BRAND SYMPOSIUM

Kalpana Heliya

Kalpana Heliya

Par 100 posts (V.I.P)
Hey Folks lets share here our understanding on Brands. Everday we shall have a discussion on One popular Brand from any category of products. Before we start for today lets get on to some basics of Brands first.....We shall not begin with the definations of a brand et all.....but we can begin with the broader concepts of Brand Management.

So guys come around and start enriching your knowledge on Brands:)


TODAYS FIRST AGENDA....LETS UNDERSTAND WHAT DO YOU MEAN BY BRAND BUILDING??


M sharing my understanding of Brand Building and this no scientific defination borrowed from a source. The following aspects are worked to create a brand.

1. The Importance of Branding
2. When Should You Brand?
3. Types of Brands
4. What Goes Into a Brand?
5. What's in a Name?
6. Brand Positioning
7. Building Brand Personality
8. Strengthening Your Core Brand
9. Creating an Identity
10. Resources

Brand Building is a process of working on the different aspects to successfully market a brand and bulid a slot in consumers minds... It takes into account the QUALITY+POSITIONING+WELL BLENDED COMMUNICATION+CREDIBILITY+EXTERNAL AND INTERNAL MARKETING= ASSESSed OVER A PERIOD OF TIME


ITS YOUR TURN FOLKS...PLEASE HIGLIGHTING SOME OTHER IMPORTANT FACTS THT GOES INTO BUILDING A BRAND.:SugarwareZ-218:
 
As i understand brand building is done by the companies to make their products popular among the masses by positioning it in such a way that they understand the brand just by looking at it...
google is a great example of brand building...it has successfully converted its brand into a verb...
now people dont say' lets search on the internet'....they say...'lets google it'
 
Great point Vikram, Google though is trying hard to protect its trademark "google". If you dint know, when a brand becomes a generic word, the company looses its trademark.

This has happened time and again with Xerox and a lot others. Below is the list of Genericized trademark as we call it:


Aspirin - Still a Bayer trademark name for acetylsalicylic acid in about 80 countries, including Canada and many countries in Europe, but declared generic in the U.S.[1]
Catseye Originally a trademark for a specific type of retroreflective road safety installation, now a generic term. [2]
Cellophane[3] – Originally a trademark of DuPont[4]
Dry ice[5] – Trademarked by the Dry Ice Corporation of America in 1925[6]
Escalator – Originally a trademark of Otis Elevator Company[7]
Heroin[8] – Trademarked by Friedrich Bayer & Co in 1898[9]
Hoover - This is a trademarked product from the Hoover Company, North Canton, Ohio. Its popularity, mainly in the United Kingdom, led to vacuum cleaners being referred to as Hoovers.
Kerosene[10] – First used around 1852
Lanolin – Trademarked as the term for a preparation of sheep fat and water[11]
Laundromat - coin laundry shop[12]
Linoleum – Floor covering[13] Originally coined by Frederick Walton in 1864, and ruled as generic following a lawsuit for trademark infringement in 1878; probably the first product name to become a generic term.[14]
Mimeograph[15] – Originally trademarked by Albert Dick
Pilates exercise system – United States trademark formally canceled by court in 2000[16]
Thermos - Originally a Thermos GmbH[17] trademark name for a vacuum flask; declared generic in the U.S. in 1963[18]
Touch-tone – Dual tone multi-frequency telephone signaling; AT&T states "formerly a trademark of AT&T"[19]
Trampoline – Originally trademarked by George Nissen[20][21] for the generic "rebound tumbler"
Videotape - Originally trademarked by Ampex Corporation[22], an early manufacturer of audio and video tape recorders.
Webster's Dictionary – The publishers with the strongest link to the original are Merriam-Webster, but they have a trademark only on "Merriam-Webster", and other dictionaries are legally published as "Webster's Dictionary"[23]
Yo-Yo – Still a Papa's Toy Co. Ltd. trademark name for a spinning toy in Canada, but declared generic in the U.S. in 1965[24]
Zipper – Originally a trademark of B.F. Goodrich[25]
Click to expand...

