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22 LAWS OF BRANDING

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They Appear.Talk.Grab Attention.Promise.Create Experience.Thrill.Mesmerize.Seduce.They Are In Our Life Forever.Brands!

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Слайд 122 LAWS OF BRANDING

22 LAWS OF BRANDING

Слайд 2They Appear.Talk.Grab Attention.Promise.Create Experience.Thrill.Mesmerize.Seduce.They Are In Our Life Forever.Brands!

They Appear.Talk.Grab Attention.Promise.Create Experience.Thrill.Mesmerize.Seduce.They Are In Our Life Forever.Brands!

Слайд 3Total value of top 100 brands amounted to US$1.5Trillion-65% of

UK and nearly 10% of US GDP in 2009.
Top 500

global brands valued at US$3Trillion for the same period.

Total value of top 100 brands amounted to US$1.5Trillion-65% of UK and nearly 10% of US GDP

Слайд 4

Brand is an: Image, Perception, Promise, Single Idea, Persona, Emotion, Values.

Brand is an: Image, Perception, Promise,

Слайд 5Image-Lux-a beauty soap of Stars

Image-Lux-a beauty soap of Stars

Слайд 6Perception
Limca
Ariston

Perception LimcaAriston

Слайд 7Promise-Pantene makes hair shiny,strong with less hair fall

Promise-Pantene makes hair shiny,strong with less hair fall

Слайд 8Persona
Raymond 1 , Raymond 2
Fevicol 1 , Fevicol 2
Virgin 1

, Virgin 2 ,

PersonaRaymond 1 , Raymond 2Fevicol 1 , Fevicol 2Virgin 1 , Virgin 2 ,

Слайд 9Emotions

Reliance
Airtel
Slice Aamsutra

EmotionsRelianceAirtelSlice Aamsutra

Слайд 10Brand
Video

BrandVideo

Слайд 11Brand Persona
Video

Brand PersonaVideo

Слайд 12LAWS OF BRANDING

LAWS OF BRANDING

Слайд 13LAW OF QUALITY
Quality is important, but brands are not built

on quality alone.

LAW OF QUALITYQuality is important, but brands are not built on quality alone.

Слайд 14 You Can Build Quality Into Your Product. But Building Your

Brand Only on Quality Is Like Building Your House on

Sand.
You Can Build Quality Into Your Product.   But Building Your Brand Only on Quality

Слайд 15Quality Is…
Performance
Features
Reliability
Conformance
Durability
Serviceability
Aesthetics

Quality Is… PerformanceFeaturesReliabilityConformanceDurabilityServiceabilityAesthetics

Слайд 16
But Quality Is Not Enough ..

It’s The Perception Of

Quality

But Quality Is Not Enough .. It’s The Perception Of Quality

Слайд 17Quality
Hagen Daz
Rolex
PTCL

QualityHagen DazRolexPTCL

Слайд 19Colgate – Number 1 Toothpaste Recommended By Doctors
Haier – 2nd

Largest Manufacturers Of Home Appliances
Waves – Number 1 Selling Brand

In Pakistan
Supreme – Dunya Ki Number 1 Quality Chai
Fair And Lovely – Number One Rang Gora Karney Wali Cream
Hagen Daz – Finest Ice Cream In The World

Colgate – Number 1 Toothpaste Recommended By Doctors Haier – 2nd Largest Manufacturers Of Home Appliances Waves

Слайд 20“Law of Word”
“A brand should strive to own a word

in the mind of the consumer.”
or
A brand should make efforts

in owning a word in prospect’s mind.
“Law of Word”“A brand should strive to own a word in the mind of the consumer.”orA brand

Слайд 21Your brand owns the category name when people use your

brand name generically
You can’t become generic by becoming the market

leader
BUT
By being the first brand and establishing a category
Your brand owns the category name when people use your brand name genericallyYou can’t become generic by

Слайд 22Examples:
Mercedes

Volvo

BMW

FedEx

Herbal essences

Nike

Prestige

Safety

Driving

Overnight delivery

Organic pleasure

Just do

it

Examples:Mercedes VolvoBMW FedEx Herbal essences Nike PrestigeSafetyDrivingOvernight deliveryOrganic pleasureJust do it

