1. Brand Building

2. What is Brand building?
Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch

3. Advertising does a lot to help build brands
Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy
A company’s brand is the primary source of its competitive advantage and is a very valuable strategic asset – David Aaker

4. Brand Equity
When a commodity becomes a brand, it is said to have ‘equity’. It starts with a name and can go up or down depending on the marketing activity that is done by the marketer. A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service.

5. How to measure equity? The premium a brand can command in the market
The difference between the intrinsic and perceived value of the product

6. Building Brand Equity
Distinguish product from others in the market – Value proposition
Align what it says about the brand in advertising with what it actually delivers – Creating the brand

7. Power Brands Generates enormous profits
Expands future strategic opportunities

8. What do power brands have that others don’t?
A distinctive product
Delivering brand promise
Personality and presence

9. Personality Emotional bond with the customer
Generates relationships measurably stronger than ordinary brands

10. Presence Seem to be present everywhere, enforcing distinctiveness
National/international scale
Successful brand extensions
Multiple concept and channels

11. Brand managers of market-savvy companies need
Superior insight into customer needs
Ability to devise product/services that powerfully meet those needs
Agility to redefine its offering as those needs change
Creativity to produce exciting and compelling advertising

12. Tangibles of brand equity
Shape
Colour
Size
Models
Price
Features
Benefits
Grades

13. Intangibles of brand equity
Company name
Brand name
Slogan and its underlying associations
Perceived quality
Brand awareness
Customer base
Trademarks and patents
Channel relationships
Customer loyalty
Customer confidence
Competitive advantage

14. Value Proposition Broad positioning Specific positioning
Value positioning

15. Creating the brand Choosing brand name
Developing rich associations and promises
Manage customer brand contacts to meet and exceed customer expectations

16. Porter’s strategic choices
Product differentiator
Low cost leader
‘Nicher’

17. Positioning guards Should not be overpositioned
Should not be underpositioned
Should not be ambiguous
Should not promise irrelevant benefits
Promise should be credible

18. Choosing a brand name What does it mean?
What performance/ expectations/ associations does it evoke?
What degree of preference does it create?

19. Brand names should denote
Product benefits
Product quality
Be easy to pronounce/remember/recognise
Be distinctive
Not have poor meanings in other countries or languages

20. Brand Associations
‘owned’ word
Slogans
Colours
Symbols and logos

21. Brand Ambassadors
These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therfore the brand and choice of the ambassador must fit.

22. Brand Status Step up advertising
Cash cow. Need to sustain brand building activities
Product should be phased out
Troubled brand. Product upgradation required
Esteem
Familiarity

23. Brand Vitality Differentiation in consumer’s mind
Differentiation relevant to consumer’s need

24. Brand Pitfalls Brand experience must match brand image
Calls for managing every brand contact