Brand Management Process

What is the Territory of the
Brand?

Contents

Understanding Brand Building
Branding

Module 1

Understanding Branding

Branding

Module 1


Branding

Produ
Attribu Manage Archite
cts to Exercise
tes ment cture
brands

Module 1 - Stage 1

From Products to Brands
Understanding Brand
Branding Building

Prod
ucts
Manage Architectur
to Attributes
ment e
Exercise
bran
ds

Module 1 - Stage 1

Understanding Brand
Branding Building

Brand v/s. Product
Prod
ucts
Manage Architectur
to Attributes
ment e
Exercise
bran
ds

 A brand is more distinctive than a product
 It is first of all a name, a means of identification
 Secondly it s a set of added values offering both functional and
psychological benefits

Above all „a brand is a promise’

Module 1 - Stage 1

Understanding Brand
Branding Building

Prod
ucts
Manage Architectur
to Attributes
ment e
Exercise
bran
ds

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


…….a short-hand that communicates powerfully & reduces uncertainty

Fevicol Case

Sales Value AdSpend Adspend as %
Year
( Rs. Crores) ( Rs. Crores) of Sales
92-93 46.02 0.55 1.2%
93-94 77.12 1.7 2.2%
94-95 102.16 2.3 2.3%
95-96 138 3.28 2.4%
96-97 156.19 5 3.2%
97-98 151.68 5.51 3.6%
98-99 191.75 6 3.1%

Fevicol Case

Fevicol's Market Share
of Synthetic Adhesive Category

45% 42%

40%

35%
31.43%
30%

25%

20%

15%
10%
10%

5%

0%

1991 1994 1999

Fevicol Case
Fevicol's Growth Rate
vs. Category Growth Rate

60% 55%

50%

40%

30%

20% 16%
10%
8%
10%

0%

1992-95 1995-99

Category Fevicol

Brand as an Asset
 “If Coca Cola lost everything except for „the formula‟ and its brand
name , it could walk into any bank in the world and get $100 billion
loan to start from the scratch”
Fortune Magazine

Module 1


Branding

Product
Attribut
s to Exercise
es
tes ment cture
brands

Module 1


Branding

Product
s to Exercise
tes ment cture
brands

Name Logo

Colors Essence

Module 1 - Stage 2

Attributes

Immutable Law of Name

In the long run the brand is nothing more than a name

Module 1 - Stage 2

Attributes
Understanding Brand
Branding Building Name Logo

Product Attrib Manage Architectur
Colors Essence
s to Exercise
utes ment e
brands

Brand Name
 Short
 Kodak, Fuji
 CNN an AOL Time Warner Company
 Distinctive
• Toyota’s Lexus is distinctive. Toyota's Luxury commonplace
• Orange was a striking name in a world of tel and coms
 Not mean anything rude or silly in another language
 Big Macs( McDonald’s) is a slang for big breasts in Canada

Module 1 - Stage 2

Attributes
Understanding Brand

Colors Essence
s to Exercise
utes ment e
brands

Brand Name

 Avoid generic / line extended names
• Xerox as opposed to Haloids Paper Master

• Xerox (Copier) is powerful. Xerox Computer is not

 Changing your name will not overcome a bad strategy
• “Monday” (Price Waterhouse Coopers )

Module 1 - Stage 2

Attributes

Immutable Law of Shape

A brand’s logotype should be deigned to fit both
eyes.

Module 1 - Stage 2

Attributes
Understanding Brand

Colors Essence
s to Exercise
utes ment e
brands

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

Attributes

Module 1 - Stage 2

Attributes

Immutable Law of Color

A brand should use a color opposite of its
rival

Module 1 - Stage 2

Attributes

The Cola Wars: Energy Vs. Peace

Module 1 - Stage 2

Attributes
Understanding Brand

Colors Essence
s to Exercise
utes ment e
brands

Brand Colors
 Colors have meanings
• Purple means royalty
• Red is energetic
• Blue is peaceful

 Opposite colors can differentiate
• Coke is red, Pepsi is blue
• Kodak is yellow, Fuji is green

Module 1 - Stage 2

Attributes
Understanding Brand

Colours Essence
s to Exercise
utes ment e
brands

Brand Colours..
 Colours can help you stand out
• FedEx‟s orange and purple packet stands out in corporate blue

 Logo and colours help, but the power of the brand
 Essentially in the meaning of the brand name in consumer‟s mind, its
essence

Module 1 - Stage 2

Attributes

Immutable Law of Singularity

Most important thing for a brand is its
single mindedness.

