This document provides an overview of building brands, including: 1) It defines what a brand is and how building memory structures through consistency is important for brands. 2) It discusses the importance of salience and spontaneous awareness for brands to drive market share. 3) It outlines two types of marketing approaches - for existing categories and new categories - and stresses the need to find new benefit spaces and build relevance.

1. BUILDING BRANDS 101
INDIA QUOTIENT CHAT, JANUARY 2017

2. Outline
FIRST
PRINCIPLES
30,000
feet view
Dive in to
relevant
problems

3. What is a Brand ?

4. Building Memory
Structures

5. Build Memory Structures | Exercise 1
• Nike
• Colgate
• Red Bull
• Thums up
• Swoosh, Elite Athletes,
Inspiration, Just Do It
• Dentist, Shell, Calcium
• Wings, Extreme, Adventure
• Masculine, Macho, Adventure

6. Consistency builds Memory Structures

7. Salience | Exercise 2

8. Salient Brands are More
Likely to be Purchased

9. Spontaneous Awareness is Critical
Market Share

10. Two distinct kinds of marketing plays
EXISTING CATEGORY
• Established category with
well identified and
segmented consumer need
spaces
• High penetration
NEW CATEGORY
• Nascent category with new
consumer need spaces
• Low penetration
Disrupt any/ some of the 6Ps
Find new benefit spaces
Build the category by building
relevance of the need

11. Benefit spaces in a category

12. Consumers Hate Making
Decisions

13. Which is why Amazon Recommendation Engine
generates 35% of Amazon’s revenue

14. Brand Ladder
Conviction
Only brand that solves my need
Performance
Meets/ Beats standards
Relevance
Is it for me
Presence
What is the brand ?

15. Which Brand Ladder is Better | Exercise 3
15
13
11
10
60
45
30
10
or

16. Loyalty is Over-rated
Obsess with Penetration

17. DEPLOYING YOUR BRAND

18. Make your Brand Available
MENTAL AVAILABILITY PHYSICAL AVAILABILITY

19. Maximize Reach @ Right Frequency
= fn (complexity
of message)

20. Should I take
front page in
TOI ?

21. Then why do
Flipkart and
Snapdeal
take it ?

22. Awareness is medium agnostic

23. Multi Mediums > Single Medium

24. Remember
Reach ≠ Awareness

25. Test Everything

26. Be Distinctive | Not Necessarily Differentiated

27. Consistency is Key

28. e.g. Snapdeal

29. Physical Reach
It is the same
consumer. She is just
buying elsewhere
OR

30. When should
I expand
distribution ?

31. Pricing : A Lever ?

32. Should I
discount to
get new
users ?

33. Will
discounting
spoil my
equity ?

34. To Sum Up
+

35. QUESTIONS & QUERIES !
INDIA QUOTIENT CHAT, JANUARY 2017