The document discusses various strategies for brand development, including budgeting, brand communication, competitive landscape analysis, brand positioning, promotional strategies, strategic positioning, and brand performance tracking. It provides templates and suggestions for defining business focus, products/services, need for new products, competitive analysis, market competitiveness analysis, strategic positioning, brand mission and vision statements, brand architecture, brand elements, brand strategy framework, brand execution roadmap, developing brand name/logo/tagline, logo design sources, brand identity, integrity, packaging, distribution, extension, equity, and value. The slides provide editable content and prompts for customizing a presentation on brand strategies.

1. Brand Development
Strategies
Your Company Name

2. Agenda
2
BudgetingNeed for New Product
Brand CommunicationBusiness Focus
Value Addition Due to BrandingCompetitive Landscape
Brand Positioning
Brand Performance TrackingBrand Development
Strategic Positioning Promotional Strategies

3. Business Focus
3
Define the focus of
your business in
this slide
High Trust
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Low Value
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needs and capture your audience's attention.
High Value
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needs and capture your audience's attention.
Low Trust
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needs and capture your audience's attention.
Enhanced
Product &
Better Quality

4. Brand Product/Service
4
Decide what product or service you are going to offer
Your Text Here
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audience's attention.
Your Text Here
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Your Text Here
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audience's attention.
Your Text Here
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it to your needs and capture your
audience's attention.
Mention the
product or service
which you want to
offer the
target audience

5. Need for New Product
5
Some general
needs for new
products have
been listed here,
you can tailor it as
per your need.
Increasing Competition
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needs and capture your audience's attention.
Diversification of Risk
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needs and capture your audience's attention.
Dynamic Market Conditions
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needs and capture your audience's attention.
Continuous Technological Development
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Growth and Development
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To meet seasonal fluctuations in demand
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needs and capture your audience's attention.

6. Competitive Analysis
6
STRENGTHS WEAKNESSES
OWN COMPANY
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
COMPETITORS
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

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. Strategic Positioning
10
On the basis of the
competitive analysis
carried out, you can
strategically design a
plan to position
yourself in the market
Focus on Priorities
Mention your key focus areas
Comprehensive Cost Leadership
Write your strategy based on cost leadership analysis
Differentiation
Write your strategy based on product differentiation
Strategic Target
• Superior Quality
• Moderate Prices
• Customer Value

11. Brand Mission Statement
11
Our Mission
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Mention the Brand
mission in this slide
indicating the
Brand’s purpose

12. Brand Vision
12
Mention the Brand
vision in this slide
indicating the Brand’s
future pathway
Brand Vision Statement
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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.

13. Brand Architecture
13
Level 1
Level 2
Level 3
MASTERBRAND
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)
Mention the Brand
vision in this slide
indicating the Brand’s
future pathway

14. Brand Elements
14
We have listed down
the relevant elements
of a Brand, you can
customize it basis your
requirements
ELEMENTS
Name
Mention the name of the Brand which
captures the central theme around it
01
Slogan
A short phrase that communicates
information about the Brand
02
Logo
A short phrase that communicates
information about the Brand
03
Tone
Musical message written
around the Brand
04
Character
A special type of Brand Symbol;
one that take on human or real-
life characteristics
05
Packaging
Displays the identity of the brand06

15. Brand Strategy Framework
15
It is a framework
indicating all the key
aspects considered
while making a brand
strategy
• Managing the Assets
• Changing Brand Identity
• Launching Brand Identity
• Communicating Brand Identity
Assets
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
• Color
• Typography
• Rules
• Trial applications
Touch Points
• Stationery
• Uniforms
• Digital
• Environments
• Collateral
• Advertising
• Merchandise
• Vehicles
• Signage
Brand
Strategy

16. 02
Consider the slogan of
the Brand
December 2015
04
Launch of the Brand in the Market
January 2017
01
Choose a Brand Name, Logo and Color
January 2015
03
Development & Execution of Brand Positioning Strategies
March 2016
Brand Logo Refresh
August 2018 05 Extension of the
Existing Brand
November 2019
06
Brand Execution
Roadmap (Layout)
16
This slide gives a
layout of the timeline of
a Brand, you can alter
it as per your
requirements

17. Develop your Name Logo and Tagline
17
We have listed the
common steps which a
company generally
follows to create a logo
and tagline
Choose a
BRAND Name
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audience's attention.
Choose a Color
for the BRAND
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it to your needs and capture your
audience's attention.
Design a
Professional Logo
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it to your needs and capture your
audience's attention.
Consider
a Slogan
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it to your needs and capture your
audience's attention.
Decide on a Timeline
for Logo Refresh
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audience's attention.

