Brand Building

What is Brand?
A name, logo, or symbol that
evokes in customers a perception of
added value for which they will pay
a premium price.
(John Torella)
A product with a personality.
(Chris Staples)

The Role of Brands

Identify the maker

Simplify product handling
Organize accounting
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium

Advantages of Strong Brand

A brand comprises of
Tangible attributes
Intangible attributes

Tangibles
Eg.
Product
Packaging
Labelling
Attributes
Functional benefits

Intangibles
Eg.
Quality
Emotional benefits
Values
Culture
Image

What is a Brand Promise?

A brand promise is the marketers
vision of what the brand must be
and do for consumers

What is Brand Equity?

Brand equity is the added value
endowed on products and services,
which may be reflected in the way
consumers, think, feel and act with
respect to the brand.

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

What happens when equity

increases?

Commodity

Brand

Power Brands
Presence
+
Personality

What happens when brands have

high equity?
The company can have more leverage with
the trade
The company can charge a premium on
their product
The company can have more brand
extensions
The company can have some defense
against price competition

Characteristics of Power Brands

Generates enormous profits

Expands future strategic opportunities
A distinctive product
Delivering brand promise
Personality and presence

Brand Personality
Emotional bond with the customer
Generates relationships measurably stronger
than ordinary brands

Brand Presence
Seem to be present everywhere, enforcing
distinctiveness
National/international scale
Successful brand extensions
Multiple concept and channels

Brand Status
Step up advertising

Cash cow. Need to

sustain brand
building activities

Product should be
phased out

Troubled brand.
Product upgradation
required

Esteem

Familiarity

Brand Loyalty
The degree of consumer attachment
to a brand.

Recognition
Recognition

Awareness of name,
benefit and package

Preference
Preference

Is useful, consumer
will buy if available
evoked set

Insistence
Insistence

Will search for; must

have

Brand Loyalty Pyramid

1
1
1

Committed buyer
Likes the brand. Considers
it a friend
Satisfied buyer. Would
incur costs to switch
Satisfied buyer/no
reason to change
Switchers/Price
sensitive

What is Branding?
Branding is a disciplined process used to build
awareness and extend customer loyalty. It
requires a mandate from the top and readiness to
invest in the future. Branding is about seizing
every opportunity to express why people should
choose one brand over another.

BRANDING PROCESS
1. Define
Business
Framework

2. Define
Target
Market

3. Define
Value
Proposition

5. Create
Brand
Graphic and
Message

4. Understand
Product

DEFINE BUSINESS
FRAMEWORK
First, outline the vision, mission statements, and core
values. A vision is a statement about what your
organization wants to become, while your mission
statement is a precise description of what an organization
does.
Your core values should represent your fundamental values
and beliefs that define how your business behaves, how it
will value its customers, suppliers and staff. Some
examples would be passion, accountability, and respect

DEFINE TARGET MARKET

Understand the ideal customer for the
product keeps companys ability to remain
relevant and competitive. Start by profiling
ideal customer along categories like sex,
occupation, age group, education,
geography, income, and buying habits

DEFINE VALUE PROPOSITION

The unique value that will be offered to
target market so the product cannot be
ignored by consumers. Know your core
competencies, what your business does
best, and you can stand for only ONE thing
or you will confuse the marketplace.

UNDERSTAND PRODUCT
Get to know your product intimately and
what makes it distinctive and desirable to
your target audience.
What solutions do you offer customers?
What are the features and benefits?
Where is it positioned along price and
quality?
What value-added services do you offer?

CREATE BRAND GRAPHIC AND

MESSAGE
A great logo visually represents your
business and lets people know right away
what you do. It should be accompanied by a
tagline that clearly reinforces your value
offer with very few words and appropriate
colour. Create the brand includes the
activity of rich associations and promises
development.

DEVELOP INTEGRATED
MARKETING PLAN
Continual testing is the key to finding your best marketing
mix. To achieve success in branding activity, companys
use integrated approach that includes advertising, PR, sales
promotion, social media, newspaper, website, etc. That
creates a synergy and reinforces your campaign message.
This makes it easier for your audience to recall your brand.
It includes companys attempt to determine brand
ambassador. Brand ambassador is used to create the Brand
personality, just like a human being.

Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &

Videography

What is Advertising?
Philip Kotler:
Advertising is any paid form of non-personal presentation and
promotion of goods, services, or ideas by an identified sponsor.

Frank Presbrey:
Advertising is a printed, written, oral and illustrated
art of selling. Its objective is to encourage sales of the
advertisers products and to create in the mind of
people, individually or collectively, an impression in
favour of the advertisers interest.

Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &

Videography

Advertising Process
Conduct
Research

Monitor
impact

Develop
strategy

Implement
campaign

Develop
creative

Manage
production

Test
creative

Develo
p
media
plan

The Nikes case

Reflects the popularity of a well-known TM
The Swoosh is the well known symbol of Nike
Originally Nikes logo included also the shoemakers
name
At the end of the nineties, the Nikes name disappeared
The swoosh remained as the main identification
symbol of the shoemaker
Today there is no need to include the brand into this
logo since the recognition of a simple swoosh
automatically brings our attention to Nike
The Small and Medium-Sized Enterprises (SMEs) Division of WIPO

The Swoosh

The Small and Medium-Sized Enterprises (SMEs) Division of WIPO