The document discusses branding challenges that companies face in 2011. It identifies three main challenges: 1) short-term financial constraints that limit branding budgets, 2) increased media saturation and advertising clutter, and 3) difficulties ensuring branding consistency across touchpoints. The document provides advice on overcoming these challenges, such as understanding brand positioning, engaging customers, tracking progress, and moving quickly to respond to changes. It emphasizes the importance of building strong brands that create customer advantages to avoid commoditization.
6. Brands are associations Branding Challenges 2011 Kellogg School of Management Definition A brand is the psycho-cultural associations linked to a name, mark or symbol associated with a product or service.
12. Three questions Branding Challenges 2011 1. Can anything be a brand? 2. Are brands always a positive? 3. Are brands becoming more important or less important?
13. Brands are much like reputations Branding Challenges 2011 Brands = Reputations
14.
15. Learning from earrings Branding Challenges 2011 Ladies diamond ear-rings. Good quality. Two small diamonds (0.3 carats each).
16. Learning from earrings Branding Challenges 2011 Ladies diamond ear-rings. Good quality. Two small diamonds (0.3 carats each). From Tiffany. T IFFANY & C O .
17. Learning from earrings Branding Challenges 2011 Ladies diamond ear-rings. Good quality. Two small diamonds (0.3 carats each). From Wal-Mart.
28. Challenge 3: Consistency A Common Belief Brands are created primarily by advertising campaigns Branding Challenges 2011
29. The reality: brands are created by dozens of different touch-points Slogans Logos Advertising Experiences Pricing Word of Mouth Associations The Brand Promotions Partnerships Newspaper Articles Websites Blogs Branding Challenges 2011