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Branding

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Branding

  1. 1. “The principles that build and maintain strong brands still hold true, but sometimes we forget that people are really at the center of it all”. Jez Frampton Global Chief Executive Interbrand The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  2. 2. Branding The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  3. 3. Spot the differences. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  4. 4. Branding is a.. A Name? A Logo? A Celebrity? A Tagline? A Color? The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  5. 5. Yes No The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  6. 6. Includes the Intangible factors too • Branding is a promise to deliver on a specific experience.. it is the story, image and personality of the business. • It is what people think about when a product, service or business is mentioned. http://www.slideshare.net/wecreatebrands/what-is-branding-24858373?from_search=6 accessed on 09/12/2013 The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  7. 7. Brand is a synthesis of Physical Aesthetic Rational Emotional Murphy J; “Branding”, Emerald Blackfiles 2007, pg 4-8. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  8. 8. Brand Value Pyramid Ref: http://stevensonfinancialmarketing.wordpress.com/2012/07/20/using-a-message-map-to-pitch-yourproduct/ accessed on 09/12/2013. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  9. 9. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  10. 10. BRAND EQUITY The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  11. 11. Branding Concepts http://www.managementstudyguide.com/brand-management.htm accessed on 09/12/2013 The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  12. 12. Branding Concepts http://www.managementstudyguide.com/brand-management.htm accessed on 09/12/2013 The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  13. 13. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  14. 14. The Importance of Branding Murphy J; “Branding”, Emerald Blackfiles 2007, pg 4-8. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  15. 15. Brand Lifecycle If brand managers do not invest resources in constantly improving their offerings it will eventually result in the death of the brand. http://www.writeawriting.com/business/product-lifecycle-plc-stages-development-process/ accessed on 09/12/2013. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  16. 16. How to keep a brand alive? Continuous Research Market Needs Innovate and Develop new offerings Brand Extensions Differentiate The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  17. 17. Success Stories • Intel has successfully branded its processers as one of the best. • To the consumer an Intel processor means efficiency. • Hence PC manufacturers insert this sticker on their products, testifying the superior quality of their offering. Ref: Norris D; ““Intel Inside” BRANDING A COMPONENT IN A BUSINESS MARKET”, Vol. 8 Iss: 1, pp.14 - 24 The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  18. 18. Success Stories • Lux positioned their product as the perfect synonym to beauty. • From signing Katrina Kaif as their Brand Ambassador to hosting the Lux style awards, they reminded audiences that Lux is a product of beauty, style and exquisiteness. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  19. 19. Tips for launching a successful campaign 1. • Money can’t replace time. 2. • This is NOT the time to be subtle. 3. • Plan for multiple touch points. 4. • Think efficiency before effectiveness. 5. • Don’t just set it and forget it. Ref: http://www.marketingevolution.com/five-tips-for-launching-a-successful-brand-campaign/ accessed on 09/12/2013. The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.
  20. 20. Emotional Branding – Ten Commandments The above information may be protected by copyright law and it is only supplied for educational purposes. The information may not be reproduced or distributed.

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