mstc'14 - business & marketing workshop - secrets of branding

Agenda

•What and Why?• Branding Definition• Brand Equity• Brand Positioning

• Brand Name Selection• Brand Sponsor• Trademarks• Brand Development

VIDEO

Branding Definition

Brands are more than just names and symbols. Brands represent consumers’ perceptions and feelings about products and its performance – everything that the product or service means to consumers.

Brand Equity

Logo

Names

Color

Brand Equity

The value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks and channel relationships.

Brand Valuation

$69 Billion

Brand Positioning

VIDEO

Several Levels

•Attributes

•Benefits

•Culture

•Personality

Attributes “Well Engineered”

Benefits“Durable”

Culture“German”

Personality“Middle-Aged Business Executive”

Brand Name Selection

Product benefits and qualities

Easy to pronounce

Distinctive

Translate Easily

Trademark

Brand Development

Brand Development

Multibrands New Brands

Line Extension Brand Extension