This document provides an overview of fundamentals of brand building. It begins by tracing the origins of branding back to cattle owners stamping their livestock hundreds of years ago. It then discusses how branding expanded with the industrial revolution. The document defines what a brand is, noting it is a singular concept owned in a prospect's mind that differentiates a product. It lists several types of brands and explains concepts like corporate branding versus individual product branding. The document also outlines a five step brand building process including assessment, defining the brand promise, creating a brand blueprint, culturalizing the brand internally, and leveraging the brand. It provides examples throughout to illustrate branding strategies and concepts.
Part 3 Fundamental Elements of BrandingRachel Quilty
Rachel Quilty, Brand Strategist and Chief Dream-caster at Jump the Q Inc provides a simple overview of the fundamental elements of branding in this presentation
Starting a business...a guide on what to consider, brand identity, financing, culture, marketing, plus more. Includes interactive tools for you and your team.
Brand Image is what the customers think/perceive (or form an impression) about a particular brand in their mind. Brand Image can be defined as how existing or potential customers view the brand and associate with it. Every company wants to position its brand in a certain way which it deems is the best way for it to be seen by the customers, that is known as Brand Identity. Brand image is something that eventually forms in the mind of the customer. Brand image may be same as brand identity or may be totally opposite. The ideal scenario is that the brand image should be positive and what the company or the manufacturer wants it to be.
Part 3 Fundamental Elements of BrandingRachel Quilty
Rachel Quilty, Brand Strategist and Chief Dream-caster at Jump the Q Inc provides a simple overview of the fundamental elements of branding in this presentation
Starting a business...a guide on what to consider, brand identity, financing, culture, marketing, plus more. Includes interactive tools for you and your team.
Brand Image is what the customers think/perceive (or form an impression) about a particular brand in their mind. Brand Image can be defined as how existing or potential customers view the brand and associate with it. Every company wants to position its brand in a certain way which it deems is the best way for it to be seen by the customers, that is known as Brand Identity. Brand image is something that eventually forms in the mind of the customer. Brand image may be same as brand identity or may be totally opposite. The ideal scenario is that the brand image should be positive and what the company or the manufacturer wants it to be.
BRANDING, THE IN-BRANDS WAY
Interics IN-BRANDS is a leading interdisciplinary Design Consultancy offering holistic and intergrated solutions, for strong and sustainable Brand Building. A top Advertising agency and brand identity creation agency, offering brand positioning strategy, retail brand identity and brand positioning services.
Create personal brand to beat your competitorAtticus Wood
About seventy fifth of the twenty two million small businesses within the U.S. are owned and managed by one individual. the everyday business reflects the solo owner's values, tastes and personality. most importantly, the business and its owner are inseparable within the eyes of consumers and prospects.
Little Black Brand Book for RoxanneGilmore.comRoxanne Gilmore
Here is an abbreviated example of a Brand Book containing the Brand Standards and Strategy for my Branding & Web Design business.
This is the product that we work together to produce using my Signature Brand Development Process. We start by defining the person or businesses Brand Archetype and then build up from there. Once this foundation is created, designing a website is easy and fun!
Looking to Brand (or re-brand) your businesses brand & visual identity? Let's work together! Contact me at www.RoxanneGilmore.com/work-with-me
here is the well designed presentation with rich content about how to make brand and how to make strong brands.
I know you will like it.
Dont forgot to like it if you love this presentation.
I you are in search of a docx file of same topic then can check it from my collection
Create personal brand to beat your competitorHenry Lee
About seventy fifth of the twenty two million small businesses within the U.S. are owned and managed by one individual. the everyday business reflects the solo owner's values, tastes and personality. most importantly, the business and its owner are inseparable within the eyes of consumers and prospects.
Create personal brand to beat your competitorleehenry14mar
About seventy fifth of the twenty two million small businesses within the U.S. are owned and managed by one individual. the everyday business reflects the solo owner's values, tastes and personality. most importantly, the business and its owner are inseparable within the eyes of consumers and prospects.
Create personal brand to beat your competitorHenry Lee
About seventy fifth of the twenty two million small businesses within the U.S. are owned and managed by one individual. the everyday business reflects the solo owner's values, tastes and personality. most importantly, the business and its owner are inseparable within the eyes of consumers and prospects.
BRAND
• A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION
Brand Personality
• When a brand image or brand identity is expressed in terms of human traits, it is called brand personality.
• Brand personality is the way a brand speaks and behaves.
• Assigning human personality traits/characteristics to a brand so as to achieve differentiation.
• These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc.
Branding is about discovering and communicating the essence of your business and what it delivers to your customers. Your brand creates your business' reputation and its 'personality'.
