BRAND

MANAGEMENT
GROUP 5
Anju Wilson
Naveen Anil

Topics

Brand Positioning
Opportunity Modelling
Brand Platform
Brand Communication
Brand Creation
Brand planning
Brand Experience
Public relations perspective

BRANDPOSITIONING
Brand Positioning can be defined as an
activity of creating a brand offer in such a
manner that it occupies a distinctive place
and value in the target customers mind.
A strong brand position means that the
brand has a unique, credible and
sustainable position in the mind of the
consumer.

 It stands for that one benefit that

your product provides apart from
your competition.
It also gives you the direction
required to focus the organisation
and focus on the strategic efforts.

Understanding all stakeholder needs

and desires
Consumers needs
Corporate Need
Shareholders/Investors needs
Channel Partners need
Example: P&G - Tide and Ariel
Mahindra, Jaguar or Land Rover
Volkswagen Beatle

Opportunity Modelling for

Positioning

Relevance
Differentiation
Credibility
Stretch

BRAND PLATFORM
A brand platform, or corporate image, is the
set of associations that customers make with
your company. Some of these associations
may be quite obvious and strong.
The strategic intent of a brand platform is to
focus the organization on building value-added
customer relationships.

The Brand Platform consists of the following elements:

Brand Vision:
The brand's guiding insight into its world.

Brand Mission:
How the brand will act on its insight.

Brand Values
The code by which the brand lives. The brand values act as a benchmark to measure behaviours and
performance.

Brand Tone of Voice:

How the brand speaks to its audiences.

Brand Promise :
The crucial link to the day-to-day brand impressions that are delivered by an organizations
employees.

Brand Platform ITC

VISION
Sustain ITCs position as one of Indias most valuable corporations
through world class performance, creating growing value for the
Indian economy and the Companys stakeholders.
MISSION
To enhance the wealth generating capability of the enterprise in a
globalizing environment delivering superior and sustainable
stakeholder value.
CORE VALUES
ITC's Core Values are aimed at developing a customer-focused,
high-performance organization which creates value for all its
stakeholders:

BRAND PLATFORM FIAMA DI-WILLS

The Brand Platform consists of the following elements:
Brand Vision:
Fiama Di Wills combines the goodness of nature and science, providing
gentle and effective care. We offer a premium range of personal care
products comprising shampoos, conditioner, shower gels and bathing bar.
aware customers who are confident of themselves and seek indulgences
thatmakethem feel alive, beautiful and young

Brand Mission:
Beautiful You. Today. Tomorrow.

Brand Values
Trusteeship
Customer Focus
Respect for People
Excellence
Innovation

Brand Identity: Reflecting Brand

positioning in the name
Brand identity is all that an
organization wants the brand to be
considered as.
It is a feature linked with a specific
company, product, service or
individual.
It is a way of externally expressing a
brand to the world.

Brand Architecture:
Brand Architecture is a system that
organizes brands, products and
services to help an audience access
and relate to a brand.
An established Brand Architecture is
an important guide for brand
extensions, sub-brands and
development of new products.

Three most common types of Brand

Architecture:
Branded HouseIn a branded house, the master
brand is always present and is transferred easily to
extensions. A good example is FedEx.

House of Brands Insulates and protects the

master brand from brand extensions and in turn
protects brands from each other. A house of brands
also allows for a Master Brand to have competing
brands in the same segments

 Hybrid or Endorsing Brand Very flexible,

provides the option to use the Master Brand or
not. Able to utilize further segmentation through
endorsement. A good example is Toyota with the
Lexus and Scion brands.

Continuous Evaluation and

Development
Take decisions regarding improving
upon the POPs (Points of Parity) and
PODs (Points of Difference).
Brand extensions Line/Category
extensions
Category memberships Loyalty
Programs

BRAND
Communication
happens
when
COMMUNICATIONS
consumer meets the brand

the

Brand success is ultimately dependent on

consumer behavior
Brand - a consumer chooses depends
primarily on two factors
1. Power in the mind : How people feel
about a brand
Ex : GOOGLE GLASS
2. Power in the market: Situational
factors such as price and availability that
modify behaviour
Ex: Coco cola

 Consumers are constantly meeting the

brand
- Through advertising
- With editorial mentions
- By sponsorships
- On the point of purchase materials
- On the supermarket shelves
Brands meet customers often, How often
do they notice them

The need for

communication
The need for impact
The need for an involving, positive
experience
Ex: General Electric
The need to affect behaviour
Ex : JSW Steel
The need for high payback

The communication process

Communication is not a one-way street
anymore
Communication is an interactive dialogue
between the company and its customers
Takes place during the pre-selling, selling,
consuming and post-consuming stages

Companies must ask not only How can

we reach our customers? but also, How
can our customers reach us?

BRAND EXPERIENCE
All Brand Experiences - past and present shape the consumers view of a brand and will
effect their decisions to buy, buy again...and
maybe even advocate it
It is what occurs every time a consumer sees,
feel, hears or interacts with that brand and
derived some meanings/ values accordingly.
Brand experience must match brand image
Calls for managing every brand contact

Previewing the Concepts

1.

2.
3.

Brand experience : The interaction a

customer has with the various touch
points in the process of purchasing and
using a brand or product
AWARENESS-INTEREST-DESIREPURCHASE-USE-REPURCHASE
Brand experience :The brand experience
cycle is more accurately a loop, with
satisfaction leading customers back to
repurchase
Brand
experience
:Increasingly,
consumers are seeking and sharing
information at every stage of the brand
experience.

BRAND PLANNING

Brand plan
Its a bigger picture
what the company wants the
consumer to feel about their
company and products.
EXAMPLE : Volvo brand plan safe
cars
always mention how safe
their cars
are

Key issues in brand planning

Achieving a good balance between
continuity and involvement.
When this lacks brands never reach
full potential.
Induction of gradual processes
overtime rather than one annual
action plan

Brand Planning Process

A climate of ongoing change
Processes
that
deliver
timely
information
Procedures for rapid breakthrough
planning
Standard formats for communicating
brand plans
Implementation process
Involve everyone in planning

BRAND CREATION

Brand should be .....

-- Memorable name and URL
-- Distinctiveness
--Attributes
-- Brand also needs to
communicate its origins and history,
as well as its culture,
knowledge an awareness of its place
in a customer world.

Brands
-- What tone of voice does it have?
-- What is its personality ?
-- What colour is it ?

Tangible difference

Tone of voice
Personality
Place amongst competitors
Visual approach
Example : Frooti