Brand Building

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Brand Building.

10 2554 -CSR , - Talant Social Media - 0

80 75 73 70 60 58 55 50 40 38 35 30 20 010 20 30 40 50 60 70 80 90

5 " " "" 2554 ""

.. 1880

.. 1880

Brand = Label =

.. 1880

Brand = Label =

2

Brand = Trademark =

2

Brand = Trademark =

3

Brand = Process =

4

Brand = Positioning =

5 Now

Brand = Reputation =

What is a Brand? Marketing Management (Philip Kotler) ..1984 ....

" " (A Brand is a name, term, sign, symbol or design or a combination of them, which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.)

What is a Brand? " 4 " (A brand can deliver up to four levels of meaning : attributes, benefits, values, personality. If a company treats a brand only as a name, it misses the point of branding.)

Attributes

Benefits

Values

Personality

What is a Brand? (Mill ward Brown International) People, Brand & Advertising ...

" ... .... " (A Brand is nothing more or less than the sum of all the mental connections people have around it. These will be memories from childhood, things mother said about it...but very largely, particularly in case of newer Brands, memories from advertising.)

What is a Brand? (Don Cowley & Paul Feldwick) Understanding Brands ..1991 ...

" " (A Brand is simply a collection of perceptions in the mind of the consumer.)

What is a Brand? American Marketing Association

Brand is a name, term, sign, or any other feature that identifies one sellers good or service as distinctive from those of other sellers.

What is a Brand? (1955)

Brand Brand

What is a Brand? (2546)

Brand Management (2547)

What is a Brand? CEO Creative Juice/G1 Creative Branding Agency (2546)

Brandscape Brand Voice (2545)

()

Brand

3/21

Brand (Brand DNA) Brand (Brand Essence) Brand (Brand Core Benefits)

Brand (Brand Value) Brand (Brand Attributes)

Brand (Brand Positioning) Brand (Brand Personality) Brand (Brand Identity)4/21

Brand (Brand Equity) Brand Brand Brand Brand Brand Brand Brand

5/21

4 Brand (Functional Dimension) Brand (Social Dimension) Brand (Mental Dimension) Brand (Spiritual Dimension) Brand

7/21

Branding & Selling Branding & Meaning Branding & Time-Saving Branding & Price Driving Branding & Financial Value Adding

Branding & Selling

= =

Branding & Meaning

= Branding = Meaning

Branding & Time-Saving

= Top of Mind Brand

......... ............. .................. ................... .................

Brand & Slogans Just Do It! . Zoom Zoom................................................ Im lovin it..................................................... ..................... ................................. ............................................ .......... .......................................... ......................................................... .............................................................

Branding & Price Driving

=

Branding & Price Driving

Haagen-Dazs 20 Haagen-Dazs

Haagen-Dazs

Branding & Financial Value Adding

=

(Financial Value)

Brand

Brand

9/21

Brand : :

: : :

:

14/21

Brand Brand Brand

Brand

18/21

Brand

Brand Brand Visibility is the key to success.

19/21

Brand Brand

20/21

(product) (brand) (tangible) ... (performance)

(product) (brand)

(product) (brand) ............................ ............... (brand)

(product) (brand) (tangible) (intangible) o (trust/reliability) o (confidence) o (familiarity) o (shared experiences) o (relationship) o (status) o (personality)

(product) (brand) (functional or tangible benefits) (emotional or intangible benefits)

Stephen King

... ... .... SUNKIST 80% Russel L. Hanlin CEO Sunkist Growers