Module 1 - Stage 2

Attributes

Single-mindedness means consistency.
Fresh and interesting manifestations of a single idea.

Module 1 - Stage 2

Attributes
Understanding Brand

Colours Essence
s to Exercise
utes ment e
brands

Brand Essence
 A brand must “leverage a compelling truth”
 Linux stands for freedom as opposed to Microsoft‟s monopoly

 A brand should mean a single powerful thing: the essence
 Essence of Volvo is Safety
 Essence of Tata is trust
 Essence of Fevicol is bonding

Module 1 - Stage 2

Attributes
Understanding Brand

Colours Essence
s to Exercise
utes ment e
brands

Brand Essence
 A brand should also be clear of what is not its essence
 In India, STAR NEWS is not a channel of the masses unlike STAR PLUS
 A brand should drive single mindedly its essence
 Volvo has been selling safety for 35 years
 Raymond has been selling the complete man for over 2 decades
 Essence of Dettol is protection against germs
 A brand loses its essence if it starts meaning a lot of things
 What is Miller :A regular, light, draft, cheap, expensive beer

Module 1 - Stage 2

Attributes

Immutable Law of Word

A brand should try to own a word in consumer’s
mind

Module 1


Branding

Product
Attribut Manage Archite
s to Exercise
es ment cture
brands

Module 1


Branding

Product
s to Exercise
es ment cture
brands

Co-Brand Stealth Brand

Fighting Brand Multi-Brand

Module 1 - Stage 3

Management
Understanding Brand Stealth
Branding Building Co-Brand
Brand

Fighting
Mana Multi-Brand
Product
s to
brands
Attributes geme
Architectur
e
Exercise Brand
nt

Co-Brand

 Brands need to address a similar need segment

– Kellogg's Pop-tarts with Smuckers Jam

 Brands with complementary strengths: Seen often on the Net

– NY Times gives Amazon credibility

– Amazon makes NY Times look modern.

Module 1 - Stage 3

Management
Brand

Fighting
Mana Multi-Brand
Product
s to
brands
Attributes geme
Architectur
e
Exercise Brand
nt

Stealth Brand

 Brand building that attracts customer attention but not of rivals
• Home-to-home, word of mouth / PR, internet community building

• Krispy Kreme relies only on PR

 Good option when unsure of a new medium/market
 Little promotion for Maytag website as opposed to a buy.com. Maytag sold
1000s of Neptune washers on web

Module 1 - Stage 3

Management
Brand

Fighting
Mana Multi-Brand
Product
s to
brands
Attributes geme
Architectur
e
Exercise Brand
nt

Fighting Brand

 Pricing led branding option. Works as a competitive response.
• Smirnov (Heublein) Case

 Smirnov attacked by W‟schmidt @ $1 less
 Heublein raised the price of Smirnov
 Heublein introduced Reiska(fighting brand) at the same price
point as W‟schmidt
 Heublein added Popov lower than both

Module 1 - Stage 3

Management
Brand

Fighting
Mana Multi-Brand
Product
s to
brands
Attributes geme
Architectur
e
Exercise Brand
nt

Fighting Brand

 Built as new, independent brand
• Prevents dilution of the leading brand

 HLL introduced Wheel to fight Nirma

Module 1 - Stage 3

Management

Immutable Law of Siblings

There is a time and place to launch a second brand

Possibly even a third or a fourth brand..

Module 1 - Stage 3

Management
Brand

Fighting
Mana Multi-Brand
Product
s to
brands
Attributes geme
Architectur
e
Exercise Brand
nt

Multi Brand
 Key to a multi-brand approach is to give each sibling a unique
identity
 Time, Fortune,Life, Money, People

 Tempting to mash the brands and top it with corporate frosting
 Tata Salt,Tata Tea

 Second brand risks diluting equity
 Is Kingfisher Mild drinker more likely to be from Kingfisher or from
Fosters?

