Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Project Work
• Choice between NMIMS & Svenska by groups
• Next class when we meet , each group should have a plan of work
tied up
• Important appointments have to be taken / Commitments have to be made
Project Brief – NMIMS Bangalore as a Brand
Mission : To be an institution of excellence for learning & collaborative research in
management and other disciplines with a deep commitment to people.
https://www.youtube.com/watch?time_continue=83&v=Qb6Mu-frrBs
What can we understand about NMIMS DNA ?
• Using the concepts we have learned – and the information we can get
from websites, blogs, interviews
• Write the Image & Personality of NMIMS
• Write the Brand Value proposition
• Create the Brand Identity Prism & the Brand Essence
• Re-create the Brand’s Bull eye for the Starbucks example
Consumer target: Consumer Takeaway
Discerning coffee Starbucks gives me the Brand Mantra: Rich
drinker richest possible sensory rewarding coffee
experience
Consumer Insight experience drinking coffee
Coffee and the
drinking expr. Is POP : Responsible locally involved, Fairly
often unsatisfying Priced
POD : Relaxing rewarding moments, Rich
sensory cons experience, Convenient
friendly service, Fresh high quality coffee,
Varied Exotic drinks
Physique
Clues for Strong Brand Identity Prisms
• Different facets of brand’s singularity and attractiveness – expressed in
concise , sharp and interesting way.
• Must help decision making, creative stimulation, explain the brand.
• Good Identity
• Has few words to each facet
• Words are not same on different facets
• Words are not lukewarm, they have strength
• Watch-outs
• Facets are not image attributes ; not derived from last usage& attitude study;
identity NOT EQUAL to image
• Reduce redundancy between facets
• Words should not be looking for consensus … should be looking for sharpness
Polo
From casual to Self-confident Shirt 12X12 Well – balanced
formal always Soft airy Authentic
comfortable Crocodile Serene
Colours
Blue colour
Fav. Color for more than half of world popn of western
world.
Color of dreams, clam, faithful, pure love, sky, night
Virgin Mary always in Blue
UN peacekeepers, Jeans – simple universal appeal
White colour
Color of purity, health, peace and simplicity
Cream – adds water to skin
Lets figure out for Nivea
Essence
• Tasks for enquiry – what will you do in novemeber till end of project
in december
I. NMIMS As a Brand : What is it now and what
should it be ?
Rahul Vijaykumar Saif Ahmed Pooja Priyadarshini Abhimanyu Bhagi Khushboo Makhija