Presented by: Jaya Dadlani 2010084 Jaya M.

Dulani 2010085 Jhanvi Thakkar 2010086 Jitendra Bansal 2010087 Jyotirmoy Barman 2010088

What is Branding? Branding?

Distinguishes from other products or services A story never completely told Just another chapter, one more revealing insight

SOURCES OF NAMES
Brand name comes in many styles. A few includes: Acronyms: UPS , IBM Descriptive: Airbus , Wholefood Evocative: Amazon Neologisms: Kodak Foreign words: Volvo , Samsung Founders name: Disney, Hawlett-Packard Geography: Cisco , Fujifilm Personification: Nike Mythology: Atlas , Titan

SOURCES OF NAMES
y y y y

Place: Nagpuri , Kolhapuri, Jaipur Rugs History: Charminar , Tajmahal Numbers: 501, 555 Fruits: Blackberry , Orange , Mango

Brand
y

Brand Relationship Brand image Brand Associations

=Brand Image

Brand attitude

=Brand Associations+ Brand Personality =Link up in memory with brand attributes, benefits and looks = Brand Symbol + Brand Name

Brand Looks Brand Symbol

= Brand Character + Brand Logo

Product
(Branding concepts and Process, Debashis Pati) Pati)

` ` ` ` `

SIMPLIFY PRODUCT HANDLING/TRACING ORGANIZATION OF INVENTORY AND ACCOUNTING RECORDS LEGAL PROTECTION FOR UNIQUE FEATURES OR ASPECT OF PRODUCT NAME PROTECTION THROUGH REGISTERED TRADEMARKS MANUFACTURING PROCESS THROUGH PATENTS PACKAGING THROUGH COPYRIGHT AND PROPRIETORY DESIGN ENSURES FIRM CAN SAFELY INVEST IN BRAND AND CAN REAP BENEFIT OF A VALUABLE ASSET

Brand life cycle

The peaks and troughs can come in a quicker timeframe, Can have a rise, and then fall out of favor, to be super ceded by a new and improved brand Well-managed brands, however, can prosper almost indefinitely.

Brand symbol: A visual entity and includes Brand character and Brand logo. Brand Logo : Makes it conspicuous, stays in the mind with color distinctiveness. It is the visual signature of the brand. Brand name: Provides an identity beyond doubt, doesnt change through any changes. DOs
Acceptable. Easy to recognize. Easy to pronounce. Easy to memorize/recall.

BRAND IMAGE = BRAND ASSOCIATION + BRAND PERSONALITY

Brand Association can exist on a range of factors, quality, effectiveness, value for money etc. Brand Personality helps to define the personality of a typical consumer of the brand . Based on this consumer segments can be defined

Better fit

Not fit fit

4 Es

ENGAGEMENT MARKETING IS A CONVERSATION (4ES)

A

customer can pass messages from one source to many, through a myriad of social networking opportunities. Online platforms such as Facebook, twitter and YouTube. ROI not solely as in return on investment, but as return on involvement or interaction

Pepsi refresh project best explains the 4 Es!! has an engaging point of departure.

EXPERIENCE
Brands need to provide memorable experiences. Brands connect deeper with customers and get the desired customer attention. Peoples brand recall of an experience is 60%, while for newspapers only 30% and for TV almost as low as 20%. good brand experience makes customers feel closer to the brand. Greater customer loyalty is developed .
A

Creators Project is approaching the four Es first and foremost by offering the audience experiences through exhibitions and videos

Intels

EMOTIONS SOMETHING HUMANE IN THE MARKETING MIX

y Makes

more impact on customers than any rational information. y Our emotions decide, and do the shopping, for us. y Generating engagement and increasing customer loyalty. y Levi s and Dove, two brands successfully working with emotions in their marketing camp.

EXCLUSIVITY
y Being truly unique y It is important for a brand to act the way it wants to be

perceived.
y Only an authentic and consistent brand personality

will make a sustainable point of differentiation

y Stand out as genuine and unique, being the natural

brand of choice. It s about owning an exclusive position in the consciousness of the customers. Example: Mc Donalds I m lovin it!!

I m Lovin

It!!!

McDonald s many i m lovin it commercials campaigning was launched in Germany in 2003, then spread globally. A consistent use of the slogan, the golden arches, as well as a uniform interior and menu, has successfully made many instinctively think of McDonald s as the preferable hamburger .

` `

The withdrawal of the brand from the market for any reason. The inability of brand to achieve the required market share. The inability to achieve anticipated life cycle. The failure to achieve profitability.

Classic Brand Failures

RJR Smokeless Cigarette

Voice Pod

Harley Davidson Perfume

Sony Betamax

Kellogs

Come alive with the Pepsi generation Pepsi will bring your ancestors back from the dead.

Nothing sucks like an Electrolux

Turn it loose

You will suffer from diarrhea. Nova It doesnt go

Reasons To Brand Failures

 Inability To

Read Cultural Cues Properly Eg. Camellia perfume by Revlon (in Brazil)  Procter & Gamble:Cheer laundry detergent in Japan, overlooked the fact that Japanese wash their clothes in cold water  Launch Of The Product At The Wrong Time Eg. Reebok launched in recession period earlier Promotional Methods  Eg. Bata(Hush puppies)
 Faulty

 Inability To

Read The Market Forces

Eg. Liker Brands like Hiram Walker, IDI, Seagram & W D Gilbey.
 Communication

Problems

Eg. McDonnell Douglas (The company had used old National Geographic pictures & had overlooked the fact the men were actually Pakistanis and not Indians)

OFFER> CUSTOMER EXPECTATION STAYS ASSOCIATIVE PRICE DETERMINATION BY CUSTOMER VALUE PROPOSITION RIGHT POSITIONING MAINTAINANCE OF CONSISTENCY PORTFOLIO OF BRANDS WELLMAINTAINED

REFRIGERATOR LIC SURF NIRMA XEROX CELLOPHANE FIBERGLASS NYLON

A product is good, it will succeed, Ex: Sony Betamax Brands are more likely to succeed. Ex: Ford Edgel ,New Coke Big companies will always have a brand success.

Changing the identity of a product; Ex: Ponds toothpaste Strong brands are built on advertising. Ex: Sony Godzilla (1998) If its something new, its going to sell; Ex: Smokeless cigarette by RJ Reynolds Entering into ill-suited product line, Ex: Harley-Davidson range Perfume

Inconsistent Corporate Identity Poor visuals Not training employees Failure to track branding efforts Not using existing customers for branding

  

Not having a tag line that is believable Failing to grab the public with a tag line Not knowing where successful branding starts