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A brand experience is an activity that allows consumers to become immersed in the qualities of a brand, and renders them much more likely to embrace the brand's values as their own.
Chairman, Chief Executive Officer and Chief Creative Officer, APL Worldwide
“I have ambition, fierce ambition, but I keep it to myself. It is not wise to expose it."
How many times have you dreamt of demolishing the opposition much the same way this Young Master did? .
“During the last 5 years Sachin has grown leaps and bounds .It’s also about him off the field. Modesty that wears well on young shoulders.Instills fear and respect.”-Mark Mascarenhas .World Tel .President .Not just because of his performance on the field.What does this Brand stand for? Total dominance of the opposition.
And the Brand Value? World Tel deal-$17mill(Rs 80 Crores) Invaluable to millions .
but how much love we put in the . It is not how much we give.Mother Teresa1910-97 "It is not how much we do. but how much love we put in the doing.
Rajnikanth “Naan Oru Vaati sonnal.Nooru vaati sonna mathiri”Baasha .
Amitabh Bachan The angry young man Protector of the weaker sex “Rishte mein tho hum thumare baap lagthey hain…Naam hai Shahen Shah” Shahen Shah .
What is a brand ? Is it the name on the product? Is it just an indication of the parentage of the product? .
A brand is the collective experience of your key constituencies—customers. and cultural image that you associate with a company or a product. emotional. rational.What is a brand ? Brand is the proprietary visual. suppliers. . and employees—and is defined more by deeds than by words. It's what your company stands for and how it behaves with each of these groups. investors.
What is a brand ? A brand is the right mix of functional and dysfunctional benefits which move the consumer to associate positively with it and willingly pay the premium that it commands. .
Brand decisions are sometimes taken this way… .
…with disastrous consequences .
Where does the Branding begin ? ”To create a successful brand-customer relationship. and have the ability to listen and respond appropriately to evolve your company's offerings to meet customers' needs and desires. APL Worldwide Martin Puris.” Chairman. . rely on customer perspective. you must develop a compelling brand identity and customer value proposition. Chief Executive Officer and Chief Creative Officer.
.VABs Understanding of Current trends … .Pre-requisites to get the right identity framework ? A deep understanding of Customer needs & motivations. . And some crystal gazing.
1. 3. 2. 2.What is Brand Identity? 1. Brand Image ? Brand Positioning? Brand Personality? Brand Associations? Answer a. b. 1&2 c.3&4 . 4.
” Professor. These associations represent what the brand stands for and imply a promise to customers from the organization members.Haas School of Business. of California David A.Marketing Strategy. .What is Brand Identity? ”Brand Identity is a unique set of brand associations that the brand strategist aspires to create or maintain.Aaker.Univ.
Key Considerations-the 5 Cs Category-Customer Relationship Customer Mind and its portals Company Vision Cost of the building the identity Cash flows in future likely with the identity .
g.Beauty Product Sports Trainer> Sports Gear Close Companion > Cigaratte.Apparel and so on… .Detergent.Shampoo Doctor > Health Beverages Expert consultant>Bank.Category-Customer Relationship Servant >e.Dish washer Medical Expert >Drugs Knowledgeable friend >Soap.
Identity Vs Image What we would like the brand to be eventually Vs What is the picture of the brand in the Customer’s mind today The Destination Vs The Current Position .
Five portals to the consumer’s mind 1st portal: Benefits and Promises 2nd Portal: Norms and Values 3rd Portal: Perceptions and Programmes 4th portal: Identity and Self-Expression 5th portal: Emotions and Love Wolfram Wordemann Andreas Buchholz –Marketing Consultants Ex P&G .
Paris .The Brand Identity System The Six sided Brand Prism By Jean Noel Kapferer.Professor at the HEC School of Management .
Jean Noel Kapferer Brand Identity Model Ph si q y ue Pe rs on al i ty Relationship Brand Prism Re fle c ti on a ge m f-I l Se Culture .
The Most Trusted Brand .
