laws of branding.pptx
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TheyAppear.Talk.GrabAttention.Promise.Create
Experience.Thrill.Mesmerize.Seduce.They Are In Our Life
Forever.Brands!
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Total value of top 100 brands amountedto US$1.5Trillion-65% of UK and nearly10% of US GDP in 2009.
Top 500 global brands valued atUS$3Trillion for the same period.
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Brand is an:
Image,Perception,
Promise,Single Idea,
Persona,
Emotion,
Values.
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Image-Lux-a beauty soap of
Stars
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Perception
Limca
Ariston
http://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Limca%20TVC%202010%20-%20Ogilvy.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Ariston%20made%20The%20BEST%20AD%20in%20the%20world!.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Ariston%20made%20The%20BEST%20AD%20in%20the%20world!.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Limca%20TVC%202010%20-%20Ogilvy.wmv -
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Promise-Pantene makes hair shiny,strong
with less hair fall
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Persona
Raymond 1, Raymond 2
Fevicol 1, Fevicol 2
Virgin 1 , Virgin 2,
http://localhost/var/www/apps/conversion/tmp/IMC/Video/Raymond_WMV%20V9.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Raymond%20Ad%20-%20Father%20and%20Child.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/fevicol.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Fevicol%20Katrina%20Kaif.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/Virgin%20Mobile%20India%20-%20Traffic%20Signal.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Virgin%20Mobile%20India%20funny%20video.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Virgin%20Mobile%20India%20funny%20video.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/Virgin%20Mobile%20India%20-%20Traffic%20Signal.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Fevicol%20Katrina%20Kaif.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/fevicol.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Raymond%20Ad%20-%20Father%20and%20Child.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/Raymond_WMV%20V9.wmv -
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Emotions
Reliance
Airtel
Slice Aamsutra
http://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Rang%20Barse%20(%20Reliance%20TV%20Commercial%20).wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/Communication%20breakers%20barriers.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/Slice%20Aamsutra%202009%20Commercial.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/Slice%20Aamsutra%202009%20Commercial.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/Slice%20Aamsutra%202009%20Commercial.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/Communication%20breakers%20barriers.wmvhttp://localhost/var/www/apps/conversion/tmp/IMC/Video/YouTube-%20Rang%20Barse%20(%20Reliance%20TV%20Commercial%20).wmv -
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Brand
Video
http://c/Users/DM/Desktop/Sarosh/What%20is%20a%20Brand.wmvhttp://c/Users/DM/Desktop/Sarosh/What%20is%20a%20Brand.wmv -
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Brand Persona
Video
http://localhost/var/www/apps/conversion/tmp/Brand%20Persona%202010.avihttp://localhost/var/www/apps/conversion/tmp/Brand%20Persona%202010.avi -
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LAWS OF
BRANDING
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Quality is important, but brands are notbuilt on quality alone.
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Quality IsPerformance
Features
ReliabilityConformance
Durability
ServiceabilityAesthetics
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But Quality Is Not Enough ..
Its The Perception Of
Quality
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Quality
Hagen Daz
Rolex
PTCL
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Haagen-Dazs%20Ice%20Cream%20The%20Longer%20Lasting%20Pleasure.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20A%20Moment%20of%20Quality%20No.%202%20Rolex%20Submariner.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20PTCL.wmv.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20PTCL.wmv.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20A%20Moment%20of%20Quality%20No.%202%20Rolex%20Submariner.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Haagen-Dazs%20Ice%20Cream%20The%20Longer%20Lasting%20Pleasure.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Haagen-Dazs%20Ice%20Cream%20The%20Longer%20Lasting%20Pleasure.wmv -
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ColgateNumber 1 Toothpaste RecommendedBy Doctors
Haier2nd
Largest Manufacturers Of HomeAppliances
WavesNumber 1 Selling Brand In Pakistan
SupremeDunya Ki Number 1 Quality Chai
Fair And LovelyNumber One Rang GoraKarney Wali Cream
Hagen DazFinest Ice Cream In The World
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A brand should strive to own a word in the
mind of the consumer.
or
A brand should make efforts in owning a wordin prospects mind.
