Brand Image BuildingBrand Image Building

2121stst Century Branding : Importance of Being Different Century Branding : Importance of Being Different

Consumer Driven Marketing Cycle Consumer Driven Marketing Cycle

Customer Acceptance CycleCustomer Acceptance Cycle

Image Building Process : Brand Audit, ScorecardImage Building Process : Brand Audit, Scorecard

Creating a Connection TraingleCreating a Connection Traingle

Evaluating the Robustness of PositioningEvaluating the Robustness of Positioning

Importance of Difference : SatisficingImportance of Difference : Satisficing For 99% of all consumers, “satisficing” is the goal 99% For 99% of all consumers, “satisficing” is the goal 99%

of the timeof the time

Satisficing - purchasing a product that is “good enough” Satisficing - purchasing a product that is “good enough” even if it’s not the best buy anywhere in the marketeven if it’s not the best buy anywhere in the market

Optimizing (finding the best buy in the market) requires Optimizing (finding the best buy in the market) requires too much timetoo much time

Did you satisfice or optimize your “spousal purchase”?Did you satisfice or optimize your “spousal purchase”?

How does satisficing relate to brands?How does satisficing relate to brands? ““[Brands] serve as handy identification tags, enabling … [Brands] serve as handy identification tags, enabling …

consumers to save significant amounts of time and consumers to save significant amounts of time and energy in making choices.”energy in making choices.” 4 4

Being Better : Not As ImportantBeing Better : Not As Important Being Being differentdifferent is often more important than being is often more important than being

betterbetter

Operational effectiveness (being better) is usually not Operational effectiveness (being better) is usually not sufficient for long-term profitability and sustainable sufficient for long-term profitability and sustainable competitive advantagecompetitive advantage

That which is superior today is inferior tomorrow, That which is superior today is inferior tomorrow, especially in technology industriesespecially in technology industries

A brand can outperform rivals only if it can establish a A brand can outperform rivals only if it can establish a difference that it can preservedifference that it can preserve

Brand Image BuildingBrand Image Building

2121stst Century Branding : Importance of Being Different Century Branding : Importance of Being Different

Consumer Driven Marketing Cycle Consumer Driven Marketing Cycle

Customer Acceptance CycleCustomer Acceptance Cycle

Image Building Process : Brand Audit, ScorecardImage Building Process : Brand Audit, Scorecard

Creating a Connection TraingleCreating a Connection Traingle

Evaluating the Robustness of PositioningEvaluating the Robustness of Positioning

Select Valuable Customers : Select Valuable Customers : Consumer Driven Marketing CycleConsumer Driven Marketing Cycle

Strategies

Tactics

Actions

Map the Marketspace

Select Most Valuable Customers

Choose a Winning Positioning

Create the Tactical Plan

Build Operational Capabilities

Define Performance Measures

Execute the Tactical Plan

Assess Performance

Succeed And Improve

Brand Image BuildingBrand Image Building

2121stst Century Branding : Importance of Being Different Century Branding : Importance of Being Different

Consumer Driven Marketing Cycle Consumer Driven Marketing Cycle

Customer Acceptance CycleCustomer Acceptance Cycle

Image Building Process : Brand Audit, ScorecardImage Building Process : Brand Audit, Scorecard

Creating a Connection TraingleCreating a Connection Traingle

Evaluating the Robustness of PositioningEvaluating the Robustness of Positioning

From Awareness to Loyalty :From Awareness to Loyalty :Customer Acceptance CycleCustomer Acceptance Cycle

Salience

Resonance

Judgements

Feelings

Performance

Imagery

LoyaltyAttachmentCommunityEngagement

QualityCredibilityConsiderationSuperiority

Warmth, FunExcitement,Security, SocialApproval, Self-Respect

4 Brand Relationships (WHAT About You AND ME?)

1 Brand Identity (WHO Are You?)

2 Brand Meaning (WHAT Are You?)

3 Brand Response (WHAT About You?)

User ProfilesPurchase and Usage SituationsPersonality & ValuesHistory, Heritage, & Experiences

Brand Characteristics & Secondary FeaturesProduct Reliability, Durability & ServiceabilityService Effectiveness, Efficiency & EmpathyStyle and Design; Price

Category IdentificationNeeds Satisfied

Brand Image BuildingBrand Image Building

2121stst Century Branding : Importance of Being Different Century Branding : Importance of Being Different

Consumer Driven Marketing Cycle Consumer Driven Marketing Cycle

Customer Acceptance CycleCustomer Acceptance Cycle

Image Building Process : Brand Audit, ScorecardImage Building Process : Brand Audit, Scorecard

Creating a Connection TraingleCreating a Connection Traingle

Evaluating the Robustness of PositioningEvaluating the Robustness of Positioning

Brand Audit 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 supports Product: Product performance supports the brand?the brand?

