What kind of work is technical sales

Have you heard of a job title "technical sales"? I'd hear it if it's just "business", but "technical sales" is quite unfamiliar words. However, there are times when you are seeing job-hunting sites and so on. So I will introduce about technical sales this time. We will explain the job content of technical sales, the difference with general sales jobs, and the necessary capabilities.

■ What is the work content of technical sales?

Technical sales is a profession that carries out sales activities to client companies by taking advantage of technical background and expertise. Also sometimes called a sales engineer, even when it is concurrently serving both technical and sales positions. It is active in highly specialized industries such as IT industry, medical equipment manufacturers, measuring instrument manufacturers.

■ What is the difference between technical sales and general sales?

Generally refers to a position that plays a role of securing sales by negotiating, negotiating, negotiating, negotiating at a client company to sell its products. Technical sales are also fundamentally the same, but since the specialty of the product we are dealing with is high, we need advanced knowledge when we explain the product and make suggestions. Therefore, people who have expert knowledge, such as former and technicians, are doing business so that we can respond firmly to client's questions.

■ What skills are necessary to work as a technical sales force?

Tie in work clothes

In the case of sales staff, if you have experience as a sales person · If you have the skill, you will be able to change jobs to other types of business, and you can make use of your abilities.

However, since technical sales first require technical knowledge and skills, firstly it is necessary to gain experience for several years in the manufacturing engineering department such as system engineers and machine design. With experience as a technician, it will be possible to respond professionally to the proposal destination.

It is a job type that requires technical experience in the manufacturing industry and the IT industry, so it can be said that it is a job type that is easy to change jobs as long as it has experience. Experience as sales can be covered after joining the company, so if you are interested please try challenging.

In modern business society, centering on "brand"

table of contents

1. Introduction

2. Concept of brand management

2.1 Brand definition

(1) First position

(2) Second position

(3) Third position

(4) Review

2.2 What is brand management

3. Legal protection of brand

3.1 Legal protection of brand management and brands

Relationship with

3.2 Contents of legal protection of the brand

(1) Protection by trademark law

(2) Protection by unfair competition prevention law etc.

4. in conclusion

1. Introduction

In modern business society, centering on "brand"

Management strategy that has been regarded as one of the important elements of corporate activities

There. Manufacturing technology and service contents of each company are

It matures and antagonizes, and the overwhelming difference in these

In the midst of no longer existed, other brand image

Differentiation from the company is emphasized in the business world

It can be said that it is a natural flow. Everyday efforts of many companies are all

On the one hand, establishing, maintaining and maintaining this brand value

It will not be an overstatement to say that it aims at above.

The importance of the brand to the company, in recent years Blanc

There is also a lively discussion on the value evaluation

it can. M & A which is an effective tool of corporate restructuring

, The problem of capitalization of the brand value on the balance sheet,

Furthermore, in the scene of calculation of brand royalty fee etc., brand

Objective evaluation of value is required, but these are also companies

Show that the brand is in an important position in management

doing.

Of course, the establishment of a high-value brand is usually a short term

It can not be realized with the accumulation of corporate efforts for many years

Although it is the result, blindly if you repeatedly strive for company

It does not mean it. There is a brand-based chief

We need a strategy / plan from the perspective of the period, and here

Brand management has significance.

However, the concept of this "brand management"

There is no fixed theory about the definition, from various viewpoints

Very different opinions are presented. Brand Management

How to construct the concept of ment is practical

Speaking of brand-related corporate strategy measures

Concept of brand management and consideration of legal protection of brand

Patent 2011 Vol.64 No.11-68-

Special feature "trademark"

Hiroaki Mashima *

Concept of brand management

Consideration on legal protection of brand

It is no exaggeration to say that different ideas are given to each idea about the brand concept, but in this paper

Information given along with individual goods and services that "brand" leaks from the entity, related to the other subject's operations

Based on the information given by the consumer, it is defined as an intangible value generated according to the total of the impressions that the consumer holds against them

Right (see Fig. 1). And based on this, brand management is developed, the whole of the impression that the consumer embraces develops

In order to increase the competitive advantage brought about as a result of brand improvement, products and services

It is defined as management activity that manages information related to other work. Brand management can be realized

Since it is the development of management activities on the premise of the existence of the land, protection of the brand (maintenance of brand value) is enough

What we are a starting point for brand management, its legal protection is based on trademark law, unfair competition prevention law, etc.

Thus it is realized.

