This document discusses various aspects of branding, including: 1) Branding is inseparable from business strategy and involves being both cost-conscious and customer-driven. 2) While physical attributes like logos make up 20% of a brand, 80% comes from a company's behavior. 3) Companies must inform and educate investors that their brand enhances shareholder value by creating experiences that increase market value over book value.

1. BRANDING IN A NUTSHELL Evelyn Samuel

2. What is Branding? “Branding is the foundation of Marketing and is inseparable from Business Strategy. In a corporation, it is everybody’s business to be cost-conscious as well as customer-driven.” Vincent Grimaldi – Leading Strategist in customer-oriented Change Management *’cost’ pertains to Business, ‘customer’ pertains to Marketing

3. %’s in Branding “ about 20% of a brand is its physical attributes, like a logo, colour, letterheads. The rest (80%) is all about behavior.” Ian Buckingham, Head of Interbrand Inside

4. Communicating Brand Value “ …. what a company needs to do is inform, educate and convince the investing public that ……… its brand genuinely enhances its shareholder value.” i.e. The Brand Experience creates the difference between book value and market value. Pg 34, The Malaysian Brand Practice Report 2003

5. Brand (Prosperity) Creation “We have always believed that to create a powerful brand you need to create a culture that supports it” Catherine Salway, Group Brand Manager, Virgin “You have to show why, to explain the business case. You have to show that the company will prosper” Robert Swinton, Head of Marketing, Securities Institute, Australia

6. Brand Responsibility Malaysians say: The Board – 50% The CEO – 19% Director of Marketing – 13% The COO – 7% Director of Communications – 7% Others – 4% *Pg 14 “The Malaysian Brand Practice Report ’

7. Linear Brand Management FORM Brand Committee: Visibles Tangibles Financials Resource Allocations Incentives CHARACTER Channels: Employees Distributors Suppliers Marketing activities Sales activities After-sales activities

8. Application of Brand Forms Corporate Strategy HRM & Development Financial Management Projects

9. The Brand Egg Core Values Supplementary Augmented values values Mission Products Product Extensions

10. Communicating Brand Essence ProfitablyAdapted from : Schultz and Kitchen, 2000 Structure Equity Consistency Evaluation Identity Entry/Exit Barriers Image Brand Essence Balance Sheet Values Differentiation Sustainability Benefits Corporate Culture Vision National/Global Perspectives