brand-building-brand-management-process

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,What is the Territory of the Brand?,Six inches wide,Grey and wet,Mysterious,Contents,Presentation Objective,Understanding Branding,From Products to Brands,Brand Attributes,Brand Management,Brand Architecture,Exercise,Brand Building,Brand Audit,Connection Triangle,Big Idea,Evaluating Advertising,Presentation Objective,To understand the facets / issues involved in branding,To develop a framework for building a brand,Presentation incorporates learnings from,Indias,Branding School, founded by Reliance: MICA,Personal Work Experience,Al Ries & Laura Ries: The 22 Immutable Laws of Branding,Al Ries, David Ogilvy & Ambani,Contents,Branding Process,Brand Building,Understanding,Branding,Module 1,Understanding Branding,Understanding,Branding,Brand Building,Module 1,Understanding Branding,Exercise,Architecture,Management,Attributes,Products to brands,Understanding,Branding,Brand Building,Module 1,Understanding Branding,Exercise,Architecture,Management,Attributes,Products to brands,Understanding,Branding,Brand Building,Module 1 - Stage 1,From Products to Brands,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Module 1 - Stage 1,From Products to Brands,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Brand v/s. Product,A brand is more distinctive than a product,It is first of all a name, a means of identification,Secondly it s a set of added values offering both functional and psychological benefits,Above all ,a brand is a promise,Module 1 - Stage 1,From Products to Brands,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,A Brand is a Promise,“ ,A sellers promise to deliver consistently,a specific set of features, benefits and services,to buyers.,Module 1 - Stage 1,From Products to Brands,.a,short-hand,that communicates powerfully & reduces uncertainty,Fevicol Case,Fevicol Case,Fevicol Case,Brand as an Asset,“If Coca Cola lost everything except for the formula and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”,Fortune Magazine,Attributes,Module 1,Understanding Branding,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Module 1,Understanding Branding,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Name,Logo,Colours,Essence,Module 1 - Stage 2,Attributes,Immutable Law of Name,In the long run the brand is nothing more than a name,Module 1 - Stage 2,Attributes,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Name,Logo,Colours,Essence,Brand Name,Short,Kodak, Fuji,CNN an AOL Time Warner Company,Distinctive,Toyotas,Lexus,is distinctive.Toyotas,Luxury,commonplace,Orange was a striking name in a world of tel and coms,Not mean anything rude or silly in another language,Big Macs( McDonalds) is a slang for big breasts in Canada,Module 1 - Stage 2,Attributes,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Name,Logo,Colours,Essence,Brand Name,Avoid generic / line extended names,Xerox as opposed to Haloids Paper Master,Xerox (Copier) is powerful. Xerox Computer is not,Changing your name will not overcome a bad strategy,“Monday” (Price Waterhouse Coopers ),Module 1 - Stage 2,Attributes,A brands logotype should be designed to fit the eyes.,Both eyes,Immutable Law of Shape,Module 1 - Stage 2,Attributes,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Name,Logo,Colours,Essence,Brand Logo,Simple logo, designed to fit both eyes,Mercedes three star,Logos with a horizontal bias,Logo with a horizontal bias is esp. useful for retail brands,Logo font has to be clear and legible,A housewife does not buy Ariel because it is written in a specific font,Module 1 - Stage 2,Attributes,Module 1 - Stage 2,Attributes,A brand should use a colour opposite of its rival,Immutable Law of Colour,Module 1 - Stage 2,Attributes,The Cola Wars: Energy Vs. Peace,Module 1 - Stage 2,Attributes,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Name,Logo,Colours,Essence,Brand Colours,Colours have meanings,Purple means royalty,Red is energetic,Blue is peaceful,Opposite colours can differentiate,Coke,is red,Pepsi,is blue,Kodak,is yellow,Fuj,i is green,Module 1 - Stage 2,Attributes,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Name,Logo,Colours,Essence,Brand Colours.,Colours can help you stand out,FedEx,s orange and purple packet stands out in corporate blue,Logo and colours help, but the power of the brand,Essentially in the meaning of the brand name in consumers mind, its essence,Module 1 - Stage 2,Attributes,Most important thing for a brand is its,single mindedness.,Immutable Law of Singularity,Module 1 - Stage 2,Attributes,Single-mindedness means consistency.,Fresh and interesting manifestations of a single idea.,Module 1 - Stage 2,Attributes,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Name,Logo,Colours,Essence,Brand Essence,A brand must “leverage a compelling truth”,Linux stands for freedom as opposed to Microsofts monopoly,A brand should mean a single powerful thing: the essence,Essence of Volvo is Safety,Essence of Tata is trust,Essence of Fevicol is bonding,Module 1 - Stage 2,Attributes,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Name,Logo,Colours,Essence,Brand Essence,A brand should also be clear of what is not its essence,In India, STAR NEWS is not a channel of the masses unlike STAR PLUS,A brand should drive single mindedly its essence,Volvo has been selling safety for 35 years,Raymond has been selling the complete