Brand moi(2)

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Brand moi(2)

  1. 1. Building A Brand: Personal Branding & Brand Management from a company perspective By Carly Scheffer - Adjunct Lecturer
  2. 2.  From the Old Norse, “brandr” means “to burn”.  Brand (AMA) is a “name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller to another to differentiate them from those of competitors.  Duncan: a perception resulting from experiences with, and information about, a company or a line of products.  Keller: is more than a product, because it can have dimensions that differentiate it in some way from other products designed to satisfy the same need.05/31/12 CS_PRB 2
  3. 3.  Duncan: the process of creating a brand image that engages the hearts & minds of customers, is what separates similar products from each other.  Keller: brand is something that resides in the mind of consumers & so branding is the process. The key to branding is that consumers perceive differences among brands in a product category.05/31/12 CS_PRB 3
  4. 4.  Personal branding is public impression of you, not only about your expressions to the public: (by Irvan Permana)2. See it first3. Show it All4. Sell it everytime(Group CELEBRITY BRANDING please explain about this in your presentation)05/31/12 CS_PRB 4
  5. 5. VISION & MISSION EDUCATION & WORKING STRENGTHS & EXPERIENCE OPPORTUNITYWEAKNESS & SLOGANTHREAT VALUES FAMILY & & FRIENDS BELIEFS CAREER 05/31/12 CS_PRB 5
  6. 6. Your personal mark that makes you special, memorable, desirable, and worth extra money in the bank. The power of branding creates the perception of leadership and competency in the minds of market. Personal Brands start at the core of one’s existence and spread throughout every point of contact to your target audience.05/31/12 CS_PRB 6
  7. 7. Is VITAL for: Salespeople and professionals Business development directors Consultants, coaches & trainers Experts, authors, speakers and gurus Company managers & executives Industry pioneers & leaders Politicians Entertainers, comedians, athletes Just about everyone else who wants something he or she doesn’t have05/31/12 CS_PRB 7
  8. 8. 1. What are your accountable career PLANNING and personal goals? 2. Define your BRAND MOI 3. Research your target markets & competition. 4. Map out a working action plan. 5. Execute with passion 6. Monitor & modify as needed05/31/12 CS_PRB 8
  9. 9. #4. Map out a working action plan is firstly by CREATING A CV MAGAZINE as your final project for this class.05/31/12 CS_PRB 9
  10. 10. 05/31/12 CS_PRB 10
  11. 11. A Company’s Perspective
  12. 12.  Keller is more than a product, because it can have dimensions that differentiate it in some way from other products designed to satisfy the same need.  Keller: brand is something that resides in the mind of consumers & so branding is the process. The key to branding is that consumers perceive differences among brands in a product category.05/31/12 CS_PRB 12
  13. 13.  Coca-Cola  U.S.  Microsoft  U.S.  Nokia  Finland  Toyota  Japan  Sony  Japan  Nescafe  Switzerland  IKEA  Sweden  Gucci  Italy  Sido Muncul  Indonesia05/31/12 CS_PRB 13
  14. 14.  Monolithic identity, where the company has an integrating task towards its subsidiaries and provides each product with an identity.  Umbrella identity, where the company dominates the profile but parts of the organization each are left some room to promote their own identity.  Endorsed identity, the characteristics of the company remain visible, but the identity of the various activities is put first.  Branded identity, where the company is not visible in the marketplace, but the brands are.05/31/12 CS_PRB 14
  15. 15. 3 steps in creating a brand:3. Selecting the desired Brand PositionBrand Position = the standing of a brand in comparison with its competitors in the minds of customers, prospects & other stakeholders.5. Developing Brand IdentificationBrand Identity = Names, Brand Symbols & Taglines7. Creating a Brand ImageBrand Image = an impression created by brand messages & experiences and assimilated into a perception or impression of the brand.05/31/12 CS_PRB 15
  16. 16.  Balancing customer acquisition & customer retention efforts. Existing Customers Word-of-Mouth Advocacy Loyal Customers New Customers Customer Relationship Management05/31/12 CS_PRB 16
  17. 17. BRAND KNOWLEDGEBrand Awareness Brand Image The consumer’s ability to Consumer’s perceptions about identify the brand under a brand, as reflected by the different conditions. brand associations held in consumer memory.05/31/12 CS_PRB 17
  18. 18.  There are 4 steps:s Ensure identification of the brand with customers and an association of the brand in customers’ minds with a specific product class or customer need. Firmly establish the totality of brand meaning of customers by strategically linking a host of tangible and intangible brand associations with certain properties.r Elicit the proper customer responses to this brand identification and brand meaning.n Convert brand response to create an intense, active loyalty relationship between customers and the brand.05/31/12 CS_PRB 18
  19. 19. RELATIONSHIP What about you and me? RESPONSE What do I feel about you? MEANING What are you? IDENTITY Who are you?05/31/12 CS_PRB 19
  20. 20. Thank youMs.Carly Scheffer OLD NORSE = medievalFB: Carly Scheffer Scandinavia. North, Norsemen

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