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    Launching & Building Brands1

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    pranjal92pandey
    This document discusses strategies for launching and building brands. It begins with an overview of Aaker's brand identity planning model and the importance of customer, competitor, and self-analysis. It then discusses developing a brand identity system including the brand identity, value proposition, and customer relationship. Implementation involves brand positioning and execution tracked over time. Building associations and differentiation are important to establish brand positioning. Developing deep customer relationships is also key. The document then discusses specific aspects of launching a brand such as developing a brand launch plan, choosing symbolic brand elements, and preparing for launch. It emphasizes that launching a brand is not the same as launching a product. Building a brand requires consistent effort over time to create brand awareness, understanding, beliefs,

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    Launching & Building Brands1

    Uploaded by

    pranjal92pandey
    36 views51 pages
    This document discusses strategies for launching and building brands. It begins with an overview of Aaker's brand identity planning model and the importance of customer, competitor, and self-analysis. It then discusses developing a brand identity system including the brand identity, value proposition, and customer relationship. Implementation involves brand positioning and execution tracked over time. Building associations and differentiation are important to establish brand positioning. Developing deep customer relationships is also key. The document then discusses specific aspects of launching a brand such as developing a brand launch plan, choosing symbolic brand elements, and preparing for launch. It emphasizes that launching a brand is not the same as launching a product. Building a brand requires consistent effort over time to create brand awareness, understanding, beliefs,

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    Launching & Building brands1

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    This document discusses strategies for launching and building brands. It begins with an overview of Aaker's brand identity planning model and the importance of customer, competitor, and self-analysis. It then discusses developing a brand identity system including the brand identity, value proposition, and customer relationship. Implementation involves brand positioning and execution tracked over time. Building associations and differentiation are important to establish brand positioning. Developing deep customer relationships is also key. The document then discusses specific aspects of launching a brand such as developing a brand launch plan, choosing symbolic brand elements, and preparing for launch. It emphasizes that launching a brand is not the same as launching a product. Building a brand requires consistent effort over time to create brand awareness, understanding, beliefs,

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    36 views51 pages

    Launching & Building Brands1

    Uploaded by

    pranjal92pandey
    This document discusses strategies for launching and building brands. It begins with an overview of Aaker's brand identity planning model and the importance of customer, competitor, and self-analysis. It then discusses developing a brand identity system including the brand identity, value proposition, and customer relationship. Implementation involves brand positioning and execution tracked over time. Building associations and differentiation are important to establish brand positioning. Developing deep customer relationships is also key. The document then discusses specific aspects of launching a brand such as developing a brand launch plan, choosing symbolic brand elements, and preparing for launch. It emphasizes that launching a brand is not the same as launching a product. Building a brand requires consistent effort over time to create brand awareness, understanding, beliefs,

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    Launching & Building Brands

    Faculty- RWS
    Aaker Brand Identity Planning Model
    Strategic Brand Analysis
    Customer analysis
    Competitor analysis
    Self analysis

    Brand Identity System


    Brand Identity
    Value Proposition, Credibility
    Brand Customer Relationship

    Brand Identity implementation System


    Brand Position
    Execution
    Tracking
    Build
    Buildassociations
    associations
    Create
    Create Visibility
    Visibility and
    andcreate
    create
    differentiation
    differentiation

    Brand
    Brand
    Positioning
    Positioning

    Develop
    Develop deep
    deep
    relationships
    relationships
    Launching a Brand
    Brand Launch Plan
    Project idea
    Justification
    • Need & initial evidence of consumer merit
    Strategic Consideration
    • Fit with category & business strategy
    Project objectives & critical success factors
    • Including benchmarks & action standards
    Marketing Execution
    • Positioning, value proposition, pricing, packaging, distribution,
    communication,support services, etc
    Technical & Regulatory Execution
    • Product, process, Packaging, Evalaution
    Is brand launch= product launch?
    Launching a Brand
    Launching a brand and launching a product
    are not the same

    If a new brand does not convey its values


    from the start then it is unlikely to become a
    major brand
    Launching a Brand
    Creating a brand consists first of all of
    drafting the brand’s platform
    - the invisible basis of its long term identity and
    its main source of energy

    Why must this brand exist?

