Brand building-brand-management-process-1219832322992103-8-110919164602-phpapp01

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What is the Territory of What is the Territory of the Brand? the Brand? Six inches w i de Gre y and w e t Mys t erious

Transcript of Brand building-brand-management-process-1219832322992103-8-110919164602-phpapp01

Page 1: Brand building-brand-management-process-1219832322992103-8-110919164602-phpapp01

What is the Territory of the What is the Territory of the Brand?Brand?

Six inches wide

Grey and wet

Mysterious

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ContentsContents

Presentation ObjectivePresentation Objective

Understanding BrandingUnderstanding Branding From Products to BrandsFrom Products to Brands

Brand AttributesBrand Attributes

Brand ManagementBrand Management

Brand ArchitectureBrand Architecture

ExerciseExercise

Brand Building Brand Building Brand AuditBrand Audit

Connection TriangleConnection Triangle

Big IdeaBig Idea

Evaluating AdvertisingEvaluating Advertising

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Presentation ObjectivePresentation Objective

• To understand the facets / issues involved in To understand the facets / issues involved in

brandingbranding

• To develop a framework for building a brandTo develop a framework for building a brand

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Presentation incorporates Presentation incorporates learnings fromlearnings from

India’s Branding School, founded by India’s Branding School, founded by

Reliance: MICAReliance: MICA

Personal Work ExperiencePersonal Work Experience

Al Ries & Laura Ries: The 22 Immutable Al Ries & Laura Ries: The 22 Immutable

Laws of Branding Laws of Branding

Al Ries, David Ogilvy & Ambani

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ContentsContents

Brand Building Understanding Branding

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Module 1Module 1

Understanding Branding Understanding Branding

Understanding Branding

Brand Building

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Module 1Module 1

Understanding Branding Understanding Branding

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

Understanding Branding

Brand Building

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Module 1Module 1

Understanding Branding Understanding Branding

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

Understanding Branding

Brand Building

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Module 1 - Stage 1 Module 1 - Stage 1

From Products to BrandsFrom Products to BrandsUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

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Module 1 - Stage 1 Module 1 - Stage 1

From Products to BrandsFrom Products to BrandsUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

Brand v/s. Product

A brand is more distinctive than a productA brand is more distinctive than a product

It is first of all a name, a means of identificationIt is first of all a name, a means of identification

Secondly it s a set of added values offering both functional Secondly it s a set of added values offering both functional and psychological benefits and psychological benefits

Above all ‘a brand is a promise’

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Module 1 - Stage 1 Module 1 - Stage 1

From Products to BrandsFrom Products to BrandsUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

A Brand is a Promise

“ …A seller’s promise to deliver consistently

a specific set of features, benefits and services

to buyers.

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Module 1 - Stage 1 Module 1 - Stage 1

From Products to BrandsFrom Products to Brands

…….a short-hand that communicates powerfully & reduces uncertainty

…….a short-hand that communicates powerfully & reduces uncertainty

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Fevicol CaseFevicol Case

YearAdspend as %

of Sales92-93 1.2%93-94 2.2%94-95 2.3%95-96 2.4%96-97 3.2%97-98 3.6%98-99 3.1%

151.68 5.51191.75 6

138 3.28156.19 5

77.12 1.7102.16 2.3

46.02 0.55

Sales Value ( Rs. Crores)

AdSpend ( Rs. Crores)

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Fevicol CaseFevicol Case

Fevicol's Market Share of Synthetic Adhesive Category

10%

31.43%

42%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1991 1994 1999

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Fevicol CaseFevicol Case

Fevicol's Growth Rate vs. Category Growth Rate

10% 8%

55%

16%

0%

10%

20%

30%

40%

50%

60%

1992-95 1995-99

Category Fevicol

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Brand as an AssetBrand as an Asset

““If Coca Cola lost everything except for ‘the formula’ and its If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”get $100 billion loan to start from the scratch”Fortune MagazineFortune Magazine

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AttributesAttributes

Module 1Module 1

Understanding Branding Understanding Branding

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

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Module 1Module 1

Understanding Branding Understanding Branding

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

NameName LogoLogo

ColoursColours EssenceEssence

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributes

Immutable Law of NameImmutable Law of Name

In the long run the brand is nothing more than a name

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributesUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

NameName LogoLogo

ColoursColours EssenceEssence

Brand NameBrand Name

Short Short

Kodak, FujiKodak, Fuji

CNN an AOL Time Warner CompanyCNN an AOL Time Warner Company

DistinctiveDistinctive

• Toyota’s Toyota’s LexusLexus is distinctive.Toyota’s is distinctive.Toyota’s Luxury Luxury commonplacecommonplace

• Orange was a striking name in a world of tel and comsOrange was a striking name in a world of tel and coms

Not mean anything rude or silly in another languageNot mean anything rude or silly in another language

Big Macs( McDonald’s) is a slang for big breasts in CanadaBig Macs( McDonald’s) is a slang for big breasts in Canada

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributesUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

NameName LogoLogo

ColoursColours EssenceEssence

Brand NameBrand Name

Avoid generic / line extended namesAvoid generic / line extended names

• Xerox as opposed to Haloids Paper MasterXerox as opposed to Haloids Paper Master

• Xerox (Copier) is powerful. Xerox Computer is notXerox (Copier) is powerful. Xerox Computer is not

Changing your name will not overcome a bad strategyChanging your name will not overcome a bad strategy

• “ “Monday” (Price Waterhouse Coopers )Monday” (Price Waterhouse Coopers )

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributes

A brand’s logotype should be designed to fit the eyes.

