Brands through the Eyes of the Consumer Sarah Waybright Country Manager, Identica, Russia

Brand = Asset

Brand = Choice

“If this company were split up I would give you the property, plant and equipment and I would take the brands and the trademarks and I would fare far better than you.” John Stuart,Chairman, Quaker

Brand Promise

Strong Brands = Strong Profit

The Power of Branding

Differentiation

Brand Difference provides the key to Profit

 The brand name

 The brand colour

 The brand name  The brand colour  The brand proposition

 The brand name  The brand colour  The brand proposition = Emotional response

 The brand name  The brand colour  The brand proposition = Emotional response Brand Value

Brand = Trust

Brand difference provides the key to profit

Brand Extension

Powerful branding creates its own momentum

The Ten Golden Rules of Branding

1. Put the consumer first

2. Think holistically - about the whole thing, the bigger picture

3. Understand precisely who you are

4. Develop a vision for the future

5. Develop your brand strategy and positioning

6. Be creative

7. Involve your staff in the brand

8. Look for ways to leverage value from your brand

9. Monitor your brand’s performance

10. Implement a communications programme

The Ten Golden Rules of Branding  Put the consumer first  Think holistically  Understand precisely who you are  Develop a vision for the future  Develop your brand strategy and positioning  Be creative  Involve your staff in the brand  Look for ways to leverage value from your brand  Monitor your brand’s performance  Implement a communications programme

Opportunities and potential of branding for Russian businesses

Potential

Loyalty and Differentiation

Brand difference provides the key to profit - even in markets that have never considered the brand as asset value

Brand difference provides the key to profit

“Buildings become dilapidated. Machines wear out. People die. But what live on, are the brands.” Sir Michael Perry, Chairman, Unilever

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