spiritual branding

1. SPIRITUAL BRANDING ------ “CHALLENGES
AHEAD"
by
Dr.Y. Vinodhini Professor
Hyderabad.

2. Meaning of Spirituality
• Spirituality has become a keyword in
brand thinking and consumer’s
behaviour.
• ‘Spirituality’ is an important
keyword of the next trend in business
and lifestyle

3. In human development, there are four
stages (BODY, MIND, SOUL,
SPIRIT). Human needs, capital
system and brand issues can be
placed according to the each stage.
Philosophers, psychologists and
brand thinkers say that the spiritual
stage is the highest level, and the
whole view and integration is
essential

4. BRANDING
• Branding is simply a matter of image.
• The process involved in creating a unique name
and image for a product in the consumers' mind,
mainly through advertising campaigns with
a consistent theme.
• Branding aims to establish a significant and
differentiated presence in the market that attracts
and retains loyal customers.

5. SPIRITUAL BRANDING
• Spiritual Branding is about the man/woman, not a
corporation. It consists of the same components of a
business Brand with the exception of the focus on
the individual and the spiritual impact a person has
on himself and the world around him. Success
depends upon how well you are realized as a person,
your adherence to the spiritual principles of success
and whether others/the world benefit from your
success. Although Spiritual Branding is focused on
the individual, the product being sold (God
manifested in you) is for the benefit of the whole.

6. Most of brands seem to consider both
ethical issues and emotional approach
nowadays. However, there are three levels
of Corporate Social Responsibility. Many
CSR programmes by big brands seem to
be defensive strategy:
“I will protect myself by helping you”.

7. Review of literature
Elsie Maio (Soul Branding, 1999) and Marc Gob
(Citizen Brand, 2002) state that if a brand
cares about ethical responsibility, it can create
the deepest emotion and inspirational value
with not only consumers but also all
stakeholders, which will lead a brand ﾕ s long-
term success.

8. Contd…
• Zohar (2004) states the importance of
transformation to the Spiritual Capital
from the material and social capital. The
Spiritual Capital is wealth that we can
live by, wealth that enriches the deeper
aspects of our lives. It is wealth we gain
through drawing upon our deepest
meanings deepest values, most
fundamental purposes and highest
motivations, and by finding a way to
embed these in our lives and work.

9. Contd.. reviews
• The Benetton’s advertisements is
famous of using ethical issues. It
is spin CSR: “Something that
looks good for public relations
purpose.”

10. Contd…
Gobe (2002) says that; “The spiritual and
sensorial have clearly become important
parts of our lives when purchasing
brands, and the promise associated with
any product needs to be relevant to these
aspirations.”

11. Reviews--------Contd
• The third is the deepest level of CSR
from a genuine wish to do some good
that lies at the heart of a company ﾕ s
basic vision (Zohar, 2004). They can
be said as truly ethical brands and
may be spiritual brands.

12. Reviews---contd
According to the 4-D Brand
Mind Space by Thomas Gad
(2001), the Spiritual
dimension is to include a
wider view on social,
ethical or environmental
issues.

13. Yoga
Yoga Became A $27 Billion Industry
-- And Reinvented American
Spirituality

14. Baba Ramdev Products
• the yoga guru today has emerged as one of India’s
more successful brands in the otherwise less
penetrated rural markets too as his 150-200 dedicated
outlets in 2012 have grown to almost 4,000 now,
prompting Ramdev to sell the FMCG range in the
open market too.
•
From toothbrushes to yoga suits to breakfast cereals,
Baba Ramdev has added a spiritual touch in each
item up for sale credit goes to his massive customer
communities, and may just give FMCG firms a run
for their money.

15. conclusions
• Spirituality must enrich the deeper aspects of our
lives.
• Spiritual branding also must state the spirituality
is now required to be integrated into capital
system, business and organizations.
The science and art of discovering and developing a
compelling place in the target customers mind and
delivering on its inherent promise delivers a
“brand meaning” and gives substance to the
“brand building” that increases brand equity.

16. Conclusions------Contd…
Spirituality can be defined as the integral
quality beyond physical, emotional and
ethical matters that gives life or vitality to
a system. Thus the same may be spread
for the global peace wherein all the
species of the earth must be directed
towards peace and tranquility which will
reinforce the values of the human race
and in turn generate humanity with values
and works.

17. Quotes on spirituality
• Enlightened leadership is spiritual if we
understand spirituality not as some kind of
religious dogma or ideology but as the domain
of awareness where we experience values like
truth, goodness, beauty, love and compassion,
and also intuition, creativity, insight and
focused attention.
Deepak Chopra

18. Contd…
• The requirements for our evolution have
changed. Survival is no longer sufficient. Our
evolution now requires us to develop
spiritually - to become emotionally aware and
make responsible choices. It requires us to
align ourselves with the values of the soul -
harmony, cooperation, sharing, and reverence
for life. Gary Zukav

19. Contd….

20. Contd….

21. THANK YOU