Branding & Advertising
BRANDING & ADVERTISING
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Branding
Introduction
·
Brand is a
way that is
o
Connected emotionally with customers
o
Irreplaceable
o
Create lifelong relationships
·
Branding is a
process that is used to
o
Build awareness
o
Develops customer loyalty
o
Seizing every opportunity
o
Express why people should choose one brand
over other
o
A desire to
§ Lead
§ Out space the competition
§ Give employees the best tools to reach customers
Process
·
Conducting Research on
o
Perception
o
Behavior
o
Performance
·
Clarifying Strategy by aligning
o
Vision
o
Actions
o
Expression
o
Experience
·
Designing Identity
o
Naming (LIC)
o
Tagline (Life Insurance)
o
Message (Zindagi ke sath bhi aur Zindagi ke
baad bhi)
o
Brandmark (Government)
·
Managing Assets
o
Changing Brand Identity
o
Launching Brand Identity
o
Brand Manual
o
Standard content
o
Global Metrics
·
Creating Touch points
o
Sales Promotion
o
Advertising
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Telephones
o
Public relations
o
Blogs
o
Websites
When to do
Marketing
·
New Company
·
New Product
·
Revitalize a brand
·
Name Change
·
Create an integrated system
Advertising
Introduction
·
Advertising is a
o
Influence
o
Information
o
Persuasion
o
Communication
o
Dramatization
·
It is an art & Science which determines
the new ways to create relationship between the consumer & Product
Process
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Conduct Research
·
Develop Strategy
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Develop creativity
·
Test creativity
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Develop media plan
·
Manage Production
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Implement Campaign
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Monitor Impact
Modes
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Telemarketing
·
Auto dialling Plan
·
Newspaper
·
Magazines
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IVR advertisement
·
Branding Vehicles
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