18. Logo Designing Sources
18
Logo designing
sources have been
listed. You can choose
sources based on
company’s requirement
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needs and capture your audience's attention.
Other
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needs and capture your audience's attention.
Local Design Firm
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Online Design Firm
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Self Employed
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Friends/Relatives
22%
43%
12%
20%
3%
Sources for
Designing Logo

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.
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Evolution
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needs and capture your audience's attention.
Personality
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needs and capture your audience's attention.
Promise
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needs and capture your audience's attention.
Integrity

20. Brand Integrity
20
We have mentioned the
key components of Brand
integrity. You can use/
alter them basis
your requirements
Prioritized Project
Development
Budgeting
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audience's attention.
Policies
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audience's attention.
Programs
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audience's attention.
Team Assignments
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audience's attention.
Program Charter
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audience's attention.
Form
Brand Integrity
Management
Program

21. Brand Packaging
21
Below are some of
the ways of doing
packaging, you can
use any of them to
Brand your product
Brand
Packaging
A firm of may make periodic changes in
product packaging.
It is a kind of packaging strategy in which packages of the
entire product line closely resemble one another.
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.
It is a strategy in which a number of heterogeneous product
are placed and supplied in a single package.
It is a kind of packaging strategy in which a
formulas such a packaging strategy as to protect
the physical environment .
Strategy Policies & Strategic
Family Packaging
Re-Use Packaging
Multiple Packaging
Ecological Packaging

22. Brand Distribution
22
List down the
regions where your
target audience
is based
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25%
45%
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30%
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70%
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52%
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60%

23. Brand Extension
23
Listed are some of
the methods of
Brand extension,
you can opt any of
them basis your
requirements
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Horizontal B.E Vertical B.E
Brand
Brand Extension
Franchise Extension Upward Extension Downward ExtensionLine Extension

24. Brand Equity
24
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
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Brand Association
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Perceived Quality
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Brand Loyalty
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Brand Awareness

25. Brand Value
25
Listed are some of
the methods of
Brand extension,
you can opt any of
them basis your
requirements
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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
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needs and capture your
audience's attention
Brand Association
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needs and capture your
audience's attention
Perceived Quality
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audience's attention
Brand Loyalty
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Brand Awareness
Brand Value

26. Brand Awareness
26
Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up
in the ladder
Unaided Awareness
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Dominant
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Unaware of the Brand
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Top of Mind
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needs and capture your audience's attention
Aided Awareness
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needs and capture your audience's attention
Awareness Pyramid
01
02
03
04
05

27. Brand Quality
27
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
Perceived Brand Quality
When the perceived quality is
high, price may be/ must be
accordingly higher.
Perceived quality enhances
profit growth(premium
price=quality).
Customer has not the time
or ability to evaluate the
quality objectively.
Perception of quality is
the determinant in the
buying decision.
Establishing A specific
image for A brand (the,
premium, excellent) in
relation to competing
brands and their quality
Brand AssociationReason to Buy Perceived Quality
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28. Brand Association
28
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
Associations
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needs and capture your
audience's attention
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Differentiate/
Position
Reason
-to-Buy
Create Positive
Attitudes/Feelings
Help Process/
Retrieve Information
Basis
for Extensions

29. Brand Loyalty
29
Input your inferences
after brand tracking to
provide a better
perspective on how loyal
is your customer base.
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Brand advocates spend 2x as much
regular customers and have 5x the
lifetime value
A 5% increase in customer retention can
result in a 40% lift in profit’
80% of a business’ profits come
from 20% of its customers’
77% of customers still they have
no relationship with a brand’
$1.6 Trillion
The potential revenue up for grabs from
switching among consumer brands’
The probability of generating an additional
sale from an existing customer is
7xgreater than from a new prospect’
How much
are loyal
customers
worth?

