The document provides guidance on creating a brand, including defining what a brand is, differentiating a brand, understanding customer needs, developing brand elements, positioning a brand, building brand awareness, and creating a digital strategy for a brand. Some of the key points include:
- A brand identifies a product/service and creates a unique personality to deliver certain results and build trust with customers over time.
- It is important to understand customer problems, triggers for needs/wants, and where the brand fits within Maslow's hierarchy.
- Core brand elements include the name, logo, tagline, colors, personality, tone, story, and associations.
- Developing a brand strategy requires researching target
this slideshow deals quickly with 3 ideas (1) knowing your brand's reflection is an important piece of brand identity (2) your consumer touch points often signal that reflection and (3) marketers often mistake the target for the consumer's desired reflection
source: kapferer
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand personaity
Faculty Name: Vishal Desai
In this lecture, student will study about brand personality which the consumer can relate and an effective brand will increase its brand equity by having a consistent set of traits
The first step to creating or sustaining a strong brand is to define its purpose - why do you exist? This presentation is based on lectures given at University of Notre Dame's Mendoza College of Business and UC Berkeley's Haas School of Business.
PowerPoint presentation from a lecture on branding and identity development. Has good overview information on the branding process, brand equity, the art of positioning and brand identity architecture.
Branding is very important in today's world. Whether it is for businesses or individuals, it is essential to invest in brand building in order to be distinct.
In this presentation I describe the Brand Personality Framework which was developed by Jennifer Aaker in 1997 and use it to look at the Brand Personality of some of the iconic Indian Brands.
Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
this slideshow deals quickly with 3 ideas (1) knowing your brand's reflection is an important piece of brand identity (2) your consumer touch points often signal that reflection and (3) marketers often mistake the target for the consumer's desired reflection
source: kapferer
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand personaity
Faculty Name: Vishal Desai
In this lecture, student will study about brand personality which the consumer can relate and an effective brand will increase its brand equity by having a consistent set of traits
The first step to creating or sustaining a strong brand is to define its purpose - why do you exist? This presentation is based on lectures given at University of Notre Dame's Mendoza College of Business and UC Berkeley's Haas School of Business.
PowerPoint presentation from a lecture on branding and identity development. Has good overview information on the branding process, brand equity, the art of positioning and brand identity architecture.
Branding is very important in today's world. Whether it is for businesses or individuals, it is essential to invest in brand building in order to be distinct.
In this presentation I describe the Brand Personality Framework which was developed by Jennifer Aaker in 1997 and use it to look at the Brand Personality of some of the iconic Indian Brands.
Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
Description of The Walt Disney Company and the various marketing concepts involved in its business plan. The key strengths & risks the company deals with.
Gamification- Strategies, Techniques and Mechanics for Retail BrokeragesTavant Technologies Inc.
This presentation explores the relevance of Gamification (techniques, mechanics and strategies) to the offerings from retail securities trading brokerage firms (e.g. Stocks, Options and Forex Trading) to their internet savvy customers. The main revenue sources of Retail Brokerage firms are commissions & fees from customer submitted orders and the interest accrued from cash assets held by customers in their brokerage accounts. In both cases, there is a reasonable expectation that a customer is consistently engaging the brokerage’s offerings as well as funding the account and growing his or her positions.
Therefore, in order for Retail Brokerages to increase their revenue stream they not only need to increase the number of new customer accounts in their firm’s portfolio but keep their existing customers happy as well as actively and consistently engaged on their trading platform. We attempt to compare the relative advantage of a platform that integrates Gamification with ones that do not in terms of customer stickiness and loyalty.
Gamification in essence attempts to do just that. By addressing specific fundamental human needs and desires such as “Status”, “Achievement”, “Reward”, “Competition” and “Self-expression”, these elements are traditionally incorporated in Games making such games highly addictive and immensely engaging and fun (consider that the total number of hours consumed by Angry Birds players world-wide is roughly 200 million minutes a DAY).
Hogan Digital Marketing Plan for Asia PacificJhang Yuting
Hogan Digital Marketing Plan
- Customized strategies through digital communication planning with global extension.
