the basics of brand management
TRANSCRIPT
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The Basics of Brand Management
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A normal pebble on ground?
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Or part of a historic moment?
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Or part of the moon?
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1. Brand = Product + Intangibles
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Successful brands tell compelling stories
They build a world of intangibles and associations around the product that ignite imagination and desire
It is the story that adds ‘brand value’ – raising the perceived worth of an object or service
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Story value
Monetary value
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• In 1970 a tall gawky actor starred in a successful, romantic film that took a bus trip from Bombay to Goa. He danced around trees in a floral shirt, courted a heroine, sang songs. He was just another struggling Bollywood actor. He gave seven flops in a row. He was labeled ‘ugly’, in an era of chocolate hero, he was a bad dancer with awkward steps and actually written off!
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• In 1973, an Inspector Vijay Kumar strode the screen in a film called ‘Zanjeer’. He took up the cause of the underdog, represented the voice of the repressed middle class and from it emerged the now famous ‘angry young man’. He gave hit after hit after hit and ruled the industry for over a decade!
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• What transformed the tall gawky man into an icon? The product was the same. His context changed. This is the story of Amitabh Bachchan. This is the power of branding!
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• How much would you pay for a black colored liquid, sweetened with sugar; filled with gas which has high calories, is not good for health and doesn’t even quench thirst?
• Call it the ‘taste of new generation’ ‘the real thing’ or ‘thanda matlab…’ and how much will you pay?
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Product + Intangibles = Brand
Source: Building Strong Brands by David Aaker
PRODUCTScope
AttributesQualityUsers
Brand Personality
Symbols
Brand –CustomerRelationships
EmotionalBenefits
Self- expressiveBenefits
User Imagery
Country Of Origin
OrganisationalAssociations
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• Product is what it does for you; Brand is the role it plays in your life
• Amitabh Bachchan is not just an actor; he is the voice of the repressed masses!
• Coke and Pepsi are not just soft drinks; they are symbols of belonging; the symbol of the young generation!
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• Asian Paints is not a paint, but about the emotions of home
• Cadbury is more than a chocolate, its about the child in every one of us
• Titan is not just a watch, it’s a symbol of a relationship; it’s a fashion accessory
• American Express is more than just a credit card or a bank; it’s about belonging to an exclusive club
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• Motorola is more than a mobile; it’s a style statement
• Sprite is not just a lemon drink or a thirst quencher; its about being different from the crowd, its about clear thinking and not falling for tall claims
• Allen Solly is more than a shirt; its about bending the rules
• Whirlpool is not just a white good; its about being a good home maker; one who balances home and work!
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• Brand = Product + Intangibles
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Evolution of Branding
• Identification
• Insurance
• Involvement
• Icon
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Who is this?
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Who is this?
An image so distinct, that just a hint is enough…
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Some Brand Symbols: India
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Brand Symbols: International
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2. Brand = Symbol
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•Successful brands own visual properties that have such symbolic value that the brand can be recognized without the name being given
•It takes time to build an symbol, but the world’s most iconic brands are also also the world’s most valuable brands
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Brand = Symbol
• A symbol can provide cohesion and structure to a brand and make it much easier to gain recognition and recall
• Anything that represents the brand can be a symbol… however, three types of symbols are highlighted – visual imagery, metaphors and brand heritage
Source: Building Strong Brands by David Aaker
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• Brand = Product + Intangibles• Brand = Symbol
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• It is believed that many car purchasers in USA estimate the sturdiness of the car basis the ‘click’ of the door when they shut it!
• Many traveler's across the globe assess a hotel not basis the courtesy of the front desk staff, but the cleanliness of the toilets!
• And in our day-to-day lives, we form judgment on brands of packaged drinking water basis the safety seal!
• If the airline seat is torn, there is immediately a doubt whether the maintenance of engine is of high standards
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• One of the leading Automobile manufacturers is refocusing on ‘after-sales’ as they have realised that the six months post purchase make the strongest impression on customer
• The customer is a key source of influence in this period for other perspective buyers and takes a positive or negative predisposition towards the manufacturer for his next purchase
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Brand is a holistic experience
Quality of call
Network/ connectivity
Value added services
Call center executives
Bill payment facilities
Communication/ promotions
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What are the consumer points of contact for an airline?
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Multiple Impressions to create an image
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“A Brand is a complex symbol. It is the intangible
sum of a product’s attributes, its name,
packaging, and price, its history, reputation, and the way it’s advertised. A Brand
is also defined by consumers’ impressions of the people who use it, as
well as their own experience”
David Ogilvy : 1955
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“A brand is the totality of what the consumer experiences.
From quality, to taste, to the retail environment, to public relations, to the way you answer the phone, to prejudices, collective & individual memories, to history”
Shelly Lazarus
Chairperson & CEO
Ogilvy & Mather Worldwide
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“People build brands as birds build nests, from scraps and straws we chance upon”
Jeremy Bullmore, WPP
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3. Brand = Collection of Impressions
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The 360o
brand experience
Purchase
Usage
Marketer
Packaging
Display
Other Experience -Word of Mouth
Media vehicle
Post purchase Service
Consumer
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PackagingNew / Emerging Media - Online
Merchandise
One - to - OnePromotions
Public Relations+Events
Mass Media
Consumer
The 360o
communication experience