The ultimate brand@ax tantawy

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This Ultimate model of branding, a term
often used in business, marketing and design.

We attempts to present a comprehensive model of brand. It is framed around four main ideas:

1) a brand is more than a name or symbol
2) creating a great customer experience is
the essence of good branding
3) perceptions of a brand can be measured
4) brands are a form of sign

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The ultimate brand@ax tantawy

  1. 1. The Ultimate Create Your own V1.0
  2. 2. This Ultimate model of branding, a termoften used in business, marketing and design. @AxTantawy, The Ultimate Brand
  3. 3. We attempts to present a comprehensive model of brand. It is framed around four main ideas:1) a brand is more than a name or symbol2) creating a great customer experience is the essence of good branding3) perceptions of a brand can be measured4) brands are a form of sign @AxTantawy, The Ultimate Brand
  4. 4. Symbol Brand Name Measurement BrandProduct Experience Perception Customer MIND individuals @AxTantawy, The Ultimate Brand
  5. 5. More than a name or symbol People speaking informally about brand often use the term to mean the name orsymbol of a company. While this shorthandis convenient, it misses an important truth. @AxTantawy, The Ultimate Brand
  6. 6. NameA brand is at least two things: Brand a name and a perception of what the name means. Perception
  7. 7. Creating a great customer experienceOf course, perception of a brand does not arise on its own. Rather, it grows out of experience with a product. @AxTantawy, The Ultimate Brand
  8. 8. Experience means here any point at which Product experience Perception contact is made with a potential customer.
  9. 9. By controlling all the touch points, we try to ensure that customers have a great experience and like it. @AxTantawy, The Ultimate Brand
  10. 10. Name We are responsible for any item Brand which comes into contact with customers. Product Experience Perception@AxTantawy, The Ultimate Brand
  11. 11. Lets start @AxTantawy, The Ultimate Brand
  12. 12. Symbol Name Symbols do not represent brands directly; instead, symbols call to Brand mind the name of a brand which in turn calls to mind an associated Product Experience Perception perception@AxTantawy, The Ultimate Brand
  13. 13. Symbols can be “5 TYPES” • graphic • trade dress • spokesmen • words • sounds@AxTantawy, The Ultimate Brand
  14. 14. Symbols can be “5 TYPES” • graphic • trade dress • spokesmen • words • sounds@AxTantawy, The Ultimate Brand
  15. 15. Symbols can be “5 TYPES” • graphic • trade dress • spokesmen • words • sounds@AxTantawy, The Ultimate Brand
  16. 16. Symbols can be “5 TYPES” • graphic • trade dress • spokesmen • words • sounds@AxTantawy, The Ultimate Brand
  17. 17. Symbols can be “5 TYPES” • graphic • trade dress • spokesmen • words • sounds@AxTantawy, The Ultimate Brand
  18. 18. Symbol Name Name can be: Brand 1. existing words 2. coined words Product Experience Perception 3. abbreviations 4. hybrids@AxTantawy, The Ultimate Brand
  19. 19. 1. Things (or ideas)2. People (often founders) existing3. Places (often of origin wordsEx: Dell, Ford, Masr insurance, Tala’tMastafa coined hybrids Name words abbreviat ions
  20. 20. 1. Things (or ideas)2. People (often founders) existing3. Places (often of origin words 1. analogousEx: Dell, Ford, Masr insurance, Tala’t 2. ArbitraryMastafa Ex: Ampex, Compaq, Navistar, haircode coined hybrids Name words abbreviat ions
  21. 21. 1. Things (or ideas)2. People (often founders) existing3. Places (often of origin words 1. analogousEx: Dell, Ford, Masr insurance, Tala’t 2. ArbitraryMastafa Ex: Ampex, Compaq, Navistar, haircode coined hybrids Name words 1. contractions abbreviat 2. acronyms ions 3. Initials Ex: Fiberglas, Intel, Mobil, Wal-Mart @AxTantawy, The Ultimate Brand
  22. 22. 1. Things (or ideas)2. People (often founders) existing3. Places (often of origin words 1. analogousEx: Dell, Ford, Masr insurance, Tala’t 2. ArbitraryMastafa Ex: Ampex, Compaq, Navistar, haircode coined hybrids Name wordsEx: Bell Atlantic, Union Pacific 1. contractions abbreviat 2. acronyms ions 3. Initials Ex: Fiberglas, Intel, Mobil, Wal-Mart @AxTantawy, The Ultimate Brand
