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MANAGING BRANDS
Brand Building
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Brand Building
Involves all the activities that are necessary to
nurture a brand into a healthy cash flow stream
for the company after launch.
Involves all the activities that are necessary to
nurture a brand into a healthy cash flow stream
for the company after launch.
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Covered all?
Product Quality
Product Pricing
Product Features
After Sales Service .
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Marketing Vehicles
Brochures
Print and e-newsletters
Website, Screen savers
Events
Banner ads
Print ads
Public relations
DirectMail
Flyers and posters
Transit mediaPower point presentations
Exhibit booth/signage
CD/multimedia
Facilities
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Each marketing vehicle requiresa unique tweak of the brand to fit the medium.
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Brochures need more marketing copy and detail Websites are a quick read, interactive with the
audience
Ads are mini billboards, only the most critical inforequired
Posters are colorful and entertaining
Newsletters are informational, with regular features
Exhibit booths use attractive backdrops
Multimedia is entertainment/educational
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How much does it cost ?
The cost range for branding is broad and will
be determined based on scope of work
Bundling projects will save money
Itemizing each project will cost more
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Steps in Branding
Step One Learn marketing objectives and strategy
Prioritize projects
Audit existing and competitive materials and
strategies
Interviews/focus group
Write creative brief and define messages
Create timelines and budgets
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Steps in Branding
Step Two
Develop concepts/taglines/site architecture
Start visual research
Present initial creative approaches
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Steps in Branding
Step Three Develop outline and copy points per
selected concept
Develop media strategy
Explore layout options
Begin creating visual materials (photos/illustrations)
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8/6/2019 Brand Building, Stages
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Steps in Branding
Step Four
Write full copy draft
Revise and write final copy as per client
comments
Start layouts
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Steps in BrandingStep Five
Create and present full layout and/or e-design
Step Six
Develop final electronic files for print, orcoding for web
Final execution and management of products
(website launch, launch media campaign,exhibit built, print pieces to printer, ads placed,press releases sent, etc.)
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Naming the Brand
Product benefits
Product qualities
Easy to pronounce
Should be distinctive
Should not have poor meanings in other
languages and countries
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Keys to building successful brands
Find the right advertising/branding agency
Top management must be committed to this effort
Assign one point person to work with the agency Do not make decisions by committee
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Keys to building successful brands
Keep brand consistent internally and externally
Dont rush the process-make sure you have enoughtime budgeted
Give the brand time to work
Create a brand style guide and give to every employee
Refresh/update brand after a few years
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Connecting Slogans to Brand
Marriot Hotels: Winning with Spirit to Serve
Employees demonstrate Care, Speed, personal touch
Cummins : Service parEx
cellenceMaking Peoples lives better by
Unleashing the Power of Cummins
Philips : Let Us make this World Better
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Strategic Planning in Branding
Organizational Vision
Mission
Conveying the vision through the Brand
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Internal Branding
Employees must Believe in the Brand
Communicate Brand Values Internally
Must deliver Brand Promises to Customers
Using Employees in Ads : Tata, Google
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Brand Enhancers
Process Reengineering, Quality Improvement
Internal Learning Process
Continuous Improvement, Kaizen Total Quality Management
Customer Relationship Management
Six
Sigma Supply Chain Management
Environment Friendly Products & Processes
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