Branding Creativity and Business

Success

MEKA OLOWOLA2010

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Branding: (The buzz word of the past 20 years)

Perception

Value Consistency

Branding

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So, What is a Brand?

First, a brand is not a logo

It is not a product

And, it is not an identity

It’s the essence of what the company is, and what the

company is, and what it means to you and your customers

Coca-Cola Refreshment

Nike Swoosh Athletic Excellence

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So, What is a Brand?

Walter Landor, the legendary brand designer, gave one of the most succinct definitions of a brand. He said:

“Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality."

A brand is a collection of perceptions in the mind of the consumer.

Brands are about creating a position - "owning" a place in the consumer mind.

A brand is a person’s gut feeling about a product, service or organization.

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Brand Equity is Key!

Brand AwarenessBrand Associations

Brand FamiliarityBrand Attitudes

Brand IdentityBrand Personality

Brand ImageBrand Position

Brand ReferenceBrand Loyalty

Brand Equity

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Brand Equity is Key!

Firm Level Capitalisation

Product

Consumer Level

Marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name.

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Why is Branding so Important? Cola Harvard Case Study

Product Vs. Brand

Diet Coke vs. Diet Pepsi in Blind Taste Test

Prefer Pepsi Sample - 51%

Prefer Coke - 47%

No Preference - 2%

Diet Coke vs. Diet Pepsi in identified Taste Test (brand names revealed)

Prefer Pepsi Sample - 23%

Prefer Coke - 65%

No preference - 12%

People don’t buy the product, they buy the brand - they buy the trust they have in the brand.

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Why is Branding so Important?

• It differentiates you, your products and service from the competitors.

• A strong brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, which you may or may not be able to control

• Brand is the soul of business entity that helps to align company as customers centered idea

• It influences strategies for product formulation and development, staff recruitment, internal process, system and culture, marketing, internal and external communication

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Brand Awareness

Brand Recognition is the extent to which a brand is recognized for stated brand attributes or communications

Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition.

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Creativity in Brand Building

• Brand building is business building. In other words, the strength of your business is dependent on the strength of your brand. Good branding equals good business success. If you look at Nigerian companies, very few of them have strong and lasting brands.

• To be creative in branding, you need to have a strong branding strategy.

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Brand Strategy

Behaviour

Performance

What we do and

how we deliver

it

Brand

Reputation How others

perceive us

The value

we deliver

Relationships we

form and experiences people have of

us

Our personality and

how we expres

s it

How we act

and behave

What we

believe in

Identity

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Brand Promise

• Brand character + Investor proposition= Brand Promise

Personality Positioning

• The first element of the brand promise made to stakeholders is a character or personality.

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Some Case Studies

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NOTA BIENNE

The brand is the soul of the business. For a business to thrive, it must register its presence and its value

in the hearts and minds of its customers. Companies and businesses must work tirelessly to develop a

strong brand presence in the minds of the consumers, and must use creative means to do so.