128209 633659454933033750

What is the Territory of the Brand? Six inches wide Grey and wet Mysterious

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Presentation Objective ,[object Object],[object Object]

Presentation incorporates learnings from ,[object Object],[object Object],[object Object],Al Ries, David Ogilvy & Ambani

Contents Branding Process Brand Building Understanding Branding

Module 1 Understanding Branding Understanding Branding Brand Building

Module 1 Understanding Branding ,[object Object],Architecture Management ,[object Object],[object Object],Understanding Branding Brand Building

Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 1 From Products to Brands ,[object Object],[object Object],[object Object],Brand v/s. Product Above all ‘ a brand is a promise’ Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 1 From Products to Brands …… .a short-hand that communicates powerfully & reduces uncertainty

Brand as an Asset ,[object Object],[object Object]

Module 1 Understanding Branding Attributes ,[object Object],Architecture Management ,[object Object],Products to brands Understanding Branding Brand Building

Module 1 Understanding Branding ,[object Object],Architecture Management ,[object Object],Products to brands Name Logo Colours Essence Understanding Branding Brand Building

Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name

Module 1 - Stage 2 Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 2 Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape

Module 1 - Stage 2 Attributes Name Logo Colours Essence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 2 Attributes

Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour

Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace

Module 1 - Stage 2 Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 2 Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity

Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

Module 1 - Stage 2 Attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Name Logo Colours Essence Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word

Module 1 Understanding Branding Attributes ,[object Object],Architecture Management Products to brands Management Understanding Branding Brand Building

Module 1 Understanding Branding Attributes ,[object Object],Architecture Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Management Management

Module 1 - Stage 3 Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 3 Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 3 Management ,[object Object],[object Object],[object Object],[object Object],Co-Brand Stealth Brand Fighting Brand Multi-Brand Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings

Possibly even a third or a fourth brand..

Module 1 Understanding Branding Attributes ,[object Object],Architecture Management Products to brands Architecture Understanding Branding Brand Building

Module 1 Understanding Branding Attributes ,[object Object],Management Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Architecture Architecture

Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus

Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist

Module 1 - Stage 4 Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes

Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.

Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’

Module 1 - Stage 4 Architecture ,[object Object],[object Object],[object Object],[object Object],Products to brands House of Brands Endorsed Brand Sub Brand Branded House Understanding Branding Brand Building Exercise Architecture Management Attributes

Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.

Module 1 Understanding Branding Attributes ,[object Object],Architecture Management Products to brands ,[object Object],Understanding Branding Brand Building

Module 1 Understanding Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Exercise

Module 1 Understanding Branding Attributes Architecture Management Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building ,[object Object],[object Object]

Module 1 - Stage5 Exercise ,[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage5 Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage5 Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage5 Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

Module 1 - Stage5 Exercise ,[object Object],[object Object],[object Object],[object Object],Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

www.mastersungroup.com http://strategy-execution.blogspot.com [email_address]

128209 633659454933033750

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