Слайд 23Examples:
Kleenex
Surf
Scotch tape
Xerox
Pampers
Tissue
Washing powder
Adhesive Tape
Photocopy
Diaper

Examples:KleenexSurf Scotch tapeXerox	Pampers Tissue Washing powderAdhesive TapePhotocopyDiaper

Слайд 24WORD
Volvo
Olpers

WORDVolvoOlpers

Слайд 25Mistake/problem:
The minute a brand begins to stand for something in

the mind, the company usually looks for ways to broaden

the base, to get into other markets,to capture other attributes.
Example
This mistake was made by Mercedes.

Mistake/problem:The minute a brand begins to stand for something in the mind, the company usually looks for

Слайд 26Haleeb – Garah Doodh

Haleeb – Garah Doodh

Слайд 27Shan Spices

Shan Spices

Слайд 28Dawlance Reliability

Dawlance Reliability

Слайд 29LAW OF SINGULARITY
The most important aspect of a brand is

its single-mindedness.

LAW OF SINGULARITYThe most important aspect of a brand is its single-mindedness.

Слайд 30A singular idea or concept that you own inside the

mind of the prospect.

A proper noun that can be used

in place of a common word.

A singular idea or concept that you own inside the mind of the prospect.A proper noun that

Слайд 31 The objective is to create in the mind

of the prospect the perception that there is no other

product on the market quite like your product.

The objective is to create in the mind of the prospect the perception that there

Слайд 32WHAT HAPPENS WHEN THE LAW OF SINGULARITY IS NOT FOLLOWED?
Loss

of singularity weakens the brand.
A brand that has lost its

life because it lost its singularity.

WHAT HAPPENS WHEN THE LAW OF SINGULARITY IS NOT FOLLOWED?Loss of singularity weakens the brand.A brand that

Слайд 33Rooh Afza
Fair And Lovely


Rooh Afza Fair And Lovely

Слайд 34Fevicol

Fevicol

Слайд 35Slice - Aamsutra

Slice - Aamsutra

Слайд 38Mercedes A Class

Mercedes A Class

Слайд 40Master Moltyfoam
Master SanitaryWares
Master Trucks
Master Engine Oil

Master MoltyfoamMaster SanitaryWaresMaster TrucksMaster Engine Oil

Слайд 41Law Of Consistency
Video

Law Of ConsistencyVideo

Слайд 42Law Of Category
Video

Law Of CategoryVideo

Слайд 43Law Of Credentials
Video

Law Of CredentialsVideo

Слайд 44Law Of Change
Video

Law Of ChangeVideo

Слайд 45LAW OF SIBLINGS
There is a time and place to launch

a second brand

LAW OF SIBLINGSThere is a time and place to launch a second brand

Слайд 46IMPORTANT ASPECTS TO THE LAW OF SIBLING
A family of brands

assures a company's control on the market.

The key to family

approach is to make each sibling a unique individual brand with its own identity.

Each brand should be different and distinct as possible.
IMPORTANT ASPECTS TO THE LAW OF SIBLINGA family of brands assures a company's control on the market.The

Слайд 47Nestlé

Nestlé

Слайд 48Unilever

Unilever

Слайд 52STRENGTHS OF A BRAND
Lies in having a separate, unique identity----

not in being associated in the mind with a totally

different category.

There is a long-term need to maintain the separation between the brands, not to make them all alike.

STRENGTHS OF A BRANDLies in having a separate, unique identity---- not in being associated in the mind

Слайд 53Having a totally different identity in the mind doesn’t mean

creating a totally separate organization to handle each brand.

BUT

If handled

incorrectly the second brand can dilute the power of the first brand.

Having a totally different identity in the mind doesn’t mean creating a totally separate organization to handle

Слайд 54PRINCIPLES WHEN SELECTING A SIBLING STRATEGY
Focus on a common product

area.
Select a single attribute to segment.
Set up rigid

distinctions between brands.
Create different, not similar brand names.
Launch a new sibling only when you can create a new category.
Keep control of the sibling family at the highest level.
PRINCIPLES WHEN SELECTING A SIBLING STRATEGYFocus on a common product area. Select a single attribute to segment.

