The document discusses the definition and importance of brands. It defines a brand as the experience customers and other audiences have with a business or product, not just the logo. It lists the top 10 most valuable brands in the world and notes that a brand is built over time through consistent promise and delivery creating brand experience. The brand experience is shaped by tangible and intangible factors like brand values, vision, and the experience different audiences have when interacting with the brand across different touchpoints. The desired outcome is good brand experience leading to brand loyalty, reputation, and positive recommendations.

1. Strategic Brand Marketing and Design Consultants Presented by: Georgina Kelly Brand for Success © 2010 Creative Intelligence All rights reserved

5. Intangible / emotional values Tangible / physical values © 2010 Creative Intelligence All rights reserved Defining the brand experience The brand experience

7. © 2010 Creative Intelligence All rights reserved Customers Guests Stakeholders Employees Influencers Suppliers Value Estate and Environments Food and Beverage Service X Factor Accommodation Amenities and Facilities Location Style Standards Example: Typical hospitality brand

10. T: +971 4 295 7255 / 050 565 8901 E: georgina.k@creativeintelligence.info www.creativeintelligence.info For more information please contact: G eorgina Kelly Strategic Brand Marketing and Design Consultants © 2010 Creative Intelligence All rights reserved