You have to work hard to shield yourself from the power of branding; it's difficult
avoid it in today's business and social climate. Even in the depths very,
a very small urban America, you could not free yourself from
face the concepts of branding messages from around the world. Even in
conversations that do not discuss him (and they are becoming few and far between
between), branding is present. On TV, in the supermarket, in the cinema
theater, in your car, branding constantly with you. If you are in business
business - you are somehow involved in branding. If you are the only one
owner, you can be yourself, be a brand.
It is no longer enough just to be the best or even the best-selling product.
on sale. It became necessary to establish a brand identity that can
lead to additional products, a deeper market share and an expanded consumer
loyalty
As the chief editor of Folio Cable Neuhaus magazine said, “Branding is so
paramount importance. A car for many, many people is an extension of themselves. it
an extension of how they see themselves. Relatively few people go to
the dealership that is closest to their home and says: “What can I get for $ 22,500?
This is not how people buy cars for the most part, and this is the reason that
car companies spend billions of dollars around the world, in all likelihood, on
Branding GM just fired the guy who is in charge of branding because
they feel that he was not very successful. They have success car lines
and you can move up the lines: Chevy, Pontiac, Buick, Cadillac. Not all
this is a big difference between Buick and Pontiac; they are usually built on
the same frame. The difference lies in how they sell themselves to the audience.
Pontiac. We build excitement. Buick - American luxury. "In the world
public relations, where I work on a brand of one of the most popular stars today, this
almost impossible to avoid talking about branding.
Working in hollywood for
20 years old, I never heard the noise around the concept that I had
experience with branding. Everyone is looking for the key to the concept;
everyone says this word, although most of them have misconceptions about their
I mean.
The problem is that only a select few know what Branding is. And
even less understand the important role that public relations plays in branding
handle. Like Duane E. Knapp, President of BrandStrategy, Inc. and by The The
Branding Mindset, says: “Most people don't have a clue what a brand means.
A common misconception is that a brand is an advertisement. They have such a concept that
One way to be a successful brand is to advertise a brand,
you should have a lot of activity, a lot of messages, a lot
advertising, which is the antithesis of a true brand concept. I think [PR] is an
the most important role. The company must decide what their promises are. If
you have no brand promise, you have nothing, and this is not an advertisement
Subtitle. This is what employees and company promise consumers. This is & # 39; s
no promise without him, except for every employee in the company
can tell you what they have to do to fulfill this promise. They may not be
able to read the exact two or three sentences, but, for example, in LL Bean,
they know that there is no such thing as an unhappy customer. "
"I think (public relations) is massively important and even more massive
insufficient role in the branding process. I don't think people completely
understand the importance of creating an interview with a major magazine or
someone else favors your brand. 3M talks about how you perceive your
brand in three different ways: one, customer satisfaction, two, you would buy
brand again, and three, you would recommend it to a friend. & # 39; I watch PR
as an analogue, you would recommend it as a friend. "
—Scott M. Davis, Managing Partner, PROPHET Chicago Office, and Co-Author
brand asset management
It’s impossible to look at Branding without the prospect of public relations,
and my business is usually public. When doing business with a high-tech business,
Celebrities from Barbara Streisand to Fleetwood Mac, Demi Moore
Karim Abdul-Jabbar, Charlton Heston, Michael J. Fox, and Corporate Customers
like Pizza Hut, I deal with concepts like advertising, marketing, market
research and sponsorship. Public relations is part of all these disciplines. And
since public relations, we will discover, is an integral part of branding
process, I have a unique perspective on business branding. I work with
people who create and perpetuate some of the most successful brands
and company IDs. I worked with actors of the highest level, actresses,
entertainers, filmmakers and Hollywood insiders, all of whom strive to become
brands and some of those that did exactly that with unsurpassed success.
I know advertising executives and marketers who create
brands, and I know editors, producers, studio managers and television
who represent them to the public. In fact, you read about them
experience and hear their opinions in this book. They will help me
Explain why some things work, and others not. This is not alchemy; is not
voodoo Magic can happen, but magic is usually a product.
intense hard work, endless practical exercises and just inspiration.
Branding is not a wave of the magic wand; this is a discipline that can be taught
and found out. It can be practiced and studied, discussed and analyzed.
better to understand, the more successfully it will be used.
There will also be a general branding experience: creating a fictional brand
ice cream, which we will see from the idea to the full mature brand through
best use of public relations practice. Product concept
name, presentation, as well as advertising and marketing
influence and form as a result of the use of public relations. Win brand
through their promise to the public and through what promise
reported and reinforced. This is pure social relations.
The journey we are going to take will be exciting. We'll consider
brands that are practically sacred in many households, and find out how they
got this way. We'll look at the most inspirational options and the biggest branding.
mistakes that have ever been committed. And through all of this, we will watch what you can do
use public relations techniques to help create this once-in-a-lifetime brand.
