Making a Brand. Advertisement type Medias Brand identity

1. Branding
&
Advertising
Presenter: Abdullah Saeed

2. Outline for the session
• Product Branding
• Product Identity
• Building a brand
o 7 factors for making a brand successful (Nayatel)
o Role of Consumer Behavior
• Advertisement
o How to advertise
o Media to advertise
o Advertise to consumer
o Advertise to business

3. Outline for the session
• Packaging & Design
o Protect the product
o Promote the product
o Preserve the product
o Provide additional value
o Serves other uses
o Offer consumer safety

4. Branding & Identity
Evolution of the “business process”
• Brand / identity—interchangeable terms
• Branding
o The relationship between customer and business(product/service)
o Evokes an emotion of trust and reliability.
o Example of levis clothing “1968”

5. Identity
• Identity
o The product’s individual quality, its ethics and its focus.
o All about the look and feel of the business
o Unique identity, it is recognized as a brand.
The latter helps a customer to distinguish his favorite
brand from the crowd of other businesses.
• Identity relates to particular features
o Example of Nayatel EOC Model.

6. The role of consumer
behavior
• Education level
• Culture
• Knowledge
• Interests
• Social Status
• Financial Status
• Personality
• Emotions
• Attitude
• Demographics

7. Quality of Service
Have you ever purchased a lousy product or service
and gone back for more from the same vendor?
• A vital ingredient of a good brand
• The surest way to build customer loyalty
o Shift from MBL to NTL
For the sake of positive brand identity, the core
benefits of your product or service must be articulated
easily and consistently.

8. Market Positioning
• Positioning the product to the right audience in the
right language. (NTL)
• Consistent brand identity was forged and loyalty
followed.(MBL)
• Strong brands have a clear, often unique position in
the target market.
• Requires a combination of:
o Brand name;
o Service standards;
o Product guarantees;

9. Flexibility in branding
strategy
• Change to the market dynamics
o KFC changing menu
o Pizza Hutt
o Introduction of HD services
o Safe web
o Web development
• Preserve their core identity

10. First Mover Advantage
Creates a clear positioning in the minds before the
competition enters the market.
• The first movers typically define the market that
others will follow.
• However, without proper brand management, they
run the risk of diluting their brand.

11. Internal Marketing
How many times have you gone to a restaurant
where your server didn’t know anything about the
menu?
• Internal communication
• Education of staff on product info
• Talk the “company line”
• Staff training is especially important in service
businesses.

12. Communications
Why does McDonald’s do so much advertising?
We know what they sell and can find one virtually
anywhere.
• The right language to the right audience.
o D2D activity
o Email to customers
o SMS to customers
o Greeting to customers
o Intimations to customers
o Newsletters
o Special occasions gifts

13. Long terms perspective
It’s nearly impossible to become a millionaire by just saving
money.
• Re-investment
• No compromise on Quality
• Improving standards
• Introducing new checks and balances
• Continuous resending the company message
• Appropriately “invest” in a brand, perhaps at the
expense of short-term profitability.
• The cost of bringing a product to market must be
properly funded and part of any initial budget.
•

14. Concept of Promotional
MIX
MIX
Advertising
Direct marketing
Internet
Sales Promotion
Public relations
Personal selling

15. Advertisement
• A paid and nonpersonal communication between
organization and the target audience
• How to advertise ?
o Intelligent advertisement
o Data analysis
o Extensive research on field

16. Advertisement Media
o Banner- streamer campaign (selective)
o Telemarketing
o Auto dialing plan
o Newspaper
o Magazines
o Stalls at events
o Sponsoring technical events
o D2D activity
o IVR advertisement
o Branding vehicles

17. Classification of
Advertisement
o Advertising to consumer markets
• National advertising
• Retail / local advertising
• Primary or selective advertising
o Advertising to business and professional markets
• B2B advertising
• Professional advertising
• Trade advertising

18. Packaging & Design
• Must be appealing
• Should be handy
• Choice of colors, fonts and size
• A powerful selling tool
• The decision making process
o RC flying gadgets
o Nayatel HD Box

19. Packaging & Design
• Protect the Product
o Reduce costs due to breakage.
o Protect the product in transit: for example breakable or
perishable items such as perfume, light bulbs or food.
o Protect the product on the shelf: from theft, damage or
tampering (i.e., pharmaceuticals or CDs).
• Promote the Product
o Complement other promotional activities.
o Communicate information: core benefits, “why to buy”
testimonials, Internet addresses and toll-free telephone
numbers, for products like tools or software.
o Display the product: attach to display hardware or stand upright
as with or cell phones.

20. Packaging & Design
• Provide Additional Value
o To provide increased purchase information
• Dispense the product
o Ease of use or the size of recommended
portions, as with spray paint, hair care
products, etc.
• Preserve the product
o Seals and reseal perishables. Examples
are food products and cleaning
supplies.

21. Packaging & Design
• Offer consumer safety
o Warns of hazards due to improper use of dangerous
substances (such as the information on cigarette
packaging
• Serve other uses
o Containers that can be used for other after-purchase
• Retail products purchased on an impulsive basis depend
heavily on packaging to communicate information and
encourage a buy decision.
• An increasing number of products are purchased without the
assistance from a store employee, magnifying the opportunity
and impact of the packages.

22. Thank You!