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1. Brand
Elements
Yo u r C o m p a n y N a m e
1

2. Content
2
12 Brand Repositioning – (Option 1 of 2)
01 Brand Equity
Brand Equity Framework02
Brand Awareness03
Brand Quality04
Brand Association05
Brand Loyalty07
Brand Loyalty06
08 Stages of Brand Development & Tracking Measures
09 Establish Brand Positioning
10 Brand Positioning Elements
11 How to Position the Brand
13 Brand Repositioning – (Option 2 of 2)

3. Brand Equity
3
Brand
Equity
Brand Awareness
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Brand Loyalty
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Brand Association
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Perceived Quality
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Ideally, Brand equity
comprises of 4 factors;
which are discussed in
next slides. Select the
prime factors you want
to focus on and
develop your strategies

4. Brand Equity Framework
4
Category Indicators/ Effects Future Performance
Brand Loyalty
Perceived Quality
Other Proprietary Assets
Brand Awareness
› Reduce marketing costs
› Trade leverage
› Reason to buy
› Price
› Channel member interest
› Competitive advantage
› Familiarity - linking
› Signal of substance/ commitment
› Differentiate/ positioning
› Reason to buy
› Create positive attitude/feelings
Brand Associations
Brand Equity
Provides value to customers
by enhancing customer’s:
› Confidence in the purchase
decision
› Use satisfaction
Provides value to firm by
enhancing:
› Brand loyalty
› Prices/ margins
› Brand extensions
› Competitive advantage

5. Brand Awareness
5
05
04
03
02
01 Dominant
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Top of Mind
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Unaided Awareness
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Aided Awareness
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Unaware of the Brand
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Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up
in the ladder

6. Brand Quality
6
Perceived
Brand
Quality
Reason to Buy
› Customer has not the time or ability to evaluate the
quality objectively.
› Perception of quality is the determinant in the buying
decision.
Premium Price
› When The Perceived Quality Is High price May Be/
Must Be Accordingly Higher
› Perceived Quality Enhances Profit Growth(premium
Price=quality)
Differentiation/Positioning
› Establishing A specific image for A brand (the
premium, excellent) in relation to competing
brands and their quality
Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up
in the ladder

7. Brand Association
7
Associations
Basis for
Extensions
Create Positive
Attitudes/Feelings
Reason - to - Buy
Help Process/
Retrieve Information
Differentiate/Position
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We have listed out 5
different parameters
under brand
association. Prepare
your strategies for each
of the parameter

8. $1.6 Trillion
The potential revenue up for grabs from switching
among consumer brands’
80% of a business’ profits come from 20% of
its customers’
Brand advocates spend 2x as much regular
customers and have 5x the lifetime value’
A 5% increase in customer retention can result in
a 40% lift in profit’
77% of customers still say they have no
relationship with a brand’
The probability of generating an additional sale
from an existing customer is 7x greater than
from a new prospect’
Brand Loyalty
8
How much are
Loyal Customers
Worth?
01
02
0304
05
06
Input your
inferences after
brand tracking to
provide a better
perspective on how
loyal is your
customer base.

9. Brand Loyalty (Contd..)
9
05
04
03
02
01 Committed
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Fence Sitters- Considers it a friend
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Passively Loyal- With switching costs
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Satisfied / Habitual Buyer- No reason to changes
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Switchers / Price Sensitive- No Brand Loyalty
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Identify your
customers in the
brand loyalty
segment and
formulate strategy to
move up the ladder

10. Stages of Brand Development & Tracking Measures
10
Recognizable Text Here Text Here
Memorable Text Here Text Here
Favoured Text Here Text Here
Distinctive Text Here Text Here
Preferred Text Here Text Here
Consumed & Satisfactory Text Here Text Here
Low Equity/
unformed brand
High Equity/ Fully
formed brand
Development Stage Survey Measures Strategic EmphasisLevel of Development
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11. Establish Brand Positioning
11
Company &
Product
Target Customers Key Benefits Price Value Proposition
Quality conscious consumers
of chicken
Tenderness 10% premium
Better chicken at moderate
prices
Safety- conscious upscale
families
Durability & safety 20% premium Safest most durable wagon
Convenience- minded pizza
lovers
Delivery speed & good
quality
15% premium
Good pizza delivered
promptly at your doorstep
with moderate prices
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Evaluating the
product on the basis
of commonly used
parameters which
can be altered as
per customer
requirements

12. Brand Positioning Elements
12
How The Brand
Makes Me Look
What the
Product Does For Me
How I Would
Describe The Product
How The Brand
Makes Me Feel
Brand
Personality
Symbols
Text Here
Facts
Essence

13. How to Position the Brand
13
Quality
Value Proposition
A
B
C
E
D
Own ProductA
Competitor BB
Competitor CC
Competitor DD
Competitor EE
Move the circles and
the text boxes as per
your company’s
product quality and
value proposition

14. Brand Repositioning – (Option1 of 2)
14
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Segment Oriented
01
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Symbolism Oriented
03
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Niche-Oriented
05
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Value Oriented
07
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Celebrity Oriented
02
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Up-market Technology
04
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Change of Image Oriented
06
You can reposition
the Brand in the
market on the basis
of any of the ways
mentioned in this
slide

15. Brand Repositioning – (Option 2 of 2)
15
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Celebrity Oriented
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Up-market Technology
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Change of Image Oriented
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Segment Oriented
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Symbolism Oriented
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Niche-Oriented
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Value Oriented
You can reposition
the Brand in the
market on the basis
of any of the ways
mentioned in this
slide

16. Brand Elements Icons Slide
16

17. 17
Additional
Slides

18. Area Chart
18
0
10
20
30
40
50
60
70
80
90
100
FY '13 FY '14 FY '15 FY '16 FY '17 FY '18 FY '19
SalesInPercentage(%)
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
Product 01
Product 02

19. Column Chart
19
1
1.5
2
2.5
3
3.5
4
5
6
0
2
4
6
8
10
2011 2012 2013 2014 2015 2016 1017 2018 2019
ExpenditureIn($Billions)
Years
Product 01
Product 02
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

20. Donut Chart
20
Text Here
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Text Here
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Text Here
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needs and capture your audience's attention.cv
Text Here
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40%
30%
18%
12%

21. Dashboard
21
35%
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50%
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72%
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98%
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22. 22
Vision
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Mission
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Goals
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Our Mission

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Sam White
CEO
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Tony Star
Manager
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Victoria Smith
Financial advisor
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John Albert
Web designer
23
Our Team

24. Goal 01
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Goal 02
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Goal 03
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Our Goal 24

25. Before After
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VS
Comparison
25

26. Timeline
26
2016 2017 2018 2019
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27. This slide is 100%
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Euro
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Dollar
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Pound
Financial
45% 85% 30%
27

28. Post It
28
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29. 29
Idea Generation
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30. 30
Address
# street number, city, state
Contact Numbers
0123456789
Email Address
emailaddress123@gmail.com
Thank You