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  • Brand Dna - Understanding Brand Architecture

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    kinjalpatel0506
    108 vizualizări10 pagini
    The document discusses discovering a brand's DNA or core identity. It provides questions to understand the feelings, experiences, and associations that consumers have with a brand. This includes visuals, symbols, people they associate with the brand, feelings and emotions evoked, and what the brand contributes to their life. Answering these questions reveals insights about the brand's mood, role models, core practices, and relationship with consumers. Symbols, heroes, rituals, and values shape a brand's identity.

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    Brand Management, Brand Structure understanding

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    The document discusses discovering a brand's DNA or core identity. It provides questions to understand the feelings, experiences, and associations that consumers have with a brand. This includes visuals, symbols, people they associate with the brand, feelings and emotions evoked, and what the brand contributes to their life. Answering these questions reveals insights about the brand's mood, role models, core practices, and relationship with consumers. Symbols, heroes, rituals, and values shape a brand's identity.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
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    108 vizualizări10 pagini

    Brand Dna - Understanding Brand Architecture

    Încărcat de

    kinjalpatel0506
    The document discusses discovering a brand's DNA or core identity. It provides questions to understand the feelings, experiences, and associations that consumers have with a brand. This includes visuals, symbols, people they associate with the brand, feelings and emotions evoked, and what the brand contributes to their life. Answering these questions reveals insights about the brand's mood, role models, core practices, and relationship with consumers. Symbols, heroes, rituals, and values shape a brand's identity.

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    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
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    din 10

    What lies beneath!?

    DISCOVERING THE
    BRAND DNA
    Brand
    A Brand is a product which has earned a place in
    consumers lives
    through perception, experience, beliefs, feelings
    ....... until a relationship is built.
    It is the sum of how consumers feel about a
    product
    Brand Audit Questions
    Thinking about the specific things that trigger this brands identity in your mind
    When you hear the brands name, what immediately springs to mind?
    What else?
    visuals or images?
    packaging or product elements?
    bits of communication?
    signs or symbols?
    other brand lore?
    What kind of people do you associate with the brand, and how do you feel about
    them?
    Thinking about the feelings and emotions the brand evokes in you
    What specific feelings and emotions do you experience in connection
    with using this brand?
    What personal memories, experiences or associations does this brand
    bring to mind?
    What does this brand do for you in your life that other brands dont?
    what unique contribution does it make?
    what special perspective does it give you about using the category?
    Now stepping out of the role of the brands user, and
    considering all the implications of these insights
    What do these insights suggest or signal about the brand?
    What is the mood of the brand?
    How do the feelings and emotions this brand evokes differ
    from those its leading competitor evokes?
    SYMBOLS
    HEROES
    RITUALS
    VALUES
    Colours
    Packaging
    Graphics
    Advertising
    Symbols
    Sounds
    Smells
    Looks
    The Brands
    Role Models
    Brand/Consumer Relationship
    BRANDS
    CORE
    PRACTICES
    THE BRAND/CONSUMER
    BEHAVIOUR
    Brand Architecture
    Mangalsutra
    Sita
    Pativrata
    Aap
    Eating
    after
    husband
    Sati
    Savitri
    Sindhoor
    Fasting for Husbands
    well-being
    Keeping
    head covered
    `Bindi
    Traditional Hindu Culture Model
    Venerating
    Husband
    Sari
    Gold
    bangles
    KSBT
    Paint drip
    Interior
    decoration
    Red &
    Yellow
    logo
    Paint tin
    & brush
    Festivals &
    occasions
    Home & family Ads
    Har ghar..
    baseline
    Range of colours
    Asian Paints
    Personal
    spaces
    Reflecting yourself
    in your home
    Favourite
    colours
    Music &
    storytelling
    voice
    Colourful
    expressions
    MF Hussain
    Picasso
    Gujarat & Rajasthan
    SYMBOLS
    HEROES
    RITUALS
    Positive Energy
    Yellow &
    white stripes
    Cute girl
    Wheat &
    Milk mix
    Glucose
    Crispness
    CORE
    Enjoying a
    challenge
    Parle G
    Recess
    snack in
    school
    Picnic &
    traveling
    Playing at home
    with family
    & friends
    Between
    meals snack
    Before &
    after any
    sport
    PRACTICES
    Jerry (from
    Tom & Jerry)
    G = Genius
    Bob
    The
    Builder
    David (David v/s Goliath)
    Competing
    with friends
    Home Alone
    kid
    And you will find
    brand ke niche kya hai!?
    Keep discovering.

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