BRANDING & PR<br />Winning the Battle of the Minds<br />Prepared and presented by Benchmark Advisors sarl ● Lebanon<br />
BRANDING & PR<br />Winning the Battle of the Minds<br />Group exercise 1: match these brands with what they represent to y...
BRANDING & PR<br />Winning the Battle of the Minds<br /><ul><li>What is a brand?
A brand is a name in the mind of the public that represents a product or service.
 A brand is a guarantee of quality and a system for saving time.
Branding is creating singularity to your product or business name and creating in the mind of the prospect and the public ...
BRANDING & PR<br />Winning the Battle of the Minds<br />Branding: the keys to success<br /><ul><li>Narrow your focus to ma...
Be the first in your category and if not create a category to be first in. There is no place for second position in the mi...
Build the perception of quality in the head of your prospect by positioning  yourself as a specialist in your sector. Bein...
BRANDING & PR<br />Winning the Battle of the Minds<br />Branding: the keys to success<br /><ul><li>The easiest way to dest...
Never mix your brand name with your company name. Choose which one you want to be known with (ex. Procter & Gamble, Gillet...
Sub-branding destroys your brand. Just create a new brand with its unique positioning (ex. Black & Decker and Dewalt)</li>...
BRANDING & PR<br />Winning the Battle of the Minds<br />Branding: the keys to success<br /><ul><li>A company should launch...
Creating a «sibling brand» should be used to counter the competition (ex. Gillette products)</li></ul>Branding<br />
BRANDING & PR<br />Winning the Battle of the Minds<br />Group exercise 2: describe in one word what does each brand mean t...
BRANDING & PR<br />Winning the Battle of the Minds<br />Publicity & PR builds Brands not Advertising<br />Advertising<br /...
BRANDING & PR<br />Winning the Battle of the Minds<br />Publicity & PR builds Brands not Advertising<br /><ul><li>An adver...
This reminder function can be important, but only after a brand has established its credibility in other ways, generally b...
Advertising plays a role in brand maintenance, once the brand is built by PR
In building brands, advertising has become irrelevant. What build brands are media messages, press articles, public events...
BRANDING & PR<br />Winning the Battle of the Minds<br />Building the Red Bull Brand<br /><ul><li>Launched in 1987 in Austria
One thing that drove the publicity was that Red Bull was initially forbidden in Germany because of high doses of some of i...
As a result, every German teenager wanted to try it</li></ul>Branding & PR<br />
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Branding &amp; PR Seminar

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A Seminar about the relation between Branding and PR, Internet Branding and General ideas about building strong brands

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Branding &amp; PR Seminar

  1. 1. BRANDING & PR<br />Winning the Battle of the Minds<br />Prepared and presented by Benchmark Advisors sarl ● Lebanon<br />
  2. 2. BRANDING & PR<br />Winning the Battle of the Minds<br />Group exercise 1: match these brands with what they represent to you<br />Mercedes-Benz<br />Ferrari<br />Microsoft<br />Apple<br />McDonald’s<br />Burger King<br />Luxury<br />Quality<br />Creativity<br />Technology<br />Tasty<br />Very tasty<br />What would you change?<br />--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------<br />Introduction<br />
  3. 3. BRANDING & PR<br />Winning the Battle of the Minds<br /><ul><li>What is a brand?
  4. 4. A brand is a name in the mind of the public that represents a product or service.
  5. 5. A brand is a guarantee of quality and a system for saving time.
