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2. 2
Agenda
Brand Positioning
Your Text Here
Competitive Landscape
Your Text Here
Strategic Positioning
Your Text Here
Brand Development
Your Text Here
Need for New Product
Your Text Here
Business Focus
Your Text Here
Value Addition due to Branding
Your Text Here
Promotional Strategies
Your Text Here
Brand Performance Tracking
Your Text Here
Budgeting
Your Text Here
Brand Communication
Your Text Here
3. Business Focus
3
Low Value
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High Value
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High Trust
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Low Trust
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Define the focus of
your business in
this slide
Enhanced
Product &
Better Quality
4. Brand Product/Service
4
Mention the product or
service which you want
to offer the
target audience
Decide what product or service you are going to offer
Product/ Service 1
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your audience's attention.
Product/ Service 2
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your audience's attention.
Product/ Service 3
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your audience's attention.
Product/ Service 4
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5. 5
Need for New Product
Dynamic market conditions
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audience's attention.
Continuous technological development
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audience's attention.
Increasing competition
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audience's attention.
Diversification of risk
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audience's attention.
Growth and development
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audience's attention.
To meet seasonal fluctuations in demand
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audience's attention.
Some general needs
for new products have
been listed here, you
can tailor it as per
your need.
6. Competitive Analysis
6
Strengths Weaknesses
Strategy: Emphasizing the Strengths
▪ Emphasize strengths
▪ Highlight benefits for customers
▪ ….
Strategy: Downgrade/ Devalue
▪ Evaluate weaknesses as irrelevant
▪ Devalue importance for customer benefits
▪ Compensate weaknesses with strengths
Strategy: Downgrade/ Devalue
▪ Evaluate weaknesses as irrelevant
▪ Devalue importance for customer benefits
▪ Compensate weaknesses with strengths
▪ …
Strategy: Emphasizing Weaknesses
▪ Overemphasize weakness
▪ Emphasize a disadvantage of competitors in the market
▪ Highlight negative impact on customer benefits
Compare your
strengths &
weaknesses with
that of others
Own Company
Competitors
7. Comparison - based on Criteria
7
Criteria
Revenue Profit Market Share Main Activity
Number of
Employee
Product Quality Your Text Here
Competitor A Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor B Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor A Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor D Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Compare your
competitors
based on
relevant criteria
8. Market Competitiveness (1 of 2)
8
Ratings
Key Success Factors Own Competitor 1 Competitor 2 Competitor 3
Financial Position 2 1 3 4
Advertising 3 2 4 1
Market share 2 1 3 4
Brand Image 2 4 3 1
Customer Loyalty 1 3 4 2
Product Quality 3 1 4 2
Product Range 4 2 1 3
Distribution 2 3 4 1
Price Competition 3 4 2 1
Geographic Expansion 2 4 1 3
We have listed some
of the key factors to
compare your
market competency,
you can alter them
as per the need
9. Market Competitiveness (2 of 2)
9
Own Competitor 1 Competitor 2 Competitor 3
Key Success Factors Weight Rating
Weighted
Score
Rating
Weighted
Score
Rating
Weighted
Score
Financial Position 0.8 4 0.32 3 0.24 3 0.24
Advertising 0.12 4 0.48 4 0.48 3 0.36
Market Share 0.12 4 0.48 3 0.36 2 0.24
Brand Image 0.10 4 0.40 4 0.40 3 0.30
Customer Loyalty 0.10 3 0.30 3 0.30 2 0.20
Product Quality 0.12 3 0.48 4 0.48 4 0.48
Product Range 0.08 4 0.24 4 0.32 3 0.24
Distribution 0.10 3 0.40 3 0.30 3 0.30
Price Competition 0.08 4 0.24 3 0.24 3 0.24
Geographical Expansion 0.10 3 0.40 3 0.30 2 0.20
Total Score 1.00 3.74 3.42 2.80
We have listed some
of the key factors to
compare your
market competency,
you can alter them
as per the need
10. 10
Strategic Positioning
On the basis of the
competitive analysis
carried out, you can
strategically design a
plan to position
yourself in the market
Comprehensive Cost Leadership
Write your strategy based on cost leadership analysis
Focus on Priorities
Mention your key focus areas
Differentiation
Write your strategy based on product differentiation
Strategic Target
▪ Superior Quality
▪ Moderate prices
▪ Customer Value
11. 11
Brand Mission Statement
Our Mission
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Mention the Brand
mission in this slide
indicating the
Brand’s purpose
12. Brand Vision
12
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audience's attention.
