BRAND BUILDING 1
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Transcript of BRAND BUILDING 1
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BRAND BUILDING
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Brand Building Process
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Brand building tools
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Advertising
Advertising refers to the non-personal
communication transmitted through the mass
media, that is identified with the sponsors
who compensates the media for the
transmission
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How Advertising builds brands
Brand can be defined as
Brand= product + image
Advertising creates positive image regarding the
product, its usage etc Advertising not only sells the product, it also
creates brand value.
Brand advertising is a clever communication of
the sales message, its impact is not only based onthe copy but also on the tone, style and executionof the brand.
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Audience for brand buliding
advertising
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Sponsorships
Paid form of promotion and viewed as
expressions of brand values, beliefs,
personality, traits etc and helps in building
emotional links with the customer.
Entail the commercial association of the brand
with a property such as sporting events, a
team, a cause, the arts etc
For eg. Femina Miss India
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Advantages
Less intrusive way of brand promotion thanadvertising
More credible, due to media coverage which isconsidered to be more reliable than paidadvertising.
Instil deeply, rooted emotional and personal
links with the customers who share a similarconcern and are passionate about thesponsored cause
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Contribution of sponsorships to Brand
building
Creates brand awareness through multiple
brand exposures.
Developing desired brand associations. Showcasing a new product or innovative
technology.
Provide status Motivates employees both current and
professional.
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Promotions
Promotions are a diverse collection of
intensive tools mostly short term designed to
stimulate tools.
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Advantages
Provides a tangible incentive for purchase.
Help in generating trial purchase for newbrands.
Push up sales during off seasons and inducecustomers to make a larger than normalpurchase.
Can be easily tied to festive seasons whichincreases its efficacy. For eg LG give diwalioffers.
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Promotion as brand builder
Find an innovative and uniques way of brand
promotion.
Promotion should be justified. Promotions should fit with brand image.
Considering promotions as a stategic brand
building tool.
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Public relations
A public is any group that has an potential
interest on a companys ability to achieve its
objectives.
Public relation is defined as the planned and
sustained effort to establish and maintain
goodwill and mutual understanding between
an organisation an public viz., customers.Employees etc.
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Internet
Store house of data easily accesible to people
around the world
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Internet and brand building
Managing public relation efforts, including
websites carrying press stories.
Handling customers queries/ complaints.
Provide customer service
Conducting customer and marketing research.
Provide other information not directly relatedto companys product