THE 3 P’S OF SUCCESSFUL BRANDING

Based on article “CK’s epiphanies:3P’s of successful branding” by Christina Kerley

Ujjawal BagariaMBA – IInd Year

DMS-SOMPondicherry University

1st P: Promise

Before you can Promote, you must Promise.

A Brand’s promise entails:

Core Competencies: The Brand’s strength areas.

Problems it solves: Solutions being provided to

customers.

Markets served: Targeted audience.

Benefits provided: Advantages offered to

customers.

FedEx: Overnight delivery in the world.

McDonald’s: Country’s best family

restaurants.

Starbucks: The world’s best coffee.

Volvo: Safest automobile.

Examples:

2nd P: Personality

A Brand’s personality is established by:

Design:

Typography, logos, Color palettes, Style guidelines.

Messaging & Nomenclature:

Brand Names, Taglines, Key Messages

Marketing Programs:

Sales Strategies, Promotions, Premiums.

Continued…

Advertising Campaigns:

Jingles, Headlines, Celebrity Endorsements

Brand Affiliations:

Partnerships, Philanthropies, Sponsorships

Don’t forget:

“A Brand devoid of Personality is just like a commodity and Customers will pay a premium for Brands with Personality.”

3rd P: Perseverance

Methods to maintain brand’s perseverance:

Brand Extensions:

- Extending the brand name to complementary products.

Example: Diet Coke under Coca-Cola

Sub-brands:

- Creating entirely new brands under the parent brand.

Example: Friskies & Fancy Feast under Nestle.

Continue…

Co-Branding Partnerships:

- Joining forces with synergistic brands.

Example: Target & Amazon.com

New Product Categories:

- Enhancing the brand through new products & services.

Example: Martha Stewart’s bath accessories.

Continue…

New Distribution Channels:

- Unearthing new methods of delivering the brand.

Example: White Castle – from Franchisee shops to local grocers.

Don’t forget:

“In order to stand the test of time, the brand must change with the times.”

To Conclude…

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