#ExpandCapacity: Building a Strong BRAND 1

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.       Branding consists of a set of complex branding decisions. Major brand strategy decisions involve... #ExpandCapacity

2.       Brand positioning, brand name selection, brand sponsorship and brand development. #ExpandCapacity

3.       Before going into the four branding decisions, also called brand strategy decisions, we should clarify what a brand actually is.

4.       A brand is a company’s promise to deliver a specific set of features, benefits, services and experiences consistently to buyers.#EXpandCapacity

5.       a brand should rather be understood as a set of perceptions a consumer  has about the products of a particular firm.. #ExpandCapacity

6.       All branding decisions focus on the consumer.
  We will take a close look at each of these branding decisions.. #ExpandCapacity

7.       A brand must be positioned clearly in target customers’ minds. Brand positioning can be done at any of three levels: #ExpandCapacity

8.       on product attributes
on benefits
on beliefs and values.
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9.       marketers can position a brand on product attributes. Marketing for a car brand may focus on attributes such as large engines,

10.   attributes are generally the least desirable level for brand positioning. The reason is that competitors can easily copy these attributes

11.   customers are not interested in attributes as such.Rather, they are interested in what these attributes will do for them. #ExpandCapacity

12.   A brand can be better positioned on basis of a desirable benefit. The car brand could go beyond the technical product attributes

13.   and promote the resulting benefits for the customer: quick transportation, lifestyle and so further. #ExpandCapacity

14.   Yet, the strongest brands go beyond product attributes and benefits. They are positioned on beliefs and values. #Expandcapacity

15.   Successful brands engage customers on a deep, emotional level. Examples include brands such as Mini and Aston Martin. #ExpandCapacity

16.   These brands rely less on products’ tangible attributes, but more on creating passion, surprise and excitement surrounding the brand

17.   Brand positioning also involve establishing a mission for the brand and a vision of what the brand should be and do. #ExpandCapacity

18.   The brand’s promise must be simple and honest.. #ExpandCapacity

19.   We would continue on this next week…We would talk on Brand Name Selection… #ExpandCapacity