Copyright © 2010 .O Projects. For educational use only. No part of       this presentation may be published, sold, or othe...
The Most important Questions :WHAT IS BRAND ?WHY BRAND DEVELOPMENT ?BRAND DEVELOPMENT ELEMENTS• BRANDING STRATEGY• BRAND I...
What is Branding ?                                                3                     Ax.Tantawy | .O Projects
clean your      specialbrand from   signature to             Brandingnot wonted   make it shine                           ...
5Ax.Tantawy | .O Projects
There are more than1,000,000,000  Brand around the would                                                       6          ...
You can count 10,000direct competitor for your lovely brand                                                           7   ...
Only                 Focused +Brand   Brand     Different                          Bran                Brands Gets        ...
Branding Gives you              Competitive   Brand equity    MarketGet Noticed                edge         and image     ...
We can say brands as a "name, term,sign, symbol or design, or a combinationof them intended to identify the goodsand servi...
Therefore it makes sense to understand thatbranding is not about getting your targetmarket to choose you over the competit...
The objectives that a good brand will achieve include:                                         Connects your Delivers the ...
Branding Mania …             VSArt                      Strategy                                                      13  ...
CREATIVE THINKERS      Intuitive     Emotional       Spatial       Visual      PhysicalThe right brain control him
STRATEGIC THINKERS     Analytical      Logical      Linear     Numerical      Verbal                            StrategyTh...
Weneed   Ax.Tantawy | .O Projects                                  16
17Ax.Tantawy | .O Projects
18Ax.Tantawy | .O Projects
19Ax.Tantawy | .O Projects
could you make acharismatic brand ?!!But How ?                                                   20                       ...
Use the“Five BrandDISCIPLINES”OF BRAND-BUILDING                                               21                    Ax.Tan...
DISCIPLINE 1:DIFFERENTIATE                                           22                Ax.Tantawy | .O Projects
The         most importantwords in differentiating your           brand:                                                 2...
1   Focus                                       24            Ax.Tantawy | .O Projects
2   Focus                                       25            Ax.Tantawy | .O Projects
3   Focus                                       26            Ax.Tantawy | .O Projects
DISCIPLINE 2:COLLABORATE                                           27                Ax.Tantawy | .O Projects
Brand need a lot of hand        to built                                                  28                       Ax.Tant...
IDENTITY                                 PAC K AG I N G                               P ROMOT I O N S                     ...
What about BrandDeveloping Plan?                                              30                   Ax.Tantawy | .O Projects
It will combine all requirement for branding process and helps you in                            implementation           ...
CreatingBrand Developing Plangives you            Choice of   Promise of             teams      consistency               ...
DISCIPLINE 3:INNOVATE                                           33                Ax.Tantawy | .O Projects
It is all about                                             34                  Ax.Tantawy | .O Projects
And that is the problem ??                                                    35                         Ax.Tantawy | .O P...
Branding need creativity                      strategyright-brained                   left-brained                        ...
How can we                                        37             Ax.Tantawy | .O Projects
To satisfy booth parties we just can follow       special innovation Equation              Which called …                 ...
You need to know what the innovation brand equation called ??                                                             ...
Here it come                                          40               Ax.Tantawy | .O Projects
3                               41    Ax.Tantawy | .O Projects
2                               42    Ax.Tantawy | .O Projects
1                               43    Ax.Tantawy | .O Projects
TheInnovative Brand equation                                                       44                            Ax.Tantaw...
D+B+A+E+L+E+P = Innovative Brand                                                       45                            Ax.Ta...
+DISTINCTIVENESS+BREVITY+APPROPRIATENESS+EASY SPELLING     = Innovative Brand+LIKABILITY+EXTENDABILITY+PROTECTABILITY     ...
To Know More About Brand Creating Take alook @The Ultimate Brand                    http://www.slideshare.net/AbdulrhmanTa...
DISCIPLINE 4:VALIDATE                                           48                Ax.Tantawy | .O Projects
validate means                                            49                 Ax.Tantawy | .O Projects
VALIDATIONmeans bringing the audience into the creative process.                                                          ...
MeansTest your brand                                             51                  Ax.Tantawy | .O Projects
Even before brand release                                                       52                            Ax.Tantawy |...
See if it will mean what you planed to                                                                53                  ...
DISCIPLINE 5:Adapt                                           54                Ax.Tantawy | .O Projects
People are different                                                  55                       Ax.Tantawy | .O Projects
Brand should be different                                                       56                            Ax.Tantawy |...
