The document discusses various aspects of branding including: 1. It defines what a brand is in terms of the mental associations and perceptions that consumers have regarding a product or service. 2. Brands provide value to both customers and firms. For customers, brands reduce risk and enhance satisfaction. For firms, brands improve marketing effectiveness and allow higher prices. 3. While products come and go, brands endure over time. A brand is the memory of the products and is harder to change than the products themselves. 4. Leading brands are not always the products with the best quality, but are often those that have established a superior image and alternately innovate and capitalize on their brand image over

1. Warming up to brands 7th August 2007

2. Let’s identify the brands associated with these visuals and slogans

22. Brands….The beginning

27. We work not for ourselves, not for the company, not even for our clients. We work for Brands Brand Stewardship ( Ogilvy)

28. To be most valued by those who most value brands Brand Stewardship ( Ogilvy)

30. Brand “ A brand is nothing more or less than the sum of all the mental connections people have around the product. Memories from childhood, something your mum said ... and in the case of newer brands, memories from ads. The trick is to arrange things so that the mental connections around the brand are enhancing” Michael Perry Former Chairman & CEO, Unilever

31. Brand “ Consumers build brands the way birds build nests... from scraps and straws they chance upon” Jeremy Bullmore Former Chairman JWT

38. Brand anatomy

39. Brand Gestalt Physical Product Attributes Quality Uses Brand Personality Logo Visual Appearance Country of Origin User Imagery Tangible Benefits Emotional Benefits Brand Customer Relationship Source: Soni Simpson, Stuart Graduate School of Business

43. How do brands provide value?

46. The Product and the brand

54. Branding