Slide quản trị thương hiệu what is the territory of the brand

Attribut esModule 1 Understanding Branding UnderstandingBranding Brand Building Exercise Archite cture Manage ment Product s to brands Manage ment cuu duong than cong... Attribut esModu

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What is the Territory of the

Brand?

cuu duong than cong com

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Presentation Objective

• To understand the facets / issues involved in

branding

• To develop a framework for building a brand

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Presentation incorporates

learnings from

 India‟s Branding School, founded by Reliance:

MICA

 Personal Work Experience

 Al Ries & Laura Ries: The 22 Immutable Laws of Branding

Al Ries, David Ogilvy & Ambani

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Brand Building Understanding

Branding

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Module 1

Understanding Branding

Exercise

Archite cture

Manage ment

Attribu tes

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Module 1

Exercise

Archite cture

Manage ment

Attribu tes

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Exercise Architectur

e Manage ment Attributes

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psychological benefits

Above all „a brand is a promise‟cuu duong than cong com

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“ … A seller‟s promise to deliver consistently

a specific set of features, benefits and services

to buyers.

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Module 1 - Stage 1

From Products to Brands

…….a short-hand that communicates powerfully & reduces uncertainty

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A d S p e n d ( R s C r o r e s )

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Brand as an Asset

name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”

Fortune Magazine

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Attribut es

Module 1

UnderstandingBranding

Brand Building

Exercise

Archite cture

Manage ment

Attribu tes

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Module 1

Brand Building

Exercise

Archite cture

Manage ment

Attribu tes

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Module 1 - Stage 2

Attributes

Immutable Law of Name

In the long run the brand is nothing more than a name

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e Manage ment

Attrib utes

• Toyota‟s Lexus is distinctive.Toyota‟s Luxury commonplace

• Orange was a striking name in a world of tel and coms

 Not mean anything rude or silly in another language

Big Macs( McDonald‟s) is a slang for big breasts in Canada

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e Manage ment

Attrib utes

• Xerox as opposed to Haloids Paper Master

• Xerox (Copier) is powerful Xerox Computer is not

• “Monday” (Price Waterhouse Coopers )cuu duong than cong com

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Module 1 - Stage 2

Attributes

A brand‟s logotype should be designed to fit the eyes

Both eyes

Immutable Law of Shape

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e Manage ment

Attrib utes

• 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

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Module 1 - Stage 2

Attributes

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Module 1 - Stage 2

Attributes

A brand should use a colour opposite of its rival

Immutable Law of Colour

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Module 1 - Stage 2

Attributes

The Cola Wars: Energy Vs Peace

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e Manage ment

Attrib utes

• Purple means royalty

• Red is energetic

• Blue is peaceful

• Coke is red, Pepsi is blue

• Kodak is yellow, Fuji is green

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e Manage ment

Attrib utes

• FedEx‟s orange and purple packet stands out in corporate blue

 Essentially in the meaning of the brand name in consumer‟s mind, its essence cuu duong than cong com

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Module 1 - Stage 2

Attributes

Most important thing for a brand is its

single mindedness.

Immutable Law of Singularity

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Module 1 - Stage 2

Attributes

Single-mindedness means consistency

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e Manage ment

Attrib utes

Product

s to

brands

Name Logo Colours Essence

Brand Essence

 Linux stands for freedom as opposed to Microsoft‟s monopoly

 Essence of Volvo is Safety

 Essence of Tata is trust

 Essence of Fevicol is bondingcuu duong than cong com

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e Manage ment

Attrib utes

Product

s to

brands

Name Logo Colours Essence

Brand Essence

 In India, STAR NEWS is not a channel of the masses unlike STAR PLUS

 Volvo has been selling safety for 35 years

 Raymond has been selling the complete man for over 2 decades

 Essence of Dettol is protection against germs

 What is Miller :A regular,light,draft,cheap, expensive beer

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Module 1 - Stage 2

Attributes

A brand should try to own a word in consumer‟s mind

Immutable Law of Word

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Module 1 - Stage 2

Attributes

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Attribut es

Module 1

Brand Building

Exercise

Archite cture

Manage ment

Product

s to

brands

Manage ment

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Attribut es

Module 1

Brand Building

Exercise

Archite cture

Product

s to

brands

Manage ment

Co-Brand Stealth Brand

Fighting Brand Multi-Brandcuu duong than cong com

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e

Mana geme nt

Co-Brand

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e

Mana geme nt

Stealth Brand

• Home-to-home, word of mouth / PR, internet community building

• Krispy Kreme relies only on PR

 Little promotion for Maytag website as opposed to a buy.com Maytag sold 1000s of Neptune washers on web

