The document discusses branding challenges that companies face in 2011. It identifies three main challenges: 1) short-term financial constraints that limit branding budgets, 2) increased media saturation and advertising clutter, and 3) difficulties ensuring branding consistency across touchpoints. The document provides advice on overcoming these challenges, such as understanding brand positioning, engaging customers, tracking progress, and moving quickly to respond to changes. It emphasizes the importance of building strong brands that create customer advantages to avoid commoditization.

1. Branding Challenges 2011 Copyright © 2011 by Tim Calkins May 5, 2011 Tim Calkins Clinical Professor of Marketing Kellogg School of Management

2. It has been quite a week for branding Branding Challenges 2011

3. It has been quite a week for branding Branding Challenges 2011

4. Objective Branding Challenges 2011 Identify and help you overcome 2011 branding challenges

6. Brands are associations Branding Challenges 2011 Kellogg School of Management Definition A brand is the psycho-cultural associations linked to a name, mark or symbol associated with a product or service.

7. Brands are associations Branding Challenges 2011

8. Brands are associations Branding Challenges 2011

9. Brands are associations Branding Challenges 2011

10. Brands are associations Branding Challenges 2011

11. Brands are associations Branding Challenges 2011

12. Three questions Branding Challenges 2011 1. Can anything be a brand? 2. Are brands always a positive? 3. Are brands becoming more important or less important?

13. Brands are much like reputations Branding Challenges 2011 Brands = Reputations

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18. The power of branding Branding Challenges 2011

24. Brands can last for centuries Branding Challenges 2011

28. Challenge 3: Consistency A Common Belief Brands are created primarily by advertising campaigns Branding Challenges 2011

29. The reality: brands are created by dozens of different touch-points Slogans Logos Advertising Experiences Pricing Word of Mouth Associations The Brand Promotions Partnerships Newspaper Articles Websites Blogs Branding Challenges 2011

30. Creating a brand Branding Challenges 2011

31. Creating a brand Branding Challenges 2011

35. Learning from MSI Branding Challenges 2011