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WHAT IS BRAND?

WHAT IS BRANDING?

 A brand is not a logo

 A brand is not an identity.

 A brand is not a product.


Sowhatexactly

isabrand?
ABRANDISA

PERSON’SGUT

FEELING

ABOUTA

PRODUCT,

SERVICE,

OR

ORGANIZATION
What is a brand?
 B- Business pushing profile
 R- Recognizing ability
 A- Assurance
 N- Need fulfillment
 D- Differentiation
What is a brand?
 Brand is a trust of company in consumers.
 Brand is the image of a company.
 A brand has physical appearance.
 A brand has communicating power.
 A brand has a culture of its own set of
volume.
What is a brand?
 A brand has a relation as emotional
attachment.
 A brand has reputation quality.
 Brand symbolize itself.
 A brand has reflection.
 A brand provide legal protection.
Why brand?
 A brand makes you stand out from the
competition, adds value to your offering and
helps you connect with your customers.
 A great brand is more than just a product; a
great brand is something that people want to
be part of and share in.
Why brand?
 Identification.
 Repeat purchase.
 Assurance of quality.
 Image.
 Differentiation.
 Legal protection
Brand Components
 Core Idea - What differentiates you?
 Vision - Where are you going?
 Mission - How will you get there?
 Values - What do you believe in?
 Personality - How do you express yourself?
Vision (Where are you going?)
 Where do you want to go?
 What’s the opportunity?
 How can you challenge, grow and change the
market sector you are in?
Mission (How will you get there?)

 How will you get there?


 Can be an action-oriented statement
 Or a five year plan
Value (What do you believe in?)
 Teamwork.
 Flexibility.
 Pride/satisfaction.
 Fairness.
 Individual responsibility.
Personality (How do you express
yourself?)
 How do you express yourself?
 If your company was a person, what
personality traits would you have?
SOME FAMOUS BRAND NAME
SOME FAMOUS BRAND NAME
Brand as an Asset-
 “If Coca Cola lost everything except for ‘the
formula’ and its brand name , it could walk
into any bank in the world and get $100
billion loan to start from the scratch”
Fortune Magazine

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