Observing that India has done well to catch up with the rebranding
revolution, director of DunningPennyJones, a UK based branding
agency, Lisa Dunning pointed out that today the country has
come a long way in the exercise.
India the brand revolution hit later than it did at some other
places, but the country has done well to catch up. Today,
you have the likes of Tata, who not only shine as Indian brands,
but are collaborating with brands like Starbucks and buying
brands like Jaguar," she said.
a session at the PromanxBDA 2012, Dunning said that television
channels are no longer mere vehicles of broadcast communication.
They have evolved into brands in their own respect and command
their share of loyalty from their audiences.
light on the tenets of channel rebranding, Dunning said that
this is the case with every brand life cycle; television channels
may also undertake a rebranding exercise from time to time.
why are brands so important? It is because there is no dearth
of choice for the viewers with growing competition. Dunning
said that even within the genres, choice of viewing is abundant.
Also, having a brand serves the most basic purpose - differentiating
oneself from their peers and making an indelible impact on
the viewers mind and stay in their psyche.
with the most basic question as to 'Why a channel should rebrand?'
Dunning said the answer is simple. "In this day and age
where there is plethora of channels, rebranding can be done
simply to change for survival and to evolve with your audience,"
as conveys to the audience that one is in tune with their
changing ways and that one is evolving.
reasons why channels rebrand include ensuring modernity, conveying
a change in content, getting the brand closer to the content
on the channel, positioning a new brand, reinforcing existing
market and shifting audience appeal.
important is to know why channels should not go for rebranding.
While some channels feel they have enough business and do
not need a rebranding exercise, others feel they are far ahead
of competition and can take it easy," said Dunning.
reasons may include an already established brand identity
or that the brands do not want to make major changes. Lastly
the channel might be too busy promoting itself to undertake
a rebranding exercise.
Dunning said that these reasons might not bear fruits if the
effort doesn't hold water. Also important is to remember that
branding is about brand esteem while promotion is all about
obvious question, according to her, was about the length and
the cost of the rebranding exercise.
to Dunning, a rebranding exercise should ideally take place
over a period of four months. This gives enough time to plan
and execute exercise, maintaining a sense of urgency at the
same time. This also gives the team a drive to be on top of
their duties. The cost also needs to be in the moderate range
for obvious reasons.
channel must also know when to call for a pitch and when to
go in-house. When a channel has the expenses to spare, calling
in the professionals is a good idea, she said. An ideal pitch
will have no more than three to five agencies. "On the
other hand if you have the time and the adequate in house
resources but are on a tight budget, avoid calling for a pitch,"
case a brand decides to hire an agency, there is some data
that the agency needs to be given for better understanding.
This includes market research, brand values, vision and positioning,
audience profile and a competitive SWOT analysis.
the process of rebranding, it is imperative to have the basic
questions answered in clear bold writing. It sets the tone
for the exercise and provides crisp guidelines about what
is to be done.
are some important thing to ask about your brand like who
are you? Who needs you? Why should they care? How will they
find you? How do you get them to stay? Answering these questions
is the basis for a rebranding effort," she said.
these questions are answered, all a channel needs to do it
get on it. Start with investigating the scenario, the trends
in the market and basic research. Set objectives once you
have clarified them work on the design, create touch points
and work on brand management.
last aspect of rebranding is to evaluate the campaign. "According
to me, a campaign should be evaluated on five parameters -
positioning, technical efficiency, aesthetic value, financial
efficiency and tactical grounds," she concluded.