1. Branding
Your Company Name

2. 2
Agenda
Business Focus
Need for New Product
Competitive Landscape
Strategic Positioning
Brand Development
Brand Positioning
Brand Communication
Budgeting
Value addition due to Branding
Promotional Strategies
Brand Performance Tracking

3. 3
Define the focus of
your business in this
slide High Value Low Value
Low Trust
High Trust
Enhanced
Product &
Better Quality
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audience's attention.
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audience's attention.

4. 4
Product/ Service 5
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Product/ Service 3
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Product/ Service 4
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Product/ Service 2
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Product/ Service 1
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Decide
What
Product
Or Service
You Are
Going To
Offer
Mention the product
or service which you
want to offer the
target audience

5. 5
Growth and Development
Diversification of Risk
Increasing competition
Dynamic Market Conditions
Continuous technological development
To meet seasonal fluctuations in demand
Some general needs
for new products
have been listed
here, you can tailor it
as per your need.

6. 6
Growth and Development
Diversification of Risk
Increasing competition
Dynamic Market Conditions
Continuous technological development
To meet seasonal fluctuations in demand
Some general needs
for new products
have been listed
here, you can tailor it
as per your need.

7. 7
Own Company
Competitors
Strategy: Emphasizing the strengths
> Emphasize strengths
> Highlight benefits for customers
> Your Text Here
Strategy: Downgrade/ Devalue
> Evaluate weaknesses as irrelevant
> Devalue importance for customer benefits
> Compensate weaknesses with strengths
Strategy: Downgrade/ Devalue
> Evaluate weaknesses as irrelevant
> Devalue importance for customer benefits
> Compensate weaknesses with strengths
> Your Text Here
Strategy: Emphasizing Weaknesses
> Overemphasize weakness
> Emphasize a disadvantage of competitors in
the market
> Highlight negative impact on customer benefits
Strengths Weaknesses
Compare your
strengths &
weaknesses with that
of others

8. 8
Competitor A Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor B Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Competitor C Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Criteria
Revenue Profit Market
Share
Main
Activity
Number of
Employee
Product
Quality
Your Text
Here
Compare your
strengths &
weaknesses with
that of others

9. 9
Key Success Factors Own Competitor 1 Competitor 2 Competitor 3
Financial Position
Advertising
Market share
Brand Image
Customer Loyalty
Product Quality
Product Range
Distribution
Price Competition
Geographic Expansion
Ratings
Compare your
strengths &
weaknesses with
that of others

10. 10
Financial Position 0.8 4 0.32 3 0.24 3 0.24
Advertising 0.12 4 0.48 4 0.48 3 0.36
Market Share 0.12 4 0.48 3 0.36 2 0.24
Brand Image 0.10 4 0.40 4 0.40 3 0.30
Customer Loyalty 0.10 3 0.30 3 0.30 2 0.20
Product Quality 0.12 3 0.48 4 0.48 4 0.48
Product Range 0.08 4 0.24 4 0.32 3 0.24
Distribution 0.10 3 0.40 3 0.30 3 0.30
Price Competition 0.08 4 0.24 3 0.24 3 0.24
Geographical Expansion 0.10 3 0.40 3 0.30 2 0.20
Total Score 1.00 3.74 3.42 2.80
Weight Rating
Weighted
Score
Rating
Weighted
Score
Rating
Weighted
ScoreKey Success Factors
Own Competitor 1 Competitor 2 Competitor 3
We have listed some
of the key factors to
compare your market
competency, you can
alter them as per the
need

11. 11
Differentiation
Write your strategy based
on product differentiation
Comprehensive Cost Leadership
Write your strategy based on cost leadership
analysis
Focus on priorities
Mention your key focus
areas
Strategic Target
Superior Quality
Moderate Prices
Customer Value
On the basis of the
competitive analysis
carried out, you can
strategically design a
plan to position yourself
in the market

12. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's
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audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and
capture your audience's attention.
Mention the Brand
mission in this slide
indicating the Brand’s
purpose
12

13. 13
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attention.
Brand Vision
Statement
Brand Vision
Is Encapsulated With Three Main Components
The accepted characteristics.Values
How the world will be A better
place as A consequence of the
brand.
Desired Future
Environment
The whole objective of the
brand.
Brand
Purpose
Mention the Brand
vision in this slide
indicating the
Brand’s future
pathway

14. 14
Level1
MASTERBRAND
ChildBrand
Child
Brand
Child
Brand
Child
Brand
Child
Brand
Level3
Level2
(A)
(B)
(C)
B(i)
B(ii)
B(iii)
B(iv)
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Organize the variety
of brands available
in your organization
in an appropriate
structure

15. 15
Name
Mention the name of the Brand
which captures the central
theme around it
Slogan
A short phrase that communicates
information about the Brand
Packaging
Displays the identity of the
brand
Character
A special type of Brand Symbol;
one that take on human or real-
life characteristics
Logo
A short phrase that communicates
information about the Brand
Tone
Musical message written around the
Brand
06
05
0403
02
01
Elements
We have listed down
the relevant elements
of a Brand, you can
customize it basis
your requirements

16. 16
› Brand Audit
› Business Objectives
› Stakeholder
Analysis
› Market Analysis
› Brand Strategy
Analysis
Research
› Managing the assets
› Changing brand identity
› Launching brand identity
› Communicating brand Identity
Assets
› Stationery
› Uniforms
› Digital
› Environments
› Collateral
› Advertising
› Merchandise
› Vehicles
› Signage
Touch points
› Refining the
focus
› Brand Promise
› Positioning
Strategy
› Brand Brief
› Naming
Strategy
› Logotype + Tagline
› Colour
› Typography
› Rules
› Trial applications
Design
Brand
Strategy
It is a framework
indicating all the key
aspects considered
while making a
brand strategy

17. 17
05
August 2018
Brand Logo refresh
01
January 2015
Choose a Brand name,
logo and color
02
December 2015
Consider the slogan of
the Brand
03
March 2016
Development & Execution of
Brand positioning strategies
04
January 2017
Launch of the Brand in
the market
06
November 2019
Extension of the existing brand
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This slide gives a
layout of the timeline
of a Brand, you can
alter it as per your
requirements

18. 18
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Choose A
Brand
Name
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needs and capture your
audience's attention.
Choose A
Color For
The Brand
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needs and capture your
audience's attention.
Design A
Professional
Logo
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needs and capture your
audience's attention.
Consider A
Slogan
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audience's attention.
Decide On
A Timeline
For Logo
Refresh
We have listed the
common steps which
a company generally
follows to create a
logo and tagline

19. 19
Others
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needs and capture your audience's attention.
Self Employed
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needs and capture your audience's attention.
Online Design Firm
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needs and capture your audience's attention.
Local Design Firm
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needs and capture your audience's attention.
Friends/ Relatives
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22%44%
12%
20%
2%
Logo designing
sources have been
listed. You can
choose sources
based on company’s
requirement

20. 20
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Your Text
Here
Integrity
1
Promise
2
Personality
3
Evolution
4 We have listed down
the key factors which
help in developing the
identity of a Brand.
These factors have
been explained in the
subsequent slides.

21. 21
Prioritized Project Development
Form
Brand Integrity Management Program
Program Charter
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attention.
Team Assignments
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attention.
Policies
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audience's attention.
Programs
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Budgeting
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audience's attention.
We have mentioned
the key components
of Brand integrity.
You can use/ alter
them basis your
requirements

22. 22
2012
Formula of the product
2013
Product Development
2015
Product Launch
2016
Product Refinement
2017
Extensive Brand Promotion
2019
Extension of the
existing brand
1
3
6
4
2
5
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We have listed
below the evolution
steps of a brand.
You can refine them
bases the
requirements

