1. Si
Gr x i
My ey nch
st an es
Brand?
er d
io we wid
us t e
What is the Territory of the
2. Contents
Presentation Objective
Understanding Branding
From Products to Brands
Brand Attributes
Brand Management
Brand Architecture
Exercise
Brand Building
Brand Audit
Connection Triangle
Big Idea
Evaluating Advertising
3. Presentation Objective
• To understand the facets / issues involved in
branding
• To develop a framework for building a brand
4. Al Ries, David Ogilvy & Ambani
Presentation incorporates
learnings from
India’s Branding School, founded by Reliance:
MICA
Personal Work Experience
Al Ries & Laura Ries: The 22 Immutable Laws of
Branding
6. Module 1
Understanding Branding
Understanding Brand Building
Branding
7. Module 1
Understanding Branding
Understanding Brand Building
Branding
Products to
Products to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
brands
brands
8. Module 1
Understanding Branding
Understanding Brand Building
Branding
Products to
Products to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
brands
brands
9. Module 1 - Stage 1
From Products to Brands
Understanding Brand
Branding Building
Products to
Products to Attributes Management Architecture Exercise
Attributes Management Architecture Exercise
brands
brands
10. Module 1 - Stage 1
From Products to Brands
Understanding Brand
Brand v/s. Product
Branding Building
Products to
Products to Attributes Management Architecture Exercise
Attributes Management Architecture Exercise
brands
brands
A brand is more distinctive than a product
It is first of all a name, a means of identification
Secondly it s a set of added values offering both functional and
psychological benefits
Above all ‘a brand is a promise’
11. Module 1 - Stage 1
From Products to Brands
Understanding Brand
Branding Building
Products to
Products to Attributes Management Architecture Exercise
Attributes Management Architecture Exercise
brands
brands
A Brand is a Promise
“ …A seller’s promise to deliver consistently
a specific set of features, benefits and services
to buyers.
12. Module 1 - Stage 1
From Products to Brands
…….a short-hand that communicates powerfully & reduces uncertainty
…….a short-hand that communicates powerfully & reduces uncertainty
13. Fevicol Case
Sales Value AdSpend Adspend as %
Year
( Rs. Crores) ( Rs. Crores) of Sales
92-93 46.02 0.55 1.2%
93-94 77.12 1.7 2.2%
94-95 102.16 2.3 2.3%
95-96 138 3.28 2.4%
96-97 156.19 5 3.2%
97-98 151.68 5.51 3.6%
98-99 191.75 6 3.1%
16. Brand as an Asset
“If Coca Cola lost everything except for ‘the formula’ and its brand
name , it could walk into any bank in the world and get $100 billion
loan to start from the scratch”
Fortune Magazine
17. Module 1
Understanding Branding
Understanding Brand Building
Branding
Products to
Products to Attributes
Attributes
Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
brands
brands
18. Module 1
Understanding Branding
Understanding Brand Building
Branding
Products to
Products to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
brands
brands
Name
Name Logo
Logo
Colours
Colours Essence
Essence
19. Module 1 - Stage 2
Attributes
Immutable Law of Name
Immutable Law of Name
In the long run the brand is nothing more than a name
20. Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name
Name Logo
Logo
Colours
Colours Essence
Essence
Products to brands
Products to brands Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Name
Short
Kodak, Fuji
CNN an AOL Time Warner Company
Distinctive
• Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace
• Orange was a striking name in a world of tel and coms
Not mean anything rude or silly in another language
Big Macs( McDonald’s) is a slang for big breasts in Canada
21. Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name
Name Logo
Logo
Colours
Colours Essence
Essence
Products to brands
Products to brands Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Name
Avoid generic / line extended names
• Xerox as opposed to Haloids Paper Master
• Xerox (Copier) is powerful. Xerox Computer is not
Changing your name will not overcome a bad strategy
• “Monday” (Price Waterhouse Coopers )
22. Module 1 - Stage 2
Attributes
Immutable Law of Shape
Immutable Law of Shape
A brand’s logotype should be designed to fit the eyes.