  23. 23. Symbol Name Brand Brand Everything is a brand . Product Experience Perception It can grow up from anything@AxTantawy, The Ultimate Brand
  24. 24. brands can grow out of: • Products : Pepsi, Mo’amen • Services: Mobinil, Citigroup • Organizations: GE, Mansour • celebrities – real people : Amr Diab – fictional characters: Bakar • Events: El-Tahreer@AxTantawy, The Ultimate Brand
  25. 25. brands can grow out of:• Products : Pepsi, Mo’amen• Services: Mobinil, Citigroup• Organizations: GE, Mansour• celebrities – real people : Amr Diab – fictional characters: Bakar• Events: El-Tahreer
  26. 26. brands can grow out of:• Products : Pepsi, Mo’amen• Services: Mobinil, Citigroup• Organizations: GE, Mansour• celebrities – real people : Amr Diab – fictional characters: Bakar• Events: El-Tahreer
  27. 27. brands can grow out of:• Products : Pepsi, Mo’amen• Services: Mobinil, Citigroup• Organizations: GE, Mansour• celebrities – real people : Amr Diab – fictional characters: Bakar• Events: El-Tahreer
  28. 28. brands can grow out of:• Products : Pepsi, Mo’amen• Services: Mobinil, Citigroup• Organizations: GE, Mansour• celebrities – real people : Amr Diab – fictional characters: Bakar• Events: El-Tahreer
  29. 29. brands can grow out of:• Products : Pepsi, Mo’amen• Services: Mobinil, Citigroup• Organizations: GE, Mansour• celebrities – real people : Amr Diab – fictional characters: Bakar• Events: El-Tahreer festival
  30. 30. What aboutBrand Measurement ??? @AxTantawy, The Ultimate Brand
  31. 31. Symbol Brand Name Measurement Brand Brand Product Experience Perception Measurement@AxTantawy, The Ultimate Brand
  32. 32. perceptions of a brand can be measuredand aggregated to give an overall view;perceptions can also be correlated to various audiences @AxTantawy, The Ultimate Brand
  33. 33. Audiences may be segmented based on: • Demographics • Psychographics • Technographics • Interests • Attitudes • Usage of a product@AxTantawy, The Ultimate Brand
  34. 34. Three terms in brand measurement @AxTantawy, The Ultimate Brand
  35. 35. Three terms in brand measurement positionmeasures of a brand in relation to other brands @AxTantawy, The Ultimate Brand
  36. 36. Three terms in brand measurement position reachmeasures of a brand in terms of numbers of people affected @AxTantawy, The Ultimate Brand
  37. 37. Three terms in brand measurement position reach reputationmeasures of a brand in terms of attributes that people assign to it @AxTantawy, The Ultimate Brand
  38. 38. See more about“Brand Measurement methodology” @slideshare.net/AbdulrhmanTantawy @AxTantawy, The Ultimate Brand
  39. 39. Symbol Brand Name Measurement Brand Perception Product Experience Perception@AxTantawy, The Ultimate Brand
  40. 40. Symbol Brand Measurement Name brand perception is Brand the audience expectation achieved by the brand’s Product Experience Perception management team; sometimes thought of as brand image@AxTantawy, The Ultimate Brand
  41. 41. Symbol Brand Name Measurement Brand Brand perception developed Product Experience Perception throw individuals individuals@AxTantawy, The Ultimate Brand
  42. 42. Symbol Brand Name Measurement individuals compare their needs Brand with their expectation of one or more brands in a category; Product Experience Perception individuals@AxTantawy, The Ultimate Brand
  43. 43. Needs VS ExpectationWhich brand most closely matches their needs ?? @AxTantawy, The Ultimate Brand
  44. 44. Needs VS ExpectationWhich brand most closely matches their needs ?? If match “purchase” “Join” “adopt” “use” “display” @AxTantawy, The Ultimate Brand
  45. 45. Needs VS ExpectationWhich brand most closely matches their needs ?? If match if there’s not a “purchase” match, “Join” “they may look for “adopt” new options or “use” modify their “display” expectations”
  46. 46. Are there any other factors influence individuals ?? @AxTantawy, The Ultimate Brand
  47. 47. What about the “external systems” !! @AxTantawy, The Ultimate Brand
  48. 48. external systems play a role in shaping individual’svalues goals needs expectations @AxTantawy, The Ultimate Brand
  49. 49. Next example of some External Systems we should consider @AxTantawy, The Ultimate Brand
  50. 50. 1cultural systems such as• language• political systems• economic structures• available technologies @AxTantawy, The Ultimate Brand