Module 1 - Stage 3

Management
Brand

Fighting
Mana Multi-Brand
Product
s to
brands
Attributes geme
Architectur
e
Exercise Brand
nt

Multi Brand..
 Common product area focus
 Shampoos: Clinic Plus, Ayush, Sunsilk
 Single attribute segmentation
 Price:Maruti 800, Zen, Esteem
 Sibling creates a new category
 Herbal Anti-Dandruff category by Ayush

Module 1


Branding

Product
s to Exercise
es ment cture
brands

House of Endorsed
Brands Brand

Sub Brand Branded House

Module 1 - Stage 4

Architecture

Immutable Law of Contraction

A brand becomes stronger when you narrow its
focus

Module 1 - Stage 4

Architecture

The Economist is red and daring.
Provocative, brutally honest and non-conformist

Module 1 - Stage 4

Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand

Branded
Archi Sub Brand
Product
s to
brands
Attributes
Manage
ment tectur Exercise House
e

House of Brands
 Often dictated by corporate strategy. Core competence of the firm is
marketing / branding
• P&G is the prime example. Its “big” with the channel
 Multiple independent brands allows company to fill each niche
• Helps brand focus
 Gives an opportunity for the company to focus on each brand and
contract its scope.

Module 1 - Stage 4

Architecture
Branding Building
Brands Brand

Branded
Archi Sub Brand
Product
s to
brands
Attributes
Manage
e

Endorsed Brand

 Endorsement used as a device to transfer brand assets from one
brand (corporate) to another

 Titan from TATA, transferring trust

 Danger of diluting the equity of endorsing brand

 Best as a transitional strategy

 Gain, from makers of Ariel

Module 1 - Stage 4

Architecture

Immutable Law of Expansion

Brand’s power inversely proportional to scope.

Module 1 - Stage 4

Architecture

The Volkswagen bus ad, talked only about „plenty of room‟

Module 1 - Stage 4

Architecture
Branding Building
Brands Brand

Branded
Archi Sub Brand
Product
s to
brands
Attributes
Manage
e

Sub Brand

 Inside out branding. Company pushes core brand in different
directions

 Sub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids

Module 1 - Stage 4

Architecture

Immutable Law of Company

Brands are brands, companies are companies.
There is a difference.

Module 1 - Stage 4

Architecture
Branding Building
Brands Brand

Branded
Archi Sub Brand
Product
s to
brands
Attributes
Manage
e

Branded house

 Consumers buy brands, not companies

 Danger of branded house, being many things to one group of people
• Virgin? Does “Virgin trains” work?

 May motivate trade, so might be useful for PR purposes with
trade/other stakeholders
• P&G way

Module 1

Exercise
 Two brand positioning within the same brand family? How do we
reconcile the two positions?

 The options available to us
1. Single brand

2. Stand Alone New Brand

3. Transfer of Brand Assets from an existing brand

 What are the pros and cons of each option ?

Module 1


Branding

Product
s to Exercise
es ment cture
brands

Single Brand
Options
Family

Stand Alone Transfer of
Brand Brand Assets

Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Branding Building Options
Family

Product
s to Attributes
Manage
ment
Architec
ture
Exer Brand Brand Assets
brands cise

 Single Brand Family

 ‘Stand-alone’ New Brand

 Transfer of Brand Assets ‘x from y’

Module 1 - Stage5

Exercise
Family

Product
s to Attributes
Manage
ment
Architec
ture
brands cise

Option : Single Brand family

 Constant values / different products
• Dettol antiseptic / soap / hand wash

• Crest toothpaste / Mouth wash (But not chewing gum)

 Differentiate on product usage
• IBM Value Point - Entry level purchase

• Gillette Good News Line - Disposables

Module 1 - Stage5

Exercise
Family

Product
s to Attributes
Manage
ment
Architec
ture
brands cise


 Use as umbrella branding
 TATA Trust
 SONY Electronic technology
 But Taj from TATA for Performance segments
 Difficult for a single brand to straddle Performance and Price
segments
 Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs
 Gap changed Gap Warehouse to Old Navy Clothing due to perceived
brand erosion

