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Iconic Brands

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Indian Iconic Brands

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TataFord

Volkswagon

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Bata lost its once iconic image to the competitors wasthe change in its core positioning.

With its advent Hush-Puppies it shited its image o

!eing value or mone" and a#orda!le !rand to a morecontemporar" and up - market !rand

$i%cult to change the Brand Positioning

$i%cult to change the product characteristics

"When you're out of Schlitz, you're out of beer

The !rewing process or &chlit'(s )agship &chlit'!eer was changedBeer lost much o the )avour and pu!lic appeal.

in *+, the oca-ola ompan" decided toterminate its most popular sot drink and replaceit with a ormula it would market as /ew oke. ItFailed terri!l".

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0imited $iversi1cation

when Harley Davidson introducedperfumes, the brand was severely affected

2nrelated $iversi1cation

34564 onsumer 7lectronics 8

9ppliances Brand was launched in:;;< !" Future =roup.

(2nited olors o Benetton( clotheswere vound at site o !uildingcollapse in Bangladesh

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Too much dependence on a &ingle Product

ustomer 7>pectations are High

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Key Characteristics ofIconic Brand

5elevanc"ompetitivenes

s9uthenticit"

larit" opromise

onsistenc" oommunication

?It should ofer the go to product or serviwithin its market, delivering what people thin

rst when they want what the brand sells@

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Aass

Brands

Iconic

Brands

/icheBrands

ultBrands

5ationalonsiderations

7motionalonsiderations

0Fol

&oll

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Aass Brand Iconic Brand

/iche Brand ult Brand

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How Iconic &tatus helps

Transcend national !oundaries and area!le to garner glo!al appeal andprominence

Iconic !rands have higher top-o-mindconsumer awareness than other !randsC,D or iconic !rands vs. E

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Wh" Iconic Brands Fail

&u! standard o#erings in the timeswhen consumers have a huge rangeto make a choice

$i%cult to change core valueproposition

hanging core product