Abstract

※

Patent attorney, Kibi International University Graduate School of Intellectual Property Studies Associate Professor

In determining the scope of business elements in view

Although it comes down to the question as to whether it should be "brand manager

The lack of common awareness about the concept of "

It will hamper the acceleration of further development and development of the research field

There is.

From this point of view, this paper first outlines the brand definition

Based on this consideration, "Brand Management

Consideration is given to the concept. And with this

In connection with the legal protection of the brand, brand management

Overview the content of legal protection of brand in ment

.

2. Concept of brand management

2.1 Brand definition

The term "brand" generally refers to various nuances

It is used in (1)

, As a type of modern coined word

"Personal brand" called the individual's personal identity called out

Languages that indicate nuances have appeared (2)

. this is,

Due to the rapid spread of the Internet, individuals themselves

Having acquired an environment where information can be disseminated easily for the society

Although it is behind it, in any case it is called a brand

It can be seen that it represents the breadth of the term.

In this paper, the meaning as such a modern coined word

Excluding traditional brand concepts, especially in corporate management

Limited to the academic significance of the brand concept used in

Even if such restrictions are added, Bran

As with the concept of de management, clear "brand"

The definition is not yet established. Brand

Different definitions for each discipline in the field to be studied

It is not an exaggeration to say that it is granted, these

We must start by trying classification and organization.

In this paper, we classified it into three stages as shown below

Overview of the various theories on the definition of.

(1) First position

First of all, the first is a trademark under the trademark law of Japan

It is in a position to capture the same meaning.

The origin of the term brand (Brand) is "

It is English "Burned" meaning "push", my house

The owner pushes brand marks on livestock to identify livestock

It is said to derive from (3)

. The term brand

Originally meant to distinguish between things of others and things of others

Because it is said that it was, we decided to distinguish our own goods and services

Interpretation interpreted as synonymous with the trademark concept under the trademark law as the essence

There is certain rationality (4)

.

On this point, Ono (1999)

(Brand) was originally attached to a barrel or a box, with a roast

It was a word meaning. However, now,

It is used synonymously with RadeMark (trademark). "

It is (5)

.

Brand management committee members of the Japanese trademark association

In the spirit of the establishment of the Association, "The most important asset of the company

Although the expression "brand (trademark)" is used (6)

,

This description is synonymous with trademark under the trademark law brand

It is not necessarily clear whether or not to mean.

"Trademark" referred to here means a trademarked trademark under the trademark law in a strict sense

Not concepts that showed social significance with a constant spread

It may be considered to have been used as a trademark

Even if it means the trademark of the brand simply

We can deny the possibility that "trademark" was listed as an example

Absent.

(2) Second position

Next, the second is to enumerate constituent elements such as letters, figures, etc.

Although it is centered on

Do not get caught up in the brand, give the brand a certain extent

It is the position to be defined, the following view is this standpoint

Belong to the field.

The US Marketing Association says the brand as "a selling

A product or service of a hand is sold to another seller's goods or services

Name, term, design, singularly to distinguish from

Bol, other characteristic things. It is defined as (7)

.

Also, D · A · Arka (1994) said, "A seller

Identify goods or services from a group of sellers

Separate and distinctive to differentiate from that of competitors

Name (like logo, trademark, packaging design)

And / or symbol "(8)

, This brand this

It is defined as "brand equity"

We are advocating a concept. What is brand equity?

Land, brand equity associated with its name and symbol

It means a collection of production and debts, what this concept was advocated

It is said that the discussion on the brand became active with the opportunity

I am (9)

.

Furthermore, the Japan Intellectual Property Association Trademark Committee (2007)

Definition of brand "to enterprise and its products / services

Credit accumulation, company name, symbol marks and products ·

Concept of brand management and consideration of legal protection of brand

Patent 2011 Vol. 64 No. 11 - 69 -

Service trademark "(10)

.

In addition, the Institute of Legislation (2002) of the Ministry of Economy, Trade and Industry

"Companies recognize their products and others as products of competitors

Name, logo, marks for differentiation or differentiation,

Symbol, package design, etc. as a mark

Yes (11)

.

The definition of the brand in these second positions is

The definition of a trademark (mark) under the national trademark law is "character, figure, note

Number, three-dimensional shape "specific components are enumerated

I will do the same thing that I have, but further design and packing

Cage etc. are also listed as elements, brand quotient

Bra better than the first position to be regarded as synonymous with the trademark on the mark

We are widely grasping the concept.

(3) Third position

Thirdly, concrete structural elements such as letters and figures are arranged in columns

Abstract from a more functional aspect as you break out of the form

It is a position to define brand concept to

This is the opinion below.

