BONDS & BRANDS

A way ahead for strengthening of

Relations, Emotions & Connections.

An overview brought to you by

V Narayanan
Evolution of Branding in India
Phase I - Product Centric Branding

Phase II - Profit Centric Branding

Phase III - Human Centric Branding

Mind, Heart & Spirit Branding
 Changing Contours of Branding

Do or Die – Dictums of Past

Dominate or Die - Mantra of Yester Year

Differentiate or Die – Present scenario

You Never Get a Second Chance

to create a First Impression

Brands & Bonds get ‘U” the first impression

 BRAND MANAGEMENT
What is a Brand?
A Brand is

“ An experience that people enjoy

everyday”

“ A Consistent Communication of a
Credible Promise”

“ A way you want your customers to see you”

 BRAND MANAGEMENT
What is a Brand?

“A source of emotional connection with

the customers”
 BRAND MANAGEMENT
Brand &People

Brands are like People

Like persons Brand has a Name,

Personality, Character & Reputation.

Like a person you can Respect, Like & Love a Brand.

Brand should also maintain Character & Core Beliefs

Like a person, Brands also Mature

. Brands should also be able to deliver under pressure.

The brand is delivered by people, not by buildings
 BRAND
the X factor in Marketing

It is what that makes the customer queue up for hours

even when another product is available with identical
functionality.

What makes customers forgive occasional glitches in

service.

What makes customers demand far outstrips supply

What makes customer ready to pay twice the price of

than that of similar product/service.
 Brand through bonding Stages
-

Availers

Acceptors

Adopters

Adorers
 Brand Dynamics
-Customer perspective

Bonding Do I get connected emotionally?

Does the brand has any advantages?

Advantage
Is the performance of brand satisfactory?
Performance

Relevance Does the brand cater for me?

Presence Do I know about the brand ?

BRAND MANAGEMENT
Pyramid

Beliefs
&
Values

Benefits

Features and Attributes

 BRAND MANAGEMENT

You don’t brand Products but

Brand Promises
 BRAND MANAGEMENT
Branding thro’ Bonding

Communicate Content

Commission Connectivity

Co-relate differentiators

Clarify commercial Value

 BRAND MANAGEMENT
Bonding thro’ Branding

Engage Customers

Experiential selling made

Enhanced relationship building

Emotional attachment established

Commonalities of Bonds & Brands

Attitude

Purpose

Honest & Humourous

Conviction to close on the best .

If you take C out of Close i.e.,
conviction out of it you lose it
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 Purpose of Bonding & Branding

To:

L - Listen
U - Understand
RE - Respond

Customers
The 4 A(ce)’s of a Winner

Attention

Attachment

Affinity

Attitude
 Brands & Bonds

Brands Bonds

A Brand sharpens clients A Bond opens clients mind

mind with recall value with proximity of distance

A brand reaches the A Bond touches client soul

audience mind
A Bond makes people
A Brand gives vouch and buy the
knowledge of products products

A Brand instructs. A Bond constructs.

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 Brands & Bonds

Brand Bond

A Brand is what a father A Bond what mother is to

is to son her child

Branding is a craft Bonding is a gift

A Brand talks A Bond listens

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 Emotional Brand will be known

Less for what it says &

more for what it delivers

Less for the goals you set &

more for the mind set it builds

Less by what it control &

more by what it shape
The Art of Branding

is the

Language of Bonding
 BRAND MANAGEMENT

Branding in simple terms is

“The art of entering the Minds and

occupying the Hearts”
BUSINESS GOES
WHERE IT IS INVITED

BUSINESS GROWS
WHERE IT IS WELL TREATED

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 BONDS & BRANDS FOR
SUCCESS

Bonds and Brands are like 2 eyes

They blink together
They move together
They cry together
They see things together
They sleep together
Yet they cannot see each other
THANK YOU

Narayanan
FRANCE
Everything is permitted other than
those that are prohibited

GERMANY
Everything is prohibited other than
those that are permitted

INDIA
Everything is going to be permitted
including those that are prohibited.