AND BUILDING & CMMUNICATION PROC

hat does the Brand building involve?

is the building & strengthening of association

Four fundamentals of Brand.
What are they??

Attributes.

Benefits. Skills

Values.
Bene
Relationship. fits
w does the Advertising help Brand building?

dvt. maintains consistency, relevance & attem

o progress the 4ps of Advtg.

Proposition : The brand benefit.

Personality : The tone & the manner.
Presentation : Creative idea.
Positioning : Placing on the consumer
mind & heart.
UR LEVELS OF BRAND INVOLVEMENT

How is your brand understood to fit

Relevance with consumers needs, tastes & values

Differentiat How do consumers compare your bran

ion to others? What distinguishes it?

What are the important points of

competitive superiority for your brand
Preference - Advantages the consumer really care
about?

How does the imagery of your brand

Commitme
reinforce a positive user experience &
nt broaden consumer connection to
experiential & symbolic levels?