Evolution of Brand

Amity Business School
PRODUCT AND BRAND MANAGEMENT
EVOLUTION OF BRAND
PRESENTED BY:NAKHAT AMRIT .S. -32 MAHESH CHOUDHARY -19 VARSHA MANIKANDAN -02 B. NAGA SAROJA -37
EVOLUTION OF BRAND Amity Business School

There is an increasing focus on branding as a strategic tool to drive financial value and competitive advantage for modern corporations. Never has branding been so much in demand across the globe in all industries. Venture Republic has found that there are 3 major drivers of the modern branding trend:
1) Individualism:
Westernized societies recognize the fragmentation of our personal and social identities which encourages self-identity construction through consumption of material good and services.
2) Globalization:
Individual consumers are becoming a smaller part of a much larger world and need to find easy and quick ways to guide them through.
3) Symbolic experiences in demand:

Consumers are buying experiences rather than commodities whose components are largely image driven, intangible and symbolic
DEFINITIONS
AMERICAN MARKETING ASSOCIATION(AMA)
What constitutes a brand can be explained in terms of EVOLUTION OF BRAND CONCEPT. This tends to be based more on the physical attributes associated with brand. A name, term, sign, symbol, or design or combination of these two intended to identify goods or services of one seller or group of sellers and to differentiate them from those of competitors.
DAVID AAKER
A brand....signals to the consumer the source of product, and protects the customer and the product from competitors who would attempt to provide products that appear to be identical.
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DEFINITIONS
IN EARLY TIMES
Naming Individuals is the branding practice followed to differentiator one person from the others .Branding in the simplest form is a differentiator It was some kind of corporate umbrella branding .In fact the identity of the producer used to be the brand name.
MID CENTUARY
FURTHER EVOLVED
Brands were based on the personal names of the investor, patent holder or shopkeeper
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ORANGE
Hutchison Essar Limited started operations under the brand name "Orange" in Mumbai.
ORANGE
The Orange brand name has also now been removed from India. Orange Mumbai was at first rebranded to Hutch, but has now been rebranded Vodafone in 2007 after Vodafone purchased Hutch India. Orange is the current sponsor of Rockcorps in the UK, a community based organisation where volunteers donate four hours of their time in exchange for a concert ticket.
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Hutch Promise
Where ever you go,
our network follows.
Except Mumbai in other states, Orange was marketed under "Hutch" brand. It was then changed to "Hutch" nationwide when they expanded rapidly to become the third largest mobile service provider in India and furthered its market share through the acquisition of BPL, Fascel, Command & Aircel Digilink.
9
The MAKEOVER
In 2005, Hutch moved away from its orangecoloured logo and went all pink (simultaneously, Orange, too, was integrated into Hutch in Mumbai).
On March 31, 2007 Hutch Essar sold its 67.1% stake to Vodafone for 11.08 billion.
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Why HUTCH?!
Accelerates Vodafones move to a controlling position in a leading operator in the attractive and fast growing Indian mobile market. Hutch Essar delivers a strong existing platform in India.
Driving additional value in Hutch Essar.

Increases Vodafones exposure to high growth emerging markets. Hutch had overtaken many of the domestic competitors like BPL, Orange etc.
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HUTCH TO VODAFONE Amity Business School
VODAFONE
Vodafone has partnered with the Essar Group as its principal joint venture partner for the Indian market in 2007 on 21st SEPTEMBER.
REBRANDING CAMPAIGN
Tagline- Change is Good. Baseline- Hutch is now Vodafone
Where ever you go our network follows TO Make the most of now.
15
The VODAFONE changeAmity Business School

The migration from Hutch to Vodafone was one of the fastest and most comprehensive brand transitions in the history of the Vodafone Group, with: 400,000 multi brand outlets, over 350 Vodafone stores, over 1,000 mini stores, over 35 mobile stores over 3,000 touch-points rebranded in two months, with 60% completed within 48 hours of the launch.
TRANSITION
To show the transition from Hutch to Vodafone, Ogilvy & Mather (O&M) launched a rather direct, thematic ad showing the trademark pug in a garden, moving out of a pink colored kennel which symbolized Hutch making his way into a red one that is the Vodafone color.
Brand Differentiation
Make the most of now through Value Added Services The Usual catering to Call and SMS
Vodafone
Hutch
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Power to you
Power to you expresses Vodafones desire to offer customers better choices and to support them, through mobile communications. Power to you reflects the promise to make things simpler for the customers and to offer them unique advantages with Vodafone.
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CBBE for Vodafone

Much affiliation creates Brand Patronage
Relationship = What about you and me?
Customer has a sense of self control- Power to you

Strong Customer Service and Unique VAS
Response= What about you? Meaning= What do you stand for?
Vodafone has achieved tremendous growth in its brand awareness and preference
Identity= Who are you?
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Brand Reach
Pug Retires..
Enter ZOOZOO !!
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CHANGE IN Amity Business School ADVERTIESMENT STRATEGY

Pug was the Mascot for Vodafone Taken over from Hutch IPL 2008 had Vodafone going in Pug for its Happy to Help service.
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Change in Brand Identity

