One Friday. Two Films!

• Action vs. Action

• Two Star vs. Two Star

• Salman vs. Tushar Kapoor

• Which one will you go for?

• Brand Salman: Stronger Action Associations

What is a Brand?

• You & Me

• A set of associations linked to a NAME, MARK,

SYMBOL associated with a product, place,
service or person

• The difference between a name and a brand is

the reputations it enjoys on account of the
associations
 KING OF BRANDS

In August 2003, 100,000 leather-clad bikers rumbled into Milwaukee,

Wisconsin to celebrate Harley-Davidson’s 100th birthday. For 3 days, the
city was transformed into a massive biker-birthday party. There were
concerts, celebrations and a grand parade featuring more than 10,000
motorcycles.

HARLEY DAVIDSON FANS TRAVELLED FROM 47 DIFFERENT COUNTRIES AT

THEIR OWN COST WITH THEIR BIKE TO BE A PART OF THIS!
The Need for Brands

• One Consumer

• One Need

• MANY PRODUCTS

• Confusion!
How do brands work?

• Consumers want to buy the best product

• However, they are unable to differentiate
products
• Brands come in and build a certain set of
associations which help consumers choose a
product
• Brands function like prisms through which the
perception of the product gets shaped
How do brands work?

BRAND A

PRODUCT
OR BRAND B
SERVICE
BRAND C
A cap is not a cap!

• Normal Cap 200

• Levi 500
• Nike 1000
• Nike signed by Tendulkar 5000
What can solve this
confusion?

• LG vs. Sony Bravia

• American Express Card vs. SBI Card

• Intel vs. AMD

IN THE LONG RUN PRODUCT & SERVICE ARE ALWAYS POP

A SUSTAINABLE POD IS BUILT AROUND THE IMAGE
Value of Brand: Consumer

IMAGE DRIVER

CONVENIENCE

RISK REDUCTION

MEANS OF IDENTIFICATION
What is Brand Image?

• Tangibles + Intangibles

• Based on Consumer Perception

• Strongest reason to buy or reject

EVERYTHING THAT COMES TO OUR MIND WHEN WE HEAR

THE NAME OF THE BRAND
Why is Brand Image so
important?
• Brands are an extension of self

• Each one of us has a gap between actual and

ideal self-image

• Brands help us in 2 ways

– Preserve
– Enhance
How is this image built?

• Theory of Associations

• Advertising drives learning of those associations

• Product & Service would reinforce but

advertising sets the expectations

ADVERTISING IS THE MOST EFFECTIVE WAY TO CREATE A

CERTAIN SET OF ASSOCIATIONS IN THE CONSUMERS MIND
Strong Brands:
Need to Walk the Talk!

Product Only a
combination of
all 3 factors
S can lead to a
sustained
S
preference
Service Image in the market
The Brand System

• Name, Symbol or Logo

• Brand Purpose: Positioning

• Values & Personality: Image

• Bundle of Benefits: Promise

• User Experience
Value of Brand: Organisation

LOYALTY

PRICE PREMIUM

COMPETITIVE ADVANTAGE

MEANS OF IDENTIFICATION
Challenges of Brand Building

• Cash

• Consistency

• Clutter
Journey of Brand Building

STEP 1 BRAND POSITIONING

BRAND NAMING & IDENTITY

STEP 2

BRAND COMMUNICATION
STEP 3