Branding hello!

BRANDING

Hello!

1.What is brand ?
1.What is brand ?
2.How brands built?
2.How brands built?
3.How manage brand?
3.How manage brand?

What is brand? Brands are more than just names and symbols. Brands represent consumers’ perceptions and feelings about a product and its performance—everything that the product or the service means to consumers.

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“Products are created in the factory, but brands are created in the mind.” Philip Kotler

“Products are created in the factory, but brands are created in the mind.” Philip Kotler

A brand saves people time, and this is worth money.

“A brand is a store- house of trust that matters more and more as choices multiply. People want to simplify their lives.”

How are brands built?

It’s a mistake to think that advertising builds the brand. Brands are built gradually, through the orchestration of a variety of tools, including advertising, public relations (PR), sponsorships, events, social causes, clubs, and so on.

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When positioning a brand

• The marketer should establish a mission for the brand and a vision of what the brand must be and do
• A brand is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to buyers
• The brand promise must be clear, simple, and honest.

New brands: - should have an interesting name - tell a fascinating story. If print and TV will pick up the story, people will hear about it and tell their friends. Learning about a brand from others creates credibility. Ultimately the brand is built by your employees who deliver a positive experience to the customers

Great brands present emotional benefits

Too many brand managers focus on incentives such as the brand’s features, price, and sales promotion, which contribute little to growing the brand-customer relationship. Great brands work more on emotions. And in the future, great brands will show social responsibility—a caring concern for people and the state of the world.

How manage brand? Companies must manage their brands carefully. First, the brand’s positioning must be continuously communicated to consumers. Major brand marketers often spend huge amounts on advertising to create brand awareness and build preference and loyalty Brands are not maintained by advertising but by customers’ engagement with brands and customers’ brand experiences

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Today, customers come to know a brand through a wide range of contacts and touch points, including : -advertising -personal experience with the brand -word of mouth -social media -company web pages -mobile apps and others.

Today, customers come to know a brand through a wide range of contacts and touch points, including : -advertising -personal experience with the brand -word of mouth -social media -company web pages -mobile apps and others.

Finally, the company needs to train its people to be customer centered. Many companies go even further by training and encouraging their distributors and dealers to serve their customers well.

Thanks for attention!

Any questions?