    What will consumers miss if this brand did


    not exist?
    Launching a Brand
    Choose which product/service to present in
    the first campaign.

    Decide how to speak about it.

    Not all products of a brand equally represent


    it, only those which truly epitomise the
    brand’s identity should be used as support in
    a launch campaign.
    Launching a Brand
    What will be the Brand Language and Territory
    of communication
    - soft, loud, colour combination, jingle etc

    Brand Campaign or Product Campaign?


    -Product is the Hero?
    or the values of the brand?
    Maggie
    Launching a Brand
    In launching a brand, choosing the
    symbolic references is just as important as
    deciding on the product reference.

    Selection rules for choosing brand elements-


    Keep brand identity and future vision in mind

    Anticipate potential changes


    Choosing a Brand Name
    Define branding objective

    Generating names & concepts

    Screening

    Consumer & legal research


    Choosing a Brand Name
    Almost any name can be used provided there
    is consistent effort over time to give meaning
    to this name

    • Simple & easy to pronounce

    • Familiar & meaningful

    • Different, distinctive & unusual


    Choosing logos & symbols
    Abstract

    Represent / reinforce brand name

    Pictorial
    Choosing logos & symbols

    Elements of Product or Company

    Brand characters
    Slogans, taglines & jingles
    • Represent brand essence/values
    • Summarize descriptive or persuasive info

    • A diamond is forever
    • Yeh dil maange more
    • Just do it
    • Daag dhoondte rehjaoge
    • United colours of…
    • There are some things money can’t buy for evrything else
    there’s……
    • Go get it
    • Chaar boondon wala – haan, haan
    Criteria for Choosing Brand Elements

    Memorable
    Meaningful
    Likeable
    Transferable
    Adaptable
    Protectable
    Develop Marketing Programs based on brand
    identity & consumer insight
    Idea- Fresh Juice for Kids
    Packaging Support Insights Trade
    Implementation
    freshly squeezed
    juice is cued by- Core Insight Chiller cabinets
    transparent, textured Being a great mum is imply freshly
    imp to me.By giving squeezed fruit juice
    my kids the health
    benefits of fresh
    juice, with a taste
    Product they and their friends Communication
    Mum looks for love, I feel I am
    health cues, kids Mums seek approval
    doing a good job
    look for taste & appreciation
    Positioning- Being
    a great mum means Other egs
    appealing to the Scorpio,Saffola,
    health & heart of Paint (mera wala
    kids pink)
    Preparing for Launch
    • Production & packaging mock ups and prototypes
    • Production planning
    • Distribution plan and timing
    • Brand Manual
    • Brand Communication- internal, external
    • Sales Force training
    • Internal Launch
    • External Launch
    Building a Brand
    Building a Brand
    There are no shortcuts to branding

    The length of time taken to build a strong


    brand will be directly proportional to the
    amount of time it takes to create sufficient
    awareness and understanding so that firmly
    held and felt beliefs and attitudes about the
    brand are formed that can serve as the
    foundation for brand equity.
    Building a Brand
    Bring a Brand to life through a variety of Brand Exposures

    – Do what it takes to deliver on the promise


    put the systems and processes in place

    – Tell stories to feed and nourish brands

    – Engage the customer

    – Create activity platforms

    – Build consumer advocates


    Building a Brand- a 360o Effort

    Tata Steel
    Building a Brand
    Bring a Brand to life through a variety of Brand Exposures

    – Do what it takes to deliver on the promise


    put the systems and processes in place

    – Tell stories to feed and nourish brands

    – Engage the customer

    – Create activity platforms

    – Build consumer advocates


    Stories
    Nourishing Brands Within and Outside
    By explaining company values through stories the abstract
    values become tangible. The complex becomes concrete.
    3M

    Shehnaaz Hussain

    Amul

    Harley Davidson

    Apple

    Infosys
    Building a Brand
    Bring a Brand to life through a variety of Brand Exposures

    – Do what it takes to deliver on the promise


    put the systems and processes in place

    – Tell stories to feed and nourish brands

    – Engage the customer


    (naukri.com, Marico, MTV, Crossword)

    – Create activity platforms


    (Bournvita, Fair & Lovely, Castrol, Femina, Kingfisher, Lakme, Axe)

