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1. Brand
Identity
Your C ompany N ame

2. 09. Value Addition due to Branding
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10. Promotional Strategies
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11. Brand Performance Tracking
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needs and capture your audience's attention.
08. Budgeting
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needs and capture your audience's attention.
07. Brand Communication
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needs and capture your audience's attention.
04. Strategic Positioning
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needs and capture your audience's attention.
05. Brand Development
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06. Brand Positioning
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needs and capture your audience's attention.
03. Competitive Landscape
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02. Need for New Product
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01. Business Focus
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Agenda
2

3. Business Focus
3
Define the
focus of your
business in
this slide
High Trust
High Value
Low Trust
Low Value
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capture your audience's attention.
Text Here
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Enhanced
product &
better quality

4. Brand Product/Service
Decide what product or service you
are going to offer
Mention the
product or
service which
you want to
offer the target
audience
4
Product/ Service
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01.
Product/ Service
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02.
Product/ Service
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03.
Product/ Service
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04.

5. Dynamic Market Conditions
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audience's attention.
Continuous Technological Development
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audience's attention.
Increasing Competition
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audience's attention.
Diversification of Risk
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audience's attention.
Growth and Development
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audience's attention.
To meet seasonal fluctuations in demand
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audience's attention.
Some general
needs for new
products have
been listed here,
you can tailor it as
per your need.
Need for New
Product
5

6. Competitive Analysis
6
Compare your
strengths &
weaknesses
with that of
others
Strategy: Emphasizing the strengths
• Emphasize strengths
• Highlight benefits for customers
• ….
Strategy: Downgrade/ Devalue
• Evaluate weaknesses as irrelevant
• Devalue importance for customer benefits
• Compensate weaknesses with strengths
• …
STRENGTHS WEAKNESSES
Strategy: Downgrade/ Devalue
• Evaluate weaknesses as irrelevant
• Devalue importance for
customer benefits
• Compensate weaknesses
with strengths
Strategy: Emphasizing Weaknesses
• Overemphasize weakness
• Emphasize a disadvantage of
competitors in the market
• Highlight negative impact on
customer benefits
OWN COMPANY
COMPETITORS

7. Comparison- Based on Criteria
7
Criteria
Revenue Profit Market Share Main Activity
Number of
Employee
Product
Quality
Your Text
Here
Competitor A Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor B Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor C Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Compare your
competitors
based on
relevant criteria

8. Market Competitiveness (1 of 2)
8
Ratings
Key Success Factors Own Competitor 1 Competitor 2 Competitor 3
Financial Position 2 1 3 4
Advertising 3 2 4 1
Market Share 2 1 3 4
Brand Image 2 4 3 1
Customer Loyalty 1 3 4 2
Product Quality 3 1 4 2
Product Range 4 2 1 3
Distribution 2 3 4 1
Price Competition 3 4 2 1
Geographic Expansion 2 4 1 3
We have listed some
of the key factors to
compare your
market competency,
you can alter them
as per the need

9. Market Competitiveness (2 of 2)
9
OWN Competitor 1 Competitor 2 Competitor 3
Key
Success Factors
Weight Rating
Weighted
Score
Rating
Weighted
Score
Rating
Weighted
Score
Financial Position 0.8 4 0.32 3 0.24 3 0.24
Advertising 0.12 4 0.48 4 0.48 3 0.36
Market Share 0.12 4 0.48 3 0.36 2 0.24
Brand Image 0.10 4 0.40 4 0.40 3 0.30
Customer Loyalty 0.10 3 0.30 3 0.30 2 0.20
Product Quality 0.12 4 0.48 4 0.48 4 0.48
Product Range 0.08 3 0.24 4 0.32 3 0.24
Distribution 0.10 4 0.40 3 0.30 3 0.30
Price Competition 0.08 3 0.24 3 0.24 3 0.24
Geographical
Expansion
0.10 4 0.40 3 0.30 2 0.20
Total Score 1.00 3.74 3.42 2.80
We have listed some
of the key factors to
compare your
market competency,
you can alter them
as per the need

10. • Superior Quality
• Moderate Prices
• Customer Value
Differentiation
Write your strategy based on product differentiation
Comprehensive Cost Leadership
Write your strategy based on cost leadership analysis
Focus on Priorities
Mention your key focus areas
On the basis of the
competitive analysis
carried out, you can
strategically design a
plan to position
yourself in the market
Strategic Positioning
10

11. Brand Mission
Statement
11
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Our Mission
Mention the Brand
mission in this
slide indicating
the Brand’s
purpose

