BRANDING A PRODUCT

08-10-12

BRAND IS ABOUT EXPERIENCE.

I HEAR I FORGET. I SEE I REMEMBER. I EXPERIENCE AND I UNDERSTAND.- CONFUCIUS SIR COLLIN MARSHALL- BRITISH AIRWAYS- OUR PRODUCT IS NOT SIMPLY A SEAT IN THE AIRCRAFT, BUT AN EXPERIENCE BEING ORCHASTRATED ACROSS THE AIRLINE.

EXPERIENCE IS THE KEY

UNIQUE BRAND NAME

HARISH BIJOOR: BRAND TIHAR JAIL

TJ- WITH HIGH RECALL VALUE BRAND FLOATING AROUND AMIDST THE TOP FIVE BRAND NAMES THAT PEOPLE IN INDIA HAVE BEEN THINKING ABOUT IN MONTHS GONE BY JAIL HAS ITS PRODUCTS DO NOT NEED ANY ADVERTISING BRAND BUILT BOTTOM UP MERCHANDISE STORE AT TIHAR? POSSIBILITY OF JAIL THEME PUB

RECENT TREND
GIRLS AFTER MARRIAGE TEND TO RETAIN EARLIER SURNAME BHARTI GOKHALE RUSTAM VINI PARANJPE JOGLEKAR UNIQUE MAHARASHTRIAN SURNAMES KAALE, BHOOT

DIFFERENT PERCEPTIONS WHILE CHOOSING NAME

RAMESH TENDULKAR WHILE NAMING HIS SON SACHIN HAD IN HIS MIND S D BURMAN TODAY MANY SACHINS AFTER TENDULKAR AFTER FAST FROM ANNA HAJARE, TREND TO NAME CHILD AFTER HIM ANNA PARENTS WANT THE KIDS NAME FIRST IN LIST ALPHABET A PROMINENT

POWER OF BRANDSNUGGET
THE 101 MOST INFLUENCIAL PEOPLE WHO NEVER LIVED STORIES OF FICTIONAL CHARACTERS WHO AFFECTED OUR LIVES SANTA CLAUS, JAMES BOND, BARBIE, MARLBORO MAN, MICKY MOUSE INFLUENCIAL CHARACTERS NEED NOT BE REAL AND LIVING, THEY ARE JUST IMPORTANT AS ARE REAL PEOPLE- COAUTHOR ALLAN LAZAR

BRANDS
AN ASSET TO A FIRM REPRESENTATION OF VALUE DELIVERED STRATEGIC LEVERAGE TO A FIRM- GODREJ, AMUL, PHILIPS, SONY

JOHN STEWART OF QUAKER OATS

IF THIS BUSINESS WERE SPLIT UP, I WOULD GIVE YOU THE LAND AND BRICKS AND MORTAR, AND I WOULD KEEP THE BRANDS AND TRADEMARKS, AND I WOULD FARE BETTER THAN YOU.

FORMER CEO OF MC DONALDS

IF EVERY ASSET WE OWN,EVERY BUILDING AND EVERY PIECE OF EQUIPMENT WERE DESTROYED IN A TERRIBLE NATURAL DISASTER, WE WOULD BE ABLE TO BORROW ALL THE MONEY TO REPLACE IT VERY QUICKLY BECAUSE OF VALUE OF OUR BRAND THE BRAND IS MORE VALUABLE THAN THE TOTALITY OF ALL THESE ASSETS.

SELECTING THE BRAND NAME

COMMUNICATION OF FUNCTIONTOUCHWOOD,WALKMAN SPECIALITY/HALO AROUND BRANDFORD IKON,SUZUKI ZEN USE OF ACRONYMS- MRF DENA- DEVKARAN AND NANJI DHL- DALSEY HILLBLOM AND LYNN COMPANY NAME-PEPSI, COCACOLA,SAMSUNG

BRAND IN AN UNKNOWN GEOGRAPHICAL MARKET

STRENGTH OF A BRAND ON 4 CONSUMER PERCEPTION DIMENSIONS

DIFFERENTIATION-WHAT MAKES BRAND STAND OUT RELEVANCE-HOW CONSUMERS FEEL IT MEETS THEIR NEEDS ESTEEM-HOW HIGHLY CONSUMERS REGARD AND RESPECT THE BRAND KNOWLEDGE-HOW MUCH CONSUMERS KNOW ABOUT THE BRAND

