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IntroductionThe Bigger PictureMarketing & BrandsSales Push?- Supply led Company needs first Making a Sale Selling what you makeMarketing Pull?- Demand led Customer needs first Making a Deal Making what you sellWhat is a Brand?Great Brands are Great IdeasBundles of benefits, rational and emotional, that deliver pleasure, meaning and satisfaction to people Inner-directed:MirrorInner-directed:MirrorOuter-directed:BadgeInner-directed:MirrorOuter-directed:BadgeInner-directed:MirrorOuter-directed:Badge All marketing activity is communication- Product design/formulation- Brand name / packaging design- Positioning / promotion- Pricing / Distribution All offer meaning, offer to meet needs Consumer responds to the whole enchiladaPRACTICALRATIONALPRACTICALRATIONALPRACTICALSYMBOLICEMOTIONALRATIONALPRACTICALSYMBOLICEMOTIONALRATIONALPRACTICALSYMBOLICRATIONALEMOTIONALBasic Brand Engineering Brands are built by bonding chosen groups of psychological values credibly to the function of the brand To illuminate and dramatise the functionA Triangular RelationshipA Triangular RelationshipA Triangular RelationshipA Triangular Relationship* After D. SextonBrand ABrand BBranding Builds Linkages* After D. SextonPerBen ExpBen Brand ARel ImpRel ImpBrand BRel ImpRelImpBranding Builds LinkagesPerBen ExpBen PerBen ExpBen PerBen ExpBen Rel. Imp = Relative importance of benefitPer. Ben = Perceived level of benefit performanceExp. Ben = Expected level of benefit performance * After D. SextonPerBen ExpBen Brand ARel ImpRel ImpBrand BRel ImpRelImpBranding & Positioningcreate the associative linksBranding Builds LinkagesPerBen ExpBen PerBen ExpBen PerBen ExpBen Components of Brand Value* After D. Sexton Components of Brand Value* After D. Sexton1. Close the gaps: Expectation Perception Actual2. Change the PrioritiesRe-rank importance of benefits3. Add benefits*Compete on new dimensions of the customer抯 problem4. Improve actual performance*Another way of closing gaps* And tell them about it!Components of Brand Value* After D. SextonTYPICAL NEW ENTRANTDifferentiation Relevance Familiarity Esteem* After D. SextonAssessment of the BrandTYPICAL 慏ECAYING BRANDDifferentiation Relevance Familiarity Esteem* After D. SextonAssessment of the Brand慙ag?IndicatorsFollowed out* After D. SextonAssessment of the Brand Brands are ideas; operating on perception.A properly focussed brand adds value by adding specific meaning.In Summary Marketing is a different mindset from sales Brands are ideas, more than mere products Brands add value by adding meaning Brands are symbols; a consumer language A stimulus: response?model Customer perception is the only reality Brands can be successfully engineered