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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 />
What is a b®and?<br />
A brand is not a logo….<br />
A brand is not a product/service<br />
A brand is not an identity<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 o...
Why?<br />There are a lot of Mp3 players out there, why do most of us choose an iPod?<br />Great Product? Trust? Reliabili...
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 differenti...
How? Loyalty/Advocacy<br />Customer Loyalty: It is cheaper to keep a customer than to find a new one.<br />People Power: S...
How? Continuity<br />Acting consistently across all ‘touch points’ is the best way to ensure your message (brand) is inter...
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 (diggin...
Conclusion<br />The value of a brand is in its ability to provoke a positive emotional response.<br />Make sure your brand...
More Information<br />Attached E-Marketing guide: This provides details on the how to create a design brief and the brand ...
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The Value of Brand: An Introduction

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A Introduction to Branding: Delivered to Falmouth University Undergraduates Autumn 2010

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  • 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"

    1. 1. The Value of Brand:An Introduction <br />ECIF Project<br />September 2010<br />
    2. 2. What you’ll Learn<br />What is a Brand?<br />The Value of a Branding.<br />How to build/maintain a Brand.<br />
    3. 3. What is a b®and?<br />
    4. 4. A brand is not a logo….<br />
    5. 5. A brand is not a product/service<br />
    6. 6. A brand is not an identity<br />
    7. 7. A brand is your own gut feeling about an organisation, its products and/or its services.<br />
    8. 8. 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 />
    9. 9. 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 />
    10. 10. The value of a brand lies in its ability to provoke a favorable emotional response from its audience.<br />
    11. 11. How? Differentiate<br />Marketplaces are increasingly crowded.<br />Homogenous products need brands in order to differentiate from the competition.<br />
    12. 12. 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 />
    13. 13. 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 />
    14. 14.
    15. 15. How? Ask<br />Modern brands don’t exist offline.<br />People are talking about your brand.<br />Listen, Engage, Act.<br />
    16. 16. 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 />
    17. 17. 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 />
    18. 18. 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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