Download - presentation of BRAND---BY SUMIT MUKHERJEE
![Page 1: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/1.jpg)
PRESENTED BY : - SUMIT MUKHERJEE & AMIT ROY
![Page 2: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/2.jpg)
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
![Page 3: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/3.jpg)
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)
![Page 4: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/4.jpg)
That is BRAND POWER…
![Page 5: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/5.jpg)
STARTED IN
1300 BC – POTTER’S marks were used in POTTERY in CHINA, GREECE, ROME and INDIA.(identification of ownership and quality)
1200’s – PRINTERS used WATERMARKS.GOLDSMITHS AND BREADMAKERS put their marks on goods.
Later- SPIRIT makers also marked to indicate the origins of liquor.
1600-1800 – CRIMINALS and SLAVES were branded
1800 (LATER)- PATENT MEDICINES and TOBACCO branded their products
MID 1800 – P & G started branding the consumer products
1950’s – BRAND PERSONALITY
1980’S – BRAND EQUITY
LATER 1990’S – BRANDING EMERGED AS A SIGIFICANT AREA OF EMPHASIS.
HISTORY
![Page 6: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/6.jpg)
Before answering the question what is a BRAND
Lets define what is not a BRAND
![Page 7: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/7.jpg)
FIRST A brand is not a LOGO
![Page 8: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/8.jpg)
![Page 9: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/9.jpg)
SECONDA brand is not an identity.
![Page 10: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/10.jpg)
![Page 11: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/11.jpg)
FINALLYA brand is not a product.
![Page 12: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/12.jpg)
![Page 13: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/13.jpg)
So what exactly is a brand?
![Page 14: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/14.jpg)
A BRAND IS A PERSON’SGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.
![Page 15: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/15.jpg)
It’s a GUT FEELING because peopleare emotional, intuitive beings.
It’s a PERSON’S gut feeling, because brands are definedby individuals, not companies, markets, or publics.
![Page 16: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/16.jpg)
In other words…
![Page 17: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/17.jpg)
IT’S NOT WHAT YOU SAY IT IS.
![Page 18: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/18.jpg)
IT’S WHAT THEY SAY IT IS.
![Page 19: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/19.jpg)
![Page 20: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/20.jpg)
...a set of mental associations, held by the consumer, which add to the perceived value of a product or service.”-Kevin Lane Keller(1998)
What is W
hat
is a
BR
AN
D?
![Page 21: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/21.jpg)
Wh
at
is a
BR
AN
D?
“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
![Page 22: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/22.jpg)
“Apple opposes, IBM solves,
Nike exhorts, Virgin enlightens,
Sony dreams, Benetton protests. …
Brands are not nouns but verbs.”
Jean-Marie Dru, Disruption
Wh
at
is a
BR
AN
D?
![Page 23: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/23.jpg)
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
![Page 24: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/24.jpg)
What do brands do?
They remind us of a past product/ service experience.
They communicate how we see ourselves. Brands are fantasy.
![Page 25: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/25.jpg)
Wh
at
do
bra
nd
s d
o?
![Page 26: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/26.jpg)
A GREAT NAME deserves GREAT GRAPHICS.
![Page 27: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/27.jpg)
FLASH!
NEWSLOGOS ARE DEAD. LONG LIVE
ICONS AND AVATARS !
![Page 28: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/28.jpg)
An ICON is a name and visual symbol
that suggests a market position.
![Page 29: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/29.jpg)
CBS- The network for “eye-popping” television.
EXAMPLE:
![Page 30: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/30.jpg)
An AVATAR is a brand icon thatcan move, change, and operatefreely in various media.
![Page 31: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/31.jpg)
VODAFONE: The “self-expression” cellular service.
EXAMPLE:
![Page 32: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/32.jpg)
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
Elements of BRAND
![Page 33: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/33.jpg)
Evoke positive mental image
Evoke positive emotional reaction
Be unique Possibly, translate well in other languages tooSimple
Sound appropriate
![Page 34: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/34.jpg)
![Page 35: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/35.jpg)
It is possible to brand everythingA 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)
![Page 36: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/36.jpg)
![Page 37: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/37.jpg)
Brands are like people.
![Page 38: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/38.jpg)
IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…
![Page 39: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/39.jpg)
WHY CAN’T BRANDS?
![Page 40: presentation of BRAND---BY SUMIT MUKHERJEE](https://reader035.vdocument.in/reader035/viewer/2022081414/54c831d84a7959e8628b45d4/html5/thumbnails/40.jpg)