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BRANDING

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farah faheem

on 24 March 2014

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Transcript of BRANDING

RANDING
B
FARAH
FAHEEM
MEGAN
WARREN
YASMIN
HOSSEINI
ZACHERY
SHANNON-BROWN
{
}
'Branding
is a customer's perception of a product or service and a collection of experiences, feelings and expectations one has over a product'
Di Cuia, 2003
Fast Food
McDonalds
KFC
Burger King
Greggs
Nando's
Pizza Hut
Dominoes
Little Chef
YO! Sushi
Wagamama's
Neumeier, 2005
{
}
Differentiation
can be defined as the process of designing certain distinguishing features of the company from those of its competitors
Vashisht, 2005
DIFFERENTIATE
COLLABORATE
INNOVATE
CULTIVATE
VALIDATE
Collaboration
allows companies to leverage each other so that they perform better than they did separately
{
}
Stalk
et al
., 1996
Chan Kim & Mauborgne, 2005
Coyle
et al
., 2008
Tschirhart
et al.
, 2005
What is branding
The five principles of branding
Brand benefits
Case study
The
5
Principles of Branding
Innovation
is the successful implementation of creative ideas within an organisation
{
}
Amabile, 1996
Neumeier, 2005
Validation
involves bringing the audience into the creative process
{
}
When communicating with customers, everything involved in their branding needs to be concise and to the point. It is better to just supply users with the information they need, instead of trying to bombard them,
like this
. It requires the users to do all the work and will likely cause them to lose interest in the brand. This is why innovation is important.
Brevity
Appropriateness
Likeability
E x t e n dability
Protectability
Distinctiveness
is...
Neumeier, 2005
{
}
Cultivation
is the process of improvement by increasing the total value of a brand
Fuhrer, 2004
Tschirhart
et al.,
2005
1st
impressions
count
BIG
yourself up
Highlight the Benefits
negatives
benefits
negatives negatives
negatives negatives
benefits
negatives
benefits
negatives negatives negatives
negatives negatives negatives
benefits
Keep it the same
Keep it the same
Keep it the same
Keep it the same
Don't
st r a y
Neumeier, 2005
Benefits
of
Branding
Brands strive to awareness
increase
The more often a customer sees a brand,
the more likely they are to buy
see
see
see
see
see
Emotional response to rational thinking
Product A
Product B
Product C
Less is more
Graves, 2013
Gisbon, 2005
Prahalad & Ramaswamy, 2004
Co-Creation
Collaboration
IBM
46,000
Brand Exte n s i o n
SuperBrands, 2014
Case
study
Si Jia & Jing, 2012
SuperBrands, 2014
British Airways
References
Amabile, T. (1996) Creativity and Innovation in Organizations [Online]. Available at: http://www.evcimen.com/photography/ENTREPRENEURSHIP_files/Creativity%20and%20Innovation%20in%20Organizations.pdf [Accessed 18th March 2014].

Baines, P. and Fill, C. and Page, K. (2011) Marketing. New York: Oxford University Press.
Chan Kim, W. and Mauborgne, R. (2013) Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Boston: Harvard Business Press.

Coyle, J. and Langley, C. and Gibson, B. and Novack, R. and Bardi, E. (2008) Supply Chain Management: A Logistics Perspective. 8th Edition. Mason: Cengage Learning.

Di Cuia, N. (2003) Understanding the Meaning of Branding: Back to Basics. The Marketing Challenge. 6(2):1-8.

Fuhrer, U. (2004) Cultivating Minds: Identity as Meaning-making Practice. Hove: Routledge.

Gibson, O. (2005) Shopper’s eye view of ads that pass us by. The Guardian. [Online] Available at: http://www.theguardian.com/media/2005/nov/19/advertising.marketingandpr [Accessed 18th March 2014].
Graves, P. (2013) Brands Behaving Badly. [Online] Available at: http://www.campaignlive.co.uk/news/1176271/ [Accessed 18th March 2014].

Prahalad, C. and Ramaswamy, V. (2004) The Future of Competition: Co-creating Unique Value With Customers. New York: Harvard Business Press.

Mintel (2013) Convenience Stores [Online] Available at: http://academic.mintel.com/display/662737/?highlight [Accessed 19th March 2014].

Neumeier, M. (2005) The Brand Gap: Revised Edition. Berkeley: Peachpit Press.

Stalk, G. and Pecaut, D. and Burnett, B. (1996) Breaking Compromises, Breakaway Growth. Harvard Business Review. [Online] Available at: http://hbr.org/product/breaking-compromises-breakaway-growth/an/96507-PDF-ENG [Accessed 19th March 2014].

Stine, G. (2002) Branding: What Is All This About, Anyway? [Online] Available at: http://www.polaris-inc.com/index.php?action=resources.ArticleInfo&rowid=11 [Accessed 18th March 2014].

Si Jia, C. and Jing, G. (2012) The Analysis pf Challenges and Opportunities in Brand Extension. Halmstad: School of Business and Engineering.

Superbrands (2014) British Airways. Superbrands Annual Report. [Online] Available at: http://d3iixjhp5u37hr.cloudfront.net/files/2014/02/British-Airways-for-website-aemm11.pdf [Accessed 20th March 2014].
Tschirhart, M. and Christensen, R. and Perry, J. (2005) The Paradox of Branding and Collaboration. Public Performance and management Review. 29(1):67-84.

Vashisht, K. (2005) A Practical Approach to Marketing Management. New Delhi: Atlantic Publishers& Dist.

Mintel, 2013
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