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Branding and communication
- 1. Sk. Saifur Rahman Present Executive Editor Canvas, a Bangla Lifestyle Magazine based on Fashion & beauty Resource Person, Small & Medium Enterprise (SME) Foundation Past In-Charge, International Desk at RTV Staff Reporter at National Television Limited- RTV News Adviser at Canvas, a Fashion, Beauty & Lifestyle Monthly Fashion editor at The Daily Janakantha Senior Sports Reporter at the Daily Janakantha
- 3. What is Branding The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
- 5. “Any act by which one person gives to or receives from another person information about that person's needs, desires, perceptions, knowledge, or affective states. Communication may be intentional or unintentional, may involve conventional or unconventional signals, may take linguistic or nonlinguistic forms, and may occur through spoken or other modes.” What is Communication
- 11. Brand & Branding A Brand is a promise about who you are and what benefits you deliver that gets reinforced every time people come in contact with any facet of you or your business. Branding is the process of building a positive collection of perceptions in your customer’s mind.
- 12. Brand & Branding
- 13. Brand & Branding
- 15. Brands&Branding Brand arouse emotion ignite passion echo reliability have meaning Brand does not build overnightBrand does not build overnight
- 16. Brands&Branding Brand = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. Name logo association Brand
- 17. • A set of associations that reside in people’s minds • These signals are based on ideas that are different and relevant to them and simple to grasp • A brand is consistent within all channels Brands&Branding Brand
- 24. Brands&Branding
- 25. Brands&Branding Brand Mission The internal statement of what the Brand is out to accomplish. Acts as a guide for shaping a Brand's perceptions and experiences. A first step in integrating the business plan into how the Brand influences it. The foundation which the Brand is built upon.
- 26. Brands&Branding
- 27. Brands&Branding Brand Promise Communicates the benefits of the Brand and the Brand experience.
- 28. Brands&Branding Brand Personality The aspect of a Brand’s identity that reflects the human persona. The observable tone, behaviors and manner of the Brand. The ability to contract with key competitors and appeal to the target audience. Must be reflected in the tone and manner of all communications.
- 32. Brands&Branding Brand Personality Formal & professional
- 33. Brands&Branding Brand Personality Friendly Apple “look” is also friendly, from the website to the products design
- 34. Brands&Branding Brand Identity/Image “In my mind, a brand is built on a historic value proposition that builds a certain loyalty. If you start messing with the perceived benefits, those adjustments can't do anything but hurt the long- term interest of the business.” The collection of names, symbols, colors, personality and messages used to define and judge what a Brand is all about. Identity should reflect what is true and authentic about the Brand. The image is how others view the Brand. Identity and image must be aligned.
- 36. Brands&Branding Brand Identity/Image Image is how you are viewed by others This or This
- 37. Brands&Branding Brand Identity/Image Image is people’s opinion or feeling about a product, service, company, or person. Can you control people’s feeling?Can you control people’s feeling?
- 38. Brands&Branding Brand Positioning It simplify the message and creates the motivation hook
- 39. Brands&Branding Brand Positioning “A good positioning helps to guide marketing strategy by clarifying what a brand stands for, what it’s about, why it’s unique, and why consumers should buy the brand.” The point of difference and perception of the Brand that is conveyed. Creates a personality and image of what the Brand stands for and serves as the conduit between the Brand and its audience. Example Pepsi: choice of a new generation Apple: Think different
- 40. Brands&Branding Brand Positioning Classic example: Volvo Safety First
- 41. Brands&Branding Brand Positioning Great example: BASF Invisible contribution, Visible success
- 42. Brands&Branding Brand Value The best quality Must be innovative Must be good value for money A challenge to existing alternatives It must add a sense of fun and cheekiness
- 43. Brands&Branding Brand System A set of named and/or trademarked products, features and services. Well defined guidelines for brand usage in all areas of communication.
- 44. Brands&Branding Brand Equity Pyramid Value Decision Price Decision
- 45. Brands&Branding Branding What is Branding? “[Branding] is a practice…that has always existed above and beyond all other business strategies. It is an organizing principle so broad yet so defining that it can shape and direct just about everything a company does, and, most important, how it does it.”
