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Next. Brand Equity Strategic Branding And many more... . BRANDING = Process to build the Brand.

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  • Brand Equity
  • Strategic Branding
  • And many more... 

BRANDING = Process to build the Brand

Branding means much more than just giving a brand name and signaling to the outside world that such a product or service has been stamped with the mark and imprint of an organization. It requires a corporate long-term involvement, a high level of resources and skills.

(Kapferer 2008:31)


The process by which companies distinguish their product offering from those of competition

(Keith Dinnie, 2009:15)

Every brand has a different characteristic and need a different strategy
  • There are no fixed formula to built all brand  Depend on research, needs, and Creativity to make it unique
branding a process
Branding : a process

Evaluation at

every stage

formulating a brand strategy
Formulating a brand strategy
  • A brand strategy is critical to determine the direction for the brand. This may be managed ‘in-house’ (within the company itself) or done in tandem with an agency or brand consultants.
  • As a general guide, it is often the branding agency, or lead marketing agency, that helps to create a brand strategy.
  • A strategy should detail areas such as understanding the brand’s audience, its market (including competitors) and should also integrate with the vision of the company.
  • A company may also commission research into audience needs and experiences of the brand

(Davis, 2009:26)

The following stages outline the different skills involved when developing brands
  • This applies to creating new brands as well as to refreshing or updating brands.
creative execution a naming and logo
Creative execution: a. naming and logo
  • The strategy will feed into the brand development stage, which involves creating a look and feel for the brand, including the brand language (often referred to as its ‘tone of voice’) as well as the logo and name.
  • An entire rebrand such as a name or logo change may not be necessary, but changing the visual aspects of the brand can reinvigorate or modernise it.
  • This stage of the branding process tends to be carried out by the branding agency, which will have designers and writers as part of the team.
  • (2009:26)
creative implementation b advertising and digital presence
Creative implementation:b. advertising and digital presence
  • Brand implementation will involve advertising and design agencies. Advertising agencies still play a very powerful role in brand execution, often working in longterm collaborations with companies. In many cases, the ad agency will ‘own’ the brand’s execution – the part that is visible on billboards, TV and in print.
  • Design agencies are often key to the brand mplementation process – and there are many smaller design agencies that will do full brand implementation, from concept to development.
  • Some specialise in executing the brand online, which can involve a full translation of the brand to the digital sphere, with strategy and a creative process to ascertain how a brand should look, feel and communicate online. The digital presence of a brand is now as important as traditional advertising in the brand execution process.
communicating the brand
Communicating the brand
  • A critical part of brand execution is defining how to best communicate the brand. Branding agencies should play a key role here, by developing a communications plan for the brand’s ongoing presence. Some public relations agencies also specialise in this area.
  • A communications strategy should cover both the employee and external communications execution for the brand.
brand guidelines brand platform
Brand guidelines : Brand Platform?
  • A brand platform is a living document that establishes a foundation for the organization’s identity, messaging and visual presentation. Additionally, it serves as a framework for all internal and external communications, as well as a guide for how internal operations are performed.
  • (
component of brand platform 1
Component of brand platform..(1)
  • Overview of Market Space (or Competitive Landscape)
  • Competitive Advantages (What differentiates the organization’s brand?)
  • Core Brand Values (What core values/guiding principles will serve as the foundation for the brand?)
  • Brand Position Statement (What is the organization’s desired position in the marketplace?)
component of brand platform 2
Component of brand platform..(2)
  • Brand Vision (What guides the organization’s brand relationships?)
  • Brand Attributes/Personality (What are the distinct qualities/descriptors of the brand?)
  • Brand Essence (What is the true spirit – the heart – of the brand?)
  • Brand Character/Tone of Voice (How will the brand speak to its target audiences?)


extra suplement branding process from

Extra suplement : Branding Process from

By Bill Chiaravalle and Barbara Findlay Schenck

( Part of the Branding For Dummies Cheat Sheet

the lego co s branding process through four progressive phases
the LEGO Co.'s branding process through four progressive phases:
  • During this strategic shift, LEGO's top management vision, organizational culture, and stakeholder images became increasingly aligned.