Top Story

e4m_logo.png

Home >> Advertising >> Article

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

03-March-2008
Font Size   16
Share
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. exchange4media.com was the media partner for the event.

Tags

In this week's chillout, Gupta shares her weekend routine that not only helps her deal with the high stress of corporate life but also allows her to create some cherished memories. Read on…

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

Nikhil Kumar will report to Paritosh Srivastava, COO, Publicis India

On the back of resounding success of its maiden work for Motilal Oswal, Mullen Lintas has introduced a sequel in different settings; again, reinforcing the image of Motilal Oswal as ‘Experts in Equity...

Sony Ten 1 took over Star Sports 1 Hindi to lead the sports genre with three of its properties making it to the Top 5 Programs for BARC Week 46