First, K · L · Keller (2000), "Brand is a product

. However, in order to satisfy the same needs,

To differentiate it in some way from other products that were in

It is a product with a dimension of. Differentiation made in this way

Is reasonable and concrete in terms of product performance

It is pointed out that what is displayed by brand

It is more symbolic, emotional, abstract. "

(12)

.

Next, Ito (2009) brands "products and services

We should be able to recall and associate information on consumers to consumers

It refers to the indication "(13)

.

In addition, Tsurumoto (2007) brand concept "companies themselves

A mark for differentiating the product etc of the company from the product etc. of the competitor

Not only as a chapter, but also each company's stakeholders

It can be an asset conscious of the relationship with a harm-related person ")

It is (14)

.

Okuda (2001) also said, "Brands, especially corporate bra

We will draw a line from regular trademarks, and long-term corporate

Under the prospects, we aligned with the business strategy formulated

As a result of executing brand management, stakeholes

Provide emotional and self-fulfilling value to da

Nombol, as a result of all corporate activities, stakeho

Rudder built it in the heart of the heart, and that company or group as a whole

It can be said that it is a collection of evaluations to hold against. "

(15)

.

In addition, Ogawa (1994), in a contemporary sense Bran

Easily distinguish its own products from other manufacturers

Symbol, mark, design, name etc. "

Right-ended (16)

It seems like it belongs to the second position

, But the content component of the brand is a partial element

A symbol that can be extracted, a logo mark, a character

Micro-necessary such as lactar, color, jingle (music)

Bra and bra that can not be taken out as a partial element

Independent style, their theme, personal

There are two types of macroscopic elements such as nature, etc.

Cross elements also influence consumer lifestyles and values

It is supposed to exert sound (17)

. Style, thematic nature etc.

Macro element is also a content element and position of the brand

Since it is attached, it belongs to the third position practically

it seems to do.

In addition, Saito (2005), Ministry of Economy, Trade and Industry

According to the definition of the Corporate Law Study Group (2002), as described above

"A company identifies its products or the like as a competitor's product or the like

A name for differentiation, a logo, a mark, a symbol

Mark, such as package design, etc. "

Definition that belongs to the field), while defining it as "

We define the brand as "value worth the price"

"In addition," Here "value"

It is the value recognized by customers, "easy to use or durable"

Functional values such as' I use it with security

It is psychological value such as "It is status"

Mu

Brand type and brand management

In the implementation of business activities, the use of brands is diverse, mainly based on the type of products, the nature of the market and the size and resources of the company to choose different brand strategies.

     1 , no brand. The company does not have any brand for some products. This is mainly in two cases. One is that the difference in products is very small, and consumers basically do not make choices, so there is no need to distinguish them with brands, such as certain raw materials, accessories and bags, etc. Do not use branded products, such as some medicines and chemical raw materials. Unbranded products are mainly based on quality as a guarantee for product sales, but there are also ways to sell low-quality products at low prices without branding.

     2 , Family Brand ( Family Brand ) . Mainly refers to the company's similar products (or even all products), only use one brand, so sometimes called "single brand" decision. The advantage of using a family brand is that it can greatly reduce the total cost of marketing, and can unify the overall image of the product and the company. Generally, it is advantageous to use a family brand in the case where the various products of the company are not very different.

     3 , individual brands ( Individual Brand ) . Mainly refers to the use of different brands (even one product and one brand) for different products produced by the company, so it is also called “multi-brand” decision. The use of individual brands is mainly to reflect the differences between different products to adapt to different target markets. In general, when the product differentiation is obvious and the consumer selectivity is relatively strong, it is more effective to use individual brands.

     4 , licensed brands ( Licensed Brand ) . The brand is transferred to other companies for signing a franchise agreement. The franchise brand must meet the required quality standards according to the requirements of the brand owner and deliver a certain franchise transfer fee to the brand owner. One of the ways to use it.

     5 , Manufacturer Brand ( Manufacturer Brand ) . Also known as the "national brand", that is, the manufacturer determines the brand for its products. Because the brand can be distributed anywhere with the wide distribution of products without regional restrictions, it is also known as the "national brand." Most products use the manufacturer's brand.

     6 , the dealer's brand ( Dealer Brand ) . Also known as "private brand", it means that the product is sold under the brand of the middleman. For example, the St. Michael's of the British Lions department store is a typical middleman brand. In the past, because the market coverage of middlemen has certain restrictions, it is called “private brand” rather than “national brand”. Products produced by the same company may have different “intermediary brands”.

