Brand Building

Presented by:

Satish Jha

What is Brand building?

Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch

Process of brand building.

Advertising does a lot to help build

brands

Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy

A company’s brand is the primary source of its competitive advantage and is a very valuable strategic asset – David Aaker

Brand Equity

•When a commodity becomes a brand, it is said to have ‘equity’. It starts with a name and can go up or down depending on the marketing activity that is done by the marketer. A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service.

How to measure equity?

•The premium a brand can command in the market

•The difference between the intrinsic and perceived value of the product

Building Brand Equity

•Distinguish product from others in the market – Value proposition

•Align what it says about the brand in advertising with what it actually delivers – Creating the brand

Power Brands•Generates enormous profits

•Expands future strategic opportunities

•eg. Apple iphone

What do power brands have that others don’t?

•A distinctive product

•Delivering brand promise

•Personality and presence

Brand managers of market-savvy

companies need

•Superior insight into customer needs

•Ability to devise product/services that powerfully meet those needs

•Agility to redefine its offering as those needs change

•Creativity to produce exciting and compelling advertising

Tangibles of brand equity

•Shape

•Colour

•Size

•Models

•Price

•Features

•Benefits

Intangibles of brand equity

•Company name

•Brand name

•Slogan and its underlying associations

•Perceived quality

•Brand awareness

•Trademarks and patents

•Channel relationships

•Customer loyalty

•Customer confidence

•Competitive advantage

Creating the brand

•Choosing brand name

•Developing rich associations and promises

•Manage customer brand contacts to meet and exceed customer expectations

Choosing a brand name

•What does it mean?

•What performance/ expectations/ associations does it evoke?

•What degree of preference does it create?

Brand names should denote

•Product benefits

•Product quality

•Be easy to pronounce/remember/recognise

•Be distinctive

•Not have poor meanings in other countries or languages

These are used to create the Brand personality,

just like a human being. Therefore in some way

the values and personality of the

ambassador rubs off into the brand.

Therefore the brand and choice of the

ambassador must fit.eg.any

celebrity,sportsperson etc.

Brand Ambassadors