brand scavenging

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All about Branding

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brand scavenging

  1. 1. Branding Concepts
  2. 2. Product Design
  3. 3. Iconic design beats generic design in the marketplace An iconic product design engages theconsumer senses and creates an emotional attachment It is has a compelling brand imageryIt is unique, scalable and expresses brand values .
  4. 4. A product is the first impression of the brand
  5. 5. Physical representation of brand personality
  6. 6. Experience is the product
  7. 7. The problem lies with the misconceptionthat branding is about selling the product. When you’re dealing with consumers’higher needs, the brand experience can actually become the primary source of value, with the product or servicebecoming a vehicle for that experience.
  8. 8. Dont focus on technology and features. Focus on the experience you want tocreate, and build a system that gets you there.
  9. 9. Differentiates the brand
  10. 10. User Experience is the Product Experience
  11. 11. Jelly Bean Theory
  12. 12. Environment is like a jelly
  13. 13. It changes its shape according to the vessel you put it inIt changes shape and is wobbling all the time.
  14. 14. SPELTStandardization Political, Economical, Legal &Technological aspects of the society Both Individual and Organization work on SPELT
  15. 15. Aim: Make the organization grow and gain profits Theory explains how organization is nothing but a group of individualsAnd how if you don’t put the profits gained by either the individual side or the organization side back into the system it leads to no growth in the business
  16. 16. E SPELT SocialN ProductsV Psychologic al Manageme ntIR Basic Needs Growth &O ProfitsNM Needs NeedsE Needs NeedsN Exchange ProcessT
  17. 17. SAMSUNG
  18. 18. Organization circle: Samsung’s management philosophy is to innovate. Coming up with a new product is their planned event. They come from a management belief that they have to compete globally. This philosophy is helping them innovate and come up with new products and services.
  19. 19. Individual circle: The individual’s basic need it to communicate. And the mobile phone’s have psychologically built this perception that you need a smart phone to stand out and to communicate better. With so many smart phones coming into the market and so much of competition it has also become a social need for the individuals. They want to stand out in the society and want to have the best of all.
  20. 20. These two circles can not function without each other, tosurvive in the competitive environment (market) they need to keep the exchange process on all the time.As the requirement of the individual keeps increasing the organization needs to keep innovating. And as the innovation keeps happening the needs of theindividual both psychological and social keeps increasing. And all of this results in growth and profit of the organization and fulfillment of individuals need. The environment keeps changing according to the requirement of both the individual and organization. And all this is effected by SPELT.
  21. 21. Good Works/ CSR
  22. 22. • ‘Good Works’ or Cause Marketing involves the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit.• Has a social or charitable causes attached to it
  23. 23. Benefits of cause marketing• Improves social welfare• Creates a differentiated brand positioning• Builds strong customer bonds by spreading goodwill• Enhances the company’s public image• Boosts internal morale• Drive sales and increases market value of firm
  24. 24. How does it help the brand?
  25. 25. Builds Brand Awareness
  26. 26. Aircel’sSave Our Tiger campaignduring its launch helped the brand create awareness
  27. 27. Builds Brand Loyalty
  28. 28. HUL announced a 50 paise contribution to diarrhea from sales of its Lifebuoy soap.
  29. 29. Builds Brand Image
  30. 30. OberoiGroup placed an envelope in all Oberoiproperties wherein guest could contribute to CRY (Child Relief and You)
  31. 31. Help Increase Market Share
  32. 32. Whisper sanitary napkins announced adonation of 1 Re on every purchase to the blind relief society. Ithelped boost sales
  33. 33. Increases Brand Engagement
  34. 34. HUL announced a Rs 5/- contribution to SOS children’s village which was dedicated to engaging consumers. This was done by placing coupons in its Brooke Bond TajMahal Tea. Contribution could be made by dialing thetoll free number and inserting coupon code.
  35. 35. Evoke Brand Feelings
  36. 36. Tata Tea Jaago Re campaign
  37. 37. Establish Brand Credibilty
  38. 38. Great wall of Education is a mega book donation drive for the underprivileged children.This is done by Aviva in collaboration with the NGO ‘ Save the Children India’ every year.
  39. 39. Creates a sense ofbrand community
  40. 40. During the Tsunami, P&G donated a sum of 32 lakhs towards rehabilitation efforts via the Prime Minister’s relief fund.
  41. 41. Culture in Branding
  42. 42. Culture is the cumulative concept thatencompasses knowledge, belief, customs,practices and any other habits acquired bypeople as members of society.A major consequence of culture is its impacton consumption patterns of individuals andinstitutions.
  43. 43. Successful brands have been able to adopttheir branding strategies in line with this dominant cultural philosophy and weave their brands into the cultural fiber.
  44. 44. Cultural differences are indeed a major factorthat has an impact on the success or failure of a brand. As brands enter differentcultures, it becomes imperativefor them to carefully study andunderstand the psychology and buying behaviour of local population.
  45. 45. WEAVE THE BRAND INTO THE CULTURAL FIBERThe increasing popularity of theInternet offers brands a verypowerful tool to involve customersand bring the brands closer to thelocal culture by providing them aplatform to interact with the brandin their (customer’s ) terms.
