Si

Gr x i
My ey nch
st an es
Brand?

er d
io we wid
us t e
What is the Territory of the
 Contents
 Presentation Objective
 Understanding Branding
 From Products to Brands
 Brand Attributes
 Brand Management
 Brand Architecture
 Exercise
 Brand Building
 Brand Audit
 Connection Triangle
 Big Idea
 Evaluating Advertising
 Presentation Objective

• To understand the facets / issues involved in

branding
• To develop a framework for building a brand
Al Ries, David Ogilvy & Ambani
Presentation incorporates
learnings from

India’s Branding School, founded by Reliance:

MICA
Personal Work Experience
Al Ries & Laura Ries: The 22 Immutable Laws of
Branding
 Contents

Understanding Brand Building

Branding
 Module 1

Understanding Branding

Understanding Brand Building

Branding
 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes Management Architecture Exercise
brands
 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes Management Architecture Exercise
brands
 Module 1 - Stage 1

From Products to Brands

Understanding Brand
Branding Building

Products to Attributes Management Architecture Exercise

brands
 Module 1 - Stage 1

From Products to Brands

Understanding Brand

Brand v/s. Product

Branding Building

Products to Attributes Management Architecture Exercise

brands

 A brand is more distinctive than a product

 It is first of all a name, a means of identification
 Secondly it s a set of added values offering both functional and
psychological benefits

Above all ‘a brand is a promise’

 Module 1 - Stage 1

From Products to Brands

Understanding Brand
Branding Building

Products to Attributes Management Architecture Exercise

brands

A Brand is a Promise

“ …A seller’s promise to deliver consistently

a specific set of features, benefits and services
to buyers.
 Module 1 - Stage 1

From Products to Brands

…….a short-hand that communicates powerfully & reduces uncertainty

 Fevicol Case

Sales Value AdSpend Adspend as %

Year
( Rs. Crores) ( Rs. Crores) of Sales
92-93 46.02 0.55 1.2%
93-94 77.12 1.7 2.2%
94-95 102.16 2.3 2.3%
95-96 138 3.28 2.4%
96-97 156.19 5 3.2%
97-98 151.68 5.51 3.6%
98-99 191.75 6 3.1%
 Fevicol Case

Fevicol's Market Share

of Synthetic Adhesive Category

45%
42%
40%

35%
31.43%
30%

25%

20%

15%
10%
10%

5%

0%

1991 1994 1999

 Fevicol Case
Fevicol's Growth Rate
vs. Category Growth Rate

60% 55%

50%

40%

30%

20% 16%
10%
10%
8%

0%

1992-95 1995-99

Category Fevicol
 Brand as an Asset
 “If Coca Cola lost everything except for ‘the formula’ and its brand
name , it could walk into any bank in the world and get $100 billion
loan to start from the scratch”
Fortune Magazine
 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes
Attributes Management Architecture Exercise
brands
 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes Management Architecture Exercise
brands

Name Logo

Colours Essence
 Module 1 - Stage 2

Attributes

Immutable Law of Name

In the long run the brand is nothing more than a name

 Module 1 - Stage 2

Attributes
Understanding Brand
Branding Building Name Logo

Colours Essence
Products to brands Attributes Management Architecture Exercise

Brand Name
 Short
 Kodak, Fuji
 CNN an AOL Time Warner Company
 Distinctive
• Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace
• Orange was a striking name in a world of tel and coms
 Not mean anything rude or silly in another language
 Big Macs( McDonald’s) is a slang for big breasts in Canada
 Module 1 - Stage 2

Attributes
Understanding Brand
Branding Building Name Logo

Colours Essence
Products to brands Attributes Management Architecture Exercise

Brand Name

 Avoid generic / line extended names

• Xerox as opposed to Haloids Paper Master

• Xerox (Copier) is powerful. Xerox Computer is not

 Changing your name will not overcome a bad strategy

• “Monday” (Price Waterhouse Coopers )
 Module 1 - Stage 2

Attributes

Immutable Law of Shape

A brand’s logotype should be designed to fit the eyes.

