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1. Business
Branding
Model
Your company Name

2. Our
Agenda
Business Focus 01
02Need for New Product
03Competitive Landscape
04Strategic Positioning
05Brand Development
06Brand Positioning
08 Budgeting
09
Value addition due to
Branding
10 Promotional Strategies
11
Brand Performance
Tracking
07 Brand Communication
2

3. Business Focus
Low Trust
High Trust
High Value Low Value
Enhanced
Product &
Better Quality
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needs and capture your audience's
attention.
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your needs and capture your audience's
attention.
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your needs and capture your audience's
attention.
Mention the product
or service which you
want to offer the
target audience
3

4. Brand Product/Service 4
Decide What Product
Or Service You Are Going
To Offer
Product/ Service 1
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Product/ Service 2
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Product/ Service 3
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and capture your audience's attention.
Product/ Service 4
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and capture your audience's attention.
Product/ Service 5
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and capture your audience's attention.
Define the focus
of your business
in this slide

5. Dynamic Market Conditions
Continuous technological
development
Increasing competition
Diversification of Risk
Growth and Development
To meet seasonal fluctuations in
demand
Need for New Product -
(Option 1 of 2)
Product 1
Product 2
Product 5 Product 4
Product 6
Some general needs
for new products have
been listed here, you
can tailor it as per
your need.
5

6. Dynamic Market Conditions
Continuous technological
development
Increasing competition
Diversification of Risk
Growth and Development
To meet seasonal fluctuations in
demand
Need for New Product -
(Option of 2)
Dynamic Market Conditions
Continuous technological
development
Increasing competition
Diversification of Risk
Growth and Development
To meet seasonal fluctuations in
demand
Some general needs
for new products have
been listed here, you
can tailor it as per
your need.
6

7. Competitive Analysis 7
Weaknesses
Strengths
Own Company
Strategy: Downgrade/ Devalue
• Evaluate weaknesses as irrelevant
• Devalue importance for customer benefits
• Compensate weaknesses with strengths
Strategy: Emphasizing the strengths
• Emphasize strengths
• Highlight benefits for customers
• Your Text Here
Competitors
Strategy: Downgrade/ Devalue
• Evaluate weaknesses as irrelevant
• Devalue importance for customer benefits
• Compensate weaknesses with strengths
Strategy: Emphasizing Weaknesses
• Overemphasize weakness
• Emphasize a disadvantage of competitors in the
market
• Highlight negative impact on customer benefits
Compare your
strengths &
weaknesses with
that of others

8. Comparison - Based On Criteria
Criteria
Revenue Profit
Market
Share
Main
Activity
Number of
Employee
Product
Quality
Competitor A Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor B Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor C Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor D Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor E Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor F Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor G Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor H Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Compare your
competitors based
on relevant criteria
8

9. Market Competitiveness (1 of 2)
Ratings
Key Success
Factors
Own Competitor 1 Competitor 2 Competitor 3
Financial Position
Advertising
Market Share
Brand Image
Customer Loyalty
Product Quality
Product Range
Distribution
Price Competition
Geographical Expansion
We have listed some
of the key factors to
compare your market
competency, you can
alter them as per the
need
9

10. Market Competitiveness (2 of 2)
Ratings
Own Competitor 1 Competitor 2 Competitor 3
Key Success
Factors
Weight Rating
Weighted
Score
Rating
Weighted
Score
Rating
Weighted
Score
Financial Position 0.8 4 0.32 3 0.24 3 0.24
Advertising 0.12 4 0.48 4 0.48 3 0.36
Market Share 0.12 4 0.48 3 0.36 2 0.24
Brand Image 0.10 4 0.40 4 0.40 3 0.30
Customer Loyalty 0.10 3 0.30 3 0.30 2 0.20
Product Quality 0.12 3 0.48 4 0.48 4 0.48
Product Range 0.08 4 0.24 4 0.32 3 0.24
Distribution 0.10 3 0.40 3 0.30 3 0.30
Price Competition 0.08 4 0.24 3 0.24 3 0.24
Geographical Expansion 0.10 3 0.40 3 0.30 2 0.20
Total Score 1.00 3.74 3.42 2.80
We have listed some
of the key factors to
compare your market
competency, you can
alter them as per the
need
10

