BRAND BUILDING

What Is A Brand ?
A brand is the identity of a specific product, service or business. A legally protected brand name is called a Trademark. A known brand becomes the identity and personality of the product or service.

A brand can take many forms, such as:-

Brand Image
A brand image is the symbolic construct It is created within the minds of the people It consists of all the information and expectations associated with a product, service or the company providing them.

Branding

ABrandisthemostvaluableelementinAdvertisingtheme ItexplainswhattheBrandownerisabletoofferintheMarketplace ThisartofcreatingandmaintainingaBrandiscalledBRAND MANAGEMENT

Building a Brand

Brand Equity

Brand equityrefers to themarketingeffects and outcomes that accrue to a product with its brand name compared with those thatwouldaccrue if the same product did not have the brand name.

Building A Brand Equity

Power Brands
Power branding refers to building multiproducts It is a multi-category brands which has a global reach It is something like an umbrella brand

Brand Association
Brand association is anything which is deep seated in customers mind about the brand. Brand should be associated with something positive so that the customers relates positively with the brand It is related with the implicit and explicit meanings which a consumer relates/associates with a specific brand name.

For Example :-

Brand Ambassador
A Brand Ambassador is someone that represents a Brand in a very direct way A good brand ambassador builds their audience that cares about the brand they represent

Skills

KENT
ASABRAND

KENT & LAW & KENNETH

LAW & KENNETH started working with KENT as its client from the year 2010.

KENT An Introduction

Chairman, Mr. Mahesh Gupta is the Innovator & Founder of Mineral RO Technology KENT is the most dynamic water purifier company in India with almost 45% market share The Brand KENT says live healthy & enjoy life One can enjoy life only if he/she is healthy and that is what KENT strives to achieve

Mission, Vision Statement

Vision TomaketheworldaHealthyandaHappyfamily

lthcareproductsthatpurifythewaterwedrink,thefoodweeatandtheairw Mission

Objective

Delivercustomersatisfaction

KENT Brand Ambassador

Kent RO Systems has Hema Malini and her two daughters Esha Deol & Ahana Deol as its Brand Ambassadors for Print , Electronic & Outdoor Advertising Kents vision of making each family a Healthy and Happy Family is supported through this Hema Malini is such a figure whom consumers can trust She along with her daughters promote purity & importance of water for a healthy family thus keeping beauty and vigor intact with pure drinking water

KentROSystems

healthcareproductscompanywithavisionformakingtheworldahealthyandahappy

uctPortfolioiscategorizedundertwomainstreams pioneerinbringingrevolutionaryReverseOsmosis(RO)technologytoIndiaforthefirst rifiers. tners.

KENTWATERPURIFIERS

PEARL

PRIDE

EXCEL GRAND ELITE WONDER

OTHERPRODUCTSOFKENT

2010

PRESS ADS

2011

PRESS ADS

Magazine ad

POSITIONINGOFKENTWATERPURIFIERSFROM:

KENT2010KENT2011

rifiedWaterInTheWorld2010

ApnePaaniKoBanayeinDuniyaKaSa

AbHarParivarHogaSwasthKENTSe2010 ForThePuriestWaterOnEarth2011 DuniyaKaSabseShudhPaani2010

nkTheBestPurifiedWaterInTheWorld2

TheFirstCommunicationMessage

Communication Analysis

The Big Question :HOW PURE IS YOUR PURIFIED WATER ?

Things that impacted on the consumers and motivated them to buy the product

otherlyimageofMs.HemaMalini.Afigurethatisblindlytrustedbymanymothers

Theclaimofdoublepurificationthattotallykillsbacteriaandviruses

tspromisethateveryfamilywillbeahealthyfamilywithKENTWaterPurifiers

100%Pure,Healthy&Tastyseal

RO+UF+UV+TDSControl

DuniyaKaSabseSudhPaani

TheSecondCommunicationMessage.

Communication Analysis

ItstheWorldsPurestWater

THECLAIM

Twateristhepurestformofwater

ts100%purityseal&

hreesteppurificationprocess,usingRO+UV/UF+TDSControlfurtherenhancestheB

Why will consumers buy ?

TrustableBrandAmbassadorHemaMalini

Aclearvisualdescriptionofthethreestepprocessingofthewater

Aconfidentclaimofitbeingthepurestformofwaterintheworld

Aclearvisualoftheproduct

AbHarParivarHogaSwasthKENTSe

TheThirdCommunicationMessage.

Communication Analysis
ABHARPARIVARHOGASWASTHKENTSE

municatestothepeoplethatifonewantsahealthyfamilyhe/sheshouldgoforaKentW

KentWateristhepurestformofwater

ppyfamilyoneshouldtrustKent

Customer Insight

A consumer would prefer buying the product because :-

PresenceofHema&Eshaintheadbringsinalotoftrustv

atofahealthyandhappyfamilyandeveryonewantsthat

The100%puritysealandtheclearvisualoftheproductinthead

ForThePurestWaterOnEarth

TheFourthCommunicationMessage.

Communication Analysis

The communication message of the brand changed from

WaterwhichispurestonEarth Makingonesfamilyahealthyfamily

Reasons that motivated consumers

Useofdailyusedutensilsinthead.Thisenabledthemtorelatetotheadevenmore

PresenceofHemaMalini

Completevisualdescriptionoftheprocessingofwater

PresenceoftheproductimageandtheWQAGoldsealoftrust

PaaniKoBanayeinDuniyaKaSabseSudhP

TheFifthCommunicationMessage.

Communication Analysis
The re isashiftinthe c o mmunic atio nme ssage fro m:
MakeyourownwaterthepurestwaterintheWorld

Thewaterwhich ispurestonEarth

Customer Insight

A customer would preferable buy the product because :-

Cumulative Analysis

Apnepaaniko banayein Duniyakasabse sudhpaani Forthepurest wateronearth

SALES

Abharparivarhoga swasthkentse Duniyakasabse sudhpaani Drinkthebest purifiedwaterin theworld

KENTCOMMUNICATIONMESSAGE

KENT&COMPETITION

QUAGUARDTOTALSENS

FEATURES

WHIRLPOOLPURAFRESH

FEATURES

TATASWACH

FEATURES

Vaadaswachpaanika,vishwasTataka

Purificationcapacityupto3000litres. Foodgrade,nontoxic,engineeringplastic

PRICE:11,499/

PUREITMARVELLA

FEATURES

Rs.1CroresChallengeNootherpurifiergivesaspurewaterasPUREIT.

1stfullyautomatic,NonelectricWaterpurifier

PRICE6990/

KENTTVCS