This is a refresher slide presentation compiled for the benefit of non-marketing professionals, as a snapshot to what's brand and branding all about!

1. Brands and Branding
A BRIEF UNDERSTANDING OF

2. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
All brands are born equal.
The trick is to prove one isn’t!
Branding is the art & science of
identifying and fulfilling human physical
& emotional needs, by capturing
attention, imagination and emotion long
enough to make money from it.” Idris Mootee
CEO, Idea Couture Inc.

3. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
The World we live in…
Products = Experience Enhancers
Information Overload
More Choices >> Less value

4. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
…is simplified by Brands
Brands help us break clutter and choose,
based on our past experiences and satisfaction
with products or services.
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
YOU
LOVE
ME
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you
I love
you

5. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
However a Brand is NOT…
TRADE MARK
(a legal property)
MISSION STATEMENT
(just a Reminder)
ADVERTSEMENT
(just gives Message)
LOGO / SLOGAN
(is just a signature)
PRODUCT / SERVICE
(just the Tangibles)

6. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
A Brand is more
than sum of its parts
STRATEGIC POV
Not just a select set of
marketing activities.
CUSTOMER
VALUE
Central to creating
value, not just sound
bites and images.
ENGINEERED
An integral part of the
strategic planning
process
ALIVE
Identity comes from its
meanings. Products and
services – its blood. Co.
culture & standards - its
heart beats
COMPETITIVE
ADVANTAGE
Key tool for creating and
sustaining it.
LOGIC AND EMOTION
Part science and part art.

7. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Brands are Strategic / long-term
To plan for one year, grow sales.
To plan for three years, grow channel.
To plan for decades, grow a brand.
SALES
CHANNELS
BRAND

8. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Brands have become Ideologies
A BRAND is just like a person…
It has a physical ‘body’, a name, a
personality, character and a reputation.
You can respect, like and even love it.
You can think of it as a deep personal friend,
or merely an acquaintance.
You can view it as dependable or
undependable; principled or opportunistic;
caring or capricious.
People have character…so do brands.
Like a person, a brand must mature and
change its product over time. But its
character, and core beliefs do not.

9. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Brands get life from
Customer Satisfaction Treadmill
“The more we make, the more we
spend, the more we want. The faster
we get it, the faster we want it.
The more convenient it becomes, the
more we realize just how convenient
it could be.
The more our unreasonable
demands are met, the more
unreasonable they become.”
Prof. DANIEL KAHNEMAN
METAPHYSICAL
NEEDS
EXPERIENTIAL
NEEDS
SYMBOLIC
NEEDS
FUNCTIONAL
NEEDS

10. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Questions
that one needs to ask…
What is the deep need that we satisfy?
What is our raison d’etre?
What is our core competencies?
What are we really good at?

11. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Product Vs. BRAND
A brand is a personality
built on TRUST and
RELATIONSHIPS
It’s UNIQUE
It’s bought by a customer.
A great brand is TIMELESS
A product is an OBJECT
built in a FACTORY.
It’s easily COPIED.
It’s sold by a merchant.
Becomes quickly
OUTDATED

12. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
4 Taxonomies of Brands…
Focus on meanings and values
rather than functions.
Almost product
independent Brands.
Tightly identified with
Products / Ranges
Focus largely on core functions and purposes

13. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
How Brands Work
As INFLUENCERS of choice
Based on total sum of the
individual’s beliefs.
Goes beyond the look of a
product, or an attractive
advt.
As a PROMISE
Of AUTHENTICITY and
REPLICABIITY, that creates
value by enhancing the
experience of owning or
using the product or service.
As Strategic Marketing
tools
Analyzing forces that
influence profitability,
Identifying position that
capitalizes on unique
advantages, and
defending it against
competitors.
As a DIFFERENTIATOR
Simplifying and
differentiating product or
service.
AWARENESS
SELECT / PURCHASE
CONSIDERATION
EXPERIENCE

14. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Positioning the Brand
Brand is essentially a
customer perception.
Positioning creates this
perception within the target
profile.
Positioning is the consonance
between vision, values and
brand.
It comprises:
INTERNAL FACTORS - forming a part
of planned BRAND IDENTITY.
EXTERNAL FACTORS – define how the
brand is seen by consumers – the
BRAND IMAGE.
POSITIONING
Summary of the
Brand Vs.
competition in
consumer’s
mind
PERSONALITY
Informs all
communications
and consumer
perception
VALUES
Belief System
and a way of
working and
communicating
VISION
Snapshot of
the Future
INTERNAL
EXTERNAL

15. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
How to create a Brand Identity*
STRATEGIC
ANALYSIS
Customer
> Trends
> Motivation
> Unmet needs
> Segmentation
Competitor
> Brand Image /
Identity
> Strengths,
strategies
> Vulnerabilities
> Positioning
Self Analysis
> Existing Brand
Image
> Brand Heritage
> Strengths /
Strategies
> Organisation
Values
CREATING BRAND IDENTITY
BRAND IDENTITY
As a Product
> Scope
> Attributes
> Quality/ Value
> Uses & Users
> Country of
Origin
As a Person
> Personality
(eg.Genuine,
rugged,
energetic)
> Customer/ brand
relationships
As Organization
> Organization
Attributes (eg.
Innovation,
Consumer
Concern,
Trustworthy
> Local vs. Global
As a Symbol
> Visual Image
and Metaphors
> Brand Heritage
Benefit / Value
Proposition
> Functional
Benefits
> Emotional
Benefits
> Self-expressive
Benefits
Credibility
> Support Other
Brands
Relationship
Brand
ESSENCE
CORE
Extended
IMPLEMENTING
BRAND IDENTITY
SYSTEM
BRAND IDENTITY
ELABORATION
BRAND POSITION
Part of the Brand
Identity and Value
Proposition that’s to be
actively communicated
to target audience
TRACKING
BRAND BUILDING
PROGRAMS
*source:DavidAaker

16. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
IDENTITY - basis of IMAGE
STRATEGIC
BRAND
ANALYSIS
BRAND
IDENTITY
CREATION
IMPLEMENT
IDENTITY
AND TRACK
Competitive
Positioning
Influencers
Consumer
Impressions
on Identity
BRAND IMAGE

17. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Brand Strategy defines a Brand’s
“Circle of Influence”
NO-GO AREAS
Involvement would seriously
damage and compromise clarity of
brand proposition
EXTENSION AREAS
Areas to which brand franchise can
be widened without damage
OUTER CORE
Optional Attributes
INNER CORE
Critical elements in brand identity
Tropicana US sales shot up and made
it a category Leader, upon following a
Health-brand strategy.
INNER CORE
GreatTaste
Premiumpriced
HealthFortified
OUTER CORE
Tetrapak
Real
Fruit
Taste
Mothers
with
Children
Noadded
Preservatives
Busy
office
goers
EXTENSION
Enhanced
Health
100%
sugarfree
variant
Additional
Flavors
Additional
Flavors
Size
Variants
Schools
Hospitals
NO-GO AREAS
Healthy
Snacks
Low
Price
Mainstream
SoftDrinks
Medical
Positioning
Individual
positioning
Lifestyle
Positioning
Non
Tetrapak
SKUs
Non-Fruity
orArtificial
Taste

18. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Tactics should follow Strategy
• Viewing branding as naming,
design or advertising - drastically
shortens brand’s life expectancy
• Getting too embroiled in tactical
branding issues – chips away the
long-term vale and returns from
brands.
• However, tactical issues do need
careful management, since
breakage of any one element,
can damage the brand
• Brands as strategic devices
needs a considerable amount of
marketing analysis and brand
planning.
WHAT YOU
CAN SEE
WHAT YOU
CAN’TSEE
Symbol
Brand Name
Presentation
Advertising
Price
High Quality
Efficient Production
Strong R&D
Low Cost Production
High Service levels
Strong Supply Chain Effective Selling
Key Assets and
Competencies

19. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Elements of Brand Strategy
TARGETING
IDENTIFYING
VALUES
PROPOSITION

20. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Targeting - Questions to ask
• Which customers are important to the market?
• Which among them are important to my brand?
• How can I get more customers?
• How can I do more business with each of them?
• Which customers deliver the most value to the Co.?
• What and how much we know about our target?
• Some hard choices:
– Targeting the most valuable customers instead of the masses
– Targeting infrequent customers to make them more brand loyal
– Trying to gain new customers
• Often an 80/20 approach helps drive targeting choice

21. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Values – Key Considerations
• Brands need to be kept fresh, relevant and at the
forefront of customers’ minds
• It’s hence vital to have strong links between core
brand values and positive customer experiences.
• Core brand values differentiate your brand from
competitors and can be expressed in a few
meaningful words, within the context of the brand
• Positive customer experiences are the fulfillment of
the brand promises.
– Explore full richness of the context of product usage, focusing
particularly on the benefits experienced by the customers

22. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
Proposition – its relevance
• A proposition is what you choose to
communicate about your brand to the market
and various stakeholders in your brand
• Goes beyond physical product or advertising.
• All the intangible communications of the brand,
its customer service, its availability, its pricing
policy, etc. also affect impressions of brand
proposition

23. DISCLAIMER - This is a refresher presentation compiled for practicing non-marketing professionals.
The author does not hold any intellectual ownership of the ideas and graphics used in the presentation.
In Summary:
• Brands are what gives your company a
meaning and value to your customers
• Branding is a strategic opportunity – not a
tactical decision
• Branding is like creating a powerful magnet,
to attract customers who’d benefit from your
way of thinking, while giving you back equally,
or more!

24. THANK YOU
For more information about ways to benefit from branding strategies,
contact: shantanu.seng@gmail.com
DISCLAIMER: All material used in this document have been lifted from public
domain / internet. The author of this compilation does not hold any intellectual
ownership of the ideas and graphics used in the presentation, and does not
wish to promote this document for commercial purposes