What is the Territory of the What is the Territory of the Brand?Brand?
Six inches wide
Grey and wet
Mysterious
ContentsContents
Presentation ObjectivePresentation Objective
Understanding BrandingUnderstanding Branding From Products to BrandsFrom Products to Brands
Brand AttributesBrand Attributes
Brand ManagementBrand Management
Brand ArchitectureBrand Architecture
ExerciseExercise
Brand Building Brand Building Brand AuditBrand Audit
Connection TriangleConnection Triangle
Big IdeaBig Idea
Evaluating AdvertisingEvaluating Advertising
Presentation ObjectivePresentation Objective
• To understand the facets / issues involved in To understand the facets / issues involved in
brandingbranding
• To develop a framework for building a brandTo develop a framework for building a brand
Presentation incorporates Presentation incorporates learnings fromlearnings from
India’s Branding School, founded by India’s Branding School, founded by
Reliance: MICAReliance: MICA
Personal Work ExperiencePersonal Work Experience
Al Ries & Laura Ries: The 22 Immutable Al Ries & Laura Ries: The 22 Immutable
Laws of Branding Laws of Branding
Al Ries, David Ogilvy & Ambani
ContentsContents
Brand Building Understanding Branding
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
Module 1Module 1
Understanding Branding Understanding Branding
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
Module 1Module 1
Understanding Branding Understanding Branding
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
Module 1 - Stage 1 Module 1 - Stage 1
From Products to BrandsFrom Products to BrandsUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Module 1 - Stage 1 Module 1 - Stage 1
From Products to BrandsFrom Products to BrandsUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Brand v/s. Product
A brand is more distinctive than a productA brand is more distinctive than a product
It is first of all a name, a means of identificationIt is first of all a name, a means of identification
Secondly it s a set of added values offering both functional Secondly it s a set of added values offering both functional and psychological benefits and psychological benefits
Above all ‘a brand is a promise’
Module 1 - Stage 1 Module 1 - Stage 1
From Products to BrandsFrom Products to BrandsUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
A Brand is a Promise
“ …A seller’s promise to deliver consistently
a specific set of features, benefits and services
to buyers.
Module 1 - Stage 1 Module 1 - Stage 1
From Products to BrandsFrom Products to Brands
…….a short-hand that communicates powerfully & reduces uncertainty
…….a short-hand that communicates powerfully & reduces uncertainty
Fevicol CaseFevicol Case
YearAdspend as %
of Sales92-93 1.2%93-94 2.2%94-95 2.3%95-96 2.4%96-97 3.2%97-98 3.6%98-99 3.1%
151.68 5.51191.75 6
138 3.28156.19 5
77.12 1.7102.16 2.3
46.02 0.55
Sales Value ( Rs. Crores)
AdSpend ( Rs. Crores)
Fevicol CaseFevicol Case
Fevicol's Market Share of Synthetic Adhesive Category
10%
31.43%
42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1991 1994 1999
Fevicol CaseFevicol Case
Fevicol's Growth Rate vs. Category Growth Rate
10% 8%
55%
16%
0%
10%
20%
30%
40%
50%
60%
1992-95 1995-99
Category Fevicol
Brand as an AssetBrand as an Asset
““If Coca Cola lost everything except for ‘the formula’ and its If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”get $100 billion loan to start from the scratch”Fortune MagazineFortune Magazine
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
NameName LogoLogo
ColoursColours EssenceEssence
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
Immutable Law of NameImmutable Law of Name
In the long run the brand is nothing more than a name
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand NameBrand Name
Short Short
Kodak, FujiKodak, Fuji
CNN an AOL Time Warner CompanyCNN an AOL Time Warner Company
DistinctiveDistinctive
• Toyota’s Toyota’s LexusLexus is distinctive.Toyota’s is distinctive.Toyota’s Luxury Luxury commonplacecommonplace
• Orange was a striking name in a world of tel and comsOrange was a striking name in a world of tel and coms
Not mean anything rude or silly in another languageNot mean anything rude or silly in another language
Big Macs( McDonald’s) is a slang for big breasts in CanadaBig Macs( McDonald’s) is a slang for big breasts in Canada
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand NameBrand Name
Avoid generic / line extended namesAvoid generic / line extended names
• Xerox as opposed to Haloids Paper MasterXerox as opposed to Haloids Paper Master
• Xerox (Copier) is powerful. Xerox Computer is notXerox (Copier) is powerful. Xerox Computer is not
Changing your name will not overcome a bad strategyChanging your name will not overcome a bad strategy
• “ “Monday” (Price Waterhouse Coopers )Monday” (Price Waterhouse Coopers )
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
A brand’s logotype should be designed to fit the eyes.
Both eyes
Immutable Law of ShapeImmutable Law of Shape
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand Logo
• Simple logo, designed to fit both eyes
• Mercedes three star
• Logos with a horizontal bias
• Logo with a horizontal bias is esp. useful for retail brands
• Logo font has to be clear and legible
• A housewife does not buy Ariel because it is written in a specific font
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
A brand should use a colour opposite of its rival
Immutable Law of ColourImmutable Law of Colour
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
The Cola Wars: Energy Vs. Peace
The Cola Wars: Energy Vs. Peace
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand ColoursBrand Colours
Colours have meaningsColours have meanings• Purple means royaltyPurple means royalty
• Red is energeticRed is energetic
• Blue is peacefulBlue is peaceful
Opposite colours can differentiateOpposite colours can differentiate• CokeCoke is red, is red, Pepsi Pepsi is blue is blue
• KodakKodak is yellow, is yellow, Fuj Fuji is greeni is green
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand Colours..Brand Colours..
