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    74 Megha July 27

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    pandumegha
    The document discusses building strong brands. It defines a brand as a name, term, sign, symbol or design that identifies goods/services of sellers and differentiates them from others. Strong brands have successful brand equity, which is the relationship between consumers and the brand. Key elements to building a strong brand include clearly articulating identity, establishing customer value, defining experience, and cultivating relationships. Benefits are adding company value, requiring less persuasion for consumers, ensuring lasting relationships, and allowing differentiation. The conclusion states that building a strong brand requires alignment across the entire organization.

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    74 Megha July 27

    Uploaded by

    pandumegha
    9 views11 pages
    The document discusses building strong brands. It defines a brand as a name, term, sign, symbol or design that identifies goods/services of sellers and differentiates them from others. Strong brands have successful brand equity, which is the relationship between consumers and the brand. Key elements to building a strong brand include clearly articulating identity, establishing customer value, defining experience, and cultivating relationships. Benefits are adding company value, requiring less persuasion for consumers, ensuring lasting relationships, and allowing differentiation. The conclusion states that building a strong brand requires alignment across the entire organization.

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    The document discusses building strong brands. It defines a brand as a name, term, sign, symbol or design that identifies goods/services of sellers and differentiates them from others. Strong brands have successful brand equity, which is the relationship between consumers and the brand. Key elements to building a strong brand include clearly articulating identity, establishing customer value, defining experience, and cultivating relationships. Benefits are adding company value, requiring less persuasion for consumers, ensuring lasting relationships, and allowing differentiation. The conclusion states that building a strong brand requires alignment across the entire organization.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    9 views11 pages

    74 Megha July 27

    Uploaded by

    pandumegha
    The document discusses building strong brands. It defines a brand as a name, term, sign, symbol or design that identifies goods/services of sellers and differentiates them from others. Strong brands have successful brand equity, which is the relationship between consumers and the brand. Key elements to building a strong brand include clearly articulating identity, establishing customer value, defining experience, and cultivating relationships. Benefits are adding company value, requiring less persuasion for consumers, ensuring lasting relationships, and allowing differentiation. The conclusion states that building a strong brand requires alignment across the entire organization.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    Download as pptx, pdf, or txt
    of 11

    BUILDING STRONG BRANDS

    -By P. MEGHA Roll. No:- 74


    7/31/12 BUILDING_STRONG 11

    AGENDA
    Definition How to build a strong brand? Key elements Benefits Donts

    7/31/12

    BUILDING_STRONG

    22

    WHAT IS A BRAND???

    A brand is a name, term, sign, symbol or design which is intended to

    identify the goods or services of group of sellers and to differentiate them from others

    The value of a brand comes from its ability to gain an exclusive,

    positive and prominent meaning in the minds of a large number of consumers.

    7/31/12

    BUILDING_STRONG

    33

    STRONG BRAND

    To establish a strong brand it is necessary to have a Brand equity lies in the relationship

    successful Brand Equity

    that develops between a consumer and The company selling the products or services under the brand name.

    7/31/12

    BUILDING_STRONG BUILDING_STRONG

    44

    KEY ELEMENTS
    1.

    Clearly articulate brand identity Establish customer value proposition Define the optimal customer experience Cultivate the relationships with the customers Strengthen the brand overtime

    1.

    2.

    3.

    4.

    7/31/12

    BUILDING_STRONG

    55

    Contd

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    BUILDING_STRONG

    66

    BENEFITS OF STRONG BRAND

    It adds value to a company Requires less persuasion for consumers to use other products from Can ensure a lasting customer relationship It aids recognition in a cluttered marketplace Has the ability to command a premium Allows differentiation between very similar products Leads to the perception of quality

    the same brand


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    BUILDING_STRONG

    77

    DONTS

    Untrustworthy behavior Poor customer service (at any level) Obvious company financial difficulty Poor quality products

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    BUILDING_STRONG

    88

    CONCLUSION

    The brand is not built by the CEO or the board of directors, they certainly set the path towards that, but it is not them that come in contact with the customers. Every single person within the business needs to be aligned with the brand policies and every single of them is responsible for the brand success or failure

    7/31/12

    BUILDING_STRONG

    99

    QUERIES

    7/31/12

    BUILDING_STRONG

    1010

    THANK YOU

    7/31/12

    BUILDING_STRONG

    1111

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