Presented By:- Arijit

Chakraborty. DSBSPGDMA

09008

Brand ElementBrand Positioning

&Brand Building

Strategies

The elements that helped in building a brand are called brand element.

What is Brand Element?

BrandBrand names

Slogans

Characters Symbols

Logos

Internet Addresses

Element of a Brand

What is Positioning?

The act of designing the company’s offering and image to occupy a distinctive place in

the mind of the target market.

Value PropositionA good hot pizza, delivered to

your door within 30 minutes of ordering, at a moderate price

"The new identity and logo is based on the consumer-centric approach of the brand and its positioning to be closer to the consumers heart - both in terms of its values and philosophies, as well as its servicing aspects.

The brand make-over is aimed at Youth-minded consumers who have a new global mindset.

The Videocon logo is the heart of the new brand identity. The Fluid lava reflects the brand idea, 'Experience change'.

The color palette has been chosen to reflect the philosophy of Videocon Group i.e. the color green is symbolic to the company's ecology drive.

Brand Building Strategy

Umbrella Branding.

This again is of the type ‘One brand all products’.

Videocon’s range of home appliances – air conditioners, refrigerators, televisions, washing machines, etc.

HORLICKS

HORLICKS

Sir WILLIAM HORLICKS

The original manufacture & patent holder of the malted drink.

Now a product from- GSK Consumer Health.Launched in the year 1930 .Launched as an additive & substitute to milk.Most trusted health drink brand (6th position in trusted brand list).Market share of more than 50%.

POSITIONING

It was initially introduced both a substitute & an additive to milk and it was initially positioned itself as

“food for convalescing” & a nutrient supplement for kids only

From a boring nutritional drink, GSK positioned Horlicks as `pleasurable

nourishment', by launching it in vanilla, chocolate and honey variants.

BRAND ELEMENTPROMOTION:Organized nationwide events like- Wiz kid & Dream Team.

CAMPAIGN:

“Badlo Apne Bachpan Ka Size”, takes the thought to the next level by communicating how Horlicks enables kids to have a bigger, better, childhood while growing Taller, Stronger, Sharper

Cont.…………….

PRODUCT FOCUS:

Benefit of 23 vital nutrients.

DISTRIBUTION COVERAGE:

Through more than 5lac retail outlets.

BRAND BUILDING

In the late 1990s, market research showed that Horlicks was seen ³as a nourishing, but boring drink´ and was beginning to lose significance.So, in 2003, the brand was revamped: It was made tastier and launched in two new flavours ² vanilla and honey. The brand today talks to every member of the family rather than the entire family The idea is to address all age groups.

FUTURE STATEGIES GSK is contemplating to expand its Rs 12 billion flagship brand Horlicks into 8-10 new product segments over the next 12-18 months Leverage on Brand Equity