BRANDING    Difference We Can Make
Brand Defined <ul><li>The AMA defines a brand as a “name, term, sign, symbol or design, or a combination of them intended ...
Objectives <ul><li>Delivers the message clearly </li></ul><ul><li>Confirms your credibility </li></ul><ul><li>Connects you...
Some Dimensions Of Brand Knowledge BRAND THOUGHTS FEELINGS IMAGES PERCEPTIONS BELIEFS BEHAVIOUR ATTITUDES EXPERIENCES Pres...
Branding, So Important ? <ul><li>Legal Protection and Unique Product Features. </li></ul><ul><li>Opportunity to attract a ...
Challenges ! <ul><li>Companies that try to be what they think their customers want them to be. </li></ul><ul><li>Companies...
Mantra for the Mind <ul><li>To build a big brand, adopt a short brand name. </li></ul><ul><li>Like salt, use advertising i...
Mantra for the Heart   <ul><li>Respect your retailers. </li></ul><ul><li>Build relationships to build brand. </li></ul><ul...
Branding Process  <ul><li>Market Research  </li></ul><ul><li>Positioning Statement  </li></ul><ul><li>Creative Brief  </li...
To Brand Or Not To Brand ! Branding  Decision Brand - Sponsor  Decision Brand - Name  Decision Brand - Strategy  Decision ...
Conclusion “ Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands.” - Sir ...
Effort By <ul><li>Mandit Rawani 13 </li></ul><ul><li>Chintan Suvarna 45 </li></ul><ul><li>Ciju Varghese 56 </li></ul><ul><...
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Branding

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Transcript of "Branding"

  1. 1. BRANDING Difference We Can Make
  2. 2. Brand Defined <ul><li>The AMA defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”. </li></ul><ul><li>OR </li></ul><ul><li>“ A brand is a collection of perceptions in the mind of the consumer.” </li></ul>Presenter : Omkar Yadav
  3. 3. Objectives <ul><li>Delivers the message clearly </li></ul><ul><li>Confirms your credibility </li></ul><ul><li>Connects your target prospects emotionally </li></ul><ul><li>Motivates the buyer </li></ul><ul><li>Concretes User Loyalty </li></ul>Presenter : Omkar Yadav
  4. 4. Some Dimensions Of Brand Knowledge BRAND THOUGHTS FEELINGS IMAGES PERCEPTIONS BELIEFS BEHAVIOUR ATTITUDES EXPERIENCES Presenter : Ajit Yadav
  5. 5. Branding, So Important ? <ul><li>Legal Protection and Unique Product Features. </li></ul><ul><li>Opportunity to attract a loyal and set of profitable customers. </li></ul><ul><li>Helps in aiming specific Benefit – Seeking segments. </li></ul><ul><li>Build a corporate image. </li></ul><ul><li>Delivers the Unexpected. </li></ul>Presenter : Ajit Yadav
  6. 6. Challenges ! <ul><li>Companies that try to be what they think their customers want them to be. </li></ul><ul><li>Companies that have done nothing about their brand. </li></ul><ul><li>Companies that get mired in analysis paralysis. </li></ul>Presenter : Ajit Yadav
  7. 7. Mantra for the Mind <ul><li>To build a big brand, adopt a short brand name. </li></ul><ul><li>Like salt, use advertising in the right proportion. </li></ul><ul><li>Don’t underprice yourself. </li></ul><ul><li>What is visible, sells. </li></ul><ul><li>Brands must make profit, not only noise. </li></ul><ul><li>Focus on consumption rather than purchase. </li></ul>
  8. 8. Mantra for the Heart <ul><li>Respect your retailers. </li></ul><ul><li>Build relationships to build brand. </li></ul><ul><li>Nurture your brand as you would a child. </li></ul><ul><li>Don’t sell the right product to the wrong audience. </li></ul><ul><li>Be honest, don’t con. </li></ul>Presenter : CIJU VARGHESE
  9. 9. Branding Process <ul><li>Market Research </li></ul><ul><li>Positioning Statement </li></ul><ul><li>Creative Brief </li></ul><ul><li>Graphic Design </li></ul><ul><li>Launch, Implementation, Performance, Measurement </li></ul>
  10. 10. To Brand Or Not To Brand ! Branding Decision Brand - Sponsor Decision Brand - Name Decision Brand - Strategy Decision Brand - Repositioning Decision <ul><li>Brand </li></ul><ul><li>No Brand </li></ul><ul><li>Manufacturer </li></ul><ul><li>Brand </li></ul><ul><li>Distributor (Private) Brand </li></ul><ul><li>Licensed </li></ul><ul><li>Brand </li></ul><ul><li>Individual </li></ul><ul><li>Names </li></ul><ul><li>Blanket </li></ul><ul><li>Family Name </li></ul><ul><li>Separate </li></ul><ul><li>Family Names </li></ul><ul><li>Company – </li></ul><ul><li>Individual </li></ul><ul><li>Names </li></ul><ul><li>Line </li></ul><ul><li>Extensions </li></ul><ul><li>Brand </li></ul><ul><li>Extensions </li></ul><ul><li>Multi Brands </li></ul><ul><li>New Brands </li></ul><ul><li>Co Brands </li></ul><ul><li>Repositioning </li></ul><ul><li>No </li></ul><ul><li>Repositioning </li></ul>
  11. 11. Conclusion “ Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands.” - Sir Hector Laing, Chief Executive Officer, United Biscuits plc.
  12. 12. Effort By <ul><li>Mandit Rawani 13 </li></ul><ul><li>Chintan Suvarna 45 </li></ul><ul><li>Ciju Varghese 56 </li></ul><ul><li>Ajit Yadav 62 </li></ul><ul><li>Omkar Yadav 64 </li></ul>
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