SlideShare ist ein Scribd-Unternehmen logo
1 von 14
Branding Challenges
New Branding Challenges
 • Brands are important as ever
   • Consumer need for simplification
   • Consumer need for risk reduction

 • Brand management is as difficult as ever
   • Savvy consumers
   • Increased competition
   • Decreased effectiveness of traditional marketing tools
     and emergence of new marketing tools
   • Complex brand and product portfolios
The Customer/Brand Challenge
• In this difficult environment, marketers must have a keen
  understanding of:
  • customers
  • brands
  • the relationship between the two
Top 11 Brand Challenges
• Reactive Approach to Brand Development
• Branding Initiatives Lack Accountability (Return on Branding
  Investment, ROBI)
• Can’t Bring Branding Initiatives to Conclusion
• “Who Are We Today” Syndrome
• Competition “Stole” the Business Away from Us
• “We’re in a Commodity Business.”
• “Branding Doesn’t Work in Our Industry”
• “Everybody Knows Us.”
• “Unrealistic Expectations.”
• “Nobody Knows Us.”
• “We Don’t Have the Budget.”
Why Does A Brand Matter?
MANUFACTURERS                  CONSUMERS
• ID to simplify handling or   • ID Product Source
  tracing
                               • Assignment of
• Legal protection of unique
                                 responsibility to maker
  features
• Signal of quality level to   • Risk reducer
  satisfied customers          • Search cost reducer
• Means of endowing            • Promise, bond, or pact
  products w/unique              w/make of product
  associations                 • Symbolic Device
• Competitive Advantage
                               • Signal of Quality
• Financial Returns
The Benefits of a Strong Brand
• A strong brand influences the buying decision and shapes the ownership
  experience.
• Branding creates trust and an emotional attachment to your product or
  company.
• A strong brand can command a premium price and maximize the number
  of units that can be sold at that premium.
• Branding helps make purchasing decisions easier.
• Branding will help you “fence off” your customers from the competition and
  protect your market share.
• A brand is something that nobody can take away from you.
• Have you ever witnessed the obvious bond between people using the same
  brand of product?
• A strong brand signals that you want to build customer loyalty, not just sell
  product.
• Branding builds name recognition for your company or product
• A brand will help you articulate your company’s values and explain why you
  are competing in your market.
The Three Cs of Branding
Clarity
• Strong brands are clear about what they are and what they
  are not. They understand their unique promise of value. And
  this promise of value sets them apart from their competitors.
  It differentiates them and allows them to attract and build
  loyalty among a desirable set of consumers. Volvo, for
  example, is clear about their commitment to safety and
  security. They are not about speedy sports cars, or about
  small economy car or about luxury cars
Consistency
• In addition to being clear about who they are, strong
  brands are also consistent. They are always what they
  say they are. For Volvo, they are always about safety.
  They don’t change their focus from model to model.
  When new editions come out each year, they are safe
  too. And Volvo consistently communicates that. Or look
  at Madonna. Madonna is the chameleon brand of
  entertainment. She reinvents herself with each CD that
  she produces. She didn’t change for her first five CDs and
  then stay the same for the next two. She consistently
  changes. And the one thing we can be sure of with
  regard to her upcoming CD is that it will be nothing like
  any of the others she has done before. Madonna’s ability
  to change consistently throughout her career separates
  her from other entertainers, thereby strengthening her
  brand.
Constancy

 It is not enough to be clear and consistent if you are not
 always visible to your target audience. Strong brands are
 constant; they are always there for their customers and
 prospects. They don’t go into hiding.
 For Coke, the world is the target market. That is why you
 can’t make it through a day without being exposed to their
 bright red color or familiar script logo. Vending machines,
 people carrying a coke as they walk down the street,
 restaurant menus, product placement in TV shows and
 movies, billboards and print and TV advertisements all scream
 COKE. Coke is a constant in our lives. And Coke is the world’s
 strongest brand.
Thank You

Weitere ähnliche Inhalte

Was ist angesagt?

Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentationvijaydh
 
brand positioning with examples
brand positioning with examplesbrand positioning with examples
brand positioning with examplesLinel Dias
 
Brand positioning
Brand positioning Brand positioning
Brand positioning Er Gupta
 
Branding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler KellerBranding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler KellerChoudhry Asad
 
Product decision
Product decisionProduct decision
Product decisiondeepu2000
 
Product branding
Product branding Product branding
Product branding binijinadas
 
Brand management ppt
Brand management ppt Brand management ppt
Brand management ppt Babasab Patil
 
Branding decisions
Branding decisionsBranding decisions
Branding decisionsKriace Ward
 
Measuring the Effectiveness of the Promotional Program
Measuring the Effectiveness of the Promotional ProgramMeasuring the Effectiveness of the Promotional Program
Measuring the Effectiveness of the Promotional ProgramIndrajit Bage
 
Brand Personality
Brand PersonalityBrand Personality
Brand PersonalitySj -
 
Personality in consumer behavior
Personality in consumer behaviorPersonality in consumer behavior
Personality in consumer behaviorVijayalaxmi Jena
 
Marketing concepts
Marketing conceptsMarketing concepts
Marketing conceptsRobin Gulati
 

Was ist angesagt? (20)

Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentation
 
brand positioning with examples
brand positioning with examplesbrand positioning with examples
brand positioning with examples
 
Brand positioning and identification
Brand positioning and identificationBrand positioning and identification
Brand positioning and identification
 
Brand positioning
Brand positioning Brand positioning
Brand positioning
 
Market Segmentation
Market SegmentationMarket Segmentation
Market Segmentation
 
Branding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler KellerBranding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler Keller
 
Branding
BrandingBranding
Branding
 
Product decision
Product decisionProduct decision
Product decision
 
Product branding
Product branding Product branding
Product branding
 
Brand management ppt
Brand management ppt Brand management ppt
Brand management ppt
 
Brand Equity Ppt
Brand Equity PptBrand Equity Ppt
Brand Equity Ppt
 
Branding decisions
Branding decisionsBranding decisions
Branding decisions
 
Types of brands
Types of brandsTypes of brands
Types of brands
 
Measuring the Effectiveness of the Promotional Program
Measuring the Effectiveness of the Promotional ProgramMeasuring the Effectiveness of the Promotional Program
Measuring the Effectiveness of the Promotional Program
 
Brand ppt
Brand pptBrand ppt
Brand ppt
 
Brand Personality
Brand PersonalityBrand Personality
Brand Personality
 
Personality in consumer behavior
Personality in consumer behaviorPersonality in consumer behavior
Personality in consumer behavior
 
Branding Process
Branding ProcessBranding Process
Branding Process
 
Brand management
Brand managementBrand management
Brand management
 
Marketing concepts
Marketing conceptsMarketing concepts
Marketing concepts
 

Andere mochten auch

Branding and its importance to consumers and organizations
Branding and its importance to consumers and organizationsBranding and its importance to consumers and organizations
Branding and its importance to consumers and organizationsApurupa Devi Valluru
 
Branding challenges and opportunities
Branding challenges and opportunitiesBranding challenges and opportunities
Branding challenges and opportunitiesDharamraj Raj
 
Branding challenges and opportunities
Branding challenges and opportunitiesBranding challenges and opportunities
Branding challenges and opportunitiesMuzamil Quadir
 
The concept of Branding
The concept of BrandingThe concept of Branding
The concept of Brandingnabeel.sm
 
Brand management Full notes
Brand management Full notesBrand management Full notes
Brand management Full notesversatileBschool
 
MARKETING INFORMATION SYSTEM
MARKETING INFORMATION SYSTEMMARKETING INFORMATION SYSTEM
MARKETING INFORMATION SYSTEMJAY BHANSALI
 

Andere mochten auch (9)

Branding and its importance to consumers and organizations
Branding and its importance to consumers and organizationsBranding and its importance to consumers and organizations
Branding and its importance to consumers and organizations
 
Branding challenges and opportunities
Branding challenges and opportunitiesBranding challenges and opportunities
Branding challenges and opportunities
 
Branding challenges and opportunities
Branding challenges and opportunitiesBranding challenges and opportunities
Branding challenges and opportunities
 
Product
ProductProduct
Product
 
The concept of Branding
The concept of BrandingThe concept of Branding
The concept of Branding
 
Product ppt(1)
Product ppt(1)Product ppt(1)
Product ppt(1)
 
Brand management Full notes
Brand management Full notesBrand management Full notes
Brand management Full notes
 
Branding ppt
Branding pptBranding ppt
Branding ppt
 
MARKETING INFORMATION SYSTEM
MARKETING INFORMATION SYSTEMMARKETING INFORMATION SYSTEM
MARKETING INFORMATION SYSTEM
 

Ähnlich wie Branding challenges

wipo_smes_kul_06_www_68916 (1).ppt
wipo_smes_kul_06_www_68916 (1).pptwipo_smes_kul_06_www_68916 (1).ppt
wipo_smes_kul_06_www_68916 (1).pptIndieShyleSTUDIO
 
