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Class Slides_Brand Fundamentals.pdf

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Anand1963

1. The document provides an overview of course modules on brand fundamentals taught by Prof. Anand Narasimha. It outlines key learning objectives, pre-reading assignments, class topics and application exercises for each module. 2. The modules cover defining brands, analyzing what makes a brand, understanding brand impact on business, constructing benefit ladders, developing benefits maps, and differentiating brands. 3. Application exercises include analyzing brands using checklists, creating memes on brand myopia, developing benefit ladders and maps, and analyzing brand archetypes. Students will complete a brand strategy project and report card on a new product idea.

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1 Course Introduction Prof. Anand Narasimha
2 Module-1: Brand Fundamentals Module-2: Brand Visioning & Architecture Module-3: Brand Strategy & Planning
3 3
4 SLS Application Exercises- Group Work 1 • Analyze brands using ‘What makes a Brand?’ checklist • Create a ‘meme’ for ‘Brand Myopia’ 2 • Construct a ‘Benefit Ladder’ • Develop a ‘Benefit Map’ 3 • Map the ‘Total Impression of a Brand’ through Brand Codes • Apply ‘Positioning Formats’ and ‘Perceptual Maps’ 4 • Analyze ‘Brand Archetypes’ in a category • Construct ‘Brand Anatomy’ 5 • Develop a ‘Master Brand Temple’ • Design a ‘Brand Concept’ 6 • Develop a ‘Brand Key’ • Set ‘Brand Growth Objectives’ 7 • Write a ‘Brand Plan’ 8 • Develop a ‘Brand Report Card’
5 Written Test (20 marks) On application of concepts from Module-1
6 Structure of Brand Strategy Project 1. Product Concept- Paint Point & Solution- Benefit Ladder 2. Portrait of Target Consumer and Key Insight 3. Brand Purpose- Enemy-Stand-Mantra 4. Brand Anatomy- Human Body Analogy 5. Brand Name, Logo and Tagline 6. Brand Sensorials- Sight, Sound, Smell, Touch and Taste 7. Brand Architecture & Portfolio 8. Brand Launch Ad Film- Video Team Exhibit on Brand Strategy (30 marks) Create a new and unique product/service idea. Design a ‘Brand Strategy Blueprint’ for it in the form of an exhibit
7 ‘Brand Report Card’ Team Submission (10 marks) Based on the new-age brand allotted to your team, develop and analyze the 'Brand Report Card' for it
8 MODULE-1 Brand Fundamentals Prof. Anand Narasimha
9 Understanding the Basics of Branding
10 Learning Objectives 1. Define a brand and analyse ‘what makes a brand’ 2. Assess ‘business impact of brands & brand valuation’ 3. Construct ‘brand benefit ladder’ and develop ‘benefits maps’ 4. Map the ‘total impression of a brand’ 5. Apply ‘brand positioning’ formats 6. Design ‘brand identity & sensorials’ 7. Analyse ‘brand personality’ archetypes 8. Construct ‘brand anatomy’ models 9. Assess and analyse ‘brand loyalty’
11 https://www.youtube.com/watch?v=y06qONlELGM Watch this video…
12 https://99designs.com/blog/design-history-movements/history-of-branding/
What is the difference between Marketing and Branding?
Class Slides_Brand Fundamentals.pdf
Game of Stones
16 How much will you pay for these…
17 A rock picked up from the street
18 A rock from the Great Wall of China
19 A rock from the Berlin Wall
20 A rock from the Moon
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22 Congratulations! You just branded rocks.
23 Brand = A product with a ‘differentiating idea’ wrapped around it which makes it more valuable and desirable.
24 Brands create value. How do you define ‘value’?
25 Brand Myopia What business are we in?
26 A Brand Story… The Railroads The Airlines The Buggy Whip
27 Moral of the Story • Brand Marketing is not about products, services or processes. • It’s about understanding & satisfying consumer needs, profitably. • Products & Processes are only the means, the end is the consumer need. • Brands which lack this vision, don’t last
28 • “In our factories we make products, in the supermarket we sell hope.” - Charles Revson, Founder of Revlon • “I clothe egos.” - Gianni Versace, Fashion Designer • “We’re not in the watch business! We’re in the luxury business.” - President of Rolex
29 XIAOMI in 2050? Is XIAOMI in the Smart Phone business?
30 In the year 2050, water will only be available for drinking and not for bathing or washing. How will a Shampoo Brand still keep itself relevant?
31 • Times of India was an airline? • Titan was a chocolate? • Britannia was a pair of jeans? • Cadbury’s was a wrist watch? • Lakmé was a hotel chain? Describe what kind of a Brand would it would it be?
32 What is a Brand?
33 Company’s POV • The unique combination of product characteristics and values, that have become attached to a product by means of its name, packaging, advertising, pricing, usage experience etc. These differentiate it from competitive brands in the consumers view. • A brand offers a benefit that fulfills a consumer need , in a way that is unique and different from others. • A mixture of tangible and intangible attributes,symbolized in a trademark,which if properly managed,creates preference and generates value.
34 Consumer’s POV • A Brand is a collection of words, images, thoughts and feelings about a product or service in a person’s mind
35 Brand is a Two-way Pact “In return for your preference and loyalty, we will give you a shortcut to the best purchase decision. We also understand that if we screw up, the deal’s off!”
Class Slides_Brand Fundamentals.pdf
37 Does putting a name and logo on a product make it a Brand?
38 What makes a Brand? 1. Does it fulfill a consumer need? 2. Does is have a clear identity? 3. Does it offer tangible & intangible benefits? 4. Is it differentiated? 5. Does it create value for all stakeholders?
