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Building Brand

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Building Brand
What is a Brand? Lawyer Owner Consumer
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Brand Identity
Brand Identity-Definition ,[object Object],[object Object]
Creating the Brand Identity ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Brand Identity - Concept
The Identity Structure Core Identity Extended Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],External Identity
Extended Identity Extended Identity Organisation Person Product Symbol
Brand as a PRODUCT - Extended Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand as a ORGANISATION - Extended Identity ,[object Object],[object Object]
Brand as a PERSON - Extended Identity ,[object Object],[object Object]
BRAND as a SYMBOL - Extended Identity ,[object Object],[object Object]
Value Proposition ,[object Object],[object Object],[object Object]
Credibility ,[object Object]
Branding ,[object Object],[object Object],[object Object]
Brand Facets ,[object Object],[object Object],[object Object],[object Object],[object Object]
Building Brand Value DIFFERENTIATION ESTEEM RELEVANCE FAMILIARITY VITALITY STATURE VALUE
Brand Customer Relationship
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning of a Brand ,[object Object],[object Object],[object Object],[object Object],A Brand Position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrate an advantage over competing brands. Why Against whom When For whom Brand Positioning
Brand Positioning ,[object Object],[object Object],[object Object]
Some Positioning Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning Process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise ,[object Object],[object Object],[object Object],[object Object]
Identity Prism PICTURE OF SENDER PICTURE OF RECIPIENT EXTERNALISATION INTERNALISATION Physique Personality Reflection Self-image
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
LACOSTE Identity Prism Physique Personality Reflection Self-image LACOSTE Relationship Culture Quality Shirt Tennis Golf Sportswear Crocodile Discreet without Fancy Individualism Aristocratic ideals Classicism Social Conformity And distinction Neither hyper feminine Nor hyper masculine Transgeneration Belonging to a club
Hair & Care Exercise
Launching Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Brand Architecture ,[object Object],[object Object],[object Object],[object Object]
Strategic Brand Decisions ,[object Object],[object Object],[object Object]
McDonald’s Core Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
McDonald’s Extended Identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],McDonald’s Value Proposition
[object Object]
The brand is a 'mental box' and brand equity is "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… " This is an important point: brands are not necessarily positive! - David Aaker http://www.buildingbrands.com/definitions/02_brand_definition.shtml
[object Object]
[object Object],[object Object]

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Building Brand

  • 2. What is a Brand? Lawyer Owner Consumer
  • 3.
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  • 9. Extended Identity Extended Identity Organisation Person Product Symbol
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  • 18. Building Brand Value DIFFERENTIATION ESTEEM RELEVANCE FAMILIARITY VITALITY STATURE VALUE
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  • 26. Identity Prism PICTURE OF SENDER PICTURE OF RECIPIENT EXTERNALISATION INTERNALISATION Physique Personality Reflection Self-image
  • 27.
  • 28. LACOSTE Identity Prism Physique Personality Reflection Self-image LACOSTE Relationship Culture Quality Shirt Tennis Golf Sportswear Crocodile Discreet without Fancy Individualism Aristocratic ideals Classicism Social Conformity And distinction Neither hyper feminine Nor hyper masculine Transgeneration Belonging to a club
  • 29. Hair & Care Exercise
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  • 39. The brand is a 'mental box' and brand equity is "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… " This is an important point: brands are not necessarily positive! - David Aaker http://www.buildingbrands.com/definitions/02_brand_definition.shtml
  • 40.
  • 41.