- The strategies tailored with different merchandising in Asia Pacific market
- Enlarging the brand awareness and visibility.
- Targeting young generation with a creative approach.
Children and women, college bound and overall as a gender are the most vulnerable members of our societies to sexual abuse. Here are some important guidelines that we should inculcate in our children to help protect them.
Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.
The original paper is written by Saima Aman and Stan Szpakowicz. I presented it to my batch. Sentiment Analysis has typically focused on recognizing positive and negative words.The authors goal was to investigate the expression of emotion in the language through a corpus annotation study.They achieve 73.89% accuracy according to the preliminary results of their emotion classification experiments.1
Market coverage strategy is determined by the external and internal factors. Accordingly, the market coverage strategy includes: concentrated marketing strategy, undifferentiated marketing strategy, and differentiated marketing strategy. It is for the company to decide whether the whole market has to be covered with a single marketing mix or does different markets need a separate marketing mix.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc
This was a presentation provided to the Canadian Security Association (CANASA) association members 2019. It focused on the importance of branding and how your story porvides strategic differentiation and ultimately determines your personal and organizational success.
Six questions every marketer must answer tool by mythologyMythology LLC
It’s easy to get lost in the day-to-day busy-work of marketing and forget the big picture goals and objectives required to be successful. Every marketer must make sure to answer these critical six questions for customers.
Social media branding for organizationsTodd Nilson
Building an effective social media presence does not start with creating a blog or Twitter profile. Businesses that are serious about and committed to a social media approach that serves the business need to create a roadmap that begins with an understanding of audience, goals, what will be said, and what will be measured... a Social Solution Suite.
Advokate's Branding Presentation, to be presented during LocalFest: Stuff Made Here, on Saturday, September 6, 2014, at 3:15 p.m. in Suite 204 at The Shirt Factory in Glens Falls, New York
Presented for the Rocklin Chamber of Commerce as part of their Business Excellence Series. This presentation focused on:
- What branding is
- Steps in Creating Your Brand
- Brand Marketing Strategies
- Online Brand Management
- Offline Brand Management
Industrial Branding: The Lost Art in the Industrial MarketplacePlantEngineering
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Industrial Branding: The Lost Art in the Industrial MarketplaceControlEng
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Thanks for letting me share some ideas on with you about “Creating Holistic Brand Experiences” at the 2011 DDI Forum. I hope you found the workshop both inspiring and insightful.
The following is a slightly condensed version of the presentation, along with the polling results from the session. Please feel free to drop Watt International a note if you want to discuss the presentation further.
And good luck in your quest to develop Holistic Brand Experiences. Let us know if we can help in any way – if you enjoyed the workshop, just imagine what it would be like to work with us!
This is the presentation on Branding that Advokate gave at the Albany Chamber of Commerce for the Small Business Development Center of the University At Albany.
How does today's small business owner build a company of distinction that insures that company will flourish. Only way is to built it right and this presentation will show you how. Creating "Wow!" moments is the start. using the Internet effectively is a plus as well.
Women in Innovation: Building Success - BrandingKTN
Branding is more than just a name, design or slogan, it is a way to distinguish yourself from your competitors and make a memorable impression on consumers.
Done correctly your brand can not only add real value to your company, but can outlive your products.
In this webinar we will explore:
- Why you should be thinking about building a strong brand from the get go aspects of branding
- How to build your brand and reputation
Find out more about the Diversity and Inclusion Interest Group at https://ktn-uk.co.uk/interests/diversity
This was my keynote presentation at The Inbounder in Valencia, Spain. I cover why we should invest in brand and present a plethora of frameworks and models to help us do this efficiently within our organizations. You'll learn how to build brand, how to measure brand marketing, and how to position it as a revenue driver at your company.
This is a presentation about the history and geography of Oceania, as well as the history and presence of Muslims in the region plus travel tips. It covers the 4 regions, Polynesia, Melanesia, Micronesia, and Australia. It includes fun facts, as well as a timeline of Muslim presence in each place. It covers the present population as well as predictions of the future Muslim population in the region.
This is an overview of Silicon Valley, what makes it successful, and a historical and cultural perspective about the presence of Muslims in the hi-tech sector.
