Today’s concept of BrandingCan’t Live Without It

Dr. Joanne Leoni Craig SkillingDr. Maureen Lloyd-James

little Apple

With $1,300, Steve Jobs & Steve Wozniak founded Apple

Computer, Inc.

lot of Apple

iMac

iPod

iTunes

iPhone

iPad

he Brand has to Differentiate

• Recognition—everyone will remember

• Identity—everyone knows the name

• Memorability—transfers to recall, emotion, or meaning

• Connections— people, places, events, use & lives

• Longevity— but updatable

• Value—in the mind of the individual

• Persuasive—has meaning & purpose that is easily understood

he Brand has to Differentiate

randing for you and your company

• Create a culture

• Available anytime, anyplace

• Everyone wants it in their lives and work

hat Apple has done

• Created a cultural and social phenomenon

• Makes products that impact lives

• Start trends and developments

• Is recognized for its innovation in technology

o Can You

Creating a brand that includes:elements of desireRecognitionTransferability

Does not happen overnight

Create a competitive advantage and position in category or industry

o where do we go from here?

• What is you or your company’s competitive advantage?– Pricing– Customer Service– Originality– Delivery

• Choose from the following words or phrases the one that best describes you or your company?– A great value– Memorable and – Recognizable, noted and – Distinct in category

• Do you use any form of Social Media to advertise and or promote yourself or business?– yes– no

oll Everywhere!• How often, if any do you review and analyze your products and services?

– Once a year– Quarterly– Monthly– Other

• From which form of media do you believe you get the best exposure for yourself or company?– Internet– Television– Magazines– Web Site

• How often, if any do you review and analyze what your competitor is doing?– Once a year– Quarterly– Monthly– Other

• Have you ever used a survey, focus groups or interviewed your customers?– yes– no

The College of Business at

Johnson & Wales UniversityNorth Miami Campus