1. STOP THE CLOCK ITS NOT A RACE
THE IMPORTANCE OF BRANDING

2.
IT’S A MULTI DIMENSIONAL PLAYGROUND

3.
PUSH OR PULL

4.
WITHOUT A PRODUCT OR SERVICE THERE IS
NO BRAND

5.
BRAND: EMOTIONAL DIMENSION
PRODUCT: RATIONAL DIMENSION

6.
PRIOR TO BRANDING EXPLORE 3 LEVELS OF
PRODUCT DEVELOPMENT
CORE*ACTUAL*AUGMENTED

7.
BRAND = NAVIGATION

8.
BRANDS > PRODUCTS

9.
BRAND- PRICING
PRODUCT- SALES
ADVERTISING- VOLUME

10.
EVEN WITHOUT VOLUME GROWTH YOU CAN
INCREASE YOUR PROFIT

11.
SALES & MARKETING = IQ
BRANDING = EQ

12.
BRANDING = PROXIMITY// RELATIONSHIP
PLACE*TIME*PROBABILITY*EMOTIONS

13.
EMOTIONAL PROXIMITY: 5A
ACCEPTED*APPROVED*AGREED*APPRECIATED*ADMIRED
CONSUMER DISPOSITION:
CONSIDER*TRIAL*RETRIAL*REGULAR*LOYAL

14.
BRAND EQUITY
COMMITMENT + CATEGORY INVOLVEMENT

15.
YOUR PLAYGROUND
1 VALUE CREATION//VALUE CAPTURING
2 PRICE PREMIUM//MARKET SHARE
3 SATISFACTION//LOYALTY

16. PSYCHOLOGICAL
BENEFITS
ASSOCIATIONS
knowledge*experience*emo>on
PSYCHOMAGICAL
THOUGHTS
IMAGINATIONS
SYSTEMATICAL
IDENTIFICATION
DISTINCTIVENESS
source
of
value
source
of
inspira>on
source
of
differen>a>on
BRAND EQUITY
source:
tom
hidvegi

17.
START THE CLOCK IT IS GOING TO BE A RACE!
THANK YOU // MULTUMESC