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Characteristics of Strong Brands

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Presentation on theme: "Characteristics of Strong Brands"— Presentation transcript:

1 Characteristics of Strong Brands
Understand brand meaning and market appropriate products and market product appropriately Disney Nike Southwest Airlines

2 Characteristics of Strong Brands
Properly position brands Visa

3 Characteristics of Strong Brands
Provide superior delivery of desired benefits Starbucks Federal Express Amazon Dockers

4 Characteristics of Strong Brands
Maintain innovation and relevance for the brand Gillette Charles Schwab 11

5 Characteristics of Strong Brands
Establish credibility and create appropriate brand personality and imagery Apple Virgin

6 Characteristics of Strong Brands
Communicate with a consistent voice at one point in time and over time Coca-Cola Accenture (Andersen Consulting)

7 Characteristics of Strong Brands
Employ a full range of complementary brand elements and supporting marketing activities Intel Merrill Lynch Yahoo

8 Characteristics of Strong Brands
Strategically design and implement a brand hierarchy and brand portfolio BMW DuPont The Gap Ford

9 Characteristics of Strong Brands
Understand brand meaning and market appropriate products Properly position brands Provide superior delivery of desired benefits Maintain innovation and relevance for the brand Establish credibility and create appropriate brand personality and imagery Communicate with a consistent voice Employ a full range of complementary brand elements and supporting marketing activities Strategically design and implement a brand hierarchy

10 Service Branding Addendums
Surpass customer expectations Nordstrom Maximize service efficiency McDonalds Develop employee equity Disney Establish productive partnerships American Airlines

11 B-to-B Branding Addendums
Emphasize corporate or family brand Establish strong corporate credibility & other intangibles service delivery Employ full range of IMC Leverage equity via secondary associations other companies Develop market-specific branding programs

12 Seven Deadly Sins of Brand Management
Failure to understand the full meaning of the brand Bic 17

13 Seven Deadly Sins of Brand Management
Failure to live up to the brand promise United Airlines

14 Seven Deadly Sins of Brand Management
Failure to adequately support the brand Coors Shell 18

15 Seven Deadly Sins of Brand Management
Failure to be patient with the brand Michelob 19

16 Seven Deadly Sins of Brand Management
Failure to adequately control the brand Reebok 20

17 Seven Deadly Sins of Brand Management
Failure to properly balance consistency and change with the brand Kodak Levi-Strauss 21

18 Seven Deadly Sins of Brand Management
Failure to understand complexity of brand equity measurement and management Numerous “dot.com” brands

19 Seven Deadly Sins of Brand Management
Failure to understand the full meaning of the brand Failure to live up to the brand promise Failure to adequately support the brand Failure to be patient with the brand Failure to adequately control the brand Failure to properly balance consistency and change with the brand Failure to understand complexity of brand equity measurement and management 22


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