a brand is a business person s best friend
Download
Skip this Video
Download Presentation
A brand is a business person’s best friend

Loading in 2 Seconds...

play fullscreen
1 / 24

A brand is a business person’s best friend - PowerPoint PPT Presentation


  • 83 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'A brand is a business person’s best friend' - jorn


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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide2
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]

slide3

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

slide5

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

slide6

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

slide9

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

slide13

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

slide14

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

slide15
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%

slide17
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%

slide19

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

ad