Professional Documents
Culture Documents
Brand basics
30%
Group Project
30%
40%
Session 1 :
Understanding Brand Anatomy
Some thoughts
The Definition
Name, term, sign, symbol, or design, or a
combination of them, intended to identify the
goods and services of one seller or group of
sellers and to differentiate them from those of the
competition
Neha Markanda
Lets simplify.
Differentiate
Recall
Unique
+ Brand components..
!"#$%&'&!"#$%&'&3&4$+#$-(/5*1&
or bird,
scientific term, and things or
objects.
"Branding
!"#$%&'&($)*"*$+&,*#$($-.
#++"(/0+*1./*$*2+1&
Neha Markanda
Services
Retailers/Distributors
Geographic locations
+
!"#$%&'&!"#$%&'&3&4$+#$-(/5*1&
"What
!"#$%&'&($)*"*$+&,*#$($-.
#++"(/0+*1./*$*2+1&
"What
!"#$%&'&6755*8+(7$&79&4,:"*11(7$1&
!"#$%&'(
!"#$%&&
'(()*+,(%-&
.-%-&
/,01*(23401,%&
5,6"(*#601&+%6%7(-&
@;#(*#601&
8%6%7(-&
Neha Markanda
8)069&&
:%)-#601*(2&
!2;+#1-&
8)0693&&
<,-(#;%)&&
=%10(*#6->*$&
!%1?&@A$)%--*B%&
8%6%7(-&
+
!"#$%&'&!"#$%&'&3&4$+#$-(/5*1&
!"#$%&'&($)*"*$+&,*#$($-.
#++"(/0+*1./*$*2+1&
!"#$%&'&6755*8+(7$&79&4,:"*11(7$1&
" Beyond
the 30 seconder
" Intended + unintended messaging
+
G0--&G%9*0&
J%K3&
@;%)D*6D&&
G%9*0&L&
E61*6%&
G%)">069*-%&
Consumer
:)#;#(*#6&
E6%&(#&E6%&
:,+1*"&=%10(*#6&I&@B%6(&
Neha Markanda
:0"H0D*6D&
+ Or Part of History?
Neha Markanda
They build a world of intangibles and associations around the product that
ignite imagination and desire
It is the story that adds brand value raising the perceived worth of an
object or service
G#6%(0)2&401,%&
!(#)2&401,%&
Neha Markanda
+
Microsoft
Nestle
Motorola
Blackberry
Toyota
Renault
ICC
Tata
Yamaha
Neha Markanda
L&T
Neha Markanda
An example
!"#$"%&'$&()*+),-'$."$#)
)*+'(,#-+(./0()*+'(!+1/*(*2(34*2$(56/'+(
5+/'(
:)%?%)&:%$-*&&MNO&
:)%?%)&<#H%&PQO&
J#&$)%?%)%6"%&RO&
Neha Markanda
)*+'(,#-+(./0()*+'(!+1/*(*2(7$+2'*8+$(
56/'+(5+/'(
S+)069&60;%-&)%B%01%9T&
:)%?%)&<#H%&UMO&
:)%?%)&:%$-*&RVO&
J#&:)%?%)%6"%&NRO&
Neha Markanda
Rise of capitalism
o Competition for resources (capital) stimulating
demand for goods and services
Industrial Revolution
o Mass production of goods needed demand
stimulation
34
2$*3&3$$&4"5&",$&60.,1&4.3&$#"(#$1&
"#$0&*4$&0$7$,*&*+8$3&
!"#$%&'#"()*+",&"-&.&/0.,1&
36
9:;<=3&
37
9:><3
&&
9:?<3&
Use Masterbrands
40
41
+ Universal renditions
you are not crystal clear what the brands mission is, you cannot
control what happens when people amplify it. Everyone working
on Dove knows these words by heart. They know that the mission
statement does not say Dove is about women feeling more
beautiful, but that Dove is about more women feeling beautiful.
Our notion of beauty is not elitist. It is celebratory, inclusive, and
democratic. Philippe Harousseau, Unilever VP Brand
Development
43
@A&
! Problems
! Advertisers
+ .. And now..