30. Brand Awareness
30
Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up
in the ladder
Fence Sitters Considers it a Friend
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and capture your audience's attention
Satisfied / Habitual buyer no
Reason to Changes
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needs and capture your audience's attention
Committed
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needs and capture your audience's attention
Passively Loyal with Switching Coasts
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capture your audience's attention
Switchers / Price Sensitive
no Brand Loyalty
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needs and capture your audience's attention
The Loyalty Pyramid
01
02
03
04
05

31. Establish Brand Positioning
31
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
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32. How I would Describe the Product
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How the Brand makes me Look
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What the Product does for me
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How the Brand makes me Feel
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Brand Positioning
32
It is a framework
indicating all the key
aspects considered
while making a brand
strategy
Symbols
Facts
Text Here
Brand
Personality Essence

33. Brand Position
33
A
B
E
C
D
0
1
2
3
4
5
6
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Quality
Value Proposition
Move the circles and
the text boxes as per
your company’s
product quality and
value proposition
Competitor B
Competitor D
Competitor C
Competitor E
Own Product
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

34. Celebrity Oriented
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audience's attention.
Up-market Technology
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audience's attention.
Change of Image Oriented
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audience's attention.
Segment Oriented
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audience's attention.
Symbolism Oriented
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Niche-oriented
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Value Oriented
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audience's attention.
You can reposition
the Brand in the
market on the
basis of any of the
ways mentioned in
this slide
Brand Repositioning
34

35. 35
Brand
Communication
Choose the
attributes you want
the brand to
communicate to the
target audienceEasily Available
Your Text Here
Customer Value
Your Text Here
Variety
Your Text Here
Authenticity
Your Text Here
Convenient
Your Text Here
Accessible
Your Text Here
Affordable
Your Text Here
Latest Technology
Your Text Here
Moderate Prices
Your Text Here
Durability
Your Text Here
Personal Service
Your Text Here
Quality
Your Text Here

36. Brand Budgeting
36
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
Brand Mark (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
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37. Value Addition Due to Branding
37
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
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Cost 1 (Example - Raw Product)
$ 2.5 - $ 3
Cost 2 (Example – Printing Cost)
$ 0.5 - $ 0.80
Cost 3 (Example – Factory Cost)
$ 1 - $ 2
Benefits of Branding
$ 25- $ 35
Total Cost per Product $ 3 - $ 5
Sold to you $ 30 - $ 40

38. Various ways of Internal
promotion have been
listed. You can choose
the suitable ways as per
your requirements
Promotion - Internal
38This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
Promotion -
Internal
Internal Television
Your Text Here
Free Samples
Your Text Here
Bulletin Boards
Your Text Here
Displays and Exhibits
Your Text Here
Your Text Here
Telephone hotlines or news lines
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

39. Promotion - External
39
• Mentions
• Reviews
• Posts
• Shares
Sharing
• Site
• Blog
• Email
• Social Channels
• Mobile site
Web Properties
• PPC
• Retargeting
• Social Media
• Paid Influencers
• Affiliates
Advertising
Earned Media
Paid Media
Owned Media
SEO & Content drive Earned
Media (sharing) and traffic
Various ways of External
promotion have been listed.
You can choose the suitable
ways as per your requirements
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40. Brand Performance Dashboard
40
Monitor the Brand
performance on the
basis of below
mentioned parameters,
you can alter them as
per your requirements
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0 100
20
10
30
40
80
90
70
60
50
Based on the survey results, you can
rate the extent to which brand is
recognized by the customers
Customer Recognition
0 100
20
10
30
40
80
90
70
60
50
Mention the amount of change in
sales due to the impact of branding
Enhanced Sales
How well you have been able to
gain edge over competitors
through Branding
Competitive Edge
HighLow
Medium

