Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
Brand, Meaning of Brand, Definition of Brand, Evolution of Brand, Nature of Brand, Levels of Brand, Types of Brand , Functions of Brand, Brand Management,
Branding is about discovering and communicating the essence of your business and what it delivers to your customers. Your brand creates your business' reputation and its 'personality'.
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
The process involved in creating a unique name
and image for a product in the consumers'
mind, mainly through advertising campaigns
with a consistent theme. Branding aims to establish a significant and
differentiated presence in the market that attracts and retains loyal customers.
5. Consumers are constantly meeting the
brand
Through advertising
With editorial mentions
By sponsorships
On the point of purchase materials
Over the supermarket shelves
They often meet our brands, but how
often do they notice them?
6. Objectives
The message clearly
Confirms your credibility
Connects your target prospects
emotionally
Motivates the buyer Delivers
Concretes User Loyalty
7. Process Of Brand
Communication
Step 1: Start with understanding the
role of brand in your business.
Step 2: Understand the factors that
contribute to brand value.
Step 3: Understand whom you need
to reach.
Step 4: Frame your BIG idea.
Step 5: Understand how far you need
to shift perceptions in order to own the
big idea.
8. Process Cont…
Step 6: Build the messages to shift
perceptions.
Step 7: Understand the role of each
medium in making the shift and
sustaining momentum.
Step 8: Determine the optimum media
allocation.
Step 9: Measure results.
Step 10:Revisit Step 5…and repeat
the process again…and again…
10. Brand Awareness
Brand awareness refers to customers'
ability to recall and recognize the
brand under different conditions and
link to the brand name, logo, jingles
and so on to certain associations in
memory.
It consists of brand recognition and
brand recall.
11. There are various levels of brand
awareness that require different levels and
combinations of brand recognition and
recall.
Top-of-Mind awareness occurs when
your brand is what pops into a consumers
mind when asked to name brands in a
product category.
12. Eg : When any person thinks about
chocolates the first brand coming in mind
is Cadbury
13. Aided Awareness occurs when a
consumer is shown or reads a list of
brands, and expresses familiarity with
your brand only after they hear or see it
as a type of memory aide.
14. Strategic Awareness occurs when your
brand is not only top-of-mind to
consumers, but also has distinctive
qualities that stick out to consumers as
making it better than the other brands in
your market.
15. Brand Elements
Name : The word or words used to identify
a company, product, service, or concept.
Logo : The visual trademark that identifies
the brand.
Tagline or Catchphrase : "The Quicker
Picker Upper" is associated with Bounty
paper towels.
16. Colors : Owens-Corning is the only brand
of fiberglass insulation that can be pink.
Sounds : A unique tune or set of notes
can denote a brand. NBC's chimes are a
famous example.
Movements : Lamborghini has
trademarked the upward motion of its car
doors.
Graphics : The dynamic ribbon is a
trademarked part of Coca-Cola's brand.
18. Manufacturer brands
Manufacturer brands are created by
producers and bear their chosen brand
name.
The producer is responsible for marketing
the brand.
The brand is owned by the producer.
20. Private Label brands
Own-label brands are created and owned
by businesses that operate in the
distribution channel – often referred to as
“distributors”.
Often these distributors are retailers, but
not exclusively.
Sometimes the retailer’s entire product
range will be own-label.
21. Advantages of Private Brands
Earn higher profits
Less pressure to mark down prices
Ties customer to wholesaler or retailer
