Brand Building

10 2554

80

75

-CSR

73

70

60

58

Talant

55

50

Social Media

40

38

35

30

20

0
0

10

20

30

40

50

60

70

80

90

 5



""
""
2554

""


.. 1880


.. 1880

Brand = Label
=


.. 1880

Brand = Label
=

Brand = Trademark
=

Brand = Trademark
=

Brand = Process
=

Brand = Positioning
=


5 Now

Brand = Reputation
=

What is a Brand?
Marketing
Management (Philip Kotler)

..1984 ....

"


"
(A Brand is a name, term, sign, symbol or design or a
combination of them, which is intended to identify the
goods or services of one seller or group of sellers and to
differentiate them from those of competitors.)

What is a Brand?
" 4


"
(A brand can deliver up to four levels of meaning :
attributes, benefits, values, personality. If a company
treats a brand only as a name, it misses the point of
branding.)

 Attributes

Benefits

Values

Personality

What is a Brand?
(Mill ward
Brown International) People, Brand & Advertising
...

"


...
.... "
(A Brand is nothing more or less than the sum of all the mental
connections people have around it. These will be memories from
childhood, things mother said about it...but very largely,
particularly in case of newer Brands, memories from
advertising.)

What is a Brand?
(Don Cowley & Paul Feldwick)

Understanding Brands

..1991 ...

" "
(A Brand is simply a collection of perceptions in the
mind of the consumer.)

What is a Brand?
American Marketing Association

Brand is a name, term, sign, or any other feature

that identifies one sellers good or service as
distinctive from those of other sellers.

What is a Brand?
(1955)

Brand



Brand

What is a Brand?
(2546)

Brand Management
(2547)

What is a Brand?
CEO Creative Juice/G1 Creative Branding Agency
(2546)

Brandscape
Brand Voice (2545)

()


Brand

3/21

 Brand
(Brand DNA)
Brand (Brand Essence)
Brand (Brand Core Benefits)

Brand (Brand Value)

Brand (Brand Attributes)

Brand (Brand Positioning)

Brand (Brand Personality)
Brand (Brand Identity)
4/21

 Brand
(Brand Equity)

Brand
Brand
Brand
Brand
Brand
Brand
Brand

5/21

4 Brand
(Functional Dimension) Brand

(Social Dimension)
Brand
(Mental Dimension)
Brand

(Spiritual Dimension)
Brand

7/21


Branding & Selling
Branding & Meaning
Branding & Time-Saving
Branding & Price Driving
Branding & Financial Value Adding

Branding & Selling

= =

Branding & Meaning

=
Branding = Meaning

Branding & Time-Saving

=



Top of Mind Brand


.........
.............
..................
...................
.................

 Brand & Slogans

Just Do It! .
Zoom Zoom................................................
Im lovin it.....................................................
.....................
.................................
............................................
.......... ..........................................
.........................................................
.............................................................

Branding & Price Driving

Branding & Price Driving

Haagen-Dazs

20 Haagen-Dazs

 Haagen-Dazs

Branding & Financial Value Adding

(Financial Value)

Brand

Brand

9/21

 Brand
:
:

:
:

:

14/21

 Brand
Brand

Brand

Brand

18/21

 Brand

Brand

Brand
Visibility is the key to
success.

19/21

 Brand
Brand

20/21

 (product)
(brand)
(tangible)


...

(performance)

 (product)
(brand)

 (product)
(brand)
............................
...............
(brand)

 (product)
(brand)

(tangible) (intangible)

o (trust/reliability)
o (confidence)
o (familiarity)
o (shared experiences)
o (relationship)
o (status)
o (personality)

 (product)
(brand)

(functional or tangible benefits)

(emotional or intangible
benefits)

Stephen King

 ... ... ....

SUNKIST
80%
Russel L. Hanlin
CEO
Sunkist Growers