11. Strategic Positioning
Differentiation
Write your strategy based on product
differentiation
Comprehensive Cost Leadership
Write your strategy based on cost
leadership analysis
Focus on priorities
Mention your key focus areas
Strategic Target
Superior Quality Moderate Prices Customer Value
On the basis of the
competitive analysis
carried out, you can
strategically design a
plan to position
yourself in the market
11

12. 12
Brand Mission
Statement
• This is a representative image, and should be replaced
by your own image. Just right click and replace image.
• This is a representative image, and should be replaced
by your own image. Just right click and replace image.
Mention the Brand
mission in this slide
indicating the
Brand’s purpose

13. Brand Vision 13
Brand
Vision
Statement
The accepted characteristics.
Values
How the world will be A better place as A
consequence of the brand.
Desired Future Environment
The whole objective of the brand.
Brand Purpose
Brand Vision
Is Encapsulated With Three Main Components
Mention the Brand
vision in this slide
indicating the
Brand’s future
pathway

14. Brand Architecture
(A)
(B)
(C)
Child Brand
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Child Brand
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Child Brand
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Child Brand
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B(i)
B (ii)
B( iii)
B(iv)
Level3
Level2
ChildBrand
Level1
Masterbrand
Organize the variety
of brands available
in your organization
in an appropriate
structure
14

15. Mention the name of the Brand
which captures the central theme
around it
Name
A short phrase that
communicates information about
the Brand
Slogan
A short phrase that
communicates information about
the Brand
Logo
Elements
04
05
0601
02
03
Displays the identity of the
brand
Packaging
A special type of Brand Symbol;
one that take on human or real-
life characteristics
Character
Musical message written
around the Brand
Tone
Brand Elements
We have listed down
the relevant elements
of a Brand, you can
customize it basis
your requirements
15

16. Brand
Strategy
• Brand Audit
• Business
Objectives
• Stakeholder
Analysis
• Market Analysis
• Brand Strategy
Analysis
Research
• Refining the
focus
• Brand Promise
• Positioning
Strategy
• Brand Brief
• Naming
Strategy
• Logotype +
Tagline
• Color
• Typography
• Rules
• Trial
applications
Design
• Stationery
• Uniforms
• Digital
• Environments
• Collateral
• Advertising
• Merchandise
• Vehicles
• Signage
Touch Points
• Managing the assets
• Changing brand identity
• Launching brand identity
• Communicating brand Identity
Assets
Brand Strategy Framework
It is a framework
indicating all the key
aspects considered
while making a
brand strategy
16

17. Brand Execution Roadmap
Start
End
Choose a Brand
name, logo and
color
Jan
2014
Consider the slogan
of the Brand
Dec
2015
Development & Execution of
Brand positioning strategies
Mar
2016
Launch of the
Brand in the
market
Jan
2017
Brand Logo
refresh
Aug
2018
Extension of the
existing brand
Nov
2019
This slide gives a
layout of the timeline
of a Brand, you can
alter it as per your
requirements
17

18. DevelopYourName,
LogoAndTagline
Choose a Brand Name
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attention.
Choose a Color for the Brand
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attention.
Design a Professional Logo
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attention.
Consider a Slogan
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attention.
Decide On a Timeline for Logo Refresh
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attention.
We have listed the
common steps which a
company generally
follows to create a logo
and tagline
18

19. Logo Designing Sources
Local Design
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audience's attention.
Friends/Relative
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audience's attention.
Online Design firm
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audience's attention.
Self Employed
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audience's attention.
Others
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3%
22%
43%
12%
20%
Logo designing
sources have been
listed. You can
choose sources
based on company’s
requirement
19

20. This slide is 100%
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audience's attention.
Integrity
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audience's attention.
Promise
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audience's attention.
Personality
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your needs and
capture your
audience's attention.
Evolution
Brand Identity Template PPT Examples
Professional
We have listed down the
key factors which help in
developing the identity of a
Brand. These factors have
been explained in the
subsequent slides.
20