Brand vision is encapsulated with
three main components
03 Brand Purpose
the whole objective of the brand.
01 Values
the accepted characteristics
02 Desired Future Environment
how the world will be A better place as A
consequence of the brand.
Mention the Brand
vision in this slide
indicating the Brand’s
future pathway
13. Brand Architecture
13
CHILD BRAND
(A)
CHILD BRAND
(B)
CHILD BRAND
(C)
CHILD BRAND
B(i)
CHILD BRAND
B(ii)
CHILD BRAND
B(iv)
CHILD BRAND
B(iii)
MASTERBRAND
Level 1
Level 2
Level 3
Organize the variety of
brands available in
your organization in an
appropriate structure
14. Brand Elements
14
Tone
Musical message written
around the Brand
Logo
A short phrase that communicates
information about the Brand
Character
A special type of Brand Symbol; one that
take on human or real-life characteristics
Slogan
A short phrase that communicates
information about the Brand
Packaging
Displays the identity of the brand
Name
Mention the name of the Brand which
captures the central theme around it
ELEMENTS
We have listed down
the relevant elements
of a Brand, you can
customize it basis your
requirements
15. Brand Strategy Framework
15
It is a framework
indicating all the key
aspects considered
while making a
brand strategy
Brand
Strategy
Research
• Brand Audit
• Business Objectives
• Stakeholder Analysis
• Market Analysis
• Brand Strategy Analysis
Strategy
• Refining the focus
• Brand Promise
• Positioning Strategy
• Brand Brief
• Naming
Design
• Logotype + Tagline
• Colour
• Typography
• Rules
• Trial applications
Touch points
• Stationery
• Uniforms
• Digital
• Environments
• Collateral
• Advertising
• Merchandise
• Vehicles
• Signage
Assets
• Managing the assets
• Changing brand identity
• Launching brand identity
• Communicating brand Identity
16. Brand Execution
Roadmap (Layout)
16
This slide gives a
layout of the timeline of
a Brand, you can alter
it as per
your requirements01
Choose a Brand name,
logo and color
January 2015
02Consider the slogan of
the Brand
December 2016
03Development & Execution of Brand
positioning strategies
March 2017
04
Launch of the Brand
in the market
January 2018 05Brand Logo refresh
August 2019
06Extension of the
existing brand
November 2020
17. 17
Develop your Name Logo and Tagline
Choose a
BRAND Name
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Choose a color
for the BRAND
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Design a
Professional Logo
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Consider
a Slogan
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Decide on a timeline
for Logo refresh
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We have listed the
common steps which a
company generally
follows to create a logo
and tagline
18. Logo Designing Sources
18
Logo designing
sources have been
listed. You can choose
sources based on
company’s requirement
Sources for
Designing Logo
22%
43%
12%
20%
3%
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Friends/Relatives
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Self Employed
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Local Design Firm
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Online Design Firm
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Other
19. Brand Identity
19
We have listed down the
key factors which help in
developing the identity of
a Brand. These factors
have been explained in
the subsequent slides.
