Brand BuildingPresented By :-

Manish RaiMohit Tayal

Gourav SinghRohit Singh

Rahul ChoudharyINJBS

Brand

A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. TEXT BOOK

Something used to show customers that one product is different than the products of another manufacturer.

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What is Brand building?

• Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch

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brand-building means integration

• more and more, agencies are being involved in all areas of marketers’ brand-building activities

• today, it’s more than advertising• it’s integrated marketing communications

(IMC)

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Integrated Marketing Communication

The IMC promotion mix

• advertising • public relations• direct response • sales promotion• personal selling

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Brand Building 101

Brand Equity

Making thePromise

Delivering thePromise

Trust

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Building A BrandBy “Delivering the Promise”

Through It’s Consumer Touch Points

Everything Communicates!

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Yes, Whether We

Like It or Not,

Or Whether Customers

Realize it Or Not.

Everything Communicates?

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Building Brand Equity

• Distinguish product from others in the market – Value proposition

• Align what it says about the brand in advertising with what it actually delivers – Creating the brand

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Value Proposition

• Broad positioning

• Specific positioning

• Value positioning

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Creating the brand

• Choosing brand name• Developing rich associations and

promises• Manage customer brand contacts to

meet and exceed customer expectations

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Porter’s strategic choices

•Product differentiator

•Low cost leader

•‘Nicher’

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Positioning guards

•Should not be overpositioned

•Should not be underpositioned

•Should not be ambiguous

•Should not promise irrelevantbenefits •Promise should be credible

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Choosing a brand name

• What does it mean?• What performance/ expectations/

associations does it evoke?• What degree of preference does it create?

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Brand names should denote

• Product benefits• Product quality• Be easy to

pronounce/remember/recognise• Be distinctive• Not have poor meanings in other

countries or languages

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Brand Associations

• ‘owned’ word• Slogans• Colours• Symbols and logos

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Brand Ambassadors

These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therfore the brand and choice of the ambassador must fit.

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What Is A Touch Point?

Any Contact Point

Between A CustomerAnd A Brand

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What: Consumer Touch-Points

ENVIRON- MENT

PACKAGING

EVENTS

BROADCAST

PRINT

CO-BRANDING

GUERRILLA MEDIA

OUTDOOR

RETAIL

THEME ART

PROMOS

MARKETING

INTERACTIVE DIRECTMKTG

E-MAILMARKETING

E-COMMERCE

ONLINEMEDIA

Your Your BrandBrand

UNIFORM

CRMCRM

PUBLIC RELATIONS

DIGITAL ASSET MGMT

GRAPHIC STANDARDS

PLAYING SURFACE

CORPORATE IDENTITY

Putting It All Together

Through all of a brand’s touch points, the “product” and the consumer’s experience

with it, must deliver on the brand promise to ensure the desired emotional connection is

made with a customer.

Who’s job is this?Each function that ‘owns’ a touch point.

Who should oversee/lead this?Brand Champions…”Marketers”

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“Advertising”

Product/Menu

Facility (Ext.)Customer Svc.

Product Quality

Locations

DQ Brand Touch Points

Speed of Svc.

Facility (Int.)

BrandExperience

DQ Brand Positioning

Workin’ the Wheel

DQ Brand Touch Point Strategy/Action

Locations Strategic Development

Exterior “Modernization”

Interior “Modernization”

Customer Service Operations “Road Map”

Speed Of Service Operations “Road Map”

Product Quality Operations “Road Map”

Menu/Product Innovation Funnel

“Advertising” Re-Positioning the Brand

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A New Approach:Brand Team

• New strategy demanded new structure which required new talent

• Defined and began leveraging and executing against new brand identity and positioning

• Challenged and elevated every key element of the Marketing Mix:– Menu/Product Strategy– Calendar Strategy– Advertising: Creative and Media Strategy– Promotion Strategy– Merchandising Strategy– PR Strategy

• Restructured/Re-focused franchisee leadership

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Thank You!