This presentation looks at why branding is important, how people choose one brand over another, and the importance of segmentation in an era when one-size-fits-all branding is dead. The result must be tribal branding characterized by engagement
BRANDING, THE IN-BRANDS WAY
Interics IN-BRANDS is a leading interdisciplinary Design Consultancy offering holistic and intergrated solutions, for strong and sustainable Brand Building. A top Advertising agency and brand identity creation agency, offering brand positioning strategy, retail brand identity and brand positioning services.
Create personal brand to beat your competitorAtticus Wood
About seventy fifth of the twenty two million small businesses within the U.S. are owned and managed by one individual. the everyday business reflects the solo owner's values, tastes and personality. most importantly, the business and its owner are inseparable within the eyes of consumers and prospects.
Little Black Brand Book for RoxanneGilmore.comRoxanne Gilmore
Here is an abbreviated example of a Brand Book containing the Brand Standards and Strategy for my Branding & Web Design business.
This is the product that we work together to produce using my Signature Brand Development Process. We start by defining the person or businesses Brand Archetype and then build up from there. Once this foundation is created, designing a website is easy and fun!
Looking to Brand (or re-brand) your businesses brand & visual identity? Let's work together! Contact me at www.RoxanneGilmore.com/work-with-me
here is the well designed presentation with rich content about how to make brand and how to make strong brands.
I know you will like it.
Dont forgot to like it if you love this presentation.
I you are in search of a docx file of same topic then can check it from my collection
Create personal brand to beat your competitorHenry Lee
About seventy fifth of the twenty two million small businesses within the U.S. are owned and managed by one individual. the everyday business reflects the solo owner's values, tastes and personality. most importantly, the business and its owner are inseparable within the eyes of consumers and prospects.
Create personal brand to beat your competitorleehenry14mar
About seventy fifth of the twenty two million small businesses within the U.S. are owned and managed by one individual. the everyday business reflects the solo owner's values, tastes and personality. most importantly, the business and its owner are inseparable within the eyes of consumers and prospects.
Create personal brand to beat your competitorHenry Lee
About seventy fifth of the twenty two million small businesses within the U.S. are owned and managed by one individual. the everyday business reflects the solo owner's values, tastes and personality. most importantly, the business and its owner are inseparable within the eyes of consumers and prospects.
BRAND
• A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION
Brand Personality
• When a brand image or brand identity is expressed in terms of human traits, it is called brand personality.
• Brand personality is the way a brand speaks and behaves.
• Assigning human personality traits/characteristics to a brand so as to achieve differentiation.
• These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc.
Branding is about discovering and communicating the essence of your business and what it delivers to your customers. Your brand creates your business' reputation and its 'personality'.
This presentation looks at why branding is important, how people choose one brand over another, and the importance of segmentation in an era when one-size-fits-all branding is dead. The result must be tribal branding characterized by engagement
The third of my guides on brands, this focuses on a brand's architecture. Here, I discuss how brand strategy, brand culture, and the brand communication which flows from them, are the building blocks of a brand's architecture with examples.
Passive Marketing System is a strategy where direct salespeople use to encourage their existing distributors to recruit new distributors by paying the existing distributors a slice of money. The more distributors enter the chain, the more money it turns.
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2. 2
+How it started
200 to 300 years ago, Branding came
from the word Old Norse Brandr meaning
to ‘burn’
owners stamped their cows to distinguish
3. +
How it started cont’d
19th
and 20th
Industrial revolution gave the
concept a radical push
Since WWII, there has been an explosion
of brands which has come to symbolize
the convergence of the world economies
on the demand-led model rather than the
command-led model
4. +
What is a brand
A singular idea
or concept that
you own inside
the mind of the
prospect
5. +
A brand is the differentiator of a product or
service from similar offerings
6. +
Market share is not
based on merit, but on
the power of the
brand in the mind.
- Al Ries
It involves leveraging
on the functional and
emotional attributes of
a brand in other to
build brand equity
7. 7
+
So why the hype?
Value association
Pride
Differentiated from competition
Command premium price
Sell more (Substantiate market price)
Attract and retain stronger employees
Higher consumer followership
A practical example: BMW which has the tag line ‘the
ultimate driving machine’ as this is one thing
everyone experiences
9. +
a trade mark – these are legal properties
a mission statement – this is a reminder
a logo or a slogan – these are your signatures
a product or a service – these are just the
tangibles
advertising – they deliver your messages
11. +
Point of view – branding is a strategic point of view, not a select set
of marketing activities
Customer value – branding is central to creating customer value,
not just sound bites and images
Competitive advantage – branding is a key tool for creating and
sustaining competitive advantage
Engineered – brand strategies must be “engineered” into the
strategic planning process
Meaning – brands get their identity from meanings. Products and
services are the blood of a brand. Your organizational culture and
standards for action are the heartbeat.
