Download - Brand Building Fix.ppt
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Brand Building
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What is Brand?
• “A name, logo, or symbol thatevokes in customers a perception of
added value for which they will paya premium price.”
(John Torella)
• “A product with a personality.”
(hris !taples)
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• Identify the maker
• Simplify product handling
• Organize accounting• Signify quality
• Create arriers to entry
• Ser!e as a competiti!e ad!antage
• Secure price premium
"he #ole of Brands
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$d!antages of Strong Brand
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$ rand comprises of• "angile attriutes
• Intangile attriutes
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"angiles%g&
• 'roduct
• 'ackaging
• (aelling
• $ttriutes• )unctional enefits
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Intangiles%g&
• *uality
• %motional enefits
• +alues
• Culture• Image
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• $ rand promise is the marketer,s
!ision of -hat the rand must eand do for consumers
What is a Brand 'romise?
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• Brand equity is the added !alueendo-ed on products and ser!ices.
-hich may e reflected in the -ayconsumers. think. feel and act -ith
respect to the rand&
What is Brand %quity?
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Building Brand %quity
• /istinguish product from others in the
market 0 +alue proposition
• $lign -hat it says aout the rand in
ad!ertising -ith -hat it actually deli!ers 0
Creating the rand
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What happens -hen equity
increases?
Commodity Brand 'o-er Brands
'resence
1
'ersonality
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What happens -hen rands ha!e
high equity?• "he company can ha!e more le!erage -ith
the trade
• "he company can charge a premium ontheir product
• "he company can ha!e more rand
e2tensions• "he company can ha!e some defense
against price competition
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Characteristics of 'o-er Brands
• 3enerates enormous profits
• %2pands future strategic opportunities
• $ distincti!e product
• /eli!ering rand promise
• 'ersonality and presence
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Brand 'ersonality
• %motional ond -ith the customer
• 3enerates relationships measuraly stronger
than ordinary rands
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Brand 'resence
• Seem to e present e!ery-here. enforcing
distincti!eness
• 4ational5international scale
• Successful rand e2tensions
• 6ultiple concept and channels
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Brand Status
Step up ad!ertising Cash co-& 4eed tosustain rand
uilding acti!ities
'roduct should e phased out
"rouled rand&'roduct upgradation
required
%steem
)amiliarity
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Brand (oyalty
“The degree of consumer attachment
to a brand.”
#ecognition#ecognition
'reference'reference
InsistenceInsistence
Awareness of name,bene"t and package
#s useful, consumer
will buy if available$evoked set
%ill search for& musthave
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Brand (oyalty 'yramidCommitted uyer
(ikes the rand& Considersit a friend
Satisfied uyer& Would
incur costs to s-itch
Satisfied uyer5noreason to change
S-itchers5'rice
sensiti!e
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7
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What is Branding?
Branding is a disciplined process used to uild
a-areness and e2tend customer loyalty& It
requires a mandate from the top and readiness to
in!est in the future& Branding is aout seizing
e!ery opportunity to e2press -hy people should
choose one rand o!er another&
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B#$4/I43 '#OC%SS
7& /efine
Business)rame-ork
8& /efine
"arget
6arket
9& /efine
+alue
'roposition
:& CreateBrand
3raphic and
6essage
;&
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/%)I4% Bour core !alues should represent your fundamental !alues
and eliefs that define ho- your usiness eha!es. ho- it
-ill !alue its customers. suppliers and staff& Somee2amples -ould e passion. accountability. and respect
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/%)I4% "$#3%" 6$#=%"
•
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/%)I4% +$(
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C#%$"% B#$4/ 3#$'@IC $4/
6%SS$3%• $ great logo !isually represents your
usiness and lets people kno- right a-ay
-hat you do& It should e accompanied y atagline that clearly reinforces your !alue
offer -ith !ery fe- -ords and appropriate
colour& Create the rand includes theacti!ity of rich associations and promises
de!elopment&
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/%+%(O' I4"%3#$"%/
6$#=%"I43 '($4• Continual testing is the key to finding your est marketing
mi2& "o achie!e success in randing acti!ity. companys
use integrated approach that includes ad!ertising. '#. sales
promotion. social media. ne-spaper. -esite. etc& "hatcreates a synergy and reinforces your campaign message&
"his makes it easier for your audience to recall your rand&
It includes company,s attempt to determine rand
amassador& Brand amassador is used to create the Brand personality. Aust like a human eing&
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Advertising . 'randing . edia . A . *nline . +ublication . +rinting . +hoto -ideography
%hat is Advertising
Philip Kotler:
“$d!ertising is any paid form of nonpersonal presentation and promotion of goods. ser!ices. or ideas y an identified sponsor&
Frank Presbrey:
“$d!ertising is a printed. -ritten. oral and illustrated
art of selling& Its oAecti!e is to encourage sales of thead!ertiser,s products and to create in the mind of
people. indi!idually or collecti!ely. an impression in
fa!our of the ad!ertiser,s interest&
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Advertising . 'randing . edia . A . *nline . +ublication . +rinting . +hoto -ideography
Advertising +rocess
onductesearch
Testcreative
/evelopcreative
/evelopstrategy
anageproduction
#mplementcampaign
onitorimpact
/evelopmediaplan
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"he Small and 6ediumSized %nterprises S6%sD /i!ision of WI'O
The Nike’s case
• #eflects the popularity of a -ellkno-n "6
• "he “S-oosh is the -ell kno-n symol of 4ike
• Originally 4ike,s logo included also the shoemaker,s
name
• $t the end of the nineties. the 4ike,s name disappeared
• "he s-oosh remained as the main identification
symol of the shoemaker
• "oday there is no need to include the rand into this
logo since the recognition of a simple s-oosh
automatically rings our attention to 4ike
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"he Small and 6ediumSized %nterprises S6%sD /i!ision of WI'O
The “Swoosh”
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