Promise
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Integrity
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Evolution
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Personality
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20. Brand Integrity
20
We have mentioned the
key components of
Brand integrity. You can
use/ alter them basis
your requirements
Prioritized Project
Development
Form
Brand Integrity
Management
Program
Program Charter
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Team Assignments
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Budgeting
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Policies
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Programs
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21. 21
Brand Evolution
We have listed below
the evolution steps of
a brand. You can
refine them bases the
requirements
2015
Formula of the product
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2017
Product Launch
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audience's attention.
2019
Extensive Brand Promotion
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2016
Product Development
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2018
Product Refinement
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audience's attention.
2020
Extension of the existing brand
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22. Brand Personality
22
We have listed the
key attributes of a
brand’s personality,
you can use them as
per your
requirements
Brand
Personality
Sincerity
Down-to-earth
Honest
Wholesome
Cheerful
Competence
Reliable
Intelligent
Successful
Sophistication
Upper class
Charming
Ruggedness
Outdoorsy
Tough
Excitement
Daring
Spirited
Imaginative
Up-to-date
23. Brand Promise
23
This slide focuses on
the core Brand
promises, you can use
them as per your
requirements
Emotional Promise
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Functional Promise
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Global Promise
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Social Promise
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Core Brand
Promise
24. Brand Building
24
We have listed the
broad steps involved in
building a brand, you
can enter the rationale
followed while
implementing the same
Brand
Building
Process
Brand Assessment
Internal & external
assessment
Identify points of
differentiation
Brand Promise
Crafting the
Brand Essence
Brand Story
Brand Promise
Brand Blueprint
Creating visual
representation of the brand
Creating Brand Identities
Brand Culturalization
Creating a corporate culture
around the brand by aligning
the staff with the brand
vision & essence
Brand Advantage
Leverage the
Brand
Create Communication
Strategies
25. Brand Building Tactics
25
We have listed a wide
variety of mediums to
build the brand, you
can choose the
relevant platform bases
your requirements
Lobbies
Rooms
Stores
Intranet
E-
Marketing
Folder Brochures
Annual
Reports
Video/DVD Flyers
Conference
Material
Posters
E-
Newsletters
Website Products
Stationary
Package
Newsletter Publications Direct Mail PowerPoint Adds
Exhibit
Booth
Environment
Logo/
Tagline
26. Brand Packaging Below are some of the
ways of doing
packaging, you can
use any of them to
Brand your product
Ecological Packaging
It is a kind of packaging strategy in which a formulas such a
packaging strategy as to protect the physical environment
Family Packaging
It is a kind of packaging strategy in which packages of
the entire product line closely resemble one another.
Re-use Packaging
It is a strategy in which the marketer offers product in such a
packaging which may be reuses for other purposes after the
product has been taken out of the package or exhausted.
Multiple Packaging
It is a strategy in which a number of heterogeneous
product are placed and supplied in a single package.
Strategy Policies & Strategic
A firm of may make periodic changes in
product packaging.
Brand
Packaging
26
27. Brand Distribution
27
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30%
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25%
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60%
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52%
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70%
List down the
regions where your
target audience is
based
28. Brand Extension
28
Listed are some of
the methods of
Brand extension,
you can opt any of
them basis your
requirements
Brand
Brand Extension
Horizontal B.E
Franchise Extension Line Extension
Vertical B.E
Upward Extension Downward Extension
29. Brand Equity
29
Ideally, Brand equity
comprises of 4 factors;
which are discussed in
next slides. Select the
prime factors you want
to focus on and
develop your strategies
Brand
Equity
Brand Awareness
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Perceived Quality
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audience's attention.
Brand Association
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audience's attention.
Brand Loyalty
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audience's attention.
30. Brand Value
30
Brand
Value
Brand Awareness
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audience's attention.
Perceived Quality
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audience's attention.
Brand Association
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Brand Loyalty
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audience's attention.
Ideally, Brand equity
comprises of 4 factors;
which are discussed in
next slides. Select the
prime factors you want
to focus on and
develop your strategies
31. Brand Awareness
31
Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up
in the ladder01
02
03
04
05
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Dominant
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your audience's attention.
