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

2. 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 www.vivekshukla.com

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

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

5. W HY B RANDING IS A G OOD I DEA A strong brand stands to gain at all fronts www.vivekshukla.com

6. B RANDING - A N A LTERNATIVE www.vivekshukla.com

7. B RANDING - W HERE TO START When you read, you begin with ABC, When you Brand you begin with- ??? www.vivekshukla.com

8. B RAND E SSENCE A single thought that captures the soul of a brand - David Aaker www.vivekshukla.com

9. B RAND E SSENCE Competitors CustomerCompany Essence www.vivekshukla.com

10. B RAND A SSOCIATIONS www.vivekshukla.com

11. B RAND A SSOCIATIONS www.vivekshukla.com

12. B RAND A SSOCIATIONS www.vivekshukla.com

13. B RAND A SSOCIATIONS www.vivekshukla.com

14. B RAND A SSOCIATIONS www.vivekshukla.com

15. B RAND A TTRIBUTES Name Tagline Logo Colour Ambience Others www.vivekshukla.com

16. B RAND A WARENESS www.vivekshukla.com

17. 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 www.vivekshukla.com

18. B RAND P ROMISE C OMMUNICATION www.vivekshukla.com

19. B RAND C OMMUNICATION External communication is most expensive and will be a waste if done in haste www.vivekshukla.com

20. D ELIVERING THE B RAND P ROMISE P.O.C. PROCESSES CONSISTENT DELIVERY www.vivekshukla.com

21. E XTERNAL C OMMUNICATION S TRATEGY www.vivekshukla.com

25. B RAND L OYALTY Retained customer gives almost double the profit www.vivekshukla.com

26. B RAND LOYALTY 5% Increase in retention can increase the operating profit by up to 20% www.vivekshukla.com

27. C USTOMER L IFE C YCLE Fully retained customer not only maximizes revenue, but also get you more customers www.vivekshukla.com

28. THANK YOU mail@vivekshukla.com www.vivekshukla.com