What is a brand?
SonTT3, Marketing E-commerce
SonTT3 – Marketing E-commerce 1
SonTT3 – Marketing E-commerce
A brand is not your corporate logo/slogan
2
SonTT3 – Marketing E-commerce
A brand is not your trade marks
3
SonTT3 – Marketing E-commerce
A brand is not your corporate font
4
SonTT3 – Marketing E-commerce
A brand is also not your corporate colors
5
SonTT3 – Marketing E-commerce
A brand is not a product or service
6
SonTT3 – Marketing E-commerce
A brand is not an advertising
7
SonTT3 – Marketing E-commerce
These are just the assets that represent the
brand
8
Strictly Confidential – Do Not Distribute
So, what is a brand?
9
Strictly Confidential – Do Not Distribute 10
Is it the personification of an
organization, product or service?
Strictly Confidential – Do Not Distribute 11
Is it the source of a promise to the
customer?
Or is it a trust mark?
Strictly Confidential – Do Not Distribute 12
Is it a set of associations that
enhance or detract from the related
product ...
Strictly Confidential – Do Not Distribute 13
Is it the main source of emotional
connections with customers?
Strictly Confidential – Do Not Distribute 14
Is it something that should drive the
design of the “total customer
experienc...
Strictly Confidential – Do Not Distribute 15
Is it the single idea or concept or
imbedded in the mind of the
customer?
SonTT3 – Marketing E-commerce
Brand is
16
“A brand is a person’s gut feeling about a product, service or organization.”
“T...
Strictly Confidential – Do Not Distribute 17
Why we need
a brand?
Strictly Confidential – Do Not Distribute 18
“The art of marketing is the art of
brand building. If you are not a
brand, y...
SonTT3 – Marketing E-commerce
Why having a brand will benefit your business?
19
TOM
Stand out
of the
crowd
Premium
price
E...
Strictly Confidential – Do Not Distribute 20
A brand will provide you
with stability, growth
potential, loyalty and
longev...
SonTT3 – Marketing E-commerce
Brand story
21
Red Bull Felix Baumgartner
Earth Top Jump
Greatest brand campaign in 2012
SonTT3 – Marketing E-commerce
To be continued…
22
www.brandrepublic.com
adsoftheworld.com
www.brandsvietnam.com
23
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What is a brand?

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A sharing presentation about branding by SonTT3, Marketing E-commerce, VNG Corporation

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  • The main idea behind the project is that Felix Baumgartner will fly up to 36,576m (120.000ft) by a balloon (record No 1), and then step out of the small capsule made just for this purpose, skydive from that height (record No 2), be the first man ever breaking the speed of sound (record No3) and having the longest free fall for 5 and half minutes (record No4).
  • Transcript of "What is a brand?"

    1. 1. What is a brand? SonTT3, Marketing E-commerce SonTT3 – Marketing E-commerce 1
    2. 2. SonTT3 – Marketing E-commerce A brand is not your corporate logo/slogan 2
    3. 3. SonTT3 – Marketing E-commerce A brand is not your trade marks 3
    4. 4. SonTT3 – Marketing E-commerce A brand is not your corporate font 4
    5. 5. SonTT3 – Marketing E-commerce A brand is also not your corporate colors 5
    6. 6. SonTT3 – Marketing E-commerce A brand is not a product or service 6
    7. 7. SonTT3 – Marketing E-commerce A brand is not an advertising 7
    8. 8. SonTT3 – Marketing E-commerce These are just the assets that represent the brand 8
    9. 9. Strictly Confidential – Do Not Distribute So, what is a brand? 9
    10. 10. Strictly Confidential – Do Not Distribute 10 Is it the personification of an organization, product or service?
    11. 11. Strictly Confidential – Do Not Distribute 11 Is it the source of a promise to the customer? Or is it a trust mark?
    12. 12. Strictly Confidential – Do Not Distribute 12 Is it a set of associations that enhance or detract from the related product or service?
    13. 13. Strictly Confidential – Do Not Distribute 13 Is it the main source of emotional connections with customers?
    14. 14. Strictly Confidential – Do Not Distribute 14 Is it something that should drive the design of the “total customer experience”?
    15. 15. Strictly Confidential – Do Not Distribute 15 Is it the single idea or concept or imbedded in the mind of the customer?
    16. 16. SonTT3 – Marketing E-commerce Brand is 16 “A brand is a person’s gut feeling about a product, service or organization.” “Thương hiệu là cảm nhận bên trong của một người về một sản phẩm, dịch vụ hay một tổ chức.” The brand gap, Marty Neumeier
    17. 17. Strictly Confidential – Do Not Distribute 17 Why we need a brand?
    18. 18. Strictly Confidential – Do Not Distribute 18 “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.” - Philip Kotler Kellogg
    19. 19. SonTT3 – Marketing E-commerce Why having a brand will benefit your business? 19 TOM Stand out of the crowd Premium price Employer branding
    20. 20. Strictly Confidential – Do Not Distribute 20 A brand will provide you with stability, growth potential, loyalty and longevity
    21. 21. SonTT3 – Marketing E-commerce Brand story 21 Red Bull Felix Baumgartner Earth Top Jump Greatest brand campaign in 2012
    22. 22. SonTT3 – Marketing E-commerce To be continued… 22 www.brandrepublic.com adsoftheworld.com www.brandsvietnam.com
    23. 23. 23

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