Слайд 55CNN
AOL
ESPN
Fortune
Life
Time

CNNAOLESPNFortuneLifeTime

Слайд 56Vaio
Bravia
Playstation
Trinitron

VaioBraviaPlaystationTrinitron

Слайд 57Karmina
Rooh Afza
Sulin
Safi

KarminaRooh AfzaSulinSafi

Слайд 58Law of Extensions
“The easiest way to destroy a brand is

to put its name on everything.”

Law of Extensions“The easiest way to destroy a brand is to put its name on everything.”

Слайд 59Kroger Supermarkets
Total 23,000
Sold daily 6,700
Sold weekly 13,600
Sold Monthly 17,500
Not sold

over a month 5,500

Kroger SupermarketsTotal 23,000Sold daily 6,700Sold weekly 13,600Sold Monthly 17,500Not sold over a month 5,500

Слайд 60Extension vs. market share
Budweiser less than 30%
Marlboro

30%
IBM 10%


Extension vs. market shareBudweiser  less than 30%Marlboro   30%IBM

Слайд 61The Beer Industry
Miller High Life
Budweiser
Coors Banquet

Today these three brands

have become sixteen

The Beer Industry Miller High LifeBudweiserCoors BanquetToday these three brands have become sixteen

Слайд 62Advantages
More potential customers.
Opportunity to sell more to each customer.
Greater marketing

efficiency.
Greater production efficiency.
Increased profits at introduction and growth stages of

product line extensions.
Lower promotional costs of line extensions.
AdvantagesMore potential customers.Opportunity to sell more to each customer.Greater marketing efficiency.Greater production efficiency.Increased profits at introduction and

Слайд 63Disadvantages
If line extension fails to satisfy consumers’ then other products

under same brand name will be damaged.

New products may

cannibalize sales of older ones. Eg.Pepsi and Diet Pepsi
DisadvantagesIf line extension fails to satisfy consumers’ then other products under same brand name will be damaged.

Слайд 64Successful Extensions
International
Nabisco
Heineken
Coca Cola

Local
Dettol Water Pure
Gillette

Successful ExtensionsInternationalNabiscoHeinekenCoca ColaLocalDettol Water PureGillette

Слайд 65Unsuccessful Extensions
International
Miller
SnackWell
Heinz Light Ketchup
Hellman’s Light Mayonnaise
Campbell’s Healthy Request Soup


Unsuccessful ExtensionsInternationalMillerSnackWellHeinz Light KetchupHellman’s Light MayonnaiseCampbell’s Healthy Request Soup

Слайд 66Unsuccessful Extensions
Local
Fair & Lovely
Lux Shower Gel
LG
Philips
Siemens
Samsung










Unsuccessful ExtensionsLocalFair & LovelyLux Shower GelLGPhilipsSiemensSamsung

Слайд 68
The power of a brand is inversely proportional to its

scope
LAW OF EXPANSION

The power of a brand is inversely proportional to its scope LAW OF EXPANSION

Слайд 69Line Extensions
The power is shifting from manufacturer to retailer for

the purpose of trade promotion, slotting fees, return privileges.
90% of

all new brands are line extensions.
Powerful brands should have more than 50% of market share.
Line ExtensionsThe power is shifting from manufacturer to retailer for the purpose of trade promotion, slotting fees,

Слайд 70Reasons for line extension
Logical vs. manufacturer’s perspective.
Natural instinct.
Wrongful measures of

extension.


Reasons for line extensionLogical vs. manufacturer’s perspective.Natural instinct.Wrongful measures of extension.