Both eyes
23. Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name
Name Logo
Logo
Colours
Colours Essence
Essence
Products to brands
Products to brands Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Logo
• Simple logo, designed to fit both eyes
• Mercedes three star
• Logos with a horizontal bias
• Logo with a horizontal bias is esp. useful for retail brands
• Logo font has to be clear and legible
• A housewife does not buy Ariel because it is written in a specific
font
25. Module 1 - Stage 2
Attributes
Immutable Law of Colour
Immutable Law of Colour
A brand should use a colour opposite of its rival
26. Module 1 - Stage 2
Attributes
The Cola Wars: Energy Vs. Peace
The Cola Wars: Energy Vs. Peace
27. Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name
Name Logo
Logo
Colours
Colours Essence
Essence
Products to brands
Products to brands Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Colours
Colours have meanings
• Purple means royalty
• Red is energetic
• Blue is peaceful
Opposite colours can differentiate
• Coke is red, Pepsi is blue
• Kodak is yellow, Fuji is green
28. Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name
Name Logo
Logo
Colours
Colours Essence
Essence
Products to brands
Products to brands Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Colours..
Colours can help you stand out
• FedEx’s orange and purple packet stands out in corporate blue
Logo and colours help, but the power of the brand
Essentially in the meaning of the brand name in consumer’s mind, its
essence
29. Module 1 - Stage 2
Attributes
Immutable Law of Singularity
Immutable Law of Singularity
Most important thing for a brand is its
single mindedness.
30. Module 1 - Stage 2
Attributes
Single-mindedness means consistency.
Single-mindedness means consistency.
Fresh and interesting manifestations of a single idea.
Fresh and interesting manifestations of a single idea.
31. Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name
Name Logo
Logo
Colours
Colours Essence
Essence
Products to brands
Products to brands Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Essence
A brand must “leverage a compelling truth”
Linux stands for freedom as opposed to Microsoft’s monopoly
A brand should mean a single powerful thing: the essence
Essence of Volvo is Safety
Essence of Tata is trust
Essence of Fevicol is bonding
32. Module 1 - Stage 2
Attributes
Understanding Brand
Branding Building Name
Name Logo
Logo
Colours
Colours Essence
Essence
Products to brands
Products to brands Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand Essence
A brand should also be clear of what is not its essence
In India, STAR NEWS is not a channel of the masses unlike STAR PLUS
A brand should drive single mindedly its essence
Volvo has been selling safety for 35 years
Raymond has been selling the complete man for over 2 decades
Essence of Dettol is protection against germs
A brand loses its essence if it starts meaning a lot of things
What is Miller :A regular,light,draft,cheap, expensive beer
33. Module 1 - Stage 2
Attributes
Immutable Law of Word
Immutable Law of Word
A brand should try to own a word in consumer’s mind
37. Module 1 - Stage 3
Management
Stealth
Stealth
Understanding
Branding
Brand
Building Co-Brand
Co-Brand Brand
Brand
Fighting
Fighting Multi-Brand
Multi-Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Brand
Co-Brand
Brands need to address a similar need segment
– Kellogg's Pop-tarts with Smuckers Jam
Brands with complementary strengths: Seen often on the Net
– NY Times gives Amazon credibility
– Amazon makes NY Times look modern.
38. Module 1 - Stage 3
Management
Stealth
Stealth
Understanding
Branding
Brand
Building Co-Brand
Co-Brand Brand
Brand
Fighting
Fighting Multi-Brand
Multi-Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Brand
Stealth Brand
Brand building that attracts customer attention but not of rivals
• Home-to-home, word of mouth / PR, internet community building
• Krispy Kreme relies only on PR
Good option when unsure of a new medium/market
Little promotion for Maytag website as opposed to a buy.com. Maytag sold
1000s of Neptune washers on web
39. Module 1 - Stage 3
Management
Stealth
Stealth
Understanding
Branding
Brand
Building Co-Brand
Co-Brand Brand
Brand
Fighting
Fighting Multi-Brand
Multi-Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Brand
Fighting Brand
Pricing led branding option. Works as a competitive response.
