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BRANDING:%20PROCESS%20AND%20STRATEGIES

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A BRIEF REVIEW OF BRANDING: STRONG BRANDS ALSO HAVE EASILY IDENTIFIABLE BRAND GENETICS. IKEA: product and cost, design and experience. SONY ... – PowerPoint PPT presentation

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Title: BRANDING:%20PROCESS%20AND%20STRATEGIES


1
BRANDING PROCESS AND STRATEGIES
  • ENGLISH 10
  • M. BOUDREAU

2
A BRIEF REVIEW OF BRANDING
  • THE THREE KEY ELEMENTS OF BRANDING

3
A BRIEF REVIEW OF BRANDING
  • ASPIRATIONAL VERSUS TRANSFORMATIONAL BRANDS

4
A BRIEF REVIEW OF BRANDING
  • STRONG BRANDS ENSURE CONSUMERS EXPERIENCE BOTH
    TANGIBLE AS WELL AS INTANGIBLE BENEFITS. WEAK
    BRANDS DO NOT.

5
A BRIEF REVIEW OF BRANDING
  • STRONG BRANDS ALSO HAVE EASILY IDENTIFIABLE
    BRAND GENETICS.
  • IKEA product and cost, design and experience.
  • SONY innovation and design, leadership and
    passion.
  • GOOGLE technology and vision, leadership and
    simplicity.

6
CASE STUDY
  • HOW DOES A COMPANY ESTABLISH OR REESTABLISH ITS
    BRAND IMAGE?

7
  • THE BRANDING
  • PROCESS

8
CASE STUDY
  • HOW DOES A COMPANY ESTABLISH OR REESTABLISH ITS
    BRAND IMAGE?
  • THE CASE OF HULU

9
CASE STUDY HULU
  • LETS REVIEW SOME OF THE COMPANYS
    ADVERTISEMENTS

10
CASE STUDY HULU
  • Answer the following questions in complete
    sentences
  • Identify the rational, comparative, and emotional
    elements of HULU.
  • Is HULU a transformational or an aspirational
    brand? Justify your answer.
  • In your opinion, is HULU a strong brand? Why?
  • What are HULUs brand genetics?

11
  • NOW ITS YOUR TURN

12
BRANDING ACTIVITY
  • A company has hired your firm to brand their new
    product.
  • Follow the 6 steps of the branding process to
    establish a strong brand image for your consumer
    item. You have 45 minutes to complete this
    activity and you will be asked to present your
    branded consumer item to the class.
  • Remember the final step in the branding process
    is to articulate your brand image to the public.
  • You will therefore develop a slogan, a logo, and
    an advertising strategy that will ensure your
    brand is a strong one.
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