Top Story


Home >> Advertising >> Article

The Brand Summit: ‘Basics of a strong brand is a guarantee of homogeneity and quality’

Font Size   16
The Brand Summit: ‘Basics of a strong brand is a guarantee of homogeneity and quality’

John Philip Jones, the world’s foremost authority on advertising and marketing, shared his views on the genesis of brands, how to build successful brands, advertising and branding, and retailing and branding. He spoke at The Brand Summit, a day-long seminar in Bangalore on advertising, brands, sales and profit in a dynamic world.

The seminar began with the genesis of brands, where Jones explained that the original purpose of brands was to provide legal protection for the manufacturer’s trademark. He said, “Another purpose of brands was to act as a hook for the advertising as manufacturers recognised it as the most economical way of expanding their sales.”

He went on to explain that the basics of a strong brand was a guarantee of homogeneity and quality, and if this was maintained then a consumer was ready to pay a premium price for these extra perceived values. He mentioned eight requirements of a strong brand, including functional superiority, positioning, name, price, distribution, trade promotions, consumer promotions and consumer advertising. Jones, however, added, “Fulfilling these eight requirements doesn’t guarantee success, but it reduces the odds of failure.”

On advertising, Jones cited the Lux ‘filmstar’ campaign as one of the most successful campaigns, which has been running for more than 80 years now. He elaborated, “The most helpful device in planning an advertising campaign is known as the Planning Cycle, which comprises a sequence of five questions – ‘Where are we?’, ‘Why are we there?, ‘Where could we be?’, ‘How could we get there?’, and ‘Are we getting there?’”

According to Jones, success of an advertising campaign depended on three factors – the campaign idea, the budget and the media. Also, all advertising must produce a demonstrable result in the market place, meeting the target, be it immediate (one week), short term, or the long term.

The seminar also discussed the emerging retail trend in advertising and branding. There was an interactive question and answer session, which saw Jones reply to several queries of the audience that included students from Shri Bhagwan Mahaveer Jain College, Center for Management Studies, Bangalore, who had organised the event, besides advertising and marketing professionals. was the media partner for the event.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...