The document discusses what a brand is and why having a strong brand is important for a business. It states that a brand is not just logos, slogans, or other visual representations, but rather it is the gut feeling and associations that customers have with a product, service, or organization. It suggests that a brand represents the personification of the entity, the promises made to customers, and the emotional connections that are formed. Having a strong brand allows a business to stand out from competitors, command higher prices, attract quality employees, and provide stability, growth, and longevity for the business.

1. What is a brand?
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A brand is not your corporate logo/slogan
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A brand is not your trade marks
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A brand is not your corporate font
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A brand is also not your corporate colors
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A brand is not a product or service
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A brand is not an advertising
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These are just the assets that represent the
brand
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So, what is a brand?
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Is it the personification of an
organization, product or service?

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Is it the source of a promise to the
customer?
Or is it a trust mark?

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Is it a set of associations that
enhance or detract from the related
product or service?

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Is it the main source of emotional
connections with customers?

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Is it something that should drive the
design of the “total customer
experience”?

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Is it the single idea or concept or
imbedded in the mind of the
customer?

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Brand is
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“A brand is a person’s gut feeling about a product, service or organization.”
“Thương hiệu là cảm nhận bên trong của một người về một sản phẩm, dịch vụ hay
một tổ chức.”
The brand gap, Marty Neumeier

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Why we need
a brand?

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“The art of marketing is the art of
brand building. If you are not a
brand, you are a commodity. Then
price is everything and the low-cost
producer is the only winner.”
- Philip Kotler Kellogg

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Why having a brand will benefit your business?
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TOM
Stand out
of the
crowd
Premium
price
Employer
branding

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A brand will provide you
with stability, growth
potential, loyalty and
longevity

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Brand story
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Red Bull Felix Baumgartner
Earth Top Jump
Greatest brand campaign in 2012

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To be continued…
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www.brandrepublic.com
adsoftheworld.com
www.brandsvietnam.com

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