- 51. Brands&Branding Branding When many people perceive the image in the same way the brand is born
- 52. Brands&Branding Branding The power of a design Branding and Design come together
- 53. Brands&Branding Branding of what we learn come to us visually
- 58. Brands&Branding Branding 50’s USP (unique selling proposition) The physical product, rather than brand, was the core differenceThe physical product, rather than brand, was the core difference These days, a USP can hardly be claimed by any product. Nothing’s really unique anymore
- 59. Brands&Branding Branding 60’s ESP (emotional selling proposition) Similar brands perceived as different because of an emotional attachment Consumers tend to drink the label
- 60. Brands&Branding Branding 80’s OSP (organization selling proposition) The corporation behind the brand become brand
- 61. Brands&Branding Branding 90’s BSP (Brand selling point) The brand is stronger than the physical dimension of the product
- 62. Brands&Branding Branding 2000’s MSP (me selling proposition) Consumers taking ownership of the brands
- 63. Brands&Branding What is Branding?
- 64. Brands&Branding How your product or service is differentiated. The tangible process for creating and managing the signals that transmit the brand idea and generate associations. What people want the company to be, and what unique attributes a company conveys. What is Branding?
- 65. Brands&Branding In its simplest form branding is made up of three basic guidelines. Find something different to say about your brand. Make your idea as simple and focused as possible. Align it with your business strategy. Branding
- 66. Brands&Branding Branding How a Brand is Built . Establish the point of difference or something unique Verify if this matters and target market relevancy. Determine if there will there be a large enough audience that can relate to the brand. Establish that there is a need for the product or service.
- 67. Brands&Branding Branding . Establish a presence through how well a brand is regarded in the market place and how consumers know and understand a brand. The first function is the development of a name
- 69. Brands&Branding Branding . How a Brand is Built - A Brand’s Name Brand names can take on various strategies. From companies such as General Motors and Proctor & Gamble (that are basically umbrella companies to sub brands) to product specific brands such as Adidas, Coke and Microsoft, Sony they all have various functions to achieve. Sony Walkman PlayStation Bravia
- 70. Brands&Branding Branding . A brand’s name for a consumer product should have a connection with its audience that communicates a point of difference and uniqueness. Brands that don’t will have to rely on brand statements to communicate their message.
- 71. Brands&Branding Branding . As brands have grown over the past few decades the name has become more important. Brands such as Proctor & Gamble’s product brands, Duracell Batteries and Nike products, have created names That tell a story and communicate the positive aspects of the brand.
- 72. Brands&Branding Branding . There are other product categories that rely solely on the strength of the parent brand such as Nike Air Jordan and Google Ad Words. Leverage the strength of an established brand.
- 73. Brands&Branding Branding This works effectively in markets that are included in the overall business of the brand. Great examples of this are the products that Apple has and its I series including iPod, iPhone, iBook and iMac. All the products continue the Apple branding as well as the attributes.
- 74. Brands&Branding Branding . Continue developing the connection to your target market throughout the entire brand experience. There are many aspects to the brand that need to be considered. Everything from color to spokesperson can influence the way the brand is perceived.
- 75. Brands&Branding Branding . All elements of a brand have to be accountable to be the basic structure of a brand – its mission, vision, promise and position. Strength is gained by having a consistent structure that communicates brand’s attributes throughout every channel and elements.
- 76. Brands&Branding Branding . Every touch point is critical Defend the brand at every opportunity Engage target market Internal branding Traditional channels
- 77. Brands&Branding Branding Touch points or influences Store design Service experience Web site experience Shopping encounter
- 78. Brands&Branding BrandingDefend the brand at every opportunity Social media presence : o Facebook o LinkedIn o Twitter Blogs Public relations strategy
- 79. Brands&Branding Branding Engage target market Event management Endorsements
- 80. Brands&Branding Branding Internal Branding Sales training Internal communications
- 81. Brands&Branding Branding Traditional channels Advertising : radio, television, magazines, outdoor, on-line and newspapers Collateral : brochures, direct mail, posters and promotional items
- 82. Brands&Branding Branding Identity: the manifestation of the qualities Image: Other people perceptions Brand: Collective Agreement on the image