OBJECTIVE 2.07

1
OBJECTIVE 2.07

• Reinforce companys image to exhibit the
  companys brand promise

2
STEPS TO BUILD A BRAND

• Define and write out your core values.
• Core/Brand Values Beliefs or qualities that a
  brand stands for and is built around.
• Craft your brand promise.
• Describe your brand personality.
• Select a name.
• Protect your identity.
• Integrate your brand values.
• Evaluate the effectiveness of your brand.

3
What is a brand?

• Brand all of the impressions and experiences
  consumers associate with a company, a product, or
  a service. Brands relate to customers on an
  emotional and rational level.
• A brand is a name, term, symbol, design, trade
  character, or combination thereof that identifies
  a sellers products and differentiates them from
  competitors products.

Nintendo Wii
Have it your way!
4
BRAND TERMS

• Brand Identity Those elements that are
  instantly recognized as representing a particular
  business or product.
• Brand Name That part of brand identity that can
  be spoken, including words, phrases, letters,
  numbers, or any combination of these.
• Brand Personality How your brand would behave
  or a detailed personal profile of your business
  in order to create and maintain an emotional
  connection with your customers.
• Brand Symbol A businesss distinctive logo,
  design, or group of letters that cannot be spoken
  but are used to establish brand identity often
  used in conjunction with a brand name.

5
CHARACTERISTICS OF EFFECTIVE BRANDS

• Easy to read, pronounce, and remember
• Create appealing images
• Distinctive
• Adaptable
• Appropriate packaging and advertising
• Known benefits from products
• Legally available

6
LEGAL BRAND TERMS

• Trademark Legal method for protecting brands
  from misuse externally represented by the
  registration mark, TM trademark, or SM service
  mark.
• U.S. Patent and Trademark Office Office of the
  federal government responsible for issuing,
  administering, and enforcing U.S. patents and
  trademarks.

7
What is Brand Promise?

• Brand Promise is what your business will
  consistently deliver to the customer. This
  established your customers expectations for the
  quality and consistency of their experiences with
  your business.
• Businesses want to control perceptions, thoughts,
  and feelings customers have about them.
• It provides guidance to employees as they
  interact with customers daily.
• A brand must promise a relevant, compelling and
  differentiated benefit to the target customer.

Apples Brand Promise
8
What is the Importance of a Companys Brand
Promise?

• A companys brand promise establishes a base line
  of customer service to be expected. It reflects
  the core values of the company and should be
  demonstrated by every employee throughout the
  company. This has a direct impact on the
  customers experiences with the company thus,
  developing a long term business relationship with
  customers.
• Brand Cues Simple reminders of the brands
  identity and values throughout the workplace.
• Touch Points The many ways a business interacts
  with customers, whether through person contact or
  by other means such as advertising.

9
What are factors impacting a companys Brand
Promise?

• Brand Champion is the one that analyzes the
  businesss strengths usually the CEO or manager.
  100 commitment to core values starts at the
  top. From the CEO to the mailroom clerk or
  doorman, customers need to know they are the
  first priority. The champion keeps the brand
  alive throughout the company.
• Brand Promise can be identified by answering the
  following
• What does your business do better than anyone
  else?
• What does your business have, done, or provided
  that your competitors dont?
• What makes your business unique?

10
What is a Vision and Mission Statement?

• Mission statement is a brief summary of what
  you want your business to be doing.
• Vision statement is what your business will
  become.
• Review your business plan for valuable brand
  clues.
• Understand your customers wants and needs.
• Understand the core values of the business.
• Consider your brand internationally and on the
  internet.
•  

11
IDENTIFY THE BRAND PROMISE

• Volvo
• Ollie's

• Scrubbing Bubbles
• Timex Watches

12
What is Company Image?

• A company image is the perception that the
  general public holds about a particular business.
  
• Many companies invest a great deal of time and
  other resources in an effort to influence the
  opinion that consumers hold about the products
  offered by the business, as well as the business
  itself.

13
Continued Company Image

• Images could be based on so many different
  characteristics such as
• quality of products
• solid and long positive reputation of the company
• highly trained sales team
• lowest prices in town
• integrity of staff
• long standing positive community relations
• customer service.

14
COMPANY IMAGE CONTINUED.

• One of the most basic ways of shaping a corporate
  image is establishing and maintaining positive
  relationships with the general public.
• This effort usually begins by offering products
  that successfully meet the needs of customers,
  thus generating goodwill.

15
Why is Company Image so important?

• Companies with strong corporate images, such as
  Sony and Nike have an advantage in the market
  place because their names add value to their
  products and reduces uncertainty in the eyes of
  distributors, retailers and consumers.

16
How can employees reinforce company image?

• Employees should be trained and motivated to
  project a positive image of the company.
• From training employees on answering telephones,
  how daily decisions are made, to establishing
  dress code requirements shows that companies
  understand how important communicating a positive
  image is to the companys success

17
Continued

• Employees are walking, talking demonstrations of
  brand values everyday in everything they do.
• Employees connect brand values with customers
  through touch points (all opportunities that
  businesses have to connect with customers and
  reinforce brand value) to make brands come alive.
  
• Employees both reflect brand values and help
  shape them.