The Importance of Branding for Credit Unions in a Marketing Driven World - Lessons Learned from Coca-Cola. Presented by Michael La Kier, May 2006 at the Georgia Credit Union Affiliates (GCUA) Annual Convention.
Famous Kala Jadu, Black magic expert in Faisalabad and Kala ilam specialist i...
The Importance of Branding
1. The Importance of BrandingThe Importance of Branding
Michael La Kier
Board Member & Marketing Committee Member,
The Coca-Cola Company Family Federal Credit Union
Michael La Kier
Board Member & Marketing Committee Member,
The Coca-Cola Company Family Federal Credit Union
2. What is a brand?
• Definition
– Representation of a bundle of goods
and/or services “sold” to consumers
3. Why create a brand?
• Importance
– In a world of clutter, branding can
represent a point of difference
4. Importance of branding to
The Coca-Cola Company
• Beverages are just
beverages, right?
• Critical element to:
– Create an emotional
connection
– Build an on-going
relationship
– Create order from
chaos
5. Services vs Product Marketing
• Intangibility of offering
• Services “consumed” immediately
• Employees an integral part of the
experience
• Bottom line: services more difficult to
brand and market
6. Putting the principles into action
• Desire to create a better, clearer
identity and have a POV
• To be more than just an ‘alternative
to a bank’
• To play up our point of difference
7. Putting the principles into action
• Desire to create a better, clearer
identity and have a POV
• To be more than just an ‘alternative
to a bank’
• To play up our point of difference