6797646 Brand Building Brand Management Process

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Transcript of 6797646 Brand Building Brand Management Process

What is the Territory of the Brand?

Contents

Presentation Objective Understanding Branding

From Products to BrandsBrand 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

Al Ries, David Ogilvy & Ambani Presentation incorporates learnings from

Indias

Branding School, founded by Reliance: Work Experience

MICAPersonal Al

Ries & Laura Ries: The 22 Immutable Laws of

Branding

Contents

Understanding Branding

Brand

Building

Module 1

Understanding BrandingUnderstanding Branding Brand Building

Module 1

Understanding BrandingUnderstanding Branding Brand Building

Produ cts to brands

Attribu tes

Manage ment

Archite cture

Exercise

Module 1

Understanding BrandingUnderstanding Branding Brand Building

Produ cts to brands

Attribu tes

Manage ment

Archite cture

Exercise

Module 1 - Stage 1

From Products to BrandsUnderstanding Branding Brand Building

Prod ucts to bran ds

Attributes

Manage ment

Architectur e

Exercise

Module 1 - Stage 1

From Products to BrandsUnderstanding Branding Brand Building

Brand v/s. ProductExercise

Prod ucts to bran ds

Attributes

Manage ment

Architectur e

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 BrandsUnderstanding Branding Brand Building

Prod ucts to bran ds

Attributes

Manage ment

Architectur e

Exercise

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 CaseSales Value ( Rs. Crores)46.02 77.12 102.16 138 156.19 151.68 191.75

Year92-93 93-94 94-95 95-96 96-97 97-98 98-99

AdSpend ( Rs. Crores)0.55 1.7 2.3 3.28 5 5.51 6

Adspend as % of Sales 1.2% 2.2% 2.3% 2.4% 3.2% 3.6% 3.1%

Fevicol CaseFevicol's Market Shareof Synthetic Adhesive Category45% 40% 35% 30% 25% 20% 15%

42%

31.43%

10%10% 5% 0%

1991

1994

1999

Fevicol CaseFevicol's Growth Ratevs. Category Growth Rate

60% 50% 40% 30% 20%

55%

16%

10%10% 0%

8%

1992-95

1995-99

Category

Fevicol

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 scratchFortune Magazine

Module 1

Understanding BrandingUnderstanding Branding Brand Building

Product s to brands

Attribut Attribu es tes

Manage ment

Archite cture

Exercise

Module 1

Understanding BrandingUnderstanding Branding Brand Building

Product s to brands

Attribu tes

Manage ment

Archite cture

Exercise

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

AttributesUnderstanding Branding Brand Building

Name ColoursExercise

Logo Essence

Product s to brands

Attrib utes

Manage ment

Architectur e

Brand Name

Short

Kodak, Fuji

CNN an AOL Time Warner Company Toyotas Lexus is distinctive.Toyotas Luxury commonplace Orange was a striking name in a world of tel and coms Big Macs( McDonalds) is a slang for big breasts in Canada

Distinctive

Not mean anything rude or silly in another language

Module 1 - Stage 2

AttributesUnderstanding Branding Brand Building

Name ColoursExercise

Logo Essence

Product s to brands

Attrib utes

Manage ment

Architectur e

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

Immutable Law of Shape

A brands logotype should be designed to fit the eyes. Both eyes

Module 1 - Stage 2

AttributesUnderstanding Branding Brand Building

Name ColoursExercise

Logo Essence

Product s to brands

Attrib utes

Manage ment

Architectur e

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

Immutable Law of Colour

A brand should use a colour opposite of its rival

Module 1 - Stage 2

Attributes

The Cola Wars: Energy Vs. Peace

Module 1 - Stage 2

AttributesUnderstanding Branding Brand Building

Name ColoursExercise

Logo Essence

Product s to brands

Attrib utes

Manage ment

Architectur e

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, Fuji is green

Module 1 - Stage 2

AttributesUnderstanding Branding Brand Building

Name ColoursExercise

Logo Essence

Product s to brands

Attrib utes

Manage ment

Architectur e

Brand Colours..

Colours can help you stand out

FedExs 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

Immutable Law of Singularity

Most important thing for a brand is its single mindedness.

Module 1 - Stage 2

Attributes

Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

Module 1 - Stage 2

AttributesUnderstanding Branding Brand Building

Name ColoursExercise

Logo Essence

Product s to brands

Attrib utes

Manage ment

Architectur e

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

AttributesUnderstanding Branding Brand Building

Name ColoursExercise

Logo Essence

Product s to brands

Attrib utes

Manage ment

Architectur e

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 PLUSVolvo 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 What is Miller :A regular,light,draft,cheap, expensive beer

A brand should drive single mindedly its essence

A brand loses its essence if it starts meaning a lot of things

Module 1 - Stage 2

Attributes

Immutable Law of Word A brand should try to own a word in consumers mind

Module 1 - Stage 2

Attributes

Module 1

Understanding BrandingUnderstanding Branding Brand Building

Product s to brands

Attribut es

Manage ment

Archite cture

Exercise

Module 1

Understanding BrandingUnderstanding Branding Brand Building

Product s to brands

Attribut es

Manage ment

Archite cture

Exercise

Co-Brand

Stealth Brand

Fighting Brand

Multi-Brand

Module 1 - Stage 3

ManagementUnderstanding Branding Brand Building

Co-Brand Fighting Brand

Stealth Brand Multi-Brand

Product s to brands

Attributes

Mana geme nt

Architectur e

Exercise

Co-Brand

Brands need to address a similar need segment

Kellogg's Pop-tarts with Smuckers Jam

Brands with complementary strengths: Seen often on the Net

NY Times gives Amazon credibilityAmazon makes NY Times look modern.

Module 1 - Stage 3

ManagementUnderstanding Branding Brand Building

Co-Brand Fighting Brand

Stealth Brand Multi-Brand

Product s to brands

Attributes

Mana geme nt

Architectur e

Exercise

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