21. Brand Integrity
Program Charter
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Team Assignments
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Budgeting
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Policies
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Programs
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PrioritizedProjectDevelopment
Form Brand
Integrity
Management
Program
We have mentioned the
key components of
Brand integrity. You can
use/ alter them basis
your requirements
21

22. Brand Evolution
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audience's attention.
2015
Extension Brand
Promotion
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your needs and
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audience's attention.
2016
Product
Refinement
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your needs and
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audience's attention.
2017
Product
launch
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your needs and
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audience's attention.
2018
Product
Development
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your needs and
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audience's attention.
2019
Formula of the
product
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audience's attention.
2014
Extension of the
existing brand
We have listed below
the evolution steps of
a brand. You can
refine them bases the
requirements
22

23. 23
Sincerity
• Down-to-
earth
• Honest
• Wholesome
• Cheerful
Excitement
• Imaginative
• Up-to-date
• Daring
• Spirited
Competence
• Reliable
• Intelligent • Successful
• Tough
Ruggedness
• Outdoorsy
Sophistication
• Charming• Upper class
Brand
Personality

24. Brand Promise
Global
Promise
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Functional
Promise
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attention.
Social
Promise
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attention.
Emotional
Promise
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needs and capture your audience's
attention.
This slide focuses on
the core Brand
promises, you can
use them as per your
requirements
24

25. Brand Building
Brand
Building
Process
Brand
Blueprint
Brand
Culturalization
Brand
Promise
Brand
Advantage
Brand
Assessment
• Internal &
External
assessment
• Identify points of
differentiation
• Leverage the
Brand
• Create
communication
strategies
• Creating visual
representation of the
brand
• Creating brand
identities
• Crafting the
• Brand essence
• Brand story
• Brand Promise
• Creating A
Corporate Culture
Around The Brand
By Aligning The
Staff With The
Brand Vision &
Essence
We have listed the broad
steps involved in building
a brand, you can enter
the rationale followed
while implementing the
same
25

26. Brand Building Tactics
Logo/Tagline
Website Product's Newsletter Publications Direct Mail PowerPoint Adds Exhibit Booth Environment
Stationary
Package
LobbiesIntranet E-marketing Folder Brochures
Annual
Repots
Video
/DVD
Flyers
Conference
Material
Rooms
Stores
Posters
E-
newsletters
We have listed a wide
variety of mediums to
build the brand, you can
choose the relevant
platform bases your
requirements
26

27. Brand Packaging
Brand
Packaging
A Firm Of May Make
Periodic Changes In
Product Packaging.
Strategy Policies
And Strategic
It Is A Strategy In Which
A Number Of
Heterogeneous Product
Are Placed And
Supplied In A Single
Package.
Multiple
Packaging
It Is A Strategy In Which The
Marketer Offers Product In
Such A Packaging Which May
Be Reuses For Other
Purposes After The Product
Has Been Taken Out Of The
Package Or Exhausted.
Ecological
Packaging
It Is A Kind Of Packaging
Strategy In Which Packages
Of The Entire Product Line
Closely Resemble One
Another.
Family
Packaging
It Is A Strategy In Which The
Marketer Offers Product In
Such A Packaging Which May
Be Reuses For Other Purposes
After The Product Has Been
Taken Out Of The Package Or
Exhausted.
Re-Use
Packaging
Below are some of
the ways of doing
packaging, you can
use any of them to
Brand your product
27

28. 80%
60%
30%
40%
50%
65%
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capture your audience's attention.
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capture your audience's attention.
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capture your audience's attention.
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capture your audience's attention.
Brand
Distribution
List down the
regions where
your target
audience is based
28

29. Brand Extension
Brand
Brand
Extension
Horizontal
B.E
Vertical
B.E
Franchise
Extension
Line
Extension
Upward
Extension
Downward
Extension
Listed are some of the
methods of Brand
extension, you can
opt any of them basis
your requirements
29

30. Brand Equity
Brand
Equity
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audience's attention.
Brand Awareness
Perceived Quality
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audience's attention.
Brand Association
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audience's attention.
Brand Loyalty
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audience's attention.
Ideally, Brand equity
comprises of 4 factors;
which are discussed in
next slides. Select the
prime factors you want to
focus on and develop your
strategies
30

