Brand Building New

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    BRAND BUILDING

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    What Is A Brand ?

    A brand is the identity of a specific product,service or business.

    A legally protected brand name is called aTrademark.

    A known brand becomes the identity andpersonality of the product or service.

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    A brand can take many forms, such as:-

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    Brand Image

    A brand image is the symbolic construct

    It is created within the minds of the people

    It consists of all the information andexpectations associated with a product,service or the company providing them.

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    Branding

    A Brand is the most valuable element inAdvertising theme

    It explains what the Brand owner is able to offer in the Market place

    This art of creating and maintaining a Brand is called BRAND

    MANAGEMENT

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    Building a Brand

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    Brand Equity

    Brand equity refers to the marketing effectsand outcomes that accrue to a product withits brand name compared with thosethat would accrue if the same product did

    not have the brand name.

    http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing
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    Building A Brand Equity

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    Power Brands

    Power branding refers to building multi-products

    It is a multi-category brands which has aglobal reach

    It is something like an umbrella brand

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    Brand Association

    Brand association is anything which is deepseated in customers mind about the brand.

    Brand should be associated with somethingpositive so that the customers relates

    positively with the brand It is related with the implicit and explicit

    meanings which a consumerrelates/associates with a specific brand

    name.

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    For Example :-

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    Brand Ambassador

    A Brand Ambassador is someone thatrepresents a Brand in a very direct way

    A good brand ambassador builds theiraudience that cares about the brand they

    represent

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    Skills

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    KENT AS A BRAND

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    KENT & LAW & KENNETH

    LAW & KENNETH started working with KENT asits client from the year 2010.

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    KENT An Introduction

    Chairman, Mr. Mahesh Gupta is the Innovator& Founder of Mineral RO Technology

    KENT is the most dynamic water purifiercompany in India with almost 45% marketshare

    The Brand KENT says live healthy & enjoy

    life

    One can enjoy life only if he/she is healthy andthat is what KENT strives to achieve

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    Mission, Vision Statement

    Objective

    Mission

    VisionTo make the world a Healthy and a Happy family

    th care products that purify the water we drink, the food we eat and the air

    Deliver customer satisfaction

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    KENT Brand Ambassador

    Kent RO Systems has Hema Malini and her twodaughters Esha Deol & Ahana Deol as its BrandAmbassadors for Print , Electronic & OutdoorAdvertising

    Kents vision of making each family a Healthyand Happy Family is supported through this

    Hema Malini is such a figure whom consumerscan trust

    She along with her daughters promote purity &importance of water for a healthy family thuskeeping beauty and vigor intact with pure

    drinking water

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    ealth care products company with a vision for making the world a healthy and a happ

    ioneer in bringing revolutionary Reverse Osmosis (RO) technology to India for the firs

    Kent RO Systems

    ct Portfolio is categorized under two main streamsifiers.

    ners.

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    KENT WATER PURIFIERS

    PEARL

    PRIDE

    GRAND

    EXCEL

    WONDER

    ELITE

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    OTHER PRODUCTS OF KENT

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    2010

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    PRESS ADS

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    2011

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    PRESS ADS

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    Magazine

    ad

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    ified Water In The World 2010

    Duniya Ka Sabse Shudh Paani 2010

    Ab Har Parivar Hoga SwasthKENT Se 2010

    Apne Paani Ko Banayein DuniyaKa S

    KENT 2010 KENT 2011

    POSITIONING OF KENT WATER PURIFIERS FROM :

    For The Puriest Water On Earth 2011

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    k The Best Purified Water In The World

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    The First Communication Messa

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    Communication Analysis

    The Big Question :- HOW PURE IS YOUR PURIFIED WATER ?

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    Things that impacted on the consumersand motivated them to buy the product

    therly image of Ms. Hema Malini. A figure that is blindly trusted by many mothers

    100 % Pure, Healthy& Tasty seal

    s promise that every family will be a healthy family with KENT Water Purifiers

    RO + UF + UV + TDS Control

    The claim of double purification that totally kills bacteria and viruses

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    Duniya Ka Sabse Sudh Paani

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    The Second Communication Message

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    Communication Analysis

    Its the Worlds Purest Water THE CLAIM

    water is the purest form of water

    s 100%purity seal &

    ree step purification process, using RO+UV/UF+TDS Control further enhances the

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    Why will consumers buy ?

    Trustable Brand Ambassador Hema Malini

    A clear visual description of the three step processing of the water

    A confident claim of it being the purest form of water in the world

    A clear visual of the product

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    Ab Har Parivar Hoga Swasth KENT Se

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    The Third Communication Message.

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    Communication Analysis

    AB HAR PARIVAR HOGA SWASTH KENT SE

    unicates to the people that if one wants a healthy family he/she should go for a Kent

    ent Water is the purest form of water

    py family one should trust Kent

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    Customer Insight

    A consumer would prefer buying the productbecause :-

    t of a healthy and happy family and every one wants that

    The 100% purity seal and the clear visual of the product in the ad

    Presence of Hema & Esha in the ad brings in a lot of trust

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    For The Purest Water On Earth

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    The Fourth Communication Message.

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    Communication Analysis

    The communication message of the brandchanged from

    Water which is purest on EarthMaking ones family a healthy family

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    Reasons that motivated consumers

    se of daily used utensils in the ad. This enabled them to relate to the ad even more

    Presence of Hema Malini

    Complete visual description of the processing of water

    Presence of the product image and the WQA Gold seal of trust

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    aani Ko Banayein Duniya Ka Sabse Sudh

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    The Fifth Communication Message.

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    Communication Analysis

    There is a shift in the communication messagefrom :

    The water which

    is purest on Earth

    Make your own water the purest water in the World

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    Customer Insight

    A customer would preferable buy the productbecause :-

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    Cumulative Analysis

    SALES

    KENT COMMUNICATION MESSAGE

    Apne paani ko

    banayein

    Duniya ka sab