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The Value of a Brand!

The Value of a Brand! Branding is Value Creation What is a Brand? A word? Kleenex Xerox Fed Ex Coke Tiffany’s What is a Brand? An image? Mc Donald’s Apple Computers KFC AOL Starbucks What is a Brand? A slogan? _________, it’s the real thing.

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The Value of a Brand!

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  1. The Value of a Brand! Branding is Value Creation

  2. What is a Brand? A word? • Kleenex • Xerox • Fed Ex • Coke • Tiffany’s

  3. What is a Brand? An image? • Mc Donald’s • Apple Computers • KFC • AOL • Starbucks

  4. What is a Brand? A slogan? • _________, it’s the real thing. • _______________when it absolutely positively has to be there overnight. • ___ the ultimate driving machine.

  5. A Brand is a Memory? • What we remember about a product is the brand? • It can be a word, image, slogan even music. • A brand is a tool to remember a product.

  6. How does memory work? • Working Memory • Long-term Memory • Skill Memory

  7. Long -term memory is triggered. A trigger is a need or desire. Life Time-line Trigger Event

  8. Long -term memory is triggered. Advertising is not a trigger, it’s a memory builder. Life Time-line Trigger Event

  9. Memory is triggered. Perfect Advertising to Purchase Scenario Life Time-line Trigger Event Advertising Purchase

  10. Memory is triggered. But it’s not a Perfect World. Life Time-line Trigger Event Purchase Advertising

  11. Memory is triggered. A brand outlives advertising. Life Time-line Advertising Purchase Trigger Event Brand Memory

  12. A Brand has Value. • Any memory that outlasts it’s advertising is valuable. • The longer the memory lasts the more value it has. • The more people that share the memory the more value it has. • A company that owns memories has value. • In the valuation of a company it’s called goodwill.

  13. Branding is Value Creation • An un-licensed business with no established brands sells for the value of it’s physical assets. • A licensed business sells for multiples of it’s cash flows. • A business with established brands sells for one of the above plus the value of the brand, goodwill.

  14. Advertising needs to work. • While you are building brand you have to pay the bills. • Public companies use investors money to pay the bills while they build value. • You have to earn a profit and build the brand at the same time.

  15. How do you accomplish both? • “Call to Action” advertising makes the phone ring, delivering prospects to your business. • It’s your sales force that converts prospects to customers. • “Brand” advertising creates memories of your business that will lead prospects to you in the future.

  16. Compare Two Spots

  17. Building a Brand and Call to Action Budget • Remove three page chart from Chapter Two after page 9 • See Chapter Seven page 1

  18. Branding • End of Section One

  19. Call to Action • To effectively deliver new prospects an advertising medium should be highly targeted, cost effective and reach many people. • To build memories a medium must be able to deliver a message to all the senses, sight, sound, motion and emotion.

  20. Compare the Sum of the Alternatives • Has a television commercial ever made you laugh? Moved you emotionally? Made you angry? • How about Newspaper?Radio? Direct Mail? • Television can move people to action and create lasting memories.

  21. How long can a memory last? • _______ tastes good like a cigarette should. • I’d walk a mile for a _____.

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