Branding

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    16-May-2015
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Transcript of Branding

  • 1. BRANDINGDifference We Can Make

2. Brand Defined

  • The AMA defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
  • OR
  • A brand is a collection of perceptions in the mind of the consumer.

Presenter :Omkar Yadav 3. Objectives

  • Delivers the message clearly
  • Confirms your credibility
  • Connects your target prospects emotionally
  • Motivates the buyer
  • Concretes User Loyalty

Presenter :Omkar Yadav 4. Some Dimensions Of Brand Knowledge BRAND THOUGHTS FEELINGS IMAGES PERCEPTIONS BELIEFS BEHAVIOUR ATTITUDES EXPERIENCES Presenter :Ajit Yadav 5. Branding, So Important ?

  • Legal Protection and Unique Product Features.
  • Opportunity to attract a loyal and set of profitable customers.
  • Helps in aiming specific Benefit Seeking segments.
  • Builda corporate image.
  • Delivers the Unexpected.

Presenter :Ajit Yadav 6. Challenges !

  • Companies that try to be what they think their customers want them to be.
  • Companies that have done nothing about their brand.
  • Companies that get mired in analysis paralysis.

Presenter :Ajit Yadav 7. Mantra for the Mind

  • To build a big brand, adopt a short brand name.
  • Like salt, use advertising in the right proportion.
  • Dont underprice yourself.
  • What is visible, sells.
  • Brands must make profit, not only noise.
  • Focus on consumption rather than purchase.

8. Mantra for the Heart

  • Respect your retailers.
  • Build relationships to build brand.
  • Nurture your brand as you would a child.
  • Dont sell the right product to the wrong audience.
  • Be honest, dont con.

Presenter: CIJU VARGHESE 9. Branding Process

  • Market Research
  • Positioning Statement
  • Creative Brief
  • Graphic Design
  • Launch, Implementation, Performance, Measurement

10. To Brand Or Not To Brand ! BrandingDecision Brand - SponsorDecision Brand - NameDecision Brand - StrategyDecision Brand - Repositioning Decision

  • Brand
  • No Brand
  • Manufacturer
  • Brand
  • Distributor (Private) Brand
  • Licensed
  • Brand
  • Individual
  • Names
  • Blanket
  • Family Name
  • Separate
  • Family Names
  • Company
  • Individual
  • Names
  • Line
  • Extensions
  • Brand
  • Extensions
  • Multi Brands
  • New Brands
  • Co Brands
  • Repositioning
  • No
  • Repositioning

11. Conclusion Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands. - Sir Hector Laing,Chief Executive Officer, United Biscuits plc. 12. Effort By

  • Mandit Rawani 13
  • Chintan Suvarna 45
  • Ciju Varghese 56
  • Ajit Yadav 62
  • Omkar Yadav 64