brands through the eyes of the consumer sarah waybright country manager, identica, russia
TRANSCRIPT
Brands through the Eyes
of the Consumer
Sarah Waybright
Country Manager, Identica, Russia
Brand = Asset
Brand = Choice
“If this company were split up I would give you the property, plant and
equipment and I would take the brands and the trademarks and I would fare far
better than you.”
John Stuart,Chairman, Quaker
Brand Promise
Strong Brands =
Strong Profit
The Power of Branding
Differentiation
Brand Difference provides the key to Profit
The brand name
The brand name
The brand colour
The brand name
The brand colour
The brand proposition
The brand name
The brand colour
The brand proposition=
Emotional response
The brand nameThe brand colourThe brand proposition
=
Emotional response
Brand Value
Brand = Trust
Brand difference provides the key to profit
Brand Extension
Powerful branding creates its own
momentum
The Ten Golden Rules of Branding
1. Put the consumer first
2. Think holistically - about the whole thing,
the bigger picture
3. Understand precisely who you are
4. Develop a vision for the future
5. Develop your brand strategy and
positioning
6. Be creative
7. Involve your staff in the brand
8. Look for ways to leverage value from your
brand
9. Monitor your brand’s performance
10. Implement a communications
programme
The Ten Golden Rules of Branding
Put the consumer first
Think holistically
Understand precisely who you are
Develop a vision for the future
Develop your brand strategy and positioning
Be creative
Involve your staff in the brand
Look for ways to leverage value from your brand
Monitor your brand’s performance
Implement a communications programme
Opportunities and potential of branding for Russian
businesses
Potential
Loyalty and Differentiation
Brand difference provides the key to profit
- even in markets that have never considered
the brand as asset value
Brand difference provides the key to profit
“Buildings become dilapidated. Machines wear out. People die. But what live on, are the brands.”
Sir Michael Perry, Chairman, Unilever
