Professional Documents
Culture Documents
Gr x i
My ey nch
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Brand?
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What is the Territory of the
Contents
Presentation Objective
Understanding Branding
From Products to Brands
Brand Attributes
Brand Management
Brand Architecture
Exercise
Brand Building
Brand Audit
Connection Triangle
Big Idea
Evaluating Advertising
Presentation Objective
Understanding Branding
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1 - Stage 1
A Brand is a Promise
45%
42%
40%
35%
31.43%
30%
25%
20%
15%
10%
10%
5%
0%
60% 55%
50%
40%
30%
20% 16%
10%
10%
8%
0%
1992-95 1995-99
Category Fevicol
Brand as an Asset
“If Coca Cola lost everything except for ‘the formula’ and its brand
name , it could walk into any bank in the world and get $100 billion
loan to start from the scratch”
Fortune Magazine
Module 1
Understanding Branding
Products to
Attributes
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Name Logo
Colours Essence
Module 1 - Stage 2
Attributes
Attributes
Understanding Brand
Branding Building Name Logo
Colours Essence
Products to brands Attributes Management Architecture Exercise
Brand Name
Short
Kodak, Fuji
CNN an AOL Time Warner Company
Distinctive
• Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace
• Orange was a striking name in a world of tel and coms
Not mean anything rude or silly in another language
Big Macs( McDonald’s) is a slang for big breasts in Canada
Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name Logo
Colours Essence
Products to brands Attributes Management Architecture Exercise
Brand Name
Attributes
Both eyes
Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name Logo
Colours Essence
Products to brands Attributes Management Architecture Exercise
Brand Logo
• Simple logo, designed to fit both eyes
• Mercedes three star
• Logos with a horizontal bias
• Logo with a horizontal bias is esp. useful for retail brands
• Logo font has to be clear and legible
• A housewife does not buy Ariel because it is written in a specific
font
Module 1 - Stage 2
Attributes
Module 1 - Stage 2
Attributes
Attributes
Attributes
Understanding Brand
Branding Building Name Logo
Colours Essence
Products to brands Attributes Management Architecture Exercise
Brand Colours
Colours have meanings
• Purple means royalty
• Red is energetic
• Blue is peaceful
Attributes
Understanding Brand
Branding Building Name Logo
Colours Essence
Products to brands Attributes Management Architecture Exercise
Brand Colours..
Colours can help you stand out
• FedEx’s orange and purple packet stands out in corporate blue
Attributes
Attributes
Attributes
Understanding Brand
Branding Building Name Logo
Colours Essence
Products to brands Attributes Management Architecture Exercise
Brand Essence
A brand must “leverage a compelling truth”
Linux stands for freedom as opposed to Microsoft’s monopoly
Attributes
Understanding Brand
Branding Building Name Logo
Colours Essence
Products to brands Attributes Management Architecture Exercise
Brand Essence
A brand should also be clear of what is not its essence
In India, STAR NEWS is not a channel of the masses unlike STAR PLUS
A brand should drive single mindedly its essence
Volvo has been selling safety for 35 years
Raymond has been selling the complete man for over 2 decades
Essence of Dettol is protection against germs
A brand loses its essence if it starts meaning a lot of things
What is Miller :A regular,light,draft,cheap, expensive beer
Module 1 - Stage 2
Attributes
Attributes
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand
Co-Brand
Brands need to address a similar need segment
– Kellogg's Pop-tarts with Smuckers Jam
Brands with complementary strengths: Seen often on the Net
– NY Times gives Amazon credibility
– Amazon makes NY Times look modern.
Module 1 - Stage 3
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand
Stealth Brand
Brand building that attracts customer attention but not of rivals
• Home-to-home, word of mouth / PR, internet community building
• Krispy Kreme relies only on PR
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand
Fighting Brand
Pricing led branding option. Works as a competitive response.
• Smirnov (Heublein) Case
Smirnov attacked by W’schmidt @ $1 less
Heublein raised the price of Smirnov
Heubleinintroduced Reiska(fighting brand) at the same price
point as W’schmidt
Heublein added Popov lower than both
Module 1 - Stage 3
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand
Fighting Brand
Built as new, independent brand
• Prevents dilution of the leading brand
Management
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand
Multi Brand
Key to a multi-brand approach is to give each sibling a unique
identity
Time, Fortune,Life, Money, People
Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand
Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand
Multi Brand..
Common product area focus
Shampoos: Clinic Plus, Ayush, Sunsilk
Single attribute segmentation
Price:Maruti 800, Zen, Esteem
Sibling creates a new category
Herbal Anti-Dandruff category by Ayush
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
House of Endorsed
Brands Brand
Architecture
Architecture
Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand
Branded
Sub Brand
Products to brands Attributes Management Architecture Exercise House
House of Brands
Often dictated by corporate strategy. Core competence of the firm
is marketing / branding
• P&G is the prime example. Its “big” with the channel
Multiple independent brands allows company to fill each niche
• Helps brand focus
Gives an opportunity for the company to focus on each brand and
contract its scope.
Module 1 - Stage 4
Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand
Branded
Sub Brand
Products to brands Attributes Management Architecture Exercise House
Endorsed Brand
Endorsement used as a device to transfer brand assets from one
brand(corporate) to another
Titan from TATA, transferring trust
Danger of diluting the equity of endorsing brand
Best as a transitional strategy
Gain, from makers of Ariel
Module 1 - Stage 4
Architecture
Architecture
Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand
Branded
Sub Brand
Products to brands Attributes Management Architecture Exercise House
Sub Brand
Inside out branding.Company pushes core brand in different
directions
Sub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
Module 1 - Stage 4
Architecture
Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand
Branded
Sub Brand
Products to brands Attributes Management Architecture Exercise House
Branded house
Consumers buy brands, not companies
Danger of branded house, being many things to one group of people
• Virgin? Does “Virgin trains” work?
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Module 1
Understanding Branding
Exercise
Two brand positioning within the same brand family?How do we
reconcile the two positions?
The options available to us
1. Single brand
Understanding Branding
Products to
Attributes Management Architecture Exercise
brands
Single Brand
Options
Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family
Exercise
Understanding Brand Single Brand
Options
Branding Building Family