BRAND NAME/BRAND MARK

BRAND NAME- THAT PART OF BRANDWORDS,LETTERS,NUMBERS WHICH CAN BE VOCALIZED BRAND MARK- THAT PART OF BRAND WHICH IS VISUAL REPRESENTATION LIKE A SYMBOL,DESIGN,DISTINCITVE COLORING OR LETTERING TRADE MARKS- THOSE BRANDS INCLUDE NAME AND PICTORIAL DESIGN PROTECTED BY TRADEMARK LAWS FOR USE IN PERPETUITY

MAJOR BRAND STRATEGY DECISIONS

BRAND POSITIONINGATTRIBUTES,BENEFITS,BELIEFS AND VALUES BRAND NAME SELECTION- SELECTION, PROTECTION BRAND SPONSORSHIP-MANUFACTURERS BRANDS, PRIVATE BRAND,LICENSING,COBRANDING BRAND DEVELOPMENT- LINE EXTENSION, BRAND EXTENSION, MULTIBRANDS, NEW BRANDS

BRAND APART FROM BENEFIT/ATTRIBUTES ALSO REPRESENT

VALUES-TATA FOR FAIR QUALITY CULTURE-COKE-ICON OF US CULTURE PERSONALITY-MRFMUSCLEMAN;RIN-LIGHTENING SPLASH USER-MERCEDEZ TOP CLASS

VALUE & SIGNIFICANCE OF A BRAND

BRAND VALUE OF IMMENSE IMPORTANCE- STORY OF PHILIP MORRIS- BRAND MARLBORO LOT MONEY,TIME,ENERGY SPENT IN BRAND BUILDING DIFFICULT FOR COMPANY TO EXIST W/O BRAND/S

VALUE CONTD
SMALL APPLIANCES DIVISION OF GE BOUGHT BY BLACK & DECKER USE OF GE NAME FOR 3 YEARS ONLY REALISED THE DIFFICULT TASK OF BUILDING A NEW BRAND ISSUES NAME SELECTION,BRAND STRATEGY DECISIONS SUCH AS BRAND EXTENSION- SURF TO SURF EXCEL,SURF ULTRA

TYPES OF BRANDS & CHALLANGES

MANUFACTURERS BRANDSLUX,SURF,IODEX,SONY PRIVATE BRANDS-KROYO-BIG BAZAR GENERIC BRANDSRICE,WHEAT,DOORMAT PAPER NAPKINS

BRAND EQUITY
COMBINATION OF ASSETS AND LIABILITIES ASSOCIATED WITH A BRAND THAT ENHANCES/DEPRECIATES VALUE OF A BRAND 4 DETERMINANTSAWARENESS,QUALITY PERCEPTION, LOYALTY,PATENTS & TRADEMARKS

FINDINGS OF STUDY ON FACTORS INFLUENCING MOST POWER BRANDS

OFFER> CUSTOMER EXPECTATION STAYS ASSOCIATIVE PRICE DETERMINATION BY CUSTOMER VALUE PROPOSITION RIGHT POSITIONING

MAINTENANCE OF CONSISTENCY
PORTFOLIO OF BRANDS WELLMAINTAINED

CONTD.
MARKETING EFFORTS TO BUILD BRAND EQUITY INSIGHT TO MEANING OF BRAND TO CUSTOMER PROPER SUPPORT TO BRAND FOR A LONG TIME CHECKING OF BRAND PERFORMANCE FROM TIME TO TIME

BRAND DEVELOPMENT STRATEGIES EXISTING NEW

LINE EXTENSION(EXISTING PRODUCT CATEGORY)BATA FROM FOOTWEAR TO SOCKS,SANDALS, MONSOONWEAR
MULTIBRANDSP&G

BRAND EXTENSION(NEW/MODIFIED CATEGORY)MAGGI E TO KETCH UP, SOUPS FAILURES- PONDS TOOTHPASTE NEW BRANDSTATA MOTORSACE

REBRANDING VIDEOCON

 CHANGE FROM SOLID STEEL V TO MORE FLUID LAVA LIKE V NEW PROPOSITION-EXPERIENCE CHANGE PERCEPTION-BRAND FOR MIDDLE CLASS,NO FRILLS , NO GLAMOUR,SIMPLE,RELIABLE CUES OF VIDEOCON MAKING FORAY INTO PREMIUM SEGMENT

