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Brand Identitywith a case study of
Presenters
Ruchita Harjai 201053 Karthik Ranganathan 201072 Rupjeet Kaur 201074 Tejas Mukadam 201099 Aditya Joshi 2010
Aspects of a Brand
BRAND IMAGE How the brand is now perceived
BRAND IDENTITY How strategists want the brand to be perceived
BRAND POSITION The part of the brand identity and value proposition
to be actively communicated to a target audience
Brand Management
Brand Identity
Brand Position
Brand Image
Strategy
Messaging
Results
Brand Strategist
Marketing, PR, Product
Customers & Potential customers
What is Brand Identity ?????
Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain.
These associations represent what the brand stands for and imply a promise to customers from the organization members.
Brand Identity System
Brand Identity
Brand asProduct
Brand asOrganization
Brand asPerson
Brand asSymbol
Value Proposition Credibility
Brand-Customer Relationship
Brand Identity Planning
Extended
core
Brand As Product
1. Product Scope
2. Product Attributes
3. Quality/Value
4. Uses
5. Users
6. Country
Brand as Organization
1. Organizational Attributes
2. Local vs. Global
Brand As Person
1. Personality
2. Brand-customer relationship
Brand As Symbol
1. Visual Imagery and metaphors
2. Brand Hreritage
Dimensions of Brand Identity
Brand as Product
Product Scope
•Micromax products were towards the lower end of the pricing spectrum, the brand was focusing on adding more features at a reasonable price .
•The focus was more on value than price.
•A clear differentiation was a significant factor that aided the significant growth of micromax brand in Indian market.
Product Attributes
Handsets with 30 days battery backup Handsets with Dual SIM / Dual Standby Handsets Switching Networks (GSM - CDMA) Qwerty Keypad Handsets Operator Branded 3G Handsets OMH CDMA Handsets, etc.
Uses• Micromax X235 can also be used as a remote
control for televisions and A/Cs.• Micromax G4 Gamolution with a motion
sensor gaming console.
Users
Micromax has divided its target users into three categories - the rural sector, the urban youth and the high profile users. Micromax is solely targeting the rural segment right now as it promises the maximum number of consumers and all they demand from a handset is regular features at an affordable price.
The youth segment is the second most important segment, whom the brand will appease with innovative features such as a memory card with more capacity, better music and camera quality and a trendy face value.
The third segment or the premium class 'technological innovation' will be the catchword.
Brand as Organization
Innovation
• Micromax increased the size of the battery to 1800 mAh, as a result of which its X1i phone lasts for 30 days on standby and that too at an affordable price of Rs 2,150.
• To suit the requirements and preferences of different consumer groups, Micromax has released Android and touchscreen handsets for less than Rs 7,000 each
• The company decided to give around 5% commission to each of its distribution chain partners, which rapidly led to increase in sales.
Consumer Concern
• Micromax has more than 370 strategically located sales service centres in India, and also one each in Nepal and Sri Lanka
• In addition to the service centres, Micromax also has tie ups with five third party owned, modular (component) service centers which are exclusive to Micromax and provide a full suite of after sales services excluding chipset and printed circuit board (PCB) replacement
Local vs. global
• With Mobile Handsets fast becoming a commodity with mobile apps and services becoming the more important factor, Global Handset Hardware Companies are seriously threatened.
• Micromax which is the most successful amongst the host of small, nimble Indian companies has already starting marketing its phones in the Middle-East. With low cost $100 Android phones it could lead major prices wars in the West as well.
Brand as a Personality
• Micromax Q55 Bling: Micromax offered this handset with swarovski embedments making it a very womanized handset.
• Micromax G4 Gamolution: A phone with a motion sensor gaming console, offered a very teenage boy image making it famous amongst the users who enjoy cell phone gaming.
• Micromax W900 – Windows Mobile, GPS Navigation: The phone with windows and GPS navigation offered an executive/business class image.
Brand as a Symbol
A strong symbol can provide cohesion and structure to an identity and make it much easy to gain recognition and recall. Its presence can be a key ingredient of brand development and its absence can be a substantial handicap.
Elevating symbols to the status of being part of the brand identity reflects their potential power. Anything that represents a brand can be a symbol.
Visual Metaphors
Brand Heritage
Micromax has the tagline " Nothing Like Anything “ through which the brand wants to convey that every product from Micromax has something unique. It is not just like any other product.
Micromax launched its first phone in the rural market with a very unique USP- 30 days battery standby time. The brand was launched from a consumer insight that most of the rural households do not get enough electricity to recharge phones on a daily basis.
Besides the focus on product development, Micromax has invested heavily in brand building. The brand is one of the big spenders in the current IPL. Micromax has centered much of its brand building exercise around cricket. It was one of the principal sponsors of the South Africa VS India ODI series in 2010.