Brand Building New

download Brand Building New

of 69

Transcript of Brand Building New

  • 8/6/2019 Brand Building New

    1/69

    BRAND BUILDING

  • 8/6/2019 Brand Building New

    2/69

    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.

  • 8/6/2019 Brand Building New

    3/69

    A brand can take many forms, such as:-

  • 8/6/2019 Brand Building New

    4/69

    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.

  • 8/6/2019 Brand Building New

    5/69

    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

  • 8/6/2019 Brand Building New

    6/69

    Building a Brand

  • 8/6/2019 Brand Building New

    7/69

    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
  • 8/6/2019 Brand Building New

    8/69

    Building A Brand Equity

  • 8/6/2019 Brand Building New

    9/69

    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

  • 8/6/2019 Brand Building New

    10/69

    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.

  • 8/6/2019 Brand Building New

    11/69

    For Example :-

  • 8/6/2019 Brand Building New

    12/69

    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

  • 8/6/2019 Brand Building New

    13/69

    Skills

  • 8/6/2019 Brand Building New

    14/69

    KENT AS A BRAND

  • 8/6/2019 Brand Building New

    15/69

    KENT & LAW & KENNETH

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

  • 8/6/2019 Brand Building New

    16/69

    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

  • 8/6/2019 Brand Building New

    17/69

    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

  • 8/6/2019 Brand Building New

    18/69

    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

  • 8/6/2019 Brand Building New

    19/69

    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.

  • 8/6/2019 Brand Building New

    20/69

    KENT WATER PURIFIERS

    PEARL

    PRIDE

    GRAND

    EXCEL

    WONDER

    ELITE

  • 8/6/2019 Brand Building New

    21/69

    OTHER PRODUCTS OF KENT

  • 8/6/2019 Brand Building New

    22/69

    2010

  • 8/6/2019 Brand Building New

    23/69

    PRESS ADS

  • 8/6/2019 Brand Building New

    24/69

  • 8/6/2019 Brand Building New

    25/69

  • 8/6/2019 Brand Building New

    26/69

  • 8/6/2019 Brand Building New

    27/69

  • 8/6/2019 Brand Building New

    28/69

    2011

  • 8/6/2019 Brand Building New

    29/69

    PRESS ADS

  • 8/6/2019 Brand Building New

    30/69

  • 8/6/2019 Brand Building New

    31/69

    Magazine

    ad

  • 8/6/2019 Brand Building New

    32/69

  • 8/6/2019 Brand Building New

    33/69

  • 8/6/2019 Brand Building New

    34/69

  • 8/6/2019 Brand Building New

    35/69

  • 8/6/2019 Brand Building New

    36/69

  • 8/6/2019 Brand Building New

    37/69

  • 8/6/2019 Brand Building New

    38/69

    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

  • 8/6/2019 Brand Building New

    39/69

    k The Best Purified Water In The World

  • 8/6/2019 Brand Building New

    40/69

    The First Communication Messa

  • 8/6/2019 Brand Building New

    41/69

    Communication Analysis

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

  • 8/6/2019 Brand Building New

    42/69

    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

  • 8/6/2019 Brand Building New

    43/69

    Duniya Ka Sabse Sudh Paani

  • 8/6/2019 Brand Building New

    44/69

    The Second Communication Message

  • 8/6/2019 Brand Building New

    45/69

    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

  • 8/6/2019 Brand Building New

    46/69

    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

  • 8/6/2019 Brand Building New

    47/69

    Ab Har Parivar Hoga Swasth KENT Se

  • 8/6/2019 Brand Building New

    48/69

    The Third Communication Message.

  • 8/6/2019 Brand Building New

    49/69

    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

  • 8/6/2019 Brand Building New

    50/69

    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

  • 8/6/2019 Brand Building New

    51/69

    For The Purest Water On Earth

  • 8/6/2019 Brand Building New

    52/69

    The Fourth Communication Message.

  • 8/6/2019 Brand Building New

    53/69

    Communication Analysis

    The communication message of the brandchanged from

    Water which is purest on EarthMaking ones family a healthy family

  • 8/6/2019 Brand Building New

    54/69

    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

  • 8/6/2019 Brand Building New

    55/69

    aani Ko Banayein Duniya Ka Sabse Sudh

  • 8/6/2019 Brand Building New

    56/69

    The Fifth Communication Message.

  • 8/6/2019 Brand Building New

    57/69

    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

  • 8/6/2019 Brand Building New

    58/69

    Customer Insight

    A customer would preferable buy the productbecause :-

  • 8/6/2019 Brand Building New

    59/69

    Cumulative Analysis

    SALES

    KENT COMMUNICATION MESSAGE

    Apne paani ko

    banayein

    Duniya ka sabsesudhpaani

    For the purest

    water on earth

    Ab har parivar hogaswasth kent se

    Duniya ka sabse

    sudh paani

    Drink the bestpurified water in

    the world

  • 8/6/2019 Brand Building New

    60/69

    KENT & COMPETITION

  • 8/6/2019 Brand Building New

    61/69

    UAGUARD TOTAL SENUAGUARD TOTAL SEN

  • 8/6/2019 Brand Building New

    62/69

    FEATURES

  • 8/6/2019 Brand Building New

    63/69

    HIRLPOOL PURAFRESHIRLPOOL PURAFRES

  • 8/6/2019 Brand Building New

    64/69

    FEATURES

  • 8/6/2019 Brand Building New

    65/69

    TATA SWACHTATA SWACH

  • 8/6/2019 Brand Building New

    66/69

    FEATURES

    Purification capacity upto 3000 litres.

    Food grade, non toxic, engineering plastic

    Vaada swach paani ka , vishwas Tata ka

    PRICE : 11,499/

  • 8/6/2019 Brand Building New

    67/69

    PUREIT MARVELLAPUREIT MARVELLA

  • 8/6/2019 Brand Building New

    68/69

    FEATURES

    st fully automatic, Non electric Water purifier

    Rs .1 Crores Challenge No other purifier gives as pure water as PUREIT.

    PRICE 6990/

  • 8/6/2019 Brand Building New

    69/69

    KENT TVCS