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Brand Elements &
Secondary Associa4ons
Session 4
October 07 , 2011
Reading Keller Chapters 7 & 11
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TNS -‐ GLAKES 2
Brand Management Process
Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values & Brand mantra
Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations
Brand Value Chain Brand audits Brand tracking Brand equity management system
Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization
KEY CONCEPTS STEPS
Grow and Sustain Brand Equity
Identify and Establish Brand Positioning and Values
Plan and Implement Brand Marketing Programs
Measure and Interpret Brand Performance
CORE – UNDERSTANDING WHAT IS A BRAND
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Determinants of Customer-‐Based Brand Equity
� Customer is aware of and familiar with the brand
� Customer holds some strong, favorable, and unique brand associa6ons in memory
TNS -‐ GLAKES 3
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TNS -‐ GLAKES 4
Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS
Choosing Brand Elements Brand name Memorability Logos Meaningfulnes Symbol Appeal Character Transferability Packaging Adaptability Slogan Protectability
Developing Marketing Programs Product Tangible and intangible benefits
Tangible and intangible Price Value perceptions Distribution channels Integrate”push” and “pull” Communications Mix and match options
Leverage of Secondary Associations Company Country of origin Channel of distribution Other brands Endorsor Event
Awareness Meaningfulness Transferability
Possible Outcomes Greater loyalty Less vulnerability to competitive
marketing actions and crises Larger margins More elastic response to price
decreases More inelastic response to price
increases Greater trade cooperation and
support Increased marketing communication
efficiency and effectiveness Possible licensing opportunities More favorable brand extension
evaluations
Brand Awareness Depth Breadth
Recall Recognition Purchase Consumption
Brand Associations Strong Favorable Unique
Relevance Consistency Desirable Deliverable Point-of-parity Point-of-difference Do N
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Building Customer-‐Based Brand Equity
� Brand knowledge structures depend on . . . � The ini4al choices for the brand elements
� The suppor4ng marke4ng program and the manner by which the brand is integrated into it
� Other associa4ons indirectly transferred to the brand by linking it to some other en44es
TNS -‐ GLAKES 5
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Branding – Brand Elements
TNS -‐ GLAKES 6
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Brand Elements
� Some4mes called brand iden-ty � Are trademarkable devices that serve to � Iden4fy & � Differen4ate a Brand
TNS -‐ GLAKES 7
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Brand Elements � A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the forma4on of strong, favorable, and unique brand associa4ons: � Brand Name � Logo � Symbol � Signage � Ambassadors
TNS -‐ GLAKES 8
• Character • Packaging • Slogan • Jingles • URL ( Uniform resource locators) Do N
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Brand Elements � Brand elements can be � Chosen to enhance brand awareness � Facilitate strong & + ve brand associa4ons
� Elicit + ve � Judgments & � Feelings
TNS -‐ GLAKES 9
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Brand Elements Choice Criteria: General Considera4ons
1. Memorable � Easily Recognized � Easily Recalled
2. Meaningful � Credible & Sugges4ve � Rich Visual & Verbal
Imagery 3. Appealing
� Fun & Interes4ng � Aesthe4cs
TNS -‐ GLAKES 10
4. Adaptable – Flexible & Updateable
5. Protectable – Legally – Compe44vely
6. Transferrable – Within & Across
Product Categories – Across Geographical
Boundaries & Cultures Do Not C
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Brand Elements Choice Criteria: General Considera4ons
TNS -‐ GLAKES 11
Brand Building measures
1. Memorable � Easily Recognized � Easily Recalled
2. Meaningful � Credible & Sugges4ve � Rich Visual & Verbal
Imagery 3. Appealing
� Fun & Interes4ng � Aesthe4cs Do N
ot Copy
Brand Elements Choice Criteria: General Considera4ons
TNS -‐ GLAKES 12
Defensive & Protec4ve Measures
4. Adaptable – Flexible & Updateable
5. Protectable – Legally – Compe44vely
