evolution of brand

8/2/2019 Evolution of Brand

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Amity Business School

EVOLUTION OF BRAND

PRESENTED BY:-NAKHAT AMRIT .S. -32MAHESH CHOUDHARY -19VARSHA MANIKANDAN -02B. NAGA SAROJA -37

PRODUCT AND BRAND MANAGEMENT


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Amity Business SchoolEVOLUTION OF BRAND

There is an increasing focus on branding as a strategic tool to drivefinancial value and competitive advantage for modern corporations.Never has branding been so much in demand across the globe in allindustries.

Venture Republic has found that there are 3 major drivers of the

modern branding trend:1) Individualism:Westernized societies recognize the fragmentation of our personal and socialidentities which encourages self-identity construction through consumption of materialgood and services.

2) Globalization:

Individual consumers are becoming a smaller part of a much larger world and need tofind easy and quick ways to guide them through.

3) Symbolic experiences in demand:Consumers are buying experiences rather than commodities whose components arelargely image driven, intangible and symbolic


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DEFINITIONS

What constitutes a brand can be

explained in terms of EVOLUTION OFBRAND CONCEPT. This tends to bebased more on the physical attributesassociated with brand.

A name, term, sign, symbol, or design orcombination of these two intended to

identify goods or services of one seller orgroup of sellers and to differentiate themfrom those of competitors.

AMERICANMARKETING

ASSOCIATION(AMA)

A brand....signals to the consumer thesource of product, and protects thecustomer and the product fromcompetitors who would attempt to provideproducts that appear to be identical.

DAVID AAKER

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DEFINITIONS

Naming Individuals is the

branding practice followed todifferentiator one person fromthe others .Branding in thesimplest form is a differentiator

IN EARLYTIMES

It was some kind of corporateumbrella branding .In fact theidentity of the producer used tobe the brand name.

MIDCENTUARY

Brands were based on thepersonal names of the investor,patent holder or shopkeeper

FURTHEREVOLVED

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Amity Business SchoolORANGE

HutchisonEssar Limitedstartedoperationsunder thebrand name

"Orange" inMumbai.


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Amity Business SchoolORANGE

The Orange brand name has also now beenremoved from India. Orange Mumbai was atfirst rebranded to Hutch, but has now been

rebranded Vodafone in 2007 after Vodafonepurchased Hutch India.

Orange is the current sponsor of Rockcorps inthe UK, a community based organisation wherevolunteers donate four hours of their time inexchange for a concert ticket.

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Amity Business SchoolHutchPromise

Where ever you go, our network follows.

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http://bp0.blogger.com/_9c2841q7u_c/RvIu9H14rPI/AAAAAAAABPk/maqNJefd3wg/s1600-h/hutch_d+b.jpg


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Except Mumbai in other states, Orangewas marketed under "Hutch" brand. It wasthen changed to "Hutch" nationwide when

they expanded rapidly to become the thirdlargest mobile service provider in Indiaand furthered its market share through the

acquisition of BPL, Fascel, Command &Aircel Digilink.

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Amity Business SchoolThe MAKEOVER

In 2005, Hutchmoved awayfrom its orange-

coloured logoand went all pink(simultaneously,Orange, too, was

integrated intoHutch inMumbai).
http://bp3.blogger.com/_9c2841q7u_c/RvIvV314rRI/AAAAAAAABP0/nSYN6oi5PPA/s1600-h/hutch_now+n+pink.jpg


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On March 31, 2007 Hutch Essar sold its67.1% stake to Vodafone for 11.08 billion.

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http://en.wikipedia.org/wiki/Vodafonehttp://en.wikipedia.org/wiki/Vodafone


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Amity Business SchoolWhy HUTCH?! Accelerates Vodafones move to a controlling position in

a leading operator in the attractive and fast growing

Indian mobile market.

Hutch Essar delivers a strong existing platform in India.

Driving additional value in Hutch Essar.

Increases Vodafones exposure to high growth emerging

markets.

Hutch had overtaken many of the domestic competitors

like BPL, Orange etc.

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Amity Business SchoolHUTCH TO VODAFONE


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Amity Business SchoolVODAFONE

Vodafone haspartnered withthe Essar Group

as its principaljoint venturepartner for the

Indian market in2007 on 21stSEPTEMBER.


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Amity Business SchoolREBRANDING

CAMPAIGN

Tagline- Change isGood.

Baseline- Hutch is

now Vodafone

Where ever you goour networkfollows

TO

Make the most ofnow.

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Amity Business SchoolThe VODAFONE change

The migration from Hutch to Vodafone was one of

the fastest and most comprehensive brandtransitions in the history of the Vodafone Group,with:

400,000 multi brand outlets, over 350 Vodafone stores,

over 1,000 mini stores,

over 35 mobile stores over 3,000 touch-points

rebranded in two months, with 60% completedwithin 48 hours of the launch.


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Amity Business SchoolTRANSITION

To show the transitionfrom Hutch to Vodafone,Ogilvy & Mather (O&M)launched a rather direct,

thematic ad showing thetrademark pug in agarden, moving out of apink colored kennel which

symbolized Hutch makinghis way into a red one thatis the Vodafone color.


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Amity Business SchoolBrand Differentiation

Make the most ofnow

through ValueAdded Services

The Usualcatering to

Call and SMS

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Vodafone

Hutch


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Amity Business SchoolPower to you

Power to you expresses

Vodafones desire to offer

customers better choicesand to support them,

through mobilecommunications.

Power to you reflectsthe promise to make

things simpler for thecustomers and to offerthem unique advantageswith Vodafone.

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Amity Business SchoolCBBE for VodafoneMuch

affiliationcreates BrandPatronage

Customer has asense of self

control- Power toyou

Strong Customer Serviceand Unique VAS

Vodafone has achieved tremendousgrowth in its brand awareness and

preference

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Identity=Who areyou?

Meaning=What do youstand for?

Response=What about

you?

Relationship =

What aboutyou and me?


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Amity Business SchoolBrand Reach

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Pug Retires.. Enter ZOOZOO !!


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Amity Business SchoolCHANGE INADVERTIESMENT STRATEGY

Pug was the Mascot for Vodafone

Taken over from Hutch

IPL 2008 had Vodafone going in Pug forits Happy to Help service.

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C


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Change in Brand Identity

Refreshing their brand identity is a step

further in the evolution of our business andorganisational culture.

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Superior

Customer Service

Strong Network

VODAFONE

HUTCH

Differentiator

Now!!

PODthen-Hygiene

Now.


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Amity Business SchoolZOOZOOs

Introduction of Zoozoosduring IPL season 2.

Launched on April 20,

2009 with about 30different for ValueAdded Services.

20-30 seconds duration

with the ad messageabout the VAS. Endingwith Power to You.

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Amity Business SchoolAdvantage

Animations were 10-15 times costlier.

Low costumes and real people. Speedy Schedules.

30 Ads cost only 3 crores.

Just 20-30 seconds long. Massive Viral Marketing.

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Use of Internet for Promotion Downloadable Ringtones, wallpapers,screensavers and videos.

Facebook- aimed at building a community.

Dedicated microsite- What kind of azoozoo are you?

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Zoozoo EmoticonsZoozoos on YahooMessenger

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Zoozoo Calendars


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Amity Business SchoolOfficial fb Fan Page

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Amity Business SchoolImpact

Zoozoos dominated SocialNetworking sites as well as themedia.

Created strong association.

Videos had 3 million hits in 3weeks.

Most watched ads in breaksduring IPL.

Big hit on the Net.

Curiosity builds about character.

Strong Viral Marketing- Everyage group interested in the ad.

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Amity Business SchoolBrand Promise

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For the World Around Us:

Vodafone helps in helping the people around the world tohave fuller lives through their services and its impacts.

For Our People:

Outstanding people working together makes Vodafoneexceptionally successful.

