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“ A brand is a collection of experiences

and associations attached to a company,
organization, product, or service; more
specifically, brand refers to the concrete
symbols such as a name, logo, slogan,
and design scheme. A brand is a symbolic
embodiment of all the information
connected to a company, organization,
product or service”

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 The most important brand functions
include:

› Increased information efficiency

› Risk reduction

› Value-added or image benefit creation

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 Differentiate
 Secure future business
 Create brand loyalty
 Differentiate marketing efforts
 Create preferences
 Command price premium
 Create brand image
 Increase sales
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 Exhibit 13-3

Company

General Public

Collaborators Customers

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Brand Identity
 Are you conveying a consistent brand identity to
your target audience? (logo, colors, designs etc.)
 Does your brand identity accurately reflect the
company/product’s key attributes?
 Does your staff understand what your brand
stands for and their role in delivering on your
brand promise?
 Do you always deliver on your brand promise?
 Is your brand identity protected – do you have a
set of guidelines on how the various brand
elements should be used?

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Brand Awareness
 Is your brand easily recognized by your target
audiences?
 Is your brand top of mind when your target
audiences consider purchasing?
 Does your brand feature on all relevant marketing
material?
Competitive Positioning/Market Awareness
 Do you understand your brand positioning in the
marketplace?
 Do you have a competitive edge in the marketplace?
 Are you aware of potential opportunities in the
market?

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Looking to the Future – The Process

 Is your organizational structure, operations and

culture aligned with your brand values?
 Do you review your brand and what it stands for
each year?
 Do you have systems in place to continually
monitor your brand internally and externally?

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House of Brands

Hybrid

Branded house

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 Exhibit 13-8
Sales-promoting from the Sales-promotion to the
Ingredient supplier to the B2B Customer
final customer
Ingredient-
Producer
Supply-push
Supply
Incentives to
Demand
demand creation
Pull at the B2B customer

Final Product
Demand pull Producer OEM Push
Incentives for the Supply-push
demand creation of Supply
Demand Incentives for
a certain ingredient
demand creation
in the final product
at the final
Final User customer

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