Branding - Extensions and Management for Business Empowerment - PowerPoint PPT Presentation

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Branding - Extensions and Management for Business Empowerment

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Branding – A Quick Recap. Brand gives an identity to the product that distinguishes it from the competition. – PowerPoint PPT presentation

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Title: Branding - Extensions and Management for Business Empowerment


1
Branding Extensions and Management for
Business Empowerment
2
Branding A Quick Recap
MARKETING
BRAND
CONSUMER
DESIGN
A Rose by other name would not smell as sweet
Brand gives an identity to the product that
distinguishes it from the competition.
3
Brand Lifecycle A Connecticut of Evolution
  • Brand Recognition- They know your name but dont
    prefer it over competition.
  • Brand Preference - They pick your brand based on
    previous experience with it.
  • Generification - Your brand becomes synonymous
    with the category.
  • Brand Insistence- Wont accept alternative.

4
Components of Branding What makes it
Impeccable
5
Product Logic to Brand Logic Exploring
Marketing Mixes
6
Creating the Brand Birth of a Success Formula
  • Choosing a brand name .
  • Develop rich associations and promises .
  • Managing customer brand contact to meet and
    exceed expectations .

7
7 questions to help you develop your
brand
  • Who are you ?
  • What do you like ?
  • What dont you like ?
  • What do you stand for ?
  • What are your values ?
  • What are your principles ?
  • What are your unique selling points ?

8
Establishing Brand Challenge the Pre-Notions
  • Identify the Brand
  • Build the Brand
  • Promote the Brand
  • Develop and Reinforce

9
Ensuring Brand Success The All Inclusive Mantra
  • Connect Audience Emotionally
  • Understand Target Audience
  • Recognize your Own Value
  • Drive Your Brand Home
  • Understand Goals
  • Keep on Trying
  • Be Consistent

10
From Traditional to Experimental Branding
TO
FROM
  • Brand as experience providers
  • Brand as Identifiers
  • Names, logos, slogans, events, customer
    contacts which build sensory, affective,
    creative relations and ways of being
    (lifestyles) with the brand
  • Names, logos, slogans build awareness and image

11
Brand Strategic Role Deeper insights
CONSUMERRESPONSE BOOSTER
CASH FLOW BOOSTER
BRAND EQUITY
12
Branding in Social Media Way The Stricter
Version
Around 64 insist that they want companies to
respond to social comments only when spoken to.
Therefore follow the tested route
  • Understand
  • Explain why you are listening
  • Consider the context
  • Engage with reciprocity

13
Mobile Branding Capture the Untethered Consumer
By optimizing mobile based apps you can !
  • Website linkedProducts and services
  • Develop a known market
  • Blend within application
  • Social sharing enabled
  • Others

14
Branding Tangling Visual-Emotional-Rational-Cult
ural
When you think !
You think of Safety
Reminds you of Tiger Woods or Just Do It
Reflects the image of Big Blue
Remembering brand name and having positive
association makes product selection easier and
enhances the value and satisfaction derived.
15
The MIDASS of Brands Top 5
1. Apple
Leave the product aside, this company offers a
lifestyle that is hip, fun and on the cutting
edge technology, gaining the reputation of
satisfying needs that even you are not aware of .
16
2. Pixar or Disney Pixar
Pixar studios take advantage of some of the most
creative minds of the industry. But they put in
time and their strategy of quality over quantity
has paid off well .
17
3. GE
Their penchant for diversity allowed GE to
survive all through the hard decades. From light
bulbs to appliances to aviation, its everywhere
and coz of this if one area is not profitable, it
has little effect on the company as a whole .
18
4. 3M
Just like GE, this company can be called as
many-headed hydra. Their expansion is not limited
to products but also into global economy
servicing America, Europe, Middle-east and so on .
19
5. Coca-Cola
Soda is BAD, still we consume it. How Coke made
it possible? Through years of tenacious practice,
buying out local companies to take over market
and trying all kinds of advertising till they hit
the pulse of the audience .
20
Branding for Business Empowerment
Taking your business to the next level would
require you to do customization of efforts to
meet client needs and Branding is simply the
extension of you as a business person and it must
truly reflect what you believe .
Resources
business2community.com
authorstream.com
how-to-branding.com
biggirlbranding.com
theultralinx.com
inc.com
21
Thanks
Mailing List Provider - Thomson Data is one of
the fastest growing list providers with an
extensive database, which serves all the major
industries across the globe .
www.thomsondata.com
sales_at_thomsondata.com
800-385-8221
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