What is the Territory of the Brand?

Si Gr x i My ey nch st an es er d io we wid us t e

Contents

Understanding Branding

Brand

Building

Module 1

Understanding Branding
Understanding Branding Brand Building

Module 1

Understanding Branding
Understanding Branding Brand Building

Products to brands

Attributes

Management

Architecture

Exercise

Module 1

Understanding Branding
Understanding Branding Brand Building

Products to brands

Attributes

Management

Architecture

Exercise

Module 1 - Stage 1

From Products to Brands
Understanding Branding Brand Building

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Module 1 - Stage 1

From Products to Brands
Understanding Branding Brand Building

Brand v/s. Product
Exercise Exercise

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

  

A brand is more distinctive than a product It is first of all a name, a means of identification Secondly it s a set of added values offering both functional and psychological benefits

Above all ‘a brand is a promise’

Module 1 - Stage 1

From Products to Brands
Understanding Branding Brand Building

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

A Brand is a Promise
“ …A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers.

Module 1 - Stage 1

From Products to Brands

…….a short-hand that communicates powerfully & reduces uncertainty …….a short-hand that communicates powerfully & reduces uncertainty

Fevicol Case
Year
92-93 93-94 94-95 95-96 96-97 97-98 98-99

Sales Value ( Rs. Crores)
46.02 77.12 102.16 138 156.19 151.68 191.75

AdSpend ( Rs. Crores)
0.55 1.7 2.3 3.28 5 5.51 6

Adspend as % of Sales 1.2% 2.2% 2.3% 2.4% 3.2% 3.6% 3.1%

Fevicol Case
Fevicol's Market Share
of Synthetic Adhesive Category
45% 40% 35% 30% 25% 20% 15%

42%

31.43%

10%
10% 5% 0%

1991

1994

1999

Fevicol Case
Fevicol's Growth Rate
vs. Category Growth Rate

60% 50% 40% 30% 20%

55%

16%

10%
10% 0%

8%

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
Understanding Branding Brand Building

Products to brands

Attributes Attributes

Management

Architecture

Exercise

Module 1

Understanding Branding
Understanding Branding Brand Building

Products to brands

Attributes

Management

Architecture

Exercise

Name

Logo

Colors

Essence

Module 1 - Stage 2

Attributes

Immutable Law of Name Immutable Law of Name In the long run the brand is nothing more than a name

Module 1 - Stage 2

Attributes
Understanding Branding Brand Building

Name Colors

Logo Essence

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Brand Name

Short  Kodak, Fuji

CNN an AOL Time Warner Company Toyota’s Lexus is distinctive. Toyota's Luxury commonplace Orange was a striking name in a world of tel and coms Big Macs( McDonald’s) is a slang for big breasts in Canada

Distinctive
• •

Not mean anything rude or silly in another language

Module 1 - Stage 2

Attributes
Understanding Branding Brand Building

Name Colors

Logo Essence

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Brand Name

Avoid generic / line extended names
• •

Xerox as opposed to Haloids Paper Master Xerox (Copier) is powerful. Xerox Computer is not

Changing your name will not overcome a bad strategy

“Monday” (Price Waterhouse Coopers )

Module 1 - Stage 2

Attributes
Immutable Law of Shape Immutable Law of Shape

A brand’s logotype should be deigned to fit both eyes.

Module 1 - Stage 2

Attributes
Understanding Branding Brand Building

Name Colors

Logo Essence

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise 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

Immutable Law of Color Immutable Law of Color

A brand should use a color opposite of its rival

Module 1 - Stage 2

Attributes

The Cola Wars: Energy Vs. Peace The Cola Wars: Energy Vs. Peace

Module 1 - Stage 2

Attributes
Understanding Branding Brand Building

Name Colors

Logo Essence

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Brand Colors

Colors have meanings
• • •

Purple means royalty Red is energetic Blue is peaceful

Opposite colors can differentiate
• •

Coke is red, Pepsi is blue Kodak is yellow, Fuji is green

Module 1 - Stage 2

Attributes
Understanding Branding Brand Building

Name Colours

Logo Essence

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Brand Colours..

