Presentation slides from WomenBizSENSE member, Kristine Leong who spoke about branding and advertising during our meeting on 25 October 2013.

1. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Branding and Advertising
~ specially for WBS members

2. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Our Local Famous
BRANDS
What is
Brand?
As
a
competition
creates
infinite
choices, companies look for ways to connect
emotionally
with
customers,
become
irreplaceable, and create lifelong relationships. A
strong brand stands out in a densely crowded
marketplace. People fall in love with
brands, trust them and believe in their
superiority.
GOOD BRAND SUCCESS IN BUSINESS
=

3. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
What is Branding?
Branding is a disciplined process used to build awareness and
extend customer loyalty. It requires a mandate from the top and
readiness to invest in the future. Branding is about seizing
every opportunity to express why people should choose one
brand over another. A desire to lead, outspace the
competition, and give employees the best tools to reach
customers are the reasons why companies leverage branding.
Types
Branding:
of
Co-Branding, Digital Branding, Personal Branding, Cause
Branding and Country Branding.... “Emotional Branding”?

4. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Symbols engage intelligence, imagination, emotion, in a way that
no other learning does

5. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Branding Process
Process
1.
conducting
research
4. creating
touchpoints
2. clarifying
strategy
5. managing
assets
3. designing
identity

6. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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Conducting Research
perception
behavior
performance
performance
Who should involve
?
Customers . prospects . employees . internal customers . BOD .
shareholders . investors . investment analysis . financial
community . media . community organizations . volunteers .
strategic alliances . partners . competitors . general public .
suppliers . industry expert . academic institution . professional
associations . government regulators

7. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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Brand Strategy
The best brand strategy is developed as a creative partnership
between client, the strategist and the designer.
Who involve? CEO, marketing, sales, advertising, public relation,
operations and distributions.
The goal- Aligning an organization’s vision with its customers’
experience
Alignment
actions
vision
vision
actions
expression
experience

8. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Brand Identity
Naming,
Brand
Architecture,
Taglines,
Message, Vision, Meaning, Brandmarks, etc
Staying
on

9. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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Brand Touchpoints
Sales Promotion . Advertising . Environments . Experiences .
Websites . Newsletter . Business Forms . Signage . Packaging .
Exhibits . Proposals . Emails . Voicemails . Publications . Web
Banners . Letterheads . Business Cards . Billboards . Vehicles .
Services . Products . Employees . Speeches . Presentations .
Networking . Telephone . Word Of Mouth . Trade Shows . Direct Mail .
Public Relations . Blogs . Social Media

10. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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Managing Assets
Changing Brand Identity
Launching Brand Identity
Building Brand Champions
Internal Design Teams
Brand Manual
Standard Content
Standards & Guidelines
Online Branding Tools
Reproduction Files
Global Metrics

11. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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Who/ When To Do
Branding?
. New Company, New Product
. Name Change
. Revitalize a Brand
. Revitalize a Brand Identity
. Create an Integrated System
. When Companies Merge

12. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
What is Advertising?
Advertising is influence, information, persuasion,
communication and dramatization. It is also an
art and a science, determining new ways to
create relationship between the consumer and
the product.

13. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Advertising Process
Conduct
Research
Monitor
impact
Develop
strategy
Implement
campaign
Develop
creative
Manage
production
Test
creative
Develop
media
plan

14. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Product Flyer
Consistency

15. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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Property Campaign

16. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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Subway Promotion Materials

17. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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MDC Newspaper Advertisement

18. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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Cross Promotion
Newsletter

19. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
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Video
Presentation
Study About Brand & Marketing
Proposal

20. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Thank You