Brand Building Fix.ppt

8/18/2019 Brand Building Fix.ppt

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Brand Building


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What is Brand?

• “A name, logo, or symbol thatevokes in customers a perception of

added value for which they will paya premium price.”

(John Torella)

• “A product with a personality.”

(hris !taples)


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• Identify the maker

• Simplify product handling

• Organize accounting• Signify quality

• Create arriers to entry

• Ser!e as a competiti!e ad!antage

• Secure price premium

"he #ole of Brands


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$d!antages of Strong Brand


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$ rand comprises of• "angile attriutes

• Intangile attriutes


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"angiles%g&

• 'roduct

• 'ackaging

• (aelling

• $ttriutes• )unctional enefits


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Intangiles%g&

• *uality

• %motional enefits

• +alues

• Culture• Image


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• $ rand promise is the marketer,s

!ision of -hat the rand must eand do for consumers

What is a Brand 'romise?


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• Brand equity is the added !alueendo-ed on products and ser!ices.

-hich may e reflected in the -ayconsumers. think. feel and act -ith

respect to the rand&

What is Brand %quity?


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Building Brand %quity

• /istinguish product from others in the

market 0 +alue proposition

• $lign -hat it says aout the rand in

ad!ertising -ith -hat it actually deli!ers 0

Creating the rand


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What happens -hen equity

increases?

Commodity Brand 'o-er Brands

'resence

1

'ersonality


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What happens -hen rands ha!e

high equity?• "he company can ha!e more le!erage -ith

the trade

• "he company can charge a premium ontheir product

• "he company can ha!e more rand

e2tensions• "he company can ha!e some defense

against price competition


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Characteristics of 'o-er Brands

• 3enerates enormous profits

• %2pands future strategic opportunities

• $ distincti!e product

• /eli!ering rand promise

• 'ersonality and presence


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Brand 'ersonality

• %motional ond -ith the customer

• 3enerates relationships measuraly stronger

than ordinary rands


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Brand 'resence

• Seem to e present e!ery-here. enforcing

distincti!eness

• 4ational5international scale

• Successful rand e2tensions

• 6ultiple concept and channels


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Brand Status

Step up ad!ertising Cash co-& 4eed tosustain rand

uilding acti!ities

'roduct should e phased out

"rouled rand&'roduct upgradation

required

%steem

)amiliarity


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Brand (oyalty

“The degree of consumer attachment

to a brand.”

#ecognition#ecognition

'reference'reference

InsistenceInsistence

Awareness of name,bene"t and package

#s useful, consumer

will buy if available$evoked set

%ill search for& musthave


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Brand (oyalty 'yramidCommitted uyer

(ikes the rand& Considersit a friend

Satisfied uyer& Would

incur costs to s-itch

Satisfied uyer5noreason to change

S-itchers5'rice

sensiti!e

7

7

7


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What is Branding?

Branding is a disciplined process used to uild

a-areness and e2tend customer loyalty& It

requires a mandate from the top and readiness to

in!est in the future& Branding is aout seizing

e!ery opportunity to e2press -hy people should

choose one rand o!er another&


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B#$4/I43 '#OC%SS

7& /efine

Business)rame-ork

8& /efine

"arget

6arket

9& /efine

+alue

'roposition

:& CreateBrand

3raphic and

6essage

;&


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/%)I4% Bour core !alues should represent your fundamental !alues

and eliefs that define ho- your usiness eha!es. ho- it

-ill !alue its customers. suppliers and staff& Somee2amples -ould e passion. accountability. and respect


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/%)I4% "$#3%" 6$#=%"

•


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/%)I4% +$(


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C#%$"% B#$4/ 3#$'@IC $4/

6%SS$3%• $ great logo !isually represents your

usiness and lets people kno- right a-ay

-hat you do& It should e accompanied y atagline that clearly reinforces your !alue

offer -ith !ery fe- -ords and appropriate

colour& Create the rand includes theacti!ity of rich associations and promises

de!elopment&


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/%+%(O' I4"%3#$"%/

6$#=%"I43 '($4• Continual testing is the key to finding your est marketing

mi2& "o achie!e success in randing acti!ity. companys

use integrated approach that includes ad!ertising. '#. sales

promotion. social media. ne-spaper. -esite. etc& "hatcreates a synergy and reinforces your campaign message&

"his makes it easier for your audience to recall your rand&

It includes company,s attempt to determine rand

amassador& Brand amassador is used to create the Brand personality. Aust like a human eing&


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Advertising . 'randing . edia . A . *nline . +ublication . +rinting . +hoto -ideography

%hat is Advertising

Philip Kotler:

“$d!ertising is any paid form of nonpersonal presentation and promotion of goods. ser!ices. or ideas y an identified sponsor&

Frank Presbrey:

“$d!ertising is a printed. -ritten. oral and illustrated

art of selling& Its oAecti!e is to encourage sales of thead!ertiser,s products and to create in the mind of

people. indi!idually or collecti!ely. an impression in

fa!our of the ad!ertiser,s interest&


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Advertising . 'randing . edia . A . *nline . +ublication . +rinting . +hoto -ideography

Advertising +rocess

onductesearch

Testcreative

/evelopcreative

/evelopstrategy

anageproduction

#mplementcampaign

onitorimpact

/evelopmediaplan


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"he Small and 6ediumSized %nterprises S6%sD /i!ision of WI'O

The Nike’s case

• #eflects the popularity of a -ellkno-n "6

• "he “S-oosh is the -ell kno-n symol of 4ike

• Originally 4ike,s logo included also the shoemaker,s

name

• $t the end of the nineties. the 4ike,s name disappeared

• "he s-oosh remained as the main identification

symol of the shoemaker

• "oday there is no need to include the rand into this

logo since the recognition of a simple s-oosh

automatically rings our attention to 4ike


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"he Small and 6ediumSized %nterprises S6%sD /i!ision of WI'O

The “Swoosh”


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Brand Building Fix.ppt

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