39 Is Virat Kohli a Brand?
40 Branding Manage Perceptions Influence Behaviour Create Value: for customers, company, stakeholders
#1 Brand Solution Identifying consumer pain-points: untapped needs, opportunities, enemy Developing the solution: designing product/service offering, value-proposition #2 Brand Story Designing the brand identity: name, logo, symbols, codes, packs, brand architecture & portfolio Crafting the brand story: benefits, positioning, personality, purpose, idea #3 Brand Engagement Communicating the brand story: in the media, channels and touch-points Creating the brand experience: across the moments-of-truth in the customer journey ‘BrandWorks’: How to Make a Brand
42 Pre-Read 1. ‘What is a Brand?’ (video) 2. History of Branding (web link) Learning Outcome 1. Define a brand 2. Analyze ‘what makes a brand’ Class Points 1. Game of Rocks- how brands create value 2. Marketing Myopia story- what business are we in? 3. What is a brand? company POV, consumer POV, 2-way pact 4. 5-point checklist of ‘what makes a brand’ 5. Branding=Perception + Behavior- for stakeholder value 6. BrandWorks Application Exercise 1. Analyse brands using ‘What makes a Brand?’ checklist 2. Create a ‘meme’ for ‘Brand Myopia’
43 How Brands Impact Business
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53 1. Higher gross margins and profits, lesser price sensitivity 2. Secured future earnings 3. Better marketing ROI 4. Economies of scale 5. Increased share price and market cap. How a strong brand impacts business
54
55 Watch this video…
56 What are the key inferences from the video in terms of the changes from 2008 to 2018 in Brand Value?
57 To put it simply, to enhance Brand Value two things are important: 1. Make your brand play an important role in your consumer's life 2. Make your brand not easily substituted by any other
58 Pre-Read 1. Brand Valuation (article) Learning Outcome 1. Understand and assess business impact of brands 2. Understand brand valuation Class Points 1. Brands with higher value command price premium and more revenue 2. Long-term brand building reduces price sensitivity and secures future revenues 3. Brand value is directly co-related to share price 4. Brand value is a significant contributor to market cap 5. Interbrand Top-15 Global Brands 2000-2018-Trends
59 Brand Benefits
60 50 Ways To Differentiate Your Brand https://www.brandingstrategyinsider.com/2013/12/50-ways-to-differentiate-your- brand.html#.XbmAsZozY2w
61 Benefits/Needs • Benefit fulfills a ‘need’. • Benefit belongs to the brand. • Need resides with the consumer. • Functional benefits : physical, tangible, real. Color, Flavor, Shape, Size, Price. • Non-functional benefits : emotional/sensory, intangible, perceived. Gentle, Caring, Sexy, Glamorous, Macho
62 Types of Needs SEEK… health, time, money, popularity, better appearance, security, praise, comfort, leisure, pride, advancement, acceptance, enjoyment, self-confidence, prestige, status. BE… good parents, social, hospitable, up-to-date, creative, influential, gregarious, efficient, trend setting, authorities, house-proud. SAVE… time, money, work, discomfort, worry, doubts, risks, embarrassment. DO… express their individuality, resist domination, satisfy curiosity, emulate idols, appreciate beauty, acquire/collect things, win affection/love, improve themselves. People want to …..
63 Examples of brands/ads that target the various types of needs?
64 Motivators/Discriminators • Motivators : The reason why people buy a product type/category Soap gets you clean. A pen writes. A camera takes pictures. • Discriminator : Difference between brands, functional or non-functional – Functional discriminator Soap with deodorant. Soap with cold cream. Soap with Olive Oil. – Non-functional discriminator Indulgent, glamorous soap. Macho, hardworking soap.
65 Are ‘Features’ the same a ‘Benefits’?
66
67 Benefit Laddering: Construct/Deconstruct Brand Benefits
68 Let’s deconstruct a Brand Benefit Ladder…
69 Anyone who wants food home delivered. Can’t cook, hates to cook, too busy to cook, wants variety, something exotic, an indulgence, add-on to home food. Food delivery app and service that enables you to order from your favorite eating joints Convenience. Speed. Variety. Flexibility Freedom- Sets you free.
70 Benefit Map • ¼ Moisturizer • Does not dry skin • Beauty bar • Cleansing lather • Premium price • Range of variants • Genuine • Enhances self-esteem . Empowers women • Reputed maker • Bathing experience • Trusted brand Functional Non-Functional Points of Parity POP Points of Difference POD
71 What are the applications of a ‘Benefit Map’…
72 Are the POPs delivering the ‘must-haves’ of the category? Are there strong PODs to create differentiation? Are there any opportunities for converting POPs into PODs? Benefit Map- Applications
73 Pre-Read 1. ‘50 Ways to Differentiate Your Brand’ (article) Learning Outcome 1. Construct a ‘Benefit Ladder’ 2. Develop and analyze a ‘Benefit Map’ Class Points 1. Needs & Benefits; Types of needs 2. Functional & Non-functional benefits 3. Motivators & Discriminators 4. Features vs. Benefits 5. Why discriminators are becoming non-functional 6. Benefit Laddering- construction & deconstruction 7. Benefit Mapping-POPs + PODs Application Exercise 1. Construct a ‘Benefit Ladder’ 2. Develop a ‘Benefit Map’
74 Total Impression of a Brand
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76 Brand as ‘Gestalt’ The whole is more than the sum of its parts
77 Brand as ‘Gestalt’
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79 Total Impression of a Brand BRAND Word of Mouth Word of Mouse News Coverage Editorial Products Services Price UX/CX Name, Logo, Symbols Packaging Advertising, Promotion Website, Digital Assets Competitors Partners Users Usage Omni-Channel Experience Maker History Country of Origin People-Employees Endorsers Events & Sponsorships CSR
80 Brand Associations Brand Elements Brand Assets Brand Codes
81 Primary Brand Associations Secondary Brand Associations
82 Can the name impact a brand?
83 ‘Not all brands are unique, but they can be distinct’. Give examples of brands that have used their ‘codes’ to create ‘distinctiveness’