Colours can help you stand out

FedEx’s orange and purple packet stands out in corporate blue

Logo and colours help, but the power of the brand

Essentially in the meaning of the brand name in consumer’s mind, its essence

Module 1 - Stage 2

Attributes

Immutable Law of Singularity Immutable Law of Singularity

Most important thing for a brand is its single mindedness.

Module 1 - Stage 2

Attributes

Single-mindedness means consistency. Single-mindedness means consistency. Fresh and interesting manifestations of a single idea. Fresh and interesting manifestations of a single idea.

Module 1 - Stage 2

Attributes
Understanding Branding Brand Building

Name Colours

Logo Essence

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Brand Essence

A brand must “leverage a compelling truth”

Linux stands for freedom as opposed to Microsoft’s monopoly

A brand should mean a single powerful thing: the essence
  

Essence of Volvo is Safety Essence of Tata is trust Essence of Fevicol is bonding

Module 1 - Stage 2

Attributes
Understanding Branding Brand Building

Name Colours

Logo Essence

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise 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 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 What is Miller :A regular, light, draft, cheap, expensive beer

A brand should drive single mindedly its essence
  

A brand loses its essence if it starts meaning a lot of things

Module 1 - Stage 2

Attributes

Immutable Law of Word Immutable Law of Word

A brand should try to own a word in consumer’s mind

Module 1 - Stage 2

Attributes

Module 1

Understanding Branding
Understanding Branding Brand Building

Products to brands

Attributes

Management

Architecture

Exercise

Module 1

Understanding Branding
Understanding Branding Brand Building

Products to brands

Attributes

Management

Architecture

Exercise

Co-Brand

Stealth Brand

Fighting Brand

Multi-Brand

Module 1 - Stage 3

Management
Understanding Branding Brand Building

Co-Brand Fighting Brand

Stealth Brand Multi-Brand

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

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
Understanding Branding Brand Building

Co-Brand Fighting Brand

Stealth Brand Multi-Brand

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

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

Good option when unsure of a new medium/market

Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web

Module 1 - Stage 3

Management
Understanding Branding Brand Building

Co-Brand Fighting Brand

Stealth Brand Multi-Brand

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Fighting Brand

Pricing led branding option. Works as a competitive response.

Smirnov (Heublein) Case
 Smirnov

attacked by W’schmidt @ $1 less raised the price of Smirnov

 Heublein  Heublein  Heublein

introduced Reiska(fighting brand) at the same price point as W’schmidt added Popov lower than both

Module 1 - Stage 3

Management
Understanding Branding Brand Building

Co-Brand Fighting Brand

Stealth Brand Multi-Brand

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Fighting Brand

Built as new, independent brand

Prevents dilution of the leading brand
 HLL

introduced Wheel to fight Nirma

Module 1 - Stage 3

Management

Immutable Law of Siblings Immutable Law of Siblings There is a time and place to launch a second brand

Possibly even a third or a fourth brand.. Possibly even a third or a fourth brand..

Module 1 - Stage 3

Management
Understanding Branding Brand Building

Co-Brand Fighting Brand

Stealth Brand Multi-Brand

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Multi Brand

Key to a multi-brand approach is to give each sibling a unique identity

Time, Fortune,Life, Money, People

Tempting to mash the brands and top it with corporate frosting

Tata Salt,Tata Tea

 

Second brand risks diluting equity Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?

Module 1 - Stage 3

Management
Understanding Branding Brand Building

Co-Brand Fighting Brand

Stealth Brand Multi-Brand

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

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
Understanding Branding Brand Building

Products to brands

Attributes

Management

Architecture

Exercise

Module 1

Understanding Branding
Understanding Branding Brand Building

Products to brands

Attributes

Management

Architecture

Exercise

House of Brands

Endorsed Brand

Sub Brand

Branded House

Module 1 - Stage 4

Architecture

Immutable Law of Contraction Immutable Law of Contraction A brand becomes stronger when you narrow its focus

Module 1 - Stage 4

Architecture

The Economist is red and daring. The Economist is red and daring. Provocative, brutally honest and non-conformist Provocative, brutally honest and non-conformist

Module 1 - Stage 4

Architecture
Understanding Branding Brand Building

House of Brands Sub Brand

Endorsed Brand Branded House

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

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 Branding Brand Building

House of Brands Sub Brand

Endorsed Brand Branded House

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

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

Immutable Law of Expansion Immutable Law of Expansion Brand’s power inversely proportional to scope.

