Building and Managing your Brand by Patti Girardi

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Presentation by Patti Girardi

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Building and Managing your Brand by Patti Girardi

  1. 1. BUILDING AND MANAGING YOUR BRAND Patti Girardi 1
  2. 2. BRAND EQUITY MANAGEMENT 2
  3. 3. WHAT IS A BRAND?  A brand is a customer’s gut feeling about a product, service or company.  “It is not what you say it is. It is what THEY say it is.”  A charismatic brand is a brand for which people believe there is no substitute. 3
  4. 4. WHICH OF THESE BRANDS ARE CHARISMATIC? 4
  5. 5. WHICH OF THESE BRANDS ARE CHARISMATIC? 5
  6. 6. A COUPLE MORE DEFINITIONS  Branding is the discipline of empowering a company’s product or service with the essence of the brand  Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand. 6
  7. 7.  Building brand equity starts with the identification of a brand promise or mantra A brand promise is a short 3-5 word expression of the most important aspects of the brand and its core values (e.g., “serve the athlete”) Ask yourself: Who are we? What do we do? Why does it matter? THE BRAND PROMISE 7
  8. 8.  Brand equity is created through the generation of awareness and positive associations in the minds of consumers Brand elements (logo, slogans, names, URLs, symbols, characters) Memorable Meaningful Likeable Transferable Adaptable Protectable Marketing activities BUILDING BRAND EQUITY 8
  9. 9. QUESTIONS? 9
  10. 10. QUESTIONS? 9

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