Module 1 - Stage5

Exercise
Family

Product
s to Attributes
Manage
ment
Architec
ture
brands cise

Learnings

+ Cheaper than creating a new brand
- Difficult to stretch brands across Price and Performance
- Risk of eroding present position
- Lose opportunity of creating a new segment

Module 1 - Stage5

Exercise
Family

Product
s to Attributes
Manage
ment
Architec
ture
brands cise

Option : ‘Stand-alone’ New Brand

 Levers enters popular segment successfully with Wheel as opposed to
Surf Easywash

 Levers use of brand-wise differentiation of brand values and
attributes to target consumer segments- Surf / Rin / Wheel / OK
detergents

 Toyota launches Lexus to enter the Premium Auto segment credibly

Module 1 - Stage5

Exercise
Family

Product
s to Attributes
Manage
ment
Architec
ture
brands cise

Option : ‘Stand-alone’ New Brand
Learnings
+ Clear brand identity, values and assets
+ Create new opportunity of a range possibility in Popular segment
+ Leave present brand secure
- Expensive to build brand assets
- Difficult to build trial as a stand-alone Brand

Module 1 - Stage5

Exercise
Family

Product
s to Attributes
Manage
ment
Architec
ture
brands cise

Option: Transfer of Brand Assets ‘x from y’
 Titan (from Tata‟s)
• Worked well for Titan
 Sonata (from Titan)
• Eroding equity of Titan
 Gain (from the makers of Ariel)
• Apparently a „Transitional Strategy‟

Module 1 - Stage5

Exercise
Family

Product
s to Attributes
Manage
ment
Architec
ture
brands cise

Option: Transfer of Brand Assets ‘x from y’
Learnings
+ Cheaper than developing a new brand
+ Can be used as a „Transitional Strategy‟
- Still a risk of eroding present image
- Possible mix of values and assets

Module 1 - Stage5

Exercise
Family

Product
s to Attributes
Manage
ment
Architec
ture
brands cise

Branding Options: Conclusion
 „Single Brand family possible if:

 Different products / similar values
 Differentiate on end use

 „Stand-alone „New Brand‟ best option to straddle values - however it
is expensive to create a new Brand
 „Transfer of Brand assets „x from y‟‟ possible, especially as a
transitional strategy - still a risk of eroding present values and
mixing values and assets

Module 2

Brand Building
Branding

Module 2

Brand Building
Branding

Evaluating
Brand Connectio
Big Idea Advertisin
Audit n Triangle
g

Module 2 - Stage 1

Brand Audit

Brand Audit is
designed to put into words
the actual experience of a brand
in the life of the user

Module 2 - Stage 1

Brand Audit
Branding

Conne Evaluat
Brand ction Big ing
Audit Triangl Idea Adverti
e sing

Brand Audit

 Qualitative study
 In-depth interview ,usually administering a questionnaire
 Uses various techniques like
 Mind Mapping Technique
 Critical Incident Technique & Other Techniques

Module 2 - Stage 1

Brand Audit
Branding

Conne Evaluat
Brand ction Big ing
e sing

Mind Mapping Technique

Good technique to make connections and evoke associations
Start with a major idea and work outwards in all directions
The more visual the better

Module 2 - Stage 1

Brand Audit
Branding Mind Mapping Technique
Draw An Egg
Conne Evaluat
Brand ction Big ing
e sing

Module 2 - Stage 1

Brand Audit
Put Ten Legs on It
Conne Evaluat
Brand ction Big ing
e sing

Module 2 - Stage 1

Brand Audit
Put Happiness in Centre
Conne Evaluat
Brand ction Big ing
e sing

Happiness 

Module 2 - Stage 1

Brand Audit
Write 10 Associations to Happiness
Conne Evaluat
Brand ction Big ing
e sing

Happiness 

Module 2 - Stage 1

Brand Audit
Take 1 branch and add associations
Conne Evaluat
Brand ction Big ing
e sing

Sachin100

World Champion

Happiness  Bad Bowling

Mexican Wave

Module 2 - Stage 1

Brand Audit
Critical Incident Analysis: When
Branding

People Change
Brand
Conne
ction Big
Evaluat
ing  An technique that contextualizes
e sing
importance of a „critical
incident‟ leading to
change in an
individual‟s life.
 These are turning points
– These are „Moments of Truth‟ :
compelling moments when
one gets deep insights and is
propelled to „change‟.
– Brands, category adoption too
revolve around such
„incidents‟ leading to change.