Слайд 71Law of Expansion
When you put your brand name on everything,

that name loses its power
The power of a brand is

inversely proportional to its scope.
Trying to be all things to all people undermines the power of the brand.
The strength of brands lies in becoming synonymous with a single category.
Brands that spread themselves across categories lose brand focus, identity, and ultimately market share.
Marketers launch ridiculous over zealous brand names


Law of Expansion When you put your brand name on everything, that name loses its powerThe power

Слайд 72Law of Expansion
Contract your brand, NOT expand it
To build

a powerful brand, you need to contract your brand not

expand it.
The lesser you expand the stronger your brand stays

Law of Expansion Contract your brand, NOT  expand itTo build a powerful brand, you need to

Слайд 73Crest
Examples:
Crest: P&G 38 to 50 sku’s
Market share dropped from 36%

- 25%
Crest lost leadership to colgate

CrestExamples:Crest: P&G  38 to 50 sku’sMarket share dropped from 36% - 25%Crest lost leadership to colgate

Слайд 83LEVIS
Levis Jeans has close to 27 different cuts and styles
It

has also digressed into a number of accessories including Levis

Mobile Phones, Caps, Belts, Shoes, Shirts, etc.
Market share fallen from 31 – 19%




LEVIS Levis Jeans has close to 27 different cuts and stylesIt has also digressed into a number

Слайд 95Pakola
Pakola has a wide range of product line……




PakolaPakola has a wide range of product line……

Слайд 98Subway
Specializing in submarine sandwiches only
the 8th largest food chain

in US



Subway Specializing in submarine sandwiches only the 8th largest food chain in US

Слайд 100Panadol
Panadol Extra
Panadol C&F

PanadolPanadol ExtraPanadol C&F

Слайд 101Law Of Company
`Brands are brands. Companies are

companies. There is a difference´
Law Of Company  `Brands are brands. Companies are

Слайд 102What is Coca Cola?
Is it a brand ?
OR
a

company?

It is the strongest brand of the world BUT the

fact is, it is the name of company.
What is Coca Cola?Is it a brand ? OR a company?It is the strongest brand of the

Слайд 103SPRITE & KINLEY
In these Products

“Sprite and Kinley”
Coca-Cola is used as name of COMPANY.

SPRITE & KINLEYIn these Products      “Sprite and Kinley”Coca-Cola is used as name

Слайд 105What makes the branding process confusing? THE USE OF COMPANY NAME
Should

it dominate the brand name?

Should it be dominated by Brand

Name?

Should both be given equal weight?

What makes the branding process confusing?  THE USE OF COMPANY NAMEShould it dominate the brand name?Should

Слайд 106According to the Law.
Brand name should, either more or equally

emphasized.

Customers are Brand-Oriented.

Does the consumer care whether Hamdard,

National foods, P & G or Unilever makes LUX? Probably NOT.
According to the Law.Brand name should, either more or equally emphasized. Customers are Brand-Oriented. Does the consumer

Слайд 107According to the Law
At the same time, Brand name should

not be totally Emphasized.

Companies should also create awareness about their

Names.
According to the LawAt the same time, Brand name should not be totally Emphasized.Companies should also create

Слайд 108Examples

Examples

Слайд 110It is highly conditional and attributed to the product nature.

Whether to emphasize on the company name or not.

It is highly conditional and attributed to the product nature. Whether to emphasize on the company name

Слайд 111THE LAW OF THE NAME

In the long run a brand

is nothing more than a name

THE LAW OF THE NAMEIn the long run a brand is nothing more than a name

Слайд 112WHAT DOES A BRAND NEED

WHAT DOES A BRAND NEED

Слайд 113IN SHORT TERM
Unique idea

Concept to survive

Own a word in

mind

IN SHORT TERMUnique idea Concept to surviveOwn a word in mind

Слайд 114IN LONG RUN
A Difference between your Brand and your competitor’s

Brand

IN LONG RUNA Difference between your Brand and your competitor’s Brand

Слайд 115Now moving on to what type of name a brand

should have

Now moving on to what type of name a brand should have

Слайд 116BUILD POWERFUL BRANDS BY:

Short names and easily pronounceable
Tweaking few letters
Cutting

generic names
Taking initials
Double-entendre

BUILD POWERFUL BRANDS BY:Short names and easily pronounceableTweaking few lettersCutting generic names Taking initialsDouble-entendre

