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Brand Management

Brand Management

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Published by: Vishal Joshi on Apr 30, 2011
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Sections

  • Brand Name Brand Name
  • Brand Brand Colours Colours
  • Brand Brand Colours Colours ..
  • Brand Essence Brand Essence
  • Co Co--Brand Brand
  • Stealth Brand Stealth Brand
  • Multi Brand Multi Brand
  • Multi Brand Multi Brand..
  • House of Brands House of Brands
  • Endorsed Brand Endorsed Brand
  • Sub Brand Sub Brand
  • Branded house Branded house
  • Single Brand Family Single Brand Family
  • ¶Stand--alone· New Brand alone· New Brand
  • Learnings Learnings
  • Branding Options: Conclusion Branding Options: Conclusion
  • Brand Audit Brand Audit
  • Mind Mapping Technique Mind Mapping Technique
  • Critical Incident Analysis: When Critical Incident Analysis: When
  • People Change People Change
  • The Hierarchy of Aspects of The Hierarchy of Aspects of
  • Incidents Incidents
  • Good Brand Audit Good Brand Audit
  • Dissecting a Brand Dissecting a Brand
  • Insight: Type 1 Insight: Type 1
  • Insight: Type 2 Insight: Type 2
  • What if What if..
  • What if.. Stage 1 What if.. Stage 1
  • What if.. Exercise for Our Product What if.. Exercise for Our Product
  • What if.. Stage 2 What if.. Stage 2
  • Creative Black Hole Creative Black Hole
  • After the Creative Black Hole After the Creative Black Hole

What is the Territory of the Brand?

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

‡

To understand the facets / issues involved in branding To develop a framework for building a brand

‡

Al Ries. founded by Reliance: MICA Personal Al Work Experience Ries & Laura Ries: The 22 Immutable Laws of Ries: Branding . David Ogilvy & Ambani Presentation incorporates learnings from India·s Branding School.

Contents Understanding Branding Brand Building .

Module 1 Understanding Branding Understanding Branding Brand Building .

Module 1 Understanding Branding Understanding Branding Brand Building Produ cts to brands Attribu tes Manage ment Archite cture Exercise .

Module 1 Understanding Branding Understanding Branding Brand Building Produ cts to brands Attribu tes Manage ment Archite cture Exercise .

Module 1 .Stage 1 From Products to Brands Understanding Branding Brand Building Prod ucts to bran ds Attributes Manage ment Architectur e Exercise .

a means of identification Secondly it s a set of added values offering both functional and psychological benefits Above all µa brand is a promise¶ .Stage 1 From Products to Brands Understanding Branding Brand Building Brand v/s. Product Exercise Prod ucts to bran ds Attributes Manage ment Architectur e    A brand is more distinctive than a product It is first of all a name.Module 1 .

.Stage 1 From Products to Brands Understanding Branding Brand Building Prod ucts to bran ds Attributes Manage ment Architectur e Exercise A Brand is a Promise ³ «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 .Module 1 .

75 Year 92-93 93-94 94-95 95-96 96-97 97-98 98-99 AdSpend ( Rs.68 191.12 102.Fevicol Case Sales Value ( Rs.2% 3.2% 2.4% 3.28 5 5.6% 3.2% 2.3% 2.51 6 Adspend as % of Sales 1.1% .7 2. Crores) 46.19 151.3 3. Crores) 0.02 77.16 138 156.55 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 .

Category Growth Rate 60% 50% 40% 30% 20% 55% 16% 10% 10% 0% 8% 1992-95 1995-99 Category Fevicol .Fevicol Case Fevicol's Growth Rate vs.

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 scratchµ Fortune Magazine .

Module 1 Understanding Branding Understanding Branding Brand Building Product s to brands Attribut Attribu es tes Manage ment Archite cture Exercise .

Module 1 Understanding Branding Understanding Branding Brand Building Product s to brands Attribu tes Manage ment Archite cture Exercise Name Logo Colours Essence .

Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name .Module 1 .