23. 23
Competence
›Reliable
›Intelligent
›Successful
Sincerity
›Down-to-earth
›Honest
›Wholesome
›Cheerful
Excitement
›Daring
›Spirited
›Imaginative
›Up-to-date
Sophistication
›Upper class
›Charming
Ruggedness
›Outdoorsy
›Tough
We have listed the
key attributes of a
brand’s personality,
you can use them as
per your
requirements

24. 24
Global
Promise
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your audience's attention.
Functional
Promise
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Social Promise
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your audience's attention.
Emotional
Promise
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your audience's attention.
This slide focuses
on the core Brand
promises, you can
use them as per
your requirements

25. 25
Brand Building Process
Brand
Advantage
Brand
Assessment
Brand
Blueprint
Brand
Promise
Brand
Culturalization
› Internal & External
assessment
› Identify points of
differentiation
› Leverage the Brand
› Create communication
strategies
Crafting the
› Brand essence
› Brand story
› Brand Promise
› Creating visual
representation of
the brand
› Creating brand
identities
› Creating A Corporate
Culture Around The
Brand By Aligning The
Staff With The Brand
Vision & Essence
We have listed the
broad steps involved
in building a brand,
you can enter the
rationale followed
while implementing
the same

26. 26
Logo/Tagline
Website Product's Newsletter Publications Direct Mail PowerPoint Adds Exhibit Booth Environment
Stationary
Package
LobbiesIntranet E-marketing Folder Brochures
Annual
Repots
Video
/DVD
Flyers
Conference
Material
Rooms
Stores
PostersE-newsletters
We have listed a wide
variety of mediums to
build the brand, you
can choose the
relevant platform bases
your requirements

27. 27
A Firm Of May Make Periodic Changes In Product Packaging.
It Is A Kind Of Packaging Strategy In Which Packages Of The Entire
Product Line Closely Resemble One Another.
It Is A Kind Of Packaging Strategy In Which A Formulas Such A
Packaging Strategy As To Protect The Physical Environment
It Is A Strategy In Which The Marketer Offers Product In Such A
Packaging Which May Be Reuses For Other Purposes After The
Product Has Been Taken Out Of The Package Or Exhausted.
It Is A Strategy In Which A Number Of Heterogeneous Product Are
Placed And Supplied In A Single Package.
Brand
Packaging
Strategy Policies
And Strategic
Ecological
Packaging
Family
Packaging
Re-Use
Packaging
Multiple
Packaging
Below are some of
the ways of doing
packaging, you can
use any of them to
Brand your product

28. 28
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60%
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Your Text Here
52%
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Your Text Here
30%
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Your Text Here
70%
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Your Text Here
45%
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Your Text Here
25%
List down the
regions where
your target
audience is based

29. 29
Brand
Brand Extension
Horizontal B.E Vertical B.E
Downward ExtensionUpward ExtensionLine ExtensionFranchise Extension
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Listed are some of
the methods of Brand
extension, you can
opt any of them basis
your requirements

30. 30
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it to your needs and capture your
audience's attention.
Brand Awareness
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to your needs and capture your
audience's attention.
Perceived Quality
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it to your needs and capture your
audience's attention.
Brand Association
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audience's attention.
Brand Loyalty
Brand Equity
Ideally, Brand equity
comprises of 4 factors;
which are discussed in
next slides. Select the
prime factors you want
to focus on and develop
your strategies

31. 31
Brand Awareness
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audience's attention.
Perceived Quality
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audience's attention.
Brand Association
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audience's attention.
Brand Loyalty
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audience's attention.
Brand
Value
03
02
01
04
Ideally, Brand value
comprises of 4 factors;
which are discussed in
next slides. Select the
prime factors you want
to focus on and develop
your strategies

32. 32
01
02
03
04
05
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Dominant
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Top of Mind
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Unaided Awareness
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Aided Awareness
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Unaware of the Brand
Identify your brand
segment in this brand
awareness pyramid and
prepare short term and
long term strategies to
move up in the ladder

