Branding Aquí y Ahora - Ponencia Wally Olins

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  • + akis79 akis79 2 years ago
    really nice presentation!

    Could you send me a copy?

    Thanks
  • + guest7d5ce5 guest7d5ce5 2 years ago
    Hello, I would like to be able to download the presentation.



    Thank you very much.



    peguaguo@yahoo.es
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Branding Aquí y Ahora - Ponencia Wally Olins - Presentation Transcript

  1. Wally Olins, Mondragon University, 14 June 2007
    • Brands and branding
  2. identity and brand
    • where it comes from
  3.  
  4.  
  5.  
  6.  
  7.  
    • internal and external focus
    • academic disciplines
    • corporate strategy marketing communications organisational behaviour
  8. vision culture image
    • product
    • environment
    • communication
    • behaviour
  9.  
  10.  
  11.  
  12.  
    • corporate identity the effective management of all the different ways an organisation is projected, experienced and perceived
  13. products environment communications behaviour idea
  14.  
  15. “ Today as in the past, BMW stands for innovation, perfection and dependability. Virtues aimed at one ultimate objective - to give sheer driving pleasure wherever you go.” Chairman BMW
  16.  
  17.  
  18.  
  19.  
  20.  
  21. “ It is also important for a company like ours to have a vision - an exciting global vision which is technology orientated.” Edzard Reuter Chairman DaimlerBenz
  22.  
  23.  
  24.  
    • brand architecture
    • branded
  25.  
  26.  
  27.  
    • endorsed
  28.  
  29.  
    • monolithic
  30.  
  31. Virgin slide 3 Picture
  32. Virgin slide 3 Picture
  33.  
  34.  
  35.  
  36. Branded or Endorsed?
    • attitude
    • the big idea
  37. vision culture image big idea
  38.  
  39. tough
  40. winning
  41.  
    • get boeing
    • product brand
    • retail brand
  42.  
  43.  
  44.  
    • service brand
  45.  
  46.  
  47.  
  48.  
  49.  
  50.  
  51.  
  52.  
  53.  
  54.  
    • mobile
    • mobile phones infotainment software conferencing global business etc.
  55. financial services
  56.  
  57.  
  58. Retail bank Picture
    • retail banking home banking phone banking insurance/mortgages private banking corporate banking etc.
    • internet banking
  59.  
    • B2B brands
  60.  
    • brand extension
  61.  
  62.  
  63.  
  64.  
  65. indulgence health Brand extension Brand potential on you in you Brand potential
    • Brand extension
    Product Could Couldn’t Environment Experience Mineral water Cosmetics Clothing / footwear Shop Spa Holidays Cola Implants Furniture Internet caf é Weddings
  66.  
    • The power of a brand derives from a curious mix of how it performs functionally and what it stands for emotionally.
    • When a brand gets the mix right it adds something to our idea of ourselves.
  67.  
  68.  
    • Why brands fail
    • Changing fashions
  69.  
  70.  
  71.  
  72.  
  73.  
    • Bad management
  74.  
    • New technology
  75.  
    • Customer in the driving seat
  76.  
    • Competition
  77.  
  78.  
    • Where does it fit
    • corporate resources
    • finance
    • investment
    • human resources
    • product quality
    • r&d
    • information technology
    • identity/brand
    • AUDIENCES
    financial community government suppliers competitors employees pressure groups consumers media
    • 95% customer
    5% everybody else
    • where it makes a difference
    • function versus emotion
  79.  
  80.  
  81. Wally Olins, Mondragon University, 14 June 2007
    • Eskerrik asko
    • Thank You!

+ azkazk, 3 years ago

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