 The importance of brand in modern marketing activities makes brand management a work that enterprises must pay attention to. In the brand management of enterprises, such decisions are generally involved: branding decision-making, brand type decision-making, brand category decision-making, brand strategy decision-making Brand repositioning decision 

     The branding decision is mainly to decide whether the company uses the brand; if it decides to use it, it should choose the type of brand: use the manufacturer brand, the middleman brand or the franchise brand; if it is to use its own brand (such as manufacturer brand), it should be considered Whether it is a single brand (family brand) or a multi-brand (individual brand); if a family brand is used, there are also a large family brand of similar products and a company family brand for all products; in terms of brand strategy decision, there is The new brand is still extending the original brand, changing the original brand or borrowing other mature brands and other different choices; finally, we should consider the current brand positioning to see if it meets the demand characteristics of the target market. If it does not, it should consider repositioning the brand, changing people's perception of their own brand, and promoting the brand to produce a good market effect.

     Brand protection is a very important job in brand management. First of all, the brand must be registered in time, especially for brands with better market effects. If they are not registered in time, they will be squatted by others, which will cause great losses. Secondly, the geographical scope of registration should be considered. If the product is sold nationwide (or will be sold nationwide), it should be nationally registered. If the products to be exported should also be registered in the exporting country and even internationally registered in the world, there will be no embarrassing situation of being squatted in different places; again, a protective trademark should be established, that is, for the same shape and Righteousness or other similar words, graphics and logos should, if possible, be registered first, so as to avoid being used by companies to counterfeit products and affect the interests of enterprises. Finally, effective measures should be taken to prevent their own brands. Infringement and counterfeiting, including the supervision of users of licensed brands, to prevent the brand's reputation from being affected by the decline in the quality of licensed products.

طرح توجیهی سینما ۵ بعدی در تهرانپارس

طرح توجیهی سینما ۵ بعدی در تهرانپارس

طرح توجیهی سینما ۵ بعدی ، توسط شرکت د.د به تیم مشاوران مدیریت ایران وارگذار شد. طرح توجیهی سینما ۵ بعدی نشان داده میشود که تاسیس اولین سینمای ۵ بعدی ایران در مدت ۲ سال در شرق تهران ( تهرانپارس ) اجرا میشود. طرح توجیهی سینما ۵ بعدی تحت لیسانس یک شرکت ژاپنی انجام خواهد شد. همچنین این سینما دارای یک فوت کرت ، گیم نت مجهز خواهد بود که کلیه تجهزات و امکانات این مرکز بر اساس استاندارد سونی خواهد بود.با توجه به عدم وجود سینما در تهرانپارس این مجموعه میتواند با استقبال بالا روبرو گردد. این شرکت در ابتدا مشاوره ایی در خصوص چگونگی نوشتن طرح توجیهی از این ما دریافت نمود.

امکانات سینما ۵ بعدی :

• ۶ سالن سینما ۵ بعدی ( هریک ۸۰ صندلی )   – Sony 4K RGB Laser Projector
• مرکز بازی کامپیوتری ۷ بعدی ( گیم نت ۷ بعدی ) – با ظرفیت بازی همزمان ۲۰ نفر
• فوت کرت  با ۱۵ رستوران متفاوت
• روف کورت اسکیت  شبانه
• گل فروش
• فروشگاه لوازم کادویی
• آب میوه فروش
• کافی شاپ
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ادامه مطلب »  طرح توجیهی سینما ۵ بعدی در تهرانپارس

طرح توجیهی برای اقامت از طریق سرمایه گذاری ( اروپا ، کانادا و استرالیا )

طرح توجیهی برای اقامت از طریق سرمایه گذاری

طرح توجیهی برای اقامت از طریق سرمایه گذاری یکی از خواسته‌های کار فرمیان ماست. از آنجا که دریافت اقامت از طریق سرمایه گذاری یکی از راحت‌ترین روش‌های دریافت ویزای اقامت در استرالیا ، کانادا و استرالیا است . اما این راحتی به این معنا نیست که شما بدون ارائه مدارک بتوانید وارد این فرایند شوید. یکی از مهم‌ترین مدارک برای دریافت اقامت از طریق سرمایه گذاری ( شاید حیاتی‌ترین سند )، طرح توجیهی ( بیزینس پلن Business Plan یا طرح کسب‌وکار تجاری )  است.

با نگاهی به جستجوی انجام شده در گوگل متوجه می‌شویم که روزانه هزاران نفر به دنبال راهی برای مهاجرت هستند.

