Branding Definition // Athens Choice

1. ATHENS’ CHOICE
AD DISCOVERY WORKSHOP

2. BRAND NAME-BRANDING
DEFINITION
 The process of creating a particular product
or a characteristic that serves to identify a
particular product.
 Brand is the name, term, design, symbol, or
any other feature that identifies one seller's
product distinct from those of other sellers
and it is used in business, marketing and
advertising.
 In general, brand is the main feature that
identifies your product on consumer’s mind.

3. BRAND ELEMENTS
 Memorability
 Meaningfulness
 Likability
 Transferability
 Adaptability
 Protectability

4. NATION BRANDING/CITY
BRANDING
 Nation branding aims to measure, build and manage
the reputation of countries (closely related to city
branding).
 Nation branding is still a developing field in which
scholars continue their search for a unified
theoretical framework. Many governments have
resource dedicated to Nation Branding.
 Their aim is to improve their country's standing, as
the image and reputation of a nation can
dramatically influence its success in attracting
tourism receipts and investment capital in exports in
attracting a talented and creative workforce and in
its cultural and political influence in the world.