1. What is the Territory of the Brand? Six inches wide Grey and wet Mysterious

5. Contents Branding Process Brand Building Understanding Branding

6. Module 1 Understanding Branding Understanding Branding Brand Building

9. Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

11. Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

12. Module 1 - Stage 1 From Products to Brands …… .a short-hand that communicates powerfully & reduces uncertainty

13. Fevicol Case

14. Fevicol Case

15. Fevicol Case

19. Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name

22. Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape

24. Module 1 - Stage 2 Attributes

25. Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour

26. Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace

29. Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity

30. Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

33. Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word

34. Module 1 - Stage 2 Attributes

41. Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings

42. Possibly even a third or a fourth brand..

47. Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus

48. Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist

51. Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.

52. Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’

54. Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.

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