Professional Documents
Culture Documents
Brand?
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.
Martin Puris,
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?
What does this Brand stand for?
Total dominance of the opposition;Instills fear and
respect.
Modesty that wears well on young shoulders.
“During the last 5 years Sachin has grown
leaps and bounds .Not just because of his
performance on the field.It’s also about him off
the field.”-Mark Mascarenhas ,President
,World Tel
And the Brand Value?
“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?
What is a brand ?
Brand is the proprietary visual, emotional,
rational, and cultural image that you associate
with a company or a product.
A brand is the collective experience of your key
constituencies—customers, suppliers, investors,
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.
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, you must develop a
compelling brand identity and customer
value proposition, rely on customer
perspective, and have the ability to listen
and respond appropriately to evolve your
company's offerings to meet customers'
needs and desires.”
Martin Puris,
Chairman, Chief Executive
Officer and Chief Creative
Officer, APL Worldwide
Pre-requisites to get the right
identity framework ?
A deep understanding of Customer needs
& motivations,VABs
Understanding of Current trends …
.. And some crystal gazing.
What is Brand Identity?
1. Brand Image ?
2. Brand Positioning?
3. Brand Personality?
4. Brand Associations?
Answer
a. 1.
b. 1&2
c. 2,3&4
What is Brand Identity?
”Brand Identity is a unique set of brand
associations that the brand strategist
aspires to create or maintain. These
associations represent what the brand
stands for and imply a promise to
customers from the organization
members.”
David A.Aaker,
Professor,Marketing
Strategy,Haas School of
Business,Univ. of California
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
Category-Customer Relationship
Servant >e.g.Detergent,Dish washer
Medical Expert >Drugs
Knowledgeable friend >Soap,Shampoo
Doctor > Health Beverages
Expert consultant>Bank,Beauty Product
Sports Trainer> Sports Gear
Close Companion > Cigaratte,Apparel
and so on…
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
The Brand Identity
System
The Six sided Brand Prism
Relationship
Culture
Brand Prism
Re
fle
c ti a ge
on - Im
l f
Se
The Most Trusted Brand
Physique
• A combination of independent
characteristics, which may be either
prominent or dormant.
• Most Trusted Brand : Lux
• Soft,Feminine
• Beautiful
Personality
• A brand has a personality. It acquires
a character. If we identify the brand
with a person, we form a picture of
that person by the way in which he
speaks of products or services..
• Sensuous,Confidence in self.
Relationship
• A brand often provides the
opportunity for an intangible
exchange between persons.
• A beautiful friend who handles my
beauty queries with élan.
Culture
• A brand has its own culture.Culture
implies a system of values, a source of
inspiration and energy.
• Will never let you down.
• Generates feeling trust .
Reflection
• A brand reflects a customer's image.
It reflects what the customer would
like others to see him as.
• The target describes the brand's
potential purchasers or users.
• Graceful,beautiful like my favourite
star.
Self Image
• Through our attitude towards certain
brands, we develop a certain type of
inner relationship with ourselves.
• “Confident of myself.”
Brand –Customer Nexus
SENDER
e Pe
i qu rso
y s na
Ph li ty
INTERNAL
Relationship
Culture
EXTERNAL Brand Prism
Re
fle
c ti a ge
on - Im
l f
Se
RECEIVER
PEPSI
an exercise
Physique
• A combination of independent
characteristics, which may be either
prominent or dormant.
• PEPSI logo
• Blue &Red ball
• Maroon sugar water –The Cola
Personality
• A brand has a personality. It acquires
a character. If we identify the brand
with a person, we form a picture of
that person by the way in which he
speaks of products or services..
• Fun
• The popular star with a sense of
humor.
Relationship
• A brand often provides the
opportunity for an intangible
exchange between persons.
• A friend I like to be with.
Culture
• A brand has its own culture.Culture
implies a system of values, a source of
inspiration and energy.
• Take life as it comes.
• Spirit of Youth.
• Live life to the fullest “Dil Mange more”
Reflection
• A brand reflects a customer's image.
It reflects what the customer would
like others to see him as.
• The target describes the brand's
potential purchasers or users.
• Fun loving
• Disregard for rules
• “Couldn’t care less attitude”
Self Image
• Through our attitude towards certain
brands, we develop a certain type of
inner relationship with ourselves.
• “I am not a boring person”
• “I have taste”
Where does one start?
“When you
launch a product,
you hope it will become a
brand.”
accident.
"From
the age
of 12 to
16, I
practised
eight
hours a
day."
Built thru…
Passion
Focus
Dogged Determination
Hard Work
Love for the game
Brand Life Cycle
1. Product Stage
2. Formula for a set of benefits
3. Brand represents a Know-how ,a technology
,an expertise.
4. Brand can be become a symbol of a specific
Interest.
5. 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 ----------------------
Neighbour
Unpopular
expertise
CHIK
No
?? ??
Desired Brand Identity-1999
as Sm
t l e s e ts ar
b ot ach t,L
as ss iv ely
H ll a
we
Trustable
Friendly
CHIK
Mentor
Expert,
Be
we aut
di ll iful n ow
sc
er as I k lue see
ni
ng Va en I
wh
it .
Re-launch Action Aug 1999
New Packaging
Superior Product formulation
Launched Bottles also as image leader
New TVC,Press Ads
The Result…
Sales doubled in 6 months.
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.2.
From the smallest and most unwanted brand
,became the largest brand of CKL
Caused Reaction from HLL.