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Mostafa Abdelsalam

on 18 February 2013

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Transcript of Branding

BRANDING Publicity Advertising Word Expansion vs Contraction Credentials Borders Perception
Quality The birth of the brand is achieved
with publicity not advertising Once Born a brand needs advertising
to stay healthy A brand should strive to own
a word in the consumer's mind The power of the brand is inversely
proportional to its scope A brand becomes stronger when you
narrow your focus The crucial Ingredient in the success of any
brand is its claim to authenticity There are no barriers to global branding
A brand should know no borders Quality is important but brands
are not built by quality alone Name On the long term
a brand is nothing more than a name Generic One of the fastest ways of failure
is giving your brand a generic name Company Brand is a brand,
Company is a company Extension The best way to destroy a brand is
to put its name on everything What if the Market is Moving?!! Sub brands What branding builds,Sub branding can destroy Fellowship In order to build a category , a brand
should welcome other brands Category The leading company should promote
the category, not the brand Consistency A brand is not built overnight.
Success is measure in decades not years Change Brands can be changed, but
only infrequently and very carfully Singularity The most important aspect of a brand
is its single mindedness Mortality No brand will live forever.
Euthanasia is often the best solution
Full transcript