Both eyes

Immutable Law of ShapeImmutable Law of Shape

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributesUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

NameName LogoLogo

ColoursColours EssenceEssence

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

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributes

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributes

A brand should use a colour opposite of its rival

Immutable Law of ColourImmutable Law of Colour

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributes

The Cola Wars: Energy Vs. Peace

The Cola Wars: Energy Vs. Peace

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributesUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

NameName LogoLogo

ColoursColours EssenceEssence

Brand ColoursBrand Colours

Colours have meaningsColours have meanings• Purple means royaltyPurple means royalty

• Red is energeticRed is energetic

• Blue is peacefulBlue is peaceful

Opposite colours can differentiateOpposite colours can differentiate• CokeCoke is red, is red, Pepsi Pepsi is blue is blue

• KodakKodak is yellow, is yellow, Fuj Fuji is greeni is green

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributesUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

NameName LogoLogo

ColoursColours EssenceEssence

Brand Colours..Brand Colours..

Colours can help you stand outColours can help you stand out

• FedExFedEx’s orange and purple packet stands out in corporate blue’s orange and purple packet stands out in corporate blue

Logo and colours help, but the power of the brandLogo and colours help, but the power of the brand

Essentially in the meaning of the brand name in consumer’s mind, its Essentially in the meaning of the brand name in consumer’s mind, its

essenceessence

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributes

Most important thing for a brand is its

single mindedness.

Immutable Law of SingularityImmutable Law of Singularity

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributes

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

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

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributesUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

NameName LogoLogo

ColoursColours EssenceEssence

Brand Essence Brand Essence

A brand must “leverage a compelling truth”A brand must “leverage a compelling truth” Linux stands for freedom as opposed to Microsoft’s monopolyLinux stands for freedom as opposed to Microsoft’s monopoly

A brand should mean a single powerful thing: the essence A brand should mean a single powerful thing: the essence Essence of Volvo is SafetyEssence of Volvo is Safety

Essence of Tata is trustEssence of Tata is trust

Essence of Fevicol is bondingEssence of Fevicol is bonding

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributesUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

NameName LogoLogo

ColoursColours EssenceEssence

Brand Essence Brand Essence A brand should also be clear of what is not its essenceA brand should also be clear of what is not its essence

In India, STAR NEWS is not a channel of the masses unlike STAR PLUSIn India, STAR NEWS is not a channel of the masses unlike STAR PLUS

A brand should drive single mindedly its essenceA brand should drive single mindedly its essence Volvo has been selling safety for 35 yearsVolvo has been selling safety for 35 years Raymond has been selling the complete man for over 2 decadesRaymond has been selling the complete man for over 2 decades Essence of Dettol is protection against germsEssence of Dettol is protection against germs

A brand loses its essence if it starts meaning a lot of thingsA brand loses its essence if it starts meaning a lot of things What is Miller :A regular,light,draft,cheap, expensive beerWhat is Miller :A regular,light,draft,cheap, expensive beer

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributes

A brand should try to own a word in consumer’s mind

Immutable Law of WordImmutable Law of Word

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Module 1 - Stage 2 Module 1 - Stage 2

AttributesAttributes

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AttributesAttributes

Module 1Module 1

Understanding Branding Understanding Branding

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ManagementManagement

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AttributesAttributes

Module 1Module 1

Understanding Branding Understanding Branding

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureProducts to brandsProducts to brands ManagementManagementManagementManagement

Co-BrandCo-Brand Stealth BrandStealth Brand

Fighting BrandFighting Brand Multi-BrandMulti-Brand

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Module 1 - Stage 3 Module 1 - Stage 3

ManagementManagementUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

Co-BrandCo-Brand Stealth BrandStealth Brand

Fighting BrandFighting Brand Multi-BrandMulti-Brand

Co-Brand Co-Brand

Brands need to address a similar need segmentBrands need to address a similar need segment

– Kellogg's Pop-tarts with Smuckers JamKellogg's Pop-tarts with Smuckers Jam

Brands with complementary strengths: Seen often on the NetBrands with complementary strengths: Seen often on the Net

– NY Times gives Amazon credibilityNY Times gives Amazon credibility

– Amazon makes NY Times look modern.Amazon makes NY Times look modern.

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Module 1 - Stage 3 Module 1 - Stage 3

ManagementManagementUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

Co-BrandCo-Brand Stealth BrandStealth Brand

Fighting BrandFighting Brand Multi-BrandMulti-Brand

Stealth Brand Stealth Brand

Brand building that attracts customer attention but not of Brand building that attracts customer attention but not of

rivalsrivals

• Home-to-home, word of mouth / PR, internet community building Home-to-home, word of mouth / PR, internet community building

• Krispy Kreme relies only on PRKrispy Kreme relies only on PR

Good option when unsure of a new medium/marketGood option when unsure of a new medium/market

Little promotion for Maytag website as opposed to a buy.com. Maytag Little promotion for Maytag website as opposed to a buy.com. Maytag

sold 1000s of Neptune washers on websold 1000s of Neptune washers on web

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Module 1 - Stage 3 Module 1 - Stage 3

ManagementManagementUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

Co-BrandCo-Brand Stealth BrandStealth Brand

Fighting BrandFighting Brand Multi-BrandMulti-Brand

Fighting Brand Fighting Brand

Pricing led branding option. Works as a competitive response.Pricing led branding option. Works as a competitive response.

• Smirnov (Heublein) CaseSmirnov (Heublein) Case

Smirnov attacked by W’schmidt @ $1 lessSmirnov attacked by W’schmidt @ $1 less

Heublein raised the price of SmirnovHeublein raised the price of Smirnov

Heublein introduced Reiska(fighting brand) at the same Heublein introduced Reiska(fighting brand) at the same price point as W’schmidtprice point as W’schmidt

Heublein added Popov lower than bothHeublein added Popov lower than both

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Module 1 - Stage 3 Module 1 - Stage 3

ManagementManagementUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

Co-BrandCo-Brand Stealth BrandStealth Brand

Fighting BrandFighting Brand Multi-BrandMulti-Brand

Fighting Brand Fighting Brand

Built as new, independent brandBuilt as new, independent brand

• Prevents dilution of the leading brandPrevents dilution of the leading brand

HLL introduced Wheel to fight NirmaHLL introduced Wheel to fight Nirma

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Module 1 - Stage 3 Module 1 - Stage 3

ManagementManagement

There is a time and place to launch a second brand

Immutable Law of SiblingsImmutable Law of Siblings

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Possibly even a third or a fourth brand..Possibly even a third or a fourth brand..

