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Engels presentatie (1)

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Published in: Business, Technology

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Transcript

  • 1. HELLO welcome &
  • 2. Why do people prefer Coca Cola over Pepsi? I’m better than you!
  • 3. Why do people choose Starbucks coffee over other coffee? (Which is just as good and much cheaper)
  • 4. BRANDING & STRATEGY
  • 5. OUTLINE what is branding? why is it important? what makes a strong brand? the downside of branding.
  • 6. STATEMENT “ When a company has established itself as a brand, its marketing will be much more succesful. ”
  • 7. WHAT IS BRANDING? 1
  • 8. A BRAND tells your customers what they can expect from you and distinguishes you from your competitors.
  • 9. JEFF BEZOS CEO of Amazon.com Technology entrepreneur “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
  • 10. A BRAND STRATEGY is how, what, where, when and to whom you plan on communicating and delivering your brand messages.
  • 11. WHY IS IT IMPORTANT? 2
  • 12. If you don’t know what you stand for, you can never come with an innovative strategy. €0,43 €0,35
  • 13. Source: Frankwatching.com
  • 14. MISSIONS Pepsi Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. In everything we do, we strive for honesty, fairness and integrity. Coca cola Our mission is to refresh the world, to inspire moments of optimism and happiness and to create value and make a difference.
  • 15. 3 WHAT MAKES A STRONG BRAND?
  • 16. KEEP IT SIMPLE
  • 17. BE CONSISTENT
  • 18. USE YOUR CREATIVITY
  • 19. BE RELEVANT
  • 20. BRAND PLATFORM Vision What is your goal? Key expertise What makes you the best? Differentiation What makes you different than everybody else? Key consumer On whom do you focus?
  • 21. BRAND PLATFORM Key values What do you believe in? Personality What characterizes you? Mission Why are you doing what you are doing? Promise Why should people choose you?
  • 22. THE DOWNSIDE OF BRANDING. 4
  • 23. The risk of becoming a common name.
  • 24. Creating a brand is expensive and time consuming. A brand is difficult to maintain.
  • 25. LET’S RECAP A brand is the promise to your customer. Brand strategy: how, what, where, when and to whom Branding is important because you need to know what you stand for. A strong brand keeps it simple, is consistent, creative and relevant. The downside of branding is being a common name, costs and time and it is difficult to maintain.
  • 26. CONCLUSION When a company has established itself as a brand, its marketing will be much more succesful. You’re brand identity gives you the path to follow and creates a fan base to whom you mean something.
  • 27. THANK YOU.