rb 2011 class 1 _ branding introduction

8/3/2019 RB 2011 Class 1 _ Branding Introduction

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Retail Branding ?

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All about Branding

BrandingStore As A Brand

Brand Identity and Brand Positioning

Retail Brand Personality

Communication mixBrand Architecture

Building A Retail Brand

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About the Course

Garima Dhamija [email protected] 9811988144Course Objectives:

To present a contemporary view of the role of Retail BrandManagement.

To explore the various issues related to Brand Management

and to enhance the understanding and appreciation of thisimportant intangible strategic asset.

To develop a critical understanding of the processes involvedin building and managing retail brand environment.

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mailto:[email protected]:[email protected]


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Pedagogical Methods:

Class presentations, Videos, Case Studies, Class Exercises

Primary Teaching Book & Reading Material:Branding A Store (How To Build Successful Retail Brands In A ChangingMarketplace) Author: Ko Floor

Reference Book:The Power of Retail Branding: Reinvention Strategies for Empowering theBrand (Arthur A. Winters, Peggy Fincher Winters , Carole Paul)

Newspapers and Journals:1.Economic Times/Financial Express2.Images Retail Magazine3.Journal of Brand Management - Palgrave

Other Study MaterialSoft/Hard Copies will be circulated time to time
http://www.amazon.com/s/ref=ntt_athr_dp_sr_1?_encoding=UTF8&sort=relevancerank&search-alias=books&field-author=Arthur%20A.%20Wintershttp://www.amazon.com/s/ref=ntt_athr_dp_sr_2?_encoding=UTF8&sort=relevancerank&search-alias=books&field-author=Peggy%20Fincher%20Wintershttp://www.amazon.com/s/ref=ntt_athr_dp_sr_2?_encoding=UTF8&sort=relevancerank&search-alias=books&field-author=Peggy%20Fincher%20Wintershttp://www.amazon.com/s/ref=ntt_athr_dp_sr_1?_encoding=UTF8&sort=relevancerank&search-alias=books&field-author=Arthur%20A.%20Winters


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Other Course Policies:Participants are expected to read the relevantchapters and suggested readings before coming to

the class and actively participate in the classdiscussions.

System of Evaluation

End Term : 60%Cases : 10%Project : 10%OLT : 20%


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What we will do today

Branding overview

Discuss Branding concepts and terms

Assignment

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What is a brand ?

What is branding ?

What is Advertising ?

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So, What Is A Brand?

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Let us start by

dispelling some myths.


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FIRSTA Brand is not a logo


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This is not a brand


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SECONDA brand is not an identity.


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FINALLYA brand is not a product.


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So what exactlyis a brand?


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A brand is a persons gut

feeling about a product,

service or organization.


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It is a GUT FEELING because people are emotional,

intuitive beings.

It is a persons gut feeling because brands are defined by

individuals, not companies, market or public.


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In other words, its not what YOU say it is..


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Its what THEY say it is.


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Brand

A new brand should strive to establish a newcategory, have an interesting name, and tell afascinating story

- Philip Kotler

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Brand

Experiential - Brand Experience

Psychological - Brand Image

Functional / Transactional - Brand Expertise

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Product

Trademark

B r a n d

SUPERBRAND


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25People can be BRANDS too


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The SUPER Brand

A Product, Service, Idea or Person that inspiresloyalty beyond reason. ie. Only McD would do !

Commands great love and great respect.

A single idea in terms of a consumer relationship.

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The SUPER Brand

Tapping into a fundamental human /societal need

Brought to life with layers of meaning through a system

At its peak, it becomes a myth. Ie. Nordstorm story

A rich tapestry of images, associations, feelings, symbolsderiving out of a single idea.

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Amitabh Film Anil K Film

Revenge Revenge

Violence Violence

No. of villainskilled

No. of villainskilled

No. of sisters

raped

No. of sisters

raped

Highly successful Moderatelysuccessful


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Super Brand

Clearly, something other than content (product ) unites Amitabhs films and makes it

a recognizable idea

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Brand Architecture

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The Brand PersonalityParadox

Not all films with AB in them qualify to be part of thebrand AB films

Conversely a film starring another actor couldconceivably be labeled just like a typical AB film

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Brand Associations

What makes an AB, an AB film ?Angry young man

Intensity of emotion

VijayLess role of women

Poor music ?

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Brand Essence

Wants inclusion

Wants social recognition, not money

Not just angry, but also hurt

Motivation more than revenge

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Brand Essence

Anger of Marginalized against the system

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Brand Essence

Brand Position

Brand Personality

Brand Promise

Expressed in the simplest, single minded terms. I.e.Volvo = Safety

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Brand Managers

Salim Javed

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Reasons for Brand Appeal

Fulfilled a social need

In tune with the times

A Karna archetype ?

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Learning from the AB Brand

A clear, consistent core idea

Relevant to the most fundamental needs of the times touched an emotional chord with the audience

Layered with meaning by a powerful use of symbolsGreat brand management !

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Take a break !

15 mins

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Brands vs Products

The Brand is the most fundamental emotional imprintof a product in the consumers mind

The Brand is a function of the receivers needs as

that of the sender

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Examples

Barista

Maggie

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Nike

Product: ?

Brand Idea : ?

Motivation : ?

Brand system:?

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Nike

Product: High performance athletic shoes

Brand Idea : Unbridled pursuit of passion

Motivation : Desire of man to be limitless

Brand system: Advertising, Just Do It, MichaelJordan, Swoosh.

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MTV / Channel V

Product?

Brand Idea ?

Motivation ?

Brand system ?

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MTV / Channel V

Product: A music channel playing a mix of Indian andwestern music

Brand Idea : Celebrating the imperfectness of beingIndian

Motivation : Need to shed pretences

Brand system: Hinglish, We are like this only, Cyrus,Liftman, Quick gun Murugan, Udham Singh

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Lacoste

Product: The Polo Shirt

Brand Idea : A sporty, relaxed & assured socialstanding.

Motivation : Need to be recognised

Brand system: The crocodile, Become what you are,Golf, The Polo shirt.

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Assignment

5 of the greatest brands of your times

Why do you think they appeal to you ?

What is their Brand System : Logo, Slogan, Symbol etc.

Product, Brand Idea, Motivation, Brand System

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Thank You !

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rb 2011 class 1 _ branding introduction

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