branding presentatiom

8/12/2019 Branding Presentatiom

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BRANDING

STRATEGIES


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BRANDING


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HISTORY

History of branding goes back centuries in time , whencraftsmen wanted to be identified for their skill andplaced their distinct and identifiable mark on theirgoods they crafted. This was the earliest form of

branding to build reputation of particular artisans bywordofmouth. Buyers learnt to look for distinctivemarks just as we look today for brand names andtrademarks on products.

The origin of brand is the Norse word brandr , thatmeans to burn & the owner of livestock mark their

animals to identify them .


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A name, term, sign, symbol , , or acombination of them , intended to

identify the goods of one seller or

group and to differentiate them

from those of competitors.

- American Marketing Association


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A Name..


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A SIGN OR SYMBOL.


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DESIGN


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COMBINATION TO ALL


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SCOPE OF BRANDING

PHYSICAL GOOD

SERVICES

A STORE

A PERSON

A PLACE AN ORGANIZATION

AN IDEA


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PHYSICAL GOOD.


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SERVICES.


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AND.

AN IDEA ( FAMILY PLANNING , BLOOD

DONATION )

AN ORGANIZATION ( BIRLA GROUP , TATA

GROUP )


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STEPS IN / EFFECTIVE BRAND

POSITIONING

Identify Competitors.

Analyze & evaluate competitor

Identify POD & POP.

Establish brand positioning

Track image of brand over time


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IDENTIFY COMPETITORS

In-depth knowledge of your target, your competitors, and yourown business enables you to define a strong positioning. you

must understand what youre competing against for whom, andhow best to position your brand to leverage your strengths andtake advantage of market opportunities. Without a competitive

brand positioning, your brand might only remain a conceptualvision or a set of cultural values which sound great but dontreally make a difference in the marketplace.


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Analyze and Evaluate competitor

Strengths

- Strong Local

Presence

-Positive Brand

Image

Weakness

- Limited product

and design range

- Lack of the Physical

Store Experience

Opportunities

- Going Global- Widen product

focus

Threats

- Cheaper substitute

goods- High Level of

Competition

- Economic slowdown


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POP and POD

Points-of-differenceunique brand values

Desirable

Deliverable

Points-of-parityshared brand values

Necessary

Competitive


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POP and POD

POD (Point of Difference)

Strong, favorable, unique brand associations

May be any kind of attribute or benefit

Two types of PODs

Attribute Based - Functional, performance

related differencesImage Based - Affective, experiential, brand

image related differences


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POP and POD

POP (Point of Parity)

Associations that are shared with other brands

Two types

Category: attributes that are required to includeyour product as a member of that category

Competitive: POP that negate your competitors

PODs POPs can be good enough, but PODs should be

superior


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POSITIONING

FOR COMPETITIORS.Rule of Thumb : when we talk about competitor

the new term comes inDIFFERENTIATION

Competitor is engaged through differentiation

P iti i i


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Positioning is .

To set the product meaningfully

apart from other competitors


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TAKE A EXAMPLE OF MOBILE PHONE

RELIABLE STYLISH

HITECH BUSINESS CLASS


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RELIABLE


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HITECH

APPLE IPHONE


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STYLISH

SONY MOBLIE


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BUSINESS CLASS

BLACKBERRY


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HOW TO GET INTO PROSPECTS MIND

??


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BE FIRST .The easy way to get in to a persons mind is to be

first.

Example : Xerox , maggi , the Hindu newspaper


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TO MANIPULATE.

The basic approach is not to create somethingnew or different, but manipulate whats alreadyin the mind of consumer

Example: fair & lovely


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IGNORE CONVENTIONAL LOGIC ..

Conventional logic says you find concept

inside product.

Not true

Its about looking inside the prospects

mind


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And then

THE BRAND NAME .

WHY ???


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The Brand name is the first point of

contact between the company and theconsumers mind


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KEY BRAND ELEMENTS

Brand Name -name, tagline, logo (boost is the secret of our energy)

Brand Promise -The single most important

thing your organization promises to deliverevery time

Brand Personality -what you want your brand

to be known for (fun, serious,magical,forceful,etc.)

Brand Associations -colors, taglines, images,

fonts, uniforms, equipment, etc.


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Brand name

Words, letters, or symbols that make

up a name used to identify anddistinguish the firms offerings from

those of its competitors.

BRAND PROMISE


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BRAND PROMISE

Brand PROMISE is the heart and soul of a branda brands

fundamental nature or quality. Usually stated in two to three

words, a brands essence is the one constant across product

categories and throughout the world. Some examples are

Nike: Authentic Athletic Performance, Hallmark: Caring

Shared, Disney: Fun Family Entertainment or Disneyworld,Magical Fun


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BRAND PERSONALITY

A brand personality is something to which the

consumer can relate, and an effective brand

will increase its brand equity by having a

consistent set of traits. This is the added-valuethat a brand gains, aside from its functional

benefits. SOME OF THE brand personalities:

excitement, sincerity, ruggedness,competence and sophistication.


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BRAND IMAGE

Brand image is the current view of the customersabout a brand. It can be defined as a unique

bundle of associations within the minds of target

customers. It signifies what the brand presentlystands for. It is a set of beliefs held about a specific

brand.

Brand image is the overall impression inconsumers mind that is formed from all sources.

Example: Volvo is associated with safety. Toyota is

associated with reliability.


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Brand images can be strengthened using

brand communications like advertising,packaging, word of mouth publicity, other

promotional tools, etc.

Brand image has not to be created, but isautomatically formed.

BRAND LOYALTY


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BRAND LOYALTY

The degree of consumer attachment

to a brand.

Brand loyaltyis where a person buys products

from the same manufacturer repeatedly ratherthan from other suppliers.

Ask any parent on what would be the biggest

indication that their bundle of joy has arrived inlife? It's when the baby becomes the Johnson &Johnson (J&J) baby soap or powder. And thisquest remains unchanged for over 100 years


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TYPES OF BRANDING STRATEGIES

UNIQUE BRAND

STRATEGY

CORPRATE BRAND

STRATEGY

UMBRELLA BRANDSTRATEGY


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Unique brand strategy

Unique branding refers to giving this

product a unique name no other

products manufactured by thecompany will be known under.


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BATA VARIOUS BRANDS

Hush puppy Power

scholl

marie claire


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Corporate branding is opposed to unique

branding. It refers to a company that uses the

same name for all its productssuch as Apple


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Umbrella branding

When you have many sub-brands, each linked

to a common brand, then the common brand

is known as the umbrella brand

E.g. Ford Taurus, Ford Explorer, Ford Focus,

Ford Ranger, Ford Five Hundred, Ford

Freestyle, Ford Expedition, Ford Thunderbird,

etc.

T d


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Tata products


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Paswan

Branding - benefits?

Consumers Manufacturers

Identification of source Means of identification for handling or

tracing

Assignment of responsibility Legal protection

Risk reducerfunctional,

physical, financial, social,

psychological, and time

Signal of quality to consumers

Search cost reducer Endowing product with unique association

Promise, bond, or pact Competitive advantage

Symbolic, cultural Source of financial return

Signal of quality


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PEPSI THUMPS UP COCA COLA

RANBIR KAPOOR

SHAHRUKH KHAN

SALMAN KHAN AAMIR KHAN

Yeh hai youngistaan

meri jaan

Tastethe Thunder Thanda MatlabCoca

Cola


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YOUR DAY BRAND7:00

7:007: 30

7:307:50

8:008:30

8:301:00

1:002:00

2:005:00

5:005:30


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THANK YOU

branding presentatiom

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