This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
Several hurdles come in the way of launching a new startup. Hold hands and make sure that your branding is appropriate for the market. After all, branding is what distinguishes your product from the competitor's product.
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
Several hurdles come in the way of launching a new startup. Hold hands and make sure that your branding is appropriate for the market. After all, branding is what distinguishes your product from the competitor's product.
Brand Image is what the customers think/perceive (or form an impression) about a particular brand in their mind. Brand Image can be defined as how existing or potential customers view the brand and associate with it. Every company wants to position its brand in a certain way which it deems is the best way for it to be seen by the customers, that is known as Brand Identity. Brand image is something that eventually forms in the mind of the customer. Brand image may be same as brand identity or may be totally opposite. The ideal scenario is that the brand image should be positive and what the company or the manufacturer wants it to be.
Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. This presentation will walk you through the major steps required to craft a professional brand identity. Read more here: http://crtv.mk/gxQZ
Marketing jargon buster which includes definitions for the following:
• Strategy vs. Tactics
• Insight vs. Observation
• Product Proposition vs. Campaign Platform vs. Creative idea
• Brands & Branding
• Brand Identity vs. Look & Feel vs. Creative Vehicle
• Segmentation vs. Targeting
• Types of Segmentation vs. Types of Targeting
• Digital & Media terminology
Presentation given by Jake Van Ness of Graphic Precision at the PetSittingOlogy Conference 2013 in Las Vegas. His presentation covered principles such as color, typography and logo types. He also included two recent case studies to see how the logo design was used across different types of marketing materials to keep a consistent brand.
Taglines can be a challenge to create because they can serve many roles. Here is an interactive workshop that guides people through the tagline creation process by looking at their products, customers, benefits, and values. It is anchored by a "cheat sheet" that participants use during the workshop to capture potential tagline ideas.
Brand Image is what the customers think/perceive (or form an impression) about a particular brand in their mind. Brand Image can be defined as how existing or potential customers view the brand and associate with it. Every company wants to position its brand in a certain way which it deems is the best way for it to be seen by the customers, that is known as Brand Identity. Brand image is something that eventually forms in the mind of the customer. Brand image may be same as brand identity or may be totally opposite. The ideal scenario is that the brand image should be positive and what the company or the manufacturer wants it to be.
Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. This presentation will walk you through the major steps required to craft a professional brand identity. Read more here: http://crtv.mk/gxQZ
Marketing jargon buster which includes definitions for the following:
• Strategy vs. Tactics
• Insight vs. Observation
• Product Proposition vs. Campaign Platform vs. Creative idea
• Brands & Branding
• Brand Identity vs. Look & Feel vs. Creative Vehicle
• Segmentation vs. Targeting
• Types of Segmentation vs. Types of Targeting
• Digital & Media terminology
Presentation given by Jake Van Ness of Graphic Precision at the PetSittingOlogy Conference 2013 in Las Vegas. His presentation covered principles such as color, typography and logo types. He also included two recent case studies to see how the logo design was used across different types of marketing materials to keep a consistent brand.
Taglines can be a challenge to create because they can serve many roles. Here is an interactive workshop that guides people through the tagline creation process by looking at their products, customers, benefits, and values. It is anchored by a "cheat sheet" that participants use during the workshop to capture potential tagline ideas.
Branding: Myth or Game Changer. You Decidetpcslide
Work through a variety of questions and “what ifs” and examine considerations about branding and its role for not for profits. Highlighted topics include brand essence, brand promise, mission, and community perception of not- for-profits. Evaluate the relevance and viability of branding as it relates to marketing today for NPS and to the COAE as an um- brella alliance.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
W3 Reading MarketingPositioning and ProductsThis week we will .docxcelenarouzie
W3 Reading Marketing
Positioning and Products
This week we will discuss positioning and branding. When we talk about positioning, we are referring to how the customer thinks about the product.
· The customer wants to know the key feature that the product has separates it from all the rest.
· In other words, positioning shows the brand's meaning in the consumers mind and compares it to the meaning the consumer applies to the competitor's brands.
The positionstatement is an assertion that represents how the product should be perceived in the minds of the consumer.
· Compare it to the thesis statement of an essay; the thesis statement is a short sentence usually 25 to 35 words or less that sums up the entire essay.
· The positioning statement should in fact stay around 40 words and include who you are, what you do, and the value you bring to the consumer. A positioning statement for a day care might be:
. We are a preschool providing high quality care and instruction for toddlers aged two to five in the Central Pennsylvania area. Our teachers are pre-K certified and create an individualized curriculum for each child to develop academic and social skills.
