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2. Business Focus01
Brand Performance Tracking11
02 Need For New Product
03 Competitive Landscape
04 Strategic Positioning
05 Brand Development
06 Brand Positioning
07 Brand Communication
08 Budgeting
09 Value Addition Due To Branding
10 Promotional Strategies
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Agenda
2
3. 3
Enhanced
Product &
Better Quality
Low Trust
High Trust
High Value Low Value
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Business Focus
Define the
focus of your
business in this
slide
4. Product/ Service 1
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Product/ Service 2
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Product/ Service 3
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Product/ Service 4
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Product/ Service 5
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capture your audience's attention.
Decide What Product
Or Service You Are
Going To Offer
Mention the
product or service
which you want to
offer the target
audience
BrandProduct/Service
4
5. NeedforNewProduct
-(Option1of2)
Option 01
Option 02Option 03
Option 04
Option 05
Option 06
Dynamic Market Conditions
Diversification Of Risk
To Meet Seasonal Fluctuations
In Demand
Increasing competition
Email Marketing
Growth And Development
Some general needs
for new products
have been listed
here, you can tailor it
as per your need.
5
7. Competitive Analysis
Strengths
Weaknesses
Strategy: Emphasizing the strengths
▪ Emphasize strengths
▪ Highlight benefits for customers
▪ Your Text Here
Strategy: Downgrade/ Devalue
▪ Evaluate weaknesses as irrelevant
▪ Devalue importance for customer benefits
▪ Compensate weaknesses with strengths
Own Company
Strategy: Downgrade/ Devalue
▪ Evaluate weaknesses as irrelevant
▪ Devalue importance for customer benefits
▪ Compensate weaknesses with strengths
▪ Your Text Here
Strategy: Emphasizing Weaknesses
▪ Overemphasize weakness
▪ Emphasize a disadvantage of competitors in the
market
▪ Highlight negative impact on customer benefits
Competitors
7 Compare your
strengths &
weaknesses with
that of others
8. Comparison - Based On Criteria
Criteria
Revenue Profit
Market
Share
Main
Activity
Number of
Employee
Product
Quality
Competitor A 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
Competitor C Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor D Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor E Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor F Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor G Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor H Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
8 Compare your
competitors based
on relevant criteria
9. Market Competitiveness (1 of 2)
Ratings
Key Success
Factors
Own Competitor 1 Competitor 2 Competitor 3
Financial Position
Advertising
Market share
Brand Image
Customer Loyalty
Product Quality
Product Range
Distribution
Price Competition
Geographic Expansion
9 We have listed some
of the key factors to
compare your market
competency, you can
alter them as per the
need
10. Market Competitiveness (2 of 2)
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 3 0.48 4 0.48 4 0.48
Product Range 0.08 4 0.24 4 0.32 3 0.24
Distribution 0.10 3 0.40 3 0.30 3 0.30
Price Competition 0.08 4 0.24 3 0.24 3 0.24
Geographic Expansion 0.10 3 0.40 3 0.30 2 0.20
Total Score 1.00 3.74 3.42 2.80
10 We have listed some
of the key factors to
compare your market
competency, you can
alter them as per the
need
11. StrategicPositioning
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
Strategic Target
Moderate Prices
Superior Quality
Customer Value
On the basis of the
competitive analysis
carried out, you can
strategically design a
plan to position
yourself in the market
11
12. 12
Mention the Brand
mission in this
slide indicating the
Brand’s purpose
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replaced by your own image. Just right click and
replace image.
▪ This is a representative image, and should be
replaced by your own image. Just right click and
replace image.
Brand Mission
Statement
13. Brand Vision
Brand
Vision
Statement
The accepted characteristics.
Values
How the world will be A better place as A
consequence of the brand.
Desired Future Environment
The whole objective of the brand.
Brand Purpose
Brand Vision
Is Encapsulated With Three Main Components
13
Mention the Brand
vision in this slide
indicating the
Brand’s future
pathway
14. Brand Architecture14
Masterbrand
Level 1
Level2
ChildBrand
(A)
(B)
(C)
B(i)
B(ii)
B(iii)
B(iv)
Child Brand
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Child Brand
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Child Brand
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needs and capture your audience's attention.
Child Brand
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needs and capture your audience's attention.
