brand def

7/28/2019 Brand def.

1/47

Prof. Ramola Kumar

Branding


2/47

Any damn fool can put on a deal, but

it takes genius, faith andperseverance to create a brand

David Ogilvy


3/47

Any damn fool can put on a deal, but

it takes genius, faith andperseverance to create a brand

David Ogilvy


4/47

Branding is a journey,not a destination

Andrew Welch


5/47

I am irresistible, I say, as I put on my

designer fragrance,I am a merchant banker, I say as I

climb out of my BMW.

I am a juvenile lout, I say I down aglass of extra strong lager.

I am handsome, I say, as I don my

Levis jeans

John Kay, Economist


6/47

Y_O_U can make a difference; take

charge of your life!

Be distinct.. Or Extinct

Its a new millennium

If not now W-H-E-N

Tom Peters


7/47

Does your brand create the

response..

Hey thats me!

The onus lies in the agency to

discover preference and value factors

that

Strike -A- chord with the consumer


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What in a nameEverything if its

YOURS !!!!

LEARN TO UNDERSTAND ANDAPPRECIATE DETAILS it

could be you who spelt your own

name wrong!!!


9/47

Dont expect the work to speak for

itself.

Even the most ingenious solutionsmust be sold

Suzanne Young


10/47

Just give me one good reason why

I should buy your brand, instead ofsomeone elses.

Your next new consumer


11/47

Really strong brands are the ones

that havedone all my thinking for me

Marieke van der Werf


12/47

The love and affection that people

hold for a brand canspawn line extensions and as

expansion of your customer base

Customer ? lover? Or both?


13/47

Love me

love my brand our brand,the nations brand

hamara bajaj !!!


14/47

Live your brand related questions

now Today

And perhaps even without knowing itYou will live along some distant day

into your answers

Rainer Maria Rilke


15/47

The only brands that survive are ofthe successful kind.

these are the brands which, are

relevant and different.THINK DIFFERENT, BE

DIFFERENT

BRAND- a set of differentiableproposition/s


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The essence of the brand has to

permeate every thought,strategy and action concerning its identity

and existence


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Total branding--- whatever theconsumer thinks of when he/she

hears the companys name.

Brand is everything, the stuff youwant to communicate to consumers

and the stuff you communicate

despite yourself.

David D Alessandro


18/47

Your brand represents the sum of all

the minds and souls of every single

person that comes into contact with

your company over time.

Martin Lindstrom


19/47

Color creates emotion, triggers memory,

and gives sensation

Gael Towey


20/47

Brands are the express checkout for

people living their lives at everincreasing speed

Brandweek


21/47

Product- a set of attributes;

Brand - collective judgement

Prof. S Lahiri


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Customers must recogzine that you

stand for something

Howard Schultz, Starbucks


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A brand is the source of a promise to

the consumer through relevant

differentiated benefits

AMA


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The single minded proposition that

your brand stands for

Al Ries n J. Trout


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Innovation Management


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Product Failures

Ponds

Talcumpowder/

Coldcreams

Toothpaste/

Babyproduct

Fresh breathe, healthy teeth !Benefit- ??


27/47

Nestle Coffee

Paloura

Iced Tea

Flop

Re-package

Flop

Segment Iced Tea ?

Analysis Taste ?

Both ?


28/47

Iodex For aches& painsIodexsprays

Sprains Injuries

Burns

Injuries + Burns failed-product association

with sprains couldnt be extended


29/47

Lakme Cosmetics

After shave

lotion& shavingcream

Flop

Increase association with segment- Women!


30/47

Hawkins Pressurecooker

Pressure

cookermasalas

Flop

Consumer need/wants ?


31/47

ColaBrands Cola Lite FLOP

Segment- too small

India has one of the lowest per capitaconsumption of soft drinks


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Lessons to be learnt

Product should offer a clear BENEFIT- Which can be experienced & result in satisfaction

(+ve)

- Need; product association with existingassociation

Value for money

Product profitable in the long run- Marketers should have resources to sustain the

product initially till its able to pay for itself


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Marketers should have access to manufacturer;quality control & R&D facilities

Advertising & promotional expenses should be

looked on as investments Consumer feedback

N d t Pl i G b fill d


34/47

New product Planning Gap can be filled

by

AcquisitionsCorporatePatent

License

New

product

Development

R&D facilities

Investments

Gestation period

In-house

Contract

FINANCIAL IMPLICATIONS of each alternative


35/47

What is a new Product

Invention- New to the world

Innovations- Product modifications/

improvements

Existing Product Innovation

Time period

Product categoryHi Technology

Ordinary

Technology


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In marketing termsNew product for the world as a market

new product for a specific market

New Product

Any product that is perceived by the target

segment as new

Re-Positioning; Cost Reduction ?

Integrated approach to


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Integrated approach to

New Product PlanningThe Gel war!

HULs close-up- 1st Gel Toothpaste

Segment- Young couples (Teens/singles)

Emphasis- Gel+ mouthwash success

Gel+ mouthwash

Gel+ Traditional paste ?

Gel+ Cloves ?

Gel+ fluorideGel+ different colours/stripped

Possible

Newproducts


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A New product implies a change in

Technology; or a change in market. A

strategic alternatives arise forplanning an integrated approach to

New Products


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Scene

Increase in competition

Increase in technologydevelopment

Decrease in raw materials Increase in cost of

production

Inflation

Segmented markets

Shorter life cycles

Less time to recover

cost

Risk in New Products


40/47

Streamline product line extensions

Concentration on high profit, product items withclear cut competition advantage-

Price vs Benefit

Maintain core business with minimumreinvestment

Use what you have already got

(Resource utility- OPTIMUM)


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If I have ever made any valuable

discoveries, it has been owing

more to patient attention, thanany other talent.

Sir Isaac Newton


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They disobeyed a superior and

revolutionarized an industry

IBMs Nobel Laureates

Alex Mueller & George Bednorz


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Innovation isnt inspired by a bright

idea, rather it is organized,

systematic, rational work.

Peter Drucker


44/47

To improve is to change; to be

perfect is to change often.

Winston Churchill


45/47

Change only favours minds that are

diligently looking and preparing fordiscovery.

Louis Pasteur


46/47

Define

- An Innovation

- Innovation vs Invention

- Innovation -affected by

Time period

Product type & category

Rate of diffusion

Market characteristics


47/47

- Chs of Innovation

Relative advantage

Compatibility

Complexity

Trial ability

Observability

brand def

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