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BMP: Brand Management Process

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  1. BMP: Brand Management Process • Establishing BRAND POSITIONIING • Creating BRAND DESIGN • Measuring BRAND PERFORMANCE • Sustaining BRAND EQUITY

  2. Creating BRAND DESIGN

  3. Brand is… • More than just the product • Name • Symbol • Slogan • Colour • Jingle • Character • Ambassador • Advertising

  4. Brand Identity • Sum total of all the elements which help the consumer identify the brand • Distinctive • Meaningful • Easy to Recognise • Memorable • Multiple Elements Help

  5. Brand Name

  6. What’s in a name? That which we call a rose by any other name would smell as sweet. • Core Indicator of a Brand • Basis of Awareness, Recognition and Communication • Most Permanent Element of the Marketing Program • Must be Carefully Chosen

  7. TEST THE SHORTLISTED NAMES SELECT A FINAL NAME Naming Process GENERATE A LIST OF ALTERNATIVES

  8. Generating Alternatives: Naming Theories • Association Theory • Blank Theory

  9. Association Theory • List the desired associations the brand wants to have in the consumers mind • E.g. Movie Rental with home pick-up & drop • Associations: • Fast, Deliver, Convenient, At-home, Easy • Can be expanded through word association

  10. Association Theory • Create Combinations: • Combining with Product: Video Express, Home Movies • Combining Parts: Videx, Rentivideo • Using Symbols: Box Office Videos • Using Rhyme: Groovy Movie • Using Objects / People: • Animals: Leopard Videos • Flower/Tree: Oak Tree Movies • Person: Director’s Choice • People: Eastwood Films • Metaphor: Lightening Videos

  11. Blank Theory • Use a name with no associations • Associations can then be created through the entire mix • Kodak • Wendy’s

  12. Criteria for Name Selection

  13. Easy to Learn & Recall • Different / Unusual • Cut-thru / Attention • Zapak Mail • Something Interesting • Rhyme, Alliteration, Pun, Humour, Spelling • Coca-Cola, Toys R Us, Absolut • Elicits a mental picture / image • Visual image is a stronger memory trace • Apple, Red Bull

  14. Easy to Learn & Recall • Has Some Meaning • Drives Stronger Recall • Economist, Genesis! • Has Some Emotion • Emotionality affects memory • Temptation, Obsession

  15. Does it suggest the Product Class? • Drive association with the product class • High recognition / recall • Overnight Express / Toys R Us • Can also be restrictive

  16. Does it support a Symbol / Slogan? • Name should stimulate symbols / slogans • Ensures that the linkage is strong

  17. Does it suggest desired Brand Associations? • Name can drive the key associations which the brand wants to create • Honda Civic • Overnite Express • Head and Shoulders • Fair & Lovely • Huggies

  18. Will it be legally strong? • Name should be legally available • It should be defendable • Dial-a-Cab vs. Avis Car Rental • Miller Lite vs. Coca-Cola

  19. Selection Process • Crude review to eliminate unsuitable names • Legal screening for available names • Subjective evaluation to make a shortlist of 10-15 names • Consumer Research • Word Associations: Desired associations • Recall: Memorability • Finalise a name

  20. Project: Assignment #2 • Given the positioning for your brand, come up with a brand name • Follow the discussed process (including consumer research) • Share 3 final name options along with your recommendation

  21. Brand Logo

  22. The problem… • Products are similar • Benefits are similar • Shape / Size is similar • How does the consumer identify our brand? Logo

  23. Logos…. • Easier to learn visual images • Drive brand recognition & associations • Help create a perception for the brand

  24. Types of Logos

  25. #1: Symbolic Logo • Symbols / shapes which convey the brand promise • Instantly recognisable • Memorable

  26. #2: Name Mark Logo • Uses the brand name in a distinct style • Uncommon font style • Distinctive colour scheme

  27. #3: Combo Logo • Has a combination of both symbolic and name mark • Can be integrated or standalone

