Brand Management 14 Sep

8/8/2019 Brand Management 14 Sep

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Whats in aWhats in a

Brand?Brand?


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A brand experience is an activity thatallows consumers to become immersed inthe qualities of a brand, and renders themmuch more likely to embrace the brand's

values as their own.

Martin Puris,Chairman, Chief Executive

Officer and Chief Creative

Officer, APL Worldwide


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I have

ambition,fierceambition,

but I keep itto myself. Itis not wise

to exposeit."


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How many times have you

dreamt ofdemolishingtheopposition much the same way

this Young Masterdid?


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What does this Brand stand for?

Total dominance of the opposition;Instills fear andrespect.

Modesty that wears well on young shoulders.

During the last 5 years Sachin has grownleaps and bounds .Not just because of hisperformance on the field.Its also about him offthe field.-Mark Mascarenhas ,President,World Tel


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And the Brand Value?

World Tel deal-$17mill(Rs 80

Crores)Invaluable to millions


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Mother Teresa1910-97

"It is not howmuch we do,but how muchlove we put inthe doing.

It is not howmuch wegive, but howmuch love weput in the


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Rajnikanth

Naan Oru

Vaatisonnal,Nooru

vaati sonna

mathiri-Baasha


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Amitabh Bachan

The angry young man

Protector of the

weaker sex Rishte mein tho hum

thumare baap lagthey

hainNaam hai

Shahen Shah

Shahen Shah


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What is a brand ?

Is it the name on the product?

Is it just an indication of the parentage of

the product?


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What is a brand ?

Brand is the proprietary visual, emotional,

rational, and cultural image that you associate

with a company or a product. A brand is the collective experience of your key

constituenciescustomers, suppliers, investors,

and employeesand is defined more by deeds

than by words. It's what your company stands forand how it behaves with each of these groups.


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What is a brand ?

Abrand is the right mix offunctionaland

dysfunctional benefits which move the

consumer to associate positively with itand willingly pay the premium that it

commands.


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Branddecisions

aresometimes

taken this

way


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with

disastrousconsequences


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Where does the Branding begin ?

To create a successful brand-customerrelationship, you must develop acompelling brand identity and customer

value proposition, rely on customerperspective, and have the ability to listenand respond appropriately to evolve yourcompany's offerings to meet customers'

needs and desires.


Officer and Chief CreativeOfficer, APL Worldwide


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Pre-requisites to get the right

identity framework ? A deep understanding of Customer needs

& motivations,VABs

Understanding of Current trends

.. And some crystal gazing.


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What is Brand Identity?

1. Brand Image ?

2. Brand Positioning?

3. Brand Personality?4. Brand Associations?

AnswerAnswera. 1.

b. 1&2

c. 2,3&4


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What is Brand Identity?

Brand Identity is a unique set of brandassociations that the brand strategistaspires to create or maintain. These

associations represent what the brandstands for and imply a promise tocustomers from the organizationmembers.

David A.Aaker,Professor,Marketing

Strategy,Haas School of

Business,Univ. of California


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Key Considerations-the 5 Cs

Category-Customer Relationship

Customer Mind and its portals

Company Vision

Cost of the building the identity

Cash flows in future likely with theidentity


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Category-Customer Relationship

Servant >e.g.Detergent,Dish washer

Medical Expert >Drugs

Knowledgeable friend >Soap,Shampoo Doctor > Health Beverages

Expert consultant>Bank,Beauty Product

Sports Trainer> Sports Gear Close Companion > Cigaratte,Apparel

and so on


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Identity Vs Image

What we would like the brand to beeventually

VsWhat is the picture of the brand in the

Customers mind today

The Destination

Vs

The Current Position


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Five portals to the consumers

mind 1st portal: Benefits and Promises

2nd Portal: Norms and Values

3rd Portal: Perceptions and Programmes

4th portal: Identity and Self-Expression-

5th portal: Emotions and Love

Wolfram Wordemann

Andreas Buchholz

Marketing Consultants Ex P&G


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The Brand Identity

SystemThe Six sided Brand Prism

By Jean Noel Kapferer,Professor atthe HEC School of Management

,Paris

J N l K f B d


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Brand Prism

Physi

que

Self-I

mage

Personality

Reflection

Cu

lture

Re

lati

onshi

p

Jean Noel Kapferer Brand

Identity Model


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The Most Trusted Brand


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Physique

A combination of independent

characteristics, which may be either

prominent or dormant. Most Trusted Brand : Lux Soft,Feminine Beautiful


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Personality

A brand has a personality. It acquires

a character. If we identify the brand

with a person, we form a picture of

that person by the way in which he

speaks of products or services.. Sensuous,Confidence in self.