Colours can help you stand outColours can help you stand out
• FedExFedEx’s orange and purple packet stands out in corporate blue’s orange and purple packet stands out in corporate blue
Logo and colours help, but the power of the brandLogo and colours help, but the power of the brand
Essentially in the meaning of the brand name in consumer’s mind, its Essentially in the meaning of the brand name in consumer’s mind, its
essenceessence
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
Most important thing for a brand is its
single mindedness.
Immutable Law of SingularityImmutable Law of Singularity
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.
Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand Essence Brand Essence
A brand must “leverage a compelling truth”A brand must “leverage a compelling truth” Linux stands for freedom as opposed to Microsoft’s monopolyLinux stands for freedom as opposed to Microsoft’s monopoly
A brand should mean a single powerful thing: the essence A brand should mean a single powerful thing: the essence Essence of Volvo is SafetyEssence of Volvo is Safety
Essence of Tata is trustEssence of Tata is trust
Essence of Fevicol is bondingEssence of Fevicol is bonding
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand Essence Brand Essence A brand should also be clear of what is not its essenceA brand should also be clear of what is not its essence
In India, STAR NEWS is not a channel of the masses unlike STAR PLUSIn India, STAR NEWS is not a channel of the masses unlike STAR PLUS
A brand should drive single mindedly its essenceA brand should drive single mindedly its essence Volvo has been selling safety for 35 yearsVolvo has been selling safety for 35 years Raymond has been selling the complete man for over 2 decadesRaymond has been selling the complete man for over 2 decades Essence of Dettol is protection against germsEssence of Dettol is protection against germs
A brand loses its essence if it starts meaning a lot of thingsA brand loses its essence if it starts meaning a lot of things What is Miller :A regular,light,draft,cheap, expensive beerWhat is Miller :A regular,light,draft,cheap, expensive beer
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
A brand should try to own a word in consumer’s mind
Immutable Law of WordImmutable Law of Word
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ManagementManagement
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureProducts to brandsProducts to brands ManagementManagementManagementManagement
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Co-Brand Co-Brand
Brands need to address a similar need segmentBrands need to address a similar need segment
– Kellogg's Pop-tarts with Smuckers JamKellogg's Pop-tarts with Smuckers Jam
Brands with complementary strengths: Seen often on the NetBrands with complementary strengths: Seen often on the Net
– NY Times gives Amazon credibilityNY Times gives Amazon credibility
– Amazon makes NY Times look modern.Amazon makes NY Times look modern.
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Stealth Brand Stealth Brand
Brand building that attracts customer attention but not of Brand building that attracts customer attention but not of
rivalsrivals
• Home-to-home, word of mouth / PR, internet community building Home-to-home, word of mouth / PR, internet community building
• Krispy Kreme relies only on PRKrispy Kreme relies only on PR
Good option when unsure of a new medium/marketGood option when unsure of a new medium/market
Little promotion for Maytag website as opposed to a buy.com. Maytag Little promotion for Maytag website as opposed to a buy.com. Maytag
sold 1000s of Neptune washers on websold 1000s of Neptune washers on web
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Fighting Brand Fighting Brand
Pricing led branding option. Works as a competitive response.Pricing led branding option. Works as a competitive response.
• Smirnov (Heublein) CaseSmirnov (Heublein) Case
Smirnov attacked by W’schmidt @ $1 lessSmirnov attacked by W’schmidt @ $1 less
Heublein raised the price of SmirnovHeublein raised the price of Smirnov
Heublein introduced Reiska(fighting brand) at the same Heublein introduced Reiska(fighting brand) at the same price point as W’schmidtprice point as W’schmidt
Heublein added Popov lower than bothHeublein added Popov lower than both
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Fighting Brand Fighting Brand
Built as new, independent brandBuilt as new, independent brand
• Prevents dilution of the leading brandPrevents dilution of the leading brand
HLL introduced Wheel to fight NirmaHLL introduced Wheel to fight Nirma
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagement
There is a time and place to launch a second brand
Immutable Law of SiblingsImmutable Law of Siblings
Possibly even a third or a fourth brand..Possibly even a third or a fourth brand..
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Multi Brand Multi Brand
Key to a multi-brand approach is to give each sibling a unique Key to a multi-brand approach is to give each sibling a unique identity identity
Time, Fortune,Life, Money, PeopleTime, Fortune,Life, Money, People
Tempting to mash the brands and top it with corporate Tempting to mash the brands and top it with corporate frostingfrosting
Tata Salt,Tata TeaTata Salt,Tata Tea
Second brand risks diluting equitySecond brand risks diluting equity
Is Kingfisher Mild drinker more likely to be from Kingfisher or Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?from Fosters?
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Multi Brand.. Multi Brand..
