Brands through the Eyes of the Consumer

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Brands through the Eyes of the Consumer

• Sarah Waybright
• Country Manager, Identica, Russia

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Brand Asset
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Brand Choice
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If this company were split up I would give you
the property, plant and equipment and I would
take the brands and the trademarks and I would
fare far better than you.John
Stuart,Chairman, Quaker
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Brand Promise
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Strong Brands Strong Profit
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The Power of Branding
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Differentiation
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Brand Difference provides the key to Profit
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• The brand name

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• The brand name
• The brand colour

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• The brand name
• The brand colour
• The brand proposition

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• The brand name
• The brand colour
• The brand proposition
• Emotional response

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• The brand name
• The brand colour
• The brand proposition
• Emotional response

Brand Value
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Brand Trust
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Brand difference provides the key to profit
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Brand Extension
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Powerful branding creates its own momentum
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The Ten Golden Rules of Branding
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1. Put the consumer first
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2. Think holistically - about the whole thing,
the bigger picture
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3. Understand precisely who you are
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4. Develop a vision for the future
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5. Develop your brand strategy and positioning
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6. Be creative
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7. Involve your staff in the brand
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8. Look for ways to leverage value from your brand
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9. Monitor your brands performance
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10. Implement a communications programme
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The Ten Golden Rules of Branding

• Put the consumer first
• Think holistically
• Understand precisely who you are
• Develop a vision for the future
• Develop your brand strategy and positioning
• Be creative
• Involve your staff in the brand
• Look for ways to leverage value from your brand
• Monitor your brands performance
• Implement a communications programme

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Opportunities and potential of branding for
Russian businesses
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Potential
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Loyalty and Differentiation
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Brand difference provides the key to profit -
even in markets that have never considered the
brand as asset value
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Brand difference provides the key to profit
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Buildings become dilapidated. Machines wear
out. People die. But what live on, are the
brands. Sir Michael Perry, Chairman, Unilever
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Thank you Contact Details Office in Moscow 937
8431 Email sarah.wb_at_identica.com