Слайд 117 SYALLABLE STRUCTURE C---V---C---V
P---E---PS---I
B---A---T---A
X---E---R---O---X
C---O---C---A C---O---L---A
L---E---V---I---S
D---A---LD---A
T---A---P---A---L
S---O---N---Y
T---I---D---E
R---O---L---E---X
N---I---K---E

SYALLABLE STRUCTURE C---V---C---V P---E---PS---IB---A---T---AX---E---R---O---XC---O---C---A C---O---L---AL---E---V---I---SD---A---LD---AT---A---P---A---LS---O---N---YT---I---D---ER---O---L---E---XN---I---K---E

Слайд 118Tweaking generic names
Luxury car company
LEXUS


Medicated care cream MEDICAM

Tweaking generic namesLuxury car company			LEXUSMedicated care cream				MEDICAM

Слайд 119Cutting generic names
Federal express
FedEx

Intelligent chip company
Intel

Pakistan telecommunication
Paktel

Cutting generic namesFederal express			FedExIntelligent chip company			IntelPakistan telecommunication			Paktel

Слайд 120Taking initials
IBM
UBL
ADIDAS
BMW
MGM

Taking initialsIBMUBLADIDASBMWMGM

Слайд 121Double-entendre

Buy your staples from STAPLES


Mujhay Tuc TUC kay sath chaiyay

Double-entendreBuy your staples from STAPLESMujhay Tuc TUC kay sath chaiyay

Слайд 122Law Of Name
Video

Law Of NameVideo

Слайд 123Pharma Brand Names
Cozaar
Proscar
Sancos
Plavix
Lantus
Xanax
Accu-Check

Pharma Brand NamesCozaarProscarSancosPlavixLantusXanaxAccu-Check

Слайд 125Law Of Shape
A brand’s logotype should be designed to fit

the eyes .Both eyes.

Law Of ShapeA brand’s logotype should be designed to fit the eyes .Both eyes.

Слайд 126Law Of Shape
Video

Law Of ShapeVideo

Слайд 127Law Of Shape
A logotype is a combination of a trademark

which is the visual symbol of the brand and the

name of the brand set in distinctive type.

A customer sees the world through two horizontally mounted eyes peering out of the head. For maximum visual impact, a logotype should have a horizontal shape.

It is like looking out of the windshield of an automobile.

The ideal shape is 21/4 units wide by 1 unit high.
Law Of ShapeA logotype is a combination of a trademark which is the visual symbol of the

Слайд 128Law Of Shape
Some other Examples



Law Of ShapeSome other Examples

Слайд 129Law Of Shape
Important Facts

The equal importance to shape is legibility.

Logotype designers often go way overboard in picking a typeface

to express the attribute of a brand rather than in its ability to be clearly read.

The other component of the logotype, the trademark, or visual symbol, is also over-rated. The meaning lies in the word, or words, not in the visual symbol.

Law Of ShapeImportant FactsThe equal importance to shape is legibility. Logotype designers often go way overboard in

Слайд 130Law Of Shape
Video

Law Of ShapeVideo

Слайд 131Law Of Shape
Types of Shapes a Brand Should avoid:
Even though

it’s a successful brand but without a perfect logotype

Law Of ShapeTypes of Shapes a Brand Should avoid:Even though it’s a successful brand but without a

Слайд 132LAW OF COLORS
A brand should use color that is the

opposite of its major competitors

LAW OF COLORSA brand should use color that is the opposite of its major competitors

Слайд 133WHEN CHOOSING A COLOR FOR YOUR BRAND, FOCUS ON:
Mood
The best

color to select is the one that is most symbolic

of the category.
Unique identity of the brand should be kept in mind.
All colors are not created equal in the eye of the beholder.
Color consistency over the long term can help a brand burn its way into the mind.
WHEN CHOOSING A COLOR FOR YOUR BRAND, FOCUS ON:MoodThe best color to select is the one that

Слайд 134A single color is almost always the best color strategy

for a brand

to make a brand distinctive is with color

A single color is almost always the best color strategy for a brandto make a brand distinctive

Слайд 135 Sometimes you can make a case for multiple colors.
McDonalds

Sometimes you can make a case for multiple colors.McDonalds

Слайд 136POWER, ELEGANCE, MYSTERY, FORMALITY
IBM Products

POWER, ELEGANCE, MYSTERY, FORMALITY IBM Products

Слайд 137PURITY, PERFECTION, SIMPLICITY, INNOCENCE

PURITY, PERFECTION, SIMPLICITY, INNOCENCE

Слайд 138 LOVE, PASSION, DANGER, ENERGY, EXICTEMENT, FIRE

Red is an in-your-face color.