Both eyes
 Module 1 - Stage 2

Attributes
Understanding Brand
Branding Building Name Logo

Colours Essence
Products to brands Attributes Management Architecture Exercise

Brand Logo
• Simple logo, designed to fit both eyes
• Mercedes three star
• Logos with a horizontal bias
• Logo with a horizontal bias is esp. useful for retail brands
• Logo font has to be clear and legible
• A housewife does not buy Ariel because it is written in a specific
font
 Module 1 - Stage 2

Attributes
 Module 1 - Stage 2

Attributes

Immutable Law of Colour

A brand should use a colour opposite of its rival

 Module 1 - Stage 2

Attributes

The Cola Wars: Energy Vs. Peace

 Module 1 - Stage 2

Attributes
Understanding Brand
Branding Building Name Logo

Colours Essence
Products to brands Attributes Management Architecture Exercise

Brand Colours
 Colours have meanings
• Purple means royalty
• Red is energetic
• Blue is peaceful

 Opposite colours can differentiate

• Coke is red, Pepsi is blue
• Kodak is yellow, Fuji is green
 Module 1 - Stage 2

Attributes
Understanding Brand
Branding Building Name Logo

Colours Essence
Products to brands Attributes Management Architecture Exercise

Brand Colours..
 Colours can help you stand out
• FedEx’s orange and purple packet stands out in corporate blue

 Logo and colours help, but the power of the brand

 Essentially in the meaning of the brand name in consumer’s mind, its
essence
 Module 1 - Stage 2

Attributes

Immutable Law of Singularity

Most important thing for a brand is its

single mindedness.
 Module 1 - Stage 2

Attributes

Single-mindedness means consistency.

Fresh and interesting manifestations of a single idea.
 Module 1 - Stage 2

Attributes
Understanding Brand
Branding Building Name Logo

Colours Essence
Products to brands Attributes Management Architecture Exercise

Brand Essence
 A brand must “leverage a compelling truth”
 Linux stands for freedom as opposed to Microsoft’s monopoly

 A brand should mean a single powerful thing: the essence

 Essence of Volvo is Safety
 Essence of Tata is trust
 Essence of Fevicol is bonding
 Module 1 - Stage 2

Attributes
Understanding Brand
Branding Building Name Logo

Colours Essence
Products to brands Attributes Management Architecture Exercise

Brand Essence
 A brand should also be clear of what is not its essence
 In India, STAR NEWS is not a channel of the masses unlike STAR PLUS
 A brand should drive single mindedly its essence
 Volvo has been selling safety for 35 years
 Raymond has been selling the complete man for over 2 decades
 Essence of Dettol is protection against germs
 A brand loses its essence if it starts meaning a lot of things
 What is Miller :A regular,light,draft,cheap, expensive beer
 Module 1 - Stage 2

Attributes

Immutable Law of Word

A brand should try to own a word in consumer’s mind

 Module 1 - Stage 2

Attributes
 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes Management Architecture Exercise
brands
 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes Management Architecture Exercise
brands

Co-Brand Stealth Brand

Fighting Brand Multi-Brand

 Module 1 - Stage 3

Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand

Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand

Co-Brand
 Brands need to address a similar need segment
– Kellogg's Pop-tarts with Smuckers Jam
 Brands with complementary strengths: Seen often on the Net
– NY Times gives Amazon credibility
– Amazon makes NY Times look modern.
 Module 1 - Stage 3

Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand

Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand

Stealth Brand
 Brand building that attracts customer attention but not of rivals
• Home-to-home, word of mouth / PR, internet community building
• Krispy Kreme relies only on PR

 Good option when unsure of a new medium/market

 Little promotion for Maytag website as opposed to a buy.com. Maytag sold
1000s of Neptune washers on web
 Module 1 - Stage 3

Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand

Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand

Fighting Brand
 Pricing led branding option. Works as a competitive response.
• Smirnov (Heublein) Case
 Smirnov attacked by W’schmidt @ $1 less
 Heublein raised the price of Smirnov
 Heubleinintroduced Reiska(fighting brand) at the same price
point as W’schmidt
 Heublein added Popov lower than both
 Module 1 - Stage 3

Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand

Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand

Fighting Brand
 Built as new, independent brand
• Prevents dilution of the leading brand

 HLL introduced Wheel to fight Nirma

 Module 1 - Stage 3

Management

Immutable Law of Siblings

There is a time and place to launch a second brand

Possibly even a third or a fourth brand..
 Module 1 - Stage 3

Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand

Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand

Multi Brand
 Key to a multi-brand approach is to give each sibling a unique
identity
 Time, Fortune,Life, Money, People

