What is the Territory of the What is the Territory of the Brand?Brand?
Six inches wide
Grey and wet
Mysterious
ContentsContents
Presentation ObjectivePresentation Objective
Understanding BrandingUnderstanding Branding From Products to BrandsFrom Products to Brands
Brand AttributesBrand Attributes
Brand ManagementBrand Management
Brand ArchitectureBrand Architecture
ExerciseExercise
Brand Building Brand Building Brand AuditBrand Audit
Connection TriangleConnection Triangle
Big IdeaBig Idea
Evaluating AdvertisingEvaluating Advertising
Presentation ObjectivePresentation Objective
• To understand the facets / issues involved in To understand the facets / issues involved in
brandingbranding
• To develop a framework for building a brandTo develop a framework for building a brand
Presentation incorporates Presentation incorporates learnings fromlearnings from
India’s Branding School, founded by India’s Branding School, founded by
Reliance: MICAReliance: MICA
Personal Work ExperiencePersonal Work Experience
Al Ries & Laura Ries: The 22 Immutable Al Ries & Laura Ries: The 22 Immutable
Laws of Branding Laws of Branding
Al Ries, David Ogilvy & Ambani
ContentsContents
Brand Building Understanding Branding
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
Module 1Module 1
Understanding Branding Understanding Branding
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
Module 1Module 1
Understanding Branding Understanding Branding
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
Module 1 - Stage 1 Module 1 - Stage 1
From Products to BrandsFrom Products to BrandsUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Module 1 - Stage 1 Module 1 - Stage 1
From Products to BrandsFrom Products to BrandsUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Brand v/s. Product
A brand is more distinctive than a productA brand is more distinctive than a product
It is first of all a name, a means of identificationIt is first of all a name, a means of identification
Secondly it s a set of added values offering both functional Secondly it s a set of added values offering both functional and psychological benefits and psychological benefits
Above all ‘a brand is a promise’
Module 1 - Stage 1 Module 1 - Stage 1
From Products to BrandsFrom Products to BrandsUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
A Brand is a Promise
“ …A seller’s promise to deliver consistently
a specific set of features, benefits and services
to buyers.
Module 1 - Stage 1 Module 1 - Stage 1
From Products to BrandsFrom Products to Brands
…….a short-hand that communicates powerfully & reduces uncertainty
…….a short-hand that communicates powerfully & reduces uncertainty
Fevicol CaseFevicol Case
YearAdspend as %
of Sales92-93 1.2%93-94 2.2%94-95 2.3%95-96 2.4%96-97 3.2%97-98 3.6%98-99 3.1%
151.68 5.51191.75 6
138 3.28156.19 5
77.12 1.7102.16 2.3
46.02 0.55
Sales Value ( Rs. Crores)
AdSpend ( Rs. Crores)
Fevicol CaseFevicol Case
Fevicol's Market Share of Synthetic Adhesive Category
10%
31.43%
42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1991 1994 1999
Fevicol CaseFevicol Case
Fevicol's Growth Rate vs. Category Growth Rate
10% 8%
55%
16%
0%
10%
20%
30%
40%
50%
60%
1992-95 1995-99
Category Fevicol
Brand as an AssetBrand as an Asset
““If Coca Cola lost everything except for ‘the formula’ and its If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”get $100 billion loan to start from the scratch”Fortune MagazineFortune Magazine
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
NameName LogoLogo
ColoursColours EssenceEssence
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
Immutable Law of NameImmutable Law of Name
In the long run the brand is nothing more than a name
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand NameBrand Name
Short Short
Kodak, FujiKodak, Fuji
CNN an AOL Time Warner CompanyCNN an AOL Time Warner Company
DistinctiveDistinctive
• Toyota’s Toyota’s LexusLexus is distinctive.Toyota’s is distinctive.Toyota’s Luxury Luxury commonplacecommonplace
• Orange was a striking name in a world of tel and comsOrange was a striking name in a world of tel and coms
Not mean anything rude or silly in another languageNot mean anything rude or silly in another language
Big Macs( McDonald’s) is a slang for big breasts in CanadaBig Macs( McDonald’s) is a slang for big breasts in Canada
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand NameBrand Name
Avoid generic / line extended namesAvoid generic / line extended names
• Xerox as opposed to Haloids Paper MasterXerox as opposed to Haloids Paper Master
• Xerox (Copier) is powerful. Xerox Computer is notXerox (Copier) is powerful. Xerox Computer is not
Changing your name will not overcome a bad strategyChanging your name will not overcome a bad strategy
• “ “Monday” (Price Waterhouse Coopers )Monday” (Price Waterhouse Coopers )
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
A brand’s logotype should be designed to fit the eyes.