Module 1 .Stage 2 Attributes Understanding Branding Brand Building Name Colours Logo Essence Product s to brands Attrib utes Manage ment Architectur e Exercise Brand Name  Short Kodak.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 . Fuji CNN an AOL Time Warner Company  Distinctive ‡ ‡ Toyota·s Lexus is distinctive.

Module 1 - Stage 2

Attributes
Understanding Branding Brand Building

Name Colours

Logo Essence

Product s to brands

Attrib utes

Manage ment

Architectur e

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
‡

´Mondayµ (Price Waterhouse Coopers )

Module 1 - Stage 2

Attributes

Immutable Law of Shape

A brand¶s logotype should be designed to fit the eyes. Both eyes

Module 1 - Stage 2

Attributes
Understanding Branding Brand Building

Name Colours

Logo Essence

Product s to brands

Attrib utes

Manage ment

Architectur e

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 Colour A brand should use a colour opposite of its rival .

Module 1 .Stage 2 Attributes The Cola Wars: Energy Vs. Peace .

Pepsi is blue Kodak is yellow.Module 1 . Fuji is green Fuji .Stage 2 Attributes Understanding Branding Brand Building Name Colours Logo Essence Product s to brands Attrib utes Manage ment Architectur e Exercise Brand Colours  Colours have meanings ‡ ‡ ‡ Purple means royalty Red is energetic Blue is peaceful  Opposite colours can differentiate ‡ ‡ Coke is red.

Stage 2 Attributes Understanding Branding Brand Building Name Colours Logo Essence Product s to brands Attrib utes Manage ment Architectur e Exercise Brand Colours..Module 1 .  Colours can help you stand out ‡ FedEx·s FedEx·s orange and purple packet stands out in corporate blue  Logo and colours help. its essence . but the power of the brand  Essentially in the meaning of the brand name in consumer·s mind.. Colours.

Module 1 .Stage 2 Attributes Immutable Law of Singularity Most important thing for a brand is its single mindedness. .

Fresh and interesting manifestations of a single idea.Stage 2 Attributes Single-mindedness means consistency. .Module 1 .

Stage 2 Attributes Understanding Branding Brand Building Name Colours Logo Essence Product s to brands Attrib utes Manage ment Architectur e Exercise Brand Essence  A brand must ´leverage a compelling truthµ  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 .

draft. expensive beer regular.Stage 2 Attributes Understanding Branding Brand Building Name Colours Logo Essence Product s to brands Attrib utes Manage ment Architectur e Exercise Brand Essence  A brand should also be clear of what is not its essence  In India.cheap.draft. 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.  A brand should drive single mindedly its essence     A brand loses its essence if it starts meaning a lot of things  .light.cheap.Module 1 .light.

Module 1 .Stage 2 Attributes Immutable Law of Word A brand should try to own a word in consumer¶s mind .

Stage 2 Attributes .Module 1 .

Module 1 Understanding Branding Understanding Branding Brand Building Product s to brands Attribut es Manage ment Archite cture Exercise .

Module 1 Understanding Branding Understanding Branding Brand Building Product s to brands Attribut es Manage ment Archite cture 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

Product s to brands

Attributes

Mana geme nt

Architectur e

Exercise

CoCo-Brand 

Brands need to address a similar need segment
²

Kellogg's Pop-tarts with Smuckers Jam Pop- 

Brands with complementary strengths: Seen often on the Net
² ²

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

Product s to brands

Attributes

Mana geme nt

Architectur e

Exercise

Stealth Brand 

Brand building that attracts customer attention but not of rivals
‡ ‡

Home-toHome-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

Product s to brands

Attributes

Mana geme nt

Architectur e

Exercise

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

Module 1 . independent brand ‡ Prevents dilution of the leading brand  HLL introduced Wheel to fight Nirma .Stage 3 Management Understanding Branding Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Product s to brands Attributes Mana geme nt Architectur e Exercise Fighting Brand  Built as new.

Stage 3 Management Immutable Law of Siblings There is a time and place to launch a second brand .Module 1 .

Possibly even a third or a fourth brand.. .

