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Introduction The Bigger Picture Marketing  Brands Sales Push?- Supply led Company needs first Making a Sale Selling what you make Marketing Pull?- Demand led Customer needs first Making a Deal Making what you sell What is a Brand? Great Brands are Great Ideas Bundles of benefits, rational and emotional, that deliver pleasure, meaning and satisfaction to people 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 enchilada Basic Brand Engineering Brands are built by bonding chosen groups of psychological values credibly to the function of the brand To illuminate and dramatise the function A Triangular Relationship A Triangular Relationship A Triangular Relationship A Triangular Relationship Branding Builds Linkages Branding Builds Linkages Branding Builds Linkages Components of Brand Value Components of Brand Value Components of Brand Value Assessment of the Brand Assessment of the Brand Assessment of the Brand 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 Stimulus : Response PRACTICAL A Holistic Brand Relationship RATIONAL The Brand PRACTICAL A Holistic Brand Relationship Brand/product features Functional justification Price/value judgements Availability RATIONAL The Brand PRACTICAL SYMBOLIC A Holistic Brand Relationship Brand/product features Functional justification Price/value judgements Availability EMOTIONAL RATIONAL The Brand PRACTICAL SYMBOLIC A Holistic Brand Relationship Brand/product features Functional justification Price/value judgements Availability EMOTIONAL RATIONAL The Brand How I live My way/my identity Others like me The experience PRA