Red is a retail color used to attract attention.

Supreme



LOVE, PASSION, DANGER, ENERGY, EXICTEMENT,  FIRERed is an in-your-face color. Red is a retail color

Слайд 139JOY, HAPPINESS, PLAYFULNESS

Yellow is a neutral color. But it is

also the brightest color.

JOY, HAPPINESS, PLAYFULNESSYellow is a neutral color. But it is also the brightest color.

Слайд 140 TRANQUILITY, CLEANLINESS, PURITY, INTEGRITY
Blue is a corporate color used

to communicate stability.

Blue is peaceful. Blue is a laid-back

color.

Tetley
TRANQUILITY, CLEANLINESS, PURITY, INTEGRITYBlue is a corporate color used to communicate stability. Blue is peaceful.

Слайд 141NATURAL, SAFETY,FRESHNESS, PROSPERITY
Green is a color of environment and health.


NATURAL,  SAFETY,FRESHNESS, PROSPERITYGreen is a color of environment and health.

Слайд 144LAW OF PUBLICITY
“The birth of brand is achieved with publicity”

LAW OF PUBLICITY“The birth of brand is achieved with publicity”

Слайд 145 LAW OF PUBLICITY
Primarily….


PUBLICITY

BUILDS a

brand




ADVERTISING

MAINTAINS a brand

LAW OF PUBLICITY       Primarily….		PUBLICITY	BUILDS a brand	ADVERTISING	MAINTAINS a brand

Слайд 146LAW OF PUBLICITY

Benson & Hedges

Safeguard

LAW OF PUBLICITYBenson & HedgesSafeguard

Слайд 147 Safeguard

Safeguard

Слайд 148LAW OF PUBLICITY

Many brands use publicity as a deliberate effort

to take up media space in the form of EVENT

MANAGEMENT

UNILEVER- Lux Style Awards


TAPAL- Mezban/Chenak


LAW OF PUBLICITY	Many brands use publicity as a deliberate effort to take up media space in the

Слайд 149LAW OF PUBLICITY
Other examples which might not be often cited

but are an absolute example of publicity are…

Armeen’s Cake

Amir Adnan

and other designers
LAW OF PUBLICITY	Other examples which might not be often cited but are an absolute example of publicity

Слайд 150LAW OF PUBLICITY
Al- Ries includes that there has to be

the best way to generate publicity…
Area 51

But this works even

if a new product is introduced to an existing category
Nirala Sweets


LAW OF PUBLICITY	Al- Ries includes that there has to be the best way to generate publicity…Area 51	But

Слайд 151LAW OF PUBLICITY
Creating Brand Identity through Celebrity Stunts

Britney

Spears


LAW OF PUBLICITY  Creating Brand Identity through Celebrity StuntsBritney Spears

Слайд 152Publicity
Video

PublicityVideo

Слайд 153Loose Talk – Anwar Maqsood And Moin Akhtar
Product Placement –

Ariel , Coke(Beyond Enemy Lines) ,Dawlance Micro Wave.
AXE Case –

India
Berger Pakistan
KOL – Pharma Industry

Loose Talk – Anwar Maqsood And Moin AkhtarProduct Placement – Ariel , Coke(Beyond Enemy Lines) ,Dawlance Micro

Слайд 154Law Of Border
There are no barriers to global branding.
A brand

should know no borders.

Law Of BorderThere are no barriers to global branding.A brand should know no borders.

Слайд 155Mostly companies believe two things.