A resource for the Muslim Community to address both crisis and everyday PR.
Other resources:
http://www.cair.com/
https://www.youtube.com/watch?v=GwEo6g7L9WU&feature=youtu.be
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
2. What is a brand?
“A brand is a
symbol that
identifies a
product,
service or
organization.”
Javed Mohammed
3. Digging a little deeper
“A brand is a promise, that defines your organization, by
creating a unique personality that sets an expectation with
your customer that your product or service will deliver certain
results, in performance or experience through all touch
points (including what customers see, hear, touch, taste or
smell about your business.) by providing a feel and tone
across all communications that over time build a trust and
relationship to your organization or product/service.”
5. What Problem are you solving?
• Bad Customer Service
• New needs or wants
• Dissatisfaction
• A better way of doing
things
6. What is the trigger for need or want?
• Lifestyle change
• Financial change
• Life stage change
7. Maslow’s Hierarchy of Needs
Self-actualization needs
(self-development, creativity, morality,
spontaneity)
Physiological
(hunger, thirst, sexual desire)
Safety
(security, protection, employment, property)
Social
(sense of belonging, love, family, sexual intimacy)
Esteem
(self-esteem, respect, recognition, status)
Differentiators
Satisfiers
Basic
Expectations
Satisfaction
8. Appealing to Outer & Inner
UNIVERSAL
CULTURAL
PERSONAL
Man vs Man, Man vs
Self, Overcoming
adversity, Love
conquers all, Life &
death cycle, Sacrifce
& reward
High Context vs Low
Context, Tradition
Good vs bad
Selfless vs Selfish
Beautiful vs Ugly
Important vs
Insignficant
12. Brand Value or Equity
• “Brand Value or Equity is the value added
whether perceived and or real in the
customers mind for the product or service.”
STEAK: Price, Function, Support
SIZZLE: Image, Style,
BRAND EQUITY=SIZZLE+STEAK
13. Brand Equity:
“The additional value obtained by branding”
Brand
Awareness
Brand
Loyalty
Brand
Quality
Brand
PromiseBrand
Association
Brand
Image
Brand
Personality Brand
Equity
Brand
Preference
14. Why Brand?
• Brands offer your product, service,
organization or the individual an identity.
• Brands attract customers
• Brands offer barriers to entry
• Brands allow you to form lasting
relationships
• Brands signify quality and build confidence
• Brands reflect values & build trust
• Brands can allow you to ask for a price-
premium over commodity products
• Brands can offer legal protection (trademark)
• Brands build loyalty
• Brands create memorable experiences
16. Digital Roadmap
Digital Review
SWOT,
Customer Insights
Competitive Analysis
Digital Strategy
Mission, Values
Aspirations
Goals
Digital Plan
Map Customer Touchpoints
to their needs
(Experience, Digital Mapping)
Where am I?
Where do I want to
be?
How do I get there?
17. A Brand Strategy must align with your
organizations Values and Vision
19. Right Brain-Left Brain
People decide
with Emotions
Brands
appeal to
Emotions
Emotions Logic
People validate
decision with Logic
20. The Unattainable Triangle
You can have only 2 of 3 sides
Starbucks
Hi Quality
Hi Speed
(but not low price)
US Postal Service
Low Price
Hi Quality
(but not high speed)
QualitySpeed
Price (Low)
McDonalds
Low Price
Hi Speed
(but not high quality)