Common product area focusCommon product area focus
Shampoos: Clinic Plus, Ayush, SunsilkShampoos: Clinic Plus, Ayush, Sunsilk
Single attribute segmentationSingle attribute segmentation
Price:Maruti 800, Zen, EsteemPrice:Maruti 800, Zen, Esteem
Sibling creates a new category Sibling creates a new category
Herbal Anti-Dandruff category by AyushHerbal Anti-Dandruff category by Ayush
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ArchitectureArchitecture
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseManagementManagementProducts to brandsProducts to brands ArchitectureArchitectureArchitectureArchitecture
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitecture
Immutable Law of ContractionImmutable Law of Contraction
A brand becomes stronger when you narrow its focus
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitecture
The Economist is red and daring. Provocative, brutally honest and non-conformist
The Economist is red and daring. Provocative, brutally honest and non-conformist
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitectureUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
House of Brands House of Brands
Often dictated by corporate strategy. Core competence of the Often dictated by corporate strategy. Core competence of the firm is marketing / branding firm is marketing / branding
• P&G is the prime example. Its “big” with the channelP&G is the prime example. Its “big” with the channel
Multiple independent brands allows company to fill each nicheMultiple independent brands allows company to fill each niche
• Helps brand focusHelps brand focus
Gives an opportunity for the company to focus on each brand Gives an opportunity for the company to focus on each brand and contract its scope.and contract its scope.
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitectureUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Endorsed Brand Endorsed Brand
Endorsement used as a device to transfer brand assets from Endorsement used as a device to transfer brand assets from
one brand(corporate) to anotherone brand(corporate) to another
Titan from TATA, transferring trustTitan from TATA, transferring trust
Danger of diluting the equity of endorsing brandDanger of diluting the equity of endorsing brand
Best as a transitional strategyBest as a transitional strategy
Gain, from makers of ArielGain, from makers of Ariel
Module 1 - Stage 4Module 1 - Stage 4
ArchitectureArchitecture
Immutable Law of ExpansionImmutable Law of Expansion
Brand’s power inversely proportional to scope.
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitecture
The Volkswagen bus ad, talked only about ‘plenty of room’The Volkswagen bus ad, talked only about ‘plenty of room’
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitectureUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Sub Brand Sub Brand
Inside out branding.Company pushes core brand in different Inside out branding.Company pushes core brand in different
directionsdirections
Sub-branding can destroy what branding buildsSub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kidsDonna Karan menswear, DKNY, DKNY menswear, DKNY kids
Module 1 - Stage 4Module 1 - Stage 4
ArchitectureArchitecture
Immutable Law of CompanyImmutable Law of Company
Brands are brands, companies are companies. There is a difference.
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitectureUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Branded houseBranded house
Consumers buy brands, not companiesConsumers buy brands, not companies
Danger of branded house, being many things to one group of Danger of branded house, being many things to one group of
peoplepeople
• Virgin? Does “Virgin trains” work?Virgin? Does “Virgin trains” work?
May motivate trade, so might be useful for PR purposes with May motivate trade, so might be useful for PR purposes with
trade/other stakeholderstrade/other stakeholders
• P& G wayP& G way
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ExerciseExercise
Module 1Module 1
Understanding Branding Understanding Branding
Two brand positioning within the same brand family?How do we reconcile the two positions?Two brand positioning within the same brand family?How do we reconcile the two positions?
The options available to usThe options available to us
1.1. Single brandSingle brand
2.2. Stand Alone New BrandStand Alone New Brand
3.3. Transfer of Brand Assets from an existing brandTransfer of Brand Assets from an existing brand
What are the pros and cons of each option ?What are the pros and cons of each option ?
Exercise
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ExerciseExerciseExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Module 1 - Stage5 Module 1 - Stage5
ExerciseExerciseUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Single Brand FamilySingle Brand Family
‘‘Stand-alone’ New Brand Stand-alone’ New Brand
Transfer of Brand Assets ‘x from y’Transfer of Brand Assets ‘x from y’
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : Single Brand familyOption : Single Brand family
Constant values / different productsConstant values / different products
• Dettol antiseptic / soap / hand washDettol antiseptic / soap / hand wash
• Crest toothpaste / Mouth wash (But not chewing gum)Crest toothpaste / Mouth wash (But not chewing gum)
Differentiate on product usageDifferentiate on product usage
• IBM Value Point - Entry level purchaseIBM Value Point - Entry level purchase
• Gillette Good News Line - DisposablesGillette Good News Line - Disposables
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : Single Brand familyOption : Single Brand family
Use as umbrella brandingUse as umbrella branding TATATATA TrustTrust SONYSONY Electronic technologyElectronic technology
But Taj from TATA for Performance segmentsBut Taj from TATA for Performance segments
Difficult for a single brand to straddle Performance and Price Difficult for a single brand to straddle Performance and Price segmentssegments Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrsSurf entry in popular segment with Surf Easywash. Withdrew after 2 yrs Gap changed Gap Warehouse to Old Navy Clothing due to perceived Gap changed Gap Warehouse to Old Navy Clothing due to perceived
brand erosionbrand erosion