Consumer Empowerment, Branded
Entertainment, The Great Recession
(2000-present)
Consumer control emerges in this era
! Consumers begin co-creating ads defined as consumer
generated content (CGC)
! Cultural contradiction, social disruptions and identity issues
emerge
! E-business
! Firms invest in newer forms of connecting with consumers
! Branded entertainment
!
! Advertising
! Big
! Technology/
55
59
Individuality
collectivism paradox
Skeptical
Informed
Media fragmentation
Empowered
Demanding!!
/0()(3(-#($&()*+)')&*$123(-)80*)(?:(&51)')-(1*62<*$)*+)'66)
&*$5-'."&<*$1@)5'15(A0('6509)7'62(A:-(3"23)(?:(-"($&(1)
&*$7($"($&(A&*15)))))
/0()-"1()*+)')&*$123(-4&*$5-*66(.)12-7("66'$&()&2652-())
80(-()/-2159)/-'$1:'-($&;9)'250($<&"5;)'$.))
-(1:*$1"7($(11)8"66)=()>(;)
B.and
!"#$"%&'(#)('#*+,-%',,',#."/0$'1'$2#-%#."%1("$#"3#14'-(#0("5+.1,6#*()%5,#)%5#/',,)&',7#
8"5)26#."%,+/'(,#)('#-%#."%1("$7##
CDEFGH/)IDJ)
@A>B?89!C#9DE#
9%3"(/-%&#
0'"0$'#)*"+1#
0("5+.1,#
HEK!GLID)IDJ)
@A>B?89!C#9DE#
:'(,+)5-%&#
0'"0$'#1"#*+2#
DIMJ/NEK!ONC)IDJ)
@A>B?89!C#9DE#
;",1'(-%&#
,+,1)-%)*$'#
('$)<"%,4-0,#
84'#=-%%'(,#-%#14'#>'$)<"%,4-0#?()#=-$$#*'#*()%5,#14)1#*+-$5#!"#$%#&'($%#),#='$$#
),#!")%*6#.(')<%&#,+,1)-%)*$'#('$)<"%,4-0,#=-14#."%,+/'(,7#
FROM TRANSACTIONS
TO
TRUST
!0'-(.)7'62(1)
L*$(;4&'$54=2;4(?:(-"($&(1)
D(1:*$1"7($(11)
/-"##(-1)
TRANSACTIONS
G$"R2()*Q(-1)
J&&(11)
C-"7"6(#(1)
P'62()EQ(-1)
E$4C'&>1)
H*4L(-&0'$."1"$#)
Millions of units
sold
650
600
550
500
450
400
350
300
250
200
150
100
50
0
Disc Albums
Compact
disks
1995
1993
1991
1989
1987
1985
1983
1981
1979
1977
1975
1973
Cassettes
Industry : Music
Category : Musical genres
Product : CD, cassettes, I pod, sites
Brand : Sony, Apple, singers etc
So What ??
Apart from the fact that there are
overlaps at times and one may be
the sub set of another
What else ????
Early
majority
34%
Laggards
16%
Late majority
34%
Time
Innovators:
Venturesome, higher
educated, use
multiple information
sources
Early majority:
Early adopters:
Laggards:
Deliberate, many
informal social
contacts
Leaders in social
setting, slightly above
average education
Late majority:
Fear of debt,
neighbors and friends
are information
sources
Skeptical, below
average social status
Understanding Products
Canned soup,
steel pipe,
paper towels
100%
physical
good
emphasis
Restaurant
meal, cell
phone,
automobile
tune-up
Satellite radio,
hair styling,
postal service
100%
service
emphasis
Blend of
physical
good and
service
Really ???
875
Kellogs chocos???
Snickers chocolate????
+
Tanya decided to take her friends to a water amusement park as
her birthday treat. She also wanted to take pictures so that shed
remember the day, but didnt want her expensive digital camera
to get wet near the pools, slides, and water rides. So, she decided
she would also take a disposable camera at the start of the day-although she didnt want to spend more than Rs 1500 on top of
what the park tickets cost. Tanya didnt know much about
disposable cameras, but she went in the Camera Shop and asked
the salesperson for advice about what to buy that would meet her
budget, make pictures of reasonable quality, and hopefully work
in the water. He recommended that she buy a waterproof Kodak
model that came with high speed film and would even work for
underwater shots.
