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    Brand Building Fix

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    Soma Herningtiyas
    This document discusses key aspects of brand building and branding. It defines what a brand is, the role brands play in identifying makers, simplifying handling, signifying quality, and creating competitive advantages. Strong brands have tangible attributes like products and packaging as well as intangible attributes like quality, emotions, values and culture. The document outlines the branding process which includes defining the business framework, target market, value proposition, product, and creating brand graphics and messages. It also discusses developing integrated marketing plans, brand equity, loyalty and personality.

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    © All Rights Reserved
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    Brand Building Fix

    Uploaded by

    Soma Herningtiyas
    152 views32 pages
    This document discusses key aspects of brand building and branding. It defines what a brand is, the role brands play in identifying makers, simplifying handling, signifying quality, and creating competitive advantages. Strong brands have tangible attributes like products and packaging as well as intangible attributes like quality, emotions, values and culture. The document outlines the branding process which includes defining the business framework, target market, value proposition, product, and creating brand graphics and messages. It also discusses developing integrated marketing plans, brand equity, loyalty and personality.

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    This document discusses key aspects of brand building and branding. It defines what a brand is, the role brands play in identifying makers, simplifying handling, signifying quality, and creating competitive advantages. Strong brands have tangible attributes like products and packaging as well as intangible attributes like quality, emotions, values and culture. The document outlines the branding process which includes defining the business framework, target market, value proposition, product, and creating brand graphics and messages. It also discusses developing integrated marketing plans, brand equity, loyalty and personality.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    152 views32 pages

    Brand Building Fix

    Uploaded by

    Soma Herningtiyas
    This document discusses key aspects of brand building and branding. It defines what a brand is, the role brands play in identifying makers, simplifying handling, signifying quality, and creating competitive advantages. Strong brands have tangible attributes like products and packaging as well as intangible attributes like quality, emotions, values and culture. The document outlines the branding process which includes defining the business framework, target market, value proposition, product, and creating brand graphics and messages. It also discusses developing integrated marketing plans, brand equity, loyalty and personality.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 32

    Brand Building

    What is Brand?
    A name, logo, or symbol that
    evokes in customers a perception of
    added value for which they will pay
    a premium price.
    (John Torella)
    A product with a personality.
    (Chris Staples)

    The Role of Brands

    Identify the maker


    Simplify product handling
    Organize accounting
    Signify quality
    Create barriers to entry
    Serve as a competitive advantage
    Secure price premium

    Advantages of Strong Brand

    A brand comprises of
    Tangible attributes
    Intangible attributes

    Tangibles
    Eg.
    Product
    Packaging
    Labelling
    Attributes
    Functional benefits

    Intangibles
    Eg.
    Quality
    Emotional benefits
    Values
    Culture
    Image

    What is a Brand Promise?


    A brand promise is the marketers
    vision of what the brand must be
    and do for consumers

    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.

    Building Brand Equity


    Distinguish product from others in the
    market Value proposition
    Align what it says about the brand in
    advertising with what it actually delivers
    Creating the brand

    What happens when equity


    increases?

    Commodity

    Brand

    Power Brands
    Presence
    +
    Personality

    What happens when brands have


    high equity?
    The company can have more leverage with
    the trade
    The company can charge a premium on
    their product
    The company can have more brand
    extensions
    The company can have some defense
    against price competition

    Characteristics of Power Brands

    Generates enormous profits


    Expands future strategic opportunities
    A distinctive product
    Delivering brand promise
    Personality and presence

    Brand Personality
    Emotional bond with the customer
    Generates relationships measurably stronger
    than ordinary brands

    Brand Presence
    Seem to be present everywhere, enforcing
    distinctiveness
    National/international scale
    Successful brand extensions
    Multiple concept and channels

    Brand Status
    Step up advertising

    Cash cow. Need to


    sustain brand
    building activities

    Product should be
    phased out

    Troubled brand.
    Product upgradation
    required

    Esteem

    Familiarity

    Brand Loyalty
    The degree of consumer attachment
    to a brand.

