brand building final

8/3/2019 Brand Building FINAL

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Research For Building

International Brand

Presented By

Amarjeet

Sushil Kumar

Bikash Bhagat

Chandan Pratap Singh


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What is Brand building?

Involves all those activities that arenecessary to nurture a brand into a

healthy cash flow stream for the

company after launch


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Advertising does a lot to help build

brands

Every ad contributes to make the brand what

it is in the minds of the consumerDavid Ogilvy

A companys brand is the primary source of

its competitive advantage and is a veryvaluable strategic assetDavid Aaker


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Brand Equity

When a commodity becomes a brand, it is

said to have equity. It starts with a name

and can go up or down depending on themarketing activity that is done by the

marketer. A name becomes a brand when

consumers associate it with a set of tangibleand intangible benefits that they obtain from

the product or service.


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How to measure equity?

The premium a brand can command in the

market

The difference between the intrinsic and

perceived value of the product


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What do power brands have that

others dont? A distinctive product

Delivering brand promise

Personality and presence


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Personality

Emotional bond with the customer

Generates relationships measurably stronger

than ordinary brands


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Presence

Seem to be present everywhere, enforcing

distinctiveness

National/international scale

Successful brand extensions

Multiple concept and channels


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Tangibles of brand equity

Shape

Colour

Size

Models

Price

Features Benefits

Grades


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Intangibles of brand equity

Company name

Brand name

Slogan and itsunderlying

associations

Perceived quality Brand awareness

Customer base

Trademarks and

patents Channel relationships

Customer loyalty

Customer confidence Competitive advantage


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Value Proposition

Broad positioning

Specific positioning

Value positioning


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Creating the brand

Choosing brand name

Developing rich associations and promises

Manage customer brand contacts to meet

and exceed customer expectations


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Choosing a brand name

What does it mean?

What performance/ expectations/

associations does it evoke?

What degree of preference does it create?


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Brand names should denote

Product benefits

Product quality

Be easy to pronounce/remember/recognise

Be distinctive

Not have poor meanings in other countriesor languages


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Brand Ambassadors

These are used to create the Brand

personality, just like a human being.

Therefore in some way the values andpersonality of the ambassador rubs off into

the brand. Therfore the brand and choice of

the ambassador must fit.


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Brand Status

Step up advertising Cash cow. Need to

sustain brand

building activities

Product should be

phased out

Troubled brand.

Product upgradation

required

Esteem

Familiarity


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THANK YOU

brand building final

Documents