Building brands for Indian market

By ,
Meghana
How to build a brand
But first let’s make sure you’re clear
about the difference between...
But first let’s make sure you’re clear
about the difference between...

Brand
But first let’s make sure you’re clear
about the difference between...

...and Branding
Branding enables people to
understand how to navigate your
products, services and organisation...
Whereas your brand is a consequence
of how you go about doing it.
 Brand building

The establishment and improvement of brand’s identity

including giving the brand a set of values that the consumer
wants, recognizes and identifies with and trusts.

Values developed in the process of brand building includes

psychological, physical and functional properties that
consumer desire and should always identify a property that is
unique to that brand.
EXAMPLE: If one feels comfortable with
Colgate, Cadbury or Pepsi or Heinz product
anywhere in the world: a result of years of
efforts in building and managing the brand.
Look for a USP
 For example:

Maruti’s TV commercial
Simple but powerful brand name
 For example:

Good Knight mosquito mats.

Segment the market
 For example:

RAYMOND
 4Ps
Move from a generic product to a brand
through a skillful manipulation of the 4 P’s
which are Product, Price, Promotion, Placement
in addition to Packaging.
 For example:

Ashirwaad Atta has made a staple ingredient

like wheat flour into something that enables a
woman to find pride and joy in caring for her
family.
Consider the Communication strategy
 For example:

Maggi’s: Two minute noodles

Colgate: Colgate ring of confidence

These are some of the examples which are

properly communicating the characteristics of
their product.
Consumer psyche

For example: Cadbury Bourneville.

In their ad they have mentioned that they have

earned their customer’s loyalty by providing that
taste to the customer who wants it in their tongue
while eating.
 For example:

Cadbury Bourneville.

In their ad they have mentioned that

they have earned their customer’s
loyalty by providing that taste to the
customer who wants it in their tongue
while eating.
Celebrity endorsements
Targeting the youth
For example:
Innovation
 For example:

Vodofone zoozoo
According to Ashwani Singla,
Four I’s

•Invest
•Innovate
•Impress
•Inch ahead
Any more points to add on?
Thank you