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Branding

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The presentation is about Branding. One of the important concepts in Marketing, it is studied and used in order to build an image for a particular product.

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Branding

  1. 1. Branding HelpWithAssignment.com
  2. 2. <ul><li>Objectives will be to: </li></ul><ul><ul><li>To understand what a brand is and how the 2Is affect branding </li></ul></ul><ul><ul><li>To understand what brand equity is and how it is measured </li></ul></ul><ul><ul><li>To discuss how marketing programs build brand equity </li></ul></ul><ul><ul><li>To examine the seven-step branding process </li></ul></ul><ul><ul><li>To review two case studies in online branding </li></ul></ul><ul><ul><li>To discuss the effects of brand on the four customer relationship stages </li></ul></ul>HelpWithAssignment.com
  3. 3. <ul><ul><li>Defining Brand and Examining How the 2Is Affect Branding </li></ul></ul><ul><ul><li>What Is Brand Equity, and How Is It Measured? </li></ul></ul><ul><ul><li>How Marketing Programs Build Brand Equity </li></ul></ul><ul><ul><li>The Seven-Step Branding Process </li></ul></ul><ul><ul><li>Two Case Studies in Online Branding </li></ul></ul><ul><ul><li>Effects of Brand on the Four Customer Relationship Stages </li></ul></ul><ul><ul><li>EBay Example </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul>HelpWithAssignment.com
  4. 4. <ul><ul><li>Defining Brand and Examining How the 2Is Affect Branding </li></ul></ul><ul><ul><li>What Is Brand Equity, and How Is It Measured? </li></ul></ul><ul><ul><li>How Marketing Programs Build Brand Equity </li></ul></ul><ul><ul><li>The Seven-Step Branding Process </li></ul></ul><ul><ul><li>Two Case Studies in Online Branding </li></ul></ul><ul><ul><li>Effects of Brand on the Four Customer Relationship Stages </li></ul></ul><ul><ul><li>EBay Example </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul>HelpWithAssignment.com
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  7. 7. Established as Traditional Brand Established as Online Brand HelpWithAssignment.com
  8. 8. Individualization Interactivity Community <ul><li>Interactivity creates value because the brand is tailored to the individual </li></ul><ul><li>Customers gain a sense of control with respect to the nature and timing of their interactions with the brand </li></ul><ul><li>There is a danger that the brand will stray from its core personality </li></ul><ul><li>Responsiveness becomes a key brand attribute as customers recognize that their concerns are heard and responded to across multiple channels </li></ul><ul><li>The frequency of interaction is increased — leading to the need to freshen content and target messages to specific usage occasions </li></ul><ul><li>Customers expect the brand to evolve in response to their needs and desires </li></ul>HelpWithAssignment.com
  9. 9. Point-Counterpoint HelpWithAssignment.com
  10. 10. <ul><ul><li>Defining Brand and Examining How the 2Is Affect Branding </li></ul></ul><ul><ul><li>What Is Brand Equity, and How Is It Measured? </li></ul></ul><ul><ul><li>How Marketing Programs Build Brand Equity </li></ul></ul><ul><ul><li>The Seven-Step Branding Process </li></ul></ul><ul><ul><li>Two Case Studies in Online Branding </li></ul></ul><ul><ul><li>Effects of Brand on the Four Customer Relationship Stages </li></ul></ul><ul><ul><li>EBay Example </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul>HelpWithAssignment.com
  11. 11. <ul><li>“ E-branding is more important [than e-commerce]. And it must come first. Because few people will buy your stuff – online or off – unless you are top-of-mind.” – Annette Hamilton, Executive Producer, ZDNet </li></ul><ul><li>“ Brand is the price of entry [to the Internet], not the winning strategy.” – Dylan Tweney, infoNet </li></ul><ul><li>“ By the time your potential customers log on, they already know what they’re looking for, and they often know from whom they want to buy it. … They’re just not listening to branding messages anymore.” – Michael Fischler, Principal, The Pubs Group </li></ul>HelpWithAssignment.com
