The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Now that you have your exciting new corporate brand, do you know how to roll it out across your organisation?
Take a quick look at a presentation I prepared on the Brand Audit topic for some key considerations to quickly and efficiently apply your branding across your organisation.
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Now that you have your exciting new corporate brand, do you know how to roll it out across your organisation?
Take a quick look at a presentation I prepared on the Brand Audit topic for some key considerations to quickly and efficiently apply your branding across your organisation.
Displays an in-depth look at what is brand image with reference to many different sources of academic literature, such as aaker and keller ( importance being shown on 11 dimensions of brand image, components of brand image and kellers New typology of Brand Image)
Full Analysis on : https://digibowl.wordpress.com/2016/04/02/what-is-brand-image-kellers-1993-answer-on-brand-image-defonition/
Basically computation of Project Appraisal technique with a special reference to financial parameters - Payback, Discounted Cash flow, NPV, IRR etc are explained. The slides are used for educating those who have taken up Project Finance recently
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Content needs to be written with one purpose: to be Important. That means that it must anger a response or a attention from the reader. Many companies think that if they create content that fulfills a need or answers a question, they will somehow be compensated with their content being shared by millions.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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2. Brand Positioning Guidelines
Two key issues in arriving at the optimal
competitive brand positioning are:
Defining and communicating the competitive
frame of reference
Choosing and establishing points-of-parity and
points-of-difference
3.2
3. Defining and Communicating the
Competitive Frame of Reference
Determine category membership.
State its point of difference in relationship to
other category members.
3.3
4. Choosing POP’s & POD’s
Desirability criteria (consumer perspective)
Personally relevant
Distinctive and superior
Believable and credible
Deliverability criteria (firm perspective)
Feasible
Profitable
Pre-emptive, defensible, and difficult to attack
3.4
6. Core Brand Values
Set of abstract concepts or phrases that
characterize the five to ten most important
dimensions of the mental map of a brand
Relate to points-of-parity and points-of-
difference
Mental map Core brand values Brand mantra
3.6
7. Brand Mantras
An articulation of the “heart and soul” of the brand
Short three- to five-word phrases that capture the
irrefutable essence or spirit of the brand
positioning and brand values
3.7
8. Designing the Brand Mantra
The term brand functions describes the nature of
the product or service or the type of experiences
or benefits the brand provides.
The descriptive modifier further clarifies its nature.
The emotional modifier provides another
qualifier—how exactly does the brand provide
benefits, and in what way?
3.8
9. Designing the Brand Mantra
Emotional Descriptive Brand
Modifier Modifier Functions
Authentic Athletic Performance
Nike
Fun Family Entertainment
Disney
Fun Folks Food
3.9
10. Internal Branding
Members of the organization are properly aligned
with the brand and what it represents.
Crucial for service companies
3.10
11. Brand Audit
Externally, consumer-focused assessment
A comprehensive examination to assess the health
of the brand, uncover its sources of equity, and
suggest ways to improve and leverage that equity
3.11
13. Importance of Brand Audits
Understand sources of brand equity
Firm perspective
Consumer perspective
Set strategic direction for the brand
Recommend marketing programs to maximize
long-term brand equity
3.13
15. Brand Audit Steps
Brand Inventory Brand Exploratory
Brand elements Awareness
Supporting Favorability
marketing Uniqueness of
programs associations
Profile of Customer based
competitive brands equity model
POPs and PODs
Brand mantra
3.15
16. Brand Audit
Brand Inventory Brand Exploratory
Suggests the bases for Uncovers knowledge
positioning the brand
structures for the core
Offers insights to how brand
equity may be better brand as well as its
managed competitors
Assesses consistency in message
among activities, brand
extensions, and sub-brands in
order to avoid redundancies,
overlaps, and consumer
confusion
3.16
17. Suggested Brand Audit Outline
Brand audit objectives, scope, and approach
Background about the brand (self-analysis)
Background about the industries
Consumer analysis (trends, motivation, perceptions, needs,
segmentation, behavior)
Brand inventory
Elements, current marketing programs, POPs, PODs
Branding strategies (extensions, sub-brands, etc.)