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You cant become generic by becoming the marketleader
BUT
By being the first brand and establishing a category
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Examples:
Mercedes
Volvo
BMW
FedEx
Herbal essences
Nike
Prestige
Safety
Driving
Overnight delivery
Organic pleasure
Just do it
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Examples:
Kleenex
Surf
Scotch tape
Xerox Pampers
Tissue
Washing powder
Adhesive Tape
Photocopy Diaper
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WORD
Volvo
Olpers
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Volvo%20Safety%20Commercial.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Olpers%20Add%20(2010%20Ramadan%20Special).wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Olpers%20Add%20(2010%20Ramadan%20Special).wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Volvo%20Safety%20Commercial.wmv -
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Mistake/problem:
The minute a brand begins to stand forsomething in the mind, the company
usually looks for ways to broaden thebase, to get into other markets,tocapture other attributes.
Example
This mistake was made by Mercedes.
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HaleebGarah Doodh
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Shan Spices
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Dawlance Reliability
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The most important aspect of a brandis its single-mindedness.
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A singular idea or concept that you owninside the mind of the prospect.
A proper noun that can be used in placeof a common word.
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The objective is to create in the mind ofthe prospect the perception that there isno other product on the market quite like
your product.
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WHAT HAPPENS WHEN THE LAW OFSINGULARITY IS NOT FOLLOWED?
Loss of singularity weakens the brand.
A brand that has lost its life because it
lost its singularity.
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Rooh Afza
Fair And Lovely
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Roof%20Afza.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Fair%20&%20Lovely%20fairness%20ad.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Fair%20&%20Lovely%20fairness%20ad.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Roof%20Afza.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Roof%20Afza.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Ads/Workind%20Ads/YouTube%20%20%20%20%20%20%20%20-%20Roof%20Afza.wmv -
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Fevicol
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Slice - Aamsutra
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LG
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Mercedes A Class
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Sufi
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Master Moltyfoam
Master SanitaryWares
Master Trucks
Master Engine Oil
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Law Of Consistency
Video
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/LOFConsistency.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/LOFConsistency.wmv -
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Law Of Category
Video
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/LOFCategory.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/LOFCategory.wmv -
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Law Of Credentials
Video
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/LOFCredentials.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/LOFCredentials.wmv -
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Law Of Change
Video
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/LOFChange.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/LOFChange.wmv -
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There is a time and place to
launch a second brand
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IMPORTANT ASPECTS TO THE LAWOF SIBLING
A family of brands assures a company'scontrol on the market.
The key to family approach is to make eachsibling a unique individual brand with its ownidentity.
Each brand should be different and distinctas possible.
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Nestl
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Unilever
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P&G
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Coke
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Engro
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STRENGTHS OF A BRAND
Lies in having a separate, uniqueidentity---- not in being associated in themind with a totally different category.
There is a long-term need to maintainthe separation between the brands, not
to make them all alike.
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Having a totally different identity in the mind
doesnt mean creating a totally separateorganization to handle each brand.
BUT
If handled incorrectly the second brand candilute the power of the first brand.
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PRINCIPLES WHEN SELECTING ASIBLING STRATEGY
Focus on a common product area.
Select a single attribute to segment.
Set up rigid distinctions between brands.
Create different, not similar brand names.
Launch a new sibling only when you cancreate a new category.
Keep control of the sibling family at thehighest level.
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CNN
AOL
ESPN
Fortune
Life
Time
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Vaio
Bravia
Playstation
Trinitron
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Karmina
Rooh Afza
Sulin
Safi
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The easiest way to destroy a brand is
to put its name on everything.
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Kroger Supermarkets
Total 23,000
Sold daily 6,700
Sold weekly 13,600
Sold Monthly 17,500
Not sold over a month 5,500
http://www.kroger.com/index.htm -
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Extension vs. market share
Budweiser less than 30%
Marlboro 30% IBM 10%
http://images.google.com.pk/imgres?imgurl=http://www.nhlanger.com/en/branding/marlboro.jpg&imgrefurl=http://www.nhlanger.com/en/branding.php&h=427&w=354&sz=29&tbnid=f3nmckm-_jgJ:&tbnh=121&tbnw=101&start=11&prev=/images?q=marlboro&hl=en&lr=&ie=UTF-8 -
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The Beer Industry
Miller High Life
Budweiser
Coors Banquet
Today these three brands havebecome sixteen
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Advantages
More potential customers.
