1. Brand
communication

2. Presented By
 A-13 Niral Patel
 A-14 Tejendra Gohil
 A-15 Upendra Patel
 A-16 Dushyant Vagadiya
 A-17 Sumeet Shah
 A-62 Noor Zaman Muqbel

3. AGENDA
Definition
Objectives
Process
Strategy
Brand Awareness
Brand Elements
Types
Digital Brand Management Model

4. DEFINITION
Brand Communication is a
communication of activities that
influence customers opinions of a
company and its products.

5.  Consumers are constantly meeting the
brand
 Through advertising
 With editorial mentions
 By sponsorships
 On the point of purchase materials
 Over the supermarket shelves
 They often meet our brands, but how
often do they notice them?

6. Objectives
 The message clearly
 Confirms your credibility
 Connects your target prospects
emotionally
 Motivates the buyer Delivers
 Concretes User Loyalty

7. Process Of Brand
Communication
 Step 1: Start with understanding the
role of brand in your business.
 Step 2: Understand the factors that
contribute to brand value.
 Step 3: Understand whom you need
to reach.
 Step 4: Frame your BIG idea.
 Step 5: Understand how far you need
to shift perceptions in order to own the
big idea.

8. Process Cont…
 Step 6: Build the messages to shift
perceptions.
 Step 7: Understand the role of each
medium in making the shift and
sustaining momentum.
 Step 8: Determine the optimum media
allocation.
 Step 9: Measure results.
 Step 10:Revisit Step 5…and repeat
the process again…and again…

9. Strategy of
Brand Communication
 Purpose and Overview
 Structure and Goals

10. Brand Awareness
 Brand awareness refers to customers'
ability to recall and recognize the
brand under different conditions and
link to the brand name, logo, jingles
and so on to certain associations in
memory.
 It consists of brand recognition and
brand recall.

11.  There are various levels of brand
awareness that require different levels and
combinations of brand recognition and
recall.
 Top-of-Mind awareness occurs when
your brand is what pops into a consumers
mind when asked to name brands in a
product category.

12. Eg : When any person thinks about
chocolates the first brand coming in mind
is Cadbury

13.  Aided Awareness occurs when a
consumer is shown or reads a list of
brands, and expresses familiarity with
your brand only after they hear or see it
as a type of memory aide.

14.  Strategic Awareness occurs when your
brand is not only top-of-mind to
consumers, but also has distinctive
qualities that stick out to consumers as
making it better than the other brands in
your market.

15. Brand Elements
 Name : The word or words used to identify
a company, product, service, or concept.
 Logo : The visual trademark that identifies
the brand.
 Tagline or Catchphrase : "The Quicker
Picker Upper" is associated with Bounty
paper towels.

16.  Colors : Owens-Corning is the only brand
of fiberglass insulation that can be pink.
 Sounds : A unique tune or set of notes
can denote a brand. NBC's chimes are a
famous example.
 Movements : Lamborghini has
trademarked the upward motion of its car
doors.
 Graphics : The dynamic ribbon is a
trademarked part of Coca-Cola's brand.

17. Types of Brand
Manufacturers’
Brand
Private
Brand
The brand name of a manufacturer.
A brand name owned by a wholesaler
or a retailer. Also known as a private
label or store brand.

18. Manufacturer brands
Manufacturer brands are created by
producers and bear their chosen brand
name.
The producer is responsible for marketing
the brand.
The brand is owned by the producer.

19. Advantages of Manufacturers’
Brands
 Develop customer loyalty
 Attract new customers
 Enhance prestige
 Ensure dealer loyalty

20. Private Label brands
Own-label brands are created and owned
by businesses that operate in the
distribution channel – often referred to as
“distributors”.
Often these distributors are retailers, but
not exclusively.
 Sometimes the retailer’s entire product
range will be own-label.

21. Advantages of Private Brands
 Earn higher profits
 Less pressure to mark down prices
 Ties customer to wholesaler or retailer

22. Digital Brand Management
Model

23. Design Gap

24. Consumption Gap

25. Fit Gap