STOP THE CLOCK ITS NOT A RACE
THE IMPORTANCE OF BRANDING
 
	
  
IT’S A MULTI DIMENSIONAL PLAYGROUND
	
  
	
  
 
	
  
PUSH OR PULL
	
  
	
  
 
	
  
WITHOUT A PRODUCT OR SERVICE THERE IS
NO BRAND
	
  
 
	
  
BRAND: EMOTIONAL DIMENSION
PRODUCT: RATIONAL DIMENSION
	
  
 
	
  
	
  
PRIOR TO BRANDING EXPLORE 3 LEVELS OF
PRODUCT DEVELOPMENT
CORE*ACTUAL*AUGMENTED
	
  
 
	
  
	
  
BRAND = NAVIGATION
	
  
	
  
 
	
  
	
  
BRANDS > PRODUCTS
	
  
	
  
 
	
  
	
  
BRAND- PRICING
PRODUCT- SALES
ADVERTISING- VOLUME
	
  
 
EVEN WITHOUT VOLUME GROWTH YOU CAN
INCREASE YOUR PROFIT
 
	
  
	
  
SALES & MARKETING = IQ
BRANDING = EQ
 
	
  
	
  
BRANDING = PROXIMITY// RELATIONSHIP
PLACE*TIME*PROBABILITY*EMOTIONS
 
	
  
	
  
EMOTIONAL PROXIMITY: 5A
ACCEPTED*APPROVED*AGREED*APPRECIATED*ADMIRED
CONSUMER DISPOSITION:
CONSIDER*TRIAL*RETR...
 
	
  
BRAND EQUITY
COMMITMENT + CATEGORY INVOLVEMENT
 
YOUR PLAYGROUND
1 VALUE CREATION//VALUE CAPTURING
2 PRICE PREMIUM//MARKET SHARE
3 SATISFACTION//LOYALTY
PSYCHOLOGICAL	
  
BENEFITS	
  
ASSOCIATIONS	
  
knowledge*experience*emo>on	
  
PSYCHOMAGICAL	
  
THOUGHTS	
  
IMAGINATION...
 
	
  
START THE CLOCK IT IS GOING TO BE A RACE!
THANK YOU // MULTUMESC
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Tom hidvegi ddb budapest

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Tom hidvegi ddb budapest

  1. 1. STOP THE CLOCK ITS NOT A RACE THE IMPORTANCE OF BRANDING
  2. 2.     IT’S A MULTI DIMENSIONAL PLAYGROUND    
  3. 3.     PUSH OR PULL    
  4. 4.     WITHOUT A PRODUCT OR SERVICE THERE IS NO BRAND  
  5. 5.     BRAND: EMOTIONAL DIMENSION PRODUCT: RATIONAL DIMENSION  
  6. 6.       PRIOR TO BRANDING EXPLORE 3 LEVELS OF PRODUCT DEVELOPMENT CORE*ACTUAL*AUGMENTED  
  7. 7.       BRAND = NAVIGATION    
  8. 8.       BRANDS > PRODUCTS    
  9. 9.       BRAND- PRICING PRODUCT- SALES ADVERTISING- VOLUME  
  10. 10.   EVEN WITHOUT VOLUME GROWTH YOU CAN INCREASE YOUR PROFIT
  11. 11.       SALES & MARKETING = IQ BRANDING = EQ
  12. 12.       BRANDING = PROXIMITY// RELATIONSHIP PLACE*TIME*PROBABILITY*EMOTIONS
  13. 13.       EMOTIONAL PROXIMITY: 5A ACCEPTED*APPROVED*AGREED*APPRECIATED*ADMIRED CONSUMER DISPOSITION: CONSIDER*TRIAL*RETRIAL*REGULAR*LOYAL
  14. 14.     BRAND EQUITY COMMITMENT + CATEGORY INVOLVEMENT
  15. 15.   YOUR PLAYGROUND 1 VALUE CREATION//VALUE CAPTURING 2 PRICE PREMIUM//MARKET SHARE 3 SATISFACTION//LOYALTY
  16. 16. PSYCHOLOGICAL   BENEFITS   ASSOCIATIONS   knowledge*experience*emo>on   PSYCHOMAGICAL   THOUGHTS   IMAGINATIONS   SYSTEMATICAL   IDENTIFICATION   DISTINCTIVENESS     source  of  value     source  of  inspira>on     source  of  differen>a>on     BRAND EQUITY source:  tom  hidvegi    
  17. 17.     START THE CLOCK IT IS GOING TO BE A RACE! THANK YOU // MULTUMESC

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