Branding and advertising

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

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

2. What is
Brand?
As a competitioncreatesinfinite
choices,companieslookforwaystoconnect
emotionallywithcustomers, become
irreplaceable,andcreatelifelongrelationships.A
strongbrandstandsoutinadenselycrowded
marketplace.Peoplefallinlovewith
brands,trustthemandbelieveintheir
superiority.
GOOD BRAND =
Our Local Famous
BRANDS
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
SUCCESS IN BUSINESS

3. What is Branding?
Brandingisadisciplinedprocessusedtobuildawarenessand
extendcustomerloyalty.Itrequiresamandatefromthetopand
readinesstoinvestinthefuture.Brandingisaboutseizing
everyopportunitytoexpresswhypeopleshouldchooseone
brandoveranother.Adesiretolead,outspacethe
competition,andgiveemployeesthebesttoolstoreach
customersarethereasonswhycompaniesleveragebranding.
Types of
Branding:
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Co-Branding,DigitalBranding,PersonalBranding,Cause
BrandingandCountryBranding....“EmotionalBranding”?

4. Symbolsengageintelligence,imagination,emotion,inawaythat
nootherlearningdoes
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography

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

6. Conducting Research
perception
behavior
performance
performance
Whoshouldinvolve
?
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
Customers.prospects.employees.internalcustomers.BOD.
shareholders.investors.investmentanalysis.financial
community.media.communityorganizations.volunteers.
strategicalliances.partners.competitors.generalpublic.
suppliers.industryexpert.academicinstitution.professional
associations.governmentregulators

7. Brand Strategy
Thebestbrandstrategyisdevelopedasacreativepartnership
betweenclient,thestrategistandthedesigner.
Whoinvolve?CEO,marketing,sales,advertising,publicrelation,
operationsanddistributions.
Thegoal-Aligninganorganization’svisionwithitscustomers’
experience
Alignment visionactions experienceexpressionactionsvision
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography

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

9. 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
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography

10. Managing Assets
ChangingBrandIdentity
LaunchingBrandIdentity
BuildingBrandChampions
InternalDesignTeams
BrandManual
StandardContent
Standards&Guidelines
OnlineBrandingTools
ReproductionFiles
GlobalMetrics
Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography

11. Advertising . Branding . Media . AR . Online . Publication . Printing . Photo &
Videography
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?
Advertisingisinfluence,information,persuasion,
communicationanddramatization.Itisalsoan
artandascience,determiningnewwaysto
createrelationshipbetweentheconsumerand
theproduct.

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

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

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

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

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

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