ITM

" Add your compuny sIogun "

PPESEMTED 8Y
0POUP-I
I8-Sep-II
ontents
MTPODUCTOM
1
WHY 8PAMDS FA
Z
EXAMPES
3
COMCUSOM
4
INTRODUTION
8ronding : A humon eIemenf fo fhe producf.
8ronding is percepfion buiIding.
E.g.:- Coco CoIo, McDonoIds, Mike, efc,,
Percepfion is o frogiIe fhing.
8ronds ore more voIuobIe fhon fheir physicoI ossefs.
Componies Iive or die on fhe sfrengfh of fhe brond.
ont`d,
8rond foiIure is nof fhe preserve of onIy fhe smoIIer
componies.
Componies ore sforfing fo suffer from ` Iemming
syndrome `

WHY WHY
"Todoy mosf producf ore boughf,
nof soId."
8PAMDS 8PAMDS
Producf bIome fo 8rond bIome :
fhe woy buyer behovior hos
chonged
FA FA
8ronds: esfobIish `emofionoI
fies` wifh fheir cusfomers.
AUSES
rund Ego
rund MeguIomuniu
rund deception
rund Futigue
rund Purunoiu

RANDS RANDS
FAIL FAIL

RANDS RANDS
FAIL FAIL
rund IrreIevunce
rund Amnesiu
EXAMPLES
I
TOMMY HF0EP
Z
IODAI
3
VP0M COA
FATS
During I990`s , if become gIoboI power
house wifh brood youfh oppeoI.
n Z000 brond wos in froubIe due fo foII
in shore prices.
FIogship sfores in ondon & 8everIy
HiIIs cIosed down.
AUSES OF FAILURE :
Rebrunding FuiIure
Decision fo be odvenfurous wifh fhe
brond.
Pushing up fhe enveIope sfrofegy.
Mo Iogo
f Iounched `Ped obeI` sub brond ---
ronge USD7000
LESSONS
Do nof deviofe from your formuIoe -
cIossic wifh o fwisf.
Don`f compefe wifh irreIevonf rivoIs -
0ucci & Prodo
Do nof over exfend fhe brond - Mew
producf cofegories during bod pofch.
Don`f be scored of your Iogo.
FATS :
Mome infrinsicoIIy ossociofed wifh
convenfionoI phofogroph.
For o cenfury Iodok hod foo much success &
foo much morkef shore.
Come up wifh Advonced phofo sysfem bronded
os Iodok Advonfix Sysfem.
8efween I99o fo I998 if invesfed USD Z00
Mn in fhe sysfem.
AUSES OF FAILURE : Tired rund
Mo Iogic behind decision fo invesf in
convenfionoI phofogrophy.
Disfribufion chonneI foiIure.
ock of foresighfedness.
Mof reody fo divorce ifseIf from ifs
own herifoge.
LESSONS
Morkef do nof sfoy sfofic.
8ronds hove o Iifespon .
Success is o doubIe-edged sword.
FATS
Pichord 8ronson wonfed Virgin fo be known oII
oround fhe worId Iike Coco CoIo.
Joined forces wifh Coff Corporofion o
Conodion Privofe IobeI sodo moker.
Mid I990's Virgin CoIo brond wos Iounched .
Priced Ib - Z0 7 Iesser fhon Pepsi ond Coco
CoIo.
AUSES OF FAILURE :
Etension FuiIure
Coco CoIo ond Pepsi - bIocked Virgin from
crucioI sheIf spoce in hoIf of UI's
supermorkef.
Coke doubIed ifs odverfising ond promofion
budgef.
LESSONS
Sfrong bronds depend on expIoifing
compefifor's weoknesses.
Disfribufion is everyfhing.
ONLUSION
8ronds ore more IikeIy fo succeed
fhon foiI - Wrong
8ig compony wiII oIwoys hove brond
success - Myfh
Sfrong bronds ore buiIf on
Adverfising - FoIse
f o producf is good if wiII succeed -
8IofonfIy Unfrue
f ifs somefhing new ifs going fo
seII - Wrong