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e

Mana geme nt

Fighting Brand

• Smirnov (Heublein) Case

point as W‟schmidt

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e

Mana geme nt

Fighting Brand

• Prevents dilution of the leading brand

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Module 1 - Stage 3

Management

There is a time and place to launch a second brand

Immutable Law of Siblings

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Possibly even a third or a fourth brand

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e

Mana geme nt

Multi Brand

identity

 Time, Fortune,Life, Money, People

 Tata Salt,Tata Tea

Fosters?

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e

Mana geme nt

Multi Brand

 Shampoos: Clinic Plus, Ayush, Sunsilk

 Price:Maruti 800, Zen, Esteem

 Herbal Anti-Dandruff category by Ayushcuu duong than cong com

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Attribut es

Module 1

Brand Building

Exercise

Archite cture

Manage ment

Product

s to

brands

Archite cture

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Attribut es

Module 1

Brand Building

Exercise

Manage ment

Product

s to

brands

Archite cture

House of Brands

Endorsed Brand

Sub Brand Branded Housecuu duong than cong com

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Module 1 - Stage 4

Architecture

Immutable Law of Contraction

A brand becomes stronger when you narrow its focus

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Module 1 - Stage 4

Architecture

The Economist is red and daring

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Archi tectur e

Manage ment Attributes

Product

s to

brands

House of Brands

Endorsed Brand

Sub Brand Branded

House

House of Brands

marketing / branding

• P&G is the prime example Its “big” with the channel

• Helps brand focus

contract its scope

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Archi tectur e

Product

s to

brands

House of Brands

Endorsed Brand

Sub Brand Branded

House

Endorsed Brand

brand(corporate) to another

Gain, from makers of Ariel

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Module 1 - Stage 4

Architecture

Immutable Law of Expansion

Brand‟s power inversely proportional to scope

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Module 1 - Stage 4

Architecture

The Volkswagen bus ad, talked only about „plenty of room‟

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Archi tectur e

Product

s to

brands

House of Brands

Endorsed Brand

Sub Brand Branded

House

Sub Brand

directions

• Donna Karan menswear, DKNY, DKNY menswear, DKNY kidscuu duong than cong com

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Module 1 - Stage 4

Architecture

Immutable Law of Company

Brands are brands, companies are companies

There is a difference.

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Archi tectur e

Product

s to

brands

House of Brands

Endorsed Brand

Sub Brand Branded

House

Branded house

• Virgin? Does “Virgin trains” work?

trade/other stakeholders

• P& G way

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Attribut es

Module 1

Brand Building

Exercise

Archite cture

Manage ment

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Module 1

reconcile the two positions?

1 Single brand

2 Stand Alone New Brand

3 Transfer of Brand Assets from an existing brand

Exercise

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Attribut es

Module 1

Brand Building

Archite cture

Manage ment

Transfer of Brand Assetscuu duong than cong com

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Exer cise

Architec ture Manage

ment Attributes

Transfer of Brand Assets

 Single Brand Family

 ‘Stand-alone’ New Brand

 Transfer of Brand Assets ‘x from y’cuu duong than cong com

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Option : Single Brand family

• Dettol antiseptic / soap / hand wash

• Crest toothpaste / Mouth wash (But not chewing gum)

• IBM Value Point - Entry level purchase

Gillette Good News Line - Disposables

Understanding

Branding

Brand Building

Exer cise

ment Attributes

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 But Taj from TATA for Performance segments

segments

 Surf entry in popular segment with Surf Easywash Withdrew after 2 yrs

 Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion

Understanding

Branding

Brand Building

Exer cise

ment Attributes

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Learnings

+ Cheaper than creating a new brand

- Difficult to stretch brands across Price and Performance

- Risk of eroding present position

- Lose opportunity of creating a new segment

Understanding

Branding

Brand Building

Exer cise

ment Attributes

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Option : ‘Stand-alone’ New Brand

