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Building Strong Brands

Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline "God's Own Country" Branding is endowing products and services with the power of the brand. A brand promise is the marketer's vision of what the brand must be and do for consumers.

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Kumaran Mani
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255 views12 pages

Building Strong Brands

Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline "God's Own Country" Branding is endowing products and services with the power of the brand. A brand promise is the marketer's vision of what the brand must be and do for consumers.

Uploaded by

Kumaran Mani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Building Strong Brands

Chennai Business School


ESPN: A Strong Brand

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-


Kerala Tourism has successfully
branded the destination with a
brand name, logo, and the tagline
“God’s Own Country”

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-


Steps in
Strategic Brand Management
Identifying and establishing brand
positioning
Planning and implementing brand
marketing
Measuring and interpreting brand
performance
Growing and sustaining brand value

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-


What is Branding?
Branding is endowing products

and services with the power of the


brand.

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-


Advantages of Strong Brands
Improved Larger margins
perceptions of More inelastic
product consumer
performance response
Greater loyalty Greater trade
Less vulnerability to cooperation
competitive Increased marketing
marketing actions communications
Less vulnerability to effectiveness
crises Possible licensing
opportunities
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-
What is a Brand Promise?
 A brand promise is the marketer’s vision
of what the brand must be and do for
consumers.

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-


Burger King Builds Its Brand with
Social Connectivity

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-


Brand Dynamics Pyramid
Strong Relationship

Bonding

Advantage

Performance

Relevance

Presence
Weak Relationship

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-


Brand Element Choice Criteria
 

Memorable 

Meaningful
Likeability
Transferable
Adaptable
Protectible

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-


Internal Branding
Choose the right moment
Link internal and external marketing
Bring the brand alive for employees

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-


Reasons for Brand Portfolios
Increasing shelf presence and retailer
dependence in the store
Attracting consumers seeking variety
Increasing internal competition within the
firm
Yielding economies of scale in advertising,
sales, merchandising, and distribution

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-

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