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Darwin Presentation - What is a Brand
1. BRANDING, DESIGN & MARKETING
At one level a brand is a product or
service with a name.
BRANDING, DESIGN & MARKETING
2. BRANDING, DESIGN & MARKETING
What is a Brand?
BRANDING, DESIGN & MARKETING
3. BRANDING, DESIGN & MARKETING
A “brand” can be a company, product,
service, utility, charity, football team and
even a government initiative.
4. BRANDING, DESIGN & MARKETING
A brand is composed of many different
elements, all of which have a combined
effect on consumers.
5. BRANDING, DESIGN & MARKETING
These elements include: logo,
publicity, website, collateral,
packaging, adverts, business card,
signage and vehicle livery.
6. BRANDING, DESIGN & MARKETING
But in reality it includes any point
of contact between a company,
its customers and any other
interested parties:
7. BRANDING, DESIGN & MARKETING
Staff behaviour and their telephone
manner, the way staff deliver a service,
the company’s written style, its facilities
(i.e. buildings and other customer facing
space), even the coffee it serves!
8. BRANDING, DESIGN & MARKETING
Basically, everything it is, does, says
and how it looks.
9. BRANDING, DESIGN & MARKETING
At one level a brand is quite simply
a product or service with a name.
10. BRANDING, DESIGN & MARKETING
Branding is principally the process of
attaching a name and a reputation to
something or someone.
13. BRANDING, DESIGN & MARKETING
A prospects’ perception of a brand is fluid
– a mental image that is updated every
time they come into contact with it.
15. BRANDING, DESIGN & MARKETING
Managing a brand is about positively
influencing the way consumers think
about a company, the values they
associate with it, and the quality of
that feeling.
16. BRANDING, DESIGN & MARKETING
When a prospect needs a problem
solved, something fixed, or a product
delivered it is the brand (the mental
image) that makes them choose a
particular company on each occasion.
17. BRANDING, DESIGN & MARKETING
It acts as a ‘short-hand’ for features,
benefits, performance, quality, service
support, and the values that the
brand possesses.
18. BRANDING, DESIGN & MARKETING
The brand can be viewed as a product,
a personality, a set of values and the
position it occupies in people’s minds.
It is everything the company wants the
brand to be seen as.
19. BRANDING, DESIGN & MARKETING
Every organisation has “consumers”
of some kind.
20. BRANDING, DESIGN & MARKETING
As consumers in a consumer society we
use brands everyday to help us define
our values, our lifestyles and our goals.
21. BRANDING, DESIGN & MARKETING
It’s a fact that products that are
well branded sell better than
those that aren’t.
23. BRANDING, DESIGN & MARKETING
The stronger the brand, the more
people listen.
24. BRANDING, DESIGN & MARKETING
The stronger the brand, the greater
the profit margin.
25. BRANDING, DESIGN & MARKETING
People form relationships with brands.
They don’t choose companies. They
choose brands.
26. BRANDING, DESIGN & MARKETING
People pay more for known brands
than lesser known brands even
though the service, product and
experience may be exactly the same,
the brands are clearly different.
27. BRANDING, DESIGN & MARKETING
Businesses of all shapes and sizes
outperform their competitors when
their brands connect with people.
28. BRANDING, DESIGN & MARKETING
Branding helps connect the people
who want to buy with the people
who want to sell.
29. BRANDING, DESIGN & MARKETING
At one level a brand is a product or
service with a name.
If you are looking to sell more
products or services, increase your
share of the market, grow your
business or even sell your business,
then first and foremost your prospects
need to know that you exist.
BRANDING, DESIGN & MARKETING
30. BRANDING, DESIGN & MARKETING
It’s no longer about being in the right place
at the right time. In todays’ information rich
society, it’s about being in all the right
places, all of the time.
32. BRANDING, DESIGN & MARKETING
Good branding enhances prospects’
familiarity and comfort level with your
products or services and that makes
them far more likely to purchase.
33. BRANDING, DESIGN & MARKETING
A strong brand can deliver
customers and profits.
34. BRANDING, DESIGN & MARKETING
In todays’ competitive business
environment, effective branding has
never been more important.