MSTC'14 - Business & Marketing Workshop - Secrets of Branding
-
Upload
moetaz-refaat -
Category
Marketing
-
view
92 -
download
4
description
Transcript of MSTC'14 - Business & Marketing Workshop - Secrets of Branding
![Page 1: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/1.jpg)
![Page 2: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/2.jpg)
Agenda
•What and Why?• Branding Definition• Brand Equity• Brand Positioning
• Brand Name Selection• Brand Sponsor• Trademarks• Brand Development
![Page 3: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/3.jpg)
![Page 4: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/4.jpg)
VIDEO
![Page 5: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/5.jpg)
Branding Definition
Brands are more than just names and symbols. Brands represent consumers’ perceptions and feelings about products and its performance – everything that the product or service means to consumers.
![Page 6: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/6.jpg)
Brand Equity
![Page 7: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/7.jpg)
Logo
![Page 8: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/8.jpg)
Names
![Page 9: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/9.jpg)
Color
![Page 10: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/10.jpg)
Brand Equity
The value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks and channel relationships.
![Page 11: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/11.jpg)
Brand Valuation
![Page 12: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/12.jpg)
![Page 13: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/13.jpg)
$69 Billion
![Page 14: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/14.jpg)
![Page 15: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/15.jpg)
Brand Positioning
![Page 16: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/16.jpg)
VIDEO
![Page 17: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/17.jpg)
Several Levels
•Attributes
•Benefits
•Culture
•Personality
![Page 18: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/18.jpg)
![Page 19: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/19.jpg)
Attributes “Well Engineered”
Benefits“Durable”
Culture“German”
Personality“Middle-Aged Business Executive”
![Page 20: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/20.jpg)
Brand Name Selection
![Page 21: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/21.jpg)
Product benefits and qualities
![Page 22: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/22.jpg)
Easy to pronounce
![Page 23: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/23.jpg)
Distinctive
![Page 24: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/24.jpg)
Translate Easily
![Page 25: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/25.jpg)
![Page 26: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/26.jpg)
Trademark
![Page 27: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/27.jpg)
Brand Development
Brand Development
![Page 28: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/28.jpg)
Multibrands New Brands
Line Extension Brand Extension
![Page 29: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/29.jpg)
![Page 30: MSTC'14 - Business & Marketing Workshop - Secrets of Branding](https://reader035.fdocuments.in/reader035/viewer/2022070319/557d30e5d8b42a90748b5020/html5/thumbnails/30.jpg)