Brand Building What Is Brand Building?

Brand building is referred to as leveraging the brands/products presence in the market by a variety of pre and post promotional product strategies or USP (unique Selling Prepositions) which is of utmost importance to a marketer to make his brand/product presence in the market. Its also about innovative push and pull strategies implemented by marketer to attract and rented his customers in the best possible level, In online it has gained a lot of predominance & many innovative companies like Redwing solutions are helping a lot of companies in brand building and positioning.

You can have a powerful brand without having a power brand

Pulsar Bajaj is a power brand. It's more powerful than Honda, TVS, or YAMAHA. All are brands. All convey an identity and a promise. But one is known internationally and by all age and demographic groups, whereas the others have a more narrow influence and, therefore, less marketing power. The power of your brand comes from the degree to which it is known. Your small business probably will never have a globally recognized "power brand" simply because you don't have (and for that matter don't need) the marketing horsepower that would fuel that level of awareness. But you can be the most powerful brand in your target market. All it takes is

Knowing the brand image that you want to project Having commitment and discipline to project your brand well Spending what's necessary to get your message to your target market Managing your marketing so that it makes a consistent impression that etches your desired brand image into the mind of your target prospect

Consistency builds brands

When your marketing communications create a single impression for your business, they build a strong brand. Stay consistent in your marketing by

Projecting a consistent look. A Pulsar 300 BAJAJ has its look defined as a sports ride. Projecting a consistent tone in your communications. Its easy to for a person to ride. Projecting a consistent level of quality, demonstrated by consistent communications, consistent products, and consistent services.

Stick with your brand. Don't try to change your brand image unless you're certain that it's no longer appropriate for the market. (And if that's the case, you better be prepared to change your business because your brand is the public representation of your business.) Imagine how tired the people at Campbell's Soup must be of their label, but imagine what would happen to their sales if they abandoned it simply because a fickle marketing manager said, "Let's try something new."

Branding makes selling easier

With a well-managed brand, your company hardly needs to introduce itself. Within your target market, people will already know your business, its personality, and the promise you make to customers all based on what they've seen and heard through your marketing communications. Without a well-managed brand, you'll spend up to half of every consumer contact trying to introduce your business and make your case, while some well-known Brand X down the street can spend that time making the sale.

An essential online ingredient

Without a brand, you have to build the case for your business before every sale. Doing that is tough work in person and even tougher work online, where you can't be there to make introductions, inspire confidence, counter resistance, or break down barriers. People are buying everything online from contact lenses to cars without the benefit of demonstrations or test-drives. Why? Because customers arrive at e-businesses with confidence in the brands they are buying. If they don't see a brand they know, the odds of the online purchase occurring plummet. But if they see a brand they know and like, then they'll check the price and terms, make their selection, and purchase the product.

Six steps to brand management

Good brand management follows certain steps. 1. Define why you're in business. What does your business do? How do you do it better than anyone else? Put into writing the reason that your business exists and the positive change you aim to achieve. 2. Consider what you want people to think when they hear your name. What do you want current and prospective employees to think about your business? What do you want prospects, customers, suppliers, associates, competitors, and friends to think?

You can't be different things to each of these different groups and still have a well-managed brand. The brand image held by each of these groups has to synch into one identity one brand that people will trust and believe. 3. Think about the words you want people to use when defining your business. Ask your employees, associates, and customers this question: When people hear our name, what images do you think come into their minds? If everyone is saying the same thing and if those words are the words you want associated with your name you have a well-managed brand. If gaps occur, you have your brandmanagement work cut out for you. List words that you want people to link to your business and be certain that you live up to that desired image. Then lead people to the right conclusions by presenting those characteristics that brand image consistently and repeatedly in your marketing communications. 4. Pinpoint the advantages you want people to associate with your business. Figuring out these benefits helps you land on the advantages you want to communicate in your marketing communications. It also leads to your definition of the position you want to own in the consumer's mind. 5. Define your brand. Look at your business through a customer's or prospect's eyes as you define your brand. What do people say and think about your business? Why do they choose your business and prefer to buy from you again and again? How would they define your brand? Boil your findings down to one concept one brand definition that you honestly believe you can own in the minds of those who deal with your business. 6. Build your brand through every impression that you make. Clarity and consistency are key to getting it right -- each and every time! A well-managed brand creates a strong emotional connection, and a strong emotional connection fosters loyal customer behaviour. Protect and project your brand through every representation of your business in the marketplace.

