The goals of the Bootcamp• At the end of the six months

to have gone through the principles of the model

• To apply many of these to real world situations and to our own businesses

• Create a competitive advantage for your business

Brand Equity“The value that is generated directly from the buying process as stimulated by the visible or invisible connections a client has through their awareness of and trust for the brand.”

How it happensIn order to build a strong brand, you must shape how customers think and feel about your product in a positive way.• Awareness• Experiences• Feelings • Beliefs• Opinions• Perceptions

Refresh

Objectives for today• Understand Brand Salience

• Your Uniqueness• Understand how

you are perceived

• Segmentation• Brand is culture

– building a team through

apprenticeships

Attaining Brand Salience‘Connecting your brand emotionally to your client at the point of buying’

Who are you?

Perceptions

Values

Identity

Sweet Spot

Your Uniqueness• What really matters

to your customers?• What characteristics

do your customers’ value?

• How do your competitors’ compare?

Look to survey

What do I do that shines?

Value Created – Cost of Value created = MARGIN

SegmentInto Common

• Needs• Wants• Priorities

Analyse

• Geographic• Demographic• Psychographic

At this point• How do people

perceive your brand?

• Are there any perceptual problems?

• If not – can you enhance your message?

• If there are – how can you adjust your message and actions?

SalienceAt that moment being the only brand people remember

TEAMSTogetherEveryone AchievesMore

Laura Brookes, Public Sector Engagement

Manager

Ginger Nut Training