Module 1 - Stage 4

Architecture

The Volkswagen bus ad, talked only about ‘plenty of room’ The Volkswagen bus ad, talked only about ‘plenty of room’

Module 1 - Stage 4

Architecture
Understanding Branding Brand Building

House of Brands Sub Brand

Endorsed Brand Branded House

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

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

Immutable Law of Company Immutable Law of Company Brands are brands, companies are companies. There is a difference.

Module 1 - Stage 4

Architecture
Understanding Branding Brand Building

House of Brands Sub Brand

Endorsed Brand Branded House

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Branded house
 

Consumers buy brands, not companies Danger of branded house, being many things to one group of people

Virgin? Does “Virgin trains” work?

May motivate trade, so might be useful for PR purposes with trade/other stakeholders

P&G way

Module 1

Understanding Branding
Understanding Branding Brand Building

Products to brands

Attributes

Management

Architecture

Exercise

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. 2. 3.

Single brand Stand Alone New Brand Transfer of Brand Assets from an existing brand

What are the pros and cons of each option ?

Module 1

Understanding Branding
Understanding Branding Brand Building

Products to brands

Attributes

Management

Architecture

Exercise

Options

Single Brand Family Transfer of Brand Assets

Stand Alone Brand

Module 1 - Stage5

Exercise
Understanding Branding Brand Building

Options

Single Brand Family Transfer of Brand Assets

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Stand Alone Brand

Single Brand Family ‘Stand-alone’ New Brand Transfer of Brand Assets ‘x from y’

Module 1 - Stage5

Exercise
Understanding Branding Brand Building

Options

Single Brand Family Transfer of Brand Assets

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Stand Alone Brand

Option : Single Brand family

Constant values / different products
• •

Dettol antiseptic / soap / hand wash Crest toothpaste / Mouth wash (But not chewing gum)

Differentiate on product usage
• •

IBM Value Point - Entry level purchase Gillette Good News Line - Disposables

Module 1 - Stage5

Exercise
Understanding Branding Brand Building

Options

Single Brand Family Transfer of Brand Assets

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Stand Alone Brand

Option : Single Brand family

Use as umbrella branding
 

TATA SONY

Trust Electronic technology

But Taj from TATA for Performance segments

Difficult for a single brand to straddle Performance and Price segments
 

Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion

Module 1 - Stage5

Exercise
Understanding Branding Brand Building

Options

Single Brand Family Transfer of Brand Assets

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Stand Alone Brand

Option : Single Brand family Learnings + Cheaper than creating a new brand - Difficult to stretch brands across Price and Performance - Risk of eroding present position - Lose opportunity of creating a new segment

Module 1 - Stage5

Exercise
Understanding Branding Brand Building

Options

Single Brand Family Transfer of Brand Assets

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Stand Alone Brand

Option : ‘Stand-alone’ New Brand

Levers enters popular segment successfully with Wheel as opposed to Surf Easywash

Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents

Toyota launches Lexus to enter the Premium Auto segment credibly

Module 1 - Stage5

Exercise
Understanding Branding Brand Building

Options

Single Brand Family Transfer of Brand Assets

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Stand Alone Brand

Option : ‘Stand-alone’ New Brand Learnings + Clear brand identity, values and assets + Create new opportunity of a range possibility in Popular segment + Leave present brand secure - Expensive to build brand assets - Difficult to build trial as a stand-alone Brand

Module 1 - Stage5

Exercise
Understanding Branding Brand Building

Options

Single Brand Family Transfer of Brand Assets

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Stand Alone Brand

Option: Transfer of Brand Assets ‘x from y’

Titan (from Tata’s)

Worked well for Titan

Sonata (from Titan)

Eroding equity of Titan

Gain (from the makers of Ariel)

Apparently a ‘Transitional Strategy’

