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Presented By-Arvind Kumar
Roll No- 08
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Contents: History of Brand Meaning of Brand Classification of Brand
Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
Purpose of Brand
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide3.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide5.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide10.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide18.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide31.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide34.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide36.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide47.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide47.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide36.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide34.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide31.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide18.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide10.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide5.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide3.xml7/30/2019 Brand.pptx
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History of BrandThe word Brand comes from
the Old word Brandr , meaning toburn , and is of Anglo-Saxon origin .
The Etruscans, Romans and Greeks
used to claim their ownership bystamping their pottery with the visualsof the fish, star or cross. Also farmers used to brand the cattle to claim theirownership over a specific herd of cattle. The word Brand was firstintroduced in the world of advertisingin the late 1950 s, by David Ogilvy ,
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Contents: History of Brand Meaning of Brand Classification of Brand
Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
Purpose of Brand
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide3.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide5.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide10.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide18.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide31.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide34.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide36.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide47.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide47.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide36.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide34.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide31.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide18.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide10.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide5.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide3.xml7/30/2019 Brand.pptx
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Meaning of BrandIt takes a comprehensive and
holistic look at how consumers findand create meaning in brands. Itexplores the fundamental consciousand unconscious elements thatconnect people with products andbrands. A legally protected brand
name is called a trademark.
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A Name, Term, Sign, Symbol, Design, or acombination of them intended to identify the goodsor, services of one seller or, group of seller and todifferentiate them from those of competitors & thesedifferences may be Functional, Rational, Emotionalor, Intangible.
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Contents: History of Brand Meaning of Brand Classification of Brand
Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
Purpose of Brand
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide3.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide5.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide10.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide18.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide31.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide34.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide36.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide47.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide47.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide36.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide34.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide31.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide18.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide10.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide5.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide3.xml7/30/2019 Brand.pptx
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Classification of Brand
Brand
ConceptBrand
Commodities
Brand
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Concept Brand
Concept Brand is a brand that isassociated with an abstract concept,like HIV, CancerAwareness or Environmentalism,rather than a specific product, service,or business
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Classification of Brand
Brand
ConceptBrand
CommoditiesBrand
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Commodity Brand
Commodity brand is a brandassociated with any commodity.
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Contents: History of Brand Meaning of Brand Classification of Brand
Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
Purpose of Brand
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide3.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide5.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide10.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide18.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide31.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide34.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide36.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide47.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide49.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide47.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide36.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide34.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide31.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide18.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide10.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide5.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide3.xml7/30/2019 Brand.pptx
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Factors-Important nBuilding Brand
BrandBuilding
Quality
Communication
Creditability
Positioning
Repositioning
Long term pro
Internalmarketing
First Mover Advantage
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xml7/30/2019 Brand.pptx
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Quality
Quality is a vital ingredient of agood brand. Remember the corebenefits the things consumers
expect.
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Factors-Important nBuilding Brand
BrandBuilding
Quality
Communication
Creditability
Positioning
Repositioning
Long term pro
Internalmarketing
First Mover Advantage
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xml7/30/2019 Brand.pptx
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Positioning
Positioning is about the position abrand occupies in a market in theminds of consumers.
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Factors-Important nBuilding Brand
BrandBuilding
Quality
Communication
Creditability
Positioning
Repositioning
Long term pro
Internalmarketing
First Mover Advantage
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xml7/30/2019 Brand.pptx
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RepositioningRepositioning occurs when a
brand tries to change its marketposition to reflect a change inconsumers tastes.
Repositioning
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Factors-Important nBuilding Brand
BrandBuilding
Quality
Communication
Creditability
Positioning
Repositioning
Long term pro
Internalmarketing
First Mover Advantage
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xml7/30/2019 Brand.pptx
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Long Term Prospective
The need to invest in the brandover the long-term. Building customerawareness, communicating the brandsmessage and creating customerloyalty takes time.
