FB?

$ 89B
$125.3B

$205.5B
Coca Cola
$59.2B
$97B
$167.7B
 Brand Development process
• multi-stage process
• ultimate goal of building brand equity
• consumer’s mind.
• Brand equity (an intangible set of assets) is the
most valuable asset a company can own.
 Brand Development Process

• Determine what
you are branding

• Research your
target market

• Create your name,

tagline and logo

• Launch the brand

• Manage the brand

 CSF and Strategies of NIKE
Challenges Aims CSF Strategies
Nike manufacturing Increase Land availability in  Acquire 50 ACRE
unit in India will be Manufacturing any side of the land
unable to meet the Capacity for South current  Buy 30 more
next year forecasted Asian Market. manufacturing unit machineries
demand of South to help extend  Recruit 200 more
Asian Market. Manufacturing Unit. labors.

Nike sponsored “XYZ” Ensure sports Engage best PR  Invite National

Football Tournament headline coverage in Agency in field of Star during game.
in Spain not getting Top 5 Spanish Media Sports especially  Offer Media
enough media for the rest of the football. Incentive
attention. tournament.  Use Social
Network to pull
maximum crowd

Shoppers in the Attract customers to Visual Merchandising  Stock

franchised retail outlets. professionally
outlets in Bangladesh display.
not experiencing  Staff must be
inspiration & friendly
innovation.
 Make Every Touch Count
Nike

Product Advertising

City Attacks PR

Events Sponsorship

CSR New media

Retail
Marketing
WHO IS THIS?
Can
you
tell
now?
Guess,
You
Can
Guess
Mr. Steve Jobs
“A
somebody
was once a
nobody
who
wanted to
and did”
Average Consumer will Exposed to TVC

2000000
…by the age of 65!
 Brand Development Strategies
1. Consider your overall business strategy.
2. Identify your target clients.
3. Research your target client group.
4. Develop your brand positioning.
5. Develop your messaging strategy.
6. Develop your name, logo and tagline
7. Develop your content marketing strategy.
8. Develop your website.
9. Build your marketing toolkit.
10. Implement, track, and adjust.