What every professional should know about branding
April 23, 2010 | Posted in Branding by CPV | 
1 Comment Tags: 9 criteria, brand, brand essence, Branding, slideshare, the 9 criteria for brand essence
The words “brand” and “branding” are thrown around in casual conversation so frequently now we are still surprised to find not every business person knows what they mean.
Some business managers refer to their products as brands, probably a carryover from the early P&G days. Some still think their logo, package or trademark is the brand. Some mistakenly believe they have total control of their customer’s brand experience. And many think branding is just another word for marketing.
In simple, straightforward terms, this presentation provides the basics for you and everyone in your organization.
- What is a brand?
- How does it differ from a commodity?
- Why are brands built on intangibles?
- Does everyone perceive a brand in the same way?
- When and where do brands come in contact with the audience?
- Who in the organization affects the brand experience?
- What is the goal of branding?
- What are the advantages?
- And, finally, what are “The 9 Criteria for Brand Essence™”?
How will you better define and leverage the unique experience of your brand with your audience?
For help, contact Kirk Phillips at kirk@cpvinc.com.
Click here if you would like to download a PDF version of this presentation.
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Andrew Weir says:
I love this SlideShare presentation–thanks for sharing.
I totally agree with your perspective on brand experience.
However, I don’t fully agree that the ultimate goal is loyalty. Sure, it is one of the key drivers, but I think advocacy (as measured by the Net Promoter Score) is the ultimate goal.
There are plenty of brands that have loyal consumers who are not advocating it–due to habit, inertia, etc. (Think banks.)
In my view, to drive advocacy you need to not only deliver the brand promise but also delight–that way consumers are more likely to buy again and tell their friends.