1.
Bolaji Okusaga
Concepts and Processes
BuildingGreatBrands

2.
S/N SUBJECT SLIDES
1. Background 3 - 5
2. Concepts 6 - 9
3. Process 10 - 17
4. Transitions 18 - 21
5. Context 22 - 24
Background

3.
1. Background

4.
MARKET
• In today’s
increasingly
competitive global
market, building
effective and
meaningful brands
is essential for
business success.
PERCEPTION
• Brand perception is
important as it
automatically -
1.Triggers perception
that is relevant to
the target
audience
2.True to the brand
identity
3. And differentiated
from the
competition.
BUSINESS SUCCESS
• Brand Positioning
provides a
systematic method
for managing
corporate conduct
and business
strategy
Background

5.
Central unifying idea
which aligns
behaviours, actions,
communications
Works across
Organisation
Builds on a vision
and is aligned to
business strategy
Illustrates who we
are and what we do
Defines Behaviour,
Positioning, and
Differentiation
Needs to resonate
with all our
stakeholders –
internal and external
Guides Business
Conduct
Tilling the ground for
our Business
Development Team
Provides clarity and
inspiration to
employees
What We Want to Achieve

6.
2. Concepts

7.
A VALUE CENTRE
• A brand is an
identifiable entity that
makes specific
promises of value.
WITH DISTINCT
ATTRIBUTE
• A brand is a mixture of
attributes, tangible and
intangible, which
creates value and
influence.
PREFERENCE
GENERATOR
• Brands are created for
the sole purpose of
redirecting consumer
preferences.
What is a Brand?

8.
CREATING DIFFERENTIATION
• Branding is the differentiation of an entity or
product from other similar entities or products
in the market place using a name, symbol or
colours or a combination of any of them.
THROUGH A DELIBERATE PROCESS
• It is a programme designed for the creation of
a positive perception and pungent
differentiation which will induce a preference
for the branded product above that of
competition.
What is Branding?

9.
Brands produce
intangible
outputs which
impact the
bottom-line.
Such outputs
include :
greater customer satisfaction
reduced price sensitivity
fewer customer defection
a greater share of customer wallet
more referrals
higher percentage of repeat business.
What Do Brands Do?

10.
3. Process

11.
A CENTRAL
ORGANISATIONAL
PRINCIPLE:
• this helps align the brand
strategy with the corporate /
business strategy.
A RESOLUTE CORE
PURPOSE:
• this remains the platform on
which the brand concept is
built.
A COMPELLING
IDEA:
this captures
customers
attention and
commands loyalty.
Attributes of a Brand

12.
THE CORE
• Ability to differentiate.
• Promises and the ability of
customers to verify these
promises.
THE DERIVATIVES
• Brands communicate their
promise to the market,
soliciting customer patronage.
• Everything the customer
experience in the process of
evaluation, trial, purchase and
adoption is a verification of
the promise.
What Do Brands Thrive On?

13.
Understanding Brand Essence
The DNA of a Brand
The basis from which Brand Positioning is
derived
• Target
• Product Attribute
• Brand Personality
• Brand Benefit

14.
CHARACTER
Brands and branding gives
character to marketing.
PERCEPTION
Competition dictates a need
to create a perception in the
mind of the target that there
is no better product in the
market than the one you are
offering.
Today, products are bought
and not sold. Brands helps to
pre-sell the product to the
target
LEADERSHIP
To stay competitive
therefore, companies must
deliver superior value by
producing winning brands.
If market leadership is a sign
of business success, then
branding is the key to
sustainable growth and
business consolidation.
Branding and Marketing – Where Do They Meet?

15.
Brand
Environment
Behaviour
Business
Product
Service
Client
Decision
Signage
Corporate
Literature
Advertising
Media
Promises
Verification
Activating Brand Promise and Verifying Brand Promise

16.
• Business Strategy is all about the delivery of superior value.
Lived Value
• Organisational
Principles
Used Value
• Organisational
Strategy
Perceived
Used Value
• Branding and
Reputational
Benefits
Its All About the Delivery of Value

17.
• These are the platforms for the delivery of value.
• These are:
Operational Excellence:
Dell
Product Leadership:
Apple
Customer Intimacy:
Starbucks
Driving Value – The Disciplines

18.
4. Transitions

19.
BRAND AS COMMODITY
• This is characterized by an
excess of demand over supply,
• Products make little effort to
differentiate.
• Emphasis is on mass
production, consumer’s
perception is utilitarian.
BRAND AS REFERENCE
• Here competitive pressure
stimulates a need for
differentiation.
• Differentiation is achieved
through changes in products
physical attribute.
• Consumers memory expand
beyond basic product
category.
• Product branding become a
heuristic devise for decision
making.
• Consumers still value brands
for their utilitarian value.
BRAND AS PERSONALITY
• Here differentiation is through
emphasis on rational /
functional attributes become
difficult
• Brands are given a personality
in order to draw on emotional
attributes.
• The use of brands therefore
become a medium of self
expression.
Brand Transitions - 1

20.
BRAND AS ICON
• Here branding becomes a
participative process between
producers and consumers.
• Consumers draw associations
from the brand to boost their
self identity.
• The more the associations a
brand has, the greater its
network in the consumer’s
memory.
BRAND AS COMPANY
• Here brand equals the
company and assumes a
complex posture because
there are many points of
contact between the
consumer and the brand.
• This is the beginning of post-
modern marketing.
• Here consumers become more
active in brand creation.
• Communication of the brands
attribute is no longer
unidirectional, rather it flows
from producers and
consumers.
BRAND AS POLICY
• Here. there is an alignment of
the company’s ethical, social
and political stance with the
brand concept.
• At this stage Brand combines
value with philosophy.
Brand Transitions - 2

21.
Brand Loyalty Ladder
Adorers •These will not accept a competing brand or an
alternative.
•This is the highest level of loyalty.
Availables
•This is the pool from which companies draw
their patronage
Acceptors
•These are the set who initial accept the brand,
these will accept a competing brand where their
favourite brand is unavailable
Adopters
•These are loyalist of the brand who will not
accept a competing brand but may settle for
other alternative.

22.
5. Context

23.
Corporate Brand
• Creating the Context for
Market Success
• Vision, Mission and
Values
• Recruitment
• Compensation
• Culture
• Work Environment
Business Practices
• Pushing the goals of the
Corporate Brand through a
specific and differentiated
offerings
• Innovation
• People Management
• Policies and Practices
Creating the Context and Ensuring Consistency
Look at how far we have come and see how we can consolidate that into a great story
Delivering on Brand Purpose

24.
The Brand concept
is inseparable from
business strategy.
Brands lead the
way in the market
space and confer
value which creates
a sustainable basis
for businesses.
Conclusion

25.
Thank You