Transcript: A Communication is the Key Presentation Aims: To help you brand your documents To encourage you to store and share your content effectively. To relaunch the Brand Guide Branding and Templates To help you navigate to key templates
Transcript: Excercises Building Brands The Business Value Matrix Corporate, personnel, and environmental policies Ideas and beliefs of corporate personnel Culture and locationMedia reports Personal Branding is both = What is the brand trying to communicate? Who is the target audience? How does the campaign vehiculate the brand? What are the success metrics? History of Brands Obiettivi Who are You? Knocks viewer off balance with image of children discussing adult subjects Minority groups stereotyped Nike proposes a solution to restore the viewer to balance: "Find your Greatnesse" Does Nike use vulnerability to to sell clothing? In the 19th century the link between producers and consumers was broken Wholesalers tried to influence consumers Manufacturers hit back by branding their products with distinctive names If the meaning of branding hasn't changed, what has ? Napoleon Hill’s Think and Grow : "ways and mean of marketing personal services“ The work of Tom Peters and Peter Montoya Current evangelists include Bjorn Austraat, Fadhila Brahimi, and Olivier Zara Problem: Perception of fund misuse from Bali, US terrorist bombings Objective: Convince publics that Red Cross comes to the aid of the world’s needy Strategy: “We’re there for you” campaign Thomas Davenport - Attention is focused mental engagement Human attention is an increasingly scarce commodity Approach to economics to improve how consumers, producers, and intermediaries manage information Product costs are tied to immediacy, personalization, authenticity and accessibility Elevator pitches, Google rankings, politics Tangible GOALS See, Feel, Hear 'We don't own our brands, they live in the minds of those that perceive us'. Intel's The Museum of Me Where does this data come from? How does the mind remember? What exactly is a brand? Class Discussion How does a brand grow? A brand is a specific promise of value A brand is also an image created in the minds of people A brand is also process used to evoke the perceptions connected with a product or service. Brand Assets : Awareness, Loyalty, Perceived quality of experience Brand Equity –the value of a brand. Brand Image –the set of beliefs that customers hold about a particular brand. What is a brand? The Business Value Roadmap Public Service Day One Personal Touch Points Corporate la fondazione ISTUD Metaphysical Stories How important are the figures? Archetypes Narrative Management Where does value come from? Where does your customer look for value? What does value mean? Intersection areas represent the points of difference Points of parity that afford no competitive advantage Points of difference giving your competitors an edge Undiscovered or unmet needs of your customers What do we brand? Development Components Accelerate your job search using a multi-channel communication strategy Transition more easily into a new career Be prepared for change and gain clarity on long-term career objectives What is a personal brand? Character, Brand, and reputation Day Two Product Brand : Exclusive name to a single product (Martini) Line Brand : Extend a concept across similar markets (Renault) Range Brand : Use same name and promise (Green Giant) Umbrella Brand : Support products in different markets (Danon) Endorsing Brand : Approve/garanty wide variety of product brands (GE) Packaging Was does building mean? Am I listening to my customers needs? What is Branding? « The way to gain a good reputation is to endeavour to be what you desire to appear. » - Socrates How important is context? Feel, Hear, See Chi è Luisa Spagnoli? I. Introduction II. Corporate Branding III.Personal Branding “The idea that business is just a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced that it is feelings – and feelings alone – that account for the success of the Virgin brand in all of its myriad forms.” Jim Riley Benetton social issues campaign AIDS awareness (buttock w/brand +) Discrimination (black baby nursing white breast) Capital punishment (prisoners sentenced to death) Strategies If your organization was a car, what kind of car would it be? If your organization was a famous celebrity, who would it be and why? If your organization