CREATING A MILLION DOLLAR BRAND
CREATING A MILLION DOLLAR BRANDCREATING A MILLION DOLLAR BRAND
CREATING A MILLION DOLLAR BRAND'Lolu Akinwunmi
 
Ss branding packaging
Ss branding   packagingSs branding   packaging
Ss branding packagingCMPCERT
 
Brand creation offensive & defensive competitive advantage
Brand creation offensive & defensive competitive advantageBrand creation offensive & defensive competitive advantage
Brand creation offensive & defensive competitive advantageMohamed Mousa
 
Branding As A Tool For Market Access
Branding As A Tool For Market Access�Branding As A Tool For Market Access�
Branding As A Tool For Market Access'Lolu Akinwunmi
 
Customer Centered Brand Management Case
Customer Centered Brand Management CaseCustomer Centered Brand Management Case
Customer Centered Brand Management CaseSarthak Gupta
 
Small Business Boot Camp with Jim Joseph at Vocus
Small Business Boot Camp with Jim Joseph at VocusSmall Business Boot Camp with Jim Joseph at Vocus
Small Business Boot Camp with Jim Joseph at VocusCision
 
A brand is forever a framework for revitalizing declining and dead brands
A brand is forever a framework for revitalizing declining and dead brandsA brand is forever a framework for revitalizing declining and dead brands
A brand is forever a framework for revitalizing declining and dead brandsSameer Mathur
 
Branding & advertisement
Branding & advertisementBranding & advertisement
Branding & advertisementAbdullah Saeed
 

Ähnlich wie Branding challenges (20)

Branding E L 2
Branding E L 2Branding E L 2
Branding E L 2
 
Types of brand
Types of brandTypes of brand
Types of brand
 
Brandequity
BrandequityBrandequity
Brandequity
 
Marketing management
Marketing managementMarketing management
Marketing management
 
wipo_smes_kul_06_www_68916.ppt
wipo_smes_kul_06_www_68916.pptwipo_smes_kul_06_www_68916.ppt
wipo_smes_kul_06_www_68916.ppt
 
wipo_smes_kul_06_www_68916 (1).ppt
wipo_smes_kul_06_www_68916 (1).pptwipo_smes_kul_06_www_68916 (1).ppt
wipo_smes_kul_06_www_68916 (1).ppt
 
CREATING A MILLION DOLLAR BRAND
CREATING A MILLION DOLLAR BRANDCREATING A MILLION DOLLAR BRAND
CREATING A MILLION DOLLAR BRAND
 
Ss branding packaging
Ss branding   packagingSs branding   packaging
Ss branding packaging
 
Brand Management
Brand ManagementBrand Management
Brand Management
 
Product Branding #2
Product Branding #2Product Branding #2
Product Branding #2
 
Brand creation offensive & defensive competitive advantage
Brand creation offensive & defensive competitive advantageBrand creation offensive & defensive competitive advantage
Brand creation offensive & defensive competitive advantage
 
Branding As A Tool For Market Access
Branding As A Tool For Market Access�Branding As A Tool For Market Access�
Branding As A Tool For Market Access
 
Types of brand
Types of brandTypes of brand
Types of brand
 
Branding
BrandingBranding
Branding
 
Customer Centered Brand Management Case
Customer Centered Brand Management CaseCustomer Centered Brand Management Case
Customer Centered Brand Management Case
 
Brand building basics
Brand building basicsBrand building basics
Brand building basics
 
Small Business Boot Camp with Jim Joseph at Vocus
Small Business Boot Camp with Jim Joseph at VocusSmall Business Boot Camp with Jim Joseph at Vocus
Small Business Boot Camp with Jim Joseph at Vocus
 
Branding
BrandingBranding
Branding
 
A brand is forever a framework for revitalizing declining and dead brands
A brand is forever a framework for revitalizing declining and dead brandsA brand is forever a framework for revitalizing declining and dead brands
A brand is forever a framework for revitalizing declining and dead brands
 
Branding & advertisement
Branding & advertisementBranding & advertisement
Branding & advertisement
 

Mehr von Joydeep Hazarika

Mehr von Joydeep Hazarika (6)

Measures of central tendency
Measures of central tendencyMeasures of central tendency
Measures of central tendency
 
Introduction to Marketing
Introduction to MarketingIntroduction to Marketing
Introduction to Marketing
 
Marketing Products & Services
Marketing Products & ServicesMarketing Products & Services
Marketing Products & Services
 
