Ast.

Prof Manish Rai 14/12/2011

Brands Quiz

 Who

is the brand ambassador for Fiama DI Wills range of products

Deepika Padukone

 Which

brand of car is the tagline stop at nothing associated with?

Maruti A Star

companys slogan is Powered by intellect, driven by values

Which

Infosys

 Which

Indian TVC won the Grand Prix at the Cannes Ad film awards festival in 2008

 Lead

India (times of India) Campaign by JWT

India

 Which

cricketer has signed on to endorse Kentucky Fried Chicken

Muthiah Muralidharan

 Which

brand is this the brand logo of?

ING Vysya

of these is not from Procter and Gamble? Tide, Huggies,Pringles, Gillette, Pampers
Which

 Which

is the US brand of Coffee that Tata Coffee acquired recently for $220 Million

Eight O Clock Coffee

 Comment

on these logos

is the country of origin of IKEA Which is the country of origin of Nokia Which is the county of origin of TCL , (manufacturer of cell phones and consumer electronics)
Which

Sweden Finland China

Recognise this logo ?

Audi

 Express

yourself is the tag line of --------

Airtel

 Which

agency made the famous award winning Hutch dog and boy commercial?

O&M

 Which

brand leads the Interbrand Business week list of most valuable brands for the eighth consecutive year In 2008

Coca Cola approx 67 bn dollars

 Which

famous logo was designed by a little known graphic designer Carolyn Davidson for Blue Ribbon Sports Company in 1971 for just 2 dollars an hour

 The

Nike Swoosh

 Aishwarya

Rai line for LOreal is Because you are .

Because you are worth it

What is the approximate market share of Dettol in Antisceptic Lotion market

87%

 Richard

Branson is associated with which

airline?

Virgin Airways

 What

is the message painted on all Virgin Airways aircrafts that made news recently?

No way BA (British Airways) (painted on all Virgin aircrafts!)

 Which

two beverage brands fought an ad war about each others claims recently?

Horlicks and Complan

Horlicks is a product of -------------

Smith Klein Beecham

 Which

of these products is not from the Godrej stable?

Locks,

Almirahs,Refrigerators, Washing Machines,Knives,Chicken,Soap,furniture, Haircolour

All are from Godrej

87%

Brand Identity is the unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers for the organization members.

 BRAND

IMAGE

How the brand is now perceived

BRAND

IDENTITY

How strategists want the brand to be perceived

BRAND

POSITION

The part of the brand identity and value proposition to be actively communicated to a target audience

Brand Identity

Results

Strategy
Brand Strategist

Brand Image Brand Position

Customers & Potential customers

Messaging

Marketing, PR, Product

Popular, fun, goofy expressive

Results

Strategy
Brand Strategist

Do you Yahoo?

Customers & Potential customers

Messaging

Marketing, PR, Product

image is how customers and others perceive the brand The brand image trap is that it lets the customer dictate what you are Customer orientation gone amuck Creating a brand identity is more than finding out what customers say they want.
Brand

A brand identity is to brand strategy what "strategic intent" is to a business strategy. Strategic intent involves an obsession with winning, real innovation, stretching the current strategy, and a forward-looking, dynamic perspective; it is very different from accepting or even refining past strategy. Similarly, a brand identity should not accept existing perceptions, but instead should be willing to consider creating changes.

"What does your brand stand for?" "Achieving a 10 percent increase in sales" Strategy has to look in, not just out. Too busy marketing to live up to brand.

Most Common trap A brand is more than product

Brand Users (the Charlie woman) Country of Origin (Audi has German craftsmanship) Organizational Associations (3M is innovative company) Brand Personality (Yahoo is fun and irreverent)

Symbols (The stagecoach represents Wells Fargo) Brand-Customer relationship (Gateway is a friend) Emotional benefits (Saturn users feel pride in building a US built car) Self-Expressive benefits (Nike users are strong)

BRAND
Organizational Associations Brand Personality

Country of Origin

PRODUCT Scope Attributes Quality Uses

Symbols

Brand-customer Relationships

User Imagery Self-Expressive Benfits Emotional Benefits

 Fail

to Differentiate Are easy to copy Assume a Rational Customer Limit Brand Extension Strategies Reduce Strategic Flexibility Think of Search

Brand-as-product that includes user imagery and and/or country of origin Brand Identify based on perspectives of brand organization, a person and a symbol as well as a product A value proposition that includes emotional and self expressive benefits as well as functional benefits The ability of a brand to provide credibility as well as a value proposition The Internal as well as external role of the brand identity Brand Characteristics broader than brand positions

Extended

core

Brand As Product 1. Product Scope 2. Product Attributes 3. Quality/Value 4. Uses 5. Users 6. Country

Brand as Organization 1. Organizational Attributes 2. Local vs. Global

Brand As Person 1. Personality 2. Brandcustomer relationship

Brand As Symbol 1. Visual Imagery and metaphors 2. Brand Hreritage

set of human characteristics associated with a brand the brand behaves

how

Gender,

age, socio-economic class, psychographic, emotional characteristics.

MASCULINE

Feminine

YOUNGER

OLDER

TRENDIER
OLD FASHIONED

IRREVERENT

CONFORMING

 like

human personality, is both distinctive and enduring. built over a period of time. the outcome of all the consumers experiences with the brand. In consumers mind, these impressions merge to form an overall concept of what to expect from brand

SPONSORSHIPS

Feelings Engendered by

Brand Personality

There can be a set of feelings and emotions attached to a brand personality, just as there are to a person. The use of such brands can cause feelings and emotions to emerge.

The Brand as a Badge A brand could serve as a consumers personal statement. Cars, cosmetics, apparels lend themselves to personality expression because their use occurs in a social context with relatively high involvement

The Brand Becomes Part of the Self

ultimate personality expression occurs when a brand becomes an extension or an integral part of the self. The potential to create this oneness with some people can represent a significant opportunity for a brand.
The

A brand personality can help a brand in several ways: It can provide a vehicle for customers to express their own identity. A brand personality metaphor helps suggests the kind of relationship that customer has with brand. Brand personalities serve to represent and cue functional benefits and product attributes well. Importantly, brand personality is often a sustainable point of differentiation Sustainable because it is very difficult to copy a personality.