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Class Slides_Brand Visioning & Architecture.pdf
- 1. 1 MODULE-2 Brand Visioning & Architecture Prof. Anand Narasimha
- 2. 2 Learning Objectives 1. Create a ‘purpose driven’ brand 2. Design and apply models of ‘brand architecture’ and ‘brand extensions’ 3. Develop ‘brand concepts’
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- 15. 15 Which do you think is more important, ‘Brand Culture’ or ‘Brand Experience’?
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- 19. 19 We’re for Dogs. Everything we do is for the love of dogs. For us, dogs aren't just our job, they're our life. From dogs in our offices to dog-friendly meeting rooms, we're passionate about paws. Our dedication goes into every product we make – we've even been known to taste our food! From the time and care we give our dogs at the Pedigree Centre, to the nutrition we put into our products – we never stop trying to improve. We understand that happy, energetic and sometimes mischievous dogs need a balanced diet, so we make sure all our products keep tails wagging.
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- 21. 21 The boy who forgot his giraffe…
- 22. 22 Brand Ideal
- 23. 23 Brands are going beyond just promoting themselves, to promoting a larger world view by taking a stand
- 24. 24 • Fighting an Enemy- a commonly held belief/convention/behavior in society • Taking a Stand against the enemy- with a strong point-of-view about their world
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- 26. 26 ENEMY- Big is beautiful STAND- Small is beautiful
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- 28. 28 ENEMY- Bikes are about speed and power STAND- Bikes are about freedom and adventure
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- 30. 30 ENEMY- People have to be computer literate STAND- Computers have to be people literate
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- 32. 32 ENEMY STAND MANTRA A commonly held belief, convention, behavior in society The brand’s stance against the enemy The brand’s defining point-of-view
- 33. 33 Unknown Known for things I care about Brand Ideal Known for good things Brand Promise Known Brand Salience BRAND JOURNEY
- 34. 34 ENEMY STAND MANTRA Stereotypical beauty: tall, slim, fair, young and model-like Every woman can be beautiful Real beauty for real people
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- 37. 37 Unknown Known for things I care about Brand Ideal Known for good things Brand Promise Known Brand Salience Beauty Soap ¼ moisturizer than doesn’t dry your skin like soap ‘Real beauty for real people’
- 38. 38 ENEMY STAND MANTRA Apathy towards social issues It’s time to wake up and do something Jaago Re
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- 40. 40 Unknown Known for things I care about Brand Ideal Known for good things Brand Promise Known Brand Salience Refreshing Tea The cup that revitalizes ‘Jaago Re’
- 41. 41 ENEMY STAND MANTRA Fear of getting clothes dirty Don’t let dirt be a spoilsport Daag Acche Hain
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- 43. 43 Unknown Known for things I care about Brand Ideal Known for good things Brand Promise Known Brand Salience Powerful Cleaning Bright, stain-free clothes ‘Daag Acche Hain’
- 44. 44 Watch this film. Can you spell out the Enemy-Stand-Mantra for this brand?
- 45. 45 Identify the Enemy-Stand-Mantra in this ad…
- 46. 46 Customer Based Brand Equity (CBBE) Model
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- 49. 49 Pre-Read 1. ‘Branding with the Enemy’ (article) Learning Outcome 1. Creating a purpose-driven brand Class Points 1. Brand Purpose; ‘Humankind’ Brands 2. Holistic Branding 3. Brand Ideal: ‘Enemy-Stand-Mantra’ construct 4. CBBE model
- 51. 51 http://www.ignytebrands.com/brand-architecture-creating-clarity-from-chaos/ Brand Architecture: Creating Clarity From Chaos
- 52. 52 What is Brand Architecture? An underlying, organizing framework that enables the brand to stretch & expand without letting it get diffused or fragmented 52
- 53. 53 Significance of Brand Architecture • Architecture helps define how various parts of the brand are related to each other • And how they are different from each other • It helps harmonize the brand – ensuring that the brand has consistent identity across all categories / sub-categories – Allowing consumer to intuitively and easily navigate the brand 53
- 55. 55 Parent brand extended to various line extensions/sub-brands Monolithic (Branded House)
- 56. 56 Sub-brands created, borrowing from and contributing to the equity of the parent Endorsed/Sub-brand (Hybrid)
- 57. 57 Carrying the Parent brand as merely an endorsement while creating a distinctive identity Pluralistic (House of Brands)
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- 59. 59 Contrast the Branding Routes of HUL and Patanjali?
