Brand Animal

Brand Animal

Brand?
Which animal is this?
How to tame it?

We all have heard about millions of brands, the value proposition, positioning, premium earning. These are not marketing jargons. Along with human evolution brands have also evolved. All of us as brand custodians speak a lot about brands, its differentiation for the profit and sustainability of the business. But one question always arises in the professionals mind that ‘How to differentiate’ so that my stakeholders can identify me in this huge clutter. “What is Branding” “How it can help my business” “My product is generic, I can’t differentiate”, “My business addresses requirement of other businesses, hence I don’t need branding”. My answer to all these questions would be “Creating a brand is like taming a wild animal in this business jungle”. So let me answer these questions through some examples

What is Branding?

Branding is an art of differentiation. The artistic thoughts and expression can create differentiation for your brand. You don’t need different set of tools to brand different products, services; rather you need a different thought, an idea and an expression. All the renowned painters used same brush, colour and canvas. What differentiated each one of them was “The Thought, The Idea and The Expression’.

 

Can you imagine a cow producing various types of milk? Answer would be No. But everyday we come across various types of milk and that is the result of branding. Nestle have been able to master the art for their business.

Art of differentiated branding in service industry

Visible differentiation: 

- Singapore Airlines creates visible differentiation in service in the totally commoditized market   before the launch of Airbus 380
- All airlines have same vessel but Singapore Airlines stands out visibly in totally generic product

 

Art by Singapore Airlines

Singapore Airlines has created an art of differentiation through the body and soul route

 

Body

- Acquisition of New / Safe Fleet, Best In-Flight services, Free Drinks+ In-flight Gifts / Giveaways
- First to introduce hot meals
- Free non / alcoholic beverages
- Hot towels with a patented scent
- Video-on demand services
- Personal entertainment systems

 

Soul

- The Singapore Girl
- Provide the best in-flight experience in the world
- Friendly
- Warm
- Beautiful
- Approachable
- Professional

 

Business Benefit through Body and Soul

Named World’s Best Airline for the 3^rd year, winning the 2008 Airline of the year title in the World Airline Awards

Winner of Best Business Class category in 2007

Asia’s 1^st and world’s 3^rd airline to be accredited by IATA with the IOSA (IATA Operations Safety Audit)

Ranked 17^th in Fortune’s World’s most admired Companies (2007)

Strong brand name in terms of innovation, safety and service excellence, coupled with consistent profitability

Entered the market in 1972, yet a global market share of 18.47% by 2003

World’s largest carrier by market capitalization

Ranks amongst the top 15 carriers worldwide as per revenue

How branding can help the business?

In 1970s Swiss watch industry underwent recession due to heavy competition from inexpensive Asian made quartz crystal watches. Albeit being pioneers in the category, difficult economic situation resulted in drastic reduction in the size of the industry for next 14 years. Companies like SSIH & ASUGH leaders then failed similarly. The immense competition and recession of the Swiss watch industry resulted in reorganizing and merging into SSIH/ASUAG Holding Company in 1983 (SMH).

Taken private, in 1985, by then CEO Nicolas Hayek, with the understanding of the Swiss Banks and the financial assistance of a group of Swiss private investors, it was renamed SMH in 1986, and ultimately Swatch Group Ltd in 1998. The launch of the new Swatch brand "Swatch" watch in 1983, by the then ETA SA CEO Ernst Thomke and his young team of engineers, was marked by bold new styling and design. The quartz watch was redesigned for manufacturing efficiency and fewer parts. This combination of marketing and manufacturing expertise restored Switzerland as a major player in the world wristwatch market

 

Currently The Swatch Group owns almost all of the world’s largest watch brands Tissot, Logines, Rado, Calvin Klein, Mido Hamilton, Breguet, Jaquet Droz, Hamilton and many more.

 

What are the key parameters of B2B and B2C branding?

Business-to-Business branding

- B2B is very knowledge leadership driven, It requires focus of the advisory level
- Corporate branding should reflect the corporate culture and its promise
- One to one relationship is a prime factor in B2B businesses
- Getting recognized as a value added partner in every transaction
- Knowledge of the client’s industry beyond the services your business if offering

Business-to-consumer branding

- B2C branding is a wide circuit business where millions of people can be end-customers
- Visibility & awareness of the brand is a crucial factor for the business
- Proximity of the brand to the trade and end-customers is a decisive factor
- Trade marketing and relationship plays a key role
- B2C branding is an indirect contact from the manufacturer or service provider to the end-customer

Core Branding principal

It is imperative in both B2B & B2C business that brand should communicate and engage all the stakeholders for a sustaining connect