How To Create A Successful Brand Speech

Brand Building: Short Speech on Brand Building

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Brand building exercise requires careful planning on the part product managers with regard to positioning option and developing USP for their bands. As Indian companies seek to become major players in the global market, one of the key challenges they face is building a global brand.

Building brands depends on the existence of a strong vision, avoiding premature face to face combat with the established brands, strategic use of the country or origin, and a careful choice products. Brands can be built only on the basis of distinctive advantage and price warfare alone does not sustain a brand marketing strategists and advertising agencies spend millions of rupees on creating a brand and selling the image of the company, but customer loyalty cannot be achieved by mere spending on advertisements. The latest technology, excellent customer support and wide spread reach are also the factors that influence and strengthen the brand image.

The development of a brand identity relies on a thorough understanding of the firm's customers, competitors, and business strategy. Customers ultimately drive brand value, and a brand strategy and needs to be based on a powerful segmentation strategy, as well as an in-depth knowledge of customer motivation.

However, the brand identity needs to reflect the business strategy and the firm's willingness to invest in the programmes needed for the band to live up to its promise to customers. Strong brands enjoy customer loyalty, the potential to charge premium prices, and to support new product launches. Brand name of a product plays a vital role in the success of any business. A company can succeed in the business if it creates a memorable brand name in the minds of the customer.

Brand Building Strategies:

1. Driving the consumer from brand awareness to brand insistence.

2. Brand advertising.

3. Creating the total brand experience.

4. Projecting the benefits, not the products.

5. Establishing close relations with customers.

6. Selling to old customers instead of new ones.

The ultimate goal or brand equity building is to move the customer from brand-awareness to brand insistence. Brand insistence model incorporates five elements that drive a customer to insist upon a particular brand. These are brand-awareness, accessibility, value, relevant differentiation and emotional connection. Awareness is knowledge, accessibility is availability, value is value for price, relevant differentiation is customer relevant customer compelling benefits, and emotional connection means the brand is trust worthy.