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An approach to branding
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DEVELOPING BRAND STRATEGY:
A CONSUMER CENTRIC APPROACH
TIE INSTITUTE KNOWLEDGE SERIES ON BRANDING & MARKETING
MUMBAI, 27 NOVEMBER 2010
4/14/2011 1
WHAT IS A BRAND?
4/14/2011 2
Brands as signatures
have existed for a long time….
4/14/2011 3
Brands as signatures
have existed for a long time….
4/14/2011 4
Brands as signatures
have existed for a long time….
4/14/2011 5
Brands as signatures
have existed for a long time….
4/14/2011 6
Brands as signatures
have existed for a long time….
4/14/2011 7
Brands as signatures
have evolved over time….
4/14/2011 8
Brands as signatures
have evolved over time….
4/14/2011 9
Brands as signatures
have evolved over time….
4/14/2011 10
What is a Brand?
4/14/2011 11
“A term, sign, symbol or design, or a combination
of these, intended to identify the goods or
services of one seller and to differentiate it from
those of competitors.”American Marketing Association
WHY BRANDING?
4/14/2011 12
How Branding Helps the Owner?
4/14/2011 13
• Functional:
– Trade Mark - Protection
– Copyright and design protection
– Simplify product tracing
• Symbolic:
– Emotions
– Personality
– Belief system
– Relationship with the consumers
Branding:
How does the consumer benefit?
• Functional:
– Identifying the owner to assign responsibility
– Defining expectations
• Emotional:
– Reassurance – feeling of security
– Tribal – sense of belonging
4/14/2011 14
Two Views of A Brand
4/14/2011 15
BuyerSeller
FIRST PRINCIPLE…
What companies sell &
What consumers buy
Are not the same
things…
4/14/2011 16
Exercise:
Write down what you are selling
4/14/2011 17
Seller
?
Write down on a
piece of paper…
Charlie Perfume
What they are Selling?
Perfume
What Consumers are buying?
Smelling &
Feeling
Attractive
4/14/2011 18
Pepsodent
What they are Selling?
Toothpaste
What Consumers are buying?
Reassurance
Of Oral
Protection
from Germs
4/14/2011 19
Cleartrip.Com
What they are Selling?
Online
Travel
Booking
What Consumers are buying?
Reassurance
of most
competitive
price
4/14/2011 20
Tata Nano
What they are Selling?
The
Cheapest
Car
What Consumers are buying?
Improved life
status
4/14/2011 21
Exercise: Now ask yourself what the
consumer is buying?
4/14/2011 22
Buyer
?
Write down on a
piece of paper…
Then, compare with
your first answer…
Four Questions of Brand Building
Who Am I?
• Brand Name
• Heritage
• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
23
Pepsodent Toothpaste
Who Am I?
• Brand Name
• Heritage
• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
24
Who Am I?
• Pepsodent
• Challenger to Colgate
• Oral health
What can I do for you?
• Fight against oral germs longer
• Clinically proven
How would I make you feel?
• Confident that my family is well protected.
• Even when they indulge
What role do I play in your life?
• Make me a better mom!
• By allowing occasional indulgences
Pepsodent Toothpaste
Who Am I?
• Brand Name
• Heritage
• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
25
Who Am I?
• Pepsodent
• Challenger to Colgate
• Oral health
What can I do for you?
• Fight against oral germs longer
• Clinically proven
How would I make you feel?
• Confident that my family is well protected.
• Even when they indulge
What role do I play in your life?
• Make me a better mom!
• By allowing occasional indulgences
Pepsodent Toothpaste
Who Am I?
• Brand Name
• Heritage
• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
26
Who Am I?
• Pepsodent
• Challenger to Colgate
• Oral health
What can I do for you?
• Fight against oral germs longer
• Clinically proven
How would I make you feel?
• Confident that my family is well protected.
• Even when they indulge
What role do I play in your life?
• Make me a better mom!
• By allowing occasional indulgences
Pepsodent Toothpaste
Who Am I?
• Brand Name
• Heritage
• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
27
Who Am I?
• Pepsodent
• Challenger to Colgate
• Oral health
What can I do for you?
• Fight against oral germs longer
• Clinically proven
How would I make you feel?
• Confident that my family is well protected.
• Even when they indulge
What role do I play in your life?
• Make me a better mom!
• By allowing occasional indulgences
Branding is about delivering
INTANGIBLE benefits
4/14/2011 29
Branding is about delivering
INTANGIBLE benefits
4/14/2011 30
Branding is about delivering
INTANGIBLE benefits
4/14/2011 31
Branding is about delivering
INTANGIBLE benefits
4/14/2011 32
Branding is about delivering
INTANGIBLE benefits
4/14/2011 33
Branding is about delivering
INTANGIBLE benefits
4/14/2011 34
HOW TO BUILD BRANDS?
4/14/2011 35
Brand Building Journey
• Deep understanding of the Competition
• Define the Target Consumers
• Understand Consumer’s Mindset
• Zero in on the Key Consumer Insight
• Define Brand’s Personality & Core Values
• Define Brand’s Benefits (functional & emotional)
• Define the source of authority
• Identify the key differentiator
• Identify the Brand DNA
4/14/2011 36
Hygiene Factors
CATEGORY GENERICS
Key Insight
THE MOST IMPORTANT CONSUMER TRUTH
THAT WOULD DRIVE OUR BRAND
Brand Benefits:Functional: WHAT THE BRAND DOES
PHYSICALLY
Emotional: HOW THE BRAND MAKES
YOU FEEL
Proofs:
REASONS TO BELIEVE THE
BRAND BENEFITS
Differentiator:
KEY POINT OF DIFFERENCE
FROM COMPETITORS – THE
REASON WHY CONSUMERS
WOULD CHOOSE THE
BRAND
Brand Identifier
HOW THE BRAND IS NOTICED BY
THE SIX SENSES?
Brand Personality
HOW THE BRAND WOULD
BEHAVE?
Brand Essence
DISTILLATION OF THE CORE DNA
Competitive Environment
WHO LOSES IF WE WIN?
Target Consumer
•DEMOGRAPHICS
•LIFESTYLE
•MINDSETS
Brand Values
WHAT WOULD THE BRAND
DIE FOR?
BRANDMAP : Tool to define Brand Positioning
Hygiene Factors
CATEGORY GENERICS
Key Insight
THE MOST IMPORTANT CONSUMER TRUTH
THAT WOULD DRIVE OUR BRAND
Brand Benefits:Functional: WHAT THE BRAND DOES
PHYSICALLY
Emotional: HOW THE BRAND MAKES
YOU FEEL
Proofs:
REASONS TO BELIEVE THE
BRAND BENEFITS
Differentiator:
KEY POINT OF DIFFERENCE
FROM COMPETITORS – THE
REASON WHY CONSUMERS
WOULD CHOOSE THE
BRAND
Brand Identifier
HOW THE BRAND IS NOTICED BY
THE SIX SENSES?
Brand Personality
HOW THE BRAND WOULD
BEHAVE?
Brand Essence
DISTILLATION OF THE CORE DNA
Competitive Environment
WHO LOSES IF WE WIN?
Target Consumer
•DEMOGRAPHICS
•LIFESTYLE
•MINDSETS
Brand Values
WHAT WOULD THE BRAND
DIE FOR?
BRANDMAP EXERCISE: