think:branding

branding
teamwork
resources
identity
visual
communication
investment
 Branding Scenario

Branding Vision
Scenario Mission

Business Branding
Goals & Objectives Strategy

Defining Defining Defining

Branding
Value Central Oppor-
Development
Creation Idea tunities

Defining
Defining Defining Defining Branding
Medium &
Distribution Consistency Visibility Communication
Technique

Brand Brand Brand Brand Brand Brand

Awareness Health Value Acceptance Longevity Success
 BC - The Concept

What Is A Brand
A Brand ? A Brand Must

1
Other needs Exist
An entity Brand to be
scenarios created / To Succeed
(central idea)
identified as refreshed
having value(s) A Brand Must
intended to be
recognised by
its audience

Product
7
A Brand
needs to
communicate
Branding
2
A Brand
needs to
offer value
Succeed
To Exist

Scenario
Organisation A Brand needs

6
A Brand

3
Corporate to be needed What Is
needs to
People
compete by consumers Branding ?
Service
City / Country Any given situation
(scenario) relevant

5 4
A Brand A Brand
needs needs to the brand that
to be to sell have, may or will
distributed affect the existence
of the brand
 One Brand Value Positioning

Internal Positioning
MANAGEMENT

One One
One One One
One One Core Brand Brand
Brand Brand Brand
Company Brand Product Values
Culture Relation Comm.
Program Position

External Positioning
 Management Of Change

(Branding
Scenario)
Where CHANGE Where
Are We Are We
Now ? Going ?

Business Merger
Business Acquisitions
Going Public 1
How
Brand Rejuvenation
Brand Repositioning
Brand Extension

2
Through
Branding Consequences
Consultants Branding Strategy
Branding Development
Principal Branding Communication
Task Is...
...Managing Changes Happening In A Brand...
 branding
teamwork
resources
identity
think:identity
visual
communication
investment
 What Is Identity?

An identity is the sum of all characteristics,

tangible and intangible that make the offer unique. Everything
that the entity does must be
Lato an affirmation of its identity
Sensu

Identity is a manifestation of what the entity is all about

An identity is the elements of the entitys Stricto

identification (e.g. name, symbol, logo, colors, Sensu
shape, slogan etc.) by which their values
can be identified
 Identity = Managing Reputation

Identifying 4Ps
Value Creation
Value System
Value Positioning

1
Behavior Company Profile
Website
Newsletter
Season Greetings
Branding Seminars
High Profile
Branding Activities
Identity
=
Name
Symbol
Managing

2 3
Descriptor Reputation
Commu-
Color
Visual nication
 Identity - Behavior

Analytical
Alert

1
Care
Committed
Critical
Professional
Dedicated
Pride & Integrity
Responsible
Value Confidence
Pro Creative
System
Independent
Teamwork
=

3
Behavior

2
Effective
Efficient
Pro Active Leadership