B R A N D I N G * KYM A brand is the intangible sum of a

1
B R A N D I N G
2
A brand is the intangible sum of a products
attributes Its name, packaging and price, its
history, reputation and the way its
advertised. David Ogilvy
3
A Strong Brand

• Makes a promise. Creates a relationship.

4
360o Brand Stewardship

• The process of defining the role that a brand
  can play in consumers lives then managing the
  experience at every touch point to optimize the
  emotional reward and thus loyalty and
  profitability.

5
The Ogilvy Butterfly
6
360 Brand Stewardship Butterfly
7
Driving Brand Loyalty
Mindshare
Relevance, Consideration
Engagement
Conversion/Purchase
Loyalty
8
Mapping Channels Engagement
Mindshare
Print
E-Ad
Radio
TV
PR
Print
PR
Site
Mail
Radio
TV
Relevance/Consideration
DR Print
PR
Site
Mail
Email
TM
DR Radio
DRTV
Engagement
Conversion/Purchase
Site
Mail
Email
TM
Site
Mail
Email
TM
Loyalty
9
Communications Framework
Mindshare
Relevance/Consideration
Engagement
Conversion/Purchase
Loyalty
10
Within every brand is a product, but
not every product is a brand. David Ogilvy
11
(No Transcript)
12
(No Transcript)
13
(No Transcript)
14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
Ogilvys Global Network
THE AMERICAS
EUROPE
AFRICA AND MIDDLE EAST
ASIA
AUSTRALIA
Atlanta Boston Brasília Buenos
Aires Chicago Denver Los Angeles
Mexico City New York Rio de Janeiro Sacramento San
Francisco São Paulo Washington, D.C.
Athens Barcelona Brussels Bucharest Dublin Düsseld
orf Frankfurt
Istanbul Lisbon London Madrid Milan Paris
Prague Seville Stockholm Vienna Warsaw Zurich
Bangalore Bangkok Beijing Calcutta Chennai Colombo
Guangzhou
Ho Chi Minh City Hong Kong Hyderabad Jakarta Kuala
Lumpur Manila Mumbai
New Delhi Seoul Shanghai Singapore Taipei Tokyo
Canberra Sydney
Amman Bahrain Beirut Casablanca Cairo Dubai
Johannesburg Jeddah Kuwait City Nairobi Riyadh
Yellow dot indicates an Ogilvy PR Affiliate