33. 33
01
02
03
Perceived
Brand
Quality
Reason To Buy
› Customer has not the time or ability to evaluate the quality objectively.
› Perception of quality is the determinant in the buying decision.
Premium Price
› When The Perceived Quality Is High price May Be/ Must Be Accordingly Higher
› Perceived Quality Enhances Profit Growth(premium Price=quality)
Differentiation/Positioning
› Establishing A Specific Image For A Brand (The premium, excellent) In Relation To
Competing Brands And Their Quality
Identify your brand
segment in this brand
awareness pyramid and
prepare short term and
long term strategies to
move up in the ladder

34. 34
Basis for Extensions
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Help Process/Retrieve
Information
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audience's attention.
Create Positive
Attitudes/Feelings
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your needs and capture your
audience's attention.
Differentiate/Position
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audience's attention.
Reason - to - Buy
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audience's attention.
Associations
We have listed out 5
different parameters
under brand association.
Prepare your strategies
for each of the
parameter

35. 35
$1.6 Trillion
The potential revenue up for grabs from switching among consumer brands’
Brand advocates spend 2x as much regular customers and have 5x the
lifetime value’
80% of a business’ profits come from 20% of its customers’
A 5% increase in customer retention can result in a 40% lift in profit’
77% of customers still they have no relationship with a brand’
The probability of generating an additional sale from an existing customer is 7xgreater than from a
new prospect’
01
02
03
04
05
06
How much are Loyal
Customers Worth?
Input your inferences
after brand tracking to
provide a better
perspective on how loyal
is your customer base.

36. 36
Committed
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Fence Sitters Considers it a friend
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Passively Loyal With switching coasts
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Satisfied / Habitual Buyer no reason to changes
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Switchers / Price Sensitive No Brand Loyalty
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Identify your
customers in the
brand loyalty segment
and formulate
strategy to move up
the ladder

37. 37
Company & Product Target Customers Key Benefits Price Value Proposition
Quality Conscious
Consumers Of
Chicken
Tenderness 10% Premium
Better Chicken At
Moderate Prices
Safety- Conscious
Upscale Families
Durability & Safety 20% Premium
Safest Most Durable
Wagon
Convenience- Minded
Pizza Lovers
Delivery Speed &
Good Quality
15% Premium
Good Pizza Delivered
Promptly At Your
Doorstep With
Moderate Prices
Evaluating the product
on the basis of
commonly used
parameters which can
be altered as per
customer requirements

38. 38
What The Product Does For MeHow The Brand Makes Me Look
How The Brand Makes Me Feel How I Would Describe The Product
Brand
Personality
Symbols
FactsYour Text
Here
Essence
You can decide on the
basis of below
mentioned parameters
how you want to
position the brand in
the minds of the target
audience

39. 39
Quality
Value Proposition
A
B
C
D
E
Own Product
Competitor B
Competitor C
Competitor D
Competitor E
A
B
C
D
E
Move the circles and
the text boxes as per
your company’s
product quality and
value proposition

40. 40
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your audience's attention.
Segment Oriented
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capture your audience's attention.
Celebrity Oriented
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your audience's attention.
Symbolism Oriented
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your audience's attention.
Up-market Technology
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your audience's attention.
Niche-Oriented
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your audience's attention.
Change of Image Oriented
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your audience's attention.
Value Oriented
01
02
03
04
05
06
07
You can reposition the
Brand in the market on
the basis of any of the
ways mentioned in this
slide

41. 41
Symbolism Oriented
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Segment Oriented
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Niche-Oriented
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Value Oriented
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Up-market Technology
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Celebrity Oriented
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Change of Image Oriented
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You can reposition the
Brand in the market on
the basis of any of the
ways mentioned in this
slide

42. 42
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Affordable
01
Easily Available
02
Variety
03
Moderate Prices
04
Personal Service
05
Convenient
06
Accessible
12
Quality
11
Durability
10
Authenticity
09
Customer
Value
08
Latest Technology
07
Choose the
attributes you want
the brand to
communicate to
the target audience

