Branding greece comp str .ppt
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Transcript of Branding greece comp str .ppt
What is a brand?
A brand is nothing more than the set of impressions
that lives in people’s heads
Greece
Greece
Marketing is the process of identifying needs and meeting them in the most
efficient and effective way.
Western CIVILAZATION
Olympics
Democracy Maps
Alarm Clocks
ThermometerMedicine
Philosophy
Pizza
Geometry
Feta
MoneyTrial by Jury
Theater
Location
At the southeast end of Europe
Surrounded by several countries and seas
More than 2,000 islands; 227 inhabited
History + Location
Brand Awareness
Perceived Value
=
Brandingis the process of managing impressions
Strong brands create strong and consistent impressions.
The Coca Cola of cigarettes? The Marlboro of sports shoes? The Nike of coffee shops? The Starbucks of computers? The Apple of the Mediterranean?
Competitors
From 2000 to 2010
Greece29%
Turkey53%
Croatia18%
51 millions tourists
Greece
50%Turkey38%
Croatia12%
25 millions tourists
What the Brand thinks and feels
What the customers think and feel
Success for a brand is directly related to Marketing
Marketing is directly related to Perceived Value
Image / Reputation
GreeeceA Mediterranean diamondExotic destinationHistoric beauty
TheatersGoogle Apple USA
“Greeks justdon’t trust
Greeks”By Michael Lewis Vanity Fair magazine
financial writer
VSRiot cityExpensiveLaziness
Inconsistent messages resulting in negative reputation
European Commission Official Reports for 2011
Google as a brand barometer
Word Search Results• “Acropolis” – 17,600,000• “Ancient Greece” – 15,700,000• “Mykonos” – 3,350,000
• “Greece riots” – 6,770,000• “Greece corruption” – 18,200,000• “Greece crisis” – 109,000,000
That is Greece’s image!That is what Greece does when it goes to Digital
Marketing Strategy
thank you