Both eyes
Immutable Law of ShapeImmutable Law of Shape
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand Logo
• Simple logo, designed to fit both eyes
• Mercedes three star
• Logos with a horizontal bias
• Logo with a horizontal bias is esp. useful for retail brands
• Logo font has to be clear and legible
• A housewife does not buy Ariel because it is written in a specific font
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
A brand should use a colour opposite of its rival
Immutable Law of ColourImmutable Law of Colour
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
The Cola Wars: Energy Vs. Peace
The Cola Wars: Energy Vs. Peace
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand ColoursBrand Colours
Colours have meaningsColours have meanings• Purple means royaltyPurple means royalty
• Red is energeticRed is energetic
• Blue is peacefulBlue is peaceful
Opposite colours can differentiateOpposite colours can differentiate• CokeCoke is red, is red, Pepsi Pepsi is blue is blue
• KodakKodak is yellow, is yellow, Fuj Fuji is greeni is green
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand Colours..Brand Colours..
Colours can help you stand outColours can help you stand out
• FedExFedEx’s orange and purple packet stands out in corporate blue’s orange and purple packet stands out in corporate blue
Logo and colours help, but the power of the brandLogo and colours help, but the power of the brand
Essentially in the meaning of the brand name in consumer’s mind, its Essentially in the meaning of the brand name in consumer’s mind, its
essenceessence
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
Most important thing for a brand is its
single mindedness.
Immutable Law of SingularityImmutable Law of Singularity
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.
Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand Essence Brand Essence
A brand must “leverage a compelling truth”A brand must “leverage a compelling truth” Linux stands for freedom as opposed to Microsoft’s monopolyLinux stands for freedom as opposed to Microsoft’s monopoly
A brand should mean a single powerful thing: the essence A brand should mean a single powerful thing: the essence Essence of Volvo is SafetyEssence of Volvo is Safety
Essence of Tata is trustEssence of Tata is trust
Essence of Fevicol is bondingEssence of Fevicol is bonding
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributesUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
Brand Essence Brand Essence A brand should also be clear of what is not its essenceA brand should also be clear of what is not its essence
In India, STAR NEWS is not a channel of the masses unlike STAR PLUSIn India, STAR NEWS is not a channel of the masses unlike STAR PLUS
A brand should drive single mindedly its essenceA brand should drive single mindedly its essence Volvo has been selling safety for 35 yearsVolvo has been selling safety for 35 years Raymond has been selling the complete man for over 2 decadesRaymond has been selling the complete man for over 2 decades Essence of Dettol is protection against germsEssence of Dettol is protection against germs
A brand loses its essence if it starts meaning a lot of thingsA brand loses its essence if it starts meaning a lot of things What is Miller :A regular,light,draft,cheap, expensive beerWhat is Miller :A regular,light,draft,cheap, expensive beer
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
A brand should try to own a word in consumer’s mind
Immutable Law of WordImmutable Law of Word
Module 1 - Stage 2 Module 1 - Stage 2
AttributesAttributes
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ManagementManagement
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureProducts to brandsProducts to brands ManagementManagementManagementManagement
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Co-Brand Co-Brand
Brands need to address a similar need segmentBrands need to address a similar need segment
– Kellogg's Pop-tarts with Smuckers JamKellogg's Pop-tarts with Smuckers Jam
Brands with complementary strengths: Seen often on the NetBrands with complementary strengths: Seen often on the Net
– NY Times gives Amazon credibilityNY Times gives Amazon credibility
– Amazon makes NY Times look modern.Amazon makes NY Times look modern.
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Stealth Brand Stealth Brand
Brand building that attracts customer attention but not of Brand building that attracts customer attention but not of
rivalsrivals
• Home-to-home, word of mouth / PR, internet community building Home-to-home, word of mouth / PR, internet community building
• Krispy Kreme relies only on PRKrispy Kreme relies only on PR
Good option when unsure of a new medium/marketGood option when unsure of a new medium/market
Little promotion for Maytag website as opposed to a buy.com. Maytag Little promotion for Maytag website as opposed to a buy.com. Maytag
sold 1000s of Neptune washers on websold 1000s of Neptune washers on web
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Fighting Brand Fighting Brand
Pricing led branding option. Works as a competitive response.Pricing led branding option. Works as a competitive response.
• Smirnov (Heublein) CaseSmirnov (Heublein) Case
Smirnov attacked by W’schmidt @ $1 lessSmirnov attacked by W’schmidt @ $1 less
Heublein raised the price of SmirnovHeublein raised the price of Smirnov
Heublein introduced Reiska(fighting brand) at the same Heublein introduced Reiska(fighting brand) at the same price point as W’schmidtprice point as W’schmidt
Heublein added Popov lower than bothHeublein added Popov lower than both
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Fighting Brand Fighting Brand
Built as new, independent brandBuilt as new, independent brand
• Prevents dilution of the leading brandPrevents dilution of the leading brand
HLL introduced Wheel to fight NirmaHLL introduced Wheel to fight Nirma
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagement
There is a time and place to launch a second brand
Immutable Law of SiblingsImmutable Law of Siblings
Possibly even a third or a fourth brand..Possibly even a third or a fourth brand..
