Contact me : cbing@binus.edu

1. a 20 Minute Session of
Carter Bing S.kom., M.M.

5. "A company's brand is the primary source of its competitive
advantage and a valuable strategic asset,“ – David Aaker

6. Live in YOUR HEAD.

7. I.M.A.G.I.N.E

8. I.M.A.G.I.N.E

9. Sandu Publishing, Gingko Press (October 20, 2011)

11. How you
+
brand is the brand.
about the

12. “what you make people feel is just as
important as what you make.” - BMW

13. Thoughts and feelings are Intangibles.

14. Thoughts and feelings are Intangibles.
A brand is a product, service,
cause or organization with
perceived intangible attributes.

15. If your brand’s intangible
aspects can’t be perceived,
then it’s a COMMODITY.

16. On Wall Street, commodities of the same
type are interchangeable with each other.
Coffee are just coffee.
(Unless you perceive a difference.)

17. brand vs commodity
Brands compete on their
intangible attributes.
Commodities compete on
price or convenience.

18. Just like people, brand should have
PERSONALITY
Older/Experienced
Younger/Stylish
Masculine
Feminime

19. Just like people, brand should have
PERSONALITY
Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker

20. Just like people, brand do have
PERSONALITY
Sophistication
Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker

21. Just like people, brand do have
PERSONALITY
Competence
Sophistication
Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker

22. Just like people, brand do have
PERSONALITY
Excitement
Competence
Sophistication
Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker

23. Just like people, brand do have
PERSONALITY
“a brand without a personality, not unlike a
person, lacks friends and may be easily
overlooked.“ – David Aaker
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker

24. Besides PERSONALITY, brand also
has important essences.
There’re 9 of it.

25. Ups...
End of session..
(to be continued)