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1. BRANDING
PROCESS
Your company Name

2. What Is A Brand?
BRAND = VISION
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www.companyname.com
2

3. PRODUCT
01
✓ Solves A Consumer Problem
✓ Rational Connection
✓ Is Consumed
✓ Built Into Routine
✓ Legally Protected Design
BRAND
02
✓ Beats Down A Consumer Enemy
✓ Emotional Connection
✓ Is Experienced
✓ Becomes Life’s Favorite Ritual
✓ Managed & Protected Reputation
www.companyname.com
3
Difference Between A Brand And A Product
Your Subtitle Here

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Availability
Association
Preference
Familiarity Loyalty
Awareness
Image &
Personality
Brand
Equity
www.companyname.com
4
What Is Brand Equity ?
Your Subtitle Here

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Strategic
Thinking
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Brand
Plans
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Inspire Smart
Execution
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Define
Brand
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Analyze
Performance
The
Brand
www.companyname.com
5
Branding Approach
Your Subtitle Here

6. Market Size
Market
Segments
Customer Mix
Competition
Influence
Competitors
Spending
Group
Market Share
Market
Analysis
COMPETITIVE
MARKET
STEP 1
ANALYSIS
And
www.companyname.com
6

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7
Target Market (Determine Your Brand's Target Audience)
Your Subtitle Here

8. Market
Segmentation
Behavioral Demographic
Diversification
Market Penetration
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www.companyname.com
8
Understanding The Target Market
Your Subtitle Here

9. Total Available
Market (Tam)
Target Market
Your Market
Share
Serviceable Available
Market (Sam)
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www.companyname.com
9
Target Market Size & Growth
Your Subtitle Here

10. Threat Of
Substitutes
Bargaining
Power Of
Buyers
Bargaining
Power Of
Suppliers
Degree Of
Rivalry
Threat Of
New
Entrants
Porter’s
5 Forces
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www.companyname.com
10
Market Profitability
The Porter's Five Forces Tool Helps Assess Market Profitability By Analysing The Forces Acting Upon It.

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2016 2018 2022
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
0
Sales
In
Thsd.
pcs
Text 14-22
+ 16%
www.companyname.com
11
Market Trends
Your Subtitle Here

12. 1key
Success
Factor
2key
Success
Factor
4key
Success
Factor
3key
Success
Factor
5key
Success
Factor
6key
Success
Factor
Key Success
Factor
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www.companyname.com
12
Key Success Factors
Your Subtitle Here

13. Criteria
Revenue Profit
Market
Share
Number Of
Employee
Product
Quality
Main
Activity
Your text
Here
Competitor A Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Competitor B Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Competitor C Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Competitor D Text Here Text Here Text Here Text Here Text Here Text Here
Your Text
Here
Competitor E Text Here Your Text Text Here Your Text Text Here Text Here Text Here
Competitor F Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Competitor G Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Competitor H Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Competitor I Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Competitor J Text Here Text Here Text Here Text Here Text Here Text Here Text Here
www.companyname.com
13
Competitor Analysis Template
Your Subtitle Here

14. 0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
Competitior 1 Competitior 2 Competitior 3 Competitior 4 Competitior 5
0.5
0.6
1
1.4
1.6
0.2
0.3
0.6
0.8
1.2
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www.companyname.com
14
Competitor Analysis Graph
Your Subtitle Here

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S W
O T
Threats
Strengths
Opportunities
Weaknesses
www.companyname.com
15
Swot Analysis
Your Subtitle Here

16. Average
Market
Growth
Company
Growth
(%)
Gaining Market Share
Losing Market Share
15
10
0
-5
5
0 10 20 30 40 50 60
2.5
4.3
0.8
2.5
www.companyname.com
16
Competitor Positioning
Your Subtitle Here

17. BRAND
BUILDING BLOCKS OF
STEP 2
ARCHITECTURE
THE
www.companyname.com
17

18. Decide What Product Or
Service You Are Going To Offer
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www.companyname.com
18
# 1 Brand Product
Your Subtitle Here

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Our Mission
www.companyname.com
19
# 2 Brand Mission Statement
Your Subtitle Here