 Tempting to mash the brands and top it with corporate frosting

 Tata Salt,Tata Tea

 Second brand risks diluting equity

 Is Kingfisher Mild drinker more likely to be from Kingfisher or from
Fosters?
 Module 1 - Stage 3

Management
Stealth
Understanding
Branding
Brand
Building Co-Brand
Brand

Fighting
Multi-Brand
Products to brands Attributes Management Architecture Exercise Brand

Multi Brand..
 Common product area focus
 Shampoos: Clinic Plus, Ayush, Sunsilk
 Single attribute segmentation
 Price:Maruti 800, Zen, Esteem
 Sibling creates a new category
 Herbal Anti-Dandruff category by Ayush
 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes Management Architecture Exercise
brands
 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes Management Architecture Exercise
brands

House of Endorsed
Brands Brand

Sub Brand Branded House

 Module 1 - Stage 4

Architecture

Immutable Law of Contraction

A brand becomes stronger when you narrow its focus

 Module 1 - Stage 4

Architecture

The Economist is red and daring.

Provocative, brutally honest and non-conformist
 Module 1 - Stage 4

Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand

Branded
Sub Brand
Products to brands Attributes Management Architecture Exercise House

House of Brands
 Often dictated by corporate strategy. Core competence of the firm
is marketing / branding
• P&G is the prime example. Its “big” with the channel
 Multiple independent brands allows company to fill each niche
• Helps brand focus
 Gives an opportunity for the company to focus on each brand and
contract its scope.
 Module 1 - Stage 4

Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand

Branded
Sub Brand
Products to brands Attributes Management Architecture Exercise House

Endorsed Brand
 Endorsement used as a device to transfer brand assets from one
brand(corporate) to another
 Titan from TATA, transferring trust
 Danger of diluting the equity of endorsing brand
 Best as a transitional strategy
 Gain, from makers of Ariel
 Module 1 - Stage 4

Architecture

Immutable Law of Expansion

Brand’s power inversely proportional to scope.

 Module 1 - Stage 4

Architecture

The Volkswagen bus ad, talked only about ‘plenty of room’

 Module 1 - Stage 4

Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand

Branded
Sub Brand
Products to brands Attributes Management Architecture Exercise House

Sub Brand
 Inside out branding.Company pushes core brand in different
directions
 Sub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
 Module 1 - Stage 4

Architecture

Immutable Law of Company

Brands are brands, companies are companies.

There is a difference.
 Module 1 - Stage 4

Architecture
Understanding Brand House of Endorsed
Branding Building
Brands Brand

Branded
Sub Brand
Products to brands Attributes Management Architecture Exercise House

Branded house
 Consumers buy brands, not companies
 Danger of branded house, being many things to one group of people
• Virgin? Does “Virgin trains” work?

 May motivate trade, so might be useful for PR purposes with

trade/other stakeholders
• P& G way
 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes Management Architecture Exercise
brands
 Module 1

Understanding Branding
Exercise
 Two brand positioning within the same brand family?How do we
reconcile the two positions?
 The options available to us
1. Single brand

2. Stand Alone New Brand

3. Transfer of Brand Assets from an existing brand

 What are the pros and cons of each option ?

 Module 1

Understanding Branding

Understanding Brand Building

Branding

Products to
Attributes Management Architecture Exercise
brands

Single Brand
Options
Family

Stand Alone Transfer of

Brand Brand Assets
 Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Options
Branding Building Family

Stand Alone Transfer of

Products to brands Attributes Management Architecture Exercise Brand Brand Assets

 Single Brand Family

 ‘Stand-alone’ New Brand

 Transfer of Brand Assets ‘x from y’

 Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Options
Branding Building Family

Stand Alone Transfer of

Products to brands Attributes Management Architecture Exercise Brand Brand Assets

Option : Single Brand family

 Constant values / different products
• Dettol antiseptic / soap / hand wash
• Crest toothpaste / Mouth wash (But not chewing gum)

 Differentiate on product usage

• IBM Value Point - Entry level purchase
• Gillette Good News Line - Disposables
 Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Options
Branding Building Family

Stand Alone Transfer of

Products to brands Attributes Management Architecture Exercise Brand Brand Assets