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Module 1 - Stage 3 Module 1 - Stage 3

ManagementManagementUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

Co-BrandCo-Brand Stealth BrandStealth Brand

Fighting BrandFighting Brand Multi-BrandMulti-Brand

Multi Brand Multi Brand

Key to a multi-brand approach is to give each sibling a unique Key to a multi-brand approach is to give each sibling a unique identity identity

Time, Fortune,Life, Money, PeopleTime, Fortune,Life, Money, People

Tempting to mash the brands and top it with corporate Tempting to mash the brands and top it with corporate frostingfrosting

Tata Salt,Tata TeaTata Salt,Tata Tea

Second brand risks diluting equitySecond brand risks diluting equity

Is Kingfisher Mild drinker more likely to be from Kingfisher or Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?from Fosters?

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Module 1 - Stage 3 Module 1 - Stage 3

ManagementManagementUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

Co-BrandCo-Brand Stealth BrandStealth Brand

Fighting BrandFighting Brand Multi-BrandMulti-Brand

Multi Brand.. Multi Brand..

Common product area focusCommon product area focus

Shampoos: Clinic Plus, Ayush, SunsilkShampoos: Clinic Plus, Ayush, Sunsilk

Single attribute segmentationSingle attribute segmentation

Price:Maruti 800, Zen, EsteemPrice:Maruti 800, Zen, Esteem

Sibling creates a new category Sibling creates a new category

Herbal Anti-Dandruff category by AyushHerbal Anti-Dandruff category by Ayush

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AttributesAttributes

Module 1Module 1

Understanding Branding Understanding Branding

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ArchitectureArchitecture

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AttributesAttributes

Module 1Module 1

Understanding Branding Understanding Branding

Understanding Branding

Brand Building

ExerciseExerciseManagementManagementProducts to brandsProducts to brands ArchitectureArchitectureArchitectureArchitecture

House of BrandsHouse of Brands

Endorsed BrandEndorsed Brand

Sub BrandSub Brand Branded HouseBranded House

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Module 1 - Stage 4 Module 1 - Stage 4

ArchitectureArchitecture

Immutable Law of ContractionImmutable Law of Contraction

A brand becomes stronger when you narrow its focus

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Module 1 - Stage 4 Module 1 - Stage 4

ArchitectureArchitecture

The Economist is red and daring. Provocative, brutally honest and non-conformist

The Economist is red and daring. Provocative, brutally honest and non-conformist

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Module 1 - Stage 4 Module 1 - Stage 4

ArchitectureArchitectureUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

House of BrandsHouse of Brands

Endorsed BrandEndorsed Brand

Sub BrandSub Brand Branded HouseBranded House

House of Brands House of Brands

Often dictated by corporate strategy. Core competence of the Often dictated by corporate strategy. Core competence of the firm is marketing / branding firm is marketing / branding

• P&G is the prime example. Its “big” with the channelP&G is the prime example. Its “big” with the channel

Multiple independent brands allows company to fill each nicheMultiple independent brands allows company to fill each niche

• Helps brand focusHelps brand focus

Gives an opportunity for the company to focus on each brand Gives an opportunity for the company to focus on each brand and contract its scope.and contract its scope.

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Module 1 - Stage 4 Module 1 - Stage 4

ArchitectureArchitectureUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

House of BrandsHouse of Brands

Endorsed BrandEndorsed Brand

Sub BrandSub Brand Branded HouseBranded House

Endorsed Brand Endorsed Brand

Endorsement used as a device to transfer brand assets from Endorsement used as a device to transfer brand assets from

one brand(corporate) to anotherone brand(corporate) to another

Titan from TATA, transferring trustTitan from TATA, transferring trust

Danger of diluting the equity of endorsing brandDanger of diluting the equity of endorsing brand

Best as a transitional strategyBest as a transitional strategy

Gain, from makers of ArielGain, from makers of Ariel

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Module 1 - Stage 4Module 1 - Stage 4

ArchitectureArchitecture

Immutable Law of ExpansionImmutable Law of Expansion

Brand’s power inversely proportional to scope.

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Module 1 - Stage 4 Module 1 - Stage 4

ArchitectureArchitecture

The Volkswagen bus ad, talked only about ‘plenty of room’The Volkswagen bus ad, talked only about ‘plenty of room’

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Module 1 - Stage 4 Module 1 - Stage 4

ArchitectureArchitectureUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

House of BrandsHouse of Brands

Endorsed BrandEndorsed Brand

Sub BrandSub Brand Branded HouseBranded House

Sub Brand Sub Brand

Inside out branding.Company pushes core brand in different Inside out branding.Company pushes core brand in different

directionsdirections

Sub-branding can destroy what branding buildsSub-branding can destroy what branding builds

• Donna Karan menswear, DKNY, DKNY menswear, DKNY kidsDonna Karan menswear, DKNY, DKNY menswear, DKNY kids

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Module 1 - Stage 4Module 1 - Stage 4

ArchitectureArchitecture

Immutable Law of CompanyImmutable Law of Company

Brands are brands, companies are companies. There is a difference.

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Module 1 - Stage 4 Module 1 - Stage 4

ArchitectureArchitectureUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

House of BrandsHouse of Brands

Endorsed BrandEndorsed Brand

Sub BrandSub Brand Branded HouseBranded House

Branded houseBranded house

Consumers buy brands, not companiesConsumers buy brands, not companies

Danger of branded house, being many things to one group of Danger of branded house, being many things to one group of

peoplepeople

• Virgin? Does “Virgin trains” work?Virgin? Does “Virgin trains” work?

May motivate trade, so might be useful for PR purposes with May motivate trade, so might be useful for PR purposes with

trade/other stakeholderstrade/other stakeholders

• P& G wayP& G way

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AttributesAttributes

Module 1Module 1

Understanding Branding Understanding Branding

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ExerciseExercise

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Module 1Module 1

Understanding Branding Understanding Branding

Two brand positioning within the same brand family?How do we reconcile the two positions?Two brand positioning within the same brand family?How do we reconcile the two positions?

