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Brands through the Eyes of the Consumer

Brands through the Eyes of the Consumer. Sarah Waybright Country Manager, Identica, Russia. Brand = Asset. Brand = Choice.

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Brands through the Eyes of the Consumer

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  1. Brands through the Eyes of the Consumer Sarah Waybright Country Manager, Identica, Russia

  2. Brand = Asset

  3. Brand = Choice

  4. “If this company were split up I would give you the property, plant and equipment and I would take the brands and the trademarks and I would fare far better than you.”John Stuart,Chairman, Quaker

  5. Brand Promise

  6. Strong Brands =Strong Profit

  7. The Power of Branding

  8. Differentiation

  9. Brand Difference provides the key to Profit

  10. The brand name

  11. The brand name • The brand colour

  12. The brand name • The brand colour • The brand proposition

  13. The brand name • The brand colour • The brand proposition = Emotional response

  14. The brand name • The brand colour • The brand proposition = Emotional response Brand Value

  15. Brand = Trust

  16. Brand difference provides the key to profit

  17. Brand Extension

  18. Powerful branding creates its own momentum

  19. The Ten Golden Rules of Branding

  20. 1. Put the consumer first

  21. 2. Think holistically - about the whole thing, the bigger picture

  22. 3. Understand precisely who you are

  23. 4. Develop a vision for the future

  24. 5. Develop your brand strategy and positioning

  25. 6. Be creative

  26. 7. Involve your staff in the brand

  27. 8. Look for ways to leverage value from your brand

  28. 9. Monitor your brand’s performance

  29. 10. Implement a communications programme

  30. The Ten Golden Rules of Branding • Put the consumer first • Think holistically • Understand precisely who you are • Develop a vision for the future • Develop your brand strategy and positioning • Be creative • Involve your staff in the brand • Look for ways to leverage value from your brand • Monitor your brand’s performance • Implement a communications programme

  31. Opportunities and potential of branding for Russian businesses

  32. Potential

  33. Loyalty and Differentiation

  34. Brand difference provides the key to profit - even in markets that have never considered the brand as asset value

  35. Brand difference provides the key to profit

  36. “Buildings become dilapidated. Machines wear out. People die. But what live on, are the brands.” • Sir Michael Perry, Chairman, Unilever

  37. Thank you Contact Details: Office in Moscow: 937 8431 Email: sarah.wb@identica.com

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