BAJAJ Pulsar 300 Brand Build-Up

Bajaj Pulsar is a motorcycle brand owned by Bajaj Auto in India. The two wheeler was developed by the product engineering division of Bajaj Auto in association with Tokyo R&D and later with motorcycle designer Glynn Kerr. Currently there are five variants available, with engine capacities of 135 cc, 150 cc, 180 cc, 200 cc, and 220 cc. Previously it was also offered with a 200 cc DTS-i oil cooled engine, which now has been discontinued. Instead a new version Pulsar 200NS was launched

in 2012. Pulsar has also planned a 300cc Engine which occupies all above well-maintained parts for a professional ride.

Technology Used For Brand Building.

DTS-i DTS-i stands for Digital Twin Spark Ignition, a Bajaj Auto trademark. Bajaj Auto holds an Indian patent for the DTS-i technology. The Alfa Romeo Twin-Spark engines, the BMW F650 Funduro which was sold in India from 1995 to 1997 also had a twin-spark plug technology, and the Rotax motorcycle engines, more recently Honda's I DSI Vehicle engines use a similar arrangement of two spark-plugs. However very few small capacity engines did eventually implement such a scheme in their production prototypes.

1. BRANDING STRATEGY OF BAJAJ PULSAR DTS-I

[Link] :It is India's largest and the world's 4th largest two- and three-wheeler maker. Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960. [Link] DTS-I . : Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001. [Link] Specifications of PULSAR DTS-i Engine Type 4-stroke,DTS-i,Oil cooled Displacement 198.8 cc Max Power 18 Ps /13.25 Kw Max Torque 1.75 Kgm /17.17 Nm Brakes Front 260 mm hydraulically operated disc brake Rear Mechanically expanding 130 mm drum type Tyres Front 90/90 x 17 Tubeless tyre, shod on aluminium alloy wheels Rear 120/80 x 17 Tubeless tyre, shod on aluminium alloy wheels Fuel Tank Full 15 Lts ( 2 liters of usable reserve) Electricals System 12V AC + DC Headlamp 35/35W clear lens type with 2 pilot lamps Dimensions Wheelbase 1345 mm Weight 145 Kg Suspension Front Telescopic forks 135 mm stroke Rear Triple rate spring, 5 way adjustable, gas charged NitroX shock absorbers [Link] STRATEGY :Bajaj used to convey the feeling of Indianness in its ads. With a punch line Hamara Bajaj Bajaj drove into everybodys hearts and the title song of Naye Bharat Ki Naye Tasveer added a great value to its mobikes and scooters. But recently, its punch line i.e. Hamara Bajaj got converted to Inspiring Confidence Bajaj is always known for its ads without well-known brand ambassadors [Link] is always known for its outstanding ads The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads. Getting on to his bike, a man gets all set to make a move. As he puts his helmet on, a message appears on the windshield, 'Partially sunny from 16:37 hrs.' [Link] the biker cruises through the city, some army men are out for their jog. Just before they cross a road, a zebra crossing forms ahead them and disappears after them, while the biker waits patiently. A young lady talks to her beau on the phone, while an image of his forms before her. She switches the phone off and the image disappears, in time for her to catch a glimpse of the bike Riding on, he spots a child playing with a remote controlled toy. In the next shot the toy turns out to be a roller coaster, with children inside enjoying the ride. [Link] he takes off his helmet everything turns back to it's usual self. MVO: quot;Imagine a world as advanced as the new Pulsar DTS- i... DTS-i came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors A second ad wherein a man is shown performing various stunts on his DTSi Pulsar. [Link] UNVEILS NEW BRAND IDENTITY- NEW LOGO The quot;flying Bquot; as it has been named represents style and technology. quot;Flying Bquot; form denotes speed and

open form denotes the transparency. Bajaj has adopted a new brandline of quot;Inspiring Confidencequot;. The Identity has a fresh new Blue colour. This Blue represents stability and strength of Bajaj. 10. Targeted at the youth segment. The Bajaj Pulsar has been designed and styled as a mean masculine robust machine. Sporty Looks Supreme Performance Riding Comfort [Link] ARE THE IPR INVOLVED TO PROTECT THE BRAND PATENT : [Link] Technology Bajaj Auto holds an Indian patent for the DTS-i technology. DTS-i stands for Digital Twin Spark Ignition . It involved usage of two spark plugs (instead of the usual choice of one) per engine cylinder. 2. ExhausTEC Technology quot; The Indian Patent Office granted Bajaj Auto a patent for its 'ExhausTEC' invention vide Patent No 231498 dated March 5, 2009. Bajaj Auto claimed that ExhausTEC significantly improves low- and midrange torque in a single cylinder four stroke engine, employing a chamber of predetermined volume attached to the exhaust pipe