BULDING A LASTING

BRAND
EDS 321 Entrepreneurial Development Studies

Dr. Dirisu, J. I.
What is a Brand?
Brand is not just a product
Brand is not just a logo nor identity
 Definition of a brand
A brand is a combination of an organisation’s values,
behaviours, product/service quality as well as the technical
functionality of the product or service and the brand promise,
made by organisation to the customers via the services or
products being offered.

It is a combination of both intangible and tangible features

through which the organisation aims at creating a positive
linkage with its customer in order to increase the present and
future likelihood of continual usage or purchase of the product or
 Brand Architecture:
Family Brand Product Brand:
(Umbrella Brand). Corporate Brand Pros/Cons

• Unilever •Toyota •Dove

• Apple •Coca col •Blue Band
• Automotive •Fedx margarine
industry. •Facebook •Lipton
 What is branding?
• It’s s the marketing practice of creating
a name, symbol or design that identifies
and differentiates a product from other
products.

• “Branding is the art of aligning what you

want people to think about your
company with what people actually
think about your company.”
 How to build your corporate brand
Brand culture and identity

Brand image and

reputation
 Brand culture and Identity
A unique set of brand associations that the brand
strategist aspires to create or maintain.
These associations represent what the brand stands
for and imply a promise to customers from the
organization members.
It should help establish a relationship between the
brand and the customer by generating a value
proposition involving functional, emotional, or self-
expressive benefits”
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Brand culture

Hospitality

Innovation

Consistency

Diligence 5th October,

2016
11 Brand identity
Facilities/Equipment

Distinctive Standards (Teamwork, Rarity)

Values (Integrity, Trust, Confidentiality)

Symbols and Logos

5th October,
2016
 Brand image and reputation
Brand image refers to how customers perceive
the brand while

Brand reputation refers to a representation of how

attractive a brand is to major stakeholders.
 13 Brand image

Prestige (Respect, Expertise, and Admirable characteristics

and behaviour)

Mental Picture (adaptable, enthusiasm, uncompromising)

Perception (Smell, Cleanliness, Taste, Price, Wide Availability)

Preference (lighting, proneness, awareness, 5th October,

2016
Brand reputation
Reliability (stable processes)

Managerial Style

Word of Mouth

Experience
 Conclusion

• A brand is clearly more than a product or

a service. Focusing your entire strategy
and brand identity on the attributes of
your product is an erroneous strategy,
especially on a long-term.

• Complications:
• Failure to differentiate
• Easy to copy
• Assume a rational consumer
• Limit brand extension strategies.
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20th September,
2018