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BRAND STOCK

BRAND STOCK. 3 Components. Current – what is the present status Future – what could be/would be Brand branch - evaluation. Market Forces. Competing choices Macro environmental trends Who wins if I lose? Who loses if I win?. Attitudes, Demographics, Psychographics. Consumer bio data

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BRAND STOCK

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  1. BRAND STOCK

  2. 3 Components • Current – what is the present status • Future – what could be/would be • Brand branch - evaluation

  3. Market Forces • Competing choices • Macro environmental trends • Who wins if I lose? • Who loses if I win?

  4. Attitudes, Demographics, Psychographics • Consumer bio data • Person/Service Situation Demographics Consumer Needs And Wants Purchase Process Influence Psychographics

  5. Brand Insight • A key truth about the consumer or market which is the basis for the brand • Pilsbury atta – I want the rotis I prepare for the family would stay as soft as when I make them • MTV – I want the best of the West modulated with the best of the East – ‘Desi Cool’

  6. Brand Benefit • The key benefits that the consumer picks up from the brand offering • Functional – eg. clean, fresh breath ; VFM • Emotional – eg. social confidence ; status

  7. Brand Persona • The values/morals that the brand stands for • Which personality does the brand best signify? This imagery has to be created over a period of time. Eg. Cindy Crawford – Omega Aishwaria – De Beers Diana Hayden – L’Oreal

  8. Brand Differentiator • The single most compelling and competitive reason for the target consumer to buy. It could be a benefit, a reason to believe or emotion.

  9. Brand Gene • DNA of the brand – crystallised essence eg. Dove - femininity restorative MTV – ‘Desi Cool” Pilsbury atta- Nurturing family by preparing soft rotis

  10. Brand Stock : Future • Positioning where brand is now • Could be /should be • Matrix to map out which elements need to change, what changes, why it should change (problem/opportunity) and how to change (strategy)

  11. Lifebuoy

  12. Brand Branch • Here is where the brand manager must evaluate how much he can leverage off the equity of the brand and how much nurturing to be done. Too much of harvesting can kill the brand and under leveraging can deny the company of the opportunities that can be had.

  13. How to go about it • Habits and Attitude surveys – usually done once in 4 to 5 years • What is the Advertising Idea ? The Advertising Idea is a creative vehicle that dramatizes the brand differentiator • The Executional Idea is an expression of the advertising idea in various forms • Creative Brief

  14. Judging Advertising • Attention – impact,enjoyable,involving • Identity(Branding) – branding should be intrinsic • Message – built in discriminator,easy to follow, not confusing • All these factors are measured against norms. These norms are arrived at after seeing hundreds of films by viewer panels and normalising scores

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