20. BRAND VISION
IS ENCAPSULATED WITH
THREE MAIN COMPONENTS
1. VALUES – the accepted
characteristics.
2. Desired future environment –
how the world will be A better place as A
consequence of the brand.
3. Brand purpose – the whole
objective of the brand.
Desired Future
Environment
Brand
Purpose
Brand
Vision
Values
www.companyname.com
20
# 3 Brand Vision
Your Subtitle Here

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ESSENCE
How The
Brand Makes
Me Look
What The
Product Does
For Me
How The
Brand Makes
Me Feel
How I Would
Describe The
Product
Brand
Personality
Symbols
Facts
www.companyname.com
21
# 4 Brand Positioning
Your Subtitle Here

22. Relationship
To The Master
Brand
Name
Attributes
How Unique
Are We
How Descriptive Is
The Name?
How Will The Master
Brand Appear?
Who Are We Like?
Who Are We Different
From?
How Will We Invest To Tell
The Story?
What Kind Of Conversation Are
We Having With The Customer?
What Part Of The Story Does
The Name Need To Tell?
www.companyname.com
22
# 5 Brand Name
Your Subtitle Here

23. Symbol
are usually used as
a secondary or
alternative logo, but
because they simple
and compact, they
downsize well and
are great for quick
recognition.
Lettermarks
are similar to symbols,
but they’re exclusively
typographic. they
represent a company
through a simple mark
that uses the initials of
a company’s name.
Emblem
logo is great for
businesses whose
name is too long,
hard to pronounce, or
not very distinct, and
it also assigns equal
importance to every
word in a company’s
name.
Wordmarks
are often styled or
altered in away
differentiates it from a
plan font, or
sometimes a new font
might be created
specifically for the
logo.
Combination
mark logo is the best of
both worlds; it spells out
a company’s name
while associating it with
a visual icon.
www.companyname.com
23
# 6 Brand Identity/Logo
What Type Of Logo Will You Have?

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Emotional
Promise
Functional
Promise
Social
Promise
Global
Promise
Core Brand
Promise
www.companyname.com
24
# 7 Brand Promise
Your Subtitle Here

25. Necessity
Expensive
Formal
Light
Exotic
Discreet
Hi-tech Industrial
Heritage
Modern
Quiet
Simple
Subdued
Black & White
Feminine
Raw
Luxury
Economical
Serious
Casual
Aggressive
Commonplace
Homemade
Ground Breaking
Classic
Loud
Complex
Bright
Colourful
Masculine
Refined
www.companyname.com
25
# 8 Brand Character
Your Subtitle Here

26. FRIEND
MAIDEN
JOKER
SEDUCTRESS
REBEL
HERO
WISE
KING
MOTHER
DREAMER
www.companyname.com
26
# 9 Brand Personality
Your Subtitle Here

27. Desire
For
Control
Family Value
Self
Achievement
Desire To
Belong
Desire To
Get The Best
Revaluing
Fun Is Its Own
Reward
Make Me
Smarter
I’m Better
Than You
Wish-
fulfillment
Reinventing
Oneself
Sex,love
And
Romance
Excitement
Of Discovery
Nuturing Response
Poverty
Of Time
Power, Dominance
And Influence
www.companyname.com
27
# 10 Brand Emotion
There Are 16 Different Emotional Connections A Consumer Will Show Response To According Barry Feig, World-renowned Marketing Strategist.

28. BRANDING EXPERIENCE
Communication
Empathic/
Emotional Design
Brand
Strategies
Retail
Design
Digital
Branding
• Empowered
Consumers
• On-demand
• Brands Personal
Brands
• Networked Brands
• Dialogue
• 24/7feedback,input
Focused
• Transparent
Communication
• User Experience
• User-centered
Design
• Connection With
User
• Users, emotional
Needs
• Local
• Lifestyle
• Communities
• Identities
• Human Behavior
• Adaptation
• Cultural Differences
• Goal
• Consumer Behavior
• Campaigns
• Store Displays
• Visual Merchandising
• Store Windows
• Interior Design
• Products
• Prices
www.companyname.com
28
# 11 Brand Experience
Your Subtitle Here