    – Build consumer advocates


    Determining the activity platform
    Axe
    Competitive Environment-
    Male toiletry brands, sports brands, fashion brands, own label, cheap me
    toos. Axe competes for share of mind and pocket with all youth targeted
    brands

    Target-
    14-25 year old men- fairly cool but still limited in experience of women
    chasing girls, being chased by girls, getting girls is a way of defining
    themselves as individuals and men. Peer group approval is critical

    Insight-
    The mating game is a major pre-occupation for young men. Feeling, looking
    and smelling good are essential to success
    Determining the activity platform
    Benefits-
    Seduction-when I use Axe, I feel and appear more attractive both to myself and to those
    around me

    Values and Personality-


    Masculine, original, cool, fun and sexy

    Reasons to Believe-
    Great fragrances. Products that work and are seen to work. Cool pack, cool
    communication, being seen in cool places. Designed specifically for young
    men’s needs (& desires)

    Discriminator
    IT’S A COOL BRAND WHOSE PRODUCTS ARE EXPLICITLY
    DESIGNED TO HELP ME GET A GIRL

    Essence
    Axe gives guys the edge in the mating game
    Determining the activity platform
    What is the mating game all about?

    Where and when is looking, feeling and smelling good


    essential for getting the girl?

    Where, when & how can this cool brand help me get the
    girl?

    What are the times, places or moments when it is important


    to be cool, fun, sexy?
    Determining the activity platform
    What is the mating game all about?

    Where and when is looking, feeling and smelling good


    Music
    essential for getting the& Dance-
    girl?
    night life, parties
    Where, when & how can this cool brand help me get the
    girl?

    What are the times, places or moments when it is important


    to be cool, fun, sexy?
    ABC Criteria
    Evaluating activity ideas
    Attention
    Will the idea cut through?
    What is the level of involvement for the consumer?
    Branding
    Can the idea be intrinsically linked to the brand?
    Communication
    How does it contribute to achieving the marketing and
    communication objectives for the particular brand activity it
    intends to support?
    ABC Criteria
    Evaluating Creatives
    Attention
    Cut through impact, enjoyable, involving

    Branding
    Intrinsic not tacked on

    Communication
    Built on discriminator, easy to follow, not confusing
    Consumers as Brand Advocates

    Go out and find your inspirational


    consumers-

    talk to them, listen to them,


    learn from them and involve them.
    Consumers as Brand Advocates
    IKEA
    “IKEA is the place where fantasy becomes reality and where adults
    become children. At IKEA’s shop you can jump on the chairs, sleep in the
    beds, improve your swedish, invent your house, find free pencils and
    leave your babies at the playfield…..and it all fits in your car!”

    iPOD
    “Wherever I go, as long as my ipod is right there with me, I rock. It’s not
    just latitude. It’s attitude. It’s got the look of love.”

    Amul
    “For over 10 years I have been collecting Amul ads.”,says Mrs. Sumona
    Varma. "I have made an album of them for my grandchildren.They are
    almost part of our culture, aren't they? “
    What you need to do
    • The only way to find out what consumers are thinking is to talk to
    them and listen to what they have to say

    • Make at least one consumer connection a week

    • Get intimate with your consumers (Tide)


    Work with consumers- learn to think and feel as they do
    Get customer involved in product design strategy (Avon, P&G store)

    • Find businesses you admire in your own category and study how
    they form emotional relationships with their consumers

    • Reward loyalty. Make small spontaneous gestures to folks who


    Taking your Brand to the next level

    • Be Passionate

    • Involve Customers

    • Celebrate loyalty

    • Find, Tell & Retell great stories

    • Accept Responsibility
    Preparing the Brand Plan
    Set out Brand Activities & Priorities

    Strategic Role
    Build, Maintain, Harvest, Divest

    Business tasks & objectives


    Sales- value , volume, greater usage, cross sell

    Marketing Activities
    Trial building-Q1 &/or
    Maintenance &/or
    Consumption Building &/or
    Loyalty programs etc
    Set out Brand Activities & Priorities
    4. Budget Outline
    Activity Minimum Maximum

    5. Deliverables
    New extension launch- q3 generate Rs X sales
    Ever tried x nos
    Awareness y nos

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