Build The Brand

By

Prof.Krairit Boonyakiat
 Product VS Brand

• The best branding is essentially great

product differentiation.
• Ultimately, what the marketer wants to
achieve, through the process of marking, is
to turn the product or service into a brand.
• The reason for this is that a brand is a
benefit delivery system for consumers.
 What is a Brand
• A trade mark with the following characteristics:
–tangible (product, packaging, price, name design)
–intangible (Personality, image)
–affects purchase decision
–differentiates goods and services
–represents own-able relationship between supplier and customer
• A brand is not made in a factory; it exists in the minds of
consumers
 Brand VS
Branding
Brands = Meanings
- Brands must create value
 For customer
 For the company “WIN-WIN”
Branding = Resource allocation
- Branding requires a Customer
Orientation
- And doing what delivers value to
consumers
Brand Equity Pyramid
Represents the overall
relationship between
consumers and a brand

The 5 levels indicate hurdles

consumers have to get over
before the move up the
Pyramid and are finally
bonded with a brand
Branding can be achieved
through
• Advertising and communications
• Product and packaging design
• In-store experience
• Pricing
• Sponsoring and partnerships
• The visual identity of the brand (logo,
website and colors, are just some
examples).
How to build a brand?
• To build a brand we have a follow these 7 steps.
- Research your target audience and your competitors.
- Pick your focus and personality.
- Choose your business name.
- Write you slogan
- Choose the loop of your brand (colors and font)
- Design your logo.
- Apply your branding across your business and evolve
it as you grow.
 What is Brand Positioning?
• Positioning refers “how organizations want their
consumers to see their product”
- Positioning = Segmentation + Differentiation
- Slotting your product in the consumer’s mind.
. Who am I? Why buy me?

“Positioning starts with the product….But

Positioning is not what you do to the
product. Positioning is what you do to the
mind of the prospect” – Rise and Trout
Importance of Brand Positioning

• Consumers are overloaded with information

about the products and services
• To make buying decisions simpler, consumers
organize and categorize i.e. Position products
and services in their minds.
• A products position is complex set of
perceptions, impressions and feelings that
consumer have for a product compared with
competing products.
 Brand Positioning and the
Consumer
• Consumers position the products with or without
the help from marketers
• But its risky to leave the products positioning to
chance….
• Hence, marketers plan a position that will give the
product the greatest advantage, and design
marketing mixed to create these planned positions.
Effective Brand Positioning
• Meaningful to consumers –
Clarifies what the brand is bout
• Credible/believable – Why
customers should purchase and
use the Brand
• Unique to your brand
• Durable over time
If a company decides to build a position it must deliver
that position and maintain it through consistent
performance and communication
Brand Positioning Strategy
Competitive
Advantage

Point of
Difference

Point of Parity
 Brand Positioning Statement
• The outcome of the process of creating a value
proposition is a Positioning Statement:
For (Target consumers)
Who (have the following problem)
Our product is a (describe the product/solution)
That provides (city the breakthrough capability)
Example:
To family oriented adult car owners concerned
with safety, Michelin Tries are the premium tires
that can provide greater peace of mind
Value of Brand to the consumer
• Depends on:-
• Level of involvement of the consumer
• Social demographics
• Perceived risk by consumer
- Economic risk-Price
- Functional risk-performance
- Experiential
- Psychological-peace of mind
- Social-social image
 Value of Brand to the
consumer
• As Brand experts questions to pacify consumers risk
perception in brand management & communication are:
• Brand power-what are the relationships/associations
we can use to influence consumers?
• What level of quality is present in the product or
service?
• What is the perceived positioning & how do we address
it or enforce it?
• Brand personality/imagery-what typical buyer does the
brand evoke-do we want to capitalize on it or change it?
 Brand Image VS Brand
reputation capital
• Emotional appeal (Trust/admiration/respect)
• Products & services (Quality/innovativeness/value)
• Vision & Leadership
• Workplace quality (employee talent/CRM)
• Financial performance
• Sustainable Social responsibility (Value-impact in
community)
How does the brand create value for the
consumer?
@ identification
Essence of Brand @ practicality

Reduce @ Guarantee
@ Optimization
perceived risk @ Badge

@ Continuity
Feel Good factor @ Hedonistic
@ Ethical
Strategic implications of Brand
management

• Brand launches/building act as genetic

programming
• First actions of brand messaging leave deepest
impression & structure long term perception
• Respect brand contract-brands become credible
through persistence & reputation of value
proposition
 Evolution of Brand
Management

• 1. Reverse Brand building-transform specific

clients into zealous Brand ambassadors
• 2. Strong 360 experience-creating brand
universe in experiential spaces Virgin
• 3. Creating a human face to the brand-Corporate
& Brand
• 4. From transactions to Relationships-Online &
Offline
 Evolution of Brand Management
• 5. Brand management has become
everyone’s responsibility
• 6. Growth of importance of communities-
soccer & Barclays
• 7. Activating Brand at contact
• 8. Licensing & partnership with others
• 9. Co-Branding