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Presentation slides from WomenBizSENSE member, Kristine Leong who spoke about branding and advertising during our meeting on 25 October 2013.
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Branding and Advertising
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
~ specially for WBS members
What is Brand?
As a competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them and believe in their superiority.
GOOD BRAND =
Our Local Famous BRANDS
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
SUCCESS IN BUSINESS
What is Branding?Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outspace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding.
Types of Branding:
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Co-Branding, Digital Branding, Personal Branding, Cause Branding and Country Branding.... “Emotional Branding”?
Symbols engage intelligence, imagination, emotion, in a way that no other learning does
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Branding Process
Process
1. conducting research
2. clarifying strategy
3. designing identity
5. managing
assets
4. creating touchpoints
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Conducting Research
perception behaviorperformanc
e
performance
Who should involve ?
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Customers . prospects . employees . internal customers . BOD . shareholders . investors . investment analysis . financial community . media . community organizations . volunteers . strategic alliances . partners . competitors . general public . suppliers . industry expert . academic institution . professional associations . government regulators
Brand StrategyThe best brand strategy is developed as a creative partnership between client, the strategist and the designer.
Who involve? CEO, marketing, sales, advertising, public relation, operations and distributions.
The goal- Aligning an organization’s vision with its customers’ experience
Alignment visionactions experienceexpressionactionsvision
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Brand IdentityNaming, Brand Architecture, Taglines, Staying on Message, Vision, Meaning, Brandmarks, etc
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Brand TouchpointsSales Promotion . Advertising . Environments . Experiences . Websites . Newsletter . Business Forms . Signage . Packaging . Exhibits . Proposals . Emails . Voicemails . Publications . Web Banners . Letterheads . Business Cards . Billboards . Vehicles . Services . Products . Employees . Speeches . Presentations . Networking . Telephone . Word Of Mouth . Trade Shows . Direct Mail . Public Relations . Blogs . Social Media
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Managing AssetsChanging Brand IdentityLaunching Brand IdentityBuilding Brand ChampionsInternal Design TeamsBrand ManualStandard ContentStandards & GuidelinesOnline Branding ToolsReproduction FilesGlobal Metrics
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Who/ When To Do Branding?. New Company, New Product. Name Change. Revitalize a Brand. Revitalize a Brand Identity. Create an Integrated System. When Companies Merge
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
What is Advertising?Advertising is influence, information, persuasion, communication and dramatization. It is also an art and a science, determining new ways to create relationship between the consumer and the product.
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Advertising Process
Conduct Research
Test creative
Developcreative
Develop strategy
Manage production
Implement campaign
Monitorimpact
Develop
media plan
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Product Flyer
Consistency
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Property Campaign
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Subway Promotion Materials
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
MDC Newspaper Advertisement
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Cross Promotion
Newsletter
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Study About Brand & Marketing Proposal
Video Presentation
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo & Videography
Thank You