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What is a brand - a visual introduction by artefactx 2014

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A simple introduction to the concept of Brand. What is the value of a brand and how it relate to business.

Good Brand = Good Business.

Published in: Business
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What is a brand - a visual introduction by artefactx 2014

  1. 1.  ©  2014  Artefactx  Consultants  Limited  Page  1   What  is  a  Brand?  
  2. 2.  ©  2014  Artefactx  Consultants  Limited  Page  2  
  3. 3.  ©  2014  Artefactx  Consultants  Limited  Page  3   Brand’s  origin…   a  mark  made  by  burning  with  a  hot  iron  to  aAest  manufacture  or  quality  or  to   designate  ownership.  
  4. 4.  ©  2014  Artefactx  Consultants  Limited  Page  4   Brand  is  a  name,  term,  design,  symbol,  or  any  other  feature  that  iden2fies  one   seller's  good  or  service  as  dis2nct  from  those  of  other  sellers.  
  5. 5.  ©  2014  Artefactx  Consultants  Limited  Page  5   A  brand  is  the  sum  of  all  the  characteris2cs  that  make  your   offering  unique:         •  Reputa2on   •  Customer  Service   •  Promise   •  Price   •  Feeling   •  AAtude   •  Logo   •  Product  Line  
  6. 6.  ©  2014  Artefactx  Consultants  Limited  Page  6   A  good  brand  embeds  a  set  of  emo2onal  &  experien2al   values  that  aAracMve  to  the  target  consumers.    
  7. 7.  ©  2014  Artefactx  Consultants  Limited  Page  7   A  good  brand  is  dis2nc2ve,  unique,  ownable  &  robust,  and   it  consisted  with  a  set  of  intangible  values  that  compeMMon  could  not   copy.   A  same  product  with  different  branding  represents  different  values  for   consumers.  
  8. 8.  ©  2014  Artefactx  Consultants  Limited  Page  8   Brand  building  is  an  investment,  and  it  requires  long  term  strategic  planning  &   resource  support  for  your  brand  to  build  values  and  aJract  target   customers.  
  9. 9.  ©  2014  Artefactx  Consultants  Limited  Page  9   Branding  creates  long  term  business  value  &  assets.     Good  brands  win  customer’s  preference  over  compeMMon,  and  enable   premium  pricing  for  higher  business  return.   Good  Brand  is     Good  Business  
  10. 10.  ©  2014  Artefactx  Consultants  Limited  Page  10   2013  Global  Top  Brand  Values     Interbrands'  annual  ranking  of  the  World's  Most  Valuable  Brands.  The  three  key  indicators  that  determine  the  brand  value  are:  the   financial  performance  of  the  branded  products  or  services,  the  role  of  brand  in  the  purchase  decision  process  and  the  strength  of  the   brand.      
  11. 11.  ©  2014  Artefactx  Consultants  Limited  Page  11   So,  where  do  we  start  to  build  a  brand  from   scratch?   A.  Design  a  good  looking  logo?   B.  Create  a  brand  name?   C.  Write  a  business  planning?   D.  Start  with  product  design?   E.  Copy  a  successful  compe22ons?   F.  Recruit  a  brand  manager?   G.  Market  research?   H.  Brainstorming  ideas?   I.  All  of  above  
  12. 12.  ©  2014  Artefactx  Consultants  Limited  Page  12   Artefactx  is  a  Hong  Kong  based  independent  Design  &  Business   Consultant  offering  world-­‐class  standard  Branding,  Product   development  and  Marke2ng  solu2ons  with  BeJer  Result,  Faster   turn  around  2me,  and  lower  cost.       Contact  us  today!   Jus2n  Tsui  –  Innova2on  &  Digital  Director     jusMn@artefactx.com        (+852)3426  3803     For  the  next  sharing  on  “how  to  build   a  successful  brand”     Subscribe  to  our  newsleJer  here  >   hAp://www.artefactx.com/blog/contact-­‐us/    

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