Every business, society, corporates, etc also hope that owning their own brand, every CEO hopes that their corporate not only owning a brand, is a well know branding. Branding is not neccessary is well known brand, but well known brand is better than other normal brand in term of reputation, effective, profit ability, loyalty customers. These are weaknesses of the normal brand that cant compete with well known brand.
Thus, everyone eager to know how brand is structured and being established. Here is what E Biz Center would like to share with <The secret of Branding>
The Story of branding
- Story: example, People found "Louis Vuitton" in a luggage in Titannic ship. It was shown that LV quality is last forever and it is including the mistery of luxury.
- People: It means that the leader/ founder of the corporate to become celebrity for the company. eg, Apple company, Acer
- Logo:
- Activities: it is a creative way to show the corporate core value, & spirit. Through accumulate the time, to convey the message of their brand value. eg, ING marrathon, Channel's autumn fashion show... etc
- Promise: The most important benefits. eg, Disney promise to give "happiness" to everyone. That is why when you enter to Disney land, all the characters, shops, buildings are conveying "happiniess"
- Believe: the Vision. eg, the core of Apple is "Think Difference" based on this, Apple launch the products from ipod, itouch, iphone which is new for people as well as creative.
- Success: Any successed brand such as Coke, Microsoft, Google... etc. have a wonderful financial result, loyalty customers, as well as can affect people lifestyle, Increase the efficiency of working. These are those normal branding unable to do so.
The components in Branding (Aaker,1997)
1. Brand awareness
2. Brand association
3. Brand preference
4. Brand loyalty
