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The Layers of Branding - presentation @ Asian Textile Conference, 2009 (Mumbai, India)
- 1. ATEXCON - Asian Textile Conference
Mumbai, 16 September 2009
The Layers of Branding
© Third Eyesight, 2012
This document is copyrighted by Third Eyesight, and may not be copied , republished or circulated in part or in entirety without Third Eyesight’s written permission.
- 4. “The Curious Case of Textiles & Clothing”
It’s like “Bollywood”
– A few stars that create the aspiration for the
hundreds of thousands of supporting crew
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© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
Valuable and Commodity both co-exist
- 5. A Brand is Like Health Advice…
…usually used the least by those
who need it the most.
© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
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- 6. What is a Brand?
A brand is a mix of tangible and intangible
attributes…
symbolized in a trade mark, name or symbol
© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
5
- 7. Why Brand?
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© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
“Intangible assets like goodwill,
trademarks, patents, management
expertise, formulas, copyrights, brands
and so on, have no physical substance,
nevertheless, they are perceived as crucial
in creating value.”
- 9. Brand Value, Brand Equity
Business
Financial
– Customer loyalty
– (Price premium) –
(Additional marketing
expenditure)
– Price premium
– Retained and reinvested
value
– Longevity
– Premium available in
addition to the value of
existing assets and
future cash flows
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© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
– Market Share
- 10. Building A Brand for What?
Consumer Market
Industrial / Business Sales
© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
- 11. India & Region – Key Concerns for Buyers
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© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
Overall lead times
Often not the cheapest in cost
Scaling up issues
Logistics unpredictability
Political situation in Sri Lanka, Bangladesh,
Pakistan
- 12. India & Region – Drivers for Buyers
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© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
Value-added “Indian” hand-writing
Product Development capability amongst
suppliers, with flexible manufacturing scale
Regional counterbalance to China-centric
sourcing
- 13. India’s Trade Positioning
© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
Seasonal / niche
supply base,
difficult and
unpredictable to
work with
- 14. India’s Trade Positioning
Sustainable globally
competitive supply
base, that can be
developed
strategically
© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
Seasonal / niche
supply base,
difficult and
unpredictable to
work with
- 16. Why Brands Need Strategy
Great brands don’t happen by accident
Strategic thinking pulls diverse views together
© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
The process sheds what is unnecessary or
doesn’t fit
- 19. Back to First Principles
© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
A Brand is not a name alone
A Brand is the verbal, visual and emotional
representation of your business
It should fundamentally reflect your business,
and how it is run
- 20. Guiding Principles from Richard Branson
© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
“Your brand name is only as good as your reputation.
Ours is of tremendous value.”
“…a lifetime relationship.”
“…when we put our brand name on something,
we’re making a promise. It’s a promise we have
always kept and always will…Virgin sticks to its
principles and keeps its promises.”
“Our customers trust us.”
- 21. Key Takeaways
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© Third Eyesight, 2009, STRICTLY CONFIDENTIAL
Branding collects and communicates value
Brands can influence purchases
Would you rather be an anonymous and
replaceable commodity, or be recognised for
your true worth?
- 22. Want to build a brand?
Connect with us…
+91 (124) 4293478
http://thirdeyesight.in/blog
http://facebook.com/thirdeyesight
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