laws of branding.pptx

8/14/2019 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.



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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
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20Shape%20of%20a%20Logo.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20Shape%20of%20a%20Logo.wmv


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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

Law Of Shape


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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
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Nice_TryLevis.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/Nice_TryLevis.wmv


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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.
http://www.deere.com/servlet/AgHomePageServlet


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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
http://localhost/var/www/apps/conversion/tmp/ATLASWORKSHOP/VideoUsed/PUB1_0001.wmvhttp://localhost/var/www/apps/conversion/tmp/ATLASWORKSHOP/VideoUsed/PUB1_0001.wmv


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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
http://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20Kashmir%20Premium%20Gold%202010.mp4.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20Surf%20Excel%201min%20wash.wmvhttp://localhost/var/www/apps/conversion/tmp/Creativity/Videos/Sony%20-%20Bravia.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube-%20Coca-Cola%20%20Heist.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20Slice%20Aamsutra%202010%20commercial.wmvhttp://localhost/var/www/apps/conversion/tmp/Creativity/Videos/Bridgestone%20Tires%20-%20Squirrel.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20PERRIER%20%20melting%20by%20Ogilvy%20Paris.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20PANADOL.wmvhttp://localhost/var/www/apps/conversion/tmp/Creativity/New%20Ads/YouTube-%20Juhi%20Chawla's%20New%20Commercial%20for%20Ashoka.wmvhttp://localhost/var/www/apps/conversion/tmp/Creativity/New%20Ads/YouTube-%20Juhi%20Chawla's%20New%20Commercial%20for%20Ashoka.wmvhttp://localhost/var/www/apps/conversion/tmp/Creativity/New%20Ads/YouTube-%20Juhi%20Chawla's%20New%20Commercial%20for%20Ashoka.wmvhttp://localhost/var/www/apps/conversion/tmp/Creativity/New%20Ads/YouTube-%20Juhi%20Chawla's%20New%20Commercial%20for%20Ashoka.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20PANADOL.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20PERRIER%20%20melting%20by%20Ogilvy%20Paris.wmvhttp://localhost/var/www/apps/conversion/tmp/Creativity/Videos/Bridgestone%20Tires%20-%20Squirrel.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20Slice%20Aamsutra%202010%20commercial.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20Slice%20Aamsutra%202010%20commercial.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube-%20Coca-Cola%20%20Heist.wmvhttp://localhost/var/www/apps/conversion/tmp/Creativity/Videos/Sony%20-%20Bravia.wmvhttp://localhost/var/www/apps/conversion/tmp/Creativity/Videos/Sony%20-%20Bravia.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20Surf%20Excel%201min%20wash.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Video/YouTube%20%20%20%20%20%20%20%20-%20Kashmir%20Premium%20Gold%202010.mp4.wmv


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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
http://localhost/var/www/apps/conversion/tmp/scratch_4/ads/Victoria%20Secret%20-%20Lingerie%20Delight.mpg


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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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laws of branding.pptx

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