OBJECTIVE 2.07
PART 1 - Identify company’s
brand promise
Hmmmm…..
 Why do companies develop brands?
 How do they come up with brands?
 What makes a brand successful?
WHAT IS A BRAND?
Brand: is 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, or
combination thereof that identifies a seller’s
products and differentiates them from competitors’
products.
What is a Product Brand?
 A name, term, symbol
or design that identifies
a product and
distinguishes it from a
competitor.
 Product brands are
trade names, brand
names, brand marks,
and trade characters.
Types of brands
 Manufacture
 Private
 Family
 Individual
Characteristics Effective Brands
 Easy to read, pronounce, and remember
 Create appealing images
 Distinctive
 Adaptable
 Appropriate packaging and advertising
 Known benefits from products
 Legally available
Why create a brand?
 Product is easily identified
 If you have $ to Promote…
 Could be more profitable
 Build loyalty and recognition
 Creates jobs!!!!
Steps to brand creation
 Brainstorm ideas
 Set objectives
 Brand acceptance across cultures
 Test Marketing
 Legal issues
 Research names & Web addresses
 Choose the best brand name for product
Brand strategies
 Positioning
 Extension
 Licensing
 Co-Branding
The differences between modern brands & classic
brands are profound.
Classic brands
Modern brands
Delivering a promise
Guided by a purpose
Internal structure
Internal culture
Singular consistent messages
Multiple coherent ideas
Communicate an image
Deliver an experience
Trust through authority
Trust through transparency
Strive for perfection
Progress by iterating
Controlling
Empowering
Marketing as a layer
Marketing is built-in
Create a transactional
Create a community
WHAT IS BRAND PROMISE?
+ = what your business will consistently deliver to
the customer, the statement that you make to customers
that identifies what they should expect
This establishes your customers’
expectations for the quality and consistency
of their experiences with your business.
What do these brands promise?
 FORD
 First Alert
 Volvo
 Michelin
 Ollie's
 Scrubbing Bubbles
 Allstate
 Timex Watches
CONTINUED BRAND PROMISE….
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.
CONTINUED BRAND PROMISE….
What does your business do better than
anyone else?
What does your business have, done, or
provided that your competitors don’t?
What makes your business unique?
WHAT IS THE IMPORTANCE OF A
COMPANY’S BRAND PROMISE?
A company’s 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 customer’s experiences
with the company; thus, developing a long term business
relationship with customers.
OBJECTIVE 2.07
PART 2 - Reinforce
company’s image to exhibit
the company’s brand
promise
What can affect Brand name?
 Bad publicity
 Health scare
 Disaster
 Miracle
 Endorsement
WHAT ARE FACTORS IMPACTING A
COMPANY’S BRAND PROMISE?
Brand Champion is the one that analyzes the
business’s strengths. Brand Champion is 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.
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 customer’s wants and needs.
 Understand the core values of the business.
 Consider your brand internationally and on the
internet.
WHAT IS COMPANY/CORPORATE IMAGE?
A corporate 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.
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, and customer
service.
CONTINUED COMPANY IMAGE…
Image is be based on:
A) quality of products
B) solid and long positive reputation
C) highly trained sales team
D) lowest prices in town
E) integrity of staff
F) positive community relations
G) customer service.
CORPORATE 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.
WHY IS COMPANY IMAGE SO
IMPORTANT?
Companies with strong
corporate images 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.
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
company’s success
Management and employees work
together to convey a positive image
EMPLOYEES & BRAND IMAGE
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.
Think About It…
Describe the dress code for principals and teachers.
Describe the dress code/personal appearance, &
demeanor for an employee of Biltmore Estate
Describe the dress code and personal appearance
requirements for an employee of Belk.
Describe the image of Hot Topic
Describe the image of Abercrombie & Fitch