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Creating Strong Brands

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

• They understand their customers!

Customers Today are…
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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…
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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
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External Brand
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