Branding Basics - Starting a brand

Before creating a brand, must determine:
Brand Vision
Brand Personality / Identity
Brand Positioning

Brand Vision
Companies must develop strong visions for their brands that define emotionally what they want to stand for in the minds of consumers.One goal in brand recognition is the identification of a brand without the name of the company present. Nike appears to stand for “winning” and wants people to get the best out of themselves whether they are involved in sports.

Brand Personality / Identity
The “Heart” of the brand. If your brand is not unique,  special enough, then it is not good enough.
When we speak of cars, our mind pops out BMW, Mercedes or Ferrari. Each and every brand has its own unique "smell", the one thing that different itself from competitors.

Brand Positioning

“Why I have to buy your brand?” , “Why your brand is better?” , “Reasonable pricing?”

AirAsia may appear to be fighting on price but it has a value-for-money strategy based on cost leadership. Its brand positioning of “Now Everyone Can Fly” is compelling to millions of people, generating emotional ties. Flying was once a luxury choice of transport, its not any more!   Therefore its an very special positioning in the market, at least AirAsia is the one who came out with it first.



Positioning is how you want your brand to be perceive inside consumers mind. Full stop.

Branding Structure

As above structure, branding is not just a simple logo or name of company, branding consists of business strategies, company's goal, company image, reputation, awareness, which all leads to ultimate goal of branding - brand royalty !

Why is brand royalty important? In business term, brand royalty affects sales by retaining customers, allowing more profits with less expenses (advertising,campaign, marketing efforts).

Branding Defination

Brand \Brand\, v. t. [imp. & p. p. {Branded} 

1. To burn a distinctive mark into or upon with a hot iron, to indicate quality, ownership, etc., or to mark as infamous (as a convict). 

2. To put an actual distinctive mark upon in any... other way, to show quality of contents, name of manufacture, etc.

 

brand 商標,烙印,汙名(v.)打上烙印,銘記;玷污 

简单来说，brand就是一个企业为公司还有产品打上的烙印，无论是正面还是反面 

品牌的意义

品牌的意义

What is Branding? 

Brand is Value , Value is Competitiveness Edge, Competitiveness is Survival

品牌是价值，价值就是竞争优势,竞争优势就是生存 

无论是个人，公司 还是物品， 品牌的观念已经根深蒂固于现代人的思想当中。 你会帮孩子选学校， 买电话要IPHONE, 开车要选BMW...

从何开始这一切变得理所当然？这就是-品牌的威力

到底是我们改变生活 还是生活不知不觉已经支配了我们？

Brand-Talks Launch

By the hunch, the moment, and the spark of genuine inspirations...
Its been a while since i look back to the concept of branding - the element which i believe crucial to all companies, organizations, or even individuals survival in this world. We live in a world filled with brands, and yet people doesn't really know how to use it for their own advantage, let alone utilize it to grow business.

We are seeing more awareness among SME's and giant corporations, including Government Linked Companies (GLCs's). Not a bad thing at all, thanks to the effort of various government departments initiatives. Finally we are moving ahead, although its a baby step, its a good sign.

Personally, i dont mind to share my thoughts, my experiences, and the point of view of a civilian, but hey, our culture (most human beings,too) are too proud, our heads are trained to be defensive for ourselves. That being said, i still believe that some people do live to learn, and learn to live, and its a blessing to share good things out.

10.50pm
30/3/2010
M3rcil3z