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.

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

3. THE BRAND CONCEPT

4. DNA
BRAND

5. BRAND AND BRANDS
IN AIESEC

6. ORGANIZATIONAL BRAND
AND
PRODUCT BRAND

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

10. IMPLEMENTATION
Product
Teams
Team
Marketing

11. FUNCTION LEADER AS A
BRAND MANAGER

12. brand
awareness
brand
love
brand
loyalty
brand
engagement

13. BRAND AWARENESS LEVELS
• Brand Recognition
•Brand Recall
•Top-of-mind
•Brand name dominance

14. IMPLEMENTATION
Customer
(Promoter)
Front
office
Back
Office

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