Brand Building Presented By :- Manish Rai Mohit Tayal Gourav Singh Rohit Singh Rahul Choudhary INJBS
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.
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
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)
Integrated Marketing Communication
The IMC promotion mix
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
Creating the brand
Choosing brand name
Developing rich associations and promises
Manage customer brand contacts to meet and exceed customer expectations
Porter’s strategic choices
Low cost leader
Should not be overpositioned
Should not be underpositioned
Should not be ambiguous
Should not promise irrelevantbenefits
Promise should be credible
Choosing a brand name
What does it mean?
What performance/ expectations/ associations does it evoke?
What degree of preference does it create?
Brand names should denote
Be easy to pronounce/remember/recognise
Not have poor meanings in other countries or languages
‘ owned’ word
Symbols and logos
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.
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