The document discusses the concept of branding, defined as the mix of tangible and intangible attributes that create value and influence perceptions of a product or service. It emphasizes the importance of the brand experience, which includes sensory implications, emotional connections, and customer engagement. The example of Starbucks illustrates how a brand can evolve while remaining relevant and aligned with its heritage.

1. U
R
BR
AND…
HOLY
O
b r a n d i n G
Y
G
N
I
H
IT T
’S EVE RY
The
Brand
Experience
Presented
by:
Lorana
Price,
CEO
Holy
Cow
Branding

2. What
is
BRANDING???
Employee
Experience
Public
Sales
Relations
Customer
Marketing
BRANDING
Experience

3. A
Brand
is…
§ a
mixture
of
attributes,
tangible
and
intangible,
which
creates
value
and
influence.

4. Branding
is…
§ the
process
of
relating
these
attributes
to
the
product/service/company
in
the
minds
eye
of
the
consumer.

5. A
Band
Experience
Includes…
§ A
sensory
dimension
§ Feelings
toward
the
brand
(emotions)
§ Intellectual
engagement
§ Behavioral
responses

6. What
Does
That
Really
Mean?

7. Wanna
Grab
A
Coffee?

8. Starbucks
Changed
the
way
People
Thought
about
Coffee…

9. How
Did
They
Do
It?
§ “Quality
in
a
product
or
service
is
not
what
the
supplier
puts
in.
It
is
what
the
customer
gets
out
and
is
willing
to
pay
for.”
§ Peter
Drucker,
influential
thinker
on
management
theory

10. Expanding
the
Brand

11. A
New
Image…
§ "Throughout
the
last
four
decades,
the
Siren
has
been
there
through
it
all.
Now,
we've
given
her
a
small
but
meaningful
update
to
ensure
that
the
Starbucks
brand
continues
to
embrace
our
heritage
and
also
ensure
we
remain
relevant
and
poised
for
future
growth."

12. The
Icon
Evolves

13. U
R
BR
AND…
HOLY
O
b r a n d i n G
Y
G
N
I
H
IT T
’S EVE RY
The
Brand
Experience
Moo
to
You.