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Brand BuildingPresented By :-
Manish RaiMohit Tayal
Gourav SinghRohit Singh
Rahul ChoudharyINJBS
Brand
A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. TEXT BOOK
Something used to show customers that one product is different than the products of another manufacturer.
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What is Brand building?
• Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch
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brand-building means integration
• more and more, agencies are being involved in all areas of marketers’ brand-building activities
• today, it’s more than advertising• it’s integrated marketing communications
(IMC)
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Integrated Marketing Communication
The IMC promotion mix
• advertising • public relations• direct response • sales promotion• personal selling
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Brand Building 101
Brand Equity
Making thePromise
Delivering thePromise
Trust
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Building A BrandBy “Delivering the Promise”
Through It’s Consumer Touch Points
Everything Communicates!
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Yes, Whether We
Like It or Not,
Or Whether Customers
Realize it Or Not.
Everything Communicates?
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Building Brand Equity
• Distinguish product from others in the market – Value proposition
• Align what it says about the brand in advertising with what it actually delivers – Creating the brand
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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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Porter’s strategic choices
•Product differentiator
•Low cost leader
•‘Nicher’
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Positioning guards
•Should not be overpositioned
•Should not be underpositioned
•Should not be ambiguous
•Should not promise irrelevantbenefits •Promise should be credible
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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
countries or languages
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Brand Associations
• ‘owned’ word• Slogans• Colours• Symbols and logos
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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 and personality of the ambassador rubs off into the brand. Therfore the brand and choice of the ambassador must fit.
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What Is A Touch Point?
Any Contact Point
Between A CustomerAnd A Brand
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What: Consumer Touch-Points
ENVIRON- MENT
PACKAGING
EVENTS
BROADCAST
CO-BRANDING
GUERRILLA MEDIA
OUTDOOR
RETAIL
THEME ART
PROMOS
MARKETING
INTERACTIVE DIRECTMKTG
E-MAILMARKETING
E-COMMERCE
ONLINEMEDIA
Your Your BrandBrand
UNIFORM
CRMCRM
PUBLIC RELATIONS
DIGITAL ASSET MGMT
GRAPHIC STANDARDS
PLAYING SURFACE
CORPORATE IDENTITY
Putting It All Together
Through all of a brand’s touch points, the “product” and the consumer’s experience
with it, must deliver on the brand promise to ensure the desired emotional connection is
made with a customer.
Who’s job is this?Each function that ‘owns’ a touch point.
Who should oversee/lead this?Brand Champions…”Marketers”
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“Advertising”
Product/Menu
Facility (Ext.)Customer Svc.
Product Quality
Locations
DQ Brand Touch Points
Speed of Svc.
Facility (Int.)
BrandExperience
DQ Brand Positioning
Workin’ the Wheel
DQ Brand Touch Point Strategy/Action
Locations Strategic Development
Exterior “Modernization”
Interior “Modernization”
Customer Service Operations “Road Map”
Speed Of Service Operations “Road Map”
Product Quality Operations “Road Map”
Menu/Product Innovation Funnel
“Advertising” Re-Positioning the Brand
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A New Approach:Brand Team
• New strategy demanded new structure which required new talent
• Defined and began leveraging and executing against new brand identity and positioning
• Challenged and elevated every key element of the Marketing Mix:– Menu/Product Strategy– Calendar Strategy– Advertising: Creative and Media Strategy– Promotion Strategy– Merchandising Strategy– PR Strategy
• Restructured/Re-focused franchisee leadership
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Thank You!