84 Can you spell out the ‘Primary’ and ‘Secondary’ Associations for Nike that create ‘Distinctiveness’?
85 Nike-Brand Associations BRAND High WOM on Social Media ‘Sweat Shops’- Negative WOM Hi Performance ‘Atheleisure’ Products Premium Pricing Swoosh, Just Do It, Inspirational Ads, mynike.com Addidas, Puma, Reebok Apple Partnership User Imagery of Sportspersons Usage Imagery of Sports/Fitness Exclusive Nike Stores Experience Sports Legacy Sports Celebrity Endorsements, Sports Events Sponsorships
86 Can a CEO’s words and actions impact a Brand? https://www.youtube.com/watch?v=F1H6hwkgvCc
87 Brand Activism
‘Managing your brand marketing is becoming more and more about managing everything your company does.’ Lee Clow- Founder & Creative Director, Chiat-Day 88
89 SNICKERS…
90 Pre-Read 1. Brand Core Strengths Model (PDF) Learning Outcome 1. Mapping the total impression of a brand 2. Leveraging brand codes Class Points 1. Brand as ‘Gestalt’ 2. Primary & Secondary Associations 3. Brand codes to create ‘distinctiveness’- Snickers (video case) 4. Brand Activism- A&F (video) Application Exercise 1. Map the ‘Total Impression of a Brand’ through Brand Codes
91 Brand Positioning
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94 Brand Positioning • Unique, clear, desirable slot that a brand occupies in the consumers mind, relative to competing brands. WHAT? Key Benefit WHY? Key Support WHOM? Key Target Group
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96 Unilever Format • Who am I? • Why buy me? – What do I do that others don’t? – Why should you believe me?
97 • Who am I? The Babe-Magnet • Why buy me? – What do I do that others don’t? I make regular guys sexually irresistible to hot young women – Why should you believe me? Because my fragrances are so seductive and tempting
98 Grey’s Format XYZ (Brand Name) is a (product descriptor) that is better than (competition), for (target group), because (core benefit), as a result of (support).
99 Colgate Dental Cream is a family toothpaste that is better than other family toothpastes like Pepsodent, for active growing kids, because it makes their teeth stronger as a result of its calcium formulation and dentist recommendation
100 One Word Equity (O.W.E) – Saatchi & Saatchi • What lies at the heart of the brand? What makes it unique? • A single word to encapsulate the ‘essence’ of the brand.
101 Volvo- Safety BMW- Driving Pleasure Ferrari- Edgy
102 Can the same brand have a different positioning in different markets?
103 Types of Positioning • By Application / Occasion • By Product Benefit As a Dessert Ingredient For Festive Occasions For Strong Hair Tasty and Healthy Eating
104 • By Cultural Symbolism • By User Group For the Jean Generation Cowboy- a symbol of American Machismo Chocolate- riding on sweets as a symbol of an auspicious beginning in Indian culture For the ‘Jugadu’ youth
105 • By Product Category/Type • By Price-Quality Creating an anti-category- ‘Uncola’ Becoming generic to a category Good food costs less at Sainsbury’s- great price value Snob value- exclusive and premium
106 • By Competitor AVIS V/S HERTZ- Repositioning the competition
107 APPLE
108 Perceptual Mapping
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114 Pre-Read 1. ‘When Avis Tried Harder’ (case) Learning Outcome 1. Understand Brand Positioning 2. Apply Brand Positioning formats Class Points 1. What is positioning; 3 pillars of positioning 2. Positioning formats- Unilever, Grey’s, OWE 3. Types of positioning 4. 3 Tenets of Apple’s Positioning- Apple (video case) 5. Perceptual Mapping Application Exercise 1. Apply ‘Positioning Formats’ and ‘Perceptual Maps’
115 Brand Personality
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117 Brand Personality • Consumers buy a brand not only for ‘what it does’, but ‘who it is’? • Brand as a ‘person’ = Brand Personification.
Brand Identity A system of integrating all brand elements to create a uniform look & feel and project positive meanings & associations to aid consumer recall & recognition 118
Elements of Brand Identity Name Logo Tagline Colors Graphics Symbols Sensorials 119
120 The five senses, portals to our emotions Brand Sensorials Sight. Sound. Scent. Touch. Taste.
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122 Brand Semiotics • Semiotics is about how brands communicate and express themselves through symbols and signs • Its about the symbolic meaning through various codes, signals and cultural contexts that consumers associate with brands • It is a brand’s ‘sign language’ • Semiotics create sensory engagement with the brand