Physique • A combination of independent characteristics.Feminine • Beautiful . which may be either prominent or dormant. • Most Trusted Brand : Lux • Soft.
we form a picture of that person by the way in which he speaks of products or services. . If we identify the brand with a person.Personality • A brand has a personality..Confidence in self. • Sensuous. It acquires a character.
• A beautiful friend who handles my beauty queries with élan. .Relationship • A brand often provides the opportunity for an intangible exchange between persons.
• Will never let you down. a source of inspiration and energy.Culture implies a system of values. .Culture • A brand has its own culture. • Generates feeling trust .
It reflects what the customer would like others to see him as. .Reflection • A brand reflects a customer's image. • The target describes the brand's potential purchasers or users. • Graceful.beautiful like my favourite star.
” .Self Image • Through our attitude towards certain brands. • “Confident of myself. we develop a certain type of inner relationship with ourselves.
Brand –Customer Nexus y Ph s SENDER Pe e rso i qu na li ty Relationship INTERNAL EXTERNAL Brand Prism Re fle c ti on a ge m f-I l Se RECEIVER Culture .
PEPSI an exercise .
Physique • A combination of independent characteristics. • PEPSI logo • Blue &Red ball • Maroon sugar water –The Cola . which may be either prominent or dormant.
. If we identify the brand with a person. It acquires a character. we form a picture of that person by the way in which he speaks of products or services.Personality • A brand has a personality. • Fun • The popular star with a sense of humor..
. • A friend I like to be with.Relationship • A brand often provides the opportunity for an intangible exchange between persons.
• Spirit of Youth.Culture implies a system of values. • Take life as it comes. • Live life to the fullest “Dil Mange more” .Culture • A brand has its own culture. a source of inspiration and energy.
Reflection • A brand reflects a customer's image. • The target describes the brand's potential purchasers or users. • Fun loving • Disregard for rules • “Couldn’t care less attitude” . It reflects what the customer would like others to see him as.
Self Image • Through our attitude towards certain brands. • “I am not a boring person” • “I have taste” . we develop a certain type of inner relationship with ourselves.
Where does one start? “When you launch a product. you hope it will become a brand.” Jean Noel Kapferer .
Benetton started its life as a colourful sweater. they moved to United Colors of Benetton .Where does one start? It starts with the product. Colour--the physical facet of identity. Little by little. All brands begin by being great products.
for the juxtaposition of talent. opportunity and labour in such high measure in one individual can never be an accident."The advent of a genius is no accident of fate. .
I practised eight hours a day." ."From the age of 12 to 16.
Built thru… Passion Focus Dogged Determination Hard Work Love for the game .
Brand Life Cycle 1.an expertise. 5. Brand can be become a symbol of a specific Interest. Brand represents a Know-how . Product Stage 2.a technology . . 4. Formula for a set of benefits 3. At the Pinnacle is the stage when the Brand can be replaced by its Philosophy.
JEAN NOEL KAPFERER’S BRAND STRETCH MODEL Type of brand -------------------------------Philosophy/ Attitude Interest ---------------------------- Know-how ----------------------Formula Product ---------------------(A) (B) (C) (D) Degree of produc (E) dissimilarity Type of brand & ability to extend .
Source of inspiration .PHILOSOPHY/ATTITUDE LINKED BRAND EXTENSION ---------------------P/A I KH F P A B C D E • Such brands fit together very dissimilar products by looking at them from a higher source point • Brand subscribes to an idealism and has depth • Common to dissimilar products are: .
Sustained effort required to keep the Philosophy/Attitude alive i. UK .PHILOSOPHY/ATTITUDE LINKED BRAND EXTENSION (Contd.Brand may lose unifying power by over-stretching.g. e.. this approach is time consuming and expensive ..e.) Demerits of this approach: . Virgin.Philosophy/Attitude may lose relevance and become abstract and vague .
) Imperative that Philosophy/Attitude be articulated: .Activities in marketplace Examples: Cartier.PHILOSOPHY/ATTITUDE LINKED BRAND EXTENSION (Contd.Product ads . Gucci ...
