Identify Five Brands That Exemplify That The Secret Sauce To Brand Salience - Authenticity, Transparency & Storytelling

Identify five brands that exemplify
that the secret sauce to brand salience

-Authenticity, transparency &
storytelling.
Team members
– ALOK KUMAR
SWATI PANDEY
ERICK LAYAL
PINKY PANI
Brand Salience
• Breadth and Depth of awareness

• Product Category structure
• Historically , brand salience has been considered
synonymous with the brand being “top of
mind”(mentioned first) when the product category is
used to cue retrieval from memory . Brand salience
reflects the quality and quality of the network of
memory structure buyers hold about the brands .
• The tendency of the brand to be thought of in a buying
situation is known as”brand salience”.
• Brand salience is the propensity for the brand to be
noticed and /or thought of in buying situations “ and
higher the brand salience the higher its market
penetration and therefore its market share.
3
AUTHENCITY OF BRANDS-
• To be authentic means to uphold a certain

level of integrity which includes total
honesty and transparency.
• “The extent to which consumers perceive
a brand to be faithful toward itself, true to
its consumers, motivated by caring and
responsibility, and able to support
consumers in being true to themselves.”
Example -ZAPOOS
4
Zapoos
.
• Zappos is perceived as an authentic brand because of
how their CEO Tony Hsieh has built the company
culture around ten core values:
• Deliver Wow Through Service

• Embrace and Drive Change
• Create Fun and a Little Weirdness
• Be Adventurous, Creative and Open-Minded
• Pursue Growth and Learning
• Build Open and Honest Relationships with
Communication
• Build a Positive Team and Family Spirit
• Do More with Less
• Be Passionate and Determined
• Be Humble
5
Authenticity
• Four-week training as their call center

reps.
• Zappos offers a $2,000 quitting bonus
after the first week of training.
• Holacracy, a ‘self-governing’ system
• A recent campaign #ImNotABox,
(Recipients were asked to fold and cut the
box into different items, including a
smartphone holder, a geometric planter,
and a 3-D llama)
6
TRANSPARENCY
• Brand transparency is how a brand shows itself to be

genuine and open, especially regarding public
interactions.
• 73% will happily spend more on a product that shows
complete transparency.
• 70% of your customers will actively look for insights
into your company before they choose to buy from you.
7
EXAMPLE-
BLUE APRON
• Meal-kit delivery company, Blue Apron, demonstrates

Insert or Drag & Drop your photo
how this pressure to provide product information is
actually an opportunity for strategic brands.
• Blue Apron houses information about its food partners
on the company website.
• he company has published personal profiles on
suppliers, videos on how ingredients are made, updates
about awards won for sustainability practices and more
• Each piece of social content educates consumers on
Blue Apron business practices and gets ahead of their
purchasing concerns.
• Meal-kits companies are very similar, and this social
communication strategy acts as an important
differentiator between Blue Apron and competitors.
8
Cadbury
• Mondelez-owned Cadbury Dairy Milk is the most trusted brand in India
according to The Economic Times – Brand Equity’s Most Trusted Brands
annual report.
• Deepak Iyer, president – India, Mondelez International, says the only way to
understand how Cadbury Dairy Milk earned Indians’ trust is by tracing its
journey over the past decades.
• The brand has been “the fabric of our nation for many years now, and with
strong cultural and consumer insights it continues it’s journey towards
making chocolates the modern meetha”
• It brings about various emotions and feelings within customers, such as
warmth, happiness and excitement. It is a “Fun” and “Feel-Good” Brand.
Source :Most Trusted Brands 2019-20: Cadbury Dairy Milk’s Asli taste of trust, Marketing & Advertising News, ET
BrandEquity (indiatimes.com)
9
Authenticity &Transparency
• Cadbury has high brand and product quality. It has built itself a good reputation over a
strong heritage. It also has high credibility.
Example - In October 2003, customers buying Cadbury’s Dairy Milk chocolate found
worms in a few bars.
Phase 1 Strategy : Presenting Cadbury’s View (October-December 2003)
Phase 2 Strategy : Packaging Change (January- March 2004)
“Project Vishwas”Campaign Results:

• Media Coverage-The media relationship effort clearly helped in making media accept that
the infestation was genuinely caused by storage-linked problems.
• Sales-Sales volumes, which declined drastically between week 1 and week 10 of crisis,
climbed back almost to the pre-incident levels by week,within 8 weeks of introduction of
new packaging and communication.
• Image- There was significant upward movement in ratings amongst consumers on
parameters like company image, responsiveness of company and behavioral parameters
like intention to buy Cadbury chocolates.
Source :Between the lines: Cadbury's deworming trick - The Economic Times (indiatimes.com ) 10
Storytelling & Storydoing Examples
11
Share The Taste campaign BadiFamilyBadiDiwali campaign captures special
moments with family
‘Donate your words’, it has created a video #HeartTheHate campaign, against ‘Go Madbury for Cadbury’, a crowd
for the campaign that showcases three case
studies where people aged over 65 years
Cyber-Bullying sourcing campaign giving
shared their plight and how they spend their consumers an opportunity to create
12
day a Cadbury of their taste & choice.
Not Just A Cadbury Ad Campaign Video
13
#KiseKhushKarenge #Diwali2020 #CadburyCelebrations
Amul……
• Formed in 1946, is a dairy cooperative movement in India with 250 liters of milk
per day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’
UNION.
• A brand name AMUL is managed by Gujarat Co-operative Milk Marketing
Federation Ltd.
• The brand name Amul means “AMULYA” (suggested by a quality control expert in
Anand). This word derived form the Sanskrit word “AMULYA” which means
“PRICELESS”.
• Amul has spurred the white revolution of India, which has made India the largest
producer of milk and milk products in the world and the White Revolution has
finally created a billion-dollar brand.
• Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world , which is matter of
proud for Gujarat and whole India.
14
Authenticity…..
1. Amul collects its milk from the farmer in Gujarat state.
2. Pasteurize it to either 72 degree Celsius for 15 minutes or 63 degree Celsius for 30 minutes to
kill all the pathogens present in milk and to minimize the bacterial count in milk.
3. Milk is also standard to definite fat and snf content.
15
Transparency…..
Amul is very transparent in everything they do. This they with the help of Plant visit
program, by making their customer aware about how milk is collected, how milk
quality is tested in laboratory, what are the processes through which milk undergoes
before packing in pouches, how it is stored before dispatching the same in the market.
16
Story telling…….
The tagline ‘Taste of India’ is an amazing unifying factor for the brand in some sense invokes a feeling of patriotism.
Amul has a simple value proposition – Great value for money and great quality.
https://youtu.be/Od_KeIdIBik
https://youtu.be/16dS-3MZmmw
17
ThankYou
TEAM 5

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Identify five brands that exemplify

that the secret sauce to brand salience

• Breadth and Depth of awareness

• To be authentic means to uphold a certain

• Deliver Wow Through Service

• Four-week training as their call center

• Brand transparency is how a brand shows itself to be

• Meal-kit delivery company, Blue Apron, demonstrates

“Project Vishwas”Campaign Results:

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