BUILDING AND MANAGING YOUR BRAND

Patti Girardi

1

BRAND EQUITY MANAGEMENT

2

WHAT IS A BRAND?

A brand is a customer’s gut feeling about a product, service or company.

“It is not what you say it is. It is what THEY say it is.”

A charismatic brand is a brand for which people believe there is no substitute.

3

WHICH OF THESE BRANDS ARE CHARISMATIC?

4

WHICH OF THESE BRANDS ARE CHARISMATIC?

5

A COUPLE MORE DEFINITIONS

Branding is the discipline of empowering a company’s product or service with the essence of the brand

Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.

6

Building brand equity starts with the identification of a brand promise or mantraA brand promise is a short 3-5 word

expression of the most important aspects of the brand and its core values (e.g., “serve the athlete”)

Ask yourself:Who are we?What do we do?Why does it matter?

THE BRAND PROMISE

7

Brand equity is created through the generation of awareness and positive associations in the minds of consumersBrand elements (logo, slogans, names,

URLs, symbols, characters)MemorableMeaningfulLikeableTransferableAdaptableProtectable

Marketing activities

BUILDING BRAND EQUITY

8

QUESTIONS?

9