engels presentatie (1)
Post on 20-Oct-2014
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HELLO&welcome
Why do people prefer Coca Cola over Pepsi?
I’m better than you!
Why do people choose Starbucks coffee over other coffee?
(Which is just as good and much cheaper)
BRANDING &
STRATEGY
OUTLINEwhat is branding?
why is it important?
what makes a strong brand?
the downside of branding.
When a company has established itself as a brand, its marketing will be much
more succesful.
“”
STATEMENT
1WHAT ISBRANDING?
A BRANDtells your customers what they can expect from you and distinguishes
you from your competitors.
JEFF BEZOSCEO of Amazon.com
Technology entrepreneur
“A brand for a company is like a reputation for a
person. You earn reputation by trying to do hard things
well.”
A BRAND STRATEGYis how, what, where, when and to whom
you plan on communicating and delivering your brand messages.
2WHY IS ITIMPORTANT?
If you don’t know what you stand for, you can never come with an
innovative strategy.
€0,43 €0,35
Source: Frankwatching.com
MISSIONSPepsi
Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. In
everything we do, we strive for honesty, fairness and integrity.
Coca colaOur mission is to refresh the world, to inspire moments of optimism and happiness and to create value and make a
difference.
3WHAT MAKESA STRONG BRAND?
KEEP IT SIMPLE
BE CONSISTENT
USE YOUR CREATIVITY
BE RELEVANT
BRAND PLATFORMVision
What is your goal?
Key expertiseWhat makes you the best?
DifferentiationWhat makes you different than everybody else?
Key consumerOn whom do you focus?
BRAND PLATFORMKey values
What do you believe in?
PersonalityWhat characterizes you?
MissionWhy are you doing what you are doing?
PromiseWhy should people choose you?
4THE DOWNSIDEOF BRANDING.
The risk of becoming a common name.
Creating a brand is expensive and time
consuming.
A brand is difficult to maintain.
LET’S RECAPA brand is the promise to your customer.
Brand strategy: how, what, where, when and to whom
Branding is important because you need to know what you stand for.
A strong brand keeps it simple, is consistent, creative and relevant.
The downside of branding is being a common name, costs and time and it is difficult to maintain.
CONCLUSIONWhen a company has established itself as a brand, its
marketing will be much more succesful.
You’re brand identity gives you the path to follow and creates a fan base to whom you mean
something.
THANK YOU.