brand.pptx

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Presented By-Arvind Kumar

Roll No- 08


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Contents: History of Brand Meaning of Brand Classification of Brand

Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation

Purpose of Brand
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History of BrandThe word Brand comes from

the Old word Brandr , meaning toburn , and is of Anglo-Saxon origin .

The Etruscans, Romans and Greeks

used to claim their ownership bystamping their pottery with the visualsof the fish, star or cross. Also farmers used to brand the cattle to claim theirownership over a specific herd of cattle. The word Brand was firstintroduced in the world of advertisingin the late 1950 s, by David Ogilvy ,


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Purpose of Brand


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Meaning of BrandIt takes a comprehensive and

holistic look at how consumers findand create meaning in brands. Itexplores the fundamental consciousand unconscious elements thatconnect people with products andbrands. A legally protected brand

name is called a trademark.


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A Name, Term, Sign, Symbol, Design, or acombination of them intended to identify the goodsor, services of one seller or, group of seller and todifferentiate them from those of competitors & thesedifferences may be Functional, Rational, Emotionalor, Intangible.


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Purpose of Brand


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Classification of Brand

Brand

ConceptBrand

Commodities

Brand
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Concept Brand

Concept Brand is a brand that isassociated with an abstract concept,like HIV, CancerAwareness or Environmentalism,rather than a specific product, service,or business


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Classification of Brand

Brand

ConceptBrand

CommoditiesBrand


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Commodity Brand

Commodity brand is a brandassociated with any commodity.


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Purpose of Brand


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Factors-Important nBuilding Brand

BrandBuilding

Quality

Communication

Creditability

Positioning

Repositioning

Long term pro

Internalmarketing

First Mover Advantage
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Quality

Quality is a vital ingredient of agood brand. Remember the corebenefits the things consumers

expect.


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BrandBuilding

Quality

Communication

Creditability

Positioning

Repositioning

Long term pro

Internalmarketing



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Positioning

Positioning is about the position abrand occupies in a market in theminds of consumers.

F I


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BrandBuilding

Quality

Communication

Creditability

Positioning

Repositioning

Long term pro

Internalmarketing



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RepositioningRepositioning occurs when a

brand tries to change its marketposition to reflect a change inconsumers tastes.

Repositioning

F I


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BrandBuilding

Quality

Communication

Creditability

Positioning

Repositioning

Long term pro

Internalmarketing



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Long Term Prospective

The need to invest in the brandover the long-term. Building customerawareness, communicating the brandsmessage and creating customerloyalty takes time.

F I


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BrandBuilding

Quality

Communication

Creditability

Positioning

Repositioning

Long term pro

Internalmarketing



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Internal MarketingManagement should ensure that

the brand is marketed internally aswell as externally. By this we meanthat the whole business should

understand the brand values andpositioning.


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CreditabilityCredibility is often pointed out it

positive or negative effect. it refers toyour brand's reputation and its ability(or inability) to convert that into sales.


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CommunicationCommunications also play a key

role in building a successful brand. Wesuggested that brand positioning isessentially about customer perceptions

with the objective to build a clearlydefined position in the minds of thetarget audience.

F t I t t


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BrandBuilding

Quality

Communication

Creditability

Positioning

Repositioning

Long term pro

Internalmarketing



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First Mover AdvantageFirst-Mover mean that it is

possible for the first successful brandin a market to create a clearpositioning in the minds of target

customers before the competitionenters the market.


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Purpose of Brand


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Key Elements of Brand Brand Name -Name, Tagline, Logo Brand Position -Description of your

organization Brand Promise -The single most

important thing your organizationpromises to deliver every time Brand Tone -Edgy, Humorous,

Conservative Brand Ambassador:- Any famous

personality

K El f B d


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Key Elements of Brand(Cont.)

Brand Story -Your organizationalhistory and how it adds value to thebrand, highlights how your productsand services grew from that

background and how yourmethodology impacts what you offer Brand Associations -Colors, Taglines, Images, Fonts, equipment,

etc.


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Purpose of Brand

Ch i B d


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Choosing BrandElements

Memorable Meaningful Likable Transferable Adaptable

Protectable


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Purpose of Brand


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Branding Step

Step one Step Two Step Three Step Four

Step Five & Six


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Branding StepStep One

Learn marketing objectives andstrategy

Prioritize projects Audit existing and competitive

materials and strategies Interviews/focus group Write creative brief and define

messages


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Branding Step

Step One Step Two Step Three Step Four

Step Five & Six


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Branding Step (Cont.)Step Two Develop concepts/taglines/site

architecture

Start visual research Present initial creative approaches


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Branding Step


Step Five & Six


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Branding Step (Cont.)Step Three Develop outline and copy points per

selected concept Develop media strategy Explore layout options Begin creating visual materials

(photos/illustrations)


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Branding Step


Step Five & Six


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Branding Step (Cont.)Step Four Write full copy draft Revise and write final copy as per

client comments Start layouts


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Branding Step


Step Five & Six


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Branding Step (Cont.)Step Five Create and present full layout and/or

e-designStep Six Develop final electronic files for print,

orcoding for web

Final execution and management of products (website launch, launchmedia campaign, exhibit built, print

pieces to printer, ads placed, press


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Purpose of Brand

Methods of Brand


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Methods of BrandValuation

Market Based/Direct MeasurementMethod

Brand Communication InvestmentsBased Method

Awareness and Franchise ValuationMethod

Finance Based/Indirect MeasurementMethod Excess-Earnings Method Relief-From-Royalty Method


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Purpose of Brand


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Purpose of Brand Identify the product Evaluate the identical product Organize inventory Accounting Records Legal protection

Predictability & Security Conveying to the customers Loyalty Influence consumer behavior


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brand.pptx

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