Brand & Branding Simplified
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Simplified. BRAND & BRANDING WHAT I LEARNED FROM MY CLIENTS RUGWED DESHPANDE SETU ADVERTISING PVT. LTD.
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An insight into brand building, as relevant to entrepreneurs. This presentation touches upon topics including brand personality, brand architecture, brand identity, positioning and policies.
Transcript of Brand & Branding Simplified
Simplified.B R A N D &B R A N D I N G
W H AT I L E A R N E D F R O M M Y C L I E N T S
R U G W E D D E S H PA N D E
S E T U A D V E R T I S I N G P V T. LT D .
Customers will never love a company until employees
love it first.
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A better policy can build a better
brand.
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B R A N D P O L I C Y
People often come up with fancy
logos that do not represent their
company. People relate with your
company through your brand
identity.
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B R A N D I D E N T I T Y
Relevance is crucial.relevance has always been key to building strong and influential
brands.
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B R A N D P O S I T I O N I N G
Authentic brands don't emerge from
marketing cubicles or advertising
agencies. They emanate from
everything
the company does.
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B R A N D E X P E R I E N C E
Advertising is irrelevant if
the customer experience is bad.
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B R A N D E X P E R I E N C E
Define your brand’s
personality and see what kind
of advertising and tone suits
your brand.
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B R A N D P E R S O N A L I T Y
Brand architecture isn’t about
neatness. It’s about business
results.
=B R A N D A R C H I T E C T U R E
By creating a logical,
economical portfolio structure,
brand architecture focuses
resources on the brands that
best support your business
goals.
=B R A N D A R C H I T E C T U R E
- A SINGLE BRAND STRATEGY –
Monolithic Brand Architecture
The single brand strategy is very
efficient, and pours all the equity into a
single brand. But the downside is that
it’s more difficult to highlight specific
areas of competitive advantage.
=B R A N D A R C H I T E C T U R E
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- A HOUSE OF BRANDS STRATEGY –
Freestanding Brand Architecture
Each brand has a focused positioning,
but it costs a lot to market all these
different brands.
=B R A N D A R C H I T E C T U R E
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There are no set formulas for successful
brand architecture. You need to evaluate
all the options and develop the ideal
balance your unique business situation
demands.
=B R A N D A R C H I T E C T U R E
Write a clear brand policy.
Develop or evaluate your brand identity.
Decide clear brand positioning.
Define your brand experience. Set review mechanism.
Make sure your brand has a distinct personality.
Define brand architecture need in advance.
Thanks.
