Brand management | TMK

Brand Management
Incredible
Brand Building Strategy
presentation by TMK || May, 2017

presentation by TMK || facebook.com/tmkbd
Session Topics
Brand Audit
Connection Triangle
Big Idea
Evaluating Advertising

BRAND AUDIT

Brand audit is a thorough examination of a brand's current position in
the market compared to its competitors and a review of its effectiveness.
It helps you determine the strength of your brand together with its
weaknesses or inconsistencies and opportunities for improvement and
new developments.
Brand audit is effectively a health check of the brand to identify and
address problems areas with a net result of helping you turn things
around and grow your bottom line. Brands are like living entities with
life cycles. They start with much excitement and promise, grow and then
eventually plateau.
BRAND AUDIT : Definition

Brand Positioning
Brand Messaging
Brand Values
Customer Experience
Deficiencies
Trends
Appearance
Benchmarked Against Global Trends, Best Practice & Competitors
BRAND AUDIT : Reevaluates. . .

Low Awareness
Falling Sales
Poor Market Penetration
Weak Messaging
Outside Threats
Low Market Perception
Weak Brand Management
BRAND AUDIT : Reasons

Qualitative Study
In-depth interview
4 Steps Easy Way
Mind Mapping
BRAND AUDIT : Techniques

Quantitative Study
The methods emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected through polls,
questionnaires, and surveys, or by manipulating pre-existing statistical data
using computational techniques.
In-depth interview
A qualitative research technique that involves conducting intensive
individual interviews with a small number of respondents to explore their
perspectives on a particular idea, program, or situation.
 Interview the leadership team
 Interview a cross section of field and unit management
 Interview a selection of franchisees (if appropriate)
 Conduct a quantitative survey of brand users
 Conduct focus groups with loyal brand users as well as lapsed and competitor – users of the brand
BRAND AUDIT : Techniques

Step 1 : Talk to People
Develop interview guides and standard questions, then talk to
employees at all level of your organization, current customers,
former customers, and event customers-to-be. What are they
saying, thinking, or doing in relation to you brand? Engage them
through surveys, interviews, focus groups, and/or DIY research.
Your goal is to uncover areas of need in your current strategy,
identify opportunities, and define or re-define goals.
BRAND AUDIT : 4 Steps Easy Way

Step 2: Research the Competition
Your brand does not exist in a vacuum. Your customers and
potential customers see other brands in the marketplace. What are
your competitors doing that you aren’t, and vice versa? Why might
consumers choose them over you?
Go online or visit your competitors in person to find out first-hand
what they are up to.

Step 3: Review Your Analytics
Find out what data is available to you, and look at it. Hopefully, at
least an email marketing system and Google Analytics are available
for your review. Take your analytics—things like your most
popular/least popular website pages, user flow on your site, most
opened emails—and cross compare against the interviews you
performed and your competitor research. What are the key themes
and common threads?

Step 4: Find the Holes
Now compare your brand audit findings to your current reality.
Does your brand align with your company’s vision, mission, and
business goals for the next 3 to 5 years? Are they mutually
supportive . . . or are there holes?
If there are holes, how can you revisit your brand platform or
reshape how your company delivers its products/services to better
support the brand?

• Good technique to make connections and evoke associations
• Start with a major idea and work outwards in all directions
• The more visual the better
BRAND AUDIT : Mind Mapping

Put Happiness in Centre
 HAPPINESS 

 HAPPINESS 
Mind Mapping Technique
Write 10 Associations to Happiness

BRNAD AUDIT : Mind Mapping
 HAPPINESS 
Shakib Al Hasan
All Rounder
Mashrafe
ICC Ranking
Mind Mapping Technique
Take 1 branch and add associations

Poor Market Penetration
Low Brand Image
No Endorsement
Bad Packaging
Misleading Tagline
Mind Mapping Technique -- Poor Market Penetration

A good brand audit gives a definite answer about six interrelated equities
 Product: Product performance supports the brand?
 Image: Image is strong and engaging?
 Customer: Strength of customer franchise?
 Channel: Leverage in channel environment?
 Visual : Clear, differentiating presence?
 Goodwill: Endorsed by influencers in the communities in which it lives?
BRAND AUDIT : Outcomes

CONNECTION TRIANGLE

After brand audit, the connection triangle can be created considering three
perspective in mind. They are:
PRODUCT (physical attributes)
CONSUMER (underlying human truth)
BRAND (emotional benefits)
CONNECTION TRIANGLE
PRODUCT
Physical Attributes
BRAND
Emotional Benefits
CONSUMER
Underlying Human Truth

