“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.” Kjell Nordström and Jonas Ridderstråle, Funky Business

1. Unleash the Power of Business
Brand & Intellectual Property
-THE INTANGIBLE INTELLECTUAL ASSET-

2. Some Quirks...
• “The ‘surplus society’ has a surplus of similar
companies, employing similar people, with
similar educational backgrounds, coming up
with similar ideas, producing similar things, with
similar prices and similar quality.”
Kjell Nordström and Jonas Ridderstråle, Funky Business
• So we want to trade in a surplus market or
create our own Blue Ocean....

3. Brands - A view | An Identity
A LOGO - A Signature!!!

4. Brands - A LOGO
An Identity – Recognition & Passion

5. Interbrand – Best Global Brands 2017
A Pride – A Dominance – A Commercial Success

6. So...What is a Brand?

7. What is a Brand...
• Brand is NOT just any Product
• Brand is NOT just a LOGO

8. So What Is a Brand...
• A Name, Term, Sign, Symbol or Design
(or some combination thereof) used to identify the products
of one firm and to differentiate them from competitive offerings
• A brand is personification of a product, service or even
entire company like any person a brand has a physical
body
• A Brand is a promise & a contract with it’s consumers

9. Importance Of a Brand...
• Having a good brand is not only for multi national companies but
can be critical for even the smallest business.
• If a brand works it can convince customers and can raise the
expectations connected with a business, product or service.
Creating an extra Value from your products or services.
Examples:

10. Types of Branding
• Umbrella brands and sub branding
TATA Sons
• Co Branding
Maruti Suzuki
• Multiple Brandings
Unilever-Lux, Dove, Surf etc.
• Family Brands and Brands Extensions
Haldiram’s, Karachi Bakery
• Individual Brands
Apple Inc.
• Brand Bundling
Big Bazar

11. How to Build a Brand...

12. Key of a Successful Brand
Defend  Differentiate  Disrupt
Take the ‘VRINS – HS’ Test
[Value, Rarity, Inimitability, Non-Substitutable | Hold-Up, Slack]
• Find the right advertising/branding agency
• Top management must be committed to this effort
• Assign one point person to work with the agency
• Do not make decisions by committee
• Keep brand consistent internally and externally
• Give the brand time to work - Patience
• Create a brand style guide and give to every employee
• Refresh/update brand after a few years

13. Product V/S Brand
Diet Coke v/s Diet Pepsi in Blind Taste Test
• Prefer Pepsi Sample 51%
• Prefer Coke 47%
• No preference 2%
Diet Coke v/s Diet Pepsi in Identified Taste Test
(Brand Names Revealed)
• Prefer Coke 65%
• Prefer Pepsi Sample 23%
• No Preference 12%

14. Brand Strategy
• Fulfilling Brand Contract
• Communicating Brand Position
• Measuring ROBI (Return on Brand Investment)
• Developing Brand Vision – Promise, Product,
Price, Consumer/Prosumer
• Establishing Brand Position – STP
Follow the DIET mantra to Lead
DIET – Design, Innovation, Endless Engagement, Technology
Not just solve the problem but rather solve the most “WICKED
PROBLEM”.

15. Starbucks’ Implicit Brand Contract
• Provide the highest quality coffee available in the market
today
• Offer customers a wide variety of coffee options as well as
complementary food and beverage items
• Have an atmosphere that is warm, friendly, homelike and
appropriate for having a conversation with a good friend
or reading a book about.
• Create a 3rd Place in People’s Life after Home &
Workplace.

16. Some Success parameters
• A great Brand has a great communication &
consumer connect
“A content based marketing is really like a First date. If all you do is talk about
yourself, there won’t be a second date.” DAVID BEEBE
A Healthy ROBI entails
• Strong Reach & Accessibility
• Memory, Recall & Awareness
• Reputation & Credibility
• Obsession to customer satisfaction
• Paranoid to fulfil Brand Contract

17. Communication is the “Key”
Jaljeera OR Red Bull [Energy Drink]

18. Some Strategies at play
Three rules- please break them
Necessity is the mother of invention
Change management
Do not keep all your eggs in one
basket
Invention is the mother of necessity
Do not manage change- create the
change, you CANNOT manage
change
Please keep all your eggs in one
basket (core competence)

19. Good management was the most powerful reason
[leading firms] failed to stay atop their industries.
“Precisely because these firms listened to their
customers, invested aggressively in technologies that
would provide their customers more and better products
of the sort they wanted, and because they carefully
studied market trends and systematically allocated
investment capital to innovations that promised the best
returns, they lost their positions of leadership.”
.Learn to live with Chaos.
Henry Ford- faster horses

20. Unique businesses
 Lady GAGA
 Rakhee Sawant
 TESLA
 Apple
 Harley Davidson
 Imran Hashmi
 Ebay
 Ferrari
 Victoria’s secrets
 Swami Ramdev
 Mallika Sherawat
Distinct
…or …
Extinct

21. Some more Quirky Quotes...
• Only the paranoid survive!
by Andrew Grove
=====================================================
• …the rest shall be condemned to seek out ‘Art of Living’!,
Deepak Chopra, Shiv Khera, Paulo Coelho…
• worse… participate in… KBC!

22. • “Companies have defined so much
‘BEST PRACTICE’ that they are now
more or less identical.”
Jesper Kunde, Unique Now ... or Never
=================================
Hence, you want to
THINK WEIRD: Create the High Standard
Deviation Enterprise.

23. Now, like a tangible or real asset, Intellectual & Innovative
assets too need a legal protection. If you are passionate about
creating a unique value added innovative intangible property,
make sure they are well preserves & protected.

24. All Good Things...
...Come to an end!!!
Thank You

25. Keep In Touch...
Rajesh K. Singh [IIM, B’lore/NIFT, Mumbai]
Encore Capabilities Builgrow Services
Design-Innovate-Engage-Lead
Email: raz567@gmail.com
Mob.: +91 8528261499