Opportunity to sell more to each customer.
Greater marketing efficiency.
Greater production efficiency. Increased profits at introduction and growth
stages of product line extensions.
Lower promotional costs of line extensions.
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Disadvantages
If line extension fails to satisfyconsumers then other products under
same brand name will be damaged.
New products may cannibalize sales ofolder ones. Eg.Pepsi and Diet Pepsi
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Successful Extensions
International
Nabisco
HeinekenCoca Cola
Local
Dettol WaterPure
Gillette
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Unsuccessful Extensions
International
Miller
SnackWellHeinz Light Ketchup
Hellmans Light Mayonnaise
Campbells Healthy Request Soup
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Unsuccessful Extensions
Local
Fair & Lovely
Lux Shower Gel LG
Philips
SiemensSamsung
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The power of a brand is inverselyproportional to its scope
LAW OF EXPANSION
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Line Extensions
The power is shifting from manufacturer toretailer for the purpose of trade promotion,
slotting fees, return privileges. 90% of all new brands are line extensions.
Powerful brands should have more than
50% of market share.
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Reasons for line extension
Logical vs. manufacturers
perspective.Natural instinct.
Wrongful measures of extension.
Law of Expansion
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Law of Expansion
When you put your brand name on everything,that name loses its power
The power of a brand is inversely proportional toits scope.
Trying to be all things to all people undermines
the power of the brand. The strength of brands lies in becoming
synonymous with a single category. Brands that spread themselves across
categories lose brand focus, identity, and
ultimately market share. Marketers launch ridiculous over zealous brand
names
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Crest
Examples:
Crest: P&G38 to 50 skus
Market sharedropped from 36% -25%
Crest lost leadershipto colgate
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LEVIS
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LEVIS
Levis Jeans has close to 27 differentcuts and styles
It has also digressed into a number of
accessories including Levis MobilePhones, Caps, Belts, Shoes, Shirts, etc.
Market share fallen from 3119%
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Pakola
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Pakola
Pakola has a wide range of product line
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Subway
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y
Specializing insubmarinesandwiches only
the 8th
largest foodchain in US
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Panadol Panadol Extra
Panadol C&F
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Law Of Company
`Brands are brands. Companies arecompanies. There is a difference
What is Coca Cola?
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What is Coca Cola?
Is it a brand ?OR
a company?
It is the strongest brandof the world BUT thefact is, it is the nameof company.
SPRITE & KINLEY
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SPRITE & KINLEY
In these ProductsSprite and
Kinley
Coca-Colais used asname of COMPANY.
http://localhost/var/www/apps/conversion/tmp/scratch_4/Kinley%20Mineral.mpeg -
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What makes the branding process confusing?
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THE USE OF COMPANY NAME
Should it dominatethe brand name?
Should it bedominated by BrandName?
Should both be givenequal weight?
According to the Law
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According to the Law.
Brand name should, either more orequally emphasized.
Customers are Brand-Oriented.
Does the consumer care whether
Hamdard, National foods, P & G orUnilever makes LUX? Probably NOT.
According to the Law
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According to the Law
At the same time,Brand name shouldnot be totallyEmphasized.
Companies shouldalso create
awareness abouttheir Names.
Examples
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Examples
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It is highly conditional andattributed to the product
nature. Whether to emphasize
on the company name or not.
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In the long run a brand is nothing more than a name
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WHAT DOES A BRAND NEED
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IN SHORT TERM Unique idea Concept to survive Own a word in mind
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IN LONG RUNA Difference between your Brand andyour competitors Brand
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Now moving on to what type of name abrand should have
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BUILD POWERFUL BRANDS BY: Short names and easily pronounceable Tweaking few letters Cutting generic names Taking initials Double-entendre
SYALLABLE STRUCTURE
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C---V---C---V P---E---PS---I B---A---T---A X---E---R---O---X C---O---C---A C---O---L---A L---E---V---I---S D---A---LD---A T---A---P---A---L S---O---N---Y T---I---D---E R---O---L---E---X N---I---K---E
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Tweaking generic names Luxury car companyLEXUS
Medicated care creamMEDICAM
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Cutting generic names Federal expressFedEx Intelligent chip companyIntel Pakistan telecommunicationPaktel
Taking initials
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IBM UBL ADIDAS BMW MGM
Double-entendre
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Buy your staples from STAPLES
Mujhay Tuc TUC kay sath chaiyay
Law Of Name
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Law Of Name
Video
Pharma Brand Names
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/naming.WMVhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/naming.WMV -
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Pharma Brand Names
Cozaar Proscar
Sancos
Plavix Lantus
Xanax
Accu-Check
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Law Of Shape
A brands logotype should be designed to
f i t the eyes .Both eyes.