مهاجرت به کانادا از طریق سرمایه گذاری استانی بهترین راه سرمایه گذاری در کانادا مهاجرت از طریق سرمایه گذاری به سوئد اقامت سرمایه گذاری المان قوانین سرمایه گذاری در آلمان اقامت المان با خرید ملک مهاجرت از طریق سرمایه گذاری به استرالیا اقامت سرمایه گذاری سوئیس اقامت سرمایه گذاری نروژ هزینه ثبت شرکت در سوئد

اقامت سرمایه گذاری سوئد اقامت سرمایه گذاری در کانادا تاسیس رستوران در آلمان سرمایه گذاری در انگلیس هزینه ثبت شرکت در المان اقامت سوئد از طریق خرید ملک مهاجرت از طریق سرمایه گذاری به انگلستان خرید مغازه در سوئد اقامت سرمایه گذاری آلمان اقامت کانادا از طریق سرمایه گذاری

مهاجرت به کانادا از طریق سرمایه گذاری در استان نیوبرانزویک میزان سرمایه گذاری در استرالیا اقامت استرالیا از طریق خرید ملک اقامت از طریق سرمایه گذاری در سوئد مهاجرت به استرالیا اقامت استرالیا از طریق تخصص ویزای سرمایه گذاری کانادا اقامت سرمایه گذاری انگلستان مهاجرت به استرالیا از طریق سرمایه گذاری

فردی که قصد دریافت ویزای سرمایه گذاری (دریافت اقامت از طریق سرمایه گذاری ) را دارد ، تا رسیدن به نتیجه باید چند هزار یورو یا دلاری هزینه نماید ( هزینه تهیه طرح توجیهی ، ترجمه مدارک ، سفارت ، وکیل ، … ).

متأسفانه در بین ایرانیان، تمام هزینه‌های مرتبط با دریافت اقامت ، توجیه‌پذیر است . به جز هزینه نوشتن بیزینس پلن .اما چرا ؟

ادامه :  

طرح توجیهی برای اقامت از طریق سرمایه گذاری ( اروپا ، کانادا و استرالیا )

How Good Content Lets Your Customers Know You Care

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Whether you are a start-up company, regional SME or global corporation, chances are how you and your staff provide great service to your own customers is a process that has been carefully honed and refined. The customer care you provide should after all be your biggest USP as a brand, especially as super savvy consumers expect more from the companies they spend their hard earned cash with.

Nowadays you have more versatility than ever to deliver the very best customer care, but social media channels and live chat tools aside, content as customer service is becoming more important. In recent years, content marketing has become integral to the online profiles of organisations of all sizes and niches. Now, with the right strategy, you can use good content to engage, inform and even inspire your customer base, regardless of whether your aim is to attract new customers, retain existing ones or both.

In this article, we take a closer look at how important providing the right information in the form of blog posts, infographics and social posts is when it comes to your customers and whether publishing such content can in fact increase customer engagement as a result.

Is content the key to customer engagement?

Publishing your own content both on-site and off of course harnesses a great number of benefits for businesses. From increasing visibility in search and upping your domain authority to boosting referral traffic, social reach and conversion potential.

The right content published in the right places also has the power to improve a brand’s reputation, cementing their status as a knowledgeable and experienced market leader in their respective fields. As well as having lower upfront costs, utilising content marketing as part of your brand strategy unlocks deeper, long term benefits, particularly when compared with other tactics such as pay-per-click advertising. But, the question is, does producing brand focused, customer orientated content lead to better customer service and indeed enhanced engagement? In short, yes, and here are the statistics that prove it:

• Brands that publish blog content on their website have 434% more indexed pages than those who don’t.
• Even for small businesses, blogging on a regular basis leads to 126% more leads than those who don’t keep their on-site blog updated.
• After reading recommendations provided on a blog, 61% of online consumers make a purchase.
• Content marketing as a whole, generates conversion rates six times higher than any other traditional marketing method.
• Blogging has a direct impact on traffic too, with websites publishing 16 or more posts each month enjoying 3.5 times more traffic than those publishing four or less according to HubSpot.
• It’s not just on-site blogs where content makes a huge difference to the customer experience. Some 71% of consumers said a good social media service experience would make them more likely to recommend a brand to a family member, friend or colleague.
• There are a vast number of opportunities that are just waiting to be unlocked by brands willing to invest a little time in implementing a content marketing strategy. Good content is an excellent communication tool, and effectively connects brands with consumers who have an interest in their field of expertise.

How can I use content as customer service?