Level3
Organize the variety
of brands available
in your organization
in an appropriate
structure
15. Brand Elements15
We have listed down
the relevant
elements of a Brand,
you can customize it
basis your
requirements
Displays the identity of the brand
Packaging 06
special type of Brand Symbol;
one that take on human or real-
life characteristics
Character
05
A Musical message written
around the Brand
Tone
04 A short phrase that communicates
information about the Brand
Logo
03
A short phrase that
communicates information about
the Brand
Slogan
02
Mention the name of the Brand which
captures the central theme around it
Name
01
Elements
16. Brand Strategy Framework
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
▪ Color
▪ Typography
▪ Rules
▪ Trial applications
Touch points
▪ Stationery
▪ Uniforms
▪ Digital
▪ Environments
▪ Collateral
▪ Advertising
▪ Merchandise
▪ Vehicles
▪ Signage
Assets
▪ Managing the assets
▪ Changing brand
identity
▪ Launching brand
identity
▪ Communicating
brand Identity
16
It is a framework
indicating all the key
aspects considered
while making a
brand strategy
17. Brand Execution Roadmap17
Brand Logo refresh
Aug 2018
05
Launch of the Brand in the market
Jan 2017
04
Development & Execution of Brand
positioning strategies
Mar 2016
03
Consider the slogan of the Brand
Dec 2015
02
06
Extension of the existing brand
Non 2019
Choose a Brand name, logo and color
Jan 201401
Start
End
This slide gives a
layout of the timeline
of a Brand, you can
alter it as per your
requirements
18. Develop Your Name, Logo And Tagline18
Choose A
Brand Name
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Choose A Color
For The Brand
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Design A
Professional Logo
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Consider A
Slogan
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Decide On A Timeline
For Logo Refresh
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We have listed the
common steps
which a company
generally follows to
create a logo and
tagline
19. Logo Designing Sources
Self Employed
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Online Design Firm
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Local Design
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0
Friends/Relative
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0
Others
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audience's attention.
19
Logo designing
sources have been
listed. You can
choose sources
based on company’s
requirement
3%
22%
43%
12%
20%
20. 20
BrandIdentity
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audience's attention.
Promise
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audience's attention.
Integrity
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audience's attention.
Personality
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audience's attention.
Evolution
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.
21. Brand Integrity
Form Brand Integrity Management Program
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Program
Charter
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Team
Assignments
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Budgeting
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Policies
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Programs
Prioritized Project Development
21 We have mentioned
the key components
of Brand integrity.
You can use/ alter
them basis your
requirements
22. 22
BrandEvolution
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audience's attention.
2014
Extension of the existing brand
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audience's attention.
2017
Product launch
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audience's attention.
2015
Extension Brand Promotion
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audience's attention.
2018
Product Development
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audience's attention.
2016
Product Refinement
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audience's attention.
2019
Formula of the product
We have listed
below the evolution
steps of a brand.
You can refine them
bases the
requirements
23. 23
SINCERITY
▪ Down-to-earth
▪ Honest
▪ Wholesome
▪ Cheerful
01
EXCITEMENT
▪ Imaginative
▪ Up-to-date
▪ Daring
▪ Spirited
02
COMPETENCE
▪ Reliable
▪ Intelligent
▪ Successful
03
▪ Tough
RUGGEDNESS
▪ Outdoorsy
04
SOPHISTICATION
▪ Charming▪ Upper class
05
Brand
Personality
We have listed the
key attributes of a
brand’s personality,
you can use them as
per your
requirements
24. Brand Promise24
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Emotional
Promise
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Functional
Promise
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Global
Promise
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Social
Promise
Core Brand Promise
This slide focuses
on the core Brand
promises, you can
use them as per
your requirements
25. Brand Building
Brand Assessment
▪ Internal & External assessment
▪ Identify points of differentiation
▪ Leverage the Brand
▪ Create communication strategies
Brand Advantage
▪ Creating visual
representation of the brand
▪ Creating brand identities
Brand Blueprint
▪ Crafting the
▪ Brand essence
▪ Brand story
▪ Brand Promise
Brand Promise
▪ Creating A Corporate Culture
Around The Brand By
Aligning The Staff With The
Brand Vision & Essence
Brand
Culturalization
01
02
03
04
05
Brand
Building
Process
25
We have listed the
broad steps involved
in building a brand,
you can enter the
rationale followed
while implementing
the same
26. Brand Building Tactics
Logo/Tagline
Website Product's Newsletter Publications Direct Mail PowerPoint Adds
Exhibit
Booth
Environment
Stationary
Package
LobbiesIntranet E-marketing Folder Brochures
Annual
Repots
Video
/DVD
Flyers
Conferenc
e Material
Rooms
Stores
Posters
E-
newsletters
26
We have listed a
wide variety of
mediums to build the
brand, you can
choose the relevant
platform bases your
requirements
27. Brand Packaging
Strategy Policies
And Strategic
A Firm Of May Make Periodic
Changes In Product
Packaging.
