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  1. 1. Branding By Jo Anna E. Shuba, M.S. Director of Marketing/Communications Union Memorial Hospital
  2. 2. BRANDING <ul><li>What’s the definition of a brand? </li></ul>
  3. 3. Branding <ul><li>The Dictionary of Business and Management defines a brand as: </li></ul><ul><li>&quot; a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.&quot; Signs and symbols are part of what a brand is, but to us this is a very incomplete definition. </li></ul><ul><li>Walter Landor, one of the greats of the advertising industry, said: </li></ul><ul><li>&quot;simply put, a brand is a promise . By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.&quot; </li></ul><ul><li>In his book, 'Building Strong Brands' David Aaker suggests the brand is a &quot; a set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service...&quot; </li></ul><ul><li>&quot;A brand is the most valuable real-estate in the world, a corner of the consumer's mind&quot;. </li></ul>
  4. 4. Brand Value is the Organizing Principle for Acquiring, Retaining, and Growing your customer base. Long-term Strategy Near-term Strategy Operations = GROWTH & PROFIT BRAND VISION
  5. 5. Branding <ul><li>&quot;A brand is a collection of perceptions in the mind of the consumer&quot;. This definition makes it absolutely clear that a brand is very different from a product or service. A brand is intangible and exists in the mind of the consumer. </li></ul><ul><li>This definition helps us to understand how advertising works. Advertising has to sell, and it achieves this by positively influencing people's perceptions of the product or service. </li></ul>
  6. 6. What Brands Come to Mind?
  7. 7. Name a Brand that is Top 10 in the World
  8. 8. TOP GLOBAL BRANDS <ul><li>Coca Cola </li></ul><ul><li>Microsoft </li></ul><ul><li>IBM </li></ul><ul><li>GE </li></ul><ul><li>Intel </li></ul><ul><li>Nokia </li></ul><ul><li>Toyota </li></ul><ul><li>Disney </li></ul><ul><li>McDonald’s </li></ul><ul><li>Mercedes-Benz </li></ul>
  9. 9. Clydesdale http://www.youtube.com/watch?v=r2o_yD5rBus
  10. 10. How many times did you see the Brand name?
  11. 11. JUST DO IT……. <ul><li>Under Armour ! </li></ul><ul><li>http:// www.youtube.com/watch?v =T5bNyertg98 </li></ul>
  12. 12. <ul><li>33 </li></ul>
  13. 14. <ul><li>The story goes that the original pledge of quality sent to the printer contained 33 words and this was noted at the end of the text by writing &quot;33.&quot; The printer, not realizing the &quot;33&quot; was a word count, printed it along with the pledge text. The company has embraced the 33 </li></ul>
  14. 15. <ul><li>501 </li></ul>
  15. 17. <ul><li>11 </li></ul>
  16. 19. <ul><li>57 </li></ul>
  17. 21. <ul><li>84 </li></ul>
  18. 26. GAP <ul><li>The casualwear chain will keep its decades-old white-on-navy blue logo after all. The move comes just one week after the company swapped it online for a new logo without saying a word. The new logo irritated fans, spurring them to complain about it online. </li></ul><ul><li>Crowd sourcing the new logo, or allowing fans to help design a new one, was the company's original solution to the issue of quelling consumer confusion. Marketers are increasingly letting fans help or fully make decisions, including PepsiCo Inc.'s Doritos brand having fans create and vote on Super Bowl commercials. But a logo change left up to the crowd is much more rare. </li></ul><ul><li>Gap announced the change on its Facebook page, where it has more than 700,000 fans. The old blue logo was never removed from the page. </li></ul><ul><li>&quot;We've heard loud and clear that you don't like the new logo. We've learned a lot from the feedback. We only want what's best for the brand and our customers,&quot; the company said. </li></ul><ul><li>Logos are key to brands because they convey meaning and are something fans feel connected to. </li></ul>
  19. 27. &quot;Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.&quot; - David Ogilvy
  20. 28. &quot;A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures&quot; - Michael Eisner, CEO Disney
  21. 29. &quot;The more you engage with customers the clearer things become and the easier it is to determine what you should be doing&quot; - John Russell, President, Harley-Davidson
  22. 30. 'Customers must recognize that you stand for something.' - Howard Schultz, Starbucks
  23. 31. 'Products are made in the factory, but brands are created in the mind.' - Walter Landor
  24. 32. Thanks for your time!