SlideShare a Scribd company logo
a 20 Minute Session of

Carter Bing S.kom., M.M.
"A company's brand is the primary source of its competitive
advantage and a valuable strategic asset,“ – David Aaker
Live in YOUR HEAD.
I.M.A.G.I.N.E
I.M.A.G.I.N.E
Sandu Publishing, Gingko Press (October 20, 2011)
How you

+

brand is the brand.

about the
“what you make people feel is just as
important as what you make.” - BMW
Thoughts and feelings are Intangibles.
Thoughts and feelings are Intangibles.

A brand is a product, service,
cause or organization with
perceived intangible attributes.
If your brand’s intangible
aspects can’t be perceived,
then it’s a COMMODITY.
On Wall Street, commodities of the same
type are interchangeable with each other.

Coffee are just coffee.
(Unless you perceive a difference.)
brand vs commodity
Brands compete on their
intangible attributes.
Commodities compete on
price or convenience.
Just like people, brand should have

PERSONALITY

Older/Experienced

Younger/Stylish

Masculine

Feminime
Just like people, brand should have

PERSONALITY

Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker
Just like people, brand do have

PERSONALITY

Sophistication
Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker
Just like people, brand do have

PERSONALITY

Competence
Sophistication
Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker
Just like people, brand do have

PERSONALITY

Excitement
Competence
Sophistication
Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker
Just like people, brand do have

PERSONALITY

“a brand without a personality, not unlike a
person, lacks friends and may be easily
overlooked.“ – David Aaker

Sincerity
Excitement
Competence
Sophistication
Ruggedness
Brand Personality Dimension Framework, Jennifer Aaker
Besides PERSONALITY, brand also
has important essences.

There’re 9 of it.
Ups...

End of session..

(to be continued)

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Brand in 20 minutes