Márla.ie South East Marketing Institute Showcase presentation 2011

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Márla.ie South East Marketing Institute Showcase presentation, presented by MD Sheila Gallogly.

Published in: Design, Business, News & Politics
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Márla.ie South East Marketing Institute Showcase presentation 2011

  1. 1. All about Branding
  2. 2. Part 1The origins of Branding
  3. 3. That idea continues to the modern day *
  4. 4. *However‘what exactly is modern day branding?’
  5. 5. The simplest answer isthat branding is a set ofassociations thatpeople make with acompany, product,service, individual ororganisation.
  6. 6. Part 2What does Branding Do?
  7. 7. Branding helps you to: Define your Target Market Differentiate from the Competition Promote your product message Be relevant to the target market Create product loyalty Drive Sales Make People Happy!
  8. 8. How doesbranding addvalue to yourproduct?
  9. 9. Consistent branding adds value to your product by helping the consumer make efficient purchasing decisions It communicates your products key benefitsAlso, it generates loyalty to the branded productIt provides you with a powerful tool to ENGAGE with your consumers
  10. 10. Adding Value:People are generallywilling to pay more fora branded productthan they are forsomething which islargely unbranded.
  11. 11. Connecting with People:Creating a connection with people is important forall organisations
  12. 12. Part 3Defining a Brand
  13. 13. Defining a Brand: If you can start toThe big idea? answer these questions withValues? clarity and consistency thenVision? you have the basis for developing aPersonality? strong brand.
  14. 14. Anyone thirsty?
  15. 15. Although just a softdrink, the actual CocaCola product is eclipsedby the sheer might ofthe Coca-Cola brand.
  16. 16. A 2007 surveyrevealed Coca-Colaʼsbrand equity wasvalued at US $65.3bn,just under half thecompanyʼs truemarket value.
  17. 17. So what are these • The original cola drink (ʻThe Real Thingʼ)all-powerfulassociations? • Itʼs all-American • Itʼs youthful, energeticFor Coca-Cola,typical perceptions • Unmistakable red and white logomight be: • Unique shaped bottles
  18. 18. These practices They are alsonot only apply to essential forthe big players small businesses
  19. 19. Established or just new…Your Brand Does Matter!
  20. 20. Thank You

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