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
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