Top of Mind
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Unaided Awareness
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Aided Awareness
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Unaware of the Brand
32. 32
Brand Quality
Perceived
Brand
Quality
Customer has not the time or ability
to evaluate the quality objectively.
Perception of quality is the
determinant in the buying decision.
Reason to buy Differentiation/positioning
Establishing a specific image for
a brand (the,premium,excellent)
in relation to competing brands
and their quality
Premium price
When the perceived quality
is high, price may be/ must
be accordingly higher
Perceived quality enhances
profit growth(premium
price=quality)
Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up
in the ladder
33. 33
Brand Association We have listed out 5
different parameters
under brand
association. Prepare
your strategies for
each of the parameter
Brand
Association
Help Process/Retrieve information
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Differentiate/Position
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Reason-to-buy
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Create Positive Attitudes/Feelings
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Basis for Extensions
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34. Brand Loyalty
34
Input your inferences
after brand tracking
to provide a better
perspective on how
loyal is your
customer base.
How Much are Loyal
Customers Worth?
A 5% increase in customer retention
can result in a 40% lift in profit 3
77% of customers still say they
have no relationship with a brand 2
The probability of generating an additional
sale from an existing customer is 7x
greater than from a new prospect 3
Brand advocates spend 2x as much regular
customers and have 5x the lifetime value 2
A 80% of a business’ profits come
from 20% of its customers 3
$1.6 Trillion
The potential revenue up for grabs from
switching among consumer brands 1
35. Brand Awareness
35
Identify your customers in
the brand loyalty segment
and formulate strategy to
move up the ladder
01
02
03
04
05
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Committed
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Fence Sitters considers it a friend
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Passively Loyal with switching coasts
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Satisfied / Habitual Buyer No reason to change
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Switchers / Price Sensitive No brand loyalty
36. Establish Brand Positioning
36
Company & Product Target Customers Key Benefits Price Value Proposition
Quality conscious
consumers of chicken
Tenderness 10% premium
Better chicken at
moderate prices
Safety- conscious
upscale families
Durability & safety 20% premium Safest most durable wagon
Convenience- minded
pizza lovers
Delivery speed & good quality 15% premium
Good pizza delivered
promptly at your doorstep
with moderate prices
Evaluating the
product on the basis
of commonly used
parameters which
can be altered as per
customer
requirements
37. Brand Positioning
37
You can decide on
the basis of below
mentioned
parameters how you
want to position the
brand in the minds of
the target audience
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How The Brand
Makes Me Look
What The Product
Does For Me
How I Would
Describe The Product
How The Brand
Makes Me Feel
ESSENCE
38. Brand Position
38
B
C
DE
A
Move the circles
and the text boxes
as per your
company’s product
quality and value
proposition
Quality
Value Proposition
Own Product
Competitor B
Competitor C
Competitor D
Competitor E
39. Brand Repositioning
You can reposition
the Brand in the
market on the
basis of any of the
ways mentioned in
this slide
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Segment Oriented
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Celebrity Oriented
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Symbolism Oriented
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Up-market Technology
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Niche-Oriented
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Change of Image Oriented
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Value Oriented
39
40. Brand Communication Choose the
attributes you want
the brand to
communicate to the
target audience
Affordable
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Easily Available
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Variety
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Moderate Prices
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Personal Service
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audience's attention.
