Brand Management, Branding, Marketing

1. A B r a n d C o n s u l t I n g G r o u p
We help you build Trust

2. Lets UnLearn…
What is a Brand
and?

3. The Theory says.......
A Brand is the identity of a
specific product, service or Business.
A Brand can take many forms, including
name, sign, symbol, color combination or slogan.
The word Brand began simply as a way to tell
one person's cattle from another by means of a
hot iron stamp. A legally protected brand name is
called a trademark.

4. How did the
Guru
defined it …………
A Brand is defined as ‘a name, term, sign,
symbol or a combination of these, that
identifies the maker or seller of the
product.’
by Philip Kotler and Gary Armstrong In
Principles of Marketing

5. Hence a Brand is either or all….
Mercedes Benz
Name Logo
Heineken. Refreshes the parts other
beers cannot reach
Logotypes Brand Slogan

6. Challenging the old perspective....
Like advocates of the old perspective,
challengers of the old perspective are not
all cut of the same cloth.
They felt that Brands had in them, something,
which is more than the tangibles.

7. • New Paradigms………
New
Paradigms………………….Shift
Paradigms

8. “Products are made in the factory, but
Brands are created in the mind.”
Walter Landor - Landor associates

9. What"s a Brand?
A singular
IDEA or
CONCEPT that you own inside the mind of
the prospect.“
Al Ries – Ries & Ries
'Companies have to wake up to the fact that
they are more than a product on a shelf.
They're behavior as well.' - Robert Haas Of
Levi Strauss

10. 2 more.......
'A brand is a set of differentiating
promises that link a product to its
customers.'
Stuart Agres, Young & Rubicam
"A brand that captures your mind gains
behavior. A brand that captures your heart
commitment.“
gains commitment.“
,
Scott Talgo, J Scott Consulting LLC

11. Now, what is the new
paradigm for a
Brand?

12. “A Brand is a person’s gut
feeling about a product, service, or
company.”
Marty Neumeier –The Brand Gap
The

13. It is the emotional and psychological relationship you have
with your customers. Strong brands elicit thoughts,
emotions, and sometimes physiological responses from
customers.
So….
"A Brand isn’t a brand to you until it
develops an emotional connection with
you."
Daryl Travis – Emotional Branding

14. Hence......

15. Brands made in the heart
and not in
the head?

16. Logos are not brands, they are merely
representations of brands.
They are the entry point and the shortcut to the
brand for your mind.
Brands are not concrete; they are the thoughts,
feelings, and psychological relationships
between a business and a customer.
And your brand is the foundation of all your
marketing activities.
"... Brands speak to the mind and heart "
Alina Wheeler - Designing Brand Identity

17. So What are
then,
these
intangibles?

18. They are…………….

19. Brand image Superior service
uperior
Honest Reliability Uniqueness
CONSISTENT Strong recall
Friendly Sensuality Competency
INTELLIGENT successful Trendier
Dependable Youthful Power
Being€Cool
Stylish Rebellious Trustworthy
ADVENTUROUS

20. These
intangibles
will now
define, what
your
Brand
stand for.

21. Why are these
intangibles
so
important?

22. • Because……
Because………….

23. When you see this picture, what
do you think?
You think……………
think
These are sneakers or sporting apparels.
These shoes are sport specific shoes worn for
various sports.

24. But………

25. When you see this image, what are
your 1st thoughts?

26. These are NIKE………….WHICH STANDS FOR
Authentic, Athletic, Performance,
Outstanding, self-
self- expression,
Victory, innovative

27. Isn’t it……..

28. MP3 Players
MP3 players are a phenomenon. There are numerous brands.

29. But these are NOT
MP3 Players,
these are
iPods

30. Isn’t it……..

31. Parks
Amusement Park and Theme Park are terms for a group of rides and
other entertainment attractions assembled for the
purpose of entertaining large numbers of people

32. But there is only 1 …….
answer……………isn’t it.
You know the answer isn’
isn

33. Quick service Restaurants…….you will
find MANY.

34. everyone’
But everyone’s still…….
FAVOURITE is still

35. Fun, smiles, memories -- you
name it...........for you & your
FAMILY.
FAMILY
i’m lovin’ it

36. In all the 4 examples shared here, have
1 thing in COMMON…………
their consumers / customers find them
UNIQUE,
SPECIAL
AND
DIFFERENT
than their competitors.

37. They are
CHARISMATIC
BRANDS.

38. A CHARISMATIC
BRAND
is any Product, service or
Co.
which people believes
do
not have any
substitute.

39. A Brand , no matter what
you sell, is to
be seen as
irreplaceable,
essential and
priceless.
A CHARISMATIC Brand

40. A B r a n d
B3G
C o n s u l t I n g G r o u p
We help you build Trust
(Bhalchandra’
(Bhalchandra’s Brand Brew) B3Group
Bhalchandra K. Pai
Chief Brew Master
e- mail: bkpai805@gmail.com
INDIA
27 – 2 - 2011