BUILDING BRANDS 101

INDIA QUOTIENT CHAT, JANUARY 2017

Outline

FIRSTPRINCIPLES

30,000 feet view

Dive in to relevant

problems

What is a Brand ?

Building Memory Structures

Build Memory Structures | Exercise 1

• Nike• Colgate• Red Bull• Thums up

• Swoosh, Elite Athletes, Inspiration, Just Do It• Dentist, Shell, Calcium• Wings, Extreme, Adventure• Masculine, Macho, Adventure

Consistency builds Memory Structures

Salience | Exercise 2

Salient Brands are More Likely to be

Purchased

Spontaneous Awareness is Critical

Market Share

Two distinct kinds of marketing plays

EXISTING CATEGORY

• Established category with well identified and segmented consumer need spaces

• High penetration

NEW CATEGORY

• Nascent category with new consumer need spaces

• Low penetration

Disrupt any/ some of the 6PsFind new benefit spaces

Build the category by building relevance of the need

Benefit spaces in a category

Consumers Hate Making Decisions

Which is why Amazon Recommendation Engine generates 35% of Amazon’s revenue

Brand Ladder

ConvictionOnly brand that solves my need

PerformanceMeets/ Beats standards

RelevanceIs it for me

PresenceWhat is the brand ?

Which Brand Ladder is Better | Exercise 3

15

13

11

10

60

45

30

10

or

Loyalty is Over-rated

Obsess with Penetration

DEPLOYING YOUR BRAND

Make your Brand Available

MENTAL AVAILABILITY PHYSICAL AVAILABILITY

Maximize Reach @ Right Frequency

IIII = fn (complexity of message)

Should I take front

page in TOI ?

Then why do Flipkart

and Snapdeal take it ?

Awareness is medium agnostic

Multi Mediums > Single Medium

Remember

Reach ≠ Awareness

Test Everything

Be Distinctive | Not Necessarily Differentiated

Consistency is Key

e.g. Snapdeal

Physical Reach

It is the same consumer. She is just

buying elsewhere

OR

When should I expand

distribution ?

Pricing : A Lever ?

Should I discount

to get new

users ?

Will discounting spoil

my equity ?

To Sum Up

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QUESTIONS & QUERIES !

INDIA QUOTIENT CHAT, JANUARY 2017