The options available to usThe options available to us

1.1. Single brandSingle brand

2.2. Stand Alone New BrandStand Alone New Brand

3.3. Transfer of Brand Assets from an existing brandTransfer of Brand Assets from an existing brand

What are the pros and cons of each option ?What are the pros and cons of each option ?

Exercise

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AttributesAttributes

Module 1Module 1

Understanding Branding Understanding Branding

Understanding Branding

Brand Building

ArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ExerciseExerciseExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

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Module 1 - Stage5 Module 1 - Stage5

ExerciseExerciseUnderstanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

Single Brand FamilySingle Brand Family

‘‘Stand-alone’ New Brand Stand-alone’ New Brand

Transfer of Brand Assets ‘x from y’Transfer of Brand Assets ‘x from y’

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Module 1 - Stage5 Module 1 - Stage5

ExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

Option : Single Brand familyOption : Single Brand family

Constant values / different productsConstant values / different products

• Dettol antiseptic / soap / hand washDettol antiseptic / soap / hand wash

• Crest toothpaste / Mouth wash (But not chewing gum)Crest toothpaste / Mouth wash (But not chewing gum)

Differentiate on product usageDifferentiate on product usage

• IBM Value Point - Entry level purchaseIBM Value Point - Entry level purchase

• Gillette Good News Line - DisposablesGillette Good News Line - Disposables

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

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Module 1 - Stage5 Module 1 - Stage5

ExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

Option : Single Brand familyOption : Single Brand family

Use as umbrella brandingUse as umbrella branding TATATATA TrustTrust SONYSONY Electronic technologyElectronic technology

But Taj from TATA for Performance segmentsBut Taj from TATA for Performance segments

Difficult for a single brand to straddle Performance and Price Difficult for a single brand to straddle Performance and Price segmentssegments Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrsSurf entry in popular segment with Surf Easywash. Withdrew after 2 yrs Gap changed Gap Warehouse to Old Navy Clothing due to perceived Gap changed Gap Warehouse to Old Navy Clothing due to perceived

brand erosionbrand erosion

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

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Module 1 - Stage5 Module 1 - Stage5

ExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

Option : Single Brand familyOption : Single Brand family

LearningsLearnings

++ Cheaper than creating a new brandCheaper than creating a new brand

- - Difficult to stretch brands across Price and PerformanceDifficult to stretch brands across Price and Performance

- - Risk of eroding present positionRisk of eroding present position

- - Lose opportunity of creating a new segmentLose opportunity of creating a new segment

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

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Module 1 - Stage5 Module 1 - Stage5

ExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

Option : ‘Stand-alone’ New Brand Option : ‘Stand-alone’ New Brand

Levers enters popular segment successfully with Wheel as opposed to Levers enters popular segment successfully with Wheel as opposed to

Surf EasywashSurf Easywash

Levers use of brand-wise differentiation of brand values and Levers use of brand-wise differentiation of brand values and

attributes to target consumer segments- Surf / Rin / Wheel / OK attributes to target consumer segments- Surf / Rin / Wheel / OK

detergentsdetergents

Toyota launches Lexus to enter the Premium Auto segment crediblyToyota launches Lexus to enter the Premium Auto segment credibly

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

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Module 1 - Stage5 Module 1 - Stage5

ExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

Option : ‘Stand-alone’ New Brand Option : ‘Stand-alone’ New Brand

LearningsLearnings

++ Clear brand identity, values and assetsClear brand identity, values and assets

+ + Create new opportunity of a range possibility in Popular segmentCreate new opportunity of a range possibility in Popular segment

+ + Leave present brand secureLeave present brand secure

- - Expensive to build brand assetsExpensive to build brand assets

- - Difficult to build trial as a stand-alone BrandDifficult to build trial as a stand-alone Brand

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

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Module 1 - Stage5 Module 1 - Stage5

ExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

Option: Transfer of Brand Assets ‘x from y’ Option: Transfer of Brand Assets ‘x from y’

Titan (from Tata’s)Titan (from Tata’s)

• Worked well for Titan Worked well for Titan

Sonata (from Titan)Sonata (from Titan)

• Eroding equity of TitanEroding equity of Titan

Gain (from the makers of Ariel)Gain (from the makers of Ariel)

• Apparently a ‘Transitional Strategy’Apparently a ‘Transitional Strategy’

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

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Module 1 - Stage5 Module 1 - Stage5

ExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

Option: Transfer of Brand Assets ‘x from y’ Option: Transfer of Brand Assets ‘x from y’

LearningsLearnings

++ Cheaper than developing a new brandCheaper than developing a new brand

+ + Can be used as a ‘Transitional Strategy’Can be used as a ‘Transitional Strategy’

-- Still a risk of eroding present imageStill a risk of eroding present image

-- Possible mix of values and assetsPossible mix of values and assets

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

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Module 1 - Stage5 Module 1 - Stage5

ExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

Branding Options: ConclusionBranding Options: Conclusion

‘‘Single Brand family possible if:Single Brand family possible if:

Different products / similar valuesDifferent products / similar values

Differentiate on end useDifferentiate on end use

‘‘Stand-alone ‘New Brand’ best option to straddle values - Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brandhowever it is expensive to create a new Brand

‘‘Transfer of Brand assets ‘x from y’’ possible, especially as a Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values transitional strategy - still a risk of eroding present values and mixing values and assetsand mixing values and assets

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands

Products to brands

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ContentsContents

Brand Building Understanding Branding

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Module 2Module 2 Brand Building Brand Building

Understanding Branding

Brand Building

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Module 2Module 2 Brand Building Brand Building

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand Audit

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Module 2Module 2 Brand Building Brand Building

