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Brand report card
Brand report card
Brand report card
Brand report card
Brand report card
Brand report card
Brand report card
Brand report card
Brand report card
Brand report card
Brand report card
Brand report card
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Brand report card

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  • 1. Brand Report Card Harvard Business Review Brand Calling Brand Analysis Ankita Derasaria, MICA EDC 09
  • 2. Creating a Strong Brand  Understand the real desire of your customer  Understand the value of the consumer  Study why a customer buys your product  Does your brand appeal the consumer? Ankita Derasaria, MICA EDC 09
  • 3. Being Always Relevant  Understand as a user the imagery of your brand  Feel and read the imagination of your brand in consumption by the consumer  What does your brand personify an what feeling consumers extract  seek the relationship that the company wants to build with the consumers Ankita Derasaria, MICA EDC 09
  • 4. Pricing Strategy Factors • The perception of the consumers • Accurate blend of the product quality • The value created for the consumers • It should not affect the brand- building activities. Ankita Derasaria, MICA EDC 09
  • 5. Brand Positioning • The correct vision and the relevant message • Standing the competition and maintaining points of parity • Being different from your competitors and building the point of differenceAnkita Derasaria, MICA EDC 09
  • 6. Consistency • Studying the two ‘C’ factors in business – Continuity – Change • Staying appropriate according to the striking balance • Avoid conflicting messagesAnkita Derasaria, MICA EDC 09
  • 7. Brand Portfolio • Marketing of different brands creating different values under the umbrella brand • Synchronizing the communication of the different sub brands to the grace of the core brand • Promote the associations of the various sub brands Ankita Derasaria, MICA EDC 09
  • 8. Connecting the Coordinates • The identity elements • The mix of these elements to enhance the value and awareness • Appreciating all the relation of the marketing activities • Best use of the media tools Ankita Derasaria, MICA EDC 09
  • 9. What your brand means • Understand the totality of your brand image • Understand the like and dislikes of the consumers • The associations people draw • What your product stands for the consumer Ankita Derasaria, MICA EDC 09
  • 10. Support of your Brand • The uniqueness • The in-depth understanding of your brand • The strong recall values of the brand • The theme of the communication should be maintained Ankita Derasaria, MICA EDC 09
  • 11. Monitoring • Brand audit • Brand equity as a concept • Implementation of the brand strategies • Brand equity report Ankita Derasaria, MICA EDC 09
  • 12. Thank You! Appreciate your Time and Attention! Ankita Derasaria, MICA EDC 09

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