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BONDS & BRANDS

A way ahead for strengthening of

Relations, Emotions & Connections.

An overview brought to you by

V Narayanan

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Evolution of Branding in India

Phase III - Human Centric BrandingMind, Heart & Spirit Branding

Phase II - Profit Centric Branding

Phase I - Product Centric Branding

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Changing Contours of Branding

Do or Die Dictums of Past

Dominate or Die - Mantra of Yester Year

Differentiate or DiePresent scenario

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You Never Get a Second Chance

to create a First Impression

Brands & Bonds get U the first impression

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BRAND MANAGEMENT

What is a Brand?

A Brand is

An experience that people enjoyeveryday

A Consistent Communication of a

Credible Promise

A way you want your customers to see you

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BRAND MANAGEMENT

What is a Brand?

A source of emotional connection withthe customers

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BRAND MANAGEMENT

Brand &People

Brands are like People

Like persons Brand has a Name,

Personality, Character & Reputation.

Like a person you can Respect, Like & Love a Brand.

Brand should also maintain Character & Core Beliefs

Like a person, Brands also Mature

. Brands should also be able to deliver under pressure.

The brand is delivered by people, not by buildings

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the X factor in Marketing

What makes customer ready to pay twice the price ofthan that of similar product/service.

It is what that makes the customer queue up for hourseven when another product is available with identicalfunctionality.

What makes customers forgive occasional glitches inservice.

What makes customers demand far outstrips supply

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Availers

Acceptors

Adopters

Adorers

Brand through bonding Stages

-

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Brand Dynamics

-Customer perspective

Presence

Relevance

Performance

Advantage

Bonding Do I get connected emotionally?

Does the brand has any advantages?

Is the performance of brand satisfactory?

Does the brand cater for me?

Do I know about the brand ?

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BRAND MANAGEMENT

Pyramid

Beliefs

&

Values

Benefits

Features and Attributes

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BRAND MANAGEMENT

You dont brand Products butBrand Promises

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BRAND MANAGEMENTBonding thro Branding

Engage Customers

Experiential selling made

Enhanced relationship building

Emotional attachment established

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Emotional Brand will be known

Less for what it says &more for what it delivers

Less for the goals you set &more for the mind set it builds

Less by what it control &more by what it shape

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