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : Single Brand familyOption : Single Brand family
LearningsLearnings
++ Cheaper than creating a new brandCheaper than creating a new brand
- - Difficult to stretch brands across Price and PerformanceDifficult to stretch brands across Price and Performance
- - Risk of eroding present positionRisk of eroding present position
- - Lose opportunity of creating a new segmentLose opportunity of creating a new segment
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : ‘Stand-alone’ New Brand Option : ‘Stand-alone’ New Brand
Levers enters popular segment successfully with Wheel as opposed to Levers enters popular segment successfully with Wheel as opposed to
Surf EasywashSurf Easywash
Levers use of brand-wise differentiation of brand values and Levers use of brand-wise differentiation of brand values and
attributes to target consumer segments- Surf / Rin / Wheel / OK attributes to target consumer segments- Surf / Rin / Wheel / OK
detergentsdetergents
Toyota launches Lexus to enter the Premium Auto segment crediblyToyota launches Lexus to enter the Premium Auto segment credibly
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : ‘Stand-alone’ New Brand Option : ‘Stand-alone’ New Brand
LearningsLearnings
++ Clear brand identity, values and assetsClear brand identity, values and assets
+ + Create new opportunity of a range possibility in Popular segmentCreate new opportunity of a range possibility in Popular segment
+ + Leave present brand secureLeave present brand secure
- - Expensive to build brand assetsExpensive to build brand assets
- - Difficult to build trial as a stand-alone BrandDifficult to build trial as a stand-alone Brand
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option: Transfer of Brand Assets ‘x from y’ Option: Transfer of Brand Assets ‘x from y’
Titan (from Tata’s)Titan (from Tata’s)
• Worked well for Titan Worked well for Titan
Sonata (from Titan)Sonata (from Titan)
• Eroding equity of TitanEroding equity of Titan
Gain (from the makers of Ariel)Gain (from the makers of Ariel)
• Apparently a ‘Transitional Strategy’Apparently a ‘Transitional Strategy’
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option: Transfer of Brand Assets ‘x from y’ Option: Transfer of Brand Assets ‘x from y’
LearningsLearnings
++ Cheaper than developing a new brandCheaper than developing a new brand
+ + Can be used as a ‘Transitional Strategy’Can be used as a ‘Transitional Strategy’
-- Still a risk of eroding present imageStill a risk of eroding present image
-- Possible mix of values and assetsPossible mix of values and assets
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Branding Options: ConclusionBranding Options: Conclusion
‘‘Single Brand family possible if:Single Brand family possible if:
Different products / similar valuesDifferent products / similar values
Differentiate on end useDifferentiate on end use
‘‘Stand-alone ‘New Brand’ best option to straddle values - Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brandhowever it is expensive to create a new Brand
‘‘Transfer of Brand assets ‘x from y’’ possible, especially as a Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values transitional strategy - still a risk of eroding present values and mixing values and assetsand mixing values and assets
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
ContentsContents
Brand Building Understanding Branding
Module 2Module 2 Brand Building Brand Building
Understanding Branding
Brand Building
Module 2Module 2 Brand Building Brand Building
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand Audit
Module 2Module 2 Brand Building Brand Building
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand Audit
Brand Audit isBrand Audit is
designed to put into words designed to put into words
the actual experience of a brandthe actual experience of a brand
in the life of the userin the life of the user
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand Audit
Brand AuditBrand Audit
Qualitative studyQualitative study In-depth interview ,usually administering a In-depth interview ,usually administering a
questionnairequestionnaire Uses various techniques like Uses various techniques like
Mind Mapping TechniqueMind Mapping Technique Critical Incident Technique & Other Critical Incident Technique & Other
TechniquesTechniques
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand Audit
Mind Mapping TechniqueMind Mapping Technique
Good technique to make connections and evoke Good technique to make connections and evoke associationsassociationsStart with a major idea and work outwards in all Start with a major idea and work outwards in all directionsdirectionsThe more visual the betterThe more visual the better
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Mind Mapping Technique
Draw An Egg
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Mind Mapping Technique
Put Ten Legs on It
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Happiness Happiness
Mind Mapping Technique
Put Happiness in Centre
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Happiness Happiness ChoclateChoclate
BeerBeer
Cricket Win
Mind Mapping Technique
Write 10 Associations to Happiness
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Happiness Happiness ChoclateChoclate
BeerBeer
Cricket Win
World ChampionWorld Champion
Bad BowlingBad Bowling
Sachin100Sachin100
Mexican WaveMexican Wave
Mind Mapping Technique
Take 1 branch and add associations
Critical Incident Analysis: Critical Incident Analysis: When People ChangeWhen People Change
An technique that An technique that contextualizes contextualizes importance of a ‘critical importance of a ‘critical
incident’ incident’ leading to change in an leading to change in an
individual’s life.individual’s life. These are turning pointsThese are turning points
– These are ‘Moments of Truth’ : These are ‘Moments of Truth’ : compelling moments when compelling moments when
one gets deep insights one gets deep insights and is and is propelled to propelled to ‘change’.‘change’.
– Brands, category adoption too Brands, category adoption too revolve around revolve around
such such ‘incidents’ leading to change.‘incidents’ leading to change.
