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Branding success stories

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Case study and learning from a brand that embraced holistic branding and transformed themselves.

Case study and learning from a brand that embraced holistic branding and transformed themselves.

Published in Business , Education
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  • 1. BRANDING SUCCESS STORIES Case Study and learnings from a brand that embraced holistic branding and transformed themselves
  • 2. Putting back sparkle, relevance and leadership into an ageing brand CASE STUDY ONE
  • 3. THE BRIEF To maintain its competitive edge by transforming MKH Berhad from a Kajang-based property developer into a leading developer through a 360 degree re-branding programme
  • 4. WHAT WAS OUR SOLUTION?
    • A thorough audit of the brand’s internal external market perceptions
    • 2. Uncovering of brand opportunities and unmet market needs and wants from the brand
    • Discovering the essence and core values of the MKH brand
    • Development of the design and projection of the new MKH brand identity
    • Aligning all staff to the new core values while transforming the customer experience through new, brand-driven products and a brand-based customer experience
    • Company-wide brand culture training based on brand core values
    • 7. Launch MKH’s new brand to the market
  • 5. From an old, dated brand, with a conservative and safe approach to product development and design…. To a brand-focused company with a refreshed personality, new brand promise, customer experience and projection WHERE DID WE BRING THE BRAND?
  • 6. THE BRAND’S DNA IN SUMMARY Brand Essence Brand Traits Strategic Brand Positioning CREATIVE ENERGY guided by EXPERIENCE DYNAMIC PROFESSIONAL RELIABLE RESPONSIVE FRIENDLY STABLE MKH is a property brand built on experience and stability that is committed to constant, dynamic movement forward
  • 7. INTERNAL BRAND TRANSFORMATION Brand Culture Workshops Brand Culture Training Workshops conducted over 4 weekends to train all staff on the new brand values and to develop the new customer experience
  • 8. (insert pix of new signage and reception)
  • 9. New brand launch advertisement
  • 10. RESULT MKH Berhad’s enhanced products, refreshed brand personality and customer-brand experience raised customer and investor perceptions, while adding value to an established property brand
  • 11. So What Lessons Can We Learn?
  • 12.
    • Branding is HOLISTIC
      • It starts from an essence, a core of What The Brand Is All About…
      • We call it the BRAND ESSENCE
      • It governs and dictates every activity of the Brand, both internally and externally
  • 13.
    • A Brand Has A Set Of Personality Traits
      • Like a person
      • Both rational and emotional
      • They support the Brand Essence and make it believable and acceptable to its stakeholders
  • 14.
    • A Brand Has A Series Of Touchpoints With Its Customers/Stakeholders
      • Retail displays
      • Product quality
      • Product design
      • Customer service
      • After-sales service
      • Phone service
      • Distribution & availability
      • Promotions & Publicity
  • 15.
    • It’s About Aligning Brand Touchpoints
      • To deliver a common brand experience
      • To ensure consistency
      • To ensure clarity
  • 16.
    • Branding Is About An Emotional Bond With a Brand
      • I buy it because “I like it”
      • The brand is “so me”
      • A Brand Essence is essentially emotive to unleash the emotive appeal of a Brand, to forge consumer bonding with it
  • 17.
    • Advertising, Direct Marketing, Public Relations, Customer Relationship Management per se is not Branding!
      • They are manifestations of the Brand and its personality
      • They are Brand building activities
      • They help communicate a brand’s appeal
      • Thy cannot do it strategically without a clear understanding of what the core/essence of a Brand is
  • 18. END