All about Branding

Part 1The origins of Branding

That idea continues to the modern day *

However*‘what exactly is modern day branding?’

The simplest answer is that branding is a set of associations that people make with a company, product, service, individual or organisation.

Part 2What does Branding Do?

Branding helps you to:Define your Target Market

Differentiate from the Competition

Promote your product message

Be relevant to the target market

Create product loyalty

Drive Sales

Make People Happy!

How does branding add value to your product?

Consistent branding adds value to your product by helping the consumer make efficient

purchasing decisions

It communicates your products key benefits

Also, it generates loyalty to the branded product

It provides you with a powerful tool to ENGAGE with your consumers

Adding Value:People are generally willing to pay more for a branded product than they are for something which is largely unbranded.

Connecting with People:Creating a connection with people is important for all organisations

Part 3Defining a Brand

Defining a Brand: If you can start to

answer these questions with clarity and consistency then you have the basis for developing a strong brand.

The big idea?Values?Vision?Personality?

Anyone thirsty?

Although just a soft drink, the actual Coca Cola product is eclipsed by the sheer might of the Coca-Cola brand.

A 2007 survey revealed Coca-Colaʼs brand equity was valued at US $65.3bn, just under half the companyʼs true market value.

• The original cola drink (ʻThe Real Thingʼ)

• Itʼs all-American

• Itʼs youthful, energetic

• Unmistakable red and white logo

• Unique shaped bottles

So what are these all-powerful associations?

For Coca-Cola, typical perceptions might be:

These practices not only apply to the big players

They are also essential for small businesses

Established or just new…

Your Brand Does Matter!

Thank You