Branding :Branding Taking Your Name To The World


History of Branding :History of Branding For some 4,000 years branding irons have been used as a means of identification and a sign of ownership. The Ancient Romans, Greeks and Egyptians branded not only their livestock, but criminals and slaves as well. Meaning of branding, “Its my own”


Slide 3:The practice of branding came to the New World with the Spaniards, who brought the first cattle to New Spain. When Hernán Cortés experimented with cattle breeding during the late sixteenth century in the valley of Mexicalzimgo, south of modern Toluca, Mexico, he branded his cattle. His brand, three Latin crosses, may have been the first brand used in the Western Hemisphere. As cattle raising grew, in 1537 the crown ordered the establishment of a stockmen's organization called Mesta throughout New Spain. Each cattle owner had to have a different brand, and each brand had to be registered in what undoubtedly was the first brand book in the Western Hemisphere, kept at Mexico City. History of Branding


What is a brand :What is a brand The AMA definition of a brand: “A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competition.” “A Product is something that is made in a factory, a Brand is something that is in a Consumer’s Mind.” “A Product can be copied, but a Brand cannot be.”


Difference between a product and a brand :Difference between a product and a brand


Meaning of brand :Meaning of brand Brands can convey six levels of meaning: Attributes Benefits Values Culture Personality User


Identity of a brand :Identity of a brand Brand identity decisions include: Name Logo Colors Tagline Symbol


Brand decisions :Brand decisions Consumer experiences create brand bonding, brand advertising does not. Marketers should attempt to create or facilitate awareness, acceptability, preference, and loyalty among consumers. Valuable and powerful brands enjoy high levels of brand loyalty.


Customers attitude towards brand :Customers attitude towards brand Five levels of customer attitudes toward brands: Will change brands, especially for price. No brand loyalty. Satisfied -- has no reason to change. Satisfied -- switching would incur costs. Values brand, sees it as a friend. Devoted to the brand.


Brand equity :Brand equity The set of Assets linked to the brand’s name /symbol that adds to the brand’s value perception allowing it therefore to be either chosen over competitive offering or to command a price premium over competitive offerings. Equity Assets: - Brand Awareness - Brand Loyalty - Perceived Quality - Brand Values - Brand Personality - Brand Imagery - Patents & Rights etc. Brand equity: - is related to many factors. - allows for reduced marketing costs. - is a major contributor to customer equity.


??? How to build a strong brand :??? How to build a strong brand Pentagon of Value: Equity = CustomerV5alue Value Innovation Value Pricing Value Ethics Value Proposition Value Delivery “Create Value” is the Main Motto of “Branding” “Value is the Key for Creating Sustainable Brand” “Think Local, Act Global”


Advantages of branding :Advantages of branding Facilitates order processing Trademark protection Aids in segmentation Enhances corporate image Branded goods are desired by retailers and distributors


??? Is brand communication only for sale :??? Is brand communication only for sale Sale Results from Effective Communication Proper Understanding of the Market/Product/Consumer Product Experience or After Sales Service will Ensure the Repeat Purchase Effective Distribution is a Pre-condition of any Sale Remember: “Never Underestimate Your Customers. Customers are Smart.” “Any Unfair Interaction Affects the Brand. Each and Every Small Communication is Important.”


??? What is a product :??? What is a product Goods Services Experiences Events Persons Places Properties Organizations Information Ideas


??? What is brand identity :??? What is brand identity A promise that gets kept consistently Defines your organization It creates a personality and a life for your products/services A unique and consistent look, feel, tone and voice for all communications Conveys-at a-glance the distinctive attributes of your organization Over time, it builds awareness of and an attitude towards your organization


??? What is brand identity :??? What is brand identity Strengthens the impact of all messages Paves the way for new customer relationships Provides employees with a greater sense of commitment It’s essential to your success in the marketplace No business is too small and no product too generic to develop a brand identity


key brand elements :key brand elements Brand Name-name, tagline, logo Brand Position-description of your organization Brand Promise-The single most important thing your organization promises to deliver every time Brand Personality-what you want your brand to be known for (fun, serious, magical, forceful, imaginative, etc.) Brand Tone-edgy (delicate), humorous, conservative, subtle (clever) Brand Story-Your organizational history and how it adds value to the brand, highlights how your products and services grew from that background and how your methodology impacts what you offer Brand Associations-colors, taglines, images, fonts, uniforms, signage, equipment, etc.


brand building :brand building


branding steps :branding steps Step One Learn marketing objectives and strategy Prioritize projects Audit existing and competitive materials and strategies Interviews/focus group Write creative brief and define messages Create timelines and budgets


Slide 20:branding steps Step Two Develop concepts/taglines/site architecture Start visual research Present initial creative approaches


Slide 21:branding steps Step Three Develop outline and copy points per selected concept Develop media strategy Explore layout options Begin creating visual materials (photos/illustrations)


Slide 22:branding steps Step Four Write full copy draft Revise and write final copy as per client comments Start layouts


Slide 23:branding steps Step Five Create and present full layout and/or e-design Step Six Develop final electronic files for print, or coding for web Final execution and management of products (website launch, launch media campaign, exhibit built, print pieces to printer, ads placed, press releases sent, etc.)


key brand elements :key brand elements Brand Name-name, tagline, logo Brand Position-description of your organization Brand Promise-The single most important thing your organization promises to deliver every time Brand Personality-what you want your brand to be known for (fun, serious, magical, forceful, imaginative, etc.) Brand Tone-edgy, humorous, conservative, subtle Brand Story-Your organizational history and how it adds value to the brand, highlights how your products and services grew from that background and how your methodology impacts what you offer Brand Associations-colors, taglines, images, fonts, uniforms, signage, equipment, etc.


keys to building successful brands :keys to building successful brands Find the right advertising/branding agency Top management must be committed to this effort Assign one point person to work with the agency Do not make decisions by committee Keep brand consistent internally and externally Don’t rush the process-make sure you have enough time budgeted Give the brand time to work Create a brand style guide and give to every employee Refresh/update brand after a few years


??? what a good brand does :??? what a good brand does Strengthens employees loyalty Attracts clients/customers Keeps current relationships strong Builds confidence Builds feelings of security and trust Creates a memorable, positive experience


Latest Global Brands Valuation :Latest Global Brands Valuation


Bangladesh :Bangladesh A Landscape of 140 Million People People with High Spirit Tremendously Moved by Emotions Hopes in Hearts Love Changes Value the Best Spends for Luxury


Bangladesh and branding :Bangladesh and branding Change and Constant Renewal is the Key. Result is Re-branding Adoption of New Ideas Do What is Needed to Become Distinct Old Tradition Replaced by New Emotions-The Bond that Connect Right Ingredients in Right Proportion Never Underestimate the Power of Consumers. A Brand should Consider the Taste of Distinct Personalities Earn Trust through sincere efforts Brand should not only aware but also create preference and momentum. Create the Image of Your Logo with Expected Services. Don’t Just Create Likeability, Create Lode-ability. Create a Brand Personality that Provokes Emotional Response. Create Conversation for Partnership rather than one way deliberation Branding is an emotion, shaping consumer behavior. Logo and Name is not important, what is important is the “Total Experience” Change of Brand in Different Places Speed is the Name of the Game. Creates a memorable, positive experience


??? How to build powerful brand in Bangladesh :??? How to build powerful brand in Bangladesh “ A Name is a Name, but When You Put Some Ingredients in It, It Sells.” 10 Ingredients of a Brand: 10 Ingredients + A Name + A Product A Brand


!!! Time to create :!!! Time to create Now that you have solid messaging, it’s time to create. Consistency is the #1 rule Repetition, repetition, repetition Did you know it takes 7-9 times of being exposed to your company name for a potential client to remember it? We get exposed to over 4000 messages a day. How can you break through that clutter?


??? What about the branding of :??? What about the branding of Megatek


Present activities :Present activities Advertisement in Print Media Advertisement in Electronic Media Billboard Outdoor Displays Events Greetings Sponsorship CSR


What more :What more Advertisement in Electronic Media Billboard Outdoor Displays Events Greetings Sponsorship CSR


??? What more :??? What more Offer Preparation Management Decision Customer Focused Well Planned Defined Budget Established Portfolio Consistent Activities Corporate Highlights Managing Promises


benefits :benefits Standardization Domestic and International Identity Keep the Customers Updated on Changes Supersede Competitors Marketing Ease Improved Delivery Continual Development


Top management’s Role in Branding :Top management’s Role in Branding BRANDS ARE THE MOST IMPORTANT INTANGIBLE ASSETS THAT A COMPANY HAS AND TO MANAGE THIS CRITICAL ASSET THE TOP MANAGEMENT PROVIDES POLICY/STRAGIC GUIDELINES. EXCELLENT ORGANIZATIONS CAN BUILD AND SUSTAIN EXCELLENT BRANDS. TOP MANAGEMENT DRIVES THIS QUEST FOR EXCELLENCE AND THUS PLAYS THE PIVOTAL ROLE OF STRATEGIC BRAND MANAGEMENT.


Slide 38:Questions & Answers


Slide 39:thank you