For Results:

Vodafone believes in being action oriented and is driven bythe desire to be the BEST.

For Our Customers:In anticipation of their customers trust, Vodafone understands

their needs and delights them with its services.


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Committed to building the worlds most valuable

communications brand To be the World Leader in MobileCommunications.

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VODAFONE CHANGES OVER THE YEARS


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Amity Business SchoolSTPSegmentation:

ZooZoo- a character representing common man. Segmented based on services used.

Urban and Rural region customers were separated out.

Targeting:

Targeted customers who used Value Added Services.

Different VAS offered to different customers.

Urban customers were more in focus.

Positioning:

Where you go, the network follows you.

Hutch as a brand always tried to connect to customers in a simple,honest and real manner. Vodafone is a more young, fun and vibrantbrand.

The pug and actorIrfan Khan retained for Brand position.

Exclusive network and services offered to the customers still remainthe same.

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MARKETINGFRAMEWORK

BRANDED CUSTOMEREXPERIENCE

BRANDCOMMUNICATIONS BRAND

VALUES &

ENGAGEMENT

The brand is built on a foundation

of a number of strategiccomponents, with the MarketingFramework at their heart

The Marketing Framework is the cornerstone of


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The Marketing Framework is the cornerstone oftheir Brand Strategy

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Why are wehere?

Helping our customers make the most of their time

Where arewe going?

We will be the communications leaderin an increasingly connected world

What do we do?Creating & delivering unbeatable experiencesthrough

How do we do it? Being Red, Rock Solid, Restless

BY

BY

BY


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Putting the brand at the centre of the

Customer Experience

A brand iswhat a brand does.Arun Sarin, CEO Vodafone

The most valuable brands in the world

are those where the customer knowstheyre going to get a good experience

Sir John Bond, Chairman, Vodafone

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Brands Effort to make customers to feel

appreciated, confident and inspired

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Helping our customers make the most of their time

Red Rock Solid Restless

Passionate Trustworthy Creative

Emotional Direct Inspiring

Appreciated Confident Inspired

...so our customers spend more time with us

The Brand is

by being

thereforeour voice is

so Vodafonecustomers feel


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..brand commitment to customersthrough our new Customer Promise.....

Our Promise to youWe value your time more than anyone else. Thats why,wherever you see Vodafone, you can expect:

A network you can rely on when you need it

Expert, friendly help and advice you only have to ask once

When youre abroad, the services you need will be as easy to

use as at home, and youll know what you are paying

New and inspiring solutions to help you make the most of

your time.


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Into the rural markets


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Into the rural markets

Access to mobile phones can mean a whole lotof opportunities to introduce various value-added services to rural customers in emerging

economies such as India. Increased mobile phone penetration also means

a lot of opportunities for local entrepreneurssince Vodafone is likely to tie-up with them to

offer banking and other services to customers atthe base of the economic pyramid.

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EVOLUTION CONTINUES..

Vodafone being a dynamic brand, it willkeep evolving and it will be very interestingto witness what Vodafones futurestrategies and growth model in India willbe.

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Amity Business SchoolHutch India Ad - You and I

(First Ad - Full Version)

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Hutch India Ad - Change is Good (First Ad after

the Vodafone Deal)

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Amity Business SchoolNew Vodafone 3G Ad.

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Amity Business SchoolREFERENCE NEHA MISHRA MANAGER IN VODAFONE STORE,

Noida. http://www.mbaknol.com.

http://www.venturerepublic.com.

www.youtube.com

www.venturerepublic.com

Textbook: Brand Protection Matters by Blendin Isaac

www.adpunch.org

Official websites of Orange and Vodafone

GOOGLE IMAGES.
http://www.mbaknol.com/http://www.venturerepublic.com/http://www.youtube.com/http://www.venturerepublic.com/http://www.venturerepublic.com/http://www.youtube.com/http://www.venturerepublic.com/http://www.mbaknol.com/


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Thank you.

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