Brand
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Brand Presentation Transcript

  • 1. Contents:• History of Brand• Meaning of Brand• Classification of Brand• Factors-Important in Building Brand• Key Elements of Brand• Choosing Brand Elements• Branding Step• Methods of Brand Valuation• Purpose of Brand
  • 2. History of Brand The word Brand comes from the Oldword Brandr, meaning to burn, and is ofAnglo-Saxon origin. The Etruscans, Romansand Greeks used to claim their ownership bystamping their pottery with the visuals of thefish, star or cross. Alsofarmers used to brandthe cattle to claim their ownership over aspecific herd of cattle. The word Brand wasfirst introduced in the world of advertising inthe late 1950s, by David Ogilvy, who createdbrand-image advertising.
  • 3. Contents:• History of Brand• Meaning of Brand• Classification of Brand• Factors-Important in Building Brand• Key Elements of Brand• Choosing Brand Elements• Branding Step• Methods of Brand Valuation• Purpose of Brand
  • 4. Meaning of Brand It takes a comprehensive and holistic lookat how consumers find and create meaning inbrands. It explores the fundamental consciousand unconscious elements that connectpeople with products and brands. A legallyprotected brand name is called a trademark.
  • 5. A Name, Term, Sign, Symbol, Design, or acombination of them intended to identify the goods or,services of one seller or, group of seller and to differentiatethem from those of competitors & these differences may beFunctional, Rational, Emotional or, Intangible.
  • 6. Contents:• History of Brand• Meaning of Brand• Classification of Brand• Factors-Important in Building Brand• Key Elements of Brand• Choosing Brand Elements• Branding Step• Methods of Brand Valuation• Purpose of Brand
  • 7. Classification of Brand BrandConcept Commodities Brand Brand
  • 8. Concept Brand Concept Brand is a brand that is associatedwith an abstract concept, like HIV, CancerAwareness or Environmentalism, rather than aspecific product, service, or business
  • 9. Classification of Brand BrandConcept Commodities Brand Brand
  • 10. Commodity Brand Commodity brand is a brand associatedwith any commodity.
  • 11. Brand is an Assets “If Coca Cola lost everything except for ‘theformula’ and its brand name , it could walkinto any bank in the world and get $100 billionloan to start from the scratch” -Fortune Magazine
  • 12. Contents:• History of Brand• Meaning of Brand• Classification of Brand• Factors-Important in Building Brand• Key Elements of Brand• Choosing Brand Elements• Branding Step• Methods of Brand Valuation• Purpose of Brand
  • 13. Factors-Important in Building Brand Quality Positioning First Mover Advantage Repositioning Brand Building Communication Long term prospective Creditability Internal marketing
  • 14. Quality Quality is a vital ingredient of a goodbrand. Remember the “core benefits” – thethings consumers expect.
  • 15. Factors-Important in Building Brand Quality Positioning First Mover Advantage Repositioning Brand Building Communication Long term prospective Creditability Internal marketing
  • 16. Positioning Positioning is about the position a brandoccupies in a market in the minds ofconsumers.
  • 17. Factors-Important in Building Brand Quality Positioning First Mover Advantage Repositioning Brand Building Communication Long term prospective Creditability Internal marketing
  • 18. Repositioning Repositioning occurs when a brand tries tochange its market position to reflect a changein consumer’s tastes. Repositioning
  • 19. Factors-Important in Building Brand Quality Positioning First Mover Advantage Repositioning Brand Building Communication Long term prospective Creditability Internal marketing
  • 20. Long Term Prospective The need to invest in the brand overthe long-term. Building customer awareness,communicating the brand’s message andcreating customer loyalty takes time.
  • 21. Factors-Important in Building Brand Quality Positioning First Mover Advantage Repositioning Brand Building Communication Long term prospective Creditability Internal marketing
  • 22. Internal Marketing Management should ensure that the brandis marketed “internally” as well as externally.By this we mean that the whole businessshould understand the brand values andpositioning.
  • 23. Factors-Important in Building Brand Quality Positioning First Mover Advantage Repositioning Brand Building Communication Long term prospective Creditability Internal marketing
  • 24. Creditability Credibility is often pointed out it positiveor negative effect. it refers to your brandsreputation and its ability (or inability) toconvert that into sales.