Module 2 - Stage 1

Brand Audit
The Hierarchy of Aspects of
Branding
Incidents

Conne Evaluat

Consumer
Brand ction Big ing
Audit Triangl
e
Idea Adverti
sing

 Category
 Motivation
 Enabler
 Trigger
 Driver emotion
 Re-inforcer
 Emotional Pay-off

Both Mind Mapping & Critical Incident are useful techniques while
administering a Brand Audit Questionnaire

Module 2 - Stage 1

Brand Audit
Understanding Brand Building Brand Audit Questionnaire
Branding

Think about the specific things that
Brand
Audit
Conne
ction
Triangl
Big
Idea
Evaluat
ing
Adverti
trigger the brands identity in your
e sing

mind…

When you hear the brands name what
immediately springs to your mind

What else
 visuals or images
 packaging or product elements
 bits of advertising
 signs or symbols
 anything else

Module 2 - Stage 1

Brand Audit
Branding

Thinking about the feelings and
Brand
Audit
Conne
ction
Triangl
Big
Idea
Evaluat
ing
Adverti
emotions the brand evokes in you
e sing

What specific emotions do you
experience while using this brand

How does the brand make you feel
about yourself

What do you feel when you see other
people using this brand

How do the emotions this brand evoke
differ from those of its leading
competitor

Module 2 - Stage 1

Brand Audit
Branding

Since using a brand makes it part of
your life think about personal
Conne Evaluat
Brand ction Big ing
e sing

memories connected with the brand

What personal memories does this
brand bring to your mind
 Describe an episode in your life or
someone close to you that illustrates
this
If the brand were to be a restaurant or
a café…
 Describe the ambience, colours,
location, customers of the café

Module 2 - Stage 1

Brand Audit
Understanding Brand Building Branding Audit Example:
Branding
Eveready Associations
Conne Evaluat
Brand
Audit
ction
Triangl
Big
Idea
ing
Adverti ‘Using it since a child…first used the
white cell now use red’
e sing

AGE OLD ASSOCIATION
‘Memories of using it in my
village fields during night’
CHILDHOOD MEMORIES ‘lasts longer’,’does not melt in
summer’, ‘leak proof’
PREFERRED BRAND
ASSOCIATIONS
OTHERS KEY

‘Was it a truck? Everything lights up’
„Red colour in wall paintings, ‘Some
TV AD MAKES LITTLE IMPACT animal ..was.is it a panther’
ON MOST
THOUGH DISTINCT DON‟T
REPRESENT STRONG BRAND
INVOLVEMENT

Module 2 - Stage 1

Brand Audit
Understanding Brand Building Example: Personality of Eveready
Branding
Its Two Faces
Conne Evaluat
Brand ction Big ing
e sing

User of Eveready User of Competition
- Late youth or early middle - Middle aged man
aged man
- Strong
- Strong and energetic
Mirror‟s - Don‟t know him well, an
- Trustworthy
acquaintance
- Middle class, a family man two faces
- Slightly dull, not colourful
- Distant friend /
acquaintance - LITTLE INVOLVEMENT
- RECOGNITION AND A HALF
SKETCHED PERSONALITY

Eveready‟s difficulty to deeply involve
consumers & a mild/half-sketched personality

Module 2 - Stage 1

Brand Audit
Understanding Brand Building Good Brand Audit
Branding

 A good brand audit gives a definite
Brand
Conne
ction Big
Evaluat
ing answer about six interrelated equities
e sing

 Product: Product performance
supports the brand?
 Image: Image is strong and engaging?
 Customer: Strength of customer
franchise?
 Channel: Leverage in channel
environment?
 Visual : Clear, differentiating
presence?
 Goodwill: Endorsed by influencers in
the communities in which it lives

Module 2 - Stage 1

Brand Audit
Understanding
Branding
Brand Building Exercise
Consider two competing brands:
Brand
Audit
Conne
ction
Triangl
Big
Idea
Evaluat
ing
Adverti
Kodak & Fuji
e sing