  51. 51. 1 2cultural systems such as the physical environment• language such as• political systems • natural resources• economic structures • weather• available technologies • disasters @AxTantawy, The Ultimate Brand
  52. 52. 1 2 3cultural systems such as the physical environment human needs such as• language such as • physiological• political systems • natural resources • safety and security• economic structures • weather • belongingness and• available technologies • disasters love • esteem • cognitive • aesthetic • self-actualization @AxTantawy, The Ultimate Brand
  53. 53. Symbol Brand Name Measurement Brand experience Product Experience Perception frustrate, satisfy or delight individuals@AxTantawy, The Ultimate Brand
  54. 54. Symbol Brand Name Measurement Brand while experience shapes perception perception also shapes experience Product Experience Perception individuals@AxTantawy, The Ultimate Brand
  55. 55. likewise an individual’s values, goals,needs, and expectations also shapeperception of experience;for example:in a blind taste test Pepsi beat Cokein a labeled test Coke beat Pepsi @AxTantawy, The Ultimate Brand
  56. 56. Two Types of Experience @AxTantawy, The Ultimate Brand
  57. 57. 1. direct experience considering a purchase visiting a point of sale purchasing a product setting up the product using the product maintaining the product displaying the product @AxTantawy, The Ultimate Brand
  58. 58. 2. indirect experience what friends say what experts say what competitors say what the we say e.g., ads, PR how others use the product e.g., buy, display, etc. how others react to display of the product @AxTantawy, The Ultimate Brand
  59. 59. Contact @AxTantawy, The Ultimate Brand
  60. 60. brand building begins at anypoint of contact with a potentialcustomer Contact @AxTantawy, The Ultimate Brand
  61. 61. brand building begins at any point of contact with a potential customer Contactleaving any contact to chancecreates a risk of a poor experience @AxTantawy, The Ultimate Brand
  62. 62. Symbol Brand Name Measurement Product Experience Brand Perception Product individuals@AxTantawy, The Ultimate Brand
  63. 63. Symbol Brand Name Measurement product is used here in a broad sense Brand and incorporates the traditional four Ps of marketing: product, price, Product Experience Perception placement, and promotion individuals@AxTantawy, The Ultimate Brand
  64. 64. Read more about product branding in“The Magic of 4Ps” @slideshare.net/AbdulrhmanTantawy @AxTantawy, The Ultimate Brand
  65. 65. Product OR Brand? @AxTantawy, The Ultimate Brand
  66. 66. a product may be related to more than one brand @AxTantawy, The Ultimate Brand
  67. 67. But brand with only one perception… @AxTantawy, The Ultimate Brand
  68. 68. Four types of“product brand relationship” @AxTantawy, The Ultimate Brand
  69. 69. 1. under a homogeneousmaster brand2. in a mixed brand employed where products changefamily frequently and must work together3. in a heterogeneous IBM, Microsoft, Sonybrand system4. as a co-brand@AxTantawy, The Ultimate Brand
  70. 70. 1. under a homogeneousmaster brand2. in a mixed brand which may indicate confusion aboutfamily strategy General Motors’ brand family3. in a heterogeneous Buick, Chevrolet, GM Truck, Saturnbrand system4. as a co-brand@AxTantawy, The Ultimate Brand
  71. 71. 1. under a homogeneousmaster brand employed for commodities to increase2. in a mixed brand shelf space and salesfamily for example, Proctor & Gamble makes3. in a heterogeneous both Tide and Cheer but does notbrand system identify them as coming from P&G4. as a co-brand@AxTantawy, The Ultimate Brand
  72. 72. 1. simple co-brand1. under a homogeneous Egypt Air - Star alliancemaster brand 2. an ingredient brand2. in a mixed brand Intel Inside on a Compaq Computerfamily 3. a source brand Made in Japan3. in a heterogeneous 4. an confirmationbrandbrand system ISO-9002 5. a compatibility brand4. as a co-brand MacOS@AxTantawy, The Ultimate Brand
  73. 73. Symbol Brand Name Measurement BrandProduct Experience Perception Customer MIND individuals @AxTantawy, The Ultimate Brand
  74. 74. acknowledgements Reference Omar Soliman Tantawy Laptope Mohamed Hassan Mabrouk Dubberly Design Office, Hugh Dubberly Mustafa Hamalawi22 immutable laws of branding, Jack trout Martin Luther King

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