Refreshing their brand identity is a step further in the evolution of our business and organisational culture.
VODAFONE
Differentiator Now!!
Superior Customer Service
HUTCH
Strong Network
POD thenHygiene Now.
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ZOOZOOs
Introduction of Zoozoos during IPL season 2. Launched on April 20, 2009 with about 30 different for Value Added Services. 20-30 seconds duration with the ad message about the VAS. Ending with Power to You.
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Advantage

Animations were 10-15 times costlier. Low costumes and real people. Speedy Schedules. 30 Ads cost only 3 crores. Just 20-30 seconds long. Massive Viral Marketing.
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Use of Internet for Promotion

Downloadable Ringtones, wallpapers, screensavers and videos. Facebook- aimed at building a community. Dedicated microsite- What kind of a zoozoo are you?
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Zoozoo Emoticons
Zoozoos on Yahoo Messenger
Zoozoo Calendars
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Official fb Fan Page
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Impact
Zoozoos dominated Social Networking sites as well as the media. Created strong association. Videos had 3 million hits in 3 weeks. Most watched ads in breaks during IPL. Big hit on the Net. Curiosity builds about character. Strong Viral Marketing- Every age group interested in the ad.
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Brand Promise
For the World Around Us:

Vodafone helps in helping the people around the world to have fuller lives through their services and its impacts.
For Our People:

Outstanding people working together makes Vodafone exceptionally successful.
For Results:
Vodafone believes in being action oriented and is driven by the desire to be the BEST.
For Our Customers:

In anticipation of their customers trust, Vodafone understands their needs and delights them with its services.
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To be the World Leader in Mobile Communications.
Committed to building the worlds most valuable communications brand
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VODAFONE CHANGES OVER THE YEARS
STP
Segmentation:
ZooZoo- a character representing common man. Segmented based on services used. Urban and Rural region customers were separated out.
Targeting:
Targeted customers who used Value Added Services. Different VAS offered to different customers. Urban customers were more in focus.
Positioning:
Where you go, the network follows you. Hutch as a brand always tried to connect to customers in a simple, honest and real manner. Vodafone is a more young, fun and vibrant brand. The pug and actor Irfan Khan retained for Brand position. Exclusive network and services offered to the customers still remain the same.
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The brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart
BRANDED CUSTOMER EXPERIENCE
MARKETING FRAMEWORK
BRAND COMMUNICATIONS
BRAND VALUES & ENGAGEMENT
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The Marketing Framework is the cornerstone of their Brand Strategy Amity Business School
Where are we going?
We will be the communications leader in an increasingly connected world

BY
Why are we here?
Helping our customers make the most of their time BY
What do we do?
Creating & delivering unbeatable experiences through BY
How do we do it?
Being Red, Rock Solid, Restless
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Putting the brand at the centre of the Customer Experience

A brand is what a brand does.
Arun Sarin, CEO Vodafone
The most valuable brands in the world are those where the customer knows theyre going to get a good experience
Sir John Bond, Chairman, Vodafone
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Brands Effort to make customers to feel appreciated, confident and inspired

Helping our customers make the most of their time
The Brand is by being
Red
Rock Solid
Restless
Passionate
Trustworthy
Creative
therefore our voice is
Emotional
Direct
Inspiring
Appreciated so Vodafone customers feel
Confident
Inspired
...so our customers spend more time with us

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Amity Business School ..brand commitment to customers through our new Customer Promise.....
Our Promise to you

We value your time more than anyone else. Thats why, wherever you see Vodafone, you can expect:
A network you can rely on when you need it
Expert, friendly help and advice you only have to ask once
When youre abroad, the services you need will be as easy to use as at home, and youll know what you are paying New and inspiring solutions to help you make the most of your time.
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Evolving Brand, it is.

VODAFONE IS NOW
PRESENT IN NEW
RURAL MARKETS TOO AND ARE
PRESENTLY AT
NUMBER ONE POSITION IN INDIAN
TELECOM
INDUSTRY.
Into the rural markets

Access to mobile phones can mean a whole lot of opportunities to introduce various valueadded services to rural customers in emerging economies such as India. Increased mobile phone penetration also means a lot of opportunities for local entrepreneurs since Vodafone is likely to tie-up with them to offer banking and other services to customers at the base of the economic pyramid.
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EVOLUTION CONTINUES.. Vodafone being a dynamic brand, it will keep evolving and it will be very interesting to witness what Vodafones future strategies and growth model in India will be.
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Hutch India Ad - You and I

(First Ad - Full Version)
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Hutch India Ad - Change is Good (First Ad after the Vodafone Deal)
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New Vodafone 3G Ad.
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REFERENCE
NEHA MISHRA MANAGER IN VODAFONE STORE, Noida. http://www.mbaknol.com. http://www.venturerepublic.com. www.youtube.com www.venturerepublic.com Textbook: Brand Protection Matters by Blendin Isaac www.adpunch.org Official websites of Orange and Vodafone GOOGLE IMAGES.
Thank you.

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Amity Business School

PRODUCT AND BRAND MANAGEMENT