Rate the brands on a scale of 5

• Product Non Performing 1 2 3 4 5 Strong , Performing
• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image
• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged
• Customer Over Dependent 1 2 3 4 5 Valued, Popular
• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended
• Image Weak 1 2 3 4 5 Strong, Engaging

Module 2

Brand Building
Branding

Connec
Connect Evaluating
Brand tion
Audit
ion Big Idea Advertisin
Triangl
Triangle g
e

Module 2 - Stage 2

Connection Triangle
Branding

Conne Evaluat
Brand ction Big ing
e sing

After a rigorous Brand Audit we are ready
to make a connection triangle

Module 2 - Stage 2

Connection Triangle
Branding

Conne Evaluat
Brand ction Big ing
e sing

Dissecting a Brand
 Brand Audit illustrates a unique combination of three factors
 Product Attribute / Benefit
 Brand Imagery / Personality
 Consumer Needs / Beliefs

 Connection triangle exists at the core of each brand
 However each brand has one of the three values as a primary driver

Module 2 - Stage 2

Connection Triangle
Branding Product
Physical attributes

Conne Evaluat
Brand ction Big ing
e sing

Consumer Brand
Underlying Emotional
human truths benefits

• The nature of the product itself

– taste, texture, smell, size, heritage, complexity, cost

• Is it distinctive? Is it liked by the consumer?

• How can it be recast into a consumer benefit?

Module 2 - Stage 2

Connection Triangle
Branding Product
Physical attributes

Conne Evaluat
Brand ction Big ing
e sing

Consumer Brand

• Product Benefit Driven Brand

– Eno bubbles away troubles

– Fevikwik sticks in a jiffy

– Mseal seals chronic leaks

– Tang is essence of goodness from fruit

Module 2 - Stage 2

Connection Triangle
Branding Product
Physical attributes

Conne Evaluat
Brand ction Big ing
e sing

Consumer Brand

• Product Benefit Driven Brand

What I get from the product that makes the brand matter to me

Why I like the brand

Module 2 - Stage 2

Connection Triangle
Branding Product
Physical attributes

Conne Evaluat
Brand ction Big ing
e sing

Consumer Brand

• The values that underpin consumers‟ trust.
• Brand‟s personality?
• What is the tone of voice it adopts when talking to consumers?
• Avoid Yetisms (e.g. “professional yet casual”) that betray lack of
genuine understanding of the brand.

Module 2 - Stage 2

Connection Triangle
Branding Product
Physical attributes

Conne Evaluat
Brand ction Big ing
e sing

Consumer Brand

• Brand Image Driven Brand
– Jaguar is a copy of nothing, like its owners
– Thumbs Up is for the real men
– HSBC is your local bank
– Tata Safari makes its own road

Module 2 - Stage 2

Connection Triangle
Branding Product
Physical attributes

Conne Evaluat
Brand ction Big ing
e sing

Consumer Brand

• Brand Image Driven Brand
What traits that I recognize in the brand that I can respect/rely on

Why I trust the brand

Module 2 - Stage 2

Connection Triangle
Branding Product
Physical attributes

Conne Evaluat
Brand ction Big ing
e sing

Consumer Brand

• Why do people value my brand?
– If they don‟t, what can we do to make them value it more?
• How does our brand fit into the lifestyle / basic beliefs of its
consumers?
• Why should it be relevant to/enrich their lives?

Module 2 - Stage 2

Connection Triangle
Branding Product
Physical attributes

Conne Evaluat
Brand ction Big ing
e sing

Consumer Brand

• Consumer Beliefs Driven Brand

– Cadbury Dairy Milk recognizes the child in me

– Fevicol knows that I yearn for emotional bonds that do not break

– Maggi is one more of the delightful conspiracies led by mom

Module 2 - Stage 2

Connection Triangle
Branding Product
Physical attributes

Conne Evaluat
Brand ction Big ing
e sing

Consumer Brand

• Consumer Beliefs Driven Brand
What values that I share with the brand that makes me cherish it more

