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Copyright © 2010 .O Projects. For educational use only. No part of
this presentation may be published, sold, or otherwise used for profit
without the written permission of the author.
Ax.Tantawy | .O Projects 1
Brand
WHAT IS BRAND ?
WHY BRAND DEVELOPMENT ?
BRAND DEVELOPMENT ELEMENTS
• BRANDING STRATEGY
• BRAND IDENTITY
BRANDING PROCESS
The Most important Questions :
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What is Branding ?
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clean your brand from not wonted
special signature to
make it shine Branding
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There are more than
1,000,000,000 Brand around the would
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You can count
10,000
direct competitor for your lovely brand
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Only
Focused +
Different
Brands Gets
Noticed
Brand Brand Brand
Brand
Brand Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
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Branding Gives you
Get Noticed Competitive
edge Brand equity and image
Market share
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We can say brands as a "name, term,
sign, symbol or design, or a combination
of them intended to identify the goods
and services of one seller or group of
sellers and to differentiate them from
those of other sellers.
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Therefore it makes sense to understand that
branding is not about getting your target
market to choose you over the competition,
but it is about getting your prospects to
see you as the only one that provides a
solution to their problem.
The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects
emotionally
Motivates the buyer
Concretes User Loyalty
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Branding Mania …
Art VS
Strategy
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CREATIVE THINKERS
Intuitive
Emotional
Spatial
Visual
Physical
The right brain control him
STRATEGIC THINKERS
Analytical
Logical
Linear
Numerical
Verbal
The left brain works here
Strategy
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We
need Ax.Tantawy | .O Projects
16
Ax.Tantawy | .O Projects 17
Ax.Tantawy | .O Projects 18
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But How ?
Ax.Tantawy | .O Projects
could you make a
charismatic brand ?!!
20
Use the
“Five Brand
DISCIPLINES” OF BRAND-BUILDING
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DISCIPLINE 1:
DIFFERENTIATE
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The most important
words in differentiating your
brand:
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Focus
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1
Focus
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2
Focus
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3
DISCIPLINE 2:
COLLABORATE
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Brand need a lot of hand
to built
I D E N T I T Y
PAC K AG I N G
P ROMOT I O N S
A N N UA L R E P O RT S
P RO D U C T D E S I G N
P U B L I C R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A DV E RT I S I N G
WEB D E S I G N
BRAND S T R AT E G Y
N A M I N G
E V E N T S E X H I B I T S
C R E AT I V E S E RV I C E S
S U P P L I E R S
D I R E C T R E S P O N S E
P O P D I S P L AY S Ax.Tantawy | .O Projects
29
This is your
brand
Developing Army
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What about Brand
Developing Plan?
It will combine all requirement for branding process and helps you in
implementation
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Brand
Developing Plan
I D E N T I T Y
PAC K AG I N G
P ROMOT I O N S
A N N UA L R E P O RT S
P RO D U C T D E S I G N
P U B L I C R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A DV E RT I S I N G
WEB D E S I G N
BRAND S T R AT E G Y
N A M I N G
E V E N T S E X H I B I T S
C R E AT I V E S E RV I C E S
S U P P L I E R S
D I R E C T R E S P O N S E
P O P D I S P L AY S
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Choice of teams
Promise of consistency
Creating
Brand Developing Plan
gives you
DISCIPLINE 3:
INNOVATE
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It is all about
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And that is the problem ??
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creativity
right-brained
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Branding need
strategy
left-brained
How can we
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To satisfy booth parties we just can follow
special innovation Equation
Which called …
Ax.Tantawy | .O Projects 38
You need to know what the innovation brand equation called ??
Ax.Tantawy | .O Projects 39
Here it come
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3
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2
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1
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The
Innovative Brand equation
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D+B+A+E+L+E+P
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= Innovative Brand
+DISTINCTIVENESS
+BREVITY
+APPROPRIATENESS
+EASY SPELLING
+LIKABILITY
+EXTENDABILITY
+PROTECTABILITY
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= Innovative Brand
To Know More About Brand Creating Take a
look @The Ultimate Brand
Ax.Tantawy | .O Projects 47
http://www.slideshare.net/AbdulrhmanTanta
wy/the-ultimate-brandax-tantawy
DISCIPLINE 4:
VALIDATE
Ax.Tantawy | .O Projects 48
validate means
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VALIDATION
means bringing the audience into the creative process.
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Means
Test your brand
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Even before brand release
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See if it will mean what you planed to
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DISCIPLINE 5:
Adapt
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People are different
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Brand should be different
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So the “five Brand
DISCIPLINES”
Will helps you in brand
development
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DIFFERENTIATED,
COLLABORATED,
INNOVATED, VALIDATED,
ADAPT.
This will solve left and right brain conflict
Art VS
Strategy
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Art Strategy
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ABOUT THE PRODUCER
Abdel-Rhman Tantawy is Brand Development Specialist & Brand Manager
in Egypt.
MBA Holder pharmacist with wide experience in marketing and
communication, Branding, Marketing, Business development and
Designer.
Visit www.eg.linkedin.com/in/axtantawy
Ax.Tantawy | .O Projects 62
Need
Branding?
Produced and a visual presentation by:
AbdelRhman Attia Tantawy
Brand Development Specialist
E-mail: [email protected]
Mobile : (+2) 010 74 20 147
Copyright © 2010 .O Projects. For educational use only. No part of this presentation may be
published, sold, or otherwise used for profit without the written permission of the author.