A peripheral view on steps to building a brand

1. +
Fundamentals of Brand
Building

2. +How it started
200 to 300 years ago, Branding came from
the word Old Norse Brandr meaning to
„burn‟
owners stamped their cows to distinguish

3. +
How it started cont‟d
19th and 20th Industrial revolution gave the
concept a radical push
Since WWII, there has been an explosion
of brands which has come to symbolize the
convergence of the world economies on the
demand-led model rather than the
command-led model

4. +
What is a brand
Al Ries

5. +
A brand is the differentiator of a product or
service from similar offerings

6. +
Market share is not
based on merit, but on
the power of the brand
in the mind.
- Al Ries
It involves leveraging
on the functional and
emotional attributes of
a brand in other to build
brand equity

7. +
So why the hype?
Value association
Pride
Differentiated from competition
Command premium price
Sell more (Substantiate market price)
Attract and retain stronger employees
Higher consumer followership
A practical example: BMW which has the tag line „the
ultimate driving machine‟ as this is one thing everyone
experiences

8. +
What a brand is not

9. +
a trade mark – these are legal properties
a mission statement – this is a reminder
a logo or a slogan – these are your signatures
a product or a service – these are just the
tangibles
 advertising – they deliver your messages

10. +
What a brand is

11. +
 Point of view – branding is a strategic point of view, not a
select set of marketing activities
 Customer value – branding is central to creating customer
value, not just sound bites and images
 Competitive advantage – branding is a key tool for creating
and sustaining competitive advantage
 Engineered – brand strategies must be “engineered” into the
strategic planning process
 Meaning – brands get their identity from meanings. Products
and services are the blood of a brand. Your organizational
culture and standards for action are the heartbeat.
 Logic and emotion – branding is part science and part art

12. +
Types of brands
 Product Brands
 Service Brands
 E-brands
 Cause Brands
 Nation Brands
 Government Brands
 Global Brands
 Corporate Brands

13. +
Types of branding cont‟d
 Corporate brand (umbrella brand ) is the practice of using a company's name as a product
brand name. It is an attempt to use corporate brand equity to create product brand
recognition. Dangote, for example, the word "Dangote" is included on all products.
 Product brand involves giving each product in a portfolio its own unique brand name. This
contrasts with corporate branding in which the products in a product line are given a single
overarching brand name. The advantage of individual branding is that each product has an
image and identity that is unique. This facilitates the positioning of each product, by allowing a
firm to position its brands differently.

14. +
Cont‟d
 Service Brands- Involves delivering service which involves personal contact.
E.g. hotels, banks, travel agents, advertising agencies
 Government brands-Governments and political parties often have strong
brands as they are centered on passionately held core values, Branding is
important in both securing votes and in international diplomacy.
 Cause Brands – Attempting to attract customers by associating the company
with a cause or purpose that potential customers would find beneficial to their
personal goals or in line with their values. This might be a percentage
contribution of company sales to charitable organizations or donations to
nature and wildlife preservation councils.

15. +
Types of branding
 Global Brands – uses single corporate brand name. These brands think
global but act local to have relevance
 E-Brands -.These are brands that are online based. The Internet is a medium
that presents new challenges for brand owners. E.g. Amazon.com
 Nation brands - New ways of thinking lead to countries being positioned as
tourist destinations, enhancing status of goods and services produced, and
aiding under-developed countries.

16. A 5 Step
Brand Building Process
Duane Knapp

17. +
Step 1
Brand assessment
Step 5 Step 2
Brand Advantage Brand Promise
Step 4
Step 3
Brand
Brand Blueprint
Culturalization

18. +
Brand Assessment
Internal and external assessment
Consumer insight to determine the building blocks by
the brand
Identity points of differentiation

19. +
Brand Promise
Crafting the brand essence, brand story and brand
promise drawing on insight from the brand
assessment

20. +
Brand Blueprint
Creating visual representations (look and feel of the
brand)
Creating the physical and visual expressions, logo,
colours, by-line i.e. the brand identities

21. +
Brand Culturalization
Internal immersion
Creating a corporate culture around the brand by
aligning all members of staff with the Brand vision
and Essence

22. +
Brand Advantage
Leveraging the brand
Creating communication strategies and
channels to engage the Brand‟s audience
and build and maintain and grow
affinity, salience and brand equity

23. +
Types of branding
 Corporate branding is the practice of using a company's name as a product brand name. It is an
attempt to use corporate brand equity to create product brand recognition. It is a type of family
branding or umbrella brand. Dangote, for example, includes the word "Dangote" in the name of many
of its products. This strategy contrasts with individual product branding, where each product has a
unique brand name and the corporate name is not promoted to the consumer.
 Individual branding, is the marketing strategy of giving each product in a portfolio its own unique
brand name. This contrasts with family branding, corporate branding, and umbrella branding in which
the products in a product line are given a single overarching brand name. The advantage of individual
branding is that each product has an image and identity that is unique. This facilitates the positioning
of each product, by allowing a firm to position its brands differently.
Examples of individual product branding include Procter & Gamble, which markets multiple brands
such as Pampers, and Unilever, which markets individual brands such as Dove.
 Cause Branding – Attempting to attract customers by associating the company with a cause or
purpose that potential customers would find beneficial to their personal goals or in line with their
values. This might be a percentage contribution of company sales to charitable organizations or
donations to nature and wildlife preservation councils.

24. +
Types of branding
 Co-Branding – Becoming more familiar to the consumer all the time. These include, for example, mini-
marts attached to gas stations, banking facilities within grocery stores, and Laundromats attached to
anything from bowling alleys to family entertainment centers. This branding falls in the “one-stop
shopping” category.
 Rebranding is the creation of a new name, term, symbol, design, or a combination of them for an
established brand with the intention of developing a differentiated (new) position in the mind of
stakeholders and competitors.
 Personal branding is, for some people, a description of the process whereby people and their careers
are marked as brands. It has been noted that while previous self-help management techniques were
about self-improvement, the personal branding concept suggests instead that success comes from self-
packaging. Further defined as the creation of an asset that pertains to a particular person or individual; this
includes but is not limited to the body, clothing, appearance and knowledge contained within, leading to an
indelible impression that is uniquely distinguishable
 Faith branding is the concept of branding religious organizations, leaders, or media programming, in the
hope of penetrating a media-driven, consumer-oriented culture more effectively. Essentially, faith branding
treats faith as a product and attempts to apply the principles of marketing in order to "sell" the product.
Faith branding is a response to the challenge that religious organizations and leaders face today regarding
how to express their faith in a media-dominated culture.

25. +
Viewing…