Why I value the brand

Module 2 - Stage 2

Connection Triangle
Branding

Conne Evaluat
Brand ction Big ing
e sing

Product Benefit
What I like it

Consumer UHT Brand
Why I value it Why I trust it

Module 2 - Stage 2

Connection Triangle
Branding

Conne Evaluat
Brand ction Big ing
e sing

Product Benefit
Alternative Pale Pilsner

Consumer UHT
Don’t measure life by the Brand
number of breaths you take, Irreverent, impulsive,
but by the number of devil-may-care,
breath-taking moments you live for the day
take in

Module 2 - Stage 2

Connection Triangle
Branding

Conne Evaluat
Brand ction Big ing
e sing

Product Benefit
Quality adhesive

Consumer UHT
Bonds of family/ Brand
friendship/love usually A bond that will not break
break

Module 2 - Stage 2

Connection Triangle
Branding

Conne Evaluat
Brand ction Big ing
e sing

Exercise: Create a Connection Triangle
 Make a Connection Triangle of your favourite brand
 Ensure that it
 Connects
 Enrich your understanding of the brand-consumer
relationship
 Liberates i.e. provides the creative freedom
 Can someone who does not know the brand or the market get a clear
understanding of the brand?

Module 2 - Stage 2

Connection Triangle
Branding

Conne Evaluat
Brand ction Big ing
e sing

Exercise: Create a Connection Triangle
 Make a Connection Triangle of your Car Security Systems Product
 Recap of Consumer Research in Mumbai

Module 2 - Stage 2

Connection Triangle
Branding
Recap of Consumer Research

Conne Evaluat
Brand ction Big ing
e sing

 Primary Perceived Benefits: User
1. A more efficient locking system
 “I am assured that all locking is done once I press the remote button”
 “Even if I am careless, I am still assured that the locking has been done
2. A „Done‟ thing
 “I have seen it on many cars”
 “like an audio system, got to have it”

The main perceived benefit is a ‘more efficient locking system‟

Module 2 - Stage 2

Connection Triangle
Branding

Conne Evaluat
Brand ction Big ing
e sing

 Secondary Benefits: User
1. Scaring the burglars: A mixed bag
 “The burglar alarms can scare a burglar but is also a nuisance, since it
goes on its own a couple of times”
 “The thieves managed to silently get away with my Zen, on a rainy night. I
had taken off the burglary-prevention system of the car since the alarm
had gone off a couple of times unnecessarily''
2. Showing Off
 “My young brother simply loves pressing the remote buttons. He loves
showing off almost as if he is a James Bond. You should look at the
tasshan (style)”

Module 2 - Stage 2

Connection Triangle
Branding

Conne Evaluat
Brand ction Big ing
e sing

 Perceived Benefits : Non User
1. Style
 Perceived Barrier : Functionality is not fully established
 “Security system is for style”
 “Why spend an extra on an old car. When I buy a new one, I might consider”
 “I go for functionality….no show-off
 “The only thing it (security system) does is consume battery”
 “I have already taken car insurance. I don‟t need a gizmo”

The effectiveness of security systems is not proven

Module 2 - Stage 2

Connection Triangle
Branding
Key Consumer Insight

Conne Evaluat
Brand ction Big ing
e sing

There is nothing that a thief cannot break. However from my
end I know that the theft has not happened because of my
carelessness

Module 2

Brand Building
Branding

Evaluating
Brand Connectio Big
Audit n Triangle
Big Idea Advertisin
Idea g

Module 2 - Stage 3

Big Idea

Unless advertising contains a big idea it will pass like a ship
in the night

David Ogilvy

Module 2 - Stage 3

Big Idea

What is the Big Idea in this visual?

Module 2 - Stage 3

Big Idea
Understanding
Branding Exercise: What is a Big Idea ?
Brand
Building

Conne Evaluat
Brand ction Big ing
e sing

 A bisociation of two or more previously connected thought matrices
 A new combination of old elements

Module 2 - Stage 3

Big Idea
Branding
Two Types of Big Idea
Conne Evaluat
Brand ction Big ing
e sing

Big executional ideas
Big strategic ideas

Two types of Insights

Module 2 - Stage 3

Big Idea

Think Different

One definition of insanity is doing
the same thing over and over again,
expecting a different outcome

