Brand Communication

Outline

•Introduction

•The communication definition of a brand

•What is ALJAWAL?

•ALJAWAL brand strategic framework

•Communicating the brand: Digital Energy

Introduction

The latest BrandZ global brand study by MillwardBrown shows that Google (a search engine) is suddenly worth $66,434,000!

Coca Cola (mainly sugar and water) is worth $44,134,000!How could such seemingly simple entities gain such power?

The power of brand Communication!

What is a brand?

“There is a lot to be learned from the car industry”

“The Economist”

• Technological advantage is short-lived

• Competition is closing the gap fast

• Quality is taken for granted

The greatest learning:

“mechanical engineering is copiable, emotional engineering is not”

“The telecommunication industry is moving from being technology-driven

to brand-driven”

“Jay Houghton”

Brand Building is keyBrand Building is key

What is a Brand?

We define brand as the recognition and personal connection that forms in the hearts and minds of our stakeholders and other key audiences through their

accumulated experience with your brand atevery point of contact

“In technocratic and colorless times, brands bring warmth, familiarity and trust”

Peter Brabeck, CEO Nestle SA

Build Brand Equity

For What?

To make people spend more time with the Brand

More Time = More Involvement

More involvement = More trust

More trust = More conviction

there is no brandconvictionWithout

Conviction (merriam-webster.com)

•1: the act or process of conviction of a crime especially in a court of law

•2 a: the act of convincing a person of error or of compelling the admission of a truth b: the state of being convinced of error or

compelled to admit the truth•convincedthe state of being :ba strong persuasion or belief:3 a