SlideShare a Scribd company logo

Building Brand

•Download as PPT, PDF•
•
R
ravi rawlani
BusinessTechnology
1 of 41
Building Brand
What is a Brand? Lawyer Owner Consumer
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Brand Identity
Brand Identity-Definition ,[object Object],[object Object]
Creating the Brand Identity ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Brand Identity - Concept
The Identity Structure Core Identity Extended Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],External Identity
Extended Identity Extended Identity Organisation Person Product Symbol
Brand as a PRODUCT - Extended Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand as a ORGANISATION - Extended Identity ,[object Object],[object Object]
Brand as a PERSON - Extended Identity ,[object Object],[object Object]
BRAND as a SYMBOL - Extended Identity ,[object Object],[object Object]
Value Proposition ,[object Object],[object Object],[object Object]
Credibility ,[object Object]
Branding ,[object Object],[object Object],[object Object]
Brand Facets ,[object Object],[object Object],[object Object],[object Object],[object Object]
Building Brand Value DIFFERENTIATION ESTEEM RELEVANCE FAMILIARITY VITALITY STATURE VALUE
Brand Customer Relationship
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning of a Brand ,[object Object],[object Object],[object Object],[object Object],A Brand Position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrate an advantage over competing brands. Why Against whom When For whom Brand Positioning
Brand Positioning ,[object Object],[object Object],[object Object]
Some Positioning Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning Process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise ,[object Object],[object Object],[object Object],[object Object]
Identity Prism PICTURE OF SENDER PICTURE OF RECIPIENT EXTERNALISATION INTERNALISATION Physique Personality Reflection Self-image
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
LACOSTE Identity Prism Physique Personality Reflection Self-image LACOSTE Relationship Culture Quality Shirt Tennis Golf Sportswear Crocodile Discreet without Fancy Individualism Aristocratic ideals Classicism Social Conformity And distinction Neither hyper feminine Nor hyper masculine Transgeneration Belonging to a club
Hair & Care Exercise
Launching Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Brand Architecture ,[object Object],[object Object],[object Object],[object Object]
Strategic Brand Decisions ,[object Object],[object Object],[object Object]
McDonald’s Core Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
McDonald’s Extended Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],McDonald’s Value Proposition
[object Object]
The brand is a 'mental box' and brand equity is "A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service… " This is an important point: brands are not necessarily positive! - David Aaker http://www.buildingbrands.com/definitions/02_brand_definition.shtml
[object Object]
[object Object],[object Object]

Recommended

Brand identity Kapferer identity prism model
Brand identity Kapferer identity prism model Brand identity Kapferer identity prism model
Brand identity Kapferer identity prism model Sander Janssens
 
Brand identity prism pepe
Brand identity prism pepeBrand identity prism pepe
Brand identity prism pepeiti_bansal1908
 
Brand Identity
Brand IdentityBrand Identity
Brand IdentityAperto Libro Academy
 
Brand Personality And Identity
Brand Personality And IdentityBrand Personality And Identity
Brand Personality And IdentityGOEL'S WORLD
 
Kapferer's Brand Identity Prism for LIC and Fair & Lovley
Kapferer's Brand Identity Prism for LIC and Fair & LovleyKapferer's Brand Identity Prism for LIC and Fair & Lovley
Kapferer's Brand Identity Prism for LIC and Fair & LovleyDr. Tapish Panwar
 
Kapferer Brand identity Prism
Kapferer Brand identity PrismKapferer Brand identity Prism
Kapferer Brand identity PrismZeynep Çıkın
 
Brand identity more than a logo v ff
Brand identity more than a logo v ffBrand identity more than a logo v ff
Brand identity more than a logo v ffJudy Hopelain
 
Brand personality
Brand personalityBrand personality
Brand personalityTroika Consulting
 

Recommended

Brand identity Kapferer identity prism model
Brand identity Kapferer identity prism model Brand identity Kapferer identity prism model
Brand identity Kapferer identity prism model Sander Janssens
 
Brand identity prism pepe
Brand identity prism pepeBrand identity prism pepe
Brand identity prism pepeiti_bansal1908
 
Brand Identity
Brand IdentityBrand Identity
Brand IdentityAperto Libro Academy
 
Brand Personality And Identity
Brand Personality And IdentityBrand Personality And Identity
Brand Personality And IdentityGOEL'S WORLD
 
