What is there in a Brand?

Let's Consider an example-- CocaCola

• Stock Market Value: $135billion

• Net Assets $10.5 billion

• $125 billion value –intangible confidence of shareholders
• Value of Brand estimated at $70 billion
• 50% of value is in the brands.


So what does a Brand do?

• Add up to 70% to the value of your Company.


• Have a lasting impression on the public imagination.

• Ensure Loyalty from customers and shareholders alike.

• Rally Employees to your Culture and attract new Recruits

• Allows you to diversify into other categories and businesses.

What is Branding and What is a Brand?

What is a brand?

“A brand is a distinguishing nameor symbol intended to identify goods or services of a seller and to differentiate those goods orservices from competitors.”

Purpose of Brand


Inspire
Inject your organization with heart and soul.
Motivate.
Spur action.
Connect.
Unify departments and divisions for “global” presence. Link products and services to a “promise.”
Simplify.
Clarify and crystallize your mission.
Inform.
Convey values, attributes, and advantages.

Fundamentally a brand is created to


Establish and increase customer & loyalty with products and services.

Reasons for Branding                                        

Alignment with Trends.

Increased Perception of Quality.

Increased Consistency.

Image.

Practice.

Increased Sales.

Increased Net Return.

Meet Customer Expectations.