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand Audit

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand Audit

Brand Audit isBrand Audit is

designed to put into words designed to put into words

the actual experience of a brandthe actual experience of a brand

in the life of the userin the life of the user

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand Audit

Brand AuditBrand Audit

Qualitative studyQualitative study In-depth interview ,usually administering a In-depth interview ,usually administering a

questionnairequestionnaire Uses various techniques like Uses various techniques like

Mind Mapping TechniqueMind Mapping Technique Critical Incident Technique & Other Critical Incident Technique & Other

TechniquesTechniques

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand Audit

Mind Mapping TechniqueMind Mapping Technique

Good technique to make connections and evoke Good technique to make connections and evoke associationsassociationsStart with a major idea and work outwards in all Start with a major idea and work outwards in all directionsdirectionsThe more visual the betterThe more visual the better

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Mind Mapping Technique

Draw An Egg

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Mind Mapping Technique

Put Ten Legs on It

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Happiness Happiness

Mind Mapping Technique

Put Happiness in Centre

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Happiness Happiness ChoclateChoclate

BeerBeer

Cricket Win

Mind Mapping Technique

Write 10 Associations to Happiness

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Happiness Happiness ChoclateChoclate

BeerBeer

Cricket Win

World ChampionWorld Champion

Bad BowlingBad Bowling

Sachin100Sachin100

Mexican WaveMexican Wave

Mind Mapping Technique

Take 1 branch and add associations

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Critical Incident Analysis: Critical Incident Analysis: When People ChangeWhen People Change

An technique that An technique that contextualizes contextualizes importance of a ‘critical importance of a ‘critical

incident’ incident’ leading to change in an leading to change in an

individual’s life.individual’s life. These are turning pointsThese are turning points

– These are ‘Moments of Truth’ : These are ‘Moments of Truth’ : compelling moments when compelling moments when

one gets deep insights one gets deep insights and is and is propelled to propelled to ‘change’.‘change’.

– Brands, category adoption too Brands, category adoption too revolve around revolve around

such such ‘incidents’ leading to change.‘incidents’ leading to change.

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand Audit

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The Hierarchy of Aspects of The Hierarchy of Aspects of IncidentsIncidents

ConsumerConsumer CategoryCategory MotivationMotivation EnablerEnabler TriggerTrigger Driver emotionDriver emotion Re-inforcerRe-inforcer Emotional Pay-offEmotional Pay-off

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire

Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire

Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand Audit

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditBrand Audit QuestionnaireBrand Audit Questionnaire

Think about the specific things that Think about the specific things that

trigger the brands identity in your trigger the brands identity in your

mind…mind…

When you hear the brands name what When you hear the brands name what

immediately springs to your mindimmediately springs to your mind

What elseWhat else visuals or imagesvisuals or images

packaging or product elementspackaging or product elements

bits of advertisingbits of advertising

signs or symbolssigns or symbols

anything elseanything else

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditBrand Audit QuestionnaireBrand Audit Questionnaire

Thinking about the feelings and Thinking about the feelings and

emotions the brand evokes in youemotions the brand evokes in you

What specific emotions do you What specific emotions do you experience while using this brandexperience while using this brand

How does the brand make you feel How does the brand make you feel about yourselfabout yourself

What do you feel when you see What do you feel when you see other people using this brandother people using this brand

How do the emotions this brand How do the emotions this brand evoke differ from those of its evoke differ from those of its leading competitor leading competitor

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand Audit

Brand Audit QuestionnaireBrand Audit Questionnaire

Since using a brand makes it part of Since using a brand makes it part of

your life think about personal your life think about personal

memories connected with the brandmemories connected with the brand

What personal memories does this What personal memories does this brand bring to your mindbrand bring to your mind

Describe an episode in your life or Describe an episode in your life or someone close to you that someone close to you that illustrates thisillustrates this

If the brand were to be a restaurant If the brand were to be a restaurant or a café…or a café…

Describe the ambience, colours, Describe the ambience, colours, location, customers of the cafélocation, customers of the café

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Branding Audit Example:Eveready Associations

KEYKEYOTHERSOTHERS

‘Memories of using it in my village fields during night’

TV AD MAKES LITTLE IMPACT ON MOST

CHILDHOOD MEMORIES

‘Was it a truck? Everything lights up’

AGE OLD ASSOCIATION

‘Using it since a child…first used the white cell now use red’

PREFERRED BRAND ASSOCIATIONS

‘lasts longer’,’does not melt in summer’, ‘leak proof’

‘Red colour in wall paintings, ‘Some animal ..was.is it a panther’

THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Example: Personality of Eveready Its Two Faces

User of EvereadyUser of Eveready- Late youth or early middle Late youth or early middle

aged managed man

- Strong and energeticStrong and energetic

- TrustworthyTrustworthy

- Middle class, a family manMiddle class, a family man

- Distant friend / Distant friend / acquaintanceacquaintance

- RECOGNITION AND A HALF RECOGNITION AND A HALF SKETCHED PERSONALITYSKETCHED PERSONALITY

User of Competition

- Middle aged man

- Strong

- Don’t know him well, an acquaintance

- Slightly dull, not colourful

- LITTLE INVOLVEMENT

Mirror’s two facesMirror’s two faces

Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality

Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand AuditGood Brand AuditGood Brand Audit

A good brand audit gives a definite A good brand audit gives a definite answer about six interrelated equitiesanswer about six interrelated equities

Product: Product performance Product: Product performance supports the brand?supports the brand?

Image: Image is strong and Image: Image is strong and engaging?engaging?

Customer:Strength of customer Customer:Strength of customer franchise?franchise?

Channel: Leverage in channel Channel: Leverage in channel environment?environment?

Visual : Clear,differentiating Visual : Clear,differentiating presence?presence?

Goodwill: Endorsed by influencers in Goodwill: Endorsed by influencers in the communities in which it lives?the communities in which it lives?

