In this series, students will study the basics about brand and branding and how they assist in influencing customers.

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Brand and Branding basics

2. Introduction
• Today’s modern concept of branding grew out of the consumer packaged goods
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industry
• The process of branding has come to include much more than just creating a
way to identify a product or company.
• Brands are a means of differentiating a company’s products and services from
those of its competitors.
• There is plenty of evidence to prove that customers will pay a substantial price
premium for a good brand and remain loyal to that brand.
• It is important, therefore, to understand what brands are and why they are
important.

3. CHARACTERISTICS OF A BRAND
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 Brand identity is an effective form of advertising and marketing.
 It helps to create an image for the public and potential customers.
 Develops over time due to successful products.
 Associated with quality products.
 It is assumed that branded products have been extensively tried and tested
before release.
 Brands usually help build up customer loyalty.

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 Associated with innovation.
 Brand identity helps customers distinguish between similar products,
manufactured by different companies.
 Companies try to emulate and even copy branded products.
 Brands always have a distinctive logo/symbol.
 Brand identity creates and maintains interest in products.

5. Basics of Brand
 Successful branding is about promoting your strengths. following steps require
 Particular skills - such as excellence in design
 High-quality customer service
 Providing the best value for money in your marketplace
 Innovation - perhaps in a niche market
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6. Defining Your Brand
 Defining your brand is like a journey of business self-discovery. It can be
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difficult, time-consuming.
 Benefits and features of products or services
 Customers and prospects already think of company
 Qualities you want them to associate with company
• Defining your brand and developing a brand strategy can be complex

7. Brand Strategy & Equity
 Brand strategy is how, what, where, when and to whom you plan on
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communicating and delivering on your brand messages
 Advertise is a part of your brand strategy
 And what you communicate visually and verbally are part of your brand strategy
 Consistent, strategic branding leads to a strong brand equity
 The most obvious example of this is Coca-Cola has built a powerful brand
equity, it can charge more for its product--and customers will pay that higher
price.

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 Added value intrinsic to brand equity frequently comes in the form of
perceived quality or emotional attachment.
 For example, Nike associates its products with star athletes, hoping customers
will transfer their emotional attachment from the athlete to the product.

9. Brand Value
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 "Brand Value" is considered to be the net present value of the estimated
future cash flows attributable to the Brand
 It is referred to has Brand Equity
 Consumer product brands can be measured through customer loyalty, staff
retention/recruitment.
 It can increase the financial value of a brand to the brand owner, although
not the only one.

10. Brand value
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11. Brand value
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 The brand values are what the customers see and feel during their contact with
the company
 Examples of brand value are :
 The NFL: “To be the premier sports and entertainment brand that brings people
together, connecting them socially and emotionally like no other.”
 Coca-Cola: “To inspire moments of optimism and uplift.”
 Virgin: “To be genuine, fun, contemporary, and different in everything we do at
a reasonable price.”

12. Brand Architecture
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 Brand architecture is the structure of brands within an organizational entity
 It is the way in which the brands within a company’s portfolio are related to,
and differentiated from, one another
 Brand Architecture are concerned with how to manage a parent brand, and a
family of sub-brands
 Managing brand architecture to maximize shareholder value can often
include using brand valuation model techniques

13. Brand Architecture
 A brand architecture needs to align to the corporate's overall brand strategy
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Thank You