2. Creating a Strong Brand
Understand the real desire of your customer
Understand the value of the consumer
Study why a customer buys your product
Does your brand appeal the consumer?
Ankita Derasaria, MICA EDC 09
3. Being Always Relevant
Understand as a user the imagery of your brand
Feel and read the imagination of your brand in
consumption by the consumer
What does your brand personify an what feeling consumers
extract
seek the relationship that the company wants to build with
the consumers Ankita Derasaria, MICA EDC 09
4. Pricing Strategy Factors
• The perception of the consumers
• Accurate blend of the product quality
• The value created for the consumers
• It should not affect the brand- building
activities.
Ankita Derasaria, MICA EDC 09
5. Brand Positioning
• The correct vision and the relevant message
• Standing the competition and maintaining
points of parity
• Being different from your competitors and
building the point of differenceAnkita Derasaria, MICA EDC 09
6. Consistency
• Studying the two ‘C’ factors in business
– Continuity
– Change
• Staying appropriate according to the striking
balance
• Avoid conflicting messagesAnkita Derasaria, MICA EDC 09
7. Brand Portfolio
• Marketing of different brands creating different
values under the umbrella brand
• Synchronizing the communication of the different
sub brands to the grace of the core brand
• Promote the associations of the various sub
brands Ankita Derasaria, MICA EDC 09
8. Connecting the Coordinates
• The identity elements
• The mix of these elements to enhance the value and
awareness
• Appreciating all the relation of the marketing activities
• Best use of the media tools
Ankita Derasaria, MICA EDC 09
9. What your brand means
• Understand the totality of your brand image
• Understand the like and dislikes of the consumers
• The associations people draw
• What your product stands for the consumer
Ankita Derasaria, MICA EDC 09
10. Support of your Brand
• The uniqueness
• The in-depth understanding of your brand
• The strong recall values of the brand
• The theme of the communication should be
maintained
Ankita Derasaria, MICA EDC 09
11. Monitoring
• Brand audit
• Brand equity as a concept
• Implementation of the brand strategies
• Brand equity report
Ankita Derasaria, MICA EDC 09
