Preview

Creating Strong Brands

Good Essays
Open Document
Open Document
938 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Creating Strong Brands
Creating Strong Brands

Sue Dean

Interbrand’s Top Global Brands

http://www.interbrand.com/best_global_brands.aspx

Group Discussion
Think of a powerful brand
What factors make it successful?

Brands - Many definitions…..
“A brand is a product or service made distinctive by its positioning relative to the competition and by its personality” Hankinson & Cowking

Building Strong Brands
• Strong brands have a strong identity / personality which are built on a unique set of brand associations Strong brands act as magnets and provide…. •
•
•
•

More than the generic product
Superior consumer value
Reassurance and security
Differentiation and uniqueness

• They understand their customers!

Customers Today are…
•
•
•
•
•

More discerning
More mobile
More informed
More confident
More individualistic

• Most consumers have all they need

So….

A successful brand must satisfy the dreams and aspirations of consumers as well as their needs

Because we don’t shop like this…

…but like this!

Brand loyalty is often based on…
•
•
•
•
•
•

An aspirational act
Enhancing self image/self esteem
Reinforcing peer group membership
Providing reassurance
Simplifying choice
Saving time

Strong brands

• A strong brand has a
• consistent, coherent identity
• A strong brand has a
• unique personality

Brand Importance
• Having a strong brand is important in a crowded and competitive fashion environment
• Strong brands ‘stand out’ from just products
• Consumers relate to strong brands
• Brands help consumers make choices
• Brands have a message that can be communicated

What is a Brand?
• A Brand is a complex symbol
• It is the intangible sum of a product’s:
– Attributes (functions and values)
– Name
– Packaging
– Price
– History
– Reputation
– The way it’s advertised

Brand Experience
•
•
•
•
•
•
•

External Brand
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Brand Identity
    • 1971 Words
    • 8 Pages

    Brand Identity

    Marketing communications play a very big role in creating a strong brand identity. A brand is more than just that, a brand is almost like a person; it holds certain characteristics, values and personality traits. Combining all these aspects allows a brand to communicate with their consumers, which creates a strong relationship between the two parties. Brands have to communicate a certain message to reach their consumers and get them on-board with the brand, they communicate their messages using the following marketing communication tools: advertising, public relations, personal selling, sales promotion and direct marketing.…

    • 1971 Words
    • 8 Pages
    Good Essays
    Read More
  • Good Essays

    Brand Equity
    • 706 Words
    • 3 Pages

    Brand Equity

    SWITCH on the telly and chances are that you will catch an old Hindi number. Now, they could either be from the numerous music channels playing retro numbers or songs running on television commercials . And with so many commercial breaks, one sees more Hindi songs as jingles for TVCs than the original song itself. So from ‘Pehli Tareek’ for Cadbury to ‘Hum jab honge’ for SBI Life to ‘I love you’ for Nestle Kit Kat, the list just goes on and on. It of course warms the cockles of the generation that’s grown up with the songs but it also gets the gen next confused — for some think it’s an original score. So these touched up, remixed hindi numbers — do they make the cut or are they just an easy substitute to creating an original jingle?…

    • 706 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Building Brand Value and Its Inpact on Customer Marketing
    • 2020 Words
    • 9 Pages

    Building Brand Value and Its Inpact on Customer Marketing

    A brand is a distinguishing name and/or symbol intended to identity the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors (Aaker, 1991; Stanton, 1994, and Kotler, 1996). A brand thus signals to the customer the source of the product, and protects both the customer and the producer from competitors who would attempt to provide products that appear to be identical.…

    • 2020 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    factors affecting buying behavior of students on coffee shops
    • 8614 Words
    • 35 Pages

    factors affecting buying behavior of students on coffee shops

    Chernatony, L. and F. Dall 'Olmo Riley (1998), 'Defining A 'Brand ': Beyond The Literature With Experts ' Interpretations ', Journal of Marketing Management, 14 (5), 417-43…

    • 8614 Words
    • 35 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Brand Identity
    • 2140 Words
    • 9 Pages

    Brand Identity

    “ A Brand is a complex symbol. It is the intangible sum of a product’s…

    • 2140 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Good Essays

    The Importance of Brand Identity
    • 714 Words
    • 3 Pages

    The Importance of Brand Identity

    Delving a little deeper into that, brand identity is the basis for some of the most successful companies in existence today and is responsible for their staying power. Building a brand is something that few companies can avoid nowadays. With the addition of such social outlets as Twitter and Facebook, and a twenty-four hour news media, it has become crucial now more than ever to grab the attention and to hold the interest of consumers. A brand is essentially the image, or the image you want portrayed, of your organization. It establishes who you are as a company. There are so many choices…

    • 714 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Brand Equity
    • 10820 Words
    • 44 Pages