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

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Module 2 - Stage 1 Module 2 - Stage 1

Brand AuditBrand Audit

ExerciseExercise

Consider two competing brands: Consider two competing brands: Kodak & FujiKodak & Fuji

Rate the brands on a scale of 5Rate the brands on a scale of 5

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

• Product Non Performing 1 2 3 4 5 Strong , Performing• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged• Customer Over Dependent 1 2 3 4 5 Valued, Popular• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended• Image Weak 1 2 3 4 5 Strong, Engaging

• Product Non Performing 1 2 3 4 5 Strong , Performing• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged• Customer Over Dependent 1 2 3 4 5 Valued, Popular• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended• Image Weak 1 2 3 4 5 Strong, Engaging

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Module 2Module 2 Brand Building Brand Building

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig Idea

Connection TriangleConnection Triangle

Brand AuditBrand Audit Connection TriangleConnection Triangle

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

After a rigorous Brand Audit we are ready to make a connection triangle

After a rigorous Brand Audit we are ready to make a connection triangle

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Dissecting a BrandDissecting a Brand

Brand Audit illustrates a unique combination of three factorsBrand Audit illustrates a unique combination of three factors

Product Attribute / BenefitProduct Attribute / Benefit

Brand Imagery / PersonalityBrand Imagery / Personality

Consumer Needs / BeliefsConsumer Needs / Beliefs

Connection triangle exists at the core of each brandConnection triangle exists at the core of each brand

However each brand has However each brand has oneone of the three values as a of the three values as a primary driverprimary driver

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• The nature of the product itself

– taste, texture, smell, size, heritage, complexity, cost

• Is it distinctive? Is it liked by the consumer?

• How can it be recast into a consumer benefit?

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• Product Benefit Driven Brand

– Eno bubbles away troubles

– Fevikwik sticks in a jiffy

– Mseal seals chronic leaks

– Tang is essence of goodness from fruit

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• Product Benefit Driven Brand

What I get from the product that makes the brand matter to meWhat I get from the product that makes the brand matter to me

Why I like the brandWhy I like the brand

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• The values that underpin consumers’ trust.

• Brand’s personality?

• What is the tone of voice it adopts when talking to consumers?

• Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding oft the brand.

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• Brand Image Driven Brand

– Jaguar is a copy of nothing ,like its owners

– Thumbs Up is for the real men

– HSBC is your local bank

– Tata Safari makes its own road

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• Brand Image Driven Brand

What traits that I recognize in the brand that I can respect/rely onWhat traits that I recognize in the brand that I can respect/rely on

Why I trust the brandWhy I trust the brand

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• Why do people value my brand?

– If they don’t, what can we do to make them value it more?

• How does our brand fit into the lifestyle / basic beliefs of its

consumers?

• Why should it be relevant to/enrich their lives?

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• Consumer Beliefs Driven Brand

– Cadbury Dairy Milk recognizes the child in me

– Fevicol knows that I yearn for emotional bonds that do not break

– Maggi is one more of the delightful conspiracies led by mom

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

ProductPhysical attributes

ConsumerUnderlying

human truths

BrandEmotionalbenefits

• Consumer Beliefs Driven BrandWhat values that I share with the brand that makes me cherish it moreWhat values that I share with the brand that makes me cherish it more

Why I value the brandWhy I value the brand

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Product BenefitWhat I like it

Consumer UHTWhy I value it

BrandWhy I trust it

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Product BenefitAlternative Pale Pilsner

Consumer UHTDon’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in

BrandIrreverent, impulsive,devil-may-care,live for the day

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Product BenefitQuality adhesive

Consumer UHTBonds of family/ friendship/love usually break

BrandA bond that will not break

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Exercise: Create a Connection TriangleExercise: Create a Connection Triangle

Make a Connection Triangle of your favourite brandMake a Connection Triangle of your favourite brand

Ensure that itEnsure that it

ConnectsConnects

Enrich your understanding of the brand-consumer Enrich your understanding of the brand-consumer relationshiprelationship

Liberates i.e. provides the creative freedomLiberates i.e. provides the creative freedom

Can someone who does not know the brand or the market Can someone who does not know the brand or the market get a clear understanding of the brand?get a clear understanding of the brand?

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Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection TriangleUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Exercise: Create a Connection TriangleExercise: Create a Connection Triangle

Make a Connection Triangle of your Car Security Systems Make a Connection Triangle of your Car Security Systems ProductProduct

Recap of Consumer Research in MumbaiRecap of Consumer Research in Mumbai

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Recap of Consumer ResearchRecap of Consumer Research

Primary Perceived Benefits: UserPrimary Perceived Benefits: User1.1. A more efficient locking systemA more efficient locking system

““I am assured that all locking is done once I press the remote I am assured that all locking is done once I press the remote button”button”

““Even if I am careless, I am still assured that the locking has been Even if I am careless, I am still assured that the locking has been donedone

2.2. A ‘Done’ thingA ‘Done’ thing ““I have seen it on many cars”I have seen it on many cars” ““like an audio system, got to have it”like an audio system, got to have it”

The main perceived benefit is a ‘more efficient locking system’ The main perceived benefit is a ‘more efficient locking system’

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection Triangle

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Recap of Consumer ResearchRecap of Consumer Research

Secondary Benefits: UserSecondary Benefits: User1.1. Scaring the burglars: A mixed bagScaring the burglars: A mixed bag

““The burglar alarms can scare a burglar but is also a nuisance, The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times”since it goes on its own a couple of times”

““The thieves managed to silently get away with my Zen, on a rainy The thieves managed to silently get away with my Zen, on a rainy night. I had taken off the burglary-prevention system of the car night. I had taken off the burglary-prevention system of the car since the alarm had gone off a couple of times unnecessarily'' since the alarm had gone off a couple of times unnecessarily''

2.2. Showing OffShowing Off ““My young brother simply loves pressing the remote buttons.He My young brother simply loves pressing the remote buttons.He

loves showing off almost as if he is a James Bond. You should look loves showing off almost as if he is a James Bond. You should look at the at the tesshantesshan(style)”(style)”

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection Triangle

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Perceived Benefits : Non UserPerceived Benefits : Non User 1.1. StyleStyle

