All about Branding

1. Branding Concepts

2. Product Design

3. Iconic design beats generic design in the
marketplace
An iconic product design engages the
consumer senses and creates an emotional
attachment
It is has a compelling brand imagery
It is unique, scalable and expresses brand
values
.

4. A product is the first
impression of the
brand

6. Physical representation of
brand personality

8. Experience is the
product

10. The problem lies with the misconception
that branding is about selling the product.
When you’re dealing with consumers’
higher needs, the brand experience can
actually become the primary source of
value, with the product or service
becoming a vehicle for that experience.

11. Don't focus on technology and features.
Focus on the experience you want to
create, and build a system that gets you
there.

13. Differentiates the brand

15. User Experience is the
Product Experience

17. Jelly Bean Theory

18. Environment is like a jelly

19. It changes its shape according to the
vessel you put it in
It changes shape and is wobbling all
the time.

20. SPELT
Standardization Political, Economical,
Legal &Technological
aspects of the society
Both Individual and Organization
work on SPELT

21. Aim: Make the organization grow and gain
profits
Theory explains how organization is
nothing but a group of individuals
And how if you don’t put the profits gained
by either the individual side or the
organization side back into the system it
leads to no growth in the business

22. E SPELT
Social
N Products
V Psychologic
al
Manageme
nt
I
R Basic Needs
Growth
&
O Profits
N
M Needs
Needs
E Needs Needs
N Exchange Process
T

23. SAMSUNG

24. Organization circle:
Samsung’s management philosophy is to
innovate.
Coming up with a new product is their
planned event.
They come from a management belief that
they have to compete globally. This
philosophy is helping them innovate and
come up with new products and services.

25. Individual circle:
The individual’s basic need it to communicate.
And the mobile phone’s have psychologically
built this perception that you need a smart
phone to stand out and to communicate
better. With so many smart phones coming
into the market and so much of competition it
has also become a social need for the
individuals. They want to stand out in the
society and want to have the best of all.

26. These two circles can not function without each other, to
survive in the competitive environment (market) they need
to keep the exchange process on all the time.
As the requirement of the individual keeps increasing the
organization needs to keep innovating.
And as the innovation keeps happening the needs of the
individual both psychological and social keeps increasing.
And all of this results in growth and profit of the
organization and fulfillment of individual's need.
The environment keeps changing according to the
requirement of both the individual and organization. And
all this is effected by SPELT.

27. Good Works/ CSR

28. • ‘Good Works’ or Cause Marketing
involves the cooperative efforts of a "for
profit" business and a non-profit
organization for mutual benefit.
• Has a social or charitable causes
attached to it

29. Benefits of cause marketing
• Improves social welfare
• Creates a differentiated brand positioning
• Builds strong customer bonds by spreading
goodwill
• Enhances the company’s public image
• Boosts internal morale
• Drive sales and increases market value of
firm

30. How does it help the brand?

31. Builds Brand Awareness

32. Aircel’sSave Our Tiger campaign
during its launch helped the brand
create awareness

33. Builds Brand Loyalty

34. HUL announced a 50 paise contribution to
diarrhea from sales of its Lifebuoy soap.

35. Builds Brand Image

36. OberoiGroup placed an envelope in all Oberoi
properties wherein guest could contribute to CRY
(Child Relief and You)

37. Help Increase Market
Share

38. Whisper sanitary napkins announced a
donation of 1 Re on every purchase to the
blind relief society.
Ithelped boost sales

39. Increases Brand
Engagement

40. HUL announced a Rs 5/- contribution to SOS
children’s village which was dedicated to
engaging consumers.
This was done by placing coupons in its
Brooke Bond TajMahal Tea.
Contribution could be made by dialing the
toll free number and inserting coupon code.

41. Evoke Brand Feelings

42. Tata Tea Jaago Re campaign

43. Establish Brand
Credibilty

44. Great wall of Education is a mega book
donation drive for the underprivileged
children.
This is done by Aviva in collaboration with the
NGO ‘ Save the Children India’ every year.

45. Creates a sense of
brand community

46. During the Tsunami, P&G donated a sum of 32
lakhs towards rehabilitation efforts via the
Prime Minister’s relief fund.

47. Culture in Branding

48. Culture is the cumulative concept that
encompasses knowledge, belief, customs,
practices and any other habits acquired by
people as members of society.
A major consequence of culture is its impact
on consumption patterns of individuals and
institutions.

49. Successful brands have been able to adopt
their branding strategies in line with this
dominant cultural philosophy and weave
their brands into the cultural fiber.

50. Cultural differences are indeed a major factor
that has an impact on the success or failure of a
brand.
As brands enter different
cultures, it becomes imperative
for them to carefully study and
understand the psychology and
buying behaviour of local
population.

51. WEAVE THE BRAND
INTO THE
CULTURAL FIBER
The increasing popularity of the
Internet offers brands a very
powerful tool to involve customers
and bring the brands closer to the
local culture by providing them a
platform to interact with the brand
in their (customer’s ) terms.