    Brand Equity

    ANSWERS TO TEN COMMON BRANDING QUESTIONS One of the most popular and potentially important marketing topics to arise in the 1980 's was the concept of brand equity. The emergence of brand equity, however, has meant both "good news" and "bad news." The good news is that it has raised the importance of the brand in marketing strategy -- which heretofore had been relatively neglected -- and provided impetus for managerial interest and academic research activity. The bad news is that the concept has been defined a number of different ways for a number of different purposes, resulting in some confusion and even frustration with the term. Despite these differences, most observers are in agreement that brand equity should be defined in terms of marketing effects uniquely attributable to a brand. That is, brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand, as compared to if that same product or service was not identified by that brand. There is also basic agreement in the following: These differences arise from the "added value" endowed to a product as a result of past investments in the marketing for the brand; there are many different ways that this value can be created for a brand; brand equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand; and there are many different ways as to how the value of a brand can be manifested or exploited to benefit the firm. Beyond this general agreement, however, the specific approaches to motivating and defining brand equity can vary greatly depending on the perspective and purpose adopted. The objective of this paper is to provide a concise, up-to-date primer on brand equity. Its goal is to illuminate, clarify, and improve the ability of managers…

    • 10820 Words
    • 44 Pages
    Powerful Essays
    Read More
  • Better Essays

    Burberry Marketing
    • 1482 Words
    • 6 Pages

    Burberry Marketing

    3. Consumer-based – A strong brand increases the consumer’s attitude strength toward the product associated with the brand. Attitude strength is built by experience with a product. The consumer’s awareness and associations lead to perceived quality, inferred attributes and eventually, brand loyalty. [i]’…

    • 1482 Words
    • 6 Pages
    Better Essays
    Read More
  • Good Essays

    The Power of Brand Names
    • 2488 Words
    • 10 Pages

    The Power of Brand Names

    Brand names have become a dominant factor in consumer marketing of a myriad of products, ranging from potato chips to refrigerators to tennis shoes. In looking at the historical development of brand names, Coca-Cola® was one of the first nationally recognized brands to come along. The Coca-Cola Company printed its first consumer calendar in 1891. Another early national brand name was Gillette® razor blades. King Gillette invented the first disposable razor blade in 1903 and rapidly set out to tell the world about the benefits of throw-away blades. Vaseline® was first used as a name for petroleum jelly in 1899 and registered as a U.S. Trademark in 1925. Hershey's Kisses®, first registered in 1923, have maintained the same look for both the brand name and the product to this day. The Wonder® trademark was first used in 1921 and has been expanded for bakery products ranging from bread to tortillas. Those trade names represent major assets for their companies today.…

    • 2488 Words
    • 10 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Strategic brand management
    • 8978 Words
    • 36 Pages

    Strategic brand management

    Fall 2013 - Offered Course List (This page is updated in every 5 minutes) Course Section Faculty Time Room Capacity 1. ACT201 1 ALK ST 01:00 PM - 02:30 PM NAC414 2 (35) 2. ACT201 2 ALK ST 04:20 PM - 05:50 PM NAC208 2 (35) 3. ACT201 3 Anb ST 11:20 AM - 12:50 PM NAC506 0 (35) 4. ACT201 4 Anb ST 02:40 PM - 04:10 PM NAC209 0 (35) 5.…

    • 8978 Words
    • 36 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Developing a Powerful Service Brand
    • 485 Words
    • 2 Pages

    Developing a Powerful Service Brand

    BANYAN TREE DEVELOPING A POWERFUL SERVICE BRAND Presented byAbhishek Bansal Gaurav Jain Ekta chaudhary Karan Bali Arushi Gupta Sandeep Moria ORIGIN     Founder: Ho Kwon Ping.…

    • 485 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Branding strategies
    • 1167 Words
    • 5 Pages

    Branding strategies

    Branding strategies in football market Football market and economics • Major Football Brands are in Europe • The European football market grew to €15.7 billion in 2008/09 • Top 5 leagues represent over 50% of total (€7.9 billion) Revenue mix in the Top 5 Leagues • • Matchday revenue 23 % Commercial revenue 31 %…

    • 1167 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    branding strategies
    • 525 Words
    • 2 Pages

    branding strategies

    A firm’s branding strategy—often called the brand architecture—reflects the number and nature of both common and distinctive brand elements. Deciding how to brand new products is especially critical. A firm has three main choices:…

    • 525 Words
    • 2 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Brands and Branding
    • 63408 Words
    • 254 Pages

    Brands and Branding

    Samsung in India: Brand Building through Customer Service Whirlpool's Product Innovation and Brand Building Strategies in India: Re-creating the Lost Magic?…

    • 63408 Words
    • 254 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    brand equity
    • 894 Words
    • 4 Pages

    brand equity

    Problem #2: The accident with Mathew is going to make the parents ask questions and the hospital has to define how to act; and there isn’t any clear decisions they yet.…

    • 894 Words
    • 4 Pages
    Good Essays
    Read More

Related Topics