5.

Values & Personality

What are the values and personality traits that the brand should be known by?

6. Reasons to Believe
What are the reasons / supports that the consumer should believe the brand benefits?

8. Essence
What lies at the core of the brand which allows it to enter the consumers world?

4. Benefits
What are the benefits of using this brand?

7. Discriminator
What is the one unique quality inherent in the brand that sets it apart from its competitors?

Psychological / Physical

3. Insight
What is the door / opportunity that the brand can leverage to enter the consumers world?

1. Competitive Environment
What is the competitive frame of reference that the brand will operate in the consumers world?

2. Target
What is the best description of the audience that this brand serves?

5. Values & Personality Glowing with health Body & mind fitness Ayurveda the modern way Purity & Integrity 4. Benefits Strong Body & Mind Strong Bones Resistance to diseases 8. Essence Health sans synthetic medicines

6. Reasons to Believe Swami Sivanandas lineage (Dr. + Swami) Existing user base Specialist Products

7. Discriminator Born out of a modern doctors delving into secrets of ayurveda

3. Insight People more fitness conscious People wary of side effects of allopathic medicine

2. Target 1. Competitive Environment Dabur, Baidyanath, Zandu, Himani For those who hate to fall ill Want to ensure everyone in the & Ayurvedic Concepts family stays fit

What constitutes a Brands identity?

Picture of Sender
Physique Personality

Externalisation

Relationship

Culture

Reflection Picture of Recipient

Self Image

Internalisation

Sivananda: Desired Brand Identity

Physique
Fusion of the Old and the New .

Personality
A person who likes to plan ahead, Modern outlook & scientific understanding of tradition.

Relationship
Well esteemed guide Good Health guaranteed

Culture
Celebration of Good Health

Reflection
Proactive, Wholesome personality Fit Body & Mind

Self Image
For those who hate to fall ill. They set goals & work towards them - Take charge of life

Introduction to successful brand-management:

Successful brands have some communalities

Identity Relevance
Strong brands have a clear identity, i.e. can be clearly defined in how they present themselves, in what they are competent for and what benefits they offer and how they are in their personality They offer relevant benefits to the consumer. Such benefits can be functional (e.g. has a late check-out) as well as emotional (makes me feel being somebody special) Successful brands are not as easily interchangeable as other brands, they differentiate from competitive brands in what they offer, how they present themselves or in their personality Being a strong brand not only means being able to do certain things, it always also means, being not able to do everything. Brands have their limits and boundaries which they must not exceed, in order not to diffuse the brand imagery and weaken the brand equity Brands present themselves in different ways to the consumer: The product itself, the logo of the brand, advertising, websites in the internet, in the service industry also by its staff, promotions and PR-activities, etc. If well-designed, all these activities and measures are integrated, i.e. follow the same design rules and use the same visual signals as well as communicate the same messages Building up a brand takes time. In order to make the consumers learn and understand about the brand, the brand has to use its signals and messages over years. Frequent changes lead to a weakening of the brand or make the building up of a brand very difficult

Uniqueness

Focus

Integration

Continuity

Virgins Brand Positioning

Brand Identity
Essence of the Brand Irreverence

Positioning
Core Identity Elements Service Quality

Value Fun Innovation

Extended Identity Elements

Underdog Exciting New Rules

A Personal Way to Flexibly Shop for Wines at a Great Value

Wine Buying Like Never Befo

The Brand Culture Onion

Symbols
Colours

Heroes
Sounds

Signs

Rituals
Smells

Values
Brand/consumer relationship

Practices

Looks

Tastes

Role models
Graphics Mnemonics

A Simplified Onion
Visible Expressions Associated Meanings

Core Values

Allen Solly (menswear)

The carry bag Non-conformists who succeed - Bill Gates/Steve Jobs Creative mindthinking differently Adventure Triumph A restrained Nonhobbyists of the expression of self confor- Individual Bright -trekkers against the system mism Controlled colors -scuba irreverence to divers norms Innovators - people who made anything from cease-fire to notepads possible Oval logo Colour-led shelves in store

Heaty
Brassy Music
Solid bottles

Value for Money

Serious, stoic

Macho Man

Ritualistic Drinking

Goodness

Manliness

Traditional

Good For You

Teamwork for survival

Gooddaily alcoholic tonic for laborers

Hardwork Values

High Alcohol

Health

Purposeful Conservative Clanship loyalty Reward (after sacrifice)

Dark

Coffeeshops

Bitter Sexy Poster Girls

Bulldog