Brand Management by Justina Ovat Foundation

A Presentation on Brand Management by Abijah Abia of the Justina Ovat Foundation provides Branding Tips for AWLO-500 Beneficiaries in the 21st-Century Business Clime. Justina Ovat Foundation is a not-for-profit Entrepreneurship, Employability and Enterprise Development organization that delivers innovative, high-quality solutions for the development and growth af people who are independent of government but are core contributors to the commonwealth of their communities.

Transcript

1. BRAND MANAGEMENT PRESENTED BY : ABIJAH ABIA @absucceed
2. A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. What is a brand?
3.  The point of branding is to position your product as the only solution to a particular problem, in the mind of the consumer.  Your brand is your promise to your customer Why Brand?
5. • How is your product or service different to others? • What advantage does it give your customer if they buy it? • What's your USP (unique selling proposition)? • What position do you occupy in your market? How does branding affect your business?
6. • Ensure that your product or service is consistent, reliable and predictable • Train your staff to live and breathe your brand values • Your logo and other brand elements should not be altered in any way by anyone • Jealously guard your brand • This is how you build brand equity Building brand reputation
7. Integrate all marketing activities associated with your brand: Stationery Packaging Signage (vehicles, uniforms, equipment, offices, outlets) Tone of voice (fun, serious, exciting) Advertising Public Relations (PR) Corporate Social Responsibility (CSR) Integrate your brand
8. Brand Integration - DHL
9. Brand Image (who they think you are): The Character of a brand – conveyed by a strong emotional value in the mind of the customer. Overall, it’s about perception. Why bother? Brand Identity (who you say you are): The Outward expressions of your brand.
10. Your customers don’t buy your products, they buy your brand. - E.g 1 : customers don’t buy chicken, they buy a particular chicken recipe. - E.g Nokia: (Rugged. Long Lasting Battery) Why bother?
11. Your real competition is fighting for space in the mind of your customer. Why bother?
12.  Relevancy – it must meet a need.  Consistency – it must not deviate from its core proposition.  Positioning – it must have a place in the mind of the target client.  Credibility – it must do what it says it does. Don’t oversell. Brand Attributes
13. Create a very strong consistent visual identity: logo, colour, fonts, etc. Go Visual!
14. Use Digital Media for:  Positioning your brand (Go where people are - online)  Getting feedback – Listen  Engaging customers and build brand loyalty  Public Relations – Online Reputation Management (Negative PR) & Brand Image Traditional Media has been Disrupted!
15. A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. What is a brand?
16. Q & A