Option : Single Brand family

 Use as umbrella branding
 TATA Trust
 SONY Electronic technology
 But Taj from TATA for Performance segments
 Difficult for a single brand to straddle Performance and Price
segments
 Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs
 Gap changed Gap Warehouse to Old Navy Clothing due to perceived
brand erosion
 Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Options
Branding Building Family

Stand Alone Transfer of

Products to brands Attributes Management Architecture Exercise Brand Brand Assets

Option : Single Brand family

Learnings

+ Cheaper than creating a new brand

- Difficult to stretch brands across Price and Performance
- Risk of eroding present position
- Lose opportunity of creating a new segment
 Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Options
Branding Building Family

Stand Alone Transfer of

Products to brands Attributes Management Architecture Exercise Brand Brand Assets

Option : ‘Stand-alone’ New Brand

 Levers enters popular segment successfully with Wheel as opposed

to Surf Easywash

 Levers use of brand-wise differentiation of brand values and

attributes to target consumer segments- Surf / Rin / Wheel / OK
detergents

 Toyota launches Lexus to enter the Premium Auto segment credibly

 Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Options
Branding Building Family

Stand Alone Transfer of

Products to brands Attributes Management Architecture Exercise Brand Brand Assets

Option : ‘Stand-alone’ New Brand

Learnings
+ Clear brand identity, values and assets
+ Create new opportunity of a range possibility in Popular segment
+ Leave present brand secure
- Expensive to build brand assets
- Difficult to build trial as a stand-alone Brand
 Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Options
Branding Building Family

Stand Alone Transfer of

Products to brands Attributes Management Architecture Exercise Brand Brand Assets

Option: Transfer of Brand Assets ‘x from y’

 Titan (from Tata’s)
• Worked well for Titan
 Sonata (from Titan)
• Eroding equity of Titan
 Gain (from the makers of Ariel)
• Apparently a ‘Transitional Strategy’
 Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Options
Branding Building Family

Stand Alone Transfer of

Products to brands Attributes Management Architecture Exercise Brand Brand Assets

Option: Transfer of Brand Assets ‘x from y’

Learnings
+ Cheaper than developing a new brand
+ Can be used as a ‘Transitional Strategy’
- Still a risk of eroding present image
- Possible mix of values and assets
 Module 1 - Stage5

Exercise
Understanding Brand Single Brand
Options
Branding Building Family

Stand Alone Transfer of

Products to brands Attributes Management Architecture Exercise Brand Brand Assets

Branding Options: Conclusion

 ‘Single Brand family possible if:
 Different products / similar values
 Differentiate on end use

 ‘Stand-alone ‘New Brand’ best option to straddle values - however it

is expensive to create a new Brand
 ‘Transfer of Brand assets ‘x from y’’ possible, especially as a
transitional strategy - still a risk of eroding present values and
mixing values and assets
 Contents

Understanding Brand Building

Branding
 Module 2

Brand Building
Understanding Brand Building
Branding
 Module 2

Brand Building
Understanding Brand Building
Branding

Evaluating
Brand Audit Connection Triangle Big Idea
Advertising
 Module 2

Brand Building
Understanding Brand Building
Branding

Evaluating
Brand Audit Connection Triangle Big Idea
Advertising
 Module 2 - Stage 1

Brand Audit

Brand Audit is
designed to put into words
the actual experience of a brand
in the life of the user
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Brand Audit

 Qualitative study
 In-depth interview ,usually administering a questionnaire
 Uses various techniques like
 Mind Mapping Technique
 Critical Incident Technique & Other Techniques
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Mind Mapping Technique

Good technique to make connections and evoke associations

Start with a major idea and work outwards in all directions
The more visual the better
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Draw An Egg
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Put Ten Legs on It
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Put Happiness in Centre
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Happiness 
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Write 10 Associations to Happiness
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Choclate Happiness  Cricket Win

er
Be
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Take 1 branch and add associations
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Sachin100

World Champion

Choclate Happiness  Cricket Win Bad Bowling

Mexican Wave
er
Be
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building
Branding Critical Incident Analysis: When
People Change
Brand Audit
Connection
Big Idea
Evaluating
 An technique that contextualizes
Triangle Advertising

importance of a ‘critical
incident’ leading to
change in an
individual’s life.
 These are turning points
– These are ‘Moments of Truth’ :
compelling moments when
one gets deep insights and is
propelled to ‘change’.
– Brands, category adoption too
revolve around such
‘incidents’
leading to change.
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building
The Hierarchy of Aspects of
Branding
Incidents

