Download Creating value through brand strategies

Creating value through brand strategies
Alok Nanda
What is a brand?
• A brand is the most valuable real-estate in the
world – a corner of the consumers mind.
• A brand is a collection of perceptions in the mind
of the consumer.
Who owns the brand?
• Today, we value the brand as an asset in the
company balance sheet.
• But the asset value is merely a license right to
reach into the mind of the consumer where the
brand resides. Thanks to the relationship you
enjoy with the consumer.
• The license is granted by the consumer.
What are the elements a brand uses to
manifest itself in the consumers mind?
A brand identity
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This includes the name
The symbol or trustmarks
The packaging
The elements of purchase experience
The product construct itself – its shape, smell,
color, sound…
• The advertising and PR.
What are the strategies a brand creator can
use to maximise value of the brand?
• The elements of brand identity are very powerful
if leveraged well
• Advertising is the one most spoken about, but I’d
like to focus on the others because:
1) We often confuse advertising for brand building.
2) You’ll see that with the disintegration of mass
media – the role of advertising in some
cases (not all) has all but vanished.
3) We must know when to use the huge power of
advertising and when not (think of all the identity
elements as an arsenal).
Apple : A case study
• The name : In a market full of ‘softs’ , a fruit?
• A contemporary ‘lifestyle’ logo in a technology
world.
• The product shape, texture, functionality design
– so uniquely Apple.
• The experience : of usage – Ipod. The retail
experience.
• Oh, yes, the advertising too.
Barista: A case study
Building communities of consumers without
advertising
- A coffee bar in a land of tea? Advertising
could never do it.
- To live the coffee culture, you have to
build an experiential brand.
Logo
No Smoking Signage
Self-Service Signage
Outside Food Signage
Tray Mat
New Serving
Packaging
Red Bull: A case study
Building a cult brand
• While Coke and Pepsi battle it out in India,
making losses, Red Bull sells at Rs.70 a can.
How?
• We don’t sell Red Bull. We insist you try it when
you’re tired.
• Sampling post lunch. Or 2 in the morning.
• Build mystique – How can you create a cult
brand if it is recommended by personalities?
• How about making the personality a real
consumer?
Absolut Vodka: A case study
What came first: the bottle or the advertising?
• Vodka. It’s colourless. And supposed to have no
taste. Talk about building a brand with product
parity!
• Yet Absolut Vodka is a many million dollar
brand.
• Packaging can sometimes become the brand
strategy.
• And advertising merely reflects it.
Conclusion:
• The brand resides in the consumers mind.
• If you don’t engage the consumers he’ll forget its
there.
• Or worse replace your brand with another more
relevant and exciting one.
• But engagement in today’s complex world is not
possible thru a one dimensional approach.
• Remember, if you want to create brand value,
you need to leverage as many elements of the
brands identity.