1. 1. Marketing Hell Week: Branding Class with Yiying Lu
2. 2. A brand is the idea or the image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns that idea or image. So, What is Branding?
3. 3. Your friend with a car Branding Personality
4. 4. Branding Personality
5. 5. Who do you want to be?
6. 6. Who do you want to be?
7. 7. Who do you want to be?
8. 8. Who do you want to be?
9. 9. Who do you want to be?
10. 10. Who do you want to be?
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13. 13. Branding Quote A brand is a persons gut feelings about a product, a service, or a company. - Marty Neumeier The Brand Gap
14. 14. TED Talks - Simon Sinek: Start with Why Full Video: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
15. 15. People dont buy what you do, they buy Why you do it. - Simmon Sinek Start with Why Branding Quote
16. 16. The Golden Circle
17. 17. Sphere of Branding Influence
18. 18. www.yiyinglu.com YIYING LU 2015 Branding Functions
19. 19. The best brands are marrying intelligence and insight with imagination and craft. - Connie Birdsall Creative Director, Lippincott Branding Quote
20. 20. Consistent Authentic Meaningful Permissive Unique Sustainable The Branding CAMPUS: Criteria for Achieving Good Branding Practice
21. 21. Original Company Logo The Branding CAMPUS: C for Consistent http://www.yiyinglu.com/visually
22. 22. The Branding CAMPUS: C for Consistent
23. 23. Brand Campaign Mascot The Branding CAMPUS: C for Consistent
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40. 40. yiyinglu.com/bidaway The Branding CAMPUS: A for Authentic
41. 41. The Branding CAMPUS: C for Consistent
42. 42. The Branding CAMPUS: A for Authentic
43. 43. The Branding CAMPUS: A for Authentic
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45. 45. www.yiyinglu.com Before
46. 46. After www.yiyinglu.com YIYING LU 2015
47. 47. After www.yiyinglu.com YIYING LU 2015
48. 48. Visual Symbols are vessels for meaning. They become more powerful with frequent use and when people understand what they stand for, which act a voice that stands apart. The Branding CAMPUS: M for Meaningful
49. 49. The Branding CAMPUS: M for Meaningful http://www.yiyinglu.com/matchstick
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59. 59. www.yiyinglu.com The Branding CAMPUS: U for Unique
60. 60. The Branding CAMPUS: M for Meaningful
61. 61. www.yiyinglu.com The Branding CAMPUS: M for Meaningful
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68. 68. The Branding CAMPUS: P for Permissive Permissive means allowing or characterized by great or excessive freedom of behavior. Brands that are open to change need to have flexible brand identity systems in place to quickly seize new opportunities in the marketplace.
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93. 93. 6. Sustainable Sustainable is achieved through a commitment to the equity of a central idea over time, and the capacity to transcend change. The Branding CAMPUS: S for Sustainable
94. 94. www.yiyinglu.com/ww 6. SustainableThe Branding CAMPUS: S for Sustainable
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113. 113. Takeaway
114. 114. YIYING@500.CO @YIYINGLU YIYINGLU.COM