my branding

8/8/2019 My Branding

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Branding

.By K Venkatesh

Brand,identityand design

apple


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Brands are much more than logos


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What is a Brand

Branding is an effort to give a unique identity to the companys

products and create emotional associations with consumers. It is a form of marketing.

A brand is a set of associations that are linked to a productrange, a division, or company.

These associations reside in the memory of customers.

These associations help customers understand what the brand or company is, why it is potentially relevant to them, how it is different or similar to other products made by the

company,and how it is similar or different from competitors

products.


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(1) Products and services have become so alike that they fail todistinguish themselves by their quality, efficacy, reliability,assurance and care. Brands add emotion and trust to theseproducts and services, thus providing clues that simplifyconsumers choice.

(2) These added emotions and trust help create a relationshipbetween brands and consumers, which ensures consumersloyalty to the brands.(3) Brands create aspirational lifestyles based on theseconsumer relationships. Associating oneself with a brandtransfers these lifestyles onto consumers.

(4) The combination of emotions, relationships, lifestyles andvalues allows brand owners to charge a price premium for theirproducts and services, which otherwise are barelydistinguishable from generics.

What is the need of a brand ?


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Elements of Brand architecture

PowerfulBrands

Optimalallocationof brands

Clarityof

offering

Leveragedbrandassets

Platform forfuture growth

options

Synergy in creatingvisibilityAssociation building

efficiency

BRANDBRANDARCHITECTUREARCHITECTURE

BRAND PORTFOLIOPORTFOLIO ROLES

Strategic brandsLinchpin brandsSilver bulletsCash cow brands

PORTFOLIO GRAPHICS

LogoVisual presentation

PRODUCT-MARKETCONTEXT ROLES

Endorser / Sub - BrandsBenefit BrandsCo - Brands

Driver Roles

BRAND PORTFOLIOSTRUCTURE

Brand GroupingBrand hierarchy tree

Brand Range


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1.Identify goods/services of one seller or group

2.3.Differentiate goods / services of one seller / group from competition4.5.Reduce risk of uncertainties in demand through promise of a set of

features / attributes / benefits delivered with consistent quality.The

brand is a promise of the offer. Makes product less pricevolatile

4 Leverage across markets e.g. Wills cigarettes moved into and WillsSports / Wills Lifestyle to gain on advertising for Wills brand as therewas legal restraint on advertising tobacco

5.Makes an emotional connection with the customers and among customers6.7.Move from descriptive reality to abstract reality. E.g. Palmolive originally

stood for Palm products, today Palmolive stands for softness.Similarly WIPRO originally stood for Western India Vegetable products,today it stands for integrity, applying thought (generation of ideas).

Why are brands built ?


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7.In a modern technological world, branding is a way of simplifyingdecision making and a way of reducing risk of consumers

8.

9.Branding offers legal protection for unique features of a product :

- brand naming through registered trademarks

- manufacturing process through patents

- packaging and designs through copyrights

Brands are thus valuable pieces of legal property

9. Brands can develop associations with a certain level of quality

Why are brands built ?


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Elements Of Brand Architecture


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Brand Portfolio


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Relationship Within a BrandPortfolio

Types of Brands Organisation Brands Individual Brands

Type 1:

Single Brand AcrossOrganisation

Type 2:Endorsed Brand

Type 3:House OF Brands

Nestle

IBM

HARVARD UNIVERSITY

NONE

MICROSOFT

SONY

MC DONALD

PROCTER & GAMBLE

WOODRUFFARTS CENTER

POLO

PLAYSTATION 2

WINDOWS

PAMPERS

SYMPHONYORCHESTRA


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Example Of Portfolio Analysis

C.G

C.U

+ + +_ _ _

0

C.G

C.U

+_ _ _

_ _

C.G

C.U

+ + +_

+ +

C.G

C.U

+_

0

?

CASH COW DOG

HIGH

HIGH

LOW

LOW

Relative Market Share

M

arke

tGro w

th

(ratio of company share to share of largestcompetitor )

(annual rateis constant(relative toGNP growth))

Analyzing Brand MARUTI :

---ZEN

? --- SWIFT

Cash Cow --- MARUTI 800

Dog --- Baleno


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Brand Relationship Spectrum


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Brand Relationship Spectrum


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haracteristics Of The Ideal BrandPortfolio

Fits the company s future vision and destination

Prioritizes markets and key segments

Efficiently covers those priority segments

Ruthlessly prune out those that do not fit

Fills gaps through new or extended brands and

acquisitions

Brands are much more than


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maruti

audi

Brands are much more thanlogos


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Any Queries


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K.VEN

KATESH

BY

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