8. 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!
10. Consistent branding adds value to your product
by helping the consumer make efficient
purchasing decisions
It communicates your products key benefits
Also, it generates loyalty to the branded product
It provides you with a powerful tool to ENGAGE
with your consumers
11. Adding Value:
People are generally
willing to pay more for
a branded product
than they are for
something which is
largely unbranded.
14. Defining a Brand:
If you can start to
The big idea? answer these
questions with
Values? clarity and
consistency then
Vision? you have the basis
for developing a
Personality? strong brand.
16. Although just a soft
drink, the actual Coca
Cola product is eclipsed
by the sheer might of
the Coca-Cola brand.
17. A 2007 survey
revealed Coca-Colaʼs
brand equity was
valued at US $65.3bn,
just under half the
companyʼs true
market value.
18. So what are these
• The original cola drink (ʻThe Real Thingʼ)
all-powerful
associations? • Itʼs all-American
• Itʼs youthful, energetic
For Coca-Cola,
typical perceptions • Unmistakable red and white logo
might be:
• Unique shaped bottles
19. These practices They are also
not only apply to essential for
the big players small businesses
