brand communication

Brand communicatio

n

Presented By

A-13 Niral PatelA-14 Tejendra GohilA-15 Upendra PatelA-16 Dushyant VagadiyaA-17 Sumeet ShahA-62 Noor Zaman Muqbel

AGENDADefinitionObjectivesProcessStrategyBrand AwarenessBrand ElementsTypesDigital Brand Management Model

DEFINITION

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

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?

ObjectivesThe message clearlyConfirms your credibilityConnects your target prospects

emotionallyMotivates the buyer DeliversConcretes User Loyalty

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.

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…

Strategy of Brand Communication

Purpose and OverviewStructure and Goals

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.

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.

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

 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.

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.

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.

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.

Types of Brand

Manufacturers’ Brand

Manufacturers’ Brand

Private Brand

Private Brand

The brand name of a manufacturer.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.

A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand.

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.

Advantages of Manufacturers’ BrandsDevelop customer loyaltyAttract new customersEnhance prestigeEnsure dealer loyalty

Private Label brandsOwn-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.

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

Digital Brand Management Model

Design Gap

Consumption Gap

Fit Gap