Presentation on theme: "Brand. Brand is more than a product or service. Customer Relationships Community/ church Personality Emotional/ self-expressive benefits Symbols Logos/"— Presentation transcript:
Brand is more than a product or service. Customer Relationships Community/ church Personality Emotional/ self-expressive benefits Symbols Logos/ imagery Product Events/ programs Brand Origin, values plus … …plus associations
Building Strong Brands, p131 By David A. Aaker Free Press Business, 1996
Building Strong Brands, p177 By David A. Aaker Free Press Business, 1996
Building Strong Brands, p9 By David A. Aaker Free Press Business, 1996
“… both individuals and organisations need values. It is essential to their well being and their sense of worth.” Living the Brand,Nicholas Ind 2001 Brand = Values “When values are deep rooted - they have the power of authenticity. They guide decision making from the fundamental (the policy on quality) to the incidental (organic food in the canteen) not because there is some command and control structure that dictates it but because people believe in the ideas behind the values.” Living the Brand,Nicholas Ind 2001 Goal: to engage members and employees with the organisation they represent and stimulate them to live the brand.
Employees flourish in organisations where they identify with the brand Organisations flourish when the brand has relevance and creates meaning Purpose and values are not created, they exist - the issue is how well they are articulated and embedded Brand clarity creates freedom Brands come to life when the boundaries between the internal and the external blur living the brand requires imagination Living the Brand,Nicholas Ind 2001 Living the brand: Question: How well do you identify with the brand? Is the brand clear and easy to understand?