brand gap
Post on 28-Nov-2014
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Brand gap
Prepared by:
Rajeev Kumar
Product looks?
Selling places?
Target customer?
Cost desirability?
Customer review?
Brand name? (trust factor)
e.g. 150 cameras
Selling a product depends on :
Customers trust
to company
Visible branding
trends
Customers trust to
company
Invisible branding
trends
Customers trust to
people
Visible branding
trends
Customers trust to
people
Invisible branding
trends
B
2
C
B
2
B
Product
service
Relationships
Rift
between
strategy
and
creativity-
between
logic and
magic-
there’s a
brand gap.
Does the left brain know what the right brain
doing?
Brain map
There are only two ways to
look at the brand gap:
It creates a natural barrier to:
• communication,
• competition
Value of brand
Five disciplines of branding are
Cultivate
Validate
Innovate
Collaborate
Differentiate
Differentiate
Traditional view of design has 4 possible goals:
Goals
To identify
To entertain
To inform
To persuade
But with branding there is a 5th:
Features: what it has
Benefits: what it does
Experience: what you will feel
Identification: who you are
Differentiate :how your customers see you?
Marketing of a product depends on:
Models
One stop shop
The brand
agency
Integrated
marketing
team
Collaborate
The one stop shop
CreativityInnovation Business
PlatformRequires Leads to
Innovate:
Slashes
Cost inefficiency
&
duplication
Uncommon
production
yet
practical
Responses
to real
problems
Creative
audience
choiceMagnifies the
organization
Innovative
product
Innovative product:
Unique
Short
Appropriateness
Easy spelling and pronunciation
Likability
Extendibility(visual interpretation)
Protectability(trademarked)
7 Criteria for a good name:
Brand promises by addressing two issues:
1. Getting the right idea
2. Getting the idea right
Feedback i.e. audience research
Company Talks to themself Marketing
Validate
Sender Message Receiver
Consumer
Reviews to company
Producer Product
Validate e.g.
Packaging
Will it help or hurt the brand?
Companies
BehaviorCompany
ImageMatch
Brand
success Depends onConstant
recognition of
corporate memory
Cultivate:
top related