branding concept
TRANSCRIPT
Design a sparkling new logo, run an exciting new campaign, voila, you’re back on course . They are wrong. Branding is bigger .
Much Bigger
WHAT IS BRAND EQUALITY?
Brand equity is the sum of total of all different values that a people attach to the brand name
It is the sum of the brand assets or liabilities linked to the brand that add or subtract from the brand value
It stressed the importance of the role of the brand in marketing strategies
It is of stored values that consumers associate with the product or service
DRIVERS OF BRAND EQUITY?
Brand name awareness (share of mind)
Brand loyalty( enduring preference)
Perceived quality ( seen as better)
Brand Associations(celebrities using the brand
Other proprietary Brand Assets(trade mark, merchandising systems & patents
HOW BRAND EQUITY MEASURED?
Research base approach
Purely financially driven evaluation
Financially brand equity is evaluated on the basis of the how much the brand is likely to earn for the company in the future
HOW TO BRAND PHARMA PRODUCT
Branding is apply through
1. Positioning
2. Laws of branding
3. Behavioral concept
BRAND PICTURE
Brand picture
Brand image
Brand association
Brand persona
Brand promise
Brand purchase
model
ASSOCIATION
Association are the part of the laddering approach that allowsbrand managers to determine the power of the benefit thebrand offer
BRAND VALUE PYRAMID
Beliefs
&
values
Benefits
Features & attribute
Feature orProcess that mustBe demonstrated To customer
The functional or emotionalBenefits provided to customer
The emotional, spiritual cultureValues being addressed
EXAMPLE OF BRAND VALUE PYRAMID
Value
Benefits
Features & attribute
Augmentin
Containclavulanate
Better coverage against beta-lactamase
producing microbes
Reliable life in your
hands
EMOTION & VALUES
Doctors are Human being so emotions & values also play a vital role in convincing the doctor to buy/ Rx your product
DRIVERS OF BRAND PERSONA
Law of name
Law of shape
Law of colors (helps create Brand Persona in Pharma)
BRAND PROMISE
Every brand makes promises these should be relevant, standardized and
not beyond acceptable
BRAND PURCHASE MODEL
Why doctor prescribe a brand?
Why do they prescribe a competitive brand?
Why they have not prescribed a certain brand at all?
POSITIONING
Process of creating an image is called positioning
Soul & spirit of branding
Image in the mind of consumer
Finding a space, Hole or Dimension in the mind
Saying Right things to the right person at right time
POSITIONING-OUTSIDE IN THINKING
The essence of positioning is to accept theperception as reality and then restructure thoseperceptions to create a desired position
POSITIONING
To manipulate what’s already in the mind
To re-tie the connection that already exist
Resolve around central idea i.e BRAND ESSESENCE
HOW BRAND ARE POSITIONED
Perception
Differentiation
Competition
Specialization
Simplicity
Leadership
Reality
BRAND KEY MODEL
Root Strength
Competitive Environment
Target
Insight
Benefits
Value ,belief & personality
Reason to belief
Discriminators
Essence
5-STEPS OF PERCEPTUAL MAPPING
Define the market
Specify the scope of price
Identify the primary benefit
Survey the perception
Apply regression analysis
TOOL FOR PERCEPTUAL MAPPING
Likert scale
Somatic scale
Extremely
Good Quite Slightly Neither Slightly Quite Bad
Expensive Inexpensive
Extremely
INDIRECT COMPETITION
ZANTAC (Heart burn attack it)
NOCID (No extra reflux and acid disorder)
TAGAMET ( Acid Reducer)
BENEFITS
Co-prescribe with clopidogrel safely
24 hour acid control
Single dose Solution for heart burn
Upper GI bleeding Blockade
Trusted & effective pain management
Joy of movement
Rapid ,reliable & effective in moderate to severe pain
TRAMAL POSITIONING
Category – centrally acting analgesic
− Tramal 100mg inj, 50 mg cap & 100mg SR
− Tonoflex 100mg inj, 50 mg cap Tonoflex P
− CAMPEX 100MG INJ 50MG CAP
POSITINING STATEMENT
“ The Original Tramadol “HAS A SYNERY WITH OPIOID & NON- OPIOID ACTIVITY
USP Equally effective as morphine
Effective & safe in labor pain
preservative free
Effectively controls post op shivering
TRAMAL
Benefits :− Low side effect−Effective against variety of pain − Also controls post op shivering
Target market Anesthesia Surgery Gynecology Orthopedic Oncologist
Brand Essence ;
“Powerful analgesic on a par with morphine without morphine like side effect”
Reason to believe ; Time Tested Original Brand Searle quality
THE INFLUENCE OF SYNERGY ON SIDE
EFFECTS
SWEATING
DIZZINESS
NAUSEA
VOMITING
CONSTIPATION
EUPHORIA
RESPIRATION
SEDATION
=
CONSTIPATION
EUPHORIA
RESPIRATION
SEDATION
SYNERGY
OPIOID OPIOID MONOAMINERGIC
ANALGESIA ANALGESIA
SWEATING
Traditional Opioid Tramadol
DIZZINESS
NAUSEA
VOMITING
CONDITIONAL BRANDING
Condition branders use “ information “ about medical condition to forge links between disease and treatment in the mind of both patients & doctors . If they have a drug but no condition , they will simple invent a disease
PRODUCT BRANDING
Informs customers about the solutions but no the problem
Name
Logo
Color
Packing
All branding element
Brand association ( feeling, experience, & image )
LAWS OF BRANDING
Name of brand
Small
Pronounceable
Tweaked
Brand Name Strategy
Chemical derived name ( Cipro for ciprofloxacin)
Therapy name ( Arthotec, procardia)
Use or indication (Glucophage , Ventolin Norvasc )
LAWS OF BRANDING
Family name or drug class ( Pamisol, Nolvadex)
Corporate name ( Rocephine, baycol & Sandimmune)
Brand is a single idea that you own the mind of a consumer
A proper noun that can be used in place of a common noun
Objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product e.g broads spectrum toothache-Asaid General pain Panadol
WHEN LAW OF SINGULARITY NOT FOLLOWS
Loss of singularity weakens the brands
A brand that has lost its life because it lost it singularity
LAW OF CONSISTENCY
Brand not Built overnight, success is measured in decades, not years
Most frequent violated law
Market may change , brand will not
LAW OF QUALITY
Quality is important , but brands are not built a quality alone
Build a quality in your product Performance
Features
Reliability
Conformance
Durability
Serviceability
Aesthetics
o Quality is not enough It’s the perception of quality
IMPLICATION
Charge the premium price
Give brand rating
Be specialist not general
Narrow focus
Give brand good name
LAW OF WORD
A brand should make effort in owning a word in the prospect’s mind
Your brand owns the category name when people use your brand name generically like Pandol, Ascard& flagyl surf
LAW OF CATEGORY
Leading brand should promote category , not the brand e.g Flagyl, Hyderlline ,Candril, Risek Uniferon
Implication;
Create new category
Stand for category
Narrowing the focus
Rightful share of the leading brand is never more than 50%
LAW OF CREDENTIAL
Never forget leadership examples
Coke –Visa- Augmentin- Liptor
All are perceived to be a leader in their category
Claim leadership
BEHAVIOR CONCEPT
Extrinsic cues more important than intrinsic cues
Oedipus complex
Electra complex
Sublimation
Fetishism
Brand persona
Brand category
Animation/cartoon
Thrillers