Brand

2. Contents: • History of Brand • Meaning of Brand • Classification of Brand • Factors-Important in Building Brand • Key Elements of Brand • Choosing Brand Elements • Branding Step • Methods of Brand Valuation • Purpose of Brand

3. History of Brand The word Brand comes from the Old word Brandr, meaning to burn, and is of Anglo-Saxon origin. The Etruscans, Romans and Greeks used to claim their ownership by stamping their pottery with the visuals of the fish, star or cross. Alsofarmers used to brand the cattle to claim their ownership over a specific herd of cattle. The word Brand was first introduced in the world of advertising in the late 1950s, by David Ogilvy, who created brand-image advertising.

5. Meaning of Brand It takes a comprehensive and holistic look at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands. A legally protected brand name is called a trademark.

6. A Name, Term, Sign, Symbol, Design, or a combination of them intended to identify the goods or, services of one seller or, group of seller and to differentiate them from those of competitors & these differences may be Functional, Rational, Emotional or, Intangible.

8. Classification of Brand Brand Concept Commodities Brand Brand

9. Concept Brand Concept Brand is a brand that is associated with an abstract concept, like HIV, Cancer Awareness or Environmentalism, rather than a specific product, service, or business

10. Classification of Brand Brand Concept Commodities Brand Brand

11. Commodity Brand Commodity brand is a brand associated with any commodity.

12. Brand is an Assets “If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch” -Fortune Magazine

14. Factors-Important in Building Brand Quality Positioning First Mover Advantage Repositioning Brand Building Communication Long term prospective Creditability Internal marketing

15. Quality Quality is a vital ingredient of a good brand. Remember the “core benefits” – the things consumers expect.

17. Positioning Positioning is about the position a brand occupies in a market in the minds of consumers.

19. Repositioning Repositioning occurs when a brand tries to change its market position to reflect a change in consumer’s tastes. Repositioning

21. Long Term Prospective The need to invest in the brand over the long-term. Building customer awareness, communicating the brand’s message and creating customer loyalty takes time.

23. Internal Marketing Management should ensure that the brand is marketed “internally” as well as externally. By this we mean that the whole business should understand the brand values and positioning.

25. Creditability Credibility is often pointed out it positive or negative effect. it refers to your brand's reputation and its ability (or inability) to convert that into sales.

27. Communication Communications also play a key role in building a successful brand. We suggested that brand positioning is essentially about customer perceptions – with the objective to build a clearly defined position in the minds of the target audience.

29. First Mover Advantage “First-Mover” mean that it is possible for the first successful brand in a market to create a clear positioning in the minds of target customers before the competition enters the market.

31. Key Elements of Brand • 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 Tone-Edgy, Humorous, Conservative • Brand Ambassador:- Any famous personality

32. Key Elements of Brand (Cont.) • 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, equipment, etc.

34. Choosing Brand Elements • Memorable • Meaningful • Likable • Transferable • Adaptable • Protectable

36. Branding Step • Step one • Step Two • Step Three • Step Four • Step Five & Six

37. Branding Step 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

38. Branding Step • Step One • Step Two • Step Three • Step Four • Step Five & Six

39. Branding Step (Cont.) Step Two • Develop concepts/taglines/site architecture • Start visual research • Present initial creative approaches

41. Branding Step (Cont.) Step Three • Develop outline and copy points per selected concept • Develop media strategy • Explore layout options • Begin creating visual materials (photos/illustrations)

43. Branding Step (Cont.) Step Four • Write full copy draft • Revise and write final copy as per client comments • Start layouts

45. Branding Step (Cont.) 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.)

47. Methods of Brand Valuation • Market Based/Direct Measurement Method • Brand Communication Investments Based Method • Awareness and Franchise Valuation Method • Finance Based/Indirect Measurement Method • Excess-Earnings Method • Relief-From-Royalty Method

49. Purpose of Brand • Identify the product • Evaluate the identical product • Organize inventory • Accounting Records • Legal protection • Predictability & Security • Conveying to the customers • Loyalty • Influence consumer behavior

Brand

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