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

Insight: Type 1
Verbatim about my life in relation to the category / brand
 Insight needs to
 Involve
 Be widely shared
 Identify with a „moment of truth‟
 Insight should not
 Be a metaphor in disguise
 Restrict creative avenues

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

Insight: Type 1
Verbatim about my life in relation to the category / brand
 Examples
 Skincare Category: Each new wrinkle reminds me of how much more I
want to do with life
 Ponds: My face is a mirror of my soul

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

Insight: Type 2

The missing link which makes the disconnected connect
 They are not true discoveries

 They establish a real complicity between advertiser and the consumer

Module 2 - Stage 3

Big Idea

Rediscover

You invent nothing.
You rediscover what you have forgotten.

Socrates

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

Four Groups of Missing Link
 People
 Tapping into what turns people on. Culturally, communally, individually
 Pepsi World Cup, India: Indians are more street smart than an
average white bloke
 Bank of China, Singapore: Highly cosmopolitan Singaporean
Chinese revere the way Chinese „do business‟

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

 Product
 Reinterpreting the way a product attribute is presented

 Asian Paints, India: Paint takes on a symbol of prosperity.
Quality of home = Quality of Life

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

 Problem
 Outmaneuvering a problem by illustrating an alternative solution

 Saffola, India: Cooking oils were perceived to be dangerous to
health of heart

 WWF Tiger Conservation, China: Human life was more
important than tiger‟s. Work with logic that loss of tiger will
impoverish the life of children.

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

 Promise
 Changing the nature of brand proposition that makes it seem „bigger‟

 Stanchart Credit Card, India: Emphasizing the importance of
changing your credit limit by showing the fear of a wife
overspending

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

“What if?”

A Brainstorming Tool
that challenges convention

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

What if..
 A useful process to prevent inertia
 Allows our minds to roam
 New insights come from unexpected quarters

 Stage1: Integrate full possibilities for existing brand equity
 Stage 2: Stretch potential to absurd levels to challenge convention

A tool to explore risks and rewards of
completely changing the rules

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

What if.. Stage 1
 We redefine the category experience?
 Claim generic benefit for ourselves?
 Fevicol is an adhesive, so it sticks strong

 Make the brand sensational and newsworthy?
 The United Colours of Benetton

 Focus on the influencer and not the user?
 The TV buying ads focusing on kids

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

What if.. Exercise for Our Product
 How do we redefine the security system experience?

 Can we claim generic benefit for ourselves?

 How can we make the brand newsworthy and therefore spend less in
advertising?

 How do we focus on the young male adult/dealer and not the buyer?

Module 2 - Stage 3

Big Idea

What If..

we all go mad?

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

What if.. Stage 2

 A chimpanzee sold coffee to a Martian?

 Asian Paints gets into hair colours?

 Coffee loses prestige value and needs a common man platform?

 Strategy is passé, and implementation is the real thing?

Module 2 - Stage 3

Big Idea
Understanding
Branding
Brand Building Need Some Mad Ideas!

Conne Evaluat
Brand ction Big ing
e sing

 A car manufacturer invented a theft-proof car?

 Car insurance and security system was co-branded ?

 Mercedes Benz endorsed our security system?

 We reduced the car theft rate in the city we test market in?

 The police commissioner used our system in his/her car?

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

Mining Insight

Drives powerful brand building

Module 2 - Stage 3

Big Idea
Branding

So, What Next?
Conne Evaluat
Brand ction Big ing
e sing

 You have driven the car, not only by looking at the rear view mirror
 You have used intuition and imagination

 You have created a connection triangle that truly articulates the
primary driver

 You are ready with a compelling insight

You are ready to put ‘aim’ into the
‘ready, aim, fire' of advertising / promotion

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

The springboard is ready for the creative
agency to leap

Module 2 - Stage 3

Big Idea
Branding

Conne Evaluat
Brand ction Big ing
e sing

Creative Black Hole
 Now it the turn of creative agency‟s turn to „fire‟

 To give a creative articulation of the primary driver, using the
compelling insight

 Your work is going through the creative Black Hole

Module 2

Brand Building
Branding

Evaluati
Evaluati
Brand Connectio ng
Big Idea
Audit n Triangle Advertis
Adverti
ing
sing

Brand Management Process

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