How Brands Are Built

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Presentation on how brands are built.

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How Brands Are Built

  1. 1. HOW BRANDS ARE BUILT
  2. 2. A BRAND IS NOT...A Logo A Product An Identity
  3. 3. BRANDS ARE PROMISES ... about who you are and what benefits you deliver that arereinforced every single time people come in contact with any facet of your organization.
  4. 4. BRANDS EXIST IN THE CONSUMER’S MIND•A mental construct, an idea• Fragments pieced together• Impression often irrevocable• Nature abhors a vacuum
  5. 5. 3 RULES OF BRANDINGYour brand is a promise that must be reinforced every timepeople come in contact with any facet of your organizationYour brand must accurately reflect the core beliefs of yourorganization, your leadership, and all who deliver on yourbrand experience to your customersConsistency builds brands, so every encounter with your brand(your product, people, Web site, ads) must consistentlycontribute to your desired brand identity
  6. 6. BRAND BENEFITS • Premium Pricing • Lower Cost of Sales • Lower Cost of Promotion • Lower Employee Turnover • Higher Market Share • Higher Stature
  7. 7. BUILDING A BRANDGreat brands are built from the top down And from the inside out
  8. 8. BUILDING A BRAND ProductPerception PositionPersistence Promise Presentation
  9. 9. BRAND TOUCHPOINTSPost-purchase Pre-purchase Experience Experience InfluencingTouchpoints Purchase Experience
  10. 10. SIGNS A BRAND MIGHT NEED AN UPDATE• Major business changes• Major market changes• Change of ownership• Rapid market or product line expansion• Major product, channel, or strategic diversification• Merger or acquisition• Brand identity out of step (with market, trends, culture)
  11. 11. s la t ug etTHANK YOU! m o o D urd ds .c B an br 0 ry 80 lle .4 ti 27 a r 7.6 s@ 5 la 7 ug do

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