brand scavenging
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1) Branding concepts focus on creating an iconic product design that engages consumers emotionally and creates brand loyalty. The product experience becomes a vehicle for the overall brand experience. 2) SPELT (Social, Political, Economic, Legal and Technological) factors influence both individuals and organizations and their needs. The exchange process between their needs drives business growth and profits. 3) Successful brands like Nike and Diesel have created strong brand tribes by developing rituals, practices and identities that their loyal followers embrace. They have transformed their brands into ways of living.
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brand scavenging
- 3. Iconic design beats generic design in the marketplace An iconic product design engages the consumer senses and creates an emotional attachment It is has a compelling brand imagery It is unique, scalable and expresses brand values .
- 4. A product is the first impression of the brand
- 6. Physical representation of brand personality
- 8. Experience is the product
- 10. The problem lies with the misconception that branding is about selling the product. When you’re dealing with consumers’ higher needs, the brand experience can actually become the primary source of value, with the product or service becoming a vehicle for that experience.
- 11. Don't focus on technology and features. Focus on the experience you want to create, and build a system that gets you there.
- 15. User Experience is the Product Experience
- 18. Environment is like a jelly
- 19. It changes its shape according to the vessel you put it in It changes shape and is wobbling all the time.
- 20. SPELT Standardization Political, Economical, Legal &Technological aspects of the society Both Individual and Organization work on SPELT
- 21. Aim: Make the organization grow and gain profits Theory explains how organization is nothing but a group of individuals And how if you don’t put the profits gained by either the individual side or the organization side back into the system it leads to no growth in the business
- 22. E SPELT Social N Products V Psychologic al Manageme nt I R Basic Needs Growth & O Profits N M Needs Needs E Needs Needs N Exchange Process T
- 23. SAMSUNG
- 24. Organization circle: Samsung’s management philosophy is to innovate. Coming up with a new product is their planned event. They come from a management belief that they have to compete globally. This philosophy is helping them innovate and come up with new products and services.
- 25. Individual circle: The individual’s basic need it to communicate. And the mobile phone’s have psychologically built this perception that you need a smart phone to stand out and to communicate better. With so many smart phones coming into the market and so much of competition it has also become a social need for the individuals. They want to stand out in the society and want to have the best of all.
- 26. These two circles can not function without each other, to survive in the competitive environment (market) they need to keep the exchange process on all the time. As the requirement of the individual keeps increasing the organization needs to keep innovating. And as the innovation keeps happening the needs of the individual both psychological and social keeps increasing. And all of this results in growth and profit of the organization and fulfillment of individual's need. The environment keeps changing according to the requirement of both the individual and organization. And all this is effected by SPELT.
- 27. Good Works/ CSR
- 28. • ‘Good Works’ or Cause Marketing involves the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. • Has a social or charitable causes attached to it
- 29. Benefits of cause marketing • Improves social welfare • Creates a differentiated brand positioning • Builds strong customer bonds by spreading goodwill • Enhances the company’s public image • Boosts internal morale • Drive sales and increases market value of firm
- 30. How does it help the brand?
- 32. Aircel’sSave Our Tiger campaign during its launch helped the brand create awareness
- 34. HUL announced a 50 paise contribution to diarrhea from sales of its Lifebuoy soap.
- 36. OberoiGroup placed an envelope in all Oberoi properties wherein guest could contribute to CRY (Child Relief and You)
- 37. Help Increase Market Share
- 38. Whisper sanitary napkins announced a donation of 1 Re on every purchase to the blind relief society. Ithelped boost sales
- 39. Increases Brand Engagement
- 40. HUL announced a Rs 5/- contribution to SOS children’s village which was dedicated to engaging consumers. This was done by placing coupons in its Brooke Bond TajMahal Tea. Contribution could be made by dialing the toll free number and inserting coupon code.
- 42. Tata Tea Jaago Re campaign
- 43. Establish Brand Credibilty
- 44. Great wall of Education is a mega book donation drive for the underprivileged children. This is done by Aviva in collaboration with the NGO ‘ Save the Children India’ every year.
- 45. Creates a sense of brand community
- 46. During the Tsunami, P&G donated a sum of 32 lakhs towards rehabilitation efforts via the Prime Minister’s relief fund.
- 48. Culture is the cumulative concept that encompasses knowledge, belief, customs, practices and any other habits acquired by people as members of society. A major consequence of culture is its impact on consumption patterns of individuals and institutions.
- 49. Successful brands have been able to adopt their branding strategies in line with this dominant cultural philosophy and weave their brands into the cultural fiber.
- 50. Cultural differences are indeed a major factor that has an impact on the success or failure of a brand. As brands enter different cultures, it becomes imperative for them to carefully study and understand the psychology and buying behaviour of local population.