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Factors-Important nBuilding Brand
BrandBuilding
Quality
Communication
Creditability
Positioning
Repositioning
Long term pro
Internalmarketing
First Mover Advantage
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xml7/30/2019 Brand.pptx
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Internal MarketingManagement should ensure that
the brand is marketed internally aswell as externally. By this we meanthat the whole business should
understand the brand values andpositioning.
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CreditabilityCredibility is often pointed out it
positive or negative effect. it refers toyour brand's reputation and its ability(or inability) to convert that into sales.
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CommunicationCommunications also play a key
role in building a successful brand. Wesuggested that brand positioning isessentially about customer perceptions
with the objective to build a clearlydefined position in the minds of thetarget audience.
F t I t t
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Factors-Important nBuilding Brand
BrandBuilding
Quality
Communication
Creditability
Positioning
Repositioning
Long term pro
Internalmarketing
First Mover Advantage
http://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide29.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide23.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide21.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide19.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide17.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide25.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide27.xmlhttp://var/www/apps/conversion/releases/20121107221618/tmp/scratch_3/slide15.xml7/30/2019 Brand.pptx
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First Mover AdvantageFirst-Mover mean that it is
possible for the first successful brandin a market to create a clearpositioning in the minds of target
customers before the competitionenters the market.
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Contents: History of Brand Meaning of Brand Classification of Brand
Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
Purpose of Brand
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Key Elements of Brand Brand Name -Name, Tagline, Logo Brand Position -Description of your
organization Brand Promise -The single most
important thing your organizationpromises to deliver every time Brand Tone -Edgy, Humorous,
Conservative Brand Ambassador:- Any famous
personality
K El f B d
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Key Elements of Brand(Cont.)
Brand Story -Your organizationalhistory and how it adds value to thebrand, highlights how your productsand services grew from that
background and how yourmethodology impacts what you offer Brand Associations -Colors, Taglines, Images, Fonts, equipment,
etc.
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Contents: History of Brand Meaning of Brand Classification of Brand
Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
Purpose of Brand
Ch i B d
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Choosing BrandElements
Memorable Meaningful Likable Transferable Adaptable
Protectable
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Contents: History of Brand Meaning of Brand Classification of Brand
Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
Purpose of Brand
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Branding Step
Step one Step Two Step Three Step Four
Step Five & Six
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Branding StepStep One
Learn marketing objectives andstrategy
Prioritize projects Audit existing and competitive
materials and strategies Interviews/focus group Write creative brief and define
messages
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Branding Step
Step One Step Two Step Three Step Four
Step Five & Six
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Branding Step (Cont.)Step Two Develop concepts/taglines/site
architecture
Start visual research Present initial creative approaches
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Branding Step
Step One Step Two Step Three Step Four
Step Five & Six
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Branding Step (Cont.)Step Three Develop outline and copy points per
selected concept Develop media strategy Explore layout options Begin creating visual materials
(photos/illustrations)
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Branding Step
Step One Step Two Step Three Step Four
Step Five & Six
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Branding Step (Cont.)Step Four Write full copy draft Revise and write final copy as per
client comments Start layouts
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Branding Step
Step One Step Two Step Three Step Four
Step Five & Six
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Branding Step (Cont.)Step Five Create and present full layout and/or
e-designStep Six Develop final electronic files for print,
orcoding for web
Final execution and management of products (website launch, launchmedia campaign, exhibit built, print
pieces to printer, ads placed, press
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Contents: History of Brand Meaning of Brand Classification of Brand
Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
Purpose of Brand
Methods of Brand
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Methods of BrandValuation
Market Based/Direct MeasurementMethod
Brand Communication InvestmentsBased Method
Awareness and Franchise ValuationMethod
Finance Based/Indirect MeasurementMethod Excess-Earnings Method Relief-From-Royalty Method
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Contents: History of Brand Meaning of Brand Classification of Brand
Factors-Important in Building Brand Key Elements of Brand Choosing Brand Elements Branding Step Methods of Brand Valuation
Purpose of Brand
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Purpose of Brand Identify the product Evaluate the identical product Organize inventory Accounting Records Legal protection
Predictability & Security Conveying to the customers Loyalty Influence consumer behavior
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