Branding

Prof. Ramola Kumar

Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand
David Ogilvy

Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand
David Ogilvy

Branding is a journey, not a destination

Andrew Welch

I am irresistible, I say, as I put on my designer fragrance, I am a merchant banker, I say as I climb out of my BMW. I am a juvenile lout, I say I down a glass of extra strong lager. I am handsome, I say, as I don my Levis jeans
John Kay, Economist

Y_O_U can make a difference; take charge of your life! Be distinct.. Or Extinct Its a new millennium If not now W-H-E-N
Tom Peters

Does your brand create the response.. Hey thats me! The onus lies in the agency to discover preference and value factors that Strike -A- chord with the consumer

What in a nameEverything if its YOURS !!!! LEARN TO UNDERSTAND AND APPRECIATE DETAILS it could be you who spelt your own name wrong!!!

Dont expect the work to speak for itself. Even the most ingenious solutions must be sold
Suzanne Young

Just give me one good reason why I should buy your brand, instead of someone elses.
Your next new consumer

Really strong brands are the ones that have done all my thinking for me
Marieke van der Werf

The love and affection that people hold for a brand can spawn line extensions and as expansion of your customer base
Customer ? lover? Or both?

Love me love my brand our brand, the nations brand

hamara bajaj !!!

Live your brand related questions now Today And perhaps even without knowing it You will live along some distant day into your answers
Rainer Maria Rilke

The only brands that survive are of the successful kind. these are the brands which, are relevant and different. THINK DIFFERENT, BE DIFFERENT BRAND- a set of differentiable proposition/s

The essence of the brand has to permeate every thought, strategy and action concerning its identity and existence

Total branding--- whatever the consumer thinks of when he/she hears the companys name. Brand is everything, the stuff you want to communicate to consumers and the stuff you communicate despite yourself.
David D Alessandro

Your brand represents the sum of all the minds and souls of every single person that comes into contact with your company over time.
Martin Lindstrom

Color creates emotion, triggers memory, and gives sensation

Gael Towey

Brands are the express checkout for people living their lives at ever increasing speed
Brandweek

Product- a set of attributes; Brand - collective judgement

Prof. S Lahiri

Customers must recogzine that you stand for something

Howard Schultz, Starbucks

A brand is the source of a promise to the consumer through relevant differentiated benefits
AMA

The single minded proposition that your brand stands for

Al Ries n J. Trout

Innovation Management

Product Failures
Talcum powder/
Cold creams

Toothpaste/
Baby product

Ponds

Fresh breathe, healthy teeth ! Benefit- ??

Nestle

Coffee

Paloura Iced Tea

Flop Re-package
Segment Analysis Iced Tea ? Taste ? Both ?

Flop

Iodex

For aches & pains

Iodex sprays

Sprains Injuries Burns

Injuries + Burns failed- product association with sprains couldnt be extended

Lakme

Cosmetics

After shave lotion& shaving cream

Flop

Increase association with segment- Women!

Hawkins

Pressure cooker

Pressure cooker masalas

Flop

Consumer need/wants ?

Cola Brands

Cola Lite

FLOP

Segment- too small India has one of the lowest per capita consumption of soft drinks

Lessons to be learnt
Product should offer a clear BENEFIT - Which can be experienced & result in satisfaction (+ve) - Need; product association with existing association Value for money Product profitable in the long run - Marketers should have resources to sustain the product initially till its able to pay for itself


Marketers should have access to manufacturer; quality control & R&D facilities Advertising & promotional expenses should be looked on as investments Consumer feedback

New product Planning Gap can be filled by

Acquisitions

Corporate Patent License

New In-house product Development

Contract

R&D facilities Investments Gestation period

FINANCIAL IMPLICATIONS of each alternative

What is a new Product

Invention- New to the world Innovations- Product modifications/ improvements
Existing Product

Innovation Hi Technology Ordinary Technology

Time period Product category


In marketing terms New product for the world as a market new product for a specific market

New Product Any product that is perceived by the target segment as new
Re-Positioning; Cost Reduction ?

Integrated approach to New Product Planning

The Gel war! HULs close-up- 1st Gel Toothpaste Segment- Young couples (Teens/singles) Emphasis- Gel+ mouthwash success Gel+ mouthwash Gel+ Traditional paste ? Gel+ Cloves ? Gel+ fluoride Gel+ different colours/stripped

Possible New products

A New product implies a change in Technology; or a change in market. A strategic alternatives arise for planning an integrated approach to New Products

Scene
Increase in competition Increase in technology development Decrease in raw materials Increase in cost of production Inflation Segmented markets Shorter life cycles Less time to recover cost Risk in New Products

 Streamline product line extensions Concentration on high profit, product items with clear cut competition advantagePrice vs Benefit Maintain core business with minimum reinvestment Use what you have already got (Resource utility- OPTIMUM)

If I have ever made any valuable discoveries, it has been owing more to patient attention, than any other talent.
Sir Isaac Newton

They disobeyed a superior and revolutionarized an industry

IBMs Nobel Laureates Alex Mueller & George Bednorz

Innovation isnt inspired by a bright idea, rather it is organized, systematic, rational work.
Peter Drucker

To improve is to change; to be perfect is to change often.

Winston Churchill

Change only favours minds that are diligently looking and preparing for discovery.
Louis Pasteur

Define
An Innovation Innovation vs Invention Innovation -affected by Time period Product type & category Rate of diffusion Market characteristics

Chs of Innovation Relative advantage Compatibility Complexity Trial ability Observability