So the “five BrandDISCIPLINES”Will helps you in branddevelopment                                              57          ...
DIFFERENTIATED,ADAPT.                               COLLABORATED,     VALIDATED,                 INNOVATED,               ...
This will solve left and right brain conflict                     VS        Art                     Strategy              ...
Art   Strategy                                       60            Ax.Tantawy | .O Projects
ABOUT THE PRODUCERAbdel-Rhman Tantawy is Brand Development Specialist & Brand Manager                              in Egyp...
Produced and a visual presentation by:    NeedBranding?                                  AbdelRhman Attia Tantawy         ...
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Clean Your Brand

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Clean Your Brand

  1. 1. Copyright © 2010 .O Projects. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author. BrandAx.Tantawy | .O Projects 1
  2. 2. The Most important Questions :WHAT IS BRAND ?WHY BRAND DEVELOPMENT ?BRAND DEVELOPMENT ELEMENTS• BRANDING STRATEGY• BRAND IDENTITYBRANDING PROCESS Ax.Tantawy | .O Projects 2
  3. 3. What is Branding ? 3 Ax.Tantawy | .O Projects
  4. 4. clean your specialbrand from signature to Brandingnot wonted make it shine 4 Ax.Tantawy | .O Projects
  5. 5. 5Ax.Tantawy | .O Projects
  6. 6. There are more than1,000,000,000 Brand around the would 6 Ax.Tantawy | .O Projects
  7. 7. You can count 10,000direct competitor for your lovely brand 7 Ax.Tantawy | .O Projects
  8. 8. Only Focused +Brand Brand Different Bran Brands Gets NoticedBrand Brand Brand BranBrand Brand Brand Bran 8 Ax.Tantawy | .O Projects
  9. 9. Branding Gives you Competitive Brand equity MarketGet Noticed edge and image share 9 Ax.Tantawy | .O Projects
  10. 10. We can say brands as a "name, term,sign, symbol or design, or a combinationof them intended to identify the goodsand services of one seller or group ofsellers and to differentiate them fromthose of other sellers. 10 Ax.Tantawy | .O Projects
  11. 11. Therefore it makes sense to understand thatbranding is not about getting your targetmarket to choose you over the competition,but it is about getting your prospects tosee you as the only one that provides asolution to their problem. 11 Ax.Tantawy | .O Projects
  12. 12. The objectives that a good brand will achieve include: Connects your Delivers the Confirms your target prospectsmessage clearly credibility emotionally Motivates the Concretes User buyer Loyalty 12 Ax.Tantawy | .O Projects
  13. 13. Branding Mania … VSArt Strategy 13 Ax.Tantawy | .O Projects
  14. 14. CREATIVE THINKERS Intuitive Emotional Spatial Visual PhysicalThe right brain control him
  15. 15. STRATEGIC THINKERS Analytical Logical Linear Numerical Verbal StrategyThe left brain works here Ax.Tantawy | .O Projects 15
  16. 16. Weneed Ax.Tantawy | .O Projects 16
  17. 17. 17Ax.Tantawy | .O Projects
  18. 18. 18Ax.Tantawy | .O Projects
  19. 19. 19Ax.Tantawy | .O Projects
  20. 20. could you make acharismatic brand ?!!But How ? 20 Ax.Tantawy | .O Projects
  21. 21. Use the“Five BrandDISCIPLINES”OF BRAND-BUILDING 21 Ax.Tantawy | .O Projects
  22. 22. DISCIPLINE 1:DIFFERENTIATE 22 Ax.Tantawy | .O Projects
  23. 23. The most importantwords in differentiating your brand: 23 Ax.Tantawy | .O Projects
  24. 24. 1 Focus 24 Ax.Tantawy | .O Projects
  25. 25. 2 Focus 25 Ax.Tantawy | .O Projects
  26. 26. 3 Focus 26 Ax.Tantawy | .O Projects
  27. 27. DISCIPLINE 2:COLLABORATE 27 Ax.Tantawy | .O Projects
  28. 28. Brand need a lot of hand to built 28 Ax.Tantawy | .O Projects
