1. Brand Report Card
Harvard Business Review
Brand Calling
Brand
Analysis
Ankita Derasaria, MICA EDC 09

2. Creating a Strong Brand
 Understand the real desire of your customer
 Understand the value of the consumer
 Study why a customer buys your product
 Does your brand appeal the consumer?
Ankita Derasaria, MICA EDC 09

3. Being Always Relevant
 Understand as a user the imagery of your brand
 Feel and read the imagination of your brand in
consumption by the consumer
 What does your brand personify an what feeling consumers
extract
 seek the relationship that the company wants to build with
the consumers Ankita Derasaria, MICA EDC 09

4. Pricing Strategy Factors
• The perception of the consumers
• Accurate blend of the product quality
• The value created for the consumers
• It should not affect the brand- building
activities.
Ankita Derasaria, MICA EDC 09

5. Brand Positioning
• The correct vision and the relevant message
• Standing the competition and maintaining
points of parity
• Being different from your competitors and
building the point of differenceAnkita Derasaria, MICA EDC 09

6. Consistency
• Studying the two ‘C’ factors in business
– Continuity
– Change
• Staying appropriate according to the striking
balance
• Avoid conflicting messagesAnkita Derasaria, MICA EDC 09

7. Brand Portfolio
• Marketing of different brands creating different
values under the umbrella brand
• Synchronizing the communication of the different
sub brands to the grace of the core brand
• Promote the associations of the various sub
brands Ankita Derasaria, MICA EDC 09

8. Connecting the Coordinates
• The identity elements
• The mix of these elements to enhance the value and
awareness
• Appreciating all the relation of the marketing activities
• Best use of the media tools
Ankita Derasaria, MICA EDC 09

9. What your brand means
• Understand the totality of your brand image
• Understand the like and dislikes of the consumers
• The associations people draw
• What your product stands for the consumer
Ankita Derasaria, MICA EDC 09

10. Support of your Brand
• The uniqueness
• The in-depth understanding of your brand
• The strong recall values of the brand
• The theme of the communication should be
maintained
Ankita Derasaria, MICA EDC 09

11. Monitoring
• Brand audit
• Brand equity as a concept
• Implementation of the brand strategies
• Brand equity report
Ankita Derasaria, MICA EDC 09

12. Thank You!
Appreciate your Time and Attention!
Ankita Derasaria, MICA EDC 09