Description
Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand.
Branding & Brand Management
What is a Brand?
?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
What is a Brand?
?It’s
who you are...and what you stand for.
Is it that Simple?
?Absolutely
NOT!
Why?
?Because...A
Strong Brand is the Heart and “Sole/Soul” of a Organization!
Calls For Some Important Decision Making….
? It
The Most Important Element!
? An
Individual and Corporate Branding Attitude
LET US BEGIN WITH…
?
Establishing a set of Brand policies ? Identifying Brand promise ? Implement measurement of Brand equity ? Ensure ability to articulate Brand promise
Critical success factors.
? Strength
of identity ( media Budget ) ? Effective use of imagery( Brand Personality, ambassador, Events ,Advt., retail enviourment Etc.) ? Enhancement of the Brand slogan
Critical success factors.
Top Management’s leadership ? A distinctive corporate/organization culture ( Brand Flow Chart ) ? Support of employees ( Brand Execution team ) ? Alignment of Brand messages ( consultant, Advertising agencies, vendors )
?
THINGS TO BE ACHIVED IN NEXT 24 MONTHS
?
Establish Brand identity standards ? Develop a Brand management strategy ? Implement a formal process of management ? Align Brand strategy with business strategy
Brand building
? ?
Brand Awareness…. Media activity.
Brand Association…. Specially designed programs on TV, Association with Selected events, Brand Preference/Loyalty… Advt. Campaigns, various CRP ( customer relationship programs. ) Brand Essence… Brand Touch Points Brand Commitment….Brand Culture
? ? ?
Functional Activity check points
?
?
? ?
?
?
Advertising Public Relations Media Relations Web Site/Videos Booth/Convention Presentations Promotional Materials
?
? ?
? ?
Answering the Phone Reception People Community Relations and Employee Involvement Business Associations Speeches, etc.
What will a strong Brand do for us?
“It creates VALUE for the Product. It allows to sell it with the premium. It CREATES that relationship with the customers.
A Wholistic Approach to Branding
“Who you are and what you stand for.”
Thanks
doc_906795056.ppt
Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand.
Branding & Brand Management
What is a Brand?
?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
What is a Brand?
?It’s
who you are...and what you stand for.
Is it that Simple?
?Absolutely
NOT!
Why?
?Because...A
Strong Brand is the Heart and “Sole/Soul” of a Organization!
Calls For Some Important Decision Making….
? It
The Most Important Element!
? An
Individual and Corporate Branding Attitude
LET US BEGIN WITH…
?
Establishing a set of Brand policies ? Identifying Brand promise ? Implement measurement of Brand equity ? Ensure ability to articulate Brand promise
Critical success factors.
? Strength
of identity ( media Budget ) ? Effective use of imagery( Brand Personality, ambassador, Events ,Advt., retail enviourment Etc.) ? Enhancement of the Brand slogan
Critical success factors.
Top Management’s leadership ? A distinctive corporate/organization culture ( Brand Flow Chart ) ? Support of employees ( Brand Execution team ) ? Alignment of Brand messages ( consultant, Advertising agencies, vendors )
?
THINGS TO BE ACHIVED IN NEXT 24 MONTHS
?
Establish Brand identity standards ? Develop a Brand management strategy ? Implement a formal process of management ? Align Brand strategy with business strategy
Brand building
? ?
Brand Awareness…. Media activity.
Brand Association…. Specially designed programs on TV, Association with Selected events, Brand Preference/Loyalty… Advt. Campaigns, various CRP ( customer relationship programs. ) Brand Essence… Brand Touch Points Brand Commitment….Brand Culture
? ? ?
Functional Activity check points
?
?
? ?
?
?
Advertising Public Relations Media Relations Web Site/Videos Booth/Convention Presentations Promotional Materials
?
? ?
? ?
Answering the Phone Reception People Community Relations and Employee Involvement Business Associations Speeches, etc.
What will a strong Brand do for us?
“It creates VALUE for the Product. It allows to sell it with the premium. It CREATES that relationship with the customers.
A Wholistic Approach to Branding
“Who you are and what you stand for.”
Thanks
doc_906795056.ppt