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Brand Building Presented By :- Manish Rai Mohit Tayal Gourav Singh Rohit Singh Rahul Choudhary INJBS
Brand <ul><li>A name, term, sign, symbol, or design  (or some combination thereof) used to identify the products of one fi...
What is Brand building? <ul><li>Involves all the activities that are necessary to  nurture  a brand into a  healthy cash f...
brand-building means  integration <ul><li>more and more, agencies are being involved in   all areas   of marketers’  brand...
Integrated Marketing Communication <ul><li>The IMC promotion mix   </li></ul><ul><li>advertising  </li></ul><ul><li>public...
Brand Building 101 Brand Equity Making the Promise Delivering the Promise Trust INJBS
Building A Brand By “Delivering the Promise” Through It’s Consumer Touch Points Everything Communicates! INJBS
<ul><li>Yes, Whether We </li></ul><ul><li>Like It or Not,  </li></ul><ul><li>Or Whether Customers  </li></ul><ul><li>Reali...
 
Building Brand Equity <ul><li>Distinguish product from others in the market –  Value proposition </li></ul><ul><li>Align w...
Value Proposition <ul><li>Broad positioning </li></ul><ul><li>Specific positioning </li></ul><ul><li>Value positioning </l...
Creating the brand <ul><li>Choosing brand name </li></ul><ul><li>Developing rich associations and promises </li></ul><ul><...
Porter’s strategic choices <ul><li>Product differentiator </li></ul><ul><li>Low cost leader </li></ul><ul><li>‘ Nicher’ </...
Positioning guards <ul><li>Should not be overpositioned </li></ul><ul><li>Should not be underpositioned </li></ul><ul><li>...
Choosing a brand name <ul><li>What does it mean? </li></ul><ul><li>What performance/ expectations/ associations does it ev...
Brand names should denote <ul><li>Product benefits </li></ul><ul><li>Product quality </li></ul><ul><li>Be easy to pronounc...
Brand Associations <ul><li>‘ owned’ word </li></ul><ul><li>Slogans </li></ul><ul><li>Colours </li></ul><ul><li>Symbols and...
Brand Ambassadors <ul><li>These are used to create the Brand personality, just like a human being. Therefore in some way t...
What Is A Touch Point? Any   Contact Point Between A Customer And A Brand INJBS
What: Consumer Touch-Points ENVIRON- MENT PACKAGING EVENTS BROADCAST PRINT CO-BRANDING GUERRILLA MEDIA OUTDOOR RETAIL THEM...
Putting It All Together Through all of a brand’s touch points, the “product” and the consumer’s experience with it, must d...
 
 
DQ  Brand Touch Points “ Advertising” Product/Menu Facility (Ext.) Customer Svc. Product Quality Locations Speed of Svc. F...
DQ  Brand Positioning
Workin’ the Wheel INJBS Re-Positioning the Brand “ Advertising” Innovation Funnel Menu/Product Operations “Road Map” Produ...
A New Approach: Brand Team <ul><li>New strategy demanded new structure which required new talent </li></ul><ul><li>Defined...
INJBS Thank You!
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Branding

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Transcript of "Branding"

