Brand Building
What is Brand building? Involves all the activities that arenecessary to nurture a brand into a healthy cash flow stream f...
Advertising does a lot to help build              brandsEvery ad contributes to make the brandwhat it is in the minds of t...
Brand Equity• When a commodity becomes a brand, it is  said to have ‘equity’. It starts with a name  and can go up or down...
How to measure equity?• The premium a brand can command in the  market• The difference between the intrinsic and  perceive...
Building Brand Equity• Distinguish product from others in the  market – Value proposition• Align what it says about the br...
Power Brands• Generates enormous profits• Expands future strategic opportunities
What do power brands have that          others don’t?• A distinctive product• Delivering brand promise• Personality and pr...
Personality• Emotional bond with the customer• Generates relationships measurably stronger  than ordinary brands
Presence• Seem to be present everywhere, enforcing  distinctiveness• National/international scale• Successful brand extens...
Brand managers of market-savvy         companies need• Superior insight into customer needs• Ability to devise product/ser...
Tangibles of brand equity•   Shape           • Grades•   Colour•   Size•   Models•   Price•   Features•   Benefits
Intangibles of brand equity• Company name        • Customer base• Brand name          • Trademarks and• Slogan and its    ...
Value Proposition• Broad positioning• Specific positioning• Value positioning
Creating the brand• Choosing brand name• Developing rich associations and promises• Manage customer brand contacts to meet...
Porter’s strategic choices• Product differentiator• Low cost leader• ‘Nicher’
Positioning guards•   Should not be overpositioned•   Should not be underpositioned•   Should not be ambiguous•   Should n...
Choosing a brand name• What does it mean?• What performance/ expectations/  associations does it evoke?• What degree of pr...
Brand names should denote•   Product benefits•   Product quality•   Be easy to pronounce/remember/recognise•   Be distinct...
Brand Associations•   ‘owned’ word•   Slogans•   Colours•   Symbols and logos
Brand Ambassadors• These are used to create the Brand  personality, just like a human being.  Therefore in some way the va...
Brand Status         Step up advertising   Cash cow. Need to                               sustain brand                  ...
Brand Vitality• Differentiation in consumer’s mind• Differentiation relevant to consumer’s need
Brand Pitfalls• Brand experience must match brand image• Calls for managing every brand contact
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Brand building

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Brand building

  1. 1. Brand Building
  2. 2. What is Brand building? Involves all the activities that arenecessary to nurture a brand into a healthy cash flow stream for the company after launch
  3. 3. Advertising does a lot to help build brandsEvery ad contributes to make the brandwhat it is in the minds of the consumer –David OgilvyA company’s brand is the primary source ofits competitive advantage and is a veryvaluable strategic asset – David Aaker
  4. 4. Brand Equity• When a commodity becomes a brand, it is said to have ‘equity’. It starts with a name and can go up or down depending on the marketing activity that is done by the marketer. A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service.
  5. 5. How to measure equity?• The premium a brand can command in the market• The difference between the intrinsic and perceived value of the product
  6. 6. Building Brand Equity• Distinguish product from others in the market – Value proposition• Align what it says about the brand in advertising with what it actually delivers – Creating the brand
  7. 7. Power Brands• Generates enormous profits• Expands future strategic opportunities
  8. 8. What do power brands have that others don’t?• A distinctive product• Delivering brand promise• Personality and presence
  9. 9. Personality• Emotional bond with the customer• Generates relationships measurably stronger than ordinary brands
  10. 10. Presence• Seem to be present everywhere, enforcing distinctiveness• National/international scale• Successful brand extensions• Multiple concept and channels
  11. 11. Brand managers of market-savvy companies need• Superior insight into customer needs• Ability to devise product/services that powerfully meet those needs• Agility to redefine its offering as those needs change• Creativity to produce exciting and compelling advertising
  12. 12. Tangibles of brand equity• Shape • Grades• Colour• Size• Models• Price• Features• Benefits
  13. 13. Intangibles of brand equity• Company name • Customer base• Brand name • Trademarks and• Slogan and its patents underlying • Channel relationships associations • Customer loyalty• Perceived quality • Customer confidence• Brand awareness • Competitive advantage
  14. 14. Value Proposition• Broad positioning• Specific positioning• Value positioning
  15. 15. Creating the brand• Choosing brand name• Developing rich associations and promises• Manage customer brand contacts to meet and exceed customer expectations
  16. 16. Porter’s strategic choices• Product differentiator• Low cost leader• ‘Nicher’
  17. 17. Positioning guards• Should not be overpositioned• Should not be underpositioned• Should not be ambiguous• Should not promise irrelevant benefits• Promise should be credible
  18. 18. Choosing a brand name• What does it mean?• What performance/ expectations/ associations does it evoke?• What degree of preference does it create?
  19. 19. Brand names should denote• Product benefits• Product quality• Be easy to pronounce/remember/recognise• Be distinctive• Not have poor meanings in other countries or languages
  20. 20. Brand Associations• ‘owned’ word• Slogans• Colours• Symbols and logos
  21. 21. Brand Ambassadors• These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therfore the brand and choice of the ambassador must fit.
  22. 22. Brand Status Step up advertising Cash cow. Need to sustain brand building activitiesEsteem Product should be Troubled brand. phased out Product upgradation required Familiarity
  23. 23. Brand Vitality• Differentiation in consumer’s mind• Differentiation relevant to consumer’s need
  24. 24. Brand Pitfalls• Brand experience must match brand image• Calls for managing every brand contact

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