Slide quản trị thương hiệu what is the territory of the brand

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What is the Territory of the
Brand?

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Presentation Objective



Understanding Branding


Brand Attributes



Brand Management



Brand Architecture



Exercise

Brand Building

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co

From Products to Brands

Brand Audit



Connection Triangle



Big Idea



Evaluating Advertising

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

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

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

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Contents

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Presentation Objective

To understand the facets / issues involved in

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•

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branding

To develop a framework for building a brand

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•

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Branding School, founded by Reliance:

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MICA

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India‟s

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co

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Al Ries, David Ogilvy & Ambani
Presentation incorporates
learnings from

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Personal
Al

Work Experience

Ries & Laura Ries: The 22 Immutable Laws of

Branding

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Contents

Brand

Building

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Understanding
Branding

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Module 1

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Understanding Branding
Brand

Building

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u

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th

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co

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Understanding
Branding

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Module 1

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Understanding Branding
Brand

Building

Manage
ment

Archite
cture

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du
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Attribu
tes

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Produ
cts to
brands

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an

co

ng

Understanding
Branding

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Exercise


Module 1

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Understanding Branding
Brand

Building

Manage
ment

Archite
cture

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du
o

ng

Attribu
tes

cu

Produ
cts to
brands

th

an

co

ng

Understanding
Branding

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Exercise


Module 1 - Stage 1

From Products to Brands

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Exercise

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an

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Architectur
e

ng

Manage
ment

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Attributes

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Prod
ucts
to
bran
ds

Brand
Building

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Understanding
Branding

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Module 1 - Stage 1

From Products to Brands

Attributes

Manage
ment

Architectur
e

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Brand v/s. Product
Exercise

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Prod
ucts
to
bran
ds

Brand
Building

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Understanding
Branding

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

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

Above all „a brand is a promise‟

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Module 1 - Stage 1

From Products to Brands

Attributes

Manage
ment

Architectur
e

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Exercise

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co

Prod
ucts
to

bran
ds

Brand
Building

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Understanding
Branding

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A Brand is a Promise

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“ …A seller‟s promise to deliver consistently
a specific set of features, benefits and services
to buyers.

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Module 1 - Stage 1

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From Products to Brands

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

A dspend as %

( R s. C ro re s)

( R s. C ro re s)

o f S a le s

9 2 -9 3

4 6 .0 2

0 .5 5

1 .2 %

9 3 -9 4

7 7 .1 2

1 .7

2 .2 %

9 4 -9 5

1 0 2 .1 6

2 .3

2 .3 %

9 5 -9 6

138

3 .2 8

2 .4 %

9 6 -9 7

1 5 6 .1 9

5

3 .2 %

9 7 -9 8

1 5 1 .6 8

5 .5 1

3 .6 %

9 8 -9 9

1 9 1 .7 5

6

3 .1 %

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S a le s V a lu e
Year

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Fevicol Case
F e v i c o l 's M a r k e t S h a r e

o f S y n th e tic A d h e s iv e C a te g o r y

ng

45%

co

40%

42%

35%

an

3 1 .4 3 %

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30%

ng

25%

15%

10%

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10%

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5%

0%

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20%

1991

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1994

1999

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Fevicol Case
F e v i c o l 's G r o w t h R a t e

60%

ng

v s . C a te g o ry G ro w th R a te

co

55%

an

50%

th

40%

ng

30%

1 9 9 2 -9 5

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0%

8%

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10%
10%

16%

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20%

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1 9 9 5 -9 9

C a te g o ry

F e v ic o l

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Brand as an Asset

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“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”

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Fortune Magazine

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

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Module 1

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Understanding Branding
Brand

Building

ng

Manage
ment

Archite
cture

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du
o

Attribut
Attribu
es
tes

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Product
s to
brands

th

an

co

ng

Understanding
Branding

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Exercise


Module 1

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Understanding Branding
Brand

Building

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Manage
ment

Archite
cture

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Attribu
tes

Name

Colours

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Product
s to
brands

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co

ng

Understanding
Branding

Logo

Essence

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Exercise


Module 1 - Stage 2

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Attributes

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Immutable Law of Name

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

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Module 1 - Stage 2

Attributes

Manage
ment

Architectur
e

Exercise



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 Kodak, Fuji

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Distinctive

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CNN an AOL Time Warner Company

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Toyota‟s Lexus is distinctive.Toyota‟s Luxury commonplace

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Orange was a striking name in a world of tel and coms

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

Essence

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Short



Colours

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Brand Name
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Logo

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Attrib
utes

Name

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Product
s to
brands

Brand
Building

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Understanding
Branding

Not mean anything rude or silly in another language


Big Macs( McDonald‟s) is a slang for big breasts in Canada
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Module 1 - Stage 2

Attributes

Manage
ment

Architectur
e

Exercise

Essence

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Avoid generic / line extended names
Xerox as opposed to Haloids Paper Master

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Xerox (Copier) is powerful. Xerox Computer is not

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Changing your name will not overcome a bad strategy

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

Colours

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Brand Name


Logo

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Attrib
utes

Name

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Product
s to
brands

Brand
Building

co

Understanding
Branding

•

“Monday” (Price Waterhouse Coopers )

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Module 1 - Stage 2

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Attributes

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Immutable Law of Shape

Both eyes

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

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Module 1 - Stage 2

Attributes

Manage
ment

Architectur
e

Exercise

Colours

Essence

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Brand Logo

Simple logo, designed to fit both eyes

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Logo

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Attrib
utes

Name

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Product
s to
brands

Brand

Building

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Understanding
Branding

Logos with a horizontal bias

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• Mercedes three star

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• Logo with a horizontal bias is esp. useful for retail brands

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Logo font has to be clear and legible
• A housewife does not buy Ariel because it is written in a specific
font
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Module 1 - Stage 2

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Attributes

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Module 1 - Stage 2

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Attributes

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Immutable Law of Colour

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A brand should use a colour opposite of its rival

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