brandbuildingbrandmanagementprocess.ppt

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1、What is the Territory of the Brand?,Six inches wideGrey and wetMysterious,Contents,Presentation ObjectiveUnderstanding BrandingFrom Products to BrandsBrand AttributesBrand ManagementBrand ArchitectureExerciseBrand Building Brand AuditConnection TriangleBig IdeaEvaluating Advertising,Presentation Obj

2、ective,To understand the facets/issues involved in brandingTo develop a framework for building a brand,Presentation incorporates learnings from,Indias Branding School,founded by Reliance:MICAPersonal Work ExperienceAl Ries&Laura Ries:The 22 Immutable Laws of Branding,Al Ries,David Ogilvy&Ambani,Cont

3、ents,Module 1 Understanding Branding,Understanding Branding,Brand Building,Module 1 Understanding Branding,Module 1 Understanding Branding,Exercise,Architecture,Management,Attributes,Products to brands,Module 1-Stage 1 From Products to Brands,Module 1-Stage 1 From Products to Brands,Brand v/s.Produc

4、t,A brand is more distinctive than a productIt is first of all a name,a means of identificationSecondly 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,A Brand is a Promise,“A sellers promise to de

5、liver 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

6、 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,Exercise,Architecture,Management,Attributes,Products to brands,Module 1 Understanding Branding,Exercise,Architecture,Management,Attribut

7、es,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,Name,Logo,Colours,Essence,Brand NameShort Kodak,FujiCNN an AOL Time Warner Company DistinctiveToyotas Lexus is distincti

8、ve.Toyotas Luxury commonplaceOrange was a striking name in a world of tel and comsNot mean anything rude or silly in another languageBig Macs(McDonalds)is a slang for big breasts in Canada,Module 1-Stage 2 Attributes,Name,Logo,Colours,Essence,Brand NameAvoid generic/line extended namesXerox as oppos

9、ed to Haloids Paper MasterXerox(Copier)is powerful.Xerox Computer is notChanging 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,

10、Name,Logo,Colours,Essence,Brand LogoSimple logo,designed to fit both eyesMercedes three starLogos with a horizontal bias Logo with a horizontal bias is esp.useful for retail brandsLogo font has to be clear and legibleA housewife does not buy Ariel because it is written in a specific font,Module 1-St

11、age 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,Name,Logo,Colours,Essence,Brand ColoursColours have meaningsPurple means royaltyRed is energeti

12、cBlue is peacefulOpposite colours can differentiateCoke is red,Pepsi is blueKodak is yellow,Fuji is green,Module 1-Stage 2 Attributes,Name,Logo,Colours,Essence,Brand Colours.Colours can help you stand outFedExs orange and purple packet stands out in corporate blueLogo and colours help,but the power

13、of the brandEssentially 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 manifestati

14、ons of a single idea.,Module 1-Stage 2 Attributes,Name,Logo,Colours,Essence,Brand Essence A brand must“leverage a compelling truth”Linux stands for freedom as opposed to Microsofts monopolyA brand should mean a single powerful thing:the essence Essence of Volvo is SafetyEssence of Tata is trustEssen

15、ce of Fevicol is bonding,Module 1-Stage 2 Attributes,Name,Logo,Colours,Essence,Brand Essence A brand should also be clear of what is not its essenceIn India,STAR NEWS is not a channel of the masses unlike STAR PLUSA brand should drive single mindedly its essenceVolvo has been selling safety for 35 y

16、earsRaymond has been selling the complete man for over 2 decadesEssence of Dettol is protection against germsA brand loses its essence if it starts meaning a lot of thingsWhat is Miller:A regular,light,draft,cheap,expensive beer,Module 1-Stage 2 Attributes,A brand should try to own a word in consume

17、rs mind,Immutable Law of Word,Module 1-Stage 2 Attributes,Attributes,Module 1 Understanding Branding,Exercise,Architecture,Management,Products to brands,Management,Attributes,Module 1 Understanding Branding,Exercise,Architecture,Products to brands,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Mo

