step 01-banik branding & ibc (1-know why)-session 02
TRANSCRIPT
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کمپین برندآفرینی(Branding Campaign)
(BANik)
بيو ارتـباطات بـازاريـامشـاور ارشـد بـرنـد رندينگهاي بهدايـتگر و استراتژيست کمپين
«برندآفرینیکمپین »مجموعه هفت جلدی : منبع
(دومقسمت )چرایی برند : گام اول
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- 1925)سال 85برندهای پیشرو بعد از 2010)Product Leading Brand 1925 Current Position 2010
Bacon Swift Among Leaders Batteries Eveready Among Leaders Biscuits Nabisco Among Leaders Breakfast cereal Kellogg LeaderCanned fruit Del Monte LeaderChewing gum Wrigley LeaderChocolates Hershey No. 2Flour Gold Medal LeaderPaint Sherwin-Williams Among LeadersPipe tobacco Prince Albert LeaderRazors Gillette LeaderShortening Crisco Leader Soap Ivory Leader Soft drinks Coca-Cola Leader Soup Campbell Leader Tea Lipton Leader Tires Goodyear Leader Toothpaste Colgate Among Leaders
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Best Global Brands (2011 Rankings)
Rank
Previo
us
Rank
Brand Country of Origin Sector2011 Brand
Value ($m)
Change in Brand
Value
1 1 United States Beverages 71,861 2%
2 2 United States Business Services 69,905 8%
3 3 United States Computer Software 59,087 -3%
4 4 United States Internet Services 55,317 27%
5 5 United States Diversified 42,808 0%
6 6 United States Restaurants 35,593 6%
7 7 United States Electronics 35,217 10%
8 17 United States Electronics 33,492 58%
9 9 United States Media 29,018 1%
10 10 United States Electronics 28,479 6%
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Best Global Brands (2012 Rankings)
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Best Global Brands (2013 Rankings)
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Best Global Brands 2013
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Best Global Brands 2014
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Best Global Brands 2014
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Best Global Brands 2014
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Best Global Brands 2014
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Best Global Brands 2014
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Best Global Brands 2015
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BrandZ Top (2013 Rankings)
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BrandZ Top (2013 Rankings)
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BrandZ Top (2013 Rankings)
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BrandZ Top (2013 Rankings)
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BrandZ Top (2013 Rankings)
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برندهای برتر به انتخاب موسسهBrand Finance, 2011
Face Book= 285رتبه
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برندهای برتر به انتخاب موسسهBrand Finance , 2012
Best Global Brands 2012
Rank 2012 Brand Brand Value
1
$70,605m
2
$47,463m
3
$45,812m
4
$39,135m
5
$38,320m
6
$38,197m
7
$33,214m
8
$31,082m
9
$30,044m
10
$28,665m
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برندهای برتر به انتخاب موسسهBrand Finance , 2014
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(2010سال )برند برتر دنیا 100سهم هر قاره از
نام کشورها ورتعداد کش سهم هر قاره قاره%(1)، مکزیک %(2)، کانادا %(50)آمریکا کشور3 53 % آمریکا
، %(5)، انگلستان %(5)سوییس ،%(8)، فرانسه %(10)آلمان %(1)فنالند ، %(2)اسپانیا ،%(2)سوئد ، %(3)، ایتالیا %(3)هلند کشور9 39 % اروپا
%(2)، کره جنوبی%(6)ژاپن کشور2 8 % آسیا- - 0% آفریقا- - 0% اقیانوسیه
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(2010سال )کشور برتر 6ارزش ویژه : اهمیت برند
ندتعداد برارزش ویژه برندها
(میلیارد دالر)کشور
50 میلیارد دالر870 آمریکا10 میلیارد دالر98 آلمان6 میلیارد دالر97 ژاپن8 میلیارد دالر73 فرانسه5 میلیارد دالر42 سوییس1 میلیارد دالر35 فنالند
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(2011سال )برند برتر دنیا 100سهم هر قاره از
نام کشورها ورتعداد کش سهم هر قاره قاره%(1)، مکزیک %(2)، کانادا %(49)آمریکا کشور3 52 % آمریکا
، %(5)، انگلستان %(5)سوییس ،%(7)، فرانسه %(10)آلمان %(1)فنالند ، %(2)اسپانیا ،%(2)سوئد ، %(3)، ایتالیا %(3)هلند کشور9 38 % اروپا
%(1)، تایوان %(2)، کره جنوبی%(7)ژاپن کشور3 10 % آسیا- - 0% آفریقا- - 0% اقیانوسیه
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(2011سال )کشور برتر 9ارزش ویژه : اهمیت برندندتعداد بر
ارزش ویژه برندها(میلیارد دالر)
کشور
