This document discusses building and managing brands. It defines a brand as a customer's gut feeling about a product, service, or company. A brand is shaped by what customers say about it, not what a company says. The document introduces the concepts of branding, which empowers products with a brand's essence, and brand equity, which is the added value and favorable associations customers have towards a brand. It explains that building brand equity starts with identifying a brand promise or mantra that captures a brand's core values in 3-5 words. Developing memorable, meaningful brand elements and marketing activities can then generate awareness and positive associations to create brand equity.

1. BUILDING AND MANAGING YOUR
BRAND
Patti Girardi
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2. BRAND EQUITY MANAGEMENT
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3. WHAT IS A BRAND?
 A brand is a customer’s gut feeling about a
product, service or company.
 “It is not what you say it is. It is what THEY
say it is.”
 A charismatic brand is a brand for which
people believe there is no substitute.
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4. WHICH OF THESE BRANDS ARE
CHARISMATIC?
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5. WHICH OF THESE BRANDS ARE
CHARISMATIC?
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6. A COUPLE MORE DEFINITIONS
 Branding is the discipline of empowering a
company’s product or service with the essence
of the brand
 Brand equity is the added value endowed on
products and services, which may be reflected
in the way consumers, think, feel, and act
with respect to the brand.
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7.  Building brand equity starts with the
identification of a brand promise or mantra
A brand promise is a short 3-5 word
expression of the most important aspects
of the brand and its core values (e.g.,
“serve the athlete”)
Ask yourself:
Who are we?
What do we do?
Why does it matter?
THE BRAND PROMISE
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8.  Brand equity is created through the generation of
awareness and positive associations in the
minds of consumers
Brand elements (logo, slogans, names, URLs,
symbols, characters)
Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
Marketing activities
BUILDING BRAND EQUITY
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9. QUESTIONS?
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10. QUESTIONS?
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