Convenient
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Latest Technology
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Customer Value
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Authenticity
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Durability
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Quality
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Accessible
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40
41. Brand Budgeting
41
We have listed various
ways which needs to be
kept in mind while
budgeting. We have
categorized Budgeting in
two parts: Low end and
High End. You can choose
based on company’s
requirement
Task Low-End Fee High-End Fee
Name Development $10,000 $75,000
Brandmark (logo) creation $3,500 $150,000
Core Brand Presentations
(website and brand marketing materials )
$10,000 $250,000+
Advertising $10,000 Millions Annually
SEO (website search-engine optimization) $1,000 Monthly Thousands Monthly
Social Media Your Time
Hundreds of
Thousands Annually
Signage, Vehicles, Packaging $20,000 $250,000+ Annually
42. Value Addition Due to Branding
42
Slide indicates the
price/profit a company
can make as a result of
branding. You can add
your data values to
calculate your profit
from Branding
Total Cost per Product
Benefits of Branding
$ 25- $ 35
Cost 1 (Example - Raw Product) Cost 2 (Example – Printing Cost) Cost 3 (Example – Factory Cost)
Sold to you
$ 2.5 - $ 3 $ 0.5 - $ 0.80 $ 1 - $ 2
$ 3 - $ 5
$ 30 - $ 40
43. Promotion - Internal
43
Various ways of Internal
promotion have been
listed. You can choose
the suitable ways as per
your requirements
Telephone hotlines or news lines
Your Text Here
Displays & Exhibits
Your Text Here
Teleconferences
Your Text Here
Direct Emails
Your Text Here
Booklets, Pamphlets, Brochures
Your Text Here
Custom Branded Apparel
Your Text Here
Coupons
Your Text Here
Bulletin Boards
Your Text Here
Free Samples
Your Text Here
Internal Television
Your Text Here
44. Promotion - External
44
Various ways of
External promotion
have been listed. You
can choose the
suitable ways as per
your requirements
Owned
Media
Paid
Media
Earned
Media
Advertising
• PPC
• Retargeting
• Social Media
• Paid Influencers
• Affiliates
Sharing
• Mentions
• Reviews
• Posts
• Shares
Web Properties
• Site
• Blog
• Email
• Social Channels
• Mobile site
SEO & Content drive Earned
Media (sharing) and traffic
This slide is 100% editable. Adapt it to your needs
and capture your audience's attention.
45. Brand Performance Dashboard
45
50
100
0
Based on the survey results, you
can rate the extent to which brand
is recognized by the customers
Customer Recognition
50
100
0
How well you have been able to
gain edge over competitors
through Branding
Enhanced Sales
50
100
0
Mention the amount of change
in sales due to the impact
of branding
Competitive Edge
Monitor the Brand
performance on the
basis of below
mentioned parameters,
you can alter them as
per your requirements
46. 46
Brand Tracking –
Product Awareness
Brand performance is
monitored through means
of questionnaire and the
inferences are listed
down in this slide to track
the awareness,
experience and usage of
the brand
Preference
Which mobile brand do you prefer? What other brands are interesting?
Latest Purchase
What mobile brand do you own?
Ad Awareness
Which mobile brands have you noticed in any advertisement recently?
Brand Awareness
Which mobile brands have you heard of?
47. Brand Tracking – Brand
Experience & Usage
Brand performance is
monitored through means
of questionnaire and the
inferences are listed
down in this slide to track
the awareness,
experience and usage of
the brand
Brands Purchased
Which mobile phone brand did u purchased recently?
Purchase Frequency & Amount
What is the purchasing frequency and the amount spend on the
brand purchased?
Total Spending
What is the total spending by the consumer on the product?
Future Purchase Intent
If hasn’t purchased, then what’s the buying intent of consumer?
Brand Change Likelihood
What’s the likelihood of changing brand preference by the consumer?
Customer Satisfaction & loyalty
How satisfied is the customer and how much is he loyal to the brand?
