Brand Building, Stages

8/6/2019 Brand Building, Stages

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MANAGING BRANDS

Brand Building


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Brand Building

Involves all the activities that are necessary to

nurture a brand into a healthy cash flow stream

for the company after launch.

Involves all the activities that are necessary to

nurture a brand into a healthy cash flow stream

for the company after launch.

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Covered all?

Product Quality

Product Pricing

Product Features

After Sales Service .

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Marketing Vehicles

Brochures

Print and e-newsletters

Website, Screen savers

Events

Banner ads

Print ads

Public relations

DirectMail

Flyers and posters

Transit mediaPower point presentations

Exhibit booth/signage

CD/multimedia

Facilities

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Each marketing vehicle requiresa unique tweak of the brand to fit the medium.

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Brochures need more marketing copy and detail Websites are a quick read, interactive with the

audience

Ads are mini billboards, only the most critical inforequired

Posters are colorful and entertaining

Newsletters are informational, with regular features

Exhibit booths use attractive backdrops

Multimedia is entertainment/educational


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How much does it cost ?

The cost range for branding is broad and will

be determined based on scope of work

Bundling projects will save money

Itemizing each project will cost more

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Steps in Branding

Step One Learn marketing objectives and strategy

Prioritize projects

Audit existing and competitive materials and

strategies

Interviews/focus group

Write creative brief and define messages

Create timelines and budgets

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Steps in Branding

Step Two

Develop concepts/taglines/site architecture

Start visual research

Present initial creative approaches

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Steps in Branding

Step Three Develop outline and copy points per

selected concept

Develop media strategy

Explore layout options

Begin creating visual materials (photos/illustrations)

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Steps in Branding

Step Four

Write full copy draft

Revise and write final copy as per client

comments

Start layouts

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Steps in BrandingStep Five

Create and present full layout and/or e-design

Step Six

Develop final electronic files for print, orcoding for web

Final execution and management of products

(website launch, launch media campaign,exhibit built, print pieces to printer, ads placed,press releases sent, etc.)

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Naming the Brand

Product benefits

Product qualities

Easy to pronounce

Should be distinctive

Should not have poor meanings in other

languages and countries

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Keys to building successful brands

Find the right advertising/branding agency

Top management must be committed to this effort

Assign one point person to work with the agency Do not make decisions by committee

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Keys to building successful brands

Keep brand consistent internally and externally

Dont rush the process-make sure you have enoughtime budgeted

Give the brand time to work

Create a brand style guide and give to every employee

Refresh/update brand after a few years

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Connecting Slogans to Brand

Marriot Hotels: Winning with Spirit to Serve

Employees demonstrate Care, Speed, personal touch

Cummins : Service parEx

cellenceMaking Peoples lives better by

Unleashing the Power of Cummins

Philips : Let Us make this World Better

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Strategic Planning in Branding

Organizational Vision

Mission

Conveying the vision through the Brand

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Internal Branding

Employees must Believe in the Brand

Communicate Brand Values Internally

Must deliver Brand Promises to Customers

Using Employees in Ads : Tata, Google

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Brand Enhancers

Process Reengineering, Quality Improvement

Internal Learning Process

Continuous Improvement, Kaizen Total Quality Management

Customer Relationship Management

Six

Sigma Supply Chain Management

Environment Friendly Products & Processes

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Documents

Brand Building, Stages