Family
Packaging
It Is A Kind Of Packaging
Strategy In Which Packages
Of The Entire Product Line
Closely Resemble One
Another.
Ecological
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
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.
Multiple
Packaging
It Is A Strategy In Which
A Number Of
Heterogeneous Product
Are Placed And Supplied
In A Single Package.
Below are some of
the ways of doing
packaging, you can
use any of them to
Brand your product
27
30. 30
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BrandEquity
Brand
Association
Perceived
Quality
Brand
Awareness
Brand
Loyalty
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
31. 31
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Brand
Value
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
32. 32
Dominant
Unaware of the Brand
Aided Awareness
Unaided Awareness
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Brand
Awareness
Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up
in the ladder
33. Brand Quality33
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
Perceived
Brand Quality
Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up
in the ladder
34. 34
BrandAssociations
Associations
Create Positive Attitudes/Feelings
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Reason - to - Buy
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Differentiate/Position
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Help Process/Retrieve Information
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Basis for Extensions
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We have listed out 5
different parameters
under brand
association. Prepare
your strategies for each
of the parameter
35. BrandLoyalty
How much are Loyal
Customers Worth?
$1.6 TrillionThe potential revenue up for grabs
from switching among consumer brands’01
80% of a business’ profits come
from 20% of its customers’02
Brand advocates spend 2x as much
regular customers and have 5x the
lifetime value’
03
A 5% increase in customer retention
can result in a 40% lift in profit’
04
77% of customers still they have
no relationship with a brand’05
The probability of generating an additional sale from an
existing customer is 7xgreater than from a new prospect’
06
Input your inferences
after brand tracking to
provide a better
perspective on how
loyal is your customer
base.
35
36. Brand Loyalty
Committed
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Fence Sitters Considers It A Friend
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audience's attention.
Passively Loyal With Switching Coasts
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audience's attention.
Satisfied / Habitual Buyer No Reason To Changes
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audience's attention.
Switchers / Price Sensitive No Brand Loyalty
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audience's attention.
36 Identify your customers
in the brand loyalty
segment and formulate
strategy to move up the
ladder
37. Establish Brand Positioning
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
37 Evaluating the product
on the basis of
commonly used
parameters which can
be altered as per
customer requirements
38. Brand Positioning
Symbol
FactYour Text
Here
Brand
Personality
Essence
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How The Brand
Makes Me Look
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How The Brand
Makes Me Feel
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needs and capture your audience's attention.
What The Product
Does For Me
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How I Would Describe
The Product
38 You can decide on the
basis of below
mentioned parameters
how you want to
position the brand in
the minds of the target
audience
39. Brand Position39
Quality
valuepreposition
A
B
C
ED
Own Product
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A
Competitor B
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B
Competitor C
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C
Competitor D
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D
Competitor E
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E
Move the circles and
the text boxes as per
your company’s
product quality and
value proposition
40. Brand Repositioning-(Option 1 Of 2)40
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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
01
02
03 05 07
04 06
You can reposition
the Brand in the
market on the basis
of any of the ways
mentioned in this
slide
41. Brand Repositioning- (Option 2of 2)41
Segment
Oriented
01
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02
Celebrity
Oriented
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audience's attention.
03
Symbolism
Oriented
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04
Up-market
Technology
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05
Niche-
Oriented
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06
Change of
Image Oriented
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07
Value
Oriented
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You can reposition
the Brand in the
market on the basis
of any of the ways
mentioned in this
slide
43. Brand Budgeting43
Task Low-End Fee High-End Fee
Name Development $10,000 $75,000
Brand Mark (Logo) Creation $3,500 $150,000
Core Brand Presentation (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
We have listed various ways
which needs to be kept in
mind while budgeting. We
have categorized Budgeting
in two parts: Low end and
High End. You can choose
based on company’s
requirement
44. Value Addition Due To Branding - (Option 1 Of 2)
$ 2.5 -
$ 3
$ 0.5 -
$ 0.80
$ 1 -
$ 2
$ 3 - $ 5 $ 30 - $ 40
$ 25- $ 35
Benefits Of Branding
Cost 2
(Example – Printing Cost)
Cost 1
(Example -
Raw Product)
Cost 3
(Example –
Factory Cost)
Total Cost
Per Product
Sold To You
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44
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
45. Value Addition Due To Branding - (Option 2 Of 2)
$ 2.5 -
$ 3
$ 0.5 -
$ 0.80
$ 1 -
$ 2
$ 3 - $ 5 $ 30 - $ 40
$ 25- $ 35
Benefits Of Branding
Cost 2
(Example – Printing Cost)
Cost 1
(Example -
Raw Product)
Cost 3
(Example –
Factory Cost)
Total Cost
Per Product
Sold To You
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45
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
46. Promotion - Internal46
Internal
Television
Custom Branded
Apparel
Booklets, Pamphlets,
Brochures
Direct
Emails
CouponsTeleconferences Bulletin Boards
Telephone Hotlines
Or News Lines
Displays And
Exhibits
Free
Samples
Various ways of
Internal promotion
have been listed. You
can choose the
suitable ways as per
your requirements
47. Advertising
▪ PPC
▪ Retargeting
▪ Social Media
▪ Paid Influencers
▪ Affiliates
Sharing
▪ Mentions
▪ Reviews
▪ Posts
▪ Shares
Web Properties
▪ Site
▪ Blog
▪ Email
▪ Social Channels
▪ Mobile site
Paid Media
Earned Media
Owned Media
SEO&ContentDriveEarnedMedia(Sharing)And
Traffic
Promotion-External
Various ways of
External promotion
have been listed. You
can choose the
suitable ways as per
your requirements
47
48. Brand Performance Dashboard48
50% 90%
75%
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Customer Recognition
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Enhanced sales
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audience's attention.
