brands - session for junior batch (1)

8/7/2019 BRANDS - session for junior batch (1)

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BRANDS & BRANDING

Definitions


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What is a brand?

A name, term, sign, symbol or design, ora

combination of them, intended to identify

th

e goods or services of one seller orgroup of sellers and to differentiate them

from those of competitors.American Marketing Association


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What is a brand name?

That part ofa brand which can be

vocalised the utterable.American Marketing Association


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What is a brand mark?

That part ofa brand which can be

recognized but is not utterable, suchas

symbol, design, or distinctive colouring or

lettering.American Marketing Association


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What is a trade mark?

A brand or part ofa brand that is given legal

protection because it is capable of exclusive

appropriation. A trademark protects the sellers

exclusive rights to use the brand name and/orbrand mark.

American Marketing Association


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A brand was name, term, sign, symbolor design, or a combination of them,

intended to identify the goods orservices of one seller or group of

sellers and to differentiate them

Day before yesterday


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Yesterday

A brand was a bundle of benefits

delivered by products/services to

consumers


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Today

A brand is an experience that real people

enjoy And it has a name and a personality

which fits with them.

Hence, a relationship is built between thebrand and its customers.


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Examples

Nike (Just do it) irreverent, self-

indulgent

Shoppers Stop for everybody in ourfamily

Vodafone helpful, customer focused


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Why create a brand?


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Advantages of branding

Easier to sell into newermarkets

Legal protection

Target different segments of the market

Makes other brand launches easier

Assurance of quality, uniformity

Higher price realisation, highermargin

Insurance against changes in consumer tastes

Create major company asset

Build strong customer preferences & loyalty

Competitive advantage


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However

Creating a brand requires high

investments

Product, pa

cka

ging Marketing, promotions

People

DistributionBRANDS ONE OF THEBEST WAYS TO CREATE

IMPERFECT COMPETITION


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Differentia

tion & Relevance

The Y&R Brand Asset ValuatorTM


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The 4 Pillars

Knowledge

Esteem

Relevance

Differentiation


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Tata Tea

They have also recognised the newer

trends of tea drinking

Th

eyha

ve launc

hed

anum

ber of differentvarieties of teas over the last few years

Ifa new company were to enter the tea

market today, there are unlikely to be any

gap areas left for them to exploit


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Innovation can be cued even

in the treatment

HutchEskimo TV Spot


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Mazda TV spot


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VW TV spot


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Positioning

Act of designing and representing

ones product or service so that it will

occupy a distinct and valued place inthe consumers mind

Positioning strategy the selection of

key themes or concepts that will befeatured in communicating this

distinctiveness to the target segment


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Positioning strategies

Segmentation, targeting positioning, naturally

and logically

If you are targeting the youth, irreverence,

non-conformism are words and positions that

fit naturally.

Therein the insight:

Think of your brand as a person, who wants tomake friends with your consumer. How would

your consumer like to describe your brand in

one or two words?


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Essence of positioning

Positioning is simply the one THOUGHT

you want your consumer to remember

about your brand

Citibank is a DISHONEST bank

State Bank is a HUGE bank

HDFC is a FRIENDLY bank

Standard Chartered is an INCOMPETENT

bank


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Criteria

Substantive value ofrelevance (Lux and itsbeauty promise)

Consistent internally other vehicles, forms of

comm

unication, delivery syste

ms, etc. (FedEx absolutely definitely will be there at 1030)

Consistent over time (Mercedes Benz statussymbol and luxury)

Distinctiveness (Smirnoff anything can happen) Simplicity (BMW The Ultimate Driving Machine)


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Key Themes

Fundamental law say one thing, and say

it clearly

Basic t

hem

es Benefit positioning

User positioning

Competitive positioning


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Whats theposition?


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Asian Paints har ghar kuchch

kahtahai

Clinic Ice-Cool


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Repositioning

Needed formany brands who havent gotit right first time, ora successful positionis now no longeras successful or

relevant Repositioning doesnt mean just a newad campaign, but a complete reworking

of the entire v

alue p

acka

ge, includingformulation, distribution, the entire 4Ps ofmarketing


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Examples

Shoppers Stop

froma store catering to everyone in the

family upmarket products foraffluentfamily


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Examples

Colgate Total

From the best toothpaste to toothpaste

that provides complete protection upto12hours

brands - session for junior batch (1)

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