Why you shouldnt let it happen :

Brand names become generic when they are so commonly used that people associate the brand name for every product of that type regardless of who manufacturers it, or who trademarked the name. The trademark becomes synonymous with a product. And while you would want your product to become that well known, a trademark can lose the right to registration and protection if it becomes generic. Did you that in Austria Sony lost its trademark registration for the Walkman?

Source: about.com
Click to expand...
 
kartik said:
Great point Vikram, Google though is trying hard to protect its trademark "google". If you dint know, when a brand becomes a generic word, the company looses its trademark.

This has happened time and again with Xerox and a lot others. Below is the list of Genericized trademark as we call it:




Why you shouldnt let it happen :
Click to expand...

The name GOOGLE is commercialized, then have caught up in issues like trademark and others.

Thnx Vikram to give us the name of our First Brand for our BRAND SYMPOSIUM.

WELL GOOGLE: To me its a greaat brand, a brand who knows to serve the customer best. Its motto is very well demonstrated by its service,put the customer first and then think of making a profit. GOOGLE...the King of Searcher's

I love google's simplicity. be it the logo, user's friendly nature.keeps the content search simple Unlike other search engines that have given over to media portals clogged with banner ads and flashing links.

The unique selling point is its searching specialization. Unlike other search engines, which have evolved into media portals, Google remains completely dedicated to the function of searching.This brand has clarity and focuss.

But Google’s not all tech and no play. Besides the themed logos to represent major holidays, it also shows its cheeky side in the I’m feeling lucky option next to the search.

Click on that and you will be taken directly to the highest ranked result for your search, which Google assumes is what you’re probably looking for.

I think it doesnot work always...what if you are looking with the similar words.

We have a very piquant Brand Analytic here Meheer's Webalue.com, who has thrown light on why small businesses should avoid logo replacement, taking the case of Google holiday's logos.

Grab on his views here: Google?s Holiday Logo replacement Strategy, Something every small business should avoid!! | Webalue.com Communications
 
Kalpana Heliya said:
The name GOOGLE is commercialized, then have caught up in issues like trademark and others.

Thnx Vikram to give us the name of our First Brand for our BRAND SYMPOSIUM.

WELL GOOGLE: To me its a greaat brand, a brand who knows to serve the customer best. Its motto is very well demonstrated by its service,put the customer first and then think of making a profit. GOOGLE...the King of Searcher's

I love google's simplicity. be it the logo, user's friendly nature.keeps the content search simple Unlike other search engines that have given over to media portals clogged with banner ads and flashing links.

The unique selling point is its searching specialization. Unlike other search engines, which have evolved into media portals, Google remains completely dedicated to the function of searching.This brand has clarity and focuss.

But Google’s not all tech and no play. Besides the themed logos to represent major holidays, it also shows its cheeky side in the I’m feeling lucky option next to the search.

Click on that and you will be taken directly to the highest ranked result for your search, which Google assumes is what you’re probably looking for.

I think it doesnot work always...what if you are looking with the similar words.

We have a very piquant Brand Analytic here Meheer's Webalue.com, who has thrown light on why small businesses should avoid logo replacement, taking the case of Google holiday's logos.

Grab on his views here: Google?s Holiday Logo replacement Strategy, Something every small business should avoid!! | Webalue.com Communications
Click to expand...


GOOGLE v/s MICROSOFT


Google Brand Worth $100B; Microsoft Brand No. 2 at $76B

Google is at No. 1 with a $100 billion valuation, a 16 percent increase from a year ago. Microsoft came in second at $76.2 billion, an 8 percent jump from 2008.
 
SO LETS DISCUSS HOW DID GOOGLE ACTUALLY BECOME SUCH A BIG BRAND:

The brand characteristics people liked about Google were:
-Lack of in-your-face advertising links
-Friendly
-Credible source of information

It Always tries to put the customer first...with a home page size of 11kb...it doesnt have any ads that would even slightly bother the users...
google has just kept it easy and simple for its users...

tell me what you think of the same...
 