47
48. Brand Tracking Infographics
48
Enter the survey/brand
tracking results in this
infographic slide to
create an everlasting
impact on the audience
65%
of consumers read
between 2-10
reviews
41%
of consumers read four
to seven reviews before
they are comfortable
making a purchase
74%
of consumers look to
online review sites for
information during the
buying process
46%
of locations have had
no new reviews in
17 months
82%
of consumers consider user
generated reviews
extremely valuable or valuable
20%
of online reviews have been
pointed out as fake
72%
of consumers trust online
reviews as much as
personal recommendations
3
Google has an average of three
reviews per location 4
Yelp! has an average of four
reviews per location
49. Brand Tracking – Top of Mind & In Mind brand
49
In Mind (IM)
• The rest of the brands mentioned in the list
have a lower chance of being bought in the
end. A brand that is not included here
virtually does not exist in the mind of the
consumer.
• Your Text Here
• Your Text Here
Top of Mind (TOM)
• This is the brand the consumer outs in first position.
Often, this means that this is the most likely candidate
for a later purchase, which makes this position the
most wanted for all brands.
• Your Text Here
• Your Text Here
Brand performance is
monitored through
means of questionnaire
and the inferences are
listed down in this slide
to track the awareness,
experience and usage
of the brand
52. 52
Coffee Break
10:15 to 10:30 am
Coffee is a break…
That make a chain between..
ENERGY and WORK
53. Clustered Column
53
80
50
60
30
45
78
59
40
$0
$20
$40
$60
$80
$100
2016 2018 2019 2020
InDollars
Product 01
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 02
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
54. Stacked Bar
54
25
15
25
12
25
30
15
30
15
10
$0 $20 $40 $60
2016
2017
2018
2019
2020
In Dollars
Product 01
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 02
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
55. Clustered Column - Line
55
Product 01
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
Product 02
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
30
45
55
77
0
1
2
3
4
5
6
0
10
20
30
40
50
60
70
80
90
100
Q 1 Q 2 Q 3 Q 4
56. Donut Pie Chart
56
Product 04
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 03
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 01
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 02
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
20%
30%
15%
35%
57. 57
About Us
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right click and replace image.
Value Clients
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right click and replace image.
Target Audiences
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right click and replace image.
Preferred by Many
58. 58
Our Team
Name Here
Designation
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Adapt it to your needs and
capture your audience's attention.
Name Here
Designation
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capture your audience's attention.
Name Here
Designation
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Adapt it to your needs and
capture your audience's attention.
59. 59
Financial
This is a representative image, and should be replaced by your own image. Just right
click and replace image.
50% Minimum
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click and replace image.
70% Medium
This is a representative image, and should be replaced by your own image. Just right
click and replace image.
85% Maximum
60. Comparison
60
60% Male 40% Male
75.534
Users
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based on data. Just left click on it and select “Edit Data”.
54.323
Users
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based on data. Just left click on it and select “Edit Data”.
V/S
61. Quotes
61
Success is a lousy teacher. It
seduces smart people into thinking
they can’t lose.
…Dolly Parton
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audience's attention.
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audience's attention.
62. Location
62
60%
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capture your audience's attention.
40%
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capture your audience's attention.
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based on data. Just left click on it and select “Edit Data”.
Population
Russia
Brazil
63. Venn
63
Your Text
Here
Your Text
Here
Your Text
Here
Your Text
Here
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to your needs and capture your
audience's attention.
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to your needs and capture your
audience's attention.
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
64. Target
64
Your Text Here
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it to your needs and capture your
audience's attention.
Your Text Here
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it to your needs and capture your
audience's attention.
Your Text Here
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it to your needs and capture your
audience's attention.
Your Text Here
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it to your needs and capture your
audience's attention.
65. Timeline
65
2016
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editable. Adapt it to your
needs and capture your
audience's attention.
2017
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editable. Adapt it to your
needs and capture your
audience's attention.
2018
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editable. Adapt it to your
needs and capture your
audience's attention.
2019
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editable. Adapt it to your
needs and capture your
audience's attention.
2020
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editable. Adapt it to your
needs and capture your
audience's attention.
66. Idea Generation
66
Idea 01
Your Text Here
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it to your needs and capture your
audience's attention.
Idea 02
Your Text Here
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it to your needs and capture your
audience's attention.