BRAND CONCEPT

WHAT IS BRAND?

WHAT IS BRAND

A name

A logo

A Shape

A tag line

A Jingle

Design a sparkling new logo, run an exciting new campaign, voila, you’re back on course . They are wrong. Branding is bigger .

Much Bigger

BRAND IS

An image

A perception

A promise

A human being

BRAND IS

Transforming a product into something else

BRAND IS

1. Single Idea

2. An Experience

BRAND IS

Value added Marketing (VAM)

WHAT IS BRAND EQUALITY?

Brand equity is the sum of total of all different values that a people attach to the brand name

It is the sum of the brand assets or liabilities linked to the brand that add or subtract from the brand value

It stressed the importance of the role of the brand in marketing strategies

It is of stored values that consumers associate with the product or service

DRIVERS OF BRAND EQUITY?

Brand name awareness (share of mind)

Brand loyalty( enduring preference)

Perceived quality ( seen as better)

Brand Associations(celebrities using the brand

Other proprietary Brand Assets(trade mark, merchandising systems & patents

HOW BRAND EQUITY MEASURED?

Research base approach

Purely financially driven evaluation

Financially brand equity is evaluated on the basis of the how much the brand is likely to earn for the company in the future

HOW TO BRAND PHARMA PRODUCT

Branding is apply through

1. Positioning

2. Laws of branding

3. Behavioral concept

BRAND PICTURE

Brand picture

Brand image

Brand association

Brand persona

Brand promise

Brand purchase

model

ASSOCIATION

Association are the part of the laddering approach that allowsbrand managers to determine the power of the benefit thebrand offer

BRAND VALUE PYRAMID

Beliefs

&

values

Benefits

Features & attribute

Feature orProcess that mustBe demonstrated To customer

The functional or emotionalBenefits provided to customer

The emotional, spiritual cultureValues being addressed

EXAMPLE OF BRAND VALUE PYRAMID

Value

Benefits

Features & attribute

Augmentin

Containclavulanate

Better coverage against beta-lactamase

producing microbes

Reliable life in your

hands

PAWN-FAB DETAIL MODEL

P=problem

A= Acknowledge

W=want

N=Name

F=feature

A=advantage

B=benefit

EMOTION & VALUES

Doctors are Human being so emotions & values also play a vital role in convincing the doctor to buy/ Rx your product

BRAND PERSONA

Had the brand be a person, what it would be like?

DRIVERS OF BRAND PERSONA

Law of name

Law of shape

Law of colors (helps create Brand Persona in Pharma)

BRAND PROMISE

Every brand makes promises these should be relevant, standardized and

not beyond acceptable

BRAND PURCHASE MODEL

Why doctor prescribe a brand?

Why do they prescribe a competitive brand?

Why they have not prescribed a certain brand at all?

POSITIONING

Process of creating an image is called positioning

Soul & spirit of branding

Image in the mind of consumer

Finding a space, Hole or Dimension in the mind

Saying Right things to the right person at right time

POSITIONING

Truth is irrelevant, what the matter are the perception that exist in the Mind

POSITIONING-OUTSIDE IN THINKING

The essence of positioning is to accept theperception as reality and then restructure thoseperceptions to create a desired position

POSITIONING

To manipulate what’s already in the mind

To re-tie the connection that already exist

Resolve around central idea i.e BRAND ESSESENCE

HOW BRAND ARE POSITIONED

Perception

Differentiation

Competition

Specialization

Simplicity

Leadership

Reality

PROCESS OF POSITIONING

Understand the competition

USP

Target market

Brand persona

Brand promise

BRAND KEY MODEL

Root Strength

Competitive Environment

Target

Insight

Benefits

Value ,belief & personality

Reason to belief

Discriminators

Essence

UNDERSTAND THE COMPETITOR

Direct competitor

Indirect competitor

PERCEPTUAL MAPPING

5-STEPS OF PERCEPTUAL MAPPING

Define the market

Specify the scope of price

Identify the primary benefit

Survey the perception

Apply regression analysis

TOOL FOR PERCEPTUAL MAPPING

Likert scale

Somatic scale

Extremely

Good Quite Slightly Neither Slightly Quite Bad

Expensive Inexpensive

Extremely

CORPORATE BRANDS

Cost +ve

Cost +ve

Mackter

Quality

Abbott Sami

INDIRECT COMPETITION

ZANTAC (Heart burn attack it)

NOCID (No extra reflux and acid disorder)

TAGAMET ( Acid Reducer)

