A brand is not

A logo

An identity

A product

A brand is
Brand is
sum total of all the
customer’s Experiences
with a product or company
over Time

Traditional view
A promise

“ … a seller’s promise to deliver

A brand is a name, term, sign, symbol, or consistently a specific set of features,
benefits and services to buyers.”
design which is intended to identify

the goods or services of one seller or group of

sellers and to differentiate

them from those of competitors

 An Emotional File
A brand is a living entity

Brand is the culture of the product – shared, Has a personality

taken –for-granted brand stories, Communicates with customers
images, and associations Establishes relations with customers

Brand is the mental and emotional file

we have for a product or service or entity.

“A brand is a living entity
– and it is enriched or undermined –
cumulatively over time,
the product of a thousand small
gestures.”
Michael Eisner, CEO Disney
Brand
is the most valuable asset
are Created not manufactured
are Image and trust driven
Is consumer perception
customer property

Lessons from Corporate America The Role of Brands

One of our store partners made an Signify quality

amazing discovery this week.
He said we are not, in the Create barriers to entry

coffee business serving people. Serve as a competitive

He said we are in the advantage

people business serving coffee. Secure price premium

Howard Schultz, CEO Starbuck’
 The Role of Brands Customer Benefit

Identify the maker Emotional Benefit Emotional Benefit

Simplify product handling

Customer Benefit Safety

Organize accounting
Product Benefit Better Road grip
Offer legal protection

Product Feature Groves in Tires

Building Brand What do all these big brands have in common?

 The initial choices for the brand elements

 The supporting marketing program and the

manner by which the brand is integrated into
it

 Other associations indirectly transferred to

the brand by linking it to some other entities

What do all these big brands

have in common?
Brand
 They have a high recognition & a strong
image word wide A brand is a mixture of attributes,
 They are in great demand – word wide tangible and intangible,
 They possess a great competitive symbolized in a trademark,
advantage which,
 They possess a strong trade leverage if managed properly,
 None of them compete over price creates value and influence.

They are economically successful

 How to build a strong brand Anatomy of a Brand

… provide a competitive product

Product
… enrich that product with credible,
differentiating and influencing
Perception
added values

… care about it!

Branding is a
A physical product is combined with They care about the brand
something else - symbols, Images and
Brand Value

Feelings to produce and idea or concept

The two live and grow with and on

one another
in a mutually enhancing partnership and “A brand is the consumer’s idea of a product”

time

Little by Little perception moves from objects to

The approach benefits from tangible to intangible values
Turning the potentials into success.
Economical success

I. Market Analysis Intangible added values Intangible added values

II

II. Brand Positioning I Value beauty

III. Brand Strategy
III Mission and
IV. Brand Implementation
IV Personality Skin care
Benefits protection
V. Brand Controlling
V
time Attributes softening
Ingredients Hydrating cream
Tangible added Values Dove