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BONDS & BRANDS
A way ahead for strengthening of
Relations, Emotions & Connections.
An overview brought to you by
V Narayanan
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Evolution of Branding in India
Phase III - Human Centric BrandingMind, Heart & Spirit Branding
Phase II - Profit Centric Branding
Phase I - Product Centric Branding
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Changing Contours of Branding
Do or Die Dictums of Past
Dominate or Die - Mantra of Yester Year
Differentiate or DiePresent scenario
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You Never Get a Second Chance
to create a First Impression
Brands & Bonds get U the first impression
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BRAND MANAGEMENT
What is a Brand?
A Brand is
An experience that people enjoyeveryday
A Consistent Communication of a
Credible Promise
A way you want your customers to see you
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BRAND MANAGEMENT
What is a Brand?
A source of emotional connection withthe customers
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BRAND MANAGEMENT
Brand &People
Brands are like People
Like persons Brand has a Name,
Personality, Character & Reputation.
Like a person you can Respect, Like & Love a Brand.
Brand should also maintain Character & Core Beliefs
Like a person, Brands also Mature
. Brands should also be able to deliver under pressure.
The brand is delivered by people, not by buildings
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the X factor in Marketing
What makes customer ready to pay twice the price ofthan that of similar product/service.
It is what that makes the customer queue up for hourseven when another product is available with identicalfunctionality.
What makes customers forgive occasional glitches inservice.
What makes customers demand far outstrips supply
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Availers
Acceptors
Adopters
Adorers
Brand through bonding Stages
-
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Brand Dynamics
-Customer perspective
Presence
Relevance
Performance
Advantage
Bonding Do I get connected emotionally?
Does the brand has any advantages?
Is the performance of brand satisfactory?
Does the brand cater for me?
Do I know about the brand ?
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BRAND MANAGEMENT
Pyramid
Beliefs
&
Values
Benefits
Features and Attributes
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BRAND MANAGEMENT
You dont brand Products butBrand Promises
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BRAND MANAGEMENTBonding thro Branding
Engage Customers
Experiential selling made
Enhanced relationship building
Emotional attachment established
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Emotional Brand will be known
Less for what it says &more for what it delivers
Less for the goals you set &more for the mind set it builds
Less by what it control &more by what it shape
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