Module 1 - Stage5

Exercise
Understanding Branding Brand Building

Options

Single Brand Family Transfer of Brand Assets

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Stand Alone Brand

Option: Transfer of Brand Assets ‘x from y’ Learnings + Cheaper than developing a new brand + Can be used as a ‘Transitional Strategy’ - Still a risk of eroding present image - Possible mix of values and assets

Module 1 - Stage5

Exercise
Understanding Branding Brand Building

Options

Single Brand Family Transfer of Brand Assets

Products to Products to brands brands

Attributes Attributes

Management Management

Architecture Architecture

Exercise Exercise

Stand Alone Brand

Branding Options: Conclusion

‘Single Brand family possible if:
 

Different products / similar values Differentiate on end use

‘Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brand ‘Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values and mixing values and assets

Contents

Understanding Branding

Brand

Building

Module 2

Brand Building
Understanding Branding Brand Building

Module 2

Brand Building
Understanding Branding Brand Building

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Module 2

Brand Building
Understanding Branding Brand Building

Brand Audit

Connection Triangle

Big Idea

Evaluating Advertising

Module 2 - Stage 1

Brand Audit

Brand Audit is designed to put into words the actual experience of a brand in the life of the user

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Brand Audit
  

Qualitative study In-depth interview ,usually administering a questionnaire Uses various techniques like
 

Mind Mapping Technique Critical Incident Technique & Other Techniques

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Mind Mapping Technique
Good

technique to make connections and evoke associations Start with a major idea and work outwards in all directions The more visual the better

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Mind Mapping Technique Draw An Egg

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Mind Mapping Technique Put Ten Legs on It

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Mind Mapping Technique Put Happiness in Centre

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Happiness Happiness

 

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Mind Mapping Technique Write 10 Associations to Happiness

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Che het oo cc lala t C

Happiness Happiness

 

r e k iC tc n iW

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Mind Mapping Technique Take 1 branch and add associations

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Sachin100 Sachin100 World Champion World Champion
Che het oo cc lala t C

Happiness Happiness

 

r e k iC tc n iW

Bad Bowling Bad Bowling Mexican Wave Mexican Wave

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Critical Incident Analysis: When People Change  An technique that contextualizes importance of a ‘critical incident’ leading to change in an individual’s life.  These are turning points
These are ‘Moments of Truth’ : compelling moments when one gets deep insights and is propelled to ‘change’. – Brands, category adoption too revolve around such ‘incidents’ leading to change.

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

The Hierarchy of Aspects of Incidents
       

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer Category Motivation Enabler Trigger Driver emotion Re-inforcer Emotional Pay-off

Both Mind Mapping & Critical Incident are useful techniques while Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire administering a Brand Audit Questionnaire

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Brand Audit Questionnaire Think about the specific things that trigger the brands identity in your mind…

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

When you hear the brands name what immediately springs to your mind What else
    

visuals or images packaging or product elements bits of advertising signs or symbols anything else

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Brand Audit Questionnaire Thinking about the feelings and emotions the brand evokes in you

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

What specific emotions do you experience while using this brand How does the brand make you feel about yourself What do you feel when you see other people using this brand How do the emotions this brand evoke differ from those of its leading competitor

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Brand Audit Questionnaire Since using a brand makes it part of your life think about personal memories connected with the brand What personal memories does this brand bring to your mind

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

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

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

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

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Branding Audit Example: Eveready Associations
‘Using it since a child…first used the white cell now use red’ AGE OLD ASSOCIATION

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

‘Memories of using it in my village fields during night’ CHILDHOOD MEMORIES ‘lasts longer’,’does not melt in summer’, ‘leak proof’

OTHERS

KEY

PREFERRED BRAND ASSOCIATIONS

‘Was it a truck? Everything lights up’ TV AD MAKES LITTLE IMPACT ON MOST

‘Red colour in wall paintings, ‘Some
animal ..was.is it a panther’ THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Example: Personality of Eveready Its Two Faces

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

User of Eveready
-

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

Late youth or early middle aged man Strong and energetic Trustworthy Middle class, a family man Distant friend / acquaintance RECOGNITION AND A HALF SKETCHED PERSONALITY

-

Mirror’s two faces

-

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

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Good Brand Audit A good brand audit gives a definite answer about six interrelated equities

