Creating Strong Brands
Interbrand's Leading Global Brands
Consider a powerful manufacturer
What factors make it successful?
Brands - A large number of definitionsвЂ¦..
" A brand is actually a product or service made distinctive by its
placing relative to your competition and by it is
Hankinson & Cowking
Building Strong Brands
вЂўвЂЇ Strong brands have a very good identity / personality
which are built on the unique group of brand
Strong brands act as magnets and
More than the general product
Remarkable consumer worth
Reassurance and security
Difference and uniqueness
вЂўвЂЇ That they understand their customers!
Customers Today areвЂ¦
More mobile phone
вЂўвЂЇ Most buyers have all they want
An excellent brand must satisfy
the dreams and aspirations
of shoppers as well as their demands
Because we all don't shop like thisвЂ¦
вЂ¦but such as this!
Brand commitment is often centered onвЂ¦
An aspirational act
Enhancing self image/self esteem
Reinforcing peer group account
вЂўвЂЇ A very good brand includes a
вЂўвЂЇ regular, coherent identity
вЂўвЂЇ A powerful brand has a
вЂўвЂЇ one of a kind personality
вЂўвЂЇ Having a solid brand is very important in a congested and
competitive fashion environment
вЂўвЂЇ Strong brands вЂstand out' coming from just goods
вЂўвЂЇ Customers relate to strong brands
вЂўвЂЇ Brands support consumers help to make choices
вЂўвЂЇ Brands possess a message that can be communicated
Just what Brand?
вЂўвЂЇ A Brand is known as a complex mark
вЂўвЂЇ Is it doesn't intangible sum of a product's:
вЂ“вЂЇ Characteristics (functions and values)
вЂ“вЂЇ The way it can advertised
External Manufacturer Experience
Environments (ie in-store as well as online)
Products & Assistance
Brands with instantly renowned symbols / logos
Inside Brand Encounter
Staff Motivation / Training
How brands position themselves in the minds of the buyers вЂўвЂЇ How you differentiate the product or service as a result of your rivals and then identify which market niche to fill.
вЂўвЂЇ Burger king Positioning affirmation:
" We could not a cheese burger company portion people tend to be a people firm selling burgers"
вЂўвЂЇ This statement demonstrates both it is Internal & External company position
вЂўвЂЇ We can use the Kapferer model to analyse COMPANY
вЂўвЂЇ To analyse brands and their relationships with the
вЂўвЂЇ Physical - what the product is, how much does it carry out, how does it add worth to customers, how does this fill up the gap in the market. вЂўвЂЇ Company personality can be measured applying those traits/features of customer personality which have been directly related to brands. Brand personality is closely associated with self photo and image of the consumer.
вЂўвЂЇ Questions that need to be asked:
вЂўвЂЇ 1) Precisely what are the features of consumer persona?
вЂўвЂЇ 2) What are the characteristics of brand whether it was a person? This depends upon what functional facet of the product plus the gap it might fill.
вЂўвЂЇ Brand Culture: The culture of the trademark, often that has evolved with time вЂ“ their heritage. The values plus the principles will abide by from the tradition and it is these values that may bind the
вЂўвЂЇ Remember Physique Shop's " Cosmetics with a ConscienceвЂќ. вЂўвЂЇ Questions that must be asked: 1) Is the brand's culture global? 2) Exactly what the ideals that the brand stands for?
3) How could customers take the values of such a brand?
вЂўвЂЇ Manufacturer Relationships: Every brand must...