2. Contents:
• History of Brand
• Meaning of Brand
• Classification of Brand
• Factors-Important in Building Brand
• Key Elements of Brand
• Choosing Brand Elements
• Branding Step
• Methods of Brand Valuation
• Purpose of Brand
3. History of Brand
The word Brand comes from the Old
word Brandr, meaning to burn, and is of
Anglo-Saxon origin. The Etruscans, Romans
and Greeks used to claim their ownership by
stamping their pottery with the visuals of the
fish, star or cross. Alsofarmers used to brand
the cattle to claim their ownership over a
specific herd of cattle. The word Brand was
first introduced in the world of advertising in
the late 1950s, by David Ogilvy, who created
brand-image advertising.
4. Contents:
• History of Brand
• Meaning of Brand
• Classification of Brand
• Factors-Important in Building Brand
• Key Elements of Brand
• Choosing Brand Elements
• Branding Step
• Methods of Brand Valuation
• Purpose of Brand
5. Meaning of Brand
It takes a comprehensive and holistic look
at how consumers find and create meaning in
brands. It explores the fundamental conscious
and unconscious elements that connect
people with products and brands. A legally
protected brand name is called a trademark.
6. A Name, Term, Sign, Symbol, Design, or a
combination of them intended to identify the goods or,
services of one seller or, group of seller and to differentiate
them from those of competitors & these differences may be
Functional, Rational, Emotional or, Intangible.
7. Contents:
• History of Brand
• Meaning of Brand
• Classification of Brand
• Factors-Important in Building Brand
• Key Elements of Brand
• Choosing Brand Elements
• Branding Step
• Methods of Brand Valuation
• Purpose of Brand
9. Concept Brand
Concept Brand is a brand that is associated
with an abstract concept, like HIV, Cancer
Awareness or Environmentalism, rather than a
specific product, service, or business
11. Commodity Brand
Commodity brand is a brand associated
with any commodity.
12. Brand is an Assets
“If Coca Cola lost everything except for ‘the
formula’ and its brand name , it could walk
into any bank in the world and get $100 billion
loan to start from the scratch”
-Fortune Magazine
13. Contents:
• History of Brand
• Meaning of Brand
• Classification of Brand
• Factors-Important in Building Brand
• Key Elements of Brand
• Choosing Brand Elements
• Branding Step
• Methods of Brand Valuation
• Purpose of Brand
14. Factors-Important in Building Brand
Quality Positioning
First Mover
Advantage Repositioning
Brand
Building
Communication Long term
prospective
Creditability Internal
marketing
15. Quality
Quality is a vital ingredient of a good
brand. Remember the “core benefits” – the
things consumers expect.
16. Factors-Important in Building Brand
Quality Positioning
First Mover
Advantage Repositioning
Brand
Building
Communication Long term
prospective
Creditability Internal
marketing
17. Positioning
Positioning is about the position a brand
occupies in a market in the minds of
consumers.
18. Factors-Important in Building Brand
Quality Positioning
First Mover
Advantage Repositioning
Brand
Building
Communication Long term
prospective
Creditability Internal
marketing
19. Repositioning
Repositioning occurs when a brand tries to
change its market position to reflect a change
in consumer’s tastes.
Repositioning
20. Factors-Important in Building Brand
Quality Positioning
First Mover
Advantage Repositioning
Brand
Building
Communication Long term
prospective
Creditability Internal
marketing
21. Long Term Prospective
The need to invest in the brand over
the long-term. Building customer awareness,
communicating the brand’s message and
creating customer loyalty takes time.
22. Factors-Important in Building Brand
Quality Positioning
First Mover
Advantage Repositioning
Brand
Building
Communication Long term
prospective
Creditability Internal
marketing
23. Internal Marketing
Management should ensure that the brand
is marketed “internally” as well as externally.
By this we mean that the whole business
should understand the brand values and
positioning.
24. Factors-Important in Building Brand
Quality Positioning
First Mover
Advantage Repositioning
Brand
Building
Communication Long term
prospective
Creditability Internal
marketing
25. Creditability
Credibility is often pointed out it positive
or negative effect. it refers to your brand's
reputation and its ability (or inability) to
convert that into sales.
