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The Thin Line Between

&. The Thin Line Between. PROMOTION. brand. PROTECTION. Source: PWC global top 100. All figures in $ bn. Some of the world’s most valuable companies (Market Cap.)…. 318. 469. 409. 256. Source : Interbrand All figures in $ b n. ... Also own the most valued brands. 59.5.

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The Thin Line Between

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  1. & The Thin Line Between PROMOTION brand PROTECTION

  2. Source: PWC global top 100. All figures in $bn Some of the world’s most valuable companies (Market Cap.)… 318 469 409 256

  3. Source : Interbrand All figures in $bn ... Also own the most valued brands 59.5 98.3 79.2 93.3 46.9

  4. Source : Interbrand All figures in $mn Closer home, India’s most valued brands ... 10907 6247 6220 3838 3797 3227 2576 2571 Source : Interbrand. All figures in $mn

  5. All figures in Rs.Cr ... Are also creating disproportionate wealth for share-holders 478448 351117 315883 273952 186810 200527 191230 237084

  6. If Businesses Build Brands... ...Brands Can Bill Balance Sheets!

  7. Because...

  8. Brand is a monetizable asset...

  9. An Asset... …which you cannot touch, but can definitely feel ! …that – over time - becomes a valuation multiplier

  10. What does this mean?...

  11. Brand is not just the Face of the business… …It is the backbone

  12. is crucial for making the entire business more valuable. Promoting Protecting brands &

  13. How do you Walk on this thin line?...

  14. Let’s Face the truth…

  15. TRUTH 1 Brand Building is an investment not an Expenditure

  16. Philosophically, brand- building helps in asset creation for the business, hence is a balance-sheet item, not an expense item in your P & L statement!

  17. TRUTH 2 Brand-building is a strategic process, not a tactical activity.

  18. Brand Building needs to be continuously worked upon, to help shape the course of your business; it should not be viewed as a series of smart tactics to merely meet sales numbers!

  19. TRUTH 3 Urge to protect and build brands must be a fundamental mind-set, not an administrative imperative !

  20. If brands were truly considered as assets ( like your home, car or valuables) , then you would automatically obsess about protecting them, maintaining them and upgrading them ‘holistically’ on a continuous basis, instead of just trade-marking the name/logo etc.

  21. TRUTH 4 Brand-building is a rigorous science, not just an art.

  22. If we really want to build brands scientifically , then we need to carefully engineer the process, by design. The process involves significant perspiration, not just moments of creative inspiration!

  23. TRUTH 5 Branding is not about a unique name or symbol…it is a unique way of connecting to your customer.

  24. This unique connect can be engineered by following a scientific process that is • Logical • Measurable • Has a 360o perspective

  25. TRUTH 6 Brand Protection is not just about the protection of the visible and sensorial elements of your brand Logo Identity Name Colours

  26. But about protecting that sacred relationship between your brand and your customers Forever…

  27. To sum it up…

  28. Develop a comprehensive process that forces brand owners to continuously update theirknowledge about . . .

  29. RealisticMarketPotential Changing Customer Expectations The DynamicEnvironment The Business’ Internal Strengths

  30. Resulting in A Unique Brand IP That is…

  31. Vivid

  32. Long Lasting

  33. Flexible

  34. Different Forever

  35. Hence…

  36. Only a differentiated value proposition will truly make a different brand

  37. A different brand will necessarily create a differentiated customer experience

  38. A differentiated brand experience will mean that the consumer will be given a genuinely different choice

  39. And the right choice by design, means that the consumer is likely to stay married to her choice

  40. The best form of Brand promotion and protection is therefore…

  41. Somehow entering and occupying the most fortified and valuable real-estatein the world

  42. A corner of the consumer's mind !

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