Description
it include brand intro, bbrand equity
Shri shivaji Institute of Engineering and Management Studies
Seminar on
BRAND
Presented by Ms.Anjali J.Jadhav(Deshmukh)
BRAND
What is Brand?
?A name, term, sign, symbol, or design used to identify the products of one firm and to differentiate them from competitive offerings.
? Something used to show customers that one product is different than the products of another manufacturer.
What a brand means to common person ?
In 'blind' taste tests, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The first shape that was registered is
the coca cola bottle.
Brand Name
Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors.
Brand Strategy
1. Co-Branding 2. Manufacturer’s/ National
3. Private
4. Generic
Co-Branding
Two companies join to create a new product carrying both their brands.
Examples: ?Pizza Hut & Pepsi
?McDonalds & movie Mulan
National Brand
products that carry the name of the manufacturer ie.Amul ie. Haldiram
Private Brand
products that carry the name of the seller, not the manufacturer ie. Shopper’s Stop ie. Westside
Generic Name Brand
A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name (usually that of the first or leading brand in that product class).
• ie. Velcro is the brand “hooked fabric fastener” is the generic name ie. Xerox is the company “photocopy” is the generic name,
•
What is Brand Identity?
• A promise that gets kept consistently • It creates a personality and a life for your products/services • A unique and consistent look, feel, tone and voice for all communications • It’s essential to your success in the marketplace
Key Brand Elements
•Brand Name-name, tagline, logo
•Brand Promise-The single most important thing your organization promises to deliver every time •Brand Personality-what you want your brand to be known for (fun, serious,magical,forceful, etc.)
•Brand Associations-colors, taglines, images, fonts, uniforms, equipment, etc.
Brand Building
How much does it cost?
• It depends on what you want • Bundling projects will save your money • The cost range for branding is broad and will be determined based on scope of work
Branding Steps
Step One:
• Learn marketing objectives and strategy • Priority projects • Write creative brief and define messages • Create timelines and budgets
Branding Steps (continued)
Step Two:
• Develop concepts/taglines • Start visual research • Present initial creative approaches
Branding Steps (continued)
Step Three:
• Develop outline and copy points per selected concept
• Develop media strategy • Begin creating visual materials (photos/picture)
Branding Steps (continued)
Step Four:
• Write full copy draft
• Write final copy as per client comments • Start layouts
Branding Steps (continued)
Step Five: • Create and present full layout or e-design Step Six:
• Develop final electronic files for print, or coding for web
• Final execution and management of products (website launch, launch media campaign, print , ads placed, press etc.)
Keys to building successful brands
• Good advertising agency • Top management must be committed to this effort • Keep brand consistent internally and externally • Guide the brand style to every employee • Refresh/update brand after a few years
Keys to building successful brands
• Strengthens employees loyalty
• Attracts clients/customers
• Keeps current relationships strong
• Builds confidence
• Builds feelings of security and trust • Creates a memorable, positive experience
Thums up
?Akshay Kumar
Pepsi
?Ranbir kapur ?Shahrukh khan
Coco cola
?Amir khan
“Test the thunder ”
”Yeh hai youngistaan meri jaan”
’’Thanda Matlab Coca-Cola’’
Conclusion:
? Brand creates a personality and a life for your products/services ? Branding is essential to your success in the marketplace ? Now a days huge customers wants branded product
THANK YOU
doc_444645416.ppt
it include brand intro, bbrand equity
Shri shivaji Institute of Engineering and Management Studies
Seminar on
BRAND
Presented by Ms.Anjali J.Jadhav(Deshmukh)
BRAND
What is Brand?
?A name, term, sign, symbol, or design used to identify the products of one firm and to differentiate them from competitive offerings.
? Something used to show customers that one product is different than the products of another manufacturer.
What a brand means to common person ?
In 'blind' taste tests, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The first shape that was registered is
the coca cola bottle.
Brand Name
Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors.
Brand Strategy
1. Co-Branding 2. Manufacturer’s/ National
3. Private
4. Generic
Co-Branding
Two companies join to create a new product carrying both their brands.
Examples: ?Pizza Hut & Pepsi
?McDonalds & movie Mulan
National Brand
products that carry the name of the manufacturer ie.Amul ie. Haldiram
Private Brand
products that carry the name of the seller, not the manufacturer ie. Shopper’s Stop ie. Westside
Generic Name Brand
A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name (usually that of the first or leading brand in that product class).
• ie. Velcro is the brand “hooked fabric fastener” is the generic name ie. Xerox is the company “photocopy” is the generic name,
•
What is Brand Identity?
• A promise that gets kept consistently • It creates a personality and a life for your products/services • A unique and consistent look, feel, tone and voice for all communications • It’s essential to your success in the marketplace
Key Brand Elements
•Brand Name-name, tagline, logo
•Brand Promise-The single most important thing your organization promises to deliver every time •Brand Personality-what you want your brand to be known for (fun, serious,magical,forceful, etc.)
•Brand Associations-colors, taglines, images, fonts, uniforms, equipment, etc.
Brand Building
How much does it cost?
• It depends on what you want • Bundling projects will save your money • The cost range for branding is broad and will be determined based on scope of work
Branding Steps
Step One:
• Learn marketing objectives and strategy • Priority projects • Write creative brief and define messages • Create timelines and budgets
Branding Steps (continued)
Step Two:
• Develop concepts/taglines • Start visual research • Present initial creative approaches
Branding Steps (continued)
Step Three:
• Develop outline and copy points per selected concept
• Develop media strategy • Begin creating visual materials (photos/picture)
Branding Steps (continued)
Step Four:
• Write full copy draft
• Write final copy as per client comments • Start layouts
Branding Steps (continued)
Step Five: • Create and present full layout or e-design Step Six:
• Develop final electronic files for print, or coding for web
• Final execution and management of products (website launch, launch media campaign, print , ads placed, press etc.)
Keys to building successful brands
• Good advertising agency • Top management must be committed to this effort • Keep brand consistent internally and externally • Guide the brand style to every employee • Refresh/update brand after a few years
Keys to building successful brands
• Strengthens employees loyalty
• Attracts clients/customers
• Keeps current relationships strong
• Builds confidence
• Builds feelings of security and trust • Creates a memorable, positive experience
Thums up
?Akshay Kumar
Pepsi
?Ranbir kapur ?Shahrukh khan
Coco cola
?Amir khan
“Test the thunder ”
”Yeh hai youngistaan meri jaan”
’’Thanda Matlab Coca-Cola’’
Conclusion:
? Brand creates a personality and a life for your products/services ? Branding is essential to your success in the marketplace ? Now a days huge customers wants branded product
THANK YOU
doc_444645416.ppt