The document discusses what a brand is and why having a strong brand is important for a business. It states that a brand is not just logos, slogans, or other visual representations, but rather it is the gut feeling and associations that customers have with a product, service, or organization. It suggests that a brand represents the personification of the entity, the promises made to customers, and the emotional connections that are formed. Having a strong brand allows a business to stand out from competitors, command higher prices, attract quality employees, and provide stability, growth, and longevity for the business.
10. Strictly Confidential – Do Not Distribute 10
Is it the personification of an
organization, product or service?
11. Strictly Confidential – Do Not Distribute 11
Is it the source of a promise to the
customer?
Or is it a trust mark?
12. Strictly Confidential – Do Not Distribute 12
Is it a set of associations that
enhance or detract from the related
product or service?
13. Strictly Confidential – Do Not Distribute 13
Is it the main source of emotional
connections with customers?
14. Strictly Confidential – Do Not Distribute 14
Is it something that should drive the
design of the “total customer
experience”?
15. Strictly Confidential – Do Not Distribute 15
Is it the single idea or concept or
imbedded in the mind of the
customer?
16. SonTT3 – Marketing E-commerce
Brand is
16
“A brand is a person’s gut feeling about a product, service or organization.”
“Thương hiệu là cảm nhận bên trong của một người về một sản phẩm, dịch vụ hay
một tổ chức.”
The brand gap, Marty Neumeier
18. Strictly Confidential – Do Not Distribute 18
“The art of marketing is the art of
brand building. If you are not a
brand, you are a commodity. Then
price is everything and the low-cost
producer is the only winner.”
- Philip Kotler Kellogg
19. SonTT3 – Marketing E-commerce
Why having a brand will benefit your business?
19
TOM
Stand out
of the
crowd
Premium
price
Employer
branding
20. Strictly Confidential – Do Not Distribute 20
A brand will provide you
with stability, growth
potential, loyalty and
longevity
21. SonTT3 – Marketing E-commerce
Brand story
21
Red Bull Felix Baumgartner
Earth Top Jump
Greatest brand campaign in 2012
22. SonTT3 – Marketing E-commerce
To be continued…
22
www.brandrepublic.com
adsoftheworld.com
www.brandsvietnam.com
The main idea behind the project is that Felix Baumgartner will fly up to 36,576m (120.000ft) by a balloon (record No 1), and then step out of the small capsule made just for this purpose, skydive from that height (record No 2), be the first man ever breaking the speed of sound (record No3) and having the longest free fall for 5 and half minutes (record No4).