Creating Powerful

Brands Through
Communication

Dr. Richa Vyas

What are some Powerful Brands
 Brands that enjoy TOM recall
 Brands that evoke high purchase intentions
 Brands that have loyal customer base
 Brands that enjoy high brand equity
Some Powerful Brands
 Sony
 Google
 Nokia
 Disney
 Apple
 IBM
 Coke
How Can Companies Create
Powerful Brands?
 By launching Superior Products
 By adopting Customer Focus to develop the
products that solve real life problems
 By communicating the value proposition well
 By applying how consumers think to developing
effective advertising
Advertising strategies
 Hard Sell :
 A strong association between name & benefit
 Best when USP is really unique
 Examples : Krack, Nomarks etc.
 Convergent attributes
 Identify a benefit critical to consumers and present
various attributes
 Examples : Mc Donald’s happy family situations
Advertising strategies (contd’)
 Story grammar :
 Involves usage of drama
 Need to show lifelike situations
 Focus on product efficacy
 Examples : Ujala, Nomarks etc.
 Comparative advertising
 Benefit which dominates
 Examples : Dettol
Advertising strategies (contd’)
 Color :
 Effective means of prompting message recipients to
elaborate on their feelings
 Examples : Cadbury’s dairy milk
 Spokespeople
 Endorsement
 Examples : Hero Honda, Lux
What media vehicles are
chosen to
communicate?
 Traditional Media Routes
• Print
• TV
• Radio
• Outdoor
 Pro’s & Con’s of Traditional Media
Options
• Advantages
– The most cost-effective way to reach millions of people
– Consistency of message
– The response is measurable

• Disadvantages
– Clutter
– Wastage
– No direct contact with the consumer
– The consumer wants innovation!!!
The challenge, however, is to integrate all
communication across media, such that
the same consumer does not experience
non-coherent messages from the same
brand!
 Definition of 360° Marketing
It is an approach to marketing where media will be found, and
activities created, to influence everything a consumer experiences
and maximise involvement of the consumer with the brand
Conventional approach to brand building
TV Above
ADVERTISING
Press the line

Radio
PROMOTION
Outd Below
PR / EVENTS
oor the line

DIRECT
MARKETING
360° approach to marketing
Mass
Merchan Media
dising
Other
media
New age
media
Prom
otion
Direct
marketing
PR
Events
Key principles of executing 360°
marketing
Develop an Idea that can be translated into all activities

Influence everything a consumer experiences

Create new innovative media

Involve the consumer through a high degree of

interaction