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Product: Product performance supports the brand? Image: Image is strong and engaging? Customer: Strength of customer franchise? Channel: Leverage in channel environment? Visual : Clear, differentiating presence? Goodwill: Endorsed by influencers in the communities in which it lives

 

Module 2 - Stage 1

Brand Audit
Understanding Branding Brand Building

Exercise
 Consider

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

two competing brands: Kodak & Fuji

Rate the brands on a scale of 5

•• •• •• •• •• ••

Product Product Visual Visual Channel Channel Customer Customer Goodwill Goodwill Image Image

Non Performing Non Performing Unclear, Inconsistent Unclear, Inconsistent Not Leveraged Not Leveraged Over Dependent Over Dependent Not Recommended Not Recommended Weak Weak

11 22 33 44 55 11 22 33 44 55 11 22 33 44 55 11 22 33 44 55 11 22 33 44 55 11 22 33 44 55

Strong , ,Performing Strong Performing Clear, Consistent Image Clear, Consistent Image Important, Leveraged Important, Leveraged Valued, Popular Valued, Popular Good PR, Recommended Good PR, Recommended Strong, Engaging Strong, Engaging

Module 2

Brand Building
Understanding Branding Brand Building

Brand Audit

Connection Connection Triangle Triangle

Big Idea

Evaluating Advertising

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

After a rigorous Brand Audit we are ready After a rigorous Brand Audit we are ready to make a connection triangle to make a connection triangle

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Dissecting a Brand

Brand Audit illustrates a unique combination of three factors
  

Product Attribute / Benefit Brand Imagery / Personality Consumer Needs / Beliefs

 

Connection triangle exists at the core of each brand However each brand has one of the three values as a primary driver

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Product
Physical attributes

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer
Underlying human truths

Brand
Emotional benefits

The nature of the product itself – taste, texture, smell, size, heritage, complexity, cost

• •

Is it distinctive? Is it liked by the consumer? How can it be recast into a consumer benefit?

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Product
Physical attributes

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer
Underlying human truths

Brand
Emotional benefits

Product Benefit Driven Brand – Eno bubbles away troubles – Fevikwik sticks in a jiffy – Mseal seals chronic leaks – Tang is essence of goodness from fruit

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Product
Physical attributes

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer
Underlying human truths

Brand
Emotional benefits

Product Benefit Driven Brand

What I get from the product that makes the brand matter to me

Why I like the brand

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Product
Physical attributes

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer
Underlying human truths

Brand
Emotional benefits

• • • •

The values that underpin consumers’ trust. Brand’s personality? What is the tone of voice it adopts when talking to consumers? Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding of the brand.

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Product
Physical attributes

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer
Underlying human truths

Brand
Emotional benefits

Brand Image Driven Brand – Jaguar is a copy of nothing, like its owners – Thumbs Up is for the real men – HSBC is your local bank – Tata Safari makes its own road

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Product
Physical attributes

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer
Underlying human truths

Brand
Emotional benefits

Brand Image Driven Brand

What traits that I recognize in the brand that I can respect/rely on

Why I trust the brand

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Product
Physical attributes

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer
Underlying human truths

Brand
Emotional benefits

Why do people value my brand? – If they don’t, what can we do to make them value it more?

• •

How does our brand fit into the lifestyle / basic beliefs of its consumers? Why should it be relevant to/enrich their lives?

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Product
Physical attributes

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer
Underlying human truths

Brand
Emotional benefits

Consumer Beliefs Driven Brand – Cadbury Dairy Milk recognizes the child in me – Fevicol knows that I yearn for emotional bonds that do not break – Maggi is one more of the delightful conspiracies led by mom

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Product
Physical attributes

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Consumer
Underlying human truths

Brand
Emotional benefits

• Consumer Beliefs Driven Brand What values that I share with the brand that makes me cherish it more

Why I value the brand

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Product Benefit

What I like it

Consumer UHT

Why I value it

Brand

Why I trust it

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Product Benefit
Alternative Pale Pilsner

Consumer UHT
Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in

Brand
Irreverent, impulsive, devil-may-care, live for the day

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Product Benefit
Quality adhesive

Consumer UHT Bonds of family/ friendship/love usually break

Brand
A bond that will not break

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Exercise: Create a Connection Triangle

Make a Connection Triangle of your favourite brand

Ensure that it
 Connects  Enrich

your understanding of the brand-consumer relationship i.e. provides the creative freedom

 Liberates 

Can someone who does not know the brand or the market get a clear understanding of the brand?