Kapferer's Brand Identity Prism for LIC and Fair & Lovley
Kapferer's Brand Identity Prism for LIC and Fair & LovleyKapferer's Brand Identity Prism for LIC and Fair & Lovley
Kapferer's Brand Identity Prism for LIC and Fair & LovleyDr. Tapish Panwar
 
Kapferer Brand identity Prism
Kapferer Brand identity PrismKapferer Brand identity Prism
Kapferer Brand identity PrismZeynep Çıkın
 
Brand identity more than a logo v ff
Brand identity more than a logo v ffBrand identity more than a logo v ff
Brand identity more than a logo v ffJudy Hopelain
 
Brand personality
Brand personalityBrand personality
Brand personalityTroika Consulting
 
Brand identity8
Brand identity8Brand identity8
Brand identity8pankajmkp
 
Models of brand building
Models of brand buildingModels of brand building
Models of brand buildingSoumitra Kisku
 
Kapferer's Brand Identity Prism
Kapferer's Brand Identity PrismKapferer's Brand Identity Prism
Kapferer's Brand Identity PrismAkash Sharma
 
Brand identity
Brand identity Brand identity
Brand identity Muhammad Bilal Laghari
 
What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) Joseph Chimkupete
 
Brand buildingadvertsingseminar3
Brand buildingadvertsingseminar3Brand buildingadvertsingseminar3
Brand buildingadvertsingseminar3papujagat
 
Brand identity prism kepferer model
Brand identity prism kepferer modelBrand identity prism kepferer model
Brand identity prism kepferer modelSabil Ahammed
 
Brand And Brand Identity
Brand And Brand IdentityBrand And Brand Identity
Brand And Brand IdentityDetavio Samuels
 
“SIGNIFICANCE OF BRAND: JAGUAR”
“SIGNIFICANCE OF BRAND: JAGUAR”“SIGNIFICANCE OF BRAND: JAGUAR”
“SIGNIFICANCE OF BRAND: JAGUAR”jitendrasangle
 
Brand Personality - Introduction to Branding
Brand Personality - Introduction to BrandingBrand Personality - Introduction to Branding
Brand Personality - Introduction to BrandingRai University Ahmedabad
 
Vodafone Brand Academy
Vodafone Brand AcademyVodafone Brand Academy
Vodafone Brand Academymattus
 
Create your Brand Marketing 101
Create your Brand Marketing 101Create your Brand Marketing 101
Create your Brand Marketing 101Pyramid Connections
 
Defining Brand Identity
Defining Brand IdentityDefining Brand Identity
Defining Brand IdentityCarol Phillips
 
What's Your Brand's Reflection
What's Your Brand's ReflectionWhat's Your Brand's Reflection
What's Your Brand's ReflectionDetavio Samuels
 
Brand Personality & Consumers - by Pat Bolger
Brand Personality & Consumers - by Pat BolgerBrand Personality & Consumers - by Pat Bolger
Brand Personality & Consumers - by Pat Bolgerpbolg
 
Brand identity, brand personality & brand image
Brand identity, brand personality & brand imageBrand identity, brand personality & brand image
Brand identity, brand personality & brand imageSunny Bose
 
7761872 Brand Concepts Strategy
7761872 Brand Concepts Strategy7761872 Brand Concepts Strategy
7761872 Brand Concepts Strategypriya.presentation
 
Brand Personality Framework
Brand Personality FrameworkBrand Personality Framework
Brand Personality FrameworkMayank Chandna
 
branding
branding branding
brandingHardeep Singh Khehra
 
ID & BRANDING (Intro to GD, Week 5b)
ID & BRANDING (Intro to GD, Week 5b)ID & BRANDING (Intro to GD, Week 5b)
ID & BRANDING (Intro to GD, Week 5b)Shawn Calvert
 
Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7Sameer Mathur
 
How to Build a Brand your Clients Love
How to Build a Brand your Clients LoveHow to Build a Brand your Clients Love
How to Build a Brand your Clients LoveJose Maria Lopez Delgado
 

More Related Content

What's hot

Brand identity8
Brand identity8Brand identity8
Brand identity8pankajmkp
 
Models of brand building
Models of brand buildingModels of brand building
Models of brand buildingSoumitra Kisku
 
Kapferer's Brand Identity Prism
Kapferer's Brand Identity PrismKapferer's Brand Identity Prism
Kapferer's Brand Identity PrismAkash Sharma
 