Consumer
Connection Evaluating
Brand Audit
Triangle
Big Idea
Advertising 
 Category
 Motivation
 Enabler
 Trigger
 Driver emotion
 Re-inforcer
 Emotional Pay-off

Both Mind Mapping & Critical Incident are useful techniques while
administering a Brand Audit Questionnaire
 Module 2 - Stage 1

Brand Audit
Understanding
Branding
Brand Building Brand Audit Questionnaire

Think about the specific things that

Brand Audit
Connection
Triangle
Big Idea
Evaluating
Advertising trigger the brands identity in your
mind…

When you hear the brands name what

immediately springs to your mind

What else
 visuals or images
 packaging or product elements
 bits of advertising
 signs or symbols
 anything else
 Module 2 - Stage 1

Brand Audit
Understanding Brand Building Brand Audit Questionnaire
Branding

Thinking about the feelings and

Brand Audit
Connection
Triangle
Big Idea
Evaluating
Advertising emotions the brand evokes in you

What specific emotions do you

experience while using this brand

How does the brand make you feel

about yourself

What do you feel when you see other

people using this brand

How do the emotions this brand evoke

differ from those of its leading
competitor
 Module 2 - Stage 1

Brand Audit
Understanding
Branding
Brand Building Brand Audit Questionnaire

Since using a brand makes it part of

Brand Audit
Connection
Triangle
Big Idea
Evaluating
Advertising your life think about personal
memories connected with the brand

What personal memories does this

brand bring to your mind
 Describe an episode in your life or
someone close to you that illustrates
this
If the brand were to be a restaurant or
a café…
 Describe the ambience, colours,
location, customers of the café
 Module 2 - Stage 1

Brand Audit
Understanding
Branding
Brand Building Branding Audit Example:
Eveready Associations

Brand Audit
Connection
Triangle
Big Idea
Evaluating
Advertising ‘Using it since a child…first used the
white cell now use red’
AGE OLD ASSOCIATION
‘Memories of using it in my
village fields during night’
CHILDHOOD MEMORIES ‘lasts longer’,’does not melt in
summer’, ‘leak proof’
PREFERRED BRAND
ASSOCIATIONS
OTHERS KEY

‘Was it a truck? Everything lights

up’ ‘Red colour in wall paintings, ‘Some
TV AD MAKES LITTLE IMPACT animal ..was.is it a panther’
ON MOST
THOUGH DISTINCT DON’T
REPRESENT STRONG BRAND
INVOLVEMENT
 Module 2 - Stage 1

Brand Audit
Understanding
Branding
Brand Building Example: Personality of Eveready
Its Two Faces

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

User of Eveready User of Competition

- Late youth or early middle - Middle aged man
aged man
- Strong
- Strong and energetic
Mirror’s - Don’t know him well, an
- Trustworthy
acquaintance
- Middle class, a family man
two faces
- Slightly dull, not colourful
- Distant friend /
acquaintance - LITTLE INVOLVEMENT
- RECOGNITION AND A HALF
SKETCHED PERSONALITY

Eveready’s difficulty to deeply involve

consumers & a mild/half-sketched personality
 Module 2 - Stage 1

Brand Audit
Understanding
Branding
Brand Building Good Brand Audit
 A good brand audit gives a definite
Brand Audit
Connection
Triangle
Big Idea
Evaluating
Advertising
answer about six interrelated equities
 Product: Product performance
supports the brand?
 Image: Image is strong and engaging?
 Customer:Strength of customer
franchise?
 Channel: Leverage in channel
environment?
 Visual : Clear,differentiating presence?
 Goodwill: Endorsed by influencers in
the communities in which it lives?
 Module 2 - Stage 1

Brand Audit
Understanding
Branding
Brand Building Exercise
Consider two competing brands:
Brand Audit
Connection
Triangle
Big Idea
Evaluating
Advertising
Kodak & Fuji
Rate the brands on a scale of 5

• Product Non Performing 1 2 3 4 5 Strong , Performing

• Visual Unclear, Inconsistent 1 2 3 4 5 Clear, Consistent Image
• Channel Not Leveraged 1 2 3 4 5 Important, Leveraged
• Customer Over Dependent 1 2 3 4 5 Valued, Popular
• Goodwill Not Recommended 1 2 3 4 5 Good PR, Recommended
• Image Weak 1 2 3 4 5 Strong, Engaging
 Module 2

