brand strength & awareness
TRANSCRIPT
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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