Why is a Brand worth

Building?
Lecture 3

Ms D. Seedoyal-Seereekissoon
Why is it worth building?
Brand awareness = higher valuations

Ms D. Seedoyal-Seereekissoon
 Brand awareness
It may seem obvious but brand
awareness is extremely important for a
product to be successful.
How can we purchase something if we
don't know it exists.

Ms D. Seedoyal-Seereekissoon
From brand unawareness
to Top of Mind brands

Top of Mind

Brand Recall

Brand Recognition

Unaware of brand

Ms D. Seedoyal-Seereekissoon
 Creating loyal brand
lovers

Action
Engagement

Influence

Exposure

Ms D. Seedoyal-Seereekissoon
Why is it worth building?
Brand equity = strategic asset
In an interview on brand as a strategic asset, Scott Davis
[American marketing consultant and author of 3 books
on brand and market strategy] replied:
I like clients to consider the branding process as at least
a three-year journey. With many larger companies it
takes a year for employees to internalize and
operationalize the brand promise. The second stage is
launching the brand externally to multiple audiences that
will have an impact on a customers decision to buy from
you. An integrated communications program to
effectively reach these audiences is an essential success
factor. The third stage is delighting the customer
consistently meeting or, hopefully, exceeding customer
expectations. Again, effective communications at every
touch point reinforces the brand promise and customer
loyalty

Ms D. Seedoyal-Seereekissoon
Why is it worth building?
Helps company enter new product
categories and/or markets more
easily:
Lower risk factor
Promotional costs
Facilitates customer loyalty

Ms D. Seedoyal-Seereekissoon
Why is it worth building?
Builds employee, partner pride in
company/product

Ms D. Seedoyal-Seereekissoon
Why is it worth building?
Strong brands establish a long-lasting
place in short-lived markets

Value

Product
Time

Ms D. Seedoyal-Seereekissoon
 Some inspiring brand
identity ideas
We will now have some examples of
visual brand identities done.

Ms D. Seedoyal-Seereekissoon
Corktown Seed [creative agency]

Ms D. Seedoyal-Seereekissoon
Corktown Seed [creative agency]

Ms D. Seedoyal-Seereekissoon
Brox Industries [paving contractor]

Ms D. Seedoyal-Seereekissoon
Brox Industries [paving contractor]

Ms D. Seedoyal-Seereekissoon
Brox Industries [paving contractor]

Ms D. Seedoyal-Seereekissoon
 Bluebirds & Co
[Personalised Womens Clothing]

Ms D. Seedoyal-Seereekissoon
 Creation Visual Merchandising
[Unique Visual Displays for modern retail space]

Ms D. Seedoyal-Seereekissoon
 Creation Visual Merchandising
[Unique Visual Displays for modern retail space]

Ms D. Seedoyal-Seereekissoon
 Creation Visual Merchandising
[Unique Visual Displays for modern retail space]

Ms D. Seedoyal-Seereekissoon
 Creation Visual Merchandising
[Unique Visual Displays for modern retail space]

Ms D. Seedoyal-Seereekissoon
 Revert Design

Ms D. Seedoyal-Seereekissoon
 Revert Design

Ms D. Seedoyal-Seereekissoon
 Revert Design

Ms D. Seedoyal-Seereekissoon
George Marez [designer]

Ms D. Seedoyal-Seereekissoon
George Marez [designer]

Ms D. Seedoyal-Seereekissoon
George Marez [designer]

Ms D. Seedoyal-Seereekissoon
 Mignon

Ms D. Seedoyal-Seereekissoon
 Mignon

Ms D. Seedoyal-Seereekissoon
 Mignon

Ms D. Seedoyal-Seereekissoon
 Ink

Ms D. Seedoyal-Seereekissoon
 Ink

Ms D. Seedoyal-Seereekissoon
 Ink

Ms D. Seedoyal-Seereekissoon
 Garderobbery
[Fashion design]

Ms D. Seedoyal-Seereekissoon
 Garderobbery
[Fashion design]

Ms D. Seedoyal-Seereekissoon
 SUCH
[Strigaris Urban Construction Heritage]

Ms D. Seedoyal-Seereekissoon
 SUCH
[Strigaris Urban Construction Heritage]

Ms D. Seedoyal-Seereekissoon
International Game Day

Ms D. Seedoyal-Seereekissoon
International Game Day

Ms D. Seedoyal-Seereekissoon