18、dule 1-Stage 3 Management,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Co-Brand Brands need to address a similar need segmentKelloggs Pop-tarts with Smuckers JamBrands with complementary strengths:Seen often on the NetNY Times gives Amazon credibilityAmazon makes NY Times look modern.,Module 1-

19、Stage 3 Management,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Stealth Brand Brand building that attracts customer attention but not of rivalsHome-to-home,word of mouth/PR,internet community building Krispy Kreme relies only on PRGood option when unsure of a new medium/marketLittle promotion f

20、or Maytag website as opposed to a.Maytag sold 1000s of Neptune washers on web,Module 1-Stage 3 Management,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Fighting Brand Pricing led branding option.Works as a competitive response.Smirnov(Heublein)CaseSmirnov attacked by Wschmidt$1 lessHeublein rais

21、ed the price of SmirnovHeublein introduced Reiska(fighting brand)at the same price point as WschmidtHeublein added Popov lower than both,Module 1-Stage 3 Management,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Fighting Brand Built as new,independent brandPrevents dilution of the leading brandHL

22、L 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,Co-Brand,Stealth Brand,Fighting Brand,Multi-Brand,Multi Brand Key to a multi-brand approach

23、is to give each sibling a unique identityTime,Fortune,Life,Money,PeopleTempting to mash the brands and top it with corporate frostingTata Salt,Tata TeaSecond brand risks diluting equityIs Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?,Module 1-Stage 3 Management,Co-Brand,

24、Stealth Brand,Fighting Brand,Multi-Brand,Multi Brand.Common product area focusShampoos:Clinic Plus,Ayush,SunsilkSingle attribute segmentationPrice:Maruti 800,Zen,EsteemSibling creates a new category Herbal Anti-Dandruff category by Ayush,Attributes,Module 1 Understanding Branding,Exercise,Architectu

25、re,Management,Products to brands,Architecture,Attributes,Module 1 Understanding Branding,Exercise,Management,Products to brands,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

26、1-Stage 4 Architecture,The Economist is red and daring.Provocative,brutally honest and non-conformist,Module 1-Stage 4 Architecture,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/

27、branding P&G is the prime example.Its“big”with the channel Multiple independent brands allows company to fill each nicheHelps brand focusGives an opportunity for the company to focus on each brand and contract its scope.,Module 1-Stage 4 Architecture,Products to brands,House of Brands,Endorsed Brand

28、,Sub Brand,Branded House,Endorsed Brand Endorsement used as a device to transfer brand assets from one brand(corporate)to anotherTitan from TATA,transferring trustDanger of diluting the equity of endorsing brandBest as a transitional strategyGain,from makers of Ariel,Module 1-Stage 4Architecture,Imm

29、utable 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,Products to brands,House of Brands,Endorsed Brand,Sub Brand,Branded House,Sub Brand Inside out branding.Company pus

30、hes core brand in different directionsSub-branding can destroy what branding buildsDonna Karan menswear,DKNY,DKNY menswear,DKNY kids,Module 1-Stage 4Architecture,Immutable Law of Company,Brands are brands,companies are companies.There is a difference.,Module 1-Stage 4 Architecture,Products to brands

31、,House of Brands,Endorsed Brand,Sub Brand,Branded House,Branded houseConsumers buy brands,not companiesDanger of branded house,being many things to one group of peopleVirgin?Does“Virgin trains”work?May motivate trade,so might be useful for PR purposes with trade/other stakeholdersP&G way,Attributes,

32、Module 1 Understanding Branding,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 usSingle brandStand Alone New BrandTransfer of Brand Assets f

33、rom an existing brandWhat are the pros and cons of each option?,Exercise,Attributes,Module 1 Understanding Branding,Architecture,Management,Products to brands,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Module 1-Stage5 Exercise,Options,Single Brand Family,Stand Alone Brand

34、,Transfer of Brand Assets,Single Brand FamilyStand-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 productsDettol antiseptic/soap/hand washCrest toot