What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) Joseph Chimkupete
 
Brand buildingadvertsingseminar3
Brand buildingadvertsingseminar3Brand buildingadvertsingseminar3
Brand buildingadvertsingseminar3papujagat
 
Brand identity prism kepferer model
Brand identity prism kepferer modelBrand identity prism kepferer model
Brand identity prism kepferer modelSabil Ahammed
 
Brand And Brand Identity
Brand And Brand IdentityBrand And Brand Identity
Brand And Brand IdentityDetavio Samuels
 
“SIGNIFICANCE OF BRAND: JAGUAR”
“SIGNIFICANCE OF BRAND: JAGUAR”“SIGNIFICANCE OF BRAND: JAGUAR”
“SIGNIFICANCE OF BRAND: JAGUAR”jitendrasangle
 
Brand Personality - Introduction to Branding
Brand Personality - Introduction to BrandingBrand Personality - Introduction to Branding
Brand Personality - Introduction to BrandingRai University Ahmedabad
 
Vodafone Brand Academy
Vodafone Brand AcademyVodafone Brand Academy
Vodafone Brand Academymattus
 
Create your Brand Marketing 101
Create your Brand Marketing 101Create your Brand Marketing 101
Create your Brand Marketing 101Pyramid Connections
 
Defining Brand Identity
Defining Brand IdentityDefining Brand Identity
Defining Brand IdentityCarol Phillips
 
What's Your Brand's Reflection
What's Your Brand's ReflectionWhat's Your Brand's Reflection
What's Your Brand's ReflectionDetavio Samuels
 
Brand Personality & Consumers - by Pat Bolger
Brand Personality & Consumers - by Pat BolgerBrand Personality & Consumers - by Pat Bolger
Brand Personality & Consumers - by Pat Bolgerpbolg
 
Brand identity, brand personality & brand image
Brand identity, brand personality & brand imageBrand identity, brand personality & brand image
Brand identity, brand personality & brand imageSunny Bose
 
7761872 Brand Concepts Strategy
7761872 Brand Concepts Strategy7761872 Brand Concepts Strategy
7761872 Brand Concepts Strategypriya.presentation
 
Brand Personality Framework
Brand Personality FrameworkBrand Personality Framework
Brand Personality FrameworkMayank Chandna
 
ID & BRANDING (Intro to GD, Week 5b)
ID & BRANDING (Intro to GD, Week 5b)ID & BRANDING (Intro to GD, Week 5b)
ID & BRANDING (Intro to GD, Week 5b)Shawn Calvert
 

What's hot (20)

Brand identity8
Brand identity8Brand identity8
Brand identity8
 
Models of brand building
Models of brand buildingModels of brand building
Models of brand building
 
Kapferer's Brand Identity Prism
Kapferer's Brand Identity PrismKapferer's Brand Identity Prism
Kapferer's Brand Identity Prism
 
Brand identity
Brand identity Brand identity
Brand identity
 
What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM)
 
Brand buildingadvertsingseminar3
Brand buildingadvertsingseminar3Brand buildingadvertsingseminar3
Brand buildingadvertsingseminar3
 
Brand identity prism kepferer model
Brand identity prism kepferer modelBrand identity prism kepferer model
Brand identity prism kepferer model
 
Brand And Brand Identity
Brand And Brand IdentityBrand And Brand Identity
Brand And Brand Identity
 
“SIGNIFICANCE OF BRAND: JAGUAR”
“SIGNIFICANCE OF BRAND: JAGUAR”“SIGNIFICANCE OF BRAND: JAGUAR”
“SIGNIFICANCE OF BRAND: JAGUAR”
 
Brand Personality - Introduction to Branding
Brand Personality - Introduction to BrandingBrand Personality - Introduction to Branding
Brand Personality - Introduction to Branding
 
Vodafone Brand Academy
Vodafone Brand AcademyVodafone Brand Academy
Vodafone Brand Academy
 
Create your Brand Marketing 101
Create your Brand Marketing 101Create your Brand Marketing 101
Create your Brand Marketing 101
 
Defining Brand Identity
Defining Brand IdentityDefining Brand Identity
Defining Brand Identity
 
What's Your Brand's Reflection
What's Your Brand's ReflectionWhat's Your Brand's Reflection
What's Your Brand's Reflection
 
