Sucessful brand

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  • 1. Branding & Positioning Strategies Dr. Prashant Mehta Assistant Professor, National Law University, Jodhpur IABC September 7, 2006 Copyright 2006
  • 2. BUILDING SUCCESSFUL BRANDS
    • Discuss what branding is…
    • Review successful branding strategy
    • Discuss SWOT/Marketing analysis to develop your own branding strategy
  • 3. BRANDS
    • A BRAND…
    • Is whatever your customers think of when he or she hears your company name, product or service
    • Is the promise or expectations you create among your customers for the future performance of your company, product or service. (Your reputation depends entirely on how well you keep that promise)
    • Builds emotional connections (i.e. relationships) with its customers through perceptions, experiences, beliefs and feelings
    • A brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors
  • 4. BRANDS ARE BUILT FROM THE INSIDE OUT
    • Your brand and reputation starts with your employees, executives, business partners, vendors, editors, advertising, media, web, materials, and customers. All employees should know your value proposition. What differentiates your brand from others.
  • 5. PROTECT YOUR COMPANY’S REPUTATION Customers are increasingly making brand choices based on the total reputation of an organization. (How it relates to all internal and external stakeholders).
  • 6. BUILD COMPANY’S BRAND AROUND CUSTOMER PREFERENCES
    • Continually research and respond to changing customer preferences
  • 7. CUSTOMERS DEMAND BRANDS THAT ARE PERSONAL AND NOT MASS PRODUCED
    • Customers want more than a transaction – they want an “experience” with your brand
    • This is the reason iPod is so much more successful than traditional CDs.
  • 8. ANTICIPATE EVERY ENCOUNTER OR TOUCH POINT A CUSTOMER HAS WITH YOUR BRAND – A 360º VIEW
  • 9. BRANDS SHOULD CREATE EMOTIONAL TRIGGERS… TO BUILD CUSTOMER RELATIONSHIP
    • Enhances lives/lifestyles
    • Helps customers to live more efficiently
    • People want to be seen with it
    • Builds community/peer interaction
  • 10. CONSUMERS WANT THEIR BRANDS TO SUPPORT CAUSES
  • 11. SUCCESSFUL BRANDS ARE SIGNIFICANTLY DIFFERENT. NOT JUST A LITTLE BIT BETTER
    • Differentiate your brand in a way that is relevant, believable and defensible. Most companies and their products fall short here.
  • 12. SUCCESSFUL BRANDS DELIVER ON THEIR PROMISE
    • -Don’t just say you are better – prove it
  • 13. THE IDEAL BRAND WILL MOVE BEYOND MARKET SHARE INTO MARKET CREATION
    • Understand your customer’s needs and motivations – before they do
    • Don’t focus on the business you’re in today… design your solution around where you’ll need to be tomorrow
  • 14. SWOT/MARKETING ANALYSIS
  • 15. BRAND BUILDING
  • 16.