Elements to build effective brand

Consumer reasons for brand choices

Past experience Price Quality Personal recommendation Advertising Rating on consumer report Environmental performance

What is a Brand ?
Branding is a combined effort of the company which is projected to the consumer

Marketing

Brand

Company

Consumer

Design

Brand Loyalty

Name Awareness

Perceived Quality

Brand Associations

Other proprietary Brand Assets

Brand Equity

Provide value to customers by enhancing customers: 1. Interpretation/ Processing of information

Provides value to firm by enhancing: 1. Efficiency & efficacy of Mktg. Programme 2. Brand Loyalty

2. Confidence in purchase decision

3. Price/ Margins premium

4. Trade Leverage

3. Use satisfaction

5. Competitive advantage

4 Steps of Brand Building

1. Ensure identification of the brand with customers with a specific product that meet customer need. 2. Firmly establish the totality of brand meaning in the minds of consumers. 3. Elicit the customer responses to brand identification and brand meaning. 4. Convert brand response to create an intense, active, loyalty relationship between customers and the brand.

Brand Building Blocks

Identity - who are you? Meaning - what are you? Response - what about you? Relationship - what about you and me? Branding Challenges and Opportunities Savvy customers Brand Proliferation Media Fragmentation Increased competition Increased costs Greater Accountability

Brand name must be ..

Simplicity and Ease of Pronounciation and Spelling Familiarity and Meaningfulness Differentiated, Distinctive and Unique

Naming Procedures
1 2 3 4 5 Define Objective Generate Names Screen Initial Candidates Study Candidate Names Research the final candidates

Select the final name

Symbols
Awareness Associations

Symbols

Liking

Perceived Quality The role of symbol

Loyalty

Slogans
Communicates descriptive or persuasive information about the brand. How to design slogans ? How to update slogans ?

Brand Personality
Brand personality is the human characteristics or traits that consumers can attribute to a brand. The Big Five1. Sincerity-

2. Excitement3. Competence4. Sophistication5. Ruggedness