  1. 1. Brand Building Presented By :- Manish Rai Mohit Tayal Gourav Singh Rohit Singh Rahul Choudhary INJBS
  2. 2. Brand <ul><li>A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. TEXT BOOK </li></ul><ul><li>Something used to show customers that one product is different than the products of another manufacturer. </li></ul>INJBS
  3. 3. What is Brand building? <ul><li>Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch </li></ul>INJBS
  4. 4. brand-building means integration <ul><li>more and more, agencies are being involved in all areas of marketers’ brand-building activities </li></ul><ul><li>today, it’s more than advertising </li></ul><ul><li>it’s integrated marketing communications (IMC) </li></ul>INJBS
  5. 5. Integrated Marketing Communication <ul><li>The IMC promotion mix </li></ul><ul><li>advertising </li></ul><ul><li>public relations </li></ul><ul><li>direct response </li></ul><ul><li>sales promotion </li></ul><ul><li>personal selling </li></ul>INJBS
  6. 6. Brand Building 101 Brand Equity Making the Promise Delivering the Promise Trust INJBS
  7. 7. Building A Brand By “Delivering the Promise” Through It’s Consumer Touch Points Everything Communicates! INJBS
  8. 8. <ul><li>Yes, Whether We </li></ul><ul><li>Like It or Not, </li></ul><ul><li>Or Whether Customers </li></ul><ul><li>Realize it Or Not. </li></ul>Everything Communicates? INJBS
  9. 10. Building Brand Equity <ul><li>Distinguish product from others in the market – Value proposition </li></ul><ul><li>Align what it says about the brand in advertising with what it actually delivers – Creating the brand </li></ul>INJBS
  10. 11. Value Proposition <ul><li>Broad positioning </li></ul><ul><li>Specific positioning </li></ul><ul><li>Value positioning </li></ul>INJBS
  11. 12. Creating the brand <ul><li>Choosing brand name </li></ul><ul><li>Developing rich associations and promises </li></ul><ul><li>Manage customer brand contacts to meet and exceed customer expectations </li></ul>INJBS
  12. 13. Porter’s strategic choices <ul><li>Product differentiator </li></ul><ul><li>Low cost leader </li></ul><ul><li>‘ Nicher’ </li></ul>INJBS
  13. 14. Positioning guards <ul><li>Should not be overpositioned </li></ul><ul><li>Should not be underpositioned </li></ul><ul><li>Should not be ambiguous </li></ul><ul><li>Should not promise irrelevantbenefits </li></ul><ul><li>Promise should be credible </li></ul>INJBS
  14. 15. Choosing a brand name <ul><li>What does it mean? </li></ul><ul><li>What performance/ expectations/ associations does it evoke? </li></ul><ul><li>What degree of preference does it create? </li></ul>INJBS
  15. 16. Brand names should denote <ul><li>Product benefits </li></ul><ul><li>Product quality </li></ul><ul><li>Be easy to pronounce/remember/recognise </li></ul><ul><li>Be distinctive </li></ul><ul><li>Not have poor meanings in other countries or languages </li></ul>INJBS
  16. 17. Brand Associations <ul><li>‘ owned’ word </li></ul><ul><li>Slogans </li></ul><ul><li>Colours </li></ul><ul><li>Symbols and logos </li></ul>INJBS
  17. 18. Brand Ambassadors <ul><li>These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therfore the brand and choice of the ambassador must fit. </li></ul>INJBS
  18. 19. What Is A Touch Point? Any Contact Point Between A Customer And A Brand INJBS
  19. 20. What: Consumer Touch-Points ENVIRON- MENT PACKAGING EVENTS BROADCAST PRINT CO-BRANDING GUERRILLA MEDIA OUTDOOR RETAIL THEME ART PROMOS MARKETING INTERACTIVE DIRECT MKTG E-MAIL MARKETING E-COMMERCE ONLINE MEDIA Your Brand UNIFORM CRM PUBLIC RELATIONS DIGITAL ASSET MGMT GRAPHIC STANDARDS PLAYING SURFACE CORPORATE IDENTITY
  20. 21. Putting It All Together Through all of a brand’s touch points, the “product” and the consumer’s experience with it, must deliver on the brand promise to ensure the desired emotional connection is made with a customer. Who’s job is this? Each function that ‘owns’ a touch point. Who should oversee/lead this? Brand Champions…”Marketers” INJBS
  21. 24. DQ Brand Touch Points “ Advertising” Product/Menu Facility (Ext.) Customer Svc. Product Quality Locations Speed of Svc. Facility (Int.) Brand Experience
  22. 25. DQ Brand Positioning
  23. 26. Workin’ the Wheel INJBS Re-Positioning the Brand “ Advertising” Innovation Funnel Menu/Product Operations “Road Map” Product Quality Operations “Road Map” Speed Of Service Operations “Road Map” Customer Service “ Modernization” Interior “ Modernization” Exterior Strategic Development Locations Strategy/Action DQ Brand Touch Point
  24. 27. A New Approach: Brand Team <ul><li>New strategy demanded new structure which required new talent </li></ul><ul><li>Defined and began leveraging and executing against new brand identity and positioning </li></ul><ul><li>Challenged and elevated every key element of the Marketing Mix: </li></ul><ul><ul><li>Menu/Product Strategy </li></ul></ul><ul><ul><li>Calendar Strategy </li></ul></ul><ul><ul><li>Advertising: Creative and Media Strategy </li></ul></ul><ul><ul><li>Promotion Strategy </li></ul></ul><ul><ul><li>Merchandising Strategy </li></ul></ul><ul><ul><li>PR Strategy </li></ul></ul><ul><li>Restructured/Re-focused franchisee leadership </li></ul>INJBS
  25. 28. INJBS Thank You!
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