• Smirnov (Heublein) Case
Smirnov attacked by W’schmidt @ $1 less
Heublein raised the price of Smirnov
Heublein introduced Reiska(fighting brand) at the same price
point as W’schmidt
Heublein added Popov lower than both
40. Module 1 - Stage 3
Management
Stealth
Stealth
Understanding
Branding
Brand
Building Co-Brand
Co-Brand Brand
Brand
Fighting
Fighting Multi-Brand
Multi-Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Brand
Fighting Brand
Built as new, independent brand
• Prevents dilution of the leading brand
HLL introduced Wheel to fight Nirma
41. Module 1 - Stage 3
Management
Immutable Law of Siblings
Immutable Law of Siblings
There is a time and place to launch a second brand
42. Possibly even a third or a fourth brand..
Possibly even a third or a fourth brand..
43. Module 1 - Stage 3
Management
Stealth
Stealth
Understanding
Branding
Brand
Building Co-Brand
Co-Brand Brand
Brand
Fighting
Fighting Multi-Brand
Multi-Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Brand
Multi Brand
Key to a multi-brand approach is to give each sibling a unique
identity
Time, Fortune,Life, Money, People
Tempting to mash the brands and top it with corporate frosting
Tata Salt,Tata Tea
Second brand risks diluting equity
Is Kingfisher Mild drinker more likely to be from Kingfisher or from
Fosters?
44. Module 1 - Stage 3
Management
Stealth
Stealth
Understanding
Branding
Brand
Building Co-Brand
Co-Brand Brand
Brand
Fighting
Fighting Multi-Brand
Multi-Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise Brand
Brand
Multi Brand..
Common product area focus
Shampoos: Clinic Plus, Ayush, Sunsilk
Single attribute segmentation
Price:Maruti 800, Zen, Esteem
Sibling creates a new category
Herbal Anti-Dandruff category by Ayush
45. Module 1
Understanding Branding
Understanding Brand Building
Branding
Products to
Products to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
brands
brands
46. Module 1
Understanding Branding
Understanding Brand Building
Branding
Products to
Products to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
brands
brands
House of
House of Endorsed
Endorsed
Brands
Brands Brand
Brand
Sub Brand
Sub Brand Branded House
Branded House
47. Module 1 - Stage 4
Architecture
Immutable Law of Contraction
Immutable Law of Contraction
A brand becomes stronger when you narrow its focus
48. Module 1 - Stage 4
Architecture
The Economist is red and daring.
The Economist is red and daring.
Provocative, brutally honest and non-conformist
Provocative, brutally honest and non-conformist
49. Module 1 - Stage 4
Architecture
Understanding Brand House of
House of Endorsed
Endorsed
Branding Building
Brands
Brands Brand
Brand
Branded
Branded
Sub Brand
Sub Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise House
House
House of Brands
Often dictated by corporate strategy. Core competence of the firm
is marketing / branding
• P&G is the prime example. Its “big” with the channel
Multiple independent brands allows company to fill each niche
• Helps brand focus
Gives an opportunity for the company to focus on each brand and
contract its scope.
50. Module 1 - Stage 4
Architecture
Understanding Brand House of
House of Endorsed
Endorsed
Branding Building
Brands
Brands Brand
Brand
Branded
Branded
Sub Brand
Sub Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise House
House
Endorsed Brand
Endorsement used as a device to transfer brand assets from one
brand(corporate) to another
Titan from TATA, transferring trust
Danger of diluting the equity of endorsing brand
Best as a transitional strategy
Gain, from makers of Ariel
51. Module 1 - Stage 4
Architecture
Immutable Law of Expansion
Immutable Law of Expansion
Brand’s power inversely proportional to scope.
52. Module 1 - Stage 4
Architecture
The Volkswagen bus ad, talked only about ‘plenty of room’
The Volkswagen bus ad, talked only about ‘plenty of room’
53. Module 1 - Stage 4
Architecture
Understanding Brand House of
House of Endorsed
Endorsed
Branding Building
Brands
Brands Brand
Brand
Branded
Branded
Sub Brand
Sub Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise House
House
Sub Brand
Inside out branding.Company pushes core brand in different
directions
Sub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
54. Module 1 - Stage 4
Architecture
Immutable Law of Company
Immutable Law of Company
Brands are brands, companies are companies.
There is a difference.
55. Module 1 - Stage 4
Architecture
Understanding Brand House of
House of Endorsed
Endorsed
Branding Building
Brands
Brands Brand
Brand
Branded
Branded
Sub Brand
Sub Brand
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise House
House
Branded house
Consumers buy brands, not companies
Danger of branded house, being many things to one group of people
• Virgin? Does “Virgin trains” work?