  29. 29. IDENTITY PAC K AG I N G P ROMOT I O N S A N N UA L R E P O RT S P RO D U C T D E S I G N P U B L I C R E L AT I O N S RESEARCH This is your P U B L I C AT I O N S brand A DV E RT I S I N GDeveloping Army WEB D E S I G N BRAND S T R AT E G Y NAMING EVENTS EXHIBITS C R E AT I V E S E RV I C E S SUPPLIERS DIRECT RESPONSE P O P D I S P L AY S 29 Ax.Tantawy | .O Projects
  30. 30. What about BrandDeveloping Plan? 30 Ax.Tantawy | .O Projects
  31. 31. It will combine all requirement for branding process and helps you in implementation IDENTITY PAC K AG I N G P ROMOT I O N S A N N UA L R E P O RT S P RO D U C T D E S I G N P U B L I C R E L AT I O N S RESEARCH P U B L I C AT I O N S Brand A DV E RT I S I N G Developing Plan WEB D E S I G N BRAND S T R AT E G Y NAMING EVENTS EXHIBITS C R E AT I V E S E RV I C E S SUPPLIERS DIRECT RESPONSE P O P D I S P L AY S 31 Ax.Tantawy | .O Projects
  32. 32. CreatingBrand Developing Plangives you Choice of Promise of teams consistency 32 Ax.Tantawy | .O Projects
  33. 33. DISCIPLINE 3:INNOVATE 33 Ax.Tantawy | .O Projects
  34. 34. It is all about 34 Ax.Tantawy | .O Projects
  35. 35. And that is the problem ?? 35 Ax.Tantawy | .O Projects
  36. 36. Branding need creativity strategyright-brained left-brained 36 Ax.Tantawy | .O Projects
  37. 37. How can we 37 Ax.Tantawy | .O Projects
  38. 38. To satisfy booth parties we just can follow special innovation Equation Which called … 38 Ax.Tantawy | .O Projects
  39. 39. You need to know what the innovation brand equation called ?? 39 Ax.Tantawy | .O Projects
  40. 40. Here it come 40 Ax.Tantawy | .O Projects
  41. 41. 3 41 Ax.Tantawy | .O Projects
  42. 42. 2 42 Ax.Tantawy | .O Projects
  43. 43. 1 43 Ax.Tantawy | .O Projects
  44. 44. TheInnovative Brand equation 44 Ax.Tantawy | .O Projects
  45. 45. D+B+A+E+L+E+P = Innovative Brand 45 Ax.Tantawy | .O Projects
  46. 46. +DISTINCTIVENESS+BREVITY+APPROPRIATENESS+EASY SPELLING = Innovative Brand+LIKABILITY+EXTENDABILITY+PROTECTABILITY 46 Ax.Tantawy | .O Projects
  47. 47. To Know More About Brand Creating Take alook @The Ultimate Brand http://www.slideshare.net/AbdulrhmanTanta wy/the-ultimate-brandax-tantawy | .O Projects 47 Ax.Tantawy
  48. 48. DISCIPLINE 4:VALIDATE 48 Ax.Tantawy | .O Projects
  49. 49. validate means 49 Ax.Tantawy | .O Projects
  50. 50. VALIDATIONmeans bringing the audience into the creative process. 50 Ax.Tantawy | .O Projects
  51. 51. MeansTest your brand 51 Ax.Tantawy | .O Projects
  52. 52. Even before brand release 52 Ax.Tantawy | .O Projects
  53. 53. See if it will mean what you planed to 53 Ax.Tantawy | .O Projects
  54. 54. DISCIPLINE 5:Adapt 54 Ax.Tantawy | .O Projects
  55. 55. People are different 55 Ax.Tantawy | .O Projects
  56. 56. Brand should be different 56 Ax.Tantawy | .O Projects
  57. 57. So the “five BrandDISCIPLINES”Will helps you in branddevelopment 57 Ax.Tantawy | .O Projects
  58. 58. DIFFERENTIATED,ADAPT. COLLABORATED, VALIDATED, INNOVATED, 58 Ax.Tantawy | .O Projects
  59. 59. This will solve left and right brain conflict VS Art Strategy 59 Ax.Tantawy | .O Projects
  60. 60. Art Strategy 60 Ax.Tantawy | .O Projects
  61. 61. ABOUT THE PRODUCERAbdel-Rhman Tantawy is Brand Development Specialist & Brand Manager in Egypt. MBA Holder pharmacist with wide experience in marketing and communication, Branding, Marketing, Business development and Designer. Visit www.eg.linkedin.com/in/axtantawy 61 Ax.Tantawy | .O Projects
  62. 62. Produced and a visual presentation by: NeedBranding? AbdelRhman Attia Tantawy Brand Development Specialist E-mail: ax.tantawy@gmail.com Mobile : (+2) 010 74 20 147Copyright © 2010 .O Projects. For educational use only. No part of this presentation may be 62published, sold, or otherwise used for profit without the written permission of the author. Ax.Tantawy | .O Projects

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