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Multi Brand Multi Brand
Key to a multi-brand approach is to give each sibling a unique Key to a multi-brand approach is to give each sibling a unique identity identity
Time, Fortune,Life, Money, PeopleTime, Fortune,Life, Money, People
Tempting to mash the brands and top it with corporate Tempting to mash the brands and top it with corporate frostingfrosting
Tata Salt,Tata TeaTata Salt,Tata Tea
Second brand risks diluting equitySecond brand risks diluting equity
Is Kingfisher Mild drinker more likely to be from Kingfisher or Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?from Fosters?
Module 1 - Stage 3 Module 1 - Stage 3
ManagementManagementUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Multi Brand.. Multi Brand..
Common product area focusCommon product area focus
Shampoos: Clinic Plus, Ayush, SunsilkShampoos: Clinic Plus, Ayush, Sunsilk
Single attribute segmentationSingle attribute segmentation
Price:Maruti 800, Zen, EsteemPrice:Maruti 800, Zen, Esteem
Sibling creates a new category Sibling creates a new category
Herbal Anti-Dandruff category by AyushHerbal Anti-Dandruff category by Ayush
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ArchitectureArchitecture
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseManagementManagementProducts to brandsProducts to brands ArchitectureArchitectureArchitectureArchitecture
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitecture
Immutable Law of ContractionImmutable Law of Contraction
A brand becomes stronger when you narrow its focus
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitecture
The Economist is red and daring. Provocative, brutally honest and non-conformist
The Economist is red and daring. Provocative, brutally honest and non-conformist
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitectureUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
House of Brands House of Brands
Often dictated by corporate strategy. Core competence of the Often dictated by corporate strategy. Core competence of the firm is marketing / branding firm is marketing / branding
• P&G is the prime example. Its “big” with the channelP&G is the prime example. Its “big” with the channel
Multiple independent brands allows company to fill each nicheMultiple independent brands allows company to fill each niche
• Helps brand focusHelps brand focus
Gives an opportunity for the company to focus on each brand Gives an opportunity for the company to focus on each brand and contract its scope.and contract its scope.
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitectureUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Endorsed Brand Endorsed Brand
Endorsement used as a device to transfer brand assets from Endorsement used as a device to transfer brand assets from
one brand(corporate) to anotherone brand(corporate) to another
Titan from TATA, transferring trustTitan from TATA, transferring trust
Danger of diluting the equity of endorsing brandDanger of diluting the equity of endorsing brand
Best as a transitional strategyBest as a transitional strategy
Gain, from makers of ArielGain, from makers of Ariel
Module 1 - Stage 4Module 1 - Stage 4
ArchitectureArchitecture
Immutable Law of ExpansionImmutable Law of Expansion
Brand’s power inversely proportional to scope.
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitecture
The Volkswagen bus ad, talked only about ‘plenty of room’The Volkswagen bus ad, talked only about ‘plenty of room’
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitectureUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Sub Brand Sub Brand
Inside out branding.Company pushes core brand in different Inside out branding.Company pushes core brand in different
directionsdirections
Sub-branding can destroy what branding buildsSub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kidsDonna Karan menswear, DKNY, DKNY menswear, DKNY kids
Module 1 - Stage 4Module 1 - Stage 4
ArchitectureArchitecture
Immutable Law of CompanyImmutable Law of Company
Brands are brands, companies are companies. There is a difference.
Module 1 - Stage 4 Module 1 - Stage 4
ArchitectureArchitectureUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Branded houseBranded house
Consumers buy brands, not companiesConsumers buy brands, not companies
Danger of branded house, being many things to one group of Danger of branded house, being many things to one group of
peoplepeople
• Virgin? Does “Virgin trains” work?Virgin? Does “Virgin trains” work?
May motivate trade, so might be useful for PR purposes with May motivate trade, so might be useful for PR purposes with
trade/other stakeholderstrade/other stakeholders
• P& G wayP& G way
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ExerciseExercise
Module 1Module 1
Understanding Branding Understanding Branding
Two brand positioning within the same brand family?How do we reconcile the two positions?Two brand positioning within the same brand family?How do we reconcile the two positions?
The options available to usThe options available to us
1.1. Single brandSingle brand
2.2. Stand Alone New BrandStand Alone New Brand
3.3. Transfer of Brand Assets from an existing brandTransfer of Brand Assets from an existing brand
What are the pros and cons of each option ?What are the pros and cons of each option ?
