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Branding and advertising

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Presentation slides from WomenBizSENSE member, Kristine Leong who spoke about branding and advertising during our meeting on 25 October 2013.

Presentation slides from WomenBizSENSE member, Kristine Leong who spoke about branding and advertising during our meeting on 25 October 2013.

Published in: Education, Business, Technology

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  • 1. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Branding and Advertising ~ specially for WBS members
  • 2. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Our Local Famous BRANDS What is Brand? As a competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them and believe in their superiority. GOOD BRAND SUCCESS IN BUSINESS =
  • 3. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography What is Branding? Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outspace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding. Types Branding: of Co-Branding, Digital Branding, Personal Branding, Cause Branding and Country Branding.... “Emotional Branding”?
  • 4. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Symbols engage intelligence, imagination, emotion, in a way that no other learning does
  • 5. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Branding Process Process 1. conducting research 4. creating touchpoints 2. clarifying strategy 5. managing assets 3. designing identity
  • 6. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Conducting Research perception behavior performance performance Who should involve ? Customers . prospects . employees . internal customers . BOD . shareholders . investors . investment analysis . financial community . media . community organizations . volunteers . strategic alliances . partners . competitors . general public . suppliers . industry expert . academic institution . professional associations . government regulators
  • 7. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Brand Strategy The best brand strategy is developed as a creative partnership between client, the strategist and the designer. Who involve? CEO, marketing, sales, advertising, public relation, operations and distributions. The goal- Aligning an organization’s vision with its customers’ experience Alignment actions vision vision actions expression experience
  • 8. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Brand Identity Naming, Brand Architecture, Taglines, Message, Vision, Meaning, Brandmarks, etc Staying on
  • 9. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Brand Touchpoints Sales Promotion . Advertising . Environments . Experiences . Websites . Newsletter . Business Forms . Signage . Packaging . Exhibits . Proposals . Emails . Voicemails . Publications . Web Banners . Letterheads . Business Cards . Billboards . Vehicles . Services . Products . Employees . Speeches . Presentations . Networking . Telephone . Word Of Mouth . Trade Shows . Direct Mail . Public Relations . Blogs . Social Media
  • 10. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Managing Assets Changing Brand Identity Launching Brand Identity Building Brand Champions Internal Design Teams Brand Manual Standard Content Standards & Guidelines Online Branding Tools Reproduction Files Global Metrics
  • 11. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Who/ When To Do Branding? . New Company, New Product . Name Change . Revitalize a Brand . Revitalize a Brand Identity . Create an Integrated System . When Companies Merge
  • 12. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography What is Advertising? Advertising is influence, information, persuasion, communication and dramatization. It is also an art and a science, determining new ways to create relationship between the consumer and the product.
  • 13. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Advertising Process Conduct Research Monitor impact Develop strategy Implement campaign Develop creative Manage production Test creative Develop media plan
  • 14. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Product Flyer Consistency
  • 15. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Property Campaign
  • 16. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Subway Promotion Materials
  • 17. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography MDC Newspaper Advertisement
  • 18. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Cross Promotion Newsletter
  • 19. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Video Presentation Study About Brand & Marketing Proposal
  • 20. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography Thank You