The document discusses how to create and develop a brand. It defines a brand as not being a logo, identity, promise or mission statement alone, but as the overall impression customers have. It notes that a brand is what customers say it is, not what a company says it is. The document outlines the four prerequisites of any brand as being different, consistent, clear and personal. It provides examples of how various companies have embodied these prerequisites in their branding and marketing strategies.

1. How to create and develop a brand?

2. How to
create
a brand
& develop
How to create and develop a brand?
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3. What
is a
brand?
A brand
is not
X a well designed logo
X the identity
X a promise
X a mission statement
How to create and develop a brand?
Slide 3/53 02/11/2017

4. How to create and develop a brand?
Slide 4/53 02/11/2017
The brand is
not an accessory,
It is the
main point.
Robert Bosch
“
”

5. How to create and develop a brand?
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A brand is not
what you say it is.
It’s what they say
it is.
Marty Neumeier
“
”

6. Customers who pay for your
products aren’t always
the loyal ones
How to create and develop a brand?
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7. It’s the ones who aren’t paying
who may really care and
appreciate your brand
How to create and develop a brand?
Slide 7/53 02/11/2017

8. The best way to create
brand advocates is to develop a
great product or service
How to create and develop a brand?
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9. Turning paying customers into
brand advocates is a
win-win situation
How to create and develop a brand?
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10. Different Consistent
Clear Personal
How to create and develop a brand?
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What are the
4 essential
prerequisites
of any brand?

11. Slide 11/53
How to create and develop a brand?
02/11/2017
1.Differentiate Be memorable

12. Slide 12/53 02/11/2017

14. Slide 14/53 02/11/2017

15. How to create and develop a brand?
Slide 15/53 02/11/2017
Survey of 2,200 commercial
truck owners and buyers
1/2
said they are now more
likely to choose Volvo
the next time they
make a truck purchase
1/3
respondents had
contacted a dealer or
visited a Volvo Trucks
website to learn more
+ve
impact on the perception
of Volvo Trucks as an
innovative and modern
truck brand

16. How to create and develop a brand?
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2.Consistent Reliable and
Trustworthy
Trust
T r d+=
Reliability Delight

20. How to create and develop a brand?
Slide 20/53 02/11/2017
DON’T
MESS WITH
CONSISTENCY

21. How to create and develop a brand?
Slide 21/53 02/11/2017
3.Clear Keep it in context
and talk to those
whom you want
to reach

22. How to create and develop a brand?
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3.Clear
Make my trip
https://www.youtube.com/watch?v=FlDWnSMgvRk

23. How to create and develop a brand?
Slide 23/53 02/11/2017
3.Clear
Trivago
https://www.youtube.com/watch?v=Zv9UbMFWxnM

24. How to create and develop a brand?
Slide 24/53 02/11/2017
3.Clear
Skyscanner
https://www.youtube.com/
watch?v=P1-nf9VlcCA
https://www.youtube.com/watch?v=P1-nf9VlcCA

25. How to create and develop a brand?
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4.Personal Get your brand
up close and
personal

26. 4.Personal
Love has no labels
How to create and develop a brand?
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https://www.youtube.com/watch?v=0MdK8hBkR3s

27. 4.Personal
My Dubai
How to create and develop a brand?
Slide 27/53 02/11/2017
https://www.youtube.com/watch?v=6bqW7AAnuRg

28. 4.Personal
Rajasthan Tourism
How to create and develop a brand?
Slide 28/53 02/11/2017
https://www.youtube.com/watch?v=f7IWESHowzg

29. How to create and develop a brand?
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Where and
how can a
brand talk
with the
people?
A brand can get
to you in places
you’ve least
expected

30. How to create and develop a brand?
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What media
are used by
a brand to
talk with
the people?
Print
Outdoor
Digital
Social
Radio
TVC
Ambient

31. How to create and develop a brand?
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Print
2017 - The Cartel
Fashion
2016 - QATAR ISLAMIC BANK
Banking & Finance

32. How to create and develop a brand?
Slide 32/53 02/11/2017
Print
2016 - Volkswagen
Automobile

33. How to create and develop a brand?
Slide 33/53 02/11/2017
Print
2015 - Dabur
Pharmaceutical
2015 - Baidu Security
Professional Services