    Recognition
    Recognition

    Awareness of name,
    benefit and package

    Preference
    Preference

    Is useful, consumer
    will buy if available
    evoked set

    Insistence
    Insistence

    Will search for; must


    have

    Brand Loyalty Pyramid


    1
    1
    1

    Committed buyer
    Likes the brand. Considers
    it a friend
    Satisfied buyer. Would
    incur costs to switch
    Satisfied buyer/no
    reason to change
    Switchers/Price
    sensitive

    What is Branding?
    Branding is a disciplined process used to build
    awareness and extend customer loyalty. It
    requires a mandate from the top and readiness to
    invest in the future. Branding is about seizing
    every opportunity to express why people should
    choose one brand over another.

    BRANDING PROCESS
    1. Define
    Business
    Framework

    2. Define
    Target
    Market

    3. Define
    Value
    Proposition

    5. Create
    Brand
    Graphic and
    Message

    4. Understand
    Product

    DEFINE BUSINESS
    FRAMEWORK
    First, outline the vision, mission statements, and core
    values. A vision is a statement about what your
    organization wants to become, while your mission
    statement is a precise description of what an organization
    does.
    Your core values should represent your fundamental values
    and beliefs that define how your business behaves, how it
    will value its customers, suppliers and staff. Some
    examples would be passion, accountability, and respect

    DEFINE TARGET MARKET


    Understand the ideal customer for the
    product keeps companys ability to remain
    relevant and competitive. Start by profiling
    ideal customer along categories like sex,
    occupation, age group, education,
    geography, income, and buying habits

    DEFINE VALUE PROPOSITION


    The unique value that will be offered to
    target market so the product cannot be
    ignored by consumers. Know your core
    competencies, what your business does
    best, and you can stand for only ONE thing
    or you will confuse the marketplace.

    UNDERSTAND PRODUCT
    Get to know your product intimately and
    what makes it distinctive and desirable to
    your target audience.
    What solutions do you offer customers?
    What are the features and benefits?
    Where is it positioned along price and
    quality?
    What value-added services do you offer?

    CREATE BRAND GRAPHIC AND


    MESSAGE
    A great logo visually represents your
    business and lets people know right away
    what you do. It should be accompanied by a
    tagline that clearly reinforces your value
    offer with very few words and appropriate
    colour. Create the brand includes the
    activity of rich associations and promises
    development.

    DEVELOP INTEGRATED
    MARKETING PLAN
    Continual testing is the key to finding your best marketing
    mix. To achieve success in branding activity, companys
    use integrated approach that includes advertising, PR, sales
    promotion, social media, newspaper, website, etc. That
    creates a synergy and reinforces your campaign message.
    This makes it easier for your audience to recall your brand.
    It includes companys attempt to determine brand
    ambassador. Brand ambassador is used to create the Brand
    personality, just like a human being.

    Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &


    Videography

    What is Advertising?
    Philip Kotler:
    Advertising is any paid form of non-personal presentation and
    promotion of goods, services, or ideas by an identified sponsor.

    Frank Presbrey:
    Advertising is a printed, written, oral and illustrated
    art of selling. Its objective is to encourage sales of the
    advertisers products and to create in the mind of
    people, individually or collectively, an impression in
    favour of the advertisers interest.

    Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &


    Videography

    Advertising Process
    Conduct
    Research

    Monitor
    impact

    Develop
    strategy

    Implement
    campaign

    Develop
    creative

    Manage
    production

    Test
    creative

    Develo
    p
    media
    plan

    The Nikes case


    Reflects the popularity of a well-known TM
    The Swoosh is the well known symbol of Nike
    Originally Nikes logo included also the shoemakers
    name
    At the end of the nineties, the Nikes name disappeared
    The swoosh remained as the main identification
    symbol of the shoemaker
    Today there is no need to include the brand into this
    logo since the recognition of a simple swoosh
    automatically brings our attention to Nike
    The Small and Medium-Sized Enterprises (SMEs) Division of WIPO

    The Swoosh

    The Small and Medium-Sized Enterprises (SMEs) Division of WIPO

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