123 What do these symbols mean to you?
124 Smashing the Brand!
125 How will you differentiate 2 brands in the same category with identical positioning?
126 Brand Personality as ‘Discriminator’
127 Any brand in the world falls under one of the 12 archetypes What is your brand’s current archetype? Is there a need to stay with it or do you wish to change it to something else? As we go along, let’s talk about Indian brands/persons reflecting each archetype The 12 Archetypes 127
The Magician ‘It can happen!’ Core Desire: knowledge of how the world or universe works Goal : make dreams come true Strategy: develop vision and live it Gift: finding win-win outcomes 128
The Outlaw ‘Rules are meant to be broken.’ Core Desire: irreverence or revolution Goal: to destroy what is not working Strategy: disrupt or shock Gift: outrageousness, radical freedom 129
The Creator ‘If it can be imagined, it can be created.’ Core Desire: create something of enduring value Goal: give form to a vision Strategy: develop artistic control and skill Gift: creativity and imagination 130
The Sage ‘The truth will set you free.’ Core Desire: the discovery of truth Goal: to use intelligence and analysis to understand the world Strategy: seek out information and knowledge Gift: wisdom, intelligence 131
The Ruler ‘Power isn’t everything. It’s the only thing.’ Core Desire: command and control Goal: create a prosperous company or community Strategy: exert leadership Gift: power and authority 132
The Regular Guy/Gal ‘All men and women are created equal.’ Core Desire: connection with others Goal: to belong, fit in Strategy: develop simple-solid virtues, the common touch Gift: realism, empathy, lack of pretense 133
The Lover ‘I only have eyes for you.’ Core Desire: attain intimacy and experience sensual pleasure Goal: being in a relationship with the people and experiences Strategy: become more and more attractive in every way Gift: passion, appreciation, flair 134
The Jester “If I can’t dance, I don’t want to be part of your revolution.” Core Desire: to live in the moment with full enjoyment Goal: to have a great time and lighten up the world Strategy: play, make jokes, be funny Gift: joy and laughter 135
The Caregiver ‘The world needs me.’ Core Desire: protect people from harm Goal: to help others Strategy: do things for others Gift: compassion, generosity 136
The Innocent ‘Free to be you and me.’ Core Desire: to experience the simple pleasures of life Goal: to be happy and kind Strategy: do things right and stay out of the fast lane Gift: faith , optimism and balance 137
The Hero ‘Where there’s a will there’s a way.’ Core Desire: prove one’s worth through courageous action Goal: exert mastery in a way that improves the world Strategy: become strong, powerful and charismatic Gift: competence and courage 138
The Explorer ‘Don’t fence me in.’ Core Desire: the freedom to find out who you are through exploring the world Goal: to experience a better, more fulfilling life Strategy: journey, seek out and experience new things, escape from entrapment Gift: autonomy, ambition, free-spirit 139
FREEDOM ORDER INNER DIRECTED SOCIALLY DRIVEN OUTLAW HERO CAREGIVER RULER EXPLORER CREATOR JESTER LOVER INNOCENT REGULAR GUY MAGICIAN SAGE 140 Archetype Grid
141 Can a single brand fit into 2 Archetypes at the same time?
142 Pre-Read 1. ‘Demystifying Brand Personality’ (article) Learning Outcome 1. Design brand identity and sensorials 2. Analyze brand personality ‘archetypes’ Class Points 1. Brand Personification 2. Brand identity and semiotics; smashing the brand 3. Brand personality as ‘differentiator’ 4. The 12 Archetypes Application Exercise 1. Analyze ‘Brand Archetypes’ in a category
143 Brand Anatomy
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145 Human Analogy
146 Let’s construct the Brand Anatomy of LUX?
147 Human Analogy Logo, Pack, Fragrant Beauty Oils, Film Stars - Soft, fragrant skin - Glamorous Glamorous Beauty Indulgent. Elegant. Feminine ‘The Lover’
148 Action Agenda-Checklist • Have we aligned all our employees, offerings and plans with the Brand Anatomy? • Are we leveraging the Brand Identity elements consistently in all our communication? • Are we demonstrating and communicating our Brand Positioning (Head & Heart) with clarity, across all our customer touch points? • Are we walking the talk on our Brand Personality? • Have me made our Brand Essence the driving force behind everything we do?
Kapferer Brand Prism
Class Slides_Brand Fundamentals.pdf
Class Slides_Brand Fundamentals.pdf
152 Which of the 2 Brand Anatomy Formats works best for you? And why?
153 Brand Loyalty
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156 Impact of Brand Loyalty • Maximizes profit • Secures future earnings • Reduces marketing costs
157 Apple Smartphone (iPhone) Retention Rate 2015 - 83% 2016 - 83% 2017 - 92% 2018 - 91%
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161 Analysis of the brand’s ‘usage patterns’ revealed that the brand had a large proportion of ‘occasional users’ (70%+) who used the brand only when they had a dandruff problem and lapsed out once the problem was fixed. These users saw H & S only as a clinical, anti-dandruff shampoo and went back to their sexier, cosmetic shampoos after getting rid of their dandruff. This was making the brand suffer from not having a large enough base of ‘regular users’, leading to weak loyalty. The brand task was evident- how to convert a majority of these ‘occasional users into regular, loyal users’. A Transit Shampoo
162 Product development was done to introduce a modified range of variants, offering added hair care benefits, over and above ‘Anti-Dandruff’ (which remained the core benefit). This formed the basis of the ‘Anti-Dandruff PLUS’ positioning for the brand The Packaging and Advertising was also changed in line with the new positioning, incorporating glamourous film stars endorsing the brand Post the new positioning the regular, loyal user base doubled to 60% (from 30%) in 2 years.
163 163
164 Loyalty under Threat! • Product Proliferation- consumers spoilt for choice • Growing Parity- low differentiation and commoditisation • Flirting Consumer- willing to experiment and switch • Brands focusing more on ‘Behavioural Loyalty’ (buy me) rather than ‘Emotional Loyalty’ (love me)
165 165 Will you miss the brand if it goes missing?
166 166 Will you miss the brand if it goes missing? • Will it disrupt your life? • Will it cause anxiety? • Will it create a vacuum? This is the acid test of a strong 'brand-user' relationship. Very few brands will make you answer 'Yes!’ Most brands are not missed and can easily be substituted with an alternative. Which brands will you miss in your life, if they went missing?