Law Of Shape
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a O S ape
Video
Law Of Shape
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Law Of Shape
A logotype is a combination of a trademark which is thevisual symbol of the brand and the name of the brand
set in distinctive type.
A customer sees the world through two horizontallymounted eyes peering out of the head. For maximum
visual impact, a logotype should have a horizontal
shape.
It is like looking out of the windshield of an automobile.
The ideal shape is 21/4 units wide by 1 unit high.
Law Of Shape
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Some other Examples
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p
Important Facts
The equal importance to shape is legibility. Logotype
designers often go way overboard in picking a typeface toexpress the attribute of a brand rather than in its ability tobe clearly read.
The other component of the logotype, the trademark, or
visual symbol, is also over-rated. The meaning lies in theword, or words, not in the visual symbol.
Law Of Shape
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Law Of Shape
Video
Law Of Shape
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Law Of Shape
Types of Shapes a Brand Should avoid:
Even though its a successful brand but without a perfect logotype
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A brand should use color that is the opposite of itsmajor competitors
WHEN CHOOSING A COLOR FOR
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YOUR BRAND, FOCUS ON:
Mood The best color to select is the one that is
most symbolic of the category.
Unique identity of the brand should bekept in mind.
All colors are not created equal in theeye of the beholder.
Color consistency over the long term canhelp a brand burn its way into the mind.
A single color is almost always the best color
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A single color is almost always the best colorstrategy for a brand
to make a brand distinctive is with color
Sometimes you can make a case for
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multiple colors.
McDonalds
POWER ELEGANCE MYSTERY
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FORMALITY IBM Products
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PURITY PERFECTIONSIMPLICITY INNOCENCE
LOVE PASSION DANGER ENERGY
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EXICTEMENTFIRE
Red is an in-your-face color.
Red is a retail color used to attractattention.
Supreme
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JOY HAPPINESS PLAYFULNESS Yellow is a neutral color. But it is also the
brightest color.
TRANQUILITY CLEANLINESS PURITY
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INTEGRITY Blue is a corporate color used to
communicate stability.
Blue is peaceful. Blue is a laid-back color.
Tetley
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NATURALSAFETY FRESHNESSPROSPERITY
Green is a color of environment andhealth.
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The birth of brand is achieved withpublicity
LAW OF PUBLICITY
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Primarily
PUBLICITYBUILDS a brand
ADVERTISINGMAINTAINS abrand
LAW OF PUBLICITY
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Benson & Hedges
Safeguard
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Safeguard
LAW OF PUBLICITY
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Many brands use publicity as a deliberate effort totake up media space in the form of EVENTMANAGEMENT UNILEVER- Lux Style Awards TAPAL- Mezban/Chenak
LAW OF PUBLICITY
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Other examples which might not be oftencited but are an absolute example ofpublicity are Armeens Cake Amir Adnan and other designers
LAW OF PUBLICITY
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Al- Ries includes that there has to be thebest way to generate publicity Area 51
But this works even if a new product isintroduced to an existing category Nirala Sweets
LAW OF PUBLICITY
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Creating Brand Identitythrough Celebrity Stunts Britney Spears
Publicity
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Video
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Loose TalkAnwar Maqsood And MoinAkhtar
Product PlacementAriel ,
Coke(Beyond Enemy Lines) ,DawlanceMicro Wave.
AXE CaseIndia
Berger Pakistan
KOLPharma Industry
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Law Of Border
There are no barriers to global branding.A brand should know no borders.
Mostly companies believe twothings.
