cpm - three pillars of branding
DESCRIPTION
Customer Product Market - Three Pillars of BrandingTRANSCRIPT
CustomerProductMarket
Three pillars of Branding
Who should see this through ? Got it ?
What is a Brand
How people perceive and value –
• A person• A company• A product• A service
That’s it.
No mumbo jumbo
Three Pillars of – Brand Building
Customer
MarketProduct
C
M
P
Customer
Who is my customer
What delights him
What influences him
Target Group and
traits
Know what they expect
and exceed it
Decision-making and influencors
Product
What is my product type
Where does it fit in
What is its UVP
High/Low Involvement
Mass/Niche cateringInnovative/Me-too
Need Comfort
Aspiration
UniqueValue
Proposition
Market
Competition
PoSs and PoDs
Industry trends/Norms
Acknowledge Observe
Study
Points of Similarities
Points of Differences
within products
available in the market
Fundamentals of the
Industry andInfluencing
factors
Branding
Customer• Understanding customer needs
Product• Creating the right product
Market• Creating a point of differentiation
Creating Brand Identity Communicating Reinforcing
Internal External
Keep it Simple!