You have a brand name and logo. Is that all needed for branding?
Not really. Branding is the process of creating a brand out of a product that exists or is ready to be launched and therefore you need to invest in it over the lifetime of a product. The critical aspect in the brand building exercise includes highlighting the product's inherent functional and emotional benefits, the solution it gives and most importantly, how it makes the lives of consumers better
Brand equity is a long term benefit that you get through your efforts in building your brand. Equity is the emotional connect and loyalty of the consumers your brand commands. Brand Equity is your reputation built over the years.
The key to building brands is combining market segmentation, solutions it offers and product categorization to which the brand belongs, with an in-depth understanding of consumers. Branding activities have a variable and measurable effect on the market as well as on the brand image.
What we do…
Brand identity and brand image are at the core of our understanding and research of brands. We focus on brand richness and its positioning in various segments, categories, which acts as the foundation for subsequent segmentation and positioning.
Brand identity and brand image are at the core of our understanding and research of brands. We focus on brand richness and its positioning in various segments, categories, which acts as the foundation for subsequent segmentation and positioning.
In the process of segmentation and positioning, brands are placed in a certain segment of the market, and the marketing web has to be adapted to this segment.
How we do…MAVI branding and brand equity research basically provides solutions to three types of problems faced by clients:
Sharpening brand identity - We focus on branding for various markets and market segmentation. We help identify weak links or poor brand identity issues and also help overcome disagreements regarding the brand within the company.
Designing a portfolio of brands and the right architecture - MAVI branding helps in cleaning up and optimizing the portfolio of brands (also in cases of mergers/demergers/joint ventures). Plus we provide valuable suggestions and solutions to overcome issues of regional overlap
Introducing a new brand - Our research focuses on studying how a brand functions in a given segment and estimate its performance in case of expansion into other market segments and new categories/subcategories.
We focus on interpreting and quantifying the image of the brand. We achieve this by combining qualitative, motivational and projective research, with in-depth understanding of the categories in which the brand is active and quantitative research, which enables us to ascertain the strongest factors of a brand that can edge past the competition.
We conduct internal workshops with the client to identify and string together the missing pieces concerning brand puzzle, and back it up with the necessary research and secondary information, as required.