Brand Building New
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Transcript of Brand Building New
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BRAND BUILDING
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What Is A Brand ?
A brand is the identity of a specific product,service or business.
A legally protected brand name is called aTrademark.
A known brand becomes the identity andpersonality of the product or service.
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A brand can take many forms, such as:-
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Brand Image
A brand image is the symbolic construct
It is created within the minds of the people
It consists of all the information andexpectations associated with a product,service or the company providing them.
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Branding
A Brand is the most valuable element inAdvertising theme
It explains what the Brand owner is able to offer in the Market place
This art of creating and maintaining a Brand is called BRAND
MANAGEMENT
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Building a Brand
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Brand Equity
Brand equity refers to the marketing effectsand outcomes that accrue to a product withits brand name compared with thosethat would accrue if the same product did
not have the brand name.
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing -
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Building A Brand Equity
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Power Brands
Power branding refers to building multi-products
It is a multi-category brands which has aglobal reach
It is something like an umbrella brand
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Brand Association
Brand association is anything which is deepseated in customers mind about the brand.
Brand should be associated with somethingpositive so that the customers relates
positively with the brand It is related with the implicit and explicit
meanings which a consumerrelates/associates with a specific brand
name.
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For Example :-
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Brand Ambassador
A Brand Ambassador is someone thatrepresents a Brand in a very direct way
A good brand ambassador builds theiraudience that cares about the brand they
represent
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Skills
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KENT AS A BRAND
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KENT & LAW & KENNETH
LAW & KENNETH started working with KENT asits client from the year 2010.
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KENT An Introduction
Chairman, Mr. Mahesh Gupta is the Innovator& Founder of Mineral RO Technology
KENT is the most dynamic water purifiercompany in India with almost 45% marketshare
The Brand KENT says live healthy & enjoy
life
One can enjoy life only if he/she is healthy andthat is what KENT strives to achieve
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Mission, Vision Statement
Objective
Mission
VisionTo make the world a Healthy and a Happy family
th care products that purify the water we drink, the food we eat and the air
Deliver customer satisfaction
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KENT Brand Ambassador
Kent RO Systems has Hema Malini and her twodaughters Esha Deol & Ahana Deol as its BrandAmbassadors for Print , Electronic & OutdoorAdvertising
Kents vision of making each family a Healthyand Happy Family is supported through this
Hema Malini is such a figure whom consumerscan trust
She along with her daughters promote purity &importance of water for a healthy family thuskeeping beauty and vigor intact with pure
drinking water
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ealth care products company with a vision for making the world a healthy and a happ
ioneer in bringing revolutionary Reverse Osmosis (RO) technology to India for the firs
Kent RO Systems
ct Portfolio is categorized under two main streamsifiers.
ners.
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KENT WATER PURIFIERS
PEARL
PRIDE
GRAND
EXCEL
WONDER
ELITE
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OTHER PRODUCTS OF KENT
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2010
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PRESS ADS
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2011
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PRESS ADS
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Magazine
ad
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ified Water In The World 2010
Duniya Ka Sabse Shudh Paani 2010
Ab Har Parivar Hoga SwasthKENT Se 2010
Apne Paani Ko Banayein DuniyaKa S
KENT 2010 KENT 2011
POSITIONING OF KENT WATER PURIFIERS FROM :
For The Puriest Water On Earth 2011
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k The Best Purified Water In The World
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The First Communication Messa
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Communication Analysis
The Big Question :- HOW PURE IS YOUR PURIFIED WATER ?
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Things that impacted on the consumersand motivated them to buy the product
therly image of Ms. Hema Malini. A figure that is blindly trusted by many mothers
100 % Pure, Healthy& Tasty seal
s promise that every family will be a healthy family with KENT Water Purifiers
RO + UF + UV + TDS Control
The claim of double purification that totally kills bacteria and viruses
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Duniya Ka Sabse Sudh Paani
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The Second Communication Message
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Communication Analysis
Its the Worlds Purest Water THE CLAIM
water is the purest form of water
s 100%purity seal &
ree step purification process, using RO+UV/UF+TDS Control further enhances the
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Why will consumers buy ?
Trustable Brand Ambassador Hema Malini
A clear visual description of the three step processing of the water
A confident claim of it being the purest form of water in the world
A clear visual of the product
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Ab Har Parivar Hoga Swasth KENT Se
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The Third Communication Message.
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Communication Analysis
AB HAR PARIVAR HOGA SWASTH KENT SE
unicates to the people that if one wants a healthy family he/she should go for a Kent
ent Water is the purest form of water
py family one should trust Kent
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Customer Insight
A consumer would prefer buying the productbecause :-
t of a healthy and happy family and every one wants that
The 100% purity seal and the clear visual of the product in the ad
Presence of Hema & Esha in the ad brings in a lot of trust
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For The Purest Water On Earth
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The Fourth Communication Message.
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Communication Analysis
The communication message of the brandchanged from
Water which is purest on EarthMaking ones family a healthy family
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Reasons that motivated consumers
se of daily used utensils in the ad. This enabled them to relate to the ad even more
Presence of Hema Malini
Complete visual description of the processing of water
Presence of the product image and the WQA Gold seal of trust
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aani Ko Banayein Duniya Ka Sabse Sudh
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The Fifth Communication Message.
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Communication Analysis
There is a shift in the communication messagefrom :
The water which
is purest on Earth
Make your own water the purest water in the World
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Customer Insight
A customer would preferable buy the productbecause :-
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Cumulative Analysis
SALES
KENT COMMUNICATION MESSAGE
Apne paani ko
banayein
Duniya ka sabsesudhpaani
For the purest
water on earth
Ab har parivar hogaswasth kent se
Duniya ka sabse
sudh paani
Drink the bestpurified water in
the world
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KENT & COMPETITION
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UAGUARD TOTAL SENUAGUARD TOTAL SEN
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FEATURES
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HIRLPOOL PURAFRESHIRLPOOL PURAFRES
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FEATURES
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TATA SWACHTATA SWACH
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FEATURES
Purification capacity upto 3000 litres.
Food grade, non toxic, engineering plastic
Vaada swach paani ka , vishwas Tata ka
PRICE : 11,499/
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PUREIT MARVELLAPUREIT MARVELLA
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FEATURES
st fully automatic, Non electric Water purifier
Rs .1 Crores Challenge No other purifier gives as pure water as PUREIT.
PRICE 6990/
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KENT TVCS