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What is branding

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Lawrence Chan
Lawrence Chan

The earliest known form of "branding" was a mark burned onto the skin with a hot iron, used to punish and identify criminals.

BusinessTechnologie
1 von 47
WHAT IS BRANDING
HOW DID IT ALL START?
YOU’RE THE GUILTY ONE! ,[object Object],[object Object]
I OWN IT.. IT’S MINE! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MINE!
[object Object],[object Object]
BRANDING TODAY
DEFINITION OF BRANDING ,[object Object],[object Object]
SO WHAT IS A BRAND?
[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object]
A BRAND IS AN ASSOCIATION OF EXPERIENCES
A BRAND IS AN ASSOCIATION OF EXPERIENCES
BRAND EXPERIENCE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communications Phone Sales & Marketing Product Quality After Sales Service Counter Service Retail display Distribution BRAND EACH TOUCH POINT DELIVERS A BRAND EXPERIENCE
WHAT IS NOT BRANDING ,[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT IS A STRONG BRAND ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POSITIVE ATTRIBUTES ,[object Object],[object Object]
TANGIBLE BENEFITS ,[object Object],[object Object]
COMPANY VALUES ,[object Object],[object Object],[object Object]
UNIQUE PERSONALITY TRAITS ,[object Object],[object Object],[object Object]
TYPICAL BUYERS ,[object Object],[object Object]
BRAND EQUITY ,[object Object],[object Object],[object Object]
[object Object],[object Object]
CONSUMERS AND THEIR BRANDS
WHY CONSUMERS CHOOSE A BRAND ,[object Object]
[object Object]
[object Object]
BRAND CHOICE IS EMOTIVE ,[object Object],[object Object],[object Object]
BRAND CHOICE IS LIKE COURTSHIP Awareness Friendship Liking Know You More Love
WHO WOULD YOU PREFER? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
IF YOUR ANSWER IS COMPANY B ,[object Object],[object Object],[object Object],[object Object]
BRANDING JARGON DE-MYSTIFIED
Brand Essence Brand Core Brand Values Brand Personality Brand Positioning WHAT DO THEY MEAN?
BRAND ESSENCE & CORE ,[object Object],[object Object],[object Object],[object Object]
BRAND BRAND CORE/ ESSENCE WHAT IT DOES REVLON HOPE Cosmetics ORANGE OPTIMISM Mobile telephony provider NIKE EMPOWERMENT Sports equipment NOKIA COMMUNICATION Mobile phones VOLVO SAFETY Automobiles
BRAND ESSENCE IS ESSENTIAL ,[object Object],[object Object]
SO HOW DOES THIS HELP THE BRAND? ,[object Object],[object Object],[object Object],[object Object]
BRAND PERSONALITY /VALUES ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
BRAND Emotional Emotional Rational Rational PERSONALITY Emotional Rational
EXAMPLES OF BRAND PERSONALITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
BRAND POSITIONING ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
END

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