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I Rock At Branding

Yes You Do
by

Claudia-Cristina Mihoc

on 16 November 2012

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Transcript of I Rock At Branding

I ROCK at BRANDING! Me, myself and I Experience AIESEC GEEK Agenda is coming Design my World I YEAR AIESECer AIESEC University 2012 1. Ce este un brand?
2. De ce brandul AIESEC
3. Brand Promise vs. Brand Experience
4. Brand Ambassadorship
5. Brand Alingment-rules and don't's
6. Q&A Studies: ARTS ALL OVER PROMO ALL OVER AIESEC University - Promo Responsible

Brand Manager National Support Team

Design Responsible - Internal Communication

Team Leader PR & Branding Initiative Others BRACE YOURSELVES! 1. Ce este un brand ? Imagine și reputație

Descriere a organizației – expresie a acțiunilor noastre 2.De ce AIESEC are un brand global? -consistență și credibilitate

-atragerea unui public mai mare
– avantaj competitiv puternic

-atragerea publicului potrivit
și setarea corectă de așteptări

-poziționare globală 3.Brand Promise
vs
Brand Experience TOP 5 Global Brands $71.9 billion $69.9 billion $59.0 billion $55.2 billion $42.8 billion -începutul inițiativei de branding a organizației
=transmiterea unui mesaj vizual unitar
-dificil de aplicat pe produsele AIESEC
(orientat intern)
Brand Promise Brand Experience It's all about stakeholders! modul în care ei "experimentează" brandul nostru când interacționează cu noi cum facem noi lucrurile
DIFERIT
față de competitori
+ Întărirea
brandului
global 1. COMPETITORS
(org. offering) work abroad opp volunteer opp skills development networks cultural exp 2. PUBLIC ȚINTĂ membri enablers
(facilitatori) TN takers
mentors
learning partners supporters financial & in-kind partners, companies and alumni,
Board of Advisors 3.MANIFESTĂRILE FIZICE materiale promoționale, website visual guidelines (branding) conferințe codul de etică -------------------------------------------------- conturează percepția organizației 4. BENEFICII impact în societate dezvoltare personală și profesională experiență internațională global network 5.VALORI Activating leadership Striving for excellence Demonstrating integrity Acting sustainably Enjoying participation Living diversity 6.DIFERENȚIATORUL Youth driven impactful experience Youth driven - run by youth for youth Impact/activating positive leadership – making a positive impact on society

Experience – leadership opportunities, an international exchange and a global learning environment 7. ESENȚA Activating Leadership Brand Experience
in
PRACTICE COMPORTAMENTUL
OFFLINE
DA-conferințe, LCM, OCM (intern)
-grupuri mari (intern/extern)

NU-random pe stradă (extern)
“Revoluție!
Timișoara!” Say No to BITCHES-BITCHES on the train
(or anywhere else) DA & INDICAT conferințe (intern)
DA extern – if relevant, grupuri mari
(impact)

NU-random pe stradă
COMPORTAMENTUL ONLINE Drunk pictures
from conferences
stay in conferences COMUNICAREA
SCRISĂ 4. Brand Ambassadorship 5. Brand Alignment SIMBOLISTICĂ ? Descriptorul COLOR COMBINATIONS MĂRIME
ȘI
AMPLASARE -landscape
-portrait NOW
YOU'RE
BRAND
ALIGNED! Q & A THANK YOU! YOU'RE
DOING
IT
WRONG
Full transcript