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Brand & Image Management CHI Durban October 2012.

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Presentation on theme: "Brand & Image Management CHI Durban October 2012."— Presentation transcript:

1 Brand & Image Management CHI Durban October 2012

2 1 © [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International. Brand Management Brand Management is marketing your Brand Brand management is the application of marketing techniques to a specific brand Employees Relations Media Clients Financial sponsors

3 2 © [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International. Brand Management Brand Management is all about building a strong brand Using marketing techniques to create brand value and in the long term a strong brand Best Global Brands 2011 ($ M) Coca-Cola 71,861 Microsoft 59,087 Google 55,317 McDonald's 35,593 Apple 33,492 Disney 29,018 Hewlett-Packard 28,479 (source: Interbrand 2012)

4 3 © [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International. Brand Management Brand Management is not that simple; some questions What are the characteristics of a successful brand? Why can Brand Management be important for CHI? What is the promis of your brand, what is de promis of CHI? What is needed to build a strong CHI brand?

5 4 © [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International. Brand Management Brand Management is not that simple; some suggestions... Standardization (company logo and house style) Connect to a strong brand? ? Concentration of strenght! Find Ambassadors (give the organisation a face) Identify target audience and align with marketing techniques (Communication and promotionmix) Plan, Do, Act and Check!

6 5 © [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International. Promotion = Communication and Communication will achieve: Brandname recognition Building strong relationships with important stakeholders The “Selling” of CHI Create awarness for the need fot Child Helplines Brand Management Marketing Techniques: Promotion: Promotion Mix is crucial

7 6 © [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International. Parts of a Promotion Mix, some examples: Advertorials in regional or local media (Thought Leadership and Commercial adverts) Organising events or sponsor meetings with stakeholders (meet & greet with Ambassadors) Public Relations; one on one contacts with import stakholders/relationship management Publications on the topic Mailings, Cold Calling Brand Management Implementing a Promotion Mix is not that difficult

8 7 © [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International. Image Brand Management & Image are closely connected Protecting your brand: liability Risk analysis Reputation manager Monitor & act! Damage control plan Comes by foot and goes by horse

9 © 2012 KPMG Staffing & Facility Services, registered with the trade register in the Netherlands is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks or trademarks of KPMG International.


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