Márla.ie South East Marketing Institute Showcase presentation 2011
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Transcript of Márla.ie South East Marketing Institute Showcase presentation 2011
All about Branding
Part 1The origins of Branding
That idea continues to the modern day *
However*‘what exactly is modern day branding?’
The simplest answer is that branding is a set of associations that people make with a company, product, service, individual or organisation.
Part 2What does Branding Do?
Branding helps you to:Define your Target Market
Differentiate from the Competition
Promote your product message
Be relevant to the target market
Create product loyalty
Drive Sales
Make People Happy!
How does branding add value to your product?
Consistent branding adds value to your product by helping the consumer make efficient
purchasing decisions
It communicates your products key benefits
Also, it generates loyalty to the branded product
It provides you with a powerful tool to ENGAGE with your consumers
Adding Value:People are generally willing to pay more for a branded product than they are for something which is largely unbranded.
Connecting with People:Creating a connection with people is important for all organisations
Part 3Defining a Brand
Defining a Brand: If you can start to
answer these questions with clarity and consistency then you have the basis for developing a strong brand.
The big idea?Values?Vision?Personality?
Anyone thirsty?
Although just a soft drink, the actual Coca Cola product is eclipsed by the sheer might of the Coca-Cola brand.
A 2007 survey revealed Coca-Colaʼs brand equity was valued at US $65.3bn, just under half the companyʼs true market value.
• The original cola drink (ʻThe Real Thingʼ)
• Itʼs all-American
• Itʼs youthful, energetic
• Unmistakable red and white logo
• Unique shaped bottles
So what are these all-powerful associations?
For Coca-Cola, typical perceptions might be:
These practices not only apply to the big players
They are also essential for small businesses
Established or just new…
Your Brand Does Matter!
Thank You