3. Here is a simple definition of
Branding:
Branding
Branding involves a set of activities :
1. Improve the perceived value of the Brand.
2. Associate certain attributes or
qualities with it, in the minds of customers,
and
3. Increase the depth and breadth of
general customer awareness (mindshare) about it.
5. Hence Branding involves………..
Creating a unique name and image for a product in
the consumers' mind, 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.
6. Hence……..
……..
Branding is the
Total Strategic Process
to create a unique differentiation of a
company or product or service or any entity from its
competitors, in the target market, so as to maximize
its value in the benefits of the stakeholders.
7. How DOES the Guru defines it?
Branding
"Branding demands commitment;
commitment to continual re-invention; striking
chords with people to stir their emotions; and
commitment to imagination. It is easy to be
cynical about such things, much harder to be
successful."
Sir Richard Branson, CEO Virgin
8. If Branding is a Process, than
what are its
key
elements?
Or
What are the tools used for
Branding ?
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12. For the most part, Branding is made up of
categories:
three categories
1 Advertising
is a form of communication intended to persuade an
audience (viewers, readers or listeners) to purchase
or take some action upon products, ideas, or services.
It includes the name of a product or service and how
that product or service could benefit the consumer,
to persuade a target market to purchase or to
consume that particular brand.
13. Television advertising Radio advertising Product placements
Press advertising
Online advertising In-
In-store advertising
14. Advertising
In today’s business climate, even the most secure brands need to advertise. As it sells
its billions and billions of hamburgers, McDonald’s doesn’t cut back on its ads; it
increases them.
Nike is well known for spending millions on celebrity endorsements for advertising. Its
ads are legendary, and its “swoosh” logo is known the world over without a word
being said.
15. 2. Marketing
Marketing is not only much broader than selling, it is
not a specialized activity at all It encompasses the
entire business.
It is the whole business seen from the
point of view of the final result, that is, from the
customer's point of view. Concern and responsibility
for marketing must therefore permeate all areas of
the enterprise.
- Peter Drucker
16. Marketing is more concerned with
something called as the Marketing MIX.
The marketing mix was suggested by professor
E. Jerome McCarthy in the 1960s.
The marketing mix consists of four basic elements
called the four P’s
Product.
Price
Place
Promotion
17. Marketing
Before there can be a brand, there has to be a product. The
Bridge between product and recognizable brand is marketing.
It is sometimes difficult for people outside the business to
Understand marketing, because they confuse it with
advertising.
Marketing doesn’t determine what a product will be or how
high its quality will be but that doesn’t mean every great
product will market itself. Nor does it mean that every
successfully marketed product is the best in the field
18. 3. Public relations
If advertising is the juggernaut of public attention, public
relations is the stealth bomber.
PR generates publicity for the brand,
public’
helps solidify the public’s opinion of the brand, and defines
brand—
the brand—all without being perceived by the public.
Advertising is obvious, marketing is invisible, but
Public relations is the most difficult of all things to
be: subtle.
It is also arguably the most valuable,
indispensable
part of the Branding process.
19. Public Relations
“A lot of clients don’t understand the difference
Between Branding, PR, advertising and
marketing,”
says Rob Frankel author of Revenge of Brand X.
Frankel,
“Personally, I prefer PR to advertising. I like PR because a lot of my
Branding program is based on third-party endorsement. It’s way
More credible and fast-acting than when you pay for ads.” Rob
Frankel
People often confuse public relations with publicity, and it’s easy to
see why.
Public relations is actually the craft of attracting publicity, and
Not publicity itself.
23. Here’s my explanation of branding using a pie as an example
Not plain, ordinary pie. But apple pie with two scoops of ice cream and a cherry on top.
So here is your delicious,
multi-tiered, integrated
The cherry is a apple pie.
brand’s promise.
brand’
The ice cream Of course the cherry gets
represents all attention.
your products and It’s your name in neon
services. lights, your fancy new logo,
The apples are the and your overall visual
itself—
corporation itself— appeal. If a prospect buys a
the corporate slice of your pie just for the
environment. cherry then you’ve done
The crust is the well!
structure of your But integrating the ice
company—
company—not the cream (Product/Service),
building (although I don’t care if you do no ads at all—if
that’s what’s right for your company. apples (Corporate Culture)
how it looks is part Maybe your success lies in direct and crust (Systems) are
of branding) but contact at trade shows or public
your systems. essential for building true
relations and press releases.
Whatever it is, whatever your sweet “core” brand equity.
suite of services is, you need the Don’t get caught up in
ingredients working in combination to thinking branding is only
make your pie a success. about the cherry. This
happens at graphic design
My approach to strategic analysis and planning will help you find firms whose only expertise
the right recipe. When you see it, you’ll agree: Once you know all is generating visual
that goes into it, branding is easy as pie. solutions.
26. Different Categories of Branding
Branding is a rather large term to define but there are differentiated categories of
branding:
Product Branding -
means branding of a product; for example, Nike Shoes.
Sometimes the product is EVEN most known by a symbol.
Think for a moment about the Nike symbol; one must only see
the symbol to know that the product is Nike.
= = NIKE
27. Different Categories of Branding
Branding is a rather large term to define but there are differentiated categories of
branding:
New product Branding -
when a new product is started with a new brand name. This can even
be applied to the virtual world. Websites establishing a brand must
also follow the steps of branding. Think of Face book and you think
of friends and networking.
28. Different Categories of Branding
Branding is a rather large term to define but there are differentiated categories of
branding:
Brand extension –
when a company adds a new dimension to an existing brand name; for example,
when Pepsi added Pepsi One.
&
29. Different Categories of Branding
Branding is a rather large term to define but there are differentiated categories of
branding:
Flanker Branding -
when a company adds a new brand to an existing brand or line. This is when a company
markets a slightly higher or lower end brand to its current brand name. For example,
Proctor & Gamble has Ariel as its higher priced brand and Tide as its lower priced
brand.
30. Different Categories of Branding
Branding is a rather large term to define but there are differentiated categories of
branding:
Personal Branding -
means branding a person's name. A couple celebrities who have been able to brand their
names are Donald Trump (Trump Hotels) and Oprah Winfrey (OWN- the Oprah
Winfrey Network).
31. Different Categories of Branding
Branding is a rather large term to define but there are differentiated categories of
branding:
Service Branding -
when a service instead of a product is branded. For example, to the average consumer,
"triple A" means AAA, but it is unlikely the consumer will think of the full name,
American Automobile Association. Nevertheless, he or she is looking for a service- auto or
discount rates on hotels.
32. How Can
Branding
Benefit
Your
Business?
Business
36. Because branding is customer driven, understanding how branding
works begins with understanding the customer, both existing and
potential.
There are 3 essential steps for the business
owner to take when creating a brand.
1. Ensure that the brand meets a need in the mind of the customer.
2. Firmly establish the brand
and
3. Elicit the favorable response of the customer to the brand
identity.
38. Branding”
Branding
All the “Branding
in the world
can’t repair a brand
that’s been
clobbered by a lousy product.
And a GREAT
product can survive and thrive even when the
“Branding” is awkward.
39. A B r a n d
B3G
C o n s u l t I n g G r o u p
We help you build Trust
(Bhalchandra’
(Bhalchandra’s Brand Brew) B3Group
Bhalchandra K. Pai
Chief Brew Master
e- mail: bkpai805@gmail.com
INDIA
19 – 3 - 2011