43. 43
Name Development $10,000 $75,000
Brand Mark (logo) creation $3,500 $150,000
Core Brand Presentations
(website and brand marketing materials )
$10,000 $250,000+
Advertising $10,000 Millions Annually
SEO (website search-engine optimization) $1,000 Monthly Thousands Monthly
Social Media Your Time
Hundreds of Thousands
Annually
Signage, Vehicles, Packaging $20,000 $250,000+ Annually
High-End FeeLow-End FeeTask
We have listed various ways
which needs to be kept in
mind while budgeting. We
have categorized Budgeting
in two parts: Low end and
High End. You can choose
based on company’s
requirement

44. 44
$ 2.5 - $ 3 $ 0.5 - $ 0.80 $ 1 - $ 2
Cost 1 (Example - Raw Product) Cost 2 (Example – Printing cost) Cost 3 (Example – Factory Cost)
$ 3 - $ 5Total Cost per product
$ 30 - $ 40Sold to You
$ 25- $ 35
Benefits of Branding
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Slide indicates the
price/profit a company can
make as a result of
branding. You can add
your data values to
calculate your profit from
Branding

45. 45
$ 2.5 - $ 3
$ 0.5 - $ 0.80
$ 1 - $ 2
Cost 1 (Example - Raw Product)
Cost 2 (Example – Printing cost)
Cost 3 (Example – Factory Cost)
$ 3 - $ 5
$ 30 - $ 40
Total Cost per product
Sold to You
$ 25- $ 35
Benefits of Branding
Slide indicates the
price/profit a company can
make as a result of
branding. You can add
your data values to
calculate your profit from
Branding

46. 46
Internal television
Teleconferences
Direct Emails
Custom Branded
Apparel
Telephone hotlines or
news lines
Coupons
Booklets, pamphlets,
brochures
Bulletin boards
Displays and exhibits
Free Samples
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Various ways of
Internal promotion
have been listed. You
can choose the
suitable ways as per
your requirements

47. 47
SEO & Content drive Earned Media (sharing) and traffic
Advertising
PPC
Retargeting
Social Media
Paid Influencers
Affiliates
Paid Media Earned Media
Sharing
Mentions
Reviews
Posts
Shares
Owned Media
Web Properties
Site
Blog
Email
Social Channels
Mobile site
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Various ways of
External promotion
have been listed. You
can choose the
suitable ways as per
your requirements

48. 48
20 50
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Customer Recognition
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audience's attention.
Enhanced Sales
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audience's attention.
Competitive Edge
90
Monitor the Brand
performance on the
basis of below
mentioned parameters,
you can alter them as
per your requirements

49. 49
Ad Awareness
Which mobile brands have you noticed in any advertisement recently?
Brand Awareness
Which mobile brands have you heard of?
Preference
Which mobile brand do you prefer? What other brands are interesting?
Latest Purchase
What mobile brand do you own?
Brand performance is
monitored through means
of questionnaire and the
inferences are listed down
in this slide to track the
awareness, experience and
usage of the brand

50. 50
060402
050301
Total Spending
What is the total spending by the
consumer on the product?
Future Purchase Intent
If hasn’t purchased, then what’s the
buying intent of consumer?
Customer Satisfaction & Loyalty
How satisfied is the customer and
how much is he loyal to the brand?
Brand Change Likelihood
What’s the likelihood of changing
brand preference by the consumer?
Brands Purchased
Which mobile phone brand did u
purchased recently?
Purchase Frequency & Amount
What is the purchasing frequency and the
amount spend on the brand purchased?
Brand performance is
monitored through means
of questionnaire and the
inferences are listed
down in this slide to track
the awareness,
experience and usage of
the brand