  46. 46. Online discussion groups, and online brandcommunities is a firm step towards co-creatingbrand value with the customers.By weaving the brand essence into the societalfiber, brands can leverage cultural differencesto their advantage.
  47. 47. Understand The Consumption Patterns IndividualisticIndividualisti culturesc and supportcollectivistic customers to makecultures tend consumptionto be the two decisionsends of a based on theircontinuum. personal choice, at an individual level.
  48. 48. To maximize the opportunitiesbrands should be sensitive to thecultural subtleties and adoptaccordingly
  49. 49. SUCCESS STORY
  50. 50. Nokia recognized thegrowing importance ofrural customers in theIndian mobile telephonemarket which grew froma mere 300,000subscribers in 1996 to awhopping 55 millionsubscribers in 2004.
  51. 51. Nokia introduced its dust-resistantkeypad, anti-slip grip and an inbuiltflash light. These features, albeit small,appealed to a specific target of truckdrivers initially and then to a broadersegment of rural consumers.
  52. 52. Epic Fail
  53. 53. Disneyland Disneyland launched Euro Disney and maintained its standard tried and tested formula with the assumption thatcustomers would seek the authentic Disney experience.
  54. 54. DisneylandBut shortly into the launch, Euro Disneywas declared a failure. Of the manyreasons that were attributed to EuroDisney’s failure, the one that stood outclearly was Euro Disney’s lack of localizingthe brand experience.
  55. 55. Brand Tribalism
  56. 56. Brand tribalism is sense ofbelonging a brand is able tocreate amongst its followers.When a brand develops strongtribalism amongst its followers,they can become almostcult-like in their support for the brand.The brand becomes a tribe
  57. 57. These tribes follow theirfavourite brands like a religion.Marketers need to help developrituals and practices whichsurround their brand and helpthe members spread the wordto their friends and families.
  58. 58. Widely accepted as one of the few iconic brands, Nike has been able to develop a status that transcends functional benefits.The Swoosh represents something other than just a company. It represents a whole value system. It has stopped being a brand and has started to become a way, that you are defining the way you are living on earth.”
  59. 59. Nike has made understanding its heritage and brand an intrinsic part of its corporate culture. Its brand is truly ubiquitous – thecompany’s growth has never really been based on the technical superiority of its products, its success has been built on transforming the technology and design of its products into a high performance brand people believe in
  60. 60. Nike has made understanding its heritage and brand an intrinsic part of its corporate culture. Its brand is truly ubiquitous – thecompany’s growth has never really been based on the technical superiority of its products, its success has been built on transforming the technology and design of its products into a high performance brand people believe in
  61. 61. Because of compelling rhetoric and the charismatic persona of a mere basketball player (Michael Jordan), a lowly gym shoe became the Shoes, -its creed a clarion call for anyone who has ever broken a sweat. Nike became THE tribe for achievers and sweaters.
  62. 62. Diesel has established a strong sense of identity and belongingand that goes a long way to understanding their highperformance and the tribe that surrounds this brand.The company is well known for picking out social issues andthings people are debating in the public and repackaging them ininteresting new ways that engage its brand tribe.
  63. 63. Diesel has imposed originality and creativity by bringing out a personality that’s about humour, daring colours and provocation. It has, literally and otherwise, created its own CULT. It became THE cool thing with its identity and itscommunication like “Stop Knifing. Start Spooning.” and “Stay Young Forever”.
  64. 64. Myth Making
  65. 65. Myths are narratives about divine or heroic beings, arranged in a coherent system,passed down traditionally, and linked to the spiritual or religious life of acommunity, endorsed by rulers or priests.Several Brand have a certain mythology built around them which makes them mysteriousand desirable. There is a history and past attached. There are legends and there arearchetypes attached to it. And the followers feel like they are a part of something timelessand transcendental.
  66. 66. A Mythic brand would have a story, not just a product or a pile of facts. That storywould promise (and deliver) an heroic outcome. And there needs to be growthand mystery as well, so the user can fill in his/her own blanks with the fulfilmentof brand’s promise.
  67. 67. Mythological brands make a deep mental connection with the user, deliveringsomething that they cant find on our own or, at the very least, giving a slate wecan use to write our own sub conscious on.People use a Dell. They are an Apple.
  68. 68. While the product is truly excellent, ever since its “1984” TV commercial, Apple has obtained and maintained demigod like status. With its super-sleek design, packaging and advertising, Apple is way more than hardware -it’s Lifeware.With the entire identity and life of steve jobs resembling that of a God with a worldto run, Apple became Jesus. God’s messenger on earth. Embrace the son and feel the grace of god.Like Greek heroes have a turbulent life, steve jobs’ life provided the mythological stories that brought Apple even closer to the hero in public’s mind. Use apple and be on the side of the rebel.
  69. 69. Thank You! Submitted by Group 12Ishita Shelat 86 Ishank Gorla 85Shivani Sharma 128Vishakha Pithwal 141Yasmin Hussain 144

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