HELLO&welcome

Why do people prefer Coca Cola over Pepsi?

I’m better than you!

Why do people choose Starbucks coffee over other coffee?

(Which is just as good and much cheaper)

BRANDING &

STRATEGY

OUTLINEwhat is branding?

why is it important?

what makes a strong brand?

the downside of branding.

When a company has established itself as a brand, its marketing will be much

more succesful.

“”

STATEMENT

1WHAT ISBRANDING?

A BRANDtells your customers what they can expect from you and distinguishes

you from your competitors.

JEFF BEZOSCEO of Amazon.com

Technology entrepreneur

“A brand for a company is like a reputation for a

person. You earn reputation by trying to do hard things

well.”

A BRAND STRATEGYis how, what, where, when and to whom

you plan on communicating and delivering your brand messages.

2WHY IS ITIMPORTANT?

If you don’t know what you stand for, you can never come with an

innovative strategy.

€0,43 €0,35

Source: Frankwatching.com

MISSIONSPepsi

Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. In

everything we do, we strive for honesty, fairness and integrity.

Coca colaOur mission is to refresh the world, to inspire moments of optimism and happiness and to create value and make a

difference.

3WHAT MAKESA STRONG BRAND?

KEEP IT SIMPLE

BE CONSISTENT

USE YOUR CREATIVITY

BE RELEVANT

BRAND PLATFORMVision

What is your goal?

Key expertiseWhat makes you the best?

DifferentiationWhat makes you different than everybody else?

Key consumerOn whom do you focus?

BRAND PLATFORMKey values

What do you believe in?

PersonalityWhat characterizes you?

MissionWhy are you doing what you are doing?

PromiseWhy should people choose you?

4THE DOWNSIDEOF BRANDING.

The risk of becoming a common name.

Creating a brand is expensive and time

consuming.

A brand is difficult to maintain.

LET’S RECAPA brand is the promise to your customer.

Brand strategy: how, what, where, when and to whom

Branding is important because you need to know what you stand for.

A strong brand keeps it simple, is consistent, creative and relevant.

The downside of branding is being a common name, costs and time and it is difficult to maintain.

CONCLUSIONWhen a company has established itself as a brand, its

marketing will be much more succesful.

You’re brand identity gives you the path to follow and creates a fan base to whom you mean

something.

THANK YOU.