12. Brand Vision Statement
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Brand vision
is encapsulated with three
main components
Values
The accepted characteristics.
Desired Future Environment
How the world will be A better place as a consequence
of the brand.
Brand Purpose
The whole objective of the brand.
Mention the
Brand vision in
this slide
indicating the
Brand’s future
pathway
Brand Vision
12

13. Organize the variety of
brands available in
your organization in an
appropriate structure
MASTERBRAND
A
Child Brand
B
Child Brand
C
Child Brand
B (i)
Child Brand
B (ii)
Child Brand
B (iii)
Child Brand
B (iv)
Child Brand
Level 1
Level 2
Level 3
Brand Architecture
13

14. Brand Elements
14
We have listed down
the relevant elements
of a Brand, you can
customize it basis your
requirements
ELEMENTS
Displays the identity of
the brand
A special type of Brand Symbol;
one that take on human or real-
life characteristics
Musical message written around
the Brand
A short phrase that communicates
information about the Brand
A short phrase that communicates
information about the Brand
Mention the name of the Brand which
captures the central theme around it

15. Brand Strategy Framework
15
It is a framework
indicating all the
key aspects
considered while
making a brand
strategy
Research
• Brand Audit
• Business Objectives
• Stakeholder Analysis
• Market Analysis
• Brand Strategy Analysis
Strategy
• Refining the focus
• Brand Promise
• Positioning Strategy
• Brand Brief
• Naming
Design
• Logotype + Tagline
• Colour
• Typography
• Rules
• Trial applications
Assets
• Managing the assets
• Changing brand identity
• Launching brand identity
• Communicating brand Identity
Touch Points
• Stationery
• Uniforms
• Digital
• Environments
• Collateral
• Advertising
• Merchandise
• Vehicles
• Signage Brand
Strategy

16. Brand Execution Roadmap (Layout)
16
This slide gives a
layout of the
timeline of a Brand,
you can alter it as
per your
requirements
January 2015
Choose a Brand name, logo and color
December 2017
Consider the slogan of the BrandMarch 2016
Development & Execution of Brand
positioning strategies
January 2018
Launch of the Brand in the market
August 2019
Brand Logo refresh
November 2020
Extension of the existing brand

17. Develop your Name Logo and Tagline
17
Choose a
brand name
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Choose a color
for the brand
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audience's attention.
Design a
professional logo
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it to your needs and capture your
audience's attention.
Consider
a Slogan
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it to your needs and capture your
audience's attention.
Decide on a timeline
for logo refresh
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audience's attention.
We have listed the
common steps
which a company
generally follows to
create a logo and
tagline

18. Logo Designing Sources
18
Online Design Firm
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Local Design Firm
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Friends/Relatives
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Self Employed
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Other
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22%
43%
12%
20%
3%
Sources for
Designing logo
Logo designing
sources have been
listed. You can
choose sources
based on
company’s
requirement

19. Brand Identity
19
PromiseIntegrity
Personality Evolution
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We have listed down
the key factors which
help in developing the
identity of a Brand.
These factors have
been explained in the
subsequent slides.

20. Brand Integrity
20
Form Brand Integrity Management Program
Program Charter
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Team Assignments
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audience's attention.
Budgeting
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audience's attention.
Policies
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audience's attention.
Programs
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Prioritized Project Development
We have mentioned
the key components of
Brand integrity. You
can use/ alter them
basis your
requirements

21. 2015
Formula of the product
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2017
Product Launch
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audience's attention.
2019
Extensive Brand Promotion
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audience's attention.
2016
Product Development
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audience's attention.
2018
Product Refinement
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audience's attention.
2020
Extension of the existing brand
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audience's attention.
Brand Evolution
We have listed below
the evolution steps
of a brand. You can
refine them bases
the requirements
21

22. We have listed the
key attributes of a
brand’s personality,
you can use them as
per your
requirements
Sincerity
• Down-to-earth
• Honest
• Wholesome
• Cheerful
Excitement
• Daring
• Spirited
• Imaginative
• Up-to-date
• Reliable
• Intelligent
• Successful
Competence
• Upper class
• Charming
Sophistication
• Outdoorsy
• Tough
Ruggedness
Brand Personality
22

23. This slide focuses
on the core Brand
promises, you can
use them as per
your requirements
Emotional Promise
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Functional Promise
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Global Promise
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Social Promise
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Brand Promise
23

