand to project the brandConsumers from impression accordingto the type of person using the brandChoosing a brand to match self AOT - www.tharakadias.com 15
  16. 16. AOT - www.tharakadias.com 16
  17. 17. Self aspiration Brand Choice SituationalActual self self AOT - www.tharakadias.com 17
  18. 18. Culture peer groups Values Desired consequences Evaluate extent to which brand attributesModify by situation Brand Choice match situational consequences AOT - www.tharakadias.com 18
  19. 19. A brand is considered as a collection of values.CV influence behaviorCaltex- 5 starGSK – Innovation, ethicalLand Rover – Individualism, authenticity, freedomVirgin – Quality, innovation, value for money, fun, sense of challenge AOT - www.tharakadias.com 19
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  21. 21. The future environment the brand aims to bring about A purpose for the brand – A vision brings in a role to a brand (how/what) the brands reasons for being, which consider how the brand will make its environment a better place Values – That will be characterize the brand and enable it to satisfy it s purpose AOT - www.tharakadias.com 21
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  23. 23. Brand identity refers to –what does it stand for ?• The central idea of a brand & how the brand communicate this idea to its stakeholders• Finally the combination of all attributes bring in the identity• It’s a proactive barrier against competition AOT - www.tharakadias.com 23
  24. 24. PresentationPositioning Brand Vision/ Personality culture Relationship Staff to staff Staff to customer Staff to stake holders AOT - www.tharakadias.com 24
  25. 25. Brand Give rise BrandIdentity to reputation Brand Providing info that enables matching identity through fine tuning AOT - www.tharakadias.com 25
  26. 26. Gaining favorable consumer perception is reflection of achieving positive brand image Image is seen from consumersBrand as an perspective Image In order to get the Image right marketers need to get the perception right AOT - www.tharakadias.com 26
  27. 27. Perception How does it differentiate How relevant it is to the viewer Attitude formation Image AOT - www.tharakadias.com 27
  28. 28. HSBC – Loyalty Consumer brands Automobiles – cards, – Lux – according Land Rover –customization - to deferent skin Sports/Adventure Levis Brand Relationship –Personality Stronger the brand can be Personalized, stronger the brand relationship AOT - www.tharakadias.com 28
  29. 29. Brand Relationship has an interrelationship with brand value Greater the value u see in a brand, greater relationship Coca Cola – Lifestyle, fun – Fun lover – stronger relationship Mercedes Benz – Prestige/performance – stronger relationship Brand relationship, brand personality and brand value all links together AOT - www.tharakadias.com 29
  30. 30. Land Rover – Design has changed ,yet the core value of adventure hasnot changed AOT - www.tharakadias.com 30
  31. 31. • Differentiating factorManufacturer • Competitive advantage • Better returns on investment Distributor • Ability to forecast • Reduces the dissonance Consumer • No need to waste time on selection of product AOT - www.tharakadias.com 31
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