Tata Tea   Second brand risks diluting equity Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters? .  Tempting to mash the brands and top it with corporate frosting  Tata Salt. Money. Fortune.Life. People Fortune.Stage 3 Management Understanding Branding Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Product s to brands Attributes Mana geme nt Architectur e Exercise Multi Brand  Key to a multi-brand approach is to give each sibling a unique multiidentity  Time.Module 1 .Life.

Ayush.Module 1 .. Sunsilk  Single attribute segmentation  Price:Maruti 800.  Common product area focus  Shampoos: Clinic Plus. Esteem  Sibling creates a new category  Herbal Anti-Dandruff category by Ayush Anti- .Stage 3 Management Understanding Branding Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Product s to brands Attributes Mana geme nt Architectur e Exercise Multi Brand. Zen.

Module 1 Understanding Branding Understanding Branding Brand Building Product s to brands Attribut es Manage ment Archite cture Exercise .

Module 1 Understanding Branding Understanding Branding Brand Building Product s to brands Attribut es Manage ment Archite cture Exercise House of Brands Endorsed Brand Sub Brand Branded House .

Module 1 .Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus .

brutally honest and non-conformist . Provocative.Module 1 .Stage 4 Architecture The Economist is red and daring.

Its ´bigµ 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. Core competence of the firm is marketing / branding ‡ P&G is the prime example. .Module 1 .Stage 4 Architecture Understanding Branding Brand Building House of Brands Sub Brand Exercise Endorsed Brand Branded House Product s to brands Attributes Manage ment Archi tectur e House of Brands  Often dictated by corporate strategy.

transferring trust   Danger of diluting the equity of endorsing brand Best as a transitional strategy  Gain. from makers of Ariel .Stage 4 Architecture Understanding Branding Brand Building House of Brands Sub Brand Exercise Endorsed Brand Branded House Product s to brands Attributes Manage ment Archi tectur e Endorsed Brand  Endorsement used as a device to transfer brand assets from one brand(corporate) to another  Titan from TATA.Module 1 .

.Stage 4 Architecture Immutable Law of Expansion Brand¶s power inversely proportional to scope.Module 1 .

talked only about µplenty of room¶ .Stage 4 Architecture The Volkswagen bus ad.Module 1 .

DKNY.Module 1 .Company pushes core brand in different directions SubSub-branding can destroy what branding builds ‡  Donna Karan menswear.Stage 4 Architecture Understanding Branding Brand Building House of Brands Sub Brand Exercise Endorsed Brand Branded House Product s to brands Attributes Manage ment Archi tectur e Sub Brand  Inside out branding. DKNY menswear. DKNY kids .

Stage 4 Architecture Immutable Law of Company Brands are brands. . There is a difference.Module 1 . companies are companies.

so might be useful for PR purposes with trade/other stakeholders ‡ P& G way .Stage 4 Architecture Understanding Branding Brand Building House of Brands Sub Brand Exercise Endorsed Brand Branded House Product s to brands Attributes Manage ment Archi tectur e Branded house   Consumers buy brands. not companies Danger of branded house. being many things to one group of people ‡ Virgin? Does ´Virgin trainsµ work?  May motivate trade.Module 1 .

Module 1 Understanding Branding Understanding Branding Brand Building Product s to brands Attribut es Manage ment Archite cture 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. 3. Single brand Stand Alone New Brand Transfer of Brand Assets from an existing brand  What are the pros and cons of each option ? . 2.

Module 1 Understanding Branding Understanding Branding Brand Building Product s to brands Attribut es Manage ment Archite cture 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 Product s to brands Attributes Manage ment Architec ture Exer cise Stand Alone Brand  Single Brand Family ¶Stand-alone· New Brand ¶StandTransfer of Brand Assets ¶x from y·   .

Disposables .Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Product s to brands Attributes Manage ment Architec ture Exer cise 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 .Module 1 .Entry level purchase Gillette Good News Line .

Module 1 . Withdrew after 2 yrs Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion .Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Product s to brands Attributes Manage ment Architec ture Exer cise 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.

Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Product s to brands Attributes Manage ment Architec ture Exer cise Stand Alone Brand Option : Single Brand family Learnings + Cheaper than creating a new brand .Module 1 .Risk of eroding present position .Lose opportunity of creating a new segment .Difficult to stretch brands across Price and Performance .

Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Product s to brands Attributes Manage ment Architec ture Exer cise Stand Alone Brand Option : ¶Stand-alone· New Brand ¶Stand Levers enters popular segment successfully with Wheel as opposed to Surf Easywash  Levers use of brand-wise differentiation of brand values and brandattributes to target consumer segments.Surf / Rin / Wheel / OK segmentsdetergents  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 Product s to brands Attributes Manage ment Architec ture Exer cise Stand Alone Brand Option : ¶Stand-alone· New Brand ¶StandLearnings + Clear brand identity.Difficult to build trial as a stand-alone Brand stand- .Module 1 . values and assets + Create new opportunity of a range possibility in Popular segment + Leave present brand secure .Expensive to build brand assets .

Module 1 .Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Product s to brands Attributes Manage ment Architec ture Exer cise 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· .

Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Product s to brands Attributes Manage ment Architec ture Exer cise 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 .

still a risk of eroding present values and mixing values and assets  . especially as a transitional strategy .however it is expensive to create a new Brand ¶Transfer of Brand assets ¶x from y·· possible.Module 1 .Stage5 Exercise Understanding Branding Brand Building Options Single Brand Family Transfer of Brand Assets Product s to brands Attributes Manage ment Architec ture Exer cise Stand Alone Brand Branding Options: Conclusion  ¶Single Brand family possible if:   Different products / similar values Differentiate on end use  ¶Stand¶Stand-alone ¶New Brand· best option to straddle values .

Contents Understanding Branding Brand Building .

Module 2 Brand Building Understanding Branding Brand Building .

Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connectio n Triangle Big Idea Evaluating Advertisin g .

Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connectio n Triangle Big Idea Evaluating Advertisin g .

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 .

Module 2 .Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Brand Audit    Qualitative study In-depth interview .usually administering a questionnaire InUses various techniques like   Mind Mapping Technique Critical Incident Technique & Other Techniques .

Module 2 .Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing 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 .

Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Draw An Egg Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing .Module 2 .

Module 2 .Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Put Ten Legs on It Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing .

Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Put Happiness in Centre Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Happiness .Module 2 .

Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Write 10 Associations to Happiness Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Happiness .Module 2 .

Stage 1 Brand Audit Understanding Branding Brand Building Mind Mapping Technique Take 1 branch and add associations Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Sachin100 World Champion Happiness Bad Bowling Mexican Wave .Module 2 .

. Brands.Stage 1 Brand Audit Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Critical Incident Analysis: When People Change  An technique that contextualizes importance of a ¶critical incident· leading to change in an individual·s life. category adoption too revolve around such ¶incidents· leading to change.  These are turning points These are ¶Moments of Truth· : compelling moments when one gets deep insights and is propelled to ¶change·.Module 2 .

Stage 1 Brand Audit Understanding Branding Brand Building The Hierarchy of Aspects of Incidents         Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Consumer Category Motivation Enabler Trigger Driver emotion ReRe-inforcer Emotional Pay-off Pay- Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire .Module 2 .

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

Conne ction Triangl e

Big Idea

Evaluat ing Adverti sing

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

Conne ction Triangl e

Big Idea

Evaluat ing Adverti sing

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

Brand Audit

Conne ction Triangl e

Big Idea

Evaluat ing Adverti sing

What personal memories does this brand bring to your mind 

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 . µleak proof¶ OTHERS KEY PREFERRED BRAND ASSOCIATIONS µWas it a truck? Everything lights up¶ TV AD MAKES LITTLE IMPACT ON MOST µRed colour in wall paintings. µSome animal .Stage 1 Brand Audit Understanding Branding Brand Building Branding Audit Example: Eveready Associations µUsing it since a child«first used the white cell now use red¶ AGE OLD ASSOCIATION Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing µMemories of using it in my village fields during night¶ CHILDHOOD MEMORIES µlasts longer¶..is it a panther¶ THOUGH DISTINCT DON¶T REPRESENT STRONG BRAND INVOLVEMENT .was.¶does not melt in summer¶.

not colourful LITTLE INVOLVEMENT Late youth or early middle aged man Strong and energetic Trustworthy Middle class. an acquaintance Slightly dull. a family man Distant friend / acquaintance RECOGNITION AND A HALF SKETCHED PERSONALITY - Mirror¶s two faces - - Eveready¶s difficulty to deeply involve consumers & a mild/half-sketched personality .Module 2 .Stage 1 Brand Audit Understanding Branding Brand Building Example: Personality of Eveready Its Two Faces Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing User of Eveready - User of Competition Middle aged man Strong Don¶t know him well.