1)Their market share cannot be substantially

increased in their home countries

2) They need to grow

As a

result of these belief, they insist on expanding their brands into other categories. “It is the only way to grow”
Mostly companies believe two things. 1)Their market share cannot be substantially increased in their home countries2) They

Слайд 156But it is not the only way to grow
The perfect

solution to achieve both the goals is to build a

global brand. That means

1)Keep the brand’s narrow focus in its home country.

2) Go Global
But it is not the only way to growThe perfect solution to achieve both the goals is

Слайд 157“IMPORTED”
For years the magic word on many products has been

“imported”

Crossing the border often does add value to a brand.

Since value lies in the mind of the consumer
“IMPORTED”For years the magic word on many products has been “imported”Crossing the border often does add value

Слайд 158Sync with country’s perception
Every country has its own unique perceptions.

When a brand is in sync with its own country’s

perceptions, that brand has the possibility of becoming a global brand.

Automobiles from Germany
Watches from Switzerland
Electronics product from Japan
Sync with country’s perceptionEvery country has its own unique perceptions. When a brand is in sync with

Слайд 159It doesn’t matter where your brand is conceived, designed or

produced, the name and its connotations determine its geographic perception.

For

example :
Nike (originally from USA)but now also manufacturd in China and Thailand.
It doesn’t matter where your brand is conceived, designed or produced, the name and its connotations determine

Слайд 160Think global, Act local
“When in Rome, Do as the Romans

do”

McDonalds sells Beef burgers in PAKISTAN but does not sell

it in INDIA
Think global, Act local“When in Rome, Do as the Romans do”McDonalds sells Beef burgers in PAKISTAN but

Слайд 161Brand name, Logo and Slogans
Brand name, slogans and Logos

should be carefully made. Since there is a Cultural and

language differences
Brand name, Logo and Slogans Brand name, slogans and Logos should be carefully made. Since there is

Слайд 162For example
PEPSI
“ Come alive with the Pepsi generation”



When translated into Chinese,
“ Pepsi brings your ancestors

back from the grave”

Haleeb Doodh : Haleeb also means “Doodh”
so it makes “Doodh Doodh”
For examplePEPSI“ Come alive with the Pepsi  generation”    When translated into Chinese,“ Pepsi

Слайд 164LAW OF MORTALITY
No brand will live forever. Euthanasia is often

the best solution

Kodak. Gibbs. Rin.

Pert+. Olwell

LAW OF MORTALITYNo brand will live forever. Euthanasia is often the best solution

Слайд 165Novalgin
Imodium
Avil

Novalgin ImodiumAvil

Слайд 166LAW OF SUB BRAND
What branding builds, sub-branding can destroy.


Holiday Inn. Donna Karen. Cadillac. Mitchell’s.

LAW OF SUB BRANDWhat branding builds, sub-branding can destroy.   Holiday Inn. Donna Karen. Cadillac. Mitchell’s.

Слайд 167NBP – Saiban
UBL – Address
SCB – Sadiq
UBL – Amin
NIB -

Assalam

NBP – SaibanUBL – AddressSCB – SadiqUBL – AminNIB - Assalam

Слайд 168 THE LAW OF FELLOWSHIP
In order to build the

category, a brand should welcome other brands

THE LAW OF FELLOWSHIP   In order to build the category, a brand should welcome

Слайд 170The competition between Coke and Pepsi makes customers more cola

conscious

The competition between Coke and Pepsi makes customers more cola conscious

Слайд 171One of the best locations for a number-two brand is

across the street from the leader.
Competition also broadens the category

while allowing the brand to stay focused.
One of the best locations for a number-two brand is across the street from the leader.Competition also

Слайд 172For each category two major brands should be ideal
The

best location for a KFC franchise is often across the

street from a McDonald’s restaurant.
For each category two major brands should be ideal The best location for a KFC franchise is

Слайд 173Your brand should welcome healthy competition it often brings more

customers into the category.

Your brand should welcome healthy competition it often brings more customers into the category.

Слайд 174Research indicates that 50% is about the upper
limit.

Federal Express has

a 45% share of the
domestic overnight package delivery.