  12. 12. <ul><li>“ Brands stand as comfort anchors in the sea of confusion, fear, and doubt. In dynamic markets, strong brands have more value than ever, precisely because of the speed with which these markets move.” – Chuck Pettis, Technobranding </li></ul><ul><li>“ It took more than 50 years for Coca-Cola to become a worldwide market leader, but only five years for online search engine Yahoo to gain market dominance. The role of the brand has changed dramatically and has created a vacuum between offline and online brands.” – Mark Lindstrom, Executive Director, ZIVO </li></ul><ul><li>“ A company’s website is the brand. It’s the hub of consumer experience, the place where all aspects of a company, from its annual report to its products to its support, intersect. It’s the company in a nutshell, all there in a way that just is not possible in the analog world.” – Sean Carton, Carton Donofrio Interactive </li></ul>HelpWithAssignment.com
  13. 13. Product, Price, Community, Communication and Distribution Programs Wraparounds Core Product/ Service . . . provides positive consumer responses . . . A good brand . . . <ul><li>Customer Benefits </li></ul><ul><ul><li>Confidence </li></ul></ul><ul><ul><li>Loyalty </li></ul></ul><ul><ul><li>Satisfaction </li></ul></ul><ul><li>Firm Benefits </li></ul><ul><ul><li>Reduced marketing costs </li></ul></ul><ul><ul><li>Increased margins </li></ul></ul><ul><ul><li>Opportunity for brand extensions </li></ul></ul>. . . and benefits both target customers and firm <ul><li>Brand Awareness </li></ul><ul><ul><li>Depth </li></ul></ul><ul><ul><li>Breadth </li></ul></ul><ul><li>Brand Associations </li></ul><ul><ul><li>Strength </li></ul></ul><ul><ul><ul><li>Relevant </li></ul></ul></ul><ul><ul><ul><li>Consistent </li></ul></ul></ul><ul><ul><li>Valence </li></ul></ul><ul><ul><li>Uniqueness </li></ul></ul><ul><ul><ul><li>Memorable </li></ul></ul></ul><ul><ul><ul><li>Distinctive </li></ul></ul></ul>HelpWithAssignment.com
  14. 14. <ul><li>Fogdog Brand Perceptions </li></ul><ul><ul><li>Emphasize prices and selection benefits </li></ul></ul><ul><ul><li>Selective distribution </li></ul></ul><ul><ul><li>Competitive pricing </li></ul></ul><ul><ul><li>Gift shopping service </li></ul></ul><ul><ul><li>My Fogdog discounts and benefits </li></ul></ul><ul><ul><li>“ How to buy” help </li></ul></ul><ul><ul><li>Discussion groups by sport </li></ul></ul><ul><ul><li>Fogdog Fetch helps you find the right product </li></ul></ul><ul><ul><li>Low prices </li></ul></ul><ul><ul><li>Selection breadth and depth </li></ul></ul>Product, Price, Community, Communication and Distribution Programs Wraparounds Core Product / Service HelpWithAssignment.com
  15. 15. Point-Counterpoint HelpWithAssignment.com
  16. 16. <ul><ul><li>Defining Brand and Examining How the 2Is Affect Branding </li></ul></ul><ul><ul><li>What Is Brand Equity, and How Is It Measured? </li></ul></ul><ul><ul><li>How Marketing Programs Build Brand Equity </li></ul></ul><ul><ul><li>The Seven-Step Branding Process </li></ul></ul><ul><ul><li>Two Case Studies in Online Branding </li></ul></ul><ul><ul><li>Effects of Brand on the Four Customer Relationship Stages </li></ul></ul><ul><ul><li>EBay Example </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul>HelpWithAssignment.com
  17. 17. <ul><li>Brand Equity </li></ul><ul><li>Product </li></ul><ul><li>Pricing </li></ul><ul><li>Communication </li></ul><ul><li>Promotional </li></ul><ul><li>Program </li></ul><ul><li>Distribution </li></ul>HelpWithAssignment.com
  18. 18. <ul><ul><li>Defining Brand and Examining How the 2Is Affect Branding </li></ul></ul><ul><ul><li>What Is Brand Equity, and How Is It Measured? </li></ul></ul><ul><ul><li>How Marketing Programs Build Brand Equity </li></ul></ul><ul><ul><li>The Seven-Step Branding Process </li></ul></ul><ul><ul><li>Two Case Studies in Online Branding </li></ul></ul><ul><ul><li>Effects of Brand on the Four Customer Relationship Stages </li></ul></ul><ul><ul><li>EBay Example </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul>
  19. 19. Clearly Define the Target Audience Understand the Target Customer Understand the Competition Design Compelling Brand Intent Identify Key Leverage Points in Customer Experience Execute the Branding Strategy Establish Feedback Systems HelpWithAssignment.com
  20. 21. <ul><ul><li>Defining Brand and Examining How the 2Is Affect Branding </li></ul></ul><ul><ul><li>What Is Brand Equity, and How Is It Measured? </li></ul></ul><ul><ul><li>How Marketing Programs Build Brand Equity </li></ul></ul><ul><ul><li>The Seven-Step Branding Process </li></ul></ul><ul><ul><li>Two Case Studies in Online Branding </li></ul></ul><ul><ul><li>Effects of Brand on the Four Customer Relationship Stages </li></ul></ul><ul><ul><li>EBay Example </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul>HelpWithAssignment.com