TATA NEW LOGO

NEW SLOGAN OF GODREJBRIGHTER LIVING

FROM

TO

YELLOW SWOOSH- SMILECONNECTING A TO Z

HIDDEN MEANING- ARROW BETWEEN E AND X SPEED AND PRECISION

3 DIMENSIONAL TYRE

BERN- CITY OF BEARSSILHOUETTEE OF A BEAR

PINK PART-31- FOR 31 FLAVORS

FIRST 2- ANALOG SINGNAL AND LAST 2DIGITAL

FRENCH MEANING-CROSS ROADS SIGNALS- LETTER C

EACH PART- A MEANINGBIRD SYMBOL OF FREEDOM

NUMBER 1 IN NEGATIVE SPACE BETWEEN F AND RED STRIPES

CAN READ IN EVERY DIRECTION- BY PROF PRATT OF STANFORD

6 FEATHERS DIVISIONSHEAD TO RIGHTFORWARD LOOK

DEFINITION OF A BRAND
AMA- A NAME,TERM,SIGN,SYMBOL OR A DESIGN OR A COMBINATION OF THEM ,INTENDED TO IDENTIFY THE GOODS OR SERVICES OF ONE SELLER OR GROUP OF SELLERS AND TO DIFFERENTIATE THEM FROM THOSE OF COMPETITORS

 BEEN FOR CENTURIES TO DISTINGUISH GOODS OF ONE PRODUCER FROM ANOTHER CRAFTS PEOPLE PUT THEIR TRADEMARK ON PRODUCTS TO PROTECT THEMSELVES AND THEIR CUSTOMERS FROM INFERIOR QUALITY FINE ARTS- ARTISTS SIGNED THEIR PAINTING WORK TODAY ROLE OF BRAND TWO FOLDIMPROVE CONSUMERS LIVES ; ENHANCE FINANCIAL VALUE OF FIRMS

HISTORY

HISTORY.CONTD
FIRST STEP TO BRAND COMMODITY IS TO PACKAGE RICE, PAPAD,SALT,WATER TODAY MINERAL WATER HAS MANY BRANDS IN INDIA INCLUDING OXYRICH VENKYS AND GODREJ CHICKEN BRANDED RESISTANCE FROM RETAILER- PREFERS UNBRANDED- FLEXIBILITY IN PRICE

EVOLUTION OF BRANDS
INGREDIENTS PRODUCTS CATEGORY ASOCIATION ATTRIBUTE CORE VALUE EXTENDED VALUE

ROLE OF BRANDS
ALLOW CONSUMERS TO ASSIGN RESPONSIBILITY FOR PERFORMANCE TO A MANUFACTURER/DISTRIBUTOR EVALUATION OF BRANDS BY CONSUMERS- LEARN FROM PAST EXPERIENCE, MARKETING PROGRAMS IMPORTANT ROLE OF BRAND TO PLAY FOR TIME POOR RUSHED AND COMPLICATED CUSTOMER SIMPLIFY HIS DECISION MAKING

FUNCTIONS OF A BRAND
SIMPLIFY PRODUCT HANDLING/TRACING ORGANIZATION OF INVENTORY AND ACCOUNTING RECORDS LEGAL PROTECTION FOR UNIQUE FEATURES OR ASPECT OF PRODUCT NAME PROTECTION THRU REGISTERED TRADEMARKS MANUFACTURING PROCESS THRU PATENTS PACKAGING THRU COPYRIGHT AND PROPRIETORY DESIGN ENSURES FIRM CAN SAFELY INVEST IN BRAND AND CAN REAP BENEFIT OF A VALUABLE ASSET

VALUE TO CUSTOMER/CONSUMER

SIGNAL CERTAIN LEVEL OF QUALITY LOYALTY PROVIDES PREDICTABILITY AND SECURITY OF DEMAND CREATION OF BARRIER TO ENTRY COMPETITOR CAN DUPLICATE DESIGN AND PROCESSES ; CANNOT DO SO WITH IMPRESSIONS ON MINDS OF CUSTOMERS THRU YEARS OF EXPERIENCE AND MARKETING ACTIVITY POWERFUL TOOL TO SECURE COMPETITIVE ADVANTAGE

4 OPTIONS

INDIVIDUAL BRANDING HUL DIFF NAMES FOR DIFF CATEGORIES COLGATE PALMOLIVE COLGATE FOR MOUTH CARE AND PALMOLIVE FOR SKIN/BODY CARE FAMILY G E COMBINATION OF INDIVIDUAL/FAMILY NAMEGODREJ/TATA

BRAND ELEMENT CHOICE CRITERIA

MEMORABLE- SHORT-TIDE/CREST/SURF MEANINGFUL-INHERENT MEANING- EVEREADY BATTERY,PRORMISE,VIP CLASSIC LIKABLE-VISUALLY/VERBALLY-SPIC AND SPAN TRANSFERABLE-INTRODUCTION OF NEW PRODUCTS-AMAZON ADAPTABLE-HOTLINE FOR GAS STOVES ;NOT FOR TV PROTECTIBLE-UNDER INDIAN LAWS OF TRADEMARKS AND COPYRIGHTS NO- TONGUE-TWISTER DISTINCTIVE-UNIQUE- NORTHSTAR SHOES