24. Brand Building
24
We have listed the
broad steps involved
in building a brand,
you can enter the
rationale followed
while implementing
the same
Brand Building Process
Brand Assessment Brand Promise Brand Blueprint Brand Culturalization Brand Advantage
• Internal & External
Assessment
• Identify Points of
Differentiation
• Crafting the
• Brand Essence
• Brand Story
• Brand Promise
• Creating visual
representation of the
brand
• Creating Brand Identities
• Creating a corporate
culture around the
brand by aligning the
staff with the brand
vision & essence
• Leverage the Brand
• Create Communication
Strategies

25. Brand Building Tactics
25
Logo/Tagline
Website Products Newsletter Publications Direct Mail PowerPoint Adds
Exhibit
Booth
Environment
Stationary
Package
Lobbies
Rooms
Stores
Intranet
E-
Marketing
Folder Brochures
Annual
Reports
Video
/DVD
Flyers
Conference
Material
Posters
E-
Newsletters
We have listed a
wide variety of
mediums to build the
brand, you can
choose the relevant
platform bases your
requirements

26. Below are some of
the ways of doing
packaging, you can
use any of them to
Brand your product
Family Packaging
It is a kind of packaging strategy in which packages of the
entire product line closely resemble one another.
It is a kind of packaging strategy in which a formulas such a packaging strategy as to
protect the physical environment
Ecological Packaging
Strategy Policies and Strategic
A firm of may make periodic changes in product packaging.
It is a strategy in which a number of heterogeneous product are placed and
supplied in a single package.
Multiple Packaging
It is a strategy in which the marketer offers product in such a packaging which may be
reuses for other purposes after the product has been taken out of the package or exhausted.
Re-Use Packaging
Brand
Packaging
26

27. Brand Distribution
27
52%
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70%
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25%
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45%
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30%
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60%
List down the
regions where
your target
audience is based

28. Brand Extension
28
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Brand
Brand Extension
Horizontal B.E
Franchise Extension Line Extension
Vertical B.E
Upward Extension Downward Extension
Listed are some
of the methods of
Brand extension,
you can opt any
of them basis
your requirements

29. 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
Brand Equity
Brand
Awareness
Brand
Loyalty
Perceived
Quality
Brand
Association
Brand Equity
29

30. Ideally, Brand value
comprises of 4 factors;
which are discussed in
next slides. Select the
prime factors you want
to focus on and develop
your strategies
Brand Value
Brand
Awareness
Brand
Loyalty
Perceived
Quality
Brand
Association
Brand Value
30

31. Brand Awareness
31
Dominant
Top of Mind
Unaided Awareness
Aided Awareness
Unaware of the Brand
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your audience's attention.
Identify your brand
segment in this brand
awareness pyramid and
prepare short term and
long term strategies to
move up in the ladder

32. 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.
Differentiation/Positioning
• Establishing a specific image for
a brand (the,premium,excellent)
in relation to competing brands
and their quality
Premium Price
• When the perceived quality is
high, price may be/ must be
accordingly higher
• Perceived quality enhances profit
growth(premium price=quality)
Identify your brand
segment in this brand
awareness pyramid and
prepare short term and
long term strategies to
move up in the ladder
Brand Quality
32

33. Brand Association
33
We have listed out 5
different parameters
under brand
association. Prepare
your strategies for each
of the parameter
Associations
Reason - to - Buy
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audience's attention.
Help process/
retrieve information
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audience's attention.
Differentiate/Position
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audience's attention.
Create positive
attitudes/feelings
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audience's attention.
Basis for Extensions
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34. Brand Loyalty
34
How Much are Loyal Customers Worth?
Input your inferences
after brand tracking
to provide a better
perspective on how
loyal is your
customer base.
A 5% increase in
customer retention
can result in a 40%
lift in profit 3
77% of customers
still say they have no
relationship with
a brand 2
The probability of
generating an
additional sale
from an existing
customer is 7x
greater than from a
new prospect 3
Brand advocates
spend 2x as
much regular
customers and
have 5x the
lifetime value 2
80% of a
business’ profits
come from 20%
of its customers 3
$1.6 Trillion
The potential
revenue up for
grabs from
switching among
consumer brands 1

35. Brand Loyalty
35
Committed
Fence sitters
considers it a friend
Passively loyal with
switching coasts
Satisfied / habitual buyer
no reason to change
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

36. Establish Brand Positioning
36
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

37. Brand Positioning
37
ESSENCE
How the brand
makes me look
How the brand
makes me feel
What the product
does for me
How I would
describe the product
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You can decide on
the basis of below
mentioned
parameters how you
want to position the
brand in the minds of
the target audience