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand Audit
The Hierarchy of Aspects of The Hierarchy of Aspects of IncidentsIncidents
ConsumerConsumer CategoryCategory MotivationMotivation EnablerEnabler TriggerTrigger Driver emotionDriver emotion Re-inforcerRe-inforcer Emotional Pay-offEmotional Pay-off
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire
Both Mind Mapping & Critical Incident are useful techniques while administering a Brand Audit Questionnaire
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand Audit
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditBrand Audit QuestionnaireBrand Audit Questionnaire
Think about the specific things that Think about the specific things that
trigger the brands identity in your trigger the brands identity in your
mind…mind…
When you hear the brands name what When you hear the brands name what
immediately springs to your mindimmediately springs to your mind
What elseWhat else visuals or imagesvisuals or images
packaging or product elementspackaging or product elements
bits of advertisingbits of advertising
signs or symbolssigns or symbols
anything elseanything else
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditBrand Audit QuestionnaireBrand Audit Questionnaire
Thinking about the feelings and Thinking about the feelings and
emotions the brand evokes in youemotions the brand evokes in you
What specific emotions do you What specific emotions do you experience while using this brandexperience while using this brand
How does the brand make you feel How does the brand make you feel about yourselfabout yourself
What do you feel when you see What do you feel when you see other people using this brandother people using this brand
How do the emotions this brand How do the emotions this brand evoke differ from those of its evoke differ from those of its leading competitor leading competitor
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand Audit
Brand Audit QuestionnaireBrand Audit Questionnaire
Since using a brand makes it part of Since using a brand makes it part of
your life think about personal your life think about personal
memories connected with the brandmemories connected with the brand
What personal memories does this What personal memories does this brand bring to your mindbrand bring to your mind
Describe an episode in your life or Describe an episode in your life or someone close to you that someone close to you that illustrates thisillustrates this
If the brand were to be a restaurant If the brand were to be a restaurant or a café…or a café…
Describe the ambience, colours, Describe the ambience, colours, location, customers of the cafélocation, customers of the café
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Branding Audit Example:Eveready Associations
KEYKEYOTHERSOTHERS
‘Memories of using it in my village fields during night’
TV AD MAKES LITTLE IMPACT ON MOST
CHILDHOOD MEMORIES
‘Was it a truck? Everything lights up’
AGE OLD ASSOCIATION
‘Using it since a child…first used the white cell now use red’
PREFERRED BRAND ASSOCIATIONS
‘lasts longer’,’does not melt in summer’, ‘leak proof’
‘Red colour in wall paintings, ‘Some animal ..was.is it a panther’
THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Example: Personality of Eveready Its Two Faces
User of EvereadyUser of Eveready- Late youth or early middle Late youth or early middle
aged managed man
- Strong and energeticStrong and energetic
- TrustworthyTrustworthy
- Middle class, a family manMiddle class, a family man
- Distant friend / Distant friend / acquaintanceacquaintance
- RECOGNITION AND A HALF RECOGNITION AND A HALF SKETCHED PERSONALITYSKETCHED PERSONALITY
User of Competition
- Middle aged man
- Strong
- Don’t know him well, an acquaintance
- Slightly dull, not colourful
- LITTLE INVOLVEMENT
Mirror’s two facesMirror’s two faces
Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality
Eveready’s difficulty to deeply involve consumers & a mild/half-sketched personality
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand AuditGood Brand AuditGood Brand Audit
A good brand audit gives a definite A good brand audit gives a definite answer about six interrelated equitiesanswer about six interrelated equities
Product: Product performance Product: Product performance supports the brand?supports the brand?
Image: Image is strong and Image: Image is strong and engaging?engaging?
Customer:Strength of customer Customer:Strength of customer franchise?franchise?
Channel: Leverage in channel Channel: Leverage in channel environment?environment?
Visual : Clear,differentiating Visual : Clear,differentiating presence?presence?
Goodwill: Endorsed by influencers in Goodwill: Endorsed by influencers in the communities in which it lives?the communities in which it lives?
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 1 Module 2 - Stage 1
Brand AuditBrand Audit
ExerciseExercise
Consider two competing brands: Consider two competing brands: Kodak & FujiKodak & Fuji
Rate the brands on a scale of 5Rate the brands on a scale of 5
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
• Product Non Performing 1 2 3 4 5 Strong , Performing• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged• Customer Over Dependent 1 2 3 4 5 Valued, Popular• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended• Image Weak 1 2 3 4 5 Strong, Engaging
• Product Non Performing 1 2 3 4 5 Strong , Performing• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged• Customer Over Dependent 1 2 3 4 5 Valued, Popular• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended• Image Weak 1 2 3 4 5 Strong, Engaging
Module 2Module 2 Brand Building Brand Building
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig Idea
Connection TriangleConnection Triangle
Brand AuditBrand Audit Connection TriangleConnection Triangle
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
After a rigorous Brand Audit we are ready to make a connection triangle
After a rigorous Brand Audit we are ready to make a connection triangle
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Dissecting a BrandDissecting a Brand
Brand Audit illustrates a unique combination of three factorsBrand Audit illustrates a unique combination of three factors
Product Attribute / BenefitProduct Attribute / Benefit
Brand Imagery / PersonalityBrand Imagery / Personality
Consumer Needs / BeliefsConsumer Needs / Beliefs
Connection triangle exists at the core of each brandConnection triangle exists at the core of each brand
However each brand has However each brand has oneone of the three values as a of the three values as a primary driverprimary driver
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
ProductPhysical attributes
ConsumerUnderlying
human truths
BrandEmotionalbenefits
• The nature of the product itself
– taste, texture, smell, size, heritage, complexity, cost
• Is it distinctive? Is it liked by the consumer?
• How can it be recast into a consumer benefit?
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
ProductPhysical attributes
ConsumerUnderlying
human truths
BrandEmotionalbenefits
• Product Benefit Driven Brand
– Eno bubbles away troubles
– Fevikwik sticks in a jiffy
– Mseal seals chronic leaks
– Tang is essence of goodness from fruit
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
ProductPhysical attributes
ConsumerUnderlying
human truths
BrandEmotionalbenefits
• Product Benefit Driven Brand
What I get from the product that makes the brand matter to meWhat I get from the product that makes the brand matter to me
Why I like the brandWhy I like the brand
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
ProductPhysical attributes
ConsumerUnderlying
human truths
BrandEmotionalbenefits
• The values that underpin consumers’ trust.
• Brand’s personality?
• What is the tone of voice it adopts when talking to consumers?
• Avoid Yetisms (e.g. “professional yet casual”) that betray lack of genuine understanding oft the brand.
