BRANDING PRESENTATION

MADE BY :GAURAV SHARMA NITISH SACHDEVA

The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

A great brand name would be something that people can associate with the products or services offered, like people would associate super cars with Ferrari and Lamborghini, sports shoes with Nike and Adidas, soft drinks with Coke and Pepsi, courier services with DHL and FedEx as well as fast food with McDonald's and KFC.

BRAND IDENTITY
It is how brand strategists want the brand to be perceived. It is a set of unique brand associations that represent what the brand stands for. Brand identity is the total proposal/promise that an organization makes to consumers . For instance Trademark colour, logo, name, symbol) that identify and differentiates a brand in target audience mind.

Brand image is the current view of the customers about a brand. It is a key component in the formation of a clear and recognizable brand identity in the market. Brand image is related to how the brand is currently perceived by consumers. Brand images can be strengthened using brand communications like advertising, packaging.For example APPLE has a good brand image as compared to SAMSUNG .

It is related to its internal constitution, how it is perceived in terms of integrity, trustworthiness and honesty. This is also related with the promise of the brand to deliver the experience associated with its name. Brand character can also result in an additional sale as consumer perceives the brand with the rational support . For example NOKIA has a strong brand character .

Brand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired outcome of an internal branding . It is about the system of values that surround a brand much like the cultural aspects of a people or a country.For example APPLEs culture of working in secrecy is best known for its inventive portfolio which makes its customer stands apart .

It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. its employees) as well as through advertising, packaging, etc. Brand personality is the result of all the consumers experiences with the brand . For example John Abraham & Castrol .

Brand Essence is a way of articulating the emotional connection and lasting impression -usually summed up with one simple statement or phrase -- that defines the qualities, personality and uniqueness of a brand. Said another way, Brand Essence characterizes what a brand stands for in the minds of customers and stakeholders. It embodies the brand's core competencies, culture and values . For example Harley-Davidson's Brand Essence has created a fiercely loyal customer base that connects to the brand emotionally.

A PRODUCT IS MADE IN FACTORY, A BRAND IS BOUGHT BY THE CUSTOMERS. A PRODUCT CAN BE COPIED A BRAND IS UNIQUE. A PRODUCT IS QUICKLY OUTDATED, A BRAND IS TIMELESS.

Be unique. Be Consistent.

Emotionally attached to customers or emotional Branding.

1)Keep your message simple. 2)Let your fans do the selling. 3) Let the media do the talking. 4) Create a unique customer experience. 5) Always stay one step ahead.

In 'blind' taste test, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! The Coca-Cola brand has the power to actually change an individual's taste!

Emotional Branding provides the means and the methodology for connecting products to the consumer in an emotionally profound way. It focuses on the most compelling aspect of the human character: the desire to transcend material satisfaction and experience emotional fulfillment.