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On Branding Decision

This document summarizes the key aspects of making branding decisions. It discusses what a brand is, the benefits of branding such as economies of scale and maintaining consistent imagery. It also outlines three factors that influence branding decisions: level of involvement, customers vs prospects, and consumers vs businesses. The branding process includes market research, developing a positioning statement, creating a creative brief, graphic design, and launching/measuring performance. Different types of branding like livestock, co-branding, and personal branding are also mentioned.

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4K views15 pages

On Branding Decision

This document summarizes the key aspects of making branding decisions. It discusses what a brand is, the benefits of branding such as economies of scale and maintaining consistent imagery. It also outlines three factors that influence branding decisions: level of involvement, customers vs prospects, and consumers vs businesses. The branding process includes market research, developing a positioning statement, creating a creative brief, graphic design, and launching/measuring performance. Different types of branding like livestock, co-branding, and personal branding are also mentioned.

Uploaded by

mittal_anish
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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PRESENTATION

ON
BRANDING DECISION

Submitted by:
Anish mittal
Bhushan
What is brand??
Brand is the personality that identifies a product,
service or company and how it relates to key
constituencies: Customers, Staff, Partners,
Investors etc.
Some people distinguish the psychological
aspect, brand associations like thoughts,
feelings, perceptions, images, experiences,
beliefs, attitudes, and so on that become linked
to the brand, of a brand from the experiential
aspect.
Benefits of branding
Economies of scale (production and
distribution)
Lower marketing costs
Laying the groundwork for future
extensions worldwide
Maintaining consistent brand imagery
Quicker identification and integration of
innovations (discovered worldwide)
Cont…
Preempting international competitors from
entering domestic markets or locking you
out of other geographic markets
Increasing international media reach
(especially with the explosion of the
Internet) is an enabler
Increases in international business and
tourism are also
Factors That Influence
Brand Decisions
Three factors influence decision-
making:
Level of involvement (high to low)
Customers (retention) versus
Prospects (acquisition)
Consumers versus Businesses
Branding process

Market research
Positioning statement
Creative brief
Graphic design
Launch ,implement, performance measure
1. Market research
Market research is like building with tools
including –

 Quantitative research
 Competitive analysis
 Qualitative research
 Swot analysis
2. Positioning statement
The positioning statement feeds the
creation of a tagline, a short statement that
is incorporated into the logo image. An
example would be apple tagline- “think
different ”
3. Creative brief
A creative brief is a document that is
provided to the design team as the basis
for actual design of the brand image. It
summarize into –
 Key research findings.
 Positioning statement
 Mandatory guidelines
4. Graphic design
Once the final destination has been
determined, the design team will fine tune
the design of the logo, tagline and apply
the design to a range of print and
electronic application. A graphic standard
manual will be develop to outline how,
when and where the image will be used.
4. Launch ,implement, performance
measure
In this step they walk through the timing,
logistics and cost of launching,
implementing and tracking the
performance of their new brand image.
Three Approaches to
Making a Brand Decision
TYPES OF BRANDING
Livestock branding
Human branding
Wood branding
Vehicle title branding
Personal branding
Co branding
Faith branding

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