Brand Building
Understanding Brand Building
Branding

Connection
Connection Evaluating
Brand Audit Big Idea
Triangle
Triangle Advertising
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

After a rigorous Brand Audit we are ready

to make a connection triangle
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Dissecting a Brand
 Brand Audit illustrates a unique combination of three factors
 Product Attribute / Benefit
 Brand Imagery / Personality
 Consumer Needs / Beliefs
 Connection triangle exists at the core of each brand
 However each brand has one of the three values as a primary driver
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Consumer Brand
Underlying Emotional
human truths benefits

• The nature of the product itself

– taste, texture, smell, size, heritage, complexity, cost

• Is it distinctive? Is it liked by the consumer?

• How can it be recast into a consumer benefit?

 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Consumer Brand
Underlying Emotional
human truths benefits

• Product Benefit Driven Brand

– Eno bubbles away troubles

– Fevikwik sticks in a jiffy

– Mseal seals chronic leaks

– Tang is essence of goodness from fruit

 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Consumer Brand
Underlying Emotional
human truths benefits

• Product Benefit Driven Brand

What I get from the product that makes the brand matter to me

Why I like the brand

 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Consumer Brand
Underlying Emotional
human truths benefits

• The values that underpin consumers’ trust.

• Brand’s personality?
• What is the tone of voice it adopts when talking to consumers?
• Avoid Yetisms (e.g. “professional yet casual”) that betray lack of
genuine understanding oft the brand.
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Consumer Brand
Underlying Emotional
human truths benefits

• Brand Image Driven Brand

– Jaguar is a copy of nothing ,like its owners
– Thumbs Up is for the real men
– HSBC is your local bank
– Tata Safari makes its own road
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Consumer Brand
Underlying Emotional
human truths benefits

• Brand Image Driven Brand

What traits that I recognize in the brand that I can respect/rely on

Why I trust the brand

 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Consumer Brand
Underlying Emotional
human truths benefits

• Why do people value my brand?

– If they don’t, what can we do to make them value it more?
• How does our brand fit into the lifestyle / basic beliefs of its
consumers?
• Why should it be relevant to/enrich their lives?
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Consumer Brand
Underlying Emotional
human truths benefits

• Consumer Beliefs Driven Brand

– Cadbury Dairy Milk recognizes the child in me

– Fevicol knows that I yearn for emotional bonds that do not break

– Maggi is one more of the delightful conspiracies led by mom

 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Consumer Brand
Underlying Emotional
human truths benefits

• Consumer Beliefs Driven Brand

What values that I share with the brand that makes me cherish it more

Why I value the brand

 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Product Benefit
What I like it

Consumer UHT Brand

Why I value it Why I trust it
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Product Benefit
Alternative Pale Pilsner

Consumer UHT
Don’t measure life by the Brand
number of breaths you take, Irreverent, impulsive,
but by the number of devil-may-care,
breath-taking moments you live for the day
take in
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Product Benefit
Quality adhesive

Consumer UHT
Bonds of family/ Brand
friendship/love usually A bond that will not break
break
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Exercise: Create a Connection Triangle

 Make a Connection Triangle of your favourite brand
 Ensure that it
 Connects

 Enrich your understanding of the brand-consumer

relationship
 Liberates i.e. provides the creative freedom
 Can someone who does not know the brand or the market get a clear
understanding of the brand?
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Exercise: Create a Connection Triangle

 Make a Connection Triangle of your Car Security Systems Product
 Recap of Consumer Research in Mumbai
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding
Recap of Consumer Research

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

 Primary Perceived Benefits: User

1. A more efficient locking system
 “I am assured that all locking is done once I press the remote button”
 “Even if I am careless, I am still assured that the locking has been done
2. A ‘Done’ thing
 “I have seen it on many cars”
 “like an audio system, got to have it”

The main perceived benefit is a ‘more efficient locking system’

 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding
Recap of Consumer Research

