What is involved in developing a brand?

Building a strong brand involves four steps of brand building:

1. Ensure identification of the brand with customers and an association of the brand in customers minds with a specific product class or customer need.
2. Firmly establish the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations with certain properties.
3. Elicit the proper customer responses to this brand identification and brand meaning.
4. Convert brand response to create an intense, active loyalty relationship between customers and the brand.

Branding Ladder:

1. Who are you? (Brand Identity)
2. What are you? (Brand Meaning)
3. What about you? What do I feel about you? (Brand Responses)
4. What about you and me? What kind of association and how much of a connection would I like to have with you? (Brand Relationships)