This slide gives a clear and simple explanation of what branding is and gives the reader a clearer perspective of what branding is and how basic brand management works

1. Lecturer: Francis Mukosa BSC MBA

2. What is a brand
A brand is an identifying symbol, mark, logo,
name, word, and/or sentence that
companies use to distinguish their product
from others. A combination of one or more
of those elements can be utilized to create
a brand identity. Legal protection given to
a brand name is called a trademark.

3. How are brands
created and what do
they represent?
It takes a long time to build a brand

4. Examples of global
Brands
Brands represent value, customers buy value and
therefore they associate brands with value

5. Class task
Identify any global brand you are aware of and list
down 4 characteristics you associate that brand
with

6. So now Lets
Understand deeply
what a brand is!!!!

7. A look at some concepts in brand Management
Brand Promise
At a basic level, a brand promise is a declaration
of assurance. It’s you, telling your customers
what they can expect when they purchase your
products and services.
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8. Apple: “Think different.”
Nike: “To bring inspiration and innovation to every
athlete in the world.”
BMW: “The Ultimate Driving Machine”
Coors Light: “The World’s Most Refreshing Beer”
Starbucks: “To inspire and nurture the human spirit –
one person, one cup and one neighborhood at a
time.”
Customers know a genuine
promise when they see one.
Your company’s pledge should
be borne from your brand
purpose, connected to your
values, inspired by your mission,
and delivered in every
interaction you have with your
clients.

9. How do
organizations
create brand
promise?
The process of creating Brand Promise is link to values and missions

10. Creating Brand Promise
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11. Step 1: Define your pact
Defining a brand promise is the hardest part for many
companies. To begin, gather all the details you already
know about the nature of your brand. For instance:
•What’s your brand personality? Are you fun, carefree,
sophisticated, or professional?
•What are your values? Do you believe in protecting the
environment, or delivering speedy service to your
customers?
•What’s your USP? What can you offer that no-one else
in your industry has?

12. Step 2: Deliver your brand promise
Once you’ve answered the question “What is a
brand promise?” for you and your company, you’ll
need to think of ways that you can implement your
vows into the way you run your business.

13. Step 3: Track your performance and adjust
A lot of the branding experience for today’s
companies is a mixture of art and science. While
you need creative aspects like an emotional
marketing campaign and a strong logo, you also
need a strategy in place that will help you to
make sure that your strategies are really working

14. 14
The concept of Brand Equity

15. 15
The concept of brand Association

16. 16

17. What we have learnt so far is that
brands have a personality
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18. Understanding brand Management
requires a deep background in
understanding product management
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