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What is a Brand? PowerPoint Presentation
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What is a Brand?

What is a Brand?

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What is a Brand?

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  1. What is a Brand?

  2. Branding is a confusing concept for even seasoned marketers! • ‘What is a Brand’ might seem like a simple question but it is not. • If you are confused about your brand, you’ll end up confusing your customers as well. • There are 5 concepts which define a brand and they are as follows.

  3. The Brand Promise • Your brand is a promise to your consumers. • When a customer buys your product or service – what do they get? • More than just tangible products and services, a brand incorporates the feelings that consumers get when they use your products and services.

  4. The Brand Perceptions • Brands are built by consumers, not companies. • How the consumers perceive a brand, defines the brand. • How consumers perceive your brand is important, not how you perceive it. • Develop consumer perceptions that accurately reflect your brand.

  5. The Brand Expectations • Consumers develop expectations for your brand based on your brand promise. • When they buy your products or services, they assume their brand expectations will be fulfilled. • Its important to meet consumer expectations in everyinteraction. Otherwise consumers will look for other brands that will meet their expectations every time.

  6. The Brand Persona • Every brand has a persona. Think of your brand as a person. • From personality to appearance and everything in between, consumers will evaluate and judge your brand persona before they do business with you.

  7. The Brand Elements • Brand is represented by • Intangible elements – Persona, Expectation, Perception & Promise • Tangible elements - Brand logo, packaging, messaging and so on. • All of these elements must work together to consistently communicate your brand promise, shape brand perceptions, meet brand expectations, and define your brand persona. • If one element goes wrong, your entire brand can suffer.

  8. Brands aren’t built overnight. • Before you can define and live your brand, you need to find the direction that helps you reach your goals. • Develop a brand that promises the right things to the right people.

  9. THANK YOU! Develop your brand’s unique essence through our brand building strategy. Get in touch with us today! Visit us - http://www.brandharvest.net/brand_strategy.htm