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Winning the Battle of the Minds with Branding & PR Strategies
1. BRANDING & PR Winning the Battle of the Minds Prepared and presented by Benchmark Advisors sarl ● Lebanon
2. BRANDING & PR Winning the Battle of the Minds Group exercise 1: match these brands with what they represent to you Mercedes-Benz Ferrari Microsoft Apple McDonald’s Burger King Luxury Quality Creativity Technology Tasty Very tasty What would you change? -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Introduction
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4. A brand is a name in the mind of the public that represents a product or service.
5. A brand is a guarantee of quality and a system for saving time.
6. Branding is creating singularity to your product or business name and creating in the mind of the prospect and the public the perception that there is no other product on the market like your product.Introduction
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8. Be the first in your category and if not create a category to be first in. There is no place for second position in the mind of your prospects
9. Build the perception of quality in the head of your prospect by positioning yourself as a specialist in your sector. Being a specialist gives the perception of better quality Branding
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11. Never mix your brand name with your company name. Choose which one you want to be known with (ex. Procter & Gamble, Gillette products)
12. Sub-branding destroys your brand. Just create a new brand with its unique positioning (ex. Black & Decker and Dewalt)Branding
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14. Creating a «sibling brand» should be used to counter the competition (ex. Gillette products)Branding
15. BRANDING & PR Winning the Battle of the Minds Group exercise 2: describe in one word what does each brand mean to you Mercedes-Benz BMW Ferrari Maserati Lamborghini Infinity Lexus ---------------------------------------------------------------------------------------------------------------------------------------------------------- Coca cola Pepsi McDonalds Burger king Microsoft Apple HP ---------------------------------------------------------------------------------------------------------------------------------------------------------- Branding What is your preferred brand? Why? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
16. BRANDING & PR Winning the Battle of the Minds Publicity & PR builds Brands not Advertising Advertising The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media Public Relation The methods and activities employed to establish and promote a favorable relationship with the public Publicity The act, process, or occupation of disseminating information to gain public interest Branding & PR
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18. This reminder function can be important, but only after a brand has established its credibility in other ways, generally by public relations
19. Advertising plays a role in brand maintenance, once the brand is built by PR
20. In building brands, advertising has become irrelevant. What build brands are media messages, press articles, public events, endorsements, gossip and word of mouthBranding & PR
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22. One thing that drove the publicity was that Red Bull was initially forbidden in Germany because of high doses of some of its ingredients
23. As a result, every German teenager wanted to try itBranding & PR
26. Like Red Bull, Zara started slowly and had one unique idea: to be the first retail fashion chain to adopt a “just-in-time” strategy. It takes fifteen days to go from design to delivery unlike the typical nine months
34. The company used press articles in specialized automotive magazines, conducted private test drives for renowned automotive journalists, even featured it in a play station video games before the launching day.
35. One of the most important aspect of its PR campaign was to announce that the GTR is superior to the Porsche Carrera Branding & PR
52. A good proper name should be short, simple, suggest the category, unique, alliterative (rhyme), speakable, shocking, personalizedInternet Branding
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55. For low-tech products and services or for brands appealing to the mainstream market, a multiple-language strategy might be best. (ex. Google.com, yahoo.com)Internet Branding
63. BRANDING & PR Winning the Battle of the Minds Group exercise 3: plan your own brand 1. Choose a sector ---------------------------------------------------------------------------------------------------------------- 4. Choose a your target market -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- 2. Choose a category in this sector ---------------------------------------------------------------------------------------------------------------- 5. Create your Brand name and logo -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- 3. Choose a unique quality 4 your brand ----------------------------------------------------------------------------------------------------------------