Brand - Basics

16/ 23 .12.2023

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 Goods & Services

Commodities Products
Goods or products Finished goods
that can be used to & services are
make another products
finished product

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 Brand

A brand represents who the company / product/service is and what it stands for.

Includes name, logo, messaging, merchandise, design, and any other feature that identifies
the company and its products and service and makes it distinct from others.

Developing a promise, conveying the message of this promise and then maintaining it

Unique

Timeless

Think: Nescafe/ Bru , India Gate/ Daawat, Volvo/ Maruti

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 Brand

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 What does a ‘Brand’
mean to the customer?

A clear address in terms of name,

look, experience, interaction,
exceptions etc.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 As against
Ambiguity, no name, no differentiation.

Hence, don't know what to expect each time and

how the interaction and experience will go - as there
is no standardization

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising
 What does a ‘Brand’ mean to its
company?
Company is made of different types of people doing different functions to
get to a set of defined objectives.

A Brand unifies it all under one identity.

It defines clear purpose and values that the company needs to align.

It standardizes process and hence remove ambiguity

as to what can be done and what cannot be done

It differentiates the company from the rest

therefore, leading to a clear promise to customer - USP

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 What does a ‘Brand’ mean to its
company?

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 Regardless of funding, revenues, or company size,
one of the strongest differentiators
an organization can have is its brand.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 Regardless of funding, revenues, or company size,
one of the strongest differentiators
an organization can have is its brand.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 What do we mean by the process of
developing a ‘brand’?
The business process of managing your trademark portfolio
so as to maximize the value of the experiences associated with it,
to the benefit of your key stakeholders, especially current and prospective.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 Brand Elements?
Brand Name
Logo
Base Line
Shape
Graphics
Colour
Sound
Smell
Taste
Tone of Voice

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

Name https://www.youtube.com/watch?v=HXc6LyqS92o
Sound

Logo Smell

Base Line

Taste
Shape
Graphics

Colour Advertising

https://www.designmantic.com/blog/sense-and-sensibility-in-branding/

23-12-2023 Session 2023 24 Priyanka K V | SACAC

 Brand Management

The process of maintaining, improving, and upholding a brand

so that the name is associated with positive results.

It seeks to increase the product’s perceived value to the

customer and thereby increase brand franchise & brand equity.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 An ongoing process that involves maintaining consistency around your
brand and delivering on the values your organization holds dear to forge a
positive association with your audiences.

stay relevant in the minds of today’s powerful consumers.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 Strategic Brand Management Process

1. 3. 5.
Planning & Brand marketing Brand equity
Process programme growth and
identification implementation sustainment
2. 4.
Brand Brand performance
positioning measurement and
establishment interpretation

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 1. Planning & Process identification

Ensures that the values of strategic planning are understood &

adhered to across all departments.

The values should be aligned with the strategic planning process

and focused on accomplishing the company’s mission and vision.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 2. Brand positioning establishment

The act of designing a company’s proposal and analysing its position

in the market is referred to as brand positioning.
This aspect assists in convincing consumers about the company’s
advantages over its competitors and its attributes.
Brand positioning also includes a depiction of the various associations
that the company is linked to and explanation about brand essence.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 2. Brand positioning establishment

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 2. Brand positioning establishment

Mental Maps

A brand mental map is a visual display of data that shows prospect or

customer perceptions of brands, relative to their competition.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 2. Brand positioning establishment

Why is brand mapping important?

Brand maps provide a myriad of information, which can be used to:

Identify perceptions about a brand

Understand how brands compare to the competition

Identify the closest competitor
Identify the biggest differentiating factor
Identify the extent of negative as well as positive associations
Find the areas of “white space” and “clear air” where brands can move in to, and stand out from the competition
Reduce data complexity

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 2. Brand positioning establishment

Knowing how a brand is perceived can help to understand:

Who the main competitors are
If current marketing messaging is having an effect on perceptions
What changes need to be made to messaging in order to differentiate the brand from competitors
What products or services a brand is most well known for

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 2. Brand positioning establishment

Map example

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 2. Brand positioning establishment

Points of Parity Vs Points of Difference:

Points of parity (POP) are essentially industry standards that make a business legitimate in their field. It’s
the qualities that all businesses have in order to be competitive and on par with one another. In other
words, points of parity are industry-specific similarities that are shared among many businesses.

Points of difference, also known as points of differentiation or POD, is what you need to determine once
the points of parity have been covered. These are the things that are truly unique to your business and
that give you a competitive edge. When you are creating marketing pieces, campaigns and landing
pages the points of difference are what you want to highlight in your messaging.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 3. What is a Brand Implementation Strategy?

What is a Brand Implementation Strategy?

A brand implementation strategy is a well-thought game plan for a successful

brand rollout while minimizing risks. The brand implementation process can
often become more complex than simply updating your website or
announcing changes to your corporate identity on social media.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 3. What is a Brand Implementation Strategy?

A brand implementation strategy is a well-thought game plan for a successful

brand rollout while minimizing risks. The brand implementation process can
often become more complex than simply updating your website or
announcing changes to your corporate identity on social media.

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 3. Brand marketing programme implementation

Steps
1.Identify and Prioritize Your Goals
2. Audit Your Brand Assets
3. Build an On-Brand Team
4. Track and Measure Results
5. Optimize Your Branding Implementation Strategy

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 3. Brand marketing programme implementation

Steps: Brand Implementation Strategy

1.Identify and Prioritize Your Goals

2. Audit Your Brand Assets
3. Build an On-Brand Team
4. Track and Measure Results

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising

 Adios

23-12-2023 Session 2023 24 Priyanka K V | SACAC Advertising