brand-building-brand-management-process文档文档.ppt

Module 2 - Stage 3Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit What if.. A useful process to prevent inertia Allows our minds to roam New insights come from unexpected quarters Stage1: Integrate full possibilities for existing brand equity Stage 2: Stretch potential to absurd levels to challenge convention A tool to explore risks and rewards of completely changing the rules Module 2 - Stage 3Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit What if.. Stage 1 We redefine the category experience? Claim generic benefit for ourselves? Fevicol is an adhesive, so it sticks strong Make the brand sensational and newsworthy? The United Colours of Benetton Focus on the influencer and not the user? The TV buying ads focusing on kids Module 2 - Stage 3Big Idea Module 2 - Stage 3Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit What if.. Exercise for Our Product How do we redefine the security system experience? Can we claim generic benefit for ourselves? How can we make the brand newsworthy and therefore spend less in advertising? How do we focus on the young male adult/dealer and not the buyer? Module 2 - Stage 3Big Idea What If.. we all go mad? Module 2 - Stage 3Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit What if.. Stage 2 A chimpanzee sold coffee to a Martian? Asian Paints gets into hair colours? Coffee loses prestige value and needs a common man platform? Strategy is passé, and implementation is the real thing? Module 2 - Stage 3Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit A car manufacturer invented a theft-proof car? Car insurance and security system was co-branded ? Mercedes Benz endorsed our secur