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Exercise: Create a Connection Triangle

Make a Connection Triangle of your Car Security Systems Product

Recap of Consumer Research in Mumbai

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Recap of Consumer Research

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Primary Perceived Benefits: User
1.

A more efficient locking system
 

“I am assured that all locking is done once I press the remote button” “Even if I am careless, I am still assured that the locking has been done “I have seen it on many cars” “like an audio system, got to have it”

1.

A ‘Done’ thing
 

The main perceived benefit is a ‘more efficient locking system’ ’ The main perceived benefit is a ‘more efficient locking system

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Recap of Consumer Research

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Secondary Benefits: User
1.

Scaring the burglars: A mixed bag

“The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times” “The thieves managed to silently get away with my Zen, on a rainy night. I had taken off the burglary-prevention system of the car since the alarm had gone off a couple of times unnecessarily''
“My young brother simply loves pressing the remote buttons. He loves

1.

Showing Off

showing off almost as if he is a James Bond. You should look at the tasshan (style)”

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Recap of Consumer Research

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Perceived Benefits : Non User
1.

Style
“Security system is for style” “Why spend an extra on an old car. When I buy a new one, I might consider” “I go for functionality….no show-off “The only thing it (security system) does is consume battery” “I have already taken car insurance. I don’t need a gizmo”

Perceived Barrier : Functionality is not fully established
    

The effectiveness of security systems is not proven The effectiveness of security systems is not proven

Module 2 - Stage 2

Connection Triangle
Understanding Branding Brand Building

Key Consumer Insight

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

There is nothing that a thief cannot break. However from my There is nothing that a thief cannot break. However from my end IIknow that the theft has not happened because of my end know that the theft has not happened because of my carelessness carelessness

Module 2

Brand Building
Understanding Branding Brand Building

Brand Audit

Connection Triangle

Big Idea Big Idea

Evaluating Advertising

Module 2 - Stage 3

Big Idea

Unless advertising contains a big idea it will pass like a ship in the night

David Ogilvy

Module 2 - Stage 3

Big Idea

What is the Big Idea in this visual? What is the Big Idea in this visual?

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building Exercise: What is a Big Idea ?

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

 

A bisociation of two or more previously connected thought matrices A new combination of old elements

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Two Types of Big Idea
Big Idea Big Idea Evaluating Evaluating Advertising Advertising

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big executional ideas Big strategic ideas

Two types of Insights

Module 2 - Stage 3

Big Idea

Think Different One definition of insanity is doing the same thing over and over again, expecting a different outcome

Module 2 - Stage 3

Big Idea

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Insight: Type 1 Verbatim about my life in relation to the category / brand

Insight needs to
  

Involve Be widely shared Identify with a ‘moment of truth’

Insight should not
 

Be a metaphor in disguise Restrict creative avenues

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Insight: Type 1 Verbatim about my life in relation to the category / brand

Examples

Skincare Category: Each new wrinkle reminds me of how much more I want to do with life Ponds: My face is a mirror of my soul

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Insight: Type 2 The missing link which makes the disconnected connect
 

They are not true discoveries They establish a real complicity between advertiser and the consumer

Module 2 - Stage 3

Big Idea

Rediscover
You invent nothing. You rediscover what you have forgotten.

Socrates

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Four Groups of Missing Link

People

Tapping into what turns people on. Culturally, communally, individually
 Pepsi  Bank

World Cup, India: Indians are more street smart than an average white bloke of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do business’

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Four Groups of Missing Link

Product

Reinterpreting the way a product attribute is presented
 Asian

Paints, India: Paint takes on a symbol of prosperity.

