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Brand Experience

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Brand…

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What is brand?

• A brand is more than just a logo, slogan or a colour scheme; it is the image and reputation that we want others to associate with our organization.

• A brand is the image and reputation that we want others to associate with our organization.

• A brand is also a description of the organization that we want to be.

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What is AIESEC brand?

• Our global brand is represented through our living The AIESEC Way.

• Our “Brand Experience” is the experience we want our stakeholders (members, supporters and enablers) to live when they interact with AIESEC.

• The closer we can make this experience to our Brand Experience the more we are strengthening our global brand every day.

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Why do we have a global brand?

1. to be more consistent and credible

2. to attract more stakeholders and give AIESEC a clear competitive advantage

3. to attract the right stakeholders and to set the right expectations

4. to align the organization to globally leverage the AIESEC Experience

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How to do it?

• Branding strategy– Coca Cola Zero

• Guy’s Coca Cola Light

• AIESEC Branding strategy– Brand alignment

• Posters, AIESEC.net, message, actions and events

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Brand alignment

• The tools

• The processes

• Why so important

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Brand tools

• Posters

• AIESEC.net

• Events

• Conferences

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Processes

• Members

• AIESEC FUTURE

• Positive Impact

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Why so important

• One message

• Brand promise

• Quality

• Stakeholders

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Questions

1. Helping ASB find mentors for new students?

2. Creating a event about climate change?

3. Using the Financial Crisis to market ourselves as cheap labor, so companies can save on labor cost?