presentation of BRAND---BY SUMIT MUKHERJEE
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The document discusses the concept of branding, emphasizing that a brand is more than just a logo or product; it's an emotional connection shaped by consumer perceptions and experiences. It traces the historical evolution of branding from ancient to modern times, highlighting its significance in a competitive marketplace. Key elements of effective branding include distinctiveness, memorability, and the ability to evoke positive associations.
presentation of BRAND---BY SUMIT MUKHERJEE
- 1. PRESENTED BY : - SUMIT MUKHERJEE & AMIT ROY
- 2. Water + Sugar + Fizz (put it into a bottle) = Costs less than Rs 3 WRITE COCA-COLA ON THE bottle AND YOU CAN CHARGE Rs 30
- 3. Take cheap fabric (the cheapest) make pants using a 100 year old design = production cost Rs 250 PUT THE NAME LEVI’S ON THESE ORDINARY PANTS : AND CHARGE Rs 2000 (no problem)
- 4. That is BRAND POWER…
- 5. STARTED IN 1300 BC – POTTER’S marks were used in POTTERY in CHINA, GREECE, ROME and INDIA. (identification of ownership and quality) H 1200’s – PRINTERS used WATERMARKS. GOLDSMITHS AND BREADMAKERS put their marks on goods. I Later- SPIRIT makers also marked to indicate the origins of liquor. 1600-1800 – CRIMINALS and SLAVES were branded S 1800 (LATER)- PATENT MEDICINES and TOBACCO branded their products T MID 1800 – P & G started branding the consumer products O 1950’s – BRAND PERSONALITY R 1980’S – BRAND EQUITY LATER 1990’S – BRANDING EMERGED AS A SIGIFICANT AREA OF EMPHASIS. Y
- 6. Before answering the question what is a BRAND Lets define what is not a BRAND
- 7. FIRST A brand is not a LOGO
- 9. SECOND A brand is not an identity.
- 11. FINALLY A brand is not a product.
- 13. So what exactly is a brand?
- 14. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION.
- 15. It’s a GUT FEELING because people are emotional, intuitive beings. It’s a PERSON’S gut feeling, because brands are defined by individuals, not companies, markets, or publics.
- 16. In other words…
- 17. IT’S NOT WHAT YOU SAY IT IS.
- 18. IT’S WHAT THEY SAY IT IS.
- 20. What is a BRAND? What is ...a set of mental associations, held by the consumer, which add to the perceived value of a product or service.” -Kevin Lane Keller(1998)
- 21. What is a BRAND? “A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying” - Richard Branson
- 22. What is a BRAND? “Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, Benetton protests. … Brands are not nouns but verbs.” Jean-Marie Dru, Disruption
- 23. WHY IS BRANDING SO HOT? 1.People have too many choices and too little time 2.Most offerings have similar quality and features 3.We tend to base our buying choices on trust
- 24. What do brands do? They remind us of a past product/ service experience. They communicate how we see ourselves. Brands are fantasy.
- 25. What do brands do?
- 26. A GREAT NAME deserves GREAT GRAPHICS.
- 27. NEWS LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS ! FLASH!
- 28. An ICON is a name and visual symbol that suggests a market position.
- 29. EXAMPLE: CBS- The network for “eye-popping” television.
- 30. An AVATAR is a brand icon that can move, change, and operate freely in various media.
- 31. EXAMPLE: VODAFONE: The “self-expression” cellular service.
- 32. Elements of BRAND Distinguish the product from competitive brands Negative or offensive references should be avoided Memorable and easy to pronounce Easy to say, spell and pronounce It should allude to the product
- 33. Evoke positive mental image Evoke positive emotional reaction Be unique Possibly, translate well in other languages too Simple Sound appropriate
- 35. It is possible to brand everything A physical good (Nestle soup, Pantene shampoo or Maruti Swift A service (Kingfisher Airlines, TATA AIG medical insurance), A store (Big Bazaar, BATA stores), A place (The state of Kerala), An event ( Mela) A person (Shahrukh Khan, Sachin Tendulkar, Tiger Woods, Roger Federer) An organization (UNICEF or BCCI)
- 37. Brands are like people.
- 38. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…