Brand Building Definition of Brand: A name, term, sign, symbol or design or a combination of them intended to identify the goods

or services of one seller or group of sellers and to differentiate them from those of competitors. Meaning of brand building: Brand building is a continuos process. It includes every implementation of the brand once it has defined. It is not focusing on the brand image but knowing the role of brand in driving choice. It is not just about advertising, but consistently managing the brand at all intersections with the customer. Brand building involves various inputs, outcomes, and assesment. 1) Inputs 1. Identification of key customer groups or segments. 2. nderstanding customer e!pectations,needs and aspirations.

". Assesing competitive offering including substitutes. #. Building customer confidence by$ % &ustomising the product. % 'stablishing key image of the brand. % (ealer support ) easy availability and push. % Innovative communication and promotion schemes. % 'legant packaging. *. +otal brand management ) both hardware and software aspects. 2) Outcomes 1. ,arket share. 2. -ew customers attracted. ". &ustomer loyalty inde!. #. Increased profitabity. *. Brand knowledge. 3) Assessment 1. &ontinuos feedback from customers as well as trade channels. 2. .cientific in/uiry into customer satisfaction determining $ % 0ho is the customer and profile of the target segment. % 0hat constitutes customer satisfaction. % (esigning the scale to measure customer satisfaction. % ,easuring currrent levels of customer satisfaction.

". Brand strength scores ) +he overall brand strength score is a composite of different weighted factors, each of which can be measured on a suitable scale. +he key /uestions of measurement are as follows$ % 1eadership ) (oes the brand lead the market2 % .tability ) Is there any established status of the brand2 (oes it have a loyal or definite following2 % ,arket position ) 0hat are the prospects for the said brand in the current market. Chec list for Building brands 3 0hat is your brands vision2 3 0hat values does your company subscribe to2 3 0hat are the good and bad features4attributes of your brand 5company, product, service62 3 0hat are the bad aspects of your brand and how can you dispose of them2 3 0hat are the practical benefits associated with each of the good features4attributes2 3 &an you e!tend those features and benefits to form emotional characteristics for the consumer2 3 0hat are the emotional reasons why customers might buy your products4services2 3 0hat are the rational and emotional personality characteristics of your brand2 3 0hat can you do to bring these personality characteristics to life2 3 7ow can you use the brand personality to attract and retain it2