Stage 1 Brand Audit Understanding Branding Brand Building Good Brand Audit  Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing A good brand audit gives a definite answer about six interrelated equities  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 Conne ction Triangl e Big Idea Evaluat ing Adverti sing two competing brands: Kodak & Fuji Rate the brands on a scale of 5 ‡ ‡ ‡ ‡ ‡ ‡ Product Visual Channel Customer Goodwill Image Non Performing Unclear. Recommended Strong. Leveraged Valued. Performing Clear. Engaging .Module 2 . Consistent Image Important. Inconsistent Not Leveraged Over Dependent Not Recommended Weak 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 Strong . Popular Good PR.

Module 2 Brand Building Understanding Branding Brand Building Connec Brand Audit Connect tion ion Triangl Triangle Big Idea Evaluating Advertisin g e .

Module 2 .Stage 2 Connection Triangle Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing After a rigorous Brand Audit we are ready to make a connection triangle .

Stage 2 Connection Triangle Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing 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 .

Module 2 . texture. heritage. size. smell.Stage 2 Connection Triangle Understanding Branding Brand Building Pr du Physical att ibut s ¡   Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing C um r Br ¢ d Underlying human truths Em tional benefits ‡ The nature of the product itself ± taste. cost ‡ ‡ Is it distinctive? Is it liked by the consumer? How can it be recast into a consumer benefit? . complexity.

Stage 2 Connection Triangle Understanding Branding Brand Building Pr du Physical attributes Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing C um r Br d Underlying human truths 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 .

Module 2 .Stage 2 Connection Triangle Understanding Branding Brand Building Pr du Physical attributes Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing C um r Br d Underlying human truths 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 . ¥£ ¨ Unde y ng hu an u hs ¥ ¦¥ § E o ona bene s ¤ £¥ § ons £ ¤¦ er ¥ £¦ ¥ ¥ Pro ¤ £ c Bran . Brand¶s personality? What is the tone of voice it adopts when talking to consumers? Avoid Yetisms (e.g. ³professional yet casual´) that betray lack of genuine understanding oft the brand.Stage 2 Connection Triangle Understanding Branding Brand Building Phys ca a bu es Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing ‡ ‡ ‡ ‡ The values that underpin consumers¶ trust.

Module 2 .Stage 2 Connection Triangle Understanding Branding Brand Building Phys ca a bu es Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing ‡ 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 ©  Unde y ng hu an u hs    E o ona bene s  ©  ons ©  er  ©   Pro  © c Bran .

Stage 2 Connection Triangle Understanding Branding Brand Building Phys ca a bu es Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing ‡ Brand Image Driven Brand What traits that I recognize in the brand that I can respect/rely on Why I trust the brand  Unde y ng hu an u hs    E o ona bene s    ons   er     Pro   c Bran .Module 2 .

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 attri ut s " ! Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Con umer Underlying human truths Brand Emotional n efits " ! ‡ Why do people value my brand? ± If they don¶t.

Stage 2 Connection Triangle Understanding Branding Brand Building Product Physical attri ut s $ # Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Con umer Underlying human truths Brand Emotional n efits $ # ‡ 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 .

Module 2 .Stage 2 Connection Triangle Understanding Branding Brand Building Product Physical attri ut s & % Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Con umer Underlying human truths Brand Emotional n efits & % ‡ 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 Conne ction Triangl e Big Idea Evaluat ing Adverti sing Product Benefit What I like it Consumer UHT Brand Why I value it Why I trust it .

live for the day . but by the number of breath-taking moments you take in Brand Irreverent. impulsive.Stage 2 Connection Triangle Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Product Benefit Alternative Pale Pilsner Consumer UHT Don¶t measure life by the number of breaths you take.Module 2 . devil-may-care.