In the article "Positioning Your Product," Aaker and Shansby suggest six approaches to positioning: by attribute, price-quality, use or applications, product-user, the product-class, and the competitor (2001, p.57).
· Attribute is probably the most often-used approach; it shows the consumer the feature of the product or service that provides a benefit to the consumer.
· In the example above, the value (or benefit) the business brings to the consumer is the individualized curriculum for each child.
To create the position for company, is important to understand your target market as discussed in week two.
· What is your target market looking for?
· Is it something new, something cheaper, something more efficient?
There are times when product needs to be repositioned so that the view your target market has of the product is changed.
There are several reasons why a product might need to be repositioned.
· These include changes in the marketplace, changes the product, changes in the target market, changes in competition, changes in the location in the product life cycle, and simply time for a change.
· For example, Kentucky Fried Chicken had to respond to the changes in consumers' healthier eating habits.
. To do this they stop using the name Kentucky Fried Chicken and now go by KFC.
. They now offer healthier options to their fried chicken and mashed potatoes and this is apparent in their marketing and advertising.
· Cadillac is another brand that needed to be repositioned.
. Cadillac cars used to be associated with retirement and grandparents.
. Cadillac started a new positioning towards the younger crowd by streamlining their cars and adding the Escalade SUV.
Repositioning is looking to embed a new message in the mind of the customer using one of the six approaches: by attribute, price-qualit.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Brand management is the process of managing your brand reputation and improving your audience’s perception of your brand in a way that builds brand awareness, equity, and loyalty
It includes managing the tangible and intangible characteristics of brand
In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience
The intangibles include emotional connections with the product / service
2. Why the Name Catchy Arbitrary High potential Multi-Market Appeal Is Trademarkable Protectable by USPTO.gov
3. Back Story Cont. Diane’s Idea for a Brand “NeoGlow” Which means “new glow” Vehicle for Creators to Break In People’s initial reaction positive
4. From: Pursuing Strong Brand NeoGlow is a Fanciful Trademark “Fanciful marks are invented or coined words. Some of the most powerful brands are coined terms, for example: KODAK for film, XEROX for photocopiers and VIAGRA for pharmaceuticals.” (Pg 2) NeoGlow for Entertainment
9. Reflects small companyReflects two goals: Entertainment/Education Love Circular Bumper Sticker Design Love logos communication of purpose below logos
16. Changes to be made to NeoGlow logo Things learned from studying logos… Add mantra to logo Develop two second label NewGlow Edutainment
17. Ideal Management Guidelines Based on Ries (2009, March 6)… Opportunity is Perception Opportunity is "different" products Opportunity lies in "credentials"
18. Idea Corporate Environment A literal playground where kids and adults interact, learn, and develop Family Oriented Appropriate Behavior will be reinforced Separate offices to reflect Various places to conduct research and development
20. Ideal Corporate Training Based onWimba Brand Session… Optional Movie Night Peer Observations Mandatory Counseling Services Mandatory Hug day Mandatory Weekly Research and Blogging Individual Fiancé Counseling Various Game Tournaments One on One Work Environment Feedback One on One Staff Development Meetings Outside Interest Development meetings Departmental Staff Development Meetings Optional Promotion Competitions Monthly Bring Your Kids to Work Day Group Vacation Planning
21. Mantra as Mission Statement “Feel, Develop, Grow” Feel_ Create a positive emotional response Develop_ Make projects and products for people Grow_ Help people achieve more through learning Incorporates direction, focus, policy, meaning, challenge, and passion Follows Kawasaki Art of Starts Advice
22. Communicate Mantra Within the Group Community Outreach Through Projects and Products Through word of mouth
23. Competitors Mission Statement Scholastic (Local Market Competitor) Cablevision (Role-Model Competitor) How ours it different or unique compared to these competitors? Let look as these companies mission statements…
25. “Feel, Develop, Grow” Mantra as Tagline Imperative begs people to feel positive feelings to brand. Focus on a consumer feeling not on a consumer product category
26.
27. References Kawasaki, G (2007, Nov 16) Creating Mantra not Mission from the (2004) Art of Start retrieved from http://www.youtube.com/watch?v=jT7xlFTinIw Hoosear, J. and Evans J. (2008) Pursuing Strong Brand from Brands in the Boardroom Key branding issues for senior executives’ A supplement to Intellectual Asset Management magazinewww.iam-magazine.com Ries, Luara (2009, March 6) How Left-Brain Management got us into this Recession Retrieved from http://ries.typepad.com/ries_blog/2009/03/how-leftbrain-management-got-us-into-this-recession.html