BRAND DEVELOPMENT PROCESS• PROCESS MILESTONE CHART

1. INFORMATION GATHERING

2. MILESTONE MEETINGS

3. BRAND INSIGHT DEVELOPMENT PROCESS

4. CREATIVE OVERVIEW FOR BRAND POSITIONING

5. BRAND NAME BRAINSTORMING

6. DESIGN AGENCY BRIEFING

7. DESIGN AGENCY PRESENTATION OF NEW LOGO/BRAND

8. PRESENTATION TO TOP MANAGEMENT

9. MR TO TEST THE CREATIVE OPTIONS

10.

LAUNCH STRATEGY

BRAND POSITIONING

• Is the consumers perception of the brand in relation to other competing brands in the same space

• Is also the specific niche in which the brand defines itself in a competitive environment with respect to– Positioning Addresses– Differentiating Brand Attributes– User benefits and Trade segments

• Positioning involves the careful manipulation of every element of the communication mix

BRAND POSITIONING• Brand Values should stay constant across all

communication channels and touch points

– Airtel : Leadership, Youthfulness, Pan India Brand, Self Expression

– Hutch – Has positioned itself as a simple and premium brand. It has positioned itself on five core values

• CHOPS” - C-Coverage, H-Honest, O-Open, P - Premier, S-Service

– Reliance – “Kar Lo duniya Mutthi mein” , positioning themselves as an affordable brand which enables people to reach out to the world

TELECOM BRAND’S APPEAL

• Telecom brands mainly promise four payoffs to a consumer– Connectivity : “Connecting India ” – BSNL– Enhancement of Life : “Live Every

Moment” – Airtel– Self Expression : “ Express yourself ” –

Airtel – Empower yourself : “Mujh Mein Hein Woh

Baat ” – Reliance

MARKET LEARNINGS

• There is a complete parity of product and service across brands

• Even with a particular tariff plan/ loyalty program, clones appear across brands with very little time lag

• All products/ services across brands move towards parity – natural state of equilibrium in this market

WHAT MAKES THE DIFFERENCE ?

• Brand Personality

• Consumers choose brands that “fit in” with their personality - this personality is the reward that consumers seek and the payoff they buy into

• This buying into “personality” not overt promises an accepted part of all fashion brands marketing and advertising

INDIAN EXPERIENCE

• Airtel’s positioning platform may be self expression– but the reward that consumers buy into is

“popular appeal” – as epitomized by Shahrukh and Sachin

• Reliance’s claimed consumer benefit may be about self empowerment – “Kar Lo Duniya Muththi Mein” – but the reason consumers would choose it would

be on account of the personality – something that is still influenced by Monsoon Hungama, Pioneer Offer – “for the common man”

INDIAN EXPERIENCE

• Tata Indicom, chose a trait that is already associated with the Tata name to hone the personality– the honest service – distinct and relevant

• Hutch exemplifies its personality the best – always has a consistent and well etched out

personality– friendly, contemporary, western, non strident– In fact there is no overt consumer promise/

benefit the brand has ever claimed other than its personality

LEARNINGS FOR ESSAR

• A need to understand the personality landscape of the Indian mobile service brands– Brands that recognize this truth build consistent

and attractive personalities which is the only reward that consumers seek

• Etch out a personality that is distinct, consistent and attractive to our target consumer

• This should be carried through all communication channels and touch points

PERSONALITY TYPES• Consideration of some distinct “personality” types

– Urban, ironic ‘take’ on small town India (Mentos, Close Up)– The lovable rogue: Just outside the law, but with a heart of

gold - Munnabhai MBBS– Entertaining :Either larger than life Bollywood tamasha

entertaining (Vanilla Coke) or gentle humor (Kelvinator)– Have a youth icon, like Sanya Mirza, symbolizing a

challenger (as a late entrant into the market)– Loyal/trustworthy offering a serious commitment – Excitement / thrills : about stimulation/ fun – (the josh

machine)– Love/ intimacy/ belonging /Family– The patriot – Appealing to a consumers Intelligence

( Are you a smart buyer?)

TYPES OF BRAND DIFFERENTIATORS• Instant karma – Immediate effect, Instant gratification/benefits (connectivity,

service, promotions)

• Emotional – Play on feelings related to family, love, camaraderie, friends

• Indianess – Reflection on Indian values/culture. Capitalizing on the inherent preferences

• Feature based – Capitalizing on a feature based gap. Creating a unique identity in terms of a technological feature or a service

• Network/Coverage – Stay Connected, whenever, wherever you are!

• Loyalty – Projecting a transparent image to induce trustworthiness

• Youth – Projecting a young at heart image, a go-getter, a challenger

• Convenience – “FREEDOM FROM DISCOMFORT”– Understanding the consumer and providing convenient need based services– Approachable and flexible

CONVENIENCE – AN ESSENTIAL DIFFERENTIATOR