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The importance of brands

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Dương Thùy

on 4 May 2014

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Transcript of The importance of brands

The importance of brands
in today's competitive market

how to make brands unique and always
stay ahead without being counterfeited?

What is a brand?
Group 2
Many things can be branded
Product
Services
People
Places
Religions
BRAND is
NOT
A logo
corporate
Identity
Advertising
Marketing
BRAND is
Confidence
Passion
Belonging
A set of unique values
"When people use your BRAND as a VERB, that is remarkable"
Meg Whitman
your family
Stuff
friends
we live in a
brand saturated world
brand

=

reputation
cool
creative
hip
intuitive
innovative
stylish
What is your brand?
name
logo
tagline
products
branches
advertising
website
Brands are built through
ACTIONS
not
WORDS
Your brand is
your promise
your pledge
your commitment
Your brand is what you stand for
The importance of
brands in today's competitive market
Brand creates the exclusive of product
reduces the counterfeit
be protected by law
A strong brand gives you a competitive advantage in the market
It allows you to charge more for your product,
knowing that consumers will remain loyal,
and buy it at the higher cost
It communicates information about your product to your market
It will influence the cost of
your product
packaging
marketing & advertising strategies
distribution channels
builds brand loyal and value,
Branding can give you a strategic position in the market and lead to
increased profit
makes you stand out from the competition
Branding
A strong brand:
provides increased revenues and market share
increases the company's market value
helps the company survive temporary crises
prevents new competitors from entering the market
helps the company attract new distribution for its products
how to make brands unique?
Don't copy or imitate your competitor's name / logo / content
Make sure that your business/product name, your icon, your tagline are really clear and create the impression with your customers
imitate when being different don't meet your customer's expectations
imitating is sometimes necessary
Emulate if it means making your clients comfortable
You should create distinction based on customer's satisfaction
Don't attempt to use the same colors as your competitor's logo
How to make brands always stay ahead without being counterfeited?
Develop a brand integrity strategy
use laser-focused quality control
individual 2D barcode tagging
exclusive authorized distributors...
Use New Technologies
using covert feature to distinguish genuine articles from fake
Register your Trademark
Train your intermediaries and your employees
train the distribution and other intermediaries to notice differences packaging, product colors, weigh and other characteristics
Create a mechanism for consumers to alert you about counterfeit products
Gut feeling
Video
Thanks for your Attention!
Branding is one way to attract new customers
Full transcript