34. How to create and develop a brand?
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Outdoor
2016 - Lifebuoy
https://www.youtube.com/watch?
v=YmTFiwf7f0Y
https://www.youtube.com/watch?v=YmTFiwf7f0Y

35. How to create and develop a brand?
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Outdoor
2016 - #Twitter
Social media

36. How to create and develop a brand?
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Integrated
Bou Khalil: The good note
https://www.youtube.com/watch?v=RCuqgmlha_M

37. How to create and develop a brand?
Slide 37/53 02/11/2017
Integrated
Samsung: Safety screen
https://www.youtube.com/watch?v=jIeIPk3hjx8

38. How to create and develop a brand?
Slide 38/53 02/11/2017
Digital
Bully ads
https://vimeo.com/188302564
https://vimeo.com/188302564

39. How to create and develop a brand?
Slide 39/53 02/11/2017
Digital
Cheap flights
https://www.youtube.com/watch?v=NLOADYq807s

40. How to create and develop a brand?
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Social
Amnesty International
http://www.freedomvoicesproject.com/
http://www.freedomvoicesproject.com/

41. How to create and develop a brand?
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Social
Red cross
https://vimeo.com/164147200
Adidas Neo
https://vimeo.com/201258748
Untasty dishes
https://vimeo.com/201363317

42. How to create and develop a brand?
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What did these
brands do to
create a name
for themselves?
Different Consistent
Clear Personal
BRAND

43. How to create and develop a brand?
02/11/2017
Musafir’s
Journey
through
the years
Slide 43/53

44. How to create and develop a brand?
02/11/2017
Musafir’s
Journey
through
the years
Slide 44/53

45. How to create and develop a brand?
02/11/2017
Musafir’s
Journey
through
the years
Slide 45/53

46. How to create and develop a brand?
Slide 46/53 02/11/2017
Musafir’s
Journey
through
the years

47. How to create and develop a brand?
02/11/2017
Musafir’s
Journey
through
the years
Slide 47/53

48. How to create and develop a brand?
02/11/2017
Musafir’s
Journey
through
the years
Slide 48/53

49. How to create and develop a brand?
02/11/2017
Musafir’s
Journey
through
the years
Slide 49/53

50. BLUE & YELLOW
DIN & DONE
How to create and develop a brand?
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51. How to create and develop a brand?
Slide 51/53 02/11/2017
Emirates - Keep Discovering:Snow
https://www.youtube.com/watch?v=HS5tbTn7_C4
“Life Well Travelled Hong Kong” (eBook)
https://vimeo.com/195705528
Qantas - Out of Office Travelogue
http://www.awardshowjury.com/entries/out-of-office-
travelogue-webbys-2016/
WOW Air - SnapTraveler
https://www.youtube.com/watch?
v=xFFn2taqODI&feature=youtu.be
GOT overall social presence
https://storify.com/HBO/game-of-thrones-season-6-overa
Rajasthan Tourism Ads Collection
https://www.youtube.com/watch?v=f7IWESHowzg
Interesting
stuff
https://www.webbyawards.com/
https://www.canneslions.com/
https://www.dubailynx.com/

52. How to create and develop a brand?
Slide 52/53 02/11/2017
Nike - Are we running today?
https://www.youtube.com/playlist?
list=PLNqKTn4CuEXfDXYKLsAqYuWpQrfQ07fRo
Hotels.com - Captain Obvious
http://entryjet.com/hotels-president-integrated/
Microsoft - Make what’s next
https://vimeo.com/200840877/769981bb69
Coke - Share a coke and a song
https://vimeopro.com/umww/shareasong-
integratedcampaign
Travel channel - Travel hacks
https://www.webbyawards.com/winners/2016/online-film-
video/general-film/how-to-diy/travel-hacks/
Momondo - Click Two Travel
http://clicktwo-travel.s3-website-eu-west-1.amazonaws.com/
Sonia’s travels
https://www.webbyawards.com/winners/2012/online-film-
video/general-film/travel-adventure/sonias-travels/
Geo beats
https://www.webbyawards.com/winners/2008/online-film-
video/general-film/travel/world-video-travel-guide/
Adidas - I’m here to create
https://www.youtube.com/watch?
v=oXDP1Qa74PA&feature=youtu.be
Bacardi - InstaDJ
http://bacardiinstantdj-entry.com/

53. Thank you