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Branding methodology

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The document discusses various aspects of corporate and product branding including: 1) Crystallizing a unifying brand identity across businesses and defining brand architecture to position the brand with stakeholders. 2) Developing differentiation through excellent customer service, new market entry, and brand portfolios. 3) A three step process of diagnosing consumer understanding, designing product/service strategies, and directing initial brand development. 4) Tools to create desired identities, manage creative execution, and facilitate brand sustainability through audits. 5) Key elements in developing a brand including stakeholder understanding, business roadmaps, identities, and realization.

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Branding methodology
The Branding Landscape Corporate Product/Service Grow the market or market share Crystallize unifying brand identity dimensions across Increase trial per capita consumption, multiple businesses repurchase, adoption Define brand architecture Brand profitability Position the brand with multiple stake holders Arrest brand decline Build differentiation through people and service Service excellence New market entry Alignment of individual sub brands to larger business Create brand portfolio
Brand DNA DIAGNOSE DESIGN DIRECT Develop consumer Develop product and Supporting the understanding of consumer service strategy brand during the their life-space and and crystallize long term initial phases of category service and objectives development 1 2 3 4 5 6 DIFFERENTIATE DEVELOP DETECT Create a desired Manage the creative Facilitate the brands brand identity and execution on the sustainability through marketing mix brand strategy with regular brand audits the advertising agency
Brand Genesis BRAND & MARKETING STRATERGY Benefits Personality & Value Business STAKEHOLDER UNDERSTANDING Infrastructure ORGANISING READINESS Discrimination Consumer People Essence Competitive BUSINESS ROADMAP Vision Segment BRAND IDENTITY Process scenario Name & logo Mission Proposition Objectives Marketing Initiatives
Brand Realisation
Travelled the path Developed marketing strategy, advertising and communication to aid 3 residential projects being booked out on day of launch in the throes of the downturn in 2009 Evolved customer and channel based market activation plans that grew an organic foods business by 25% in 2010 3 of our clients are the top rated brands in the public domain in their industry categories Brand identity and strategy to migrate customer acquisition from word of mouth to brand pull driven for a wealth management firm Strategy to turn around falling revenues of a business in the educational space by identifying and fixing brand and organizational issues
A few journeys we are on Manage a premium steel brand in the states of Tamil Nadu and Kerala, which has brought incremental annualized revenue of 150 crores to the business Developing a rural marketing and communication strategy for a business in the rural solar lighting space Masterbrand architecture, service design and marketing strategy for a cinema business that is becoming multi-locational; with the objective of sustaining positioning of offering a unique cinema going experience Building the Employer Brand for 4 reputed global business enterprises Nurturing a start up brand that markets exquisite crafts from the Silk Route Adapt product and service mix for a middle east based mts provider to the Indian market
Breaking through the clutter An Iconic cinema going experience 360 degree stake holder branding Nurturing Heroes A Brave new conference The Texas Instruments Internship program Global Education in India Redefining the brand through creative packaging Powerful regional brand
A brave new HR conference
A brave new HR conference
Whose business is people?
A brave new HR conference
A brave new HR conference
360 degree stakeholder branding • Isteel is a Chennai-based construction grade steel manufacturer, now known for establishing itself as a premium brand in its cluttered category • The challenge here was to make the brand relevant to every stakeholder, using economical, yet effective, marketing channels.
360 degree stakeholder branding Home Owners Striking outdoor hoardings strategically placed across the city maximized reach and optimized media costs Quality home grade construction steel that would last for generations
360 degree stakeholder branding Contractors / Architects / Engineers /Bar Benders The „forever partnership‟ delivered through the “UngalUyirThozan” Isteel Mobile Testing Van program that provided A novel concept of a mini-lab on wheels to LIC Life Insurance policies validate the promise of Quality. Contractors, to bar benders. architects and engineers could run quality tests Technical training, on their steel at their construction sites. The Meets & manuals on van also doubled up as a mobile ad-canvas. construction techniques by industry experts
An iconic in cinema experience
An iconic in cinema experience
An iconic in cinema experience “ Escape is going to be the hottest entertainment option in Chennai. It beats all the other cinemas” - User review, mouthshut.com
An iconic in cinema experience
Developing a powerful regional brand Hoardings in local language spread across key towns in AP
Developing a powerful regional brand Use of popular local media such as radio to communicate quality and value for money proposition
Global Education in India
Redefining the brand through packaging Packaging that would go unnoticed on shelf, began getting the notice of shoppers amongst the clutter
Redefining the brand through packaging
Web www.isteel.in www.sathyamcinemas.com www.pronatureorganic.com www.escapecinemas.com www.bluesteel.in www.hrconference2011.com We‟ve designed each of these websites (even developed the logos for all the brands)
Nurturing Heroes Taking the Employer Brand to Management Graduates …
Nurturing Heroes Taking the Employer Brand to Management Graduates …
Nurturing Heroes Taking the Employer Brand to Management Graduates …
The Texas Instruments Internship program
Branding methodology