Exercise
AttributesAttributes
Module 1Module 1
Understanding Branding Understanding Branding
Understanding Branding
Brand Building
ArchitectureArchitectureManagementManagementProducts to brandsProducts to brands ExerciseExerciseExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Module 1 - Stage5 Module 1 - Stage5
ExerciseExerciseUnderstanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Single Brand FamilySingle Brand Family
‘‘Stand-alone’ New Brand Stand-alone’ New Brand
Transfer of Brand Assets ‘x from y’Transfer of Brand Assets ‘x from y’
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : Single Brand familyOption : Single Brand family
Constant values / different productsConstant values / different products
• Dettol antiseptic / soap / hand washDettol antiseptic / soap / hand wash
• Crest toothpaste / Mouth wash (But not chewing gum)Crest toothpaste / Mouth wash (But not chewing gum)
Differentiate on product usageDifferentiate on product usage
• IBM Value Point - Entry level purchaseIBM Value Point - Entry level purchase
• Gillette Good News Line - DisposablesGillette Good News Line - Disposables
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : Single Brand familyOption : Single Brand family
Use as umbrella brandingUse as umbrella branding TATATATA TrustTrust SONYSONY Electronic technologyElectronic technology
But Taj from TATA for Performance segmentsBut Taj from TATA for Performance segments
Difficult for a single brand to straddle Performance and Price Difficult for a single brand to straddle Performance and Price segmentssegments Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrsSurf entry in popular segment with Surf Easywash. Withdrew after 2 yrs Gap changed Gap Warehouse to Old Navy Clothing due to perceived Gap changed Gap Warehouse to Old Navy Clothing due to perceived
brand erosionbrand erosion
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : Single Brand familyOption : Single Brand family
LearningsLearnings
++ Cheaper than creating a new brandCheaper than creating a new brand
- - Difficult to stretch brands across Price and PerformanceDifficult to stretch brands across Price and Performance
- - Risk of eroding present positionRisk of eroding present position
- - Lose opportunity of creating a new segmentLose opportunity of creating a new segment
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : ‘Stand-alone’ New Brand Option : ‘Stand-alone’ New Brand
Levers enters popular segment successfully with Wheel as opposed to Levers enters popular segment successfully with Wheel as opposed to
Surf EasywashSurf Easywash
Levers use of brand-wise differentiation of brand values and Levers use of brand-wise differentiation of brand values and
attributes to target consumer segments- Surf / Rin / Wheel / OK attributes to target consumer segments- Surf / Rin / Wheel / OK
detergentsdetergents
Toyota launches Lexus to enter the Premium Auto segment crediblyToyota launches Lexus to enter the Premium Auto segment credibly
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option : ‘Stand-alone’ New Brand Option : ‘Stand-alone’ New Brand
LearningsLearnings
++ Clear brand identity, values and assetsClear brand identity, values and assets
+ + Create new opportunity of a range possibility in Popular segmentCreate new opportunity of a range possibility in Popular segment
+ + Leave present brand secureLeave present brand secure
- - Expensive to build brand assetsExpensive to build brand assets
- - Difficult to build trial as a stand-alone BrandDifficult to build trial as a stand-alone Brand
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option: Transfer of Brand Assets ‘x from y’ Option: Transfer of Brand Assets ‘x from y’
Titan (from Tata’s)Titan (from Tata’s)
• Worked well for Titan Worked well for Titan
Sonata (from Titan)Sonata (from Titan)
• Eroding equity of TitanEroding equity of Titan
Gain (from the makers of Ariel)Gain (from the makers of Ariel)
• Apparently a ‘Transitional Strategy’Apparently a ‘Transitional Strategy’
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Option: Transfer of Brand Assets ‘x from y’ Option: Transfer of Brand Assets ‘x from y’
LearningsLearnings
++ Cheaper than developing a new brandCheaper than developing a new brand
+ + Can be used as a ‘Transitional Strategy’Can be used as a ‘Transitional Strategy’
-- Still a risk of eroding present imageStill a risk of eroding present image
-- Possible mix of values and assetsPossible mix of values and assets
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
Module 1 - Stage5 Module 1 - Stage5
ExerciseExercise
OptionsOptions Single Brand FamilySingle Brand Family
Stand Alone BrandStand Alone Brand
Transfer of Brand AssetsTransfer of Brand Assets
Branding Options: ConclusionBranding Options: Conclusion
‘‘Single Brand family possible if:Single Brand family possible if:
Different products / similar valuesDifferent products / similar values
Differentiate on end useDifferentiate on end use
‘‘Stand-alone ‘New Brand’ best option to straddle values - Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brandhowever it is expensive to create a new Brand
‘‘Transfer of Brand assets ‘x from y’’ possible, especially as a Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values transitional strategy - still a risk of eroding present values and mixing values and assetsand mixing values and assets
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brands
Products to brands
www.mastersungroup.comhttp://strategy-execution.blogspot.com