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Brand Management
Strategies ▪
Practices ▪ Examples
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"In today's
global, noisy, overcrowded, and
hyper-competitive marketplace, simply being
flawless isn't enough. A seller also needs to be
distinctive, striking, and memorable. I practice
what I preach, and I preach what I practice."
~
Vadim Kotelnikov |
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My Personal Brand
'KoRe'
stands for 'KOtelnikov's REcipe.
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My personal
logo is to communicate three things: ① "V"
for Vadim; ② Helping people and companies grow;
③ Sourcing inspiration and insights from the
Universe and channeling them to people. |
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'KoSages'
are my trademark sayings. The
word is an integration of three
words: 'Kotelnikov', 'sage' and
'messages'.
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Amazon
Amazon.com has steadily increased its spending on advertising and promotion
to make its brand stronger and build brand equity. "A brand for a company is
like a reputation for a person. You earn reputation by trying to do hard
things well," says
Jeff Bezos, the Founder of
Amazon.com.
Chanel
By refusing to license out the Chanel name after the death of
Coco
Chanel, the founder of Chanel Inc., the company has maintained strict
quality control over its products, allowing it to stay at the top of its
game. Today, Chanel’s logo continues to represent an image of chic,
elegance, and quality around the world.
Procter & Gamble
At Procter & Gamble, branding is almost everything. In the age of the Web,
P&G turned the Internet into a device for
listening to customers – and for experimenting with its brands.
Unisys
When Larry Weinbach joined Unisys, he immediately said that the Unisys brand
was tarnished and decided to rebuild it...
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Brand Management
Advantages of Strong Brands
Brand Attributes
Brand Development
Brand Positioning
Brand Wisdom
Strategic Brand Management
Brand Ambassadors
Brand Equity
Create a New Trend
Facebook Rebranding: Strengths and Weaknesses of the
"Meta" Name
Brand Appeal
Brand Appeal of Innompic Games
Brand
Enhancement
Example: Innompic
Games 'Bricks for BRICS' |
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Asian
Home Gourmet
To
stand out from the crowd and survive in Asia,
let alone globally, the brand has to somehow
convince the consumer that it is different and
better.
What can Cerebos Pacific do to convince people
to buy its brand, as opposed to the array of
competitive sauce additives that are available
around the world?
The
answer lies in an insight used to express
Asian values, relative to food, to build the
brand personality, instead of a traditional
approach to positioning Asian foods...
Brand strengths: personality; a combination of
features and attributes; rational,
emotional, and aspirational
positioning strategies; excellent use of
animation in demonstrating brand values...
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Rich
Dad Brand
Robert Kiyosaki has written 18 books that have
sold 26 million copies combined. He’s best known
for his “Rich Dad, Poor Dad” brand, which he has
branched out into not only numerous bestselling
books, but also into board games, software
games, audio programs and a monthly newsletter.
It doesn't matter if you agree with the Rich Dad
philosophies or not, there's something to be
learned from how the brand is built...
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