BRAND BUILDING FOR HEALTHCARE INSTITUTIONS Symbiosis, Pune May 8 2008.

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Presentation transcript:

BRAND BUILDING FOR HEALTHCARE INSTITUTIONS Symbiosis, Pune May

C ONCLUSION Brand building makes sense Start from the beginning Craft Brand Associations Engineer Brand Attributes Create Brand Awareness Consistently deliver the Brand Promise Apt Brand Promise Communication is a must Brand Loyalty pays

W HY C UT P RACTICE IS A B AD I DEA [I LLEGAL AND U NETHICAL ] GP has no loyalties

W HY C UT P RACTICE IS A B AD I DEA [I LLEGAL AND U NETHICAL ] Cuts eat into your profits

W HY B RANDING IS A G OOD I DEA A strong brand stands to gain at all fronts

B RANDING - A N A LTERNATIVE

B RANDING - W HERE TO START When you read, you begin with ABC, When you Brand you begin with- ???

B RAND E SSENCE A single thought that captures the soul of a brand - David Aaker

B RAND E SSENCE Competitors CustomerCompany Essence

B RAND A SSOCIATIONS

B RAND A SSOCIATIONS

B RAND A SSOCIATIONS

B RAND A SSOCIATIONS

B RAND A SSOCIATIONS

B RAND A TTRIBUTES Name Tagline Logo Colour Ambience Others

B RAND A WARENESS

E MOTIONAL B ONDING = W ALLET S HARE Presence Relevance Performance Advantage Bonding High share of wallet Aware Want to use, right price ? Can it deliver Works better, better price, more popular Subjective & emotional, consumer loyalty Low share of wallet

B RAND P ROMISE C OMMUNICATION

B RAND C OMMUNICATION External communication is most expensive and will be a waste if done in haste

D ELIVERING THE B RAND P ROMISE P.O.C. PROCESSES CONSISTENT DELIVERY

E XTERNAL C OMMUNICATION S TRATEGY

B RAND L OYALTY Retained customer gives almost double the profit

B RAND LOYALTY 5% Increase in retention can increase the operating profit by up to 20%

C USTOMER L IFE C YCLE Fully retained customer not only maximizes revenue, but also get you more customers

THANK YOU