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Brand Development Brand Loyalty
Brand Management Brand Marketing Brand Marketing Strategy
Brand Positioning Building a Brand Brand Strategy
Global Brand Management
Before engaging in a brand development process it is important
to understand what a brand is, why brands are important, what a brand is not, components
of a strong brand, advantages of strong brands and what can be
branded.
Brand Definition
 | Brands are relationships or the experience people have when working with
you and your company – Team |
| Each Individual/team/organization has a brand |
Why Brands are Important
| they create emotional bonds |
| they make strong connections |
| they build customer loyalty |
| they generate bigger profits |
What a brand is Not
| A logo |
| A brochure |
| A slogan |
| An ad campaign |
| A company meeting theme |
| A special promotion |
| A hopeful desire |
Components of Brand Strength
| Distinctive – They stand for something. They have a point of view. |
| Relevant – What they stand for connects to what someone else considers
to be important. |
| Consistent – People come to believe in a relationship based on the
consistency of behaviours they experience or observe strengths. |
Advantages of Strong Brands
| Greater customer loyalty |
| Less vulnerable to competitive actions |
| Less vulnerable to marketing crises |
| More inelastic response to price increases |
| More elastic response to price decreases |
| Greater channel cooperation and support |
| Increased marketing communication effectiveness |
| Platform for line extension/new product entries |
What can be Branded
| Companies |
| Products - even perceived "commodities" |
| Services |
| Persons |
| Places |
| Ideas |
| Processes |
An uncomplicated approach to brand development is to break down the process into five main components:
- Assess Current Brand Image
- Determine Desired Brand Image
- Differentiate Yourself
- Create Action Plans
- Work the Plan
Brand Development Brand Loyalty
Brand Management Brand Marketing Brand Marketing Strategy
Brand Positioning Building a Brand Brand Strategy
Global Brand Management
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