Final Branding

8/4/2019 Final Branding

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Presented by:Jaya Dadlani 2010084Jaya M. Dulani 2010085Jhanvi Thakkar 2010086Jitendra Bansal 2010087Jyotirmoy Barman 2010088


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WhatWhat is Brandingis Branding??Distinguishes from other products or services

A story never completely told

Just another chapter, one more revealing insight


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SOURCES OF NAMESSOURCES OF NAMES

Brand name comes in many styles. A few includes:

Acronyms: UPS , IBM

Descriptive: Airbus , Wholefood

Evocative: Amazon

Neologisms: Kodak

Foreign words: Volvo , Samsung

Founders name: Disney, Hawlett-Packard

Geography: Cisco , Fujifilm Personification: Nike

Mythology: Atlas , Titan


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SOURCES OF NAMESSOURCES OF NAMES

y Place: Nagpuri , Kolhapuri, Jaipur Rugs

y

History: Charminar , Tajmahal

y Numbers: 501, 555

y Fruits: Blackberry , Orange , Mango


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BrandBrand

y Brand Relationship =Brand Image + Brand attitude

y Brand image =Brand Associations+ Brand Personality

y Brand Associations =Link up in memory with brand attributes,benefits and looks

y Brand Looks = Brand Symbol + Brand Name

y Brand Symbol = Brand Character + Brand Logo

ProductProduct((Branding concepts and Process,Branding concepts and Process, DebashisDebashis PatiPati))


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` SIMPLIFYPRODUCT HANDLING/TRACING

` ORGANIZATION OFINVENTORYAND ACCOUNTINGRECORDS

` LEGALPROTECTION FOR UNIQUE FEATURESOR

ASPECT OFPRODUCT` NAME PROTECTION THROUGH REGISTERED

TRADEMARKS

` MANUFACTURING PROCESS THROUGH PATENTSPACKAGING THROUGH COPYRIGHT ANDPROPRIETORYDESIGN

` ENSURESFIRM CAN SAFELYINVEST IN BRANDAND CAN REAP BENEFIT OF A VALUABLE ASSET


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Brand life cycleBrand life cycle

The peaks andtroughs can come ina quicker timeframe,

Can have a rise, andthen fall out of

favor, to be superceded by a new andimproved brand

Well-managedbrands, however, canprosper almostindefinitely.


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Brand symbol: A visual entity and includes Brand character and

Brand logo.

Brand Logo : Makes it conspicuous, stays in the mindwith color distinctiveness. It is the visual signature ofthe brand.

Brand name: Provides an identity beyond doubt,doesnt change through any changes.

DOs

Acceptable.Easy to recognize.Easy to pronounce.Easy to memorize/recall.


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BRAND IMAGE = BRAND ASSOCIATION + BRAND

PERSONALITY

BrandAssociationcan exist on a range of factors, quality,

effectiveness, value for money etc.

BrandPersonality helps to define the personality of a typical

consumer of the brand .

Based on this consumer segments can be defined

Better

fit fit

Not fit


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4 Es


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ENGAGEMENT MARKETING IS ACONVERSATION (4ES)

A customer can pass messages from one source tomany, through a myriad of social networkingopportunities.

Online platforms such as Facebook, twitter and

YouTube.

ROI not solely as in return on investment, but asreturn on involvement or interaction

Pepsi refresh project best explainsthe 4 Es!! has an engaging point of departure.


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EXPERIENCEBrands need to provide memorable experiences.

Brands connect deeper with customers and get the desiredcustomer attention.

Peoples brand recall of an experience is 60%, while for

newspapers only 30% and for TV almost as low as 20%.

Agood brand experience makes customers feel closer to thebrand. Greater customer loyalty is developed .

Intels Creators Project is approaching the four Es first and

foremost by offering the audience experiences through

exhibitions and videos


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EMOTIONS SOMETHING HUMANE IN THEMARKETING MIX

y Makes more impact on customers than any rationalinformation.

y Our emotions decide, and do the shopping, for us.

y Generating engagement and increasing customerloyalty.

y Levis and Dove, two brands successfully working withemotions in their marketing camp.


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EXCLUSIVITY

y Being truly unique

y It is important for a brand to act the way it wants to beperceived.

yOnly an authentic and consistent brand personalitywill make a sustainable point of differentiation

y Stand out as genuine and unique, being the natural

brand of choice. Its about owning an exclusiveposition in the consciousness of the customers.

Example: Mc DonaldsIm lovin it!!


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McDonalds many im lovin it

commercials campaigning was

launched in Germany in 2003,

then spread globally. A consistent

use of the slogan, the golden

arches, as well as a uniforminterior and menu, has successfully

made many instinctively think of

McDonalds as the preferable

hamburger .Im Lovin It!!!


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` The withdrawal of the brand from the market for

any reason.

` The inability of brand to achieve the required

market share.` The inability to achieve anticipated life cycle.

` The failure to achieve profitability.


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Classic Brand Failures

RJRSmokeless Cigarette

Harley DavidsonPerfume

Voice Pod

SonyBetamaxKellogs


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Come alive with the Pepsi generation

Pepsi will bring your ancestors back from the dead.

Nothing sucks like an Electrolux

It doesnt go

Nova

Turn it loose

You will suffer from

diarrhea.


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Reasons To Brand FailuresReasons To Brand Failures

Inability To ReadCultural Cues Properly

Eg. Camellia perfume by Revlon (in Brazil)

Procter & Gamble:Cheer laundry detergent inJapan, overlooked the fact that Japanese washtheir clothes in cold water

Launch Of The Product At The WrongTime

Eg. Reebok launched in recession period earlier

Faulty Promotional Methods

Eg. Bata(Hush puppies)


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Inability To ReadThe Market Forces

Eg. Liker Brands like Hiram Walker, IDI, Seagram& W D Gilbey.

Communication Problems

Eg. McDonnell Douglas (The company had used old

National Geographic pictures & had overlooked thefact the men were actuallyPakistanis and notIndians)


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OFFER> CUSTOMER EXPECTATION

STAYS ASSOCIATIVE

PRICE DETERMINATION BY CUSTOMER

VALUE PROPOSITION

RIGHT POSITIONING

MAINTAINANCEOF CONSISTENCY

PORTFOLIOOF BRANDS WELL-MAINTAINED


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REFRIGERATOR

LIC

SURF

NIRMA

XEROX

CELLOPHANE

FIBERGLASS

NYLON


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A product is good, it will succeed,

Ex: Sony Betamax

Brands are more likely to succeed. Ex: FordEdgel ,New Coke

Big companies will always have

a brand success.


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Changing the identity of a product; Ex: Pondstoothpaste

Strong brands are built on advertising. Ex:

Sony Godzilla (1998)

If its something new, its going to sell; Ex:Smokeless cigarette by RJ Reynolds

Entering into ill-suited product line, Ex:Harley-Davidson range Perfume


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Inconsistent Corporate

Identity

Poor visuals

Not training employees

Failure to track branding efforts

Not using existing customers for branding


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Not having a tag line that is believable

Failing to grab the public with a tag line

Not knowing where successful branding starts


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Documents

Final Branding