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



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


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


Why bother

Why bother? associations so that they are richer and more productive


Monopoly

Monopoly associations so that they are richer and more productive


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


Within reason

…within reason conditions businesses get to name their price…


Few of us operate in actual monopoly conditions

Few of us operate in actual monopoly conditions conditions businesses get to name their price…


But we can create effective monopolies

But we can create effective monopolies… conditions businesses get to name their price…


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


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


1 litre of Innocent smoothie at Ocado over Innocent – no one else can provide consumers with the innocent brand

£3.29

1 litre of PJ’s smoothie at Ocado

£2.79

Innocent’s share of the UK smoothie market

48%



Cost of a 30GB IPod at Micro Anvika they do over IPods

£219

Cost of a 40GB Gigabeat MP3 player at Micro Anvika

£149

Ipod’s share of the UK MP3 player market

80%



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… the shopping experience at Ikea or the lack of allocated seating on Easy Jet


They must have substance not just image

They must have substance not just image the shopping experience at Ikea or the lack of allocated seating on Easy Jet


Innocent make great smoothies apple make great mp3 players

Innocent make great smoothies the shopping experience at Ikea or the lack of allocated seating on Easy JetApple make great mp3 players




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