Professional Documents
Culture Documents
on
BRAND-BUILDING
ADVERTISING
Please use the CD in the FCB-Ulka Brand Building Advertising Cases book for the
advertisements and TV commercials needed for the Seminar. Posting them on the site would
have made the download slower.
Seminar Structure
Part I : Branding concepts
Part II : Brand-building Advertising
Part III : Consumer Products
Part IV : Consumer Durables
Part V : Services
Part VI : Corporate Brands
Seminar Part I
Branding Concepts
What Is a Brand?
A
service
A A
packaging logo
A
product
A
A
shop
country A
person
Brand = Product + Images
More than just the product or the service
Add the intangible images that come to mind
Add the usage occasions that come to mind
Add the user imagery that comes to mind
Core
Brand
Essence
Physique Personality
EXTERNALISATION INTERNALISATION
Relationship Culture
Reflection Self-Image
PICTURE OF RECIPIENT
Brand-building Advertising Seminar
Self-test -1
Brand: Amul
Draw Aaker’s model
Draw Kapferer’s prism
AMUL : Aaker’s Model
Extended
Core
Pride
Value Available
Brand Taste
Essence:
Milk
Quality Indian
Variety
Food
AMUL : Kapferer’s Prism
Physique : Personality :
Taste, Quality Simple, Indian
Relationship :
Sociable
AMUL Culture :
Co-operative, Sharing
Reflection : Self-Image :
Value Oriented Proud Indian, Fun loving
Brand-building: The Steps
Determine the current image with consumers
Company
Consumer analysis
analysis Brand •Size, profitability,
•Size, demographic, •distribution,
geographic technology
•Usage, depth, width
Competitor analysis
Size, profitability, strengths, weaknesses
Building Blocks for
Brand-building Advertising II
Market analysis + consumer analysis + company analysis + competitor analysis
Marketing objectives
Sales, market share, profits
Marketing strategy
Product, pricing, distribution, service, packaging
Advertising & sales promotion
Advertising objective
Awareness, salience,Image, attitude
Advertising strategy
Creative strategy,Media strategy
How Does Advertising Work I
Classic Hierarchy of Effect Model
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
How Does Advertising Work II
Hierarchy of effect model tends to assume that advertising works
the same way for all product categories
Work on understanding Consumer Behaviour revealed that
advertising would work differently for different products
Several new models were developed in the eighties and the
nineties
One such model was the FCB Grid
• The Grid categorised products as
– High involvement Vs low involvement
– Thinking Vs feeling
How Does Advertising Work II
FCB Grid
High involvement Low involvement
Consumer is not involved;
Consumer is involved tends to see the utilitarian
with the product
values of the category;
category; identifies with
routine/quick decision
it and often takes time to
making
decide which brand to use
E.g.: detergents, fuel,
E.g.: TV, car, perfume, flour, mobile service (?)
clothes, insurance (?)
How Does Advertising Work II
FCB Grid
Think Vs feel
Think Feel
Consumer decides using his Consumer decides using his
head : heart :
‘Rationality’ drives the ‘ Emotionality’ drives the
choice of product/brand choice of product/brand
Advertising to fit FCB Grid requirements
THINKING FEELING
Consumer Consumer
Services Corporate
Products Durables
Thinking Feeling
High
Involvement
Low
Involvement
Consumer Products
Consumer Products : What are they?
Brand Extentions
Advertising
Promotions
Captain Cook Atta - Farmer to Home
Captain Cook Atta - Farmer to Home
Captain Cook Salt launched in mid eighties
After a few false starts established a strong hold in
the market against Tata salt with the “free flow”
feature
Captain Cook brand seen as an aggressive,
combative, young brand
Plans on to extend Captain Cook to other food
products
Captain Cook Atta : The Kitchen Story
Atta primarily bought as grain and milled at a local
“chakki”
Housewife uncomfortable with packed branded food
products
Suspected a loss of control over the cooking process
Also suspected ingredients, process, additives
Captain Cook Atta : Atta - the Centerpiece
Housewife derived self-worth from the appreciation of
cooking from family members
Atta seemed to be critical to the cooking process - a major
concern area
Most households were into buying grain carefully and
getting it milled
Very low penetration of packed branded atta
So a problem with many dimensions!
Atta - Problem Dimensions
Atta - critical to cooking
Atta rarely bought in packed form
Ingredient of atta critical to final product
Low faith in packed food products
Unwilling to give up control over cooking
“Loss of control” - a fear
“Fear of taste back lash” - another fear
Advertising Tasks
Create awareness of the new offering ‘packed -
branded - atta’ from captain cook
Consumer Durables
Defining Consumer Durable
Product oriented
Service
Services
What Are Services?
“One day all brands will be service brands!”
When a success of an automobile depends on service
network?
When a durable brand depends on the pre-sales and
after-sales service?
When a consumer product purchase can be
influenced by the retail environment?
Services Brand Types
Services are bought by consumers, at times without being conscious of the brand image
• A telephone service
• An airline
• A hotel
• ATV channel
• A website
• A bank
• A retail chain
All these and more are services that consumers buy, everyday - but are they brands?
Services Brands - Relevance
Telephone service : MTNL Vs BPL Vs Orange
Hotel : Taj Vs Quality Inn Vs Welcomgroup
Bank : State Bank Vs Citibank Vs Central Bank
Branding concepts have been applied to services not too long ago - and
the art is still being perfected
When a customer chooses a bank what are the reasons:
- The location
- The word-of-mouth
- The decor
- The staff
- The ‘brand’?
Services Brands - Emerging Trends
Services marketeers are discovering the power of
branding and integrating all elements under a brand
image umbrella
– Logo identity
– Look and feel
– Décor of premises
– Uniform of staff
– Communication
Services Brands - Image Perceptions
Often more complex than an FMCG or durable
High reliability on the human element
Every interaction with the services brand could lead to
image change
Need to bring about uniformity
• Staff training is key
Coupled with pricing, decor, ease of use, location,
communication
Services Penetration
All India Household penetration of a few services :
Telephone 6.8%
Bank Account 17.5%
Cell Phone 0.2%
Analyse the data for urban / rural, SEC, regions etc.
Role Of Advertising
Services brands are built by the human involvement of customers with the brand (and its
employees)
Advertising can be used to reinforce the service image
- Singapore airline - Singapore girl - friendly service
- British airways - world’s favourite - reliability
Advertising can be used to
- Build awareness - for a new service or to a new segment of customers
- Communicate features/benefits - a new service addition
- Generate enquiries - call for action
- Build Image - premium image, usage imagery, user imagery
Services Advertising Paradigms
Corporate Brands
What Are Corporate Brands
Corporate brand is an
• Invisible endorser
• Strong endorser
• Driver
Categorise the following brands with examples
• Nirma - Britannia - Whirlpool
• Unilever - Panasonic - HP
Wipro - Applying Thought
Wipro - Applying Thought
Origins in the edible oil industry
Vanaspathi manufacturing under Wipro Sunflower brand
name
Diversified into soaps and toiletries in the eighties
Tasted success and expanded range into diverse areas
Wipro - Beyond Oils