Coca-Cola has a

50% share of the domestic
cola market.
Research indicates that 50% is about the upperlimit.Federal Express has a 45% share of thedomestic overnight package

Слайд 175LAW OF THE GENERIC
One of the fastest routes to failure

is giving a brand a generic name.

The problem with a

generic name is its inability to differentiate the brand from the competition

LAW OF THE GENERICOne of the fastest routes to failure is giving a brand a generic name.The

Слайд 176The product itself might be a visual reality but it’s

the brand name and its associations that give the product

meaning in the consumer’s mind
The product itself might be a visual reality but it’s the brand name and its associations that

Слайд 177 How to get in consumer’s mind?

You need to reduce the

essence of your brand to a single thought or attribute,

an attribute that no body else already owns in your category.
How to get in consumer’s mind?You need to reduce the essence of your brand to a

Слайд 178Generic Names
General Motors
Good Milk
National Foods
National Panasonic
International Harvester

Generic NamesGeneral MotorsGood MilkNational FoodsNational PanasonicInternational Harvester

Слайд 179General Motors To GM
National Biscuit Company To Nabisco.
General Electric To

GE
National Foods – Rivaj . Fruitily . Maharaja
National Panasonic To

Panasonic
National Geographic To NatGeo

General Motors To GMNational Biscuit Company To Nabisco.General Electric To GENational Foods – Rivaj . Fruitily .

Слайд 180LAW OF ADVERTISING
Once born a brand needs advertising to stay

healthy

LAW OF ADVERTISINGOnce born a brand needs advertising to stay healthy

Слайд 181WHY ADVERTISE
Maintain Leadership

Use massive ad campaigns

Advertise leadership.


WHY ADVERTISE Maintain LeadershipUse massive ad campaignsAdvertise leadership.

Слайд 182 Through advertising create…

Brand Awareness

Brand Image

Brand Associations

Through advertising create… Brand AwarenessBrand ImageBrand Associations

Слайд 183 Creating a difference through advertising

PSO

SHELL

CALTEX

Creating a difference through advertisingPSOSHELLCALTEX

Слайд 185Advertising
Kashmir Gold
Surf Excel
Sony Bravia
Coke
Slice Aamsutra
Bridgestone
Perrier
Panadol
Ashoka Achar

AdvertisingKashmir GoldSurf Excel Sony BraviaCokeSlice AamsutraBridgestonePerrierPanadolAshoka Achar

Слайд 187Law of Contraction
“A brand becomes stronger when you narrow its

focus.”

Law of Contraction“A brand becomes stronger when you narrow its focus.”

Слайд 188Good things happen when u narrow the focus.
Advantages
You can create

a new category by simply narrowing the focus.
Specialists.
Extremely powerful in

the category.

Disadvantages
Lack of variety, hence lower market share.

Good things happen when u narrow the focus.AdvantagesYou can create a new category by simply narrowing the

Слайд 189Dominate a category
Microsoft has 90% of the MS of desktop

computer OS.
Intel has 80% worldwide market for microprocessors.
Coca cola has

70% of the cola market.
Dominate a categoryMicrosoft has 90% of the MS of desktop computer OS.Intel has 80% worldwide market for

Слайд 190Starbucks
Subway
Toys ‘R’ Us
GAP
Victoria’s Secret

Blockbuster Video
CompUSA
Domino’s
Papa John’s
Nokia


International Successes

StarbucksSubway Toys ‘R’ UsGAPVictoria’s SecretBlockbuster VideoCompUSADomino’sPapa John’sNokiaInternational Successes

Слайд 192International Failures
Mc Donald’s
BMW
Mercedes
Bic

International FailuresMc Donald’sBMWMercedesBic

Слайд 193Local Successes
Always
Mother Care
Dunkin Donuts
Nando’s
Jafferjee’s




Local SuccessesAlwaysMother CareDunkin DonutsNando’sJafferjee’s

Слайд 194Local Failures
Fair & Lovely
Lifebuoy
Pakola
LG





Local FailuresFair & LovelyLifebuoyPakolaLG

Слайд 196THANK YOU

THANK YOU

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