Quality of home = Quality of Life

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Four Groups of Missing Link

Problem

Outmaneuvering a problem by illustrating an alternative solution
 Saffola,

India: Cooking oils were perceived to be dangerous to health of heart Tiger Conservation, China: Human life was more important than tiger’s. Work with logic that loss of tiger will impoverish the life of children.

 WWF

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Four Groups of Missing Link

Promise

Changing the nature of brand proposition that makes it seem ‘bigger’
 Stanchart

Credit Card, India: Emphasizing the importance of

changing your credit limit by showing the fear of a wife overspending

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

“What if?”
A Brainstorming Tool that challenges convention

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

What if..
  

A useful process to prevent inertia Allows our minds to roam New insights come from unexpected quarters Stage1: Integrate full possibilities for existing brand equity Stage 2: Stretch potential to absurd levels to challenge convention
A tool to explore risks and rewards of A tool to explore risks and rewards of completely changing the rules completely changing the rules

 

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

What if.. Stage 1
 

We redefine the category experience? Claim generic benefit for ourselves?

Fevicol is an adhesive, so it sticks strong

Make the brand sensational and newsworthy?

The United Colours of Benetton

Focus on the influencer and not the user?

The TV buying ads focusing on kids

Module 2 - Stage 3

Big Idea

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

What if.. Exercise for Our Product
  

How do we redefine the security system experience? Can we claim generic benefit for ourselves? How can we make the brand newsworthy and therefore spend less in advertising?

How do we focus on the young male adult/dealer and not the buyer?

Module 2 - Stage 3

Big Idea

What If..
we all go mad?

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

What if.. Stage 2
   

A chimpanzee sold coffee to a Martian? Asian Paints gets into hair colours? Coffee loses prestige value and needs a common man platform? Strategy is passé, and implementation is the real thing?

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Need Some Mad Ideas!

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

    

A car manufacturer invented a theft-proof car? Car insurance and security system was co-branded ? Mercedes Benz endorsed our security system? We reduced the car theft rate in the city we test market in? The police commissioner used our system in his/her car?

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Mining Insight
Drives powerful brand building

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

So, What Next?
Big Idea Big Idea Evaluating Evaluating Advertising Advertising

Brand Audit Brand Audit

Connection Connection Triangle Triangle

You have driven the car, not only by looking at the rear view mirror

You have used intuition and imagination

You have created a connection triangle that truly articulates the primary driver You are ready with a compelling insight

You are ready to put ‘aim’ into the You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising //promotion ‘ready, aim, fire' of advertising promotion

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

The springboard is ready for the creative agency to leap

Module 2 - Stage 3

Big Idea
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Creative Black Hole
 

Now it the turn of creative agency’s turn to ‘fire’ To give a creative articulation of the primary driver, using the compelling insight

Your work is going through the creative Black Hole

Module 2

Brand Building
Understanding Branding Brand Building

Brand Audit

Connection Triangle

Big Idea

Evaluating Evaluating Advertising Advertising

Module 2 - Stage 4

Evaluating Advertising
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

After the Creative Black Hole

How do you evaluate a creative product? - TV Ads, Sales Promo, Internet Banner, Direct Mailers.

How do you ensure that both you and the creative agency have done a good job?

You are ready for Unilever’s Benchmarks!

Module 2 - Stage 4

Evaluating Advertising
Understanding Branding Brand Building

Brand Audit Brand Audit

Connection Connection Triangle Triangle

Big Idea Big Idea

Evaluating Evaluating Advertising Advertising

Unilever's Ten Principles
Yes/No

1 Is there a big idea memorable and relevant? 2 Does it discriminate the brand from the competitor? 3 Does it involve target consumer? 4 Does it establish a relationship with target consumer? 5 Does it invoke a positive response from the consumer 6 Does it feel genuine? 7 Is it simple and clear? 8 Is the brand name inseperable from the idea? 9 Does it make full use of medium's capabilities? 10 Is it in character with the brand personality?

Module 2 - Stage 4

Evaluating Advertising

Finally
The consumer is not a moron, she is your wife

Final evaluation of brand building is whether it motivates her

“You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap between what is written in the books and your vision; from what is happening on the shop-floor and what is going on in the marketplace. That is execution. That is what makes the difference” Mukesh Ambani

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