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Creating a brand

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Creating a Brand

Publié dans : Marketing
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Creating a brand

  1. 1. THARAKA DIAS Director – My Media Network MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM,
  2. 2. AOT- THARAKA DIAS 2
  3. 3.  The brand managers need to understand that consumes play a dynamic role in building a brand. Consumer are not mere recipients of brand building activities, they evaluate the brand and form their own perceptions based on various touch points with the brand. 3AOT- THARAKA DIAS
  4. 4. 4 Internal company analysis •Vision, mission and culture •Company SW •Existing brand image •Brand heritage External audit •PESTEEL •Porters 5 forces •Industry analysis •Competitor •Customer •Supplier •substitute STRATEGIC BRAND BUILDING AND MANAGEMENT PROCESS AOT- THARAKA DIAS
  5. 5. 5 Organizational activity Consumers understanding of the brand AOT- THARAKA DIAS
  6. 6. 6 Organizational activities AOT- THARAKA DIAS
  7. 7. Internal company analysis Strengths Weaknesses Vision and mission Values Competitive advantage of the organization Organizational culture External analysis PESTEEL 7AOT- THARAKA DIAS
  8. 8.  Brand as a LOGO  Brand as a LEGAL INSTUMENT  Brand as COMPANY  Brand as SHORT HAND  Brand as RISK REDUSER  Brand as POSSITIONING  Brand as PERSONALITY  Brand as CLUSTER OF VALUE  Brand as a VISION  Brand as a ADDING VALUE / AN IDENTITY 8AOT- THARAKA DIAS
  9. 9.  Based on the definition logo plays a great importance in branding  Logo there for is a key basis for differentiation of a brand,  Reasons to invest on logos are  Speed brand recognition through provoking memory  Favorable influence a brand selection decision  Familiar set of association linked with the brand at the time of recall  A logo should project the core values ,vision, character and personality with the correct use of color, 9AOT- THARAKA DIAS
  10. 10.  Brand involves in greater investment, there for legal ownership is vital to protect from imitators. As part of its brand strategy. Important of brand ownership  Brand has a legal ownership  Effective trade mark registration offer legal protection for brands from me too products  Protection against counterfeit products/brands (eg: Pharmaceutical generics  Copy rights , re printing rights, patent rights  Legal issues on communication – Brands such as Lion beer, Gold leaf cigarettes which are legally prohibited to commercialize , can effectively use logos as an effective BTL tool ( interior décor of a restaurant) 10AOT- THARAKA DIAS
  11. 11.  Brand naming could be taken place within 2 extremes 1. Corporate branding 2.Individual branding  A strong corporate brand helps in following way 1.Projection of the amalgamated values 2. Enables to build coherent trusted relationship with the stakeholders. JKH, Singer 11AOT- THARAKA DIAS
  12. 12.  Corporate Branding focused on multiple stake holders  Corporate value culture  Consistent message & uniform delivery across all stake holders  Inspiring staff  Corporate branding start from recruitment  CEO responsible for corporate brand valued  Line Braiding Focused on customers & distributors  Consumers assess the brand value via advertising/packaging  Consistent massage on key U.S.P’s  Brand manager is responsible over the success or failure for the brand 12AOT- THARAKA DIAS
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  16. 16.  The character which is associated with the brand to project the brand  Consumers from impression according to the type of person using the brand  Choosing a brand to match self 16AOT- THARAKA DIAS
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  18. 18.  The future environment the brand aims to bring about  A purpose for the brand – A vision brings in a role to a brand (how/what) the brands reasons for being, which consider how the brand will make its environment a better place  Values – That will be characterize the brand and enable it to satisfy it s purpose 18AOT- THARAKA DIAS
  19. 19.  Brand identity refers to – what does it stand for ?  The central idea of a brand & how the brand communicate this idea to its stakeholders  Finally the combination of all attributes bring in the identity  It’s a proactive barrier against competition 19AOT- THARAKA DIAS
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  25. 25. 25 SINCERITY EXCITEME NT COMPETEN CE SOPHISTICA TION RUGGEDNE SS Down to earth Daring Reliable Upper class Outdoorsy Honest Spirited Intelligent Charming Touch Wholesome Imaginative Successful cheerful Up to date AOT- THARAKA DIAS
  26. 26. 26AOT- THARAKA DIAS
  27. 27.  Your brand’s essence — just one word that sums up how your brand connects emotionally with your customers  The reason: essence is an intangible  The essence, on the other hand, is felt.  Strong brands have well-defined, easily grasped, simply obvious essences. E.G.  Lacing up a new pair of Nike running shoes feels inspirational  Riding a Harley-Davidson motorcycle feels liberating.  AOT- THARAKA DIAS 27
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  29. 29.  Brand image is the set of beliefs held a particular brand (Kotler and Keller2005) by the consumer.  Image formed by an understanding of all the brand associations  Brand associations are developed from all the signals emitted by the brand and through the consumer's use of the brand  Brand image gives an understanding of how consumers choose a particular brand over the others.  Brand image has a positive impact on the brand sales of an organization  It leads to positive brand equity by providing a biased brand evaluation  It ultimately leads to a willingness to pay premium prices for preferred brands AOT- THARAKA DIAS 29
  30. 30.  Product  Price  Packaging  User imagery – type of a person using the product. Demographic or psychographic  Usage imagery – type of situation in which the product is used( time of the day/week/year etc) AOT- THARAKA DIAS 30
  31. 31.  Free association  Picture interpretation ( respondent are ask to interpret a picture that is given to them )  Brand as a person  Brand as a animal/magazine  Use experience  Decision process  Brand user  Differential perception  Personal values that drive choice (feeling of importance, self esteem, happiness, etc.) AOT- THARAKA DIAS 31
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  33. 33. 33 diastharaka@gmail.com 0773869007 AOT - THARAKA DIAS

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