was an animal, what kind of animal would it be? If your organization could choose anyone in the world as its spokesperson, who would it be and why? The Origins What is the brand trying to communicate? Who is the target audience? How does the campaign vehiculate the brand? What are the success metrics? The Agenda What is a brand? How do brands today add value to a product or a service ? How important are personal brands today? What are you doing today to promote your brand? What impression do I leave on my community? From Benefits to Attributes Service Economy 1) Write down a list of words that best describe your values, strengths and attributes (Time limit: 5 minutes). 2) Write
Transcript: Actual Identity Conceived Identity Desired Identity Ideal Identity Communicated Identity TYPES OF IMAGE: CORPORATE REPUTATION Resource based view on strategy is how you put together unique and enviable combination of internal resources RBV has strong link with organizational learning Answer of competitive advantage lies in middle of these approaches but RBV managed to rebalace the debate. CORPORATE BRANDING Informal interactions among stakeholders. The business press. Potential stakeholders. Core internal competencies or score board is linked between HR and branding Developed strategic map or theory of business Employee customer service profit chain Gallup poll in USA which include six major sectors to know which factor influencing brand performance Example of airline industry. Corporate Brand and Corporate identity Core internal competencies The AC2ID frame-work 1990’s onwards the study of corporate reputation has grown rapidly. Corporate reputation claims to be a distinctive and high-order concept than branding or image. Positive corporate reputation can lead to significant financial advantages. Corporate reputation acts as a form of ethical control. Power of Corporate Branding & advantages CHARACTERISTI-CS OF CORPORATE REPUTATION Traditional approach which used was outside in two streams of literature is defined as: Resource based view (RVB) Core internal competencies DIMENSIONS OF CORPORATE REPUTATION It should capture the essence of organization Set out its claimed distinctiveness Show continuity over time Building long-term trust Reducing customer's search costs Ensuring repeat purchases CORPORATE REPUTATION AND IMAGE Branding of products and services has played a significant part in the marketing strategy of firms. E.g, Coca-Cola, MBA, P&G Principles for Assessment of Organizational Identity Bismah Khwaja Natasha Farrukh Rimsha Baig Tayyaba Khalid Sadia Tallat It is rooted in past. It is of equal concern to internal and external stakeholders. It is based on past actions and achievements. It is best assessed by examining the benefits accruing to stakeholders groups. It can be used to position against competitors. VALUED OUTCOMES The strategic management literature Trust Confidence Transmitted image Received image Constructed image Resource based view (RVB)
Transcript: Establish and strengthen the brand and the USP Nature, Culture and Social Aspects are very important in the minds of people Creation of an identity of a destination (Williams et al., 2004) very complex and difficult systems various different stakeholders different service providers along the service chain impact of external and environmental aspects (Kotler et al., 2002) (Morgan & Pritchard, 2004) Participative process of all stakeholders Collaborative approach instead of competitive approach Orientation on values and targets of a destination Natural and cultural aspects Focus on value which are important to the target market Branding strategy goes hand in hand with the vision Brand stays credible and reliable Placefulness will be defined as a way of strengthen the sense of place through the corporate branding strategy. Sense of Place is characterized as an interaction of different factors: Community landscape ancestry time (Williams et al., 2004) The brand "Arlberg" The idea of placefulness Why is "Sense of Place" important The Brand "Arlberg" - Sense of place Buhalis, D. (2000, Februar). Marketing the competitive destination of the future. Tourism Management, pp. 97-116. Morgan, N., & Pritchard, A. (2004). Meeting the destination branding challenge. Destination branding: creating the unique destination proposition, 59-79. Williams, P., Gill, A., & Chura, N. (2004). Branding Mountain