- Prof. RAMKI
MODULE – 2
It’s not math or physics with a 1000+ year
With so many “guru’s” critical thinking is...
Debunking Brand Gospel?
A little history can provide context
The problems that “branding” was solving early
on are not the problems of today
Industrial Revolution: Production
The ability to mass
Late 19th to early
The Depression: Consumers
The depression in the
30’s puts another
dent in the ability and
desire of society to
War: production capacity Up, more belt
WWII not only
capacity to produce
goods, but drives
society to be frugal
The Perfect Storm
and a frugal culture,
companies latched on
to a new
medium and modern
advertising is born
Modern Branding 50+ years
Branding as a theory comes from fast
moving consumer goods
Average number of brands
in a super market went
from 20,000 in 1990 to
over 32,000 in 2002 (Food
The drive to differentiate a
product on a shelf is a
driving force behind
and the rise of agencies
All about the packaging, all
about the product, all
BRANDS AND ITS ORIGIN
Brands originated in the nineteenth century with
the advent of packaged goods.
Unilever records, Pears Soap was the world's
first registered commercial brand.
Campbell Soup, Coca – Cola, Fruit Gum, Aunt
Jemima And Quakers Oats were the first
American products to be branded to increase
the customer's familiarity with the products.
WHAT MAKES A
BRAND IDENTITY – ‘WHO IS THE BRAND’
WHAT IT DOES ‘TO’ YOU ?
PRODUCT CORE – FUNCTIONAL
WHAT IS IT?
BRAND UTILITY – ‘WHAT’ THE BRAND PROVIDES
WHAT IT DOES ‘FOR’ YOU?
FUNTIONALITY: What functional needs
the brand will satisfy.
FEELINGS: Who is the brand for personality,
attitudes, perceptions, etc.
PERFORMANCE: How does the Brand satisfy
the need better
VALUES: Core values that Brand will stand for.
Rational and Emotional benefits
Product + + = Brand
Image, Personality, Values