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Never Underestimate the Power of a Brand

Never Underestimate the Power of a Brand. What is a brand ?. What is a brand ?. “A brand is a distinguishing name and/or symbol…intended to identify goods or services and to differentiate those goods or services from those of competitors.” David Aaker Managing Brand Equity.

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Never Underestimate the Power of a Brand

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  1. Never Underestimatethe Power of a Brand

  2. What is a brand?

  3. What is a brand? “A brand is a distinguishing name and/or symbol…intended to identify goods or services and to differentiate those goods or services from those of competitors.” David Aaker Managing Brand Equity

  4. What is a brand? “A product is something that is made in a factory; a brand is something bought by a customer. “A product can be copied by a competitor; a brand is unique. “A product can be quickly outdated; a successful brand is timeless.” Stephen King WPP Group London

  5. Why are brandsimportant?

  6. A strong brand: • Is critical for successful marketing

  7. A strong brand: • Is critical for successful marketing • Reduces dependence on price as a purchase motivator

  8. A strong brand = Competitive advantage + Improved earnings

  9. Brands: • Help consumers navigate through marketplace clutter

  10. Brands: Simplify decision-making

  11. Brands: Heighten consumers’ comfort level with decisions

  12. Kelly’s Kolor Kit Super Oil Stu’s Diner

  13. What does a brand do,and how does it do it?

  14. A Brand: Identifies a “product’s” reason to be POD Point of Difference

  15. POD ---> Brand Positioning ---> Brand Equity!

  16. Safety Luxury Toughness Reliability Engineering Affordability Speed & Sexiness EXERCISE: Automobile Brands

  17. Safety Luxury Toughness Reliability Engineering Affordability Speed & Sexiness EXERCISE: Automobile Brands

  18. Safety Luxury Toughness Reliability Engineering Affordability Speed & Sexiness EXERCISE: Automobile Brands

  19. Safety Luxury Toughness Reliability Engineering Affordability Speed & Sexiness EXERCISE: Automobile Brands

  20. Safety Luxury Toughness Reliability Engineering Affordability Speed & Sexiness EXERCISE: Automobile Brands

  21. Safety Luxury Toughness Reliability Engineering Affordability Speed & Sexiness EXERCISE: Automobile Brands

  22. Safety Luxury Toughness Reliability Engineering Affordability Speed & Sexiness EXERCISE: Automobile Brands

  23. Safety Luxury Toughness Reliability Engineering Affordability Speed & Sexiness EXERCISE: Automobile Brands

  24. EXERCISE: Tourism Brands

  25. EXERCISE: Tourism Brands

  26. A Brand: Paints a picture in consumers’ minds ---> The brand image

  27. EXERCISE: Apparel Brands • Brooks Brothers • Old Navy • Polo Ralph Lauren • Armani • Tommy Bahama • Wrangler • Phat Pharm/Fubu

  28. Brooks Brothers: conservative, corporate Old Navy: young, casual, inexpensive Polo Ralph Lauren: classic, wealthy Armani: elegant, European, fitted Tommy Bahama: island casual, loose Wrangler: Western, tight Phat Pharm/Fubu: urban, hip-hop, baggy EXERCISE: Apparel Brands

  29. EXERCISE: Hotel Brands • Ritz Carlton • Motel 6 • Holiday Inn • Hyatt • Hilton

  30. Power Brands… …can even be recognized by their emblems alone

  31. Power Brands… …can even be recognized by their emblems alone

  32. Power Brands… …can even be recognized by their emblems alone

  33. Power Brands… …can even be recognized by their emblems alone

  34. Power Brands… …can even be recognized by their emblems alone

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