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Brands and Branding The Brands and Branding The

Brands and Branding The - PowerPoint Presentation

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Brands and Branding The - PPT Presentation

word BRAND is derived from Old English meaning burning stick and ultimately from the IndoEuropean word meaning to be hot The first recorded brands in the Western Hemisphere were the Three Latin Crosses ID: 781750

product brand market vision brand product vision market branding personality values target emotional design idea service business started big

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Slide1

Brands and Branding

Slide2

The

word BRAND is derived from Old English meaning “burning stick” (and ultimately from the Indo-European word meaning “to be hot”).The first recorded brands in the Western Hemisphere were the Three Latin Crosses of Hernán Cortéz, who landed in Mexico in 1519 .

Brand: how it started

Slide3

A

BRAND is a name, a symbol and a perception applied to a product or service in a manner that adds value to the product BRANDING is part art, part science. It is intangible, visceral, emotional, personal, cultural, and very hard to build.BRANDING is a way of clearly highlighting what makes your offer different to, and more desirable than, anyone else’s.

What is a Brand and Branding ?

Slide4

What does a Brand do? Define how your target market benefits from using your product or service

Define

how the product is different from the competition—branding is not only about what you do, it is about what you do differently from your competition

Promote

a clear message about the difference to the target market

Slide5

Remain

focused in all your marketing effort Ensure that all supporting services reflect the brand Be credible to the target market Be relevant to the target market

Reach

the target market on an emotional

level

Create loyalty Integrate everything you do that relates to the product around a core idea.

What does a

Brand do…continued

Slide6

Benefits of Effective Branding

Elevates a product or organization from being just one commodity amongst many identical commodities To become

something with a unique character and

promise

Can create

an emotional resonance in the minds of consumers who choose products and services using both emotional and pragmatic

judgments Adds value to the business

Slide7

Four Cornerstone of a Good Brand

THE BIG IDEA – what lies at the heart of your company? VALUES – what do you believe in?

VISION

– where are you going?

PERSONALITY

– how do you want to come across?

Slide8

The Big Idea

It should encapsulate what makes you different, what you offer, why you’re doing it and how you’re going to present

it

a

uniting concept

that can hold together an otherwise disparate set of activities

Slide9

1. How

can you stand out? 2. What is your offer? 3. What makes you different? 4. What is your ‘personality’? 5. What do consumers want or need? 6. Is there a gap in the market?

The Big Idea: The Six Questions

Slide10

Vision

“Generating a vision for your company means thinking about the future, where you want to be, looking at ways to challenge the market or transform a sector”A vision may be : 1.Grand and

large-scale

2.Offering an

existing product in a completely new way

3.Changing the emphasis of your business from one core area to another

Slide11

“A well-considered

vision can help you to structure some of the more practical issues of putting a development strategy into action”An example of vision on the large scale comes from Microsoft chairman Bill Gates, who knew exactly where he was going even in the early days: ‘We started with a vision of a computer on every desk and in every home… Every day, we’re finding new ways for technology to enhance and enrich people’s lives. We’re really only just getting started.’Vision

Slide12

Values

BRAND VALUES- It’s what you stand for and it can be communicated either explicitly or implicitly in what you do.Common Ten Values of Companies:quality, openness, innovation, individual responsibility, fairness, respect for the individual, empowerment, passion, flexibility, teamwork and

pride

Any values

you portray have to be genuine and upheld in the way your

organization

operates

.

Slide13

Values

Branding and design consultants can help you clarify what your organization or business stands for and then they can develop ways for you to communicate that effectively.

HOW?

graphic design

language

advertising

staff training the materials used in product manufacture

Slide14

Personality

The way you decide to present communication – the tone, language and design

, for example – can be said to be the personality of your company

Personality traits could be

‘efficient and businesslike

’, ‘

friendly and chatty

’, or perhaps ‘humorous and irreverent’

Slide15

Personality

Controlling elements for your company’s personality:Graphic design the visual identity – hard corporate identity or soft, friendly caricature?

Tone

of

voice

is

the language you use (both spoken and written) formal or relaxed? Dialogue can your users or customers contribute ideas and get involved in the organisation

, or is it a one-way communication?

4.

Customer

service

how

are staff trained to communicate with customers?

What

level of customer service do you provide?