31. Brand Value
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Brand
Association
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editable. Adapt it to
your needs and capture
your audience's
attention.
Perceived
Quality
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your audience's
attention.
Brand
Awareness
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your audience's
attention.
Brand
Loyalty
Ideally, Brand value
comprises of 4 factors;
which are discussed in
next slides. Select the
prime factors you want to
focus on and develop your
strategies
31

32. Brand Awareness
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your audience's attention.
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your audience's attention.
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Dominant
Top of Mind
Unaided Awareness
Aided Awareness
Unaware of the Brand
Identify your brand
segment in this brand
awareness pyramid and
prepare short term and
long term strategies to
move up in the ladder
32

33. Brand Quality 33
Reason To Buy
• Customer has not the time or ability
to evaluate the quality objectively.
• Perception of quality is the
determinant in the buying decision.
Premium Price
• When The Perceived Quality Is High price
May Be/ Must Be Accordingly Higher
• Perceived Quality Enhances Profit
Growth(premium Price=quality)
Differentiation/Positioning
• Establishing A Specific Image For A
Brand (The premium, excellent) In
Relation To Competing Brands And
Their Quality
Perceived
Brand
Quality
Identify your brand
segment in this brand
awareness pyramid and
prepare short term and
long term strategies to
move up in the ladder

34. We have listed out 5
different parameters under
brand association.
Prepare your strategies for
each of the parameter
Associations
Brand
Association Basis for Extensions
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Help Process/Retrieve Information
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Differentiate/Position
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Reason - to - Buy
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Create Positive Attitudes/Feelings
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34

35. How much are Loyal
Customers Worth?
Brand
Loyalty
Brand advocates spend 2x as
much regular customers and
have 5x the lifetime value’
03
80% of a business’ profits come
from 20% of its customers’ 02
$1.6 TrillionThe potential revenue
up for grabs from switching
among consumer brands’ 01
The probability of generating an
additional sale from an existing
customer is 7xgreater than from a
new prospect’
06
77% of customers still they have
no relationship with a brand’05
A 5% increase in customer
retention can result in a 40% lift in
profit’
04
Input your inferences
after brand tracking to
provide a better
perspective on how loyal
is your customer base.
35

36. Brand Loyalty
Committed
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Fence Sitters Considers It A Friend
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Passively Loyal With Switching Coasts
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Satisfied / Habitual Buyer No Reason To Changes
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audience's attention.
Switchers / Price Sensitive No Brand Loyalty
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audience's attention.
01
02
03
04
05
Identify your customers
in the brand loyalty
segment and formulate
strategy to move up the
ladder
36

37. Establish Brand Positioning
Company &
Product
Target Customers Key Benefits Price Value Proposition
Quality Conscious
Consumers Of Chicken
Tenderness 10% Premium
Better Chicken At
Moderate Prices
Safety- Conscious
Upscale Families
Durability & Safety 20% Premium
Safest Most Durable
Wagon
Convenience- Minded
Pizza Lovers
Delivery Speed & Good
Quality
15% Premium
Good Pizza Delivered
Promptly At Your
Doorstep With
Moderate Prices
the product
basis of
only used
which can be
per customer
ements
37

38. Brand Positioning
Essence
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How The Brand
Makes Me Look
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attention.
How The Brand
Makes Me Feel
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your needs and capture your audience's
attention.
What The Product
Does For Me
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attention.
How I Would Describe
The Product
You can decide on the
basis of below mentioned
parameters how you want
to position the brand in the
minds of the target
audience
38

39. Brand Position
Value Preposition
Quality
A B
C
E D
Own Product
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A
Competitor B
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B
Competitor C
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C
Competitor D
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D
Competitor E
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audience’s attention.
E
Move the circles and the
text boxes as per your
company’s product
quality and value
proposition
39

40. Brand Repositioning-(Option 1 Of 2)
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Celebrity Oriented
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Up-market Technology
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Change of Image Oriented
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Segment Oriented
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Symbolism Oriented
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Niche-Oriented
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Value Oriented
02 0401 03 05 06 07
You can reposition the
Brand in the market on
the basis of any of the
ways mentioned in this
slide
40

