Branding Strategy A customer centric approach by Pranesh Misra

Developing Brand Strategy: a consumer centric approach:

Developing Brand Strategy: a consumer centric approach Tie Institute knowledge Series on Branding & Marketing Mumbai, 27 November 2010 2/16/2011 1

What is a Brand?:

What is a Brand? 2/16/2011 2

Brands as signatures have existed for a long time….:

Brands as signatures have existed for a long time…. 2/16/2011 3

Brands as signatures have existed for a long time….:

Brands as signatures have existed for a long time…. 2/16/2011 4

Brands as signatures have existed for a long time….:

Brands as signatures have existed for a long time…. 2/16/2011 5

Brands as signatures have existed for a long time….:

Brands as signatures have existed for a long time…. 2/16/2011 6

Brands as signatures have existed for a long time….:

Brands as signatures have existed for a long time…. 2/16/2011 7

Brands as signatures have evolved over time….:

Brands as signatures have evolved over time…. 2/16/2011 8

Brands as signatures have evolved over time….:

Brands as signatures have evolved over time…. 2/16/2011 9

Brands as signatures have evolved over time….:

Brands as signatures have evolved over time…. 2/16/2011 10

What is a Brand?:

What is a Brand? 2/16/2011 11 “ A term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller and to differentiate it from those of competitors.” American Marketing Association

Why Branding?:

Why Branding? 2/16/2011 12

How Branding Helps the Owner?:

How Branding Helps the Owner? 2/16/2011 13 Functional: Trade Mark - Protection Copyright and design protection Simplify product tracing Symbolic: Emotions Personality Belief system Relationship with the consumers

Branding: How does the consumer benefit?:

Branding: How does the consumer benefit? Functional: Identifying the owner to assign responsibility Defining expectations Emotional: Reassurance – feeling of security Tribal – sense of belonging 2/16/2011 14

Two Views of A Brand:

Two Views of A Brand 2/16/2011 15 Buyer Seller

FIRST PRINCIPLE…:

FIRST PRINCIPLE… What companies sell & What consumers buy Are not the same things… 2/16/2011 16

Exercise: Write down what you are selling:

Exercise: Write down what you are selling 2/16/2011 17 Seller? Write down on a piece of paper…

Charlie Perfume:

Charlie Perfume What they are Selling? Perfume What Consumers are buying? Smelling & Feeling Attractive 2/16/2011 18

Pepsodent :

Pepsodent What they are Selling? Toothpaste What Consumers are buying? Reassurance Of Oral Protection from Germs 2/16/2011 19

Cleartrip.Com:

Cleartrip.Com What they are Selling? Online Travel Booking What Consumers are buying? Reassurance of most competitive price 2/16/2011 20

Tata Nano:

Tata Nano What they are Selling? The Cheapest Car What Consumers are buying? Improved life status 2/16/2011 21

Exercise: Now ask yourself what the consumer is buying?:

Exercise: Now ask yourself what the consumer is buying? 2/16/2011 22 Buyer? Write down on a piece of paper… Then, compare with your first answer…

Four Questions of Brand Building:

Four Questions of Brand Building 23

Pepsodent Toothpaste:

Pepsodent Toothpaste 24

Pepsodent Toothpaste:

Pepsodent Toothpaste 25

Pepsodent Toothpaste:

Pepsodent Toothpaste 26

Pepsodent Toothpaste:

Pepsodent Toothpaste 27

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Branding is about delivering INTANGIBLE benefits:

Branding is about delivering INTANGIBLE benefits 2/16/2011 29

Branding is about delivering INTANGIBLE benefits:

Branding is about delivering INTANGIBLE benefits 2/16/2011 30

Branding is about delivering INTANGIBLE benefits:

Branding is about delivering INTANGIBLE benefits 2/16/2011 31

Branding is about delivering INTANGIBLE benefits:

Branding is about delivering INTANGIBLE benefits 2/16/2011 32

Branding is about delivering INTANGIBLE benefits:

Branding is about delivering INTANGIBLE benefits 2/16/2011 33

Branding is about delivering INTANGIBLE benefits:

Branding is about delivering INTANGIBLE benefits 2/16/2011 34

How To Build Brands?:

How To Build Brands? 2/16/2011 35

Brand Building Journey:

Brand Building Journey Deep understanding of the Competition Define the Target Consumers Understand Consumer’s Mindset Zero in on the Key Consumer Insight Define Brand’s Personality & Core Values Define Brand’s Benefits (functional & emotional) Define the source of authority Identify the key differentiator Identify the Brand DNA 2/16/2011 36

Slide 37:

Hygiene Factors CATEGORY GENERICS Key Insight THE MOST IMPORTANT CONSUMER TRUTH THAT WOULD DRIVE OUR BRAND Brand Benefits: Functional : WHAT THE BRAND DOES PHYSICALLY Emotional : HOW THE BRAND MAKES YOU FEEL Proofs : REASONS TO BELIEVE THE BRAND BENEFITS Differentiator: KEY POINT OF DIFFERENCE FROM COMPETITORS – THE REASON WHY CONSUMERS WOULD CHOOSE THE BRAND Brand Identifier HOW THE BRAND IS NOTICED BY THE SIX SENSES? Brand Personality HOW THE BRAND WOULD BEHAVE? Brand Essence DISTILLATION OF THE CORE DNA Competitive Environment WHO LOSES IF WE WIN? Target Consumer DEMOGRAPHICS LIFESTYLE MINDSETS Brand Values WHAT WOULD THE BRAND DIE FOR? BRAND MAP : Tool to define Brand Positioning

Slide 38:

Hygiene Factors CATEGORY GENERICS Key Insight THE MOST IMPORTANT CONSUMER TRUTH THAT WOULD DRIVE OUR BRAND Brand Benefits: Functional : WHAT THE BRAND DOES PHYSICALLY Emotional : HOW THE BRAND MAKES YOU FEEL Proofs : REASONS TO BELIEVE THE BRAND BENEFITS Differentiator: KEY POINT OF DIFFERENCE FROM COMPETITORS – THE REASON WHY CONSUMERS WOULD CHOOSE THE BRAND Brand Identifier HOW THE BRAND IS NOTICED BY THE SIX SENSES? Brand Personality HOW THE BRAND WOULD BEHAVE? Brand Essence DISTILLATION OF THE CORE DNA Competitive Environment WHO LOSES IF WE WIN? Target Consumer DEMOGRAPHICS LIFESTYLE MINDSETS Brand Values WHAT WOULD THE BRAND DIE FOR? BRAND MAP EXERCISE:

Thank You:

Thank You Pranesh.misra@brandscapesworldwide.com 39

Slide 40:

Enterprising India 2011 Enterprising India – MUMBAI February 2011