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Move the circles
and the text boxes
as per your
company’s product
quality and value
proposition
A D
C
EB
Quality
Value Proposition
Own Product Competitor B Competitor C Competitor D Competitor E
Brand Position
38

39. Brand Repositioning
39
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Segment
Oriented
Celebrity
Oriented
Symbolism
Oriented
Up-Market
Technology
Niche-
Oriented
Change of
image
oriented
Value
Oriented
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audience's attention.
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You can reposition
the Brand in the
market on the
basis of any of the
ways mentioned in
this slide

40. Choose the
attributes you want
the brand to
communicate to the
target audience
Affordable
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Easily Available
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audience's attention.
Variety
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audience's attention.
Moderate Prices
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audience's attention.
Personal Service
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needs and capture your
audience's attention.
Convenient
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needs and capture your
audience's attention.
Latest Technology
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audience's attention.
Customer Value
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Authenticity
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Durability
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Quality
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Accessible
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Brand
Communication
40

41. Brand Budgeting
41
Task Low-End Fee High-End Fee
Name Development $10,000 $75,000
Brandmark (logo) Creation $3,500 $150,000
Core Brand Presentations
(website and brand marketing materials)
$10,000 $250,000+
Advertising $10,000 Millions Annually
SEO (website search-engine optimization) $1,000 Monthly Thousands Monthly
Social Media Your Time
Hundreds of
thousands annually
Signage, Vehicles, Packaging $20,000 $250,000+ Annually
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We have listed various
ways which needs to be
kept in mind while
budgeting. We have
categorised Budgeting in
two parts: Low end and
High End. You can choose
based on company’s
requirement

42. Value Addition due to Branding
42
Cost 1 (example - raw product)
$ 2.5 - $ 3
Cost 2 (example – printing cost)
$ 0.5 - $ 0.80 $ 1 - $ 2
Cost 3 (example – factory cost)
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$ 3 - $ 5
Total cost
per product
$ 30 - $ 40Sold to You
$ 25- $ 35
Benefits of Branding
Slide indicates the
price/profit a company
can make as a result of
branding. You can add
your data values to
calculate your profit
from Branding

43. Promotion - Internal
43
Various ways of Internal
promotion have been
listed. You can choose
the suitable ways as per
your requirements
Internal Television
Your Text Here
Teleconferences
Your Text Here
Direct Emails
Your Text Here
Booklets, Pamphlets, Brochures
Your Text Here
Custom Branded Apparel
Your Text Here
Coupons
Your Text Here
Telephone hotlines or news lines
Your Text Here
Displays and Exhibits
Your Text Here
Bulletin Boards
Your Text Here
Free Samples
Your Text Here

44. Promotion - External
44
Owned
Media
Paid
Media
Earned
Media
Advertising
• PPC
• Retargeting
• Social Media
• Paid Influencers
• Affiliates
Sharing
• Mentions
• Reviews
• Posts
• Shares
Web Properties
• Site
• Blog
• Email
• Social Channels
• Mobile site
SEO & content drive earned
media (sharing) and traffic
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and capture your audience's attention.
Various ways of
External promotion
have been listed. You
can choose the suitable
ways as per your
requirements

45. Brand Performance Dashboard
45
Monitor the Brand
performance on the
basis of below
mentioned
parameters, you can
alter them as per
your requirements
0
50
100
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it to your needs and capture your
audience's attention.
0
50
100
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it to your needs and capture your
audience's attention.
Low
High
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to your needs and capture your
audience's attention.
Medium
Customer Recognition Enhanced Sales Competitive Edge

46. Brand performance is
monitored through
means of questionnaire
and the inferences are
listed down in this slide
to track the awareness,
experience and usage
of the brand
Preference
Which mobile brand do you prefer? What other brands are interesting?
Latest Purchase
What mobile brand do you own?
Brand Awareness
Which mobile brands have you heard of?
Ad Awareness
Which mobile brands have you noticed in any advertisement recently?
Brand Tracking –
Product Awareness
46

47. Brands Purchased
Which mobile phone brand did u purchased recently?
Purchase Frequency & Amount
What is the purchasing frequency and the amount spend on the
brand purchased?
Total Spending
What is the total spending by the consumer on the product?
Future Purchase Intent
If hasn’t purchased, then what’s the buying intent of consumer?
Brand Change Likelihood
What’s the likelihood of changing brand preference by the consumer?
Customer Satisfaction & Loyalty
How satisfied is the customer and how much is he loyal to the brand?
Brand performance is
monitored through
means of questionnaire
and the inferences are
listed down in this slide
to track the awareness,
experience and usage
of the brand
Brand Tracking – Brand Experience & Usage
47