Despite the successful statistics connected to content marketing methods, using content as customer service is under-utilized or under-resourced across a variety of industry sectors. Many brands now provide customer service through their social media channels. Social media is in fact the top choice for consumers looking for good customer service, yet 89% of social media messages received by brands are ignored. The average response time for the messages that are replied to is also poor, taking brands on average 10 hours to get back to a customer with a query. The average social media user however is only willing to wait 4 hours according to research conducted by Sprout Social.

Publishing content across your social media channels, blog roll and off-site via a network of carefully selected, credible websites is the key to promoting a customer focused culture brand-wide, but how can you really make the most of your content offering? Here we provide our top tips for using content as customer service to increase engagement and reputation, whilst staying true to your brand.

Post regularly and with purpose

As we’ve seen from the statistics mentioned above, posting good content on your website’s blog roll is often a sure fire way to increase traffic but it is also an excellent way to stay engaged with your target audience. You don’t have to just post via your blog either, mixing up content production and publication across a range of channels, including your blog roll, social media profiles and third party websites is important.

Choose topics that will resonate with your audience for the biggest impact. Posting for engagement is about finding and talking about subjects that your audience is genuinely interested in, so do some market research and get to know what your customers are really passionate about. As well as using your findings to focus on the evergreen topics that are integral to your brand, you can use content across your blog, social media channels and guest post appearances to answer the questions commonly asked by your audience, set service or product expectations, and communicate product or service information and news.

Go long form for quality

Posts come in all shapes and sizes, and whilst you are restricted in some respects with social media posting, the possibilities are endless in terms of word count when posting to your own blog or indeed selected third party websites. Long form content however is an excellent route to better engagement and higher quality. Take this long form how-to guide for example, a fun subject matter with lots of useful information, two factors that are certain to impress your audience.

Get creative with your content

Good content doesn’t have to be just words, there is so much to explore in regards to the creative, brand consistent content types. Infographics are favourites among industry insiders; as well as being a colourful addition to your blog roll and guest post contributions, they garner excellent engagement results on social media. Infographics are liked and shared three times more than any other content type on social media so it’s certainly worth the effort of teaming words with graphics.

Like with long form content, there is tons of infographic inspiration out there – this infographic from MacFly Pro is a personal favourite of ours. As our example proves pretty much any subject matter can be explored with infographics, even the long running debate of whether Apple or Android is better!

Using content as customer service is a tactic that can be easily called upon by so many brands, and there are plenty of rewards for those brave enough to embrace content as customer service. From building a community of loyal customers and branding your company an authority figure in its respective industry to getting to know your audience, improving SEO and simply adding value to your online offering, content marketing has the power to not only show your customer who you are as a brand but show them that you care.

https://iranmct.com

brand

About This Course

course Objectives

Course Elements

Grading Elements

Adopt a brand

Individual Course Assignment

30% course grade

Due March 24th on Canvas

Adopt a Brand Process

Individuals select a recognized brand 

Search for articles that represent brand activity

Integrate Research on Market Trends and Global Influences

Draw conclusions around competitive capability of the brand

Make recommendation for future brand positioning

Adopt a Brand Summaries

Session 1 Topics

Before We Begin

Brandstorm

What Do You Prefer?

 Branding Concept

What is a Brand ?

Branding DNA

Brand-osomes

Branding Elements

Brand Value Elements

Branding Scope

What Can Be Branded

Branding Principle

Effective branding requires Branding elements that:

1.Are integrated around a central theme and work together

2.Match with the customer lifestyle, needs and buying behaviors

3.Fit the image, ethics and reputation of the parent brand or company

BrandStorm

Millennial Car Wars

Lincoln vs Tessla

2015 Lincoln MKZ

The Lincoln Motor Company teams up again with Academy Award™ winner Matthew McConaughey to create Lincoln MKZ and Lincoln MKZ Hybrid ad campaign that will begin airing during high-profile New Year’s Day college football bowl games

Two new TV and online ads will promote Lincoln MKZ and Lincoln MKZ Hybrid midsize sedans, which have given a new direction to the brand with their introduction two years ago

Lincoln’s previous collaboration with McConaughey, the “Live in Your Moment” campaign, fueled early sales success of 2015 Lincoln MKC small premium utility

Lincoln’s NEW Ads

Lincoln MKZ Hybrid Ad

Lincoln MKZ Hybrid Ad

Brand Storm

Create a millennial targeted BRAND Campaign for the Lincoln MKZ

Slogan And messages?

competitive Price Point and value?

utilize current celebrity (Matthew) and other celebrity endorsers to enlist?