Module 2 .Stage 2 Connection Triangle Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break .

Stage 2 Connection Triangle Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Exercise: Create a Connection Triangle  Make a Connection Triangle of your favourite brand  Ensure that it   Connects Enrich your understanding of the brand-consumer brandrelationship Liberates i.e.Module 2 . provides the creative freedom   Can someone who does not know the brand or the market get a clear understanding of the brand? .

Stage 2 Connection Triangle Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Exercise: Create a Connection Triangle  Make a Connection Triangle of your Car Security Systems Product  Recap of Consumer Research in Mumbai .Module 2 .

got to have itµ 2. A ¶Done· thing   The main perceived benefit is a µmore efficient locking system¶ .Module 2 . I am still assured that the locking has been done ´I have seen it on many carsµ ´like an audio system. A more efficient locking system   ´I am assured that all locking is done once I press the remote buttonµ ´Even if I am careless.Stage 2 Connection Triangle Understanding Branding Brand Building Recap of Consumer Research Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing  Primary Perceived Benefits: User 1.

Stage 2 Connection Triangle Understanding Branding Brand Building Recap of Consumer Research Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing  Secondary Benefits: User 1. You should look at the tesshan(style)µ tesshan(style)µ . Showing Off  showing off almost as if he is a James Bond. since it goes on its own a couple of timesµ ´The thieves managed to silently get away with my Zen.He loves 2. I had taken off the burglary-prevention system of the car since the alarm burglaryhad gone off a couple of times unnecessarily'' ´My young brother simply loves pressing the remote buttons. on a rainy night.Module 2 . Scaring the burglars: A mixed bag   ´The burglar alarms can scare a burglar but is also a nuisance.

Module 2 . Style ´Security system is for styleµ ´Why spend an extra on an old car.no sosha(show-off)µ sosha(show-off)µ ´The only thing it(security system) does is consume batteryµ ´I have already taken car insurance.Stage 2 Connection Triangle Understanding Branding Brand Building Recap of Consumer Research Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing  Perceived Benefits : Non User 1. I don·t need a gizmoµ  Perceived Barrier : Functionality is not fully established      The effectiveness of security systems is not proven . When I buy a new one. I might considerµ ´I go for functionality«.

Module 2 .Stage 2 Connection Triangle Understanding Branding Brand Building Key Consumer Insight Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness .

Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connectio n Triangle Big Big Idea Idea Evaluating Advertisin g .

Module 2 .Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy .

Stage 3 Big Idea What is the Big Idea in this visual? .Module 2 .

Module 2 .Stage 3 Big Idea Understanding Branding Brand Building Exercise: What is a Big Idea ? Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing   A bisociation of two or more previously connected thought matrices A new combination of old elements .

Stage 3 Big Idea Understanding Branding Brand Building Two Types of Big Idea Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing 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.Module 2 . expecting a different outcome .

Stage 3 Big Idea .Module 2 .

Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing 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 .

Module 2 .Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing 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  .

Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing 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.Module 2 . You rediscover what you have forgotten. Socrates .

Module 2 . Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ¶do business·  . India: Indians are more street smart than an average white bloke Bank of China.Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Four Groups of Missing Link  People  Tapping into what turns people on. Culturally. communally. individually  Pepsi World Cup.

Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Four Groups of Missing Link  Product  Reinterpreting the way a product attribute is presented  Asian Paints.Module 2 . India: Paint takes on a symbol of prosperity. Quality of home = Quality of Life .

Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Four Groups of Missing Link  Problem  Outmaneuvering a problem by illustrating an alternative solution  Saffola.  . China: Human life was more important than tiger·s. India: Cooking oils were perceived to be dangerous to health of heart WWF Tiger Conservation.Module 2 . Work with logic that loss of tiger will impoverish the life of children.

Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing Four Groups of Missing Link  Promise  Changing the nature of brand proposition that makes it seem ¶bigger·  Stanchart Credit Card.Module 2 . 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 Conne ction Triangl e Big Idea Evaluat ing Adverti sing ³What if?´ A Brainstorming Tool that challenges convention .

.    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 completely changing the rules   .Module 2 .Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing What if.

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 Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing What if. Stage 1   We redefine the category experience? Claim generic benefit for ourselves?  Fevicol is an adhesive..

Stage 3 Big Idea .Module 2 .

.Module 2 . 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? .Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing What if.

.Module 2 . we all go mad? .Stage 3 Big Idea What If.

Module 2 . and implementation is the real thing? .. 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.Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing What if.

Stage 3 Big Idea Understanding Branding Brand Building Need Some Mad Ideas! Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing      A car manufacturer invented a theft-proof car? theftCar insurance and security system was co-branded ? coMercedes 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 Conne ction Triangl e Big Idea Evaluat ing Adverti sing Mining Insight Drives powerful brand building .Module 2 .

aim.Module 2 . What Next? Big Idea Evaluat ing Adverti sing Brand Audit Conne ction Triangl e  You have driven the car.Stage 3 Big Idea Understanding Branding Brand Building So. fire' of advertising / promotion . 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 µaim¶ into the µready.

Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing The springboard is ready for the creative agency to leap .Module 2 .

Stage 3 Big Idea Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing 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 .

Module 2 Brand Building Understanding Branding Brand Building Brand Audit Connectio n Triangle Big Idea Evaluati Evaluati ng A vertis Adverti ing sing .

Internet Banner.Stage 4 Evaluating Advertising Understanding Branding Brand Building Brand Audit Conne ction Triangl e Big Idea Evaluat ing Adverti sing After the Creative Black Hole  How do you evaluate a creative product: The TV Ad.Module 2 . Sales Promo. Direct Mailer?  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 Conne ction Triangl e Big Idea Evaluat ing Adverti sing Unilever's Ten Principles Yes o 1 Is there a 2 ig idea e ora le and relevant oes it discri inate the rand rom the competitor? 3 Does it involve target consumer? 4 Does it esta lish a relationship with target consumer? 5 Does it invoke a positive response rom the consumer 6 Does it eel genuine? 7 Is it simple and clear? 8 Is the rand name insepera le rom the idea? 9 Does it make ull use of medium's capa ilities? 10 Is it in character with the rand personalit ? .

she is your wife .Module 2 .Stage 4 Evaluating Advertising Finally The consumer is not a moron.

Final evaluation of brand building is whether it motivates her .

com chandra@mastersunindia.com Sarvajeet Chandra: +91 9920803060 Jasravee Kaur : +91 9892301590 .mastersun. from what is happening on the shop-floor and what is going shopon in the marketplace. all the right things are written in books and research papers. That is what makes the differenceµ Mukesh Ambani www.in http://strategy-execution.´You see. The trick is to ensure that there is no gap between what is written in the books and your vision.blogspot. That is execution.

IT. Baazee.Profile of Sarvajeet Chandra Sales & Distribution FMCG/Retail ITC( ITD Division) Eveready Travelport Saurashtra Cement VNC Group Tata Steel Lavendor Group Mandala Asset Solutions Tata International Operations/ Service Quality MSM Brand Building Capability Development Shringar Cinema (Fame) Eveready Kodak Saurashtra Cement Pidilite (Fevicol. Media. Fevikwik. Fevistik) VNC Group Tata Steel World Gold Council Infrastructure . Leather & Commodities Indo Rama Texmaco Group Laxmi Machine Works Tata International ITC (IBD Division) ICICI Bank Thanjavur Hotel Residence Cidade de Goa Banking.com ( now Ebay). Industrial & Real Estate Lion Group Tata Steel VNC Group Gujarat Glass Textile. Ogilvy & Mather . Renoir Consulting (UK). Hospitality & Others Xenos Blue Star Cidade de Goa Tata Power Cidade de Goa STAR TV EBay India MIHMCT Vizualize LBi India Systime JW Mariott GTL Limited BST-Sayona Organizations Worked For : ICICI Bank.

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