brand scavenging

Branding Concepts

Product Design

Iconic design beats generic design in the

marketplace

An iconic product design engages the

consumer senses and creates an emotional

attachment

It is has a compelling brand imagery

It is unique, scalable and expresses brand

values.

A product is the first

impression of the

brand

Physical representation of

brand personality

Experience is the

product

The problem lies with the misconception

that branding is about selling the product.

When you’re dealing with consumers’

higher needs, the brand experience can

actually become the primary source of

value, with the product or service

becoming a vehicle for that experience.

Don't focus on technology and features.

Focus on the experience you want to

create, and build a system that gets you

there.

Differentiates the brand

User Experience is the

Product Experience

Jelly Bean Theory

Environment is like a jelly

It changes its shape according to the

vessel you put it in

It changes shape and is wobbling all

the time.

SPELTStandardization Political, Economical,

Legal &Technological

aspects of the society

Both Individual and Organization

work on SPELT

Aim: Make the organization grow and gain

profits

Theory explains how organization is

nothing but a group of individuals

And how if you don’t put the profits gained

by either the individual side or the

organization side back into the system it

leads to no growth in the business

Basic Needs

Growth

&

Profits

Psychologic

alManageme

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NeedsNeeds

Social Products

Needs Needs

E

N

V

I

R

O

N

M

E

N

TExchange Process

SPELT

SAMSUNG

Organization circle:

Samsung’s management philosophy is to

innovate.

Coming up with a new product is their

planned event.

They come from a management belief that

they have to compete globally. This

philosophy is helping them innovate and

come up with new products and services.

Individual circle:

The individual’s basic need it to communicate.

And the mobile phone’s have psychologically

built this perception that you need a smart

phone to stand out and to communicate

better. With so many smart phones coming

into the market and so much of competition it

has also become a social need for the

individuals. They want to stand out in the

society and want to have the best of all.

These two circles can not function without each other, to

survive in the competitive environment (market) they need

to keep the exchange process on all the time.

As the requirement of the individual keeps increasing the

organization needs to keep innovating.

And as the innovation keeps happening the needs of the

individual both psychological and social keeps increasing.

And all of this results in growth and profit of the

organization and fulfillment of individual's need.

The environment keeps changing according to the

requirement of both the individual and organization. And

all this is effected by SPELT.

Good Works/ CSR

• ‘Good Works’ or Cause Marketing

involves the cooperative efforts of a "for

profit" business and a non-profit

organization for mutual benefit.

• Has a social or charitable causes

attached to it

Benefits of cause marketing

• Improves social welfare

• Creates a differentiated brand positioning

• Builds strong customer bonds by spreading

goodwill

• Enhances the company’s public image

• Boosts internal morale

• Drive sales and increases market value of

firm

How does it help the brand?

Builds Brand Awareness

Aircel’sSave Our Tiger campaign

during its launch helped the brand

create awareness

Builds Brand Loyalty

HUL announced a 50 paise contribution to

diarrhea from sales of its Lifebuoy soap.

Builds Brand Image

OberoiGroup placed an envelope in all Oberoi

properties wherein guest could contribute to CRY

(Child Relief and You)

Help Increase Market

Share

Whisper sanitary napkins announced a

donation of 1 Re on every purchase to the

blind relief society.

Ithelped boost sales

Increases Brand

Engagement

HUL announced a Rs 5/- contribution to SOS

children’s village which was dedicated to

engaging consumers.

This was done by placing coupons in its

Brooke Bond TajMahal Tea.

Contribution could be made by dialing the

toll free number and inserting coupon code.

Evoke Brand Feelings

Tata Tea Jaago Re campaign

Establish Brand

Credibilty

Great wall of Education is a mega book donation drive for the underprivileged

children.

This is done by Aviva in collaboration with the NGO ‘ Save the Children India’ every year.

Creates a sense of

brand community

During the Tsunami, P&G donated a sum of 32

lakhs towards rehabilitation efforts via the

Prime Minister’s relief fund.

Culture in Branding

Culture is the cumulative concept thatencompasses knowledge, belief, customs,practices and any other habits acquired bypeople as members of society.

A major consequence of culture is its impacton consumption patterns of individuals andinstitutions.

Successful brands have been able to adopt their branding strategies in line with this dominant cultural philosophy and weave

their brands into the cultural fiber.

Cultural differences are indeed a major factor

that has an impact on the success or failure of a

brand.

As brands enter different cultures, it becomes imperative for them to carefully study and understand the psychology and

buying behaviour of local population.