SOURCES OF NAMES

INDIVIDUAL NAME- HALDIRAMS FAMILY NAME-TATA,BIRLA,FORD PLACE-NAGPURI,KOLHAPURI HISTORY- SHIVAJI, CHARMINAR, TAJ MAHAL MYTHOLOGY- ATLAS, TITAN, RIVER- AMAZON, GODAVARI ABBREVIATION-IPCL,IPL, COINED WORDS- APCA,COOL-KEG ANIMALS- TIGER BALM,CAMEL INK NUMBERS- 501,555 FRUITS-BLACKBERRY,ORANGE,MANGO SIMPLE/WITHOUT ANY MEANING-KODAK

INDIVIDUAL NAME

PLACES

SURNAME

SURNAME

PLACE- KOLHAPURI CHAPPAL

HISTORY

COINED NAME

MYTHOLOGY CHARACTER NAME

ANIMAL- NAME

TIGER BALM

SUGGESTIVE NAME

DOCOMO- SUGGESTIVE ANYWHERE

FRUIT

MARKETING ADVANTAGES OF A STRONG BRAND

BETTER PERCEPTION OF PRODUCT PERFORMANCE GREATER LOYALTY LESS VULNERABILITY TO COMPETITORS LARGER ELASTIC CONSUMER RESPOSNE TO PRICE DECREASE TRADE COOPERATION EFFECTIVE IMC LICENSING OPPORTUNITIES BRAND

BRANDING FAILURES/SUCCESSES IN INDIA

CAMLIN SHAMPOO JAISALMER CIGGARATE FA RANGE OF COSMETICS GOPURAM BIDI HENKO(IN MAHARASHTRA) NEST CONSTRUCTIONS TO SHEWALKAR DEVELOPERS IN NAGPUR RAMCHANDRA CHITALKAR TO C RAMCHANDRA SHANTARAM VANKUDRE TO V SHANTARAM

GENERIC USE OF BRAND NAMES

REFRIGERATOR DALDA PAN PARAG NIRMA XEROX CELLOPHANE FIBERGLASS NOYLON

STRATEGY
BRANDS WELL PROMOTED PEOPLE SEE THEM GENERICALLY COMBINE COMPANY NAME WITH INDIVIDUAL BRAND NAME- NOYLON FROM DU PONT;DABUR CHAVAYN PRASH

BRAND STRATEGY DECISIONS

LINE EXTENSION-EXISITNG BRAND NAME IN EXISTING PRODUCT CATEGORY-LIFEBUOY LIFEBUOY LIQUID SOAP BRAND EXTENSION-EXTEND NAME TO NEW CATEGORY-HONDA- BIKES TO LAWN MOWERS,MARINE ENGINES MULTIPLE BRANDS NEW BRANDS-

RULES OF CHANGE WHILE REBRANDING

HAVE SOLID REASON LISTEN TO CUSTOMER SPEAK WATCH THE ENVIRONMENT DONOT CHANGE WHAT WORKED LET THE IDEA BE SEEN TAKE THE CONSUMER ALONG

RULES CONTD
CONSOLIDATE TARGET GROUP COMMUNICATE CLEARLY PROCLAIM THE CHANGE CONSIDER THE REASONS AGAIN

SOLID REASON
HAS TO HAVE FUNCTIONAL REASON FOR CHANGE ACQUISITION, REALIGNMENT,JOINT VENTURE BREAK UP,PORTFOLIO RATIONALISATION ATTEMPT TO LEVERAGE ON EQUITY OF MASTER BRAND- TEA BRAND AGNI TO TATA AGNI IMPORTANT TO KEEP UP WITH CHANGING TIMES,EMERGING COMPETITION OR CHANGING CUSTOMERS DEEPER LEVEL- SHAKE OFF OLD BAGGAGE WITHDRAWAL OF GATTU- BY ASIAN PAINTSWORRY OF CHILD LABOR INVOLVEMENT

LISTEN TO CONSUMER SPEAK

DIRECT PROMPT FROM CUSTOMERS CHARMINAR TO CHARMS SHORTENING OF NAME BY STUDENTS IN METROS COOLNESS QUOTIENT FEDERAL EXPRESS TO FEDEXNICKNAME PEOPLE USED FOR IT