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
ProductPhysical attributes
ConsumerUnderlying
human truths
BrandEmotionalbenefits
• Brand Image Driven Brand
– Jaguar is a copy of nothing ,like its owners
– Thumbs Up is for the real men
– HSBC is your local bank
– Tata Safari makes its own road
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
ProductPhysical attributes
ConsumerUnderlying
human truths
BrandEmotionalbenefits
• Brand Image Driven Brand
What traits that I recognize in the brand that I can respect/rely onWhat traits that I recognize in the brand that I can respect/rely on
Why I trust the brandWhy I trust the brand
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
ProductPhysical attributes
ConsumerUnderlying
human truths
BrandEmotionalbenefits
• Why do people value my brand?
– If they don’t, what can we do to make them value it more?
• How does our brand fit into the lifestyle / basic beliefs of its
consumers?
• Why should it be relevant to/enrich their lives?
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
ProductPhysical attributes
ConsumerUnderlying
human truths
BrandEmotionalbenefits
• Consumer Beliefs Driven Brand
– Cadbury Dairy Milk recognizes the child in me
– Fevicol knows that I yearn for emotional bonds that do not break
– Maggi is one more of the delightful conspiracies led by mom
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
ProductPhysical attributes
ConsumerUnderlying
human truths
BrandEmotionalbenefits
• Consumer Beliefs Driven BrandWhat values that I share with the brand that makes me cherish it moreWhat values that I share with the brand that makes me cherish it more
Why I value the brandWhy I value the brand
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Product BenefitWhat I like it
Consumer UHTWhy I value it
BrandWhy I trust it
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Product BenefitAlternative Pale Pilsner
Consumer UHTDon’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in
BrandIrreverent, impulsive,devil-may-care,live for the day
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Product BenefitQuality adhesive
Consumer UHTBonds of family/ friendship/love usually break
BrandA bond that will not break
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Exercise: Create a Connection TriangleExercise: Create a Connection Triangle
Make a Connection Triangle of your favourite brandMake a Connection Triangle of your favourite brand
Ensure that itEnsure that it
ConnectsConnects
Enrich your understanding of the brand-consumer Enrich your understanding of the brand-consumer relationshiprelationship
Liberates i.e. provides the creative freedomLiberates i.e. provides the creative freedom
Can someone who does not know the brand or the market Can someone who does not know the brand or the market get a clear understanding of the brand?get a clear understanding of the brand?
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection TriangleUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Exercise: Create a Connection TriangleExercise: Create a Connection Triangle
Make a Connection Triangle of your Car Security Systems Make a Connection Triangle of your Car Security Systems ProductProduct
Recap of Consumer Research in MumbaiRecap of Consumer Research in Mumbai
Recap of Consumer ResearchRecap of Consumer Research
Primary Perceived Benefits: UserPrimary Perceived Benefits: User1.1. A more efficient locking systemA more efficient locking system
““I am assured that all locking is done once I press the remote I am assured that all locking is done once I press the remote button”button”
““Even if I am careless, I am still assured that the locking has been Even if I am careless, I am still assured that the locking has been donedone
2.2. A ‘Done’ thingA ‘Done’ thing ““I have seen it on many cars”I have seen it on many cars” ““like an audio system, got to have it”like an audio system, got to have it”
The main perceived benefit is a ‘more efficient locking system’ The main perceived benefit is a ‘more efficient locking system’
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection Triangle
Recap of Consumer ResearchRecap of Consumer Research
Secondary Benefits: UserSecondary Benefits: User1.1. Scaring the burglars: A mixed bagScaring the burglars: A mixed bag
““The burglar alarms can scare a burglar but is also a nuisance, The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times”since it goes on its own a couple of times”
““The thieves managed to silently get away with my Zen, on a rainy The thieves managed to silently get away with my Zen, on a rainy night. I had taken off the burglary-prevention system of the car night. I had taken off the burglary-prevention system of the car since the alarm had gone off a couple of times unnecessarily'' since the alarm had gone off a couple of times unnecessarily''
2.2. Showing OffShowing Off ““My young brother simply loves pressing the remote buttons.He My young brother simply loves pressing the remote buttons.He
loves showing off almost as if he is a James Bond. You should look loves showing off almost as if he is a James Bond. You should look at the at the tesshantesshan(style)”(style)”
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection Triangle
Perceived Benefits : Non UserPerceived Benefits : Non User 1.1. StyleStyle
Perceived Barrier : Functionality is not fully establishedPerceived Barrier : Functionality is not fully established ““Security system is for style”Security system is for style” ““Why spend an extra on an old car. When I buy a new one, I might Why spend an extra on an old car. When I buy a new one, I might
consider”consider” ““I go for functionality….no I go for functionality….no sosha(sosha(show-offshow-off)”)” ““The only thing it(security system) does is consume battery”The only thing it(security system) does is consume battery” ““I have already taken car insurance. I don’t need a gizmo”I have already taken car insurance. I don’t need a gizmo”
The effectiveness of security systems is not proven
The effectiveness of security systems is not proven
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Recap of Consumer Research
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection Triangle
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness
There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness
Key Consumer Insight
Module 2 - Stage 2Module 2 - Stage 2
Connection TriangleConnection Triangle
Module 2Module 2 Brand Building Brand Building
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand Audit Big IdeaBig Idea
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig Idea
Unless advertising contains a big idea it will pass like a ship
in the night
David Ogilvy
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig Idea
What is the Big Idea in this visual? What is the Big Idea in this visual?
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
A bisociation of two or more previously connected thought A bisociation of two or more previously connected thought matricesmatrices
A new combination of old elementsA new combination of old elements
Exercise: What is a Big Idea ?
