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Advertising & Communication Management BRAND BUILDING Laura Gerber, Marie Legrand, Mathilde Villette
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TABLE OF CONTENTS What is brand building ? Brand awareness & brand image Brand building process
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WHAT IS BRAND BUILDING ? Brand building : Increases the voice and consumer awareness of a brand, Gives it an identity and worth. A process of creating value to consumers
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BRAND AWARENESS & IMAGE Two complementary notions : A brand has to be known but it can be in a good or bad way BRAND AWARENESS Aided awareness Spontaneous awareness Top of mind awareness
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BRAND IMAGE The impression in the consumers’ mind of a brand’s total personality Developed over time through advertising campaigns BRAND AWARENESS & IMAGE
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APPLICATIONS & TYPOLOGY OF BRAND IMAGE Weak respect Beloved Unloved Strong respect
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BRAND BUILDING PROCESS 1. DEFINE YOUR BRAND Determines what your brand truly stands for Create a checklist of its core strengths & define the brand values Values should show how the company contribute to environmental, social, and economic well-being of consumers
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BRAND BUILDING PROCESS 2. DIFFERENTIATE AND POSITION YOUR BRAND Attract attention and stand out from competitors Create a unique advantage in the mind of consumers Use a good branding strategy to position your brand
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BRAND BUILDING PROCESS 3. BUILD AND EXPOSE YOUR BRAND Keep reinforcing your values and skills Taking up new roles and assignments Develop brand personality Why ? Drives people to identify with and engage with your brand Easily establish a pattern that will forever be associated with your brand name
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BRAND BUILDING PROCESS 4. PERSONALIZE YOUR BRAND Important to give the brand an identity Invite customers to be co-creators of brand values
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BRAND BUILDING PROCESS 5. REVIEW YOUR BRAND Brand is not static; it will go through a range of motions in its lifetime The best way of ensuring brand growth is : Reviewing activities and evaluating successes through Metrics Regular reviews
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SOURCES http://www.coxblue.com/5-effective-brand-building-strategies-to- attract-customers-2/ http://www.businessdictionary.com/definition/brand-image.html Professor and researcher : Sandrine Poupon
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