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DEVELOPING BRAND STRATEGY:A CONSUMER CENTRIC APPROACH
TIE INSTITUTE KNOWLEDGE SERIES ON BRANDING & MARKETING
MUMBAI, 27 NOVEMBER 2010
04/10/2023 1
WHAT IS A BRAND?
04/10/2023 2
Brands as signatures have existed for a long time….
04/10/2023 3
Brands as signatures have existed for a long time….
04/10/2023 4
Brands as signatures have existed for a long time….
04/10/2023 5
Brands as signatures have existed for a long time….
04/10/2023 6
Brands as signatures have existed for a long time….
04/10/2023 7
Brands as signatures have evolved over time….
04/10/2023 8
Brands as signatures have evolved over time….
04/10/2023 9
Brands as signatures have evolved over time….
04/10/2023 10
What is a Brand?
04/10/2023 11
“A term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller and to differentiate it from those of competitors.”
American Marketing Association
WHY BRANDING?
04/10/2023 12
How Branding Helps the Owner?
04/10/2023 13
• Functional:– Trade Mark - Protection– Copyright and design protection– Simplify product tracing
• Symbolic:– Emotions– Personality– Belief system– Relationship with the consumers
Branding: How does the consumer benefit?
• Functional:– Identifying the owner to assign responsibility– Defining expectations
• Emotional: – Reassurance – feeling of security– Tribal – sense of belonging
04/10/2023 14
Two Views of A Brand
04/10/2023 15
BuyerSeller
FIRST PRINCIPLE…
What companies sell & What consumers buy
Are not the same things…
04/10/2023 16
Exercise: Write down what you are selling
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Seller?
Write down on a piece of paper…
Charlie Perfume
What they are Selling?
Perfume
What Consumers are buying?
Smelling & Feeling
Attractive
04/10/2023 18
Pepsodent
What they are Selling?
Toothpaste
What Consumers are buying?
Reassurance
Of Oral Protection
from Germs
04/10/2023 19
Cleartrip.Com
What they are Selling?
Online Travel
Booking
What Consumers are buying?
Reassurance of most
competitive price
04/10/2023 20
Tata Nano
What they are Selling?
The Cheapest
Car
What Consumers are buying?
Improved life status
04/10/2023 21
Exercise: Now ask yourself what the consumer is buying?
04/10/2023 22
Buyer?
Write down on a piece of paper…
Then, compare with your first answer…
Four Questions of Brand Building
Who Am I?
• Brand Name• Heritage• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
23
Pepsodent Toothpaste
Who Am I?
• Brand Name• Heritage• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
24
Who Am I?
• Pepsodent• Challenger to
Colgate• Oral health
What can I do for you?
• Fight against oral germs longer
• Clinically proven
How would I make you feel?
• Confident that my family is well protected.
• Even when they indulge
What role do I play in your life?
• Make me a better mom!
• By allowing occasional indulgences
Pepsodent Toothpaste
Who Am I?
• Brand Name• Heritage• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
25
Who Am I?
• Pepsodent• Challenger to
Colgate• Oral health
What can I do for you?
• Fight against oral germs longer
• Clinically proven
How would I make you feel?
• Confident that my family is well protected.
• Even when they indulge
What role do I play in your life?
• Make me a better mom!
• By allowing occasional indulgences
Pepsodent Toothpaste
Who Am I?
• Brand Name• Heritage• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
26
Who Am I?
• Pepsodent• Challenger to
Colgate• Oral health
What can I do for you?
• Fight against oral germs longer
• Clinically proven
How would I make you feel?
• Confident that my family is well protected.
• Even when they indulge
What role do I play in your life?
• Make me a better mom!
• By allowing occasional indulgences
Pepsodent Toothpaste
Who Am I?
• Brand Name• Heritage• Category
What can I do for you?
• Product Benefits
• Reasons to believe
How would I make you feel?
• Emotional Benefits
• Reasons to believe
What role do I play in your life?
• The larger purpose
• How do I improve life?
27
Who Am I?
• Pepsodent• Challenger to
Colgate• Oral health
What can I do for you?
• Fight against oral germs longer
• Clinically proven
How would I make you feel?
• Confident that my family is well protected.
• Even when they indulge
What role do I play in your life?
• Make me a better mom!
• By allowing occasional indulgences
Branding is about delivering INTANGIBLE benefits
04/10/2023 29
Branding is about delivering INTANGIBLE benefits
04/10/2023 30
Branding is about delivering INTANGIBLE benefits
04/10/2023 31
Branding is about delivering INTANGIBLE benefits
04/10/2023 32
Branding is about delivering INTANGIBLE benefits
04/10/2023 33
Branding is about delivering INTANGIBLE benefits
04/10/2023 34
HOW TO BUILD BRANDS?
04/10/2023 35
Brand Building Journey
• Deep understanding of the Competition• Define the Target Consumers• Understand Consumer’s Mindset• Zero in on the Key Consumer Insight• Define Brand’s Personality & Core Values• Define Brand’s Benefits (functional & emotional)• Define the source of authority• Identify the key differentiator• Identify the Brand DNA
04/10/2023 36
Hygiene Factors
CATEGORY GENERICS
Key InsightTHE MOST IMPORTANT CONSUMER TRUTH
THAT WOULD DRIVE OUR BRAND
Brand Benefits:Functional: WHAT THE BRAND DOES PHYSICALLY
Emotional: HOW THE BRAND MAKES YOU FEEL
Proofs:
REASONS TO BELIEVE THE BRAND BENEFITS
Differentiator:
KEY POINT OF DIFFERENCE FROM COMPETITORS – THE REASON WHY CONSUMERS WOULD CHOOSE THE BRAND
Brand Identifier
HOW THE BRAND IS NOTICED BY THE SIX SENSES?
Brand Personality
HOW THE BRAND WOULD BEHAVE?
Brand Essence
DISTILLATION OF THE CORE DNA
Competitive EnvironmentWHO LOSES IF WE WIN?
Target Consumer• DEMOGRAPHICS• LIFESTYLE• MINDSETS
Brand Values
WHAT WOULD THE BRAND DIE FOR?
BRANDMAP : Tool to define Brand Positioning
Hygiene Factors
CATEGORY GENERICS
Key InsightTHE MOST IMPORTANT CONSUMER TRUTH
THAT WOULD DRIVE OUR BRAND
Brand Benefits:Functional: WHAT THE BRAND DOES PHYSICALLY
Emotional: HOW THE BRAND MAKES YOU FEEL
Proofs:
REASONS TO BELIEVE THE BRAND BENEFITS
Differentiator:
KEY POINT OF DIFFERENCE FROM COMPETITORS – THE REASON WHY CONSUMERS WOULD CHOOSE THE BRAND
Brand Identifier
HOW THE BRAND IS NOTICED BY THE SIX SENSES?
Brand Personality
HOW THE BRAND WOULD BEHAVE?
Brand Essence
DISTILLATION OF THE CORE DNA
Competitive EnvironmentWHO LOSES IF WE WIN?
Target Consumer• DEMOGRAPHICS• LIFESTYLE• MINDSETS
Brand Values
WHAT WOULD THE BRAND DIE FOR?
BRANDMAP EXERCISE: