Total value of top 100 brands amounted to US$1.5Trillion-65% of UK and nearly 10% of US GDP in 2010. Top 500 global brands valued at US$3Trillion for the same period.
Brand is an: Image, Perception, Promise, Single Idea, Persona, Emotion, Values.
Perception
Limca Ariston
Persona
Raymond 1 , Raymond 2 Fevicol1, Fevicol2 Virgin 1 , Virgin 2 ,
Emotions
Reliance Airtel Slice Aamsutra
Brand
Video
Video 2
Brand Persona
Video
LAWS OF BRANDING
Performance
Features Reliability
Conformance Durability Serviceability Aesthetics
Colgate Number 1 Toothpaste Recommended By Doctors Haier 2nd Largest Manufacturers Of Home Appliances
Waves Number 1 Selling Brand In Pakistan Supreme Dunya Ki Number 1 Quality Chai Fair And Lovely Number One Rang Gora Karney Wali Cream
Hagen Daz Finest Ice Cream In The World
Charge premium prices. Give your brand a rating. Be a specialist not generalist. Narrow your focus. Give your brand a good name.
BE A SPECIALIST
$40
A brand should strive to own a word in the mind of the consumer. or A brand should make efforts in owning a word in prospects mind.
You cant become generic by becoming the market leader BUT By being the first brand and establishing a category
Examples:
Mercedes
Volvo
BMW
FedEx
Herbal essences
Nike
Examples:
Pampers
WORD
Volvo Olpers
Mistake/problem:
The minute a brand begins to stand for something in the mind, the company usually looks for ways to broaden the base, to get into other markets,to capture other attributes. Example This mistake was made by Mercedes.
Shan Spices
Dawlance Reliability
A singular idea or concept that you own inside the mind of the prospect.
A proper noun that can be used in place of a common word.
The objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product.
Loss of singularity weakens the brand. A brand that has lost its life because it lost its singularity.
Fevicol
Slice - Aamsutra
Nestle
LG
Mercedes A Class
Sufi
A single idea or concept that you own in the mind of the prospect It is as simple and as difficult as that
Broad Spectrum AB-Augmentin.Amoxil Gerd-Risek.Zantac 24 hour control of Hypertension Norvasc Diarrhoea with pain-Flaygyl Toothache-Ansaid General pain-Panadol Pain & Fever-Ponstan
A brand is not built over night. Success is measured in decades, not years.
Video
Limit your brand. Thats the essence of branding. 2. Brand has to stand out for something, both simple and narrow in the mind. 3. This limitation is the essential part of the branding process. 4. Limitation combined with consistency is what builds the brand.
1.
Preempt the category. 2. Be first in the category 3. Aggressively promote the category 4. Create a powerful brand and a rapidly escalating market
1.
Video
Cac 1000 plus Aspirin C plus Fefol vit Lomotil Lantus-once a day slow releasing insulin Ascorbon-the chewable tasty Vitamin C
The crucial ingredient in the success of any brand is its claim to authenticity.
Find some credentials that could be exploited. If not, create credentials by inventing a new category.
Augmentin- Lipitor-Corex
Video
Brands can be changed, but only infrequently and only very carefully.
Video
A family of brands assures a company's control on the market. The key to family approach is to make each sibling a unique individual brand with its own identity. Each brand should be different and distinct as possible.
Nestl
Unilever
P&G
Coke
Engro
STRENGTHS OF A BRAND
Lies in having a separate, unique identity---- not in being associated in the mind with a totally different category. There is a long-term need to maintain the separation between the brands, not to make them all alike.
Having a totally different identity in the mind doesnt mean creating a totally separate organization to handle each brand.
If handled incorrectly the second brand can dilute the power of the first brand.
Kroger Supermarkets
Total 23,000 Sold daily 6,700 Sold weekly 13,600 Sold Monthly 17,500 Not sold over a month 5,500
High Life Budweiser Coors Banquet Today these three brands have become sixteen
Advantages
More potential customers. Opportunity to sell more to each customer. Greater marketing efficiency. Greater production efficiency. Increased profits at introduction and growth stages of product line extensions. Lower promotional costs of line extensions.
Disadvantages
If line extension fails to satisfy consumers then other products under same brand name will be damaged. New products may cannibalize sales of older ones. Eg.Pepsi and Diet Pepsi
Successful Extensions
International Nabisco Heineken Coca Cola Local Dettol Water
Pure Gillette
Unsuccessful Extensions
International Miller SnackWell Heinz Light Ketchup
Unsuccessful Extensions
Local Fair & Lovely Lux Shower Gel LG
Philips Siemens
Samsung
Line Extensions
The power is shifting from manufacturer to retailer for the purpose of trade promotion, slotting fees, return privileges. 90% of all new brands are line extensions. Powerful brands should have more than 50% of market share.
When you put your brand name on everything, that name loses its power The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of the brand. The strength of brands lies in becoming synonymous with a single category. Brands that spread themselves across categories lose brand focus, identity, and ultimately market share. Marketers launch ridiculous over zealous brand names
Contract your brand, NOT expand it To build a powerful brand, you need to contract your brand not expand it. The lesser you expand the stronger your brand stays
Crest
Examples: Crest: P&G 38 to 50 skus Market share dropped from 36% 25% Crest lost leadership to colgate
LEVIS
Levis Jeans has close to 27 different cuts and styles It has also digressed into a number of accessories including Levis Mobile Phones, Caps, Belts, Shoes, Shirts, etc. Market share fallen from 31 19%
Pakola
Pakola has a wide range of product line
Subway
It is the strongest brand of the world BUT the fact is, it is the name of company.
What makes the branding process confusing? THE USE OF COMPANY NAME
Should it dominate the brand name? Should it be dominated by Brand Name? Should both be given equal weight?