  6. 6. Branding is creating singularity to your product or business name and creating in the mind of the prospect and the public the perception that there is no other product on the market like your product.</li></ul>Introduction<br />
  7. 7. BRANDING & PR<br />Winning the Battle of the Minds<br />Branding: the keys to success<br /><ul><li>Narrow your focus to make your brand stronger. You cannot be everything for every body (ex. Starbucks, Burger King, Subway, Dell, Dunkin Donuts). Own a word in your public mind and always work on strengthening this perception
  8. 8. Be the first in your category and if not create a category to be first in. There is no place for second position in the mind of your prospects
  9. 9. Build the perception of quality in the head of your prospect by positioning yourself as a specialist in your sector. Being a specialist gives the perception of better quality </li></ul>Branding<br />
  10. 10. BRANDING & PR<br />Winning the Battle of the Minds<br />Branding: the keys to success<br /><ul><li>The easiest way to destroy a brand is to put its name on everything (ex. Virgin, Mitsubishi)
  11. 11. Never mix your brand name with your company name. Choose which one you want to be known with (ex. Procter & Gamble, Gillette products)
  12. 12. Sub-branding destroys your brand. Just create a new brand with its unique positioning (ex. Black & Decker and Dewalt)</li></ul>Branding<br />
  13. 13. BRANDING & PR<br />Winning the Battle of the Minds<br />Branding: the keys to success<br /><ul><li>A company should launch a second brand, a third brand and even a fourth brand while preserving the positioning and strength of previous brands
  14. 14. Creating a «sibling brand» should be used to counter the competition (ex. Gillette products)</li></ul>Branding<br />
  15. 15. BRANDING & PR<br />Winning the Battle of the Minds<br />Group exercise 2: describe in one word what does each brand mean to you<br />Mercedes-Benz<br />BMW<br />Ferrari<br />Maserati<br />Lamborghini<br />Infinity<br />Lexus<br />----------------------------------------------------------------------------------------------------------------------------------------------------------<br />Coca cola<br />Pepsi<br />McDonalds<br />Burger king<br />Microsoft<br />Apple<br />HP<br />----------------------------------------------------------------------------------------------------------------------------------------------------------<br />Branding<br />What is your preferred brand? Why?<br />---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------<br />
  16. 16. BRANDING & PR<br />Winning the Battle of the Minds<br />Publicity & PR builds Brands not Advertising<br />Advertising<br />The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media<br />Public Relation<br />The methods and activities employed to establish and promote a favorable relationship with the public<br />Publicity<br />The act, process, or occupation of disseminating information to gain public interest<br />Branding & PR<br />
  17. 17. BRANDING & PR<br />Winning the Battle of the Minds<br />Publicity & PR builds Brands not Advertising<br /><ul><li>An advertisement cannot be the argument for building a strong brand. It can only be the reminder.
  18. 18. This reminder function can be important, but only after a brand has established its credibility in other ways, generally by public relations
  19. 19. Advertising plays a role in brand maintenance, once the brand is built by PR
  20. 20. In building brands, advertising has become irrelevant. What build brands are media messages, press articles, public events, endorsements, gossip and word of mouth</li></ul>Branding & PR<br />
  21. 21. BRANDING & PR<br />Winning the Battle of the Minds<br />Building the Red Bull Brand<br /><ul><li>Launched in 1987 in Austria
  22. 22. One thing that drove the publicity was that Red Bull was initially forbidden in Germany because of high doses of some of its ingredients
  23. 23. As a result, every German teenager wanted to try it</li></ul>Branding & PR<br />
  24. 24. BRANDING & PR<br />Winning the Battle of the Minds<br />Building the Zara Brand<br /><ul><li>Zara does little to no advertising at all
  25. 25. More than 500 stores in thirty countries
  26. 26. Like Red Bull, Zara started slowly and had one unique idea: to be the first retail fashion chain to adopt a “just-in-time” strategy. It takes fifteen days to go from design to delivery unlike the typical nine months
  27. 27. This revolutionary concept has created favorable publicity and loyal customers </li></ul>Branding & PR<br />
  28. 28. BRANDING & PR<br />Winning the Battle of the Minds<br />Building the Harry Potter Brand for Books<br /><ul><li>No books have ever received as much publicity as the Harry Potter series, and sales show it. The total US print run of the five Harry Potter books is an astounding 65 million copies and more
  29. 29. All this is not due to advertising but toword of mouth, media articles and reviews</li></ul>Branding & PR<br />
  30. 30. BRANDING & PR<br />Winning the Battle of the Minds<br />Building the Viagra Brand<br /><ul><li>Viagra was the first drug for erectile dysfunction or impotence. The first in his category
  31. 31. Viagra built its brand not by advertising but by PR/publicity through medical reviews, press articles, gossip and even jokes</li></ul>Branding & PR<br />
  32. 32. BRANDING & PR<br />Winning the Battle of the Minds<br />Building the Nissan GTR Brand<br /><ul><li>The Nissan Company worked on the GTR launch several month before its release
  33. 33. No advertising was used. After all there was no car to advertise
  34. 34. The company used press articles in specialized automotive magazines, conducted private test drives for renowned automotive journalists, even featured it in a play station video games before the launching day.