Homogeneous
Staples
Shopping Products
New Unsought
Products
Heterogeneous
Impulse Products
Shopping Products
Regular Unsought
Products
Emergency Products
Specialty Products
879
Staples
Homogeneous
Shopping Products
Impulse Products
Heterogeneous
Shopping Products
Emergency Products
Specialty Products
New Unsought
Products
Regular Unsought
Products
881
+
Divi was at her cousin's house and saw some photographs that her
cousin had taken with a Kodak disposable camera. She was so
surprised by the quality of the pictures that she decided to purchase
the same camera. The next day she went to a nearby camera store
and found that the store did not have the Kodak in stockalthough it
did have other brands in stock at about the same price. The
salesperson in the store assured her that the others were just as
good. But Divi ignored this advice and tried two other stores that
were also out of stock. Getting frustrated, Divi was ready to drive
across town to a Croma store. However, when she stopped for fuel at
a convenience store, she came upon a display of Kodak disposable
cameras. She quickly bought oneeven though she felt the price
would be lower at Croma.
Staples
Homogeneous
Shopping Products
Impulse Products
Heterogeneous
Shopping Products
Emergency Products
Specialty Products
New Unsought
Products
Regular Unsought
Products
883
Specialty product
Reason: Customer displays brand insistence and a willingness to spend
considerable time and effort searching for the product. Price is not
critical, and customer will not accept substitutes.
+
While deepsea fishing off the coast of Hawaii, Toby caught a large
swordfish. He decided that his friends back home would never
believe his "fish story" if he didn't have pictures. But he did not have
a camera. As soon as the boat got back to the dock, Toby went to a
nearby tourist shop. He was pleased to see a display of Kodak
disposable cameras, but was sorry to see a much higher price than
the same camera sold for in his hometown. He bought one anyway,
because he wanted to take some pictures right away before the fish
was taken away to the fish market.
Staples
Homogeneous
Shopping Products
Impulse Products
Heterogeneous
Shopping Products
Emergency Products
Specialty Products
New Unsought
Products
Regular Unsought
Products
885
+
Veena teaches high school science courses. She spends most of her
leisure time doing amateur photography. In fact, she enjoys
photography so much that for several years she has volunteered to
teach the advanced photography workshop offered by the School.
She has won several awards for her photographs of mountain
landscapes. Veena has even earned extra cash by selling some of
her photos to companies that print postcards. Several of her friends
have encouraged her to turn professional, but she prefers using her
talents mainly as a hobby.
Staples
Homogeneous
Shopping Products
Impulse Products
Heterogeneous
Shopping Products
Emergency Products
Specialty Products
New Unsought
Products
Regular Unsought
Products
887
+
Unsought product (probably regularly unsought).. Its tricky!
Reason: A serious camera enthusiast would probably want highquality
equipment. He probably would not consider buying a Kodak disposable
camera--unless an additional promotion theme was used (e.g., promote
the camera as a handy spare or for kids to use etc).
Staples
Homogeneous
Shopping Products
Impulse Products
Heterogeneous
Shopping Products
Emergency Products
Specialty Products
New Unsought
Products
Regular Unsought
Products
889
+ To conclude
+ Annexure
Sales revenue
or profit
Marketing
objective
Growth
Maturity
Decline
Total industry
sales revenue
+
0
Gain
Awareness
Stress
Maintain
differentiatio brand
n
loyalty
Harvesting,
deletion
Competition
None
Growing
Many
Reduced
Product
One
More versions
Best sellers
Price
Skimming or
penetration
Gain share,
deal
Full
product line
Defend share,
profit
Promotion
Inform,
educate
Stress
competitive
differences
Reminder
oriented
Minimal
promotion
Place
(distribution)
Limited
More outlets
Maximum
outlets
Fewer outlets
Stay profitable