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The goals of the Bootcamp• At the end of the six months
to have gone through the principles of the model
• To apply many of these to real world situations and to our own businesses
• Create a competitive advantage for your business
Brand Equity“The value that is generated directly from the buying process as stimulated by the visible or invisible connections a client has through their awareness of and trust for the brand.”
How it happensIn order to build a strong brand, you must shape how customers think and feel about your product in a positive way.• Awareness• Experiences• Feelings • Beliefs• Opinions• Perceptions
Refresh
Objectives for today• Understand Brand Salience
• Your Uniqueness• Understand how
you are perceived
• Segmentation• Brand is culture
– building a team through
apprenticeships
Attaining Brand Salience‘Connecting your brand emotionally to your client at the point of buying’
Who are you?
Perceptions
Values
Identity
Sweet Spot
Your Uniqueness• What really matters
to your customers?• What characteristics
do your customers’ value?
• How do your competitors’ compare?
Look to survey
What do I do that shines?
Value Created – Cost of Value created = MARGIN
SegmentInto Common
• Needs• Wants• Priorities
Analyse
• Geographic• Demographic• Psychographic
At this point• How do people
perceive your brand?
• Are there any perceptual problems?
• If not – can you enhance your message?
• If there are – how can you adjust your message and actions?
SalienceAt that moment being the only brand people remember
TEAMSTogetherEveryone AchievesMore
Laura Brookes, Public Sector Engagement
Manager
Ginger Nut Training