man for over 2 decades,Essence of Dettol is protection against germs,A brand loses its essence if it starts meaning a lot of things,What is Miller :A regular,light,draft,cheap, expensive beer,Module 1 - Stage 2,Attributes,A brand should try to own a word in consumers mind,Immutable Law of Word,Module 1 - Stage 2,Attributes,Attributes,Module 1,Understanding Branding,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Products to brands,Management,Attributes,Module 1,Understanding Branding,Understanding,Branding,Brand Building,Exercise,Architecture,Products to brands,Management,Management,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Module 1 - Stage 3,Management,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Co-Brand,Brands need to address a similar need segment,Kelloggs Pop-tarts with Smuckers Jam,Brands with complementary strengths: Seen often on the Net,NY Times gives Amazon credibility,Amazon makes NY Times look modern.,Module 1 - Stage 3,Management,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Stealth Brand,Brand building that attracts customer attention but not of rivals,Home-to-home, word of mouth / PR, internet community building,Krispy Kreme relies only on PR,Good option when unsure of a new medium/market,Little promotion for Maytag website as opposed to a buy . Maytag sold 1000s of Neptune washers on web,Module 1 - Stage 3,Management,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Fighting Brand,Pricing led branding option. Works as a competitive response.,Smirnov (Heublein) Case,Smirnov attacked by Wschmidt $1 less,Heublein raised the price of Smirnov,Heublein introduced Reiska(fighting brand) at the same price point as Wschmidt,Heublein added Popov lower than both,Module 1 - Stage 3,Management,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Fighting Brand,Built as new, independent brand,Prevents dilution of the leading brand,HLL introduced Wheel to fight Nirma,Module 1 - Stage 3,Management,There is a time and place to launch a second brand,Immutable Law of Siblings,Possibly even a third or a fourth brand.,Module 1 - Stage 3,Management,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Multi Brand,Key to a multi-brand approach is to give each sibling a unique identity,Time, Fortune,Life, Money, People,Tempting to mash the brands and top it with corporate frosting,Tata Salt,Tata Tea,Second brand risks diluting equity,Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?,Module 1 - Stage 3,Management,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Multi Brand.,Common product area focus,Shampoos: Clinic Plus, Ayush, Sunsilk,Single attribute segmentation,Price:Maruti 800, Zen, Esteem,Sibling creates a new category,Herbal Anti-Dandruff category by Ayush,Attributes,Module 1,Understanding Branding,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Products to brands,Architecture,Attributes,Module 1,Understanding Branding,Understanding,Branding,Brand Building,Exercise,Management,Products to brands,Architecture,Architecture,House of Brands,Endorsed Brand,Sub Brand,Branded House,Module 1 - Stage 4,Architecture,Immutable Law of Contraction,A brand becomes stronger when you narrow its focus,Module 1 - Stage 4,Architecture,The Economist is red and daring.,Provocative, brutally honest and non-conformist,Module 1 - Stage 4,Architecture,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,House of Brands,Endorsed Brand,Sub Brand,Branded House,House of Brands,Often dictated by corporate strategy. Core competence of the firm is marketing / branding,P&G is the prime example. Its “big” with the channel,Multiple independent brands allows company to fill each niche,Helps brand focus,Gives an opportunity for the company to focus on each brand and contract its scope.,Module 1 - Stage 4,Architecture,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,House of Brands,Endorsed Brand,Sub Brand,Branded House,Endorsed Brand,Endorsement used as a device to transfer brand assets from one brand(corporate) to another,Titan from TATA, transferring trust,Danger of diluting the equity of endorsing brand,Best as a transitional strategy,Gain, from makers of Ariel,Module 1 - Stage 4,Architecture,Immutable Law of Expansion,Brands power inversely proportional to scope.,Module 1 - Stage 4,Architecture,The Volkswagen bus ad, talked only about plenty of room,Module 1 - Stage 4,Architecture,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,House of Brands,Endorsed Brand,Sub Brand,Branded House,Sub Brand,Inside out branding.Company pushes core brand in different directions,Sub-branding can destroy what branding builds,Donna Karan menswear, DKNY, DKNY menswear, DKNY kids,Module 1 - Stage 4,Architecture,Immutable Law of Company,Brands are brands, companies are companies.,There is a difference.,Module 1 - Stage 4,Architecture,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,House of Brands,Endorsed Brand,Sub Brand,Branded House,Branded house,Consumers buy brands, not companies,Danger of branded house, being many things to one group of people,Virgin? Does “Virgin trains” work?,May motivate trade, so might be useful for PR purposes with trade/other stakeholders,P& G way,Attributes,Module 1,Understanding Branding,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Products to brands,Exercise,Module 1,Understanding Branding,Two brand positioning within the same brand family?How do we reconcile the two