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BRAND BUILDING

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Brand Building Process

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Brand building tools

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Advertising

Advertising refers to the non-personal

communication transmitted through the mass

media, that is identified with the sponsors

who compensates the media for the

transmission

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How Advertising builds brands

Brand can be defined as

Brand= product + image

Advertising creates positive image regarding the

product, its usage etc Advertising not only sells the product, it also

creates brand value.

Brand advertising is a clever communication of

the sales message, its impact is not only based onthe copy but also on the tone, style and executionof the brand.

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Audience for brand buliding

advertising

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Sponsorships

Paid form of promotion and viewed as

expressions of brand values, beliefs,

personality, traits etc and helps in building

emotional links with the customer.

Entail the commercial association of the brand

with a property such as sporting events, a

team, a cause, the arts etc

For eg. Femina Miss India

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Advantages

Less intrusive way of brand promotion thanadvertising

More credible, due to media coverage which isconsidered to be more reliable than paidadvertising.

Instil deeply, rooted emotional and personal

links with the customers who share a similarconcern and are passionate about thesponsored cause

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Contribution of sponsorships to Brand

building

Creates brand awareness through multiple

brand exposures.

Developing desired brand associations. Showcasing a new product or innovative

technology.

Provide status Motivates employees both current and

professional.

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Promotions

Promotions are a diverse collection of

intensive tools mostly short term designed to

stimulate tools.

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Advantages

Provides a tangible incentive for purchase.

Help in generating trial purchase for newbrands.

Push up sales during off seasons and inducecustomers to make a larger than normalpurchase.

Can be easily tied to festive seasons whichincreases its efficacy. For eg LG give diwalioffers.

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Promotion as brand builder

Find an innovative and uniques way of brand

promotion.

Promotion should be justified. Promotions should fit with brand image.

Considering promotions as a stategic brand

building tool.

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Public relations

A public is any group that has an potential

interest on a companys ability to achieve its

objectives.

Public relation is defined as the planned and

sustained effort to establish and maintain

goodwill and mutual understanding between

an organisation an public viz., customers.Employees etc.

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Internet

Store house of data easily accesible to people

around the world

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Internet and brand building

Managing public relation efforts, including

websites carrying press stories.

Handling customers queries/ complaints.

Provide customer service

Conducting customer and marketing research.

Provide other information not directly relatedto companys product