29. Perceived Brand
Quality
Reason To Buy
Differentiation/Po
sitioning
Premium Price
▪ Customer Has Not The Time Or Ability
To Evaluate The Quality Objectively.
▪ Perception Of Quality Is The
Determinant In The Buying Decision.
▪ Establishing A Specific Image For A Brand
(The,premium,excellent) In Relation To
Competing Brands And Their Quality
▪ When The Perceived Quality Is High,price
May Be/ Must Be Accordingly Higher
▪ Perceived Quality Enhances Profit
Growth(premium Price=quality)
www.companyname.com
29
# 12 Brand Quality
Your Subtitle Here

30. Superior Quality
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Brand
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Economical
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Value For Money
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High Low
Low
High
Price
Quality of Product
www.companyname.com
30
# 13 Brand Pricing
Your Subtitle Here

31. A firm of may make periodic changes in product
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
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.
It is a strategy in which a number of heterogeneous
product are placed and supplied in a single package.
Strategy Policies And
Strategic
Family Packaging
Ecological Packaging
Re-Use Packaging
Multiple Packaging
Brand
Packaging
www.companyname.com
31
# 14 Brand Packaging
Your Subtitle Here

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60%
30%
45
%
25%
70%
52%
www.companyname.com
32
# 15 Brand Distribution
Your Subtitle Here

33. 1
2
3
4
5
6
• California
• Oklahoma
• Indiana
• Colorado
• Georgia
• New York
Locations
Stores
Stores Locator
www.companyname.com
33
# 15 Brand Distribution
Your Subtitle Here

34. Text Here
Text Here
Text Here
Text Here
Your
Brand
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
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www.companyname.com
34
# 16 Brand Association
Your Subtitle Here

35. www.companyname.com
STEP 3
IDEA
THE
BIG
35

36. BIG IDEAS
“That help simplify brand messages that makes it easily understood and
remembered. The idea must be unique, own-able and motivating. It must gain a
quick entry, be layered easily and have longevity over the life of the brand.”
BIG
IDEA
Brand
Consumer
www.companyname.com
36
What's Your Big Idea?
Your Subtitle Here

37. The Big Idea
Big
Idea
Positioning Brand Plan Communication Innovation
Culture &
Operations
Promise
How Well Does
The Brand Benefit
Connect To The
Consumer?
Strategy
What Focused
Choices does the
brand make to
drive growth and
profits?
Story
How well does the
brand
communication
their differences
and move
consumers
How well does the
brand stay fresh
and on top of
trends with
consumer?
Freshness
How well does the
brand experience
live up to and
consistently
deliver the
promise?
Experience
www.companyname.com
37
The Big Idea Model
Your Subtitle Here

38. ✓ Gray’s
Challenge, lose
sibe in 2 weeks
moments
✓ Bonus Packs
✓ T. V advertising
✓ In store
Sampling
Programs
✓ Event Sampling
Program
✓ Contract Sales
Team
✓ Listing Surge
Against
independents
✓ New Sales
incentive roll out
✓ Taste testing
✓ New
Advertising
✓ Increased
Investment
Values
Goals
Vision
Purpose
Big Idea: We take the guilt out of indulging on a great tasting cookies
Promise Strategy Story Freshness Experience
Drive Usage
Frequency
Attract New
Users
Driving new
Distribution
Points
Defiance
Plan
www.companyname.com
38
Creating Brand Strategy Roadmap
Your Subtitle Here

39. MARKETING
STRATEGY
STEP 4
COMMUNICATIONS
And
www.companyname.com
39

40. Brand
Communication
R & S
Top to Top Services
Sales Team
Problem
Solvers
Shipping
Customer Service
Experience Delivery
Back Room Team
BIG
IDEA
Brand
Consumer
www.companyname.com
40
Internal Communication Strategy
Your Subtitle Here

41. Paid Media
Earned Media
Social Media
Search
Home Page
Experiential
Purchase Media
BIG
IDEA
Brand
Consumer
www.companyname.com
41
External Communication Strategy
Your Subtitle Here

