BRANDS - session for junior batch (1)
Transcript of 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