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

2. Brand = Asset

3. Brand = Choice

5. “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

6. Brand Promise

10. Strong Brands = Strong Profit

11. The Power of Branding

12. Differentiation

13. Brand Difference provides the key to Profit

14.  The brand name

15.  The brand colour

16.  The brand name  The brand colour  The brand proposition

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

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

19. Brand = Trust

21. Brand difference provides the key to profit

23. Brand Extension

25. Powerful branding creates its own momentum

26. The Ten Golden Rules of Branding

27. 1. Put the consumer first

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

29. 3. Understand precisely who you are

30. 4. Develop a vision for the future

31. 5. Develop your brand strategy and positioning

32. 6. Be creative

33. 7. Involve your staff in the brand

34. 8. Look for ways to leverage value from your brand

35. 9. Monitor your brand’s performance

36. 10. Implement a communications programme

37. 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

42. Opportunities and potential of branding for Russian businesses

43. Potential

44. Loyalty and Differentiation

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

47. Brand difference provides the key to profit

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

49. Thank you Contact Details: Office in Moscow: 937 8431 Email: sarah.wb@identica.com