6. Transferrable – Within & Across
Product Categories – Across Geographical
Boundaries & Cultures Do Not C
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Brand Elements • Memorability – A necessary condi@on for – Recogni4on – Recall A func4on of – Seman4c content – Euphony – Visual proper4es
Eg : Amul, Nescafe’, Femina TNS -‐ GLAKES 13
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Brand Elements Meaningful – to reinforce – Credible & Sugges4ve – Rich Visual & Verbal Imagery That are – Descrip4ve – Persuasive
TNS -‐ GLAKES 14
General description of category
(Airtel/ Aircell)
Specific information on
Attributes and benefits
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Brand Elements
Appealing � Fun & Interes4ng � Aesthe4cs Through � Rich Visuals � Verbal imagery
Eg. Cadbury Perk, Parle 50:50, Parle Melody,M Tv
TNS -‐ GLAKES 15
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Brand Elements Choice Criteria: General Considera4ons
TNS -‐ GLAKES 16
Defensive & Protec4ve Measures
4. Adaptable – Flexible & Updateable
5. Protectable – Legally – Compe44vely
6. Transferrable – Within & Across
Product Categories – Across Geographical
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Brand Element – Brand Name
• Most Central Element -‐ ( Like naming Child ) – Captures the theme, core values & key associa4ons of the product
– Easy to comprehend – Conveys in a giffy what would take much longer through other means of communica4on
More the meaningful less transferable Less adaptable over 4me – strong associa4ons
TNS -‐ GLAKES 17
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Brand Element – Brand Name
Most difficult process In English – Dic4onary 140000 words – Average vocabulary 20000 words ( Ca 15% ) – Ohen used in TVs 7000 words ( Ca 5 % )
TNS -‐ GLAKES 18
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Brand Name – Naming guidelines
Landor’s Brand name taxonomy 1. Descrip4ve 2. Sugges4ve 3. Compounds 4. Classical 5. Arbitrary 6. Fanciful
TNS -‐ GLAKES 19
Branding is both an art & science
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Brand Name – Naming guidelines
Descrip4ve � Describes the name literally � Generally unregisterable Eg. Air India, Air France
TNS -‐ GLAKES 20
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Brand Name – Naming guidelines
Sugges4ve � Sugges4ve of a benefit or func4on � Some4mes spelt differently for
registerability Eg. AirTel, Aircell, Fair & Lovely, Krack
TNS -‐ GLAKES 21
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Brand Name – Naming guidelines
Compounds � Combina4on of 2 or more words � Ohen unexpected words Eg. Blue Dart
TNS -‐ GLAKES 22
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Brand Name – Naming guidelines
Classical � Based on Sanskrit, Greek or La4n Eg. Chandrika, Va4ka, Ayush, Hajmola
TNS -‐ GLAKES 23
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Brand Name – Naming guidelines
Arbitrary � Real words with no 4e up to the
company Eg. Real, Apple
TNS -‐ GLAKES 24
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Brand Name – Naming guidelines
Fanciful • Coined words with or without obvious
meaning Eg. Dalda, Dabur, Ranbaxy, Onida, Ortem STAR (Satellite Television Asia Region), YAHOO (Yet Another Hierarchical Officious Oracle )
TNS -‐ GLAKES 25
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Brand Name
Brand awareness improves with Brand names that are
• Easy to pronounce or spell • Familiar & meaningful • Different dis4nc4ve & unusual • Short & rememberable
TNS -‐ GLAKES 26
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Brand Name
• Some brand names tend to become nick names over a period of 4me
• These nick names themselves become a brand
Coke, Chevy, Cherry, Bud
TNS -‐ GLAKES 27
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Brand Name Brand Associa-ons :
Though a memorable name is valuable, necessary to have a broader meaning signifying associa4ons – Performance related – Think pad, Close up,
Froo4, Head & Shoulders – Intangible / Feeling related – Joy, Aqua Fresh,
Minto fresh, Stay free, Feelings, Rasna
TNS -‐ GLAKES 28
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Brand Name Brand Associa-ons : Meaningful names are not restricted to real words only Consumers can extract meaning or associa4ons of coined names as well ( euphony & Alpha numeric ) CompaQ, Crocin, Metacin, Qualis Chanel 5, P 4, Formula 44
