Brand  Presentation 10 22
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Brand Presentation 10 22

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Brand  Presentation 10 22 Brand Presentation 10 22 Presentation Transcript

  •  
  • Brands & Branding
  • Brands & Branding
    • What is a brand?
      • A set of associations that reside in people’s minds.
      • These signals are based on ideas that are different and relevant to them and simple to grasp.
      • A brand is consistent within all channels - the DNA of a business.
  • Brands & Branding
    • What makes up brand?
    • A brand is made up of distinct areas
      • Mission
      • Vision
      • Promise
      • Positioning
      • Personality
      • Identity/Image
      • System
  • Brands & Branding
    • Brand Mission
      • The internal statement of what the brand is out to accomplish.
      • Acts as a guide for shaping a brand's perceptions and experiences.
      • A first step in integrating the business plan into how the brand influences it.
      • The foundation which the brand is built upon.
  • Brands & Branding
    • Brand Vision
      • Sets long-term direction and guidance for building the brand.
      • The vision has emotional potential from an outside and inside perspective.
      • Shapes and transforms the brand experience and is consistent with the efforts of the mission.
  • Brands & Branding Brand Promise Communicates the benefits of the brand and the brand experience.
  • Brands & Branding
    • Brand Positioning
      • The point of difference and perception of the brand that is conveyed.
      • Creates a personality and image of what the brand stands for and serves as the conduit between the brand and its audience.
  • Brands & Branding
    • Brand Personality
      • The aspect of a brand’s identity that reflects the h u man persona.
      • The observable tone, behaviors and manner of the brand.
      • The ability to contract with key competitors and appeal to the target audience.
      • Must be reflected in the tone and manner of all communications.
  • Brands & Branding
    • Brand Identity/Image
      • The collection of names, symbols, colors, personality and messages used to define and judge what a brand is all about.
      • Identity should reflect what is true and authentic about the brand.
      • The image is how others view the brand.
      • Identity and image must be aligned.
  • Brands & Branding
    • Brand System
      • A set of named and/or trademarked products, features and services.
      • Well defined guidelines for brand usage in all areas of communication.
  • Brands & Branding
    • What is Branding?
      • How your product or service is differentiated.
      • The tangible process for creating and managing the signals that transmit the brand idea and generate associations.
      • What people want the company to be, and what unique attributes a company conveys.
  • Brands & Branding
    • What is Branding? (continued)
    • In its simplest form branding is made up of three basic guidelines.
      • Find something different to say about your brand.
      • Make your idea as simple and focused as possible.
      • Align it with your business strategy.
  • Brands & Branding
    • How a Brand is Built
      • Establish the point of difference or something unique.
      • Verify if this matters and target market relevancy.
      • Determine if there will there be a large enough audience that can relate to the brand.
      • Establish that there is a need for the product or service.
  • Brands & Branding
    • How a Brand is Built (continued)
      • Establish a presence through how well a brand is regarded in the market place and how consumers know and understand a brand.
      • The first function is the development of a name.
  • Brands & Branding How a Brand is Built - A Brand’s Name Brand names can take on various strategies. From companies such as General Motors and Proctor & Gamble (that are basically umbrella companies to sub brands) to product specific brands such as Adidas, Coke and Microsoft, they all have various functions to achieve. Sony Walkman PlayStation Bravia
  • Brands & Branding
    • How a Brand is Built - A Brand’s Name (continued)
      • A brand’s name for a consumer product should have a connection with its audience that communicates a point of difference and uniqueness.
      • Brands that don’t will have to rely on brand statements to communicate their message.
  • Brands & Branding How a Brand is Built - A Brand’s Name (continued) As brands have grown over the past few decades the name has become more important. Brands such as Proctor & Gamble’s product brands, Duracell Batteries and Bounty Paper Towels, have created names that tell a story and communicate the positive aspects of the brand.
  • Brands & Branding
    • How a Brand is Built - A Brand’s Name (continued)
      • There are other product categories that rely solely on the strength of the parent brand such as Nike Air Jordan and Google AdWords.
      • Leverage the strength of an established brand.
  • Brands & Branding How a Brand is Built - A Brand’s Name (continued) This works effectively in markets that are included in the overall business of the brand. Great examples of this are the products that Apple has and its I series including iPod, iPhone, iBook and iMac. All the products continue the Apple branding as well as the attributes.
  • Brands & Branding
    • How a Brand is Built - A Brand’s Elements
      • Continue developing the connection to your target market throughout the entire brand experience.
      • There are many aspects to the brand that need to be considered.
      • Everything from color to spokesperson can influence the way the brand is perceived.
  • Brands & Branding
    • How a Brand is Built - A Brand’s Elements (continued)
      • All elements of a brand have to be accountable to the basic structure of a brand - its mission, vision, promise and position.
      • Strength is gained by having a consistent structure that communicates the brand’s attributes throughout every channel and element.
  • Brands & Branding
    • How a Brand is Built - A Brand’s Experience
      • Every touch point is critical
      • Defend the brand at every opportunity
      • Engage target market
      • Internal branding
      • Traditional channels
  • Brands & Branding
    • How a Brand is Built - A Brand’s Experience (continued)
    • Touch points or influences
      • Store design
      • Service experience
      • Web site experience
      • Shopping encounter
  • Brands & Branding
    • How a Brand is Built - A Brand’s Experience (continued)
    • Defend the brand at every opportunity
      • Social media presence - Facebook, LinkedIn & Twitter
      • Blogs
      • Public relations strategy
  • Brands & Branding
    • How a Brand is Built - A Brand’s Experience (continued)
    • Engage target market
      • Event management
      • Endorsements
  • Brands & Branding
    • How a Brand is Built - A Brand’s Experience (continued)
    • Internal branding
      • Sales training
      • Internal communications
  • Brands & Branding
    • How a Brand is Built - A Brand’s Experience (continued)
    • Traditional channels
      • Advertising - radio, television, magazines, outdoor, on-line and newspapers
      • Collateral - brochures, direct mail, posters and promotional items
  •