1. Branding & Brand Management

2. 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

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

4. Is it that Simple?
Absolutely NOT!

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

6. The Most Important Element!
An Individual and Corporate Branding Attitude

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

8. 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

9. 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 )

10. 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

11. 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

12. 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.

13. What will a strong Brand do for us?

14. “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.

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

16. Thanks