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What lies beneath!?

DISCOVERING THE
BRAND DNA
Brand
A Brand is a product which has earned a place in
consumers lives
through perception, experience, beliefs, feelings
....... until a relationship is built.
It is the sum of how consumers feel about a
product
Brand Audit Questions
Thinking about the specific things that trigger this brands identity in your mind
When you hear the brands name, what immediately springs to mind?
What else?
visuals or images?
packaging or product elements?
bits of communication?
signs or symbols?
other brand lore?
What kind of people do you associate with the brand, and how do you feel about
them?
Thinking about the feelings and emotions the brand evokes in you
What specific feelings and emotions do you experience in connection
with using this brand?
What personal memories, experiences or associations does this brand
bring to mind?
What does this brand do for you in your life that other brands dont?
what unique contribution does it make?
what special perspective does it give you about using the category?
Now stepping out of the role of the brands user, and
considering all the implications of these insights
What do these insights suggest or signal about the brand?
What is the mood of the brand?
How do the feelings and emotions this brand evokes differ
from those its leading competitor evokes?
SYMBOLS
HEROES
RITUALS
VALUES
Colours
Packaging
Graphics
Advertising
Symbols
Sounds
Smells
Looks
The Brands
Role Models
Brand/Consumer Relationship
BRANDS
CORE
PRACTICES
THE BRAND/CONSUMER
BEHAVIOUR
Brand Architecture
Mangalsutra
Sita
Pativrata
Aap
Eating
after
husband
Sati
Savitri
Sindhoor
Fasting for Husbands
well-being
Keeping
head covered
`Bindi
Traditional Hindu Culture Model
Venerating
Husband
Sari
Gold
bangles
KSBT
Paint drip
Interior
decoration
Red &
Yellow
logo
Paint tin
& brush
Festivals &
occasions
Home & family Ads
Har ghar..
baseline
Range of colours
Asian Paints
Personal
spaces
Reflecting yourself
in your home
Favourite
colours
Music &
storytelling
voice
Colourful
expressions
MF Hussain
Picasso
Gujarat & Rajasthan
SYMBOLS
HEROES
RITUALS
Positive Energy
Yellow &
white stripes
Cute girl
Wheat &
Milk mix
Glucose
Crispness
CORE
Enjoying a
challenge
Parle G
Recess
snack in
school
Picnic &
traveling
Playing at home
with family
& friends
Between
meals snack
Before &
after any
sport
PRACTICES
Jerry (from
Tom & Jerry)
G = Genius
Bob
The
Builder
David (David v/s Goliath)
Competing
with friends
Home Alone
kid
And you will find
brand ke niche kya hai!?
Keep discovering.