May motivate trade, so might be useful for PR purposes with
trade/other stakeholders
• P& G way
56. Module 1
Understanding Branding
Understanding Brand Building
Branding
Products to
Products to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
brands
brands
57. Module 1
Understanding Branding
Exercise
Two brand positioning within the same brand family?How do we
reconcile the two positions?
The options available to us
1. Single brand
2. Stand Alone New Brand
3. Transfer of Brand Assets from an existing brand
What are the pros and cons of each option ?
58. Module 1
Understanding Branding
Understanding Brand Building
Branding
Products to
Products to Attributes
Attributes Management
Management Architecture
Architecture Exercise
Exercise
brands
brands
Single Brand
Single Brand
Options
Options Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Brand
Brand Brand Assets
Brand Assets
59. Module 1 - Stage5
Exercise
Understanding Brand Single Brand
Single Brand
Options
Options
Branding Building Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand
Brand Brand Assets
Brand Assets
Single Brand Family
‘Stand-alone’ New Brand
Transfer of Brand Assets ‘x from y’
60. Module 1 - Stage5
Exercise
Understanding Brand Single Brand
Single Brand
Options
Options
Branding Building Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand
Brand Brand Assets
Brand Assets
Option : Single Brand family
Constant values / different products
• Dettol antiseptic / soap / hand wash
• Crest toothpaste / Mouth wash (But not chewing gum)
Differentiate on product usage
• IBM Value Point - Entry level purchase
• Gillette Good News Line - Disposables
61. Module 1 - Stage5
Exercise
Understanding Brand Single Brand
Single Brand
Options
Options
Branding Building Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand
Brand Brand Assets
Brand Assets
Option : Single Brand family
Use as umbrella branding
TATA Trust
SONY Electronic technology
But Taj from TATA for Performance segments
Difficult for a single brand to straddle Performance and Price
segments
Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs
Gap changed Gap Warehouse to Old Navy Clothing due to perceived
brand erosion
62. Module 1 - Stage5
Exercise
Understanding Brand Single Brand
Single Brand
Options
Options
Branding Building Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand
Brand Brand Assets
Brand Assets
Option : Single Brand family
Learnings
+ Cheaper than creating a new brand
- Difficult to stretch brands across Price and Performance
- Risk of eroding present position
- Lose opportunity of creating a new segment
63. Module 1 - Stage5
Exercise
Understanding Brand Single Brand
Single Brand
Options
Options
Branding Building Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand
Brand Brand Assets
Brand Assets
Option : ‘Stand-alone’ New Brand
Levers enters popular segment successfully with Wheel as opposed
to Surf Easywash
Levers use of brand-wise differentiation of brand values and
attributes to target consumer segments- Surf / Rin / Wheel / OK
detergents
Toyota launches Lexus to enter the Premium Auto segment credibly
64. Module 1 - Stage5
Exercise
Understanding Brand Single Brand
Single Brand
Options
Options
Branding Building Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand
Brand Brand Assets
Brand Assets
Option : ‘Stand-alone’ New Brand
Learnings
+ Clear brand identity, values and assets
+ Create new opportunity of a range possibility in Popular segment
+ Leave present brand secure
- Expensive to build brand assets
- Difficult to build trial as a stand-alone Brand
65. Module 1 - Stage5
Exercise
Understanding Brand Single Brand
Single Brand
Options
Options
Branding Building Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand
Brand Brand Assets
Brand Assets
Option: Transfer of Brand Assets ‘x from y’
Titan (from Tata’s)
• Worked well for Titan
Sonata (from Titan)
• Eroding equity of Titan
Gain (from the makers of Ariel)
• Apparently a ‘Transitional Strategy’
66. Module 1 - Stage5
Exercise
Understanding Brand Single Brand
Single Brand
Options
Options
Branding Building Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand
Brand Brand Assets
Brand Assets
Option: Transfer of Brand Assets ‘x from y’
Learnings
+ Cheaper than developing a new brand
+ Can be used as a ‘Transitional Strategy’
- Still a risk of eroding present image
- Possible mix of values and assets
67. Module 1 - Stage5
Exercise
Understanding Brand Single Brand
