Battle for your mind rev 1

[object Object],[object Object]

[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object]

WHAT IS A BRAND ? ,[object Object]

The ‘Loyalty ladder' ? ,[object Object]

How to build a brand ,[object Object],[object Object]

What is Branding and Why is it Important? ,[object Object],[object Object]

What is brand equity? Why is it important? ,[object Object],[object Object]

Factors in building brand value?

Quality ,[object Object],[object Object],[object Object],[object Object]

Positioning ,[object Object],[object Object]

Repositioning ,[object Object],[object Object]

Communications ,[object Object],[object Object]

First-mover advantage ,[object Object]

Long-term perspective ,[object Object]

Internal marketing ,[object Object],[object Object]

WHAT IS POSITIONING ? ,[object Object],[object Object]

EFFECTIVE BRAND BUILDING STRATEGY ,[object Object],[object Object]

Developing Your Brand Strategy ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object]

Recession Marketing: ,[object Object],[object Object]

The arrival of recession means it is time for brand managers to change

Brand Equity :Your Best Defence in a Recession. ,[object Object],[object Object]

The Brand’s Primary Characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Common Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Opportunity ,[object Object],[object Object],[object Object],[object Object]

Relevant trends currently affecting the category ,[object Object],[object Object]

Consumer-category relationship ,[object Object],[object Object],[object Object],[object Object],[object Object]

Funcity Brand Wheel ATTRIBUTES Instant Fun, consistent fun, anytime fun BENEFITS Quality of fun, Empowerment , Feel good factor, Confidence booster VALUES Enrichment, Superior PERSONALITY Sophisticated, Leader BRAND ESSENCE ‘ Blend of smartness,convenience & quality of life’. THIS IS COOL . Attributes Benefits Values Personality Brand Essence

In everyday life there are two situations – Interesting ones & boring ones Cool is Interesting

Cool is different Cool is daring Cool is determined Cool is an awesome epidemic Cool is contagious Cool builds communities Cool sells

Cool is an attitude which exhibits great devotion & dedication. It is distinctive and has a defined and committed community.

Cool is Individualistic Its different things to different people

What's Cool? Boys “ Techno gizmos" (13) "Hanging out, roller blading, alternative music". (14) "You know what made me feel special? When I graduated I got an award and when they said my name, everybody cheered" (16)

What's Cool? Girls "Beating my 15-year old [boy] cousin in Jetskiing" (12) "Boys. Going out, TV, Nintendo, family, friends. Dressing cool, like me." (13) "Music, body piercing" (14) "Dying your hair purple, bell bottoms...the 60's were cool."(14) "Being yourself. Staying on a straight line, not getting pregnant at 14, using drugs, smoking cigarettes, thinking it's cool. It's NOT cool.If people would stop looking for approval, they'd be happy being themselves." (18)

Cool is an attitude : at its core it possesses values that cannot be eroded

No guts, no glory Cool requires courage.

Chasing Cool takes guts. Be willing to take risks. Gauge potential upside.

Cool brands sell lifestyles, not just a product or service.

There are primarily 2 types of Cool – those who are cool because they are famous or fashionable, and those who are cool because of how they act.

Cool Age Proof / Timeless Belief Value System Performance Dedication & devotion Emotion Innovative & Inventive Resilience Consistency/ Reliability Attributes of Cool Requires Investment & effort Guts

Manolo Blahnik Bata Kennedy Carter Harley Davidson Suzuki Ferrari Hyundai IPOD Mp3 Apple Acer Starbucks Maxwell House Cool / Cult Products Common Products

[object Object],[object Object],[object Object],Market visit – Topline findings

Topline findings….contd ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Topline findings….contd ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market visit – Topline findings ,[object Object],[object Object],[object Object],[object Object],[object Object]

Battle for your mind rev 1

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Battle for your mind rev 1