WATCH THE ENVIRONMENT

PREMIUM LIFE-STYLE PRODUCT TAJ MAHAL TEA REBRANDING IN 1987 EARLIER- MALVIKA TIWARI WITH TAG LINE- HA! TAJ! TO- WAH, TAJ! WITH TABLA AND ZAKIR HUSSAIN REFLECTION OF CHANGE IN CULTURAL DYNAMICS THEN FROM WESTERNIZED TO MORE ROOTED, INDIAN FORM

DONOT CHANGE WHAT WORKED

IMPORTANT NOT TO LOOSE LEGACY OPPOSITE ALSO TRUE-FIAT MOTORS- NO FOCUS ON PAST SETBACKS HOLDING ON LEGACY- JET AIRWAYS-RELAUNCH IN BRAND NEW AVATAR WHILE STARTING INTERNATIONAL FLIGHTS CHANGE IN UNIFORM,NEW SERVICE OFFERING AND MORE CONTEMPORARY IDENTITY BUT NO CHANGE IN LOGO HUTCH TO VODAFONE- RETENTION OF PUG ASSURANCE TO CONSUMERS VALUES REMAIN THE SAME RECALIBERATION TO NEW REALITY- DESH KI DHADKAN TO HUM HAIN HERO BY HERO MOTORCORP AFTER BREAK UP

LET THE IDEA BE SEEN

REBRANDING OFTEN MISTAKEN FOR CHANGING ONLY THE MOST VISIBLE EXPRESSION THE LOGO ORIGINAL NAME OF IBM WASCOMPUTING, TABULATING,RECORDING COMPANY CHANGE TO IBM MEANT A CHANGE IN VERY IDEA DRIVING THE COMPANY CHANGE FROM PREDOMINANTLY COMPUTER MANUFACTURING COMPANY TO IT AND SERVICES COMPANY- NO DRASTIC CHANGES IN LOGO WHILE ANNOUNCING REBRANDING

TAKE CONSUMERS ALONG

UTI TO AXIS BANK CRUCIAL NOT TO UNSETTLE THE EXISTING CUSTOMER BASE TWINS CAMPAIGNEVERYTHING ELSE IS SAME; ONLY THE NAME IS DIFFERENT!

CONSOLIDATE TARGET GROUPS

CHANGE IN TARGET GROUP- MAIN REASON FOR REBRANDING IN CASES; CHANGE IN STAKEHOLDERS ALSO MARLBORO- STARTED WITH A WOMENS CIGGARATE BRAND; WITH TIME REALISED, IT NEEDED TO TALK TO MEN ALSO MARLBORO MAN WAS BORN BIG RISK- ALINEATING THE EXISTING CORE AIRTEL HAS TAKEN THE RISK IN NEW CAMPAIGN AIRTEL- CONSIDERED MASS BRAND TILL RECENTLY NOT YOUNG AS DOCOMO; NOR HAD AN ELITIST APPEAL AS VODAFONE LAST YEARS REBRANDING WAS NOT ENOUGH EFFORTDESPITE NEW LOGO NOW YOUTHFUL COMMUNICATION

OLD & NEW

COMMUNICATE EARLY
COMMUNICATION OF CHANGES INSIDE PACK OR OUTSIDE TO BE COMMUNICATED REVAMPING BY BRITANIA NEW PACKAGING AND VARIANTSEXCITEMENT IN MARKETING, SALES, TRADE CHANNELS,PRODUCTION PEOPLE THEY IN TURN EXCITED CUSTOMERS IMPULSIVE CATEGORY THRIEVES ON REBRANDING

PROCLAIM CHANGE
BEST EXECUTED SIMULTENEOUSLY ACROSS MARKETS INTERIM TRANSITION PERIOD TO BE SHORT; WHEN BRAND IS NEITHER HERE NOR THERE TRANSPERANCY IMPORTANT NO USE IN PRETENDING BRAND IS NOT CHANGING WHEN IT ACTAULLY IS!

CONSIDER THE REASON AGAIN

NEW COKE -PRODUCT AS WELL AS COMMUNICATION DISASTER OLD COKE WAS BROUGHT AMONG PROTESTS PROTESTS IN INDIAN PARLIAMENT AFTER MAHARAJA OF AIR INDIA WAS CHANGED MAHARAJA- STOOD FOR NATIONALITYREINSTATED AS PART OF THE BRAND IMAGE GAP- GLOBAL CLOTH MAJOR- CHANGED LOGOPROTESTS IN FRONT OF SHOPS IN SINGAPORE HAD TO BRING LOGO BACK