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How a good brand grows your business

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Lawrence Chan
Lawrence Chan

Does every brand need branding?

Business
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GOOD BRANDS GROW BUSINESS
DOES EVERY BRAND NEED BRANDING?
SENSORY OVERLOAD Consumers are nowadays bombarded by over 600 messages on any given day.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SUPPLEMENTS - COPYCATS & OVER SUPPLY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
From: Limited Purchasing Lower Education Home Bound Easily Satisfied CHANGING CONSUMER PROFILE ©B RANDZ All rights reserved To: Affluent Well Educated Well Traveled Demanding
BRAND INCONSISTENCY 98% of companies say one thing but deliver something very different from their actions TIME NOW YEARS/EXPANSION/COMPETITIVE PRESSURE I1 D1 D2 I2 D3 I: Brand Image D: Delivery BRAND GAP Perception Does Not Equal Reality
[object Object]
SOME CONCLUSIONS ,[object Object],[object Object]
WHY? ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],VIRGIN - DIVERSIFIED YET FOCUSED
WHAT LESSONS CAN WE LEARN FROM VIRGIN? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SO HOW CAN YOUR BRAND EMULATE THE VIRGIN SUCCESS?
DELIVER A VALUE PROPOSITION ,[object Object],[object Object],[object Object],[object Object]
FUNCTIONAL BENEFITS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SO WHAT’S WRONG WITH FUNCTIONAL BENEFITS? ,[object Object],[object Object],[object Object],[object Object]
LIMITATIONS OF FUNCTIONAL BENEFITS ,[object Object],[object Object],[object Object],[object Object],[object Object]
EMOTIONAL BENEFITS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SO WHAT’S SO POSITIVE ABOUT EMOTIONAL BENEFITS? ,[object Object],[object Object]
FUSING FUNCTIONAL & EMOTIONAL BENEFITS ,[object Object],[object Object]
SELF-EXPRESSIVE BENEFITS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
STRONG BRANDS Functional benefits Emotional benefits Self-expressive benefits THE VALUE PROPOSITION MODEL
THE KEYS TO BRAND LONGEVITY
ENSURE BRAND RELEVANCE ,[object Object],[object Object]
COMMIT TO A REAL DIFFERENTIATOR ,[object Object]
HAVE A VALUE PROPOSITION ,[object Object]
INVEST IN YOUR BRAND ,[object Object],[object Object],[object Object]
HAVE A BRAND ARCHITECTURE ,[object Object],[object Object]
Master brand supporting/endorsing autonomous brands Technological advancement for increased hair vitality 2/3 in-one for convenience Dandruff control PROCTER & GAMBLE SHAMPOO RANGE PANTENE REJOICE HEAD & SHOULDERS
Master brand supporting/endorsing autonomous brands Premium priced, superior cleaning One for every Asian hair type Superior cleaning, economy priced UNILEVER PRODUCT RANGE (partial) BREEZE SUNSILK EKONOMI HANDALAN
END

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How a good brand grows your business

  • 1. GOOD BRANDS GROW BUSINESS
  • 2. DOES EVERY BRAND NEED BRANDING?
  • 3. SENSORY OVERLOAD Consumers are nowadays bombarded by over 600 messages on any given day.
  • 4.
  • 5. From: Limited Purchasing Lower Education Home Bound Easily Satisfied CHANGING CONSUMER PROFILE ©B RANDZ All rights reserved To: Affluent Well Educated Well Traveled Demanding
  • 6. BRAND INCONSISTENCY 98% of companies say one thing but deliver something very different from their actions TIME NOW YEARS/EXPANSION/COMPETITIVE PRESSURE I1 D1 D2 I2 D3 I: Brand Image D: Delivery BRAND GAP Perception Does Not Equal Reality
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. SO HOW CAN YOUR BRAND EMULATE THE VIRGIN SUCCESS?
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. STRONG BRANDS Functional benefits Emotional benefits Self-expressive benefits THE VALUE PROPOSITION MODEL
  • 23. THE KEYS TO BRAND LONGEVITY
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. Master brand supporting/endorsing autonomous brands Technological advancement for increased hair vitality 2/3 in-one for convenience Dandruff control PROCTER & GAMBLE SHAMPOO RANGE PANTENE REJOICE HEAD & SHOULDERS
  • 30. Master brand supporting/endorsing autonomous brands Premium priced, superior cleaning One for every Asian hair type Superior cleaning, economy priced UNILEVER PRODUCT RANGE (partial) BREEZE SUNSILK EKONOMI HANDALAN
  • 31. END