Chicken or egg, brand or product? What should come first
•
2 likes•1,031 views
The document discusses the relationship between brands and products, arguing that while a strong product should come first, the brand is ultimately what drives the creation of products and services. It notes that every new product or service strengthens the brand equity and allows for greater brand ambitions. An effective brand is defined not as the name of a product but as the vision that drives the creation of products and services under that name.
![Chicken or egg, brand or product? What (should) come first? few thoughts on brand identity and brand management with the emphasis on brand-product relationship Zenel Batagelj, [email_address] Logotip Ljubljana, 26.3.2011](https://image.slidesharecdn.com/batagelj2011-chickenoreggbrandorproduct-tedxcbs-110328143404-phpapp02/85/chicken-or-egg-brand-or-product-what-should-come-first-tedxcbs-2011-presentation-1-320.jpg)
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (19)
Similar to Chicken or egg, brand or product? What should come first
Similar to Chicken or egg, brand or product? What should come first (20)
Recently uploaded
Recently uploaded (20)
Chicken or egg, brand or product? What should come first
- 1. Chicken or egg, brand or product? What (should) come first? few thoughts on brand identity and brand management with the emphasis on brand-product relationship Zenel Batagelj, [email_address] Logotip Ljubljana, 26.3.2011
- 6. 1 ST YOU NEED AN EDGY PRODUCT OR SERVICE
- 7. A STORY = BRAND IS NEEDED FOR EASIER PENETRATION 1 ST YOU NEED AN EDGY PRODUCT OR SERVICE
- 8. A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors. (AMA) B R A N D
- 9. EACH SCREW = NEW PRODUCT NEW AD...
- 10. WITH EVERY SCREW BRAND EQUITY GROWS
- 11. Brand is an associative network - totality of associations , meanings, emotions, attitudes, and behavioral tendencies that a brand name (and its physis) evokes in an individual. (Franzen) B R A N D
- 12. GREATER BRAND EQUITY GREATER AMBITIONS
- 13. A brand is not the name of a product. It is the vision that drives the creation of products and services under that name. (Kapferer) A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors. (AMA) B R A N D
- 14. A brand is not the name of a product. It is the vision that drives the creation of products and services under that name. (Kapferer) A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors. (AMA) An associative network - totality of associations , meanings, emotions, attitudes, and behavioral tendencies that a brand name (and its physis) evokes in an individual. (Franzen)
- 16. = COMPUTERS
- 17. = ...THAT WORK = COMPUTERS
- 18. = ...THAT WORK = ...LOOK NICE = COMPUTERS
- 19. = ...THAT WORK = ...LOOK NICE MORE THAN COMP. = = COMPUTERS
- 20. January 9, 2007 = THE VISION
- 21. COMPUTERS THAT WORK LOOK NICE MORE APPLE
- 22. SHARE OF?
- 28. blue tree modern sincere convincing “ because I’m worth it” wise choice care about themselves they want more nature health tradition trust mutual respect PERSONALITY REFECTION PHYSIQUE SELF-IMAGE RELATIONSHIP CULTURE PICTURE OF SENDER PICTURE O RECIPIENT EXTERNALIZATION INTERNALIZATION * in cooperation with nature *
- 29. blue tree modern sincere convincing “ because I’m worth it” wise choice care about themselves they want more nature health tradition trust mutual respect PERSONALITY REFECTION PHYSIQUE SELF-IMAGE RELATIONSHIP CULTURE PICTURE OF SENDER PICTURE O RECIPIENT EXTERNALIZATION INTERNALIZATION * in cooperation with nature *
- 31. IT SHOULD BE FIRST, BUT IN REALITY IT IS THE FIRST. SOONER OR LATER THE BECOMES THE ONE THAT IS IMPORTANT. BUT EVEN THEN AS IN THE NATURE IT TURNS OUT THAT IS CRUCIAL.
- 32. zenel.batagelj @valicon.net VALICON Ljubljana Kopitarjeva 2 1000 Ljubljana T: +386 1 420 49 00 F: +386 1 420 49 60 [email_address] . net VALICON Zagreb Kninski trg 16 10000 Zagreb T: +385 1 640 99 55 F: +385 1 640 99 56 [email_address] . net VALICON Sarajev o Ćobanija 6 71000 Sarajevo T: +387 33 258 655 F: +387 33 258 656 [email_address] . net VALICON Beograd Kneza Miloša 25 11000 Beograd T: +38 1 11 3625 186 F: +38 1 11 3613 266 [email_address] . net
Editor's Notes
- First, there is a cool idea about the product or service. Brands serve more as “differentiation-enhanchers” linked to the product. The need for “brand as a vision” usually comes too late with the need for extensions, when brand-associations are allready built. Changes in “brand identities” and rebranding / repositioning Exploit brand equity “no-matter-what”
- Dodaj interpetacijo s krizo. Calipso.
- Saj razumemo... AMPAK... Sense mora ostat.
- First, there is a cool idea about the product or service. Brands serve more as “differentiation-enhanchers” linked to the product. The need for “brand as a vision” usually comes too late with the need for extensions, when brand-associations are allready built. Changes in “brand identities” and rebranding / repositioning Exploit brand equity “no-matter-what”
- First, there is a cool idea about the product or service. Brands serve more as “differentiation-enhanchers” linked to the product. The need for “brand as a vision” usually comes too late with the need for extensions, when brand-associations are allready built. Changes in “brand identities” and rebranding / repositioning Exploit brand equity “no-matter-what”
- First, there is a cool idea about the product or service. Brands serve more as “differentiation-enhanchers” linked to the product. The need for “brand as a vision” usually comes too late with the need for extensions, when brand-associations are allready built. Changes in “brand identities” and rebranding / repositioning Exploit brand equity “no-matter-what”
- Skrajšaj ali naredi formulo. Dodaj sebe več. Avto je šel nazaj na produkt.