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

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

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

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

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

Brand Audit : Equity Score Card Brand Audit : Equity Score Card ExampleExample

Image Equity Image Equity Brand still to develop a strong and engaging image of Brand still to develop a strong and engaging image of its ownits ownBorrows a lot from Tata mother brand & Tata Steel. Borrows a lot from Tata mother brand & Tata Steel. SSL rub-off only in industrial segment. SSL rub-off only in industrial segment.

Customer EquityCustomer EquityStrong franchise amongst medium/ large Strong franchise amongst medium/ large poultry& grape farmers where the brand offers poultry& grape farmers where the brand offers long life, value for money.long life, value for money.Very limited appeal in barbed wires.Very limited appeal in barbed wires.

Product EquityProduct EquityPresents a clear, consistent & differentiating Presents a clear, consistent & differentiating presence.presence.Performs better across all segmentsPerforms better across all segments

Visual Equity Visual Equity Poor visual equity,in a market full of spurious Poor visual equity,in a market full of spurious products products Brand does not present a clear and Brand does not present a clear and differentiating presencedifferentiating presence

Channel EquityChannel Equity High affinity and relevance to channelHigh affinity and relevance to channelNot well leveraged in channel with issues in location Not well leveraged in channel with issues in location awareness, relationship management, channel conflict awareness, relationship management, channel conflict & brand display & brand display

Goodwill EquityGoodwill EquityThe brand has not made an attempt to seek The brand has not made an attempt to seek endorsements from influencers or be involved in endorsements from influencers or be involved in the communities in which it livesthe communities in which it livesResidual goodwill of Tata nameResidual goodwill of Tata name

Brand Image BuildingBrand Image Building

2121stst Century Branding : Importance of Being Different Century Branding : Importance of Being Different

Consumer Driven Marketing Cycle Consumer Driven Marketing Cycle

Customer Acceptance CycleCustomer Acceptance Cycle

Image Building Process : Brand Audit, ScorecardImage Building Process : Brand Audit, Scorecard

Creating a Connection TriangleCreating a Connection Triangle

Evaluating the Robustness of PositioningEvaluating the Robustness of Positioning

Connection TriangleConnection Triangle

Product BenefitWhat I like it

Consumer UHTWhy I value it

BrandWhy I trust it

Connection Triangle:ExampleConnection Triangle:Example

Product BenefitQuality adhesive

Consumer UHTBonds of family/ friendship/love usually break

BrandA bond that will not

break

Brand Image BuildingBrand Image Building

2121stst Century Branding : Importance of Being Different Century Branding : Importance of Being Different

Consumer Driven Marketing Cycle Consumer Driven Marketing Cycle

Customer Acceptance CycleCustomer Acceptance Cycle

Image Building Process : Brand Audit, ScorecardImage Building Process : Brand Audit, Scorecard

Creating a Connection TraingleCreating a Connection Traingle

Evaluating the Robustness of PositioningEvaluating the Robustness of Positioning

Positioning Checklist: ExamplePositioning Checklist: Example

Does Industrial segment Does Industrial segment value the positioning?value the positioning?

Critical property delivery =higher value, justifies Critical property delivery =higher value, justifies premiumpremiumCuts across diversity of industrial guysCuts across diversity of industrial guys

Does positioning exclude Does positioning exclude competitive offerings?competitive offerings?

Perception that only Tata can deliverPerception that only Tata can deliverNo other brand owns the platformNo other brand owns the platform

Is the positioning credible?Is the positioning credible? History/experience of deliveryHistory/experience of delivery

Can we sustain the position Can we sustain the position for long?for long?

Needs strong relationship management Needs strong relationship management Needs of industrial segments unlikely to changeNeeds of industrial segments unlikely to changeNeeds a sound quality controlNeeds a sound quality controlTechnology an entry barrier for competitionTechnology an entry barrier for competition

Does it fit organization’s Does it fit organization’s objectives?objectives?

Enhances profitabilityEnhances profitabilityMotivates channelMotivates channel