Unleash the power of branding

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Neue Media provide a clear presentation on what a brand is and what a brand is not.

Unleash the power of your brand!

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Unleash the power of branding

  1. 1. Unleash the power of branding © Neue Media Limited 2010
  2. 2. what is a brand? first, lets look at what a brand is not
  3. 3. a brand is not your corporate logo
  4. 4. a brand is not your corporate font 1 2 3 4 5 6 7 8 9 0 abcdefghijklm nopqrstuvwxyz
  5. 5. a brand is not your corporate colours
  6. 6. these are just the assets that represent the brand 1 2 3 4 5 6 7 8 9 0 abcdefghijklm nopqrstuvwxyz
  7. 7. so, what is a brand?
  8. 8. a brand is a set of meanings, feelings that we have about a service or organisation partnership service quality value
  9. 9. why does this matter? without a brand John Lewis would just be a department store a brand gives John Lewis personality and presence in the world
  10. 10. a great example which shows the power of branding is Coca-Cola If Coca-Cola had all is assets destroyed in a disaster the company would survive If all consumers lost their memory and forgot everything related to Coca-Cola, the company would struggle to survive
  11. 11. why having a brand will benefit your business? premium pricing and reduced price sensitivity lower costs of sales and promotions higher market share reduced threat of competition greater employee satisfaction higher recognition by consumers, industry leaders, media and investors
  12. 12. a brand will provide you with stability, growth potential, loyalty and longevity
  13. 13. what is your current brand perception?
  14. 14. the simplest of benchmarks is to think about how it performs on two measures, strength and positivity weak strong positive negative
  15. 15. few people know about the brand few people understand what the brand stands for and there are mixed perceptions brand knowledge is limited to a small area people cant remember the name you explain what the brand is about and people don’t get it your business has changed emphasis and the customers don’t realise weak brands
  16. 16. a substantial number of people know about the brand the majority of people know and understand the set of meanings and perception about the brand brand knowledge is widespread people remember the name and strap line when you explain the brand, people get it if the brand changes its emphasis, old and new have kept up with the changes strong brands
  17. 17. people are more inclined to complain than praise when the brand comes up in conversation, the focus is on what the brand gets wrong lack of repeat business no matter how hard you advertise, attracting repeat business is hard customers are not recommending you negative brands
  18. 18. people spontaneously thank you or compliment you on your product or service the brand is always praised when it comes up in conversation lots of repeat business not spending lots on advertising, new customers appear from nowhere positive brands
  19. 19. your brand is everything that your customers and prospective customers think, feel, say, hear, read, watch, imagine, suspect and even hope about your product, service or organisation unleash the power of your brand!
  20. 20. Tel: 0207 490 2703 Twitter: @Neue_Media www.neue-media.co.uk Connect with us:

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