Branding Kichutkina Julia



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Branding

Kichutkina Julia

Koteeva Diana

MB 2-1

Brand


Brands offer an emotion.
Brands fulfill a customer’s wants.

Product


Products perform a function.
Products fulfill a customer’s needs
Functions, ingredients and needs - that’s what makes up a product.

Example with Starbucks

What is branding?

Brand image – concept, logo, slogan, design


Concept-an abstract idea.
Logo a symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc.
Slogan a short and striking or memorable phrase used in advertising.
Design a plan or drawing produced to show the look and function or workings of a building, garment, or other object before it is made.

Brand creation& Brand advance


Reasonable creation of a brand is the joint creative work of the advertiser realizing the organizations and advertizing agency
Following a step is brand advance — it is activities for creation of long-term preference to the goods

How to Build a Brand?

  • 1. Determine your brand’s target audience.
  • 2. Define a brand mission statement.
  • 3. Research brands within your industry niche.
  • 4. Outline the key qualities & benefits your brand offers.
  • 5. Create a brand logo.
  • 6. Form your brand voice.
  • 7. Build a brand message and elevator pitch.
  • 8. Let your brand personality shine.
  • 9. Integrate your brand into every aspect of your business.
  • 10. Stay true to your brand building.
  • 11. Be your brand’s biggest advocate.

Branding tools: Creation of a product concept


Creation of a product conception means the development of new models of goods and services
Description of the good
Positioning
Pricing
Range of products
Corporate Identity

A 10-Step Brand Development Strategy

  • 1. Consider your overall business strategy.
  • 2. Identify your target clients.
  • 3. Research your target client group.
  • 4. Develop your brand positioning.
  • 5. Develop your messaging strategy.
  • 6. Develop your name, logo and tagline.
  • 7. Develop your content marketing strategy.
  • 8. Develop your website.
  • 9. Build your marketing toolkit. 
  • 10. Implement, track, and adjust.

In most cases development of a brand it not only branding of a new label in the market, but also change of an existing brand, that is rebranding

Rebranding - a complex of actions for brand change, or its components: names, a logo, visual registration of a brand with positioning change

Brandbook — the official description of essence and values of a brand, company self-identification, and also forms and methods of their designation for employees and consumers

Top 8 Branding Trends in 2018

  • 1. Brands Humanisation
  • 2. Experience Economy
  • 3. Focus on Purpose and Relevance
  • 4. Build Brand Micro-Moments
  • 5. Brand Activism
  • 6. 360-Degree Immersive Branding
  • 7. Branding That Resonates with Customer Psychology
  • 8. Branded Communities

Thank you for attention!


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