More Related Content

Branding methodology

  • 2. The Branding Landscape Corporate Product/Service Grow the market or market share Crystallize unifying brand identity dimensions across Increase trial per capita consumption, multiple businesses repurchase, adoption Define brand architecture Brand profitability Position the brand with multiple stake holders Arrest brand decline Build differentiation through people and service Service excellence New market entry Alignment of individual sub brands to larger business Create brand portfolio
  • 3. Brand DNA DIAGNOSE DESIGN DIRECT Develop consumer Develop product and Supporting the understanding of consumer service strategy brand during the their life-space and and crystallize long term initial phases of category service and objectives development 1 2 3 4 5 6 DIFFERENTIATE DEVELOP DETECT Create a desired Manage the creative Facilitate the brands brand identity and execution on the sustainability through marketing mix brand strategy with regular brand audits the advertising agency
  • 4. Brand Genesis BRAND & MARKETING STRATERGY Benefits Personality & Value Business STAKEHOLDER UNDERSTANDING Infrastructure ORGANISING READINESS Discrimination Consumer People Essence Competitive BUSINESS ROADMAP Vision Segment BRAND IDENTITY Process scenario Name & logo Mission Proposition Objectives Marketing Initiatives
  • 6. Travelled the path Developed marketing strategy, advertising and communication to aid 3 residential projects being booked out on day of launch in the throes of the downturn in 2009 Evolved customer and channel based market activation plans that grew an organic foods business by 25% in 2010 3 of our clients are the top rated brands in the public domain in their industry categories Brand identity and strategy to migrate customer acquisition from word of mouth to brand pull driven for a wealth management firm Strategy to turn around falling revenues of a business in the educational space by identifying and fixing brand and organizational issues
  • 7. A few journeys we are on Manage a premium steel brand in the states of Tamil Nadu and Kerala, which has brought incremental annualized revenue of 150 crores to the business Developing a rural marketing and communication strategy for a business in the rural solar lighting space Masterbrand architecture, service design and marketing strategy for a cinema business that is becoming multi-locational; with the objective of sustaining positioning of offering a unique cinema going experience Building the Employer Brand for 4 reputed global business enterprises Nurturing a start up brand that markets exquisite crafts from the Silk Route Adapt product and service mix for a middle east based mts provider to the Indian market
  • 8. Breaking through the clutter An Iconic cinema going experience 360 degree stake holder branding Nurturing Heroes A Brave new conference The Texas Instruments Internship program Global Education in India Redefining the brand through creative packaging Powerful regional brand
  • 9. A brave new HR conference
  • 10. A brave new HR conference
  • 11. Whose business is people?
  • 12. A brave new HR conference
  • 13. A brave new HR conference
  • 14. 360 degree stakeholder branding • Isteel is a Chennai-based construction grade steel manufacturer, now known for establishing itself as a premium brand in its cluttered category • The challenge here was to make the brand relevant to every stakeholder, using economical, yet effective, marketing channels.
  • 15. 360 degree stakeholder branding Home Owners Striking outdoor hoardings strategically placed across the city maximized reach and optimized media costs Quality home grade construction steel that would last for generations
  • 16. 360 degree stakeholder branding Contractors / Architects / Engineers /Bar Benders The „forever partnership‟ delivered through the “UngalUyirThozan” Isteel Mobile Testing Van program that provided A novel concept of a mini-lab on wheels to LIC Life Insurance policies validate the promise of Quality. Contractors, to bar benders. architects and engineers could run quality tests Technical training, on their steel at their construction sites. The Meets & manuals on van also doubled up as a mobile ad-canvas. construction techniques by industry experts
  • 17. An iconic in cinema experience
  • 18. An iconic in cinema experience
  • 19. An iconic in cinema experience “ Escape is going to be the hottest entertainment option in Chennai. It beats all the other cinemas” - User review, mouthshut.com
  • 20. An iconic in cinema experience
  • 21. Developing a powerful regional brand Hoardings in local language spread across key towns in AP
  • 22. Developing a powerful regional brand Use of popular local media such as radio to communicate quality and value for money proposition
  • 24. Redefining the brand through packaging Packaging that would go unnoticed on shelf, began getting the notice of shoppers amongst the clutter
  • 25. Redefining the brand through packaging
  • 26. Web www.isteel.in www.sathyamcinemas.com www.pronatureorganic.com www.escapecinemas.com www.bluesteel.in www.hrconference2011.com We‟ve designed each of these websites (even developed the logos for all the brands)
  • 27. Nurturing Heroes Taking the Employer Brand to Management Graduates …
  • 28. Nurturing Heroes Taking the Employer Brand to Management Graduates …
  • 29. Nurturing Heroes Taking the Employer Brand to Management Graduates …
  • 30. The Texas Instruments Internship program