A Step-by-Step Process to Build Valued

Brands

Group 2
 Brand Identity

the identity of the brand must be inextricably linked to

customer needs, and it must be consistent with the
company’s capabilities and its branded products.
the fundamental goal for a successful company, one
that must coherently drive all aspects of the company.
 Creating a Brand Identity

Implementatio
Analysis Synthesis Translation
n
 Value Opportunity Analysis (VOA)
 platform on which to design high value brands
 conceptual attributes that connect a product or service to a customer’s
desires.
 seven core attributes of the VOA
 emotion,
 contextual identity,
 impact,
 aesthetics,
 ergonomics,
 core technology, and
 Quality

 The emotion is the core connection to

the customer and primary means of the
brand’s success; all other attributes support
and enable the brand’s emotion.
 Analysis
Analysis step provides the vision for the brand
Steps
Map the Current Brand Image
 define the VOA attributes
 evaluate the relevance and performance of the brand on the value
attributes
Analyze the competitors
Craft the proposed brand identity
 Synthesis – the verbal identity
 Synthesis provides direction for the brand in verbal form
 Map the brand terms from the previous step on a single
continuum
 Encapsulate the rich multi-faceted identity attributes into a
concise, unified structure that appropriately portrays the
identity of the company with customers
 Key message alone points to each of the branding attributes
and sets the stage for consistent branding statements and
corporate messages that would drive employees, dealers,
customers, and products alike
 Translation
The translation step makes the verbal identity
actionable
There are multiple touchpoints of the brand such as
advertising content, product labeling, signage and
logos, and customer service
Each touchpoint with the brand must be aligned with
the brand identity in order to translate the vision for
the brand into the reality of the desired brand image in
the marketplace
 Implementation
Implementation step converts the results of the translation
step must be put into actionable outcomes for the company.
We have illustrated the translation step in the context of the
physical form of products; the translation step can also be
conducted for other contexts as well such as advertising
content.
Companies can use these contexts to drive product, service,
advertising and other developments with confidence that
their outcome will tie into its desired branding, be consistent
across the board, and know that the resulting communication
stems directly from customer needs and desires.
 International Truck –challenging
convention
• Started as International Harvester in 1902
• Produced trucks to serve the farming industry

• In 1985 sold off the agriculture side of the business, and

formed Navistar International Corporation with a
principal business in trucking

• operating in three principal segments:

1 vehicles (trucks school and commercial bus)
2 engines (MaxxForce, Power stroke etc)
3 services (Navistar Finance and Aware Electronics Group)
VOA of current brand at International
VOA of target branding value proposition at International
 Analysis- International
 Revealed significant opportunities for the brand
 The products could be shored up on security, comfort, and
ease of use in order to match the excellent performance of
International’s services
 International scores low aspects that make buyers look for
excuses to buy the products: adventure, sensuality, and
personality.
 Prior to crafting new identity, their competitors
benchmarked &analyzed using the VOA to best
understand which competitors owned, or excelled, at each
attribute
 – The story of the Brand
A brand which has evolved over the years with the customers
1942 – 1967 : Asian Paints focus on core
product
1967 – 1982 –Extension and Consolidation
1982 – 1986 – Years of Excellence
1987 – 1997- Moving closer to the customer
1997 – 1999- Changed the Game
1999 - The new Asian Paints
Asian Paints Classic Indian Old Ad.mp4
1999 – Brand?
Analysis
 Emotion: Warmth and Happiness
 Identity: Fuzzy
 Impact: Social
 Aesthetics: Visual, Auditory, Tactile
 Ergonomics: Easy to use, Comfortable
 Core Tech. : Reliable
 Quality: Good and Durable
 The New Customer
Independent
Adventurous
Responsible
Involved
Liked to choose the colour; décor and interiors
Believed that the home reflected owner’s taste
Festivals no more the only “big” occasion
Painting home no longer a seasonal activity
 The Desired VOA
Emotion: Friendly, Spirited, Experimentive,
Traditional yet path – breaking, Family Oriented
Identity: Capable, Young Popular and invokes Envy
Impact: Leader and Innovator
Aesthetics: Premium, Distinct
Ergonomics: Dependable, Reliable
Core Tech. : Consistent
Quality: Excellent
 - Personified
Synthesis
Male, in late 20s; Educated and Talented
Pioneering
Experimentive
Individualistic and Successful
Global outlook but has Indian values
Sociable, and popular and invoke envy in peer group
He is a friend, philosopher and guide.
 The New
It’s my dream to help create homes that rejuvenate and
revive – the hearth which one longs to come back to”,
said Mr. Ashwin Dani
Translation

 Colour World
 “Paint Your Home” Software
 Asian Paints Home Solutions
 Change of Logo and Packaging
Asian Paints - Har Ghar Kuch Kehta
Hai.mp4
Amul- The Taste of India
 History
Since 1966
Friday-to-Friday star
Answer to Polson girl
Needed a girl to worm way into the housewive’s heart
Innate Indian-ness
 Amul: VOA

Amul Butter - Utterly Butterly.mp4

 EVOLUTION
Launched in 1998 as a sub-brand of Titan
Re launched in 2005
Products-
Watches
Eye-gears
Bags, belts, wallets
Aimed at 16-22 age group with the tagline
“How many you have?”
Focused on youth and trendy fashion space
 Showcasing range and affordability
 Sales zoomed ,brand got established
 In 2008 came the campaign
“move on”
 Connected with college going kid
 Theme was no point in hanging around-keep moving
 Brand strengthened
YouTube - Fastrack ARMY.mp4
Thank You