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Brand gap
The document discusses the complexities of branding, highlighting the gap between strategy and creativity, which can hinder communication and competition. It emphasizes five disciplines of branding and introduces a fifth goal of branding related to customer experience. Key factors for product marketing are identified, including brand uniqueness and effective audience feedback.
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Brand gap
- 1. Brandgap Prepared by: Rajeev Kumar
- 2. Product looks? Sellingplaces? Target customer? Cost desirability? Customer review? Brand name? (trust factor) e.g. 150 cameras Selling a product depends on :
- 3. Customers trust tocompany Visible branding trends Customers trust to company Invisible branding trends Customers trust to people Visible branding trends Customers trust to people Invisible branding trends B2 C B2B Product service Relationships
- 4. Rift between strategyand creativity- between logic and magic- there’s a brand gap. Does the left brain know what the right brain doing? Brain map
- 5. There are onlytwo ways to look at the brand gap: It creates a natural barrier to: •communication, •competition Value of brand
- 6. Five disciplines ofbranding are Cultivate Validate Innovate Collaborate Differentiate
- 7.
- 8. Traditional view ofdesign has 4 possible goals: Goals To identify To entertain To inform To persuade But with branding there is a 5th:
- 9. Features: what ithas Benefits: what it does Experience: what you will feel Identification: who you are Differentiate :how your customers see you? Marketing of a product depends on:
- 10. Models One stopshop The brand agency Integrated marketing team Collaborate
- 11. The one stopshop
- 12. Creativity Innovation BusinessPlatform Requires Leadsto Innovate:
- 13. Slashes Cost inefficiency & duplication Uncommon production yet practical Responses to real problems Creative audience choice Magnifies the organization Innovative product Innovative product:
- 14. Unique Short Appropriateness Easy spelling and pronunciation Likability Extendibility(visual interpretation) Protectability(trademarked) 7 Criteria for a good name:
- 15. Brand promises byaddressing two issues: 1.Getting the right idea 2.Getting the idea right Feedback i.e. audience research Company Talks to themself Marketing Validate
- 16. Sender Message Receiver Consumer Reviews to company Producer Product Validate e.g.
- 17.
- 18. Will it helpor hurt the brand? Companies Behavior Company Image Match Brand success Depends on Constant recognition of corporate memory Cultivate: