logging in or signing up Brand Building ponpratha Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 501 Category: Entertainment License: All Rights Reserved Like it (5) Dislike it (0) Added: April 20, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: sajeerhusainkollam (17 month(s) ago) make it downloadble. it will be beneficial for me to get that as the content is good. Saving..... Post Reply Close Saving..... Edit Comment Close By: kshitizk (18 month(s) ago) y i can not download it Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Brand Building : Brand Building What is Brand building? : What is Brand building? Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch Advertising does a lot to help build brands : Advertising does a lot to help build brands Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy A company’s brand is the primary source of its competitive advantage and is a very valuable strategic asset – David Aaker Brand Equity : Brand Equity When a commodity becomes a brand, it is said to have ‘equity’. It starts with a name and can go up or down depending on the marketing activity that is done by the marketer. A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service. How to measure equity? : How to measure equity? The premium a brand can command in the market The difference between the intrinsic and perceived value of the product Building Brand Equity : Building Brand Equity Distinguish product from others in the market – Value proposition Align what it says about the brand in advertising with what it actually delivers – Creating the brand Power Brands : Power Brands Generates enormous profits Expands future strategic opportunities What do power brands have that others don’t? : What do power brands have that others don’t? A distinctive product Delivering brand promise Personality and presence Personality : Personality Emotional bond with the customer Generates relationships measurably stronger than ordinary brands Presence : Presence Seem to be present everywhere, enforcing distinctiveness National/international scale Successful brand extensions Multiple concept and channels Brand managers of market-savvy companies need : Brand managers of market-savvy companies need Superior insight into customer needs Ability to devise product/services that powerfully meet those needs Agility to redefine its offering as those needs change Creativity to produce exciting and compelling advertising Tangibles of brand equity : Tangibles of brand equity Shape Colour Size Models Price Features Benefits Grades Intangibles of brand equity : Intangibles of brand equity Company name Brand name Slogan and its underlying associations Perceived quality Brand awareness Customer base Trademarks and patents Channel relationships Customer loyalty Customer confidence Competitive advantage Value Proposition : Value Proposition Broad positioning Specific positioning Value positioning Creating the brand : Creating the brand Choosing brand name Developing rich associations and promises Manage customer brand contacts to meet and exceed customer expectations Porter’s strategic choices : Porter’s strategic choices Product differentiator Low cost leader ‘Nicher’ Positioning guards : Positioning guards Should not be overpositioned Should not be underpositioned Should not be ambiguous Should not promise irrelevant benefits Promise should be credible Choosing a brand name : Choosing a brand name What does it mean? What performance/ expectations/ associations does it evoke? What degree of preference does it create? Brand names should denote : Brand names should denote Product benefits Product quality Be easy to pronounce/remember/recognise Be distinctive Not have poor meanings in other countries or languages Brand Associations : Brand Associations ‘owned’ word Slogans Colours Symbols and logos Brand Ambassadors : Brand Ambassadors These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therfore the brand and choice of the ambassador must fit. Brand Status : Brand Status Esteem Familiarity Brand Vitality : Brand Vitality Differentiation in consumer’s mind Differentiation relevant to consumer’s need Brand Pitfalls : Brand Pitfalls Brand experience must match brand image Calls for managing every brand contact You do not have the permission to view this presentation. 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Brand Building ponpratha Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 501 Category: Entertainment License: All Rights Reserved Like it (5) Dislike it (0) Added: April 20, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: sajeerhusainkollam (17 month(s) ago) make it downloadble. it will be beneficial for me to get that as the content is good. Saving..... Post Reply Close Saving..... Edit Comment Close By: kshitizk (18 month(s) ago) y i can not download it Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Brand Building : Brand Building What is Brand building? : What is Brand building? Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch Advertising does a lot to help build brands : Advertising does a lot to help build brands Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy A company’s brand is the primary source of its competitive advantage and is a very valuable strategic asset – David Aaker Brand Equity : Brand Equity When a commodity becomes a brand, it is said to have ‘equity’. It starts with a name and can go up or down depending on the marketing activity that is done by the marketer. A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service. How to measure equity? : How to measure equity? The premium a brand can command in the market The difference between the intrinsic and perceived value of the product Building Brand Equity : Building Brand Equity Distinguish product from others in the market – Value proposition Align what it says about the brand in advertising with what it actually delivers – Creating the brand Power Brands : Power Brands Generates enormous profits Expands future strategic opportunities What do power brands have that others don’t? : What do power brands have that others don’t? A distinctive product Delivering brand promise Personality and presence Personality : Personality Emotional bond with the customer Generates relationships measurably stronger than ordinary brands Presence : Presence Seem to be present everywhere, enforcing distinctiveness National/international scale Successful brand extensions Multiple concept and channels Brand managers of market-savvy companies need : Brand managers of market-savvy companies need Superior insight into customer needs Ability to devise product/services that powerfully meet those needs Agility to redefine its offering as those needs change Creativity to produce exciting and compelling advertising Tangibles of brand equity : Tangibles of brand equity Shape Colour Size Models Price Features Benefits Grades Intangibles of brand equity : Intangibles of brand equity Company name Brand name Slogan and its underlying associations Perceived quality Brand awareness Customer base Trademarks and patents Channel relationships Customer loyalty Customer confidence Competitive advantage Value Proposition : Value Proposition Broad positioning Specific positioning Value positioning Creating the brand : Creating the brand Choosing brand name Developing rich associations and promises Manage customer brand contacts to meet and exceed customer expectations Porter’s strategic choices : Porter’s strategic choices Product differentiator Low cost leader ‘Nicher’ Positioning guards : Positioning guards Should not be overpositioned Should not be underpositioned Should not be ambiguous Should not promise irrelevant benefits Promise should be credible Choosing a brand name : Choosing a brand name What does it mean? What performance/ expectations/ associations does it evoke? What degree of preference does it create? Brand names should denote : Brand names should denote Product benefits Product quality Be easy to pronounce/remember/recognise Be distinctive Not have poor meanings in other countries or languages Brand Associations : Brand Associations ‘owned’ word Slogans Colours Symbols and logos Brand Ambassadors : Brand Ambassadors These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therfore the brand and choice of the ambassador must fit. Brand Status : Brand Status Esteem Familiarity Brand Vitality : Brand Vitality Differentiation in consumer’s mind Differentiation relevant to consumer’s need Brand Pitfalls : Brand Pitfalls Brand experience must match brand image Calls for managing every brand contact