Single Brand
Options
Options
Branding Building Family
Family
Stand Alone
Stand Alone Transfer of
Transfer of
Products to brands Attributes
Products to brands Attributes Management
Management Architecture
Architecture Exercise
Exercise
Brand
Brand Brand Assets
Brand Assets
Branding Options: Conclusion
‘Single Brand family possible if:
Different products / similar values
Differentiate on end use
‘Stand-alone ‘New Brand’ best option to straddle values - however it
is expensive to create a new Brand
‘Transfer of Brand assets ‘x from y’’ possible, especially as a
transitional strategy - still a risk of eroding present values and
mixing values and assets
69. Module 2
Brand Building
Understanding Brand Building
Branding
70. Module 2
Brand Building
Understanding Brand Building
Branding
Evaluating
Evaluating
Brand Audit
Brand Audit Connection Triangle
Connection Triangle Big Idea
Big Idea Advertising
Advertising
71. Module 2
Brand Building
Understanding Brand Building
Branding
Evaluating
Evaluating
Brand Audit
Brand Audit Connection Triangle
Connection Triangle Big Idea
Big Idea Advertising
Advertising
72. Module 2 - Stage 1
Brand Audit
Brand Audit is
designed to put into words
the actual experience of a brand
in the life of the user
73. Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle Advertising
Advertising
Brand Audit
Qualitative study
In-depth interview ,usually administering a questionnaire
Uses various techniques like
Mind Mapping Technique
Critical Incident Technique & Other Techniques
74. Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle Advertising
Advertising
Mind Mapping Technique
Good technique to make connections and evoke associations
Start with a major idea and work outwards in all directions
The more visual the better
75. Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Draw An Egg
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle Advertising
Advertising
76. Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Put Ten Legs on It
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle Advertising
Advertising
77. Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Put Happiness in Centre
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle Advertising
Advertising
Happiness
Happiness
78. Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Write 10 Associations to Happiness
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle Advertising
Advertising
Che
het
oo
cc
lala
t
C Happiness
Happiness
iC
r
tc
e
iW
n k
eB
79. Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Take 1 branch and add associations
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle Advertising
Advertising
Sachin100
Sachin100
World Champion
World Champion
Che
het
oo
cc
lala
t
C Happiness
Happiness
iC
r
tc
e
iW
n k Bad Bowling
Bad Bowling
Mexican Wave
Mexican Wave
eB
80. Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Critical Incident Analysis: When
People Change
Brand Audit
Connection
Connection Big Idea
Evaluating
Evaluating
An technique that contextualizes
Brand Audit Triangle Big Idea Advertising
Triangle Advertising
importance of a ‘critical
incident’ leading to
change in an
individual’s life.
These are turning points
– These are ‘Moments of Truth’ :
compelling moments when
one gets deep insights and is
propelled to ‘change’.
– Brands, category adoption too
revolve around such
‘incidents’
leading to change.
81. Module 2 - Stage 1
Brand Audit
Understanding Brand Building
The Hierarchy of Aspects of
Branding
Incidents
Consumer
Connection Evaluating
Brand Audit
Brand Audit
Connection
Triangle
Triangle
Big Idea
Big Idea
Evaluating
Advertising
Advertising
Category
Motivation
Enabler
Trigger
Driver emotion
Re-inforcer
Emotional Pay-off
Both Mind Mapping & Critical Incident are useful techniques while
Both Mind Mapping & Critical Incident are useful techniques while
administering a Brand Audit Questionnaire
administering a Brand Audit Questionnaire
82. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building Brand Audit Questionnaire
Think about the specific things that
Brand Audit
Brand Audit
Connection
Connection
Triangle
Triangle
Big Idea
Big Idea
Evaluating
Evaluating
Advertising
Advertising
trigger the brands identity in your
mind…
When you hear the brands name what
immediately springs to your mind
What else
visuals or images
packaging or product elements
bits of advertising
signs or symbols
anything else
83. Module 2 - Stage 1
Brand Audit
