creating a brand
TRANSCRIPT
THARAKA DIASDirector – My Media Network
MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),
FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)
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The brand managers need to understand that consumes play a dynamic role in building a brand. Consumer are not mere recipients of brand building activities, they evaluate the brand and form their own perceptions based on various touch points with the brand.
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Internal company analysis•Vision, mission and culture•Company SW•Existing brand image•Brand heritage
External audit•PESTEEL •Porters 5 forces•Industry analysis•Competitor •Customer •Supplier•substitute
STRATEGIC BRAND BUILDING AND MANAGEMENT PROCESS
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Organizational activity
Consumers understanding of
the brand AOT- THARAKA DIAS
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Organizational activities
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Internal company analysisStrengths WeaknessesVision and missionValues Competitive advantage of the organization Organizational culture
External analysisPESTEEL
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Brand as a LOGO Brand as a LEGAL INSTUMENT Brand as COMPANY Brand as SHORT HAND Brand as RISK REDUSER Brand as POSSITIONING Brand as PERSONALITY Brand as CLUSTER OF VALUE Brand as a VISION Brand as a ADDING VALUE / AN IDENTITY
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Based on the definition logo plays a great importance in branding
Logo there for is a key basis for differentiation of a brand,
Reasons to invest on logos are Speed brand recognition through provoking memory Favorable influence a brand selection decision Familiar set of association linked with the brand at the
time of recall A logo should project the core values ,vision,
character and personality with the correct use of color, font in design
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Brand involves in greater investment, there for legal ownership is vital to protect from imitators. As part of its brand strategy.
Important of brand ownership Brand has a legal ownership Effective trade mark registration offer legal protection for brands
from me too products Protection against counterfeit products/brands (eg: Pharmaceutical
generics Copy rights , re printing rights, patent rights Legal issues on communication – Brands such as Lion beer, Gold
leaf cigarettes which are legally prohibited to commercialize , can effectively use logos as an effective BTL tool ( interior décor of a restaurant)
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Brand naming could be taken place within 2 extremes
1. Corporate branding 2.Individual branding A strong corporate brand helps in
following way 1.Projection of the amalgamated values 2. Enables to build coherent trusted
relationship with the stakeholders. JKH, Singer
3. Unifies and inspire the staff. HSBC 11AOT- THARAKA DIAS
Corporate Branding focused on multiple stake holders
Corporate value culture Consistent message & uniform delivery across all stake holders Inspiring staff Corporate branding start from recruitment CEO responsible for corporate brand valued
Line Braiding Focused on customers & distributors
Consumers assess the brand value via advertising/packaging Consistent massage on key U.S.P’s Brand manager is responsible over the success or failure for the
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The character which is associated with the brand to project the brand
Consumers from impression according to the type of person using the brand
Choosing a brand to match self
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The future environment the brand aims to bring about
A purpose for the brand – A vision brings in a role to a brand (how/what) the brands reasons for being, which consider how the brand will make its environment a better place
Values – That will be characterize the brand and enable it to satisfy it s purpose
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Brand identity refers to – what does it stand for ? The central idea of a brand & how the
brand communicate this idea to its stakeholders
Finally the combination of all attributes bring in the identity
It’s a proactive barrier against competition
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SINCERITY EXCITEMENT
COMPETENCE
SOPHISTICATION
RUGGEDNESS
Down to earth Daring Reliable Upper class Outdoorsy
Honest Spirited Intelligent Charming Touch
Wholesome Imaginative Successful
cheerful Up to date
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Your brand’s essence — just one word that sums up how your brand connects emotionally with your customers
The reason: essence is an intangible The essence, on the other hand, is felt. Strong brands have well-defined, easily
grasped, simply obvious essences.E.G. Lacing up a new pair of Nike running
shoes feels inspirational Riding a Harley-Davidson motorcycle feels
liberating. AOT- THARAKA DIAS 27
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Brand image is the set of beliefs held a particular brand (Kotler and Keller2005) by the consumer.
Image formed by an understanding of all the brand associations Brand associations are developed from all the signals emitted
by the brand and through the consumer's use of the brand Brand image gives an understanding of how consumers choose
a particular brand over the others. Brand image has a positive impact on the brand sales of an
organization It leads to positive brand equity by providing a biased brand
evaluation It ultimately leads to a willingness to pay premium prices for
preferred brands
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Product Price Packaging User imagery – type of a person using the
product. Demographic or psychographic Usage imagery – type of situation in which
the product is used( time of the day/week/year etc)
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Free association Picture interpretation ( respondent are ask to interpret a
picture that is given to them ) Brand as a person Brand as a animal/magazine Use experience Decision process Brand user Differential perception Personal values that drive choice (feeling of importance,
self esteem, happiness, etc.)
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