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

 Secondary Benefits: User

1. Scaring the burglars: A mixed bag
 “The burglar alarms can scare a burglar but is also a nuisance, since it
goes on its own a couple of times”
 “The thieves managed to silently get away with my Zen, on a rainy night. I
had taken off the burglary-prevention system of the car since the alarm
had gone off a couple of times unnecessarily''
2. Showing Off
 “My young brother simply loves pressing the remote buttons.He loves
showing off almost as if he is a James Bond. You should look at the
tesshan(style)”
 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding
Recap of Consumer Research

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

 Perceived Benefits : Non User

1. Style
 Perceived Barrier : Functionality is not fully established
 “Security system is for style”
 “Why spend an extra on an old car. When I buy a new one, I might consider”
 “I go for functionality….no sosha(show-off)”
 “The only thing it(security system) does is consume battery”
 “I have already taken car insurance. I don’t need a gizmo”

The effectiveness of security systems is not proven

 Module 2 - Stage 2

Connection Triangle
Understanding Brand Building
Branding
Key Consumer Insight

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

There is nothing that a thief cannot break. However from my end I know that
the theft has not happened because of my carelessness
 Module 2

Brand Building
Understanding Brand Building
Branding

Evaluating
Brand Audit Connection Triangle Big Idea
Big Idea Advertising
 Module 2 - Stage 3

Big Idea

Unless advertising contains a big idea it will pass like a ship

in the night

David Ogilvy
 Module 2 - Stage 3

Big Idea

What is the Big Idea in this visual?

 Module 2 - Stage 3

Big Idea
Understanding
Branding Exercise:
Brand
Building
What is a Big Idea ?

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

 A bisociation of two or more previously connected thought matrices

 A new combination of old elements
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Two Types of Big Idea

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Big executional ideas

Big strategic ideas

Two types of Insights

 Module 2 - Stage 3

Big Idea

Think Different

One definition of insanity is doing

the same thing over and over again,
expecting a different outcome
Module 2 - Stage 3

Big Idea
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Insight: Type 1
Verbatim about my life in relation to the category / brand
 Insight needs to
 Involve
 Be widely shared
 Identify with a ‘moment of truth’
 Insight should not
 Be a metaphor in disguise
 Restrict creative avenues
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Insight: Type 1
Verbatim about my life in relation to the category / brand
 Examples
 Skincare Category: Each new wrinkle reminds me of how much more I
want to do with life
 Ponds: My face is a mirror of my soul
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Insight: Type 2

The missing link which makes the disconnected connect

 They are not true discoveries
 They establish a real complicity between advertiser and the consumer
 Module 2 - Stage 3

Big Idea

Rediscover

You invent nothing.

You rediscover what you have forgotten.

Socrates
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Four Groups of Missing Link

 People
 Tapping into what turns people on. Culturally, communally, individually
 Pepsi World Cup, India: Indians are more street smart than an
average white bloke
 Bank of China, Singapore: Highly cosmopolitan Singaporean
Chinese revere the way Chinese ‘do business’
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Four Groups of Missing Link

 Product
 Reinterpreting the way a product attribute is presented

 Asian Paints, India: Paint takes on a symbol of prosperity.

Quality of home = Quality of Life
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Four Groups of Missing Link

 Problem
 Outmaneuvering a problem by illustrating an alternative solution

 Saffola, India: Cooking oils were perceived to be dangerous to

health of heart
 WWF Tiger Conservation, China: Human life was more
important than tiger’s. Work with logic that loss of tiger will
impoverish the life of children.
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Four Groups of Missing Link

 Promise
 Changing the nature of brand proposition that makes it seem ‘bigger’

 Stanchart Credit Card, India: Emphasizing the importance of

changing your credit limit by showing the fear of a wife
overspending
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

“What if?”

A Brainstorming Tool
that challenges convention
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

What if..
 A useful process to prevent inertia
 Allows our minds to roam
 New insights come from unexpected quarters

 Stage1: Integrate full possibilities for existing brand equity

 Stage 2: Stretch potential to absurd levels to challenge convention
A tool to explore risks and rewards of
completely changing the rules
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

What if.. Stage 1

 We redefine the category experience?

 Claim generic benefit for ourselves?

 Fevicol is an adhesive, so it sticks strong

 Make the brand sensational and newsworthy?

 The United Colours of Benetton

 Focus on the influencer and not the user?

 The TV buying ads focusing on kids
Module 2 - Stage 3

Big Idea
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

What if.. Exercise for Our Product

 How do we redefine the security system experience?

 Can we claim generic benefit for ourselves?

