Branding

ADVERTISING 1Branding

WHAT IS A BRAND ?

Personification of an organization?

Promise to a customer ? Trust mark?

Source of emotional attachment to the customers?

Single idea or concept embedded in the customer’s mind?

BRAND IS

Name, term, design, symbol, or any other feature that identifies one seller's good or

service as distinct from those of other sellers.American Marketing Association

The emotional and psychological relationship you have with your customers. Strong brands

elicit thoughts, emotions, and sometimes physiological responses from customers.

WHAT DO BRANDS DO ? They remind us of a past product/ service experience

They communicate how we see ourselves

Brands are fantasy

Brands are a string connection to world elsewhere.

They represent the world how it should be, not as how it actually is.

They represent ideals

Simplify our world.

Brands help satisfy our need to belong to something larger than ourselves, yet maintain our individuality.

WHAT A BRAND IS NOT

Trademark (legal property)

Mission statement (reminder)

Logo or slogan (signatures)

Product/ Service (tangibles)

Advertising (message)

SO BRAND IS

A complete experience

A promise you make to the world

A lifestyle

The personality of your organization

WHY DO YOU NEED A BRAND?

To create recognition

To stand out in the crowd

To reduce the need to compete on price alone.

BRANDING ???

BRANDING

Is the process of creating a brand

A brand is not created through advertisement/ marketing activities

A brand is created before making it known to the world.

WHAT DOES BRANDING DO?

It creates recognition and loyalty

It creates an image of size

It creates an image of quality

It creates an image of experience and reliability

It helps link multiple products

DISADVANTAGES OF BRANDING

Cost

Impersonal

Fixed image

Timescale

TYPES OF BRANDS

PRODUCT

A tangible product like car, shampoo , cold drink…

Two types

Individual product e.g. Coca cola

Product range e.g. Nokia N-series

SERVICE

Intangible services

These are about what is done, when and who does it.

ORGANIZATION

Represents the organization instead of it’s products

The organization represents the qualities of the organization

It is a sum of its products and services

PERSON Focused on one or a few individuals, where branding is

associated with personality

Two types Individual – based on one person like an actor, singer,

politician. It can be the natural person or carefully crafted. E.g. Benazir Bhutto, Amitabh Bachan, Noor Jehan

Group – Same as individual but focused on more than one person. Each member of the group can himself be an individual brand like Vital Signs, Junoon.

Organizations can link with person brands like

Telenor with Ali Zafar, Pepsi with Vital signs, Ufone with Faisal Qureshi

EVENT Are strongly connected with the experience

of the people attending the event Oscars Lux style awards Olympics

Products and services realize the power of event brands and seek to be associated with them.

GEOGRAPHY

Areas of world having specific qualities can also be brands

Countries focus on being brands

Some become brands based on there appeals e.g. dangerous, fun, cultural etc. Thailand – tourism hotspot Italy – mafia Switzerland – Secure banks Saudi Arabia – Sacred importance to Muslims China – Cheap labor

WHAT COMES IN YOUR MIND FOR THE FOLLOWING AREAS ?

Russia

Texas

Bombay

Japan

Iran

Thar

Lahore

France

Africa

Egypt

TYPES OF BRANDING

CORPORATE BRANDING

Making the promise of quality products, service, and delivery to the consumer.

Most branding is corporate branding.

EMPLOYER BRANDING

Focuses on employees to understand the mission, vision, goals, products and services of the company.

It is designed to educate employees in order for them to uphold the corporate brand to their customers.

CAUSE BRANDING

Attempting to attract consumers by associating the company with a cause that potential customers would find beneficial to their goals or personal values.

pampers.flv

CO-BRANDING

Two or more brands co exisiting to provide a better consumer experience

E.g. A bank outlet or atm machine in a shopping mall. Gul ahmed outlet with makro

Each brand keeps its identity but co exists.

SPIRIT BRANDING

“Get a good feeling” with our product approach.

Usually used with soft drinks

coca cola classic.flv

COMMUNITY BRANDING

Showing collective good a company can do for the community in which the company resides.

SONIC BRANDING

Using sound to support the visuals and create a unique sound identity

<jingle all the way video>