TNS -‐ GLAKES 29
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Brand Name – Naming Procedure
1. Define Branding objec4ves 2. Generate Names 3. Screen & Eliminate 4. TM Legal search 5. Consumer Research 6. Finalise ( Read Figure 4.6 Keller Pp 190 )
TNS -‐ GLAKES 30
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Brand Name – Naming Procedure
1. Define Branding objec4ves � Descrip4ve � Sugges4ve � Compounds � Classical � Arbitrary � Fanciful
TNS -‐ GLAKES 31
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Brand Name – Naming Procedure
2. Generate Names � Exisi4ng � Exisi4ng & Registered � Employees � Agency � Vendors � Family � Contests
TNS -‐ GLAKES 32
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Brand Name – Naming Procedure
3. Screen & Eliminate � Uninten4onal double meaning � Unpronounceable � In use or too close � Contradic4ng posi4oning � Legal
TNS -‐ GLAKES 33
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Brand Name – Naming Procedure
® TM / Legal search � Na4onal � Interna4onal
TNS -‐ GLAKES 34
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Brand Name – Naming Procedure
5. Consumer research � Qualita4ve � Focus groups
TNS -‐ GLAKES 35
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Brand Name – Naming Procedure
6. Finalisa4on � Elements � Registra4on
TNS -‐ GLAKES 36
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Brand Elements – others
TNS -‐ GLAKES 37
BRAND NAME
Logos & Symbols
Characters
Signage Packaging & Colour
Slogans
Jingles
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Brand Elements -‐ Others
1. Logos & symbols 2. Characters 3. Signage 4. Packaging & Colour 5. Slogans 6. Jingles
TNS -‐ GLAKES 38
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Brand Elements -‐ others
• Brand name – Central • Other elements • Reinforce • Increase recall & memorability • Provide versa4lity & contemprorisa4on • Break monotony • Some4mes humorous
TNS -‐ GLAKES 39
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Brand Elements -‐ others
• Other elements • Long history • Have origins in • Epics/mythology/ Gods – vahanas & Flags • Roylaty & Noble – Crests • Flags & seals
TNS -‐ GLAKES 40
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Brand Elements – Logos, Symbols & Characters
� Maharaja � Amul girl � Gapu ( Asian paints) � Ship,Cheeta Fight � Pillsbury � Boomer � Michelin � Bunny energizer
TNS -‐ GLAKES 41
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Brand Elements – Logos • Differen4ated companies & firms • Used in sta4onary • Extended to labels • Augmented products • Indeed signified Trade Mark & Brands • Signatures for authen4city • Contemporarised • Have significance • Integral part of Branding
TNS -‐ GLAKES 42
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Logos & Meaning
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Brand Elements – Slogans � Uperly buperly delicious � Ebang obang chabang � Thunigal palapalakkhude jolijolikkhude � Thanda mathlab Coca Cola � Yeh Pyas hai badi � Oye Bubbli � Tazki Rachna Rasna � Do the dew � Just do it
TNS -‐ GLAKES 44
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Brand Elements – Jingles
� Bripannia � AirTel � Kasau4 Jindagi Key
TNS -‐ GLAKES 45
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Brand Elements -‐ Packaging
• Silent Sales person • Product promo4ons • Merchandising & Display • Quality reassurance • Reposi4oning • M.R & Tracking – Sales & movement
TNS -‐ GLAKES 46
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Brand Elements -‐ Summary
One of keys to successful branding is the op4mal “MIX & MATCH” of various brand elements
TNS -‐ GLAKES 47
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TNS -‐ GLAKES 48
Brand Management Process
Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values & Brand mantra
Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations
Brand Value Chain Brand audits Brand tracking Brand equity management system
Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization
KEY CONCEPTS STEPS
Grow and Sustain Brand Equity
Identify and Establish Brand Positioning and Values
Plan and Implement Brand Marketing Programs
Measure and Interpret Brand Performance
CORE – UNDERSTANDING WHAT IS A BRAND
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Leveraging Secondary Brand Knowledge
