SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 30 day free trial to unlock unlimited reading.
Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com
Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com
Brands run deep: “Mythological symbols
touch and exhilarate centers of life beyond the reach of vocabularies and coercion.” - Joseph Campbell, Masks of God, Vol. 4
What is a brand? “.
. . the promise, the big idea, and the expectations that reside inside the head of each customer’s mind about a product, service, or company . . .the brand is shorthand. It stands for something.” - Alina Wheeler (2006)
What is a brand? “.
. . a set of mental associations, held by the consumer, which add to the perceived value of a product or service.” - Kevin Lane Keller (1998)
What is a brand? “
. . . a brand is a concept . . . a brand shapes and reflects our quest for meaning.”“ - Bobby J. Calder (2005) “ . . . a brand is a meaning system.”“ - Patrick Hanlon (2006)
What do brands do? They
remind us of a past product/service experience. They communicate how we see ourselves. Brands are fantasy. Escapism. A brand is often just an umbilical cord to a world elsewhere.
Brands represent the world as
it ought to be not how it is. Romanticism. Brands represent values and ideals. They simplify our day.
Brands help satisfy a need
to belong to something larger than ourselves. At the same time, they help us express our individuality. Thanks to Rob Walker (2008) for this.
But . . . hugely
successful brands can also Brands amount as the result of an emerge simply to as much as 80% of a firm’s assets. awesome product - Economist (2008) .
So let’s not take this
branding thing too Brands amount to as muchmediocre far. Branding is no substitute for as 80% oflack of product innovation. products or a a firm’s assets. - Economist (2008)
What is culture? “. .
. the sum of a set of shared values.” - Bradley Hall (2008) “ . . . inherited ethical habit.” - Francis Fukuyama (1995)
Individualism + Low Trust in
China Small firms. Family run at core. Fragmented industries. Destructive, subsidized competition. Little cooperation. Few transnational firms. Short-term thinking. Emergent Strategy.
What will this presentation cover?
1. Why firms should establish a brand. 2. The steps in establishing a new brand. 3. A short list of recommended branding books.
Final thought: . . .
we all think everyone else’s shopping quirks are weird and irrational - but that our own make perfect sense. Rob Walker, New York Times Magazine (2009)
The Origin of Brands, Al
and Laura Ries Brand Meaning, Mark Batey Designing Brand Identity: A complete guide to creating, building and sustaining strong brands, Alina Wheeler Brand Leadership, David Aacker and Eric Joachimsthaler The New Strategic Brand Management: Creating and sustaining brand equity long term, Jean-Noel Kapferer