Examples
It is highly conditional and attributed to the product nature. Whether to emphasize on the company name or not.
IN SHORT TERM
IN LONG RUN
SYALLABLE STRUCTURE
C---V---C---V
P---E---PS---I B---A---T---A X---E---R---O---X C---O---C---A C---O---L---A L---E---V---I---S D---A---LD---A T---A---P---A---L S---O---N---Y T---I---D---E R---O---L---E---X N---I---K---E
Taking initials
IBM UBL ADIDAS BMW MGM
Double-entendre
Law Of Name
Video
CHEMICAL DERIVED NAMES Cipro for Ciprofloxacin Capoten for Captopril Risperdal for risperidone
THERAPY NAMES
FAMILY NAME OR DRUG CLASS NAME Mevacor/Zocor Zoladex/Nolvadex Beconase/Vancenase Tolinase Micronase Orinase
CORPORATE NAME
This strategy is of course only powerful when the corporate name is well known and has strong positive associations
Video
A logotype is a combination of a trademark which is the visual symbol of the brand and the name of the brand set in distinctive type. A customer sees the world through two horizontally mounted eyes peering out of the head. For maximum visual impact, a logotype should have a horizontal shape.
It is like looking out of the windshield of an automobile. The ideal shape is 21/4 units wide by 1 unit high.
Important Facts
The equal importance to shape is legibility. Logotype designers often go way overboard in picking a typeface to express the attribute of a brand rather than in its ability to be clearly read. The other component of the logotype, the trademark, or visual symbol, is also over-rated. The meaning lies in the word, or words, not in the visual symbol.
Video
Law Of Shape
Types of Shapes a Brand Should avoid:
A brand should use color that is the opposite of its major competitors
A single color is almost always the best color strategy for a brand
McDonalds
IBM Products
Blue is a corporate color used to communicate stability. Blue is peaceful. Blue is a laid-back color.
Tetley
LAW OF PUBLICITY
Primarily.
PUBLICITY
ADVERTISING
BUILDS a brand
MAINTAINS a brand
LAW OF PUBLICITY
Benson & Hedges
Safeguard
Safeguard
LAW OF PUBLICITY
Many brands use publicity as a deliberate effort to take up media space in the form of EVENT MANAGEMENT
LAW OF PUBLICITY
Other examples which might not be often cited but are an absolute example of publicity are
Armeens Cake
LAW OF PUBLICITY
Al- Ries includes that there has to be the best way to generate publicity Area 51 But this works even if a new product is introduced to an existing category Nirala Sweets
LAW OF PUBLICITY
Creating Brand Identity through Celebrity Stunts
Britney Spears
Publicity
Video
Loose Talk Anwar Maqsood And Moin Akhtar Product Placement Ariel , Coke(Beyond Enemy Lines) ,Dawlance Micro Wave. AXE Case India Berger Pakistan KOL Pharma Industry
Law Of Border
There are no barriers to global branding. A brand should know no borders.
1)Their market share cannot be substantially increased in their home countries 2) They need to grow
As a result of these belief, they insist on expanding their brands into other categories. It is the only way to grow
The perfect solution to achieve both the goals is to build a global brand. That means 1)Keep the brands narrow focus in its home country.
2) Go Global
IMPORTED
For years the magic word on many products has been imported
Crossing the border often does add value to a brand. Since value lies in the mind of the consumer
Every country has its own unique perceptions. When a brand is in sync with its own countrys perceptions, that brand has the possibility of becoming a global brand.
Automobiles from Germany Watches from Switzerland Electronics product from Japan
It doesnt matter where your brand is conceived, designed or produced, the name and its connotations determine its geographic perception.
For example : Nike (originally from USA)but now also manufacturd in China and Thailand.
Brand name, slogans and Logos should be carefully made. Since there is a Cultural and language differences
For example
PEPSI Come alive with the Pepsi generation
When translated into Chinese, Pepsi brings your ancestors back from the grave Haleeb Doodh : Haleeb also means Doodh so it makes Doodh Doodh
LAW OF MORTALITY
No brand will live forever. Euthanasia is often the best solution
NBP Saiban UBL Address SCB Sadiq UBL Amin NIB - Assalam
The competition between Coke and Pepsi makes customers more cola conscious
One of the best locations for a number-two brand is across the street from the leader.
Competition also broadens the category while allowing the brand to stay focused.
For each category two major brands should be ideal The best location for a KFC franchise is often across the street from a McDonalds restaurant.
Your brand should welcome healthy competition it often brings more customers into the category.
Research indicates that 50% is about the upper limit. Federal Express has a 45% share of the domestic overnight package delivery.
You need to reduce the essence of your brand to a single thought or attribute, an attribute that no body else already owns in your category.
Generic Names
General Motors Good Milk National Foods National Panasonic International Harvester
General Motors To GM National Biscuit Company To Nabisco. General Electric To GE National Foods Rivaj . Fruitily . Maharaja National Panasonic To Panasonic National Geographic To NatGeo
WHY ADVERTISE
Maintain Leadership
Brand Awareness
Brand Image
Brand Associations
PSO
SHELL
CALTEX
Advertising
Kashmir Gold Surf Excel Sony Bravia Coke Slice Aamsutra Bridgestone Perrier Panadol Ashoka Achar
Advantages You can create a new category by simply narrowing the focus. Specialists. Extremely powerful in the category.
Dominate a category
Microsoft has 90% of the MS of desktop computer OS. Intel has 80% worldwide market for microprocessors. Coca cola has 70% of the cola market.
International Successes
Starbucks Subway Blockbuster
Toys GAP
R Us Secret
Victorias
International Failures
Mc
Local Successes
Always Mother
Local Failures
Fair