Today’s concept of Branding Can’t Live Without It

1. Today’s concept of Branding Can’t Live Without It Dr. Joanne Leoni Dr. Maureen Lloyd-James Craig Skilling

2. little Apple With $1,300, Steve Jobs & Steve Wozniak founded Apple Computer, Inc.

3. lot of Apple iMac iPod iTunes iPhone iPad

4. he Brand has to Differentiate • Recognition—everyone will remember • Identity—everyoneknows the name • Memorability—transfersto recall, emotion, or meaning

5. he Brand has to Differentiate • Connections— people, places, events, use & lives • Longevity— but updatable • Value—in the mind of the individual • Persuasive—has meaning & purpose that is easily understood

6. randing for you and your company • Create a culture • Available anytime, anyplace • Everyone wants it in their lives and work

7. Created a cultural and social phenomenon Makes products that impact lives Start trends and developments Is recognized for its innovation in technology hat Apple has done

8. o Can You • Creating a brand that includes: • elements of desire • Recognition • Transferability • Does not happen overnight • Create a competitive advantage and position in category or industry

9. o where do we go from here? • What is you or your company’s competitive advantage? • Pricing • Customer Service • Originality • Delivery • Choose from the following words or phrases the one that best describes you or your company? • A great value • Memorable and • Recognizable, noted and • Distinct in category • Do you use any form of Social Media to advertise and or promote yourself or business? • yes • no

10. oll Everywhere! • How often, if any do you review and analyze your products and services? • Once a year • Quarterly • Monthly • Other • From which form of media do you believe you get the best exposure for yourself or company? • Internet • Television • Magazines • Web Site • How often, if any do you review and analyze what your competitor is doing? • Once a year • Quarterly • Monthly • Other • Have you ever used a survey, focus groups or interviewed your customers? • yes • no

11. The College of Business at Johnson & Wales UniversityNorth Miami Campus