brand building a consumer centric approach

DEVELOPING BRAND STRATEGY:

A CONSUMER CENTRIC APPROACH

TIE INSTITUTE KNOWLEDGE SERIES ON BRANDING & MARKETING

MUMBAI, 27 NOVEMBER 2010

4/14/2011 1

WHAT IS A BRAND?

4/14/2011 2

Brands as signatures

have existed for a long time….

4/14/2011 3

Brands as signatures

have existed for a long time….

4/14/2011 4

Brands as signatures

have existed for a long time….

4/14/2011 5

Brands as signatures

have existed for a long time….

4/14/2011 6

Brands as signatures

have existed for a long time….

4/14/2011 7

Brands as signatures

have evolved over time….

4/14/2011 8

Brands as signatures

have evolved over time….

4/14/2011 9

Brands as signatures

have evolved over time….

4/14/2011 10

What is a Brand?

4/14/2011 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?

4/14/2011 12

How Branding Helps the Owner?

4/14/2011 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

4/14/2011 14

Two Views of A Brand

4/14/2011 15

BuyerSeller

FIRST PRINCIPLE…

What companies sell &

What consumers buy

Are not the same

things…

4/14/2011 16

Exercise:

Write down what you are selling

4/14/2011 17

Seller

?

Write down on a

piece of paper…

Charlie Perfume

What they are Selling?

Perfume

What Consumers are buying?

Smelling &

Feeling

Attractive

4/14/2011 18

Pepsodent

What they are Selling?

Toothpaste

What Consumers are buying?

Reassurance

Of Oral

Protection

from Germs

4/14/2011 19

Cleartrip.Com

What they are Selling?

Online

Travel

Booking

What Consumers are buying?

Reassurance

of most

competitive

price

4/14/2011 20

Tata Nano

What they are Selling?

The

Cheapest

Car

What Consumers are buying?

Improved life

status

4/14/2011 21

Exercise: Now ask yourself what the

consumer is buying?

4/14/2011 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?

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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?

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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?

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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

4/14/2011 29

Branding is about delivering

INTANGIBLE benefits

4/14/2011 30

Branding is about delivering

INTANGIBLE benefits

4/14/2011 31

Branding is about delivering

INTANGIBLE benefits

4/14/2011 32

Branding is about delivering

INTANGIBLE benefits

4/14/2011 33

Branding is about delivering

INTANGIBLE benefits

4/14/2011 34

HOW TO BUILD BRANDS?

4/14/2011 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

4/14/2011 36

Hygiene Factors

CATEGORY GENERICS

Key Insight

THE 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 Environment

WHO 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 Insight

THE 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 Environment

WHO LOSES IF WE WIN?

Target Consumer

•DEMOGRAPHICS

•LIFESTYLE

•MINDSETS

Brand Values

WHAT WOULD THE BRAND

DIE FOR?

BRANDMAP EXERCISE:

THANK YOU

PRANESH.MISRA@BRANDSCAPESWORLDWIDE.COM

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