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Big executional ideasBig executional ideas
Big strategic ideasBig strategic ideas
Two Types of Big Idea
Two types of InsightsTwo types of Insights
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig Idea
Think Different
One definition of insanity is doing
the same thing over and over again,
expecting a different outcome
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig Idea
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Insight: Type 1 Insight: Type 1
Verbatim about my life in relation to the category / brandVerbatim about my life in relation to the category / brand
Insight needs to Insight needs to InvolveInvolve
Be widely sharedBe widely shared
Identify with a ‘moment of truth’Identify with a ‘moment of truth’
Insight should notInsight should not Be a metaphor in disguiseBe a metaphor in disguise
Restrict creative avenuesRestrict creative avenues
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Insight: Type 1 Insight: Type 1
Verbatim about my life in relation to the category / brandVerbatim about my life in relation to the category / brand
ExamplesExamples
Skincare Category: Each new wrinkle reminds me of how much Skincare Category: Each new wrinkle reminds me of how much more I want to do with lifemore I want to do with life
Ponds: My face is a mirror of my soulPonds: My face is a mirror of my soul
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Insight: Type 2 Insight: Type 2
The missing link which makes the disconnected connectThe missing link which makes the disconnected connect
They are not true discoveriesThey are not true discoveries
They establish a real complicity between advertiser and the They establish a real complicity between advertiser and the
consumerconsumer
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig Idea
Rediscover
You invent nothing.
You rediscover what you have forgotten.
Socrates
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Four Groups of Missing LinkFour Groups of Missing Link
PeoplePeople
Tapping into what turns people on. Culturally, communally, Tapping into what turns people on. Culturally, communally, individuallyindividually
Pepsi World Cup, India: Indians are more street smart Pepsi World Cup, India: Indians are more street smart than an average white blokethan an average white bloke
Bank of China, Singapore: Highly cosmopolitan Bank of China, Singapore: Highly cosmopolitan Singaporean Chinese revere the way Chinese ‘do Singaporean Chinese revere the way Chinese ‘do business’business’
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Four Groups of Missing LinkFour Groups of Missing Link
ProductProduct
Reinterpreting the way a product attribute is presentedReinterpreting the way a product attribute is presented
Asian Paints, India: Paint takes on a symbol of Asian Paints, India: Paint takes on a symbol of
prosperity. Quality of home = Quality of Lifeprosperity. Quality of home = Quality of Life
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Four Groups of Missing LinkFour Groups of Missing Link
ProblemProblem
Outmaneuvering a problem by illustrating an alternative solutionOutmaneuvering a problem by illustrating an alternative solution
Saffola, India: Cooking oils were perceived to be Saffola, India: Cooking oils were perceived to be
dangerous to health of heartdangerous to health of heart
WWF Tiger Conservation, China: Human life was more WWF Tiger Conservation, China: Human life was more
important than tiger’s. Work with logic that loss of tiger important than tiger’s. Work with logic that loss of tiger
will impoverish the life of children.will impoverish the life of children.
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Four Groups of Missing LinkFour Groups of Missing Link
PromisePromise
Changing the nature of brand proposition that makes it seem Changing the nature of brand proposition that makes it seem
‘bigger’‘bigger’
Stanchart Credit Card, India: Emphasizing the Stanchart Credit Card, India: Emphasizing the
importance of changing your credit limit by showing importance of changing your credit limit by showing
the fear of a wife overspendingthe fear of a wife overspending
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
“What if?”
A Brainstorming Tool
that challenges convention
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
What if.. What if..
A useful process to prevent inertiaA useful process to prevent inertia
Allows our minds to roamAllows our minds to roam
New insights come from unexpected quartersNew insights come from unexpected quarters
Stage1: Integrate full possibilities for existing brand equityStage1: Integrate full possibilities for existing brand equity
Stage 2: Stretch potential to absurd levels to challenge Stage 2: Stretch potential to absurd levels to challenge conventionconventionA tool to explore risks and rewards of completely changing the rules
A tool to explore risks and rewards of completely changing the rules
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
What if.. Stage 1 What if.. Stage 1
We redefine the category experience?We redefine the category experience?
Claim generic benefit for ourselves?Claim generic benefit for ourselves?
Fevicol is an adhesive, so it sticks strongFevicol is an adhesive, so it sticks strong
Make the brand sensational and newsworthy?Make the brand sensational and newsworthy?
The United Colours of BenettonThe United Colours of Benetton
Focus on the influencer and not the user?Focus on the influencer and not the user?
The TV buying ads focusing on kidsThe TV buying ads focusing on kids
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig Idea
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
What if.. Exercise for Our ProductWhat if.. Exercise for Our Product
How do we redefine the security system experience?How do we redefine the security system experience?
Can we claim generic benefit for ourselves?Can we claim generic benefit for ourselves?
How can we make the brand newsworthy and therefore How can we make the brand newsworthy and therefore
spend less in advertising?spend less in advertising?
How do we focus on the young male adult/dealer and not the How do we focus on the young male adult/dealer and not the
buyer?buyer?
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig Idea
What If..
we all go mad?
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
What if.. Stage 2 What if.. Stage 2
A chimpanzee sold coffee to a Martian?A chimpanzee sold coffee to a Martian?
Asian Paints gets into hair colours?Asian Paints gets into hair colours?
Coffee loses prestige value and needs a common man Coffee loses prestige value and needs a common man
platform?platform?
Strategy is passé, and implementation is the real thing?Strategy is passé, and implementation is the real thing?
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
A car manufacturer invented a theft-proof car?A car manufacturer invented a theft-proof car?
