Brand Key & Brand Prism Assignment for 13th March

8/2/2019 Brand Key & Brand Prism Assignment for 13th March

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1. Competitive EnvironmentWhat is the competitive frame ofreference that the brand will operate inthe consumers world?

2. TargetWhat is the best description of theaudience that this brand serves?

3. InsightWhat is the door / opportunity that the

brand can leverage to enter the consumers world?

4. BenefitsWhat are the benefitsof using this brand?

Psychological / Physical

5. Values & PersonalityWhat are the values and

personality traits that the brandshould be known by?

6. Reasons to BelieveWhat are the reasons / supports that

the consumer should believe thebrand benefits?

7. DiscriminatorWhat is the one unique

quality inherent in the brand that sets itapart from its competitors?

8. EssenceWhat lies at the core of the

brand which allows it to enterthe consumers world?


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1. Competitive Environment

Dabur, Baidyanath, Zandu, Himani

& Ayurvedic Concepts

3. Insight

People more fitness conscious

People wary of side effects of allopathic medicine

4. BenefitsStrong Body & MindStrong BonesResistance to diseases

5. Values & Personality

Glowing with health

Body & mind fitness

Ayurveda the modern way

Purity & Integrity

6. Reasons to Believe

Swami Sivanandas

lineage (Dr. + Swami)

Existing user base

Specialist Products

8. Essence

Health sans synthetic

medicines

7. Discriminator

Born out of a modern doctors

delving into secrets of ayurved

a

2. Target

For those who hate to fall ill

Want to ensure everyone in the

family stays fit


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What constitutes a Brands

identity?

Physique Personality

Relationship Culture

Reflection Self Image

Picture of Recipient

Picture of Sender

Externalisation

In

ternalisation


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vanan a: es re ranIdentity

Physique

Fusion of the Oldand the New .

Personality

A person who likes toplan ahead, Modernoutlook & scientificunderstanding of

tradition.

Relationship

Well esteemed guideGood Healthguaranteed

Culture

Celebration of Good Health

Reflection

Proactive, Wholesome personalityFit Body & Mind

Self Image

For those who hate to fall ill.They set goals & work towardsthem - Take charge of life


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Introduction to successful brand-management:Successful brands have some communalities

Successful brands are not as easily interchangeable as other brands, theydifferentiate from competitive brands in what they offer, how they present

themselves or in their personality

Uniqueness

FocusBeing a strong brand not only means being able to do certain things, it always also

means, being not able to do everything. Brands have their limits and boundaries

which they must not exceed, in order not to diffuse the brand imagery and weaken

the brand equity

RelevanceThey offer relevant benefits to the consumer. Such benefits can be functional (e.g.

has a late check-out) as well as emotional (makes me feel being somebody

special)

IdentityStrong brands have a clear identity, i.e. can be clearly defined in how they present

themselves, in what they are competent for and what benefits they offer and how

they are in their personality

Integration

Brands present themselves in different ways to the consumer: The product itself,the logo of the brand, advertising, websites in the internet, in the service industry

also by its staff, promotions and PR-activities, etc. If well-designed, all these

activities and measures are integrated, i.e. follow the same design rules and use

the same visual signals as well as communicate the same messages

ContinuityBuilding up a brand takes time. In order to make the consumers learn and

understand about the brand, the brand has to use its signals and messages over

years. Frequent changes lead to a weakening of the brand or make the building upof a brand very difficult


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ExtendedIdentityElements

Core IdentityElements

Essence ofthe Brand Irreverence

Service QualityValueFunInnovation

UnderdogExcitingNew Rules

Virgins Brand Positioning

Positioning

A Personal Way to

Flexibly Shop for

Wines at a Great

Value

Wine Buying Like Never Bef

Brand Identity


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The Brand Culture Onion

Values

Symbols

Heroes

Rituals

Practices

Colours

Sounds

Smells

Looks

TastesGraphics

Mnemonics

Role models

Brand/consumer

relationship

Signs


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A Simplified Onion

Visible Expressions

AssociatedMeanings

Core Values


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Allen Solly (menswear)

The carry bag

Oval logo

Brightcolors

Colour-ledshelves in store

Non-conformists whosucceed - Bill

Gates/Steve Jobs

Adventurehobbyists

-trekkers

-scuba

divers

Innovators - people who madeanything from cease-fire to

notepads possible

Creative mind-thinking differently

Non-confor-mism

Controlledirreverence to

norms

Triumphof the

Individual

A restrainedexpression of selfagainst the system


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Heaty

BrassyMusic

Macho Man

SexyPosterGirls

Coffeeshops

Bulldog

Bitter

Dark

High

Alcohol

Goodness

Health

Value forMoney

Good ForYou

Solid bottlesRitualisticDrinking

Manliness

Teamwork

for survival

Purposeful

Clanship

loyalty Reward (aftersacrifice)

Conservative

HardworkValues

Traditional

Serious,stoic

Gooddaily

alcoholic tonicfor laborers

Documents

Brand Key & Brand Prism Assignment for 13th March