Destinations: The Battle for Placefulness. Tourism Review, 6-16. regular meetings of main stakeholders exchange of ideas and information focus on high quality - demand of the target market and customer segment work along the vision of the destination GOAL! The brand "Arlberg" Corporate Branding on mountain destinations - a long way Destinations... References Establishing a brand (Buhalis, 2000) bringing the villages St.Anton/St.Christoph, Lech/Zürs and Stuben together under one big brand common brand - international symbol for winter sport 5-pointed star - stands for the villages. The design should reflect key elements; quality and top performance - snow crystal, sun and nature Merger of the 2 ski areas St.Anton/Lech
Transcript: Corporate Branding By: John Lee & Leander Jackson Jr. 3/9/23 INTRO INTRO QUESTIONS 01. What are some of your favorite brands? 02. How would you define corporate branding? 03. Why do you think it is corporate branding is important? Corporate Branding INFO What is it? Definition A company using the brand name as an official identity for display everywhere https://www.youtube.com/watch?v=oSFvhi3qQtk Why It's Useful Update 1 Creates familiarity with the customer/audience A brand is a result https://www.youtube.com/watch?v=LaB0Y3mE7HE How to use it effectivly Update 2 The feeling a customer gets when he or she hears the company name or sees a product Keep it consistent! Your logo should stay the same Chnage is good right Change in this case is not a good thing Want something that is easily recognizable and understandable CORPORATE BRANDING TODAY CORPORATE BRANDING TODAY USING SOCIAL MEDIA SOCIAL MEDIA BRANDING EXAMPLE Using Social Media As A Tool Dove: Project #ShowUs https://www.youtube.com/watch?v=dZ5exQXu5GY Spotify: #YearWrapped NEWS IN CORPORATE BRANDING News! Headlines Top Healines In Corporate Branding PepsiCo Marketing VP Hopes Its 'No Lay's No Game' Concept Will Run for Years How PlayStation Is Building Its Creator Strategy With LeBron James BodyArmor CMO on How Innovation Will Help Powerade Take on Gatorade GOOD VS. BAD EXAMPLES Good Vs Bad Examples of Corporate Branding Good https://www.youtube.com/watch?v=koPmuEyP3a0&t=95s Bad Tropicana ACTIVITY... GROUPS OF 2/3 ACTIVITY PICK A BRAND YOU WANT TO LOOK INTO LOOK ON THEIR SOICALS/LATEST NEWS ONLINE AND ANALYZE THE COMPANIES BRANDING WHAT DO YOU LIKE OR DISLIKE ABOUT HOW THE COMPANY IS HANDLING THEIR BRANDING EXPLAIN WHAT YOU LIKED OR DISLIKED AND WHY WHAT WOULD YOU CHANGE? IF ANYTHING
Transcript: Corporate Branding Netflix- internet television network, audience is everyone Quizlet- study tool by flashcards and quizzing, audience is students Duluth Pack- store that manufactures packs and sells gear and clothing, audience is outdoor enthusiasts Red is associated with excitement, yellow is associated with optimism, and green is associated with peacefulness. red and yellow could be showing the adventurous part of outdoor activities green could be showing the serenity of the outdoors Duluth Pack is selling a adventurous way of life. Blue is associated with dependability and trust. quizlet is used as a study aid, blue color could tell the users that it is a reliable source Quizlet is selling a way to be a successful student . Black is associated with balance and red is associated with excitement. recent logo change from white to black background could be in an attempt to calm users and promote balance consistent red could be due to the targeting of youth and the goal to excite users about content Netflix is selling a way to balance out daily life. Kenzie Schad The Three Companies
Transcript: 1. Keeps a close knit relationship between the consumer and organization. 2. Keeps the consumer up to date Significance of Brand Personality The communication, human and physical interactions your customers experience during their relationship life cycle with your organization. Corporate- Brand is built for the company Distributor- Brand is built for the specific product Thank You! 1. Creating a linkage to brand name and benefits. 