Clarify the BRAND concept in AIESEC

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