Published on March 7, 2014
Entrepreneur: brand thyself! Presented by Kenton Larsen
What’s a brand? • The heart and soul of a product or organization. • A promise to deliver a consistent and reliable standard. • Encompasses many elements. 6
Brand personality and positioning Apple Starbucks RBC Google 7UP Old Dutch Tim Hortons A&W 7
What is branding? • Individual branding • Family branding. • International, national, regional, and local branding. • Private label branding. • Licensed branding. 8
The benefits of branding • Brand loyalty. • Price inelasticity. • Long-term profits. • Brand extensions. 9
Which brands are most valuable? Brand management is hard work! Defending against competitors, nurturing relationships with customers, making a big profit, and having a little luck. 10
Is your favorite band a brand? 11
If your business is you…a brief note about personal branding • If brands can have personalities like people, can people be marketed like products? 12
How can you use a personal brand? • Be a star! • Be Internet famous! • Define yourself in protest of what’s come before! 13
Branding exercise Three steps: • Step 1: Identify your “points of differentiation.” • Step 2: Review your notes. • Step 3: Create your brand. 14
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