Download - Brand Communication
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Brand Communication
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Outline
•Introduction
•The communication definition of a brand
•What is ALJAWAL?
•ALJAWAL brand strategic framework
•Communicating the brand: Digital Energy
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Introduction
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The latest BrandZ global brand study by MillwardBrown shows that Google (a search engine) is suddenly worth $66,434,000!
Coca Cola (mainly sugar and water) is worth $44,134,000!How could such seemingly simple entities gain such power?
The power of brand Communication!
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What is a brand?
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“There is a lot to be learned from the car industry”
“The Economist”
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• Technological advantage is short-lived
• Competition is closing the gap fast
• Quality is taken for granted
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The greatest learning:
“mechanical engineering is copiable, emotional engineering is not”
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“The telecommunication industry is moving from being technology-driven
to brand-driven”
“Jay Houghton”
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Brand Building is keyBrand Building is key
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What is a Brand?
We define brand as the recognition and personal connection that forms in the hearts and minds of our stakeholders and other key audiences through their
accumulated experience with your brand atevery point of contact
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“In technocratic and colorless times, brands bring warmth, familiarity and trust”
Peter Brabeck, CEO Nestle SA
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Build Brand Equity
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For What?
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To make people spend more time with the Brand
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More Time = More Involvement
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More involvement = More trust
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More trust = More conviction
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there is no brandconvictionWithout
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Conviction (merriam-webster.com)
•1: the act or process of conviction of a crime especially in a court of law
•2 a: the act of convincing a person of error or of compelling the admission of a truth b: the state of being convinced of error or
compelled to admit the truth•convincedthe state of being :ba strong persuasion or belief:3 a