BRAND----what is brand, history , elements, etc......most important and HIGHLY CLAIMED AND APPRECIATED....by sumit mukherjee

1. PRESENTED BY : - SUMIT MUKHERJEE & AMIT ROY

2. Water + Sugar + Fizz (put it into a
bottle) = Costs less than Rs 3
WRITE COCA-COLA ON THE
bottle AND YOU CAN CHARGE
Rs 30

3. Take cheap fabric (the cheapest) make
pants using a 100 year old design =
production cost Rs 250
PUT THE NAME LEVI’S ON THESE
ORDINARY PANTS : AND CHARGE
Rs 2000 (no problem)

4. That is BRAND POWER…

5. STARTED IN
1300 BC – POTTER’S marks were used in POTTERY in CHINA, GREECE, ROME and INDIA.
(identification of ownership and quality)
H 1200’s – PRINTERS used WATERMARKS.
GOLDSMITHS AND BREADMAKERS put their marks on goods.
I Later- SPIRIT makers also marked to indicate the origins of liquor.
1600-1800 – CRIMINALS and SLAVES were branded
S
1800 (LATER)- PATENT MEDICINES and TOBACCO branded their products
T MID 1800 – P & G started branding the consumer products
O 1950’s – BRAND PERSONALITY
R 1980’S – BRAND EQUITY
LATER 1990’S – BRANDING EMERGED AS A SIGIFICANT AREA OF EMPHASIS.
Y

6. Before answering the question
what is a BRAND
Lets define what is not a BRAND

7. FIRST
A brand is not a LOGO

9. SECOND
A brand is not an identity.

11. FINALLY
A brand is not a product.

13. So what exactly
is a brand?

14. A BRAND IS A PERSON’S
GUT FEELING ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.

15. It’s a GUT FEELING because people
are emotional, intuitive beings.
It’s a PERSON’S gut feeling, because brands are defined
by individuals, not companies, markets, or publics.

16. In other words…

17. IT’S NOT WHAT YOU SAY IT IS.

18. IT’S WHAT THEY SAY IT IS.

20. What is a BRAND? What is
...a set of mental associations, held by the
consumer, which add to the perceived value
of a product or service.”
-Kevin Lane Keller(1998)

21. What is a BRAND? “A brand is more than a
name or a logo – it is a
promise and a contract
with every customer with
whom you are dealing. And if
people feel that the offering
does not live up to what they
expect from the brand, they
will decide to stop buying”
- Richard Branson

22. What is a BRAND? “Apple opposes,
IBM solves,
Nike exhorts,
Virgin enlightens,
Sony dreams,
Benetton protests. …
Brands are not nouns but
verbs.”
Jean-Marie Dru, Disruption

23. WHY IS BRANDING SO HOT?
1.People have too many choices and too little
time
2.Most offerings have similar quality and
features
3.We tend to base our buying choices on trust

24. What do brands do?
They remind us of a past product/
service experience.
They communicate how we see
ourselves.
Brands are fantasy.

25. What do brands do?

26. A GREAT NAME deserves GREAT GRAPHICS.

27. NEWS
LOGOS ARE DEAD. LONG LIVE
ICONS AND AVATARS !
FLASH!

28. An ICON is a name and visual
symbol
that suggests a market position.

29. EXAMPLE:
CBS- The network for “eye-popping” television.

30. An AVATAR is a brand icon that
can move, change, and operate
freely in various media.

31. EXAMPLE:
VODAFONE: The “self-expression” cellular service.

32. Elements of BRAND
Distinguish the product from competitive brands
Negative or offensive references should be avoided
Memorable and easy to pronounce
Easy to say, spell and pronounce
It should allude to the product

33. Evoke positive mental image
Evoke positive emotional reaction
Be unique Possibly, translate well in
other languages too
Simple
Sound appropriate

35. It is possible to brand everything
A physical good (Nestle soup, Pantene shampoo or Maruti Swift
A service (Kingfisher Airlines, TATA AIG medical insurance),
A store (Big Bazaar, BATA stores),
A place (The state of Kerala),
An event ( Mela)
A person (Shahrukh Khan, Sachin Tendulkar, Tiger Woods, Roger Federer)
An organization (UNICEF or BCCI)

37. Brands are like people.

38. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT
CHANGING THEIR CHARACTERS…

39. WHY CAN’T BRANDS?