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1)Their market share cannot be substantiallyincreased in their home countries
2) They need to grow
As a result of these belief, they insist onexpanding their brands into othercategories. It is the only way to grow
But it is not the only way to grow
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The perfect solution to achieve both thegoals is to build a global brand. Thatmeans
1)Keep the brands narrow focus in its
home country.
2) Go Global
IMPORTED
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For years the magic word on manyproducts has been imported
Crossing the border often does addvalue to a brand. Since value lies in themind of the consumer
Sync with countrys perception
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Every country has its own uniqueperceptions. When a brand is in syncwith its own countrys perceptions, thatbrand has the possibility of becoming a
global brand.
Automobiles from Germany
Watches from Switzerland Electronics product from Japan
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It doesnt matter where your brand isconceived, designed or produced, thename and its connotations determine itsgeographic perception.
For example :
Nike(originally from
USA)but now also manufacturd in Chinaand Thailand.
Think global, Act local
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When in Rome, Do as the Romans do
McDonalds sells Beef burgers in
PAKISTAN but does not sell it in INDIA
Brand name, Logo and
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g
Slogans
Brand name, slogans and Logos should be
carefully made. Since there is a Cultural andlanguage differences
For example PEPSI
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PEPSI
Come alive with the Pepsi generation
When translated into Chinese,
Pepsi brings your ancestors back from the grave
Haleeb Doodh: Haleeb also means Doodh
so it makes Doodh Doodh
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LAW OF MORTALITY
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No brand will live forever. Euthanasia isoften the best solution
Kodak. Gibbs. Rin. Pert+. Olwell
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Novalgin Imodium
Avil
LAW OF SUB BRAND
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What branding builds, sub-branding candestroy.
Holiday Inn. Donna Karen. Cadillac.Mitchells.
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NBPSaiban UBLAddress
SCBSadiq
UBLAmin NIB - Assalam
THE LAW OF FELLOWSHIP
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In order to build the category, a brand shouldwelcome other brands
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The competition betweenCoke and Pepsi makescustomers more cola
conscious
One of the best locations for a number-twobrand is across the street from the leader.
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Competition also broadens the category whileallowing the brand to stay focused.
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For each category two majorbrands should be ideal
The best location for aKFCfranchise is often across
the street from a McDonalds restaurant.
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Your brand should welcome healthy competition itoften brings more customers into the category.
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Research indicates that 50% is about the upperlimit.
Federal Express has a 45% share of the
domestic overnight package delivery.
Coca-Cola has a 50% share of the domesticcola market.
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One of the fastest routes to failure isgiving a brand a generic name.
The problem with a generic name is its inability to
differentiate the brand from the competition
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How to get in consumers
mind?
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mind?
You need to reduce the essence of your
brand to a single thought or attribute, anattribute that no body else already ownsin your category.
Generic Names
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General Motors Good Milk
National Foods
National Panasonic International Harvester
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General Motors To GM National Biscuit Company To Nabisco.
General Electric To GE
National FoodsRivaj . Fruitily .Maharaja
National Panasonic To Panasonic
National Geographic To NatGeo
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Once born a brand needs advertising to stay healthy
WHY ADVERTISE
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Maintain Leadership Use massive ad campaigns Advertise leadership.
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Creating a difference through advertising
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PSO SHELL CALTEX
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Advertising
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Kashmir Gold Surf Excel
Sony Bravia
Coke
Slice Aamsutra Bridgestone
Perrier
Panadol Ashoka Achar
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A brand becomes stronger when you narrow
its focus.
AdvantagesY t
DisadvantagesL k f i t
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Good things happen when u narrow
the focus.
You can create anew category bysimply narrowingthe focus.
Specialists.
Extremelypowerful in thecategory.
Lack of variety,hence lowermarket share.
Dominate a category
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Microsoft has 90% of the MS of desktopcomputer OS.
Intel has 80% worldwide market formicroprocessors.
Coca cola has 70% of the cola market.
International Successes
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Starbucks
Subway
Toys R Us GAP
Victorias Secret
BlockbusterVideo
CompUSA Dominos
Papa Johns
Nokia
International Successes
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International Failures
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Mc DonaldsBMW
MercedesBic
Local Successes
Always
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Always
Mother Care
Dunkin Donuts
Nandos
Jafferjees
Local Failures
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Fair & Lovely
Lifebuoy
Pakola
LG
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