positions?,The options available to us,Single brand,Stand Alone New Brand,Transfer of Brand Assets from an existing brand,What are the pros and cons of each option ?,Exercise,Attributes,Module 1,Understanding Branding,Understanding,Branding,Brand Building,Architecture,Management,Products to brands,Exercise,Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Module 1 - Stage5,Exercise,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Single Brand Family,Stand-alone New Brand,Transfer of Brand Assets x from y,Module 1 - Stage5,Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Option : Single Brand family,Constant values / different products,Dettol antiseptic / soap / hand wash,Crest toothpaste / Mouth wash (But not chewing gum),Differentiate on product usage,IBM Value Point - Entry level purchase,Gillette Good News Line - Disposables,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Module 1 - Stage5,Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Option : Single Brand family,Use as umbrella branding,TATATrust,SONYElectronic technology,But Taj from TATA for Performance segments,Difficult for a single brand to straddle Performance and Price segments,Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs,Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Module 1 - Stage5,Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Option : Single Brand family,Learnings,+,Cheaper than creating a new brand,-,Difficult to stretch brands across Price and Performance,-,Risk of eroding present position,-,Lose opportunity of creating a new segment,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Module 1 - Stage5,Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Option : Stand-alone New Brand,Levers enters popular segment successfully with Wheel as opposed to Surf Easywash,Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents,Toyota launches Lexus to enter the Premium Auto segment credibly,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Module 1 - Stage5,Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Option : Stand-alone New Brand,Learnings,+,Clear brand identity, values and assets,+,Create new opportunity of a range possibility in Popular segment,+,Leave present brand secure,-,Expensive to build brand assets,-,Difficult to build trial as a stand-alone Brand,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Module 1 - Stage5,Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Option: Transfer of Brand Assets x from y,Titan (from Tatas),Worked well for Titan,Sonata (from Titan),Eroding equity of Titan,Gain (from the makers of Ariel),Apparently a Transitional Strategy,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Module 1 - Stage5,Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Option: Transfer of Brand Assets x from y,Learnings,+,Cheaper than developing a new brand,+,Can be used as a Transitional Strategy,-,Still a risk of eroding present image,-,Possible mix of values and assets,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Module 1 - Stage5,Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Branding Options: Conclusion,Single Brand family possible if:,Different products / similar values,Differentiate on end use,Stand-alone New Brand best option to straddle values - however it is expensive to create a new Brand,Transfer of Brand assets x from y possible, especially as a transitional strategy - still a risk of eroding present values and mixing values and assets,Understanding,Branding,Brand Building,Exercise,Architecture,Management,Attributes,Products to brands,Contents,Branding Process,Brand Building,Understanding,Branding,Module 2,Brand Building,Understanding,Branding,Brand Building,Module 2,Brand Building,Understanding,Branding,Brand Building,Evaluating Advertising,Big Idea,Connection Triangle,Brand Audit,Module 2,Brand Building,Understanding,Branding,Brand Building,Evaluating Advertising,Big Idea,Connection Triangle,Brand Audit,Module 2 - Stage 1,Brand Audit,Brand Audit is,designed to put into words,the actual experience of a brand,in the life of the user,Module 2 - Stage 1,Brand Audit,Brand Audit,Qualitative study,In-depth interview ,usually administering a questionnaire,Uses various techniques like,Mind Mapping Technique,Critical Incident Technique & Other Techniques,Understanding,Branding,Brand Building,Evaluating Advertising,Big Idea,Connection Triangle,Brand Audit,Module 2 - Stage 1,Brand Audit,Mind Mapping Technique,Good technique to make connections and evoke associations,Start with a major idea and work outwards in all directions,The more visual the better,Understanding,Branding,Brand Building,Evaluating Advertising,Big Idea,Connection Triangle,Brand Audit,Module 2 - Stage 1,Brand Audit,Understanding,Branding,Brand Building,Evaluating Advertising,Big Idea,Connection Triangle,Brand Audit,Mind Mapping Technique,Draw An Egg,Module 2 - Stage 1,Brand Audit,Understanding,Branding,Brand Building,Evaluating Advertising,Big Idea,Connection Triangle,Brand Audit,Mind Mapping Technique,Put Ten Legs on It,Module 2 - Stage 1,Brand Audit,Understanding,Branding,Brand Building,Evaluating Advertising,Big Idea,Connection Triangle,Brand Audit,Happiness,Mind Mapping Technique,Put Happiness in Centre,Module 2 - Stage 1,Brand Audit,Understanding,Branding,Brand Building,Evaluating Advertising,Big Idea,Connection Triangle,Brand Audit,Happiness,Choclate,Beer,Cricket Win,Mind Mapping