  35. 35. One of the most important aspect of its PR campaign was to announce that the GTR is superior to the Porsche Carrera </li></ul>Branding & PR<br />
  36. 36. BRANDING & PR<br />Winning the Battle of the Minds<br />«You cannot build a physical store business and an Internet business at the same time with the same name. All you are doing is confusing people. Concentrate on one business model»<br /><ul><li>If you want to build an Internet brand, you shouldn’t treat the Internet as a medium but as a business </li></ul>If the Internet is going to be a business<br /><ul><li>Develop a new strategy
  37. 37. Develop a new way to do business
  38. 38. Create a new name
  39. 39. Simplify your business processes</li></ul>If the Internet is going to be a medium<br /><ul><li>Conserve your current strategy
  40. 40. Conserve your current way of doing business
  41. 41. Conserve your current name
  42. 42. The Internet becomes a replacement for existing medias such as television, radio, direct mail, newspapers or magazines</li></ul>Internet Branding<br />
  43. 43. BRANDING & PR<br />Winning the Battle of the Minds<br />How can you tell whether the Internet is a business or a medium for your brand?<br />1. Is the brand tangible or intangible?<br />2. Is the brand fashionable or not?<br />Tangible<br /><ul><li>The Internet might be a medium</li></ul>Intangible<br /><ul><li>The Internet could be a business</li></ul>Fashionable<br /><ul><li>The Internet might be a medium</li></ul>Not fashionable<br /><ul><li>The Internet could be a business</li></ul>Internet Branding<br />
  44. 44. BRANDING & PR<br />Winning the Battle of the Minds<br />3. Is the product available in thousands of variations?<br />4. Is low price a significant factor in the brand’s purchase?<br />Limited variations<br /><ul><li>The Internet might be a medium</li></ul>Thousands of variations<br /><ul><li>The Internet could be a business</li></ul>Not significant<br /><ul><li>The Internet might be a medium</li></ul>Significant<br /><ul><li>The Internet could be a business</li></ul>5. Are shipping costs a significant factor as compared to the purchase price ?<br />Internet Branding<br />Significant<br /><ul><li>The Internet might be a medium</li></ul>Not significant<br /><ul><li>The Internet could be a business</li></li></ul><li>BRANDING & PR<br />Winning the Battle of the Minds<br />Tips for a successful Internet Brand<br />Make your website Interactive<br /><ul><li>Your prospect should be able to type his instructions and have your site deliver the information in the form requested by the prospect (ex. Amazon.com)
  45. 45. Your site should present additional information based on the original prospect’s query (ex. Amazon.com)
  46. 46. Your prospect should be able to add information to your website (ex. Youtube.com)
  47. 47. Your site should be able to handle complex pricing situations almost instantly (ex. Airline websites)
  48. 48. Your site should be able to perform a variety of tests (ex. Personality tests and diagnosis) and recommends solutions or remedies</li></ul>Internet Branding<br />
  49. 49. BRANDING & PR<br />Winning the Battle of the Minds<br />2. Your website name should be a proper name not a common name<br /><ul><li>A common name is a word that designates any one of a class of beings or things (ex. cars, food, vegetables, luxury, wood)
  50. 50. A proper name is a word that designate a particular being or thing (ex. Ferrari, Coca cola, Pepsi, Burger king)
  51. 51. Successful Internet Brands: amazon.com, ebay.com, google.com, yahoo.com
  52. 52. A good proper name should be short, simple, suggest the category, unique, alliterative (rhyme), speakable, shocking, personalized</li></ul>Internet Branding<br />
  53. 53. BRANDING & PR<br />Winning the Battle of the Minds<br />3. Your website should focus on a category<br /><ul><li>Choose a category or sector and focus on it
  54. 54. The Internet offers no second place unlike the physical world (ex. google.com and amazon.com)</li></ul>Your Internet brand should match your product with the target country’s perception<br /><ul><li>For high-tech products and services or for brands appealing to the high-end segment of the market, the single-language strategy might be best. (ex. Hp.com)
  55. 55. For low-tech products and services or for brands appealing to the mainstream market, a multiple-language strategy might be best. (ex. Google.com, yahoo.com)</li></ul>Internet Branding<br />
  56. 56. BRANDING & PR<br />Winning the Battle of the Minds<br />5. You should be fast, you should be first<br /><ul><li>The competition is right behind you.
  57. 57. Outsource the tasks that may delay you
  58. 58. Stay Focused on your targets</li></ul>6. You should never believe you can do anything<br /><ul><li>There always someone who is out there planning for something new and better than your product
  59. 59. You cannot be everything to every body
  60. 60. Dominate your category
  61. 61. Go global. There is no limit for global branding
  62. 62. Expand your market</li></ul>Internet Branding<br />
  63. 63. BRANDING & PR<br />Winning the Battle of the Minds<br />Group exercise 3: plan your own brand<br />1. Choose a sector<br />----------------------------------------------------------------------------------------------------------------<br />4. Choose a your target market<br />--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------<br />2. Choose a category in this sector<br />----------------------------------------------------------------------------------------------------------------<br />5. Create your Brand name and logo<br />--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------<br />3. Choose a unique quality 4 your brand<br />----------------------------------------------------------------------------------------------------------------<br />
  64. 64. Now Go Brand Something !<br />
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