167 167
168 DIESEL
169 Recap and apply the concepts you have learnt in this module to the Diesel case in the video.
‘We’re not here to sell. We’re here to make people want to buy.’ Sir John Hegarty, Founder BBH 170
171 Pre-Read 1. ‘Burn- Kapferer Brand Prism’ (case) Learning Outcome 1. Construct Brand Anatomy models 2. Assess and analyze Brand Loyalty Class Points 1. Brand Anatomy- Human Analogy, Kapferer Prism 2. Brand Loyalty- facts & figures; types of loyalty 3. User Profiles- ‘Transit Shampoo’ H&S case 4. Brand Dynamics Pyramid 5. Loyalty under threat 6. ‘Diesel-Be Stupid’ case (video) Application Exercise 1. Construct ‘Brand Anatomy’
172 Written Test (20 marks) On application of concepts from this Module

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Class Slides_Brand Fundamentals.pdf

  • 2. 2 Module-1: Brand Fundamentals Module-2: Brand Visioning & Architecture Module-3: Brand Strategy & Planning
  • 3. 3 3
  • 4. 4 SLS Application Exercises- Group Work 1 • Analyze brands using ‘What makes a Brand?’ checklist • Create a ‘meme’ for ‘Brand Myopia’ 2 • Construct a ‘Benefit Ladder’ • Develop a ‘Benefit Map’ 3 • Map the ‘Total Impression of a Brand’ through Brand Codes • Apply ‘Positioning Formats’ and ‘Perceptual Maps’ 4 • Analyze ‘Brand Archetypes’ in a category • Construct ‘Brand Anatomy’ 5 • Develop a ‘Master Brand Temple’ • Design a ‘Brand Concept’ 6 • Develop a ‘Brand Key’ • Set ‘Brand Growth Objectives’ 7 • Write a ‘Brand Plan’ 8 • Develop a ‘Brand Report Card’
  • 5. 5 Written Test (20 marks) On application of concepts from Module-1
  • 6. 6 Structure of Brand Strategy Project 1. Product Concept- Paint Point & Solution- Benefit Ladder 2. Portrait of Target Consumer and Key Insight 3. Brand Purpose- Enemy-Stand-Mantra 4. Brand Anatomy- Human Body Analogy 5. Brand Name, Logo and Tagline 6. Brand Sensorials- Sight, Sound, Smell, Touch and Taste 7. Brand Architecture & Portfolio 8. Brand Launch Ad Film- Video Team Exhibit on Brand Strategy (30 marks) Create a new and unique product/service idea. Design a ‘Brand Strategy Blueprint’ for it in the form of an exhibit
  • 7. 7 ‘Brand Report Card’ Team Submission (10 marks) Based on the new-age brand allotted to your team, develop and analyze the 'Brand Report Card' for it
  • 10. 10 Learning Objectives 1. Define a brand and analyse ‘what makes a brand’ 2. Assess ‘business impact of brands & brand valuation’ 3. Construct ‘brand benefit ladder’ and develop ‘benefits maps’ 4. Map the ‘total impression of a brand’ 5. Apply ‘brand positioning’ formats 6. Design ‘brand identity & sensorials’ 7. Analyse ‘brand personality’ archetypes 8. Construct ‘brand anatomy’ models 9. Assess and analyse ‘brand loyalty’
  • 13. What is the difference between Marketing and Branding?
  • 16. 16 How much will you pay for these…
  • 17. 17 A rock picked up from the street
  • 18. 18 A rock from the Great Wall of China
  • 19. 19 A rock from the Berlin Wall
  • 20. 20 A rock from the Moon
  • 21. 21
  • 23. 23 Brand = A product with a ‘differentiating idea’ wrapped around it which makes it more valuable and desirable.
  • 24. 24 Brands create value. How do you define ‘value’?
  • 26. 26 A Brand Story… The Railroads The Airlines The Buggy Whip
  • 27. 27 Moral of the Story • Brand Marketing is not about products, services or processes. • It’s about understanding & satisfying consumer needs, profitably. • Products & Processes are only the means, the end is the consumer need. • Brands which lack this vision, don’t last
  • 28. 28 • “In our factories we make products, in the supermarket we sell hope.” - Charles Revson, Founder of Revlon • “I clothe egos.” - Gianni Versace, Fashion Designer • “We’re not in the watch business! We’re in the luxury business.” - President of Rolex
  • 29. 29 XIAOMI in 2050? Is XIAOMI in the Smart Phone business?
  • 30. 30 In the year 2050, water will only be available for drinking and not for bathing or washing. How will a Shampoo Brand still keep itself relevant?
  • 31. 31 • Times of India was an airline? • Titan was a chocolate? • Britannia was a pair of jeans? • Cadbury’s was a wrist watch? • Lakmé was a hotel chain? Describe what kind of a Brand would it would it be?
  • 32. 32 What is a Brand?
  • 33. 33 Company’s POV • The unique combination of product characteristics and values, that have become attached to a product by means of its name, packaging, advertising, pricing, usage experience etc. These differentiate it from competitive brands in the consumers view. • A brand offers a benefit that fulfills a consumer need , in a way that is unique and different from others. • A mixture of tangible and intangible attributes,symbolized in a trademark,which if properly managed,creates preference and generates value.
  • 34. 34 Consumer’s POV • A Brand is a collection of words, images, thoughts and feelings about a product or service in a person’s mind
  • 35. 35 Brand is a Two-way Pact “In return for your preference and loyalty, we will give you a shortcut to the best purchase decision. We also understand that if we screw up, the deal’s off!”
  • 37. 37 Does putting a name and logo on a product make it a Brand?
  • 38. 38 What makes a Brand? 1. Does it fulfill a consumer need? 2. Does is have a clear identity? 3. Does it offer tangible & intangible benefits? 4. Is it differentiated? 5. Does it create value for all stakeholders?
  • 39. 39 Is Virat Kohli a Brand?
  • 41. #1 Brand Solution Identifying consumer pain-points: untapped needs, opportunities, enemy Developing the solution: designing product/service offering, value-proposition #2 Brand Story Designing the brand identity: name, logo, symbols, codes, packs, brand architecture & portfolio Crafting the brand story: benefits, positioning, personality, purpose, idea #3 Brand Engagement Communicating the brand story: in the media, channels and touch-points Creating the brand experience: across the moments-of-truth in the customer journey ‘BrandWorks’: How to Make a Brand
  • 42. 42 Pre-Read 1. ‘What is a Brand?’ (video) 2. History of Branding (web link) Learning Outcome 1. Define a brand 2. Analyze ‘what makes a brand’ Class Points 1. Game of Rocks- how brands create value 2. Marketing Myopia story- what business are we in? 3. What is a brand? company POV, consumer POV, 2-way pact 4. 5-point checklist of ‘what makes a brand’ 5. Branding=Perception + Behavior- for stakeholder value 6. BrandWorks Application Exercise 1. Analyse brands using ‘What makes a Brand?’ checklist 2. Create a ‘meme’ for ‘Brand Myopia’
  • 44. 44
  • 45. 45
  • 46. 46
  • 47. 47
  • 48. 48
  • 49. 49
  • 50. 50
  • 51. 51
  • 52. 52
  • 53. 53 1. Higher gross margins and profits, lesser price sensitivity 2. Secured future earnings 3. Better marketing ROI 4. Economies of scale 5. Increased share price and market cap. How a strong brand impacts business
  • 54. 54
  • 56. 56 What are the key inferences from the video in terms of the changes from 2008 to 2018 in Brand Value?