2. Forming a Mental Conext 3. Building a Social/Cultural Authority Benefits and experiences that marketers try to associate with their product to consumers. The monetary worth of something. If it has a greater value then it will be worth more. Generic Brand vs. Name Brand. • Name, term, symbol, or design that identifies a product and distinguishes it from competitors products. It is a way of using emotion while marketing a project to get people to buy your product. It uses the psychological side of marketing. Use of Touch Points Brand Identity Brand Personality Values Corporate Branding 1. Choose the right Brand name 2. Create a consistent visual style 3. Develop a compelling logo 4. Pay attention to color The use of values in Brand Development Brand Cues Its the practice of promoting the brand name of the corporate entity rather than its products or services. 1. Make sure your brand’s communication clearly shouts either desirable or trustworthy. 2. Definitely depends on how you communicate to customers Touch Points Corporate Branding Brand personality gives the product human traits or characteristics to relate to the consumer to increase brand awareness and popularity. Distinguishes Between Corporate and Distributor Brands Brand Promise Elements that make up a Brands Identity 62 ECG bpm
Transcript: How to brand "the firm" - to clients? 1) http://www.lexisnexis.com/uk/legal/docview/getDocForCuiReq?lni=4K5J-1D40-TWWR-G1K6&csi=280276&oc=00240&perma=true&elb=t 2) The difficulties of hiring lawyers in the face of new challenges and prospects < http://www.laweddie.com/wordpress/the-difficulties-of-hiring-lawyers-in-the-face-of-new-challenges-and-prospects/#more-998> 3) Internet Marketing Strategies for Lawyers in Malaysia: Read it, and Do it to Skyrocket Your Business<http://www.wbiconpro.com/18.%20Wan-Malaya.pdf> 4) Image: An Essential Ingredient for Lawyer Success during These Changing Times <http://www.olmsteadassoc.com/resource-center/image-an-essential-ingredient-for-lawyer-success.aspx> 5) Marketing Includes Handling an Angry Client <http://www.legalmarketingblog.com/> 6) Emotional Intelligence Provides an Edge < http://www.coachingforchange.com/Emotional-Intelligence-Lawyers.html> 7) Malaysian Bar Council <http://www.malaysianbar.org.my> 8) Practicing Law 2.0: Branding Yourself as a Stand-out Lawyer <http://coximmigration.com/blog/practicing-law-20-branding-yourself-as-a-stand-out-lawyer.html> 9) Next Generation of Law Firm Websites Influenced by Social Media <http://blog.larrybodine.com/2012/11/articles/marketing/next-generation-of-law-firm-websites-influenced-by-social-media/> 10) Marketing for Lawyers <http://digital-marketing-strategy.weebly.com/seo-for-lawyers.html> 11) Legal Branding through Facebook: Be Nice. Be Useful. Give Value. <http://www.enchantinglawyer.com/legal-branding-through-facebook-be-nice-be-useful-give-value/> NOTE: All websites were last accessed on 21st November 2013. Regular Sales Meeting Context Bibliography The Malaysian Bar Council Rulings Legal Profession (Publicity) Rules 2001 Values? Brands are defined by individuals. We can only INFLUENCE their definition. ValidATE How to brand "The Firm": to employees Employer Branding Current employees: - Workplace social activities The Firm Workshops For Employees : Training Equal treatment? A Brand is how a person feels about a product, service or organization. Thank you for your attention! How to brand "The Lawyer" DifferentiATE Utilization A brand is NOT a Logo A brand is NOT an identity A brand is NOT a Product Healthy work ethics? How to brand "The Firm": to clients Technology forward Personal website Search Engine Optimization -> Public Legal search engine Articles online Skype meetings/online discussions Online forum on website The 4 ATE's Equal treatment? There are 6612 law firms in Malaysia, and 15538 lawyers. How do people make YOU their choice? What is a Brand? Aims? The Lawyer Tools for Creating Valued Brand Cultivate Work - life balance? Understanding +Trust = Valued Brand Make It Measurable : Setting Goals Lawyer Markets Firm How to brand yourself as a lawyer and how to add value to the brand of your firm Work-life balance? Architectural identity Unified Representation by employees Find and use your market niche CultivATE Non- discrimination? Healthy work environment? Cultivate Referral Sources InnovATE Differentiate Values? Innovate Conclusion Non- discrimination? Aims? Corporate Branding Regulations Character - Constant self improvement - "We care" v. "Ivory Tower" perception Social Media Connecting via Associations Build good connections with clients Articles for legal sites/publications Good connectivity Validate Ambassador of the firm Incentives (Introduction fee)
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