USP

The Differentiator or Discriminator

USP

The Single Most Compelling Reason for target Market to choose the brand

USP

Benefit

Reason to belief

Emotion & value

BENEFITS

Co-prescribe with clopidogrel safely

24 hour acid control

Single dose Solution for heart burn

Upper GI bleeding Blockade

Trusted & effective pain management

Joy of movement

Rapid ,reliable & effective in moderate to severe pain

REASON TO BELIEF

Ingredient

Packing

Price

Credibility of the company

TRAMAL POSITIONING

Category – centrally acting analgesic

− Tramal 100mg inj, 50 mg cap & 100mg SR

− Tonoflex 100mg inj, 50 mg cap Tonoflex P

− CAMPEX 100MG INJ 50MG CAP

POSITINING STATEMENT

“ The Original Tramadol “HAS A SYNERY WITH OPIOID & NON- OPIOID ACTIVITY

USP Equally effective as morphine

Effective & safe in labor pain

preservative free

Effectively controls post op shivering

TRAMAL

Benefits :− Low side effect−Effective against variety of pain − Also controls post op shivering

Target market Anesthesia Surgery Gynecology Orthopedic Oncologist

Brand Essence ;

“Powerful analgesic on a par with morphine without morphine like side effect”

Reason to believe ; Time Tested Original Brand Searle quality

BRAND PERSONA

TRAMAL:

GENDER MALE

POWERFUL

HELPER

CONSUMER INSIGHT

Doctor ‘s concern about the negative effects of Tramadol regarding nausea vomiting

THE INFLUENCE OF SYNERGY ON SIDE

EFFECTS

SWEATING

DIZZINESS

NAUSEA

VOMITING

CONSTIPATION

EUPHORIA

RESPIRATION

SEDATION

=

CONSTIPATION

EUPHORIA

RESPIRATION

SEDATION

SYNERGY

OPIOID OPIOID MONOAMINERGIC

ANALGESIA ANALGESIA

SWEATING

Traditional Opioid Tramadol

DIZZINESS

NAUSEA

VOMITING

POSITIONING ABOUT RATING

No 1 prescribed Tramadol

CONDITIONAL BRANDING

Condition branders use “ information “ about medical condition to forge links between disease and treatment in the mind of both patients & doctors . If they have a drug but no condition , they will simple invent a disease

CONDITIONAL BRANDING

Breast cancer

Heart disease

Allergy

Gerd

Hpv

IBS

HBV

Hep C

PRODUCT BRANDING

Informs customers about the solutions but no the problem

Name

Logo

Color

Packing

All branding element

Brand association ( feeling, experience, & image )

LAWS OF BRANDING

Name of brand

Small

Pronounceable

Tweaked

Brand Name Strategy

Chemical derived name ( Cipro for ciprofloxacin)

Therapy name ( Arthotec, procardia)

Use or indication (Glucophage , Ventolin Norvasc )

LAWS OF BRANDING

Family name or drug class ( Pamisol, Nolvadex)

Corporate name ( Rocephine, baycol & Sandimmune)

LAW OF SINGULARITY

The most important aspect of a brand is its single-mindedness

Brand is a single idea that you own the mind of a consumer

A proper noun that can be used in place of a common noun

Objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product e.g broads spectrum toothache-Asaid General pain Panadol

WHEN LAW OF SINGULARITY NOT FOLLOWS

Loss of singularity weakens the brands

A brand that has lost its life because it lost it singularity

LAW OF CONSISTENCY

Brand not Built overnight, success is measured in decades, not years

Most frequent violated law

Market may change , brand will not

LAW OF QUALITY

Quality is important , but brands are not built a quality alone

Build a quality in your product Performance

Features

Reliability

Conformance

Durability

Serviceability

Aesthetics

o Quality is not enough It’s the perception of quality

IMPLICATION

Charge the premium price

Give brand rating

Be specialist not general

Narrow focus

Give brand good name

LAW OF WORD

A brand should make effort in owning a word in the prospect’s mind

Your brand owns the category name when people use your brand name generically like Pandol, Ascard& flagyl surf

LAW OF CATEGORY

Leading brand should promote category , not the brand e.g Flagyl, Hyderlline ,Candril, Risek Uniferon

Implication;

Create new category

Stand for category

Narrowing the focus

Rightful share of the leading brand is never more than 50%

LAW OF CREDENTIAL

Never forget leadership examples

Coke –Visa- Augmentin- Liptor

All are perceived to be a leader in their category

Claim leadership

BEHAVIOR CONCEPT

Extrinsic cues more important than intrinsic cues

Oedipus complex

Electra complex

Sublimation

Fetishism

Brand persona

Brand category

Animation/cartoon

Thrillers

EXTRINSIC CUES

Brand name

Color

Size

Shape

5 METHOD OF SUBLIMATION

Feel

Tradition

Shape

Origin, barcode

Music