  • 57. 57 To put it simply, to enhance Brand Value two things are important: 1. Make your brand play an important role in your consumer's life 2. Make your brand not easily substituted by any other
  • 58. 58 Pre-Read 1. Brand Valuation (article) Learning Outcome 1. Understand and assess business impact of brands 2. Understand brand valuation Class Points 1. Brands with higher value command price premium and more revenue 2. Long-term brand building reduces price sensitivity and secures future revenues 3. Brand value is directly co-related to share price 4. Brand value is a significant contributor to market cap 5. Interbrand Top-15 Global Brands 2000-2018-Trends
  • 60. 60 50 Ways To Differentiate Your Brand https://www.brandingstrategyinsider.com/2013/12/50-ways-to-differentiate-your- brand.html#.XbmAsZozY2w
  • 61. 61 Benefits/Needs • Benefit fulfills a ‘need’. • Benefit belongs to the brand. • Need resides with the consumer. • Functional benefits : physical, tangible, real. Color, Flavor, Shape, Size, Price. • Non-functional benefits : emotional/sensory, intangible, perceived. Gentle, Caring, Sexy, Glamorous, Macho
  • 62. 62 Types of Needs SEEK… health, time, money, popularity, better appearance, security, praise, comfort, leisure, pride, advancement, acceptance, enjoyment, self-confidence, prestige, status. BE… good parents, social, hospitable, up-to-date, creative, influential, gregarious, efficient, trend setting, authorities, house-proud. SAVE… time, money, work, discomfort, worry, doubts, risks, embarrassment. DO… express their individuality, resist domination, satisfy curiosity, emulate idols, appreciate beauty, acquire/collect things, win affection/love, improve themselves. People want to …..
  • 63. 63 Examples of brands/ads that target the various types of needs?
  • 64. 64 Motivators/Discriminators • Motivators : The reason why people buy a product type/category Soap gets you clean. A pen writes. A camera takes pictures. • Discriminator : Difference between brands, functional or non-functional – Functional discriminator Soap with deodorant. Soap with cold cream. Soap with Olive Oil. – Non-functional discriminator Indulgent, glamorous soap. Macho, hardworking soap.
  • 65. 65 Are ‘Features’ the same a ‘Benefits’?
  • 66. 66
  • 68. 68 Let’s deconstruct a Brand Benefit Ladder…
  • 69. 69 Anyone who wants food home delivered. Can’t cook, hates to cook, too busy to cook, wants variety, something exotic, an indulgence, add-on to home food. Food delivery app and service that enables you to order from your favorite eating joints Convenience. Speed. Variety. Flexibility Freedom- Sets you free.
  • 70. 70 Benefit Map • ¼ Moisturizer • Does not dry skin • Beauty bar • Cleansing lather • Premium price • Range of variants • Genuine • Enhances self-esteem . Empowers women • Reputed maker • Bathing experience • Trusted brand Functional Non-Functional Points of Parity POP Points of Difference POD
  • 71. 71 What are the applications of a ‘Benefit Map’…
  • 72. 72 Are the POPs delivering the ‘must-haves’ of the category? Are there strong PODs to create differentiation? Are there any opportunities for converting POPs into PODs? Benefit Map- Applications
  • 73. 73 Pre-Read 1. ‘50 Ways to Differentiate Your Brand’ (article) Learning Outcome 1. Construct a ‘Benefit Ladder’ 2. Develop and analyze a ‘Benefit Map’ Class Points 1. Needs & Benefits; Types of needs 2. Functional & Non-functional benefits 3. Motivators & Discriminators 4. Features vs. Benefits 5. Why discriminators are becoming non-functional 6. Benefit Laddering- construction & deconstruction 7. Benefit Mapping-POPs + PODs Application Exercise 1. Construct a ‘Benefit Ladder’ 2. Develop a ‘Benefit Map’
  • 75. 75
  • 76. 76 Brand as ‘Gestalt’ The whole is more than the sum of its parts
  • 78. 78
  • 79. 79 Total Impression of a Brand BRAND Word of Mouth Word of Mouse News Coverage Editorial Products Services Price UX/CX Name, Logo, Symbols Packaging Advertising, Promotion Website, Digital Assets Competitors Partners Users Usage Omni-Channel Experience Maker History Country of Origin People-Employees Endorsers Events & Sponsorships CSR
  • 81. 81 Primary Brand Associations Secondary Brand Associations
  • 82. 82 Can the name impact a brand?
  • 83. 83 ‘Not all brands are unique, but they can be distinct’. Give examples of brands that have used their ‘codes’ to create ‘distinctiveness’
  • 84. 84 Can you spell out the ‘Primary’ and ‘Secondary’ Associations for Nike that create ‘Distinctiveness’?
