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Brand Experience
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Brand…
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What is brand?
• A brand is more than just a logo, slogan or a colour scheme; it is the image and reputation that we want others to associate with our organization.
• A brand is the image and reputation that we want others to associate with our organization.
• A brand is also a description of the organization that we want to be.
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What is AIESEC brand?
• Our global brand is represented through our living The AIESEC Way.
• Our “Brand Experience” is the experience we want our stakeholders (members, supporters and enablers) to live when they interact with AIESEC.
• The closer we can make this experience to our Brand Experience the more we are strengthening our global brand every day.
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Why do we have a global brand?
1. to be more consistent and credible
2. to attract more stakeholders and give AIESEC a clear competitive advantage
3. to attract the right stakeholders and to set the right expectations
4. to align the organization to globally leverage the AIESEC Experience
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How to do it?
• Branding strategy– Coca Cola Zero
• Guy’s Coca Cola Light
• AIESEC Branding strategy– Brand alignment
• Posters, AIESEC.net, message, actions and events
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Brand alignment
• The tools
• The processes
• Why so important
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Brand tools
• Posters
• AIESEC.net
• Events
• Conferences
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Processes
• Members
• AIESEC FUTURE
• Positive Impact
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Why so important
• One message
• Brand promise
• Quality
• Stakeholders
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Questions
1. Helping ASB find mentors for new students?
2. Creating a event about climate change?
3. Using the Financial Crisis to market ourselves as cheap labor, so companies can save on labor cost?
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