EXAMPLES OF PHILOSOPHY/ATTITUDE ARTICULATION Philips Nike : Let’s make things better : Just do it .
they are fashionable.Nike Nike was not born a brand. . it was the name on a new pair of shoes And people said these shoes are fun. Today “Just do it” is a the Philosophy that cuts across the globe.
• Consumers absorb through osmosis what Nike philosophy represents sports. • Niketowns are kinetic. dynamic.Nike • Niketowns. • A Niketown is as much a brand statement as a Nike product. accomplishment. the huge stores across the country dedicated to the Nike brand. and entertaining. fitness and energy. teamwork. .
Gillette: on men’s toiletries .Adidas: on sports . brand defines its centre of interest .its focal point Examples: .Sony (initially): on high .INTEREST LINKED BRAND P/A EXTENSION-------------I KH F P A B C D E To make diverse products compatible.fidelity sound systems .Johnson&Johnson: Baby Care specialist .
EXAMPLES OF INTEREST ARTICULATION Van Heusen : Power dressing for the next millennium J&J : Baby Care Palmolive :Softness Liril : Freshness Lux :Beauty Soap of film stars
KNOW-HOW LINKED BRAND EXTENSION
P/A I KH ----------------F P A B C D E
• Specific know-how(s) /competenc(ies)y
links the dissimilar products • The know-how may be in the areas of: - Manufacturing infrastructure - R&D - Low cost production capability - Acquired seal of authority in quality assura
KNOW-HOW LINKED BRAND EXTENSION (Contd....) Merits of this approach: - Product functionality is not questioned - Reassuring factor to VFM buyers - Eminently suited to industrial products Demerits of this approach: - Restriction in premium image association - Can’t support a very dissimilar product portfolio adds gentleness to everything it touches)
EXAMPLES OF KNOW-HOW ARTICULATION Jockey : Clothing mankind since 1876 Videocon: Du Pont : Bring home the leader Better things for better living through chemistry Bose Sound System: Better sound through research .
Dhara: a new oil .Bajaj: a new small and compact scooter In real and imaginary terms. the new product relates to same formula or value .FORMULA LINKED BRAND EXTENSION P/A I KH F --------P A B C D E This is a close extension to current portfolio Examples: .
CONCLUSION ABOUT ‘TYPE OF BRAND’ Philosophy/Attitude & Interest brands .Origin/factory connotation .Symbolic connotations Know-how. Formula & Product brands .Concept oriented .Function oriented .
Chief Executive Officer and Chief Creative Martin Puris.What it takes to create a brand? Creating and nurturing brands in a demanding environment is a frighteningly complex challenge. Chairman. What is called for is a perfect blend of left-brain logic. chaos and creativity. process and rigor together with right-brain passion. .
CHIK A Case Study .
.Cheap Brand image. Internal Management and employees had given up.Case Study-CHIK Shampoo Situation in 1996 Declining brand :Market Share dropped from 12 % in 1994 to 4% in 1996 Sales Turnover declining by 10%+ every year. Consumer opinion:Bad Product .
Cheap Brand image. Poor Perceived Product Quality. Did not deliver value for money .Consumer opinion.
High Voltage MNC competition.Category Characteristics High Involvement product:Consumers will not trust their hair to an unknown and poor brand. .
et e h ac um S rf pe W wi oma su thou n bs ta t nc e Unpopular Neighbour CHIK ?? ?? No expertise .The Brand Image-1996 i ne m Jas .
Trustable Friendly Mentor . Expert.Desired Brand Identity-1999 as s s t le h e t t bo sac as as H ll we Sm ar t.L iv ely CHIK Be we aut di ll iful sc as er ni ng w no I k lue see Va en I wh it .
Press Ads .Re-launch Action Aug 1999 New Packaging Superior Product formulation Launched Bottles also as image leader New TVC.
.The Result… Sales doubled in 6 months.became the largest brand of CKL Caused Reaction from HLL. From the smallest and most unwanted brand .2. Brand registered 100% growth 2 years in succession. Market Share touched 14 % in 11/2 years Pushed MNC brands Clinic All Clear & sunsilk brands to move to No.
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