  • 25. Factors-Important in Building Brand Quality Positioning First Mover Advantage Repositioning Brand Building Communication Long term prospective Creditability Internal marketing
  • 26. Communication Communications also play a key role inbuilding a successful brand. We suggestedthat brand positioning is essentially aboutcustomer perceptions – with the objective tobuild a clearly defined position in the minds ofthe target audience.
  • 27. Factors-Important in Building Brand Quality Positioning First Mover Advantage Repositioning Brand Building Communication Long term prospective Creditability Internal marketing
  • 28. First Mover Advantage “First-Mover” mean that it is possible forthe first successful brand in a market to createa clear positioning in the minds of targetcustomers before the competition enters themarket.
  • 29. Contents:• History of Brand• Meaning of Brand• Classification of Brand• Factors-Important in Building Brand• Key Elements of Brand• Choosing Brand Elements• Branding Step• Methods of Brand Valuation• Purpose of Brand
  • 30. Key Elements of Brand• Brand Name-Name, Tagline, Logo• Brand Position-Description of your organization• Brand Promise-The single most important thing your organization promises to deliver every time• Brand Tone-Edgy, Humorous, Conservative• Brand Ambassador:- Any famous personality
  • 31. Key Elements of Brand (Cont.)• Brand Story-Your organizational history and how it adds value to the brand, highlights how your products and services grew from that background and how your methodology impacts what you offer• Brand Associations-Colors, Taglines, Images, Fonts, equipment, etc.
  • 32. Contents:• History of Brand• Meaning of Brand• Classification of Brand• Factors-Important in Building Brand• Key Elements of Brand• Choosing Brand Elements• Branding Step• Methods of Brand Valuation• Purpose of Brand
  • 33. Choosing Brand Elements• Memorable• Meaningful• Likable• Transferable• Adaptable• Protectable
  • 34. Contents:• History of Brand• Meaning of Brand• Classification of Brand• Factors-Important in Building Brand• Key Elements of Brand• Choosing Brand Elements• Branding Step• Methods of Brand Valuation• Purpose of Brand
  • 35. Branding Step• Step one• Step Two• Step Three• Step Four• Step Five & Six
  • 36. Branding StepStep One• Learn marketing objectives and strategy• Prioritize projects• Audit existing and competitive materials and strategies• Interviews/focus group• Write creative brief and define messages• Create timelines and budgets
  • 37. Branding Step• Step One• Step Two• Step Three• Step Four• Step Five & Six
  • 38. Branding Step (Cont.)Step Two• Develop concepts/taglines/site architecture• Start visual research• Present initial creative approaches
  • 39. Branding Step• Step One• Step Two• Step Three• Step Four• Step Five & Six
  • 40. Branding Step (Cont.)Step Three• Develop outline and copy points per selected concept• Develop media strategy• Explore layout options• Begin creating visual materials (photos/illustrations)
  • 41. Branding Step• Step One• Step Two• Step Three• Step Four• Step Five & Six
  • 42. Branding Step (Cont.)Step Four• Write full copy draft• Revise and write final copy as per client comments• Start layouts
  • 43. Branding Step• Step One• Step Two• Step Three• Step Four• Step Five & Six
  • 44. Branding Step (Cont.)Step Five• Create and present full layout and/or e-designStep Six• Develop final electronic files for print, or coding for web• Final execution and management of products (website launch, launch media campaign, exhibit built, print pieces to printer, ads placed, press releases sent, etc.)
  • 45. Contents:• History of Brand• Meaning of Brand• Classification of Brand• Factors-Important in Building Brand• Key Elements of Brand• Choosing Brand Elements• Branding Step• Methods of Brand Valuation• Purpose of Brand
  • 46. Methods of Brand Valuation• Market Based/Direct Measurement Method• Brand Communication Investments Based Method• Awareness and Franchise Valuation Method• Finance Based/Indirect Measurement Method• Excess-Earnings Method• Relief-From-Royalty Method
  • 47. Contents:• History of Brand• Meaning of Brand• Classification of Brand• Factors-Important in Building Brand• Key Elements of Brand• Choosing Brand Elements• Branding Step• Methods of Brand Valuation• Purpose of Brand
  • 48. Purpose of Brand• Identify the product• Evaluate the identical product• Organize inventory• Accounting Records• Legal protection• Predictability & Security• Conveying to the customers• Loyalty• Influence consumer behavior