49 میلیارد دالر798 آمریکا10 میلیارد دالر108/5 آلمان7 میلیارد دالر85 ژاپن7 میلیارد دالر60 فرانسه5 میلیارد دالر30 سوییس2 میلیارد دالر29/5 کره جنوبی2 میلیارد دالر28/5 سوئد1 میلیارد دالر25 فنالند5 میلیارد دالر23 انگلستان
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100 Top BrandsInterbrand 2013
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100 Top BrandsInterbrand 2013
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100 Top BrandsInterbrand 2013
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2013 Best Global Brands
By Sector
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2013 Best Global Brands
Top 10
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2013 Best Global Brands
Top Risers
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2013 Best Global Brands
Automotive
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2013 Best Global Brands
Luxury
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2013 Best Global Brands
FMCG
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2013 Best Global Brands
Technology
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2013 Best Global Brands
Electronics
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2013 Best Global Brands
Restaurant
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2013 Best Global Brands
Beverages
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2013 Best Global Brands
Home Furnishing
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فراز و فرودها
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فراز و فرودها
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فراز و فرودها
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رقابت های دورادور
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رقابت های شانه به شانه
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برند دوم جهان اسالمشرکت ملی نفت ایران
برند برتر جهان اسالم1002012تا 2010در سالهای
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برند بیست و سوم جهان اسالمسازمان صنایع و معادن ایران
برند بیست و ششم جهان اسالمایران خودرو
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برند سی و چهارم جهان اسالمشرکت ملی پتروشیمی
برند چهل و یکم جهان اسالمشرکت سایپا
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برند پنجاه و هفتم جهان اسالمبانک ملی ایران
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برند شصت و هشتم جهان اسالمشرکت ساپکو
برند هشتاد دوم جهان اسالم(همراه اول)شرکت ارتباطات سیار
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ست رتبه برندهای ایرانی این لی: نکته جالب!هم همین است2012و 2011در سال
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B2Cبرندهای
ریکصد شرکت برتجهان اسالم
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Iran’s Top Brands
WEDNESDAY, DECEMBER 16, 2009Iran's Top Brands Competition, Tehran. 16 December 2009. Moj photo
The second annual brands competition was held in Tehran, with 24 industries and 350 brands competing to be chosen as the best brand names in the country. Following are the top 10 brands, as reported by Moj News Agency:
• 1. Bank Saderat, banking• 2. Hamrah Aval, mobile phone• 3. Iran Khodro, oldest car manufacturer in Iran (since 1962)• 4. Zar Makaron, food (pasta)• 5. Pars Khodro, auto (first manufacturer of SUVs in the country)• 6. Steel Alborz, kitchen products (stainless steel kitchen sink)• 7. Yek-o-Yek, food (tomato paste, sauces)• 8. Golbaft, textile (blankets)• 9. Takdaneh, food (fruit juice)• 10. Daroo-pakhsh, pharmaceutical
ایرانصادرات بانک ( 1اولهمراه ( 2ایران خودرو( 3زر ماکارون( 4پارس خودرو( 5استیل البرز( 6یک و یک( 7گلبافت( 8تکدانه( 9
داروپخش( 10
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وبرندینگ به کجا می رود؟... «روند رو به آینده برندها»
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...پدیده ای به نام
GAFA
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...پدیده ای به نام
GAFAGAFA is an acronym for the brands that exemplify
platform thinking at scale: Google, Amazon,
Facebook, and Apple. Though initially rooted in
focused lines of business-Amazon's online book
fulfillment, for example-they prove that the design of
desirable experiences can allow a company to
profitably extend across multiple sectors. GAFA
brands also share an identifiable trait-a log-in that
provides access to a personalized ecosystem of
offerings within a single branded space.
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عصر چهارم برندینگ چیست؟
The Future of Business is
Personal Branding
Age of Identity
Age of Value
Age of Experience
Age of …
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Create Your Brand!