Car insurance and security system was co-branded ?Car insurance and security system was co-branded ?
Mercedes Benz endorsed our security system?Mercedes Benz endorsed our security system?
We reduced the car theft rate in the city we test market in?We reduced the car theft rate in the city we test market in?
The police commissioner used our system in his/her car?The police commissioner used our system in his/her car?
Need Some Mad Ideas!
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Mining Insight
Drives powerful brand building
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
You have driven the car, not only by looking at the rear view You have driven the car, not only by looking at the rear view
mirrormirror
You have used intuition and imaginationYou have used intuition and imagination
You have created a connection triangle that truly articulates You have created a connection triangle that truly articulates
the primary driver the primary driver
You are ready with a compelling insightYou are ready with a compelling insight
You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion
You are ready to put ‘aim’ into the ‘ready, aim, fire' of advertising / promotion
So, What Next?
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
The springboard is ready for the creative
agency to leap
Module 2 - Stage 3Module 2 - Stage 3
Big IdeaBig IdeaUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Creative Black Hole Creative Black Hole
Now it the turn of creative agency’s turn to ‘fire’Now it the turn of creative agency’s turn to ‘fire’
To give a creative articulation of the primary driver, using the To give a creative articulation of the primary driver, using the
compelling insightcompelling insight
Your work is going through the creative Black HoleYour work is going through the creative Black Hole
Module 2Module 2 Brand Building Brand Building
Understanding Branding
Brand Building
Evaluating AdvertisingEvaluating Advertising
Big IdeaBig IdeaConnection TriangleConnection TriangleBrand AuditBrand AuditEvaluating AdvertisingEvaluating Advertising
Module 2 - Stage 4Module 2 - Stage 4
Evaluating AdvertisingEvaluating AdvertisingUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
After the Creative Black HoleAfter the Creative Black Hole
HowHow do you evaluate a creative product: The TV Ad, Sales do you evaluate a creative product: The TV Ad, Sales
Promo,Internet Banner, Direct Mailer?Promo,Internet Banner, Direct Mailer?
How do you ensure that both you and the creative agency How do you ensure that both you and the creative agency
have done a good job?have done a good job?
You are ready for Unilever’s Benchmarks!You are ready for Unilever’s Benchmarks!
Module 2 - Stage 4Module 2 - Stage 4
Evaluating AdvertisingEvaluating AdvertisingUnderstanding Branding
Brand Building
Evaluating AdvertisingEvaluating AdvertisingBig IdeaBig IdeaConnection
TriangleConnection TriangleBrand AuditBrand Audit
Yes/No
1 Is there a big idea memorable and relevant?
2 Does it discriminate the brand from the competitor?
3 Does it involve target consumer?
4 Does it establish a relationship with target consumer?
5 Does it invoke a positive response from the consumer
6 Does it feel genuine?
7 Is it simple and clear?
8 Is the brand name inseperable from the idea?
9 Does it make full use of medium's capabilities?
10 Is it in character with the brand personality?
Unilever's Ten Principles Yes/No
1 Is there a big idea memorable and relevant?
2 Does it discriminate the brand from the competitor?
3 Does it involve target consumer?
4 Does it establish a relationship with target consumer?
5 Does it invoke a positive response from the consumer
6 Does it feel genuine?
7 Is it simple and clear?
8 Is the brand name inseperable from the idea?
9 Does it make full use of medium's capabilities?
10 Is it in character with the brand personality?
Unilever's Ten Principles
Module 2 - Stage 4Module 2 - Stage 4
Evaluating AdvertisingEvaluating Advertising
Finally
The consumer is not a moron,she is your wife
Final evaluation of brand building is whether it
motivates her
““You see, all the right things are written in books You see, all the right things are written in books and research papers.and research papers.
The trick is to ensure that there is no gap The trick is to ensure that there is no gap between what is written in the books and your between what is written in the books and your vision; from what is happening on the shop-floor vision; from what is happening on the shop-floor and what is going on in the marketplace.and what is going on in the marketplace.
That is execution. That is what makes the That is execution. That is what makes the difference”difference”
Mukesh AmbaniMukesh Ambani
www.mastersun.inhttp://strategy-execution.blogspot.com
[email protected] Chandra: +91 9920803060
Jasravee Kaur : +91 9892301590
Profile of Sarvajeet ChandraProfile of Sarvajeet ChandraSales & Distribution
Operations/Service
Quality
Brand Building
CapabilityDevelopm
ent
FMCG/Retail ITC( ITD Division)EvereadyTravelport
MSM EvereadyKodak
Shringar Cinema (Fame)
Infrastructure , Industrial & Real
Estate
Saurashtra CementVNC GroupTata Steel
Lavendor GroupMandala Asset
Solutions
Lion GroupTata SteelVNC Group
Gujarat Glass
Saurashtra Cement
Pidilite (Fevicol, Fevikwik, Fevistik)
VNC GroupTata Steel
Textile, Leather &
Commodities
Tata International Indo RamaTexmaco GroupLaxmi Machine
WorksTata InternationalITC (IBD Division)
World Gold Council
Banking, Media, IT, Hospitality
& Others
XenosBlue Star
Cidade de GoaTata Power
Cidade de Goa
ICICI Bank Thanjavur
Hotel ResidenceCidade de Goa
STAR TVEBay IndiaMIHMCT
Vizualize LBi IndiaSystime
JW MariottGTL LimitedBST-Sayona
Organizations Worked For : ICICI Bank, Renoir Consulting (UK), Baazee.com ( now Ebay), Ogilvy & Mather