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Brand-Management-Process

Brand-Management-Process

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Published by: anindya_kundu on Dec 07, 2009
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11/11/2012

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Thinking about the feelings and

Thinking about the feelings and
emotions the brand evokes in you

emotions the brand evokes in you

What specific emotions do you

What specific emotions do you
experience while using this brand

experience while using this brand

How does the brand make you feel

How does the brand make you feel
about yourself

about yourself

What do you feel when you see other

What do you feel when you see other
people using this brand

people using this brand

How do the emotions this brand evoke

How do the emotions this brand evoke
differ from those of its leading

differ from those of its leading
competitor

competitor

Understanding
Branding

Brand Building

Evaluating
Advertising

Evaluating
Advertising

Big Idea

Big Idea

Connection
Triangle

Connection
Triangle

Brand Audit

Brand Audit

Module 2 - Stage 1

Module 2 - Stage 1

Brand Audit

Brand Audit

Brand Audit Questionnaire

Brand Audit Questionnaire

Since using a brand makes it part of

Since using a brand makes it part of
your life think about personal memories

your life think about personal memories
connected with the brand

connected with the brand

What personal memories does this brand

What personal memories does this brand
bring to your mind

bring to your mind

Describe an episode in your life or
Describe an episode in your life or
someone close to you that illustrates

someone close to you that illustrates
this

this

If the brand were to be a restaurant or a

If the brand were to be a restaurant or a
café…

café…

Describe the ambience, colours,
Describe the ambience, colours,
location, customers of the café

location, customers of the café

Understanding
Branding

Brand Building

Evaluating
Advertising

Evaluating
Advertising

Big Idea

Big Idea

Connection
Triangle

Connection
Triangle

Brand Audit

Brand Audit

Module 2 - Stage 1

Module 2 - Stage 1

Brand Audit

Brand Audit

Understanding
Branding

Brand Building

Evaluating
Advertising

Evaluating
Advertising

Big Idea

Big Idea

Connection
Triangle

Connection
Triangle

Brand Audit

Brand Audit

Branding Audit Example:
Eveready Associations

KEY

KEY

OTHERS

OTHERS

‘Memories of using it in my
village fields during night’

TV AD MAKES LITTLE IMPACT
ON MOST

CHILDHOOD MEMORIES

‘Was it a truck? Everything lights
up’

AGE OLD ASSOCIATION

‘Using it since a child…first used the
white cell now use red’

PREFERRED BRAND
ASSOCIATIONS

‘lasts longer’,’does not melt in
summer’, ‘leak proof’

‘Red colour in wall paintings, ‘Some
animal ..was.is it a panther’

THOUGH DISTINCT DON’T
REPRESENT STRONG BRAND
INVOLVEMENT

Module 2 - Stage 1

Module 2 - Stage 1

Brand Audit

Brand Audit

Understanding
Branding

Brand Building

Evaluating
Advertising

Evaluating
Advertising

Big Idea

Big Idea

Connection
Triangle

Connection
Triangle

Brand Audit

Brand Audit

Example: Personality of Eveready
Its Two Faces

User of Eveready

User of Eveready

-

Late youth or early middle

Late youth or early middle
aged man

aged man

-

Strong and energetic

Strong and energetic

-

Trustworthy

Trustworthy

-

Middle class, a family man

Middle class, a family man

-

Distant friend / acquaintance

Distant friend / acquaintance

-

RECOGNITION AND A HALF

RECOGNITION AND A HALF
SKETCHED PERSONALITY

SKETCHED PERSONALITY

User of Competition

-Middle aged man
-Strong
-Don’t know him well, an
acquaintance
-Slightly dull, not colourful
-LITTLE INVOLVEMENT

Mirror’s
two faces

Mirror’s
two faces

Eveready’s difficulty to deeply involve
consumers & a mild/half-sketched personality

Eveready’s difficulty to deeply involve
consumers & a mild/half-sketched personality

Module 2 - Stage 1

Module 2 - Stage 1

Brand Audit

Brand Audit

Good Brand Audit

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