Brand Foundations Consumer

Relationships
Subtitle
What is Brand ?
Unique Symbol , sign or Name
Why unique ? Thought process
Connecting with consumers.
Consumer relationship
Buying process
Brand consumer relations emotional or rational ?

Foundation of Brand Consumer Relationships
Brand experience Touch points
Brand promise beyond expectations.
Brand relationship dimensions
Voluntary vs involuntary
Positive Vs Negative
Intense Vs Superficial
Long-term vs Short term
Public vs Private
Formal Vs Informal
Symmetric vs Asymmetric


Steps in Building Customer Relationship
Brand awareness
Brand Acceptance
Brand Trial
Brand Preference
Brand Loyalty
Criteria
1. Memorabiltiy
2. Meaningfulness
3. Likability
4. Transferability
5. Adaptability
6. Protectability
Criteria
Memorable
Easily recognized
Easily recalled
Meaningful
Descriptive
Persuasive
Criteria
Likable
Fun & Interesting
Rich visual & verbal imagery
Aesthetically pleasing
Criteria
Transferable
Within & across product boundaries
Across geographic boundaries & cultures

Criteria
Adaptable
Flexible
Updateable

Criteria
Protectable
Legally registered trade mark
Competitively

Brand Elements
Brand Names & URLs
Logos & Symbols
Characters
Slogans & Jingles
Packaging & Signage


Brand Names & URLs
Useful for Brand Awareness & Brand Associations Compaq,
Yahoo, Tide, Dove

Descriptive Singapore Airlines, Hit, Gati, Ivory
Suggestive suggests a benefit or function Colorstay
lipsticks, Head & Shoulders, Mop & Glo, Aquaguard, Eveready,
Sugar Free, Low Cal
Classical based on Greek, Latin or Sanskrit words
Arbitrary no relationship with the company/Product Apple
Computers, Camel
Brand Names
Compound
RedHat
PriceWaterhouse
Coopers

Classical
Vedanta
Balaji Telefilms

Fanciful (imaginative words)
Vodafone
Wochardt
Arbitary (real words without direct
connection)
Apple
Orange
Mango

URLs


Keep it as simple as possible
Avoid Clichs
Avoid the .com
Brand v/s description helps only short term
Unique personality
Unexpected combination (motley fool)
Reinvent a real word
Make new words
Logos & Symbols
1. Corporate names & Trademarks Coca-Cola, Nestle, Tata,
Maruti, Johnson & Johnson
2. Abstract or non-word mark logos are also known as symbols-
Mercedes star, Rolex crown, Nike swoosh, Olympic rings
3. Many logos fall between these 2 extremes Ralph Laurens
polo player, Playboys Bunny, McDonalds Golden Arch, Apple
Logo
Benefits
Visual nature of logos & symbols easy recognition & recall
Versatile- can be updated transferred across cultures
Can be appropriate for a range of product categories-Surf, Dettol, Lux
Characters
A symbol that takes on human or real life characteristics
McDonalds Ronald
Disney Characters
Asian Paints Gattu
Pillsbury Doughboy
Kellogg's Bear
Frosted Flakes -Tony the Tiger
Duracell Bunnies
Hush Puppies
Benefits
Enhance brand personality & build relationship with customers Disney for kids
Valuable Licensing properties Barbie dolls, Spiderman, Superman etc., All Disney
Characters
Can be updated to suit the changing times

Slogans
Short phrases that contain descriptive or persuasive information
Adds verbal reinforcement
Design of slogans
TO build awareness and image
Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi)
Updation of slogans
Find out contribution of existing slogan
Find out what more you wish to enhance
Retain good qualities of earlier slogan and build up on that

Slogans
Just Do it
When it absolutely positively has to be there overnite
No more tears
Diamonds are forever
We try harder
On time every time
Jingles
Musical easy recall - Airtel
Reinforce brand positioning and enhance PODs or POPs
Useful when designing Ad campaigns
Desert rose jaguar
The axe song
Helps in repetitive reminding
Packaging
Identify the brand strong brand association with packaging style of company
Convey descriptive & persuasive information
Facilitate product transportation & protection & storage
Assist at-home storage (bottles and refill)
Packaging
Aid Product consumption (screw-on cap in soft drink)
Color vocabulary (product and category)
Innovations can boost sales Soft drink cans, 2 litre bottles, chocolates in smaller packs,
shampoos and hair oils in sachets enhance product usage & consumption
Packaging
Heineken beer green bottle
Cadbury- purple
Kit-Kat red
Kodak films yellow
Pepsi - blue
Packaging Essentials
Know your consumer
Take the big-picture approach
Aesthetics + Function
Know your distribution channels
Educate Management
Thank you