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� What is Brand Management Process � When I make the following statements
what come to your mind
� Ayurveda � Buper � Health � Perfume � Wine � Watches � Fitness � Accessories � Hospitality � Loyalty Program � Processors � Family entertainment / Music
TNS -‐ GLAKES 50
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Leveraging Secondary Associa4ons
• Brand associa4ons may themselves be linked to other en44es, that have their own knowledge structure in the mind of consumers. Because of their linkages consumers may assume or infer that some of the associa4ons or responses that characterise the other en44es may also be true for the brand. • Ayurveda Dabur • Buper Amul • Vanaspa4 Dalda • Shoes Bata TNS -‐ GLAKES 51
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Leveraging Secondary Associa4ons
� Brand associa4ons may themselves be linked to other en44es, crea4ng secondary associa4ons such as: � Company (through branding strategies) � Country of Origin (through iden4fica4on of product origin) � Channels of Distribu4on (through channels strategy) � Other Brands (through co-‐branding) � Characters (through licensing) � Celebrity Spokesperson (through endorsement adver4sing) � Events (through sponsorship) � Other third party sources (through awards & reviews)
TNS -‐ GLAKES 52
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� How do you take forward these associa4ons eg. Apollo
� What does it depend on ? � What is the brand management task &
process ? � Which are strategic and tac4cal issues
TNS -‐ GLAKES 53
Leveraging Secondary Associa4ons
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Leveraging Secondary Associa4ons
• Company (through branding strategies)
Strong Associa4ons
Branded House House of Brands Apollo Health care Pharmacy Pharmaceu4cals Insurance
TNS -‐ GLAKES 54
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Leveraging Secondary Associa4ons v Country of origin (through iden4fica4on of product origin) Scotland Scotch
Germany Merc / BMW French Perfume / Wine Italy Accessories/ Pasta Swiss Watch Belgium Crystals Japan Electronics India ? Giovanni Trouser,Arrow shirt,Armani perfume,Omega watch, Dunhill accessories,Mercedes car,Chivas in Belgium crystal with Havana cigar
TNS -‐ GLAKES 55
Page 3?
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Leveraging Secondary Associa4ons
v Channels of Distribu4on (through channels strategy) v HLL / ITC Tradi4onal v Bio4q / Bata Exclusive outlets v Amway / Tupperware Mul4level v Big Bazaar v Lifestyle v Shopper’s Stop
TNS -‐ GLAKES 56
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Leveraging Secondary Associa4ons
v Other Brands (through co-‐branding)
v Park Sheraton v Pruden4al ICICI v Ci4bank Jet Master card v One World / Sky Team v CNN-‐IBN v Modi Xerox
TNS -‐ GLAKES 57
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Leveraging Secondary Associa4ons
v Other Brands (Ingredient branding) v Intel Inside v DuPont Teflon coa4ng v Raffles Class – Kris World – World Traveler v Flying Dutchman / Flying Returns v Nutrasweet
TNS -‐ GLAKES 58
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Leveraging Secondary Associa4ons
v License / Franchise v Walt Disney v Merchandising & Characters v Publishing v Music , Audio, sohware v Disney Store
v Pizza Hut v Foodworld
TNS -‐ GLAKES 59
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Leveraging Secondary Associa4ons
v Celebrity Endorsements v Draw apen4on v Influence percep4ons v Build confidence
v Cons v Over use / too many brands v Match between celebrity & brand v Loss of popularity / diminishing value v involvement
TNS -‐ GLAKES 60
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Leveraging Secondary Associa4ons
v Events / Third party sources (awards) v Spor4ng v Entertainment v Seminars v Social v Cultural
TNS -‐ GLAKES 61
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� These secondary associa4ons may lead to a transfer of: � Response-‐type associa4ons
� Judgments (especially credibility) � Feelings
� Meaning-‐type associa4ons � Product or service performance � Product or service imagery
TNS -‐ GLAKES 62
Leveraging Secondary Associations
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� This transfer of secondary associa4ons will depend on: � Awareness and knowledge of en4ty � Perceived relevance of en4ty linkage
� Fit? � Cue overload? � Apribu4ons?
