Brand Foundations Consumer RelationshipsSubtitle

What is Brand ?Unique Symbol , sign or NameWhy unique ? Thought process Connecting with consumers.Consumer relationshipBuying processBrand consumer relations emotional or rational ?

Foundation of Brand Consumer RelationshipsBrand experience Touch pointsBrand promise beyond expectations.Brand relationship dimensionsVoluntary vs involuntaryPositive Vs NegativeIntense Vs SuperficialLong-term vs Short termPublic vs PrivateFormal Vs InformalSymmetric vs Asymmetric

Steps in Building Customer RelationshipBrand awarenessBrand AcceptanceBrand TrialBrand PreferenceBrand Loyalty

CriteriaMemorabiltiyMeaningfulnessLikabilityTransferabilityAdaptabilityProtectability

CriteriaMemorable Easily recognizedEasily recalledMeaningfulDescriptivePersuasive

CriteriaLikableFun & InterestingRich visual & verbal imageryAesthetically pleasing

CriteriaTransferableWithin & across product boundariesAcross geographic boundaries & cultures

CriteriaAdaptableFlexibleUpdateable

CriteriaProtectableLegally registered trade markCompetitively

Brand ElementsBrand Names & URLsLogos & SymbolsCharactersSlogans & JinglesPackaging & Signage

Brand Names & URLsUseful for Brand Awareness & Brand Associations Compaq, Yahoo, Tide, Dove

Descriptive Singapore Airlines, Hit, Gati, IvorySuggestive suggests a benefit or function Colorstay lipsticks, Head & Shoulders, Mop & Glo, Aquaguard, Eveready, Sugar Free, Low CalClassical based on Greek, Latin or Sanskrit wordsArbitrary no relationship with the company/Product Apple Computers, Camel

Brand NamesCompound RedHatPriceWaterhouseCoopers

ClassicalVedantaBalaji Telefilms

Fanciful (imaginative words)VodafoneWochardtArbitary (real words without direct connection)AppleOrangeMango

URLs

Keep it as simple as possibleAvoid ClichsAvoid the .comBrand v/s description helps only short termUnique personalityUnexpected combination (motley fool)Reinvent a real word Make new words

Logos & SymbolsCorporate names & Trademarks Coca-Cola, Nestle, Tata, Maruti, Johnson & JohnsonAbstract or non-word mark logos are also known as symbols- Mercedes star, Rolex crown, Nike swoosh, Olympic ringsMany logos fall between these 2 extremes Ralph Laurens polo player, Playboys Bunny, McDonalds Golden Arch, Apple Logo

BenefitsVisual nature of logos & symbols easy recognition & recallVersatile- can be updated transferred across culturesCan be appropriate for a range of product categories-Surf, Dettol, Lux

CharactersA symbol that takes on human or real life characteristicsMcDonalds RonaldDisney Characters Asian Paints GattuPillsbury DoughboyKellogg's Bear Frosted Flakes -Tony the TigerDuracell BunniesHush Puppies

BenefitsEnhance brand personality & build relationship with customers Disney for kidsValuable Licensing properties Barbie dolls, Spiderman, Superman etc., All Disney CharactersCan be updated to suit the changing times

SlogansShort phrases that contain descriptive or persuasive informationAdds verbal reinforcementDesign of slogansTO build awareness and imageProduct sense and beyond (zindagi ke saath bhi .. Ke baad bhi)Updation of slogansFind out contribution of existing sloganFind out what more you wish to enhanceRetain good qualities of earlier slogan and build up on that

SlogansJust Do itWhen it absolutely positively has to be there overniteNo more tearsDiamonds are foreverWe try harderOn time every time

JinglesMusical easy recall - AirtelReinforce brand positioning and enhance PODs or POPsUseful when designing Ad campaignsDesert rose jaguarThe axe songHelps in repetitive reminding

PackagingIdentify the brand strong brand association with packaging style of companyConvey descriptive & persuasive informationFacilitate product transportation & protection & storageAssist at-home storage (bottles and refill)

PackagingAid Product consumption (screw-on cap in soft drink)Color vocabulary (product and category)Innovations can boost sales Soft drink cans, 2 litre bottles, chocolates in smaller packs, shampoos and hair oils in sachets enhance product usage & consumption

PackagingHeineken beer green bottleCadbury- purpleKit-Kat redKodak films yellowPepsi - blue

Packaging EssentialsKnow your consumerTake the big-picture approachAesthetics + FunctionKnow your distribution channelsEducate Management

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