1. +
Fundamentals of Brand
Building

2. 2
+How it started
200 to 300 years ago, Branding came
from the word Old Norse Brandr meaning
to ‘burn’
owners stamped their cows to distinguish

3. +
How it started cont’d
19th
and 20th
Industrial revolution gave the
concept a radical push
Since WWII, there has been an explosion
of brands which has come to symbolize
the convergence of the world economies
on the demand-led model rather than the
command-led model

4. +
What is a brand
A singular idea
or concept that
you own inside
the mind of the
prospect

5. +
A brand is the differentiator of a product or
service from similar offerings

6. +
Market share is not
based on merit, but on
the power of the
brand in the mind.
- Al Ries
It involves leveraging
on the functional and
emotional attributes of
a brand in other to
build brand equity

7. 7
+
So why the hype?
Value association
Pride
Differentiated from competition
Command premium price
Sell more (Substantiate market price)
Attract and retain stronger employees
Higher consumer followership
A practical example: BMW which has the tag line ‘the
ultimate driving machine’ as this is one thing
everyone experiences

8. +
What a brand is not

9. +
 a trade mark – these are legal properties
 a mission statement – this is a reminder
 a logo or a slogan – these are your signatures
 a product or a service – these are just the
tangibles
 advertising – they deliver your messages

10. +
What a brand is

11. +
 Point of view – branding is a strategic point of view, not a select set
of marketing activities
 Customer value – branding is central to creating customer value,
not just sound bites and images
 Competitive advantage – branding is a key tool for creating and
sustaining competitive advantage
 Engineered – brand strategies must be “engineered” into the
strategic planning process
 Meaning – brands get their identity from meanings. Products and
services are the blood of a brand. Your organizational culture and
standards for action are the heartbeat.
 Logic and emotion – branding is part science and part art

12. +
Types of brands
 Product Brands
 Service Brands
 E-brands
 Cause Brands
 Nation Brands
 Government Brands
 Global Brands
 Corporate Brands

13. +
Types of branding cont’d
 Corporate brand (umbrella brand ) is the practice of using a company's name as a
product brand name. It is an attempt to use corporate brand equity to create product
brand recognition. Dangote, for example, the word "Dangote" is included on all products.
 Product brand involves giving each product in a portfolio its own unique brand name.
This contrasts with corporate branding in which the products in a product line are given a
single overarching brand name. The advantage of individual branding is that each
product has an image and identity that is unique. This facilitates the positioning of each
product, by allowing a firm to position its brands differently.

14. +
Cont’d
 Service Brands- Involves delivering service which involves personal contact. E.g.
hotels, banks, travel agents, advertising agencies
 Government brands-Governments and political parties often have strong brands as
they are centered on passionately held core values, Branding is important in both
securing votes and in international diplomacy.
 Cause Brands – Attempting to attract customers by associating the company with a
cause or purpose that potential customers would find beneficial to their personal goals
or in line with their values. This might be a percentage contribution of company sales
to charitable organizations or donations to nature and wildlife preservation councils.

15. +
Types of branding
 Global Brands – uses single corporate brand name. These brands think
global but act local to have relevance
E-Brands -.These are brands that are online based. The Internet is a
medium that presents new challenges for brand owners. E.g. Amazon.com
 Nation brands - New ways of thinking lead to countries being positioned as
tourist destinations, enhancing status of goods and services produced, and
aiding under-developed countries.

16. 16
A 5 Step
Brand Building Process

17. +
Brand Assessment
Internal and external assessment
Consumer insight to determine the building blocks
by the brand
Identity points of differentiation

18. +
Brand Promise
Crafting the brand essence, brand story and brand
promise drawing on insight from the brand
assessment

19. +
Brand Blueprint
Creating visual representations (look and feel of
the brand)
Creating the physical and visual expressions, logo,
colours, by-line i.e. the brand identities

20. +
Brand Culturalization
Internal immersion
Creating a corporate culture around the brand by
aligning all members of staff with the Brand vision
and Essence

21. +
Brand Advantage
Leveraging the brand
Creating communication strategies and
channels to engage the Brand’s audience
and build and maintain and grow affinity,
salience and brand equity

22. +
Types of branding
 Corporate branding is the practice of using a company's name as a product brand name. It is an
attempt to use corporate brand equity to create product brand recognition. It is a type of family
branding or umbrella brand. Dangote, for example, includes the word "Dangote" in the name of
many of its products. This strategy contrasts with individual product branding, where each
product has a unique brand name and the corporate name is not promoted to the consumer.
 Individual branding, is the marketing strategy of giving each product in a portfolio its own
unique brand name. This contrasts with family branding, corporate branding, and umbrella
branding in which the products in a product line are given a single overarching brand name. The
advantage of individual branding is that each product has an image and identity that is unique.
This facilitates the positioning of each product, by allowing a firm to position its brands
differently.
Examples of individual product branding include Procter & Gamble, which markets multiple
brands such as Pampers, and Unilever, which markets individual brands such as Dove.
 Cause Branding – Attempting to attract customers by associating the company with a cause or
purpose that potential customers would find beneficial to their personal goals or in line with their
values. This might be a percentage contribution of company sales to charitable organizations or
donations to nature and wildlife preservation councils.

23. +
Types of branding
 Co-Branding – Becoming more familiar to the consumer all the time. These include, for example, mini-marts attached to
gas stations, banking facilities within grocery stores, and Laundromats attached to anything from bowling alleys to family
entertainment centers. This branding falls in the “one-stop shopping” category.
 Rebranding is the creation of a new name, term, symbol, design, or a combination of them for an established brand with
the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.
 Personal branding is, for some people, a description of the process whereby people and their careers are marked as
brands. It has been noted that while previous self-help management techniques were about self-improvement, the
personal branding concept suggests instead that success comes from self-packaging.Further defined as the creation of an
asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, appearance
and knowledge contained within, leading to an indelible impression that is uniquely distinguishable
 Faith branding is the concept of branding religious organizations, leaders, or media programming, in the hope of
penetrating a media-driven, consumer-oriented culture more effectively. Essentially, faith branding treats faith as a
product and attempts to apply the principles of marketing in order to "sell" the product.Faith branding is a response to the
challenge that religious organizations and leaders face today regarding how to express their faith in a media-dominated
culture.

24. Khawaja Muhammad Nasir