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    Fun Facts: Stories Behind Brands

    Uploaded by

    Owais
    The presentation I use to teach about Branding, why it is important and the elements of branding to consider for any product or service.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Fun Facts: Stories Behind Brands

    Uploaded by

    Owais
    62 views13 pages
    The presentation I use to teach about Branding, why it is important and the elements of branding to consider for any product or service.

    Original Title

    Branding

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    © © All Rights Reserved

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    PPTX, PDF, TXT or read online from Scribd

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    The presentation I use to teach about Branding, why it is important and the elements of branding to consider for any product or service.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    62 views13 pages

    Fun Facts: Stories Behind Brands

    Uploaded by

    Owais
    The presentation I use to teach about Branding, why it is important and the elements of branding to consider for any product or service.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13
    At a glance
    Powered by AI
    Some key takeaways from the document are that branding helps organize inventory, offers legal protection, and creates demand for a firm. Branding decisions include individual/family brands, corporate names, and sub-brands. Brand elements include identities, design, slogans, logos and spokespeople.

    Some different branding decisions that can be made include having an individual or separate family brand name, a corporate umbrella or company brand name, or sub-brand names. A brand portfolio strategy can also be used.

    The different elements that make up a brand include identities, design, slogans, brand name, logos, symbols, characters, spokespeople and ambassadors.

    FUN FACTS 1

    Stories behind Brands

    BMW NIKE Lamborghini

    BMW originally started off as an aircraft engine Nike, the winged Greek goddess of victory. The Lamborghini was originally a tractor manufacturer.
    famous "swoosh" symbol in the logo represents her
    manufacturing company. wings and speed. The owner, Ferruccio Lamborghini, had an interest
    in luxury automobiles, especially Ferraris.

    Branding
    Branding 2

    How do you brand a product - Cheat Sheet

     Most distinctive skill of a professional marketer is their ability to create, maintain, enhance and protect brands.
     A credible brand promises a certain level of quality, predictability and security of demand for the firm.
     Branding simplifies product handling by helping organize inventory and accounting records.
     Branding offers the firm legal protection for unique features or aspects of the product (Trademarks, patents, copyright and proprietary design).

    Presented By: Mohammad Owais


    Branding
    Our Agenda 3

    Contents of the presentation

    WHAT IS BRANDING?
    A name, term, sign, symbol or design, or a combination of them, intended to identify the offerings of one entity from that of the other.

    Branding
    Scope of Branding Brand Elements Brand Equity Portfolio Holistic Marketing
    Strategy

    Branding
    Scope of Branding 4

    1 Naming the product (Brand Elements)

    2 Product attributes

    Organizing product/ service knowledge


    3

    4 Brand Image

    Branding
    Branding Strategy 5

    Brand Architecture

    Develop new brand


    Use existing brand Combination of new
    elements for new
    elements and existing brand
    product
    (Line Ext, Category Ext. elements
    Develop new brand
    elements for new
    product

    BRANDING DECISIONS

    Individual or separate family brand name (Unilever: Dove, Lipton, Lux, Sunsilk, Pond’s) – House of Brands

    Corporate Umbrella or Company Brand Name (Samsung, Sony)

    Sub-Brand Name (Honda Civic, Honda City, Honda BRV, Honda Accord, Honda CRV)

    Brand Portfolio (EBM: Sooper, RIO, Butterpuff, Peanut Pik, Party, Marie, Nan Khatai, Gluco, Saltish)
    - Pros: Increase shelf space, consumers seeking variety, internal competition, Economies of scale in advertising, sales, merchandising, distribution.

    Branding
    Brand Elements 6

    Identities of a Brand

    Design
    Website, Product Design Slogan
    Jingles, Tag lines

    Brand Name Spokespeople Packaging


    Logo, Symbols, Brand Ambassador, Gift Box, Master Carton,
    Characters, URL Service and Support Staff, Warranty Cards, Loyalty
    Sales Team, Brand Cards, Instructions
    Characters Manual
    Branding
    Brand Elements 7

    Choice Criteria

    Memorable
    1
    Brand Building
    2 Meaningful

    3 Likable

    4 Transferable

    Defensive
    5 Adaptable

    6 Protectable

    Branding
    Brand Equity 8

    How to build Brand Equity

    Marketing Activities
    The product and service and all
    accompanying marketing
    activities and supporting
    marketing programs.

    Part 1 Part 2 Part 3

    Brand Elements Associations


    Initial choices for the brand Other associations indirectly
    elements or identities making up transferred to the brand by
    the brand linking to some other entity.

    Branding
    Portfolio 9

    Case Study – Logo Design

    Old Logo Vs. New Logo Updated Logo New Logo

    Branding
    Portfolio 10

    Case Study – Gift Box Design

    Branding
    Portfolio 11

    Case Study – Warranty Card Design

    Branding
    Holistic Marketing 12

    Managing all Touch Points

    Interaction with company personnel Payment Transaction


    Online interactions or over Telephone How easy is it to pay, or what payments
    options are being offered.

    Personal Observation and Use Word of Mouth


    First hand experience with the product or What other have to say about your brand
    service. to a potential customer.

    Branding
    13

    Thank You

    Presented by: Mohammad Owais

    Contact: 0321 2424700

    Email: [email protected]

    Branding

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