3 easy steps to help you understand the difference between 'branding' and 'marketing'. A great resource if you want to create a fashion brand or you are a fashion student wanting to understand the subtle difference between branding and marketing. Also a great resource for newbie start-ups and entrepreneurs who are not sure how to improve their brand.

1. Branding - The Basics
Anisa Johnny, Senior Lecturer, Fashion Marketing & Management
Raffles College of Higher Education, Singapore

2. Branding - The Basics
Copyright 2017 by Anisa Johnny
Senior Lecturer, Fashion Marketing & Management
Raffles College of Higher Education, Singapore

3. 1. Your Brand Is Your Most
Valuable Asset

4. In the 80s Cadbury Schweppes bought
Hires & Crush soft drink from P&G for $220 million.
Explaining $20 million was for physical assets, the rest was for
“Brand value.“

5. Explaining Philip Morris’s $12.9 billion purchase of Kraft (4 times
Kraft's book value)
CEO Hamish Maxwell said:
"The future of consumer goods marketing belongs to the companies
with the strongest brands."

7. A Brand : Is the reason customers
buy product

8. A Brand : the reason why your
customers will pay you more
Chanel.com

9. Chanel.com

10. 2. Branding sets you apart from
your competitors

11. Can Everything Be Branded?
Physical Product
Service
Entertainer
Places
Sport
Political Cause

12. Can Everything Be Branded?
Physical Product (Apple)
Service (Google)
Entertainer (Victoria Beckham)
Places (Bangkok, Las Vegas)
Sport (Manchester United)
Political Cause (Red Ribbon)

13. Branding is not just for large
companies with huge marketing
budgets

14. Contemporary Gender Neutral Packaging with a Popular Culture
Reference

15. House of Hackney used a London Neighbourhood.
Quirky take on traditional English Furniture & Textiles

16. 3. The difference between
Branding & Marketing

17. Branding is the Reason Why Customers Buy Your Product
Marketing is How we go about creating the *Marketing Mix &
communicating the Brand
*Marketing Mix = Product, Price, Place, Promotion

18. If Branding is the Reason why Customers Buy Your Product
A Brand is like a person

19. If a Brand is like a Person then Marketing is (all) those first
impressions
(Reminder: Marketing is how we go about communicating the Brand)

20. Competitive
Landscape
Marketing Decisions
Marketing
Opportunities
Brand
Value Proposition
Customer Need
Positioning
Distinction
Branding Marketing

21. Summary
● Your Brand is the reason why customers buy Your product
● Your Brand is the reason why your customers will pay more for
your product
● Branding sets you apart from your competitors
● A Brand is like a Person (identity, trustworthy, likeable)
● Marketing is all the first impressions (product, price, place,
promotion)

22. Next Steps
To find out more about Branding read 3 Steps to Create Your Brand or
Get in touch! If you like what you read please share this or leave
feedback. I would love to hear your comments.
Need help with branding get in touch!
anisa@anisajohnny.com

23. About Anisa Johnny
Over 15 years in the Fashion Industry
Experience: Product Development, Marketing, Mentoring & Education
Passion: Sustainability, Branding & Fashion Entrepreneurship
Purpose: Helping brands create social impact using fashion gets me up in
the morning.

24. anisa@raffles
-college.edu.sg
Thanks!