Surf Easywash

attributes to target consumer segments- Surf / Rin / Wheel / OK

Exer cise

ment Attributes

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Option : ‘Stand-alone’ New Brand

Learnings

+ Clear brand identity, values and assets

+ Create new opportunity of a range possibility in Popular segment + Leave present brand secure

- Expensive to build brand assets

- Difficult to build trial as a stand-alone Brand

Understanding

Branding

Brand Building

Exer cise

ment Attributes

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Option: Transfer of Brand Assets ‘x from y’

• Worked well for Titan

• Eroding equity of Titan

• Apparently a „Transitional Strategy‟

Understanding

Branding

Brand Building

Exer cise

ment Attributes

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Option: Transfer of Brand Assets ‘x from y’

Learnings

+ Cheaper than developing a new brand

+ Can be used as a „Transitional Strategy‟

- Still a risk of eroding present image

- Possible mix of values and assets

Understanding

Branding

Brand Building

Exer cise

ment Attributes

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Branding Options: Conclusion

 Different products / similar values

 Differentiate on end use

is expensive to create a new Brand

transitional strategy - still a risk of eroding present values and

mixing values and assets

Understanding

Branding

Brand Building

Exer cise

ment Attributes

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Brand Building Understanding

Branding

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Module 2 - Stage 1

Brand Audit

Brand Audit is designed to put into words the actual experience of a brand

in the life of the user

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Module 2 - Stage 1

Brand Audit

Brand Audit

 Qualitative study

 In-depth interview ,usually administering a questionnaire

 Uses various techniques like

Understanding

Branding

Brand Building

Evaluat ing Adverti sing

Big Idea

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Module 2 - Stage 1

Brand Audit

Mind Mapping Technique

Understanding

Branding

Brand Building

Big Idea

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Big Idea

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Big Idea

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Big Idea

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Big Idea

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Big Idea

Mexican Wave

Mind Mapping Technique

Take 1 branch and add associations

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Critical Incident Analysis: When People Change

importance of a „critical

incident‟ leading to change in an

individual‟s life

– These are „Moments of Truth‟ : compelling moments when one gets deep insights and is propelled to „change‟.

– Brands, category adoption too revolve around such

„incidents‟ leading to change.

Understanding

Branding

Brand Building

Big Idea

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The Hierarchy of Aspects of Incidents

Big Idea

Conne ction Triangl e

Brand

Audit

Both Mind Mapping & Critical Incident are useful techniques while

administering a Brand Audit Questionnaire

Module 2 - Stage 1

Brand Audit

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Module 2 - Stage 1

Brand Audit

Brand Audit Questionnaire

Think about the specific things that trigger the brands identity in your mind…

When you hear the brands name what immediately springs to your mind

Big Idea

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Module 2 - Stage 1

Brand Audit

Thinking about the feelings and emotions the brand evokes in you

What specific emotions do you experience while using this brand

How does the brand make you feel about yourself

What do you feel when you see other people using this brand

How do the emotions this brand evoke differ from those of its leading

Big Idea

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Module 2 - Stage 1

Brand Audit

Since using a brand makes it part of your life think about personal

memories connected with the brand

What personal memories does this brand bring to your mind

 Describe an episode in your life or someone close to you that illustrates this

If the brand were to be a restaurant or

Big Idea

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Big Idea

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

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Big Idea

Eveready‟s difficulty to deeply involve

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Module 2 - Stage 1

Brand Audit

Good Brand Audit

answer about six interrelated equities

 Product: Product performance supports the brand?

 Image: Image is strong and engaging?

 Customer:Strength of customer franchise?

 Channel: Leverage in channel environment?

 Visual : Clear,differentiating presence?

 Goodwill: Endorsed by influencers in the communities in which it lives?

Understanding

Branding

Brand Building

Big Idea

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Module 2 - Stage 1

Brand Audit

Exercise

Kodak & Fuji

Understanding

Branding

Brand Building

Big Idea

Brand

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 Weakcuu duong than cong com1 2 3 4 5 Strong, Engaging

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