Class 2 9/19/2012 4:39:00 AM
A true definition of a brand: promise of an outcome that exists for every
interaction that a stakeholder has with the brand.
Strong brands are the result of careful management of all touch points,
involving everyone in the organization!!
Tagline and slogan doesn’t always have to be the same, because it’ll be too
costly to changes slogans/brand promises every year
Brand experience: toilet, smell, everything that gives u that first
impression. Basically that touch point aspect
Brand management. The issue is what they promise doesn’t align with the
actual experience. Try to use a successful brand and extend it to another
product, dove shampoo=>dove chocolate.
Product experiences usually impacts customer more than any marketing
1. Define it not being able to communicate the attributes of the brand. A
good brand (especially for international markets) should be flexible:
adaptable across market extendable: if u have many product lines
sustainable: u don’t wanna keep changing ur brand promises every 5 year
2. Become it u need tools to become the brand. Branding guide, brand
architecture, touch point audit (customer experience making sure it hits all
the points), research research and more research