Date post: | 20-Sep-2014 |
Category: |
Education |
View: | 165 times |
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Entrepreneur: brand thyself!Presented by Kenton Larsen
What’s a brand?
• The heart and soul of a product or organization.
• A promise to deliver a consistent and reliable standard.
• Encompasses many elements.
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Brand personality and positioning
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Apple Starbucks
RBC Google
7UP Old Dutch
Tim Hortons A&W
What is branding?
• Individual branding
• Family branding.
• International, national, regional, and local branding.
• Private label branding.
• Licensed branding.
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The benefits of branding
• Brand loyalty.
• Price inelasticity.
• Long-term profits.
• Brand extensions.
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Which brands are most valuable?
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Brand management is hard work!
Defending against competitors, nurturing relationships with customers, making a
big profit, and having a little luck.
Is your favorite band a brand?
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If your business is you…a brief noteabout personal branding
• If brands can have personalities like people, can people be marketed like products?
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How can you use a personal brand?
• Be a star!
• Be Internet famous!
• Define yourself in protest of what’s come before!
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Branding exercise
Three steps:
• Step 1: Identify your “points of differentiation.”
• Step 2: Review your notes.
• Step 3: Create your brand.
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