Customer Engagement

Brand Hierarchy

Personal Brand Hierarchy

Branding Versus Marketing

Branding and Marketing Play Different Roles

Marketing Focuses on Current Transactions

Brandstorm

Invent a Boutique Hotel Brand

Select existing hotel chain

Decide on a Boutique Hotel concept or theme

Choose a target segment

Select a Unique Name that suggests the Theme

Choose a Slogan / Logo

Design the “Package”

•Décor

•Style

•Layout

•Location{s}

Branding Focuses on Long Term Customer Perceptions

Slogans

Branding Principle

Effective Marketing Requires Integration of Marketing With a Successful Branding Campaign

Integrating Branding and Marketing

Science of Branding 1-3

Brand Leadership

Keys to Brand Leadership

Interbrand

Interbrand 2014

Top 10 Brands on Social Media

Pepsi Overview

onInterbrand

Though the cola category faces challenges, Pepsi has responded positively and proactively. In March 2013, the brand unveiled a new single-serve bottle for its Pepsi trademark portfolio,  its first design update since 1996

The brand is addressing key consumer concerns, such as sugar content, via the lower calorie version of its flagship beverage, Pepsi Next

Building a reputation for its environmental efforts, Pepsi was awarded the 2012 Stockholm Industry Water Award for reducing its water consumption.

 Delivering a holistic expression of its brand and continuing to engage millions of people around the world through music and digital platforms, Pepsi is making a comeback.

Coca Cola Overview

onInterbrand

Coca-Cola remains the most recognizable—and one of the most valuable—brands in the world. Guided by its 2020 Vision goals around innovation, focus, and creativity, Coca-Cola achieves impressive global presence through standout ad campaigns, bold design, digital savvy, and a simple, universally relevant theme that weaves throughout the brand’s communications: happiness.

During the past year, much of its marketing focused on the global, music-driven “Move to the Beat” campaign for the London Olympic Games,

Coca-Cola not only effectively spread its “Open Happiness” message in more than 200 markets around the world, it also created moments of happiness through the award-winning “Share a Coke” campaign that puts consumers’ names on bottles and cans, and the madcap Coca‑Cola Zero “Unlock the 007 in You” stunt that cross-promoted the James Bond Skyfall movie release

Coca-Cola’s innovation pipeline also extends to its sustainability platform and packaging, promoting healthy living, and reinventing self-serve beverage dispensers with the Coca-Cola Freestyle dispenser.

McDonalds Overview

onInterbrand

Despite a year of change, the golden arches remains highly relevant to 69 million daily consumers through greater choice and localization, consistent global brand expression, and customer experience.

Growing to 34,000 restaurants globally, McDonald’s continues to focus on Asia, where it must find the product sweet spot for consumers across the region, a key to successful expansion and relevancy in the market.

With the modern redesign of its locations, McDonald’s repositioned itself to broaden accessibility overall, stretching into the more upscale quick-service restaurant space while returning to its original pricing strategy of everyday value all around the world, offering a wide variety of menu items at lower price points

Starbucks  Overview

onInterbrand

For a brand that’s synonymous with coffee, Starbucks is venturing well beyond its coffee shop model. Key investments this past year include a USD $100 million acquisition of San Francisco-based artisanal baking chain La Boulange, an attempt to improve its food offering and take on rivals encroaching on its coffee business

The brand also paid USD $620 million for the US-based Teavana chain in November 2012, expanding its tea lineup beyond its Tazo brand.

Starbucks also successfully launched its K-Cup (Keurig’s popular system) single-serve tea and coffee for the at-home market in a bid to take on Nestlé’s Nespresso brand.

Whether these strategies will have an impact outside the US remains to be seen, especially given the brand’s ambition to grow its store footprint in the Asia Pacific region. Having added 516 new stores in Asia Pacific in the past year and revenue up 22 percent, the strategy appears to be paying off.

The most checked-in brand in the world according to Facebook, Starbucks fans are particularly engaged in Indonesia and the Philippines. In the hot seat over corporate taxes in the UK, it remains to be seen whether this will have a long-term impact on the brand.

Google Overview

onInterbrand

If Google’s stream of innovation is anything to go by, there’s clearly something in the water in Mountain View, California. From making noise for its self-driving cars to taking advantage of Apple’s Maps fumble to releasing the straight-out-of-Star Trek Google Glass, the company once described as a search engine has found its voice as a true leader of the technology age

However, the year hasn’t been perfect for the company, with anti-trust questions being raised in the US and Europe, and its involvement in the PRISM scandal flying in the face of its “don’t be evil” corporate motto

Google’s search engine is still outperforming those of rivals Yahoo! and Microsoft, and experimental forays like Project Loon, which aims to deliver 3G internet to remote areas via solar-powered balloons in the stratosphere, continue to remind us that Google is more than a search engine.

