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

cu u du o ng th an co ng c om What is the Territory of the Brand? CuuDuongThanCong.com https://fb.com/tailieudientucntt Presentation Objective  Understanding Branding  Brand Attributes  Brand Management  Brand Architecture  Exercise Brand Building du o ng th an co From Products to Brands Brand Audit  Connection Triangle  Big Idea  Evaluating Advertising u  cu   ng  c om Contents CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om ng ng th an co Presentation Objective To understand the facets / issues involved in du o • u branding To develop a framework for building a brand cu • CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Branding School, founded by Reliance: u MICA du o India‟s ng th an co ng Al Ries, David Ogilvy & Ambani Presentation incorporates learnings from cu Personal Al Work Experience Ries & Laura Ries: The 22 Immutable Laws of Branding CuuDuongThanCong.com https://fb.com/tailieudientucntt ng th an co ng c om Contents Brand Building cu u du o Understanding Branding CuuDuongThanCong.com https://fb.com/tailieudientucntt Module c om Understanding Branding Brand Building cu u du o ng th an co ng Understanding Branding CuuDuongThanCong.com https://fb.com/tailieudientucntt Module c om Understanding Branding Brand Building Manage ment Archite cture u du o ng Attribu tes cu Produ cts to brands th an co ng Understanding Branding CuuDuongThanCong.com https://fb.com/tailieudientucntt Exercise Module c om Understanding Branding Brand Building Manage ment Archite cture u du o ng Attribu tes cu Produ cts to brands th an co ng Understanding Branding CuuDuongThanCong.com https://fb.com/tailieudientucntt Exercise Module - Stage From Products to Brands c om ng Exercise th an co Architectur e ng Manage ment du o Attributes u Prod ucts to bran ds Brand Building cu Understanding Branding CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage From Products to Brands Attributes Manage ment Architectur e c om Brand v/s Product Exercise co Prod ucts to bran ds Brand Building ng 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 cu u du o ng th an  Above all „a brand is a promise‟ CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage cu u du o ng th an co ng c om Big Idea CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage Big Idea c om Conne ction Triangl e Building Evaluat ing Adverti sing Big Idea ng Brand Audit Brand an What if Exercise for Our Product co Understanding Branding How we redefine the security system experience?  Can we claim generic benefit for ourselves?  How can we make the brand newsworthy and therefore spend less in  cu advertising? u du o ng th  How we focus on the young male adult/dealer and not the buyer? CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage co ng c om Big Idea cu u du o we all go mad? ng th an What If CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage Big Idea c om Conne ction Triangl e Building Evaluat ing Adverti sing Big Idea co Brand Audit Brand ng Understanding Branding an What if Stage A chimpanzee sold coffee to a Martian?  Asian Paints gets into hair colours?  Coffee loses prestige value and needs a common man platform?  Strategy is passé, and implementation is the real thing? cu u du o ng th  CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage Big Idea c om Conne ction Triangl e Need Some Mad Ideas! Building Evaluat ing Adverti sing Big Idea co Brand Audit Brand ng Understanding Branding A car manufacturer invented a theft-proof car?  Car insurance and security system was co-branded ?  Mercedes Benz endorsed our security system?  We reduced the car theft rate in the city we test market in?  The police commissioner used our system in his/her car? cu u du o ng th an  CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage Big Idea c om Conne ction Triangl e Building Evaluat ing Adverti sing Big Idea co Brand Audit Brand ng Understanding Branding ng th an Mining Insight cu u du o Drives powerful brand building CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage Big Idea So, What Next? ng Evaluat ing Adverti sing Big Idea an You have driven the car, not only by looking at the rear view mirror You have used intuition and imagination ng  th  Conne ction Triangl e Building co Brand Audit Brand c om Understanding Branding You have created a connection triangle that truly articulates the primary driver  You are ready with a compelling insight cu u du o  You are ready to put „aim‟ into the „ready, aim, fire' of advertising / promotion CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage Big Idea c om Evaluat ing Adverti sing Big Idea an co Conne ction Triangl e Building ng th The springboard is ready for the creative u du o agency to leap cu Brand Audit Brand ng Understanding Branding CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage Big Idea c om Conne ction Triangl e Building Evaluat ing Adverti sing Big Idea co Brand Audit Brand ng Understanding Branding an Creative Black Hole Now it the turn of creative agency‟s turn to „fire‟  To give a creative articulation of the primary driver, using the Your work is going through the creative Black Hole cu  u compelling insight du o ng th  CuuDuongThanCong.com https://fb.com/tailieudientucntt Module c om Brand Building Understanding Branding Building th an co ng Brand Connectio n Triangle Big Idea cu u du o ng Brand Audit Evaluati Evaluati ng Advertis Adverti ing sing CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage Evaluating Advertising c om Evaluat ing Adverti sing Big Idea ng Conne ction Triangl e Building How you evaluate a creative product: The TV Ad, Sales ng  th After the Creative Black Hole co Brand Audit Brand an Understanding Branding u How you ensure that both you and the creative agency have done a good job?  cu  du o Promo,Internet Banner, Direct Mailer? You are ready for Unilever‟s Benchmarks! CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage Evaluating Advertising c om Evaluat ing Adverti sing Big Idea co Conne ction Triangl e Building Unilever's Ten Principles an Yes/No th Is there a big idea memorable and relevant? ng Does it discriminate the brand from the competitor? du o Does it involve target consumer? Does it establish a relationship with target consumer? u Does it invoke a positive response from the consumer Does it feel genuine? cu Brand Audit Brand ng Understanding Branding Is it simple and clear? Is the brand name inseperable from the idea? Does it make full use of medium's capabilities? 10 Is it in character with the brand personality? CuuDuongThanCong.com https://fb.com/tailieudientucntt Module - Stage co ng c om Evaluating Advertising ng th an Finally cu u du o The consumer is not a moron,she is your wife CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om ng co an th ng du o u cu Final evaluation of brand building is whether it motivates her CuuDuongThanCong.com https://fb.com/tailieudientucntt Sarvajeet Chandra ng th an • co • +91 9920803060 sarvajeet@sapphirez.in sarvajeetchandra@gmail.com c om Get in Touch cu u du o ng Visit Us • www.mastersungroup.com • www.facebook.com/strategyexecution CuuDuongThanCong.com https://fb.com/tailieudientucntt ... Fighting Brand an Multi Brand  Stealth Brand c om Mana geme nt Co -Brand ng Product s to brands Brand Building co Understanding Branding  Second brand risks diluting equity  Is Kingfisher Mild... Microsoft‟s monopoly ng  du o A brand should mean a single powerful thing: the essence Essence of Volvo is Safety  Essence of Tata is trust  Essence of Fevicol is bonding u  cu  Colours an Brand. .. Exercise co Prod ucts to bran ds Brand Building ng 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