Personification of an organization? Promise to a customer ? Trust mark? Source of emotional attachment to the customers? Single idea or concept embedded in the customer’s mind?
BRAND IS Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. American Marketing Association The emotional and psychological relationship you have with your customers. Strong brands elicit thoughts, emotions, and sometimes physiological responses from customers.
WHAT DO BRANDS DO ? They remind us of a past product/ service experience They communicate how we see ourselves Brands are fantasy Brands are a string connection to world elsewhere. They represent the world how it should be, not as how it actually is. They represent ideals Simplify our world. Brands help satisfy our need to belong to something larger than ourselves, yet maintain our individuality.
WHAT A BRAND IS NOT Trademark (legal property) Mission statement (reminder) Logo or slogan (signatures) Product/ Service (tangibles) Advertising (message)
SO BRAND ISA complete experienceA promise you make to the worldA lifestyle The personality of your organization
WHY DO YOU NEED A BRAND? To create recognition To stand out in the crowd To reduce the need to compete on price alone.
BRANDING Is the process of creating a brand A brand is not created through advertisement/ marketing activities A brand is created before making it known to the world.
WHAT DOES BRANDING DO? It creates recognition and loyalty It creates an image of size It creates an image of quality It creates an image of experience and reliability It helps link multiple products
DISADVANTAGES OF BRANDING Cost Impersonal Fixed image Timescale
PRODUCT A tangible product like car, shampoo , cold drink… Two types Individual product e.g. Coca cola Product range e.g. Nokia N-series
SERVICE Intangible services These are about what is done, when and who does it.
ORGANIZATION Represents the organization instead of it’s products The organization represents the qualities of the organization It is a sum of its products and services
PERSON Focused on one or a few individuals, where branding is associated with personality Two types Individual – based on one person like an actor, singer, politician. It can be the natural person or carefully crafted. E.g. Benazir Bhutto, Amitabh Bachan, Noor Jehan Group – Same as individual but focused on more than one person. Each member of the group can himself be an individual brand like Vital Signs, Junoon. Organizations can link with person brands like Telenor with Ali Zafar, Pepsi with Vital signs, Ufone with Faisal Qureshi
EVENT Are strongly connected with the experience of the people attending the event Oscars Lux style awards Olympics Products and services realize the power of event brands and seek to be associated with them.
GEOGRAPHY Areas of world having specific qualities can also be brands Countries focus on being brands Some become brands based on there appeals e.g. dangerous, fun, cultural etc. Thailand – tourism hotspot Italy – mafia Switzerland – Secure banks Saudi Arabia – Sacred importance to Muslims China – Cheap labor
WHAT COMES IN YOUR MIND FOR THEFOLLOWING AREAS ? Russia Thar Texas Lahore Bombay France Japan Africa Iran Egypt
CORPORATE BRANDING Making the promise of quality products, service, and delivery to the consumer. Most branding is corporate branding.
EMPLOYER BRANDING Focuses on employees to understand the mission, vision, goals, products and services of the company. It is designed to educate employees in order for them to uphold the corporate brand to their customers.
CAUSE BRANDING Attempting to attract consumers by associating the company with a cause that potential customers would find beneficial to their goals or personal values.
CO-BRANDING Two or more brands co exisiting to provide a better consumer experience E.g. A bank outlet or atm machine in a shopping mall. Gul ahmed outlet with makro Each brand keeps its identity but co exists.
SPIRIT BRANDING “Get a good feeling” with our product approach. Usually used with soft drinks
COMMUNITY BRANDING Showing collective good a company can do for the community in which the company resides.
SONIC BRANDING Using sound to support the visuals and create a unique sound identity <jingle all the way video>