Perceived Barrier : Functionality is not fully establishedPerceived Barrier : Functionality is not fully established ““Security system is for style”Security system is for style” ““Why spend an extra on an old car. When I buy a new one, I might Why spend an extra on an old car. When I buy a new one, I might

consider”consider” ““I go for functionality….no I go for functionality….no sosha(sosha(show-offshow-off)”)” ““The only thing it(security system) does is consume battery”The only thing it(security system) does is consume battery” ““I have already taken car insurance. I don’t need a gizmo”I have already taken car insurance. I don’t need a gizmo”

The effectiveness of security systems is not proven

The effectiveness of security systems is not proven

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Recap of Consumer Research

Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection Triangle

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Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness

There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness

Key Consumer Insight

Module 2 - Stage 2Module 2 - Stage 2

Connection TriangleConnection Triangle

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Module 2Module 2 Brand Building Brand Building

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand Audit Big IdeaBig Idea

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig Idea

Unless advertising contains a big idea it will pass like a ship

in the night

David Ogilvy

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig Idea

What is the Big Idea in this visual? What is the Big Idea in this visual?

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

A bisociation of two or more previously connected thought A bisociation of two or more previously connected thought matricesmatrices

A new combination of old elementsA new combination of old elements

Exercise: What is a Big Idea ?

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Big executional ideasBig executional ideas

Big strategic ideasBig strategic ideas

Two Types of Big Idea

Two types of InsightsTwo types of Insights

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig Idea

Think Different

One definition of insanity is doing

the same thing over and over again,

expecting a different outcome

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig Idea

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Insight: Type 1 Insight: Type 1

Verbatim about my life in relation to the category / brandVerbatim about my life in relation to the category / brand

Insight needs to Insight needs to InvolveInvolve

Be widely sharedBe widely shared

Identify with a ‘moment of truth’Identify with a ‘moment of truth’

Insight should notInsight should not Be a metaphor in disguiseBe a metaphor in disguise

Restrict creative avenuesRestrict creative avenues

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Insight: Type 1 Insight: Type 1

Verbatim about my life in relation to the category / brandVerbatim about my life in relation to the category / brand

ExamplesExamples

Skincare Category: Each new wrinkle reminds me of how much Skincare Category: Each new wrinkle reminds me of how much more I want to do with lifemore I want to do with life

Ponds: My face is a mirror of my soulPonds: My face is a mirror of my soul

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Insight: Type 2 Insight: Type 2

The missing link which makes the disconnected connectThe missing link which makes the disconnected connect

They are not true discoveriesThey are not true discoveries

They establish a real complicity between advertiser and the They establish a real complicity between advertiser and the

consumerconsumer

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig Idea

Rediscover

You invent nothing.

You rediscover what you have forgotten.

Socrates

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Four Groups of Missing LinkFour Groups of Missing Link

PeoplePeople

Tapping into what turns people on. Culturally, communally, Tapping into what turns people on. Culturally, communally, individuallyindividually

Pepsi World Cup, India: Indians are more street smart Pepsi World Cup, India: Indians are more street smart than an average white blokethan an average white bloke

Bank of China, Singapore: Highly cosmopolitan Bank of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do Singaporean Chinese revere the way Chinese ‘do business’business’

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Four Groups of Missing LinkFour Groups of Missing Link

ProductProduct

Reinterpreting the way a product attribute is presentedReinterpreting the way a product attribute is presented

Asian Paints, India: Paint takes on a symbol of Asian Paints, India: Paint takes on a symbol of

prosperity. Quality of home = Quality of Lifeprosperity. Quality of home = Quality of Life

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Four Groups of Missing LinkFour Groups of Missing Link

ProblemProblem

Outmaneuvering a problem by illustrating an alternative solutionOutmaneuvering a problem by illustrating an alternative solution

Saffola, India: Cooking oils were perceived to be Saffola, India: Cooking oils were perceived to be

dangerous to health of heartdangerous to health of heart

WWF Tiger Conservation, China: Human life was more WWF Tiger Conservation, China: Human life was more

important than tiger’s. Work with logic that loss of tiger important than tiger’s. Work with logic that loss of tiger

will impoverish the life of children.will impoverish the life of children.

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Four Groups of Missing LinkFour Groups of Missing Link

PromisePromise

Changing the nature of brand proposition that makes it seem Changing the nature of brand proposition that makes it seem

‘bigger’‘bigger’

Stanchart Credit Card, India: Emphasizing the Stanchart Credit Card, India: Emphasizing the

importance of changing your credit limit by showing importance of changing your credit limit by showing

the fear of a wife overspendingthe fear of a wife overspending

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

“What if?”

A Brainstorming Tool

that challenges convention

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

What if.. What if..

A useful process to prevent inertiaA useful process to prevent inertia

Allows our minds to roamAllows our minds to roam

New insights come from unexpected quartersNew insights come from unexpected quarters

Stage1: Integrate full possibilities for existing brand equityStage1: Integrate full possibilities for existing brand equity

Stage 2: Stretch potential to absurd levels to challenge Stage 2: Stretch potential to absurd levels to challenge conventionconventionA tool to explore risks and rewards of completely changing the rules

A tool to explore risks and rewards of completely changing the rules

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

What if.. Stage 1 What if.. Stage 1

We redefine the category experience?We redefine the category experience?

Claim generic benefit for ourselves?Claim generic benefit for ourselves?

Fevicol is an adhesive, so it sticks strongFevicol is an adhesive, so it sticks strong

Make the brand sensational and newsworthy?Make the brand sensational and newsworthy?

The United Colours of BenettonThe United Colours of Benetton

Focus on the influencer and not the user?Focus on the influencer and not the user?

The TV buying ads focusing on kidsThe TV buying ads focusing on kids

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig Idea

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

What if.. Exercise for Our ProductWhat if.. Exercise for Our Product

How do we redefine the security system experience?How do we redefine the security system experience?

Can we claim generic benefit for ourselves?Can we claim generic benefit for ourselves?

How can we make the brand newsworthy and therefore How can we make the brand newsworthy and therefore

spend less in advertising?spend less in advertising?