Yes i agree with you vikram...

google has created its brand by serving the customers in the right manner..i also liked the way the google changes its layout..
 
vikram chawla said:
SO LETS DISCUSS HOW DID GOOGLE ACTUALLY BECOME SUCH A BIG BRAND:

The brand characteristics people liked about Google were:
-Lack of in-your-face advertising links
-Friendly
-Credible source of information

It Always tries to put the customer first...with a home page size of 11kb...it doesnt have any ads that would even slightly bother the users...
google has just kept it easy and simple for its users...

tell me what you think of the same...
Click to expand...


Google gained Brand popularity cause of the following reasons:

-Services are clear. Carefully targeted to the users
-World's preeminent aggregator of information.
-The Google logo is branded on everyone's forehead.
-Agressively targeted online search advertising arena.


some of the reasons I know...
 
Googling versus Binging

A recent Search Engine Report, released by Vizisense.com, an online audience measurement firm, indicates that Bing.com, even after completing more than two months of its launch, still struggles to create any noticeable dent in the supremacy of Google.com in India.

The report reveals that of the total number of searches carried out in June 2009 in India, only 2.53 per cent searches took place on Bing.com, while majority of the searches were routed through Google, which garnered 90.76 per cent share of searches, while 6.33 per cent of the searches were conducted through Yahoo!.

Microsoft announced the launch of Bing.com on May 28 and it was completely rolled out by June 03.



The search volume scenario did not change much for Bing.com even in the month of July. In fact, the search player recorded a marginal decline in its search volume share in July as compared to June 2009.

Bing.com received only 2.28 per cent share of total searches in July, the Vizisense report points out. Even Yahoo! had experienced a minor reduction as it managed to grab 6.21 per cent share of the total searches carried out by users on the Internet.

It seems that the combined loss of Bing.com and Yahoo! Search was Google's gain, which raced ahead with 91.19 per cent share of the searches conducted in July.

The report further indicates that apart from the decline in the number of searches, Bing.com also experienced a noticeable decline in the total number of users opting for it in July, as compared to June.

About 18.26 per cent of the search users used Bing.com in June, while 14.81 users conducted searches on Bing in July. The total number of users conducting searches on a specific search engine is represented by the share of search penetration.

Please click this link to read further:afaqs! > the complete indian advertising, media & marketing site
 
virginmobile.jpg

Moving on to the second Brand... VIRGIN MOBILE AS A BRAND!

Virgin Mobile is a brand used by many mobile phone service providers based in the United Kingdom and operating in India, Australia, Canada, South Africa, the United States and France; the brand survived only briefly in Singapore.

The international Virgin Mobile businesses each act as independent entities, usually in a partnership between Sir Richard Branson's Virgin Group and an existing phone company. Virgin Group provides the brand, and the phone company operates the network infrastructure.

Virgin Mobile was the world's first Mobile Virtual Network Operator when it launched in the United Kingdom in 1999. It does not maintain its own network but instead contracts to use the existing network(s) of other providers.


SIR RICHARD BRANSON LAUNCHED VIRGIN MOBILE BRAND as India’s first nation-wide youth focused mobile service.

The Virgin Mobile brand philosophy of ‘Think Hatke’ is encapsulated in Virgin Mobile India’s desire to redefine India’s
mobile services landscape.


VIRGIN MOBILE FIRSTS​

Get paid to receive calls – Virgin Mobile customers will get 10 paise credit for every in-coming minute they receive from any network.

Easy Handset upgrades: Virgin Mobile is India’s first CDMA service where all customers will be on RUIM (SIM)-based phones, thereby giving them the convenience of upgrading their phones without having to change their number or re-enter their address book.

True Care: All Virgin Mobile customers will be called back by the same call center agent to address their query

Call more for less – After the 1st 2 mins of calls each day (which will be charged at Re1) all Virgin Mobile customers nationwide
will automatically be able to call any local network at any time of day for only 50 paise per minute with no commitment or extra charge.

One Touch access to V-Bytes: 100% of Virgin Mobile-branded handsets will have a simple one-touch access button that takes customers directly to our unique VBytes portal.

Safe Secrets: All Virgin Mobile RUIM (SIM) cards will have a secret folder where SMSs can be stored and password-locked to keep them safe from prying eyes.

Lets look forward to the future of Virgin Mobiles!
 
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