1 / 13

The Branding Challenge

The Branding Challenge. It is a continuous process Created by Ann Fulmer, MS, Professor, Benedictine University. The Marketers Challenge. Pressure for results Consumers are in control Provide relevant communication Use multiple promotional mix tools Stay in front of the consumer

yaron
Download Presentation

The Branding Challenge

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Branding Challenge It is a continuous process Created by Ann Fulmer, MS, Professor, Benedictine University

  2. The Marketers Challenge • Pressure for results • Consumers are in control • Provide relevant communication • Use multiple promotional mix tools • Stay in front of the consumer • Build relationship with consumers • Create brand awareness (source: Vertis Communications, Oak Brook, IL)

  3. Creating Brand Identity Getting Started

  4. What is a Brand? • A brand is a combination of attributes, communicated through a name, or a symbol, that influences a thought-process in the mind of an audience and creates value. (AOL, 3M Post-Its, WD-40) Brandchannel.com

  5. What makes up a Brand? • A company name, trademark, positioning and trade dress. All these elements together create loyalty to a brand.

  6. When do you Brand? • Product is easy to label and identify by brand • Demonstrates quality and value • Product is easily available • Strong demand for product • Economies of Scale (Costs dec. Profits inc.) • Placement available and good

  7. How long does it take to build a Brand? • Varies…..Nike took 15 years through product differentiation, Michael Jordan, consistent delivery • How long does it take for YOU to build your reputation?

  8. Soul Search • What is it that your company does? • Where is it that you want it to be? • What image do you want to project? • What type of style? Conservative? Playful?

  9. Educate Yourself • Surf the Web • View advertisements • Learn about what identities exist (swipe file) • Collect negative and positive images

  10. Be Objective • Put personal likes/dislikes aside • Concentrate on the goals of the company • Share and get feedback from others

  11. Look at Big Picture • How will identity be used? • Overall goal? • What type of impact do you want to make? • What is special about your company?

  12. Consider Image • Be more than clever • Should intrigue, create enjoyment and understanding • Connect with audience (target market!)

  13. Visit: http://www.cramersweeney.com/smartmarketing.html

More Related