26. Factors-Important in Building Brand
Quality Positioning
First Mover
Advantage Repositioning
Brand
Building
Communication Long term
prospective
Creditability Internal
marketing
27. Communication
Communications also play a key role in
building a successful brand. We suggested
that brand positioning is essentially about
customer perceptions – with the objective to
build a clearly defined position in the minds of
the target audience.
28. Factors-Important in Building Brand
Quality Positioning
First Mover
Advantage Repositioning
Brand
Building
Communication Long term
prospective
Creditability Internal
marketing
29. First Mover Advantage
“First-Mover” mean that it is possible for
the first successful brand in a market to create
a clear positioning in the minds of target
customers before the competition enters the
market.
30. Contents:
• History of Brand
• Meaning of Brand
• Classification of Brand
• Factors-Important in Building Brand
• Key Elements of Brand
• Choosing Brand Elements
• Branding Step
• Methods of Brand Valuation
• Purpose of Brand
31. Key Elements of Brand
• Brand Name-Name, Tagline, Logo
• Brand Position-Description of your organization
• Brand Promise-The single most important thing
your organization promises to deliver every time
• Brand Tone-Edgy, Humorous, Conservative
• Brand Ambassador:- Any famous personality
32. Key Elements of Brand (Cont.)
• Brand Story-Your organizational history and
how it adds value to the brand, highlights how
your products and services grew from that
background and how your methodology
impacts what you offer
• Brand Associations-Colors, Taglines, Images,
Fonts, equipment, etc.
33. Contents:
• History of Brand
• Meaning of Brand
• Classification of Brand
• Factors-Important in Building Brand
• Key Elements of Brand
• Choosing Brand Elements
• Branding Step
• Methods of Brand Valuation
• Purpose of Brand
35. Contents:
• History of Brand
• Meaning of Brand
• Classification of Brand
• Factors-Important in Building Brand
• Key Elements of Brand
• Choosing Brand Elements
• Branding Step
• Methods of Brand Valuation
• Purpose of Brand
36. Branding Step
• Step one
• Step Two
• Step Three
• Step Four
• Step Five & Six
37. Branding Step
Step One
• Learn marketing objectives and strategy
• Prioritize projects
• Audit existing and competitive materials and
strategies
• Interviews/focus group
• Write creative brief and define messages
• Create timelines and budgets
38. Branding Step
• Step One
• Step Two
• Step Three
• Step Four
• Step Five & Six
39. Branding Step (Cont.)
Step Two
• Develop concepts/taglines/site architecture
• Start visual research
• Present initial creative approaches
40. Branding Step
• Step One
• Step Two
• Step Three
• Step Four
• Step Five & Six
41. Branding Step (Cont.)
Step Three
• Develop outline and copy points per
selected concept
• Develop media strategy
• Explore layout options
• Begin creating visual materials
(photos/illustrations)
42. Branding Step
• Step One
• Step Two
• Step Three
• Step Four
• Step Five & Six
43. Branding Step (Cont.)
Step Four
• Write full copy draft
• Revise and write final copy as per client
comments
• Start layouts
44. Branding Step
• Step One
• Step Two
• Step Three
• Step Four
• Step Five & Six
45. Branding Step (Cont.)
Step Five
• Create and present full layout and/or e-design
Step Six
• Develop final electronic files for print, or
coding for web
• Final execution and management of products
(website launch, launch media campaign,
exhibit built, print pieces to printer, ads
placed, press releases sent, etc.)
46. Contents:
• History of Brand
• Meaning of Brand
• Classification of Brand
• Factors-Important in Building Brand
• Key Elements of Brand
• Choosing Brand Elements
• Branding Step
• Methods of Brand Valuation
• Purpose of Brand
47. Methods of Brand Valuation
• Market Based/Direct Measurement Method
• Brand Communication Investments Based
Method
• Awareness and Franchise Valuation Method
• Finance Based/Indirect Measurement Method
• Excess-Earnings Method
• Relief-From-Royalty Method
48. Contents:
• History of Brand
• Meaning of Brand
• Classification of Brand
• Factors-Important in Building Brand
• Key Elements of Brand
• Choosing Brand Elements
• Branding Step
• Methods of Brand Valuation
• Purpose of Brand
49. Purpose of Brand
• Identify the product
• Evaluate the identical product
• Organize inventory
• Accounting Records
• Legal protection
• Predictability & Security
• Conveying to the customers
• Loyalty
• Influence consumer behavior