BRANDing Presentation MTT NEW

8/2/2019 BRANDing Presentation MTT NEW

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BRANDING PRESENTATION

MADE BY :-GAURAV SHARMANITISH SACHDEVA


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The American Marketing Association definesa brand as a "Name, term, design, symbol, or

any other feature that identifies one seller'sgood or service as distinct from those ofother sellers."
http://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/American_Marketing_Association


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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 wellas fast food with McDonald's and KFC.


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BRAND IDENTITYIt is how brand strategists want the brand to be

perceived. It is a set of unique brand associationsthat represent what the brand stands for. Brandidentity is the total proposal/promise that anorganization makes to consumers . For instance -Trademark colour, logo, name, symbol) that

identify and differentiates a brand in targetaudience mind.


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Brand image is the current view of the customers

about a brand. It is a key component in theformation of a clear and recognizable brandidentity in the market. Brand image is related tohow the brand is currently perceived byconsumers. Brand images can be strengthened

using brand communications like advertising,packaging.For example APPLE has a good brandimage as compared to SAMSUNG .


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It is related to its internal constitution, how it isperceived in terms of integrity, trustworthiness andhonesty. This is also related with the promise of the

brand to deliver the experience associated with itsname. Brand character can also result in anadditional sale as consumer perceives the brandwith the rational support . For example NOKIA has

a strong brand character .


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Brand culture is a company culture in whichemployees "live" to brand values, to solve problemsand make decisions internally, and deliver a

branded customer experience externally. It is thedesired outcome of an internal branding . It isabout the system of values that surround a brandmuch like the cultural aspects of a people or a

country.For exampleAPPLEs culture of working insecrecy is best known for its inventive portfoliowhich makes its customer stands apart .
http://en.wikipedia.org/wiki/Customer_experiencehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Customer_experience


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It means assigning human personalitytraits/characteristics to a brand so as to achievedifferentiation. These characteristics signify brand

behaviour through both individuals representingthe brand (i.e. its employees) as well as throughadvertising, packaging, etc. Brand personality isthe result of all the consumers experiences with

the brand . For exampleJohn Abraham & Castrol.


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Brand Essence is a way of articulating theemotional connection and lasting impression --usually summed up with one simple statement or

phrase -- that defines the qualities, personality anduniqueness of a brand. Said another way, BrandEssence characterizes what a brand stands for inthe minds of customers and stakeholders. It

embodies the brand's core competencies, cultureand values . For example Harley-Davidson's BrandEssence has created a fiercely loyal customerbase that connects to the brand emotionally.


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A PRODUCT IS MADE IN FACTORY, ABRAND IS BOUGHT BY THE CUSTOMERS.

A PRODUCT CAN BE COPIED A BRANDIS UNIQUE.

A PRODUCT IS QUICKLY OUTDATED, A

BRAND IS TIMELESS.


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Be unique.

Be Consistent.

Emotionally attached to customers oremotional Branding.


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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.


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In 'blind' taste test, people prefer thetaste of Pepsi over the taste of Coke.However, if the test is not 'blind' and

the tasters know which beverage iswhich, they prefer the taste of Cokeover Pepsi! The Coca-Cola brand hasthe power to actually change anindividual's taste!


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Emotional Branding provides the means

and the methodology for connectingproducts to the consumer in anemotionally profound way. It focuses onthe most compelling aspect of thehuman character: the desire totranscend material satisfaction andexperience emotional fulfillment.


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BRANDing Presentation MTT NEW

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