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  27. 28. Marketing Levers Relationship Stages For advertising, brand can enhance awareness Brand Enhances or Detracts HelpWithAssignment.com
  28. 29. <ul><ul><li>Defining Brand and Examining How the 2Is Affect Branding </li></ul></ul><ul><ul><li>What Is Brand Equity, and How Is It Measured? </li></ul></ul><ul><ul><li>How Marketing Programs Build Brand Equity </li></ul></ul><ul><ul><li>The Seven-Step Branding Process </li></ul></ul><ul><ul><li>Two Case Studies in Online Branding </li></ul></ul><ul><ul><li>Effects of Brand on the Four Customer Relationship Stages </li></ul></ul><ul><ul><li>EBay Example </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul>HelpWithAssignment.com
  29. 30. <ul><ul><li>Offline advertising </li></ul></ul><ul><ul><li>Web price discount </li></ul></ul><ul><ul><li>Increased number of channel intermediaries </li></ul></ul><ul><ul><li>Online billboards </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Targeted price promotions </li></ul></ul><ul><ul><li>Efficient site structure </li></ul></ul><ul><ul><li>Volume discounts </li></ul></ul><ul><ul><li>Personalized pages </li></ul></ul><ul><ul><li>Loyalty programs </li></ul></ul><ul><ul><li>Discontinue pricing discounts </li></ul></ul><ul><ul><li>Reduce advertising expenditures </li></ul></ul><ul><ul><li>Identify “departing friends” </li></ul></ul><ul><ul><li>Reduce customer care </li></ul></ul>Awareness Exploration/ Expansion Commitment Dissolution HelpWithAssignment.com
  30. 31. <ul><ul><li>Defining Brand and Examining How the 2Is Affect Branding </li></ul></ul><ul><ul><li>What Is Brand Equity, and How Is It Measured? </li></ul></ul><ul><ul><li>How Marketing Programs Build Brand Equity </li></ul></ul><ul><ul><li>The Seven-Step Branding Process </li></ul></ul><ul><ul><li>Two Case Studies in Online Branding </li></ul></ul><ul><ul><li>Effects of Brand on the Four Customer Relationship Stages </li></ul></ul><ul><ul><li>EBay Example </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul>HelpWithAssignment.com
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  34. 35. <ul><ul><li>Defining Brand and Examining How the 2Is Affect Branding </li></ul></ul><ul><ul><li>What Is Brand Equity, and How Is It Measured? </li></ul></ul><ul><ul><li>How Marketing Programs Build Brand Equity </li></ul></ul><ul><ul><li>The Seven-Step Branding Process </li></ul></ul><ul><ul><li>Two Case Studies in Online Branding </li></ul></ul><ul><ul><li>Effects of Brand on the Four Customer Relationship Stages </li></ul></ul><ul><ul><li>EBay Example </li></ul></ul><ul><ul><li>Conclusion </li></ul></ul>HelpWithAssignment.com
  35. 36. <ul><ul><li>Branding is fundamentally different from the other marketing activities — product, pricing, communication, community and distribution — in three ways: </li></ul></ul><ul><ul><ul><li>Brands are reflections or outcomes of the firm’s marketing activities </li></ul></ul></ul><ul><ul><ul><li>Unlike the other activities, branding is an integral part of every marketing activity and strategy </li></ul></ul></ul><ul><ul><ul><li>Strong brands can be used to enhance the effectiveness of all other marketing activities </li></ul></ul></ul><ul><ul><li>The branding process includes seven steps: 1) clearly define the target audience, 2) understand the target customer, 3) understand the competition, 4) design compelling BrandIntent, 5) identify key leverage points in customer experience, 6) execute the branding strategy and 7) establish feedback systems. </li></ul></ul><ul><ul><li>The presence of a strong brand enhances positive marketing activities such that awareness, exploration and commitment are more effectively established. </li></ul></ul>HelpWithAssignment.com
  36. 37. <ul><li>About the Company: HelpWithAssignment.com is an online tutoring company. Our network spans 3 continents and several countries. </li></ul><ul><li>We offer three kinds of services: Assignment Help, Thesis Help and Online Tuitions for students in their college or University. </li></ul><ul><li>Visit us at http://www.helpwithassignment.com/ </li></ul>HelpWithAssignment.com

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