Neue Media provide a clear presentation on what a brand is and what a brand is not. Unleash the power of your brand!

1. Unleash the power
of branding
© Neue Media Limited 2010

2. what is a brand?
first, lets look at what a brand is not

3. a brand is not your corporate logo

4. a brand is not your corporate font
1 2 3 4 5 6 7 8 9 0
abcdefghijklm
nopqrstuvwxyz

5. a brand is not your corporate colours

6. these are just the assets that
represent the brand
1 2 3 4 5 6 7 8 9 0
abcdefghijklm
nopqrstuvwxyz

7. so, what is a brand?

8. a brand is a set of meanings,
feelings that we have about a
service or organisation
partnership
service
quality
value

9. why does this matter?
without a brand John Lewis would
just be a department store
a brand gives John Lewis
personality and presence in
the world

10. a great example which
shows the power of branding
is Coca-Cola
If Coca-Cola had all is assets
destroyed in a disaster the company
would survive
If all consumers lost their memory
and forgot everything related to
Coca-Cola, the company would
struggle to survive

11. why having a brand will benefit
your business?
premium pricing and reduced price sensitivity
lower costs of sales and promotions
higher market share
reduced threat of competition
greater employee satisfaction
higher recognition by consumers, industry
leaders, media and investors

12. a brand will provide
you with stability,
growth potential,
loyalty and longevity

13. what is your current
brand perception?

14. the simplest of benchmarks is to
think about how it performs on two
measures, strength and positivity
weak strong
positive
negative

15. few people know about the brand
few people understand what the brand stands
for and there are mixed perceptions
brand knowledge is limited to a small area
people cant remember the name
you explain what the brand is about and people
don’t get it
your business has changed emphasis and the
customers don’t realise
weak brands

16. a substantial number of people know about
the brand
the majority of people know and understand the set
of meanings and perception about the brand
brand knowledge is widespread
people remember the name and strap line
when you explain the brand, people get it
if the brand changes its emphasis, old and new
have kept up with the changes
strong brands

17. people are more inclined to complain than praise
when the brand comes up in conversation, the focus
is on what the brand gets wrong
lack of repeat business
no matter how hard you advertise, attracting repeat
business is hard
customers are not recommending you
negative brands

18. people spontaneously thank you or compliment
you on your product or service
the brand is always praised when it comes up
in conversation
lots of repeat business
not spending lots on advertising, new customers
appear from nowhere
positive brands

19. your brand is everything that
your customers and prospective
customers think, feel, say, hear,
read, watch, imagine, suspect and
even hope about your product,
service or organisation
unleash the power of your brand!

20. Tel: 0207 490 2703
Twitter: @Neue_Media
www.neue-media.co.uk
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