Branding & Brand Management

Slides:

Advertisements

Similar presentations

Reinforce company’s image to exhibit the company’s brand promise

Advertisements

CORPORATE DIVISION Employer Branding: Branding your company as the employer of choice in a competitive environment Mr. Cliff Davis Senior Vice President,

© 2003 Prentice Hall, Inc14-1 Market Communication.

Chapter 14 Promoting Products.

MKTG 4550: The Role of Marcom Dr. Campbell Th 1/13/05.

Principles of Marketing

Branding and Positioning. Elements of Brand Equity Awareness –Recognition –Recall Associations Perception of Quality Loyalty –Relationship –Installed.

Chapter 2: Strategy and Sales Program Planning

MKTG Integrated Marketing Communications Spring 2007.

An Introduction to Integrated Marketing Communications.

Tourism & Hospitality Marketing Tamer Zakaria, HR Consultant Instructor of Hospitality Management Faculty Member of the American Hotel & Lodging Educational.

Andrew Benesh Austin Richardson Ben Potter Jason Klein Krishna Vuppala

CORPORATE IDENTITY. INTRODUCTION Organisation are set to have a personality, a persona that reflects the inner spirit and heart of the organisation. The.

Chapter 6: Strategic Brand Management

Reinforce company’s image to exhibit the company’s brand promise

Integrated Marketing Communications

Retail Communication Mix

Copyright © 2007 by South-Western, a division of Thomson Learning. All rights reserved. Global Promotional Strategies Chapter 18.

Promotion – 1 Integrated Marketing Communications Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building.

0 Marketing Planning - Key Ingredients  Brand Strategy  Product Strategy  Communications Strategy.

2.07 Reinforce company’s image to exhibit the company’s brand promise.

Advertising, Sales Promotion, and Public Relations Chapter 16.

©2003 Prentice Hall, IncMarketing: Real People, Real Choices 3rd edition 14-0 Chapter 14 Conversing with the Customer: Promotional Strategy, Interactive.

4-1 Copyright © 2009 Pearson Education Canada CHAPTER 4 Strategic Planning Concepts for Marketing Communications.

Developed by Cool Pictures & MultiMedia PresentationsCopyright © 2004 by South-Western, a division of Thomson Learning. All rights reserved. Global Promotional.

Building Strong Brand Dr. Ananda Sabil Hussein. Steps in Strategic Brand Management Identifying and establishing brand positioning Identifying and establishing.

Chapter 1 An Introduction to IMC

OBJECTIVE 2.07 Reinforce company’s image to exhibit the company’s brand promise.

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Even BIG gears need small ones to move what does your Brand represent? © gearbob.com 2014.

OBJECTIVE 2.07 Reinforce company’s image to exhibit the company’s brand promise.

Module -2. Situation Analysis Opportunity analysis: to spot and capitalize on favorable demand trends Competitive analysis: to achieve and maintain a.

CHAPTER 15: CLOSING OBSERVATIONS Lecture

Promotional Mix n Advertising – paid form of nonpersonal communication by an identified sponsor n Personal Selling – interpersonal communication with potential.

An Introduction to Integrated Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Course Name: Principles of Marketing Code: MRK 152 Chapter: Nine Advertising and Public Relations.

MGT301 Principles of Marketing Lecture-20. Summary of Lecture-19.

BUSS2 Marketing: using the marketing mix - promotion.

Chapter Objectives Understand steps of effective advertising management. Recognize when to use in-house advertising and when to employ an external agency.

Why do you need a Brand Strategy Consulting Firm to Advise About Your Business?

Advertising, Sales Promotion, and Public Relations.

Brand strategy A brand is more than logo, name or slogan — it’s the entire experience your prospects and the customers who have with your company, product.

Advertising & Public Relations 12 Principles of Marketing Personal Selling & Sales Promotion.

BRAND POSITIONING S.Senthil kumar AP/MBA SNSCT Advertising Management unit III.

Marketing Communications and Promotional Practice

Chapter 14 Sales Promotion

Building an Organization Capable of Good Strategy Execution

Chapter 2: Strategy and Sales Program Planning

Functions of Marketing Communications

Developing and Managing the Advertising Campaign

APTA Marketing & Communications Workshop February 2015

Reinforce company’s image to exhibit the company’s brand promise

Introduction to Business

3.1.5 Branding and differentiation

Reinforce company’s image to exhibit the company’s brand promise

Chapter 3 Advertising and the Marketing Process

Branding for all Branding is for everyone

Marketing Plan.

Chapter 4 Demonstrate why communication is a key factor in advertising effectiveness Explain how brand advertising works Understand the six key effects.

ITMA Marketing Workshop Effective Strategies for Business Development

Chapter 2 Define the role of advertising within marketing

Dr. Ioannis Assiouras Promotion.

Reinforce company’s image to exhibit the company’s brand promise

Cengage Learning Australia hereby permits the usage and posting of our copyright controlled PowerPoint slide content for all courses wherein the associated.

Corporate & nonprofit partnerships

Advertising, Public Relations & Sales Promotions

Chapter 17 Promotional Concepts and Strategies

Michael R. Solomon Greg W. Marshall Elnora W. Stuart

Chapter 15: Integrated Marketing Communication Strategy

Chapter 9 – International Communications

Presentation transcript:

Branding & Brand Management

What is a Brand? BRAND A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings

It’s who you are...and what you stand for. What is a Brand? It’s who you are...and what you stand for.

Is it that Simple? Absolutely NOT!

Why? Because...A Strong Brand is the Heart and “Sole/Soul” of a Organization! It Calls For Some Important Decision Making….

The Most Important Element! An Individual and Corporate Branding Attitude

LET US BEGIN WITH… Establishing a set of Brand policies Identifying Brand promise Implement measurement of Brand equity Ensure ability to articulate Brand promise

Critical success factors. Strength of identity ( media Budget ) Effective use of imagery( Brand Personality, ambassador, Events ,Advt., retail enviourment Etc.) Enhancement of the Brand slogan

Critical success factors. Top Management’s leadership A distinctive corporate/organization culture ( Brand Flow Chart ) Support of employees ( Brand Execution team ) Alignment of Brand messages ( consultant, Advertising agencies, vendors )

THINGS TO BE ACHIVED IN NEXT 24 MONTHS Establish Brand identity standards Develop a Brand management strategy Implement a formal process of management Align Brand strategy with business strategy

Brand building Brand Awareness…. Media activity. Brand Association…. Specially designed programs on TV, Association with Selected events, Brand Preference/Loyalty… Advt. Campaigns, various CRP ( customer relationship programs. ) Brand Essence… Brand Touch Points Brand Commitment….Brand Culture

Functional Activity check points Advertising Public Relations Media Relations Web Site/Videos Booth/Convention Presentations Promotional Materials Answering the Phone Reception People Community Relations and Employee Involvement Business Associations Speeches, etc.

What will a strong Brand do for us?

“It creates VALUE for the Product “It creates VALUE for the Product. It allows to sell it with the premium. It CREATES that relationship with the customers.

A Wholistic Approach to Branding “Who you are and what you stand for.”

Thanks