branding
Post on 14-Sep-2014
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Branding Extensions and Management for Business Empowerment
Branding – A Quick Recap
“A Rose by other name would not smell as sweet”
MARKETING
“Brand gives an identity to the product that distinguishes it from the competition. ”
DESIGN
CONSUMER
BRAND
Brand Lifecycle – A Connecticut of Evolutiono Brand Recognition- They know your name but don’t prefer it over competition.
o Brand Preference - They pick your brand based on previous experience with it.
o Generification - Your brand becomes synonymous with the category.
o Brand Insistence- Won’t accept alternative.
Components of Branding – What makes it Impeccable
Product Logic to Brand Logic – Exploring Marketing Mixes
Creating the Brand – Birth of a Success Formula
o Choosing a brand name .
o Develop rich associations and promises .
o Managing customer brand contact to meet and exceed expectations .
7 questions to help you develop your brando Who are you ?
o What do you like ?
o What don’t you like ?
o What do you stand for ?
o What are your values ?
o What are your principles ?
o What are your unique selling points ?
o Identify the Brand
o Build the Brand
o Promote the Brand
o Develop and Reinforce
Establishing Brand – Challenge the Pre-Notions
o Connect Audience Emotionally
o Understand Target Audience
o Recognize your Own Value
o Drive Your Brand Home
Ensuring Brand Success – The All Inclusive Mantra
o Understand Goals
o Keep on Trying
o Be Consistent
From Traditional to Experimental Branding
o Brand as Identifiers
FROM TO
o Names, logos, slogans build awareness and image
o Brand as experience providerso Names, logos, slogans, events, customer contacts which build sensory, affective, creative relations and ways of being (lifestyles) with the brand
Brand Strategic Role – Deeper insights
BRAND EQUITY
CASH FLOWBOOSTER
CONSUMERRESPONSEBOOSTER
Around 64% insist that they want companies to respond to social comments only when spoken to. Therefore follow the tested route :o Understand
Branding in Social Media Way – The Stricter Version
o Explain why you are listening
o Consider the context
o Engage with reciprocity
By optimizing mobile based apps you can !
o Develop a known market
Mobile Branding – Capture the Untethered Consumer
o Website linked–Products and services
o Blend within application
o Social sharing enabled
o Others
When you think !
You think of “Safety”
Branding = Tangling Visual-Emotional-Rational-Cultural
Reminds you of Tiger Woods or “Just Do It”
Remembering brand name and having positive association makesproduct selection easier and enhances the value and satisfaction derived.
Reflects the image of “Big Blue”
The MIDAS’S of Brands – Top 5
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 .
1. Apple
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 .
2. Pixar or Disney Pixar
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 .
3. GE
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 .
4. 3M
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 .
5. Coca-Cola
Branding for Business EmpowermentTaking 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.comhow-to-branding.com
biggirlbranding.comtheultralinx.co
minc.com
Thanks
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