PRESENTATIONPRESENTATIONONON

BRANDING DECISIONBRANDING DECISION

Submitted by:Submitted by:

Anish mittalAnish mittal

BhushanBhushan

What is brand??What is brand??

Brand is the personality Brand is the personality that identifiesthat identifies a product, a product, service or company and how it relates to key service or company and how it relates to key constituencies: Customers, Staff, Partners, constituencies: Customers, Staff, Partners, Investors etc.Investors etc.

Some people distinguish the psychological Some people distinguish the psychological aspect, brand associations like thoughts, aspect, brand associations like thoughts, feelings, perceptions, images, experiences, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential to the brand, of a brand from the experiential aspect. aspect.

Benefits of brandingBenefits of branding

Economies of scale (production and Economies of scale (production and distribution)distribution)

Lower marketing costs Lower marketing costs

Laying the groundwork for future Laying the groundwork for future extensions worldwide extensions worldwide

Maintaining consistent brand imagery Maintaining consistent brand imagery

Quicker identification and integration of Quicker identification and integration of innovations (discovered worldwide) innovations (discovered worldwide)

Cont…Cont…

Preempting international competitors from Preempting international competitors from entering domestic markets or locking you entering domestic markets or locking you out of other geographic markets out of other geographic markets

Increasing international media reach Increasing international media reach (especially with the explosion of the (especially with the explosion of the Internet) is an enabler Internet) is an enabler

Increases in international business and Increases in international business and tourism are alsotourism are also

Factors That InfluenceFactors That InfluenceBrand DecisionsBrand Decisions

Three factors influence decision-Three factors influence decision-making:making:

Level of involvement (high to low)Level of involvement (high to low)

Customers (retention) versusCustomers (retention) versus

Prospects (acquisition)Prospects (acquisition)

Consumers versus BusinessesConsumers versus Businesses

Branding processBranding process

Market researchMarket research

Positioning statementPositioning statement

Creative briefCreative brief

Graphic designGraphic design

Launch ,implement, performance measureLaunch ,implement, performance measure

1. Market research1. Market research

Market research is like building with tools Market research is like building with tools including –including –

Quantitative researchQuantitative researchCompetitive analysisCompetitive analysisQualitative researchQualitative researchSwot analysisSwot analysis

2. Positioning statement2. Positioning statement

The positioning statement feeds the The positioning statement feeds the creation of a tagline, a short statement that creation of a tagline, a short statement that is incorporated into the logo image. An is incorporated into the logo image. An example would be apple tagline- “think example would be apple tagline- “think different ”different ”

3. Creative brief3. Creative brief

A creative brief is a document that is A creative brief is a document that is provided to the design team as the basis provided to the design team as the basis for actual design of the brand image. It for actual design of the brand image. It summarize into – summarize into –

Key research findings.Key research findings.Positioning statementPositioning statementMandatory guidelinesMandatory guidelines

4. Graphic design4. Graphic design

Once the final destination has been Once the final destination has been determined, the design team will fine tune determined, the design team will fine tune the design of the logo, tagline and apply the design of the logo, tagline and apply the design to a range of print and the design to a range of print and electronic application. A graphic standard electronic application. A graphic standard manual will be develop to outline how, manual will be develop to outline how, when and where the image will be used.when and where the image will be used.

4. Launch ,implement, performance 4. Launch ,implement, performance measuremeasure

In this step they walk through the timing, In this step they walk through the timing, logistics and cost of launching, logistics and cost of launching, implementing and tracking the implementing and tracking the performance of their new brand image.performance of their new brand image.

Three Approaches toThree Approaches toMaking a Brand DecisionMaking a Brand Decision

TYPES OF BRANDINGTYPES OF BRANDING

Livestock brandingLivestock branding

Human brandingHuman branding

Wood brandingWood branding

Vehicle title brandingVehicle title branding

Personal brandingPersonal branding

Co brandingCo branding

Faith brandingFaith branding