35、hpaste/Mouth wash(But not chewing gum)Differentiate on product usageIBM Value Point-Entry level purchaseGillette Good News Line-Disposables,Module 1-Stage5 Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Option:Single Brand family Use as umbrella brandingTATATrustSONY

36、Electronic technologyBut Taj from TATA for Performance segmentsDifficult for a single brand to straddle Performance and Price segmentsSurf entry in popular segment with Surf Easywash.Withdrew after 2 yrsGap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion,Module 1-Stage5 Exe

37、rcise,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,Module 1-Stage5 Exe

38、rcise,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 EasywashLevers use of brand-wise differentiation of brand values and attributes to target consumer segments-Surf/Rin/Whee

39、l/OK detergentsToyota launches Lexus to enter the Premium Auto segment credibly,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

40、in Popular segment+Leave present brand secure-Expensive to build brand assets-Difficult to build trial as a stand-alone Brand,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 Tita

41、n Sonata(from Titan)Eroding equity of TitanGain(from the makers of Ariel)Apparently a Transitional Strategy,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 us

42、ed as a Transitional Strategy-Still a risk of eroding present image-Possible mix of values and assets,Module 1-Stage5 Exercise,Options,Single Brand Family,Stand Alone Brand,Transfer of Brand Assets,Branding Options:ConclusionSingle Brand family possible if:Different products/similar valuesDifferenti

43、ate on end useStand-alone New Brand best option to straddle values-however it is expensive to create a new BrandTransfer of Brand assets x from y possible,especially as a transitional strategy-still a risk of eroding present values and mixing values and assets,Contents,Module 2 Brand Building,Brand

44、Building,Module 2 Brand Building,Module 2 Brand Building,Evaluating Advertising,Big Idea,Connection Triangle,Brand Audit,Module 2-Stage 1 Brand Audit,Brand Audit isdesigned to put into words the actual experience of a brandin the life of the user,Module 2-Stage 1 Brand Audit,Brand AuditQualitative s

45、tudyIn-depth interview,usually administering a questionnaireUses various techniques like Mind Mapping TechniqueCritical Incident Technique&Other Techniques,Module 2-Stage 1 Brand Audit,Mind Mapping TechniqueGood technique to make connections and evoke associationsStart with a major idea and work out

46、wards in all directionsThe more visual the better,Module 2-Stage 1 Brand Audit,Mind Mapping TechniqueDraw An Egg,Module 2-Stage 1 Brand Audit,Mind Mapping TechniquePut Ten Legs on It,Module 2-Stage 1 Brand Audit,Happiness,Mind Mapping TechniquePut Happiness in Centre,Module 2-Stage 1 Brand Audit,Hap

47、piness,Choclate,Beer,Cricket Win,Mind Mapping TechniqueWrite 10 Associations to Happiness,Module 2-Stage 1 Brand Audit,Happiness,Choclate,Beer,Cricket Win,World Champion,Bad Bowling,Sachin100,Mexican Wave,Mind Mapping TechniqueTake 1 branch and add associations,Critical Incident Analysis:When People

48、 Change An technique that contextualizes importance of a critical incident leading to change in an individuals life.These are turning points These are Moments of Truth:compelling moments when one gets deep insights and is propelled to change.Brands,category adoption too revolve around such incidents

49、 leading to change.,Module 2-Stage 1 Brand Audit,The Hierarchy of Aspects of IncidentsConsumerCategoryMotivationEnablerTriggerDriver emotionRe-inforcerEmotional Pay-off,Both Mind Mapping&Critical Incident are useful techniques while administering a Brand Audit Questionnaire,Module 2-Stage 1 Brand Au

50、dit,Module 2-Stage 1 Brand Audit,Brand Audit Questionnaire Think about the specific things that trigger the brands identity in your mindWhen you hear the brands name what immediately springs to your mindWhat elsevisuals or imagespackaging or product elementsbits of advertisingsigns or symbolsanythin