  • 85. 85 Nike-Brand Associations BRAND High WOM on Social Media ‘Sweat Shops’- Negative WOM Hi Performance ‘Atheleisure’ Products Premium Pricing Swoosh, Just Do It, Inspirational Ads, mynike.com Addidas, Puma, Reebok Apple Partnership User Imagery of Sportspersons Usage Imagery of Sports/Fitness Exclusive Nike Stores Experience Sports Legacy Sports Celebrity Endorsements, Sports Events Sponsorships
  • 86. 86 Can a CEO’s words and actions impact a Brand? https://www.youtube.com/watch?v=F1H6hwkgvCc
  • 88. ‘Managing your brand marketing is becoming more and more about managing everything your company does.’ Lee Clow- Founder & Creative Director, Chiat-Day 88
  • 90. 90 Pre-Read 1. Brand Core Strengths Model (PDF) Learning Outcome 1. Mapping the total impression of a brand 2. Leveraging brand codes Class Points 1. Brand as ‘Gestalt’ 2. Primary & Secondary Associations 3. Brand codes to create ‘distinctiveness’- Snickers (video case) 4. Brand Activism- A&F (video) Application Exercise 1. Map the ‘Total Impression of a Brand’ through Brand Codes
  • 92. 92
  • 93. 93
  • 94. 94 Brand Positioning • Unique, clear, desirable slot that a brand occupies in the consumers mind, relative to competing brands. WHAT? Key Benefit WHY? Key Support WHOM? Key Target Group
  • 95. 95
  • 96. 96 Unilever Format • Who am I? • Why buy me? – What do I do that others don’t? – Why should you believe me?
  • 97. 97 • Who am I? The Babe-Magnet • Why buy me? – What do I do that others don’t? I make regular guys sexually irresistible to hot young women – Why should you believe me? Because my fragrances are so seductive and tempting
  • 98. 98 Grey’s Format XYZ (Brand Name) is a (product descriptor) that is better than (competition), for (target group), because (core benefit), as a result of (support).
  • 99. 99 Colgate Dental Cream is a family toothpaste that is better than other family toothpastes like Pepsodent, for active growing kids, because it makes their teeth stronger as a result of its calcium formulation and dentist recommendation
  • 100. 100 One Word Equity (O.W.E) – Saatchi & Saatchi • What lies at the heart of the brand? What makes it unique? • A single word to encapsulate the ‘essence’ of the brand.
  • 101. 101 Volvo- Safety BMW- Driving Pleasure Ferrari- Edgy
  • 102. 102 Can the same brand have a different positioning in different markets?
  • 103. 103 Types of Positioning • By Application / Occasion • By Product Benefit As a Dessert Ingredient For Festive Occasions For Strong Hair Tasty and Healthy Eating
  • 104. 104 • By Cultural Symbolism • By User Group For the Jean Generation Cowboy- a symbol of American Machismo Chocolate- riding on sweets as a symbol of an auspicious beginning in Indian culture For the ‘Jugadu’ youth
  • 105. 105 • By Product Category/Type • By Price-Quality Creating an anti-category- ‘Uncola’ Becoming generic to a category Good food costs less at Sainsbury’s- great price value Snob value- exclusive and premium
  • 106. 106 • By Competitor AVIS V/S HERTZ- Repositioning the competition
  • 109. 109
  • 110. 110
  • 111. 111
  • 112. 112
  • 113. 113
  • 114. 114 Pre-Read 1. ‘When Avis Tried Harder’ (case) Learning Outcome 1. Understand Brand Positioning 2. Apply Brand Positioning formats Class Points 1. What is positioning; 3 pillars of positioning 2. Positioning formats- Unilever, Grey’s, OWE 3. Types of positioning 4. 3 Tenets of Apple’s Positioning- Apple (video case) 5. Perceptual Mapping Application Exercise 1. Apply ‘Positioning Formats’ and ‘Perceptual Maps’
  • 116. 116
  • 117. 117 Brand Personality • Consumers buy a brand not only for ‘what it does’, but ‘who it is’? • Brand as a ‘person’ = Brand Personification.
  • 118. Brand Identity A system of integrating all brand elements to create a uniform look & feel and project positive meanings & associations to aid consumer recall & recognition 118
  • 120. 120 The five senses, portals to our emotions Brand Sensorials Sight. Sound. Scent. Touch. Taste.
  • 121. 121
  • 122. 122 Brand Semiotics • Semiotics is about how brands communicate and express themselves through symbols and signs • Its about the symbolic meaning through various codes, signals and cultural contexts that consumers associate with brands • It is a brand’s ‘sign language’ • Semiotics create sensory engagement with the brand
  • 123. 123 What do these symbols mean to you?
  • 125. 125 How will you differentiate 2 brands in the same category with identical positioning?
