Branding is defined as the set of associations people make with a company, product, service, or organization. Branding helps define the target market, differentiate from competition, promote messages, create loyalty, and drive sales. Consistent branding adds value by helping consumers make purchasing decisions and generates loyalty through communicating key benefits. Defining a brand involves answering questions about its big idea, values, vision, and personality to develop a strong brand identity. Powerful brands like Coca-Cola become eclipsed by their strong brand associations rather than just their product. Branding practices are important for both large and small businesses to connect with people.

1. All about Branding

2. Part 1
The origins of Branding

4. That idea continues to the modern day *

5. *
However
‘what exactly is modern day branding?’

6. The simplest answer is
that branding is a set of
associations that
people make with a
company, product,
service, individual or
organisation.

7. Part 2
What does Branding Do?

8. Branding helps you to:
Define your Target Market
Differentiate from the Competition
Promote your product message
Be relevant to the target market
Create product loyalty
Drive Sales
Make People Happy!

9. How does
branding add
value to your
product?

10. Consistent branding adds value to your product
by helping the consumer make efficient
purchasing decisions
It communicates your products key benefits
Also, it generates loyalty to the branded product
It provides you with a powerful tool to ENGAGE
with your consumers

11. Adding Value:
People are generally
willing to pay more for
a branded product
than they are for
something which is
largely unbranded.

12. Connecting with People:
Creating a connection with people is important for
all organisations

13. Part 3
Defining a Brand

14. Defining a Brand:
If you can start to
The big idea? answer these
questions with
Values? clarity and
consistency then
Vision? you have the basis
for developing a
Personality? strong brand.

15. Anyone thirsty?

16. Although just a soft
drink, the actual Coca
Cola product is eclipsed
by the sheer might of
the Coca-Cola brand.

17. A 2007 survey
revealed Coca-Colaʼs
brand equity was
valued at US $65.3bn,
just under half the
companyʼs true
market value.

18. So what are these
• The original cola drink (ʻThe Real Thingʼ)
all-powerful
associations? • Itʼs all-American
• Itʼs youthful, energetic
For Coca-Cola,
typical perceptions • Unmistakable red and white logo
might be:
• Unique shaped bottles

19. These practices They are also
not only apply to essential for
the big players small businesses

20. Established or just new…
Your Brand Does Matter!

24. Thank You