Competitive Edge
Monitor the Brand
performance on the
basis of below
mentioned parameters,
you can alter them as
per your requirements
49. 49
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Brand Tracking -
Product
Awareness
Ad Awareness
Which mobile brands have you noticed in any
advertisement recently?
Brand Awareness
Which mobile brands have you heard of?
Preference
Which mobile brand do you prefer? What
other brands are interesting?
Latest Purchase
What mobile brand do you own?
01
02
03
04
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
50. Brand Tracking – Brand Experience & Usage
Which mobile phone brand did u
purchased recently?
Brands Purchased
01
What is the purchasing frequency and the amount
spend on the brand purchased?
Purchase Frequency & Amount
02
What is the total spending by the
consumer on the product?
Total Spending
03 How satisfied is the customer and how much
is he loyal to the brand?
Customer Satisfaction & Loyalty
06
What’s the likelihood of changing brand
preference by the consumer?
Brand Change Likelihood
05
If hasn’t purchased, then what’s the buying
intent of consumer?
Future Purchase Intent
04
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50
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
51. Brand Tracking Info Graphics51
Of Consumers Read Between
2-1Reviews
65%
Of Consumers Read Four To
Seven Reviews Before They Are
Comfortable Making A Purchase
41%
74%
Of Consumers Look To
Online Review Sites For
Information During The Buying
Process
46%
Of Locations Have Had No
New Reviews In 17
Months
Of Consumers Consider User
Generated Reviews Extremely
Valuable Or Valuable
82%
Of Consumers Trust Online
Reviews As Much As Personal
Recommendations
72%
20%
Of Online Reviews
Have Been
Pointed Out As
Fake
Enter the survey/brand
tracking results in this
info graphic slide to
create an everlasting
impact on the
audience
52. Brand Tracking – Top Of Mind & In Mind Brand
Top Of
Mind (TOM)
This is the brand the consumer outs in first position.
Often, this means that this is the most likely
candidate fro a later purchase, which makes this
position the most wanted for all brands.
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.
52
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
57. Column Chart57
Product 1
Product 2
0.5 0.8 1
1.6 1.9 2
2.4 2.8
3.4
1
1.5
2
2.5
3
3.5
4
5
6
0
2
4
6
8
10
2009 2010 2011 2012 2013 2014 2015 2016 2017
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”.
58. Line Chart58
Product 01 Product 02
0
10
20
30
40
50
60
70
80
90
100
JAN FEB MAR APR MAY JUN JULY AUG SEP OCT NOV DEC
Profit(InThousands)
92%
80%
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
60. Area Chart60
100%
0
10
20
30
40
50
60
70
80
90
100
FY '12 FY '13 FY '14 FY '15 FY '16 FY '17 FY '18
SalesInPercentage(%)
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”.
63. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
Our Mission
Vision Mission Goal
63
64. Our Team64
Name Here
Designation
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Name Here
Designation
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Name Here
Designation
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Name Here
Designation
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65. Our Company
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Values Client
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Premium Services
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AboutUs
65
66. Our Goal66
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01
02
03
67. Comparison
40% 13%
60% 87%
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67
68. 15,000
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Minimum
20,000
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Medium
25,000
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Maximum
Financial68
69. In Order To Inspire
People, That’s Going To Have To
Come From Somewhere
Deep Inside Of You.
- Jeff Weiner
Quotes
69
70. Puzzle
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01
02
03
04
70
71. 71
Target
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72. Venn72
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02 03 0401
73. 73
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01
02
Mind Map
74. 74
Idea
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Bulb Or
Idea