Sk. Saifur Rahman

PresentExecutive Editor 

 Canvas, a Bangla Lifestyle Magazine based on Fashion & beauty

Resource Person, Small & Medium Enterprise (SME) Foundation

PastIn-Charge, International Desk at RTVStaff Reporter at National Television Limited-RTVNews Adviser at Canvas, a Fashion, Beauty & Lifestyle MonthlyFashion editor at The Daily JanakanthaSenior Sports Reporter at the Daily Janakantha

  

Branding & Communication

What is Branding

The process involved in creating a unique name and image for a product in the consumers'

mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and

differentiated presence in the market that attracts and retains loyal customers.

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“Any act by which one person gives to or receives from another person information about that person's needs, desires, perceptions, knowledge, or affective states. Communication may be intentional or unintentional, may involve conventional or unconventional signals, may take linguistic or nonlinguistic forms, and may occur through spoken or other modes.”

What is Communication

This is Communication

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Brand & Branding

A Brand is a promise about who you are and what benefits you deliver that gets reinforced

every time people come in contact with any facet of you or your business.

Branding is the process of building a positive collection of perceptions in your customer’s mind.

Brand & Branding

Brand & Branding

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arouse emotion

ignite passion

echo reliability

have meaning

Brand does not build overnightBrand does not build overnight

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Brand = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

Name logo

association

Brand

• A set of associations that reside in people’s minds

• These signals are based on ideas that are different and relevant to them and simple to grasp

• A brand is consistent within all channels

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Brand Brand Personality

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Brand Brand Institution

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BrandBrand Country

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The internal statement of what the Brand is out to accomplish. Acts as a guide for shaping a Brand's perceptions and experiences. A first step in integrating the business plan into how the Brand influences it. The foundation which the Brand is built upon.

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Brand Promise

Communicates the benefits of the Brand and the Brand experience.

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Brand Personality

The aspect of a Brand’s identity that reflects the human persona.

The observable tone, behaviors and manner of the Brand.

The ability to contract with key competitors and appeal to the target audience.

Must be reflected in the tone and manner of all communications.

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Brand Personality

macho

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Brand Personality

Sporty

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Brand Personality

Starish

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Brand Personality

Formal & professional

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Brand Personality

Friendly

Apple “look” is also friendly, from the website to the products design

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Brand Identity/Image“In my mind, a brand is built on a historic value proposition that

builds a certain loyalty. If you start messing with the perceived benefits, those adjustments can't do anything but hurt the long-

term interest of the business.”

The collection of names, symbols, colors, personality and messages used to define and judge what a Brand is all about.

Identity should reflect what is true and authentic about the Brand.

The image is how others view the Brand. Identity and image must be aligned.

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Brand Identity/Image

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Brand Identity/Image

Image is how you are viewed by others

This or This

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Brand Identity/Image

Image is people’s opinion or feeling about a product, service, company, or person.

Can you control people’s feeling?Can you control people’s feeling?

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Brand Positioning

It simplify the message and creates the motivation hook

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Brand Positioning “A good positioning helps to guide marketing strategy by clarifying what a brand stands for, what it’s about, why

it’s unique, and why consumers should buy the brand.”

The point of difference and perception of the Brand that is conveyed.

Creates a personality and image of what the Brand stands for and serves as the conduit between the Brand and its audience.

ExamplePepsi: choice of a new generationApple: Think different

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Brand Positioning

Classic example: Volvo

Safety First

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Brand Positioning

Great example: BASF

Invisible contribution, Visible success

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Brand Value The best quality Must be innovative Must be good value for money A challenge to existing alternatives It must add a sense of fun and cheekiness

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Brand System

A set of named and/or trademarked products, features and services.

Well defined guidelines for brand usage in all areas of communication.

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Price Decision

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What is Branding?

“[Branding] is a practice…that has always existed above and beyond all

other business strategies. It is an organizing principle so broad yet so defining that it can shape and direct

just about everything a company does, and, most important, how it does it.”

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BrandingWhat is Branding?

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BrandingWhat is Branding?

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BrandingWhat is Branding?

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When many people perceive the image in the same way the brand is born

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The power of a designBranding and Design come together

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of what we learn come to us visually

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BrandingColour

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Branding50’s USP

(unique selling proposition)

The physical product, rather than brand, was the core differenceThe physical product, rather than brand, was the core difference

These days, a USP can hardly be claimed by any product. Nothing’s really unique anymore

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Branding60’s ESP

(emotional selling proposition)

Similar brands perceived as different because of an emotional attachment

Consumers tend to drink the label

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80’s OSP(organization selling proposition)

The corporation behind the brand become brand

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90’s BSP(Brand selling point)

The brand is stronger than the physical dimension of the product

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2000’s MSP(me selling proposition)

Consumers taking ownership of the brands

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What is Branding?

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How your product or service is differentiated.

The tangible process for creating and managing the signals that transmit the brand idea and generate associations. What people want the company to be, and what unique attributes a company conveys.

What is Branding?

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In its simplest form branding is made up of three basic guidelines.

Find something different to say about your brand.

Make your idea as simple and focused as possible.

Align it with your business strategy.

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BrandingHow a Brand is Built

. Establish the point of difference or something unique

Verify if this matters and target market relevancy.

Determine if there will there be a large enough audience that can relate to the brand.

Establish that there is a need for the product or service.

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Establish a presence through how well a brand is regarded in the market place and how consumers know and understand a brand.

The first function is the development of a name

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How a Brand is Built - A Brand’s Name

Brand names can take on various strategies. From companies such as General Motors and Proctor & Gamble (that are basically

umbrella companies to sub brands) to product specific brands such as Adidas, Coke and Microsoft, Sony they all have various

functions to achieve.

Sony

Walkman

PlayStation

Bravia

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Branding.

A brand’s name for a consumer product should have a connection with its audience that communicates a point of difference and uniqueness.

Brands that don’t will have to rely on brand statements to communicate their message.

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Branding.

As brands have grown over the past few decades the name has become more important. Brands such as Proctor & Gamble’s product brands, Duracell Batteries and Nike products, have created names That tell a story and communicate the positive

aspects of the brand.

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Branding.

There are other product categories that rely solely on the strength of the parent brand such as Nike Air Jordan and Google Ad Words.

Leverage the strength of an established brand.

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BrandingThis works effectively in markets that are

included in the overall business of the brand. Great examples of this are the products that

Apple has and its I series including iPod, iPhone, iBook and iMac. All the products continue the

Apple branding as well as the attributes.

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Branding. Continue developing the connection to your target market throughout the entire brand experience.

There are many aspects to the brand that need to be considered.

Everything from color to spokesperson can influence the way the brand is perceived.

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Branding.

All elements of a brand have to be accountable to be the basic structure of a brand – its mission, vision, promise and position.

Strength is gained by having a consistent structure that communicates brand’s attributes throughout every channel andelements.

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Branding.

Every touch point is critical

Defend the brand at every opportunity Engage target market Internal branding Traditional channels

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Touch points or influences

Store design

Service experience Web site experience Shopping encounter

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BrandingDefend the brand at every opportunity

Social media presence :

o Facebook

o LinkedIn

o Twitter

Blogs Public relations strategy

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Engage target market

Event management Endorsements

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Internal Branding

Sales training

Internal communications

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BrandingTraditional channels

Advertising : radio, television, magazines, outdoor, on-line and newspapers

Collateral : brochures, direct mail, posters and promotional items

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Identity: the manifestation of the qualities

Image: Other people perceptions

Brand: Collective Agreement on the image

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Thank YouThank You