  • 126. 126 Brand Personality as ‘Discriminator’
  • 127. 127 Any brand in the world falls under one of the 12 archetypes What is your brand’s current archetype? Is there a need to stay with it or do you wish to change it to something else? As we go along, let’s talk about Indian brands/persons reflecting each archetype The 12 Archetypes 127
  • 128. The Magician ‘It can happen!’ Core Desire: knowledge of how the world or universe works Goal : make dreams come true Strategy: develop vision and live it Gift: finding win-win outcomes 128
  • 129. The Outlaw ‘Rules are meant to be broken.’ Core Desire: irreverence or revolution Goal: to destroy what is not working Strategy: disrupt or shock Gift: outrageousness, radical freedom 129
  • 130. The Creator ‘If it can be imagined, it can be created.’ Core Desire: create something of enduring value Goal: give form to a vision Strategy: develop artistic control and skill Gift: creativity and imagination 130
  • 131. The Sage ‘The truth will set you free.’ Core Desire: the discovery of truth Goal: to use intelligence and analysis to understand the world Strategy: seek out information and knowledge Gift: wisdom, intelligence 131
  • 132. The Ruler ‘Power isn’t everything. It’s the only thing.’ Core Desire: command and control Goal: create a prosperous company or community Strategy: exert leadership Gift: power and authority 132
  • 133. The Regular Guy/Gal ‘All men and women are created equal.’ Core Desire: connection with others Goal: to belong, fit in Strategy: develop simple-solid virtues, the common touch Gift: realism, empathy, lack of pretense 133
  • 134. The Lover ‘I only have eyes for you.’ Core Desire: attain intimacy and experience sensual pleasure Goal: being in a relationship with the people and experiences Strategy: become more and more attractive in every way Gift: passion, appreciation, flair 134
  • 135. The Jester “If I can’t dance, I don’t want to be part of your revolution.” Core Desire: to live in the moment with full enjoyment Goal: to have a great time and lighten up the world Strategy: play, make jokes, be funny Gift: joy and laughter 135
  • 136. The Caregiver ‘The world needs me.’ Core Desire: protect people from harm Goal: to help others Strategy: do things for others Gift: compassion, generosity 136
  • 137. The Innocent ‘Free to be you and me.’ Core Desire: to experience the simple pleasures of life Goal: to be happy and kind Strategy: do things right and stay out of the fast lane Gift: faith , optimism and balance 137
  • 138. The Hero ‘Where there’s a will there’s a way.’ Core Desire: prove one’s worth through courageous action Goal: exert mastery in a way that improves the world Strategy: become strong, powerful and charismatic Gift: competence and courage 138
  • 139. The Explorer ‘Don’t fence me in.’ Core Desire: the freedom to find out who you are through exploring the world Goal: to experience a better, more fulfilling life Strategy: journey, seek out and experience new things, escape from entrapment Gift: autonomy, ambition, free-spirit 139
  • 140. FREEDOM ORDER INNER DIRECTED SOCIALLY DRIVEN OUTLAW HERO CAREGIVER RULER EXPLORER CREATOR JESTER LOVER INNOCENT REGULAR GUY MAGICIAN SAGE 140 Archetype Grid
  • 141. 141 Can a single brand fit into 2 Archetypes at the same time?
  • 142. 142 Pre-Read 1. ‘Demystifying Brand Personality’ (article) Learning Outcome 1. Design brand identity and sensorials 2. Analyze brand personality ‘archetypes’ Class Points 1. Brand Personification 2. Brand identity and semiotics; smashing the brand 3. Brand personality as ‘differentiator’ 4. The 12 Archetypes Application Exercise 1. Analyze ‘Brand Archetypes’ in a category
  • 144. 144
  • 146. 146 Let’s construct the Brand Anatomy of LUX?
  • 147. 147 Human Analogy Logo, Pack, Fragrant Beauty Oils, Film Stars - Soft, fragrant skin - Glamorous Glamorous Beauty Indulgent. Elegant. Feminine ‘The Lover’
  • 148. 148 Action Agenda-Checklist • Have we aligned all our employees, offerings and plans with the Brand Anatomy? • Are we leveraging the Brand Identity elements consistently in all our communication? • Are we demonstrating and communicating our Brand Positioning (Head & Heart) with clarity, across all our customer touch points? • Are we walking the talk on our Brand Personality? • Have me made our Brand Essence the driving force behind everything we do?
  • 152. 152 Which of the 2 Brand Anatomy Formats works best for you? And why?
  • 154. 154
  • 155. 155
  • 156. 156 Impact of Brand Loyalty • Maximizes profit • Secures future earnings • Reduces marketing costs
  • 157. 157 Apple Smartphone (iPhone) Retention Rate 2015 - 83% 2016 - 83% 2017 - 92% 2018 - 91%
  • 158. 158
  • 159. 159
  • 160. 160
  • 161. 161 Analysis of the brand’s ‘usage patterns’ revealed that the brand had a large proportion of ‘occasional users’ (70%+) who used the brand only when they had a dandruff problem and lapsed out once the problem was fixed. These users saw H & S only as a clinical, anti-dandruff shampoo and went back to their sexier, cosmetic shampoos after getting rid of their dandruff. This was making the brand suffer from not having a large enough base of ‘regular users’, leading to weak loyalty. The brand task was evident- how to convert a majority of these ‘occasional users into regular, loyal users’. A Transit Shampoo
  • 162. 162 Product development was done to introduce a modified range of variants, offering added hair care benefits, over and above ‘Anti-Dandruff’ (which remained the core benefit). This formed the basis of the ‘Anti-Dandruff PLUS’ positioning for the brand The Packaging and Advertising was also changed in line with the new positioning, incorporating glamourous film stars endorsing the brand Post the new positioning the regular, loyal user base doubled to 60% (from 30%) in 2 years.
  • 164. 164 Loyalty under Threat! • Product Proliferation- consumers spoilt for choice • Growing Parity- low differentiation and commoditisation • Flirting Consumer- willing to experiment and switch • Brands focusing more on ‘Behavioural Loyalty’ (buy me) rather than ‘Emotional Loyalty’ (love me)
  • 165. 165 165 Will you miss the brand if it goes missing?
  • 166. 166 166 Will you miss the brand if it goes missing? • Will it disrupt your life? • Will it cause anxiety? • Will it create a vacuum? This is the acid test of a strong 'brand-user' relationship. Very few brands will make you answer 'Yes!’ Most brands are not missed and can easily be substituted with an alternative. Which brands will you miss in your life, if they went missing?
  • 169. 169 Recap and apply the concepts you have learnt in this module to the Diesel case in the video.
  • 170. ‘We’re not here to sell. We’re here to make people want to buy.’ Sir John Hegarty, Founder BBH 170
  • 171. 171 Pre-Read 1. ‘Burn- Kapferer Brand Prism’ (case) Learning Outcome 1. Construct Brand Anatomy models 2. Assess and analyze Brand Loyalty Class Points 1. Brand Anatomy- Human Analogy, Kapferer Prism 2. Brand Loyalty- facts & figures; types of loyalty 3. User Profiles- ‘Transit Shampoo’ H&S case 4. Brand Dynamics Pyramid 5. Loyalty under threat 6. ‘Diesel-Be Stupid’ case (video) Application Exercise 1. Construct ‘Brand Anatomy’
  • 172. 172 Written Test (20 marks) On application of concepts from this Module