This document provides an overview of branding and defines key branding concepts. It begins by defining what a brand is according to the American Marketing Association. It then lists and briefly describes common brand elements like brand values, identity, and ambition. The document includes a case study comparing the brand identities of H&M and Zara. It also discusses using a "Brand Identity Prism" tool to analyze a brand. Additionally, it touches on defining and clearly articulating a brand's values. The document concludes by referencing Simon Sinek's "Golden Circle" concept for effectively communicating a brand's purpose.

1. BOOST. YOUR .BRANDKris Granger

2. WHAT IS
FASHIONTT
• State enterprise
• Mandated to stimulate and facilitate
business development
• and export activities
• of the Fashion industry in Trinidad and
Tobago
• To generate national wealth

3. WHAT’S
INSIDE?Contents:
1. Practical definition of a Brand
2. Practical tools for branding success
1. Change perspectives
2. Understand you Brand Identity
3. Clearly articulate your Brand Values
4. Video: The Golden Circle

4. WHAT IS
A BRAND?
An open discussion.
Brandr - To Burn (Norse)

5. WHAT’S A BRAND
According to the American Marketing
Association (AMA), a brand is a “name, term,
sign, symbol, or design, or a combination of them,
intended to identify the goods and services of one seller… to
differentiate them from the competition”
“…however, many practicing managers refer to a
brand as more than that - as something that has actually
created a certain amount of awareness, reputation,
prominence and so on in the marketplace.”
”Kevin Lane Keller (2008)

6. BRAND ELEMENTS
Brand Values
Brand Ambition
Vision
Knowledge
Style and Language

7. DEFINING
BRAND
IDENTITY
Brand Audit: H&M vs Zara (2013)
http://brandaditofexchanges.blogspot.com/2013/11/zaras-brand-identity-prism.html
Case: Brand Identity Prism for Zara
CASE STUDY
(2013)

8. BRAND
VALUES
What does the brand stand for +what does it stand against?
An Open Discussion

9. Video

10. 3. Here Last:
What?
2. Then Here:
How?
1. Start Here:
Why?
•Finally tell them what
you do
•Then say how you get
it done
•Start with why you do it
GOLDEN
CIRCLE
#SIMONSINEK

11. End
Kristofer F Granger, MM Dist. BSc. 1st Class (Hons),