1. Building A Brand: Personal Branding & Brand
Management from a company perspective
By Carly Scheffer - Adjunct Lecturer

2.  From the Old Norse, “brandr” means “to burn”.
 Brand (AMA) is a “name, term, sign, symbol, or
design or a combination of them, intended to
identify the goods and services of one seller to
another to differentiate them from those of
competitors.
 Duncan: a perception resulting from experiences
with, and information about, a company or a line
of products.
 Keller: is more than a product, because it can have
dimensions that differentiate it in some way from
other products designed to satisfy the same need.
05/31/12 CS_PRB 2

3.  Duncan: the process of creating a brand image
that engages the hearts & minds of customers,
is what separates similar products from each
other.
 Keller: brand is something that resides in the
mind of consumers & so branding is the
process. The key to branding is that consumers
perceive differences among brands in a
product category.
05/31/12 CS_PRB 3

4.  Personal branding is public impression of you,
not only about your expressions to the public:
(by Irvan Permana)
2. See it first
3. Show it All
4. Sell it everytime
(Group CELEBRITY BRANDING please explain about
this in your presentation)
05/31/12 CS_PRB 4

5. VISION & MISSION
EDUCATION &
WORKING
STRENGTHS & EXPERIENCE
OPPORTUNITY
WEAKNESS & SLOGAN
THREAT
VALUES FAMILY &
& FRIENDS
BELIEFS CAREER
05/31/12 CS_PRB 5

6. Your personal mark that makes you special,
memorable, desirable, and worth extra money
in the bank. The power of branding creates the
perception of leadership and competency in
the minds of market. Personal Brands start at
the core of one’s existence and spread
throughout every point of contact to your
target audience.
05/31/12 CS_PRB 6

7. Is VITAL for:
 Salespeople and professionals
 Business development directors
 Consultants, coaches & trainers
 Experts, authors, speakers and gurus
 Company managers & executives
 Industry pioneers & leaders
 Politicians
 Entertainers, comedians, athletes
 Just about everyone else who wants something he or
she doesn’t have
05/31/12 CS_PRB 7

8. 1. What are your
accountable career
PLANNING and personal goals?
2. Define your BRAND
MOI
3. Research your target
markets &
competition.
4. Map out a working
action plan.
5. Execute with passion
6. Monitor & modify as
needed
05/31/12 CS_PRB 8

9. #4. Map out a working action plan is
firstly by CREATING A CV
MAGAZINE as your final project
for this class.
05/31/12 CS_PRB 9

10. 05/31/12 CS_PRB 10

11. A Company’s Perspective

12.  Keller is more than a product, because it can
have dimensions that differentiate it in some
way from other products designed to satisfy
the same need.
 Keller: brand is something that resides in the
mind of consumers & so branding is the
process. The key to branding is that consumers
perceive differences among brands in a
product category.
05/31/12 CS_PRB 12

13.  Coca-Cola  U.S.
 Microsoft  U.S.
 Nokia  Finland
 Toyota  Japan
 Sony  Japan
 Nescafe  Switzerland
 IKEA
 Sweden
 Gucci  Italy
 Sido Muncul  Indonesia
05/31/12 CS_PRB 13

14.  Monolithic identity, where the company has an
integrating task towards its subsidiaries and provides
each product with an identity.
 Umbrella identity, where the company dominates
the profile but parts of the organization each are left
some room to promote their own identity.
 Endorsed identity, the characteristics of the
company remain visible, but the identity of the various
activities is put first.
 Branded identity, where the company is not visible
in the marketplace, but the brands are.
05/31/12 CS_PRB 14

15. 3 steps in creating a brand:
3. Selecting the desired Brand Position
Brand Position = the standing of a brand in comparison with its competitors
in the minds of customers, prospects & other stakeholders.
5. Developing Brand Identification
Brand Identity = Names, Brand Symbols & Taglines
7. Creating a Brand Image
Brand Image = an impression created by brand messages & experiences and
assimilated into a perception or impression of the brand.
05/31/12 CS_PRB 15

16.  Balancing customer acquisition & customer
retention efforts.
Existing Customers
Word-of-Mouth
Advocacy
Loyal Customers New Customers
Customer Relationship Management
05/31/12 CS_PRB 16

17. BRAND KNOWLEDGE
Brand Awareness Brand Image
The consumer’s ability to Consumer’s perceptions about
identify the brand under a brand, as reflected by the
different conditions. brand associations held in
consumer memory.
05/31/12 CS_PRB 17

18.  There are 4 steps:
s Ensure identification of the brand with customers and
an association of the brand in customers’ minds with a
specific product class or customer need.
Firmly establish the totality of brand meaning of
customers by strategically linking a host of tangible
and intangible brand associations with certain
properties.
r Elicit the proper customer responses to this brand
identification and brand meaning.
n Convert brand response to create an intense, active
loyalty relationship between customers and the brand.
05/31/12 CS_PRB 18

19. RELATIONSHIP
What about you and me?
RESPONSE
What do I feel about you?
MEANING
What are you?
IDENTITY
Who are you?
05/31/12 CS_PRB 19

20. Thank you
Ms.Carly Scheffer OLD NORSE = medieval
FB: Carly Scheffer Scandinavia. North, Norsemen