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CREATING A BRAND THAT IS ROOTED IN INDIAN CULTURE

CREATING A BRAND THAT IS ROOTED IN INDIAN CULTURE. H E A L I N G. L E A R N I N G. L I F E. Creating I N T E L L E C T U A L P R O P E R T Y. Customers should know you stand for something. Howard Shultz, Starbucks. Manipal. L E A R N I N G H E A L I N G L I F E.

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CREATING A BRAND THAT IS ROOTED IN INDIAN CULTURE

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  1. CREATING A BRAND THAT IS ROOTED IN INDIAN CULTURE

  2. H E A L I N G L E A R N I N G L I F E Creating I N T E L L E C T U A L P R O P E R T Y Customers should know you stand for something.Howard Shultz, Starbucks Manipal L E A R N I N G H E A L I N G L I F E

  3. THE DESIGN / COMMUNICATION OBJECTIVES 3i’s integrate invigorate inspire So that we stand for something … now and for later.

  4. OUR BASIS FOR INTELLECTUAL PROPERTY A Consolidated Present Post liberalization ….. what examples do we set for group constituents to emulate so that the brand is invigorated? A Cumulative Past Post Dr. TMA Pai … what reallyintegratesthe brand? A Planned Future In the ‘Globalization era’ how do we become an inspiring beacon brand internally (externally).

  5. NETT NETT What is our identity/personality? How is it homogenized/standardized and applied? What codes/tones and styles then govern our communication?

  6. B R A N D A R C H A E O LO G Y B R A N D A R C H A E O LO G Y

  7. Where were we? Why were we there?

  8. BRAND ARCHAEOLOGY Was becoming a victim of Organic growth/ diversification. Many bodies/Many souls. A decentralized/maybe even fragmented image. What you heard is what you know. Hearsay governed impressions/image. A desperate need for a unified identity.

  9. THE IDENTITY TRIANGLE Communication Opportunity and/or Problem A holistic view of the brand to excavate ONE sustainable anchor. BRAND IDENTITY Desired Brand Image/Position Brand equity operates like a fixed deposit without a maturity date. Deposit, do not withdraw. Desired Brand Personality Personality traits that help position the brand.

  10. MANIPAL IDENTITY TRIANGLE Communication Opportunity and/or Problem Many bodies But one Soul. BRAND IDENTITY Desired Brand Image/Position More than a Business Group, a community with shared values, common goals and a clear human development agenda. Desired Brand Personality A visionary and a rooted institution Jawaharlal Nehru - Solid /insightful … loves youth development causes.

  11. THE DESIGN CLUE Manipal, the ‘conceptual place’ is like NALANDA, a centre for learning /development and well being….. a beacon that draws you to itself.

  12. THE DESIGN TASK To manifest symbolically / aesthetically a sense of re-assurance. a sense of learning. a sense of belonging. And a strong sense of pride/association.

  13. THE DESIGN OBJECTIVE More than a part of the Manipal Group... a part of the Manipal Community.

  14. The Manipal Symbol borrows it’s form from an architectural structure that has stood the test of time and has witnessed many sunsets. It also becomes the silhouette of any and every individual. The insignia is open to individual interpretation. It’s agenda is to prove a stable foundation, a link with our past and to inspire our future.

  15. B R A N D A N T H R O P O L O G Y B R A N D A N T H R O P O L O G Y

  16. Theculture that defines our reason to be.

  17. BRAND ANTHROPOLOGY What is our core value? What are our shared values/beliefs and motivations? What do we stand for?

  18. CULTURE MAP- HOFFSTEDE FRAMEWORK CORE The Essence of Culture RITUALS A subconscious set of activities that condition us to our culture ROLE MODELS/ HEROES Who we look up to/ who we emulate/ who we want to become. SYMBOLS Those traits that endeavour us to our culture

  19. Manipal Linq 50 years package Merchandise Alumnus/ Faculty Twinning programmes Time Line New Technology Destination Manipal Pai’s of Manipal Distance Learning A BEACON OF HUMAN DEVELOPMENT Dr T M A Pai Timeline /Heritage Global Outlook President’s Visit Dial M New Disciplines Rooted in Indian Culture Road Shows CPO Philanthropist Manipal Clinic Manipal Health card Medical Camps

  20. THE INVIGORATION PHASE All elements of design/communication/ institutions speak one language. Audiences are exposed to multiple facets. A clear articulation of corporate identity guideline that the brand needs to follow through the CIM. A vivid demonstration of the culture of the brand.

  21. THE DESIGN TASK A genetic code for the brand development. A people orientation not an infrastructure orientation. Defining the visual vocabulary of the brand.

  22. THE DESIGN OBJECTIVE Condition the internal audience to what the brand stands for. Enroll / Subscribe to what the brand stands for ….

  23. NETT NETT Housekeeping before we leapfrog into a Global/Competitive environment!

  24. ROOTED IN INDIAN CULTURE

  25. Manipal Clinic at Bangalore Airport - a courtesy service

  26. Communication for Manipal Health Card -reaching out to to the rural sector.

  27. Manipal - Inspired by life communication for MEMG

  28. HERITAGE/HISTORY/TIMELINE

  29. Reviving the culture

  30. President’s Visit

  31. Stamps for 50 years celebration

  32. DESTINATION MANIPAL

  33. GLOBAL OUTLOOK

  34. B R A N D A R C H I T E C T U R E B R A N D A R C H I T E C T U R E

  35. A macro/global superstructure a brand template for the future.

  36. BRAND ARCHITECTURE How does the brand talk to it’s various target audiences? What physically and emotionally houses the brand in the future? The contextual leveraging of the intellectual property we have created.

  37. B R A N D S T A R B R A N D S T A R B R A N D S T A R

  38. BRAND STAR A model that ‘assumes’ that a brand exists in a ‘larger environment’ and needs to play a significant and tangible role in the life of everyone it touches.

  39. THE CONSTITUENTS OF BRAND STAR Societal key truth The key/universal human truth that the brand is rooted in. Category Semiotic Truth Most powerful symbolic manifestation of the category. Product Insight The distinctively different product plus

  40. THE CONSTITUENTS OF BRAND STAR • Brand Truth • The emotional essence of the brand. • Competitive Insight • The promise of brand derived from the delivery of the competition. • Role in Life • The significant impact the brand has on the life of its consumers.

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