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Managing brands for success

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  • Commodity Vs brand means price differentiation
  • Transcript

    • 1. Managing brands for successWhy your brand is your most important asset,and how to make it work for you. © Copyright 2012 Tactus Associates
    • 2. First of all, What is a brand
    • 3. Where does a brand live
    • 4. is the brand more than a logo?
    • 5. does it live inside the company? in the product? in the advertising?
    • 6. Brands live in the minds of customers.
    • 7. A brand is simply the sum of all theperceptions and thoughtsin the minds of customers aboutyour product, service or company.
    • 8. Your brand is how yourcustomers think aboutyou... do they know who you are? do they trust you? do they like you?
    • 9. So, that’s what a brand is.
    • 10. next question: …and the only one that really matters:
    • 11. How do brands contribute to bottom-line business success?
    • 12. Because people know and trust astrong brand, a strong brand will… drive sales build staff motivation support & loyalty recruitment & partnerships boost investor relations
    • 13. Brands drive sales in several ways… drive sales support price premium reduce competitive boost shopping demand speed decision- increase facilitate tolerance for access to making mistakes decision-makers
    • 14. Think about what drives you when you buy something…
    • 15. An example: you’re buying a camera. Which do you choose? (assume similar specs and price)
    • 16. If you’re like most people, you’ll find this a tough choice. they’re a lot alike… why choose one over another?
    • 17. How about now?
    • 18. Brands provide meaningful differentiation Choosing between Choosing a brand similar products is hard. is easy.
    • 19. Consumer brands and B2B brands work the same way. B2C B2B Customers choose the brands they know, trust and like.
    • 20. Okay, so brands are important. …but what makes a brand effective
    • 21. To be effective, brands need to be… …in focus and in sync
    • 22. Successful brands are… defined– strengths articulated– differentiation– relevance Brand… understood – proposition – management actualizeda clear brand – values – messages – staff – product promise – customers – services formal, written – marketing everyone brand identity – corporate coms on the standards same page thorough implementation
    • 23. Branding is not a one-time action. It’s a process.
    • 24. What do we mean by a branding process? – consistent over years long-term – incremental improvement – involvement by top management strategic – active participation by all – dedicated resources and staff systematic – a disciplined program
    • 25. How about your brand… is it contributing maximum value
    • 26. 6 questions: a quick value check…
    • 27. brand value check… YES Q1: NO Do we have a clear brand promise that gives our customers a reason to choose our brand over competitors?
    • 28. brand value check… Q2: Do our employees all have a thorough understanding of the brand so that they really deliver on the brand promise? YES NO
    • 29. brand value check… YES Q3: NO Do our customers perceive our brand in the same way that we see it?
    • 30. brand value check… Q4: Is our brand implemented in a way that motivates customers at every point of contact? YES NO
    • 31. brand value check… YES Q5: NO Is our brand a steady guide to long-term strategy, rather than a short-term communications campaign?
    • 32. brand value check… Q6: Do we have a formal organization in place that ensures our brand receives the attention and resources necessary to attain maximum value? YES NO
    • 33. Is the answer yes to all 6 questions? …congratulations. Your brand is a YES high-value corporate asset. NO
    • 34. if not… ask us how YES NO can help add value contact@tactus.co.jp