Ask the audience- Then state “ok lets see what a brand isn’t”
This whole slide is about how brands are owned by people not companies.
Why do we choose certain products over others.In reality its generally due to different reasons, but all come back to the brand
How does mcdonalds make you feel?Do you still eat there?*Note to class how mcdonalds represents very different things to different people. However most people agree they serve cheap, fast food. Is that not enough?
The purple cow represents the difference needed to succeed in competitive markets
Use the example of premier inn – the whole business is centred on the consistency of their service- If you have time google image search premier inn and show people the consistency of images.
Use apple as an example of consistency.
Transcript of "The Value of Brand: An Introduction"
The Value of Brand:An Introduction <br />ECIF Project<br />September 2010<br />
What you’ll Learn<br />What is a Brand?<br />The Value of a Branding.<br />How to build/maintain a Brand.<br />
A brand is your own gut feeling about an organisation, its products and/or its services.<br />
Its your own feeling - Because brands are defined by individuals not by the companies or the marketplaces in which they operate.<br /> It is a gut feeling – Because it is an emotional response.<br />
Why?<br />There are a lot of Mp3 players out there, why do most of us choose an iPod?<br />Great Product? Trust? Reliability? Simplicity?<br />Everyone has a different emotional response which defines the brand in our minds.<br />
The value of a brand lies in its ability to provoke a favorable emotional response from its audience.<br />
How? Differentiate<br />Marketplaces are increasingly crowded.<br />Homogenous products need brands in order to differentiate from the competition.<br />
How? Loyalty/Advocacy<br />Customer Loyalty: It is cheaper to keep a customer than to find a new one.<br />People Power: Social media and new communications are giving customers more power over your brand.<br />
How? Continuity<br />Acting consistently across all ‘touch points’ is the best way to ensure your message (brand) is interpreted positively.<br />Think beyond visual design, think about how your staff interact with customers and how people talk about your brand online.<br />
How? Ask<br />Modern brands don’t exist offline.<br />People are talking about your brand.<br />Listen, Engage, Act.<br />
Brand #Fail<br />Huge discrepancy between what the brand represented (cleaner energy) and actual output of company (digging up and selling of fossil fuels).<br />
Conclusion<br />The value of a brand is in its ability to provoke a positive emotional response.<br />Make sure your brand offering is unique, personal, and consistent.<br />Good branding is both a strategic and creative process.<br />
More Information<br />Attached E-Marketing guide: This provides details on the how to create a design brief and the brand knowledge expected of graduates.<br />Online reading: www.marketingweek.co.uk<br />Offline: BrandBook by Wally Ollins<br />
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