rb 2011 class 1 _ branding introduction
TRANSCRIPT
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Retail Branding ?
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All about Branding
BrandingStore As A Brand
Brand Identity and Brand Positioning
Retail Brand Personality
Communication mixBrand Architecture
Building A Retail Brand
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About the Course
Garima Dhamija [email protected] 9811988144Course Objectives:
To present a contemporary view of the role of Retail BrandManagement.
To explore the various issues related to Brand Management
and to enhance the understanding and appreciation of thisimportant intangible strategic asset.
To develop a critical understanding of the processes involvedin building and managing retail brand environment.
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mailto:[email protected]:[email protected] -
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Pedagogical Methods:
Class presentations, Videos, Case Studies, Class Exercises
Primary Teaching Book & Reading Material:Branding A Store (How To Build Successful Retail Brands In A ChangingMarketplace) Author: Ko Floor
Reference Book:The Power of Retail Branding: Reinvention Strategies for Empowering theBrand (Arthur A. Winters, Peggy Fincher Winters , Carole Paul)
Newspapers and Journals:1.Economic Times/Financial Express2.Images Retail Magazine3.Journal of Brand Management - Palgrave
Other Study MaterialSoft/Hard Copies will be circulated time to time
http://www.amazon.com/s/ref=ntt_athr_dp_sr_1?_encoding=UTF8&sort=relevancerank&search-alias=books&field-author=Arthur%20A.%20Wintershttp://www.amazon.com/s/ref=ntt_athr_dp_sr_2?_encoding=UTF8&sort=relevancerank&search-alias=books&field-author=Peggy%20Fincher%20Wintershttp://www.amazon.com/s/ref=ntt_athr_dp_sr_2?_encoding=UTF8&sort=relevancerank&search-alias=books&field-author=Peggy%20Fincher%20Wintershttp://www.amazon.com/s/ref=ntt_athr_dp_sr_1?_encoding=UTF8&sort=relevancerank&search-alias=books&field-author=Arthur%20A.%20Winters -
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Other Course Policies:Participants are expected to read the relevantchapters and suggested readings before coming to
the class and actively participate in the classdiscussions.
System of Evaluation
End Term : 60%Cases : 10%Project : 10%OLT : 20%
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What we will do today
Branding overview
Discuss Branding concepts and terms
Assignment
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What is a brand ?
What is branding ?
What is Advertising ?
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So, What Is A Brand?
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Let us start by
dispelling some myths.
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FIRSTA Brand is not a logo
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This is not a brand
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SECONDA brand is not an identity.
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FINALLYA brand is not a product.
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So what exactlyis a brand?
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A brand is a persons gut
feeling about a product,
service or organization.
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It is a GUT FEELING because people are emotional,
intuitive beings.
It is a persons gut feeling because brands are defined by
individuals, not companies, market or public.
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In other words, its not what YOU say it is..
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Its what THEY say it is.
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Brand
A new brand should strive to establish a newcategory, have an interesting name, and tell afascinating story
- Philip Kotler
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Brand
Experiential - Brand Experience
Psychological - Brand Image
Functional / Transactional - Brand Expertise
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Product
Trademark
B r a n d
SUPERBRAND
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25People can be BRANDS too
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The SUPER Brand
A Product, Service, Idea or Person that inspiresloyalty beyond reason. ie. Only McD would do !
Commands great love and great respect.
A single idea in terms of a consumer relationship.
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The SUPER Brand
Tapping into a fundamental human /societal need
Brought to life with layers of meaning through a system
At its peak, it becomes a myth. Ie. Nordstorm story
A rich tapestry of images, associations, feelings, symbolsderiving out of a single idea.
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Amitabh Film Anil K Film
Revenge Revenge
Violence Violence
No. of villainskilled
No. of villainskilled
No. of sisters
raped
No. of sisters
raped
Highly successful Moderatelysuccessful
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Super Brand
Clearly, something other than content (product ) unites Amitabhs films and makes it
a recognizable idea
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Brand Architecture
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The Brand PersonalityParadox
Not all films with AB in them qualify to be part of thebrand AB films
Conversely a film starring another actor couldconceivably be labeled just like a typical AB film
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Brand Associations
What makes an AB, an AB film ?Angry young man
Intensity of emotion
VijayLess role of women
Poor music ?
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Brand Essence
Wants inclusion
Wants social recognition, not money
Not just angry, but also hurt
Motivation more than revenge
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Brand Essence
Anger of Marginalized against the system
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Brand Essence
Brand Position
Brand Personality
Brand Promise
Expressed in the simplest, single minded terms. I.e.Volvo = Safety
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Brand Managers
Salim Javed
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Reasons for Brand Appeal
Fulfilled a social need
In tune with the times
A Karna archetype ?
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Learning from the AB Brand
A clear, consistent core idea
Relevant to the most fundamental needs of the times touched an emotional chord with the audience
Layered with meaning by a powerful use of symbolsGreat brand management !
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Take a break !
15 mins
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Brands vs Products
The Brand is the most fundamental emotional imprintof a product in the consumers mind
The Brand is a function of the receivers needs as
that of the sender
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Examples
Barista
Maggie
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Nike
Product: ?
Brand Idea : ?
Motivation : ?
Brand system:?
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Nike
Product: High performance athletic shoes
Brand Idea : Unbridled pursuit of passion
Motivation : Desire of man to be limitless
Brand system: Advertising, Just Do It, MichaelJordan, Swoosh.
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MTV / Channel V
Product?
Brand Idea ?
Motivation ?
Brand system ?
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MTV / Channel V
Product: A music channel playing a mix of Indian andwestern music
Brand Idea : Celebrating the imperfectness of beingIndian
Motivation : Need to shed pretences
Brand system: Hinglish, We are like this only, Cyrus,Liftman, Quick gun Murugan, Udham Singh
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Lacoste
Product: The Polo Shirt
Brand Idea : A sporty, relaxed & assured socialstanding.
Motivation : Need to be recognised
Brand system: The crocodile, Become what you are,Golf, The Polo shirt.
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Assignment
5 of the greatest brands of your times
Why do you think they appeal to you ?
What is their Brand System : Logo, Slogan, Symbol etc.
Product, Brand Idea, Motivation, Brand System
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Thank You !
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