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Idea to branding

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This document discusses how to build strong brands. It states that most markets in India are still in early stages of evolution, providing opportunities to build brands that create barriers for competitors. To build a strong brand, companies should understand what benefits customers seek in a product or service and what attributes provide those benefits. They must then deliver value to customers through the brand by aligning internal systems and processes. Building brands requires a long-term, strategic approach rather than piecemeal efforts, and focuses on delivering customer value over time through cooperation across departments. Measuring brand equity helps understand a brand's value in generating future cash flows and loyalty.

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Brands- FromCommodity to Brands From just Products to Brands From Ideas to Brands
Meaningful Differentiation from Meaningless Attributes/Names/Identity Brand = Product + Image
The Case of the CommodityTrap. Most product-markets in our country are still at early stages of evolution.Therefore there are opportunities for companies to embark on strategic brand building exercises, thereby creating barriers to competition.
HOWTHEN,TO BUILD A STRONG BRAND?? What benefits do customers seek in a specific product or service? (For ex. Retailing could be a benefit where brands are being sold by different channel.)There could be different sets of benefits that are sought. Brand building can begin here. What attributes and features provide the benefits sought by customers?A good understanding of such attribute-benefit linkages is also required for brand building. How does one deliver through your brand what customers seek? Either you do or you dont. But if you do, there would be lot changes in internal systems and processes to deliver value through the brands.
BEWATCHFUL.. DO NOTTRY PEICEMEAL EFFORT OF DEVELOPING BRANDS. ITWOULDTAKEYOU NOWHERE. DO NOTTRYTO FIT DECISIONSTO ISSUES. BRANDS ARE NEVER BUILT BY ONE SINGLE ACT. They are build through a well thought out strategy linked to customer value. It is customers who build the brands and company can only provide inputs that the customer would appreciate as value.
What is Brand Equity = It suggests the willingness to pay a price premium Tangible and Intangible assets associated with the brand Are the brands able to generate future cash flow? It is measured in terms of BrandAwareness Perceived Quality Loyalty However they are not indicators of final purchasing decisions of a consumer Why is it important to calculate BE?
Brand are built block by block. It is act of patience and takes lot of time to be built It requires a team of Product, Brand, R&D, Production, Sales, Consu mer Insight, Marketing to make it successful!
Idea to branding
Idea to branding
Forming a Consideration set of Brand Choice Alternatives All brands in product class Unknown brands Familiar brands Brands found accidentally Brands found through intentional search Evoked set (brands activated from memory) Unrecalled brands Consideration set of brand choice alternatives
Idea to branding

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Idea to branding

  • 1. Brands- FromCommodity to Brands From just Products to Brands From Ideas to Brands
  • 2. Meaningful Differentiation from Meaningless Attributes/Names/Identity Brand = Product + Image
  • 3. The Case of the CommodityTrap. Most product-markets in our country are still at early stages of evolution.Therefore there are opportunities for companies to embark on strategic brand building exercises, thereby creating barriers to competition.
  • 4. HOWTHEN,TO BUILD A STRONG BRAND?? What benefits do customers seek in a specific product or service? (For ex. Retailing could be a benefit where brands are being sold by different channel.)There could be different sets of benefits that are sought. Brand building can begin here. What attributes and features provide the benefits sought by customers?A good understanding of such attribute-benefit linkages is also required for brand building. How does one deliver through your brand what customers seek? Either you do or you dont. But if you do, there would be lot changes in internal systems and processes to deliver value through the brands.
  • 5. BEWATCHFUL.. DO NOTTRY PEICEMEAL EFFORT OF DEVELOPING BRANDS. ITWOULDTAKEYOU NOWHERE. DO NOTTRYTO FIT DECISIONSTO ISSUES. BRANDS ARE NEVER BUILT BY ONE SINGLE ACT. They are build through a well thought out strategy linked to customer value. It is customers who build the brands and company can only provide inputs that the customer would appreciate as value.
  • 6. What is Brand Equity = It suggests the willingness to pay a price premium Tangible and Intangible assets associated with the brand Are the brands able to generate future cash flow? It is measured in terms of BrandAwareness Perceived Quality Loyalty However they are not indicators of final purchasing decisions of a consumer Why is it important to calculate BE?
  • 7. Brand are built block by block. It is act of patience and takes lot of time to be built It requires a team of Product, Brand, R&D, Production, Sales, Consu mer Insight, Marketing to make it successful!
  • 10. Forming a Consideration set of Brand Choice Alternatives All brands in product class Unknown brands Familiar brands Brands found accidentally Brands found through intentional search Evoked set (brands activated from memory) Unrecalled brands Consideration set of brand choice alternatives