BRANDING AS AN

EFFECTIVE SELLING
STRATEGY
EDS 311 Entrepreneurial Development Studies

Dr. Dirisu, J. I.
As an entrepreneur, what do you think will be
the greatest challenge that your company will
ever face in the business world?
 3

The Business World Today

 Challenges facing companies operating in today’s business world
include:
 Changes in Technology
 Changes in the needs of the Society
 Fiercer Competition

20th September,
2018
4

What is a Brand?

5th October, 2016

Brand is not just a product
Brand is not just a logo nor identity
 Definition of a brand
A brand is a combination of an organisation’s values,
behaviours, product/service quality as well as the technical
functionality of the product or service and the brand promise,
made by organisation to the customers via the services or
products being offered.
 What is branding?
• “Branding is the art of aligning what you
want people to think about your company
with what people actually think about your
company.”
 How to build your corporate brand
 Brand culture and identity

 Brand image and reputation

 Brand culture and Identity
 Brand culture can be defined as a blend of different elements useful
in the identification and differentiation of an organisation, its
products or services from other competitors.

 Brand identity is a set of unique features possessed by the brand

which encapsulates the idea or essential meaning associated to that
brand, internal to the organisation because it usually originates from
the organisation”
11
Brand culture

Hospitality

Innovation

Consistency

Diligence 5th October, 2016

12 Brand identity

Facilities/Equipment

Distinctive Standards (Teamwork, Rarity)

Values (Integrity, Trust, Confidentiality)

Symbols and Logos 5th October, 2016

 Brand image and reputation
 Brand image refers to how customers perceive the brand
while

 Brand reputation refers to a representation of how attractive

a brand is to major stakeholders.
 14 Brand image

Prestige (Respect, Expertise, and Admirable characteristics and

behaviour)

Mental Picture (adaptable, enthusiasm, uncompromising)

Perception (Smell, Cleanliness, Taste, Price, Wide Availability)

Preference (lighting, proneness, awareness, 5th October, 2016

Brand reputation
Reliability (stable processes)

Managerial Style

Word of Mouth

Experience
 Conclusion
 Branding is no longer just about adding value to a product, it has
gone beyond being an interface between an organisation and its
customers. In fact, it is the face of the organisation.

 As such, organisational branding should be seen a fundamental

strategy that contributes to the enhancement of the visibility and
credibility of an organisation.
17

20th September,
2018