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The Branding Challenge

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  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