Brand Personality & Consumers - by Pat Bolger
Brand Personality & Consumers - by Pat BolgerBrand Personality & Consumers - by Pat Bolger
Brand Personality & Consumers - by Pat Bolger
 
Brand identity, brand personality & brand image
Brand identity, brand personality & brand imageBrand identity, brand personality & brand image
Brand identity, brand personality & brand image
 
7761872 Brand Concepts Strategy
7761872 Brand Concepts Strategy7761872 Brand Concepts Strategy
7761872 Brand Concepts Strategy
 
Brand Personality Framework
Brand Personality FrameworkBrand Personality Framework
Brand Personality Framework
 
branding
branding branding
branding
 
ID & BRANDING (Intro to GD, Week 5b)
ID & BRANDING (Intro to GD, Week 5b)ID & BRANDING (Intro to GD, Week 5b)
ID & BRANDING (Intro to GD, Week 5b)
 

Viewers also liked

Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7Sameer Mathur
 
How to Build a Brand your Clients Love
How to Build a Brand your Clients LoveHow to Build a Brand your Clients Love
How to Build a Brand your Clients LoveJose Maria Lopez Delgado
 
22 immutable laws_of_marketing
22 immutable laws_of_marketing22 immutable laws_of_marketing
22 immutable laws_of_marketingArtur Lapinsch
 
The 22 immutable laws of branding
The 22 immutable laws of brandingThe 22 immutable laws of branding
The 22 immutable laws of brandingAAddnan Chowdhury
 
law of publicity
law of publicitylaw of publicity
law of publicitymyuncle
 
100 crore tag in indian cinema
100 crore tag in indian cinema100 crore tag in indian cinema
100 crore tag in indian cinemaChetan Mahawar
 
law of contraction
law of contractionlaw of contraction
law of contractionmyuncle
 
Umbrela,chowk branding & rikha pix
Umbrela,chowk branding & rikha pixUmbrela,chowk branding & rikha pix
Umbrela,chowk branding & rikha pixBrand Promoters
 
Jakarta Founder Institute - Launch 2012
Jakarta Founder Institute - Launch 2012Jakarta Founder Institute - Launch 2012
Jakarta Founder Institute - Launch 2012Novistiar Rustandi
 
Immutable Laws Of Branding
Immutable Laws Of BrandingImmutable Laws Of Branding
Immutable Laws Of BrandingGOEL'S WORLD
 
Brand Valuation Methodology
Brand Valuation MethodologyBrand Valuation Methodology
Brand Valuation MethodologyJulia Orsa
 
Ikea global-culture
Ikea global-cultureIkea global-culture
Ikea global-cultureyoursearchbuddy
 
Building brand narendra modi using digital marketing
Building brand narendra modi using digital marketingBuilding brand narendra modi using digital marketing
Building brand narendra modi using digital marketingadverteaze.com
 
How creating a successful ppc campaign is like brewing a good beer
How creating a successful ppc campaign is like brewing a good beerHow creating a successful ppc campaign is like brewing a good beer
How creating a successful ppc campaign is like brewing a good beersemrush_webinars
 
Nivea Case Study BY ANKUR KUMAR SRIVASTAVA
Nivea Case Study BY ANKUR KUMAR SRIVASTAVANivea Case Study BY ANKUR KUMAR SRIVASTAVA
Nivea Case Study BY ANKUR KUMAR SRIVASTAVAANKUR KUMAR SRIVASTAVA
 
2012 Global Institute Launch Book
2012 Global Institute Launch Book2012 Global Institute Launch Book
2012 Global Institute Launch BookPresenTense Group
 
10x Content: What it is and Why it Matters
10x Content: What it is and Why it Matters10x Content: What it is and Why it Matters
10x Content: What it is and Why it MattersAdam Monago
 
Building Brand Equity
Building Brand EquityBuilding Brand Equity
Building Brand EquityJulia Orsa
 
NIVEA MARKETING CASE STUDY
NIVEA MARKETING CASE STUDYNIVEA MARKETING CASE STUDY
NIVEA MARKETING CASE STUDYPrateek Mohapatra
 

Viewers also liked (20)

Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7
 
How to Build a Brand your Clients Love
How to Build a Brand your Clients LoveHow to Build a Brand your Clients Love
How to Build a Brand your Clients Love
 
22 immutable laws_of_marketing
22 immutable laws_of_marketing22 immutable laws_of_marketing
22 immutable laws_of_marketing
 