Understanding Brand Building Brand Audit Questionnaire
Branding
Thinking about the feelings and
Brand Audit
Brand Audit
Connection
Connection
Triangle
Triangle
Big Idea
Big Idea
Evaluating
Evaluating
Advertising
Advertising
emotions the brand evokes in you
What specific emotions do you
experience while using this brand
How does the brand make you feel
about yourself
What do you feel when you see other
people using this brand
How do the emotions this brand evoke
differ from those of its leading
competitor
84. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building Brand Audit Questionnaire
Since using a brand makes it part of
Brand Audit
Brand Audit
Connection
Connection
Triangle
Triangle
Big Idea
Big Idea
Evaluating
Evaluating
Advertising
Advertising your life think about personal
memories connected with the brand
What personal memories does this
brand bring to your mind
Describe an episode in your life or
someone close to you that illustrates
this
If the brand were to be a restaurant or
a café…
Describe the ambience, colours,
location, customers of the café
85. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building Branding Audit Example:
Eveready Associations
Brand Audit
Brand Audit
Connection
Connection
Triangle
Triangle
Big Idea
Big Idea
Evaluating
Evaluating
Advertising
Advertising
‘Using it since a child…first used the
white cell now use red’
AGE OLD ASSOCIATION
‘Memories of using it in my
village fields during night’
CHILDHOOD MEMORIES ‘lasts longer’,’does not melt in
summer’, ‘leak proof’
PREFERRED BRAND
ASSOCIATIONS
OTHERS KEY
‘Was it a truck? Everything lights
up’ ‘Red colour in wall paintings, ‘Some
TV AD MAKES LITTLE IMPACT animal ..was.is it a panther’
ON MOST
THOUGH DISTINCT DON’T
REPRESENT STRONG BRAND
INVOLVEMENT
86. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building Example: Personality of Eveready
Its Two Faces
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle Advertising
Advertising
User of Eveready User of Competition
- Late youth or early middle - Middle aged man
aged man
- Strong
- Strong and energetic
Mirror’s
Mirror’s - Don’t know him well, an
- Trustworthy
acquaintance
- Middle class, a family man
two faces
two
- Slightly dull, not colourful
- Distant friend /
acquaintance - LITTLE INVOLVEMENT
- RECOGNITION AND A HALF
SKETCHED PERSONALITY
Eveready’s difficulty to deeply involve
Eveready’s difficulty to deeply involve
consumers & a mild/half-sketched personality
consumers & a mild/half-sketched personality
87. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building Good Brand Audit
A good brand audit gives a definite
Brand Audit
Brand Audit
Connection
Connection
Triangle
Big Idea
Big Idea
Evaluating
Evaluating
Advertising
answer about six interrelated equities
Triangle Advertising
Product: Product performance
supports the brand?
Image: Image is strong and engaging?
Customer:Strength of customer
franchise?
Channel: Leverage in channel
environment?
Visual : Clear,differentiating presence?
Goodwill: Endorsed by influencers in
the communities in which it lives?
88. Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building Exercise
Consider two competing brands:
Brand Audit
Brand Audit
Connection
Connection
Triangle
Triangle
Big Idea
Big Idea
Evaluating
Evaluating
Advertising
Advertising
Kodak & Fuji
Rate the brands on a scale of 5
•• Product Non Performing 11 22 33 44 55 Strong , ,Performing
Product Non Performing Strong Performing
•• Visual
Visual Unclear, Inconsistent
Unclear, Inconsistent 11 22 33 44 55 Clear, Consistent Image
Clear, Consistent Image
•• Channel
Channel Not Leveraged
Not Leveraged 11 22 33 44 55 Important, Leveraged
Important, Leveraged
•• Customer
Customer Over Dependent
Over Dependent 11 22 33 44 55 Valued, Popular
Valued, Popular
•• Goodwill
Goodwill Not Recommended
Not Recommended 11 22 33 44 55 Good PR, Recommended
Good PR, Recommended
•• Image
Image Weak
Weak 11 22 33 44 55 Strong, Engaging
Strong, Engaging
89. Module 2
Brand Building
Understanding Brand Building
Branding
Connection
Connection
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle
Triangle Advertising
Advertising
Triangle
90. Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Connection
Connection Evaluating
Evaluating
Brand Audit
Brand Audit Big Idea
Big Idea
Triangle
Triangle Advertising
Advertising
After a rigorous Brand Audit we are ready
After a rigorous Brand Audit we are ready
to make a connection triangle
to make a connection triangle