• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Branding
 

Branding

on

  • 596 views

domain knowledge brand

domain knowledge brand

Statistics

Views

Total Views
596
Views on SlideShare
596
Embed Views
0

Actions

Likes
0
Downloads
16
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Branding Branding Presentation Transcript

    • Brand Building Presented By :- Manish Rai Mohit Tayal Gourav Singh Rohit Singh Rahul Choudhary INJBS
    • Brand
      • 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
      • Something used to show customers that one product is different than the products of another manufacturer.
      INJBS
    • What is Brand building?
      • Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch
      INJBS
    • brand-building means integration
      • more and more, agencies are being involved in all areas of marketers’ brand-building activities
      • today, it’s more than advertising
      • it’s integrated marketing communications (IMC)
      INJBS
    • Integrated Marketing Communication
      • The IMC promotion mix
      • advertising
      • public relations
      • direct response
      • sales promotion
      • personal selling
      INJBS
    • 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
      • Yes, Whether We
      • Like It or Not,
      • Or Whether Customers
      • Realize it Or Not.
      Everything Communicates? INJBS
    •  
    • Building Brand Equity
      • Distinguish product from others in the market – Value proposition
      • Align what it says about the brand in advertising with what it actually delivers – Creating the brand
      INJBS
    • Value Proposition
      • Broad positioning
      • Specific positioning
      • Value positioning
      INJBS
    • Creating the brand
      • Choosing brand name
      • Developing rich associations and promises
      • Manage customer brand contacts to meet and exceed customer expectations
      INJBS
    • Porter’s strategic choices
      • Product differentiator
      • Low cost leader
      • ‘ Nicher’
      INJBS
    • Positioning guards
      • Should not be overpositioned
      • Should not be underpositioned
      • Should not be ambiguous
      • Should not promise irrelevantbenefits
      • Promise should be credible
      INJBS
    • Choosing a brand name
      • What does it mean?
      • What performance/ expectations/ associations does it evoke?
      • What degree of preference does it create?
      INJBS
    • Brand names should denote
      • Product benefits
      • Product quality
      • Be easy to pronounce/remember/recognise
      • Be distinctive
      • Not have poor meanings in other countries or languages
      INJBS
    • Brand Associations
      • ‘ owned’ word
      • Slogans
      • Colours
      • Symbols and logos
      INJBS
    • Brand Ambassadors
      • 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.
      INJBS
    • 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 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
    • 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
    •  
    •  
    • DQ Brand Touch Points “ Advertising” Product/Menu Facility (Ext.) Customer Svc. Product Quality Locations Speed of Svc. Facility (Int.) Brand Experience
    • DQ Brand Positioning
    • 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
    • A New Approach: Brand Team
      • New strategy demanded new structure which required new talent
      • Defined and began leveraging and executing against new brand identity and positioning
      • Challenged and elevated every key element of the Marketing Mix:
        • Menu/Product Strategy
        • Calendar Strategy
        • Advertising: Creative and Media Strategy
        • Promotion Strategy
        • Merchandising Strategy
        • PR Strategy
      • Restructured/Re-focused franchisee leadership
      INJBS
    • INJBS Thank You!