Brands through the Eyes of the Consumer

Brands through the Eyes

of the Consumer

Sarah Waybright

Country Manager, Identica, Russia

Brand = Asset

Brand = Choice

“If this company were split up I would give you the property, plant and

equipment and I would take the brands and the trademarks and I would fare far

better than you.”

John Stuart,Chairman, Quaker

Brand Promise

Strong Brands =

Strong Profit

The Power of Branding

Differentiation

Brand Difference provides the key to Profit

The brand name

The brand name

The brand colour

The brand name

The brand colour

The brand proposition

The brand name

The brand colour

The brand proposition=

Emotional response

The brand nameThe brand colourThe brand proposition

=

Emotional response

Brand Value

Brand = Trust

Brand difference provides the key to profit

Brand Extension

Powerful branding creates its own

momentum

The Ten Golden Rules of Branding

1. Put the consumer first

2. Think holistically - about the whole thing,

the bigger picture

3. Understand precisely who you are

4. Develop a vision for the future

5. Develop your brand strategy and

positioning

6. Be creative

7. Involve your staff in the brand

8. Look for ways to leverage value from your

brand

9. Monitor your brand’s performance

10. Implement a communications

programme

The Ten Golden Rules of Branding

Put the consumer first

Think holistically

Understand precisely who you are

Develop a vision for the future

Develop your brand strategy and positioning

Be creative

Involve your staff in the brand

Look for ways to leverage value from your brand

Monitor your brand’s performance

Implement a communications programme

Opportunities and potential of branding for Russian

businesses

Potential

Loyalty and Differentiation

Brand difference provides the key to profit

- even in markets that have never considered

the brand as asset value

Brand difference provides the key to profit

“Buildings become dilapidated. Machines wear out. People die. But what live on, are the brands.”

Sir Michael Perry, Chairman, Unilever

Thank you

Contact Details:Office in Moscow: 937 8431

Email: sarah.wb@identica.com