Today’s concept of Branding Can’t Live Without It Dr. Joanne LeoniCraig SkillingDr. Maureen...
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Transcript of Today’s concept of Branding Can’t Live Without It Dr. Joanne LeoniCraig SkillingDr. Maureen...
Today’s concept of BrandingCan’t Live Without It
Dr. Joanne Leoni Craig SkillingDr. Maureen Lloyd-James
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