� Evalua4ve consistency with brand associa4ons
TNS -‐ GLAKES 63
Leveraging Secondary Associations
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TNS -‐ GLAKES 64
Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS
Choosing Brand Elements Brand name Memorability Logos Meaningfulnes Symbol Appeal Character Transferability Packaging Adaptability Slogan Protectability
Developing Marketing Programs Product Tangible and intangible benefits Price Value perceptions Distribution channels Integrate”push” and “pull” Communications Mix and match options
Leverage of Secondary Associations Company Country of origin Channel of distribution Other brands Endorsor Event
Awareness Meaningfulness Transferability
Possible Outcomes Greater loyalty Less vulnerability to competitive
marketing actions and crises Larger margins More elastic response to price
decreases More inelastic response to price
increases Greater trade cooperation and
support Increased marketing communication
efficiency and effectiveness Possible licensing opportunities More favorable brand extension
evaluations
Brand Awareness Depth Breadth
Recall Recognition Purchase Consumption
Brand Associations Strong Favorable Unique
Relevance Consistency Desirable Deliverable Point-of-parity Point-of-difference Do N
ot Copy
TNS -‐ GLAKES 65
Branding & Brand Management
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What is Brand Management?
� Brand Builders main task � take & tap the exis4ng brand legacy � adapt brands to suit the requirements of consumers requirements.
TNS -‐ GLAKES 66
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What is Brand Management?
• Components of Main Brand Builders task • Embrace the increasing possibili4es for communica4ng brand values
• Acknowledge growing financial pressures on brands to make a return.
• Issue: Agencies are communicators..some given responsibility to modify core brand values…brand owners may run into difficul4es with this later..
TNS -‐ GLAKES 67
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What is Brand Management?
• Marke4ng as Brand Management’s responsibility is to build long-‐term profitable growth for the company’s brands.
TNS -‐ GLAKES 68
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What is Brand Management?
� To accomplish this, marke4ng must: � Deliver sustained value to consumers � Enhance brand equity by keeping their brands relevant, fresh and contemporary
� Build consumer loyalty towards their brand
TNS -‐ GLAKES 69
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What is a Brand Management? • Brand Building Begins By – Understanding & an4cipa4ng the needs and desires of the consumer
– Understanding the key apributes of the product(s) • Our Mission is to DISCOVER (rather than Invent) the brand’s CORE VALUES and abide by them.
TNS -‐ GLAKES 70
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What is Brand Management?
“You have to maintain and replenish a
brand over 4me or it will die”
TNS -‐ GLAKES 71
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Brand Vision and Essence
BRAND = Mindset EQUITY = Roots
ESSENCE = Brand’s Soul VISION = Brand’s DNA
TNS -‐ GLAKES 72
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What is Brand Management?
� Brand Management is reliant on en4re corpora4on and agency teams
� In Opera4onalizing the brand, the highest priority is to enlist the support of each member of the team
TNS -‐ GLAKES 73
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What is Brand Management?
Innova4ve Analysts Sociologists Poli4cians Managers
Entrepreneurs Evangelists
Brand Stewards
TNS -‐ GLAKES 74
Brand Champions&
authors As much an art
as science
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