41. Ad Awareness
Which mobile brands have
you noticed in any
advertisement recently?
Brand Awareness
Which mobile brands have
you heard of?
Preference
Which mobile brand do
you prefer? What other
brands are interesting?
Latest Purchase
What mobile brand do
you own?.
Brand Tracking - Product Awareness
41
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
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42. Brand Tracking – Brand Experience & Usage
42
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?
Brand Change Likelihood
What’s the likelihood of changing brand preference by the consumer?
Future Purchase Intent
If hasn’t purchased, then what’s the buying intent of consumer?
Customer Satisfaction & Loyalty
How satisfied is the customer and how much is he loyal to the brand?
Brand
Tracking
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
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43. Brand Tracking Infographics
43
82%
of consumers consider
user generated
reviews extremely
valuable or valuable
72%
of consumers trust
online reviews as
much as personal
recommendations
20%
of online reviews
have been pointed
out as fake
3
Google has an average of
three reviews per location
4
Yelp! has an average of
four reviews per location
65%
of consumers
read between 2-
10 reviews
74%
of consumers look to
online review sites for
information during the
buying process
41%
of consumers read four
to seven reviews before
they are comfortable
making a purchase
46%
of locations have had
no new reviews in
17 months
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tracking results in this
infographic slide to
create an everlasting
impact on the audience

44. Brand Tracking – Top of Mind & In Mind Brand
44
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.
Top of Mind (TOM)
Add Text Here
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.
In Mind (IM)
Add 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
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45. Brand Development Strategies Icons Slide
45

46. Additional Slides
46

47. Coffee Break
47
10:15 to 10:30 am
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own image. Just right click and replace image.

48. Clustered Column
48
20
30
55
50
85
35
75
80
0
10
20
30
40
50
60
70
80
90
100
Q1 Q2 Q3 Q4
(inpercentage)
01 Product
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
02 Product
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.

49. Stacked Bar Chart
49
01 Product
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
02 Product
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
220
210
180
150
100
80
350
270
230
200
150
100
0 50 100 150 200 250 300 350 400 450 500 550 600
2020
2019
2018
2017
2016
2015
YEARS

50. Line Chart
50
01 Product
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changes automatically based on data.
Just left click on it and select “Edit Data”.
02 Product
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
20
10
35
25
75
35
55
25
65
45
60
70
30
20
45
40
95
50
70
40
80
65
70
90
0
10
20
30
40
50
60
70
80
90
100
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2020

51. Pie Chart
51
02 Product
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changes automatically based on data.
Just left click on it and select “Edit Data”.
03 Product
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changes automatically based on data.
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01 Product
This graph/chart is linked to excel, and
changes automatically based on data.
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04 Product
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changes automatically based on data.
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25%
25%
15%
35%

52. About Us
52
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Target Audiences
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Value Clients
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own image. Just right click and replace image.
Preferred by Many

53. Our Goal
53
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own image. Just right click and replace image.
Add Text Here
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own image. Just right click and replace image.
Add Text Here
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Add Text Here

54. Our Mission
54
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Goal
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own image. Just right click and replace image.
Vision
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Mission

55. Financial
55
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own image. Just right click and replace image.
68% Medium
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own image. Just right click and replace image.
87% Maximum
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42% Minimum

56. Name Here
Designation
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Name Here
Designation
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Name Here
Designation
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audience's attention.
Our Team
56
Name Here
Designation
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57. Comparison
57
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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V/S

58. Timeline
58
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audience's attention.
2016
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audience's attention.
2017
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audience's attention.
2018
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audience's attention.
2019
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audience's attention.
2020

59. Quotes
59
Opportunity is missed by most
people because it dresses in overalls
and looks like work.
…Thomas Edison

60. Location
60
Australia
USA
60% Men
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40% Men
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Population

61. Lego
61
01 This slide is 100% editable. Adapt it to your
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02 This slide is 100% editable. Adapt it to your
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03 This slide is 100% editable. Adapt it to your
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04 This slide is 100% editable. Adapt it to your
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62. Idea Generation
62
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your audience's attention.
Your Text Here
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your audience's attention.
Your Text Here
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your audience's attention.
Your Text Here

63. Puzzle
63
01
03
04 02This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
Your Text Here
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Your Text Here
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64. Venn
64
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needs and capture your audience's attention.
Your Text Here
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needs and capture your audience's attention.
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needs and capture your audience's attention.
Your Text Here
25%
75%
35%

65. Post It Notes
65
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audience's attention.

66. Thank You
66
Contact Number
0123456789
Email Address
emailaddress123@gmail.com
Address
# street number, city, state