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Relationship

A brand often provides the

opportunity foran intangible

exchange between persons. A beautiful friend who handles my

beauty queries with lan.


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Culture

A brand has its own culture.Culture

implies asystem of values, a source of

inspiration and energy. Will never let you down. Generates feeling trust .


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Reflection

A brand reflects a customer's image.

It reflects what the customer would

like others to see him as. The target describes the brand's

potential purchasers or users. Graceful,beautiful like my favourite

star.


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Self Image

Through our attitude towards certain

brands, we develop a certain type of

inner relationship with ourselves. Confident of myself.


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Brand Prism

Physi

que

Self-I

mage

Personality

Reflection

Cu

lture

Re

lati

onsh

ip

Brand Customer NexusSENDER

RECEIVER

EXTERNALEXTERNAL

INTERNALINTERNAL


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PEPSI

an exercise


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Physique

A combination of independent

characteristics, which may be either

prominent or dormant. PEPSI logo Blue &Red ball Maroon sugar water The Cola


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Personality

A brand has a personality. It acquiresa character. If we identify the brand

with a person, we form a picture ofthat person by the way in which hespeaks of products or services..

Fun The popular star with a sense ofhumor.


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Relationship

A brand often provides the

opportunity foran intangible

exchange between persons. A friend I like to be with.


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Culture

A brand has its own culture.Culture

implies asystem of values, a source of

inspiration and energy. Take life as it comes. Spirit of Youth.

Live life to the fullest Dil Mange more


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Reflection

A brand reflects a customer's image.It reflects what the customer would

like others to see him as. The target describes the brand's

potential purchasers or users.

Fun loving Disregard for rules Couldnt care less attitude


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Self Image

Through our attitude towards certain

brands, we develop a certain type of

inner relationship with ourselves. I am not a boring person I have taste


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Where does one start?

When you

launch a product,you hope it will become a

brand.

Jean Noel Kapferer


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Where does one start?

It starts with the product.

All brands begin by being great products.

Benetton started its life as a colourful

sweater.

Colour--the physical facet of identity.

Little by little, they moved to United

Colors of Benetton


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"The advent ofa genius is noaccident offate, for the

juxtaposition oftalent,

opportunityand labour insuch high

measure in oneindividual cannever be an

accident.


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"From

the ageof 12 to16, I

practisedeight

hours aday."


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Built thru

Passion

Focus

Dogged Determination

Hard Work

Love for the game


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Brand Life Cycle

1. Product Stage

2. Formula for a set of benefits

3. Brand represents a Know-how ,a technology,an expertise.

4. Brand can be become a symbol of a specificInterest.

5. At the Pinnacle is the stage when the Brand canbe replaced by its Philosophy.


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JEAN NOEL KAPFERERS BRAND

STRETCH MODEL

Type of brand

Philosophy/Attitude

Interest

Know-how

Formula

Product

--------------------------------

(A) (B) (C) (D) (E)Degree of produdissimilarity

------------------------

---------------------

----------------------

-----

---

Type of brand & ability to extend


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PHILOSOPHY/ATTITUDE LINKED

BRAND EXTENSION

P/AIKHFP

----------------------

A B C D E

Such brands fit together very dissimilarproducts by looking at

them from a higher source point Brand subscribes to an idealism and hasdepth Common to dissimilar products are:

- Source of inspiration-


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PHILOSOPHY/ATTITUDE LINKED BRAND

EXTENSION (Contd...)

Demerits of this approach:

- Philosophy/Attitude may lose relevance and become

abstract and vague

- Brand may lose unifying power by over-stretching. e.g.

Virgin, UK

- Sustained effort required to keep the Philosophy/Attitude

alive i.e. this approach is time consuming and expensive


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PHILOSOPHY/ATTITUDE LINKED BRAND

EXTENSION (Contd...)