48. Brand Tracking Infographics
48
Enter the survey/brand
tracking results in this
infographic slide to
create an everlasting
impact on the audience
3Google has an average of three reviews per location 4 Yelp! Has an average of four reviews per location
of consumers read
between 2-10 reviews
65%
of consumers look to online
review sites for information
during the buying process
of consumers read four to seven
reviews before they are comfortable
making a purchase
of locations have had no
new reviews in 17 months
74% 41% 46%
of consumers consider user
generated reviews extremely
valuable or valuable
of consumers trust online
reviews as much as personal
recommendations
of online reviews have
been pointed out as fake
82% 72% 20%

49. 49
Brand Tracking – Top of Mind & in Mind brand
In Mind (IM)
• The rest of the brands mentioned in the list
have a lower chance of being bought in the
end. A brand that is not included here virtually
does not exist in the mind of the consumer.
• Your Text Here
• Your Text Here
Top of Mind (TOM)
• This is the brand the consumer outs in first position. Often, this
means that this is the most likely candidate for a later purchase,
which makes this position the most wanted for all brands.
• Your Text Here
• Your Text Here
Brand performance is
monitored through
means of questionnaire
and the inferences are
listed down in this slide
to track the awareness,
experience and usage
of the brand
Samsung
Nokia
Sony
I-Phone
Black Berry
Micromax
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50. Brand Identity Icons Slide
50

51. 51
Additional Slides

52. Let’s have a
Coffee Break
52
This is a representative image, and should be replaced by your own image. Just
right click and replace image.

53. Line Chart
53
5
20
10
9
35
15
30 30
56
44
4
34
12
32
25
30
40
48
0
10
20
30
40
50
60
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Inmillions
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 01
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 02

54. Combo Chart
54
70
62
55
45
35
20
15
5
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60
68
76
83
89
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100
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120
2013 2014 2015 2016 2017 2018 2019 2020
GrowthRate(%)
MarketSize(RMB100Million)
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 01
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 02

55. Stacked Column Chart
55
0.5 0.8 1 1.6 1.9 2 2.4 3 3.4
1
1.5
2
2.5
3
4
4.5
5
8
0
2
4
6
8
10
12
2012 2013 2014 2015 2016 2017 2018 2019 2020
ExpenditureIn($Billions)
Years
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 01
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 02

56. Area Chart
56
70
65
40 45
35
25
15
25
19
30
50
18
20
40
0
10
20
30
40
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90
100
FY '14 FY '15 FY '16 FY '17 FY '18 FY '19 FY '20
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
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 02

57. This is a representative image, and should be replaced
by your own image. Just right click and replace image.
Value Clients
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by your own image. Just right click and replace image.
Target Audiences
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by your own image. Just right click and replace image.
Preferred by Many
About Us
57

58. Idea Generation
58
Text Here
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59. Our Team
59
Name Here
Designation
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it to your needs and capture your
audience's attention.
Name Here
Designation
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it to your needs and capture your
audience's attention.
Name Here
Designation
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audience's attention.

60. Puzzle
60
Text Here
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Text Here
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and capture your audience's attention.
Text Here

61. Financial
Minimum
65%
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audience's attention.
Medium
75%
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audience's attention.
Maximum
80%
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audience's attention.
61

62. 01 Target
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own image. Just right click and replace image.
02 Target
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own image. Just right click and replace image.
03 Target
This is a representative image, and should be replaced by your
own image. Just right click and replace image.
Our
Target
62

63. Mind Map
63
Text Here
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audience's attention.
Text Here
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audience's attention.
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audience's attention.

64. Dashboard
64
0
100
50
Low
Medium
High
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it to your needs and capture your
audience's attention.
Low
30%
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audience's attention.
Medium
50%0
100
50
Low
Medium
High
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audience's attention.
High
90%
0
100
50
Low
Medium
High

65. Venn
65
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needs and capture your
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audience's attention.

66. Timeline
66
2015 2017 2019
2016 2018 2020
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audience's attention.
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your needs and
capture your
audience's attention.
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your needs and
capture your
audience's attention.
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67. Circular
67
Text Here
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audience's attention.

68. Comparison
68
55%
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it to your needs and capture your
audience's attention.
Male Users
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it to your needs and capture your
audience's attention.
Male Users
45%
vs

69. 30 60 90 Days Plan
69
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audience's attention.
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audience's attention.
Text Here
30
60
90
Days
Days
Days

70. Email Address
emailaddress123@gmail.com
Address
# street number, city, state
Contact Number
0123456789
Thanks for
Watching!
70