- 61. 61 Line Extension New flavors, form, colors, ingredients, pack sizes. Same brand, same category. Brand Extension New/modified product in a new category. Under the same brand name. Multi-brand Additional new brand in the same category. Fighter/Flanker brand. New Brands New brand in a new category. Existing New Existing New PRODUCT CATEGORY
- 62. 62 Types of Brands based on Portfolio Extension
- 63. 63 PRODUCT BRAND Focused on a single product equity/association FORMULA BRAND Extension based on formulation/recipe/ ingredient KNOW-HOW BRAND Extension based on area of expertise/knowledge INTEREST BRAND Extension based on a common area of interest PHILOSOPHY BRAND Extension based on brand spirit / ideology Antiseptic Germ Protection Coconut Nourishment Shampoo Beer Home Electronics Family Entertainment Male Grooming Charismatic Irreverence Good Times Eco-Adventure
- 64. 64 What’s you view of Patanjali extending into apparel? How much do you think a brand should be stretched?
- 65. 65 Does the extension fit with the parent brand equity? Will the extension dilute/diffuse the parent brand equity? Will there be a market for the extension? 3 Questions for Brand Extension
- 66. 66 Pre-Read 1. ‘Brand Architecture: Creating Clarity from Chaos’ (article) Learning Outcome 1. Design and apply models of brand architecture and brand extensions Class Points 1. Brand Architecture; its significance 2. Branding Routes 3. Brand Extension Strategies 4. Types of Brands-Portfolio Extension Application Exercise 1. Develop a ‘Master Brand Temple’ 2. Design a ‘Brand Concept’
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- 68. 68 Master Brand Architecture How to structure multiple products/sub-brands under a common master brand
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- 70. 70 Product Portfolio JAGO JAGO Active Milk Products Whole Milk Powder Unsweetened Evaporated Milk Sweetened Condensed Filled Milk Unsweetened Evaporated filled Milk Spreads Margarine Mayonnaise Salad Cream Beverages Chocolate Milk Powder Drinking Chocolate Powder Cereals Malt Biscuits Glucose Milk’o’malt Nice Chocolate Pineapple Vanilla Strawberry Orange JAGO Fresh UHT Milk Sweetened Condensed Milk Oats Cornflakes Flavoured Milk Drinking Yoghurt
- 71. 71 Context • Expanded product portfolio under JAGO • Expanded target segment- beyond Kids: Kid focus Kid + Adult = Family focus • Need to revisit the Brand Architecture in line with expanded portfolio and target segment
- 72. 72 Way Forward • Creating a new Brand Architecture • With JAGO as the Master Brand • And individual Sub-brands under it
- 74. 74 PILLAR-2 Sub-brand and its Equity Linked to the Master Brand PILLAR-2 Sub-brand and its Equity Linked to the Master Brand PILLAR-1 Sub-brand and its Equity linked to the Master Brand PILLAR-1 Sub-brand and its Equity linked to the Master Brand Products under the Sub-brand Products under the Sub-brand Products under the Sub-brand Products under the Sub-brand PILLAR-3 Sub-brand and its Equity linked to the Master Brand PILLAR-3 Sub-brand and its Equity linked to the Master Brand Products under the Sub-brand Products under the Sub-brand FOUNDATION Common Values driven from the Master Brand and shared by the Sub-brands FOUNDATION Common Values driven from the Master Brand and shared by the Sub-brands ROOF Master Brand Equity
- 75. 75 Defining the Master Brand Equity
- 76. 76 JAGO- Current Equity • ‘Nurturing Tomorrow’s Champions’ becomes limiting w.r.t: - Expanded portfolio and target segment - A simple, cohesive and optimal structure • Need to re-look at the Master Brand Equity in context of a new Master Brand Architecture
- 77. 77 JAGO- Master Brand Ambition Make JAGO own the Breakfast Table
- 78. 78 JAGO- New Master Brand Equity • JAGO = Breakfast • Break + Fast = First meal of the day • The most important and critical meal that determines how your day goes
- 79. 79 ‘Kick-start your Day with JAGO’ JAGO = The catalyst for an active, healthy and winning day for your family
- 80. 80 JAGO ‘Kick-start your Day’ The catalyst for an active, healthy and winning day for your family.