The 22 immutable laws of branding
The 22 immutable laws of brandingThe 22 immutable laws of branding
The 22 immutable laws of branding
 
law of publicity
law of publicitylaw of publicity
law of publicity
 
100 crore tag in indian cinema
100 crore tag in indian cinema100 crore tag in indian cinema
100 crore tag in indian cinema
 
law of contraction
law of contractionlaw of contraction
law of contraction
 
Umbrela,chowk branding & rikha pix
Umbrela,chowk branding & rikha pixUmbrela,chowk branding & rikha pix
Umbrela,chowk branding & rikha pix
 
Jakarta Founder Institute - Launch 2012
Jakarta Founder Institute - Launch 2012Jakarta Founder Institute - Launch 2012
Jakarta Founder Institute - Launch 2012
 
Immutable Laws Of Branding
Immutable Laws Of BrandingImmutable Laws Of Branding
Immutable Laws Of Branding
 
Brand Valuation Methodology
Brand Valuation MethodologyBrand Valuation Methodology
Brand Valuation Methodology
 
Brand Management Learning Module
Brand Management Learning ModuleBrand Management Learning Module
Brand Management Learning Module
 
Ikea global-culture
Ikea global-cultureIkea global-culture
Ikea global-culture
 
Building brand narendra modi using digital marketing
Building brand narendra modi using digital marketingBuilding brand narendra modi using digital marketing
Building brand narendra modi using digital marketing
 
How creating a successful ppc campaign is like brewing a good beer
How creating a successful ppc campaign is like brewing a good beerHow creating a successful ppc campaign is like brewing a good beer
How creating a successful ppc campaign is like brewing a good beer
 
Nivea Case Study BY ANKUR KUMAR SRIVASTAVA
Nivea Case Study BY ANKUR KUMAR SRIVASTAVANivea Case Study BY ANKUR KUMAR SRIVASTAVA
Nivea Case Study BY ANKUR KUMAR SRIVASTAVA
 
2012 Global Institute Launch Book
2012 Global Institute Launch Book2012 Global Institute Launch Book
2012 Global Institute Launch Book
 
10x Content: What it is and Why it Matters
10x Content: What it is and Why it Matters10x Content: What it is and Why it Matters
10x Content: What it is and Why it Matters
 
Building Brand Equity
Building Brand EquityBuilding Brand Equity
Building Brand Equity
 
NIVEA MARKETING CASE STUDY
NIVEA MARKETING CASE STUDYNIVEA MARKETING CASE STUDY
NIVEA MARKETING CASE STUDY
 

Similar to Building Brand

How to brand your business
How to brand your businessHow to brand your business
How to brand your businessRama Krishnan
 
new_branding.pptx
new_branding.pptxnew_branding.pptx
new_branding.pptxMANASA759282
 
Branding and communication
Branding and communication Branding and communication
Branding and communication Abir Hossain
 
Branding and Marketing
Branding and MarketingBranding and Marketing
Branding and Marketingabir hossain
 
What is branding
What is brandingWhat is branding
What is brandingLawrence Chan
 
Brand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, ChallengesBrand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, ChallengesDarshan Shamsundar
 
B3 G Consulting Group About Brand DNA
B3 G Consulting Group About Brand DNAB3 G Consulting Group About Brand DNA
B3 G Consulting Group About Brand DNAbhalchandrapai
 
What Is Brand Heart
What Is Brand HeartWhat Is Brand Heart
What Is Brand HeartDan OPRESCU
 
The Branding Imperative, Fanen Acho
The Branding Imperative, Fanen AchoThe Branding Imperative, Fanen Acho
The Branding Imperative, Fanen AchoFanen Acho
 
Brand strategy toolkit
Brand strategy toolkitBrand strategy toolkit
Brand strategy toolkitAdrian Monoranu
 
Dynamics of Brand Personality
Dynamics of Brand PersonalityDynamics of Brand Personality
Dynamics of Brand PersonalitySj -
 
Branding[1]
Branding[1]Branding[1]
Branding[1]Neha Kazi
 
strategic brand management - Tribhuvan University MBS 4th semester
strategic brand management - Tribhuvan University MBS 4th semesterstrategic brand management - Tribhuvan University MBS 4th semester
strategic brand management - Tribhuvan University MBS 4th semesterUtkrista Acharya
 
