A-13 Niral Patel
A-14 Tejendra Gohil
A-15 Upendra Patel
A-16 Dushyant Vagadiya
A-17 Sumeet Shah
A-62 Noor Zaman Muqbel
Digital Brand Management Model
Brand Communication is a
communication of activities that
influence customers opinions of a
company and its products.
Consumers are constantly meeting the
With editorial mentions
On the point of purchase materials
Over the supermarket shelves
They often meet our brands, but how
often do they notice them?
The message clearly
Confirms your credibility
Connects your target prospects
Motivates the buyer Delivers
Concretes User Loyalty
Process Of Brand
Step 1: Start with understanding the
role of brand in your business.
Step 2: Understand the factors that
contribute to brand value.
Step 3: Understand whom you need
Step 4: Frame your BIG idea.
Step 5: Understand how far you need
to shift perceptions in order to own the
Step 6: Build the messages to shift
Step 7: Understand the role of each
medium in making the shift and
Step 8: Determine the optimum media
Step 9: Measure results.
Step 10:Revisit Step 5…and repeat
the process again…and again…
Purpose and Overview
Structure and Goals
Brand awareness refers to customers'
ability to recall and recognize the
brand under different conditions and
link to the brand name, logo, jingles
and so on to certain associations in
It consists of brand recognition and
There are various levels of brand
awareness that require different levels and
combinations of brand recognition and
Top-of-Mind awareness occurs when
your brand is what pops into a consumers
mind when asked to name brands in a
Eg : When any person thinks about
chocolates the first brand coming in mind
Aided Awareness occurs when a
consumer is shown or reads a list of
brands, and expresses familiarity with
your brand only after they hear or see it
as a type of memory aide.
Strategic Awareness occurs when your
brand is not only top-of-mind to
consumers, but also has distinctive
qualities that stick out to consumers as
making it better than the other brands in
Name : The word or words used to identify
a company, product, service, or concept.
Logo : The visual trademark that identifies
Tagline or Catchphrase : "The Quicker
Picker Upper" is associated with Bounty
Colors : Owens-Corning is the only brand
of fiberglass insulation that can be pink.
Sounds : A unique tune or set of notes
can denote a brand. NBC's chimes are a
Movements : Lamborghini has
trademarked the upward motion of its car
Graphics : The dynamic ribbon is a
trademarked part of Coca-Cola's brand.
Types of Brand
The brand name of a manufacturer.
A brand name owned by a wholesaler
or a retailer. Also known as a private
label or store brand.
Manufacturer brands are created by
producers and bear their chosen brand
The producer is responsible for marketing
The brand is owned by the producer.
Advantages of Manufacturers’
Develop customer loyalty
Attract new customers
Ensure dealer loyalty
Private Label brands
Own-label brands are created and owned
by businesses that operate in the
distribution channel – often referred to as
Often these distributors are retailers, but
Sometimes the retailer’s entire product
range will be own-label.
Advantages of Private Brands
Earn higher profits
Less pressure to mark down prices
Ties customer to wholesaler or retailer