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World's Most Important Brand Has Your Name On It by Prof. Bong De Ungria


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The World's Most Important Brand Has Your Name On It is part of the Marketing Management course under Prof. Remigio Joseph De Ungria, MBA of the Ateneo Graduate School of Business

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World's Most Important Brand Has Your Name On It by Prof. Bong De Ungria

  1. 1. Launch Commercial COACH BONG d ANG- GREASE LIGHTNING Example of BRAND with my name on It Bong De Ungria 2009 COACH ANGRY LIGHTNING Ang Grease
  2. 2. Coach Bong <ul><li>Father to 4 children </li></ul><ul><ul><li>Boy 15, 12 </li></ul></ul><ul><ul><li>Girl, 10 </li></ul></ul><ul><ul><li>Baby Girl, 40 </li></ul></ul><ul><li>Professor, Ateneo, 15 yrs </li></ul><ul><ul><li>46th batch, 1300-1320 students </li></ul></ul><ul><li>Past work: 20 years marketing experience </li></ul><ul><ul><li>Soap, Foods, Real Estate, Lubricants, Chemicals & Cement, Lighting, Teaching </li></ul></ul>COACH LIGHTNING Ang Grease GONG for BONG
  3. 3. Visual Image in 2005 COACH Bong D Angry YOU Version 1 of 4 0.75Name,1Des, .75work,.25image =2.75 COACH GONG ANGRY
  4. 4. Visual Image in 2006 COACH Bong D Angry LIGHT PHILIPS -pines YOU Version 2 of 4 1Name,1Des, 1work,.5image =3.5 GONG for BONG COACH ATENEO ANGRY LIGHTNING
  5. 5. My brand in 2007: COACH Bong D Angry LIGHT PHILIPS -pines Version 3 of 4 1Name,1Des, 1work,.0.75image =3.75 GONG for BONG COACH ANGRY LIGHTNING ATENEO- EAGLE YOU ATENEO
  6. 6. My brand in 2009: COACH Bong D Ang-grease YOU Version 4 of 4 1Name, 1Des, 1work,. 1Image= 4.0 COACH GONG for BONG ATENEO- EAGLE ANGRY LIGHTNING Ang Grease ATENEO- EAGLE
  7. 7. Note on visual imagery <ul><li>The objective is to create an image that is weird, outstanding, moving, interrelating the 4 elements (nickname, surname, descriptive word and work) like a TV commercial. </li></ul><ul><li>In 2009 version, I am the COACH (descriptive word) and YOU are the baseball player. When you do well, an eagle brings in the energizer bunny sounding a gong (nickname) To help you do even better, I put “Ang grease” (surname) lighting (previous work) so that you can attract the eagle (current work). The image is weird, outstanding, moving and memorable. </li></ul><ul><li>The first 3 versions are definitely inferior to the 2009 version. </li></ul>
  8. 8. Tips on making the visual image <ul><li>Use images-sounds-like items which have is recognized by the majority (remember General Rommel recognized by 1) </li></ul><ul><li>Recommend to use multiple images to reinforce some words. In my example here are items with multiple images- </li></ul><ul><ul><li>Ateneo – eagle, logo </li></ul></ul><ul><ul><li>Ang Grease Lightning- light bulb, lighting </li></ul></ul><ul><ul><li>Coach- teaching a baseball player </li></ul></ul><ul><li>Better to have a weird but tellable story (note the coach example where a gong sounds to celebrateif something is done rightl) </li></ul><ul><li>When images appear, have the text label to appear at the same time to ensure the linkage between image and label. Thus, there is no guessing on meaning of images. Below are some of the labels for the images. </li></ul><ul><ul><li>Gong for Bong, Ateneo and Eagle, Ang Grease & Angry </li></ul></ul>
  9. 9. Assignment No. 1 <ul><li>Make an ADVERTISEMENT using a 4 slide powerpoint presentation to launch your brand in this class. </li></ul><ul><li>Help us remember your </li></ul><ul><li>Full name (nickname & surname), </li></ul><ul><li>your self-description (eg. Coach), </li></ul><ul><li>your work background </li></ul><ul><li>Using visual imagery & memory techniques </li></ul><ul><li>taught in Day 1 of the class </li></ul>
  10. 10. What is required of you? <ul><li>Use this file as template for format </li></ul><ul><li>Produce slides 1, 2 and 3 with your personal brand </li></ul>