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Brand Communication

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Brand Communication

  1. 1. + BRAND COMMUNICATION: AN OVERVIEW KRITI SINGH
  2. 2. + THE 7 C'S OF COMMUNICATION:  Candidness  Clarity  Completeness  Consiseness  Concreteness  Correctness  Courtesy 2
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  4. 4. + DEFINITION OF BRANDING:  The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.  Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. 4
  5. 5. + DEFINITION OF BRANDING:  The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products .  Branding is also a way to build an important company asset, which is a good reputation.  Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place. 5
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  8. 8. + DEFINITION OF 'BRAND':  A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. 8
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  10. 10. + DEFINITION OF BRAND STRATEGY  Long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences, and expectations from the brand.  Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too. 10
  11. 11. + POINTS TO KEPT IN MIND WHILE MAKING BRAND STRATEGY:  What is your company's mission?  What are the benefits and features of your products or services?  What do your customers and prospects already think of your company?  What qualities do you want them to associate with your company? 11
  12. 12. + STEPS IN BRAND STRATEGY:  Get a great logo. Place it everywhere.  Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.  Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything. 12
  13. 13. + STEPS IN BRAND STRATEGY:  Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational.  Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.  Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent. 13
  14. 14. + STEPS IN BRAND STRATEGY:  Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise.  Be consistent. This tip involves all the above and is the most important tip on this list. If you can't do this, your attempts at establishing a brand will fail. 14
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  16. 16. + DEF OF BRAND COMMUNICATION  Brand Communication: the ​combination of ​activities that ​influence ​customers' ​opinions of a ​company and its ​products: A ​brand ​image is ​created through ​brand ​communication.  The consumer are constantly meeting the brand:  Through advertising  With editorial mentions  By sponsorships  On the point of purchase materials  Over the supermarket shelves 16
  17. 17. + SOME IMPORTANT TERMS:  Brand identity: The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind. 17
  18. 18. + SOME IMPORTANT TERMS:  BRAND IMAGE: The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. 18
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  20. 20. + References:  http://www.businessdictionary.com/definition/brand-identity.html  http://www.slideshare.net/sjhus/brand-communications- presentation  https://aytm.com/blog/research-junction/introduction-to-brand- strategy-part-1/  Internet search 20
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