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BRAND BUILDING FOR HEALTHCARE INSTITUTIONS. Symbiosis, Pune May 8 2008. Conclusion. Brand building makes sense Start from the beginning Craft Brand Associations Engineer Brand Attributes Create Brand Awareness Consistently deliver the Brand Promise
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BRAND BUILDING FOR HEALTHCARE INSTITUTIONS Symbiosis, Pune May 8 2008
Conclusion • Brand building makes sense • Start from the beginning • Craft Brand Associations • Engineer Brand Attributes • Create Brand Awareness • Consistently deliver the Brand Promise • Apt Brand Promise Communication is a must • Brand Loyalty pays www.vivekshukla.com
Why Cut Practice is a Bad Idea[Illegal and Unethical] GP has no loyalties www.vivekshukla.com
Why Cut Practice is a Bad Idea[Illegal and Unethical] Cuts eat into your profits www.vivekshukla.com
Why Branding is a Good Idea A strong brand stands to gain at all fronts www.vivekshukla.com
Branding- An Alternative www.vivekshukla.com
Branding- Where to start When you read, you begin with ABC, When you Brand you begin with- ??? www.vivekshukla.com
Brand Essence A single thought that captures the soul of a brand - David Aaker www.vivekshukla.com
Brand Essence Customer Company Essence Competitors www.vivekshukla.com
Brand Associations www.vivekshukla.com
Brand Associations www.vivekshukla.com
Brand Associations www.vivekshukla.com
Brand Associations www.vivekshukla.com
Brand Associations www.vivekshukla.com
Brand Attributes www.vivekshukla.com
Brand Awareness www.vivekshukla.com
Emotional Bonding = Wallet Share High share of wallet Subjective & emotional, consumer loyalty Bonding Advantage Works better, better price, more popular Performance Can it deliver www.vivekshukla.com Relevance Want to use, right price ? Presence Aware Low share of wallet
Brand Promise Communication www.vivekshukla.com
Brand Communication External communication is most expensive and will be a waste if done in haste www.vivekshukla.com
Delivering the Brand Promise www.vivekshukla.com
External Communication Strategy www.vivekshukla.com
Brand Loyalty Retained customer gives almost double the profit www.vivekshukla.com
Brand loyalty 5% Increase in retention can increase the operating profit by up to 20% www.vivekshukla.com
Customer Life Cycle Fully retained customer not only maximizes revenue, but also get you more customers www.vivekshukla.com
THANK YOU mail@vivekshukla.com www.vivekshukla.com