A brand is a business person s best friend
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A brand is a business person’s best friend. This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate you may use any or all of this presentation for commercial use. Attribution would be nice though.

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A brand is a business person s best friend

A brand is a business person’s best friend


A brand is a business person s best friend

This presentation was authored by Richard Huntington. In accordance with the Creative Commons Licence for adliterate you may use any or all of this presentation for commercial use.

Attribution would be nice though.

Revisions and additions are very welcome and can be emailed to me at [email protected]


A brand is a business person s best friend

A brand is the sum of all the associations about a product, service, or organisation that live inside a consumer’s mind


The richer and more focused the associations the more powerful the brand

The richer and more focused the associations the more powerful the brand


A brand is a business person s best friend

You don’t own your brand…your consumers do. Without the associations in their heads all you have is a product, service or organisation


A brand is a business person s best friend

Your job is to shepherd, marshal and direct all those associations so that they are richer and more productive


Why bother

Why bother?


Monopoly

Monopoly


A brand is a business person s best friend

Monopolies are good for businesses because in monopoly conditions businesses get to name their price…


Within reason

…within reason


Few of us operate in actual monopoly conditions

Few of us operate in actual monopoly conditions


But we can create effective monopolies

But we can create effective monopolies…


A brand is a business person s best friend

…if consumers want our brand enough to resist substituting it even when it is priced at a premium to the alternative


A brand is a business person s best friend

Innocent don’t have a monopoly over smoothies but they do over Innocent – no one else can provide consumers with the innocent brand


A brand is a business person s best friend

1 litre of Innocent smoothie at Ocado

£3.29

1 litre of PJ’s smoothie at Ocado

£2.79

Innocent’s share of the UK smoothie market

48%


Similarly apple don t have a monopoly over mp3 players but they do over ipods

Similarly Apple don’t have a monopoly over MP3 players but they do over IPods


A brand is a business person s best friend

Cost of a 30GB IPod at Micro Anvika

£219

Cost of a 40GB Gigabeat MP3 player at Micro Anvika

£149

Ipod’s share of the UK MP3 player market

80%


You can usually tell if a brand is healthy if it is being sold at a premium

You can usually tell if a brand is healthy if it is being sold at a premium


A brand is a business person s best friend

Or if the consumer is happy to make another trade off, like the shopping experience at Ikea or the lack of allocated seating on Easy Jet


Brands are brilliant but

Brands are brilliant but…


They must have substance not just image

They must have substance not just image


Innocent make great smoothies apple make great mp3 players

Innocent make great smoothiesApple make great mp3 players


And these days no brand is invincible faced with a superior competitor

And these days no brand is invincible faced with a superior competitor


Hoover thought they had a great brand until dyson arrived and stole their lunch

Hoover thought they had a great brand until Dyson arrived and stole their lunch


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