Immutable laws of branding
Immutable laws of brandingImmutable laws of branding
Immutable laws of branding
 
Brand extension
Brand extensionBrand extension
Brand extension
 
Brand equity
Brand equityBrand equity
Brand equity
 

Kürzlich hochgeladen

Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...lizamodels9
 
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023Neil Kimberley
 
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876dlhescort
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayNZSG
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...daisycvs
 
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsP&CO
 
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...Sheetaleventcompany
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...Aggregage
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Dave Litwiller
 
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...amitlee9823
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesDipal Arora
 
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with CultureSeta Wicaksana
 
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1kcpayne
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...amitlee9823
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANIlamathiKannappan
 
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangaloreamitlee9823
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...lizamodels9
 

Kürzlich hochgeladen (20)

Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
 
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023
 
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
 
Falcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in indiaFalcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in india
 
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and pains
 
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
 
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
 
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investors
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
 
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
 
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ➡️ Delhi ➡️ 9999965857 🚀 No Advance 24HRS...
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMAN
 
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
 

Branding challenges

  • 2. New Branding Challenges • Brands are important as ever • Consumer need for simplification • Consumer need for risk reduction • Brand management is as difficult as ever • Savvy consumers • Increased competition • Decreased effectiveness of traditional marketing tools and emergence of new marketing tools • Complex brand and product portfolios
  • 3. The Customer/Brand Challenge • In this difficult environment, marketers must have a keen understanding of: • customers • brands • the relationship between the two
  • 4. Top 11 Brand Challenges
  • 5. • Reactive Approach to Brand Development • Branding Initiatives Lack Accountability (Return on Branding Investment, ROBI) • Can’t Bring Branding Initiatives to Conclusion • “Who Are We Today” Syndrome
  • 6. • Competition “Stole” the Business Away from Us • “We’re in a Commodity Business.” • “Branding Doesn’t Work in Our Industry” • “Everybody Knows Us.” • “Unrealistic Expectations.” • “Nobody Knows Us.” • “We Don’t Have the Budget.”
  • 7. Why Does A Brand Matter? MANUFACTURERS CONSUMERS • ID to simplify handling or • ID Product Source tracing • Assignment of • Legal protection of unique responsibility to maker features • Signal of quality level to • Risk reducer satisfied customers • Search cost reducer • Means of endowing • Promise, bond, or pact products w/unique w/make of product associations • Symbolic Device • Competitive Advantage • Signal of Quality • Financial Returns
  • 8. The Benefits of a Strong Brand
  • 9. • A strong brand influences the buying decision and shapes the ownership experience. • Branding creates trust and an emotional attachment to your product or company. • A strong brand can command a premium price and maximize the number of units that can be sold at that premium. • Branding helps make purchasing decisions easier. • Branding will help you “fence off” your customers from the competition and protect your market share. • A brand is something that nobody can take away from you. • Have you ever witnessed the obvious bond between people using the same brand of product? • A strong brand signals that you want to build customer loyalty, not just sell product. • Branding builds name recognition for your company or product • A brand will help you articulate your company’s values and explain why you are competing in your market.
  • 10. The Three Cs of Branding
  • 11. Clarity • Strong brands are clear about what they are and what they are not. They understand their unique promise of value. And this promise of value sets them apart from their competitors. It differentiates them and allows them to attract and build loyalty among a desirable set of consumers. Volvo, for example, is clear about their commitment to safety and security. They are not about speedy sports cars, or about small economy car or about luxury cars
  • 12. Consistency • In addition to being clear about who they are, strong brands are also consistent. They are always what they say they are. For Volvo, they are always about safety. They don’t change their focus from model to model. When new editions come out each year, they are safe too. And Volvo consistently communicates that. Or look at Madonna. Madonna is the chameleon brand of entertainment. She reinvents herself with each CD that she produces. She didn’t change for her first five CDs and then stay the same for the next two. She consistently changes. And the one thing we can be sure of with regard to her upcoming CD is that it will be nothing like any of the others she has done before. Madonna’s ability to change consistently throughout her career separates her from other entertainers, thereby strengthening her brand.
  • 13. Constancy It is not enough to be clear and consistent if you are not always visible to your target audience. Strong brands are constant; they are always there for their customers and prospects. They don’t go into hiding. For Coke, the world is the target market. That is why you can’t make it through a day without being exposed to their bright red color or familiar script logo. Vending machines, people carrying a coke as they walk down the street, restaurant menus, product placement in TV shows and movies, billboards and print and TV advertisements all scream COKE. Coke is a constant in our lives. And Coke is the world’s strongest brand.