42. COMMUNICATION
TYPE
MEDIUM FREQUENCY AUDIENCE
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42
Communication Plan Template
Your Subtitle Here

43. 2017
January February March April May
Media 1 6 12 24 1 8 17 22 1 5 18 20 28 4 13 22 26 3 15 20 27
Video
Television
AOC,NDC,CDS,POX
cable Television
MTV,TDS,USA,VICL,ESPN
,TLC,FOOO
YOUTUBE.COM
Acs-5-1 Target
Emails/Coupon Alerts
Internet Searches
Radio
Television Radio
Ac, Rack, Our, country
Digital Radio
Pandora, Heart, Spottily
Out-of-home
Digital Boxboards
Mailbox
Mail Displays
In-store Offers
www.companyname.com
43
Media Plan Template
Your Subtitle Here

44. 2017
January February March April May
Media 1 6 12 24 1 8 17 22 1 5 18 20 28 4 13 22 26 3 15 20 27
Video
News Print & Online
Newspaper
Quarter Page
Retail Circulars
Home Page Takeover
SEM
Google
Paid Search (Text Ads)
Social Media
Facebook.com
Twitter.com
Digital Display
Local And Network
Google Display Network
www.companyname.com
44
Media Plan Template
Your Subtitle Here

45. Distribution
Value Growth
STEP 5
Monitor Your
BRAND
(MEASUREMENT)
www.companyname.com
45

46. 60
5
10
15
20
25
30
35
40
45
50
55
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60
5
10
15
20
25
30
35
40
45
50
55
60
5
10
15
20
25
30
35
40
45
50
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60
5
10
15
20
25
30
35
40
45
50
55
60
5
10
15
20
25
30
35
40
45
50
55
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46
Brand Performance Dashboard
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47. 40bn TWC…
Film
Strong 1Q
Increase prices
Dollars
Concurs
Anticompetitive
SNFLX
Search Will
Support
Fire TV Voice
U.S Streaming
Business
53m
Amazon
Later This Year
New Customer
0 1 2 3 4 5 6
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
12.1+
10.2+
8.4+
7.3+
5.7+
3.9+
1.5+
1.0+
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47
Brand Performance Dashboard
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48. 0.105
0.1
0.05
0.035
0.109
0.085
0.015
0.017
0.029
0.025
0.011
0.029
0.015
0.015
0.015
0.028
0.015
0.015
0.005 0.008
0.039
0.039
0.004
0.008
0.007
0.014
0.002 0.004
0%
2%
4%
6%
8%
10%
12%
14%
16%
Total Benefits for The
injured
Cost of the
Product
Dealers and
Services
Effectiveness of
the Product
Heating Issues
News
Comments
Blogs
Facebook
Twitter
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48
Brand Mentions
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49. -780%
-540%
-640%
-460%
-270%
420%
540%
640%
730%
890%
-1000% -500% 0% 500% 1000%
5
3
0
1
2
3
4
5
6
7
8
9
Total Mentions
Negative Positive
Benefits For The Injured
Cost of the product
Effectiveness of the product
Heating Issues
Dealers And Services
SENTIMENT %
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Sentiment Analysis
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50. D
N
A
R
B
Define Analyse Involve Create
Implement
And
Evaluate
Agree objectives,
needs and priorities,
Review existing
brand research,
marketing collateral,
brand identity,
values - culture,
Internal brand con-
sultation with staff
and management
Build strategic brand
teamwork
(architecture,
values, personality,
vision)to drive
communications,
behaviors and
positioning
Implement brand
strategy across
organization; ensure
alignment between
internal and external
branding,
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Summary Branding Process
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51. ADDITIONAL
SLIDES
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Agenda
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53. VISION
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MISSION
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MARRY SMITH
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Our Mission
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54. Text Here ANITA
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Text Here JOHN
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Our Team
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55. JOB TITLE HERE
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TOM SMITH
JOB TITLE HERE
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MARY SMITH
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PETER SMITH
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About Us
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56. OPTION 01
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OPTION 02
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OPTION 06
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Our Goal
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57. Advocacy
Loyalty
Conversion
Consideration
Awareness
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Funnel
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58. THANKS FOR WATCHING
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