BRAND STOCK

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BRAND STOCK
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3 Components

• Current what is the present status
• Future what could be/would be
• Brand branch - evaluation

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Market Forces

• Competing choices
• Macro environmental trends
• Who wins if I lose?
• Who loses if I win?

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Attitudes, Demographics, Psychographics

• Consumer bio data
• Person/Service Situation

Demographics
Consumer Needs And Wants
Purchase Process Influence
Psychographics
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Brand Insight

• A key truth about the consumer or market which is
  the basis for the brand
• Pilsbury atta I want the rotis I prepare for
  the family would stay as soft as when I make them
• MTV I want the best of the West modulated with
  the best of the East Desi Cool

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Brand Benefit

• The key benefits that the consumer picks up from
  the brand offering
• Functional eg. clean, fresh breath VFM
• Emotional eg. social confidence status

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Brand Persona

• The values/morals that the brand stands for
• Which personality does the brand best signify?
  This imagery has to be created over a period of
  time.
• Eg. Cindy Crawford Omega
• Aishwaria De Beers
• Diana Hayden LOreal

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Brand Differentiator

• The single most compelling and competitive
• reason for the target consumer to buy.
• It could be a benefit, a reason to believe or
  emotion.

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Brand Gene

• DNA of the brand crystallised essence
• eg. Dove - femininity restorative
• MTV Desi Cool
• Pilsbury atta- Nurturing family by
• preparing soft
  rotis
  

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Brand Stock Future

• Positioning where brand is now
• Could be /should be
• Matrix to map out which elements need to change,
  what changes, why it should change
  (problem/opportunity) and how to change (strategy)

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Lifebuoy
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Brand Branch

• Here is where the brand manager must evaluate how
  much he can leverage off the equity of the brand
  and how much nurturing to be done. Too much of
  harvesting can kill the brand and under
  leveraging can deny the company of the
  opportunities that can be had.

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How to go about it

• Habits and Attitude surveys usually done once
  in 4 to 5 years
• What is the Advertising Idea ? The Advertising
  Idea is a creative vehicle that dramatizes the
  brand differentiator
• The Executional Idea is an expression of the
  advertising idea in various forms
• Creative Brief

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Judging Advertising

• Attention impact,enjoyable,involving
• Identity(Branding) branding should be intrinsic
• Message built in discriminator,easy to follow,
  not confusing
• All these factors are measured against norms.
  These norms are arrived at after seeing hundreds
  of films by viewer panels and normalising scores