- 82. 82 From Product to Benefit • Consumerize the portfolio from a key benefit point of view • Create endorsed sub-brands based on the core benefits • With Sub-brands borrowing from and adding to the Master Brand Equity- Symbiotic Relationship
- 83. 83 NOURISHMENT GOODNESS JAGO Key Benefits ENERGY REFRESHMENT
- 84. 84 ‘Energy to kick-start your day’ JAGO POWER ‘Energy to kick-start your day’ JAGO POWER CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder - MFD CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder - MFD JAGO ‘Kick-start your Day’ The catalyst for an active, healthy and winning day for your family.
- 85. 85 ‘Nourishment to kick-start your day’ JAGO LIFE ‘Nourishment to kick-start your day’ JAGO LIFE ‘Energy to kick-start your day’ JAGO POWER ‘Energy to kick-start your day’ JAGO POWER CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder -MFD -- Yogurt Drink CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder -MFD -- Yogurt Drink MILK PRODUCTS - Condensed Milk -- Milk Powder -- Evaporated Milk -- Unsweetened Evaporated Milk -- Fresh UHT Milk -- Flavored Milk MILK PRODUCTS - Condensed Milk -- Milk Powder -- Evaporated Milk -- Unsweetened Evaporated Milk -- Fresh UHT Milk -- Flavored Milk JAGO ‘Kick-start your Day’ The catalyst for an active, healthy and winning day for your family.
- 86. 86 ‘Nourishment to kick-start your day’ JAGO LIFE ‘Nourishment to kick-start your day’ JAGO LIFE ‘Energy to kick-start your day’ JAGO POWER ‘Energy to kick-start your day’ JAGO POWER CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder -MFD -- Yogurt Drink CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder -MFD -- Yogurt Drink MILK PRODUCTS - Condensed Milk -- Milk Powder -- Evaporated Milk -- Unsweetened Evaporated Milk -- Fresh UHT Milk -- Flavored Milk MILK PRODUCTS - Condensed Milk -- Milk Powder -- Evaporated Milk -- Unsweetened Evaporated Milk -- Fresh UHT Milk -- Flavored Milk ‘Goodness to kick-start your day’ JAGO GOODY ‘Goodness to kick-start your day’ JAGO GOODY BISCUITS - Glucose --Milk/Malt --Nice -- Cream SPREADS - Mayonnaise - Margarine - Salad Cream BISCUITS - Glucose --Milk/Malt --Nice -- Cream SPREADS - Mayonnaise - Margarine - Salad Cream JAGO ‘Kick-start your Day’ The catalyst for an active, healthy and winning day for your family.
