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Branding Triangle

Relationship between buyer and supplier moves into partnership as


a trust builds so that the goals of both organizations are met

Reflects the marketing related connection between a company,


collaborators and its customers .
Act as a common field to the intersecting market participants

Brand Dimensions
Successful brand is a statement of who and what the company
is
Brand checklist : To ensure consistent performance, ,it helps in
making extensive decisions in which the life of a brand is at stake

Brand Identity
Brand Awareness
Competitive Positioning
Process

Brand Management
Organizational framework that manages the planning,
development, implementation and evaluation of the brand
strategy
Product offerings are getting more similar therefore, brands
make a difference .
Brands can help by :
Greater willingness to try products and services .
Less time needed to close the sale after offering
Greater likelihood that a product is purchased
Willingness to pay a price premium
Less senstivity to price increases

Brand Strategy
By definition, brand strategy is a long-term plan
for the development of a successful brand in
order to achieve specific goals.
Brand is one of the most valuable asset of a
company
It can be a driving force of a business
Its only by gaining this understanding, and
aligning it with the companys vision, that the
brand strategy can be revealed

Brand Architecture
Brand architecture is the structure of brands
within an organizational entity. It is the way in
which the brands within a company's portfolio
are related to, and differentiated from, one
another
Brand architecture is essential since it defines
the relationship between brands, the
corporate entity, and product and services

Communication and corporate


identity/visual identity code
Visual identity: Visible elements of a brand, such as color, form, and
shape, which encapsulate and convey the symbolic meanings that cannot
be imparted through words alone. In a broader sense, it may include
elements such as building architecture, color schemes, and dress code.
Corporate identity: A corporate identity is the overall image of a
corporation or firm or business in the minds of diverse publics, such as
customers and investors and employees.
Brand elements are visual and sometimes even physical devices that serve
to identify and differentiate a company product or services
The following brand elements are key:
Name
Logo
Tagline (or slogan)
Brand story

Continued
The visual identity of a brand are: Name, Logo,
Tagline (or slogan), Brand story
Visual identity code specifies the use of each
brand elements
It reduces the risk of diluting or weakening the
brands
It has components: Brand building, general
value and brand equity creation

Continued
Brand building: Enhancing a brand equity directly through
advertising campaign and indirectly through promotions such as
cause championing or event sponsorship.
Its major elements are:
1. Available: They should be available and usable across all intended
markets
2. Meaningful: Ideally the brand elements should capture the
essence of the brand and communicate something about the
nature of the business
3. Memorable: Good brand elements are distinctive and easy to
remember. Brand name should be moreover easy to read and
spell
4. Protectable: It is essential that the brand elements can be legally
protected in all countries in which the brand will be marketed

Continued
General value and brand equity creation: It has
three components
1. Future oriented: Well chosen brand elements
can position companies for growth, change, and
success
2. Positive: Effective brand elementscan evoke
positive association in the market served
3. Transferable: Is it possible to use the brand
element to introduce new products in the same
or different market

Measuring Equity and value


To establish estimates that provide a frame of references
when developing brand building programs and budgets
Research based evaluations : Brand equity measurement ,
perpetual brand metrics include awareness ,knowledge
,familiarity ,relevance satisfaction and recommendation
Financially driven approach : Brand valuation , estimate the
total financial value of brand , basically it is done with the help
of the financial statements .
Combined Approach : Based on using behavior and financial
brand valuation methods , its from interbrand corporation, it
tells the brand value as the net present value of the future
profits attributable to the brand .