Brand portfolio analysis
Competitors’ brand inventory
Strengths and weaknesses 3.17
19. Guidelines for Building Brand Equity
Mix and match brand elements
Create a rich brand image and high perceived
quality
Adopt value-based pricing strategy
Consider a range of distribution options
Mix marketing communication options
Leverage secondary associations
15.19
20. Guidelines for Measuring Brand Equity
Formalize the firm’s view of brand equity
Conduct brand inventories
Conduct consumer tracking studies
Assemble results of outcome measures
Establish a department to oversee the
implementation
15.20
21. Guidelines for Managing Brand Equity
Define brand hierarchy
Create global associations
Introduce brand extensions
Clearly establish the roles of brands in the
portfolio
Reinforce brand equity over time
Enhance brand equity over time
Identify differences in consumer behavior in
different market segments
15.21
22. Characteristics of Strong Brands
Managers
Understand brand meaning and market appropriate products in an
appropriate manner
Properly position the brand
Provide superior delivery of desired benefits
Employ a full range of complementary brand elements and
supporting marketing activities
Embrace integrated marketing communications and communicate
with a consistent voice
Measure consumer perceptions of value and develop a pricing
strategy accordingly
Establish credibility and appropriate brand personality and imagery
Maintain innovation and relevance for the brand
Strategically design and implement a brand hierarchy and brand
portfolio
Implement a brand equity management system to ensure that
marketing actions properly reflect the brand equity concept 15.22
23. Seven Deadly Sins of Brand Management
1. Failure to understand the full meaning of the
brand
2. Failure to live up to the brand promise
3. Failure to adequately support the brand
4. Failure to be patient with the brand
5. Failure to adequately control the brand
6. Failure to properly balance consistency and
change with the brand
7. Failure to understand complexity of brand
equity measurement and management
15.23
24. Industrial and B2B Branding
Adopt a corporate or family branding strategy
Link non-product-related imagery associations
Employ full range of marketing communication
options
Leverage equity of other companies that are
customers
Segment markets carefully and develop tailored
branding and marketing programs
15.24
25. Guidelines for High-Tech Branding
Establish brand awareness and rich brand image
Create corporate credibility associations
Leverage secondary associations of quality
Avoid overbranding products
Selectively introduce new products as new
brands and clearly identify the nature of brand
extensions
15.25
26. Guidelines for Service Branding
Maximize service quality
Employ a full range of brand elements to enhance
brand recall
Create and communicate strong organizational
associations
Design corporate communication programs that
augment consumers’ service encounters and
experiences
Establish a brand hierarchy using distinct family or
individual brands as well as meaningful ingredient
brands
15.26
27. Guidelines for Branding Retailers
Create a brand hierarchy consisting of the store
as a whole as well as individual departments
Enhance the manufacturer’s brand equity by
communicating PODs
Establish brand equity at all levels of the brand
hierarchy
Create multichannel shopping experience
Avoid overbranding
15.27
28. Guidelines for Small Business Branding
Emphasize building one or two strong brands
Focus the marketing program on one or two key
associations
Employ a well-integrated set of brand elements that
enhances both brand awareness and image
Design creative brand-building push campaigns
Leverage as many secondary associations as
possible
15.28
30. Future Brand Priorities
How will branding change in the coming years?
What are the biggest branding challenges? What
will make a successful “twenty-first-century
brand”?
15.30
31. Measuring Brand Equity
Marketers of successful twenty-first-century
brands will create formalized measurement
approaches and processes that ensure they
continually monitor their sources of brand
equity and those of competitors.
15.31
32. Managing Brand Equity
It will be essential in building strong twenty-first-
century brands to align internal and external brand
management.
Internal brand management ensures that employees and
marketing partners appreciate and understand basic branding
notions and how they can affect the equity of brands.
External brand management requires understanding the needs,
wants, and desires of consumers and creating brand
marketing programs that fulfill and even surpass consumer
expectations.
Companies must also align bottom-up and top-down
marketing management .
15.32