WEAVE THE BRAND INTO THE

CULTURAL FIBER

The increasing popularity of the Internet offers brands a very powerful tool to involve customers and bring the brands closer to the local culture by providing them a platform to interact with the brand in their (customer’s ) terms.

Online discussion groups, and online brandcommunities is a firm step towards co-creatingbrand value with the customers.

By weaving the brand essence into the societalfiber, brands can leverage cultural differencesto their advantage.

Understand The Consumption Patterns

Individualistic cultures support customers to make consumption decisions based on their personal choice, at an individual level.

Individualistic and collectivistic cultures tend to be the two ends of a continuum.

To maximize the opportunities

brands should be sensitive to the

cultural subtleties and adopt

accordingly

SUCCESS STORY

Nokia recognized the

growing importance of

rural customers in the

Indian mobile telephone

market which grew from

a mere 300,000

subscribers in 1996 to a

whopping 55 million

subscribers in 2004.

Nokia introduced its dust-resistantkeypad, anti-slip grip and an inbuiltflash light. These features, albeit small,appealed to a specific target of truckdrivers initially and then to a broadersegment of rural consumers.

Epic Fail

Disneyland

Disneyland launched Euro Disney and

maintained its standard tried and tested

formula with the assumption that

customers would seek the authentic Disney

experience.

Disneyland

But shortly into the launch, Euro Disney

was declared a failure. Of the many

reasons that were attributed to Euro

Disney’s failure, the one that stood out

clearly was Euro Disney’s lack of localizing

the brand experience.

Brand Tribalism

Brand tribalism is sense of belonging a brand is able to create amongst its followers.When a brand develops strong tribalism amongst its followers,they can become almost cult-like in their support for the brand.

The brand becomes a tribe

These tribes follow their favourite brands like a religion. Marketers need to help developrituals and practices which surround their brand and helpthe members spread the word to their friends and families.

Widely accepted as one of the few iconic brands, Nike has been able to develop a status that transcends functional benefits.

The Swoosh represents something other than just a company. It represents a whole value system.

It has stopped being a brand and has started to become a way, that you are defining the way you are living on earth.”

Nike has made understanding its heritage and brand an intrinsic part of its corporate culture. Its brand is truly ubiquitous – the

company’s growth has never really been based on the technical superiority of its products, its success has been built on

transforming the technology and design of its products into a high performance brand people believe in

Because of compelling rhetoric and the charismatic persona of a mere basketball player (Michael Jordan), a lowly gym shoe

became the Shoes, -its creed a clarion call for anyone who has ever broken a sweat.

Nike became THE tribe for achievers and sweaters.

Diesel has established a strong sense of identity and belonging and that goes a long way to understanding their high performance and the tribe that surrounds this brand.The company is well known for picking out social issues and things people are debating in the public and repackaging them in interesting new ways that engage its brand tribe.

Diesel has imposed originality and creativity by bringing out a personality that’s about humour, daring colours and

provocation. It has, literally and otherwise, created its own CULT. It became THE cool thing with its identity and its

communication like “Stop Knifing. Start Spooning.” and “Stay Young Forever”.

Myth Making

Myths are narratives about divine or heroic beings, arranged in a coherent system, passed down traditionally, and linked to the spiritual or religious life of a community, endorsed by rulers or priests.

Several Brand have a certain mythology built around them which makes them mysterious and desirable. There is a history and past attached. There are legends and there are archetypes attached to it. And the followers feel like they are a part of something timeless and transcendental.

A Mythic brand would have a story, not just a product or a pile of facts. That story would promise (and deliver) an heroic outcome. And there needs to be growth and mystery as well, so the user can fill in his/her own blanks with the fulfilment of brand’s promise.

Mythological brands make a deep mental connection with the user, delivering something that they can't find on our own or, at the very least, giving a slate we can use to write our own sub conscious on.

People use a Dell. They are an Apple.

While the product is truly excellent, ever since its “1984” TV commercial, Apple has obtained and maintained demigod like status. With its super-sleek design,

packaging and advertising,

Apple is way more than hardware -it’s Lifeware.

With the entire identity and life of steve jobs resembling that of a God with a world to run, Apple became Jesus. God’s messenger on earth. Embrace the son and feel

the grace of god.Like Greek heroes have a turbulent life, steve jobs’ life provided the mythological

stories that brought Apple even closer to the hero in public’s mind.

Use apple and be on the side of the rebel.

Thank You!

Submitted by

Group 12

Ishita Shelat 86Ishank Gorla 85Shivani Sharma 128Vishakha Pithwal 141

Yasmin Hussain 144