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The BRAND concept

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Phuong Hoa Nguyen
Phuong Hoa Nguyen

Clarify the BRAND concept in AIESEC

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T H E BRAND C O N C E P T C L A R I F I C A T I O N & I M P L E M E N T A T I O N
OBJECTIVES • Clarify the BRAND concept • Analyze the picture of BRAND and BRANDs in AIESEC • Define implementation
THE BRAND CONCEPT
DNA BRAND
BRAND AND BRANDS IN AIESEC
ORGANIZATIONAL BRAND AND PRODUCT BRAND
LC LEADER AS A BRAND MANAGER
BRAND ELEMENTS – 3P PERSONALITY PROMISE PURPOSEmission statement core values constituents relationship benefits
BRAND FRAMEWORK *DEVELOPED BY HARVARD UNIVERSITY’S HAUSER CENTER FOR NONPROFIT ORGANIZATIONS &THE ROCKEFELLER FOUNDATION integrity democracy ethics affinity
IMPLEMENTATION Product Teams Team Marketing
FUNCTION LEADER AS A BRAND MANAGER
brand awareness brand love brand loyalty brand engagement
BRAND AWARENESS LEVELS • Brand Recognition •Brand Recall •Top-of-mind •Brand name dominance
IMPLEMENTATION Customer (Promoter) Front office Back Office
REFERENCES • http://nonprofitanswerguide.org/ • http://ssir.org/articles/entry/the_role_of_brand_i n_the_nonprofit_sector • http://www.businessdictionary.com/definition/bran d-management.html

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