- 51. WEAVE THE BRAND INTO THE CULTURAL FIBER The increasing popularity of the Internet offers brands a very powerful tool to involve customers and bring the brands closer to the local culture by providing them a platform to interact with the brand in their (customer’s ) terms.
- 52. Online discussion groups, and online brand communities is a firm step towards co-creating brand value with the customers. By weaving the brand essence into the societal fiber, brands can leverage cultural differences to their advantage.
- 53. Understand The Consumption Patterns Individualistic Individualisti cultures c and support collectivistic customers to make cultures tend consumption to be the two decisions ends of a based on their continuum. personal choice, at an individual level.
- 54. To maximize the opportunities brands should be sensitive to the cultural subtleties and adopt accordingly
- 55. SUCCESS STORY
- 56. Nokia recognized the growing importance of rural customers in the Indian mobile telephone market which grew from a mere 300,000 subscribers in 1996 to a whopping 55 million subscribers in 2004.
- 57. Nokia introduced its dust-resistant keypad, anti-slip grip and an inbuilt flash light. These features, albeit small, appealed to a specific target of truck drivers initially and then to a broader segment of rural consumers.
- 58. Epic Fail
- 59. Disneyland Disneyland launched Euro Disney and maintained its standard tried and tested formula with the assumption that customers would seek the authentic Disney experience.
- 60. Disneyland But shortly into the launch, Euro Disney was declared a failure. Of the many reasons that were attributed to Euro Disney’s failure, the one that stood out clearly was Euro Disney’s lack of localizing the brand experience.
- 61. Brand Tribalism
- 62. Brand tribalism is sense of belonging a brand is able to create amongst its followers. When a brand develops strong tribalism amongst its followers, they can become almost cult-like in their support for the brand. The brand becomes a tribe
- 63. These tribes follow their favourite brands like a religion. Marketers need to help develop rituals and practices which surround their brand and help the members spread the word to their friends and families.
- 64. Widely accepted as one of the few iconic brands, Nike has been able to develop a status that transcends functional benefits. The Swoosh represents something other than just a company. It represents a whole value system. It has stopped being a brand and has started to become a way, that you are defining the way you are living on earth.”
- 65. Nike has made understanding its heritage and brand an intrinsic part of its corporate culture. Its brand is truly ubiquitous – the company’s growth has never really been based on the technical superiority of its products, its success has been built on transforming the technology and design of its products into a high performance brand people believe in
- 66. Nike has made understanding its heritage and brand an intrinsic part of its corporate culture. Its brand is truly ubiquitous – the company’s growth has never really been based on the technical superiority of its products, its success has been built on transforming the technology and design of its products into a high performance brand people believe in
- 67. Because of compelling rhetoric and the charismatic persona of a mere basketball player (Michael Jordan), a lowly gym shoe became the Shoes, -its creed a clarion call for anyone who has ever broken a sweat. Nike became THE tribe for achievers and sweaters.
- 68. Diesel has established a strong sense of identity and belonging and that goes a long way to understanding their high performance and the tribe that surrounds this brand. The company is well known for picking out social issues and things people are debating in the public and repackaging them in interesting new ways that engage its brand tribe.
- 69. Diesel has imposed originality and creativity by bringing out a personality that’s about humour, daring colours and provocation. It has, literally and otherwise, created its own CULT. It became THE cool thing with its identity and its communication like “Stop Knifing. Start Spooning.” and “Stay Young Forever”.
- 70. Myth Making
- 71. Myths are narratives about divine or heroic beings, arranged in a coherent system, passed down traditionally, and linked to the spiritual or religious life of a community, endorsed by rulers or priests. Several Brand have a certain mythology built around them which makes them mysterious and desirable. There is a history and past attached. There are legends and there are archetypes attached to it. And the followers feel like they are a part of something timeless and transcendental.
- 72. A Mythic brand would have a story, not just a product or a pile of facts. That story would promise (and deliver) an heroic outcome. And there needs to be growth and mystery as well, so the user can fill in his/her own blanks with the fulfilment of brand’s promise.
- 73. Mythological brands make a deep mental connection with the user, delivering something that they can't find on our own or, at the very least, giving a slate we can use to write our own sub conscious on. People use a Dell. They are an Apple.
- 74. While the product is truly excellent, ever since its “1984” TV commercial, Apple has obtained and maintained demigod like status. With its super-sleek design, packaging and advertising, Apple is way more than hardware -it’s Lifeware. With the entire identity and life of steve jobs resembling that of a God with a world to run, Apple became Jesus. God’s messenger on earth. Embrace the son and feel the grace of god. Like Greek heroes have a turbulent life, steve jobs’ life provided the mythological stories that brought Apple even closer to the hero in public’s mind. Use apple and be on the side of the rebel.
- 75. Thank You! Submitted by Group 12 Ishita Shelat 86 Ishank Gorla 85 Shivani Sharma 128 Vishakha Pithwal 141 Yasmin Hussain 144