This document discusses developing, enhancing, and sustaining a brand in the market. It provides tips for branding such as knowing your brand meaning and making employees brand ambassadors. It also discusses enhancing a brand through authentic communication and becoming more consumer-driven by developing products consumers help create. Additionally, it offers tips for improving brand communication strategies like being authentic and helpful. Sustaining a brand involves analyzing weaknesses, listening to customers, using data, and keeping customers informed and satisfied through creative services. The conclusion emphasizes knowing your brand and marketing with rather than at consumers to improve loyalty.

1. PROJECT ON : “DEVELOPING, ENHANCING &
SUSTAINING A BRAND IN THE MARKET”
RADHIKA GUPTA
32 -MBA-14
SEMESTER - 3

2. DEVELOPING A BRAND IN THE
MARKET:
DISCOVERING AND IMPLEMENTING YOUR COMPANY'S
BRAND IDENTITY: Branding is not a difficult thing to do if you
know who you are and how you want to be perceived by
others.
• Know What Your Brand Means
• Make Your Employees Brand Ambassadors
• Communicate Your Brand to the Public
• Get Target Customers to Amplify Your Brand

3. BRAND DEVELOPMENT MODEL

4. ENHANCING A BRAND IN THE
MARKET:
• As marketers, we strive to communicate with consumers in the
ways that they prefer.
• In fact, marketing is becoming increasingly consumer-driven.
For example, with the rise of social media marketing, brands
can communicate directly with their customers to develop
products that sell, and consumers essentially become product
“co-creators.”

5. ENHANCING A BRAND IN THE
MARKET:
• Today, 80% of online content is user-generated, and content
will increasingly come from a customer’s peers.
• Marketers need advocates buzzing about their products as
people increasingly receive information about brands from
their social connections.

6. Tips to Help Improve Your Brand's
Communication Strategy
1) Be Authentic- Example: Patagonia
2) Have a Conversation- Example: Oreo
3) Create Buyer Personas- Example: Walt Disney World

7. Tips to Help Improve Your Brand's
Communication Strategy
4) Show Your Personality - Example: Old Spice
5) Provide Relevant Content- Example: Lowe's on Pinterest
6) Be Helpful- Example: JetBlue

8. 7) Focus on Quality Engagement Over Quantity - Example:
Southwest Airlines
8) Be Open - Example: McDonald’s Canada
9) Post About Things Other Than Your Own Brand - Example:
Whole Foods

9. Tips to Help Improve Your Brand's
Communication Strategy
10) Throw in Content for Pure Consumer Enjoyment - Example:
Kraft Macaroni & Cheese
11) Leverage Consumer-Generated Content - Starbucks

10. SUSTAINING A BRAND IN THE
MARKET:
For building long-term customers relationships and inspiring
customer loyalty:
1) Analyze Weaknesses
2) Listen to the Customers
3) Data, Data, and More Data
4) The Right Information at the Right Time
5) Keep the Customer in the Loop

11. SUSTAINING A BRAND IN THE
MARKET:
6)Get With the Times
7)Tie-in Complimentary Services and Useful Information
8)Customer Service Is King
9)Be Creative
10) Solicit Feedback

12. CONCLUSION:
• Branding is not a difficult thing to do if you know who you are
and how you want to be perceived by others.
• With the rise of collaborative marketing, marketers must shift
from marketing "at" consumers to marketing "with"
consumers.
• By focusing on what is in under the control of the supplier,
and mating that to the true needs of their customers, brands
can meaningfully improve customer loyalty in the
marketplace.