The document discusses how brands are one of the most important assets for a company, as strong brands can drive sales, build loyalty, and boost investor relations by living in the minds of customers through perceptions and thoughts. It also provides tips for making brands effective, such as having a clear brand promise and proposition that is understood and actualized by employees and customers through consistent implementation as part of a long-term branding process. The document ends by suggesting companies do a brand value check to evaluate if their brand is contributing maximum value.

1. Managing brands for success
Why your brand is your most important asset,
and how to make it work for you.
© Copyright 2012 Tactus Associates

2. First of all,
What is a brand

3. Where does a brand live

4. is the brand more than
a logo?

5. does it live inside the company?
in the product?
in the advertising?

6. Brands live in the minds
of customers.

7. A brand is simply the sum of all the
perceptions and thoughts
in the minds of customers about
your product, service or company.

8. Your brand is how your
customers think about
you...
do they know who you are?
do they trust you?
do they like you?

9. So, that’s what a brand is.

10. next question:
…and the only one that
really matters:

11. How do brands contribute
to bottom-line business success?

12. Because people know and trust a
strong brand, a strong brand will…
drive
sales build staff
motivation support
& loyalty recruitment
&
partnerships boost
investor
relations

13. Brands drive sales in several ways…
drive
sales
support
price
premium reduce
competitive
boost shopping
demand speed
decision- increase
facilitate tolerance for
access to making
mistakes
decision-makers

14. Think about what drives you
when you buy something…

15. An example: you’re buying a camera.
Which do you choose?
(assume similar specs and price)

16. If you’re like most people,
you’ll find this a tough choice.
they’re a lot alike… why choose one over another?

17. How about now?

18. Brands provide
meaningful differentiation
Choosing between Choosing a brand
similar products is hard. is easy.

19. Consumer brands and B2B brands
work the same way.
B2C
B2B
Customers choose the brands they
know, trust and like.

20. Okay, so brands are important.
…but what makes a brand
effective

21. To be effective, brands need to be…
…in focus
and in sync

22. Successful brands are…
defined
– strengths articulated
– differentiation
– relevance Brand…
understood
– proposition
– management actualized
a clear brand – values
– messages – staff – product
promise
– customers – services
formal, written – marketing
everyone
brand identity – corporate coms
on the
standards
same page thorough
implementation

23. Branding is not a one-time action.
It’s a process.

24. What do we mean by a
branding process?
– consistent over years
long-term
– incremental improvement
– involvement by top management
strategic – active participation by all
– dedicated resources and staff
systematic – a disciplined program

25. How about your brand…
is it contributing
maximum value

26. 6 questions:
a quick value check…

27. brand value check…
YES
Q1: NO
Do we have a clear brand promise that
gives our customers a reason to choose
our brand over competitors?

28. brand value check…
Q2:
Do our employees all have a thorough
understanding of the brand so that they
really deliver on the brand promise?
YES
NO

29. brand value check…
YES
Q3: NO
Do our customers perceive our brand
in the same way that we see it?

30. brand value check…
Q4:
Is our brand implemented in a way
that motivates customers at every
point of contact?
YES
NO

31. brand value check…
YES
Q5: NO
Is our brand a steady guide to long-term
strategy, rather than a short-term
communications campaign?

32. brand value check…
Q6:
Do we have a formal organization in place that
ensures our brand receives the attention and
resources necessary to attain maximum value?
YES
NO

33. Is the answer yes to all 6 questions?
…congratulations.
Your brand is a
YES
high-value corporate asset.
NO

34. if not…
ask us how
YES
NO
can help add value
contact@tactus.co.jp