Logic and emotion – branding is part science and part art
12. +
Types of brands
Product Brands
Service Brands
E-brands
Cause Brands
Nation Brands
Government Brands
Global Brands
Corporate Brands
13. +
Types of branding cont’d
Corporate brand (umbrella brand ) is the practice of using a company's name as a
product brand name. It is an attempt to use corporate brand equity to create product
brand recognition. Dangote, for example, the word "Dangote" is included on all products.
Product brand involves giving each product in a portfolio its own unique brand name.
This contrasts with corporate branding in which the products in a product line are given a
single overarching brand name. The advantage of individual branding is that each
product has an image and identity that is unique. This facilitates the positioning of each
product, by allowing a firm to position its brands differently.
14. +
Cont’d
Service Brands- Involves delivering service which involves personal contact. E.g.
hotels, banks, travel agents, advertising agencies
Government brands-Governments and political parties often have strong brands as
they are centered on passionately held core values, Branding is important in both
securing votes and in international diplomacy.
Cause Brands – Attempting to attract customers by associating the company with a
cause or purpose that potential customers would find beneficial to their personal goals
or in line with their values. This might be a percentage contribution of company sales
to charitable organizations or donations to nature and wildlife preservation councils.
15. +
Types of branding
Global Brands – uses single corporate brand name. These brands think
global but act local to have relevance
E-Brands -.These are brands that are online based. The Internet is a
medium that presents new challenges for brand owners. E.g. Amazon.com
Nation brands - New ways of thinking lead to countries being positioned as
tourist destinations, enhancing status of goods and services produced, and
aiding under-developed countries.
17. +
Brand Assessment
Internal and external assessment
Consumer insight to determine the building blocks
by the brand
Identity points of differentiation
18. +
Brand Promise
Crafting the brand essence, brand story and brand
promise drawing on insight from the brand
assessment
19. +
Brand Blueprint
Creating visual representations (look and feel of
the brand)
Creating the physical and visual expressions, logo,
colours, by-line i.e. the brand identities
21. +
Brand Advantage
Leveraging the brand
Creating communication strategies and
channels to engage the Brand’s audience
and build and maintain and grow affinity,
salience and brand equity
22. +
Types of branding
Corporate branding is the practice of using a company's name as a product brand name. It is an
attempt to use corporate brand equity to create product brand recognition. It is a type of family
branding or umbrella brand. Dangote, for example, includes the word "Dangote" in the name of
many of its products. This strategy contrasts with individual product branding, where each
product has a unique brand name and the corporate name is not promoted to the consumer.
Individual branding, is the marketing strategy of giving each product in a portfolio its own
unique brand name. This contrasts with family branding, corporate branding, and umbrella
branding in which the products in a product line are given a single overarching brand name. The
advantage of individual branding is that each product has an image and identity that is unique.
This facilitates the positioning of each product, by allowing a firm to position its brands
differently.
Examples of individual product branding include Procter & Gamble, which markets multiple
brands such as Pampers, and Unilever, which markets individual brands such as Dove.
Cause Branding – Attempting to attract customers by associating the company with a cause or
purpose that potential customers would find beneficial to their personal goals or in line with their
values. This might be a percentage contribution of company sales to charitable organizations or
donations to nature and wildlife preservation councils.
23. +
Types of branding
Co-Branding – Becoming more familiar to the consumer all the time. These include, for example, mini-marts attached to
gas stations, banking facilities within grocery stores, and Laundromats attached to anything from bowling alleys to family
entertainment centers. This branding falls in the “one-stop shopping” category.
Rebranding is the creation of a new name, term, symbol, design, or a combination of them for an established brand with
the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.
Personal branding is, for some people, a description of the process whereby people and their careers are marked as
brands. It has been noted that while previous self-help management techniques were about self-improvement, the
personal branding concept suggests instead that success comes from self-packaging.Further defined as the creation of an
asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, appearance
and knowledge contained within, leading to an indelible impression that is uniquely distinguishable
Faith branding is the concept of branding religious organizations, leaders, or media programming, in the hope of
penetrating a media-driven, consumer-oriented culture more effectively. Essentially, faith branding treats faith as a
product and attempts to apply the principles of marketing in order to "sell" the product.Faith branding is a response to the
challenge that religious organizations and leaders face today regarding how to express their faith in a media-dominated
culture.