Branding in a nutshell

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An overview of the fundamentals of Branding

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Branding in a nutshell

  1. 1. BRANDING IN A NUTSHELL<br />Evelyn Samuel<br />
  2. 2. What is Branding?<br />“Branding is the foundation of Marketing and is inseparable from Business Strategy. In a corporation, it is everybody’s business to be cost-conscious as well as customer-driven.”<br />Vincent Grimaldi – Leading Strategist in customer-oriented Change Management<br />*’cost’ pertains to Business, <br />‘customer’ pertains to Marketing<br />
  3. 3. %’s in Branding<br />“ about 20% of a brand is its physical attributes, like a logo, colour, letterheads. The rest (80%) is all about behavior.”<br />Ian Buckingham, Head of Interbrand Inside<br />
  4. 4. Communicating Brand Value<br />“ …. what a company needs to do is inform, educate and convince the investing public that ……… its brand genuinely enhances its shareholder value.”<br />i.e. The Brand Experience creates the difference between book value and market value.<br />Pg 34, The Malaysian Brand Practice Report 2003<br />
  5. 5. Brand (Prosperity) Creation<br />“We have always believed that to create a powerful brand you need to create a culture that supports it”<br />Catherine Salway, Group Brand Manager, Virgin<br />“You have to show why, to explain the business case. You have to show that the company will prosper”<br />Robert Swinton, Head of Marketing, Securities Institute, Australia<br />
  6. 6. Brand Responsibility<br />Malaysians say:<br />The Board – 50%<br />The CEO – 19%<br />Director of Marketing – 13%<br />The COO – 7%<br />Director of Communications – 7%<br />Others – 4%<br />*Pg 14 “The Malaysian Brand Practice Report ’<br />
  7. 7. Linear Brand Management<br />FORM<br />Brand Committee:<br />Visibles<br />Tangibles<br />Financials<br />Resource Allocations<br />Incentives<br />CHARACTER<br />Channels:<br />Employees<br />Distributors<br />Suppliers<br />Marketing activities<br />Sales activities<br />After-sales activities<br />
  8. 8. Application of Brand Forms<br />Corporate <br />Strategy<br />HRM &<br />Development<br />Financial<br />Management<br />Projects<br />
  9. 9. The Brand Egg<br />Core Values Supplementary Augmented<br /> values values<br /> Mission Products Product Extensions <br />
  10. 10. Communicating Brand Essence ProfitablyAdapted from : Schultz and Kitchen, 2000<br />Structure<br />Equity<br />Consistency<br />Evaluation<br />Identity<br />Entry/Exit Barriers<br />Image<br />Brand Essence<br />Balance Sheet<br />Values<br />Differentiation<br />Sustainability<br />Benefits<br />Corporate Culture<br />Vision<br />National/Global Perspectives<br />

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