51. 51
of consumers consider user generated reviews
extremely valuable or valuable
82%
of consumers trust online reviews as much as
personal recommendations
72%
of online reviews have been
pointed out as fake
20%
41%
of consumers read four to seven
reviews before they are
comfortable making a purchase
65%
of consumers read between 2-
1reviews
74%
of consumers look to online
review sites for information
during the buying process
46%
of locations have had no new
reviews in 17 months
Enter the survey/brand
tracking results in this
infographic slide to
create an everlasting
impact on the audience

52. 52
The rest of the brands mentioned in the list have a lower chance of being bought in the end. A
brand that is not included here virtually does not exist in the mind of the consumer.
In Mind (IM)
This is the brand the consumer outs in first position. Often, this
means that this is the most likely candidate fro a later purchase,
which makes this position the most wanted for all brands.
Top of Mind (TOM)
Brand performance is
monitored through means of
questionnaire and the
inferences are listed down in
this slide to track the
awareness, experience and
usage of the brand

53. 53

54. 54

55. > This is a representative image, and should be
replaced by your own image. Just right click and
replace image.
> This is a representative image, and should be
replaced by your own image. Just right click and
replace image.
Coffee Break
55

56. 56
Charts & Graphs

57. 57
0
10
20
30
40
50
60
70
80
90
100
Jan Feb Mar Apr May Jun
Salesinpercentage(%)
Financial year in 2018
98%
Column
Chart
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
> Product 01
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it to your needs and capture your
audience's attention.
> Product 02
This graph/chart is linked to excel, and changes automatically based on data. Just left click on
it and select “Edit Data”.
> Product 01 > Product 02

58. 58
0
10
20
30
40
50
60
70
80
FY' 11 FY' 12 FY' 13 FY' 14 FY' 15 FY' 16 FY' 17 FY' 18
Salesinpercentage(%)
Financial years
> Product 01 > Product 02
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

59. 59
100%
0
10
20
30
40
50
60
70
80
90
100
FY '12 FY '13 FY '14 FY '15 FY '16 FY '17 FY '18
SalesInPercentage(%)
> Product 01 > Product 02
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

60. 0
5
10
15
20
25
30
35
03-05-2018
05-05-2018
08-05-2018
12-04-2018
15-05-2018
17-05-2018
Radar
Chart
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
> Product 01
This slide is 100% editable. Adapt
it to your needs and capture your
audience's attention.
> Product 02
This graph/chart is linked to excel, and changes automatically based on data. Just left click on
it and select “Edit Data”.
60

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0
1
2
3
4
5
6
7
8
9
10
0
10
20
30
40
50
60
70
80
90
100
FY' 11 FY' 12 FY' 13 FY' 14 FY' 15 FY' 16 FY' 17 FY' 18
GrowthRate(%)
MarketSize(RMB100Million)
> Product 01 > Product 02 > Product 03
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

62. 62
Additional Slides

63. 63
Our Mission
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it to your needs and capture your
audience's attention.
Vision Mission
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it to your needs and capture your
audience's attention.
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audience's attention.
Goal

64. 64
CEO
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attention.
Graphic designer
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capture your audience's
attention.
Manager
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attention.
Editor
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attention.
Anita
Parker
Jasmin
Smith
John
Doe
John
Parker

65. 65
About
Us
Our Mission
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Preferred by many
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Valued clients
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Premium services
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66. 66
Our Goals
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needs and capture your audience's attention.
Awareness
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Quality
Success
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67. 67
40%
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audience's attention.
Male
60%
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Female

68. 68
40%
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Minimum
50%
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Medium
60%
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Maximum

69. 69
- Steve Jobs
The only way to do
, is to love
what you do.

70. 70
04
0302
01
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71. 71
01
02
03
04
05
06
07
08
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and capture your audience's attention.
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72. 72
Text Here
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Mind Map
73

74. 74
01
0203
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Here
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75. 75
Address
# street number, city, state
Contact Numbers:
0123456789
Email Address:
emailaddress@gmail.com
Thank You