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Presented ByArvind Kumar Roll No- 08

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Contents:

History of Brand Meaning of Brand Classification of Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
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Factors-Important in Building Brand

Purpose of Brand

History of Brand
The word Brand comes from the Old word Brandr, meaning to burn, and is of Anglo-Saxon origin. The Etruscans, Romans and Greeks used to claim their ownership by stamping their pottery with the visuals of the fish, star or cross. Alsofarmers used to brand the cattle to claim their ownership over a specific herd of cattle. The word Brand was first introduced in the world of advertising 11/12/12 in the late 1950s, by David Ogilvy,

Contents:

History of Brand Meaning of Brand Classification of Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
11/12/12

Factors-Important in Building Brand

Purpose of Brand

Meaning of Brand
It takes a comprehensive and holistic look at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands. A legally protectedbrand nameis called atrademark.

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A Name, Term, Sign, Symbol, Design, or a combination of them intended to identify the goods or, services of one seller or, group of seller and to differentiate them from those of competitors & these differences may be Functional, Rational, Emotional or, Intangible.
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Contents:

History of Brand Meaning of Brand Classification of Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
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Factors-Important in Building Brand

Purpose of Brand

Classification of Brand
Brand

Concept Brand

Commodities Brand

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Concept Brand
Concept Brandis a brand that is associated with an abstract concept, likeHIV, Cancer AwarenessorEnvironmentalism, rather than a specific product, service, or business

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Classification of Brand
Brand

Concept Brand

Commodities Brand

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Commodity Brand
Commodity brandis a brand associated with anycommodity.

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Brand is an Assets
If Coca Cola lost everything except for the formula and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch
-Fortune Magazine

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Contents:

History of Brand Meaning of Brand Classification of Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
11/12/12

Factors-Important in Building Brand

Purpose of Brand

Factors-Important in Building Brand

Quality Positioning

First Mover Advantage Brand Building Communication

Repositioning

Long term pros

Creditability
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Internal marketing

Quality
Quality is a vital ingredient of a good brand. Remember the core benefits the things consumers expect.

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Factors-Important in Building Brand

Quality Positioning

First Mover Advantage Brand Building Communication

Repositioning

Long term pros

Creditability
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Internal marketing

Positioning
Positioning is about the position a brand occupies in a market in the minds of consumers.

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Factors-Important in Building Brand

Quality Positioning

First Mover Advantage Brand Building Communication

Repositioning

Long term pros

Creditability
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Internal marketing

Repositioning
Repositioning occurs when a brand tries to change its market position to reflect a change in consumers tastes.

Repositioni ng
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Factors-Important in Building Brand

Quality Positioning

First Mover Advantage Brand Building Communication

Repositioning

Long term pros

Creditability
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Internal marketing

Long Term Prospective

The need to invest in the brand over the long-term. Building customer awareness, communicating the brands message and creating customer loyalty takes time.

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Factors-Important in Building Brand

Quality Positioning

First Mover Advantage Brand Building Communication

Repositioning

Long term pros

Creditability
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Internal marketing

Internal Marketing
Management should ensure that the brand is marketed internally as well as externally. By this we mean that the whole business should understand the brand values and positioning.

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Factors-Important in Building Brand

Quality Positioning

First Mover Advantage Brand Building Communication

Repositioning

Long term pros

Creditability
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Internal marketing

Creditability
Credibility is often pointed outit positive or negative effect. it refers to your brand's reputation and its ability (or inability) to convert that into sales.

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Factors-Important in Building Brand

Quality Positioning

First Mover Advantage Brand Building Communication

Repositioning

Long term pros

Creditability
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Internal marketing

Communication
Communications also play a key role in building a successful brand. We suggested that brand positioning is essentially about customer perceptions with the objective to build a clearly defined position in the minds of the target audience.

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Factors-Important in Building Brand

Quality Positioning

First Mover Advantage Brand Building Communication

Repositioning

Long term pros

Creditability
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Internal marketing

First Mover Advantage

First-Mover mean that it is possible for the first successful brand in a market to create a clear positioning in the minds of target customers before the competition enters the market.

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Contents:

History of Brand Meaning of Brand Classification of Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
11/12/12

Factors-Important in Building Brand

Purpose of Brand

Key Elements of Brand

Brand Name-Name, Tagline, Logo Brand Position-Description of your organization Brand Promise-The single most important thing your organization promises to deliver every time Brand Tone-Edgy, Humorous, Conservative Brand Ambassador:- Any famous personality
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Brand Story-Your organizational history and how it adds value to the brand, highlights how your products and services grew from that background and how your methodology impacts what you offer Brand Associations-Colors, Taglines, Images, Fonts, equipment, etc.

Key Elements of Brand (Cont.)

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Contents:

History of Brand Meaning of Brand Classification of Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
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Factors-Important in Building Brand

Purpose of Brand

Memorable Meaningful Likable

Choosing Brand Elements

Transferable Adaptable Protectable

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Contents:

History of Brand Meaning of Brand Classification of Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
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Factors-Important in Building Brand

Purpose of Brand

Branding Step

Step one Step Two Step Three Step Four Step Five & Six

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Branding Step
Step One

Learn marketing objectives and strategy Prioritize projects Audit existing and competitive materials and strategies Interviews/focus group Write creative brief and define messages
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Branding Step

Step One Step Two Step Three Step Four Step Five & Six

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Branding Step (Cont.)

Step Two

Develop concepts/taglines/site architecture Start visual research Present initial creative approaches

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Branding Step

Step One Step Two Step Three Step Four Step Five & Six

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Branding Step (Cont.)

Step Three

Develop outline and copy points per selected concept Develop media strategy Explore layout options Begin creating visual materials (photos/illustrations)

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Branding Step

Step One Step Two Step Three Step Four Step Five & Six

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Branding Step (Cont.)

Step Four

Write full copy draft Revise and write final copy as per client comments Start layouts

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Branding Step

Step One Step Two Step Three Step Four Step Five & Six

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Branding Step (Cont.)

Step Five Create and present full layout and/or e-design Step Six Develop final electronic files for print, or coding for web Final execution and management of products (website launch, launch media campaign, exhibit built, print pieces to printer, ads placed, press 11/12/12

Contents:

History of Brand Meaning of Brand Classification of Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
11/12/12

Factors-Important in Building Brand

Purpose of Brand

Market Based/Direct Measurement Method Brand Communication Investments Based Method Awareness and FranchiseValuation Method Finance Based/Indirect Measurement Method Excess-Earnings Method Relief-From-Royalty Method

Methods of Brand Valuation

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Contents:

History of Brand Meaning of Brand Classification of Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
11/12/12

Factors-Important in Building Brand

Purpose of Brand

Purpose of Brand

Identify the product Evaluate the identical product Organize inventory Accounting Records Legal protection Predictability & Security Conveying to the customers Loyalty
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Influence consumer behavior

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