41. Brand Repositioning- (Option 2of 2)
Celebrity
Oriented
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Up-market
Technology
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Change of Image
Oriented
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Segment
Oriented
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Symbolism
Oriented
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Niche-
Oriented
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Value
Oriented
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You can reposition the
Brand in the market
on the basis of any of
the ways mentioned
in this slide
41

42. Brand Communication
Personal Service
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attention.
05
Convenient
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attention.
06
Customer Value
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attention.
08
Latest Technology
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attention.
07
Variety
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03
Moderate Prices
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attention.
04
Affordable
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attention.
01
Easily Available
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02
Quality
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11
Authenticity
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09
Durability
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10
Accessible
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12
42

43. Brand Budgeting
Task Low-End Fee High-End Fee
Name Development $10,000 $75,000
Brand Mark (Logo) Creation $3,500 $150,000
Core Brand Presentations
(Website And Brand Marketing Materials )
$10,000 $250,000+
Advertising $10,000 Millions Annually
SEO (Website Search-engine Optimization) $1,000 Monthly Thousands Monthly
Social Media Your Time Hundreds Of Thousands Annually
Signage, Vehicles, Packaging $20,000 $250,000+ Annually
We have listed various ways
which needs to be kept in mind
while budgeting. We have
categorized Budgeting in two
parts: Low end and High End.
You can choose based on
company’s requirement
43

44. Value Addition Due To Branding - (Option 1 Of 2)
Cost 1
(Example - Raw
Product)
Cost 2
(Example –
Printing Cost)
Cost 3
(Example –
Factory Cost)
Total Cost
Per Product
Sold To You
$ 2.5 -
$ 3
$ 0.5 -
$ 0.80
$ 1 -
$ 2
$ 3 - $ 5
$ 30 - $ 40
$ 25- $ 35
Benefits Of Branding
Slide indicates the
price/profit a company can
make as a result of
branding. You can add
your data values to
calculate your profit from
Branding
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44

45. Value Addition Due To Branding - (Option 1 Of 2)
Cost 1
(Example - Raw
Product)
Cost 2
(Example –
Printing cost)
Cost 3
(Example –
Factory Cost)
Total Cost
Per Product
Sold To You
$ 2.5 -
$ 3
$ 0.5 -
$ 0.80
$ 1 -
$ 2
$ 25- $ 35
Benefits Of Branding
$ 3 - $ 5
$ 30 - $ 40
Slide indicates the
price/profit a company can
make as a result of
branding. You can add
your data values to
calculate your profit from
Branding
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45

46. Promotion - Internal
Teleconferences
Direct Emails
Internal
Television
Custom Branded
Apparel
Booklets, Pamphlets,
Brochures
Coupons
Bulletin
Boards
Telephone Hotlines
Or News Lines
Displays And
Exhibits
Free
Samples
Various ways of Internal
promotion have been
listed. You can choose
the suitable ways as per
your requirements
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46

47. Promotion - External
Various ways of External
promotion have been
listed. You can choose
the suitable ways as per
your requirements
Advertising
PPC Retargeting
Social Media Paid Influencers
Affiliates
Paid Media
Sharing
Mentions Reviews
Posts Shares
Earned Media
Web Properties
Site Blog Email
Social Channels Mobile site
Owned Media
SEO & Content
Drive Earned
Media
(Sharing) And
Traffic
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47

48. Brand Performance Dashboard
Monitor the Brand
performance on the basis
of below mentioned
parameters, you can alter
them as per your
requirements
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37%
Customer Recognition
50%
Enhanced sales
80%
Competitive Edge
48

49. Brand Tracking - Product Awareness
01
02
03
04
Latest Purchase
What mobile brand do you
own?
Preference
Which mobile brand do you prefer?
What other brands are interesting?
Ad Awareness
Which mobile brands have you
noticed in any advertisement
recently?
Brand Awareness
Which mobile brands have
you heard of?
Brand performance is
monitored through means
of questionnaire and the
inferences are listed down
in this slide to track the
awareness, experience
and usage of the brand
49

