presentation of BRAND---BY SUMIT MUKHERJEE

PRESENTED BY : - SUMIT MUKHERJEE & AMIT ROY

Water + Sugar + Fizz (put it into a bottle) = Costs less than

Rs 3

WRITE COCA-COLA ON THE bottle AND YOU CAN

CHARGE Rs 30

Take cheap fabric (the cheapest) make pants using a 100 year old design

= production cost Rs 250

PUT THE NAME LEVI’S ON THESE ORDINARY PANTS : AND CHARGE Rs 2000 (no

problem)

That is BRAND POWER…

STARTED IN

1300 BC – POTTER’S marks were used in POTTERY in CHINA, GREECE, ROME and INDIA.(identification of ownership and quality)

1200’s – PRINTERS used WATERMARKS.GOLDSMITHS AND BREADMAKERS put their marks on goods.

Later- SPIRIT makers also marked to indicate the origins of liquor.

1600-1800 – CRIMINALS and SLAVES were branded

1800 (LATER)- PATENT MEDICINES and TOBACCO branded their products

MID 1800 – P & G started branding the consumer products

1950’s – BRAND PERSONALITY

1980’S – BRAND EQUITY

LATER 1990’S – BRANDING EMERGED AS A SIGIFICANT AREA OF EMPHASIS.

HISTORY

Before answering the question what is a BRAND

Lets define what is not a BRAND

FIRST A brand is not a LOGO

SECONDA brand is not an identity.

FINALLYA brand is not a product.

So what exactly is a brand?

A BRAND IS A PERSON’SGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.

It’s a GUT FEELING because peopleare emotional, intuitive beings.

It’s a PERSON’S gut feeling, because brands are definedby individuals, not companies, markets, or publics.

In other words…

IT’S NOT WHAT YOU SAY IT IS.

IT’S WHAT THEY SAY IT IS.

...a set of mental associations, held by the consumer, which add to the perceived value of a product or service.”-Kevin Lane Keller(1998)

What is W

hat

is a

BR

AN

D?

Wh

at

is a

BR

AN

D?

“A brand is more than a name or a logo – it is a

promise and a

contract with every customer with whom you are dealing. And if people feel that the offering does

not live up to what they expect from the brand, they

will decide to stop buying”

- Richard Branson

“Apple opposes, IBM solves,

Nike exhorts, Virgin enlightens,

Sony dreams, Benetton protests. …

Brands are not nouns but verbs.”

Jean-Marie Dru, Disruption

Wh

at

is a

BR

AN

D?

WHY IS BRANDING SO HOT?

1.People have too many choices and too little time

2.Most offerings have similar quality and features

3.We tend to base our buying choices on trust

What do brands do?

They remind us of a past product/ service experience.

They communicate how we see ourselves. Brands are fantasy.

Wh

at

do

bra

nd

s d

o?

A GREAT NAME deserves GREAT GRAPHICS.

FLASH!

NEWSLOGOS ARE DEAD. LONG LIVE

ICONS AND AVATARS !

An ICON is a name and visual symbol

that suggests a market position.

CBS- The network for “eye-popping” television.

EXAMPLE:

An AVATAR is a brand icon thatcan move, change, and operatefreely in various media.

VODAFONE: The “self-expression” cellular service.

EXAMPLE:

Distinguish the product from competitive brands

Negative or offensive references should be avoided

Memorable and easy to pronounce

Easy to say, spell and pronounce

It should allude to the product 

Elements of BRAND

Evoke positive mental image

Evoke positive emotional reaction

Be unique Possibly, translate well in other languages tooSimple

Sound appropriate

It is possible to brand everythingA physical good (Nestle soup, Pantene shampoo or Maruti Swift

A service (Kingfisher Airlines, TATA AIG medical insurance),

A store (Big Bazaar, BATA stores),

A place (The state of Kerala),

An event ( Mela)

A person (Shahrukh Khan, Sachin Tendulkar, Tiger Woods, Roger Federer)

An organization (UNICEF or BCCI)

Brands are like people.

IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…

WHY CAN’T BRANDS?