Uploaded byEddie Choi
Brand & Branding
A brand is defined as a person's perception of a product or organization, influenced by trust and opinions rather than just logos or identities. Effective branding involves collaboration and focuses on differentiation, customer experience, and emotional connections to build charisma. Innovative ideas are crucial, as is distinct communication, with brands treated as living entities that evolve in perception and character over time.
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Brand & Branding
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- 2. 1 Modern DefinitionOf Brand 2 Disciplines Of Brand Building
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- 4. 1 Brand isnot a logo 2 Brand is not an identity 3 Brand is not a product
- 5. 1 Brand isnot a logo 2 Brand is not an identity 3 Brand is not a product
- 6. 1 Brand isnot a logo 2 Brand is not an identity 3 Brand is not a product
- 7. 1 Brand isnot a logo 2 Brand is not an identity 3 Brand is not a product
- 8. What exactly isa brand?
- 9. A brand isa person’s gut feeling about a product, a service, or an organization
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- 11. It’s not whatYOU say it is
- 12. It’s what THEYsay it is
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- 15. Branding Brand
- 16. It is aprocess to develop brand
- 17. Why branding isimportant?
- 18. 1 Customers havemany choices Products with similar features 2 and quality Customers are influenced by 3 trust and opinions
- 19. 1 Customers havemany choices Products with similar features 2 and quality Customers are influenced by 3 trust and opinions
- 20. 1 Customers havemany choices Products with similar features 2 and quality Customers are influenced by 3 trust and opinions
- 21. How do customersdecide?
- 22. T=r+d TRUST RELIABILITY DELIGHT
- 23. It always hastwo sides of thoughts in a branding process Analytical Intuitive Logical Emotional Linear Spatial Numerical Visual Verbal Physical
- 24. When two sideswork together, they build a charismatic brand
- 25. A Charismatic brandis any product, service, or organization for which people believe there’s no substitute
- 26. Amazon Hitachi OXO Goodgrips Apple Home Depot Pepsi-Cola Burger King Ikea Prell Coldwater Creek Kmart RCA Dasani Krispy Kreme Reebok Disney Levi’s Rubbermaid DK Books Longs Drugs Safeway Everyday Macy’s Samsung Ford Mini Cooper Sears General Electric Newsweek Southwest Airlines Google Nussan United Artists Hanes Nordstorm Virgin
- 27. Amazon Hitachi OXO Goodgrips Apple Home Depot Pepsi-Cola Burger King Ikea Prell Coldwater Creek Kmart RCA Dasani Krispy Kreme Reebok Disney Levi’s Rubbermaid DK Books Longs Drugs Safeway Everyday Macy’s Samsung Ford Mini Cooper Sears General Electric Newsweek Southwest Airlines Google Nussan United Artists Hanes Nordstorm Virgin
- 28. Can my brandbe charismatic?
- 29. 5 disciplines ofbrand building
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- 31. FEATURES BENEFITS EXPERIENCE IDENTIFICATION “What it is” “What it does?” “What you feel” “Who you are” 1900 1925 1950 2000
- 32. Is this howyour customers see you? 3 important words for differentiation Focus . Focus. Focus
- 33. Do a focustest, ask yourself: 1 Who are you?______________ 2 What do you do?____________ 3 Why does it matter?__________
- 34. Bad brands arethose that chase short-term profits at the expense of long-term brand value Good brands grow the value of a brand by reinforcing its focus
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- 36. It takes avillage to build a brand
- 37. 1 One-stop Supplier Event Product Design Web Design CS Marketing R&D Strategy Technical Package Sales P R Company Collaboration
- 38. 2 Proxy Supplier Technical Web Design Product Design Brand Agency Marketing R&D Event CS Sales P R Package Strategy Company Collaboration
- 39. 3 Sales Technical Product Design Marketing Integrated Package CS Company P R R&D Web Design Supplier Event Strategy Collaboration
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- 42. Why do companieshave so much trouble with creativity? Because creativity is right- brained, and strategy is left- brained
- 43. 1+1 =2
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- 45. 1+1 =11
- 46. How do youknow when an idea is innovative?
- 47. When it scaresthe hell out of everybody
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- 49. If you can’ttell who’s talking when the trademark is covered, then the brand’s voice is not distinctive
- 50. If your audience can’tverbalize your concept, you’ve failed to communicate it.
- 51. T=r+d TRUST RELIABILITY DELIGHT
- 52. Sender Message Receiver The old communication model is a monologue
- 53. Sender Message Receiver A feedback loop is the circulation of buzz The new communication model is a dialogue
- 54. If a brandlooks like a duck and swims like a dog, people will distrust it
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- 56. Business is aprocess, not an entity A living brand is a pattern of behavior, not a stylistic appearance
- 57. Brands are likepeople
- 58. If people canchange their clothes without changing their characters
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- 60. Control the lookand feel Influence the character
- 61. Brand Brand Pyramid Essence Emotional Benefits feel good aspects Customer Benefits emotional need Functional Benefits tangible experience Product Attributes differentiated aspects
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