Financed bySupported byImplemented in cooperation with Financed bySupported byImplemented in cooperation with Branding Ljubica Kostic-Bukarica

Financed bySupported byImplemented in cooperation with The word brand (mark) is an English word and its first use was by cowboys in the Wild West who have branded their cows to distinguish them from the other cows on the prairies. From the business point of view, branding on the market is very similar to those at the ranch. The aim of the branding program is to differentiate your products or services from others on the market. Even if most of the cows at the ranch are very similar to each other, the perception of your product must be different. Meaning of the word

Financed bySupported byImplemented in cooperation with Brand is a collection of visual, emotional, rational, and cultural characteristics that consumer associates with organization and product. This can be a name, trade name, logo or other symbol. It differentiates one manufacturer over all others on the market. A brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” American Marketing Association (AMA) What is a brand?

Financed bySupported byImplemented in cooperation with A product is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want. A product may be a physical good, a service, a retail outlet, a person, an organization, a place, or even an idea. Brands vs. Products

Financed bySupported byImplemented in cooperation with The brand is an experience

Financed bySupported byImplemented in cooperation with Brand Identity is a visual and verbal manifestation of a corporate product and service brand of an enviroment, and individuala as a brand. Brand Equity represents investments that organization invested in a brand. Brand Recognition is an accumulation of positvie emotions about the brand in a person`s mind. Brand Awareness is a way of producing information about the existence of a brand. Integral elements of the brand

Financed bySupported byImplemented in cooperation with Identification of the source of the product Assignment of responsibility to product maker Risk reducer Search cost reducer Promise, bond, or pact with product maker Symbolic device Signal of quality Importance of Brands to Customers

Financed bySupported byImplemented in cooperation with To firms, brands represent enormously valuable pieces of legal property, capable of influencing customer behavior, being bought and sold, and providing the security of sustained future revenues. Importance of Brands to Firms

Financed bySupported byImplemented in cooperation with Physical goods Services Retailers and distributors Online products and services People and organizations Sports, arts, and entertainment Geographic locations Ideas and causes What is branded?

Financed bySupported byImplemented in cooperation with What are the strongest brands?

Financed bySupported byImplemented in cooperation with The World`s Most Valuable Brands

Financed bySupported byImplemented in cooperation with Highlight your image Example: Benetton is a brand which will remain recognizable even if it breaks into pices. Image and design can be seen individualy or as unsparable whole. Branding

Financed bySupported byImplemented in cooperation with Highlight your color One look at the logos of the largest food stores can evoke a clear association, and that is exactly what benefits to the brand like McDonald's. Branding

Financed bySupported byImplemented in cooperation with Highliht your shape Shapes like bottle of Coca-Cola or parfume Chanel no. 5 are synonyms for its brands. Branding

Financed bySupported byImplemented in cooperation with Highlight your name Can be used by adding a part of company name to the name of the product so that you which compan made this product. Example is McDonald’. Strategy based on the name is an essential part of every brand. Under brands are unconsciously recognized and connected by customers with a number of features to the basic brand. Branding

Financed bySupported byImplemented in cooperation with Highlight you language Disney's language, it is easy to recognize in every edition of the Disney Channel. Branding

Financed bySupported byImplemented in cooperation with Highlight your symbol Technology allows us many more channels that open possibilities for advertising. Due to this, more attention should be paid to the symbols. They must be flexible so that can be used in a variety of channels, and to be sufficiently well designed and clear on billboards, computer monitors, on the displays of the mobile phones. Branding

Financed bySupported byImplemented in cooperation with Highlight your sound Brands can be created by using sound material - and it's not just what you hear on radio or television commercials, but also by the music that you hear on websites, in stores, through the phone while waiting to establish a connection, or ringing sounds on a mobile phone. Branding

Financed bySupported byImplemented in cooperation with Highlight your behavior Richard Branson, a founder of Virgin Group, manages the company by relying on irony, humor, satire and simple communication. His behavior is completely in line with the style of the company, which is based on intentioned jokes at the expense of traditional values. Branding

Financed bySupported byImplemented in cooperation with Highlight your service How the customers assess your service? Is it considered unique? Just like the others, much more tangible elements, service may represent something special, but it still points to your brand. Branding

Financed bySupported byImplemented in cooperation with Highlight your tradition Strong tradition opens the possibilities for its use. In this regard, Christmas is particularly useful, as well as James Bond. Audience still expects to hear how he oreders shaken and not stirred martini. This sentence made this drink so popular all over the world. Branding

Financed bySupported byImplemented in cooperation with Highlight your rituals Most rituala are created by customers. Very few manufacturers today recognize the benefits of rituals. Branding

Financed bySupported byImplemented in cooperation with Strategic Brand Development Process 1. Understanding the business Mission & Vision Goals Environment 2. Understanding the audience Segments Attitudes Beliefs Values Behaviors 3. Competitive positioning Cost Focus Differentiation 4. Creative development Verbal identity Visual Identity 5. Brand evaluation Internal alignment Audience awareness Business performance