The BRAND concept
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This document discusses clarifying and implementing the brand concept for AIESEC. It defines organizational and product brands, and describes the LC leader and function leader as brand managers. The brand framework was developed by Harvard and Rockefeller to focus on integrity, democracy, ethics and affinity. Implementation involves product teams, team marketing, customers in the front and back office. Brand awareness levels include recognition, recall, top-of-mind, and brand name dominance.
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Keywords in brand management
Keywords in brand management: brand image, elements, co-branding, audit, architecture, culture, equity, extensions, identity, loyalty, personality, strategy, positioning, and portfolio.
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Drafting a corporate vision can serve many purposes. Capture imagination and create a real momentum in your organization.
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Employer Branding1
The document provides guidance on creating an effective employer brand to attract top talent. It discusses that an employer brand is more than just a tagline and involves the culture, mission, values and expectations that potential candidates associate with a company. The key elements that make up an employer brand are outlined. Steps are then presented for defining the brand which include researching current perceptions, validating any brand messaging with stakeholders, and gaining organizational alignment. Methods for implementing the brand through various internal and external channels are reviewed. Metrics for evaluating the success of the employer brand are also discussed.
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-Assisting the agency in building a comprehensive online presence that will allow them to keep up with their competitors, attract new clients, and new employee talent.
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Presented on April 26, 2013.
Branding and Product Design Portfolio - Pineapple Consulting
Some of the Recent works Done by Pineapple Consulting, India. Dealing into Communication, Interaction, Product & Packaging, and Visual Merchandising.
please contact info@pineappleconsulting.biz for more information.
Pineapple works
Pineapple Consulting is a brand consultancy that addresses all branding requirements from brand identity to ongoing management. They bring a strategic and design-focused perspective to create compelling brands. The company consists of principals Tina Jain Mehta in branding and strategy and Ameet Mehta in design, along with other creative professionals. Pineapple Consulting offers customized solutions for brand identity, environment, communication, and offerings.
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Know the difference between brand, product, branding and brand management. Get the definitions right!
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what is a brand
1. The document discusses the history and concepts of branding from cattle branding in ancient times to the rise of global brands in the 17th century and proliferation of brands in the 20th century with the industrial revolution and modern media and transportation.
2. It examines the concepts of brand equity, value, awareness, loyalty, associations and identity. Strong brands are built through commitment to quality, awareness promotions, fostering loyalty through all times, and strong clear identities.
3. The document warns of four traps in developing brand identity - focusing only on brand image, using brand positioning instead of as part of identity, only having an external perspective, and fixating only on product attributes instead of the full brand. An effective identity
brand equity
This document discusses how to choose brand elements and design marketing programs to build brand equity. It begins by outlining the learning outcomes, which are how a brand's identity is created, choosing brand elements, optimizing the marketing mix to build equity, and understanding the effects of marketing mix actions on brand knowledge.
It then discusses criteria for choosing brand elements like logos and slogans, ensuring they are memorable, meaningful, likable, transferable, adaptable and protectable. Options for brand elements include names, URLs, logos, characters, slogans and jingles. The document also covers packaging and its role in branding.
Finally, it discusses designing marketing programs through a new perspective considering digitalization,
Franklin_Chantavia_BEM_PB1_2023-June.pptx
The document outlines Chantavia Franklin's personal brand exploration project. It shows that she has experience performing music from a young age and enjoys helping artists develop their skills. Her goals are to work with local artists in the short term, own an artist management company in the mid term, and have a record company in the long term. The document provides details on her skills, credentials, potential competitors, and plans for artist development, networking, and professional development.
human and physical Branding resources.pptx
branding
An organization that embraces values like integrity and teamwork is really no different from any other.
If you want to produce the kinds of specific outcomes that will allow your company to differentiate from others, you need to define a unique culture that cultivates the necessary kinds of employee attitudes and behaviors.
Companies that do this well also identify a desired brand identity and align their company culture to that identity.
Building this unique culture goes beyond internal aspirations. Companies that do this well also identify a desired brand identity, ‘how you want your organization to be perceived and experienced by customers and other external stakeholders.’
If your company culture is aligned and integrated with that identity, your employees are more likely to make decisions and take actions that deliver on your brand promise.
Brand types differ from brand archetypes, which classify brands according to classic storytelling character types such as the Hero, the Joker, and the Sage.
While brand archetypes can be helpful in creating a narrative and tone of voice to use in advertising campaigns and other communications, the brand types referred to here are strategic ways that brands compete and are positioned relative to each other.
For example, Patagonia falls into the “conscious brand” type because it is characterized by its sustainability mission, while Apple is an “innovative brand” type given its pursuit of new products.
Some of these brand types overlap, and some characteristics are—or should be—embraced by all brands. All brands should offer good service, for example.
But a brand that falls into the service brand type prioritizes delivering high-quality customer care and service above anything else — and its strategies, operations, and ultimately customer value propositions are all centered around differentiating through great service.
Each of the nine brands types is distinguished by two main characteristics. The first one is its point of reference — that is, the standard that your brand is positioned relative to or how you want customers to understand your brand.
A disruptive brand like Richard Branson’s Virgin is all about challenging the leader in every category, so Virgin brand’s point of reference is the category leader. The second characteristic that distinguishes a brand type is its tone and manner, which is how the brand usually behaves or expresses itself. For example, Walmart and Subway fall into the value brand type and they tend to act in down-to-earth, practical, and straightforward ways.
Once you know the type of brand you have or want to build, the next step to aligning external brand and internal culture is to identify the kind of culture required to deliver on it.
Different types of brands are achieved through different types of cultures. If you want to position your brand as disruptive, for example, then you must cultivate a culture of risk-taking so that your people are inclined to
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This is a workshop that I researched and developed for Municipal Employment Workers. The concept behind behind "Branding The Under Employed" is to help employment counsellors assist clients them to help discover and build a brand for employment. This is the the introduction of a three part workshop.
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The BRAND concept
- 1. T H E BRAND C O N C E P T C L A R I F I C A T I O N & I M P L E M E N T A T I O N
- 2. OBJECTIVES • Clarify the BRAND concept • Analyze the picture of BRAND and BRANDs in AIESEC • Define implementation
- 4. DNA BRAND
- 5. BRAND AND BRANDS IN AIESEC
- 7. LC LEADER AS A BRAND MANAGER
- 8. BRAND ELEMENTS – 3P PERSONALITY PROMISE PURPOSEmission statement core values constituents relationship benefits
- 9. BRAND FRAMEWORK *DEVELOPED BY HARVARD UNIVERSITY’S HAUSER CENTER FOR NONPROFIT ORGANIZATIONS &THE ROCKEFELLER FOUNDATION integrity democracy ethics affinity
- 11. FUNCTION LEADER AS A BRAND MANAGER
- 13. BRAND AWARENESS LEVELS • Brand Recognition •Brand Recall •Top-of-mind •Brand name dominance
- 15. REFERENCES • http://nonprofitanswerguide.org/ • http://ssir.org/articles/entry/the_role_of_brand_i n_the_nonprofit_sector • http://www.businessdictionary.com/definition/bran d-management.html