PPT in Business Marketing for reviewing purposes.

1. WHY BRANDING
IS IMPORTANT
And how to
take it to the
next level

2. WHY WE SHOULD LOVE
BRANDING
Branding forces management
to articulate, plan and manage
what they want the brand to
achieve for the organization
over the next 3-5 years, relative
to customer growth, revenue
and profit contributions.
(1 reason)

3. Brand Consumers
Company
Information
& input
Innovation
& execution
Value &
relation-
ship
Profits

4. WHY WE SHOULD LOVE
BRANDING
(the other, more
important, reason)
“Heuristics”

5. iPodvs.Zune
Maybank vs. CIMB
Toyotavs.Honda
RAM vs. processor speed
Firefoxvs.Safari
AirAsiavs.MAS
Bangsar vs. Damansara Heights
PAS vs. BN
Digital vs. traditional
Football vs. futsball
Bold vs. italic
Starbucks vs. Coffee Bean
Sales vs. profitability
Small wedding vs. exotic
honeymoon
Web 1.0 vs. Web
2.0

6. “Buyers make most decisions by relying on
their two-second first impressions based on
stored memories, images and feelings.”
Blink: The Power of Thinking Without Thinking
By Malcolm Gladwell
“Because brand-influenced heuristics impact
buyer decision-making, companies with strong
brands often have better financial perform-
ance. The heuristics used by potential buyers
lead to greater access, shorter sales cycles,
lower price sensitivity, better openness, and
more forgiveness for mistakes for well-branded
companies.”
Business Market Management: Understanding,
Creating, and Delivering Value
By James Anderson and James Narus
R
U
L
E
S

7. Baby
EMOTIONSome
Japanese
women
put off
having a
baby until
they can
buy a
Louis
Vuitton
handbag

8. SALE!
B = T + V + E

9. SALE!
1. Price is the only way to differentiate
from competition
2. During last phase of product cycle
3. New product is being introduced

10. SALE!
1. Price is the only way to differentiate
from competition
2. During last phase of product cycle
3. New product is being introduced