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