 How can we make the brand newsworthy and therefore spend less
in advertising?

 How do we focus on the young male adult/dealer and not the buyer?
 Module 2 - Stage 3

Big Idea

What If..

we all go mad?
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

What if.. Stage 2

 A chimpanzee sold coffee to a Martian?

 Asian Paints gets into hair colours?

 Coffee loses prestige value and needs a common man platform?

 Strategy is passé, and implementation is the real thing?

 Module 2 - Stage 3

Big Idea
Understanding
Branding
Brand Building Need Some Mad Ideas!

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

 A car manufacturer invented a theft-proof car?

 Car insurance and security system was co-branded ?

 Mercedes Benz endorsed our security system?

 We reduced the car theft rate in the city we test market in?

 The police commissioner used our system in his/her car?

 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Mining Insight

Drives powerful brand building

 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

So, What Next?

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

 You have driven the car, not only by looking at the rear view mirror
 You have used intuition and imagination

 You have created a connection triangle that truly articulates the

primary driver

 You are ready with a compelling insight

You are ready to put ‘aim’ into the

‘ready, aim, fire' of advertising / promotion
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

The springboard is ready for the creative

agency to leap
 Module 2 - Stage 3

Big Idea
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Creative Black Hole

 Now it the turn of creative agency’s turn to ‘fire’

 To give a creative articulation of the primary driver, using the

compelling insight

 Your work is going through the creative Black Hole

 Module 2

Brand Building
Understanding Brand Building
Branding

Evaluating
Evaluating
Brand Audit Connection Triangle Big Idea
Advertising
Advertising
 Module 2 - Stage 4

Evaluating Advertising
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

After the Creative Black Hole

 How do you evaluate a creative product: The TV Ad, Sales

Promo,Internet Banner, Direct Mailer?

 How do you ensure that both you and the creative agency have done
a good job?

 You are ready for Unilever’s Benchmarks!

 Module 2 - Stage 4

Evaluating Advertising
Understanding Brand Building
Branding

Connection Evaluating
Brand Audit Big Idea
Triangle Advertising

Unilever's Ten Principles

Yes/No
1 Is there a big idea memorable and relevant?
2 Does it discriminate the brand from the competitor?
3 Does it involve target consumer?
4 Does it establish a relationship with target consumer?
5 Does it invoke a positive response from the consumer
6 Does it feel genuine?
7 Is it simple and clear?
8 Is the brand name inseperable from the idea?
9 Does it make full use of medium's capabilities?
10 Is it in character with the brand personality?
 Module 2 - Stage 4

Evaluating Advertising

Finally
The consumer is not a moron,she is your wife
Final evaluation of brand building is whether it
motivates her
“You see, all the right things are written in books and
research papers.

The trick is to ensure that there is no gap between

what is written in the books and your vision; from
what is happening on the shop-floor and what is going
on in the marketplace.

That is execution. That is what makes the difference”

Mukesh Ambani

www.mastersun.in
http://strategy-execution.blogspot.com
chandra@mastersunindia.com
Sarvajeet Chandra: +91 9920803060
Jasravee Kaur : +91 9892301590
 Profile of Sarvajeet Chandra
Sales & Operations/ Brand Building Capability
Distribution Service Quality Development

FMCG/Retail ITC( ITD Division) MSM Eveready Shringar Cinema

Eveready Kodak (Fame)
Travelport
Infrastructure , Saurashtra Cement Lion Group Saurashtra Cement
Industrial & Real VNC Group Tata Steel Pidilite (Fevicol,
Tata Steel VNC Group Fevikwik, Fevistik)
Estate
Lavendor Group Gujarat Glass VNC Group
Mandala Asset Solutions Tata Steel

Textile, Leather & Tata International Indo Rama World Gold Council
Commodities Texmaco Group
Laxmi Machine Works
Tata International
ITC (IBD Division)
Banking, Media, IT, Xenos ICICI Bank STAR TV Vizualize
Hospitality & Blue Star Thanjavur EBay India LBi India
Cidade de Goa Hotel Residence MIHMCT Systime
Others
Tata Power Cidade de Goa JW Mariott
Cidade de Goa GTL Limited
BST-Sayona

Organizations Worked For : ICICI Bank, Renoir Consulting (UK), Baazee.com

( now Ebay), Ogilvy & Mather