Brand Strength & Awareness

8/3/2019 Brand Strength & Awareness

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ADDRESS THE FOLLOWING

1. What is a brand & how does branding strength

work?

2. What is brand strength?

3. How is brand strength built, measured, &managed?

4. What is brand awareness?

5. What are the important decisions in developing

a branding awareness?6. Overcoming problems in Brand Awareness


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WHAT IS BRAND

Brand: a name, term, sign, symbol, or design, or

combination of them, intended to identify the

goods or services of one seller or group of sellers

& to differentiate them from those ofcompetitors

Something used to show customers that one

product is different than the products of another

manufacturer.


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Brand Name

Words, letters, or symbols that make up a

name used to identify and distinguish the

firms offerings from those of its

competitors.


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ROLE OF BRANDS

Identify the manufacturer.

Simplify product handling

Offer legal protection

Signify quality

Create barriers to entry of competitors product


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BRAND STRENGTH MODELS

STRENGTH Model: shows under the

BrandDynamics pyramid that brand building

follows a sequential series of steps

Presence: Do I know about it

Relevance: Does it offer me something

Performance: Can it deliver

Advantage: Does it offer something better than

others

Bonding: Nothing else beats it


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BRAND STRENGTH

A Brand must establish 6 strength of branding

1. Brand Salience: how often & how easily customer think of

the brand under various purchase or consumption situations

2. Brand performance: how well the product or service meets

customers functional needs

3. Brand imagery: the extrinsic properties of the product orservice, including the ways in which the brand attempts to

meet customers psychological or social needs.

4. Brand judgments: focus on customers own personal opinions

& evaluations

5. Brand feelings: customers emotional response & reactionswith respect to to the brand

6. Brand resonance: the nature of the relationship customers

have with the brand and the extent to which they feel

theyre in sync with it


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HOW BRAND STRENGTH CAN EFFECT THE LIFE OF

YOUR BUSINESS. (KEYFACTORS)

Through Brand Consistency?

As coca cola introducing variety of product range &

hammering minds of consumers


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BRAND NAMING: CONSIDER THE FIRST

LETTER OF THE NAME


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BRAND SALIENCE: WHY IT'S IMPORTANT

FOR YOUR BRAND

Which product should I buy???????????????


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BRAND BUILDING: THE ADVANTAGE OF

EASIER

Easy to identify. Easy recall of the product


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STRENGTH ELEMENTS

Brand elements: those trademarkable devices

that identify & differentiate the brand

Brand Element Choice Criteria:1. Memorable

2. Meaningful Brand building

3. Likable

4. Transferable

5. Adaptable Defensive

6. Protectable


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Besides this there are some other factors which aco. need to consider for their Brand strength.

Supply chain

Wide range of product

Availability of product

Case Study Videocon

The Company has one of the most extensive salesand distribution networks in India, which are

located in cities, towns and villages throughoutIndia.These branch offices are supported by a logisticsinfrastructure which comprises key warehousesin separate regions across India.


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BRAND AWARENESS

The likelihood that consumers recognize the

existence and availability of a company's product

or service. Creating brand awareness is one of

the key steps in promoting a product.

IDENTITYCRISIS


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WHY CONSUMERS REJECTYOUR

ADVERTISING

AWARENESS !!!!!


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LEVEL OF BUILDING BRAND AWARENESS

1.Unaware of Brand

- Customer doesnt know brand.

2.Brand Recognition

- Customer knows brand only with hint.

3.Brand Recall

- Customer knows brand without hint.

4.Top of Mind

- Customer thinks first of that brand.


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WAYS OF BUILDING BRAND AWARENESS

1. Sponsor a booth at a trade show

2. Give a speech or participate in a panel

discussion

3. Sponsor an online newsletter

4. Write an article


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FIVE COMPONENTS DRIVE CUSTOMERS FROM

BRAND AWARENESS TO BRAND INSISTENCE

REGARDLESS OF THE PRODUCT OR SERVICE

CATEGORY:

1. Awareness

2. Relevant differentiation3. Value

4. Accessibility

5. Emotional connection


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TO KNOW WHO YOU ARE

Fashion is a big driver in food, in beverages, inautomobiles, in furniture and in almost every

other consumer goods category. Whats hot today

often cools off tomorrow.


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The Brand Leadership

Workshop

Through this kind of workshop or Booth

stall can convey the message


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OVERCOMING COMMON BRAND

PROBLEMS

organizations relegate brand management to a

specific department (advertising, marketing,

brand management, etc.) or agency.

Consideration of environment

Poor performance of Brand


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THANKYOU

QUESTIONS

COMMENTS

CONCERNS

Brand Strength & Awareness

Documents

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