unique identity unique personality

intangibleconsumer’s perception

Name

Term Symbol

Design

Combination

Identifies product/service

of seller anddifferentiates from

competitors

Sign

Brand Building Understanding Branding

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

Product Brandsomething that is made in a factory

can be copied by a competitor

can be quickly outdated

something that is bought by a customer

unique

a successful brand is timeless

A brand is something that resides in the minds of consumer.

Understanding Branding

Brand Building

ExerciseExerciseArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands

NameName LogoLogo

ColoursColours EssenceEssence

Brand Knowledge

KNOWLEDGEThoughts

Feelings

Images

Experiences

Beliefs

Brand Elements

ElementsSlogans

Brandnames URLs

Logos

SymbolsCharacters

Brand Element Choice Criteria• Memorable - easily recalled and recognized• Meaningful - Legally and competitively (trademark rights, individuality)• Likeability - appealing (visually, verbally, etc.)• Transferable - Can introduce several products (same/different category)• Adaptable - Adaptability and updatability • Protectible - Legally and competitively (trademark rights, individuality)

The Role of Brands

What is Brand Equity?bRaNd EquiTy is the added value endowed on

products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.

Differentiation Energy Relevance Esteem Knowledge

CALCI-NBrand Equity Components

Building Brand Equity

Brand Asset Valuator

Differentiation Degree to which a brand is seen different

EnergyBrand’s Sense of Momentum

RelevanceBreadth of brand’s appeal

EsteemHow well the brand is respected

KnowledgeHow familiar and intimate consumers are

Brand Strength

Brand Stature

FutureValue

PastPerformance

Brand Dynamics Pyramid

PresenceRelevance

PerformanceAdvantage

Bonding

Strong Relationship

Weak RelationshipDo I know about it?

Does it offer mesomething?

Can it deliver?

Does it offer somethingbetter than the others?

Nothing else beats it.

Loyalty increases as you

go up!

Aaker Model

Brand Identity

Extended Identity Elements

Brand Essence

Core IdentityElements

There are a set of four categories of brand assets and liabilities which add value to the product.

Brand Resonance PyramidStages of

Brand DevelopmentBranding Objective

At Each Stage

Designing Holistic Marketing Activities

PersonalizationIs about making sure that the brand and its marketing are as relevant as possible to

As many customers as possible – NO TWO CUSTOMERS ARE IDENTICAL.

IntegrationIs about mixing and matching marketing activities to maximize their individual

And collective effects.

InternalizationWalk the walk to deliver the brand promise.

Brand Promise

Measuring Brand Equity

Brand AuditsBrand Audits

Brand ValuationBrand Valuation

- is a consumer-focused exercise that involves a series of procedures to access the heath of the brand, uncover its sources of equity and suggest ways to improve and leverage its equity.

It is concerned of estimating the total financial value of the brand.

What is Brand Equity?

Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with

respect to the brand.

Managing Brand Equity

Brand ReinforcementBrand Reinforcement

Brand RevitalizationBrand Revitalization

Continuous product improvement and innovation.

Change in PositioningOverhaul the brand image

Devising a Branding Strategy

Develop new brand elements

Develop new brand elements

Apply existing brand elements

Apply existing brand elements

Use a combination of old and new

Use a combination of old and new

Brand Roles in a Brand Portfolio

Flankers

Low-endEntry-level

High-endPrestige

Cash Cows

Brand Roles in a Brand Portfolio

FLANKERSFighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position

CASH COWSBrands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support

LOW-END ENTRY LEVELRelatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brandHIGH-END PRESTIGEBrands that add prestige and credibility to the entire portfolio