How do we focus on the young male adult/dealer and not the How do we focus on the young male adult/dealer and not the

buyer?buyer?

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig Idea

What If..

we all go mad?

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

What if.. Stage 2 What if.. Stage 2

A chimpanzee sold coffee to a Martian?A chimpanzee sold coffee to a Martian?

Asian Paints gets into hair colours?Asian Paints gets into hair colours?

Coffee loses prestige value and needs a common man Coffee loses prestige value and needs a common man

platform?platform?

Strategy is passé, and implementation is the real thing?Strategy is passé, and implementation is the real thing?

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

A car manufacturer invented a theft-proof car?A car manufacturer invented a theft-proof car?

Car insurance and security system was co-branded ?Car insurance and security system was co-branded ?

Mercedes Benz endorsed our security system?Mercedes Benz endorsed our security system?

We reduced the car theft rate in the city we test market in?We reduced the car theft rate in the city we test market in?

The police commissioner used our system in his/her car?The police commissioner used our system in his/her car?

Need Some Mad Ideas!

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Mining Insight

Drives powerful brand building

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

You have driven the car, not only by looking at the rear view You have driven the car, not only by looking at the rear view

mirrormirror

You have used intuition and imaginationYou have used intuition and imagination

You have created a connection triangle that truly articulates You have created a connection triangle that truly articulates

the primary driver the primary driver

You are ready with a compelling insightYou are ready with a compelling insight

You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion

You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion

So, What Next?

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

The springboard is ready for the creative

agency to leap

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Module 2 - Stage 3Module 2 - Stage 3

Big IdeaBig IdeaUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Creative Black Hole Creative Black Hole

Now it the turn of creative agency’s turn to ‘fire’Now it the turn of creative agency’s turn to ‘fire’

To give a creative articulation of the primary driver, using the To give a creative articulation of the primary driver, using the

compelling insightcompelling insight

Your work is going through the creative Black HoleYour work is going through the creative Black Hole

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Module 2Module 2 Brand Building Brand Building

Understanding Branding

Brand Building

Evaluating AdvertisingEvaluating Advertising

Big IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand AuditEvaluating AdvertisingEvaluating Advertising

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Module 2 - Stage 4Module 2 - Stage 4

Evaluating AdvertisingEvaluating AdvertisingUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

After the Creative Black HoleAfter the Creative Black Hole

HowHow do you evaluate a creative product: The TV Ad, Sales do you evaluate a creative product: The TV Ad, Sales

Promo,Internet Banner, Direct Mailer?Promo,Internet Banner, Direct Mailer?

How do you ensure that both you and the creative agency How do you ensure that both you and the creative agency

have done a good job?have done a good job?

You are ready for Unilever’s Benchmarks!You are ready for Unilever’s Benchmarks!

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Module 2 - Stage 4Module 2 - Stage 4

Evaluating AdvertisingEvaluating AdvertisingUnderstanding Branding

Brand Building

Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection

TriangleConnection TriangleBrand AuditBrand Audit

Yes/No

1 Is there a big idea memorable and relevant?

2 Does it discriminate the brand from the competitor?

3 Does it involve target consumer?

4 Does it establish a relationship with target consumer?

5 Does it invoke a positive response from the consumer

6 Does it feel genuine?

7 Is it simple and clear?

8 Is the brand name inseperable from the idea?

9 Does it make full use of medium's capabilities?

10 Is it in character with the brand personality?

Unilever's Ten Principles Yes/No

1 Is there a big idea memorable and relevant?

2 Does it discriminate the brand from the competitor?

3 Does it involve target consumer?

4 Does it establish a relationship with target consumer?

5 Does it invoke a positive response from the consumer

6 Does it feel genuine?

7 Is it simple and clear?

8 Is the brand name inseperable from the idea?

9 Does it make full use of medium's capabilities?

10 Is it in character with the brand personality?

Unilever's Ten Principles

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Module 2 - Stage 4Module 2 - Stage 4

Evaluating AdvertisingEvaluating Advertising

Finally

The consumer is not a moron,she is your wife

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Final evaluation of brand building is whether it

motivates her

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““You see, all the right things are written in books You see, all the right things are written in books and research papers.and research papers.

The trick is to ensure that there is no gap The trick is to ensure that there is no gap between what is written in the books and your between what is written in the books and your vision; from what is happening on the shop-floor vision; from what is happening on the shop-floor and what is going on in the marketplace.and what is going on in the marketplace.

That is execution. That is what makes the That is execution. That is what makes the difference”difference”

Mukesh AmbaniMukesh Ambani

www.mastersun.inhttp://strategy-execution.blogspot.com

[email protected] Chandra: +91 9920803060

Jasravee Kaur : +91 9892301590

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Profile of Sarvajeet ChandraProfile of Sarvajeet ChandraSales & Distribution

Operations/Service

Quality

Brand Building

CapabilityDevelopm

ent

FMCG/Retail ITC( ITD Division)EvereadyTravelport

MSM EvereadyKodak

Shringar Cinema (Fame)

Infrastructure , Industrial & Real

Estate

Saurashtra CementVNC GroupTata Steel

Lavendor GroupMandala Asset

Solutions

Lion GroupTata SteelVNC Group

Gujarat Glass

Saurashtra Cement

Pidilite (Fevicol, Fevikwik, Fevistik)

VNC GroupTata Steel

Textile, Leather &

Commodities

Tata International Indo RamaTexmaco GroupLaxmi Machine

WorksTata InternationalITC (IBD Division)

World Gold Council

Banking, Media, IT, Hospitality

& Others

XenosBlue Star

Cidade de GoaTata Power

Cidade de Goa

ICICI Bank Thanjavur

Hotel ResidenceCidade de Goa

STAR TVEBay IndiaMIHMCT

Vizualize LBi IndiaSystime

JW MariottGTL LimitedBST-Sayona

Organizations Worked For : ICICI Bank, Renoir Consulting (UK), Baazee.com ( now Ebay), Ogilvy & Mather