Brand Development
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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

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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

bulletBrands are relationships or the experience people have when working with you and your company Team
bulletEach Individual/team/organization has a brand

Why Brands are Important

bulletthey create emotional bonds
bulletthey make strong connections
bulletthey build customer loyalty
bulletthey generate bigger profits

 

What a brand is Not

bulletA logo
bulletA brochure
bulletA slogan
bulletAn ad campaign
bulletA company meeting theme
bulletA special promotion
bulletA hopeful desire

Components of Brand Strength

bulletDistinctive They stand for something. They have a point of view.
bulletRelevant What they stand for connects to what someone else considers to be important.
bulletConsistent People come to believe in a relationship based on the consistency of behaviours they experience or observe strengths.

Advantages of Strong Brands

bulletGreater customer loyalty
bulletLess vulnerable to competitive actions
bulletLess vulnerable to marketing crises
bulletMore inelastic response to price increases
bulletMore elastic response to price decreases
bulletGreater channel cooperation and support
bulletIncreased marketing communication effectiveness
bulletPlatform for line extension/new product entries

What can be Branded

bulletCompanies
bulletProducts - even perceived "commodities"
bulletServices
bulletPersons
bulletPlaces
bulletIdeas
bulletProcesses

An uncomplicated approach to brand development is to break down  the process into five main components:

  1. Assess Current Brand Image
  2. Determine Desired Brand Image
  3. Differentiate Yourself
  4. Create Action Plans
  5. 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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Last modified: November 21, 2007