branding
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“The principles that build and maintain strong brands still hold true, but sometimes we forget
that people are really at the center of it all”.
Jez Frampton Global Chief Executive Interbrand
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Branding
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Spot the differences.
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Branding is a..
A Name?
A Logo?
A Celebrity?
A Tagline?
A Color? The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
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Yes No
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Includes the Intangible factors too
• Branding is a promise to deliver on a specific experience.. it is the story, image and personality of the business.
• It is what people think about when a product, service or business is mentioned.
http://www.slideshare.net/wecreatebrands/what-is-branding-24858373?from_search=6 accessed on 09/12/2013
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Brand is a synthesis of
Physical Aesthetic
Rational Emotional
Murphy J; “Branding”, Emerald Blackfiles 2007, pg 4-8. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
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Brand Value Pyramid
Ref: http://stevensonfinancialmarketing.wordpress.com/2012/07/20/using-a-message-map-to-pitch-your-product/ accessed on 09/12/2013.
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BRAND EQUITY
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Branding Concepts
http://www.managementstudyguide.com/brand-management.htm accessed on 09/12/2013 The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
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Branding Concepts
http://www.managementstudyguide.com/brand-management.htm accessed on 09/12/2013 The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
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The Importance of Branding
Murphy J; “Branding”, Emerald Blackfiles 2007, pg 4-8. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
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Brand Lifecycle
If brand managers do not invest resources in constantly
improving their offerings it will eventually result in the
death of the brand.
http://www.writeawriting.com/business/product-life-cycle-plc-stages-development-process/ accessed on 09/12/2013.
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How to keep a brand alive?
Continuous Research
Market Needs
Innovate and Develop new
offerings
Brand Extensions Differentiate
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Success Stories • Intel has successfully branded
its processers as one of the best.
• To the consumer an Intel processor means efficiency.
• Hence PC manufacturers insert this sticker on their products, testifying the superior quality of their offering.
Ref: Norris D; ““Intel Inside” BRANDING A COMPONENT IN A BUSINESS MARKET”, Vol. 8 Iss: 1, pp.14 - 24
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Success Stories • Lux positioned their product
as the perfect synonym to beauty.
• From signing Katrina Kaif as their Brand Ambassador to hosting the Lux style awards, they reminded audiences that Lux is a product of beauty, style and exquisiteness.
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Tips for launching a successful campaign
1. • Money can’t replace time.
2. • This is NOT the time to be subtle.
3. • Plan for multiple touch points.
4. • Think efficiency before effectiveness.
5. • Don’t just set it and forget it.
Ref: http://www.marketingevolution.com/five-tips-for-launching-a-successful-brand-campaign/ accessed on 09/12/2013.
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Emotional Branding – Ten Commandments
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