14-01-2013, 04:49 PM
Branding Concepts
1Branding Concepts.ppt (Size: 546 KB / Downloads: 23)
Brand = Product + Images
More than just the product or the service
Add the intangible images that come to mind
Add the usage occasions that come to mind
Add the user imagery that comes to mind
Brand-building : The Focus
Not just a one-off exercise
Continuously track brand appeal, brand image with target consumers
Keep re-looking at all the aspects of the brand to keep it relevant and attractive
How Does Advertising Work II
Hierarchy of effect model tends to assume that advertising works the same way for all product categories
Work on understanding Consumer Behaviour revealed that advertising would work differently for different products
Several new models were developed in the eighties and the nineties
One such model was the FCB Grid
The Grid categorised products as
High involvement Vs low involvement
Thinking Vs feeling
Defining Consumer Durable
Unlike consumer products (FMCG) which are ‘consumed’, a consumer durable is ‘used’ for extended periods
Since it is used and for long periods, the consumer tends to look at them differently
Consumer durables could be:
High value: washing machine, car, scooter, TV
Low value: ceiling fan, mixer/grinder
How To Advertise
Depends on the type of durable, the target audience, the features offered, the competition
Emotional touch will work if - features are all similar, competition high, consumer is not rational in purchase
Features based appeal if - brand offers unique features, competition is not in a position to match
Benefit based appeal if - brand model offers unique benefits (quick ice), not yet capitalized by competition
Voltas Megalaundrette
The brand name Megalaundrette - coined to reinforce size and ‘laundry clean’ cleaning
The promise: The biggest size in its class
The benefit: more clothes can be washed at one time - as required by large Indian families