50. Brand Tracking – Brand Experience & Usage 50
Brand performance is
monitored through means of
questionnaire and the
inferences are listed down in
this slide to track the
awareness, experience and
usage of the brand
Which mobile phone brand did u
purchased recently?
Brands Purchased
What is the purchasing frequency
and the amount spend on the brand
purchased?
Purchase Frequency
& Amount
What is the total spending by the
consumer on the product?
Total SpendingWhat’s the likelihood of changing
brand preference by the consumer?
Brand Change
Likelihood
How satisfied is the customer and
how much is he loyal to the brand?
Customer Satisfaction
& Loyalty
If hasn’t purchased, then what’s the
buying intent of consumer?
Future Purchase Intent
Text Here
06
05
01
02
03
04

51. Brand Tracking Info Graphics
Of Consumers Consider User
Generated Reviews Extremely Valuable
Or Valuable
82%
Of Consumers Trust Online Reviews
As Much As Personal Recommendations
72%
Of Online Reviews
Have Been Pointed
Out As Fake
20%
Of Consumers
Read Between
2-1Reviews
65%
Of Consumers Look To
Online Review Sites
For Information During The
Buying Process
74%
Of Consumers
Read Four To
Seven Reviews
Before They Are
Comfortable Making
A Purchase
41%
Of Locations
Have Had No
New Reviews
In 17 Months
46%
Enter the survey/brand
tracking results in this info
graphic slide to create an
everlasting impact on the
audience
51

52. Brand Tracking – Top Of Mind & In Mind Brand
This is the brand the consumer outs in first position.
Often, this means that this is the most likely
candidate fro a later purchase, which makes this
position the most wanted for all brands.
Top Of
Mind
(TOM)
In
Mind
(IM)
The rest of the brands mentioned in the list have a lower chance of being bought
in the end. A brand that is not included here virtually does not exist in the mind of
the consumer.
Brand performance is
monitored through means of
questionnaire and the
inferences are listed down in
this slide to track the
awareness, experience and
usage of the brand
52

53. Business Branding Model Icon Slide 53

54. Business Branding Model Icon Slide 54

55. 55
Coffee Time
(10:00-10:15AM)

56. Charts &
Graphs
56

57. Donut Pie Chart
40%
20%
30%
10%
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57

58. Stacked Bar
0 10 20 30 40 50 60 70 80 90 100
Q1
Q2
Q3
Q4
Unit Count
• Product 01 • Product 02 • Product 03 58

59. ScatterwithSmoothLines
andMarkers
0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60
Profit(InThousands)
Dollar (In Billions)
95%
▪ Product 01
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
59

60. 0
10
20
30
40
50
60
70
80
90
100
DecNovOctSepAugJulJunMayAprMarFebJan
SalesInPercentage%
Financial Year 2016
AreaChart • Product 01 • Product 02
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
60

61. Stacked Bar
0 10 20 30 40 50 60 70 80 90 100
Q1
Q2
Q3
Q4
(InPercentage)
• Product 01 • Product 02
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
61

62. Additional
Slides
62

63. Our Mission
Our Vision
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Our Mission
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&
63

64. 64
Name Here
Designation
Name Here
Designation
Name Here
Designation
This is a representative image, and should be replaced by your own image. Just right click and replace image.
Meet Our Team

65. AboutUs
65
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66. Our Goal
01
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02
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03
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04
66

67. Comparison
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50%90%
67

68. Financial 68
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Enterprise
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Professional
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Standard
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Basic
$59 $29 $17 $50

69. Quotes
69
In Order To Inspire
People, That’s Going To
Have To Come From
Somewhere Deep
Inside Of You.
…Jeff Weiner

70. Puzzle
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Text Here Text Here Text Here Text Here
70

71. Target
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attention.
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01
02
03
04
05
06
07
08
71

72. Mind Map
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72

73. Venn
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74. Bulb Or Idea
04
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01
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03
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02
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Idea
74

75. 75
Address
# street number, city, state
Contact Numbers:
0123456789
Email Address:
emailaddress@gmail.com
Thank
You