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What lies beneath!?

DISCOVERING THE

BRAND DNA

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Brand

A Brand is a product which has earned a place in

consumers lives

through perception, experience, beliefs, feelings....... until a relationship is built.

It is the sum of how consumers feel about a

product

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Brand Audit Questions

Thinking about the specific things that trigger this brands identity in your mind

When you hear the brands name, what immediately springs to mind?

What else?

visuals or images?

packaging or product elements?

bits of communication?

signs or symbols?

other brand lore?

What kind of people do you associate with the brand, and how do you feel about

them?

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Thinking about the feelings and emotions the brand evokes in you

What specific feelings and emotions do you experience in connection

with using this brand?

What personal memories, experiences or associations does this brand

bring to mind?

What does this brand do for you in your life that other brands don

t?

what unique contribution does it make?

what special perspective does it give you about using the category?

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Now stepping out of the role of the brand

s user, andconsidering all the implications of these insights

What do these insights suggest or signal about the brand?

What is the mood of the brand?

How do the feelings and emotions this brand evokes differ

from those its leading competitor evokes?

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SYMBOLS

HEROES

RITUALS

VALUES

Colours

Packaging

Graphics

Advertising

Symbols

Sounds

Smells

Looks

The Brands

Role Models

Brand/Consumer Relationship

BRANDS

CORE

PRACTICES

THE BRAND/CONSUMER

BEHAVIOUR

Brand Architecture

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Mangalsutra

Sita

Pativrata

Aap

Eating

after

husband

Sati

SavitriSindhoor

Fasting for Husbands

well-being

Keepinghead covered

`Bindi

Traditional Hindu Culture Model

Venerating

Husband

Sari

Gold

bangles KSBT

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Paint drip

Interior

decoration

Red &

Yellow

logo

Paint tin

& brush

Festivals &

occasions

Home & family Ads

Har ghar..

baseline

Range of coloursAsian Paints

Personal

spacesReflecting yourself

in your home

Favourite

coloursMusic &

storytelling

voice

Colourful

expressions

MF Hussain

Picasso

Gujarat & Rajasthan

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SYMBOLS

HEROES

RITUALS

Positive Energy

Yellow &

white stripes

Cute girl

Wheat &

Milk mix

Glucose

Crispness

CORE

Enjoying a

challenge

Parle G

Recess

snack in

school

Picnic &traveling

Playing at home

with family

& friends

Between

meals snack

Before &

after any

sport

PRACTICES

Jerry (from

Tom & Jerry)

G = Genius

Bob

The

Builder

David (David v/s Goliath)

Competing

with friends

Home Alone

kid

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And you will find

brand ke niche kya hai!?Keep discovering.