Imperative that Philosophy/Attitude be

articulated:- Product ads

- Activities in marketplace

Examples: Cartier, Gucci


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EXAMPLES OF

PHILOSOPHY/ATTITUDE

ARTICULATION

Philips : Lets make things

better Nike : Just do it

ik


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Nike

Nike was not born a brand; it wasthe name on a new pair of shoes

And people said these shoes are

fun, they are fashionable.Today Just do it is a thePhilosophy that cuts across theglobe.


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Nike

Niketowns, the huge stores across thecountry dedicated to the Nike brand.

Niketowns are kinetic, dynamic, and

entertaining. Consumers absorb through osmosis

what Nike philosophy represents -sports, accomplishment, teamwork,

fitness and energy. A Niketown is as much a brand

statement as a Nike product.


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INTEREST LINKED BRAND

EXTENSION

To make diverse products compatible, brand

defines its centre of interest - its focal point Examples:

- Gillette: on mens toiletries

- Adidas: on sports- Johnson&Johnson: Baby Care specialist

- Sony (initially): on high - fidelity soundsystems

P/AI

KHFP

A B C D E

--------------


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EXAMPLES OF INTEREST

ARTICULATION

Van Heusen : Power dressing for the next

millennium J&J : Baby Care

Palmolive :Softness

Liril : Freshness Lux :Beauty Soap of film stars


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KNOW-HOW LINKED BRAND

EXTENSIONP/AIKHFP

A B C D E

-----------------

Specific know-how(s) /competenc(ies)ylinks the dissimilar products

The know-how may be in the areas of:- Manufacturing infrastructure

- R & D- Low cost production capability- Acquired seal of authority in quality assur


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KNOW-HOW LINKED BRAND EXTENSION (Contd....)

Merits of this approach:

- Product functionality is not questioned

- Reassuring factor to VFM buyers

- Eminently suited to industrial products Demerits of this approach:

- Restriction in premium image association

- Cant support a very dissimilar product portfolio adds

gentleness to everything it touches)


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EXAMPLES OF KNOW-HOW

ARTICULATION

Jockey : Clothing mankind since 1876

Videocon: Bring home the

leader Du Pont : Better things for better living

through chemistry

Bose Sound System: Better sound through

research

FORMULA LINKED BRAND EXTENSION


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FORMULA LINKED BRAND EXTENSION

This is a close extension to current

portfolio Examples:

- Dhara: a new oil

- Bajaj: a new small and compact scooter In real and imaginary terms, the new

product relates to same formula or value

P/AI

KHFP

A B C D E

---------


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CONCLUSION ABOUT TYPE OF

BRAND

Philosophy/Attitude & Interest brands- Concept oriented

- Symbolic connotations

Know-how, Formula & Product brands

- Function oriented

- Origin/factory connotation


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What it takes to create a brand?

Creating and nurturing brands in a

demanding environment is afrighteningly

complex challenge. What is called for is aperfectblend of left-brain logic, process

and rigor together with right-brain

passion, chaos and creativity.


Officer and Chief CreativeOfficer APL Worldwide


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CHIKA Case Study


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Case Study-CHIKShampoo

Situation in 1996

Declining brand :Market Share droppedfrom 12 % in 1994 to 4% in 1996

Sales Turnover declining by 10%+ everyyear.

Consumer opinion:Bad Product ;Cheap

Brand image.Internal Management and employees

had given up.


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Consumer opinion.

Poor Perceived Product Quality.

Cheap Brand image.

Did not deliver value for money


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Category Characteristics

High Involvement product:Consumers will

not trust their hair to an unknown and poor

brand. High Voltage MNC competition.

The Brand Image 1996


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CHIK

Sach

et,Jasmi

ne

perfu

me

??

Woman

withoutsubstance

??

No

exper

tise

Unpop

ular

Neighbour

The Brand Image-1996

Desired Brand Identity 1999


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CHIK

Hasb

ottlesa

s

wella

ssach

ets

Ikno

w

Value

when

Isee

it.

Smart,Lively

Beautifulas

welldiscerning

Exper

t,

Trustable

Friendly

Mento

r

Desired Brand Identity-1999


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The Result

Sales doubled in 6 months.

Brand registered 100% growth 2 years insuccession.

Market Share touched 14 % in 11/2 years

Pushed MNC brands Clinic All Clear & sunsilkbrands to move to No.2.

From the smallest and most unwanted brand,became the largest brand of CKL

Caused Reaction from HLL.

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Brand Management 14 Sep

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