  28. Do’s of Logo Design • Keep it simple & clean • Futuristic • Adaptable (Size & Colour) • Catchy & Distinctive • Memorable • Drives the brand positioning / image

  29. Don’t of Logo Design • Heavy decorations • Gradient color transitions • Image of a living person • Photography • Complex imagery

  30. Selection of Colours • Remember that colours must be carefully selected as every colour communicates • Masculine colors include black, grey, brown, deep purple, dark green and rust • Feminine colors include light blue or pink, yellow, peach, light grey, rose and pale green • Bold colors like red are meant to attract attention • Metallic tones are considered elegant and expensive • A brand should not have a family of more than 3 colours

  31. Meaning of Colours

  32. Brand Slogan

  33. Beyond the logo… • While the logo can carry a meaning, there is a limit beyond which it cannot communicate • To overcome this, brands have a slogan • Slogan helps to communicate the desired positioning for the brand

  34. Recipe for a Good Slogan • Be less than five words in length • Do not mention the brand name • Communicate the Differentiator • Contain alliteration, metaphor or rhyme

  35. Slogans that have worked! • Neighbor's envy, owner's pride - Onida TV • Finger lickin' good - Kentucky Fried Chicken • It's everywhere you want to be - VISA • The ultimate driving machine – BMW • Once you pop, you can't stop - Pringles • We're number two; we try harder - Avis Rental Cars

  36. Project: Assignment #4 • Given the positioning for your brand and the decided brand name, come up with a logo and slogan • Share at least 3 logo options with Consumers & the Client before finalising • Hard Copy + PPT • Deadline: Friday, 27th Nov., In-class

  37. Brand Jingle

  38. What is a jingle? • Musical message written around the brand • Originated with radio as a medium • Composed by professionals • Extension of the brand slogan as a musical rendition • Drives brand associations

  39. Role • Catchy • Memorable • Drive brand awareness & recall

  40. Good Jingle… • Should be based on an original tune • Should be singular in content • Should repeat the brand name • Should remain constant over a period of time • Wordings / language / music should suit the desired brand personality

  41. Examples…. • Buland bharat ki buland tasveer • Yeh jaan mein jaan dal de peete hi! • Yehi hai right choice baby…aha! • Tandurusti ki raksha karta hai…

  42. Brand Ambassador

  43. Role of Brand Ambassador • Brand Ambassador is a person who portrays the face of your brand amongst your target consumers • Provides advertising cut-thru • Source of Awareness & Recall • Drives brand associations / personality • Creates credibility for the brand promise

  44. Types of Brand Ambassadors • Company Employees • Chevrolet Promise • MDH Masala • Satisfied Customers • Harpic • Public Leaders • Experts: Sanjeev Kapoor (Sugarfree) • Actors: Amitabh Bachan (Reid & Taylor) • Sportsmen: Sachin Tendulkar (Aviva) • Others: Dell (Make your own path)

  45. How to choose a brand ambassador? • Aspirational amongst your Target Audience • Has a similar brand persona • Is not overused in media • Has a steady performance / character • Seen credible endorsing the product • Positive Cost-Benefit Analysis

  46. Limitations of a Brand Ambassador • Personality Baggage • Out of Control • Shared amongst Brands • Limited Shelf Life • Expensive

  47. Brand Character

  48. What is a Brand Character? • Creation of a character by the Marketer who: • Has all the dimensions of a per alive • Embodies the desired personality of the brand • Is a property of the brand • Helps deliver the brand message in communication and at the point-of-purchase

  49. Types of Brand Characters • Creator Character • KFC’s Colonel • Johny Walker • Brand Promise Character • MRF Man • Brand Personality Character • Fido • Ronald Mcdonald

  50. Conceptualising a Brand Character • What is its name? • Is it male? Female? • What is its purpose in life? • Where does it live? • What is a typical day in its life? • Who are its friends / enemies? Define the Character finally with the help of 4-6 adjectives.