27. How to build a brand!
Image: http://www.marketingdonut.co.uk/
28. Understand the Buyers Journey
Awareness Consideration Decision
Problem
Copyright K2 Vista LLC 2015 28
Need Recognition Information Search Alternative Evaluation Purchase
30. How to build a brand
RESEARCH
Target Market
Audience Profile (Personas)
Personality & Culture
Organizational Profile
Perception/Cognition
Beliefs
Segmentation
Competitive Analysis
SWOT
POSITIONING
USP/Differentiation
Messages
Values
Brand Positioning
BRAND IMAGE
Narrative
Visual Elements
Internal & External
Campaigns
Reputation
Emotion
Perception
Impression
Belief
31. 1
Research & Positioning
Target
Audience
Need
Brand Promise
To fill need
Brand
Personality
How you fill need
Brand Voice
Your tone of how
you interact with
your audience
Brand Identity
Your look
Brand Positioning
Where you fit in market
Wrt competition
Brand Experience
Your Customers
Perceptions about
you
34. Brand Positioning Strategy
1. Own an attribute
2. Target a specific group
3. Be First
4. Be Leader
5. Be the Maverick or Reverse positioning
6. Have a magic ingredient
7. Have a special process
8. Connect with a celebrity
9. Be a Cheapner
10. Align with a cause
11. Special Heritage
12. Create Scarcity
13. Go Green & Sustainable
(courtesy of Breakthrough Branding by Catherine Kaputa)
36. Branding = 3 C’s + 4P’s
• Learn & Understand the 3 C’s to understand
your Target Market
– Customers, Competitors, Corporation (you)
• Your Marketing Plan is the sum total of your 4
P’s
= Product + Price + Place + Promotion
• A great brand = 3C’s+ 4P’s+ Execution + Timing
+ Luck
37. Designing the Brand Mantra
Emotional
Modifier
Descriptive
Modifier Brand Functions
Nike Authentic Athletic Performance
Disney Fun Family Entertainment
Emirates Luxury Adventure Travel
Victoria’s
Secret Sexy Lifestyle Intimate wear
38. 3 Important Laws of Branding
(adapted from Al Ries The 22 Immutable Laws of Branding)
• The Law of Contraction: A brand becomes
stronger when you narrow its focus.
• The Law of Publicity: The birth of a brand is
achieved with publicity, not advertising.
• The Law of Advertising: Once born, a brand
needs advertising to stay healthy.
39. Building Brands Myth vs Reality
• Myth: Pour enough money and PR/Advertising
and you can build a brand over night
• Reality: Building brands is about reputation. It takes
time to build trust. A brand is not what “you” speak
about you, it is what your customers say or how they
collectively perceive you. There are no short cuts.
Building a brand including engaging them and building
community takes time, patience, consistency (internally
& externally), repetition, reinventing yourself every so
often and yes money helps.
40. Some Do’s & Don’ts
• Do Market Research
• Develop your Brand Strategy & Plan
• Do get team and management buy-in
• Address conflicting brand goals vs values,
budget vs time/resources.
• Execute and communicate
• Be consistent
• Measure, adjust and repeat
• Don’t Stress & have fun
41. Before your customer will buy:
You must, give them an unforgettable experience, have a dialog,
build trust, a relationship, and something they want to shout to
the world
42. Need Help with your Brand, Digital or
Content Marketing Project?
Contact me
Javed Mohammed
javed_mohammed@hotmail.com
javedinc.wordpress.com
1 (408) 728-8920
Copyright K2 Vista LLC 2015 42
43.
44. Resources
• Adobe Color Wheel : color.adobe.com
• Creative Commons resources for Photos (Flickr)
and Video (Vimeo)
• Pinterest: create a secret Mood Board
• Wordpress: Blog/Website
• Dropbox: Cloud storage
• Mailchimp: Email marketing
• Shopify: Slogan generator
www.shopify.com/tools/slogan-maker
45. 10 Questions You Need To Ask When
Building a Brand.
1. Who and what defines our brand’s target customers?
2. What is our brand’s story?
3. Am I offering a pain-killer or a vitamin?
4. What makes my team amazing?
5. In one line, describe what you do?
6. If I were stranded on a desert island, what 5 things would I want
to have?
7. What values do I stand for?
8. What benefits do my customers get from our brand?
9. What emotions would I like my customers to take away from our
brand?
10. Who is my enemy (competition) and why am I better than them?
46. Make your Brand Elements
• Simple
• Enduring
• Memorable
• Versatile
• Appropriate
47. Your Tone of Voice
• Formal or Informal
• Optimistic or Realistic
• Humorous or Business-Like
• Excited or Balanced
• Authoritative or Curious
48. What relationship do you want with
your audience?
• Mentor, Coach, Sponsor
• Friend, Peer, Well-wisher, Ally
• Leader, Advisor, Commander, Know-it-all