52. Online discussion groups, and online brand
communities is a firm step towards co-creating
brand value with the customers.
By weaving the brand essence into the societal
fiber, brands can leverage cultural differences
to their advantage.

53. Understand The Consumption
Patterns
Individualistic
Individualisti cultures
c and support
collectivistic customers to
make
cultures tend consumption
to be the two decisions
ends of a based on their
continuum. personal
choice, at an
individual
level.

54. To maximize the opportunities
brands should be sensitive to the
cultural subtleties and adopt
accordingly

55. SUCCESS STORY

56. Nokia recognized the
growing importance of
rural customers in the
Indian mobile telephone
market which grew from
a mere 300,000
subscribers in 1996 to a
whopping 55 million
subscribers in 2004.

57. Nokia introduced its dust-resistant
keypad, anti-slip grip and an inbuilt
flash light. These features, albeit small,
appealed to a specific target of truck
drivers initially and then to a broader
segment of rural consumers.

58. Epic Fail

59. Disneyland
Disneyland launched Euro Disney and
maintained its standard tried and tested
formula with the assumption that
customers would seek the authentic Disney
experience.

60. Disneyland
But shortly into the launch, Euro Disney
was declared a failure. Of the many
reasons that were attributed to Euro
Disney’s failure, the one that stood out
clearly was Euro Disney’s lack of localizing
the brand experience.

61. Brand Tribalism

62. Brand tribalism is sense of
belonging a brand is able to
create amongst its followers.
When a brand develops strong
tribalism amongst its followers,
they can become almost
cult-like in their support for the brand.
The brand becomes a tribe

63. These tribes follow their
favourite brands like a religion.
Marketers need to help develop
rituals and practices which
surround their brand and help
the members spread the word
to their friends and families.

64. Widely accepted as one of the few iconic brands, Nike has been
able to develop a status that transcends functional benefits.
The Swoosh represents something other than just a company. It
represents a whole value system.
It has stopped being a brand and has started to become a way,
that you are defining the way you are living on earth.”

65. Nike has made understanding its heritage and brand an intrinsic
part of its corporate culture. Its brand is truly ubiquitous – the
company’s growth has never really been based on the technical
superiority of its products, its success has been built on
transforming the technology and design of its products into a
high performance brand people believe in

66. Nike has made understanding its heritage and brand an intrinsic
part of its corporate culture. Its brand is truly ubiquitous – the
company’s growth has never really been based on the technical
superiority of its products, its success has been built on
transforming the technology and design of its products into a
high performance brand people believe in

67. Because of compelling rhetoric and the charismatic persona of a
mere basketball player (Michael Jordan), a lowly gym shoe
became the Shoes, -its creed a clarion call for anyone who has
ever broken a sweat.
Nike became THE tribe for achievers and sweaters.

68. Diesel has established a strong sense of identity and belonging
and that goes a long way to understanding their high
performance and the tribe that surrounds this brand.
The company is well known for picking out social issues and
things people are debating in the public and repackaging them in
interesting new ways that engage its brand tribe.

69. Diesel has imposed originality and creativity by bringing out a
personality that’s about humour, daring colours and
provocation. It has, literally and otherwise, created its own
CULT. It became THE cool thing with its identity and its
communication like “Stop Knifing. Start Spooning.” and “Stay
Young Forever”.

70. Myth Making

71. Myths are narratives about divine or heroic beings, arranged in a coherent system,
passed down traditionally, and linked to the spiritual or religious life of a
community, endorsed by rulers or priests.
Several Brand have a certain mythology built around them which makes them mysterious
and desirable. There is a history and past attached. There are legends and there are
archetypes attached to it. And the followers feel like they are a part of something timeless
and transcendental.

72. A Mythic brand would have a story, not just a product or a pile of facts. That story
would promise (and deliver) an heroic outcome. And there needs to be growth
and mystery as well, so the user can fill in his/her own blanks with the fulfilment
of brand’s promise.

73. Mythological brands make a deep mental connection with the user, delivering
something that they can't find on our own or, at the very least, giving a slate we
can use to write our own sub conscious on.
People use a Dell. They are an Apple.

74. While the product is truly excellent, ever since its “1984” TV commercial, Apple has
obtained and maintained demigod like status. With its super-sleek design,
packaging and advertising,
Apple is way more than hardware -it’s Lifeware.
With the entire identity and life of steve jobs resembling that of a God with a world
to run, Apple became Jesus. God’s messenger on earth. Embrace the son and feel
the grace of god.
Like Greek heroes have a turbulent life, steve jobs’ life provided the mythological
stories that brought Apple even closer to the hero in public’s mind.
Use apple and be on the side of the rebel.

75. Thank You!
Submitted by
Group 12
Ishita Shelat 86
Ishank Gorla 85
Shivani Sharma 128
Vishakha Pithwal 141
Yasmin Hussain 144