Product Benefit Driven Brand
• Eno bubbles away troubles
• Fevikwik sticks in a jiffy
• Mseal seals chronic leaks
• Tang is essence of goodness from fruit
CONNECTION TRIANGLE
PRODUCT
Physical Attributes
BRAND
Emotional Benefits
CONSUMER

Consumer Beliefs Driven Brand
• Cadbury Dairy Milk recognizes the child in me
• Fevicol knows that I yearn for emotional bonds that do not break
• Maggi is one more of the delightful conspiracies led by mom
CONNECTION TRIANGLE
BRAND
Emotional Benefits
CONSUMER
PRODUCT
Physical Attributes

Brand Image Driven Brand
• Jaguar is a copy of nothing ,like its owners
• Thumbs Up is for the real men
• HSBC is your local bank
• Tata Safari makes its own road
CONNECTION TRIANGLE
PRODUCT
Physical Attributes
BRAND
Emotional Benefits
CONSUMER

BIG IDEA

‘Unless advertising contains a big idea it will pass like a ship in the night.’
~ David Ogilvy
BIG IDEA
What
is the
BIG IDEA
in this
visual?

Two types of Big Idea:
• Big Executional Ideas
• Big Strategic Ideas
BIG IDEA

EVALUATING ADVERTISING

It is consumer oriented
It concentrates on One Selling Idea
It concentrates on the most important and persuasive idea available
It presents a unique and competitive idea
It involves the consumer
It is credible and genuine
It is simple, clear and complete
It clearly associates the selling idea with the brand name
It takes full advantage of each medium
It demands action that will lead to the sale
It must help build the brand personality
11 PRINCIPLES OF GOOD ADVERTISING

It is Consumer Oriented
It is based on fundamental consumer need, attitudes, and interests. It
reflects the consumer point of view, rather than the manufacturers’ or
dealers’ preferences or interests.
It concentrates on One Selling Idea
It does not scatter its efforts or diffuse its impact. It focuses on one single
idea (selected basic consumer benefit) that can establish a penetrating,
memorable reason for trial.

It concentrates on the most Important and Persuasive Idea available
Effective advertising represents and registers the most powerful and
persuasive appeal available – the true key to the consumers mind.
It presents a Unique and Competitive Idea
It contains the promise of a unique competitive advantage. It creates a
distinctive quality and brand identity. It is highly competitive in its
impression and effect.

It involves the Consumer
Effective advertising recognizes that the consumer’s motivation to buy
comes from the head and heart.
Effective advertising is personal – it appeals to the consumer’s self interest.
It is Credible and Genuine
Where ever, it documents and demonstrates, or proves its claims. It
provides assurance, is straightforward and hones in the concept and
presentation.
It recognizes that the consumer is not a moron – she is your wife.

It is Simple, Clear and Complete
There are no alternative meanings, no possibility of confusion or
misunderstanding. It is uncomplicated, completely understandable.
It clearly associates the Selling Idea with the Brand Name
It tells the consumer what the brand is used for. It clearly registers the
brand name and links it with the selling idea.
It takes full advantage of the Medium
Certain ideas are better fitted to one medium than another. Effective
advertising varies its presentation of the selling idea to capitalize on the
physical characteristics and mood of the medium.
Medium is the Message! – Marshall McLuhan

It demands Action that will lead to the Sale
Effective advertising transforms passive acceptance or interest into action.
It demands immediate response – and a long-term favorable attitude. It
implants in the consumer the urge to buy.
It must help build the brand personality
Each ad affects the consumer’s perception of the brand. If any one ad
conflicts with that perception it will cause, at best a neutral, at worst a
negative feeling. Several such ads will begin to weaken the brand
personality. It is vital therefore to ensure consistency. Each ad should help
to build or reinforce the desired brand personality.

2016
Audi Duel: www.youtube.com/watch?v=Dir0cOFmrOM
2015
Nike Short a Guy: www.youtube.com/watch?v=0bVARjBBKRw
Samsung Safety Truck: www.youtube.com/watch?v=6GNGfse9ZK8
2014
Honda Hands: www.youtube.com/watch?v=2CRYbcT0XtY
Coke Drones: www.youtube.com/watch?v=E9r020AyUTk
Social Swipe: www.youtube.com/watch?v=ZcqsRhMHo8o
The Thai Insurance: www.youtube.com/watch?v=632CHpeHYZE
2013
The Ritz Carlton Hotel: www.youtube.com/watch?v=7h7yIlCtgnU
Others
Volvo Trucks: www.youtube.com/watch?v=7kx67NnuSd0
EVALUATING ADVERTISING : Samples

www.facebook.com/tarif.m.khan
www.linkedin.com/pub/tarif-khan/23/817/31b
tarifm.khan@gmail.com
+8801711 174744
presentation by TMK || May, 2017
THANK YOU
www.facebook.com/skill.ypab

Brand management | TMK

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