Leadership Development Training - Branding slides - Nichols
Leadership Development Training - Branding slides - NicholsLeadership Development Training - Branding slides - Nichols
Leadership Development Training - Branding slides - NicholsSoil and Water Conservation Society
 
Creating a stand out brand
Creating a stand out brandCreating a stand out brand
Creating a stand out brandLaura Faulconer
 
Brand personality
Brand personalityBrand personality
Brand personalitypankaj kumar
 

Similar to Building Brand (20)

How to brand your business
How to brand your businessHow to brand your business
How to brand your business
 
new_branding.pptx
new_branding.pptxnew_branding.pptx
new_branding.pptx
 
New branding
New brandingNew branding
New branding
 
Brand identity
Brand identityBrand identity
Brand identity
 
Branding and communication
Branding and communication Branding and communication
Branding and communication
 
Branding and Marketing
Branding and MarketingBranding and Marketing
Branding and Marketing
 
What is branding
What is brandingWhat is branding
What is branding
 
Brand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, ChallengesBrand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, Challenges
 
B3 G Consulting Group About Brand DNA
B3 G Consulting Group About Brand DNAB3 G Consulting Group About Brand DNA
B3 G Consulting Group About Brand DNA
 
What Is Brand Heart
What Is Brand HeartWhat Is Brand Heart
What Is Brand Heart
 
Br1
Br1Br1
Br1
 
The Branding Imperative, Fanen Acho
The Branding Imperative, Fanen AchoThe Branding Imperative, Fanen Acho
The Branding Imperative, Fanen Acho
 
Brand strategy toolkit
Brand strategy toolkitBrand strategy toolkit
Brand strategy toolkit
 
Dynamics of Brand Personality
Dynamics of Brand PersonalityDynamics of Brand Personality
Dynamics of Brand Personality
 
Branding[1]
Branding[1]Branding[1]
Branding[1]
 
strategic brand management - Tribhuvan University MBS 4th semester
strategic brand management - Tribhuvan University MBS 4th semesterstrategic brand management - Tribhuvan University MBS 4th semester
strategic brand management - Tribhuvan University MBS 4th semester
 
Leadership Development Training - Branding slides - Nichols
Leadership Development Training - Branding slides - NicholsLeadership Development Training - Branding slides - Nichols
Leadership Development Training - Branding slides - Nichols
 
Pbm E L
Pbm E LPbm E L
Pbm E L
 
Creating a stand out brand
Creating a stand out brandCreating a stand out brand
Creating a stand out brand
 
Brand personality
Brand personalityBrand personality
Brand personality
 

Recently uploaded

Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Peter Ward
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
Darshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdfDarshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdfShashank Mehta
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?Olivia Kresic
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaoncallgirls2057
 
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort ServiceCall US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Servicecallgirls2057
 
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCRashishs7044
 
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptxThe-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptxmbikashkanyari
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationAnamaria Contreras
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Riya Pathan
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024Adnet Communications
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessSeta Wicaksana
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCRashishs7044
 
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCRashishs7044
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03DallasHaselhorst
 
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!Doge Mining Website
 

Recently uploaded (20)

Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
Darshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdfDarshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdf
 
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
 
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information TechnologyCorporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
 
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort ServiceCall US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
 
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
 
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptxThe-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
 
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03
 
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
 

Building Brand

  • 2. What is a Brand? Lawyer Owner Consumer
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. Extended Identity Extended Identity Organisation Person Product Symbol
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. Building Brand Value DIFFERENTIATION ESTEEM RELEVANCE FAMILIARITY VITALITY STATURE VALUE
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26. Identity Prism PICTURE OF SENDER PICTURE OF RECIPIENT EXTERNALISATION INTERNALISATION Physique Personality Reflection Self-image
  • 27.
  • 28. LACOSTE Identity Prism Physique Personality Reflection Self-image LACOSTE Relationship Culture Quality Shirt Tennis Golf Sportswear Crocodile Discreet without Fancy Individualism Aristocratic ideals Classicism Social Conformity And distinction Neither hyper feminine Nor hyper masculine Transgeneration Belonging to a club
  • 29. Hair & Care Exercise
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39. The brand is a 'mental box' and brand equity is "A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service… " This is an important point: brands are not necessarily positive! - David Aaker http://www.buildingbrands.com/definitions/02_brand_definition.shtml
  • 40.
  • 41.