Brandcore\'s Branding Methodology

1. Branding
Simple as making a new friend
Prepared by Jurn Chan 23rd December 2008

2. WHAT’S A BRAND?
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

3. A BRAND IS A RELATIONSHIP
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

4. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

5. Steps in Building Relationships
1. Be introduced or introduce yourself
2. Tell them something about yourself
3. Find out something about them
4. Find an excuse to meet again
5. Repeat steps 2 through 4 a few times
6. He/she will decide if this relationship is worthwhile
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

6. Steps in Building Relationships
1. Introduce your brand or let it be recommended by someone
2. Tell them something about your brand
3. Find out something about them
4. Find an excuse to for them to try or interact your brand
5. Repeat steps 2 through 4 a few times
6. They will decide if your brand is worthwhile
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

7. A RELATIONSHIP WITH A PRODUCT?
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

8. Relationship?
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

9. A RELATIONSHIP WITH A SERVICE?
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

10. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

11. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

12. WHAT’S VALUABLE IN A BRAND?
PERCEPTION
POSITIONING
LOYALTY
Brand Equity
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

13. THIS IS BEYOND YOUR CONTROL
PERCEPTION
POSITIONING
LOYALTY
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

14. WHAT DO YOU MANAGE IN A BRAND?
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

15. WHAT DO YOU MANAGE IN A BRAND?
IMAGE
LANGUAGE
EXPERIENCE
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

16. Our Methodology - SKA
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

17. Our Methodology - SKA
WHAT
CONSUMERS SEE.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

18. Our Methodology - SKA
WHAT
CONSUMERS
KNOW.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

19. Our Methodology - SKA
WHAT
CONSUMERS
EXPERIENCE.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

20. Our Methodology - SKA
What they see is your image.
Your experience makes them believe what they see.
Seeing and believing gives you strong POSITOINING.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

21. Our Methodology - SKA
What they see is your image.
What they know is what they hear from your language.
You shape PERCEPTION by show and tell.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

22. Our Methodology - SKA
What they know is what they hear from your language.
What they experience is you ability to keep that promise.
Keeping promises garners LOYALTY
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

23. HOW YOU DO MANAGE?
IMAGE
LANGUAGE
EXPERIENCE
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

24. Our Methodology - SKA
The brand’s CORE VALUES is the
basis for all brand management
decision. Without it, consistency can
never be achieved and lead to
disjuncture between Image, Language
and Experience and inevitably the
erosion of BRAND EQUITY.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

25. It’s not what you
think and know
that matters.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

26. It’s what the
consumers
think and
know that is
VALUABLE.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

27. Brandcore Singapore
Jurn.chan@brandcore.sg
+65 94788507
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.