- 87. 87 ‘Nourishment to kick-start your day’ JAGO LIFE ‘Nourishment to kick-start your day’ JAGO LIFE ‘Energy to kick-start your day’ JAGO POWER ‘Energy to kick-start your day’ JAGO POWER CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder -MFD -- Yogurt Drink CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder -MFD -- Yogurt Drink MILK PRODUCTS - Condensed Milk -- Milk Powder -- Evaporated Milk -- Unsweetened Evaporated Milk -- Fresh UHT Milk -- Flavored Milk MILK PRODUCTS - Condensed Milk -- Milk Powder -- Evaporated Milk -- Unsweetened Evaporated Milk -- Fresh UHT Milk -- Flavored Milk ‘Goodness to kick-start your day’ JAGO GOODY ‘Goodness to kick-start your day’ JAGO GOODY BISCUITS - Glucose - Milk/Malt --Nice -- Cream SPREADS - Mayonnaise - Margarine - Salad Cream BISCUITS - Glucose - Milk/Malt --Nice -- Cream SPREADS - Mayonnaise - Margarine - Salad Cream JAGO ‘Kick-start your Day’ The catalyst for an active, healthy and winning day for your family. ‘Refreshment to kick-start your day’ JAGO REFRESH ‘Refreshment to kick-start your day’ JAGO REFRESH -Tea -- Coffee -Tea -- Coffee
- 88. 88 The common, shared values
- 89. 89 JAGO Brand World • Energetic • Vibrant • Enjoyable • Successful
- 90. 90 ‘Nourishment to kick-start your day’ JAGO LIFE ‘Nourishment to kick-start your day’ JAGO LIFE ‘Energy to kick-start your day’ JAGO POWER ‘Energy to kick-start your day’ JAGO POWER CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder -MFD -- Yogurt Drink CEREALS - Cornflakes - White Oats BEVERAGES - Drinking Chocolate - Chocolate Milk Powder -MFD -- Yogurt Drink MILK PRODUCTS - Condensed Milk -- Milk Powder -- Evaporated Milk -- Unsweetened Evaporated Milk -- Fresh UHT Milk -- Flavored Milk MILK PRODUCTS - Condensed Milk -- Milk Powder -- Evaporated Milk -- Unsweetened Evaporated Milk -- Fresh UHT Milk -- Flavored Milk ‘Goodness to kick-start your day’ JAGO GOODY ‘Goodness to kick-start your day’ JAGO GOODY BISCUITS - Glucose - Milk/Malt --Nice -- Cream SPREADS - Mayonnaise - Margarine - Salad Cream BISCUITS - Glucose - Milk/Malt --Nice -- Cream SPREADS - Mayonnaise - Margarine - Salad Cream Energetic. Vibrant. Enjoyable. Successful. Energetic. Vibrant. Enjoyable. Successful. JAGO ‘Kick-start your Day’ The catalyst for an active, healthy and winning day for your family. ‘Refreshment to kick-start your day’ JAGO REFRESH ‘Refreshment to kick-start your day’ JAGO REFRESH -Tea -- Coffee -Tea -- Coffee
- 91. 91 Product Portfolio JAGO JAGO Active Milk Products Whole Milk Powder Unsweetened Evaporated Milk Sweetened Condensed Filled Milk Unsweetened Evaporated filled Milk Spreads Margarine Mayonnaise Salad Cream Beverages Chocolate Milk Powder Drinking Chocolate Powder Cereals Malt Biscuits Glucose Milk’o’malt Nice Chocolate Pineapple Vanilla Strawberry Orange JAGO Fresh UHT Milk Sweetened Condensed Milk Oats Cornflakes Flavoured Milk Drinking Yoghurt
- 93. Brandcept 1
- 94. Brandcept 2
- 95. 95 Pre-Read 1. ‘How to write a winning Brand Concept’ (PDF) Learning Outcome 1. Developing Master Brand Architecture 2. Writing a Brand Concept Class Points 1. Master Brand Temple, Jago (case) 2. Writing a Brandcept- elements, examples Post Class Exercise 1. Applying Master Brand Temple 2. Writing Brandcepts Did You Know? 1. Aditya Birla Capital-Master Branding