Building A Brand: Personal Branding & Brand Management from a company

perspective

By Carly Scheffer - Adjunct Lecturer

From the Old Norse, “brandr” means “to burn”. Brand (AMA) is a “name, term, sign, symbol, or

design or a combination of them, intended to identify the goods and services of one seller to another to differentiate them from those of competitors.

Duncan: a perception resulting from experiences with, and information about, a company or a line of products.

Keller: is more than a product, because it can have dimensions that differentiate it in some way from other products designed to satisfy the same need.

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Duncan: the process of creating a brand image that engages the hearts & minds of customers, is what separates similar products from each other.

Keller: brand is something that resides in the mind of consumers & so branding is the process. The key to branding is that consumers perceive differences among brands in a product category.

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Personal branding is public impression of you, not only about your expressions to the public: (by Irvan Permana)

1. See it first2. Show it All3. Sell it everytime

(Group CELEBRITY BRANDING please explain about this in your presentation)

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EDUCATION & WORKING EXPERIENCE

SLOGAN

FAMILY & FRIENDS

VISION & MISSION

CAREER

STRENGTHS & OPPORTUNITY

WEAKNESS & THREAT

VALUES & BELIEFS

Your personal mark that makes you special, memorable, desirable, and worth extra money in the bank. The power of branding creates the perception of leadership and competency in the minds of market. Personal Brands start at the core of one’s existence and spread throughout every point of contact to your target audience.

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Is VITAL for: Salespeople and professionals Business development directors Consultants, coaches & trainers Experts, authors, speakers and gurus Company managers & executives Industry pioneers & leaders Politicians Entertainers, comedians, athletes Just about everyone else who wants something

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PLANNING

1. What are your accountable career and

personal goals?2. Define your

BRAND MOI3. Research your

target markets & competition.

4. Map out a working action plan.

5. Execute with passion

6. Monitor & modify as needed

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#4. Map out a working action plan is firstly by CREATING A CV MAGAZINE as your final project for this class.

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A Company’s PerspectiveA Company’s Perspective

Keller is more than a product, because it can have dimensions that differentiate it in some way from other products designed to satisfy the same need.

Keller: brand is something that resides in the mind of consumers & so branding is the process. The key to branding is that consumers perceive differences among brands in a product category.

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Coca-Cola

Microsoft

Nokia

Toyota

Sony

Nescafe

IKEA

Gucci

Sido Muncul

U.S.

U.S.

Finland

Japan

Japan

Switzerland

Sweden

Italy

Indonesia

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Monolithic identity, where the company has an integrating task towards its subsidiaries and provides each product with an identity.

Umbrella identity, where the company dominates the profile but parts of the organization each are left some room to promote their own identity.

Endorsed identity, the characteristics of the company remain visible, but the identity of the various activities is put first.

Branded identity, where the company is not visible in the marketplace, but the brands are.

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3 steps in creating a brand:

1. Selecting the desired Brand PositionBrand Position = the standing of a brand in comparison with

its competitors in the minds of customers, prospects & other stakeholders.

2. Developing Brand IdentificationBrand Identity = Names, Brand Symbols & Taglines

3. Creating a Brand ImageBrand Image = an impression created by brand messages &

experiences and assimilated into a perception or impression of the brand.

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Balancing customer acquisition & customer retention efforts.

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Existing Customers

New CustomersLoyal Customers

Word-of-Mouth Advocacy

Customer Relationship Management

BRAND KNOWLEDGEBRAND KNOWLEDGE

Brand AwarenessBrand Awareness Brand ImageBrand Image

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The consumer’s ability to identify the brand under different conditions.

Consumer’s perceptions about a brand, as reflected by the brand associations held in consumer memory.

There are 4 steps:

1. Ensure identificationidentification of the brand with customers and an association of the brand in customers’ minds with a specific product class or customer need.

2. Firmly establish the totality of brandbrand meaningmeaning of customers by strategically linking a host of tangible and intangible brand associations with certain properties.

3. Elicit the proper customer responsesresponses to this brand identification and brand meaning.

4. Convert brand response to create an intense, active loyalty relationshiprelationship between customers and the brand.

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IDENTITY

Who are you?

MEANING

What are you?

RESPONSE

What do I feel about you?

RELATIONSHIP

What about you and me?

Ms.Carly SchefferFB: Carly Scheffer

Thank you

OLD NORSE = medieval Scandinavia. North, Norsemen