WHAT IS A BRAND?

842 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
842
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
57
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

WHAT IS A BRAND?

  1. 1. © Melissa How, 2012
  2. 2. A company or product’s unique image and identity… that differentiates it from its competitors… and leaves an impression in its customers’ minds.© Melissa How, 2012
  3. 3. The legal property of a firm…Capable of influencing consumer behavior…And providing the security of a sustainable future.© Melissa How, 2012
  4. 4. More than creating a logo, slogan, symbol or product…It’s constructing and managing perceptions in the marketplace.• How your customers to see you!• How your customers compare you!• How your customers remember you!© Melissa How, 2012
  5. 5. Has four steps… 1. Identifying and establishing brand positioning and values 2. Planning and implementing brand marketing programs 3. Measuring and interpreting brand performance 4. Growing and sustaining brand equity© Melissa How, 2012
  6. 6. Competitive advantage is created…Through more than product performance…By having dimensions that differentiate it from otherproducts that can satisfy the same need.© Melissa How, 2012
  7. 7. Blind Taste Test• Prefer Pepsi 51%• Prefer Coke 44%• Equal/can’t say 5%Open Taste Test• Prefer Pepsi 23%• Prefer Coke 65%• Equal/can’t say 12%© Melissa How, 2012
  8. 8. PERCEPTION© Melissa How, 2012
  9. 9. © Melissa How, 2012
  10. 10. UNIQUE© Melissa How, 2012
  11. 11. LIKABLE© Melissa How, 2012
  12. 12. ASPIRATIONAL© Melissa How, 2012
  13. 13. MEANINGFUL© Melissa How, 2012
  14. 14. TRANSFERRABLE© Melissa How, 2012
  15. 15. MEMORABLE© Melissa How, 2012
  16. 16. ADAPTABLE© Melissa How, 2012
  17. 17. PROTECTABLE© Melissa How, 2012
  18. 18. SYMBOLIC© Melissa How, 2012
  19. 19. ENDURING© Melissa How, 2012
  20. 20. ‘‘ A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures © Melissa How, 2012 - Michael Eisner, CEO Disney
  21. 21. MELISSA HOW MCOM(MKTG) MEI MARKETING WISE Marketing Consultant www.marketingwise.com.au Strategy Planning @Marketing_Wise Digital Marketing Facebook.com/melissathow Linkedin.com/in/melissa.t.how © Melissa How, 2012

×