Strategic Brand Management

1. Establish Brand Position

& Values

2. Brand Marketing Programs

3. Performance Measure

4. Equity Growth

Commodity Branding

Branding Brief 1-2  

What Defines a Commodity

Some Commodity Brands However Do Show Brand Success

Commodity Branding Strategies

What Makes Branding Places Unique

How is a Place Defined

True Excellence

It’s popular to talk of achieving excellence. But, how many businesses try to achieve true excellence—that 10 on a 10 point scale? I would guess very few.

When most businesses talk about achieving excellence, what they’re really shooting for is that 8 or 9, that difference that gives them a competitive advantage they can easily see in the market.

You can see it in the way they ask questions of their customers: when trying to gauge a customer’s satisfaction, surveys have a likert scales with points like very dissatisfied, dissatisfied, neutral, satisfied, and very satisfied. But, what about trying to satisfy them completely?

It’s easy to understand why most businesses don’t try to shoot for true excellence: If they measure it, they have to try to achieve it, which is hard—getting from 9 to 10 is a lot harder than getting from 7 to 9, And, none of their competitors are trying to achieve true excellence, so the effort isn’t worth the advantage.

These companies are often more concerned with becoming bigger than better; they’re often externally-motivated more than internally-motivated; they’re often more about short-term profits than long-term health; and, they’re often afraid of failing to achieve excellence.

Realizing true excellence isn’t about short-term profits; it’s about long-term sustainability; it’s about inspiration; it’s about achieving and living your core values; and, it’s about building and being a part of an organization you can be proud of.

One Thing You Should Never Do If You Want To Beat The Competition

Never try to beat the competition at their game. Instead, beat them at your game.

It’s very tempting to want to beat the competition in everything that they’re good at. But, think of Michael Phelps: even he—the most decorated Olympian of all time—didn’t try to compete in Olympic races that weren’t his strength—like the 100m and 400m freestyle.

Companies only have a limited number of resources. So, when they try to improve their weaknesses to be competitive, they often end up ignoring their strengths, which are likely what their customers love about them and make them unique. And, if they improve their weaknesses to the detriment of their strengths, they end up just being undifferentiated from the competition: either ends up being as good a choice to their customers.

If you’ve built a strong vision for your business, the plan for achieving it should focus on your strengths. Sticking to a strength-based plan for achieving your vision is a key to success.

Are you doing anything that isn’t a real strength just because the competition is excelling at it?

Cultivate Workplace Passion

In today’s rapidly changing business environment, you need passionate people because such people can drive extreme and sustained performance improvement.

What does a passionate person look like?

• They bring noticeable energy to their work
• Searches for new, better, solutions to challenging problems
• Takes meaningful risks to improve performance
• Cuts across silos to deliver results
• Are happy to go to work each day, which translates to less sick time off
• Are loyal to their employers
• Work as needed to get the job done; and, perhaps most important
• Performs at a higher level with each passing year

In addition to the above, passionate teams:

• Inspire others around them because passion begets passion.
• Willingly create a team-oriented atmosphere.

The following five strategies are designed to instill more passion into your workplace:

Make it a priority

Look for passion at every step, particularly at the beginning. Include questions about passion in the interview process and be willing to prioritize it over experience and credentials to find people who share your passions and interests.

Connect to emotions

People need to know that their work matters and see how it all comes together. Encourage them to engage with customers and other ecosystem partners. The more that they feel that they’re innovating and making a difference the better.

Break down barriers

Sometimes the biggest obstacles to passion are barriers that prevent people from “making it happen.” Silos, real or imagined, exist in almost every workplace, particularly larger entities. By encouraging people to work cross-functionally, you tap into their connecting disposition and keep them from feeling confined, which can drain their passion and sense of possibility.

Craft the job around their interests

The sign of a good coach is that s/he develops a system and game plan around the players. Teams that have a particular type of personnel do best when they take full advantage of the talent and abilities on the roster.

Build their capacity

Offer training and educational opportunities to help your people grow and become more confident in their work. Nothing drives passion like a profound sense of ability and aptitude. Also, encourage your people to connect with others in their industry. This will offer many benefits, including new insights, stronger connections, and leads — and, perhaps most important, an outlet for folks when they need advice or someone to talk with.

http://cultbranding.com/ceo/cultivate-workplace-passion/