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What is the Territory of the
Contents
Brand Building
Understanding Brand Building
Branding
Module 2
Brand Building
Understanding Brand Building
Branding
Evaluating
Brand Audit Connection Triangle Big Idea
Advertising
Module 2
Brand Building
Understanding Brand Building
Branding
Evaluating
Brand Audit Connection Triangle Big Idea
Advertising
Module 2 - Stage 1
Brand Audit
Brand Audit is
designed to put into words
the actual experience of a brand
in the life of the user
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Brand Audit
Qualitative study
In-depth interview ,usually administering a questionnaire
Uses various techniques like
Mind Mapping Technique
Critical Incident Technique & Other Techniques
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Draw An Egg
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Put Ten Legs on It
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Put Happiness in Centre
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Happiness
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Write 10 Associations to Happiness
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
er
Be
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Mind Mapping Technique
Take 1 branch and add associations
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Sachin100
World Champion
Mexican Wave
er
Be
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
Branding Critical Incident Analysis: When
People Change
Brand Audit
Connection
Big Idea
Evaluating
An technique that contextualizes
Triangle Advertising
importance of a ‘critical
incident’ leading to
change in an
individual’s life.
These are turning points
– These are ‘Moments of Truth’ :
compelling moments when
one gets deep insights and is
propelled to ‘change’.
– Brands, category adoption too
revolve around such
‘incidents’
leading to change.
Module 2 - Stage 1
Brand Audit
Understanding Brand Building
The Hierarchy of Aspects of
Branding
Incidents
Consumer
Connection Evaluating
Brand Audit
Triangle
Big Idea
Advertising
Category
Motivation
Enabler
Trigger
Driver emotion
Re-inforcer
Emotional Pay-off
Both Mind Mapping & Critical Incident are useful techniques while
administering a Brand Audit Questionnaire
Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building Brand Audit Questionnaire
What else
visuals or images
packaging or product elements
bits of advertising
signs or symbols
anything else
Module 2 - Stage 1
Brand Audit
Understanding Brand Building Brand Audit Questionnaire
Branding
Brand Audit
Understanding
Branding
Brand Building Brand Audit Questionnaire
Brand Audit
Understanding
Branding
Brand Building Branding Audit Example:
Eveready Associations
Brand Audit
Connection
Triangle
Big Idea
Evaluating
Advertising ‘Using it since a child…first used the
white cell now use red’
AGE OLD ASSOCIATION
‘Memories of using it in my
village fields during night’
CHILDHOOD MEMORIES ‘lasts longer’,’does not melt in
summer’, ‘leak proof’
PREFERRED BRAND
ASSOCIATIONS
OTHERS KEY
Brand Audit
Understanding
Branding
Brand Building Example: Personality of Eveready
Its Two Faces
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Brand Audit
Understanding
Branding
Brand Building Good Brand Audit
A good brand audit gives a definite
Brand Audit
Connection
Triangle
Big Idea
Evaluating
Advertising
answer about six interrelated equities
Product: Product performance
supports the brand?
Image: Image is strong and engaging?
Customer:Strength of customer
franchise?
Channel: Leverage in channel
environment?
Visual : Clear,differentiating presence?
Goodwill: Endorsed by influencers in
the communities in which it lives?
Module 2 - Stage 1
Brand Audit
Understanding
Branding
Brand Building Exercise
Consider two competing brands:
Brand Audit
Connection
Triangle
Big Idea
Evaluating
Advertising
Kodak & Fuji
Rate the brands on a scale of 5
Brand Building
Understanding Brand Building
Branding
Connection
Connection Evaluating
Brand Audit Big Idea
Triangle
Triangle Advertising
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Connection Triangle
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Dissecting a Brand
Brand Audit illustrates a unique combination of three factors
Product Attribute / Benefit
Brand Imagery / Personality
Consumer Needs / Beliefs
Connection triangle exists at the core of each brand
However each brand has one of the three values as a primary driver
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Consumer Brand
Underlying Emotional
human truths benefits
What I get from the product that makes the brand matter to me
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Consumer Brand
Underlying Emotional
human truths benefits
– Fevicol knows that I yearn for emotional bonds that do not break
Connection Triangle
Understanding Brand Building
Branding Product
Physical attributes
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Consumer Brand
Underlying Emotional
human truths benefits
Connection Triangle
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Product Benefit
What I like it
Connection Triangle
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Product Benefit
Alternative Pale Pilsner
Consumer UHT
Don’t measure life by the Brand
number of breaths you take, Irreverent, impulsive,
but by the number of devil-may-care,
breath-taking moments you live for the day
take in
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Product Benefit
Quality adhesive
Consumer UHT
Bonds of family/ Brand
friendship/love usually A bond that will not break
break
Module 2 - Stage 2
Connection Triangle
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Connection Triangle
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Connection Triangle
Understanding Brand Building
Branding
Recap of Consumer Research
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Connection Triangle
Understanding Brand Building
Branding
Recap of Consumer Research
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Connection Triangle
Understanding Brand Building
Branding
Recap of Consumer Research
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Connection Triangle
Understanding Brand Building
Branding
Key Consumer Insight
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
There is nothing that a thief cannot break. However from my end I know that
the theft has not happened because of my carelessness
Module 2
Brand Building
Understanding Brand Building
Branding
Evaluating
Brand Audit Connection Triangle Big Idea
Big Idea Advertising
Module 2 - Stage 3
Big Idea
David Ogilvy
Module 2 - Stage 3
Big Idea
Big Idea
Understanding
Branding Exercise:
Brand
Building
What is a Big Idea ?
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Big Idea
Think Different
Big Idea
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Insight: Type 1
Verbatim about my life in relation to the category / brand
Insight needs to
Involve
Be widely shared
Identify with a ‘moment of truth’
Insight should not
Be a metaphor in disguise
Restrict creative avenues
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Insight: Type 1
Verbatim about my life in relation to the category / brand
Examples
Skincare Category: Each new wrinkle reminds me of how much more I
want to do with life
Ponds: My face is a mirror of my soul
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Insight: Type 2
Big Idea
Rediscover
Socrates
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Promise
Changing the nature of brand proposition that makes it seem ‘bigger’
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
“What if?”
A Brainstorming Tool
that challenges convention
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
What if..
A useful process to prevent inertia
Allows our minds to roam
New insights come from unexpected quarters
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Big Idea
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
How can we make the brand newsworthy and therefore spend less
in advertising?
How do we focus on the young male adult/dealer and not the buyer?
Module 2 - Stage 3
Big Idea
What If..
we all go mad?
Module 2 - Stage 3
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Big Idea
Understanding
Branding
Brand Building Need Some Mad Ideas!
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
We reduced the car theft rate in the city we test market in?
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Mining Insight
Big Idea
Understanding Brand Building
Branding
You have driven the car, not only by looking at the rear view mirror
You have used intuition and imagination
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Big Idea
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Brand Building
Understanding Brand Building
Branding
Evaluating
Evaluating
Brand Audit Connection Triangle Big Idea
Advertising
Advertising
Module 2 - Stage 4
Evaluating Advertising
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
How do you ensure that both you and the creative agency have done
a good job?
Evaluating Advertising
Understanding Brand Building
Branding
Connection Evaluating
Brand Audit Big Idea
Triangle Advertising
Evaluating Advertising
Finally
The consumer is not a moron,she is your wife
Final evaluation of brand building is whether it
motivates her
“You see, all the right things are written in books and
research papers.
Mukesh Ambani
http://www.mastersungroup.com
http://www.strategyexecution.in