Brand Communication.pptx

Brand Communication.pptx

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  Sunday, 20 August2023 Hello, W e l c o m e T o T h e W o r l d o f B r a n d C o m m u n i c a t i o n
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  What we will cover •Introduction to Brands • Introduction to Consumer • Marketing and Communication Strategy • Working in an Advertising Agency
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  Everything about Brands
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  Understanding Brands? • Abrand is a product or a business that has a distinct identity in the perception of consumers • It is an intangible asset made up of many elements like design, packaging, and advertising which together helps Consumer in distinguishing the product from its competitor and giving them reason to buy it
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  Elements of aBrand? A product's logos and tag-line are elements of brand designed to support and define a brand
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  Brand Architecture A systemthat organizes brands, products, and services to help customers access and relate to a brand. It helps structure a brand portfolio so that customers can easily tell which brands are affiliated and at what level.
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  The Branded House Inthe branded house, a parent brand—typically one with some clout—runs the show.
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  The House ofBrands The house of brands is basically the opposite of the branded house. There’s a parent brand, but it’s not reflected in the sub-brands in an obvious or blatant way.
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  The Endorsed Brand Aparent brand forms an umbrella over a number of related brands, similar to the house of brands. The related brands don’t necessarily share a name with the parent brand, as they do with the branded house. However, the parent brand has a much greater impact on children’s life than in a house of brands.
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  Brand Equity Brand equityis the value of a brand, determined by the consumer's perception of its quality and desirability. It is based on factors such as the brand's recognition, customer loyalty, and customer satisfaction. Brand Awareness Brand Loyalty Perceived Quality Brand Associations 4 elements of brand equity
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  Brand Identity It isthe overarching writing style and visual language your business uses to communicate with the world. It makes your business recognizable to your customers and helps you stand out in the marketplace. Logo Tone of Voice Colours Typography Elements of Brand Identity Imagery Brand Name
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  Deep-dive into BrandIdentity
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  Coca-Cola Logo Tone of Voice Colour Typography Imagery BrandName Friendly, Inclusive & Optimistic Gotham & Arial Happiness, Joyful & Fun
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  Brand Image Brand imageis the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand.
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  Brand Extension It allowscompanies to reach a wider customer base by offering new products under an existing name. This marketing strategy is a technique to expand upon a parent brand and increase an overall brand image. Complementary Product Extension Types of Brand Extensions Line Extension Customer Base Extension Company Authority Extension Brand Lifestyle Extension
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  Line extension A lineextension is one of the most straightforward brand extension examples and involves a brand launching a product that would already be familiar to its audience. The product in this type of extension would fall in the same category as the company’s current offerings, making them easy to market to their existing clients. For example, a haircare brand that has shampoos might create a line extension for new products that are for colored hair, thinning hair, or curly hair. Complementary product extension Similar to a line extension, a complementary product extension, also called a companion product extension, is when a brand releases a new product that complements its initial product. For example, Colgate, a toothpaste company, released toothbrushes as a new product. It’s not out of the question that someone buying Colgate toothpaste in a store would also pick up a new toothbrush from an oral hygiene brand they’re familiar with. Customer-based extension In this type of extension, a brand might focus on a single demographic of their clientele and expand their products based on their needs. Existing brand loyalty makes this ideal for a company that wants to offer its customers a wider range of products. Apple’s dedicated and loyal customer base helps the brand continuously release products that it knows will appeal to those same clients. Company expertise extension When the public deems a brand or company an expert in their industry, they might want to branch out into new offerings that still fall under their area of authority. Think of the Beats By Dre headphones. The brand became known for its stylish and quality over-ear headphones, so when the company released other products, like earbuds and speakers, customers trusted the brand’s expertise in the audio field enough to be confident in purchasing the new items. Brand lifestyle extension For a brand that relies on the lifestyle and culture it promotes, a brand extension can take an unexpected turn in terms of the category of products it offers, so long as it still fits with the brand’s portrayed values or distinct way of living. Jeep’s customers know the company as an outdoorsy and adventurous brand. While tents, knives, bicycles, and other camping gear releases may be a far cry from cars, they are aligned with the company’s projected lifestyle.
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  Brand Personality Simply put,a brand's personality is the set of human characteristics you attribute to that brand. Or, put another way — it's how you'd describe a brand if it were a person. Types of Brand Extensions Sincerity Competence Ruggedness Sophistication Excitement
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  Brand Personality • Excitement:Carefree, spirited, playful, modern, trendy, and youthful • Sincerity: Kindness, thoughtfulness, and an orientation toward family values, environmental sustainability, or care for workers and communities • Ruggedness: Rough, tough, outdoorsy, unfussy, and athletic • Competence: Successful, accomplished, and influential, which is highlighted by leadership • Sophistication: Elegant, prestigious, exclusive, luxurious, and sometimes even pretentious
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  Positioning of theseBrands
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  Brand Positioning It describeshow a Brand is different from its competitors and where, or how, it sits in customers’ minds. “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market” - Philip Kotler Types of Brand Extensions Sincerity Competence Ruggedness Sophistication Excitement
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  Brand Experience • Themeans by which a brand is created in the mind of a stakeholder. Some experiences are controlled such as retail environments, advertising, products/services, websites, etc. Some are uncontrolled like journalistic comment and word of mouth. Strong brands arise from consistent experiences which combine to form a clear, differentiated overall brand experience.
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  Thank You!